his document is from the Digital Marketing Plan assignment in the Project and Portfolio IV: Entertainment Business course taken in August 2018, as part of my Entertainment Business degree program at Full Sail University.
2. Table of Contents
1.0 Executive Summary.................................................................................................................. 2
2.0 Situation Analysis ..................................................................................................................... 3
2.1 Client Overview and Objectives .................................................................................................3
2.1.1 El Fother.......................................................................................................................................................................3
2.1.2 Objectives .....................................................................................................................................................................3
2.2 Macroenvironment....................................................................................................................3
3.0 Target Market Analysis............................................................................................................. 4
3.1 Chile ........................................................................................................................................4
3.2 Spain........................................................................................................................................4
4.0 Social Media Tactics................................................................................................................. 5
4.1 Social Media Coaching..............................................................................................................5
4.2 Grow Following and Engagement ..............................................................................................5
4.3 Affiliate Marketing ...................................................................................................................6
5.0 References................................................................................................................................. 7
6.0 Appendices................................................................................................................................ 9
3. 1.0 Executive Summary
This digital marketing plan details the objectives, strategies, and tactics that will be used to grow
the social currency of El Fother and ensure that he has the tools to be successful in the music
industry in this digital age. El Fother is an artist from the Dominican Republic represented by
Castle Music Group, who has been blowing up the rap music scene, as well as social media.
With over 600,000 followers on Instagram and a growing following in networks like Facebook
and Twitter, El Fother is on the fast track to success and this marketing plan will help him get
there.
The most important objective that was requested from the client would be to grow the social
currency of El Fother. This social currency includes increasing the following and social
engagement of El Fother and using that social currency to translate into bookings and more
exposure for him. Furthermore, when looking at the broad scope of the rap music industry across
the globe, it is evident that this industry is riddled with top notch competition, in the likes of
names such as Drake, Yung Beef, and Ana Tijoux, which is why this plan will help El Fother to
maximize the power of social media in an industry with such heavy competition. Additionally,
the client requested to focus on the markets of Chile and Spain, as El Fother currently has a
stronghold in the Dominican Republic. Through thorough research, it was found that the
consensus among both Chile and Spain is that Facebook is the most heavily used social network
in these areas, with Twitter trailing closely behind.
After discussing the client El Fother and the environment that surrounds him, the discussion
turns to the social media tactics that will be used for him. Firstly, El Fother will take part in
social media coaching utilizing online resources such as Lynda.com and Hootsuite to ensure that
he is maximizing his use of social media. Next, El Fother will begin to grow his social following
through working to become verified on Twitter and Facebook. El Fother will also push to
increase engagement across all platforms by using the provided budget of $2,000 to create
promoted posts on Facebook and Twitter. Lastly, El Fother will apply all these tactics and utilize
affiliate marketing by collaborating with popular brands in these markets, such as What Up Wear
and Zara, to increase his exposure and increase his revenue streams. Overall, these topics make
up the contents of this digital marketing plan for El Fother.
4. 2.0 Situation Analysis
The first four sections of this plan will cover a situational analysis for El Fother and will discuss
an overview of the client, his objectives, and the macroenvironment he is currently in.
2.1 Client Overview and Objectives
The following sections will discuss an overview of the client, El Fother, and his place in his
current and emerging markets. Additionally, the client’s overall objectives for this plan will be
discussed as well.
2.1.1 El Fother
The client that that this plan will be centered around is rapper and artist Jose Rafael Arias of the
Dominican Republic, known as El Fother. El Fother is currently signed to Castle Music Group.
Being that El Fother is from the Dominican Republic, he has gained a strong following from his
hometown and has been able to leverage this market for his brand. Additionally, El Fother has
been maximizing the use of social media to build his brand with over 600,000 followers on
Instagram and steady growth in other networks such as Facebook and Twitter. El Fother’s recent
singles include Dime and 6 Anillos. (El Fother, 2018).
2.1.2 Objectives
The main objective of the client is to grow his social currency, especially in the markets of Chile
and Spain. As previously mentioned, the client is from the Dominican Republic, and currently
has a stronghold in this market. However, the two emerging markets of Spain and Chile present
an opportunity for growth in social currency, such as more followers on social media and more
engagement on social media. In addition to social currency, the client’s representative Eva
Hernandez El Fayed, mentioned that she would also like to translate that social currency into
more bookings and overall exposure for El Fother. These are the objectives that we will
strategize for in this digital marketing plan.
2.2 Macroenvironment
In addition to El Fother’s current position in the market, this plan will also analyze a larger scope
of the rap music industry, especially in regard to competition. According to Billboard’s 2017 Top
Rap Artists Chart, some of the most popular names in the rap industry across the globe include
names such as Drake, Kendrick Lamar, Future, and Post Malone. (Billboard, 2018). These are
just some of the top names in the industry and shows that the worldwide rap music industry is
flooded with top-notch competition. Furthermore, to focus in on the market of Spain, there is
also heavy competition in the rap music scene as well, featuring regional successes such as Yung
Beef and Khaled. (Jessop, 2017). Additionally, Ana Tijoux is another heavy competitor for El
Fother in the targeted market of Chile. (Trovall, 2017). Overall, this research was collected to
assert the point that competition in the music industry, especially in the realm of rap music, is
extremely heavy across the globe.
5. 3.0 Target Market Analysis
The following sections will analyze the two target markets of this marketing plan, which are
Chile and Spain. In these sections, special attention will be paid to social media in these regions;
since social media makes up a large portion of this marketing plan.
3.1 Chile
Since our strategy is to grow the social currency of El Fother in the markets of Chile and Spain,
this section will cover the market of Chile. According to an article from eMarketer, which
utilizes data from Facebook’s own statistics, there are over ten million active users of Facebook
in Chile, with over 70% of these users claiming to be active daily. (eMarketer, 2015). Also, Fung
Global Retail & Technology elaborates on the importance of social media in Chile eluding to the
fact that in addition to this overwhelming engagement with Facebook, Twitter comes in second
as the social network in this market. (Weinswig, 2016). Therefore, this proves that the strategy of
focusing on these two social networks for El Fother is beneficial for this specific market.
3.2 Spain
As mentioned previously, the client has requested to grow the social currency of El Fother in the
markets of Chile and Spain, and the market of Spain will be covered in this section. According to
a study from the International Advertising Bureau—Spain, 91% of those surveyed say that they
actively use Facebook, which is the highest percentage of any social network that was surveyed.
Additionally, 50% of those surveyed mentioned that they use Twitter as well. (International
Advertising Bureau—Spain, 2017). This proves that the most popular and most frequented social
network in Spain is Facebook and that Twitter is a network on the rise. This also proves that the
strategy to hone in on these networks to maximize El Fother’s social presence in this market is
beneficial.
6. 4.0 Social Media Tactics
Now that the objectives and strategies of this plan have been illustrated, the following sections
will focus on the tactics that will be used for the client’s social media endeavors. These sections
will cover how the client will receive social media coaching, how his social media following and
engagement will grow, and how his social media endeavors can turn into revenue streams.
4.1 Social Media Coaching
The first tactic that will be used to aid in El Fother’s social media efforts would be offering
social media coaching to him. After analyzing El Fother’s social networks, especially his
Facebook and Twitter, it was apparent that he could use some coaching in regard to creating
quality content curated to his audience. As an example, upon the completion of this plan, El
Fother’s most recent tweet is a video for another popular artist’s music. This example can be
found in Appendix A. Since it could be possible that El Fother has chosen to collaborate with
this artist, coaching can be geared towards sending out a clear message to his audiences. For
example, El Fother could send out a similar tweet with the video provided with a caption such as
“Check out my friend’s latest track and let me know what you all think!”. This way, there will be
no confusion as to the purpose of El Fother’s social media posts. Additionally, an important
point to note is that this is only the case for El Fother’s Twitter page (@elfother), because
Appendix B will show an example of El Fother’s Facebook page, El Fother (Official), that
presents more engaging and informative posts. Additionally, to discuss some forms of social
media coaching that is available to El Fother, there are many online resources, such as
Lynda.com or Hootsuite, that specialize in coaching for social media.
4.2 Grow Following and Engagement
After offering this coaching to help El Fother maximize the use of his social networks, the next
step that will be taken would be to grow his following and engagement. Since El Fother already
has a strong following on Instagram, this section will focus on how to maximize his following on
Facebook and Twitter.
There are many ways to grow one’s following on social media, but a great place to start would
be to be a verified account. According to a recent article, “Aside from the ego boost, being
verified on Twitter makes your profile stand out, and you will attract more attention if it’s
verified. That little blue tick acts as a magnet, drawing people who could potentially convert to
followers or customers.” (Long, 2017). Also, a recent LinkedIn article also mentions the
importance of being verified on Facebook with benefits such as an ego boost, boosted credibility,
higher ranking on Facebook’s search results, and most importantly, followers being sure that
they are interacting with the real page. (Rioja, 2017). These articles both prove the importance of
verification on social media and how much it can impact one’s following and engagement.
Furthermore, while being verified will definitely help one’s following and engagement, another
useful tactic that many social media experts use would be promoted posts. Promoted posts on
social media are the easiest ways to reach a broader audience and increase engagement. El Fayed
of Castle Management mentioned that the budget for this plan will be about $2,000 and a portion
7. of that budget can be used for promoted content. According to an article from the American
Express Company, promoted posts can range in cost from $1-$40 daily (depending on the ad
type) on social networks such as Facebook, Twitter, and Instagram. (Moltz, 2018). Focusing on
the simple process of getting El Fother verified on Twitter and Facebook, as well as focusing on
maximizing the use of promoted posts will be the two main tactics taken to increase El Fother’s
following and engagement on these networks.
4.3 Affiliate Marketing
Affiliate marketing is another tactic
that will be employed to help
strengthen El Fother’s social
presence. Affiliate marketing is
beneficial for both parties because not
only will El Fother receive additional
revenue streams and more exposure,
but the other company will also be
promoted across El Fother’s social
platforms. Research was completed to
find some of the most popular brands
in the target markets of Spain and
Chile that will be suitable for El
Fother’s audiences. Firstly, one of
Chile’s most up-and-coming
streetwear brands is What Up Wear
and this brand will be a great avenue
for collaboration with El Fother.
According to a recent article,
“Chilean brand What Up Wear is the
brainchild of Jorge Molina and
Rodrigo Campos. The goal of the
clothing company is to reflect what’s
happening in the world of streetwear.” (Remezcla, 2018). A screencap has been provided to
show some products of the What Up Wear brand and its presence on Instagram as well. Since
this is a popular regional brand, El Fother’s management team could reach out to the company to
collaborate on a social media endeavor. Also, in Spain, El Fother can work to collaborate with
global fashion brand Zara that is extremely popular in Spain, due to Spain being its headquarters.
While this may be a taller task seeing as though Zara is such a global brand, if this affiliation
were to come to fruition, it would mean a wealth of new followers for El Fother as well as help
to introduce the Zara brand to a new audience. One way that El Fother can work with Zara would
be to collaborate on a regional level, such as with appearances in Zara stores. An example for a
campaign like this can be found in Appendix C. For both the What Up Wear and Zara brands, El
Fother can promote these brands on his social media and the brands can promote El Fother as
well. Overall, affiliate marketing is an extremely powerful social media marketing tool and these
are the ways that El Fother can take advantage of this tool.
Photo Courtesy: What Up Wear Brand
8. 5.0 References
Billboard (2018). Year End Charts: Top Rap Albums Artists. Retrieved on August 16, 2018 from
https://www.billboard.com/charts/year-end/2017/rap-albums-artists
El Fother (2018). Biography of El Fother. Retrieved on August 16, 2018 from
http://www.elfotherhd.com/wp-content/uploads/2018/06/ElFotherBio.pdf
El Fother [El Fother (Official)] (2018). Facebook. Retrieved on August 16, 2018 from
https://www.facebook.com/pg/FOTHERMUSIC/community/?ref=page_internal
El Fother [elfotherhd] (2018). Instagram. Retrieved on August 16, 2018 from
https://www.facebook.com/pg/FOTHERMUSIC/community/?ref=page_internal
El Fother [La Para Tuya!!!] (2018). Twitter. Retrieved on August 16, 2018 from
https://twitter.com/ELFOTHER
eMarketer (2015). Chile, Argentina Boast Most Active Facebook Audiences in Region.
Retrieved on August 16, 2018 from https://www.emarketer.com/Article/Chile-Argentina-
Boast-Most-Active-Facebook-Audiences-Region/1013059
Full Sail University. (2018). Our Client: Archived Interview. Full Sail Online. Retrieved on
August 16, 2018 from
https://online.fullsail.edu/class_sections/15324/modules/94998/activities/628364
International Advertising Bureau—Spain (2017). Estudio Annual Redes Sociales 2017 (Annual
Social Networks Study 2017). Retrieved on August 16, 2018 from
https://www.iab.com/wp-
content/uploads/2017/05/iab_estudioredessociales_2017_vreducida.pdf
Jessop, T. (2017). 8 Spanish Rappers To Look Out for in 2017. The Culture Trip. Retrieved on
August 16, 2018 from https://theculturetrip.com/europe/spain/articles/8-spanish-rappers-
to-look-out-for-in-2017/
Long, J. (2018). How to get verified on Twitter (and why it’s advantageous). The Garage.
Retrieved on August 14, 2018 from https://www.godaddy.com/garage/how-to-get-
verified-on-twitter-and-why-its-advantageous/
Moltz, B. (2018). How Much Can Social Media Marketing Cost? American Express Company.
Retrieved on August 16, 2018 from https://www.americanexpress.com/us/small-
business/openforum/articles/how-much-can-social-media-marketing-cost/
Remezcla (2018). 7 Latin American Streetwear Brands You Need to Know. Remezcla.com.
Retrieved on August 23, 2018 from http://remezcla.com/lists/culture/latin-american-
streetwear-brands/
9. Rioja, A. (2017). How to Verify a Page or Profile on Facebook: Blue and Grey Badge [2018].
LinkedIn. Retrieved on August 16, 2018 from https://www.linkedin.com/pulse/how-
verify-page-profile-facebook-blue-grey-badge-2017-alejandro/
Trovall, E. (2017). 10 Chilean Musicians the World Needs to Know. The Culture Trip. Retrieved
on August 16, 2018 from https://theculturetrip.com/south-america/chile/articles/10-
chilean-musicians-the-world-needs-to-know/
Weinswig, D. (2016). Deep Dive: Social Media In Latin America. Retrieved on August 16, 2018
from
https://www.fbicgroup.com/sites/default/files/Social%20Media%20in%20Latam%20by%
20Fung%20Global%20May%2020%202016.pdf
