This marketing plan provides strategies for River Bear Studios to expand its services and reach a new target demographic. Currently, the studio has a digital presence that is not being fully utilized. The plan recommends rebranding through visual content, merchandise, and paid advertisements on platforms like Facebook and Google to engage new clients. Specific tactics include increasing consistency on social media, creating educational content for the website like online classes or webinars, and leveraging Instagram through live videos. The goal is to gain recognition nationally and attract an older audience interested in content creation services beyond just music recording.

1. Marketing Plan
Isra Batista
February 15th, 2021
Kavian Ingram, Karla Mendoza, Christopher
Minke, and Bradley Petschow
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2. Table of Contents
1.0 Executive Summary 3
2.0 Company Insight 4
2.2 SWOT Analysis 4
2.3 Market/Environmental Analysis 5
3.0 Competition Analysis 5
4.0 Social Media 9
4.1 Facebook 9
4.1.1 Consistency on Facebook 10
4.1.2 Create a Facebook Group 10
4.1.3 Resonate With Audience 10
4.2 Instagram 11
4.3 Twitter 12
4.4 Website 12
4.4.1 Offer Online Classes/Services 13
4.4.2 Webinars and Podcasts 13
5.0 Advertising 13
5.1 Google Ads 14
5.2 Facebook Ads 14
6.0 Suggested Future Marketing strategies 15
6.1 In-Person 15
6.1.1 Studio Tours 15
6.1.2 Team Panels 16
6.1.3 Workshops 16
6.2 Music and Entertainment Conferences 16
7.0 References 18
8.0 Appendices 20
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3. 1.0 Executive Summary
River Bear Studios in the Greater Orlando, FL area has established its reliability in the
community and now looks to expand in size over the next few months. Isra Batista is
seeking to turn River Bear Studios into a brand known for providing services for both
audio and visual content. This includes music production, podcast services, image, and
video production, as well as starting a lifestyle brand in conjunction with the studio,
where he plans on starting his own podcast and streaming his online games. This
strategic marketing plan provides a step-by-step plan for meeting those goals.
Upon research, River Bear Studios has a digital presence that is not being utilized to its
full potential but with the following suggested tactics, the studio can begin to expand its
footprint in the market. Research indicates that most of the studio’s followers and
visitors are young recurring customers or consistent customers. Due to the pandemic,
the amount of customers the brand sees has tremendously dropped.
The strategy for breaking the plateau and engaging the studio’s desired clients can be
achieved by rebranding through visual content, merchandise, and paid advertisements.
Ideally, these marketing efforts will reach viewers outside the Orlando area. They will be
placed to get an older audience as Isra has expressed interest in the rebranding to be
geared towards an older demographic and to expand the studio nationwide and
recommendations that could be utilized to gain those clients are adding analytics to the
website to produce more views and better search results.
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4. 2.0 Company Insight
2.1 Client Background
Isra Batista runs River Bear Studios’ music production and recording. According to the
brand’s official website, Isra is a multi-instrumentalist specializing in drums and
percussion and has excellent taste and knowledge. Isra has a great eye and ear for
talent, in other words. In recent months, River Bear Studio has undergone several
changes in its management team. As it stands now, Isra Batista is the sole owner of
River Bear Studios, with a possible partner that will run the future music academy. The
marketing effort moving forward will reflect Isra’s vision and goals for his studio.
2.2 SWOT Analysis
The brand’s objective is to bring to life an inspirational experience better than any other
studio when developing and recording musical projects. Soon to include a wide range of
services to cover both audio and visual content creation. The core of River Bear
Studios’ is its passion for quality and experience in rendering final projects. Are. This is
one strength the Studio has that helps the brand stand out. Another strength would be
the array of entertainment business categories, including music, images, moving
pictures, blogs, and much more. Although with the good comes the bad. The number of
team members is a weakness due to the possible strain of workload when expanding. A
significant opportunity that the studio can take advantage of is expansion. A chance to
grow the brand and be recognized on a national or global scale. However, one possible
threat the brand may face is a lack of support, such as other competitors who have
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5. always been thriving with a steady fanbase but look to expand just because of the word
of mouth that River Bear Studios is developing.
2.3 Market/Environmental Analysis
River Bear Studios, located in a central area, according to Longwood’s official website.
The Greater Orlando area is where River Bear Studios calls home, and it seems that
this area’s primary industries are construction, retail trade, and accommodation and
food services. Research suggests that the quickly growing entertainment industry holds
less than 7% of the income within Orlando communities due in some part to COVID-19.
Isra also plans to become a content creation house instead of just a recording studio.
Providing expert support and guidance gives the brand credibility over other studios
who lack that knowledge or expertise.
3.0 Competition Analysis
New Industry Studios is a 35000 sq ft. state-of-the-art media production facility
specializing in Comprehensive Creative Content development. The NIS family are
talented musicians who will help achieve the content imagined by clients. Music is the
specialty in this home, and everyone is welcomed. The facility has three fully-equipped
recording studios, a film and photo pavilion, a dedicated video editing suite, and a range
of services that include digital design, product packaging, marketing, and promotions.
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6. GRP Studios traces its origins back to 1974 when founder Greg Rike began recording
radio jingles. A small home studio writing and recording songs back in 1974, being a lab
instructor at fledgling Full Sail, became a veteran-owned business.
Trusun Media Inc. is a private facility for recording, mixing, audio post-production,
voice-overs, and mastering. Our A Room offers an SSL 4040 E Series, ProTools HDX, a
variety of outboard gear, and more. We have a beautiful 800sqft. Live room with an
Isolation Booth, an extensive microphone selection, and a separate B Room with
ProTools. Recording Industry veteran John Blanche built the studio. TSM also provides
other professional-level engineers to match with your industry-specific genre.
Plush Recording Studios is Orlando's Multi-Platinum, GRAMMY Winning Recording
Studio. Since it was founded in 2007 by Aton Ben-Horin, now Global Vice President of
A&R for Warner Music Group, Plush has become a launchpad for the careers of some
of today’s most celebrated music industry professionals. More than just a recording
facility, Plush Studios is a community built by and for music lovers and creatives; a
home base for some of the most excellent audio engineers, songwriters, music
producers, artists, artist managers, A&Rs, and record label executives of our
generation. (Plush Recording Studios, LLC, 2021)
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7. Company New Industry
Studios
GRP Studios Trusun Media Inc. Plush Recording
Studios
Strengths Multi purposed studio - 40+ years of
experience.
- Experienced staff
and strong target
market
Variety of services
with experienced
staff
-Orlando’s #1 Music
Recording Studio
-Virtual Tour
-Professional
-Transparency
Weaknesses - Outdated Social
Networks
- Distressing target
market
-Location
- Closes early and
closed on the
weekends.
- Location
- Outdated Website
and Studio
- Amateur Visual
design
Old fashioned and
inactive
Only a recording
studio
Pricing Prices vary by room
and are rated per
hour.
A $75HR
B $60HR
C $50HR
*mixing not included
PODCAST RM
$75HR
Expensive Vary by quote Vary by quote
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8. VIDEO RM $100HR
appointment only
Social Media - Facebook
- Instagram
- Twitter
- Linked In
- Website
- Facebook
- Instagram
- YouTube
- Website
- Facebook
- Instagram
- YouTube
- Website
- Facebook
- Instagram
- YouTube
- Twitter
- Website
Services Music Recording
Studio
Video Production
Photography
Game Lounge
Airbnb
Teleprompter
Services
Audio Services
Video Services
Music and Video
Production
Web Design and
Development
Consultation
Music Production
4.0 Social Media
River Bear Productions looks into the future with its new team that will offer classes and
lessons for learning to play instruments, recording sessions, video production, and
music production. Consistent customers who already play a part in the brand’s success
will have to provide excellent feedback or testimonials on how the brand has developed
the current customers’ music or speak positively on the brand for this rebranding to take
off in the right direction. This word of mouth or testimonial marketing tactic, alongside
Facebook, Google ads, and Instagram, will provide the leverage for the brand to
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9. continue gaining visitors. For example, as Isra mentions gaining noticeability across the
nation or even across the world. Remaining transparent and creating a message that
resonates well with visitors definitely will lead this brand to a promising future.
4.1 Facebook
River Bear Studios has a well-put-together Facebook Page and can be leveraged in a
way that it can bring in new customers. As stated by Max Freedman, writer for
Business News Daily; “A Facebook page has benefits beyond providing basic business
information, it allows for engagement, collects data on your audience that can be used
for marketing campaigns, boosts web traffic, and improves SEO.” (Freedman, 2020).
Facebook has been used for years to leverage new customers and create long-lasting
relationships/sales with them. To achieve the desired goals, River Bear Studios can
benefit from a more consistent online presence.
4.1.1 Consistency on Facebook
According to Stella Morrison, author of How to Promote/Grow Your Business on
Facebook, “To use Facebook to promote your business, you need to do more than
setting up a Facebook page – you need to use it and post regularly”(Morrison, YEAR).
While it's essential to post regularly, it's just as important to post quality content. See
appendices A for an example of an editorial calendar that can be used for consistency.
Share behind-the-scenes information and photos about your employees and products
or services. This shows your dedication to transparency and quality. Suppose you're
unsure what your customers want to see, experiment. You can use Facebook's poll
features to ask what they want to see or take a look at Facebook Page Insights, which
helps take the guesswork out of sharing.
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10. 4.1.2 Create a Facebook Group
By creating a Facebook Group, River Bear Studios opens the door to new opportunities
to give better insight than their page itself. Creating a Facebook Group alongside a
Page will give Isra the ability to develop pinned announcements, create polls that
provide immediate feedback, have one-on-one community interaction, and, most
importantly, continue to grow River Bear Studios’ reputation.
4.1.3 Resonate With Audience
Chloe West, author of “15 Facebook post ideas to increase engagement,” says, “If
you’re looking to revamp your Facebook strategy, you must ensure you’re posting
engaging content that your audience enjoys. Engaging content is the key to increasing
reach and interaction with your Facebook Page”. Asking customers questions, telling
them stories, and sticking to your brand identity will contribute to how well the target
market will resonate with River Bear Studios.
4.2 Instagram
Instagram is a widely used platform that has become very popular for creative
businesses. The Instagram page for River Bear Studios has 899 followers, which
means this page has the potential to increase and resonate with people. This Instagram
page has been stagnant since October, which means it may be harder to leverage their
current followers. With River Bear Studios’ rebranding, this Instagram page can be a
platform to reach their new intended audience. The Instagram page can grow through
visual content that provides value and business insight to the studio’s array of services.
Courtney Seiter, author of “How to Gain a Massive Following on Instagram: 10 Proven
Tactics To Grow Followers and Engagement,” says, “According to a study done in 2017,
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11. profiles that posted seven or more times a week (or at least once a day) get more likes
and gain more followers faster than those that post less frequently. This is a direct
correlation to the overall success of the page and business.
Sofia Pompeo, author of “Benefits of Using Instagram Live to Market Your Business,”
says, “In general, it’s a good idea to engage with your followers as much as you can, so
fitting Instagram Live into your strategy and planning when you’d like to go live is a
smart idea.” Adding this to the marketing strategy will show competitors that you’re
willing to communicate in real-time while also being authentic and transparent. River
Bear Studios will gain visibility on the platform, and they will gain people’s trust and
loyalty along the way.
4.3 Twitter
According to Saige Driver, author at Business News Daily, “With the right marketing
plan, businesses can use the platform to create successful social media campaigns to
increase sales, boost brand recognition and increase customer service.” Engaging with
followers is imperative on Twitter to keep consumers interested in your brand. One fun
way to involve the target market is to create a poll. Craft your question and select the
responses. It's essential to interact with the right people on Twitter. It's always smart to
engage with River Bear Studio customers to keep them happy and potential customers
to help them learn about your business.
4.4 Website
A website can be used to accomplish many different marketing strategies to help your
business grow. This website will be the center of River Bear Studios’ online presence.
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12. Isra can advertise the business worldwide on social networking sites, forums, and
pay-per-click advertising programs. Having a website and online presence strategy
allows River Bear Studios to market its business online. A website is also essential
because it helps to establish credibility as a business. Nowadays, people are busy but
are sophisticated and well versed when searching the internet for services. They
explore the internet to know about the product or service before purchasing. They can
know about the brand, features, price, and services through the website. As part of the
studio’s rebranding efforts, a new and updated website is recommended. See
appendices B.
4.4.1 Offer Online Classes/Services
Isra had an interest in starting a class, and during this pandemic, River Bear Studios
could have a section on their website where they sell online courses. These courses
can consist of pre-recorded videos, tests, and worksheets. This online program buyer
could also receive a free one-on-one zoom interview with Isra, just as an extra perk.
This could result in many sales, primarily if it’s marketed through social media platforms.
The website is at the bottom of the list because it won’t reach as many people naturally
when compared to social media. Every social media page will link to the website, so it’s
not like it is not a priority.
4.4.2 Webinars and Podcasts
Also, the brand could host webinars and launch a studio podcast to increase brand
awareness. These webinars and podcasts can be an additional way to promote,
educate and inspire the older generation of creatives and draw them to River Bear
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13. Studios. Podcasts would be an ideal format to deliver the brand and studio message, as
most of Isra’s ideal clients include busy and working adults. As for webinars, it can be a
place to interact and be more personal with the audience. Webinars can be valuable to
consumers, and many webinars come with small fees that can become an additional
revenue source for the studio.
5.0 Advertising
As part of the paid advertising strategies, River Bear Studio would benefit from running
advertisements through Google and Facebook. Both platforms have their unique
advantages and are most appropriate to reach the target market.
5.1 Google Ads
Advertising through Google has its advantages as it allows businesses to pre-set the
budget and continuously refine their searches. Given that, it enables the studio to attract
their ideal clients and filter out dead-end leads. It also provides for different campaigns
to run according to business needs. However, the studio would benefit the most from a
Search Network campaign. As stated by Freedman, contributor at business.com,
“Through a Search Network campaign, your ad will appear on not just Google Search
and Maps but also hundreds of other Google search partners, including YouTube and
Google Shopping. On any of these sites, when users search terms related to a keyword
for your campaign, they'll see your ad” (Freedman, 2020)—allowing River Bear Studio
to place ads automatically where clients are already searching. River Bear Studios
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14. already utilizes google ads. The focus would be refining the target market through
keywords and ensuring that the keywords used reflect the new brand and new services.
5.2 Facebook Ads
Like the Google ads mentioned above, Facebook allows businesses to have more
control and insight into how their ads perform. Since Isra has had success on client
acquisition through Facebook, it will be beneficial to continue to grow the studios’
presence on the platform, as discussed during the interview. Facebook continues to be
part of everyone’s daily life, and businesses are continuing to leverage the platform to
convert. It is beneficial for its precise targeting ability since Facebook users are highly
encouraged to share, post, shop, and comment on the forum. Facebook tracks this
behavior, which allows the business to utilize this data to place ads in front of those who
are already interacting with similar content.
6.0 Suggested Future Marketing strategies
Considering today’s health crisis, the following tactics and strategies can be
implemented shortly, given that it is safe to do so.
6.1 In-Person
River Bear Studios has the potential to grow its online presence. Still, it already seems
to have a great relationship with loyal customers and a reputation of great hospitality,
and a sense of community. That is a competitive advantage, and looking forwards, it still
holds value and can be reinforced by adding traditional in-person marketing. As stated
by Al Lautenslager, co-author of Guerilla Marketing in Thirty Days, "Social media is one
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15. more marketing tool in the arsenal … but at the end of the day, people do business with
people, not with websites” ( Lautenslager, 2010).
6.1.1 Studio Tours
Traditional Studio Tours allows potential customers to view the facilities where they will
be working and get a sense of the atmosphere. As Isra mentions, River Bear Studios
has been designed to evoke a cabin-like feeling, a place where artists can relax and
work. A studio tour will allow customers to see this first-hand and increase their chance
of booking the service.
6.1.2 Team Panels
Since River Bear Studios tailors to experienced artists, it would be beneficial for the
studios’ creative team to set up events to introduce themselves and network with loyal
and new customers. It is crucial for the creative innovative be individually branded in
their area of expertise and, in a sense, start to market themselves as professionals
representing the Studio. River Bear Studios’ goal is to be a self-sufficient brand, and it
will need a professional and self-branded team to get there. Doing so in-person will be
the most effective method to build trust based on interactions.
6.1.3 Workshops
As stated by Isra, River Bear Studios will soon be adding more services to their roaster;
this comes an opportunity to offer workshops. Essential, shortened, and discounted
version of the full benefits that the studio will provide. Workshops will give the studios’
creative team a place to provide value and knowledge to customers and establish
themselves as experts. Workshops will help get more clients excited to go into the
studio and service as another stream of revenue.
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16. 6.2 Music and Entertainment Conferences
Soon, River Bear Studios and the team would benefit from attending and presenting in
industry-related conferences. This will essentially be a combination of team panels and
workshops offered in an external setting. According to the Music Business Registry
website, music conferences are places for industry professionals to network and gain
their business exposure. These conferences are attended by other professionals and
potential customers seeking services. These strategies may not render as many clients
but can also serve as an opportunity to learn about the evolving industry and make
internal adjustments to the marketing efforts.
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17. 7.0 References
About us. (2016, November 18). Retrieved February 21, 2021, from
https://newindustrystudios.wordpress.com/about/
Dowla, A. (2021, January 15). Benefits of maintaining Facebook groups for your small
business. Retrieved February 20, 2021, from
https://wedevs.com/159820/benefits-facebook-groups-for-small-business/
Driver, S. (2019, January 15). How to use Twitter for business. Retrieved February 20,
2021, from https://www.businessnewsdaily.com/7488-twitter-for-business.html
Freedman, M. (2020, September 04). 6 reasons you should use Google ads. Retrieved
February 21, 2021, from
https://www.business.com/articles/6-reasons-why-your-business-should-be-using-googl
e-adwords/
Home. (n.d.). Retrieved February 21, 2021, from https://grpstudios.com/
Instagram. (2021). River Bear Studios official page. Instagram. Retrieved from
https://www.instagram.com/riverbearstudios/?hl=en
Longwood, FL Official Website. (2021). Community profile. Demographics. Retrieved
from https://www.longwoodfl.org
Macrotrends, LLC. (2010-2021). Orlando metro area population. Retrieved from
https://www.macrotrends.net/cities/23091/orlando/population
Morrison, S. (2020, November 5). How to promote your small business on Facebook.
Retrieved February 20, 2021, from
https://www.businessnewsdaily.com/5453-how-to-promote-your-small-business-on-face
book.html
NuWire. (2012, March 31). Traditional in-person marketing tactics to grow your small
business. Retrieved February 21, 2021, from
http//www.nuwireinvestor.com/traditional-in-person-marketing-tactics-to-grow-your-small
-business/
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18. Orlando's Premier music studio. (2019, July 17). Retrieved February 21, 2021, from
https://plushrecordingstudios.com/
Petschow, B. (9 February 2021). Discussion: thinking strategically. Week 2 outlining.
Retrieved from
https://online.fullsail.edu/class_sections/72480/modules/327120/activities/1960684/disc
ussion
Pompeo, S. (2019, September 20). Benefits of using Instagram live to market your
business. Retrieved February 20, 2021, from
https://www.smartbugmedia.com/blog/instagram-live-business
River Bear Studios. (2020). About us. River bear studios. Retrieved from
https://www.riverbearstudios.com
River Bear Studios. (2021). River bear studios. Facebook home page. Retrieved from
https://www.facebook.com/RiverBearStudios/
Seiter, C. (2020, July 24). How to gain a massive following on Instagram. Retrieved
February 20, 2021, from https://buffer.com/library/instagram-growth/
Studio, T. (2021, January 22). Home. Retrieved February 21, 2021, from
https://tsmstudio.com/
West, C. (2020, July 27). 15 Facebook post ideas to increase engagement. Retrieved
February 20, 2021, from https://sproutsocial.com/insights/facebook-posting-tips/
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19. 8.0 Appendices
A) Content Calendar
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20. B) Website Mock
C) Branding Kit
20