RJD2

Why RJD2 Stands Out

Experience •Being in the music business for over 12 years.•Loyal fans. •Giving the fans a live performance they’ll remember - • Picking up a guitar

to cover his own songs with a live band. • Vinyl.

Artists similar to RJD2

SWOT

STRENGTHS No computers, just

vinyl. Experiments with

different genres. He knows what he’s

doing – 12 years in the biz.

‘A Beautiful Mine’ became a widely known track since it was the theme song for AMC’s Mad Men.

PR Opportunities – no problem.

255k fans on Facebook.

Weaknesses Other than Facebook, there’s a small social media

following.

•21,000+ Twitter Followers (Not even half of his Facebook fans.) •YouTube is the 1st link on

RJD2’s website yet there’s no channel art, no photo of RJD2, no website link, and instead, a link to a website that doesn’t exist. [wearethedoorways.com]

Instagram – who is this?!

This is what you see when you click on the YouTube link from RRJD2’s website.

Weaknesses Website needs to be revamped.

No merchandise available for purchase on RJD2’s website. No immediate compelling visuals to draw you in. No real-time content is incorporated – i.e. a live Twitter

feed.

This is the first thing you see on the homepage of RJD2’s website – an error message.

Weaknesses Competitors websites:

Cut Chemist - Lyrics Born -

DJ Shadow ->

Opportunities Add an e-commerce store to RJD2’s existing

website selling merchandise items and generating revenue.

Reach mobile users by utilizing the video sharing app, Vine.

Threats Fans of RJD2’s genre tend to be young so they are more likely

to purchase or listen to a track they can familiarize with.

•Arguably one of RJD2’s most well-known tracks is ‘Smoke & Mirrors.’

RJD2’s Business Objectives For the upcoming national tour and

new album: Ticket Sales Album Sales Awareness Publicity Growth

Defining Digital Marketing Goals Ignite user engagement through social media

contests and real-time content updates. Utilize new mobile apps like Vine. Focus on existing social media platforms with

small followings like Twitter and YouTube. Co-convert large Facebook fan base to other

social media platforms. Acquire and capture email addresses for

unique promotions. Upgrade existing website with e-commerce

store and visuals.

Executing the Plan for RJD2Social Media

Facebook – All major announcements will initially be

shared here due to largest online presence. Items shared will include the new album, upcoming national

tour and a track off the new album from Soundcloud. The announcement of the national tour will be distributed

over Facebook in two, separate parts over three days time. Philly and Columbus tour dates will be in the 2nd tour

announcement since people will be looking for them and making them wait will spark interest and page views.

Executing the Plan for RJD2 Facebook KPI’s –

Fan engagement Growth Traffic to RJD2’s website Traffic to RJD2’s Soundcloud page Plays and shares on RJD2’s Soundcloud

page Ticket Sales

Executing the Plan for RJD2Twitter –

#searchformerch A social media contest. Pair of tickets will be hidden in a new RJD2 vinyl album

distributed to a record store in each of the national tour cities.

Clues to the record stores will be tweeted to followers on the mornings of the tour dates.

This should create major fan engagement and grow Twitter following.

Executing the Plan for RJD2

Twitter KPI’s – Number of followers Interactions (replies, retweets, mentions

and hashtag #searchformerch and #rjd2 usage)

Executing the Plan for RJD2Soundcloud –

Upload new track from new album to existing RJD2 page to share prior to release. Create excitement and future sales for

new album.

Souncloud KPI – Number of listens and shares.

Executing the Plan for RJD2Vine –

Create multiple 6-second videos showing samples of new tracks and insider access into the life of RJD2. This app also integrates with Twitter. Prompt user engagement and reach new,

mobile users to turn into fans and followers.

Vine KPI’s – Followers User engagement

Executing the Plan for RJD2Website –

Revamp website making it more user-friendly and visually enhancing. Create a clear email subscriber section and outline

the benefits of being signed up. Establish e-commerce store directly on website

with merchandise for sale including t-shirts, albums, vinyl, etc.

All major announcements (i.e. album and tour) to be updated on the blog when announced simultaneously.

Capture email addresses for exclusive promotions. Drive sales for album and ticket sales. Be a step ahead of competitors with a leading

website in the industry.

Executing the Plan for RJD2Website KPI’s –

Ticket sales Album sales Merchandise sales Email subscribers Website traffic

Executing the Plan for RJD2Email Marketing -

Two major emails will be sent to subscribers to generate revenue. Email #1: Pay-What-You-Can

Will be sent to new and existing RJD2 email subscribers who will receive this email a day before the new album is officially released. They will then be able to purchase the new album at whatever price they like alas, they pay what they can.

Email #2: All things RJD2 Email will be sent out with the option to buy the new

album, tickets to the tour, or new merchandise items now available on the website.

Executing the Plan for RJD2

Email Marketing KPI’s – Revenue brought in through email

campaigns. Amount of email subscribers.

Executing the Plan for RJD2Digital Advertising –

Reach as many people as possible through paid Facebook promoted posts. Budget amount of $1,500 (or more) to be split

between 4 essential Facebook promoted posts. Album release announcement. Part 1 of the national tour announcement. Part 2 of the national tour announcement. New track shared in advance of album release.

Executing the Plan for RJD2

Digital Advertising KPI’s – Fan engagement Growth Ticket sales Traffic to RJD2’s

online properties

SOCIAL MEDIACONTENT CALENDAR

(WEEK OF NOVEMBER 18 – 24)

Monday, November 18

Facebook - post around 12pm EST -

Twitter -

Post a 6-second Vine video with a sample of a new track off the new album. (Also, share to Twitter when posting the Vine.) -

Tuesday, November 19Post part 1 of the national tour on Facebook -

Twitter -

Post a 6-second Vine video with a sample of a new track off the new album. (Also, share to Twitter when posting the Vine.) -

Wednesday, November 20Facebook – post around 1-2pm EST

Post another 6-second Vine video with a different sample of a new track off the new album (do NOT share on Twitter today.) -

There will be two tweets today. Tweet 1 -

Tweet 2 -

Thursday, November 21Facebook - There will be two tweets

today.Tweet 1 -

Tweet 2 [send out around 4pm EST – a few hours after the pay-what-you-can email blast]–

Email blast [send around 12pm EST] -

Friday, November 22Facebook [Post an awesome photo of RJD2 playing live from a past show with this status to grab the attention of Facebook fans.] -

Twitter -

Friday, November 22Email blast sent to email subscribers that will include link to purchase album, link to tour dates stating tickets are now available and available merchandise items in the new online store on RJD2’s website to get you prepped for the upcoming tour.

Saturday, November 23Twitter (start teasing this promotional social media contest without any context just yet - create conversation on social media) -

Vine (create some type of #searchformerch teaser. Do NOT share on Twitter ) –