quit piano lessons (a digital strategy for playground sessions)
DESCRIPTION
for Playground Sessions by BBH ZAG via #digistrat by @JulianColeTRANSCRIPT
becca taylor for #digistrat Last seen: planning intern at CP+B
Free agent until January 2013
PLAYGROUNDSESSIONS A DIGITAL
STRATEGY
It’s a dark time for piano lessons.
Dread. Fear.
Punishment.
It’s no wonder 9 out of 10 kids quit piano.
“generally accepted statistic” cited by John Aschenbrenner ,piano instructor/Emmy winner Source: http://EzineArticles.com/675631
But it doesn’t have to be like this.
What is Playground Sessions?
ROSETTA STONE MEETS GUITAR HERO
INSTRUCTOR
SONGS
Fun, interactive piano tutorial software you can record,share & compare
Self-taught pianist & YouTube cover celebrity, David Sides
Learn from a library of radio hits & popular favorites
Problem: Low Awareness - They wish learning piano was like Playground Sessions, but they’re quitting because they don’t know such a thing exists.
Objective: 750,000 qualified visitors (conversion rate > 0.75%) to the Playground Sessions site in the next 12 months
Timeframe: November 2012 - October 2013 - Capitalize on holiday gift giving.
Budget: $200,000
Recapping the Client Brief
Target: Teens who want to quit piano
Ugh. These teens are so over it.
They don’t want to learn piano, they want to play songs—good songs. These aren’t aspiring pianists, they’re wannabe performers. They’re 12-16 and have hit the fated Grade 5 Piano Hump so few make it over. With middle school came more demanding classes and sports coaches, plus this instrument is really cramping their social lives: “Instead of being at the most exciting volleyball game of the century I was at piano lessons. #K #thanksmom” As awesome as PS may be, these kids don’t have $149 to pay for it, but their parents who’ve been shelling out hundreds for lessons do, and they’ll do anything to keep their kids from quitting like they did—especially if it means saving some cash.
Reasons they want to quit:
dislike teacher too hard
sick of classical music schedule conflictscriticism & exams
Reasons they haven’t: 1. Parents child’s feelings range from guilt sheer terror parent’s actions range from bribery brick wall (“you’ll thank me later”)
2. Culture“no quitters” ideology + “it’s good for you” + fight for music in schools
3. End Goalreally want to be able to play the piano
How Pre-Quitters Navigate Media
Those who actively want to quit:1. Search Google for advice & alternatives2. Send a warning/threat on Twitter
But most don’t even see quitting lessons as an option.
These grin-and-bearers just:3. Complain about it on Twitter4. Find pop music piano tutorials on YouTube
What’s the single thing Playground Sessions should communicate to these kids?
Quit piano lessons.
NO.Wait. What?
Playground Sessions are not “piano lessons.”
LESSONS SESSIONS
lear
n pi
ano
p. lessons
frustrated piano learners
P. Sessions
newly-inspired piano players
FROM TO
epidemic of regretful piano quitters
population of musical dream-livers
Okay, but how do we tell them to quit lessons and
switch to Playground Sessions?
I’m Quitting Piano!
Awareness
I want PS!
Teens who want to quit piano
MOM / DAD
Teen’s Journey
Teens make the switch to Playground Sessions
CURRENT BEHAVIOR DESIRED RESPONSE
Easy enough, right?
I’m Quitting Piano!
Awareness
I want PS!
Teens who want to quit piano
Teen’s Journey
Teens make the switch to Playground Sessions
CURRENT BEHAVIOR DESIRED RESPONSE
NOT QUITE.
So, let’s plan for the parental hurdle.
These teens can’t (successfully) quit lessons and switch to PS without
their parent’s permission and money.
I’m Quitting Piano!
Awareness
I want PS! Research Buying
Moment
Teens who want to quit piano
MO
M /
DAD
Teen’s Journey Parent’s Journey
Make successful switch to Playground Sessions
CURRENT BEHAVIOR DESIRED RESPONSE
Teen Digital Ecosystem1. SHOULD I QUIT PIANO?
Search
YouTube ads
Teen Digital Ecosystem2. AWARENESS
Search
YouTube ads
Owned Social
Website
Music Blogs
Teen Digital Ecosystem3. WILL MOM/DAD BUY IT?
Search
YouTube ads
Owned Social
Website
Music Blogs
Microsite
Mom/Dad Digital Ecosystem 4. RESEARCH
Search
YouTube ads
Owned Social
Website
Music Blogs
Microsite Email
Website
Search
Other Parents
Mom/Dad Digital Ecosystem 5. BUYING MOMENT
Search
YouTube ads
Owned Social
Website
Music Blogs
Microsite Email
Website
Search
Other Parents
Point of Sale
What could some of these ideas look like?
Search
YouTube Tutorial Hijack (Banners & In-Stream Ads)
Engaging Quitters/Complainers on Twitter
(See also: hundreds of relapsed quitters tweeting about #regrets)
What will success look like?
product awareness
cool new tech toy
culturally-relevant, leader of piano lesson mutiny
customers
Bonus Super Success
COMPANY IS ENCOURAGING YOUR KIDS TOQUIT LESSONS… AND HELPS THEM DO IT!
PIANO TERRORISM?
Success can be measured too.
$200,000 Budget Breakdown
Microsite: Search: YouTube Ads: Banner Ads: Blogger Seeding: Potential Earned Media:
----------------------------Total Allocated: $125,000
$75,000 remaining to target first-time piano learners
$50,000$20,000$30,000$20,000
$5,000FREE
