Campaign Management

4.1

Search Engine Optimization will contribute to more consumers landing on our web page.  Keywords related to our business will draw consumers with relating interest to our site for more information and hopefully they will be interested and draw by the information on our site to join in our social networking forums.

Paid Search/ Pay Per Click will provide a more extensive way to reach consumers with interest relating to our business.  The more clicks, means more consumers and recognizing our brand.

Promotions & Public Relations will be our opportunity to market our identity through print. During promotional events print marketing will give a visual description providing information to join our Twitter and Facebook to follow updates and news regarding our company.

Social Media & Viral Marketing allows the opportunity to reach consumers all over.  Each new follower on Twitter or fan on Facebook will encourage their friends and followers to take interest in our company by participating in retweets and news feed updates showing that they have joined our network. 

Display Advertising is an opportunity to draw followers and fans based on just visual representation.  Building our company brand will be significant being that we are an arts and entertainment company.  These advertisements will appear in areas where demographics show target interest, in each add will emphasize and encourage consumers to join our social media campaigns.

Affiliated Marketing will contribute by suggesting to those interested in other businesses and likeliness to my company what we offer and stand for.  Normally people will follow you on Twitter if they feel like this will be a great networking opportunity for them. As many people we can reach through affiliation, the more our network grows and we reach our targeted KPI.

In order to track that each channel is performing we will review wed page statistics on a daily basis, weekly followers on Twitters, weekly fans on Facebook, and daily retweets on Twitter will be monitored.  These metrics will show how many people are making contact with the company, and how well our brand awareness channels are performing.

4.2

The value of conversion is to use the value of brand identity and networking capabilities of social media to build assets and recognition of Defined Arts & Entertainment.

SEO – 0.5 for Facebook and 0.17 for Twitter

Paid Search/ Pay Per Click – 1.5 for Facebook and 0.5 for Twitter

Promotion & Public Relations – 0.8 for Facebook and Twitter

Social Media & Viral Marketing – based on hours contributed per week

Display Advertising – 1 for Facebook and 0.33 for Twitter

Affiliated Marketing – 1.2 for Facebook and 0.4 for Twitter

4.3

Considering our starting point and the fact that we are at the beginning of October we have set our KPI’s high in order to reach a fourth quarter goal. These goals can be achieved but we have to work extra hard and make sure each channel is sufficiently contributing to the marketing campaign.

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Leadership Portfolio

I would like you to check out my article that talks about the Internet diminishing our ability to think and how we are more informed than previous generations.  Unfortunately the link is not working at this time, as soon as I have an update I will post it.

Campaign Duration

The media marketing plan for Defined Arts & Entertainment will last the fourth quarter of 2010 in order to achieve targeted goals and objectives set.

Campaign Budget

Budget for this campaign will be $5,000.  Many of the bases for our marketing plan will be don in house and will not need as much funding to be allocated.   Below is a break out of the amount to be spent on each channel:

Search Engine Optimization -  $500

Paid Search/Pay Per-Click -  $1,500

Promotion and Public Relations – this channel will be managed within the company spending approximately ten hours each week of the entire campaign. $800 to be spent on print marketing material.

Social Media and Viral Marketing – this channel will be managed  within the company spending approximately two hours a day the entire campaign.

Display Advertising - $1000

Affiliated Marketing - $1200

Selected Channels

The seven digital marketing channels that will be used to meet campaign goals for Defined Arts & Entertainment will be search engine optimization, paid search/pay per-click advertising, promotions/pr, social media and viral marketing, display advertising, and affiliated marketing. The one channel that will not be used is email.

Search Engine Optimization will continuously increase visibility for the company on the web, search engines function all day everyday.  There are no limitations anyone may run across your site at any time.

Paid Search/Pay Per-Click is a fast and effective for of marketing. This method will immediately generate traffic effectively and efficiently. 

Promotions and public relations are necessary for any company.  Without effective promotions no one will know about your company.  Promotional items help build brand identity and allows the ability to link creativity to your marketing campaign.

Social Media and Viral Marketing have become the most effective forms of marketing for my business thus far.  These options provide opportunity to reach consumers all over building brand awareness and image.

Display Advertising gives consumers a visual connection to the marketing campaign.  When people can see what your pushing you are more likely to attract their attention.  Especially with the arts division of Defined Arts & Entertainment, display advertising will be critical to success.

Affiliated Marketing will provide the opportunity to attract consumers based on other similar interest areas.  This marketing tool allows us to gather audience specific customers based on their interest.

Target

Defined Arts & Entertainment target will be 1,000 fans on Facebook by the end of the year and gain 1,000 followers on Twitter each month.  Defined Arts & Entertainment must create a YouTube page and draw all followers and fans to subscribe to this feed as well. An effective campaign will get the right people motivated to take action and gain more information by subscribing to our social media outlets. We then market appropriately based on audience attracted.

KPIs

As stated in earlier post regarding objectives our key performance indicators will be based on the amount of followers and fans we gain by the end of the year.  The main goal of our digital media plan is to build our company brand and customer recognition base.  Rather than monitoring the ratio and audience of our customers we will focus on numbers and the count of individuals we reach.  Once this count is calculated we will specifiacally be able to focus on ratios and niches of customer base.

Goals

In order to achieve our plans objectives we will build relationship strategies that will creatively reach most relevant audiences.  The arts division of Defined Arts & Entertainment has already established a niche for the company on both Facebook and Twitter sites.  Online advertising tactics have included teaming up with celebrities in the entertainment industry with at least 40,000 followers on Twitter, presenting them with a piece of our works in a public setting with media involved and having them participate with a retweet to their fans recognizing our Twitter account and our works.  This will help us reach our goal by spreading recognition of our brand and gaining followers and fans interested.   This shows we are attracting an audience interested based on works we have already proved. As we attract these fans and followers we then have access to them and the ability to feed them with as much information as possible through news feeds, tweets, and other promotional items.  Once our website is created we will include our blog site to filter information regarding our clients and their projects.  We will join directories that cater to creative arts, visual arts, management, and entertainment.  Keywords related to any of these areas will lead users to our company website. Between Defined Arts and Defined Entertainment we will create links and redirect pages so that users can experience both ends of our business. 

Objective

With so much time being spent online by consumers we want to make sure our digital media plan is drawn to effectively reach social media audiences.  Digital and social media have changed the behaviors and rules of marketing; therefore our plan is to draw as many customers to recognize our brand through our online presence.  Our twitter account should obtain at least 1,000 followers every month, and reach at least 1,000 Facebook fans by the end of the year.  We want to partner with other companies to establish networking opportunities within the industry.  Being that we are a talent management company we need to build relationships with producers, record label, and other industry officials.  This will enhance opportunities for business down the road.  Currently we do not have a YouTube account, we want to establish one before the end of the year and began to submit videos of clients we represent for marketing purposes.  Currently our website only reflect the art division of the company, we want to launch a creatively driven site that reflect all aspects of our company that customers and registered users can log in and interact with activities and information regarding Defined Arts & Entertainment. As more people are drawn to the brand and identity of the company we can focus on sales in the arts division and opportunities for our clients in the entertainment division.

Customer

There are no demographic website findings for any of the competitors in my area.  According to audience intelligence the audience for entertainment talent management is .041 male and .059 female.  General distribution of service in this area range between the 18 to 24 age group at 26.8 percent.

Defined Arts & Entertainment will promote our services to both consumers and well as other businesses. Reaching our consumers will be the ultimate goal of business, and other businesses will work hand in hand to promote new talent while providing employment opportunities for those we represent.

Competition

The entertainment industry is constantly growing, by 2018 the arts and entertainment industries are expected to grow by 15 percent. Managers that attract the best talent to represent will be most successful. Defined Arts & Entertainment will market all types of talent in the entertainment industry. Customer base will be private clients, companies, and organizations that are seeking talented individuals to work on major projects in the genre of film, comedy, music, modeling, songwriting and producing. Defined Arts & Entertainment will create its own niche that will service majorly to the hip-hop, print, and film industries.

United States Department of Labor. 2009, December 17. Overview of the 2008-18 Projections. Retrieved September 7, 2010 from http://www.bls.gov/oco/oco2003.htm

The fees charged for our managing service are align with industry standards. Additional finances will be drawn in for the operations in our recording studio; as well as from our arts division of the company. Our ability to maximize offerings to our talent allows us to lower cost on studio time, graphics, marketing and other in house works. Most of our competitors don't offer the range of services that we offer at Defined Arts & Entertainment under one roof.

Business Model

Defined Arts and Entertainment, LLC located in Houston, Texas will manage and book talented entertainers and serve as a live marketing tool by taking a unique approach to provide a complete package of services to entertainers and the entertainment industry. Not only will the group manage talent, but also operate a top of the line-recording studio for producers and artist to utilize.  Houston has one of the largest underground music industries and is becoming a home for entertainment.  Our goal is to provide resources and outlets so artist and entertainers don’t feel the need to relocate to Atlanta, New York or Los Angeles to survive or make their mark in the industry. Revenue sources will be based on percentage of earnings received from entertainers being managed by Defined, as well as earnings from studio rental, event organization and media relations.  Defined Arts is a branch of the company the focuses on visual arts.  Originally created works that are reproduced to distribute across the world.

The general dollar value of a typical sale varies, as managers we are paid based on percentage of each deal, often 15% to 20% depending on the terms negotiated up front.