IMC Strategic Plan: Chad Lada
- 1. IMC Strategic plan kourtney coleman chad lada campaign march 2, 2014
- 2. 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
- 3. SWOT ANALYSIS STRENGTHS: OPPORTUNITIES: STRONG ONLINE PRESENCE STEADY FOLLOWING IN FL UNIQUE ONE MAN BAND RELEASED ALBUM FAMILIAR VENUES CONNECTING WITH LOCAL MEDIA NETWORKING WITH CLASSMATES LEVERAGING SOCIAL MEDIA THREATS: WEAKNESSES: LESS ACTIVE ON SOME SOCIAL MEDIA UNEXPECTED EVENTS LOCAL ARTISTS INADEQUATE DATA
- 4. COMPETITOR PROFILE PLUSH MONSTERS *SAME GENRE BUT LIMITED GENRE *SITE IS NOT UP TO DATE *COLLEGE AGE AUDIENCE *SEO COMPETITIVE AND GLOBAL
- 5. BRAND PROFILE • Young, multitalented performer • Positive relationship with the target market • Goals are to increase social media presence, gain fans, and increase album sales
- 6. 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
- 7. 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
- 8. 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?
- 9. 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+
- 10. strategies & tactics • Social Media--to build excitement, reach a wide market, and reduce costs • Events--build excitement and engage fans • Promotions--items and flyers
- 12. media schedule • 12 months • Every month: social media updates • Every other month: events and promotion
- 13. budget • $5,000 • Includes promotional items, promoted posts, and print costs