l12_jose ortega assignment

8/12/2019 L12_Jose Ortega Assignment

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Annie Borjas My beloved

HymnsDirect-to-Fan Online

Marketing Plan

Direct-to-Fan Marketing Plan Template 1


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Prepared by: JOSE O!E"A

DE#EMBE $$%D$&'(

Overview/Goals 3

Assets & Preparation 3o Artists Digital and Physical Assets...3

o Artist Social Media Tools..3

Phase 1 - Promotion and Fan Acquisition 5

o ome Page.!

o Social Media Sites.!

o "ther #ey Acti$ities..%

Phase 2 - Preorder

o Proposed Packages%

o Splash Page.......................................................%

Phase 3 - !elease "

o Splash Page...&

o omepage.&

o "''er Page.&

o Marketing(Social Media Sites)

Direct-to-Fan Marketing Plan Template *


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o "ther #ey Acti$ities.)

Phase # - Post-!elease/$our %

o "ther #ey Acti$ities.........................................)

Overview

Annie +or,as is the most important hristian artist in Per. She has lanched nine

cds in the past and is present in many e$ents dring the years. er $oice has alsoa good presence on t$ series / programs and commercials.

er ne0t d My 2elo$ed ymns 4Mis amados imnos5 6ill 2e a compilation

o' t6el$e o' the most poplar hristian hymns 2t in modern $ersions 42allad/pop

and 78+5. 9n Spanish.This is the 6e2page that 6ill 2e sedhttp:((annie2or,as.2and;oogle.com(home

Goals

Ac


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Signed posters & numbered included in the boxset

20 DVDs of a compilation of live shows

0 !Ds that artist self-released man" "ears ago

!urrent record specific assets:

Digital download of #$ % tracs 'the whole cd is (2 tracs)

*-shirts

$osters

$rinted mugs

Artist)ocial*edia$ools

+e wil use ,aceboo the .rtist/s +ebpage *witter and #-mail last

*he artist has a small fan base on ,aceboo '00) 1ust has started on*witter last wee She doesn/t have a page on 3"Space but her main

challenge is to build up an email list +e understand how important for

sales conversions is the email list so we intend as a main ob4ective in thiscampaign to aggressivel" ac5uire e-mail addresses in exchange for a

digital download using 3ail !himp and her account with 6everbnation

Facebook

https:77wwwfaceboocom7pages7.nnie-or4as-8fficial-

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+e are uploading content to the website and will be read" in no more

than two wees from now

Twitter

https:((t6itter.com(annie2or,as

no followers "et '4ust opened)

+e are planning to use a third part" tool lie refollow to improve

management of followers and the use of our shared content

http:77refollowcom7refollow7indexhtml

Phase 1 - Promotion and Fan Acquisition

1an (9

th

20(%

Home Page

*he home page will be improved tr"ing to gain attention from potential fans

+e will wor in a new landing page with colors based on the upcoming cd

'mostl" sepia)

#-mail for 3edia +idget @ +e will be using at first a widget created inside

Direct-to-Fan Marketing Plan Template !
https://twitter.com/annie_borjashttp://refollow.com/refollow/index.htmlhttp://refollow.com/refollow/index.htmlhttps://twitter.com/annie_borjashttp://refollow.com/refollow/index.html


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and?oogle and we are giving first 4ust a free trac from the new album

Streaming +idget @ +e have the option to create a customi?ed pla"er in

and?oogle +e/ll place advances 'demos) but also old versions of thiscompilations to create the appropriate mood for this ind of content

Social Networ >ntegration @ +e will use widgets lined to ,aceboo and

*witter to increase visibilit" of the campaign

SocialMediaSites

Facebook

A+e will use

3"band app from 6everbnation and an" other tools 6everbnationcould offer

A >n the !over >mage on ,aceboo we/ll place a ver" visible announcement of theupcoming cd and a lin to the web page

A *he artist will maintain a constant communication with updates of the process

of recording

Twitter

A *he tweets will be lined to the faceboo status *hose tweets wil be photos and

small pieces of audio and video too

Wikiedia

A .nnie or4as doesn/t have a +iipedia page but her page will be created thenext wee showing her bio and discograph" '< cd/s)

!log

Direct-to-Fan Marketing Plan Template %


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A . blog will be created where she will comment the recording process but also

offering important stories about the B"mns she is recording *here are

interesting stories and testimonies about these classical songs#ach new post will appear as a new status on ,aceboo and also the lin will be

in *witter

"ther#e$Acti%ities

Since the artist has man" live shows in churches and in !hristian events a

small gift will be given to ever" person that want to subscribe to her webpage fan

list and a ph"sical list will be available

Phase & - Preorder,eb (9th20(%

ecause of lac a bigger team we will offer a uni5ue $6#86D#6 $.!C +e

won/t include an" ph"sical cd or an" other stuff at this point because of localmailing dela"s

During this campaign the !D will be available onl" in the .rtist/s webpage .fter

the $re-order !ampaign the !d will be available also on >tunes .ma?on 3$and 20 other digital stores and at !hristian boostores

Pre-order Package: $remium Digital Download

>t includes de whole digital cd plus 2 special versions'bonus tracs)at a

discounted price

SlashPage 'or Preorder

During the pre-order campaign we will create a splash page with a direct lin tothe store

Streaming +idget with 6emix and Video @ +e will be using the same widget

form the $hase (

$reorder utton @ ined to the Store in the web page

in to Bome $age @ .fter the splash page fans can navigate through the

website as alwa"s

Direct-to-Fan Marketing Plan Template &


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Phase ( - )elease3arch (0th20(%

SlashPage

1ust the cd cover announcing the release

+e/ll place a lin to the webpage store

Homeage

Streaming +idgets - =pdated to include entire album samples

"''er Page: .fter one month we/ll include a gift 'mug or t-shirt) to boost sales

made from the webpage store

>n this page we/ll include a place to subscribe to the webpage with the option ifthe person wants or not to receive future news and offers from us

SocialMediaSites

+e will place updates that the album has dropped

Direct-to-Fan Marketing Plan Template )


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a)via e-mail a third blast using 3ail !himp

b)on ,aceboo a prominent displa" of the cover with the lins +e will have a*opspin campaign at this point

c)*witter Efor the first wee we will tweet the new showing the cd cover and thelins to bu"

d)Foutube+e are planning to produce two Video!lips oth will be uploaded atthe .rtist !hannel .lso we/ll create short clips of at least four other tracs with

the l"rics +e will be uploading a clip once a wee 'with the moneti?ation option

included) *his Foutube campaign will be for the first wees '2 video clips and

% videos with l"rics)

*his is the current Fou*ube channel of the artist

"ther#e$Act%ities

+e are using Google anal"tics to eep trac of the places and people who will

be bu"ing the cd in order to improve the campaign and ma"be reinforce itaccording to the needs of a specific target

Phase * - Post-)elease+Tour,rom 3arch (0thto six months later

+e are planning to have at least two contests among bu"ers

,"T.ST 1:*o create a Foutube video for a selected song with photos relevant to the l"rics

*hese are classical !hristian songs so there are man" inspirational stories about

them

*he winner will be awarded with a personal visit to the artist the ph"sical cd themug a t-shirt and a short musical show at his7her church 'for free)

,"T.ST &

*o send his7her personal stor" about one song *hese are classics *here are

boos written with inspirational stories so we will encourage people to write us

about what the" have experienced in their souls with these tracs*here will be a committee to evaluate the stories and the winner will have a pri?e

Direct-to-Fan Marketing Plan Template B


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to be determined

"ther#e$Acti%ities

*here will be an intensive use of email and faceboo widgets announcing live

showsData .nal"sis- *o eep trac of the sales performance and the new fans using

,aceboo >nsights and Google .nal"tics

*o eep good connections with fans via social sites to receive their opinions

suggestions and critics

Direct-to-Fan Marketing Plan Template 1=

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