Marketing Plan for Successful Jam Productions
Successful Jam Productions
Web Marketing Strategy
Prepared by:
Nov 27, 2014
Leslie O’Sullivan and Cassandra Pastorfide
Brand Overview
Successful Jam Productions is a local Kingston brand dedicated to showcasing local talents. The purpose of this production house is to promote local bands/solo artists in the Kingston area to the community. SJP wants to encourage local talent to come to the studio, allow the company to record/video tape them for a fee, and then host their jam sessions on the website. Once the videos are up and running on the website, anyone in the community can search for a specific band on the site or navigate through the different bands/solo artists by genre. The jam sessions are hosted through the site so that local businesses (i.e. restaurants, bars, venues), talent agencies, and other musicians can get in contact with the musicians and hire them, offer them contracts, and/or see if they would be interested in collaborating. This company is all about facilitating the success of independent bands/musicians within the local community.
Marketing Objectives
Successful Jams has already been able to acquire bands that were willing to pay the recording membership fees and allow the company to record/videotape their jam sessions. They want to host the videos on their website and categorized them by genre. Once the videos are up and running, Successful Jams needs to find a way to raise awareness of their brand within the Kingston community. Their main objectives are to create a fully functioning and easy to navigate site. They want to drive traffic to the site, obtain more clients, and let the community know that the brand exists within the campaign duration of 3 months.
Competitor Analysis
The only competitors within the Kingston area would be Long shot Records and The Bathhouse. However, these two brands are focused on recording demos for musicians, create CD’s of quality production for their clients, which is not the purpose of SJP. Although SJP will be using quality equipment to record the jam sessions of their clients, the recordings will be in video format for the purpose of showcasing their talents rather than creating EP’s, CD’s, etc. Some other competitors would possibly include Soundworks, a sound production company that offers audio/video equipment for retail/rental as well as production. Soundworks does not promote local bands directly through their site but specializes more in equipment retail/rentals. Soundworks could be adopted as a strategic partner in the future as SJP could send their clients their way if the clients are interested in creating EP’s or albums and in return, Soundworks could provide needed equipment at a discounted price.
Proposed Marketing Channels
Website with Blog and BuddyPress
Pay Per Click
SEO
Social Media
1. Website with Blog and Buddypress
Create a website and with an embedded micro blogging site, using a platform such as BuddyPress* to support the artist/ music community and have the capability to run its own social network on the website. Website Page Directories: Successful Jam Productions Menu Successful Jam Productions Membership plans Successful Jam Productions Recording Schedules Successful Jam Productions Products and Rentals Successful Jam Music Blog Featured/Popular Blogs Archives Successful Jam TV Featured Bands Videos Local Band Interviews Local Band Gigs Successful Jam Community (via BuddyPress*) Community Log-In Page Main Account Albums Videos Posts Chat
Schedule: 1.5hrs per twice a week
Goals: • Increase brand awareness • Encourage local artists to be engaged and collaborate with other like-minded people. • Increase leadership throughout the local music industry
2. Pay Per Click
Generates cost-effective promotional push for Successful Jam Productions. We will make use of Google Search and Facebook Ads to promote Successful Jam Productions’ website and get the word out to a targeted audience based on targeted criteria like demographics, location, interest, age group, etc. Google Search Ad - advertise and manage Successful Jam’s pay per click ad and track the campaign’s performance. These will be online ads that will appear alongside the searcher’s search query on Google. We will manage ads thru Google’s AdWords Advertising Platform where we will bid on targeted keywords, craft ad copy, and set the budgets on a biweekly basis for the duration of the campaign. Facebook Ads - advertise and manage Successful Jam’s pay per click ad and track the campaign’s performance over on the Facebook Ad platform. The type of advertising will include Domain Ad type, Event Ad type and Mobile Ad Type. This will maximize exposure and will be delivered across all Facebook platforms including the mobile versions - which are essential to the targeted audience of Successful Jam Productions. Facebook Ad Types to be established: • Domain Ad - on desktop newsfeed and on Ads • Event Ad...
Schedule Set-Up and Tracking: Once a week
Goals: To increase membership plans and to recruit local bands
3. SEO
Include key information such as other website links, location, office hours, and profile of band members, blog titles, headers, meta tags, so people will have a general idea what the program is all about. Focus on providing relevant and engaging content. Think SEO and use keywords since search engines can index each tab. Website Features: Successful Jam News Band Biographies Product and service information Online purchasing for membership plans Blog Articles and Blog postings and reader comments Blog articles are social media shareable Links to other relevant resources Dedicated Page for Videos - Featured Bands, Interviews and Event videos Videos are shareable across all social media platforms Micro blogging site - Media (pictures, audio, video) and band page profiles searchable on the Internet
Schedule: Bi-weekly
Goal: To MAXIMIZE organic search rankings for keywords
- Keywords
3. Social Media
Successful Jam Productions will utilize several different social media channels in order to obtain the most reach. Several social media channels will be used in order to drive traffic directly to the website which will be the hub of the campaign. TWITTER FACEBOOK INSTAGRAM
Schedule: 2-4 times per day Purpose: to engage with potential clients/website users directly, starting a conversation.
Schedule: 1-2 times per day Purpose: two broadcast any updates with the company, website, bands/artists, and local venues.
Schedule: 1-2 times per day Purpose: to give the people a direct insight into SJ Productions operations, clients, and formulate an emotional relationship with the target audience.