In 2017, the newly formed GRAMMY Music Education Coalition (GMEC) set out to increase the number of students actively involved in making music in U.S. public schools with the goal of funding 30,000 music education teachers to impact an estimated 2 million students. As a first-of-its-kind music education non-profit, the coalition hoped to increase awareness about the organization and its mission while setting the stage for long-term sustenance and support.
Leaning into the fact that, at the time, the GRAMMY Music Education Coalition had been recently created, Entertain Impact chose to create a launch campaign to announce the formation of the music education non-profit, using the moment as a conversation starter with potential impact partners. To help kick off the campaign, we leveraged our relationships in the entertainment space to broker integrated marketing partnerships on behalf of the coalition.
One notable impact partner was Disney Pixar. This partnership resulted in a cross-promotion between the GRAMMY Music Education Coalition and the 2017 animated film, Coco, about a young Miguel whose dreams of becoming a musician take him through a life changing journey through the Land of the Dead. Tapping into the authentic connection between the film’s music-focused narrative and the coalition’s work to expand students’ interest in and access to music education, Entertain Impact was able to incorporate the coalition’s messaging and branding into Coco launch promotions, including events and panels. As part of the marketing partnership, another of the non-profit’s impact partners, Guitar Center, donated 600 Cordoba guitars, enabling music educators to engage students using contemporary and mainstream songs from the film’s Mexican soundtrack.
In addition to connecting relevant impact partners and developing an integrated marketing partnership on behalf of the music education non-profit, Entertain Impact also created the GRAMMY Music Education Coalition’s All-Star Ambassador program and launched an influencer marketing campaign to help raise awareness about the nascent organization. A total of 25 ambassadors, including artists Rita Ora, Kristin Chenoweth, Regina Spektor, Luis Fonsi, Stephen Marley, Bebe Rexha, and others, helped amplify the coalition’s launch campaign and core message: that all students deserve access to a quality music education.
With a slew of relevant, credible, and engaged impact partners in place, the launch campaign successfully positioned the GRAMMY Music Education Coalition for continued momentum and growth.