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Awakening the U.S. to JAMES MORRISONan online marketing plan for 2012

Produced by Patrese Calheiros, Tracey Hughes, Jacob Lee, Heather Mansell, and Shanae Sharon

UCLA, Spring 2012

James Morrison: VIDEOSThen and Now

The James Morrison brand is

A Pop/Contemporary/ R&B Singer Songwriter who’s primary

following is in the UK and Europe

TARGET AUDIENCE Female Primary Age: 18-24

Secondary: 25-34 Attend/Graduated College No Kids Goes to 3-5 concerts or live events per year Owns Smartphone Online Shopping 10+ online purchases

Background

Marketing Objectives:Awareness Campaign

GOALS:• Increase brand awareness• Create relationship with fans• Move fans and soon-to-be fans

through purchase funnel to TRY, LOOK & BUY

• Increase traffic website and social media channels

RESULTS:If effective, this will result in an increase in sales

James Morrison: IMAGE “AWAKENING”

CHALLENGE: NAME RECOGNITION. Need to introduce and re-affirm James Morrison brand. Name recognition is a problem for James “Not Jim” MorrisonSOLUTION: Digital advertising campaign, Keyword Search campaign

CHALLENGE: IMAGE. Poor quality images, and lack of diverse image pool keeps him

stuck in lower tier of artist recognition. SOLUTION: Image is everything. Reposition, tweak image, improve messaging

and increase frequency/quality of FB posts, Tweets, PR, Corporate

Partnerships. Philanthropic tie in?

CHALLENGE: NEW ALBUM: AWAKENING. Need to introduce his music to targetaudience who have similar listening habits but

may not familiar withJames Morrison. Build new following.

SOLUTION: Keyword Search campaign, PPC Google campaign, packaging with other Universal Artists

CHALLENGE: AWARENESS. Let fans and former purchasers of music know about album.

SOLUTION: RE-ENGAGE. Email marketing utilizing Universal, iTunes, Amazon.

Budget: $800,000BUDGET ALLOCATION: Search: 20% $160,000 Display Advertising: 50 % $400,000 Social Media: 20% $160,000

Email: 5% $ 40,000 Sweepstakes/Contests: 5% $ 40,000

Note: $200,000 Additional Creative Budget

Marketing Objectives:Awareness Campaign

Search: June-August/3 months

Display Ads: Cost per click/Agency June-August, September-November (college creative/promo,

back to school) Summer festivals:

June-September Social Media:

Ongoing Email:

July, follow-up August College:

Fall (September-November) March-April

Timeline: 2012

STEP ONE:CREATE AND SUPPORT

HIGH-QUALITY MESSAGE AND BRAND IMAGE

NOT

Hot

Hot Hot

Their pages/images LOOK like

STARS

STEP TWO: CREATE AND SOLIFY HIGH-QUALITY

AND CONTINUOUS SOCIAL MEDIA MESSAGING

Web promotion plan and an effective web design and development strategy.

BRANDING

DESIGN OF FACEBOOK PAGE

TWEAK HOME PAGE•Not dynamic, exciting•Not great pictures•No “BUY NOW” button•No Streaming•NO COLOR!!!

EXAMPLE: Jason Mraz has total brand integration

•Vibrant•“BUY NOW” button•Album focused•COLORFUL!!!

Publish more pictures

317 likesvs. 1,360 likes

Twitter

7hJames Morrison @JamesMorrisonOK Check out this really lovely film of James visiting a gorgeous lighthouse in Norway at the weekend... http://youtu.be/KSZL37JZ02c 

INSTAGRAM PIC AND FEED

James Morrison: Boring posts

Jason Mraz: More lively posts

SOCIAL MEDIAPromotion Strategies

“AWAKENING” IN LONDON PROMOTION Facebook “Friends” and Twitter “Followers” can WIN• First Class trip for two to London • VIP seats James Morrison in concert, back stage passes•Other prizes: Concert tickets, Feature in his next video, t-shirts and other promo items.SUBMIT BY POSTING WHAT AWAKENS YOUR SPIRIT

Marketing Strategy: Reach Women 18-34 Pin and Win Reward Sweepstakes: •Create a contest where you can earn points for repins to increase fan-base. Re-pinning enters to win VIP concert trip.

STEP THREE:INCREASE NAME

RECOGNITION THROUGH PAID DISPLAY

ADVERTISING CAMPAIGN

PAID ADVERTISING CAMPAIGN Google: Keyword search, and implement to

budget a Cost-per-click campaign to drive to purchase

(MORE LATER)

Yahoo!Music: Banners and Rich Media touting new CD and videos.

College websites: Banners and Rich Media to use top 25-50 College campus websites/activity pages to spread word, sample opportunities. Promotional tie-in with You Tube and Pinterest contest element to win concert for school.

Agency placement targeting networks of young women: (College Candy, Sugar)

Music/Alternative papers/magazines websites: Rolling Stone, LA Weekly Music Page,

Billboard

James Morrison

★★★★★Awakening

JAMES MORRISON

Hot concerts

JAMES MORRISON

HOT MUSIC ARTISTJAMES MORRISON

Click to

listen ♫

HOT MUSIC ARTIST

JAMES MORRISON

Click to

listen ♫

HOT MUSIC ARTISTJAMES MORRISON: hit single: UP

Click to

listen ♫

HOT MUSIC ARTISTJAMES MORRISON

Display Ad Creative

Display ad with RICH images of James & phrases that connect people with things they want to “awaken” in their lives: dreams, spirit, love etc.

Which leads to the album cover.

Which leads to a video sampler.

Which leads to an i-Tunes purchase link.

Awakening: Your Spirit

HOT NEW MUSIC

ARTIST…

Adele™ LIKES James Morrison: CLICK HERE to Listen and BUY

Awaken Your DreamsAwaken Your Spirit

Click to

listen ♫

Click Here for Video

James MorrisonNEW RELEASE:THE AWAKENING

James MorrisonNEW RELEASE:

THE AWAKENING

Click to listen ♫

BUY IT NOW

USE ACTION BUTTONS ON EVERY AD, PAGE OR PROMOTION

Integrated Ad/Promotion Strategy: COLLEGE STRATEGY via YouTubeMedia Plan:• Promote videos through click through

from landing page• Banner ads in similar artist pages• In-video ads in similar artist pages

(direct link to album purchase)• VEVO feature• Share better quality and more

frequent events coverage, interviews, behind the scenes with James Morrison and crew

WIN A CONCERT FOR YOUR SCHOOLPeriod: FALL.

EMAIL: Utilize Email Marketing More

Effectively. Use affiliate, reseller, and associate

programs. iTunes Amazon

Build a responsive opt-in email list from all sources.

Publish more frequent and interesting Twitter posts

Write and publish regular press news flashes, interesting articles, updates on tours, activities.

Facilitate and run contests and giveaways via your web site.

Push Blog/News and interact with his visitors.

Email cards to fans

James Morrison

I won’t let you

go!

Corporate Partnerships

Featured music partnerships:

Retail partnerships:

FISH WHERE THE FISH ARE:

REACH TARGET AUDIENCE WHEN THEY ARE CAPTIVE.

STEP FOUR:CREATE AND MAINTAIN

SEARCH ENGINE OPTIMIZATION CAMPAIGN

Get ranked at the top in major search engines, and practice good SEO Techniques.

SEARCH ENGINE OPTIMIZATION

PAID SEARCH Keywords: Google Adwords- Other Similar Artists

Yahoo! Music Organic Search: SEO

LANDING PAGE: Create Better Landing Page Referral

GOAL: DRIVE SEARCH TO JAMES MORRISON WEBSITE FACEBOOK PAGE PURCHASE

ALWAYS WITH A DIRECT RESPONSE ACTION ON LANDING PAGE

Measurables: Double Followers

Current Stats for measurement 5/14/2012:Facebook Followers: 915,628Twitter Followers

79,822

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QUESTIONS?????

Debut Album (2006): "Undiscovered”• He achieved worldwide success with debut single “You Give Me Something”

You Tube views: 11,500,408

2nd album (2008): “Songs for You, Truths for Me”Duet with Nelly Furtado “Broken Strings”You Tube views: 39,843,005

3rd album (2011): “The Awakening” •The first single is “I Won't Let You Go”• You Tube/VEVO views: 22,839,072

(german version: 1,557,421 views)•Also includes a duet with Jessie J “Up”• You Tube.VEVO views: 6,483,260

(1,534,634)•“Slave to the Music”• You Tube/VEVO views: 1,116,756

•To promote the album, he ran a competition in conjunction with NUS and MUZU TV to offer students across the UK the chance for him to play live in their living room

Current Stats for measurement 5/14/2012:Facebook Followers: 915,628Twitter Followers

79,822

Slave to the music

The Awakening

One Life

His Music

up