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JOIN THE BANDMUSIC EDUCATION SPONSORSHIP
TABLE OF CONTENTS
VIDEO PROGRAM WEBSITES DEMAND GENERATION ADVERTISING & RE-MARKETING STRATEGIC PARTNERSHIPS STAKEHOLDERS KEY DATES BUDGET & REQUIREMENTS KPI’S & ROI EXIT SURVEYS & ANALYTICS
“MUSIC IS A MORAL LAW. IT GIVES SOUL TO THE UNIVERSE, WINGS TO THE MIND, FLIGHT TO THE IMAGINATION…”
PLATO
OBJECTIVES
▸ Create content that is inspirational and appealing to Gen Z
▸ Build strategic partnerships to help foster music education
▸ Become the premier music lifestyle brand for young musicians
OBJECTIVES
VIDEO PROGRAM //
JOIN THE BAND MINI-DOC▸ PREMISEA Yamaha Guitar Group sponsored, short documentary that tells the story of Join the Band through the voice of its founder, John Mizenko. With more than a dozen bands set to take stage at The Mint on August 5, we come to better understand the meaningful journey these young musicians take to become live performers.
31 JULY
06 AUG
20 AUG
25 AUG
30 AUG
01 SEPT
▸ SCHEDULEBegin production
Begin post-production
Version one review
Version two review
Final export
Go live
KEY TACTICS▸ Video stays “unlisted” until campaign is done
▸ Piggy-back on Dave Grohl “Play”
▸ YGG sponsorship of music education
▸ Shorter versions tailored to Gen Z aesthetic
▸ Make learning music look cool
VIDEO PROGRAM //
By making an appeal to kids, and simultaneously pitching to parents, we make learning the guitar (or any instrument) look fun and inspiring. We show that music is more than a hobby. Instead, we spotlight the fact that it can be a lifelong endeavor that improves many other aspects of life, including identity building, creative problem solving, language and communication, and help to forge more meaningful relationships.
WHY THIS WORKS
07.10.18NEED FINAL PLAN APPROVED BY
MOODBOARD // VIDEO PROGRAM
WEBSITES //
LINE6.COM/JOIN-THE-BAND▸ CONTENT PLANSingle-scrolling contest page with product information, contest details, Join the Band content, Yamaha Music School info, contest terms, and email capture.
15 AUG
20 AUG
25 AUG
30 AUG
1 SEPT
▸ SCHEDULEWireframe
Comp
Beta build
Staging
Go live
KEY TACTICS▸ Give a kid a really awesome guitar package
▸ Elevate products in the “practice” funnel (Spider V 20)
▸ Yamaha Music School finder
▸ Email capture Gen Z isolated list
▸ Precedence for future contests & user generated content
▸ Mobile centric
WEBSITES //
Gen Z is turned off by contrived marketing. The content we create needs to be authentic, and Gen Z centered. The page needs to give the user access to product info, quickly, and collect their email information in order to win the practice guitar package.
WHY THIS WORKS
07.15.18NEED FINAL PLAN APPROVED BY
MOODBOARD // WEBSITES
DEMAND GENERATION //
EMAIL & SIGN UP FORMS▸ NURTUREThis will be the first list of Gen Z emails that we will attempt to capture. We can use this list to experiment with messaging and content aimed at Gen Z, in an effort to learn more about how to build a bond with that audience, and successfully market to them our products.
15 NOV
22 NOV
29 NOV
▸ SCHEDULESend free Mobile POD app
Send coupon code for Spider V 20
Send coupon code for SonicPort VX
KEY TACTICS▸ Email list for Spider V 20 and Sonic Port VX
▸ List segments: beginner, practicing
▸ Secondary products: AMPLIFi and Sonic Port
▸ Sign up forms on all sites, contests, giveaway incentives
▸ Spotlight JTB and Yamaha Music Schools
DEMAND GENERATION //
This is about building a list of Gen Z aged kids that are interested in practicing or performing guitar (or music in general). We want to create the perception that learning guitar is something that is deeply creative, and more fun that video games.
WHY THIS WORKS
07.15.18NEED FINAL PLAN APPROVED BY
EMAIL STRATEGY
▸ Cluster emails fairly close to each other to test engagement
▸ Drive traffic close to the Xmas period
▸ Monthly contests and giveaways
▸ First Contest/Giveaway
▸ Spider V 20 giveaway
▸ Hosted on Line6.com
▸ Add tangential list segments related to beginners or practicing
▸ Partner with Guitar Tricks = $XXXX/email
DEMAND GENERATION //
MOODBOARD // DEMAND GENERATION
▸ TARGETThe digital ad campaigns will be the best way in which we can target the Gen Z demographic, as it is unlikely that we have them in our email database. Research shows that Gen Z primarily uses Snapchat and YouTube, but there is a large number in the older section of that demographic that uses Facebook, and Instagram as well.
01 SEPT
THRU
01 NOV
▸ SCHEDULESnapchat static banner
Instagram static banner
YouTube static banner
ONLINE ADVERTISINGADVERTISING //
KEY TACTICS
▸ Promote on social channels like Snapchat
▸ Google Adwords and YouTube paid ads
▸ Boost strategic content on social networks beyond organic reach
▸ Link between environments to grow email database
▸ Target days and times with highest probability of engagement
ADVERTISING //
This works because we know that we get high engagement beyond our organic reach when we boost our promotional content on social. We see high engagement with online ads that point to video content, which we can leverage.
WHY THIS WORKS
ADVERTISING STRATEGY▸ YouTube
▸ $XXXX
▸ Reach XXk - XXk
▸ $XXXX
▸ Reach XXk - XXk
▸ Snapchat: age segment 13-17 – $XXXX
▸ “TV Viewers of Music Shows” - closest interest category
▸ 405,000 – 420,000 potential reach
▸ No “music instrument” as target list segment
▸ Need a long term content plan to support Snapchat
▸ THIS IS A TEST
ADVERTISING //
▸ CONCEPTPartnering with Join the Band, leveraging the three YGG sub-brands, and finding strategic partnerships, we use cross-promotion to help reach more eyes. These partnerships have the potential to not only help our short-term reach, but to also forge a long-term bond that could continue to benefit music education initiatives. We hope that we will find sympathetic partners that put the vision first, and understand this is a long play to perpetuate music culture.
STRATEGIC PARTNERSHIPS //
BRANDS & ALLIANCES
CALENDARKEY DATES //
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4 5 6 7
8 9 10 Project Approval (video only)
11 Video Budget Meeting
12 13 14
15 16 Project Approval (ads, email, web)
17 18 19 20 21
22 23 24 25 26 27 28
29 30 31 Production start
JULY
CALENDARKEY DATES //
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4
5 Wrap
6 Post Start
7 8 9 10 11
12 13 14 15 Wireframe
16 17 18
19 20 Edit one Comp
21 22 23 24 Edit Two Beta Build
25
26 27 28 29 30 Final Export Staging
31
AUGUST
CALENDARKEY DATES //
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 Go LIVE Ads start
2 3 Report
4 5 6 7 8
9 10 Report
11 12 13 14 15
16 17 Report
18 19 20 21 22
23 24 Report
25 26 27 28 29
SEPTEMBER
CALENDARKEY DATES //
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 Report
2 3 4 5 6
7 8 Report
9 10 11 12 13
14 15 Report
16 17 18 19 20
21 22 Report
23 24 25 26 27
28 29 Report
30 31 End advertising
OCTOBER
CALENDARKEY DATES //
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3
4 5 Report
6 7 8 9 10
11 12 Report
13 14 15 Email one
16 17
18 19 Report
20 21 22 Email two
23 24
25 26 Report
27 28 29 Email three
30
NOVEMBER
VIDEOBUDGET //
Need to discuss music, and what kind of budget we need to license cover songs. NOTES
07.10.18NEED FINAL PLAN APPROVED BY
JOIN THE BAND SHOOT
TYPE NOTES AMOUNT
Production Two locations XXXX
Rental Cameras, lenses, jib, etc XXXX
Services 3-day crew XXXX
Other Incidentals and unknowns XXXX
$XXXX
ADVERTISINGBUDGET //
Need to discuss weighing ROI against cost of video ad display since this is a Gen Z and Snapchat test.
NOTES
08.15.18NEED FINAL PLAN APPROVED BY
GEN Z TARGET AUDIENCE
TYPE NOTES AMOUNT
YouTube static banner ads XXXX
Instagram static banner ads XXXX
Snapchat static banner ads XXXX
? any other opportunities? XXXX
$XXXX
PROJECTIONS
▸ Drive XXXX unique page views during ad run
▸ Grow email database by XXXX
▸ Display / Remarketing Advertising: CTR XX% – XX%
▸ Social media advertising : CTR XX% – XX%
▸ Achieve XXXX video plays during ad run
KPI //
Numbers will depend on final ad budget. We have no precedent for Snapchat ROI or Gen Z targeted marketing.
NOTES
MONTHLY STATEMENT
▸ Weekly report to to gauge efficacy of:
▸ web performance
▸ email stats
▸ online advertising stats
▸ video performance
REPORTING //
If there are any changes to the advertising program during the campaign (ie throttling), we will need to annotate in Google Analytics.
NOTES
ADDITIONAL TACTICS
▸ Explore dealer co-promotion with back to school
▸ Explore getting influencers to co-promote
▸ Artist involvement (cover their song?)
▸ Email product registrants to ask if they saw campaign?
▸ Bhueller? Bhueller?
// AND ANOTHER THING…