2. SET LIST
Executive Summary + Comms Platform ... 3
Media Vision ... 4
Timeline ... 5-6
Objectives ... 7
Impressions ... 8
Strategy ... 9-10
Budget Recap + Media Menu ... 11-12
Flow Chart ... 13
Call to Action ... 14
Notes ... 15
3. Millennial Media Inc.
•Founded in 2000
•Stationed in ATX
•Millennial Media was founded in 2000 in Austin, Texas by a group of students dedi-
cated to creating synonymous and effective messages that make a
difference. We specialize in helping small local businesses expand and develop
nationally.
•Millennial Media provides clients with a rich understanding of their
consumers in order to cultivate effective communication in the future. Millennial Me-
dia achieves this goal by executing creative media decisions that help clients break
through the clutter. We look to internalize clients’ missions and business aspirations,
and through our extensive research and strategic
planning, we intend to make our clients proud.
Tabbi Loter - Account Director
Rides Bulls to Beethoven
Ashleigh Garza - Media Director
Watercolors to Garth Brooks
Callie Swift - Art Director
Does Needlepoint to Drake
Marissa Baurys - Social Media
Gardens to Metallica
Paula Novodvorschi - Media Buyer
Falls Asleep to Ed Sheeran
Ella Praisner - Public Relations
Bakes Cakes to Nirvana
2
4. 3
EXECUTIVE SUMMARY
Overview:
Danny Ray’s core values of providing
quality equipment and lessons
to those searching for their own
musical voice makes the actual
store experience unique for each
new customer. A decade of growing
success in Austin has led Danny
Ray’s to expand their business into
Seattle, Washington. The new store
location will open Friday, February
12, 2016 and is located in the Old
Ballard Shopping District of North-West
Seattle.
Goal:
Millennial Media has crafted a
strategic media plan to successfully
launch Danny Ray’s new store into
the Seattle marketplace, while still
upholding the brand’s core values and
business practices. Operating in three
phases, this media plan is designed
to build awareness, generate buzz,
encourage engagement, and elicit
brand advocacy with the ultimate goal
of successful Return of Investments.
May 12th
·50% of the target market aware of
Danny Ray’s Music name
·50 % of that aware market are
familiar with general store location
·An average of 100 store visitors per
day on weekdays Monday-Thursday
·An average or 150 store visitors on
Saturdays
December 31st
·Three in-store events, minimum of
300 attendees at each event
·Target awareness level raised 5-10%
·An increased average of 110 store
visitors per day on weekdays Monday-
Thursday
·An increased average of 165 store
visitors per day on Saturdays
·An average of 2,500 new followers on
Facebook & Twitter
Intended Results:
Conclusion:
The following media plan describes Millennial Media’s recommendations
that will successfully achieve Danny Ray’s short and long-term goals given
a $55,000 budget. This unique and comprehensive plan targets Danny Ray’s
most fitting audience of eclectic, grassroots-loving, intellects and is intended to
ensure that Danny Ray’s Music is prosperous in the Seattle market throughout
the campaign year and beyond.
5. 4
Media Vision:
A Grassroots Home:
Inspiring growth and
connectivity in the
community through
music.
6. 5
TIMELINE
Target Market Awareness,
Social Media
A mural will be painted
over these dates to create
curiosity and inform the
target market about Danny
Ray’s new store location
and grand opening. The
mural will contain a collage
of Seattle’s music legends
with Danny Ray’s logo and
information. Collaborating
with Seattle Mural Project,
who helps match street
artists with funding,
locations, coordination, and
logistic support for their
art, will support the mural
placement. For the social
media appearance, Millennial
Media will begin with a time
lapse of the mural.
MURAL:
Feb 1st-5th
Target Market Awareness
Leading up to the grand
opening, two insertions of
full-page priority placement
ads in the magazine The
Stranger will be run before
Danny Ray’s “Blues Night”.
In addition, two more
insertions will be run after
the event to close out the
month. The Stranger, a
weekly publication owned
by The Onion, has a
satirical voice perfect for
a Blue Valentine’s Day.
Each insertion will run a
week apart to build brand
awareness and encourage
foot traffic.
The Stranger:
all of Feb
Valentines Blues:
Feb 12th
Opening Day, Customer
Involvement, Location,
Annually
Opening day kicks off Blues
Night, Danny Ray’s new in-
store, annual event near
Valentine’s Day. The blue
velvet theme of a “Broken
Heart’s Club”, invites guest
to enjoy jazz music with
beverages and horderves.
This is Danny Ray’s annual
event that will advertise
our brand and location
through entertainment.
To bring people to the
event, there will be rose
invitations passed out that
are purchased from the local
flower shop, Ballard Blossom.
Opening Act Headliner
Customer Involvement,
Location
Danny Ray’s will be hosting
a Gallery Night where local
students are able to display
their own artwork. Danny
Ray’s will have a silent
auction to raise money
for those students who
want to sell their pieces.
For the brand’s upcoming
presence at Bumbershoot
Music Festival and incentive
to attend the Gallery Night,
there will be a raffling for
four Bumbershoot Music
Festival tickets throughout
the night.
Gallery Night:
April 16th
Increase Recognition
This event will continue
Millennial Media’s support
of Seattle’s grassroots
culture and increase brand
awareness. Danny Ray’s
will be at Pike Place as
a service vendor with two
employees giving out coffee
sleeves, business cards,
and raffling another four
Bumbershoot music tickets.
The services Danny Ray’s
will promote are music
lessons for individuals
trying to find their own
musical voice.
Pikes Place:
June-July
Increase Recognition, Customer
Involvement
One of the largest music
festivals in America,
Bumbershoot takes place in
Seattle only 16 miles from
Danny Ray’s. Near the entrances,
two employees will hand out
free waterproof bags with a
business card, guitar pick, and
Wifi network link with DR’s logo
on each item. Once they follow
Danny Ray’s on either Facebook,
Twitter, or Instagram they will
receive access to free Wifi for
the festival. The Wifi network
name will be “Danny Ray’s
Music”, building brand awareness
and potential buzz.
Bumbershoot
Music Festival:
Sept 5-7th
7. 6
Encore
Increase
Recognition, Sales
This show features
many booths, guitar
workshops, live
music, and personal
meet and greets.
There will be a
table set up to buy,
trade, or sell any
of the store items.
Millennial Media will
be able to increase
Danny Ray’s
recognition with
a direct position
towards the target
market.
Seattle Tacoma
Guitar Show:
Oct 4th
Reiterate Presence
Leading up to the
holidays, there
will be full-page
advertisements placed
monthly spanning
4 months. Encore
Arts Programs is a
free publication that
promotes events
in Seattle. This will
reiterate Danny Ray’s
presence in the
market and provide
information about
their sales during the
holiday season.
Encore Arts:
Sept-Dec
Reiterate Presence within
Ballard Area
Co-partnering with Danny Ray’s
direct competitor, Sonic Boom,
Danny Ray’s will manage and
provide instruments for a
Battle of the Local Bands at
Sonic Boom’s location. Local
bands will have the opportunity
to perform and compete for
a $1,000 prize. Audience
members will be able to vote
online for their favorite band
through Danny Ray’s social
media platforms. This event
encourages brand engagement,
builds awareness, and equally
promotes both competitors’
strengths.
Sonic Boom Battle
of the Bands:
Nov 5th
Holiday, Location
With the holidays coming
up, Danny Ray’s will host a
student showcase of all of
the students who have been
taking lessons over the last
year. Candy cane invitations
will be passed out in the
Ballard District to interact
with the community. Families
and friends will be able to
attend and watch the kids’
performances. Overall, this will
solidify Danny Ray’s presence
in Seattle and showcase the
many services and products
Danny Ray’s provides its
customers.
Student Showcase:
Dec 2nd
Continuous Activity, Social
Strategy
Danny Ray’s social media
platforms will be continuous
throughout the entire
campaign, actively engaging
and connected with
customers to build meaningful
relationships. There will
be weekly publications of
articles on Seattle’s legendary
and local musicians, as
well as information about
the upcoming events and
promotional incentives.
Social Media:
Jan-Dec
Front of House
Continuous Activity
Arcade is a design and
arts magazine aimed at
Danny Ray’s target market
comprised of Urban
Achievers and American
Dreams. For the length of
the campaign, Danny Ray’s
will have four half page
priority placement ads,
once every three months.
Because Arcade only has
four publications every year
Danny Ray’s brand image is
sure to remain consistent
throughout the year.
ARCADE:
Jan-Dec
8. 7
OBJECTIVES
Millennial Media is dedicated to producing a return of investment
based on brand awareness, engagement, buzz, and brand advocacy.
Measures of impressions and overall engagement with the brand in-
store and online will help evaluate the success of Danny Ray’s media
strategy. The target market, comprised of Urban Achievers and American
Dreams, highly values local business. Planned around engaging with the
community, all media investments are carefully planned to accomplish
these media objectives and bolster Danny Ray’s R.O.I.
Brand Awareness:
Building awareness is essential to
establish Danny Ray’s presence in the
market. A grand opening on February
12th will introduce Danny Ray’s
new store into the Ballard District
of Seattle, WA. Millennial Media will
implement guerrilla tactics, magazine
insertions, and flyers to initiate brand
awareness.
Engagement:
Participation in Danny Ray’s events
throughout the year is crucial in
building customer relationships
and taking customers from our
competitors. Events, incentives,
continuous social media presence,
and guerilla tactics will help
elicit conversation with potential
consumers.
Buzz:
Generating positive word of mouth
will bolster Danny Ray’s reputation
and presence in the Ballard District.
Continuous social media presence
and several events will fuel consumer
buzz around Danny Ray’s new store
location.
Brand Advocacy:
Danny Ray’s belief in providing the
best instruments and lessons to
individuals searching for their musical
voice is what customers love so
much. The unique experience of
Danny Ray’s store builds a very loyal
customer base. Millennial Media’s
strategy upholds these core values
and encourages brand advocacy.
9. 8
IMPRESSIONS
Media Impressions
Percent of
Impressions
Mural 160,225 20.40%
Valentine's Blues 450 0.06%
Bumbershoot Music Festival 6,000 0.76%
The Stranger 240,000 30.56%
Gallery Night 350 0.04%
ARCADE 4,000 0.51%
Pike Place Market 328,800 41.87%
Seattle Tacoma Guitar Show 2,000 0.25%
Sonic Boom Battle of the Bands 600 0.08%
Encore Arts Program 40,000 5.09%
Holiday Student Showcase 450 0.06%
Social Media Presence 2,500 0.32%
TOTAL 785,375 100.00%
Mural
20.40%
Valen/ne's
Blues
0.06%
Bumbershoot Music Fes/val
0.76%
The Stranger
30.56%
Gallery Night
0.04%
ARCADE
0.51%
Pike Place Market
41.87%
SeaOle Tacoma Guitar Show
0.25%
Sonic Boom BaOle of the Bands
0.08%
Encore Arts Program
5.09%
Holiday Student
Showcase
0.06%
Social Media Presence
0.32%
Media Impressions
1 2
3
4
1 Downtown Seattle Pedestrian Counts. 2014. http://www.downtownseattle.
com/resources/pedestriancountgraph/
2 Traffic Flow Data and Maps. 2013. http://www.seattle.gov/transportation/
tfdmaps.htm
3 Pike Place Market Preservation and Development Authority. 2004. http://
www.pps.org/pdf/pike_place_economic_impact_study.pdf
4 Seattle Tacoma Guitar Show. 2015. http://www.seatacguitarshow.com
10. 9
STRATEGY
Millennial Media’s strategy strives
to engage the intended target market
using specific and measurable techniques.
This goal is achieved by executing
creative media decisions that help
clients break through the clutter. While
internalizing Danny Ray’s Music’s mission
and business model, Millennial Media
used extensive research and strategic
planning to see that goals are not just
met, but surpassed.
Opening Act
The Opening Act phase will focus
on creating brand awareness. We will
accomplish this by using a vehicle with
large reach as well as creating an inquisitive
ambiance within Danny Ray’s.
A collaboration with The Seattle Mural
Project to create a custom piece of
street art is intended to create curiosity
and brand awareness from the estimated
160,2225 pedestrians in the area. This
strategy is intended to introduce Danny
Ray’s to the community in an interesting
and natural way, as well as salute the
rich musical history of Seattle. The mural
is designed to resonate positively with
the target market because it is both
surprising and relevant. In addition, it
also sources from a local non-profit
to display our initial investment in the
community.
Danny Ray’s feature in The Stranger
magazine is our first large reach into
the community. Placing four full page
insertions throughout February will
create 30.56% of our total campaign
impressions. This is to promote brand
awareness for Danny Ray’s Grand
Opening and build overall brand
awareness in the first phase.
The in-store “Valentine’s Day Blues
Party” is a playful gesture for entering
the community. As a promotional effort
6,000 roses will be passed out in the
three days leading up to the event.
This will differentiate Danny Ray’s from
competitors.
Using a variety of platforms,
Millennial Media will reach a target
market that is as intelligent as it is
evasive. Urban Achiever’s and American
Dream’s need the content of advertising
to be of relevant and substantial topics.
Through three in-house promotional
events and a presence at four key
events in the area, Millennial Media
positions Danny Ray’s Music as a
grassroots supporter aimed at community
engagement and relevance through
music. Millennial Media’s strategy of
incorporating entertainment, music, and
art in one will establish Danny Ray’s
brand presence and ultimately yield a
fruitful R.O.I. Quality, not quantity, is
Millennial Media’s first consideration.
Social Media content creation will play a vital role in connecting Danny Ray’s to the Urban
Achiever’s and American Dream’s of Seattle. Coverage on legendary and local Seattle
musicians, promotional blurbs, event information, and product information will keep the
target market informed and engaged throughout the campaign year.
11. 10
Headliner Encore
The Headliner phase will create the positive
buzz for Danny Ray’s that will help establish
the new location as one that is here to
stay. This phase solidifies Danny Ray’s
love for music and community by involving
Danny Ray’s in local projects and events.
Millennial Media understands that for
Seattleites to trust the new store,
Danny Ray must invest time and money
into the community. The Gallery Night
event will create an opportunity that
celebrates different types of art. This
event is intended to create exactly the
kind of low key buzz that so many
Seattle underground cultures thrive on.
Entry at The Pike Place Market will put
Danny Ray’s directly in line with the
target market. Danny Ray’s presence at
the market will be three days a week,
Friday-Sunday, for four hours per day.
Danny Ray’s will be permitted to play
music and offer lessons. Through Pike’s
Place Market, Danny Ray’s is estimated
to reach 41.87% of Urban Achievers
and American Dreams, the two intended
target markets.
Sponsoring the Bumbershoot Music
Festival in September will increase
impression as well as provide real value
to the lucky consumers who receive our
Wi-Fi goodie bags. Throughout the four
days of Bumbershoot 4,000 waterproof
bags will be passed out. This is not
a simple give away. Danny Ray’s will
provide 4,000 festival-goers with Wi-Fi
services in return for social media follows.
The bags will also contain relevant and
useful items for potential customers.
The Encore phase utilizes the amount of
trust Danny Ray’s has earned through the
numerous promotions of the Headliner
phase. It is here that Danny Ray’s new found
friends in the community will be celebrated.
The Encore phase will address maintaining
buzz and engagement throughout the holiday
season.
The Seattle Tacoma Guitar Show in
October will target the enthusiasts,
engaging in direct competition with
competitors of the same trade. This
event will account for 0.25% of campaign
impressions and interact with highly
engaged clients.
A full page advertisement in Encore Arts
free publication for each of the four
publications September through December
will be both relevant and accessible to
the target market. Encore is continuously
available and while not a large quantity
of impressions, MM believes it is active
and deserving of quality communication.
Grassroots involvement is at the core of
Danny Ray’s success. It is in holiday spirit
that Sonic Boom be the host of an event
alongside Danny Ray’s. A Battle of the
Bands with a $1,000 prize and a heavy
social media presence will encourage
positive buzz and advocacy.
To end the year, students taking Danny
Ray’s lessons throughout the year will
give performances at a showcase event.
This event sells itself by showcasing the
musical improvement from Danny Ray’s
customers themselves. Similar to the rose
invitations during the Opening Act Phase,
a promotional effort to hand out 6,000
candy cane invitations for the event will
surpass the goal of 300 people per event.
The Holiday Showcase will allow the
community to see success stories from
Danny Ray’s lessons and prompt others
to find their own musical voice.
13. 12
Flight Media
Media
Cost
Media
Percent of
Budget
Total Cost
Total
Percent of
Budget
The
Stranger
$18,624 58.48%
Valentine's
Blues
$5,876 1.05%
ARCADE $2,060 4.31%
Sonic Boom
Battle of the
Bands
$1,000 2.09%
Encore Arts
Program
$7,176 13.05%
Holiday
Student
Showcase
$1,588 2.09%
Front of
House Jan-
Dec
Social
Media
Content
Creator $400 0.73% $400 0.73%
TOTAL $55,000 100.00%
$10,597 19.59%
Mural $1,053 2.16%
Gallery
Night
$1,300 2.09%
Phase One:
The
Opening Act
Feb
Phase Two:
The
Headliner
Mar-Sep
Phase
Three: The
Encore
Oct-Dec
$25,553 46.46%
$16,960.40 30.84%
$12,086.14 21.97%
Seattle
Tacoma
Guitar Show
$262.14 0.55%
Pike Place
Market
$5,063.40 7.59%
Bumbersho
ot Music
Festival
MAGAZINES
ARCADE Frequency Circulation Size 1x 6x 12x
Quarterly 4,000
Half Page
Priority
Placement $570 $540 $515
Full Page
Priority
Placement $1,145 $1,090 $1,030
OUT OF HOME
Mural Artist Cost
One wall mural $1,000
Event
Vendor Table
Cost
Pike Place Market
$35 Annual,
$12.90/day
Bumbershoot
Music Festival
$1,050, $200
per ambassador
Seattle Tacoma
Guitar Show $65
GUERILLA MARKETING
MEDIA
MENU
ADDITIONS
+ BUDGET
Seattle Tacoma Guitar Show. 2015. http://www.seatacguitarshow.com
Seattle Mural Project. 2013. http://www.seattlemuralproject.org/
Waterproof Bags. 2015. http://www.alibaba.com/product-detail/High-sealed-HD-picture-under-water_1483449409.html?spm=a2700.7724838.30.66.
YMwkqB
Bumbershoot. 2015. http://bumbershoot.com
Global Roses Absolutely Fresh Flowers. 2015. https://globalrose.com
Permits and Applications. 2015. http://pikeplacemarket.org/permits-applications
Event Sponsorship. 2015. http://youth2015.com/wp-content/uploads/2014/12/Youth-2015-Event-Sponsorship-Opportunities.pdf
Advertise in Arcade. 2015. http://arcadenw.org/advertise
14. 13
FLOW CHART
Month
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Mural
The Stranger
Valentine's Blues
Gallery Night
Pike Place Market
Bumbershoot Music Festival
Seattle Tacoma Guitar Show
Sonic Boom Battle of the Bands
Encore Arts Program
Holiday Student Showcase
ARCADE
Social Media Presence
Week
DecemberFebruary March April May June July August September October November
Opening Act Encore
Headliner
15. 14
CALL TO ACTION
Millennial Media has worked diligently to understand Danny Ray’s
culture and pinpoint the appropriate target market among Seattle’s
consumers to find their own musical voice. MM is confident in its ability
to effectively speak to the target market, and would like to emphasize
the importance in the preservation, maturation, and promotion of local
business when attempting to speak. MM has tailored the media plan to
seamlessly align with Danny Ray’s core values and uphold the integrity
of what it means to be local. MM has established an overall goal to
achieve a return of investment through building brand awareness,
generating positive buzz, encouraging engagement, and eliciting a loyal
customer base built on brand advocacy and an active role in the
community.
Millennial Media thanks you for considering this media plan
to establish Danny Ray’s Music in Seattle. MM is confident that the
strategic planning and passion presented here will lead Danny Ray’s
Music to a lucrative and gratifying presence in Seattle. Now it is your
turn to step on to the stage and perform with Millennial Media.
X
