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
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