Digital Marketing Plan - Learn to Play Music
Digital Marketing plan for
‘Learn2Play Music’
Name: Erik Gyzen
Student No:
Location: Sydney, Australia
Course: Diploma in Online Marketing & Digital Strategy 111100-12-Web.
Lecturer: Keith Feighery
Word Count: 4,324
Content
1. Company Introduction – Situation Analysis
2. Business Objectives, Goals, KPIs
3. Strategy and Audience
Positioning
Targeting - Personas and channels
Value Proposition for each Persona
(Engagement & Acquisition Strategy)
4. Tactics and Actions Reach
SEO – Keywords, On-Page, Off-Page Optimization
PPC – Pay per Click
Social Media – Facebook, Blog, Twitter, You Tube
Act & Convert
Website Optimization
Engage & Retain
Email Marketing
Editorial Calendar
5. Control
Budget
KPI’s
Tools
6. References
1. Company Introduction – Situation Analysis
Learn2Play Music is a business established in 1994 and located in a high traffic shopping area in Caringbah (South Sydney). They teach music on site in a safe one-on-one format in private studios. However they also have a sizeable retail shop onsite for music instruments and other items. Just on 100,000 people live within a 10 km radius in which 10,000 are students aged between 6 -18. Little fact: 20% of kids learn to play music whilst 70% of adults wished they had! Over the years, statistics show a slight decline in the participation rate in music as other forms of art become more accessible. There is also a 30% drop off as students reach 13 and another 30% by the age of 15. Only 15% continue playing at 17(1).
Lessons are tailored around the student’s goals in a fun, safe and friendly environment. This is exemplified in their Rock School and Jazz Ensembles where students share in performances. Late last year, the whole business was bought & sold. Unfortunately with the slowing economy, business has dropped off a little to about 300 students. The owner is keen to increase turnover by 20% to $1+M through
‘Learn2Play Music’
Name: Erik Gyzen
Student No:
Location: Sydney, Australia
Course: Diploma in Online Marketing & Digital Strategy 111100-12-Web.
Lecturer: Keith Feighery
Word Count: 4,324
Content
1. Company Introduction – Situation Analysis
2. Business Objectives, Goals, KPIs
3. Strategy and Audience
Positioning
Targeting - Personas and channels
Value Proposition for each Persona
(Engagement & Acquisition Strategy)
4. Tactics and Actions Reach
SEO – Keywords, On-Page, Off-Page Optimization
PPC – Pay per Click
Social Media – Facebook, Blog, Twitter, You Tube
Act & Convert
Website Optimization
Engage & Retain
Email Marketing
Editorial Calendar
5. Control
Budget
KPI’s
Tools
6. References
1. Company Introduction – Situation Analysis
Learn2Play Music is a business established in 1994 and located in a high traffic shopping area in Caringbah (South Sydney). They teach music on site in a safe one-on-one format in private studios. However they also have a sizeable retail shop onsite for music instruments and other items. Just on 100,000 people live within a 10 km radius in which 10,000 are students aged between 6 -18. Little fact: 20% of kids learn to play music whilst 70% of adults wished they had! Over the years, statistics show a slight decline in the participation rate in music as other forms of art become more accessible. There is also a 30% drop off as students reach 13 and another 30% by the age of 15. Only 15% continue playing at 17(1).
Lessons are tailored around the student’s goals in a fun, safe and friendly environment. This is exemplified in their Rock School and Jazz Ensembles where students share in performances. Late last year, the whole business was bought & sold. Unfortunately with the slowing economy, business has dropped off a little to about 300 students. The owner is keen to increase turnover by 20% to $1+M through