Marketing Strategy and PlanDaniel Ruiz

IMC8/4/13

Sunday, August 4, 13

Executive Summary

Pieced Apart Music is a website and YouTube channel that is all about lyrical content, current events and artist appreciation. The host of the web show, Miss Ruby, takes popular songs and breaks down the lyrical meanings in an informative and entertaining way to help viewer understand the story behind the intricate lyrics of the music.

The Channel has had some minor success in the past year growing to over 2,500 subscribers and over 60,000 views. The primary goal of this campaign is to at least double the number of subscribers and views in one years time. This will help generate revenue to put back into the company for more quality content.

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Target audience personas

www.herald.co.zw

James Jones(high School Student)

Steve Truss(college Student)

www.panoramio.com

Tim BarriganManager at Ross)

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Persona Drilldown

Name: Steve Truss

Age: 18

Job: McDonalds (cashier)

Financial situation: As a student living at home with his parents, Steve has minimal

financial responsibilities.

Purpose: Steve is a Hip-hop enthusiast. His favorite Rap artist is Drake and has attended a

concert within the year. He subscribed to Pieced Apart because he came across it on

Youtube looking for a song that the channel broke down. Now he consistently watches the

videos and leaves his opinion in the comment section.

Free Time: During his free time when Steve is not studying or working, he enjoys playing

Call Of Duty on his Xbox and listening to his favorite hip-hop albums with his friends.

Shopping habits: Steve is an impulse shopper. Whenever a new hip-hop album, video

game or clothing item is released that he is interested in, he finds a way to afford it.

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S.W.O.T. Analysis

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Media Plan Goals

• Double the number of subscribers

• Double the number of views

• Create a stronger more recognizable brand

• Increase overall revenue

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Strategies And Tactics Media outlets

Website

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Media Flow Chart

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Campaign Schedule

• Videos  and  web  content  posted  2-­‐3  times  per  week.  (Mondays-­‐Wen-­‐Fri)

• Social  media  posts  6-­‐8  times  daily.  (4  promo  post  min  –  4  Random/informative  post  min)

• One  live  special  event  monthly.  •   Videos  and  web  content  posted  2-­‐3  times  per  week.  (Mondays-­‐Wen-­‐Fri)

•  Social  media  posts  6-­‐8  times  daily.  (4  promo  post  min  –  4  Random/informative  post  min)

•  One  live  special  event  monthly.  

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Campaign BudgetContent creation = $0

Promotion = $0Social Media Marketing $0

PR = $0 (experience)SEO = $0

Website development $500New equipment $2,000

Total $2,500

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Creative samples

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References

• www.madison.k12.wi.us

• www.facebook.com -

• blog.twitter.com

• www.waxingunlyrical.com

• www.beautifulbeings.co.uk

• madamenoire.com

• discosalt.com

Sunday, August 4, 13