2. 2
1.0 Executive Summary 4
2.0 Situation Analysis 4
2.1 Artist Overview 4
2.1.1 Assets 4
2.1.2 Personal Brand 4
2.1.3 Social Media Overview 4
2.2 Market Analysis 5
2.2.1 Demographics 5
2.2.2 S.W.O.T Analysis 5
2.2.3 Competition Contest 6
4.1 Spotify Promotion 10
4.1.1 Social Media Linking Posts 10
4.1.2 Getting Public Attraction 11
4.2 Apple Music 11
4.3 Venue Performances 11
4.3.1 Booking Acts 11
4.3.2 Finding Residency 11
5.1 Streaming 12
5.1.1 Spotify 12
5.1.2 Apple Music 12
6.1 Collaborations 12
6.1.1 Kenny Sway 12
6.1.2 Zhenal 12
6.1.3 KYNG 13
6.2 Radio Promotion 13
6.2.1 Atlanta, GA 13
6.2.2 NYC, New York 13
6.3 Strategic Alliances 13
6.4 Internet 13
6.4.1 Google Ads 13
6.4.2 Amazon Ads 13
6.4.3 Cross Channel Marketing 14
7.0 REFERENCES 14
8.0 Appendices 15
A) Current Social Media Stats 15
B) Singles, EP’s, and features 15
C) Editorial Calendar 15
3. 3
1.0 Executive Summary
Jennell Smith (J Latoy) is an American singer born in the British Virgin Islands, whose biggest dream is to
share her gift with the world, while encouraging people and letting them know that love heals all. J Latoy
has demonstrated her love for music since she was 15 years old, when she started singing professionally.
It has been a road of ups and downs in her career, which have led her to stop momentaneously and be
back when possible. A few years back, Jennell decided to focus on her artistic growth and pursue her
dream, which is why this marketing plan will provide an organized and structured procedure to benefit the
artist with potential improvements.
This document outlines the current state of J Latoy’s career, including her assets, personal brand, and
social media overview; as well as a market investigation, which includes SWOT analysis, competition,
and segmentation studies. From these details and further investigation, specific tactics and strategies
have been tailor-made in order to successfully accomplish the artist’s desires and goals.
The approach outlined in this marketing plan includes social media strategies, such as Instagram visual
updates and user generated content; Facebook chatbot marketing and daily posts; partnerships in J
Latoy’s YouTube plan; TIKTOK music covers and influencer marketing plans, etc. Also, platform
positioning strategies including Spotify and Apple Music promotion, attracting new audiences, and venue
performances; and finally digital advertising plans, which include digital and streaming plans. By
establishing these tactics and strategies, J Latoy will become more visible to the public, her digital
streams will increase, her social media pages will have a higher engagement and her music will become
financially stabler. In general, she will become a complete artist.
For J Latoy, the most important thing regarding the potential growth of her music career is the economic
side. Her goal is to get to a point in which her music becomes “a career that financially sustains and
emotionally edifies” (Latoy, 2018). Taking this in mind, the plan focuses on primary factors that involve
revenue and monetary flow, such as a bigger presence on digital platforms (Spotify specifically), growth
of her YouTube channel and start touring as an opening artist or own performances. Also, social media
growth will provide Jannell with the correct tools to promote herself and reach wider audiences.
In general, this plan shows how J Latoy’s music career is doing today and intends to demonstrate how
following an organized method will make it better; taking into account every circumstance related to
marketing, social media, environmental analysis, market analysis and posting schedules. These are the
contents discussed in J Latoy’s marketing plan.
4. 4
2.0 Situation Analysis
This point highlights the momentum in which J Latoy’s career is at now. It will provide an overview of the
artist, her assets, personal brand, and social media analysis.
2.1 Artist Overview
The following sections will discuss what J Latoy has done with her career until the moment, including
assets such as: singles, EP’s, music videos, etc. How has she promoted herself as a project and how has
she handled her social media platforms.
2.1.1 Assets
Jennell Smith started professionally singing when she was 15 years old, which makes her an artist with
lots of knowledge on the music industry. Before releasing her first EP, she had already released music in
her SoundCloud platform, which had a normal reach and less possibilities to explode like in today’s digital
platforms. In 2018, when she finally decided to launch her career and seek to be a star, she released her
first EP named: “Sides to Love”, which has 6 songs and less than 5,000 streams in total. For two of these
songs, she released videoclips on her YouTube channel (currently 148 subscribers) and reached around
2,000 views with both. Later, after two years of no releases, in 2020, she released a song called “Broken
& Beautiful”, which still does not appear in the artist’s most streamed songs in Spotify. Since her first
release, J Latoy has worked by herself and has not released any songs featuring other artists or artists
featuring her.
2.1.2 Personal Brand
As stated by J Latoy in previous interviews, she wants to show herself as someone whose music is real
and represents her vulnerabilities and authenticity. She has also demonstrated to be a sentimental
composer too, writing songs to those having broken hearts and religious beliefs. She strives to highlight
how society must never change the way a person feels or acts… having fear and lack of self-confidence
is fine, it just needs to be worked on to create comfort and happiness. Her music is thought to encourage
people and let them know that love does heal everything.
2.1.3 Social Media Overview
Taking into account Jennell’s social media pages, she has a solid base on Instagram with 2.792
followers, a facebook page with 770 followers, and a twitter account with 407 followers. Even though
these accounts don’t seem very big, they do have a good engagement of around 3% and have shown
positive advances in the past months. Instagram has reflected a growth of 8.9% during the past month,
has gotten its interaction rate up 1.8% and has been able to reach 3.8% more accounts than in the
previous month. Adding all of her social media profiles, she has around 3.500 followers, from which a
usual post has around 400 likes and at least 15 comments.
5. 5
2.2 Market Analysis
The following section will discuss J Latoy’s market, taking into account demographics, a S.W.O.T analysis
and possible competitors.
2.2.1 Demographics
J Latoy’s Instagram statistics show certain aspects of her market, including their gender, age and
location… As for other factors such as: race, ethnicity, marital status, employment, income, etc. there is
no information gathered from social media page’s analysis. J Latoy expresses that she wants to reach
everybody and does not offer a specific segment, but with certain analyzes and information gathered, it
has been shown that people with similar interests can be related with her music. Some of these interests
include: faith, love, teaching, fashion and parenting.
For what it is known, most of the artist’s audience are women, with 55.3% of the fanbase, meanwhile men
are 44.7%. Also, ages vary from 14-60, but the strongest age range is 25-34. For an independent artist,
still trying to come up, it is usually intuitive that their top locations are their homeplaces or nearby… in this
case, J Latoy’s insights show just that. The top locations for the artist’s fanbase are Atlanta with 25.8%,
coming next is Tortola with 4.6% and New York with 2.4%.
2.2.2 S.W.O.T Analysis
Strengths
● Social media engagement.
● Talent and will.
● Complete artist: sings, composes and produces.
Weaknesses
● Spotify presence.
● TIKTOK engagement.
● Lack of professional webpage.
● Lack of knowledge on her audience and desired target market.
Opportunities
● Increase financial stability with streaming platform improvement.
● Get her music into movies with general growth.
● Produce songs constantly, building an album or EP.
Threats
● COVID-19 stopping live performances.
● More competition to succeed in today’s evolving music industry.
● Less investors and sponsors.
6. 6
2.2.3 Competition Contest
As for J Latoy’s competition… The music industry is a very populated business, taking into account there
are thousands of talented artists trying to succeed everyday. In this case, it doesn’t matter whether artists
are bigger or smaller… Any artist focusing his product in the same audience, genre, etc. is direct
competition. Kenny Sway is a perfect example of Latoy’s competition. Even though he is an artist with a
bigger presence in social media pages and digital platforms (106k followers on Instagram), he shows
devotion for religious music, is a father of two kids, composes and lives in Atlanta. It is notorious that
Sway is an already established artist, but is a great aim to where J Latoy needs to be taken. Sway has
proven to take his talent and career to people who don’t know him, even in the worst scenarios, making
people feel his music and get captivated. “His rendition of “Lean on Me'' enraptured not just the people
present but those who watched clips on social media afterward.” (Beaujon, 2020).
This happened in 2020 while protests in Washington D.C. These actions not only make audiences fall in
love with him but work as the best publicity. Other direct competitors of J Latoy are: Zhenal and KYNG.
2.2.4 Personas
To make sure J-Latoy is on the right path, there must be a need to know and understand the people her
music is trying to reach and appeal to.
This is Lisa from Atlanta, GA.
Age 18, African American, Single
Lisa is a college student, studying music theory and she enjoys hanging out with her friends and
going out. She enjoys her time outside relaxing and meditating. She likes “vibes” and introducing J-
Latoy’s Broken and Beautiful to her playlist can and will set those “vibes”she is looking for.
7. 7
This is Sam from Philadelphia, PA.
Age 30, Caucasian, Married
Sam is a stay-at-home married mom with two kids. She goes to church regularly and volunteers
for church events. She enjoys speaking on her faith with others and those who showcase it as well. She
follows J-Latoy on social media because of her faith and Sam relates to that.
3.0 Social Media Strategy
This section will cover the social media strategy. The idea here is to get the best marketing effect by
establishing strategies for each social media.
3.1 YouTube
3.1.1 Upload Content
Consistent content upload is an important part of building a social media following. YouTube makes this
process relatively easy for the artists to accomplish. It is very important for J Latoy to space-out her video
uploads uniformly across a number of weeks or months.As well as cross utilizing her video across
multiple platforms. This will allow J Latoy to continually keep fresh and updated content on her site. One
of the important things for J Latoy to consider will be to maintain uniformity with uploads. Consistent
uploads are also important, this will help J Latoy’s viewers know what to expect and when to expect it. J
Latoy may upload a weekly podcast, or upload a song sampler or just the release date of the next live
event. This tactic will help fans re-visit J Latoy’s channel as they are looking out for her latest podcast,
Q&A or song release.
3.1.2 Partnerships
J Latoy partnering with other artists similar to herself will help capture, engage and be an opportunity for J
latoy to increase her exposure to a similar target audience. J Latoy partnering with others to host social
media contests, both can benefit from exposure in new markets and fan bases. J Latoy partnering with
other artists will help her step a bit outside her comfort zone and allow her to try something new.
Partnering new artists opens the door to other avenues of fans and these opportunities to collaborate can
help J Latoy find her future paths.J Latoy can utilize her content uploads and her partnerships to keep
fans engaged and consistently checking back for new content.
8. 8
3.1.3 Live Video
Live video is one of the most compelling forms of content that you can use on social media. J Latoy can
hold a Q&A session weekly and pair with her content uploads. J Latoy can also utilize live performances
with real-time interaction that will make the experience more engaging for her followers. By pairing daily /
weekly uploads with special event live appearances, fans will be more inclined to continually check J
Latoy’s many social media platforms for updates and pop up events. YouTube is a fantastic way for J
Latoy herself to maintain her uploads and cadence of video releases. This platform makes it very easy for
the user and for the consumers. J Latoy can easily upload videos on the go or direct from the studio.
3.2 Instagram
3.2.1 Update Visuals
Visual communication utilizing infographics, images, videos, and other multimedia content. J Latoy using
more consistent visuals will help make her the center of the message rather than the text being the focal
point. Consumers prefer to learn more about products and services via visual communication. Visuals
with color increase people’s willingness to read a piece of content. Creating an updated color palette for J
Latoy will help for cross utilization across her multiple social media platforms. J Latoy can start this by
creating a mood board that helps her represent her brand and what her music means to her. Instagram
makes it easy for the artist to upload on the go. This strategy will be easy for J Latoy to maintain even
while she is traveling or in the studio recording.
3.2.2 Behind The Scenes Content
People buy from people whom they connect with. J Latoy showing her brand as human with real dreams,
visions and aspirations will help fans relate to and see themselves in her. J Latoy’s motivations behind
why she wakes up everyday will make her much more relatable to the average fan. The exclusivity of a
“sneak peek” behind the scenes is very intriguing to most fans that may never have the opportunity to
experience it. By J Latoy allowing her fans to see her thoughts and passions behind the music will bring
an extra element to the music and live performances that will help her fans connect.
3.2.3 User Generated Content
User-generated content sharing photos and posts that J Latoy’s fans have created will help fans feel part
of the team and also can allow for J Latoy’s own content planning much easier and can play a large role in
creating a compelling social strategy driven by her fans themselves. User-generated content is especially
important when targeting younger generations who rely heavily on feedback when considering purchasing
from a brand, J Latoy has a large following between the ages of 18-28 and many of them utilize social
media platforms daily. Allowing fans to share their content will help fans feel engaged and connected with
J Latoy and her product.
3.2.4 Promotional Posts
J Latoy’s cover photo occupies an incredibly important portion of her page, as it lies front and center. Many
artists will use this portion for a simple or branded graphic. This is an area that’s often underutilized for
promotion. J Latoy can use her cover photo to draw attention to a promotion or contest she is running and
is a great way to maximize a space and drive site traffic. Utilizing strategic timing J Latoy can capture her
fans attention in their “happiest” time. Many statistics say that users are happier on Fridays and that happy
or humorous content draws them in, which draws fans to be more likely to engage with J Latoy or purchase
her products. Facebook Live is a great way for J Latoy to interact and engage with her Facebook fans and
followers. A couple of the ways for J Latoy to promote on Facebook live is Q&A sessions with purchase of
a download, paid live events when releasing new songs or videos. Just a few of the ways J Latoy can utilize
Facebook to Promote her products.
3.3 Facebook
9. 9
3.3.1 Daily Personal Post
Facebook is the world’s top consumer social networking site in 2020 with more than 2.7 billion monthly
users, 60% visiting the site every day. Facebook pages provide a forum for dialogue between customers
and the brand, giving companies the opportunity to build better relationships with target audiences and
current customers. J Latoy knows that one of her top social media platforms is Facebook; she can utilize
this to her advantage by strategically utilizing daily posts geared towards her target market she can drive
site traffic numbers up. Some of the ideas for Facebook post are as follows:
● Posting between 1-2 times daily, keeping fans engaged yet not over stimulation
● Utilizing personalized hashtags within each post. Facebook hashtags are a great feature to
connect people who are talking about the same topic or looking for a similar topic.
● Adding humor into the platform, allows for fans to see J Latoy is not just a business but a person
they can relate to and have fun with.
● Adding a question of the day. J Latoy can engage with fans and allow them to be heard and ask
questions letting them use their voice in the form of comments.
● Crowdsource photo captions, allowing J Latoy to combine the allure of photos with people’s love
of interacting with J Latoy’s music they identify with, allowing J Latoy to use photos to trigger
emotional reactions from fans.
3.3.2 Chatbot Marketing
A chatbot is an artificial intelligence program that can chat with your customers on your behalf with pre-
programmed responses to frequently asked questions. Since J Latoy is not going to have a team of
people helping her get this social media plan off the ground , chatbot marketing is a reliable option. J
Latoy can add this feature to her facebook page allowing for immediate responses and strategic answers
leading and engaging her audience with interactive content, while driving traffic to her latest blog post. J
Latoy can look at her chatbot as her first team mate. Many general questions about event dates and live
performances can be easily answered by the Chatbots, allowing fans to have an immediate answer. This
strategic approach can help steer fans to links for event tickets and song downloads. J Latoy controls the
answers the chatbot replies with and she can change these with ease as she needs to or see’s fit.
3.3.3 Community Contest
Community contests are a great way for J Latoy to hold fans' attention and is an easy way for her to hold
an event herself. Facebook contests can be one of the best ways to turn Fans into customers. Providing
value to your Fans - addressing the reason they liked you to begin with. Creating local community
contests that can be in-person or virtual will allow for J Latoy to help connect with local fans. J Latoy can
utilize these contests while she is traveling city to city doing live and virtual events. Online contest can be
partially run with the chatbot marketing tools J Latoy has added to her social media platforms. Again this
will allow for J Latoy to easily maintain these sites with little to no help.
10. 10
3.4 Tik Tok
3.4.1 Influencer Marketing
J Latoy can utilize Influceners to help promote her music and products on her Tik Tok. Since J Latoy is
her own team, utilizing influencers is an easy way to enlist help.Some TikTok influencers utilize marketing
campaigns that include creating consumer challenges. Challenges are really popular on the app, as users
are encouraged to create their own video based on a certain topic, audio clip, or even duplicating a
particular dance. By J Latoy creating a challenge around a particular song or live event she can start off
her campaign with the influencer marketing then see it grow among other users. Having a social media
takeover is a creative option for J latoy to work with influencers and industry experts.The takeover would
involve allowing an influencer to take over J latoy’s social media account for a certain period of time,
posting their own content related to J Latoy’s music Not only does this allow for the influencers to bring
other fans to the site but will help to show a fresh perspective on J Latoy’s music.
3.4.2 Music Covers
J Latoy has her own music but the ability to cover songs draws in new fans.The tradition of everyone from
popular artists down to amateur musicians covering songs written by their favorite musicians is one that’s
been around for decades. J Latoy taking the time to learn how to cover songs can be an incredibly
powerful practice for her as a musician. This is an essential exercise for anyone who wants to learn how
to sing and play their instrument, write music, or master basic music fundamentals. As this is beneficial to
draw in new fans this also is a benefit to J laity and her craft as an artist.
3.4.3 Lip-Sync Videos
Lip sync videos are the rage on social media platforms like YouTube, TikTok. Lip sync videos let us meet
so many talented people and bring us so much fun. To perform a lip sync video means you don't need to
sing a song or read the lines, while you can concentrate on other aspects like facial expressions, body
movements, dancing, etc. Allowing J Latoy’s fans to Lip sync her songs allows them to feel her music and
feel as if it is their song, which in turn helps them connect and relate to her music. One of the things J
Latoy can do is have a lip sync battle with local community members. Having a lip sync battle with a local
police department will draw in fans that may have never heard of her or her music. Opportunities like this
also allow for J Latoy to connect with local communities that she may have not been exposed to.
4.0 Streaming Positioning Strategy
4.1 Spotify Promotion
Spotify is currently the most popular streaming application. Spotify also offers a service to recommend
music, so it is advantageous for musicians who are not famous. This part explains how Spotify can
effectively promote the song.
4.1.1 Social Media Linking Posts
J Latoy has a lot of fans on SNS. She should link her social media followers to an app that features her
songs (e.g., YouTube, Spotify, Apple Music, etc.). She studies how to bring fans to Spotify, including
Instagram swipe and social media link settings.
- Add Spotify link addresses to existing followers such as Facebook and Instagram and to your
account profile.
- Insert Spotify links into social media posts for newly released songs.
J Latoy can import existing social media followers into Spotify in the same way as above.
11. 11
4.1.2 Getting Public Attraction
J Latoy has to imprint his songs to the public in a market where numerous songs are released. This is
true of anything that can catch the public eye. For example, it could be a cover photo or the title of an
attractive album.
4.2 Apple Music
Apple Music is an app used by 720,000 people in 167 countries as of 2020. J Latoy needs to grow into
Spotify and explore a bigger market for Apple Music. Apple Music, a popular streaming app, has a
synergy effect when J Latoy performs offline. The public who listened to her songs at J Latoy's
performance will search for songs on streaming apps, and most will use Apple Music. So she has to
constantly upload her songs to Apple Music.
4.3 Venue Performances
4.3.1 Booking Acts
Touring is important for J Latoy because it is a great way to make money and is nearly guaranteed to
increase her fan base. Touring is more lucrative than streaming or merch sales. Touring will be an important
way for J Latoy to establish herself within cities where current and potential fans live. The first step for J
Latoy will be to create an effective venue marketing strategy, with targeted markets and cities based on her
current fan base and venue availability. J Latoy’s marketing needs to be highly targeted and speak to her
ideal fan base. Some of the thing’s J Latoy will need to take into consideration while planning are as follows
· Location- Are the locations easy to find and accessible to fans
· Capacity- Is the venue the right size for the location and fan base
· Cost- Venue Cost will be very important and will factor into artist payment
· Ease of Communication- How J Latoy communicates to fans availability of tickets
It’s also important for J Latoy to pick other acts that will bring a fan base and promote the event as well.
Utilizing some of her prior peers from her most recent contest will help draw in new fans.Using social
media is the easiest and cheapest way for J Latoy to promote her events. She will just have to ensure
that she has enough people who care about the event to share it across their profiles and invite other
people. ‘Word of mouth’ can be a great way to advertise, and social networks make that very easy. The
ability to collaborate with her former peers will also allow for J Latoy to promote her events on other artist
social media platforms as well.
4.3.2 Finding Residency
Signing an exclusive contract in the same place is very positive for securing fans. The residency will
provide J Latoy with stable money and fans. To maximize J Latoy's marketing effectiveness in this
operation, the following should be done:
- Continuous and long-term performances ex) once a week for more than three months
- Promote social media accounts during performances
12. 12
5.0 Music Platforms
5.1 Streaming
5.1.1 Spotify
People are listening to more music now, from more artists than ever before because of streaming
services and their prevalence.While you're probably familiar with Spotify's core music streaming services,
Spotify for Artists is a lesser-known feature. But if you're a creator, it has many handy tools for building
your presence on the platform. J Latoy can tap into this as a creator and producer. Consumers can now
tap on a J Latoy song and hear it instantly, instead of being limited to only listening to the album they just
bought. Music streaming also makes it easier for fans to discover new music from J Latoy, even a lesser
known artist like J Latoy.The sheer number of songs available, and the ease of finding J latoy’s songs
and listening to them is the real appeal.
5.1.2 Apple Music
Whether you believe streaming services are good or not, it's where fans are listening to J Latoy’s music.
Streaming services are growing exponentially in popularity and are becoming the primary music
consumption source for music consumers, and J Latoy understands this.Streaming services work on J
Latoy’s behalf to convert consumers back to paying customers for music. The only thing that's changed is
the model by which people pay. J Latoy has been focused on streaming, allowing her to boost
engagement with her fans. Streaming services allow fans to share music which in turn will drive more
traffic to J Latoy’s main social media platforms.
6.0 Considerations
This section is around people and ideas that can be used to boost J-Latoy’s music career. These
have all been researched to match or complement her personal brand and music.
6.1 Collaborations
J-Latoy has a small platform, and we need more. This section is about people who J-Latoy could
collaborate with and use their platform to elevate hers. This can be done in a few ways such as social
media posts, appearing at shows and festivals, videos and of course making music together.
6.1.1 Kenny Sway
Kenny has been chosen based on shared experience with J-Latoy. He was worked side by side
with her for the #Wanwednesday competition. He has a larger social media platform on all fronts
compared to her. They have comparable styles and potentially a dynamic that could benefit both of their
careers going forward. Paring these two up will present larger networking opportunities for our artist. Also
much like our artist he is a person of God which creates a social topic between the two.
6.1.2 Zhenal
Zhenal is the perfect pairing for J-latoy and here is why. They both are women in the same genre
of music. They both write songs on relationships and life changes. They both have the same style if not a
little bit different. Having these two get together gives off two different worlds but same goals. Her social
media platform is spotty, but she has more followers and pulls more views. What we offer is versatility to
her skill set by collaborating with J-Latoy as well as growth of her personal brand.
13. 13
6.1.3 KYNG
KYNG is here for that R&B, Hip-Hop flare to J-Latoy’s music. This collaboration would serve as an
experiment to see how versatile she is with her music and to also give her audience a different view.
These two also appeared on #Wanwednesday as well and had similar cover songs that they performed to
get them into the top 10. KYNG’s Instagram has more followers than j-Latoy’s but his YouTube channel is
on par with hers giving us an opportunity to improve on both with this collaboration focusing on producing
covers to the channels.
6.2 Radio Promotion
This is simple, choose two major cities in the U.S. which J-Latoy is most played to excite the fans
and create exposure. The radio promotions will consist of an interview either in the studio or over the
phone and airtime for her latest single.
6.2.1 Atlanta, GA
Few reasons why this city was chosen. This is currently where she is based out of, a lot of her
followers are also from this city, and we are going to be doing a lot of local performances here. We can
use this to build her personal brand up by giving her the self-proclaimed title of “Queen of Neo-Soul” as
part of her brand.
6.2.2 NYC, New York
She has a small audience in NYC that we can appeal to but what is actually more important is this
is a hotspot for Neo-Soul artists. Getting her playtime here may be bigger for her then in Atlanta.
6.3 Strategic Alliances
As we continue to elevate and evolve our artist, we must look at alliances whether it’s a
partnership or sponsorship to further her platform, but the opportunity will only present itself if she has
consistent and/or a large target audience. As we expand on her network through collaborations,
influencers and brand presentation for extra revenue will present itself however we need to ensure that it
still coincides with J-Latoy’s personal brand.
6.4 Internet
6.4.1 Google Ads
Digital advertising allows you to reach many of your most valuable potential audiences. With Google Ads,
J Latoy can reach people who are actively looking for her music or music that is comparable to hers.
Today’s digital ads can be targeted by location, age, gender, income level, interests, time of day, and
many other factors that can allow J Latoy to tailor her ads to targeted markets. This form of online
marketing is a great way to increase product awareness and get J Latoy’s brand in front of a significant
amount of people. Display advertisements are generally very eye-catching and can be easy to create
using Google’s Ad Gallery.
6.4.2 Amazon Ads
Unlike radio, out-of-home billboard placements, and other traditional advertising, which often require
significant financial investments, digital advertising can be accessible no matter your budget. The
opportunity to customize the ads will allow J Latoy to focus on keyword-targeted ads. Meaning she can
create an advertisement that triggers when a search contains a specific set of keywords.
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6.4.3 Cross Channel Marketing
Cross-channel marketing or multi-channel marketing will allow for J Latoy to utilize multiple channels to
reach an audiences.Cross Channel marketing is the same as multichannel, but with an added twist:
instead of hitting J Latoy’s target audience with the same message across multiple channels, cross
channel marketing would utilize different messages that are strung together throughout J Latoy’s different
channels.
7.0 REFERENCES
GENERAL
Stories, L. (2019, May 15). Meet Jennell Smith of J Latoy. Voyage ATL.
http://voyageatl.com/interview/meet-jennell-smith-j-latoy-atlanta-area/
Tomatis, A. (2021, February 24). J. Latoy is 3300+Climbing’s Next Artist. Home.
https://3300climbing.wixsite.com/home/post/j-latoy-is-3300-climbing-s-next-artist
COMPETITORS
Beaujon, A. (2020, September 24). His Rendition of “Lean on Me” Captivated DC Protesters. Kenny Sway
Talks About His Attempt to “Bring Calm to the People.” Washingtonian.
https://www.washingtonian.com/2020/06/04/his-rendition-of-lean-on-me-captivated-dc-protesters-kenny-
sway-talks-about-his-attempt-to-bring-calm-to-the-people/
Kenny Sway Instagram page- https://www.instagram.com/kenny.sway/?hl=es
Kenny Sway Spotify page- https://open.spotify.com/artist/7gBFZGkN7mVXiKUcNqLP4w
STATISTICS ABOUT PLATFORMS (J-LATOY)
J-Latoy Instagram analytics- https://www.instagram.com/jlatoymusic/?hl=es
J-Latoy Spotify page- https://open.spotify.com/artist/3gwhyMWHO35A2LcQNadMr7
WEBSITE
J-Latoy Website- https://linktr.ee/jlatoymusic
Personas
Lisa Photo
Evans, S. (2020, June 9). 25 Beautiful Black Women Unapologetically Rocking Creative Natural
Hairstyles. Essence. https://www.essence.com/hair/natural/black-women-wearing-creative-natural-
hairstyles/.
Sam Photo
Lemieux, J. (2018, December 18). White Women on #TeamNatural?No, Thanks • EBONY. EBONY.
https://www.ebony.com/style/white-women-on-teamnatural-no-thanks-405/.
15. 15
8.0 Appendices
A) Current Social Media Stats
· Facebook Page- 779 Likes, 931 Followers
· Twitter- 95 Followers
· Instagram- 2772 Followers
· YouTube- 148 Subscribers
· Soundcloud- 55 Followers
· Spotify- 13 monthly listeners
B) Singles, EP’s, and features
· Sides to love-EP (2018)
· Where’s the love? -Single (2020)
· Broken and Beautiful- Single (2020)
· Beileve-KillaTooma feat. J-Latoy (2021)
C) Editorial Calendar
