music education sponsorship join the bandjebcook.com/imgs/jebcook-genz-music-brief.pdf · ygg...

JOIN THE BANDMUSIC EDUCATION SPONSORSHIP

TABLE OF CONTENTS

VIDEO PROGRAM WEBSITES DEMAND GENERATION ADVERTISING & RE-MARKETING STRATEGIC PARTNERSHIPS STAKEHOLDERS KEY DATES BUDGET & REQUIREMENTS KPI’S & ROI EXIT SURVEYS & ANALYTICS

“MUSIC IS A MORAL LAW. IT GIVES SOUL TO THE UNIVERSE, WINGS TO THE MIND, FLIGHT TO THE IMAGINATION…”

PLATO

OBJECTIVES

▸ Create content that is inspirational and appealing to Gen Z

▸ Build strategic partnerships to help foster music education

▸ Become the premier music lifestyle brand for young musicians

OBJECTIVES

VIDEO PROGRAM //

JOIN THE BAND MINI-DOC▸ PREMISEA Yamaha Guitar Group sponsored, short documentary that tells the story of Join the Band through the voice of its founder, John Mizenko. With more than a dozen bands set to take stage at The Mint on August 5, we come to better understand the meaningful journey these young musicians take to become live performers.

31 JULY

06 AUG

20 AUG

25 AUG

30 AUG

01 SEPT

▸ SCHEDULEBegin production

Begin post-production

Version one review

Version two review

Final export

Go live

KEY TACTICS▸ Video stays “unlisted” until campaign is done

▸ Piggy-back on Dave Grohl “Play”

▸ YGG sponsorship of music education

▸ Shorter versions tailored to Gen Z aesthetic

▸ Make learning music look cool

VIDEO PROGRAM //

By making an appeal to kids, and simultaneously pitching to parents, we make learning the guitar (or any instrument) look fun and inspiring. We show that music is more than a hobby. Instead, we spotlight the fact that it can be a lifelong endeavor that improves many other aspects of life, including identity building, creative problem solving, language and communication, and help to forge more meaningful relationships.

WHY THIS WORKS

07.10.18NEED FINAL PLAN APPROVED BY

MOODBOARD // VIDEO PROGRAM

WEBSITES //

LINE6.COM/JOIN-THE-BAND▸ CONTENT PLANSingle-scrolling contest page with product information, contest details, Join the Band content, Yamaha Music School info, contest terms, and email capture.

15 AUG

20 AUG

25 AUG

30 AUG

1 SEPT

▸ SCHEDULEWireframe

Comp

Beta build

Staging

Go live

KEY TACTICS▸ Give a kid a really awesome guitar package

▸ Elevate products in the “practice” funnel (Spider V 20)

▸ Yamaha Music School finder

▸ Email capture Gen Z isolated list

▸ Precedence for future contests & user generated content

▸ Mobile centric

WEBSITES //

Gen Z is turned off by contrived marketing. The content we create needs to be authentic, and Gen Z centered. The page needs to give the user access to product info, quickly, and collect their email information in order to win the practice guitar package.

WHY THIS WORKS


MOODBOARD // WEBSITES

DEMAND GENERATION //

EMAIL & SIGN UP FORMS▸ NURTUREThis will be the first list of Gen Z emails that we will attempt to capture. We can use this list to experiment with messaging and content aimed at Gen Z, in an effort to learn more about how to build a bond with that audience, and successfully market to them our products.

15 NOV

22 NOV

29 NOV

▸ SCHEDULESend free Mobile POD app

Send coupon code for Spider V 20

Send coupon code for SonicPort VX

KEY TACTICS▸ Email list for Spider V 20 and Sonic Port VX

▸ List segments: beginner, practicing

▸ Secondary products: AMPLIFi and Sonic Port

▸ Sign up forms on all sites, contests, giveaway incentives

▸ Spotlight JTB and Yamaha Music Schools


This is about building a list of Gen Z aged kids that are interested in practicing or performing guitar (or music in general). We want to create the perception that learning guitar is something that is deeply creative, and more fun that video games.

WHY THIS WORKS


EMAIL STRATEGY

▸ Cluster emails fairly close to each other to test engagement

▸ Drive traffic close to the Xmas period

▸ Monthly contests and giveaways

▸ First Contest/Giveaway

▸ Spider V 20 giveaway

▸ Hosted on Line6.com

▸ Add tangential list segments related to beginners or practicing

▸ Partner with Guitar Tricks = $XXXX/email


MOODBOARD // DEMAND GENERATION

▸ TARGETThe digital ad campaigns will be the best way in which we can target the Gen Z demographic, as it is unlikely that we have them in our email database. Research shows that Gen Z primarily uses Snapchat and YouTube, but there is a large number in the older section of that demographic that uses Facebook, and Instagram as well.

01 SEPT

THRU

01 NOV

▸ SCHEDULESnapchat static banner

Instagram static banner

YouTube static banner

ONLINE ADVERTISINGADVERTISING //

KEY TACTICS

▸ Promote on social channels like Snapchat

▸ Google Adwords and YouTube paid ads

▸ Boost strategic content on social networks beyond organic reach

▸ Link between environments to grow email database

▸ Target days and times with highest probability of engagement

ADVERTISING //

This works because we know that we get high engagement beyond our organic reach when we boost our promotional content on social. We see high engagement with online ads that point to video content, which we can leverage.

WHY THIS WORKS

ADVERTISING STRATEGY▸ YouTube

▸ $XXXX

▸ Reach XXk - XXk

▸ Instagram

▸ $XXXX

▸ Reach XXk - XXk

▸ Snapchat: age segment 13-17 – $XXXX

▸ “TV Viewers of Music Shows” - closest interest category

▸ 405,000 – 420,000 potential reach

▸ No “music instrument” as target list segment

▸ Need a long term content plan to support Snapchat

▸ THIS IS A TEST

ADVERTISING //

▸ CONCEPTPartnering with Join the Band, leveraging the three YGG sub-brands, and finding strategic partnerships, we use cross-promotion to help reach more eyes. These partnerships have the potential to not only help our short-term reach, but to also forge a long-term bond that could continue to benefit music education initiatives. We hope that we will find sympathetic partners that put the vision first, and understand this is a long play to perpetuate music culture.

STRATEGIC PARTNERSHIPS //

BRANDS & ALLIANCES

CALENDARKEY DATES //

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 4 5 6 7

8 9 10 Project Approval (video only)

11 Video Budget Meeting

12 13 14

15 16 Project Approval (ads, email, web)

17 18 19 20 21

22 23 24 25 26 27 28

29 30 31 Production start

JULY



1 2 3 4

5 Wrap

6 Post Start

7 8 9 10 11

12 13 14 15 Wireframe

16 17 18

19 20 Edit one Comp

21 22 23 24 Edit Two Beta Build

25

26 27 28 29 30 Final Export Staging

31

AUGUST



1 Go LIVE Ads start

2 3 Report

4 5 6 7 8

9 10 Report

11 12 13 14 15

16 17 Report

18 19 20 21 22

23 24 Report

25 26 27 28 29

SEPTEMBER



1 Report

2 3 4 5 6

7 8 Report

9 10 11 12 13

14 15 Report

16 17 18 19 20

21 22 Report

23 24 25 26 27

28 29 Report

30 31 End advertising

OCTOBER



1 2 3

4 5 Report

6 7 8 9 10

11 12 Report

13 14 15 Email one

16 17

18 19 Report

20 21 22 Email two

23 24

25 26 Report

27 28 29 Email three

30

NOVEMBER

VIDEOBUDGET //

Need to discuss music, and what kind of budget we need to license cover songs. NOTES


JOIN THE BAND SHOOT

TYPE NOTES AMOUNT

Production Two locations XXXX

Rental Cameras, lenses, jib, etc XXXX

Services 3-day crew XXXX

Other Incidentals and unknowns XXXX

$XXXX

ADVERTISINGBUDGET //

Need to discuss weighing ROI against cost of video ad display since this is a Gen Z and Snapchat test.

NOTES


GEN Z TARGET AUDIENCE

TYPE NOTES AMOUNT

YouTube static banner ads XXXX

Instagram static banner ads XXXX

Snapchat static banner ads XXXX

? any other opportunities? XXXX

$XXXX

PROJECTIONS

▸ Drive XXXX unique page views during ad run

▸ Grow email database by XXXX

▸ Display / Remarketing Advertising: CTR XX% – XX%

▸ Social media advertising : CTR XX% – XX%

▸ Achieve XXXX video plays during ad run

KPI //

Numbers will depend on final ad budget. We have no precedent for Snapchat ROI or Gen Z targeted marketing.

NOTES

MONTHLY STATEMENT

▸ Weekly report to to gauge efficacy of:

▸ web performance

▸ email stats

▸ online advertising stats

▸ video performance

REPORTING //

If there are any changes to the advertising program during the campaign (ie throttling), we will need to annotate in Google Analytics.

NOTES

ADDITIONAL TACTICS

▸ Explore dealer co-promotion with back to school

▸ Explore getting influencers to co-promote

▸ Artist involvement (cover their song?)

▸ Email product registrants to ask if they saw campaign?

▸ Bhueller? Bhueller?

// AND ANOTHER THING…

music education sponsorship join the bandjebcook.com/imgs/jebcook-genz-music-brief.pdf · ygg...

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