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Executive Summary

The following media plan discusses an inside look of SJC custom drums and the

steps they should follow with implementing further media strategies. All of these tactics

will further SJC as company both through media outreach and public image.

During my analysis of my client I discuss their overall mission and what they

stand for as a company as a whole. I list the different publics who should be reached and

a rationalization for why they should be targeted. I explain SJC’s strategies to meet their

overall goals for this plan.

During the analysis of the kinds of media coverage SJC needs I list and provide

rational the different kinds of media outlets that should be reached during the course of

this plan. The media coverage I listed is not traditional and the majority of the coverage

are online and video based publications through blogs and YouTube channels. The

rational I used for the majority is the two-step flow theory since most of my media

coverage comes from opinion leaders within the industry.

My key media contact list has contacts mostly from the Boston area, online blogs

and YouTube channels, and publications in London. I chose Boston because that is where

SJC is located so it has prominence there. I chose London because a lot of the artists on

SJC are in London based bands who have major followings over the United Kingdom. I

also added a few national media outlets because all of those channels use SJC drums for

their famous house bands.

During the section of information for media relation personnel I included the two

major spokespersons from SJC drums. I wrote a short biography for co-owner Mike

Cipari and the A&R and sales manager George Slater. Both guys represent SJC the most

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on camera and have the most interaction with customers. I also discussed the

organization’s policy for who speaks on behalf of the organization and their social media

policy. Lastly, I put the company’s FAQ and Q&A sheet. I did not find it necessary to put

a background since all the information would be the same as in the analysis of the

organization section.

For my last section I chose to add any other information I think are appropriate

for my company. I chose to add a SWOT analysis to really break down the different

section of what they have and need to improve on as a company. I feel that is more

important than a crisis communication plan and projection of globalization.

I hope that whomever it concerns finds this media plan helpful and finds use out

of it. This will help expand SJC’s communication efforts and have them enter in different

types of media outlets.

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About SJC Custom Drums

SJC Custom Drums is a custom drum company that was started by two brothers in a

small town in Massachusetts in 2000. The entire SJC family prides themselves on the

blood, sweat, and tears that go into their master craftsmanship, innovation, and passion

they put into their drums. Each of their drums they make is custom made to the exact

specifications of the customer with virtually unlimited options. They are not in a business

to make money, but in a business to make people happy. With providing top-notch

customer service SJC supplies drums to over 1,700 artists and are willing to make any

drummers dream drum set come to life.

SJC drums mission statement videohttp://www.youtube.com/watch?v=OCoq6piZjsI

SJC custom drums stands out in a number of different ways from their competition. They

are prided on their craftsmanship, innovation, customer service, and passion for their

drums. Since they have almost unlimited options, they can make hundreds of thousands

of different types of drum sets within days. SJC has a skilled group of wood workers, a

passionate office, and A&R team. They have in house designers to design exactly what

look you are after as a drummer. The designers will set up Skype calls to get a face-to-

face image of what you want in your drums. One other part about them is they will work

out a budget with you so you can afford exactly what you want in your drums. Their

drums are played by 1700 different artists that are in some of the biggest bands, all over

the world.

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SJC’s publics

Drummers in touring bands:

SJC offers professional endorsement deals to drummers who are in a popular band

are on national tours. Typically to get one of these endorsements the band has to

get signed to a major record label. These artists are allowed to use SJC’s backline

drum sets that are located in offices by venues all over the world. This is so

drummers do not have to pay to have their drums loaded on to an airplane.

Drummers in local bands:

If a drummer is in a popular local band they can get a smaller endorsement deal.

With this you do not sign any contracts or take professional pictures, but you get a

very good discount. Drummers in local bands have the opportunity to take their

drums to the next level in order to help get their band to the next level.

Drummers with YouTube channels:

This is one of SJC’s biggest publics. Drummers on YouTube are constantly

putting up “drum covers,” which are videos of them playing drums along to a

famous song. Some of these drummers have thousands of subscribers on

YouTube and have to keep their audience happy. Instead of getting a generic

drum set that about 100 other drummers have, they will order a completely

custom drum set from SJC. Some of them will have custom back drops as well

and need kits to match that, and the tone of the songs that they play to.

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Everyday at home drummers

People who love playing drums who are not in bands still love to have the greatest

and next best thing. Drummers who practice a lot and play constantly at home

want a great and unique drum set to play on. Everyone who has a passion for

playing drums is going to want a drum set that they designed themselves and was

hand made specifically for them.

SJC Market Size

Even though SJC is a popular drum company, they are not the most popular compared to

the big names in drums. Custom drum companies generally are not as high in rank and

profit as one of the conglomerates, but in the custom drum market, they are in the race for

number 1. In social media they are 100 “likes” under Truth custom drums outside of

Portland. On Twitter however, SJC has the most followers out of the top 5 custom drum

companies. They are also neck in neck with Truth drums with the number of artist that

endorse their companies. It is hard to say which one is in front of the other, but judging

by the social media numbers, SJC is towards the top.

SJC company goals

SJC’s company goal is to become one of the top drum companies in the world. They are

doing a great job at meeting their goal since they have only been around for a decade,

compared to the corporation drum companies that have been around for fifty years or

more. They want to continue to have a reputable brand name in the world of drums. This

is why they pride themselves on customer service, responding quickly for customers, and

taking care of every artist on their label. They are attempting to up their overall

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communication as well. They have recently opened up a satellite office to act as a

headquarters for customer service rather than having it at the same place as the shop

where they make the drums. This will have an office solely for communicating to all the

artists that are all over the world. SJC feels this is one of the best ways to continue to

have good artist relations and keeping their big name and small name artists playing with

SJC.

SJC potential for growth

As a company, SJC has a huge potential for growth. Every single day a new artist added

to the SJC family. Many drummers also in the last three years have concerted to custom

drum companies, rather than the big corporate drum companies because of the

personalization and customer service they receive. Word is recently getting out about SJC

globally but only in a few countries. As their company globalizes at the same rate as they

are now, they are going to be growing rapidly in the next couple of years to come.

Media coverage needed for organization

Types of Media coverage needed

The main types of media coverage that SJC needs are magazines, musician blogs, social

media, and opinion leaders with YouTube channels.

Magazines

Magazines are important because of all the personal articles and one-on-one

interviews that are inside. There are also many different drumming magazines that

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drummers subscribe to. If a drummer is subscribed to a drum magazine, then they

are almost guaranteed to read the article or interview with either someone from

SJC, or someone with an SJC kit. If you are in a drum magazine you are reaching

your target audience to a tee since it is such a niche market.

Music blogs

This can include blogs for people who follow music as a whole, or

drummers/bands that have blogs that talk about life in a band. Many drummers in

bands have their own blogs about their experiences on the road, about their

equipment, and being in a band in general. As a drummer, I follow these

drummers since I consider them opinion leaders in the industry that I like. Many

times they blog about their drum sets, many of them are from SJC. When a good

and well-known drummer likes a drum set, they are going to talk about it through

various mediums. Also, music blogs will talk about up and coming equipment that

every musician needs to get their hands on. Also, they post pictures from major

tours and festivals. Many times the drummer is highlighted and his or her kit’s

logo is right there for everyone to see.

Social Media

It is good to have drummers and other opinion leaders constantly tweeting or

posting statuses with your company tagged in them. That is why having a strong

social media presence will help SJC. People also take companies more seriously

when they have a higher number of “likes” compared to another company in the

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same industry. If you treat the drummers right and give them a product they are

going to want to show off, then that is going to up the social media activity of an

organization and cause more traffic to their pages.

Opinion leaders in the industry with YouTube channels

This is one of the top media priorities in my opinion when it comes to what media

outlet will be beneficial for SJC drums. Opinion leaders in the industry include

drummers with YouTube channels in which they do drum covers and also when

they have reviews of the drums as well. Many of these drummers will go to the

big trade shows and festivals, but will only go to the booths that they feel a

connection with. Since these trade shows are such a big deal within the industry,

the videos that are done on them get thousands of views on certain opinion

leader’s channels. The best way though to have their drums shown off, is when

that opinion leader does a drum cover using an SJC drum set. This is one of the

only ways a drummer can hear what the drums sound like being played with to a

song in a live setting. When drummers put videos on YouTube, they always show

off if they have a custom set or not. Even better, they tweak the sound of the

drums through mixing to make them sound perfect. When drummers see these

videos with perfect and aesthetically pleasing drums, they are inclined to share the

video and help make it go viral.

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Information for media relations personnel.

There are mainly only two spokespeople for SJC custom drums. That is co-owner

Mike Cipari, and the A&R specialist, George Slater. I could not find official bios on these

people because it is a smaller company. These two are the ones who I have ever seen on

camera and go to all the trade shows and festivals to promote the SJC name and sell

drums to new drummers and existing customers.

Mike Cipari has been playing drums his entire life and developed a strong

passion for custom drum making. Him and his brother Scott started SJC drums in the

year 2000 in their grandmother’s basement. He started playing drums because of

his favorite drummer from the band 311. He got his first drum set when he was a

teenager and has been playing ever since. His hobbies include vegetarian food,

grocery shopping, Boston, tattoos, hanging out with friends, bikes, driving, traveling,

and going to shows to watch drummers from his label play.

George Slater does all the artist relations and sales for SJC. Prior to working

at SJC he worked at a drum dealer in the United Kingdom. He became friends with

the guys through working with them at the dealership. He soon got a job working for

them in 2009 and loved it ever since. He has been drumming for ten years because

of listening to punk rock growing up. During his time not playing drums or working,

George likes to surf, play FIFA, skateboard and run to stay in shape. His favorite

quote is “cheers.” George has recently been moved to SJC’s satellite office in

Huntington Beach California where he is still getting settled and making the office

his own.

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The organization does not seem to have a policy anywhere on who speaks on

their behalf. I feel that it is one of those things that is just a given for them since I

only ever see the same two people on camera talking about SJC. I think what they

are doing now is working fine. Mike is the main speaker and has a great way with

his words. HE is very humble and seems to be able to make friends with everyone.

Even though he co-owns the company, Mike is definitely the face compared to his

brother who is never seen on camera. I think that if they did end up making a policy

that they should have Mike talk and be on camera for almost everything, and have

George on their for more personal aspects. Mike does not talk with customers as

much and ask more of the face of the company so customers and other artists are

not interacting with him as much as George. If they are being interviewed on

something such as customer service, then I feel that George should be the one on

camera since many of the people that will be watching it will either talk to him, or

have talked to him before. This will add a better personal feel for certain aspects.

SJC seems to have a few social media policies that they follow. One is they

always try to respond to people who post on their wall on their Facebook page. This

is great since many companies will not every respond to you. People ask questions

on their daily and SJC responds very quickly and helps everyone out. Another thing

they do is they post every customers drum set on their Instagram, Twitter and

Facebook pages for everyone to see. This is a way for the customer to show off their

new gear through different social media channels that already have thousands of

followers.

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SJC’s FAQ/ Q&A

How do I contact you?We have numerous media platforms that we like to engage on with everyone - Facebook , Twitter , Instagam etc. We love to hear from you all, weather it be a simple Facebook comment, to a price quote in an email. Your feedback is hugely appreciated and important to us. We pride ourselves on doing our best to answer ALL questions that we receive and never leave anything un-answered, however sometimes on a rare occasion, a comment or question can be missed due to the high volume we receive ( we're only human! ).

Email is the BEST way to get in touch with us directly for absolutely anything for a guaranteed response. Please check out the a Contact page for the respective contact who can help with your query! We're ready to answer your questions! If you have not heard from us within 24 hours, please re-send the email or call us!

Please note: If you get our answering machine, chances are we're on the other line, out of the office, or it's the weekend. Please leave a detailed message and we will get back to you within 24 hours on normal business days, we promise.How do your endorsements work?We at SJC Custom Drums choose not to utilize set pricing schemes or rigid percentage discounts when executing our endorsements. We feel that this can provide a very faceless and sterile process when communicating with our drummers. We like to deal with our endorsements on a personal level and work out what can be done for the artist on a case by case basis rather than just offer "tiered" ABC Pricing structures.

To be considered for an endorsement, please e-mail george@sjcdrums.com the following information:

Website:Facebook or Purevolume:Label contact:Manager contact:Tour dates:Current endorsements:Age:Desired SJC Setup (Sizes, plies, lugs, finish, etc.):

Or send this information with a CD and press packet to:

SJC Custom Drumsc/o A&RP.O. Box 1314Dudley, MA01571

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We will get in touch from there.

**Please note the above information is to give us here at SJC more details on YOU, it is not completely necessary in order to apply for an endorsement. We have an open minded approach to new artists, no matter where you are in your career. We do our absolute best to work within all budgets.

Please no phone calls regarding endorsements.With so many artists under SJC's wing, how can SJC take care of me too? We pride ourselves on making drums for some of the worlds most reputable artists, spanning over numerous ages and genres, however we constantly strive to be able to take care of anyone with an SJC kit. We have the resources, knowledge and man-power to cater for anyone who flies the SJC flag and will always strive to ensure that customer support and satisfaction are never jeopardized. If you're unsure if SJC can cater for you, email us! We'll get right back to you and make sure you're a valued and important customer from the get go! Can I get a price quote?Absolutely! Head over to the Quote form and submit it. We will get back to you within 48 hours with an accurate quote.How do I place an order?To place an Order, please fill out the Quote Form and submit it. From there, George will be in touch with an accurate quote on the kit you are looking to purchase, and he will send you a link to pay the deposit. If you have any questions, please contact George directly at

george@sjcdrums.com

What are some general things I need to know when it comes to maintenance of my kit?Simple upkeep of your drums is very important. Make sure you are cleaning your kit after use, to eliminate any sweat or dirt that could lead to rusting in the future. Be sure to handle your drums with care, and don't pick up or carry only from the hardware (brackets, lugs, spurs, etc.) Temperature control is also a major key in keeping your kit or snare safe from any issues. Extreme temperatures can affect laminates and hybrids (especially if exposed to direct sunlight for a long period of time). We suggest that you keep your drums in a temperature controlled environment when possible. If in the heat or cold, do your best to keep them covered or out of the elements (i.e.: rain, sunlight, snow, etc.). Hybrids and acrylics are fragile, so make sure that they are not tossed around during transport, or at all for that matter. They should always be cased when not being used, and follow the same guidelines pointed out above.

It's also important to use even tension when tuning the drums. Extreme unbalanced tension can result in damage to shell, lugs, heads, hoops or claws. Any damage to the drums as a result of user error or mishandling will result in an assessment and potentially a fee for repair.What is your turnaround time?Solid wrap kits & snares = 5-5.5 monthsStriped wrap kits & snares = 5.5 months

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Acrylic kits & snares = 5.5 monthsSatin stain kits & snares = 5.5 monthsSatin stain w/ inlay kits & snares = 5.5 monthsButcher hoops = 6 monthsHybrids = 6 monthsHigh gloss lacquer = 6 months

*Updated 8-10-10What are your Order Terms & Conditions?See our Terms & Conditions here.Will you re-make an artist kit?Yes, we can re-make any kit you see on our website!What makes SJC Drums stand out?SJC Custom Drums is a custom drum company started in 2000 by two brothers out of Massachusetts. The SJC crew pride themselves on the craftsmanship, innovation, customer service and passion for their drums. Offering virtually unlimited options, each kit is custom made to the customers' exact specifications by the skilled craftsmen SJC and backed by our unrivaled customer service. With over a decade of experience and over 1,700 artists, the SJC crew are ready and willing to make your dream drum set come to life.

We have a skilled group of wood workers, passionate office and A&R team, and in house designers to help design exactly what you're after. Check out the INSIDE SJC page to get a little more in depth info about the crew at SJC Drums and to see a video showing just what we're all about.

Also check out the SPECS page to get a glimpse of what we are capable of on your dream drum set, and browse through our KITS & SNARE GALLERY to see all the drums we've created to date!What is the best way to tune die cast hoops?When tuning die cast hoops, please make sure to tune each lug evenly. Diecast hoops, while very durable, can have a tendency to warp if tuned unevenly. Simply hand tighten each tension rod around the drum, and then apply equal tension on opposite tension rods (at the same time) until the drum is in tune, to prevent warping the hoop, head, and/or shell.What is the Drums 4 Sale section?Don't want to wait the standard turnaround time? Not sure what you want for a drum? The Drums4Sale page is full of drums that are ALREADY MADE and READY TO GO with the same parts, care, and attention as our standard order drums, but are available IMMEDIATELY! We make random drums every now and then to use some overstock parts or show off some drums we think are cool and want to make. Turnaround on shipping Drums 4 Sale is approx. 3-5 business days after the order has been paid in full. Transit time once shipped will depend on your location. It can be anywhere from 3-5 business days for domestic shipments, and 10-15 days for international shipments.

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*Stock changes frequently / Inventory subject to change as once a drum is sold it's gone!Are all the drummers listed on your artist page endorsed by SJC?We are one big happy family. Not all the drummers listed on our artists page are endorsed, but we like to display all the drummers who have purchased an SJC kit or snare to show the world their set up and band.Can you offer a matching add on drum for my current SJC kit or if I want to add drums in the future?Yes, we can do add on drums, no problem. Because of color matching and making sure that all the hardware, screws, washers, etc. are 100% perfect, we require that you send back 1 of your drums for us to have in shop and physically match with the add on. The costs of sending back must be handled on the customers end. We will take each order on a case by case basis, but there may be additional fees for custom colors, etc. If you are ordering a new kit, please let us know if you will be ordering another add on tom or snare in the future, so we can make detailed notes on your order when it is placed. Since most of our finishes are custom made, we strongly suggest ordering all the drums you want at once so that everything matches 100%, especially on stains.Do you offer color matching?We strive to offer unlimited color options for your drums. Exact pantone color matching may not be possible due to the variances in printing, paints, and different materials. We will get as close to any color you are trying to match (i.e.: favorite shoes, shirt, etc.) as possible but cannot guarantee an exact color match due to these variances.

If you have any specific questions, please contact us directly.Can you change any of the specs on the Drums For Sale Kits or Snares?We cannot change any of the specs on drums in the Drums For Sale. All of these items are complete and ready to ship.What drum heads do you use on your kits and snares?It is important to us at SJC that you're stoked on the sound of your kit or snare right from out the box. We can offer virtually any type of drum head you want, just email us and ask! We'll also be able to provide you with some advice helping you achieve your desired tone too. We do not use any low quality or cheap market heads as "standard". If heads are not specified on the order, we will use professional, genuine industry standard Remo or Evans heads. Quality is not spared at any point with your order, from the drums, right down to the drum heads! Can I add or change the specs on the Series kits?Sure! Email us at george@sjcdrums.com and we'll work out the details with you. Every Series kit is custom made like any other kit from SJC, so changing specs is no problem! How much is shipping and handling?S&H is added into the final payment. It will vary depending on the weight and destination. Shipping in the USA is usually 3-5 day, fully insured ground shipping for around $295 for a 3 piece kit (rack tom, floor tom, bass), and $35 for snares. Shipping overseas depends on the weight and destination of the package, please email us with your address for a more accurate shipping estimate.

*Our S&H prices include packing and shipping your drums which include insurance on

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the package

*SHIPPING DOES NOT INCLUDE DUTIES, TAXES, IMPORT DELIVERY FEES, OR ANY OTHER FEES ASSOCIATED WITH SHIPPING DOMESTIC OR INTERNATIONAL

*Updated Jan 2010Do you tune your drums before shipping?Yes, every drum that we make gets tuned and briefly hit to ensure it sounds as good as it can. Do you ship internationally? Yes, we ship anywhere in the world you need. Please email us with your full intended shipping details and we'll work out an accurate quote!

* Please note shipping internationally may incur import taxes and charges which are out of our hands.

* Be sure to check if there is an SJC dealer near you too!Do you offer a warranty with your drums?We cover the original purchaser with everything on the drums a top to bottom warranty except due to negligence and normal wear & tear. We stand behind our product 110% and strive to exceed expectations in quality and customer service, so if you need anything, we're just a phone call away. We're a small family run company, and we take care of our family of artists. We know what it's like to be on the road. We're there to take care of you and make your experience and relationship with SJC unforgettable and easy. We are always going "outside the box" and the extra mile to make sure your expectations are surpassed. Don't hesitate to contact us with any questions or needs with your drums!

Simple upkeep of your drums is very important. Make sure you are cleaning your kit after use, to eliminate any sweat or dirt that could lead to rusting in the future. Be sure to handle your drums with care, and don't pick up or carry only from the hardware (brackets, lugs, spurs, etc.) Temperature control is also a major key in keeping your kit or snare safe from any issues. Extreme temperatures can affect laminates and hybrids (especially if exposed to direct sunlight for a long period of time). We suggest that you keep your drums in a temperature controlled environment when possible. If in the heat or cold, do your best to keep them covered or out of the elements (i.e.: rain, sunlight, snow, etc.).

It's also important to use even tension when tuning the drums. Extreme unbalanced tension can result in damage to shell, lugs, heads, hoops or claws. Any damage to the drums as a result of user error or mishandling will result in an assessment and potentially a fee for repair.Do you have a return policy?We do not have a return policy. Since our drums are custom made, we make what the customer orders. There will be no returns accepted.What if I can't afford a Kit or Snare from SJC?

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TELL US! We're all about working around budgets as best we can to make it work for you. We'll do our best to make it happen!Do you have backline for your artists?Yes, we have an extensive amount of drums stored around the world for our artists' backline needs. Taking care of our artists is one of our main priorities and making sure you have an SJC kit wherever you may have a fly in show is important to us. Please visit our BACKLINE PAGE or contact george@sjcdrums.com with any backline requests and needs.How come I haven't received a response from you?Your questions are important to us and we want to hear from you!

We answer every single message within 24 hours. We pride ourselves on our quick and unrivaled customer service. If you have not received a response within 24 hours, please send the email again or give us a call as the message may have been sent to spam.(If message sent on a weekend, please allow a response until the following weekday, though we do frequently check emails throughout the weekend.)Do you have any dealers?Yes we do! You can see all our current dealers by visiting the Dealers page.

*Dealers interested in selling SJC Drums, please e-mail info@sjcdrums.comCan I change my mind on my drums after I order?Once your custom kit is ordered, we order all the parts and materials necessary to make your kit, therefore we cannot allow you to change your mind after you place your order.Can I switch my hoops with a different type of hoop in the future?We offer many different types of hoops here at SJC Drums. Since each drum is laid out to a specific hoop, we are unable to offer replacement hoops of a different style in the future for a majority of these hoops. While this is true, the following options are available:

2.3mm hoops ->>> Diecast hoops / Single Flange hoops / Yamaha style wood hoopsDiecast hoops ->>> 2.3mm hoops / Single Flange hoops / Yamaha style wood hoopsSingle Flange hoops ->>> 2.3mm hoops / Diecast hoops / Yamaha style wood hoopsYamaha style wood hoops ->>> 2.3mm hoops / Diecast hoops / Single Flange hoops

Claw style wood hoops ->>> Revolutionary style wood hoops Revolutionary style wood hoops ->>> Claw style wood hoops

Butcher hoops are not able to be changed for another type of hoop. All Butcher hoop kits are made specifically for each drum they are on.

*Please note that the information above is not set in stone, and there will be circumstances that the above is not true. Please email us with specific questions and inquires.I am interested in seeing your shop, can I come check it out?At this time, we are only allowing customers interested in placing an order or picking up an order to visit our offices and showroom.Do you offer returns on merchandise?

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No, we do not offer returns on our merchandise. Sorry!Will you send me samples?If you'd like to see some of the finishes we offer, head over to the Finishes page. If you'd like to see these samples in person before ordering your drum, just send us your mailing address and the colors and type of finish you're interested in and we'll send them right out!

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Key Media Contacts List

Adventure drums YouTube channelo Brad Brient o adventuredrums@gmail.com

Dylan wood music YouTube channelo Dylan woodo Dylanwoodmusic@gmail.com

A Day to Remember’s blog o Alex Shelnutto wordpress.com/adaytoremember

Drum Magazineo Rick Slatero 1898 E. Wilker Ave. Newark NJo Slaterrick@drummag.com

Modern Drummer magazine o 12 Old Bridge Road, Cedar Grove, New Jersey o (973) 239.4140

The Boston Globeo Catherine Smarto Catherinesmart@BG.com

Boston Heraldo Mark Perlgard o Boston Herald, 70 Fargo St. Boston, MA

Boston Magazine o Rick Snydero 300 Massachusetts Ave, Boston, MA

Panorama Magazine o Hudson Stills o Bostonguide.como 332 Congress St. Boston, MAo 617.423.3400

Boston Common Magazine o 745 Boylston St. Boston, MAo 617.266.3390

Scene Magazineo 256 Hanover St. Boston , MAo Alex Homer o HomerA@scenemag.com

Where Magazineo 45 Newbury St. Boston, MAo Greg Alverez o AlverezG@gmail.com

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Drum Solo Artist Magazine o Terry Smitho 794 Toledo Ave. Santa Monica, CA

Clark Danger Drumso Clark Danger on YouTubeo Clarkdangerdrums@gmail.com o Twitter.com/clarkdangerdrums

Luke Holland on YouTubeo Lukehollanddrums@gmail.com o Twitter.com/lukehollanddrums

Panic at the Disco Blogo PATDB@blogpost.com o Spencer Smitho Spencersmith@gmail.com

Zach’s Blogo Zachsblog@gmail.com o 893.659.3569

TKO Blogo Thomas Omnis o OmnisThomas@TKOblog.com

FOB Blogo Fobblog@gmail.com

Drummers onlyo Tony@drummersonlyblog.com

Jason Selnias o JasonS@gmail.com o contact@blogofjason.com

Brian Stars Interviewso YouTube.com/brianstarsinterviewso Brianstarsinterviews@yahoo.com

Telegraph Newspapero George Simmonso 111 Buckingham Palace Rd. London, UK

Evening Standardo Northcliffe Houseo 2 Derry St. London, Greater Londono Paul Johnson

Southwark Newso 100 Clement’s Rd, London, UK o Don Shrader

The Mirroro Canary Wharf, London, Greater London o Dan Silver

I-D Magazine

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o 124 Tabernacle St. London, Greater Londono Info@IDmagazine.com

Time Out Magazineo Timeoutlondon.como Pi Greetero Greetertimeout@hotmail.com

Yves drummer blogo yvesdrummer@yvesdrummerblog.com

David Aldridge’s drum blogo David Aldridgeo DavidA@drumblog.com

Pro drum blogo Peter norrisho PN@prodrumblog.com

Drummer blog Alaskao Jeff Consio Jeffconsi.com/contact

DrumOn!o YouTube.com/drumono John Kimmel

Sparks The Rescue band blogo Sparkstherescue@wordpress.com o Dylan Tayloro DylanTaylor@strband.com

There for Tomorrow band blogo therefortomorrow@wordpress.com o chris Kamradao CK@therefortomorrow.com

WBUR o 890 Commonwealth Ave. Boston, MAo DJ Tear drop

Kiss 108 o DJ 801o DJ801@kissboston.com

WRBB o Matt Cosiao Mattcosia@wrbbradio.com

CBS News524 W. 57 St., New York, NY 10019Phone: 212-975-4321Fax: 212-975-1893CBS Evening News with Dan Rather: evening@cbsnews.com

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The Early Show: earlyshow@cbs.com60 Minutes II: 60II@cbsnews.com48 Hours: 48hours@cbsnews.com

Face The Nation: ftn@cbsnews.comhttp://www.cbsnews.com/htdocs/feedback/fb_news_form.shtml

NBC30 Rockefeller Plaza, New York, NY 10112Phone: 212-664-4444Fax: 212-664-4426NBC Nightly News with Tom Brokaw: nightly@nbc.comNBC News' Today: today@nbc.comDateline NBC: dateline@nbc.comhttp://www.msnbc.com/news/435157.asp?0bb=-m1#nbcMSNBCOne MSNBC PlazaSecaucus, NJ 07094Phone: (201) 583-5000Fax: (201) 583-5453world@msnbc.comHardball with Chris Matthews: hardball@msnbc.comMSNBC Reports with Joe Scarborough: msnbcreports@msnbc.comhttp://www.msnbc.com/news/435157.asp?0bb=-m1#nbc

PBS1320 Braddock Place, Alexandria, VA 22314Phone: 703-739-5000Fax: 703-739-8458The NewsHour with Jim Lehrer: newshour@pbs.org

NPRNational Public Radio635 Massachusetts Ave. NW, Washington, DC 20001-3753Phone: 202-513-2000Fax: 202-513-3329E-mail: Jeffrey Dvorkin, Ombudsman ombudsman@npr.orgAll Things Considered: atc@npr.orgMorning Edition: morning@npr.orgTalk Of The Nation: totn@npr.orghttp://www.npr.org/contact/index.html#email

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SJC SWOT Analysis

Strengths

Completely custom drums All drums are one of a kind Unlimited options Great customer service Great quality product Family Feel Take care of everyone on their

label

Weaknesses

Expensive price Long turn around time Not all drummers have access to

backline kits Extremely niche market Only two locations Only sell to a few wholesalers

Opportunities

Appeal to larger crowd Drums to more countries Drums to different types of music

genres Break out of niche market More product mix Different types of media coverage Sell to more companies

Threats

Weak Economy Truth Custom Drums People leaving because of turn

around time Drummers in smaller bands feel

they aren’t appreciated as drummers in big bands

Other custom drum companies selling to companies they already sell to