Tender Glue
ALBUM RELEASE MARKETING PLAN
Steady Light
GA DIGITAL MARKETING FINAL PROJECT BY: JANISE LAZARTE
Don't Label Me Records Introduction Who is Tender Glue? What is Tender Glue about? Tender Glue Positioning Consumer Personas Customer JourneyIndustry Analysis/Industry SynthesisSWOT AnalysisCompetitive AnalysisMarketing ObjectivesKPI’s
Don't Label Me Records Solution - MARKETING CALENDAR - CONTENT STRATEGY - SOCIAL MEDIA STRATEGY - LANDING PAGE RECOMMENDATIONS - EMAIL MARKETING - ALBUM REVIEWS - BRAND PARTNERS - DISPLAY MARKETING - FACEBOOK ADSProjected Results
TABLE OF CONTENTS
DON'T LABEL ME RECORDS
INTRODUCTION
Don’t Label Me Records is a self- motivated, independent record label based in New York City. The main focus is on building an integrated and like- minded community whose priority is to create.
Tender Glue (Noun): Not a person. Not a band.
Music made by an urge to create.
Tender Glue is a Brooklyn-based artist founded by Tom Gluewicki. originally from Poland, but moved to New York in 2002. Tender Glue’s musical genres include indie rock, some elements of post punk, combined with acoustic sounds. The new album, Steady Light, releasing under Captured Tracks is a culmination of raw recordings, composed with minimal equipment using the resources he had in his home.
WHO IS TENDER GLUE?
POSITIONINGTENDER GLUE
For the music lover who enjoys listening to soulful sounds written from the heart, Tender Glue’s new album, Steady Light, combines genres from past and present to create a new unique sound. Unlike other solo Indie artists, Tender Glue's songs were created from the value of honesty and integrity.
MARTINA IS… an 18 year old transfer student from Argentina, currently attending NYU. She loves discovering new music from her classmates or through free streaming services such as Apple Music. She enjoys listening to music while completing her class assignments.
CONSUMER PERSONAS
CHARLIE IS… a 29 year old who works a regular 9-5 office job in NYC. He currently lives in Brooklyn, NY and loves going to see live performances from local artists.
STEVE IS… a 23 year old musician/server from Portland, OR living in Jersey City, NJ. He aspires to release an album on an indie label and become a full time musician. He owns a large vinyl collection and visits local shops to hear new artists. He also researches music online, especially music that inspires his own song writing.
CUSTOMER JOURNEY
LOYALTY LOOP
HEAR ABOUT TENDER GLUE CONSIDER/EVALUATE
DOWNLOAD
ENJOY
BOND
ADVOCATE
INDUSTRY ANALYSIS
INDUSTRY SYNTHESIS
1. More people stream audio than video. 2. Sales revenue is the highest in on-demand streams, next to vinyl album sales. CD Album, Digital Album and Digital track sales are lowest. 3. The most revenue comes from downloads and least from physical. Revenue has decreased for downloads but increased for streaming.
*Information from linked article
SWOT ANALYSIS
S W
TO
STRENGTHS: - Strong quality music - Uniqueness and authenticity - Memorable melodies - Innovative ways to create a specific sound with instrumentsusing distinct effects
WEAKNESSES: - Budget restraints - Difficulty with networking, leading to minimal connections - Lack of resources and support
THREATS: - Broad music community with a lot of competition - Coming up with similar ideas to someone else but not being able to implement because of inadequate support
OPPORTUNITIES: - Big city with a variety of musical artists and music venues - Many similar artist to potentially perform with - Easy to build strong connection with audience in specific genres considering the volume of people in a large city
M A R K E T I N GOBJECTIVE
M A R K E T I N GOBJECTIVES
1. Build local fan base
2. Drive ticket sales for album launch show
3. Blog reviews of the album
4. Create an email marketing campaign plan
K P I ' SIncrease Facebook to 1000 likes by release of albumIncrease Instagram to 100 followers by release of album Increase unique visitors of users from the Tri-State area on the TenderGlue.com website Grow list of subscribers to 150 using Facebook, TenderGlue.com and in-person sign-ups 50 tickets sold for album launch show Album reviewed by Pitchfork 20% open rate and 3% click-through rates for email campaigns
OUR SOLUTION
CONTENT STRATEGY
Social MediaWebsite/Landing PagesNews Items/BlogSocial MediaSongsVideos
March
February
April
May
ALBUM OUT
9:00
9:10
8:15
7:40
7:30
February 26 Single AnnouncementFebruary 27th Secret Show
March 18 Single Release
April 1 Second Single AnnouncementApril 15 Second Single ReleaseApril 29 Video for Second Single ReleaseMay 13
Early Release to PressMay 28 Album Release Show August 26th
Steady Light Album Release
MARKETING CALENDAR
MUSIC PLATFORMS
1 2 3 4
iTunes Spotify Soundcloud Bandcamp
Increase Instagram to 100 followers by release of album
Increase Facebook followers to 1000 likes by release of album
S O C I A L M E D I A M A R K E T I N G
F A C E B O O K
I N S T A G R A M
facebook.com/tenderglue
instagram.com/tenderglue
SOCIAL MEDIA STRATEGY
How often to post: 3X/Week - Lyric Wednesday - Lyrics to New Album - Fall Back Friday’s - From Instagram TBT’s - Mondays Other posts: Update on Steady Light New Album, Email Sign-ups (Every Other Week), Follow on Instagram (Updates from Instagram), etc.Engaging with fans, collaborators, influencers, etc.
F A C E B O O K
I N S T A G R A MHow often to post: 2X/Week - Thursday TBT’s - Old Pictures, Old Video Clips - Other posts: Update on Steady Light New Album; MiscellaneousInteraction with similar bands and people who have the same interest (liking and commenting pictures, following people)
T E N D E R G L U E . C O M
LANDING PAGE SUGGESTIONS
TEST A TEST B TEST C
Static page with Tender Glue logo
Announcement of the newly released album
Video link from single song release
E M A I L M A R K E T I N G
SENT: 66OPENED: 23OPEN RATE: 35.9%
CLICKED: 1CLICK-THROUGH RATE: 1.6%CLICKED-TO-OPEN RATE: 23%
O P E N R A T E : 1 9 . 0 %C L I C K - T H R O U G H R A T E : 2 . 6 %
* I N D U S T R Y A V E R A G E
TYPES OF EMAILS: Welcome emails, Newsletters and Updates on the Album Release
UNSUBS: 4
UNSUB RATE: 6%
Delivery Date: Thu, Feb 11, 2016 12:28 pm From: Tender Glue, [email protected] Subject Line: Secret Show February 27th Recipients: Tender Glue Subscribers
Album ReviewAlbum Release Show Review
MUSIC REVIEWSTender Glue - Steady Light
B R A N D P A R T N E R S
DISPLAY MARKETING
Learn More
Learn More
FACEBOOK ADSOBJECTIVE: Click to Website tenderglue.com
LIFETIME SPEND: $15
TOTAL SCHEDULE: 2/16/16 @ 4:30PM - 2/19/16 @ 4:30PM
RESULTS: (As of 12PM 2/18/16)
16 Website Clicks 3,376 Reached $0.61 Cost/Click
PROJECTED RESULTS
Increase in social media following
Higher attendance rate of Tender Glue shows
Large number of streaming & downloads for Steady Light
RELEASE DATE: AUG 26TH
Janise Lazarte [email protected]
tenderglue.com
facebook.com/tenderglue
instagram.com/tenderglue
soundcloud.com/tenderglue
tenderglue.bandcamp.com
youtube.com/tenderglue