ALL ORIGINAL MEDIA & PROMOTIONS DIGITAL MARKETING PLAN (4TH QUARTER 2017 & 1ST QUARTER 2018)

Transcription

1 ALL ORIGINAL MEDIA & PROMOTIONS DIGITAL MARKETING PLAN (4TH QUARTER 2017 & 1ST QUARTER 2018)

2 ALL ORIGINAL Produces high quality digital content (e.g., online ads, music videos, music, podcasts) Provides essential independent artist and entrepreneurial services Promotes independent people, music, artists, and events

3 The company uses its website, social media pages, and mailing list to get the word out about their client's and the projects they are promoting. Boutique services like copyrighting, talent development, and project management for independent artists are the company's main source of revenue. Main source of revenue?

4 Based on a True Story This is Zyllah. An up and coming recording artist from Hollister, California. Zyllah's mom, Lynda who is BRAND also AWARENESS Zyllah's manager CAMPAIGN noticed a sponsored ad in her newsfeed on Facebook. HEADLINE: ALL ORIGINAL ADDS RAPPER SAN QUINN TO BOOKING ROSTER. The ad caught Lynda's attention because it featured AD TYPE: FACEBOOK & INSTAGRAM CREATIVE: one STATIC of her IMAGE/LEARN favorite hip-hop MORE BUTTON artists. Lynda proceeded to click on the learn more button. KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES

5 Lynda was taken to a landing page where she learned her favorite artists would be having an event near her hometown. BRAND AWARENESS CAMPAIGN Browsing over the page, Lynda also noticed that the company promoting the QUINN TO BOOKING ROSTER. event provided artist services, such as bio writing and copyrighting. HEADLINE: ALL ORIGINAL ADDS RAPPER SAN AD TYPE: FACEBOOK & INSTAGRAM CREATIVE: STATIC IMAGE/LEARN MORE BUTTON Lynda decided to 'Contact Us' for more information. KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES

6 Shortly after contacting us via our website Lynda was contacted by telephone to discuss our services and her options. BRAND After AWARENESS learning CAMPAIGN more about the services All Original offers, Lynda decided to hire the company to: HEADLINE: ALL ORIGINAL ADDS RAPPER SAN QUINN TO BOOKING ROSTER. Write a bio for Zyllah Design Zyllah's website AD TYPE: FACEBOOK & INSTAGRAM Copyright Zyllah's songs CREATIVE: STATIC IMAGE/LEARN MORE BUTTON Promote Zyllah online Manage projects for Zyllah KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES Please visit for more info.

7 Zyllah Based -on Recording a True Artist Story (Hollister, CA) This is Zyllah. An up and coming recording artist from Hollister, California. Zyllah's mom, Lynda who is BRAND also AWARENESS Zyllah's manager CAMPAIGN noticed a sponsored ad in her newsfeed on Facebook. HEADLINE: ALL ORIGINAL ADDS RAPPER SAN QUINN TO BOOKING ROSTER. The The customer ad caught journey Lynda's continues... attention because it featured AD TYPE: FACEBOOK & INSTAGRAM CREATIVE: one STATIC of her IMAGE/LEARN favorite hip-hop MORE BUTTON 3 years after our first artists. Lynda proceeded to contact with Lynda via click on the learn Facebook more ad, the daughter button. and mom team continues to use the services of All Original. KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES

8 TO-DO-LIST All Original is always searching for better ways to provide more effective services for our client's. The company recently did a little soul searching and realized that in order to be competitive with other companies providing the same services, then All Original would need to make a few adjustments. How can we better serve our customers? Fine tune the company's online real estate: Website & Social media sites. Assess & Refine the company's current digital marketing strategy. Implement an updated digital marketing strategy beneficial to its client's and the company's success.

9 THE CLEAN UP SEO AUDIT Update site metatags and keywords Update site titles & descriptions Update page titles and descriptions WEBSITE OPTIMIZATION Improve landing page(s) Create clear CTA's, creative data collection Add relevant/engaging content

10 GOALS & OBJECTIVES Digital Marketing Objective: The goal during the 4th quarter of 2017 thru the 1st quarter of 2018 is to increase our daily website visits by 500% in order to expand our current client roster by 50%. Current number of clients: 4 Average lifetime spend per client: $500 Digital Marketing Budget: $500 Digital Marketing KPI: Website Visitors

11 TACTIC ONE Roster Ad (Paid Campaign) Budget: $100 Duration: 34 Days (Dec 2, 2017 Jan ) Tactic: Facebook/Instagram ad. All Original recently added rapper San Quinn to its booking roster, so the company is using the accomplishment to create brand awareness and drive traffic to its website. KPI(s):Ad Engagements, Landing page views, Booking Inquiries

12 TACTIC TWO January Event (Organic Campaign) Budget: $0 Duration: Dec 11, Jan 11, 2018 Tactic: Event flyer was forwarded to San Quinn, artist & brand influencer. San Quinn has a significantly larger online following than All Original has. We are using his posts to boost organic reach so that we can affordably promote the event, as well as gather addresses and age data via the event RSVP process. KPI(s): Event RSVP's, Event Confirmations, Attendee's, addresses collected

13 TACTIC THREE 5 Dope Events (Paid Campaign) Budget: $50 Duration: 15 Days (Dec 16, 2017 Dec /31/17) Campaign Summary: Instagram ad. Brand blog post (New Year's 2017 event collage & list) in order to drive traffic to the company website. KPI(s): Ad analytics, Landing Page sessions,

14 How the campaigns are performing to date. The '5 Dope Events' campaign is doing pretty well. Only costing the company $0.05 per result. It's also slightly BRAND increasing AWARENESS our CAMPAIGN website visits, sessions, and Instagram followers. HEADLINE: ALL ORIGINAL ADDS RAPPER SAN QUINN TO BOOKING ROSTER. The 'San Quinn Booking Roster' campaign is costing AD TYPE: FACEBOOK & INSTAGRAM CREATIVE: the STATIC company IMAGE/LEARN $0.08 per MORE BUTTON result and has yielded 10 event sign-ups with s to date. KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES

15 5 DOPE EVENTS (PERFORMANCE RESULTS) Data current as of Dec 18, :00 pm PST

16 5 DOPE EVENTS (DEMOGRAPHIC RESULTS) Data current as of Dec 18, :00 pm PST

17 MOVING FORWARD It is recommended that All Original Media & Promotions... Continues to add & promote high quality content on the company's websites, as it drives interest in the brand and visitors to the sites. Closely monitors the company's ad campaign's successes and failures, as well as the analytics that accompany each campaign. Making real-time adjustments and improvements. Utilizes ad and website analytics/data collected to reengage with and retarget the company's audience. (e.g. sending re-targeted s, engaging with Instagram followers.) Decrease bounce rates. Increase retention rates.

18 SUBMITTED BY: RICHIE HAMPTON DATE: DECEMBER 18, 2017 Oakland, CA - Founded 2014 ALL ORIGINAL MEDIA & PROMOTIONS DIGITAL MARKETING PLAN (4TH QUARTER 2017 & 1ST QUARTER 2018)

19 MORE ABOUT ALL ORIGINAL, ITS WEBSITE'S REVIVAL, & THE COMPANY'S DIGITAL STRATEGY

20 What makes us original? For independent artists and entrepreneurs in search of quality marketing and branding services, All Original is a media and BRAND AWARENESS promotions CAMPAIGN company that aligns their client's vision with their objectives. HEADLINE: ALL ORIGINAL ADDS RAPPER SAN QUINN TO BOOKING ROSTER. Unlike one size fits all companies, All Original treats AD TYPE: FACEBOOK & INSTAGRAM CREATIVE: STATIC each IMAGE/LEARN project uniquely. MORE BUTTON KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES Oakland, CA - Founded 2014

21 How do we operate? All Original uses its company website, social media channels, targeted advertising, and various methods of direct promotion to harness sales leads that generate revenue for the company and simultaneously expands the promotional reach of their current client's.

22 How do our customers operate? Like our Facebook Page! Check out my work!

23 Based on a True Story BRAND AWARENESS CAMPAIGN HEADLINE: ALL ORIGINAL ADDS RAPPER SAN QUINN TO BOOKING ROSTER. AD TYPE: FACEBOOK & INSTAGRAM CREATIVE: STATIC IMAGE/LEARN MORE BUTTON KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES

24 OUR CUSTOMER'S JOURNEY Typically... Clients discover All Original on social media channels where the company advertises and promotes its current client's. Potential clients click on the ad or post, which contains a link that takes them to a landing page While engaging with the landing page, potential clients are displayed service info and other entry points (e.g. music submissions, native ads) with links to pages and features within the website. Potential clients can 'contact us' for more info regarding artist services, browse the site (which promotes our current clients), sign-up for updates, or RSVP to events, which collects re-targeting data If client contacts the company about services, direct contact is initiated via phone call or Client receives free consultation & project assessment along with a quote Client decides whether to move forward or not

25 OUR WEBSITE VISITOR'S JOURNEY Fantastic Negrito Brings Home the Grammy Not everyone who visits our websites is in business. Our company's website also serves as a promotional platform where we feature and promote creators and creatives within our marketing demographic. Here are a couple of features that reflect our website's blogs:

26 OUR WEBSITE VISITOR'S JOURNEY We've Found Gold in Tacoma! We promote our blog entries in order to drive traffic to the company's website, increasing brand awareness, and promote our client's and site features simultaneously. Who is Rahzia J? was one of our most viewed pages during the first week of December Organically earning us over 100 page sessions in one week.

27 OUR WEBSITE & SOCIAL REVIVAL Our website was a mess! Our main landing page was confusing and convoluted Our method of data collection was too direct 'Who we are' and 'what we do' were not immediately clear We lacked engaging and interesting content We posted too infrequently Our revelation: Thinking about our customer's journey and website's visitor's user experience forced us to make some changes to the company's website. We had to make the website more attractive, enticing,and user friendly. Our work started with creating a great landing page. Here's what our website's main landing page looked like before.

28 OUR WEBSITE & SOCIAL REVIVAL We've changed a few things: Added company description Changed method of data collection ( s collected via submissions & contact us) Added $500 Free Promo Opportunity as incentive to submit work. Listed services offered by All Original More enticing & user friendly Why the changes?: We redesigned the landing page to increase our chances of attracting the customers we are marketing to. By prioritizing our $500 offer and listing our services we increase our chances of collecting s and getting client leads. Here's what our website's main landing page looks like now.

29 WE WERE ANTI-SOCIAL All Original's social media channels were just as convoluted as the company's website was. The company's social media managers were posting repetitive announcements The company's social media managers were posting too often The company's social media managers were posting as individuals, as opposed to using the company's voice in the appropriate manner and settings The company was not as engaging on its social media channels as it should be

30 Things are improving on Facebook Although our goal is conversions, not just likes, our Facebook page likes seem to be increasing due to our ad campaign strategy All Original on Facebook What we are doing: Directing all event RSVP's to our Facebook page as one of the steps to confirming FREE attendance to an event in January. Created a '5 Dope Events' static photo ad branded with the All Original logo, website url, (Instagram & Twitter). The campaign is running on Facebook and Instagram simultaneously.

31 Our Instagram Following: Date/Followers Dec 2: 63 Followers Dec 20: 109 Followers *Up nearly 58%. What we are doing: We started an Instagram ad campaign featuring a static photo of recording artist/brand influencer, San Quinn as the creative in order to increase brand awareness. Engagement Tactic: For each person who liked All Original's ads or posts, the company's social media manager went to the associated profile (if it were not private) and liked one of the accounts general pictures in attempts to generate more engagement. A tedious process, but AO gained a few of its recent followers immediately after this engagement. We Created the '5 Dope Events' static photo ad branded with the All Original logo, website url, (Instagram & Twitter). The campaign is running on Facebook and Instagram simultaneously.

32 ADVERTISING/CAMPAIGN STRATEGY Presented with many platforms to advertise on, All Original's digital marketing strategy largely revolves around the company's average customer/visitor and how they consume content. There were a few good options, but ultimately we opted not to use the following channels to advertise. Google Adwords (Paid Search) Because of All Original's digital marketing budget and Google Adword's bidding process, the company opted to go with Facebook and Instagram. Twitter (Paid Advertising) Twitter is quite dormant when it comes to entertainment related business. YouTube YouTube would have required All Original to produce video, which would have been time consuming and adverse to current promotional efforts. Affiliate Marketers Most affiliate marketers specializing in All Original's business sector do not provide in-depth analytics, which is vital data the company needs to make informed business decisions, re-target clients, and market topotential clients.

33 ADVERTISING/CAMPAIGN STRATEGY Not every campaign has gone smoothly. The good thing is that through good digital marketing All Original has the capability to not only place ads, but to monitor those ads and optimize their performances in real-time. Here is one of our not-so-good ads that we pulled back after 2 days due to poor performance. Luckily the campaign only costs the company a few dollars before the ad was pulled. Ironically, this blog post is one of the company's most visited pages. Yet, the ad yielded very few results. All Original is currently drawing up plans for a more effective campaign. Sorry Rahzia J!

34 ALL ORIGINAL MEDIA & PROMOTIONS OAKLAND, CA (USA)