Executive Summary from Digital Strategy Document
Below is the Executive Summary from our Digital Strategy doc, it gives a concise overview of our recommendations.
-Team member Morgan Fleming
Executive Summary
Background
The average age of jazz enthusiasts as a whole is getting much older, and Jazz at Lincoln Center is finding the same trend among its own audience. Currently, JALC is experiencing a lag in tickets sales and stagnant audience growth with primarily repeat, older customers purchasing tickets. To counter-act this trend, JALC needs to attract a younger audience, specifically the young adults 18-35 demographic. Engaging this audience will increase revenue in the short term, as well as lay the groundwork to create a whole new generation of fans who enjoy jazz music and look forward to experiencing it for years to come.
Goals
By implementing a digital marketing strategy, our goals are to expand the JALC audience database of young adults age 18-35 by 20% over 12 months, and to increase new audience ticket sales by 5% over 12 months by creating an educational campaign and community specific for the young adult audience.
Target Audience
Our target audience is demographically defined as: adults age 18-35; college educated; living primarily in the tri-state area with an emphasis on New York City. Specifically, this audience will be broken into the following psychographic groups: Pop Culture Consumers, Music Enthusiasts, and Cultural Consumers.
This audience is extremely knowledgeable about the digital media and technology options that are available and prefer to consume and exchange information through these avenues. They are the demographic most likely to use social networks, regularly send and receive mobile texts and are most receptive to receiving information via online communities with user comments. They follow peer-to-peer recommendations.
Plan is to reach the target audience through the following digital platforms:
Microsite
Called The Rhythm Section, the microsite will be the anchor element of the campaign and the first introduced. RhythmSection.org will live separately from the main JALC site and feature static and dynamic content to educate and inform new listeners about jazz music as well as offering a platform for peer-to-peer discussion. Events listings, artist Q&A’s, playlist generators and a community forum will be part this digital platform. Success measured through visitors to the site and registration of new community users.
Mobile
The mobile campaign will be made up of four elements: an SMS campaign, a mobile application for rating concerts, the use of QR codes and capitalizing on existing foursquare account for Dizzy’s nightclub (part of JALC). This platform will use promotional offers and exciting mobile content to build our list and connect to our new audience where they are.
Blog
The blog will be an environment for like minded music fans to converse and exchange ideas, moderated by an up and coming member of the JALC orchestra, and a place where our audience can go to stay “in the know” and on top of the latest music news. The blog will not be housed as part of the new microsite, but rather live in its own space on the web at EverythingJazz.com. The success of the blog will be defined by the following metrics: 1) interest (# of unique visitors, average time spent, # of comments posted); 2) JALC as a music authority (number and quality of incoming links from other music, news and entertainment sites); 3) buzz (social media mentions, PR impressions)
E-marketing campaign
The email marketing campaign will be an opt-in campaign intended to build a relationship with the audience members by keeping them informed of relevant news and events, as well as provide value in the form of discounts, music samples, interviews, and member reviews. The success of the e-marketing campaign (combination of email alerts and a monthly newsletter) will be defined by the following metrics: number of opt-ins, open rate, click through rate, download rate, and calls to action (i.e., requesting additional information, buying a ticket, etc.)
Traditional Media campaign
To further reach our audience, we recommend a fully integrated campaign, with the use of traditional tools - specifically advertising and public relations tactics. The use of print advertising, out-of-home advertisements on venues around the city, and digital ads linking to RhythmSection.org will broaden our message’s reach. The use of specific discounts, URL’s and SMS codes will make measurement of their effectiveness possible. A public relations campaign - including a splashy launch event featuring a contemporary pop artist playing alongside a jazz band, media relations campaign aimed at youthful publications (both on- and off-line) and the sponsorship of relevant cultural events around the city will generate interest and buzz for our digital elements.
It should also be noted that we propose leveraging the existing digital platforms that JALC is already engaged in - including Facebook, Twitter, You Tube and foursquare - whenever possible.
Success!!!!
And…..We are done.
Turned in our project yesterday will be posting tid bits tomorrow!
Digital Marketing Strategy White Paper →
This is a nice strategy document from Red Ant, a Digital Strategy Consultancy in Kent UK. I love their efficient mappings and memorable characters. Design should be an important consideration for online marketers when creating their own brand online.
-Team member Morgan Fleming
A snapshot of our Snapshot!
The second step in our final project was to create a Digital Snapshot.
Fourth of July travel and festivties and swealtering NYC temps did not prevent us form getting er done!
The Digital Snapshot is a document that helps you define and describe the target audience for your digital marketing efforts. It helps you eleaborate on what sort of company and consumer created content will be needed for your goals. Finally, you can outline the content distribution channels that you will use both digital and traditional.
Tonight we reconvene, in team member Eva’s office to get to work on the final strategy document for JALC.org. Good thing we like eachother because we have and will be been spending a lot of time together!!!
-Team member Morgan Fleming
Digital Strategy Final Project: Topic and Goals
Last week, our group chose the topic of our final project (its a good one!).
Team member Brett has some connections to Jazz at Lincoln Center and suggested that we consider their site for our final project. After scouring the site, team DG decided there was much room for improvement and defined our topic and goals:
Digital Platform Proposition
Jazz at Lincoln Center http://jalc.org
Situation: Jazz at Lincoln Center is experiencing a lag in tickets sales, with primarily repeat customers buying tickets. Potential new ticket customers are resistant to buying tickets for a music genre and artist they are unfamiliar with. Other arts organizations throughout the city (i.e., Philharmonic, Roundabout Theater Company) define young adults as 18-35 and create programming for this specific audience. There is no area on the Jalc.org website for young adults as defined by this age group.
Opportunity: To make jazz at Lincoln Center the go to resource for jazz music education while providing a comfortable haven in which potential new audiences can learn about jazz and to identify and cultivate a young adult audience (18-35).
Goals:
· Expand audience database in the 18 – 35 age range by 20% over 12 months
· Increase new audience ticket sales by 5% over 12 months
-Team member, Morgan Fleming
“If Facebook were a country it would be the world’s 3rd largest”
A great video from Socialnomics which has some remarkable figures on the impact of social media.
Check out their blog www.Socialnomics.net.
After 3 long days of training we are testing our wits with a Final Project in Digital Strategy. Professor De Libero has taught us well. Now we must act!
First learn stand, then learn fly. Nature rule, Daniel-san, not mine.
