PLAYGROUND SESSIONS DIGITAL STRATEGY RECOKELSEY PAGE

PLAYGROUND SESSIONS: THE END OF PIANO LESSONS

• Online, revolutionary platform• Makes music learning:

• Accessible• Doable• Fun• Interactive• Affordable

• Notably:• Not your grandma’s music: Uses contemporary, popular music in

lessons• The carrot on the stick: Motivates, tracks, rewards students through

visual and interactive methods (badges, bonuses, scoring, progress charts, etc.)

• Social: Allows collaboration between musicians through competition, sharing, and self-publishing

THE GOAL:

INCREASE BRAND AWARENESS AND SITE TRAFFIC

BOOST SALES IN THE NEXT 12 MONTHS

THE TARGET: THE NEW KIDS ON THE PIANO BENCH

Teens new to learning piano

• The piano is a hypothetically cool goal; but actual lessons are time-consuming and boring

• Expensive – both in terms of time & money

THE TARGET: WOULDA, COULDA, SHOULDA

Teens new to learning piano

• The piano is a hypothetically cool goal; but actual lessons are time-consuming and boring

• Expensive – both in terms of time & money

Piano is seen as a great idea; hypothetically. Words such as “wish”,”could”,”would” and “if” are associated with Tweets around piano.

Meanwhile, their friends already in piano lessons see them as boring and time consuming.

THE TARGET: THEY HAVE LITTLE MONEY, AND EVEN LESS TIME

Piano lessons are viewed as expensive. For the world of free apps, paying for weekly lessons is expensive. However, teen employment in the US dropped to an all-time low in 2009, coinciding with a spike in Google Searches for piano lessons, suggesting that they have more free time and incentive for extra-curricular activities to attract scholarships.

Teens new to learning piano

• The piano is a hypothetically cool goal; but actual lessons are time-consuming and boring

• Expensive – both in terms of time & money

THE TARGET: THEY HAVE LITTLE MONEY, AND EVEN LESS TIME

Playing the piano for them is like the singles-market music industry: they’re searching for specific goals and songs to play.

Teens new to learning piano

• The piano is a hypothetically cool goal; but actual lessons are time-consuming and boring

• Expensive – both in terms of time & money

Taking piano lessons is boring and

takes a long time to learn

Stop taking piano lessons

and start playing the

piano

Insight Positioning

WHY PLAYGROUND SESSIONS?

• Effective • Instantly corrects students’ mistakes – quicker results in improvement and growth• Affordable – For less than the price of an iPod, you can reach intermediate level on the piano

• Fun• Don’t like Mozart? Not a problem. Contemporary popular music tracks. Learn current music so you

can start showing off to

• Interactive• Interact with other students, share your progress and tracks with friends

• Online • At your fingertips, anytime, anywhere. No need to take a break or stop if you’re on vacation or move

to college.

THE BIG IDEAA handheld experience of Playground Sessions, 100% shareable and customized to the user’s music tastes. Bring the piano to the player.

Two principal ideas to own this space: • Mobile App

• Play like a piano star, party like a rock star (blogger challenge)

THE BIG IDEA: THE MOBILE APPCreate a free mobile app, that pulls a song from the user’s iTunes library and teaches them how to play it on a virtual piano.

• Users have 5 minutes to learn 15 seconds from the song, and then are ranked among other players using the app.

• Rankings can be shared on Facebook, Twitter, emailed, or sent through MMS/SMS to share with friends.

THE BIG IDEA: PLAY LIKE A PIANO STAR, PARTY LIKE A ROCK STAR

Challenge 10 top music bloggers/writers to learn their genre on the piano (dubstep, rap/hip hop, country, pop, indie)

• Bloggers upload the videos to YouTube, and the blogger with the most views wins a trip for two to NYC for one night to see a concert of their choosing

DIGITAL ECOSYSTEM

Banner Ads, Youtube Ads (pop music videos), Facebook Ads (targeting 13-30 year-olds in the US), Google Ads (Targeting college application sites, Top 50 Universities in the US, and searches on “piano”, “play on the piano”, “piano tutorial”, “piano lessons”)

Spotify Ads & playlists (featuring the Top 100 Pop Songs featuring the piano)

Youtube Channel/Blogger Outreach: 1 Month to Piano Star Challenge

Mobile App

Website

KPI SAMPLE: YOUTUBE BLOGGER OUTREACH

Consistent sales on site500 app downloads/monthSpotify and Youtube playlist viws/subscriptions

20,000 trial downloads, 5,000 purchases

Increase in sales on site; consistent sales increase trend on site

50,000 site hits in 6 months, top ranking Google SEO

1,000,000 Youtube views from Blogger Outreach, 1,500,000 site impressions, 5 organic blog pieces on PS

BUDGET

Paid Search $45,000Google: $20,000YouTube: $5,000Facebook Ads: $10,000Spotify Ads: $10,000

Mobile App $55,000Mobile App development/creative: $20,000Implementation on PS Facebook Tab: $35,000

Blogger Outreach $15,000Initial buzz (FB Youtube ads, Google Search, blogs, etc.): $10,000Management (blogger contact): $3,000Contest Prize (Trip to NYC + concert tickets for 2people, 1 night): $2,000

Projected Budget:$115,000

MEASUREMENTTime of implementation (e.g. December 2012)• Google/Facebook/

Youtube CTR• Number of subscribers

to PS Spotify Playlist• Consumer survey• Blogger outreach

Youtube views• PS site traffic

• Number of trials downloaded

• PS sales

6 months post-implementation (e.g. June 2013)• Google/Facebook/Youtube CTR• Number of subscribers to PS

Spotify Playlist• Consumer Survey (brand is

top-of-mind)• Blogger outreach Youtube

views• PS site traffic

• Number of trials downloaded• PS sales

SWEET SUCCESS LOOKS LIKE…

In the next 12 months: 750,000 qualified site

visitors to the site 5,000 purchases

QUESTIONS?

TWEET AT ME! @KELSEYPAGE

THANKS!