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James Morrison Online Advertising Re-branding Campaign

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Shanae Sharon
Shanae Sharon

Presentation developed for an Advertising in the Digital Age course, to re-brand a Universal Music Artist.

1 of 35
+ Awakening the U.S. to JAMES MORRISON an online marketing plan for 2012 Produced by Patrese Calheiros, Tracey Hughes, Jacob Lee, Heather Mansell, and Shanae Sharon UCLA, Spring 2012
+
Background The James Morrison brand is A Pop/Contemporary/ R&B Singer Songwriter whos primary following is in the UK and Europe TARGET AUDIENCE Female Primary Age: 18-24 Secondary: 25-34 Attend/Graduated College No Kids Goes to 3-5 concerts or live events per year Owns Smartphone Online Shopping 10+ online purchases
Marketing Objectives: Awareness Campaign Increase brand awareness Create relationship with fans Move fans and soon-to-be fans through purchase funnel to TRY, LOOK & BUY Increase traffic website and social media channels If effective, this will result in an increase in sales
James Morrison: IMAGE AWAKENING CHALLENGE: NAME RECOGNITION. Need to introduce and re-affirm James Morrison brand. Name recognition is a problem for James Not Jim Morrison SOLUTION: Digital advertising campaign, Keyword Search campaign CHALLENGE: IMAGE. Poor quality images, and lack of diverse image pool keeps him stuck in lower tier of artist recognition. SOLUTION: Image is everything. Reposition, tweak image, improve messaging and increase frequency/quality of FB posts, Tweets, PR, Corporate Partnerships. Philanthropic tie in? CHALLENGE: NEW ALBUM: AWAKENING. Need to introduce his music to target audience who have similar listening habits but may not familiar with James Morrison. Build new following. SOLUTION: Keyword Search campaign, PPC Google campaign, packaging with other Universal Artists CHALLENGE: AWARENESS. Let fans and former purchasers of music know about album. SOLUTION: RE-ENGAGE. Email marketing utilizing Universal, iTunes, Amazon.
Marketing Objectives: Awareness Campaign Budget: $800,000 BUDGET ALLOCATION: Search: 20% $160,000 Display Advertising: 50 % $400,000 Social Media: 20% $160,000 Email: 5% $ 40,000 Sweepstakes/Contests: 5% $ 40,000 Note: $200,000 Additional Creative Budget
Timeline: 2012 Search: June-August/3 months Display Ads: Cost per click/Agency June-August, September-November (college creative/promo, back to school) Summer festivals: June-September Social Media: Ongoing Email: July, follow-up August College: Fall (September-November) March-April
STEP ONE: CREATE AND SUPPORT HIGH-QUALITY MESSAGE AND BRAND IMAGE
James Morrison Online Advertising Re-branding Campaign
Their pages/images LOOK like STARS
STEP TWO: CREATE AND SOLIFY HIGH-QUALITY AND CONTINUOUS SOCIAL MEDIA MESSAGING Web promotion plan and an effective web design and development strategy.
BRANDING DESIGN OF FACEBOOK PAGE TWEAK HOME PAGE Not dynamic, exciting Not great pictures No BUY NOW button No Streaming NO COLOR!!!
EXAMPLE: Jason Mraz has total brand integration Vibrant ≒BUY NOW button Album focused COLORFUL!!!
Publish more pictures 317 likes vs. 1,360 likes
Twitter James Morrison: 7hJames Boring posts Morrison @JamesMorrisonOK Check out this really lovely film of James visiting a gorgeous lighthouse in Norway at the weekend... http://youtu.be/KSZL37JZ02c Jason Mraz: More lively posts INSTAGRAM PIC AND FEED
SOCIAL MEDIA Promotion Strategies AWAKENING IN LONDON PROMOTION Facebook Friends and Twitter Followers can WIN First Class trip for two to London VIP seats James Morrison in concert, back stage passes Other prizes: Concert tickets, Feature in his next video, t- shirts and other promo items. SUBMIT BY POSTING WHAT AWAKENS YOUR SPIRIT Marketing Strategy: Reach Women 18-34 Pin and Win Reward Sweepstakes: Create a contest where you can earn points for repins to increase fan-base. Re-pinning enters to win VIP concert trip.
STEP THREE: INCREASE NAME RECOGNITION THROUGH PAID DISPLAY ADVERTISING CAMPAIGN
PAID ADVERTISING CAMPAIGN Google: Keyword search, and implement to budget a Cost-per-click campaign to drive to purchase (MORE LATER) Yahoo!Music: Banners and Rich Media touting new CD and videos. College websites: Banners and Rich Media to use top 25-50 College campus websites/activity pages to spread word, sample opportunities. Promotional tie-in with You Tube and Pinterest contest element to win concert for school. Agency placement targeting networks of young women: (College Candy, Sugar) Music/Alternative papers/magazines websites: Rolling Stone, LA Weekly Music Page, Billboard
James Morrison Awakening
JAMES MORRISON
Hot concerts JAMES MORRISON HOT MUSIC ARTIST JAMES MORRISON Click to listen
HOT MUSIC ARTIST JAMES MORRISON Click to listen
Click to HOT MUSIC ARTIST listen JAMES MORRISON: hit single: UP
HOT MUSIC ARTIST JAMES MORRISON
Display Ad Creative Display ad with RICH images of James & phrases that connect people with things they want to awaken in their lives: dreams, spirit, love etc. HOT NEW MUSIC ARTIST Which leads to the album cover. Which leads to a video sampler. Adele LIKES James Morrison: CLICK HERE to Listen and BUY Awakening: Your Spirit Which leads to an i-Tunes purchase link.
James Morrison NEW RELEASE: James Morrison Click THE AWAKENING NEW RELEASE: Here for THE AWAKENING Video Click Click to to listen listen Awaken Your Spirit Awaken Your Dreams BUY IT NOW USE ACTION BUTTONS ON EVERY AD, PAGE OR PROMOTION
Integrated Ad/Promotion Strategy: COLLEGE STRATEGY via YouTube Promote videos through click through from landing page Banner ads in similar artist pages In-video ads in similar artist pages (direct link to album purchase) VEVO feature Share better quality and more frequent events coverage, interviews, behind the scenes with James Morrison and crew WIN A CONCERT FOR YOUR SCHOOL Period: FALL.
EMAIL: Utilize Email Marketing More Effectively. Use affiliate, reseller, and associate Email cards to fans programs. iTunes Amazon Build a responsive opt-in email list from all James I wont let Morrison you go! sources. Publish more frequent and interesting Twitter posts Write and publish regular press news flashes, interesting articles, updates on tours, activities. Facilitate and run contests and giveaways via your web site. Push Blog/News and interact with his visitors.
Corporate Partnerships Retail partnerships: FISH WHERE THE FISH ARE: Featured music partnerships: REACH TARGET AUDIENCE WHEN THEY ARE CAPTIVE.
STEP FOUR: CREATE AND MAINTAIN SEARCH ENGINE OPTIMIZATION CAMPAIGN Get ranked at the top in major search engines, and practice good SEO Techniques.
SEARCH ENGINE OPTIMIZATION PAID SEARCH Keywords: Google Adwords- Other Similar Artists Yahoo! Music Organic Search: SEO LANDING PAGE: Create Better Landing Page Referral
Measurables: Double Followers GOAL: DRIVE SEARCH TO JAMES MORRISON WEBSITE FACEBOOK PAGE PURCHASE ALWAYS WITH A DIRECT RESPONSE ACTION ON LANDING PAGE Current Stats for measurement 5/14/2012: Facebook Followers: 915,628 Twitter Followers 79,822
+ QUESTIONS?????
Debut Album (2006): "Undiscovered He achieved worldwide success with debut single You Give Me Something You Tube views: 11,500,408 2nd album (2008): Songs for You, Truths for Me Duet with Nelly Furtado Broken Strings You Tube views: 39,843,005 3rd album (2011): The Awakening The first single is I Won't Let You Go You Tube/VEVO views: 22,839,072 (german version: 1,557,421 views) Also includes a duet with Jessie J Up You Tube.VEVO views: 6,483,260 (1,534,634) ≒Slave to the Music You Tube/VEVO views: 1,116,756 To promote the album, he ran a competition in conjunction with NUS and MUZU TV to offer students across the UK the chance for him to play live in their living room Current Stats for measurement 5/14/2012: Facebook Followers: 915,628 Twitter Followers 79,822
+

More Related Content

James Morrison Online Advertising Re-branding Campaign

  • 1. + Awakening the U.S. to JAMES MORRISON an online marketing plan for 2012 Produced by Patrese Calheiros, Tracey Hughes, Jacob Lee, Heather Mansell, and Shanae Sharon UCLA, Spring 2012
  • 2. +
  • 3. Background The James Morrison brand is A Pop/Contemporary/ R&B Singer Songwriter whos primary following is in the UK and Europe TARGET AUDIENCE Female Primary Age: 18-24 Secondary: 25-34 Attend/Graduated College No Kids Goes to 3-5 concerts or live events per year Owns Smartphone Online Shopping 10+ online purchases
  • 4. Marketing Objectives: Awareness Campaign Increase brand awareness Create relationship with fans Move fans and soon-to-be fans through purchase funnel to TRY, LOOK & BUY Increase traffic website and social media channels If effective, this will result in an increase in sales
  • 5. James Morrison: IMAGE AWAKENING CHALLENGE: NAME RECOGNITION. Need to introduce and re-affirm James Morrison brand. Name recognition is a problem for James Not Jim Morrison SOLUTION: Digital advertising campaign, Keyword Search campaign CHALLENGE: IMAGE. Poor quality images, and lack of diverse image pool keeps him stuck in lower tier of artist recognition. SOLUTION: Image is everything. Reposition, tweak image, improve messaging and increase frequency/quality of FB posts, Tweets, PR, Corporate Partnerships. Philanthropic tie in? CHALLENGE: NEW ALBUM: AWAKENING. Need to introduce his music to target audience who have similar listening habits but may not familiar with James Morrison. Build new following. SOLUTION: Keyword Search campaign, PPC Google campaign, packaging with other Universal Artists CHALLENGE: AWARENESS. Let fans and former purchasers of music know about album. SOLUTION: RE-ENGAGE. Email marketing utilizing Universal, iTunes, Amazon.
  • 6. Marketing Objectives: Awareness Campaign Budget: $800,000 BUDGET ALLOCATION: Search: 20% $160,000 Display Advertising: 50 % $400,000 Social Media: 20% $160,000 Email: 5% $ 40,000 Sweepstakes/Contests: 5% $ 40,000 Note: $200,000 Additional Creative Budget
  • 7. Timeline: 2012 Search: June-August/3 months Display Ads: Cost per click/Agency June-August, September-November (college creative/promo, back to school) Summer festivals: June-September Social Media: Ongoing Email: July, follow-up August College: Fall (September-November) March-April
  • 8. STEP ONE: CREATE AND SUPPORT HIGH-QUALITY MESSAGE AND BRAND IMAGE
  • 11. STEP TWO: CREATE AND SOLIFY HIGH-QUALITY AND CONTINUOUS SOCIAL MEDIA MESSAGING Web promotion plan and an effective web design and development strategy.
  • 12. BRANDING DESIGN OF FACEBOOK PAGE TWEAK HOME PAGE Not dynamic, exciting Not great pictures No BUY NOW button No Streaming NO COLOR!!!
  • 13. EXAMPLE: Jason Mraz has total brand integration Vibrant ≒BUY NOW button Album focused COLORFUL!!!
  • 14. Publish more pictures 317 likes vs. 1,360 likes
  • 15. Twitter James Morrison: 7hJames Boring posts Morrison @JamesMorrisonOK Check out this really lovely film of James visiting a gorgeous lighthouse in Norway at the weekend... http://youtu.be/KSZL37JZ02c Jason Mraz: More lively posts INSTAGRAM PIC AND FEED
  • 16. SOCIAL MEDIA Promotion Strategies AWAKENING IN LONDON PROMOTION Facebook Friends and Twitter Followers can WIN First Class trip for two to London VIP seats James Morrison in concert, back stage passes Other prizes: Concert tickets, Feature in his next video, t- shirts and other promo items. SUBMIT BY POSTING WHAT AWAKENS YOUR SPIRIT Marketing Strategy: Reach Women 18-34 Pin and Win Reward Sweepstakes: Create a contest where you can earn points for repins to increase fan-base. Re-pinning enters to win VIP concert trip.
  • 17. STEP THREE: INCREASE NAME RECOGNITION THROUGH PAID DISPLAY ADVERTISING CAMPAIGN
  • 18. PAID ADVERTISING CAMPAIGN Google: Keyword search, and implement to budget a Cost-per-click campaign to drive to purchase (MORE LATER) Yahoo!Music: Banners and Rich Media touting new CD and videos. College websites: Banners and Rich Media to use top 25-50 College campus websites/activity pages to spread word, sample opportunities. Promotional tie-in with You Tube and Pinterest contest element to win concert for school. Agency placement targeting networks of young women: (College Candy, Sugar) Music/Alternative papers/magazines websites: Rolling Stone, LA Weekly Music Page, Billboard
  • 21. Hot concerts JAMES MORRISON HOT MUSIC ARTIST JAMES MORRISON Click to listen
  • 22. HOT MUSIC ARTIST JAMES MORRISON Click to listen
  • 23. Click to HOT MUSIC ARTIST listen JAMES MORRISON: hit single: UP
  • 25. Display Ad Creative Display ad with RICH images of James & phrases that connect people with things they want to awaken in their lives: dreams, spirit, love etc. HOT NEW MUSIC ARTIST Which leads to the album cover. Which leads to a video sampler. Adele LIKES James Morrison: CLICK HERE to Listen and BUY Awakening: Your Spirit Which leads to an i-Tunes purchase link.
  • 26. James Morrison NEW RELEASE: James Morrison Click THE AWAKENING NEW RELEASE: Here for THE AWAKENING Video Click Click to to listen listen Awaken Your Spirit Awaken Your Dreams BUY IT NOW USE ACTION BUTTONS ON EVERY AD, PAGE OR PROMOTION
  • 27. Integrated Ad/Promotion Strategy: COLLEGE STRATEGY via YouTube Promote videos through click through from landing page Banner ads in similar artist pages In-video ads in similar artist pages (direct link to album purchase) VEVO feature Share better quality and more frequent events coverage, interviews, behind the scenes with James Morrison and crew WIN A CONCERT FOR YOUR SCHOOL Period: FALL.
  • 28. EMAIL: Utilize Email Marketing More Effectively. Use affiliate, reseller, and associate Email cards to fans programs. iTunes Amazon Build a responsive opt-in email list from all James I wont let Morrison you go! sources. Publish more frequent and interesting Twitter posts Write and publish regular press news flashes, interesting articles, updates on tours, activities. Facilitate and run contests and giveaways via your web site. Push Blog/News and interact with his visitors.
  • 29. Corporate Partnerships Retail partnerships: FISH WHERE THE FISH ARE: Featured music partnerships: REACH TARGET AUDIENCE WHEN THEY ARE CAPTIVE.
  • 30. STEP FOUR: CREATE AND MAINTAIN SEARCH ENGINE OPTIMIZATION CAMPAIGN Get ranked at the top in major search engines, and practice good SEO Techniques.
  • 31. SEARCH ENGINE OPTIMIZATION PAID SEARCH Keywords: Google Adwords- Other Similar Artists Yahoo! Music Organic Search: SEO LANDING PAGE: Create Better Landing Page Referral
  • 32. Measurables: Double Followers GOAL: DRIVE SEARCH TO JAMES MORRISON WEBSITE FACEBOOK PAGE PURCHASE ALWAYS WITH A DIRECT RESPONSE ACTION ON LANDING PAGE Current Stats for measurement 5/14/2012: Facebook Followers: 915,628 Twitter Followers 79,822
  • 33. + QUESTIONS?????
  • 34. Debut Album (2006): "Undiscovered He achieved worldwide success with debut single You Give Me Something You Tube views: 11,500,408 2nd album (2008): Songs for You, Truths for Me Duet with Nelly Furtado Broken Strings You Tube views: 39,843,005 3rd album (2011): The Awakening The first single is I Won't Let You Go You Tube/VEVO views: 22,839,072 (german version: 1,557,421 views) Also includes a duet with Jessie J Up You Tube.VEVO views: 6,483,260 (1,534,634) ≒Slave to the Music You Tube/VEVO views: 1,116,756 To promote the album, he ran a competition in conjunction with NUS and MUZU TV to offer students across the UK the chance for him to play live in their living room Current Stats for measurement 5/14/2012: Facebook Followers: 915,628 Twitter Followers 79,822
  • 35. +