IMC Strategic plan

IMC Strategic plan

kourtney colemanchad lada campaign

march 2, 2014

kourtney colemanchad lada campaign

march 2, 2014

executive summary

Chad Lada: *Solo acoustic artist in Orlando, FL*Started musical performances in MS & HS band and choir

Plan Overview:*SWOT Analysis *Competitor Profile*Brand Profile *Primary Research*Marketing Objectives*Strategies & Tactics *Creative Samples*Media Schedule *Budget

SWOT ANALYSIS

STRENGTHS:

STRONG ONLINE PRESENCESTEADY FOLLOWING IN FLUNIQUE ONE MAN BAND

RELEASED ALBUMFAMILIAR VENUES

OPPORTUNITIES:

CONNECTING WITH LOCAL MEDIANETWORKING WITH CLASSMATES

LEVERAGING SOCIAL MEDIA

WEAKNESSES:

LESS ACTIVE ON SOME SOCIAL MEDIA

THREATS:

UNEXPECTED EVENTSLOCAL ARTISTS

INADEQUATE DATA

COMPETITOR PROFILE

PLUSH MONSTERS

*SAME GENRE BUT LIMITED GENRE

*SITE IS NOT UP TO DATE

*COLLEGE AGE AUDIENCE

*SEO COMPETITIVE AND GLOBAL

BRAND PROFILE

• Young, multitalented performer

• Positive relationship with the target market

• Goals are to increase social media presence, gain fans, and increase album sales

target market

• 18-30 year olds

• In college

• Completed undergraduate degree

• Completed graduate degree

• Tech-savvy and open-minded

• Attends local events that are cheaper with quality service

Buyer Persona

• 22 year old Brittany Brown

• UCF student who works as a bartender

• Income: $22,000/year

• Enjoys going out, shopping, and watching reality shows

• Brand Preferences: Apple, Facebook, Twitter, Instagram, and Pinterest

primary research

• Online survey

• 5 Questions distributed through Facebook and Full Sail Connect

• Question 1: What is your gender?

• Question 2: What is your age?

• Question 3: How do you find out about new music?

• Question 4: What social media sites do you use?

• Question 5: Would you watch a live streamed online concert?

marketing objectives

• By May 2014, stream a live online concert via Google Hangouts with at least 50 viewers to highlight Chad’s album Non-Fiction

• Increase album sales by 25% by May 2014

• Increase Chad’s social media presence by achieving 500 likes on Facebook, 100 Reverb Nation fans, 100 YouTube subscribers, and have 50 people add him to circles in Google+

strategies & tactics

• Social Media--to build excitement, reach a wide market, and reduce costs

• Events--build excitement and engage fans

• Promotions--items and flyers

creative samples

• Logo

media schedule

• 12 months

• Every month: social media updates

• Every other month: events and promotion

budget

• $5,000

• Includes promotional items, promoted posts, and print costs