all original media & promotions -...

ALL ORIGINAL MEDIA & PROMOTIONSDIGITAL MARKETING PLAN (4TH QUARTER 2017 & 1ST QUARTER 2018)

ALL ORIGINAL

Produces high quality digital content (e.g., online ads,

music videos, music, podcasts)

Provides essential independent artist and

entrepreneurial services

Promotes independent people, music, artists, and

events

Main source of revenue?

The company uses its

website, social media pages,

and mailing list to get the

word out about their

client's and the projects

they are promoting.

Boutique services like

copyrighting, talent

development, and project

management for

independent artists are the

company's main source of

revenue.

BRAND AWARENESS CAMPAIGN

HEADLINE: ALL ORIGINAL ADDS RAPPER SAN

QUINN TO BOOKING ROSTER.

AD TYPE: FACEBOOK & INSTAGRAM

CREATIVE: STATIC IMAGE/LEARN MORE BUTTON

KPI: AD ENGAGEMENT, SITE VISITS, INQUIRIES

Based on a True Story

This is Zyllah. An up and

coming recording artist from

Hollister, California.

Zyllah's mom, Lynda who is

also Zyllah's manager

noticed a sponsored ad in

her newsfeed on Facebook.

The ad caught Lynda's

attention because it featured

one of her favorite hip-hop

artists. Lynda proceeded to

click on the learn more

button.







Lynda was taken to a landing

page where she learned her

favorite artists would be

having an event near her

hometown.

Browsing over the page,

Lynda also noticed that the

company promoting the

event provided artist

services, such as bio writing

and copyrighting.

Lynda decided to 'Contact

Us' for more information.







Shortly after contacting us

via our website Lynda was

contacted by telephone to

discuss our services and her

options.

After learning more about

the services All Original

offers, Lynda decided to hire

the company to:

• Write a bio for Zyllah

• Design Zyllah's website

• Copyright Zyllah's songs

• Promote Zyllah online

• Manage projects for Zyllah

Please visit www.Zy831.com for more info.

http://www.Zy831.com








This is Zyllah. An up and

coming recording artist from

Hollister, California.

Zyllah's mom, Lynda who is

also Zyllah's manager

noticed a sponsored ad in

her newsfeed on Facebook.

The ad caught Lynda's

attention because it featured

one of her favorite hip-hop

artists. Lynda proceeded to

click on the learn more

button.

The customer journey continues...

3 years after our first

contact with Lynda via

Facebook ad, the daughter

and mom team continues

to use the services of

All Original.

Zyllah - Recording Artist (Hollister, CA)

TO-DO-LIST

All Original is always searching for better ways to provide more effective services for our client's. The company recently did a

little soul searching and realized that in order to be competitive with other companies providing the same services, then All

Original would need to make a few adjustments.

How can we better serve our customers?

Fine tune the company's online real estate: Website & Social media sites.

Assess & Refine the company's current digital marketing strategy.

Implement an updated digital marketing strategy beneficial to its client's and the company's success.

THE CLEAN UP

SEO AUDIT

Update site metatags and keywords

Update site titles & descriptions

Update page titles and descriptions

WEBSITE OPTIMIZATION

Improve landing page(s)

Create clear CTA's, creative data collection

Add relevant/engaging content

GOALS & OBJECTIVES

Digital Marketing Objective:

The goal during the 4th quarter of 2017 thru the 1st

quarter of 2018 is to increase our daily website visits

by 500% in order to expand our current client roster

by 50%.

Current number of clients: 4

Average lifetime spend per client: $500

Digital Marketing Budget: $500

Digital Marketing KPI: Website Visitors

TACTIC ONE

Roster Ad (Paid Campaign)

Budget: $100

Duration: 34 Days (Dec 2, 2017 – Jan 6 2018)

Tactic: Facebook/Instagram ad. All Original recently added rapper San Quinn to its booking roster, so the company is using the accomplishment to create brand awareness and drive traffic to its website.

KPI(s):Ad Engagements, Landing page views, Booking Inquiries

TACTIC TWO

Budget: $0

Duration: Dec 11, 2017 - Jan 11, 2018

Tactic: Event flyer was forwarded to San Quinn, artist & brand influencer. San Quinn has a significantly larger online following than All Original has. We are using his posts to boost organic reach so that we can affordably promote the event, as well as gather email addresses and age data via the event RSVP process.

KPI(s): Event RSVP's, Event Confirmations, Attendee's, Email addresses collected

January Event (Organic Campaign)

TACTIC THREE

5 Dope Events (Paid Campaign)

Budget: $50

Duration: 15 Days (Dec 16, 2017 – Dec /31/17)

Campaign Summary: Instagram ad. Brand blog post

(New Year's 2017 event collage & list) in order to drive

traffic to the company website.

KPI(s): Ad analytics, Landing Page sessions,







How the campaigns are performing to date.

The '5 Dope Events'

campaign is doing pretty

well. Only costing the

company $0.05 per

result. It's also slightly

increasing our website visits,

sessions, and Instagram

followers.

The 'San Quinn Booking

Roster' campaign is costing

the company $0.08 per

result and has yielded 10

event sign-ups with emails to

date.

5 DOPE EVENTS (PERFORMANCE RESULTS)

Data current as of Dec 18, 2017 4:00 pm PST

5 DOPE EVENTS (DEMOGRAPHIC RESULTS)

Data current as of Dec 18, 2017 4:00 pm PST

MOVING FORWARD

Continues to add & promote high quality content on the company's websites, as it drives interest in the brand and visitors to the sites.

Closely monitors the company's ad campaign's successes and failures, as well as the analytics that accompany each campaign. Making real-time adjustments and improvements.

Utilizes ad and website analytics/data collected to re-engage with and retarget the company's audience. (e.g. sending re-targeted emails, engaging with Instagram followers.)

Decrease bounce rates. Increase retention rates.

It is recommended that All Original Media & Promotions...

ALL ORIGINAL MEDIA & PROMOTIONSDIGITAL MARKETING PLAN (4TH QUARTER 2017 & 1ST QUARTER 2018)

Oakland, CA - Founded 2014

SUBMITTED BY: RICHIE HAMPTON

DATE: DECEMBER 18, 2017

MORE ABOUT ALL ORIGINAL,

ITS WEBSITE'S REVIVAL, & THE COMPANY'S DIGITAL STRATEGY







What makes us original?

For independent artists and

entrepreneurs in search of

quality marketing and

branding services, All

Original is a media and

promotions company that

aligns their client's vision

with their objectives.

Unlike one size fits all

companies, All Original treats

each project uniquely.

Oakland, CA - Founded 2014

How do we operate?

All Original uses its

company website, social

media channels, targeted

advertising, and various

methods of direct

promotion to harness sales

leads that generate revenue

for the company and

simultaneously expands the

promotional reach of their

current client's.

How do our customers operate?

Check out my work!

Like our Facebook Page!

OUR CUSTOMER'S JOURNEY

Clients discover All Original on social media channels where the company advertises and promotes its current client's.

Potential clients click on the ad or post, which contains a link that takes them to a landing page

While engaging with the landing page, potential clients are displayed service info and other entry points (e.g. music submissions, native ads) with links to pages and features within the website.

Potential clients can 'contact us' for more info regarding artist services, browse the site (which promotes our current clients), sign-up for updates, or RSVP to events, which collects re-targeting data

If client contacts the company about services, direct contact is initiated via phone call or email

Client receives free consultation & project assessment along with a quote

Client decides whether to move forward or not

Typically....

OUR WEBSITE VISITOR'S JOURNEY

Not everyone who visits our websites is in business.

Our company's website also serves as a promotional platform where we

feature and promote creators and creatives within our marketing

demographic.

Here are a couple of features that reflect our website's blogs:

Fantastic Negrito Brings Home the Grammy

OUR WEBSITE VISITOR'S JOURNEY

We promote our blog entries in order to drive traffic to the company's

website, increasing brand awareness, and promote our client's and site

features simultaneously.

Who is Rahzia J? was one of our most viewed pages during the first

week of December 2017. Organically earning us over 100 page sessions in

one week.

We've Found Gold in Tacoma!

OUR WEBSITE & SOCIAL REVIVAL

Our website was a mess!

Our main landing page was confusing and convoluted

Our method of data collection was too direct

'Who we are' and 'what we do' were not immediately clear

We lacked engaging and interesting content

We posted too infrequently

Our revelation: Thinking about our customer's journey and website's visitor's user experience forced us to make some changes to the company's website. We had to make the website more attractive, enticing ,and user friendly. Our work started with creating a great landing page.

Here's what our website's main landing page looked like before.

OUR WEBSITE & SOCIAL REVIVAL

We've changed a few things:

Added company description

Changed method of data collection (emails collected via submissions & contact us)

Added $500 Free Promo Opportunity as incentive to submit work.

Listed services offered by All Original

More enticing & user friendly

Why the changes?: We redesigned the landing page to increase our chances of attracting the customers we are marketing to. By prioritizing our $500 offer and listing our services we increase our chances of collecting emails and getting client leads.

Here's what our website's main landing page looks like now.

WE WERE ANTI-SOCIAL

All Original's social media channels were just as convoluted as the company's website was.

The company's social media managers were posting repetitive announcements

The company's social media managers were posting too often

The company's social media managers were posting as individuals, as opposed to using the company's voice in the

appropriate manner and settings

The company was not as engaging on its social media channels as it should be

All Original on Facebook

Things are improving on Facebook

Although our goal is

conversions, not just likes,

our Facebook page likes

seem to be increasing due

to our ad campaign

strategy

What we are doing:

• Directing all event RSVP's to our

Facebook page as one of the steps to

confirming FREE attendance to an

event in January.

• Created a '5 Dope Events' static

photo ad branded with the All

Original logo, website url, and

@WeAreAO (Instagram &

Twitter). The campaign is running on

Facebook and Instagram

simultaneously.

Our Instagram Following:

Date/FollowersDec 2: 63 Followers

Dec 20: 109 Followers*Up nearly 58%.

What we are doing:

• We started an Instagram ad campaign

featuring a static photo of recording

artist/brand influencer, San Quinn as

the creative in order to increase

brand awareness.

• We Created the '5 Dope Events' static

photo ad branded with the All

Original logo, website url, and

@WeAreAO (Instagram &

Twitter). The campaign is running on

Facebook and Instagram

simultaneously.

Engagement Tactic: For each person who liked All Original's ads or posts, the company's social media manager

went to the associated profile (if it were not private) and liked one of the accounts general pictures in attempts to

generate more engagement. A tedious process, but AO gained a few of its recent followers immediately after this

engagement.

ADVERTISING/CAMPAIGN STRATEGY

Presented with many platforms to advertise on, All Original's digital marketing strategy largely revolves around the company's average customer/visitor and how they consume content. There were a few good options, but ultimately we opted not to use the following channels to advertise.

Google Adwords (Paid Search)

Because of All Original's digital marketing budget and Google Adword's bidding process, the company opted to go with Facebook and Instagram.

Twitter (Paid Advertising)

Twitter is quite dormant when it comes to entertainment related business.

YouTube

YouTube would have required All Original to produce video, which would have been time consuming and adverse to current promotional efforts.

Affiliate Marketers

Most affiliate marketers specializing in All Original's business sector do not provide in-depth analytics, which is vital data the company needs to make informed business decisions, re-target clients, and market topotential clients.

ADVERTISING/CAMPAIGN STRATEGY

Not every campaign has gone smoothly. The good thing is that through good digital marketing All Original has the capability to not

only place ads, but to monitor those ads and optimize their performances in real-time. Here is one of our not-so-good ads that we

pulled back after 2 days due to poor performance. Luckily the campaign only costs the company a few dollars before the ad was

pulled.

Ironically, this blog post is

one of the company's most

visited pages. Yet, the ad

yielded very few

results. All Original is

currently drawing up plans

for a more effective

campaign. Sorry Rahzia J!

ALL ORIGINAL MEDIA & PROMOTIONSOAKLAND, CA (USA)

WWW.ALLORIGINAL.MEDIA

all original media & promotions -...

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