Annie Borjas My beloved Hymns

Direct-to-Fan Online Marketing Plan

Prepared by: JOSE ORTEGA

DECEMBER 22

ND

2013

Direct-to-Fan Marketing Plan Template

Overview/Goals Assets & Preparation o Artists Digital and Physical Assets...3 o Artist Social Media Tools..3 Phase 1 - Promotion and Fan Acquisition o Home Page.5 o Social Media Sites.5 o Other Key Activities..6 Phase 2 - Preorder o Proposed Packages6 o Splash Page.......................................................6 Phase 3 - Release o Splash Page...7 o Homepage.7 o Offer Page.7 o Marketing/Social Media Sites8 o Other Key Activities.8 Phase 4 - Post-Release/Tour o Other Key Activities.........................................8

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Direct-to-Fan Marketing Plan Template

Overview
Annie Borjas is the most important Christian artist in Peru. She has launched nine cds in the past and is present in many events during the years. Her voice has also a good presence on tv series , programs and commercials. Her next Cd My beloved Hymns (Mis amados Himnos) will be a compilation of twelve of the most popular Christian hymns but in modern versions (ballad,pop and R&B). In Spanish. This is the webpage that will be used http://annieborjas.bandzoogle.com/home Goals ! Acquire 1,000 new fans during the year ! Build the fan e-mail list using diverse campaigns for that purpose centered in the webpage. ! To coordinate physical sales on her live events with the fan acquisition process via online. ! To grow Annie Borjas fan base in other countries (specially US and Spanish speaking countries.)

Assets & Preparation

Well be using mostly the digital realm. Well take advantage of the good awareness she has in the Christian church community and the good personal image she has as a very talented singer and nice person. Digital and Physical Assets Non new-record specific assets:

! Signed posters & numbered included in the boxset ! 20 DVDs of a compilation of live shows ! 30 CDs that artist self-released many years ago
Current record specific assets:

! Digital download of EP 4 tracks (the whole cd is 12 tracks) ! T-shirts ! Posters ! Printed mugs

Artist Social Media Tools

We wil use Facebook, the Artists Webpage, Twitter and E-mail Blast The artist has a small fan base on Facebook (300) Just has started on Twitter last week. She doesnt have a page on MySpace but her main challenge is to build up an email list. We understand how important for sales conversions is the email list, so we intend as a main Direct-to-Fan Marketing Plan Template 3

objective in this campaign to aggressively acquire e-mail addresses in exchange for a digital download using Mail Chimp and her account with Reverbnation. Facebook ! https://www.facebook.com/pages/Annie-Borjas-Official-FB/551366888223395 ! 309 current fans ! Fans are active but they dont find yet activities where they can upload content. ! Use the MyBand app from Reverbnation to expand Facebook visibility ! We are using the Insights tools to analyze the best way to improve the content and to increase the fan base Artists Web site ! http://annieborjas.bandzoogle.com/home ! We will use a template from this service (Bandzoogle) for a first email blast

We are uploading content to the website and will be ready in no more than two weeks from now. Twitter ! https://twitter.com/annie_borjas ! no followers yet (just opened) We are planning to use a third party tool like refollow to improve management of followers and the use of our shared content http://refollow.com/refollow/index.html

Direct-to-Fan Marketing Plan Template

Phase 1 - Promotion and Fan Acquisition

Jan 15th 2014 Home Page The home page will be improved trying to gain attention from potential fans We will work in a new landing page with colors based on the upcoming cd.(mostly sepia)

! E-mail for Media Widget We will be using at first a widget created inside Bandzoogle and we are giving first just a free track from the new album.

! Streaming Widget We have the option to create a customized player in Bandzoogle. Well place advances (demos) but also old versions of this compilations to create the appropriate mood for this kind of content. ! Social Network Integration We will use widgets linked to Facebook and Twitter to increase visibility of the campaign

Social Media Sites

! Facebook We will use Myband app from Reverbnation and any other tools Reverbnation could offer.
In the Cover Image on Facebook, well place a very visible announcement of the upcoming cd and a link to the web page. The artist will maintain a constant communication with updates of the process of recording

! Twitter The tweets will be linked to the facebook status. Those tweets wil be photos and small pieces of audio and video too.
Direct-to-Fan Marketing Plan Template 5

! Wikipedia Annie Borjas doesnt have a Wikipedia page , but her page will be created the next week showing her bio and discography (9 cds) ! Blog A blog will be created where she will comment the recording process but also offering important stories about the Hymns she is recording. There are interesting stories and testimonies about these classical songs. Each new post will appear as a new status on Facebook and also the link will be in Twitter.
Other Key Activities

! Since the artist has many live shows in churches and in Christian events a small gift will be given to every person that want to subscribe to her webpage fan list and a physical list will be available.

Phase 2 - Preorder
Feb 15th 2014 Because of lack a bigger team we will offer a unique PREORDER PACK. We wont include any physical cd or any other stuff at this point because of local mailing delays. During this campaign the CD will be available only in the Artists webpage. After the Pre-order Campaign the Cd will be available also on Itunes, Amazon MP3 and 20 other digital stores and at Christian bookstores. Pre-order Package : Premium Digital Download ! It includes de whole digital cd plus 2 special versions(bonus tracks)at a discounted price Splash Page for Preorder During the pre-order campaign we will create a splash page with a direct link to the store.

! Streaming Widget with Remix and Video We will be using the same widget form the Phase 1 ! Preorder Button Linked to the Store in the web page ! Link to Home Page After the splash page, fans can navigate through the website as always.

Direct-to-Fan Marketing Plan Template

Phase 3 - Release
March 10th 2014

Splash Page ! Just the cd cover announcing the release ! Well place a link to the webpage store Homepage ! Streaming Widgets - Updated to include entire album samples.

! Offer Page: After one month well include a gift (mug or t-shirt) to boost sales made from the webpage store. In this page well include a place to subscribe to the webpage ,with the option if the person wants or not to receive future news and offers from us. Social Media Sites ! We will place updates that the album has dropped
a)via e-mail, a third blast using Mail Chimp b)on Facebook , a prominent display of the cover with the links. We will have a Topspin campaign at this point. c)Twitter .for the first week we will tweet the new showing the cd cover and the links to buy. d)Youtube..We are planning to produce two VideoClips. Both will be uploaded at the Artist Channel. Also well create short clips of at least four other tracks with the lyrics. We will be uploading a clip once a week (with the monetization option included). This Youtube campaign will be for the first 6 weeks (2 video clips and 4 videos with lyrics) Direct-to-Fan Marketing Plan Template 7

This is the current YouTube channel of the artist

Other Key Actvities ! We are using Google analytics to keep track of the places and people who will be buying the cd in order to improve the campaign and maybe reinforce it according to the needs of a specific target.

Phase 4 - Post-Release/Tour
From March 10th to six months later We are planning to have at least two contests among buyers CONTEST 1: To create a Youtube video for a selected song with photos relevant to the lyrics. These are classical Christian songs, so there are many inspirational stories about them The winner will be awarded with a personal visit to the artist, the physical cd, the mug, a t-shirt and a short musical show at his/her church (for free) CONTEST 2 To send his/her personal story about one song. These are classics. There are books written with inspirational stories so we will encourage people to write us about what they have experienced in their souls with these tracks. There will be a committee to evaluate the stories and the winner will have a prize to be determined. Other Key Activities ! There will be an intensive use of email and facebook widgets announcing live shows ! Data Analysis.- To keep track of the sales performance and the new fans using Facebook Insights and Google Analytics. !To keep good connections with fans via social sites ,to receive their opinions, suggestions and critics.

Direct-to-Fan Marketing Plan Template