Organize a new plan to increase client numbers.

1. A Noteworthy Music Studio
Proposal
Darronda Jett
Dawn Kenney
Jason Wiley
06.27.2020

2. Table of Contents
1.0 Executive Summary
2.0 Situation Analysis
2.1 Studio
2.2 Strength, Weakness, Opportunity & Threats
2.3 The Market Place and the Target Audience
3.0 Plan Summary
4.0 Social Media Strategy
4.1 Facebook3
4.2 Instagram3
5.0 Advertising
5.1 Facebook Ads3
5.1.1 Follower Activity3
5.2 Print Advertisement3
5.2.1 Use QR codes3
6.0 References3
7.0 Appendices

3. 1.0 Executive Summary
A Noteworthy Music Studio (ANMS) provides private training lessons for vocal, guitar,
piano, and ukulele. The Full Sail team has developed a marketing strategy that has the
potential to gain the interest of new clients while also attracting attention from previous
and existing clients/students. This is important since the owner wants to influence
previous clients/students to return to on-campus lessons while also growing her
business.
The team is fully aware of the target audience’s needs and what they expect from
ANMS. The plan goes into detail about how to meet their needs through marketing.
Included are strategies for social platforms, paid digital advertisements, and media
collateral. The team has also addressed their possible safety concerns due to the
COVID-19 pandemic.
This marketing plan is based on primary and secondary data collected through research
and analysis. The primary data was conducted through the members of the marketing
team and the secondary data was collected through trusted websites.
2.0 Situation Analysis
A Noteworthy Music Studio’s current position in the market has led to the following
SWOT analysis, target audience, and marketplace. While observing the external and
internal factors, the marketing team has also included some marketing strategy
suggestions.
2.1 The Studio
The studio is located in a central location (Aloma) in the heart of Winter Park, Fl. The
owner and creator, Rebekah Piatt, has a team of five instructors who specialize in
different areas of expertise. The categories include piano, vocal training, guitar, and
ukulele. Below I have listed what each instructor teaches for private lessons.
The Instructors What TheyTeach
Rebekah Piatt Vocal and Piano
Hayley Pflug Vocal Rock and Jazz Styles
Elizabeth Lanza Voice and Piano
Hannah Stokes Voice, Piano and Guitar
Ruth Kern Voice and Piano
ANMS caters mostly to the children of well-developed parents in upscale Winter Park, Fl
and Baldwin Park, and students ranging in different ages who are looking for a place
where they can expand on their creativity and uniqueness. The owner has built an

4. excellent reputation regarding services, personalized lessons, and a pleasantly
enjoyable environment. The studio has designed a well-developed website that
showcases what they have to offer and what makes them different. The studio has an
existing presence on Facebook with a following of 690 people and 687 likes and an
Instagram that has accumulated 504 followers.
2.2 Strengths, Weaknesses, Opportunities, and Threats
 Strengths:
The studio's core strengths include the gain in followers on their Facebook page.
The “Quarantunes” episodes add an exciting interest to the studio's brand. ANMS
location is well-positioned in the heart of the Winter Park, Fl area. The attraction
of clients comes from the heart of Florida in Winter Park.. In response to the
COVID-19 pandemic, online lessons have been established to continue serving
clients. Also, Rebekah continues to invest in quality updates on the air filters and
purifiers to keep a clean and safe environment.
 Weaknesses:
A major issue the ANMS faces is the management of convincing clients to return
to the in-person lesson sessions. Health concerns, from Covid-19, have made it
extremely difficult to attract new and existing clients to the studio. As a result, the
studio has experienced a decrease in revenue. An upgrade in the marketing
strategy is our ideal approach in retrieving clients, at an acceptable capacity rate.
A minor weakness, worth mentioning, is the lack of content and adaptation to
Covid-19 exposure. Due to the new state of mind of the world, reinventing the
company’s quality on air flow in the studio is key. Along with daily cleaning
maintenance. ANMS has already adapted to this new feature and should expose
this adaptation to the target market’s awareness. Helping clients and potential
clients to become confident to register for future lessons.
 Opportunities:
The studio can create a large customer base, which can be accomplished by
demonstrating loyalty, giving exceptional services, and building customer
relationships. Another opportunity involves establishing online lessons assigned
to different teachers, which can increase the studio's clientele.
 Threats:
One of the major threats the studio faces is the economic downturn in response
to the COVID-19 pandemic. Another danger is competitors in the same location
where the studio's target market exists and studios who may want to adapt the
same business model.
2.3 The Marketplace and the Target Audience
The studio has identified the most profitable target audience to be in popular
neighborhoods surrounding the Winter Park, FL area. The geographical areas that are
particularly being targeted include: Winter Park, Maitland, Aloma, Goldenrod, and
Baldwin Park. (Google Maps). ANMS markets to mothers these regions that are at;
grocery stores, coffee shops, massage parlors, shopping malls, restaurants, and
laundromats.

5. The majority of ANMS clients are married families, Caucasian and highly educated with
a high income between $200,000-$300,000 annually. ANMS services have a main focus
age range, which are ages 7-12.
The primary goal is to get the parents' attention, specifically the mothers of the target
audience. According to MDG, 87% of moms in the U.S. use social media, and 92% are
active on Facebook. Since Facebook is ANMS’ leading social media platform, it should
be significantly easy to market to mothers.
3.0 Plan Summary
The owner’s first goal is to get online students back into the studio. The second goal is to
build the business with a 50% in client increase by the middle of next year. Therefore,
the short-term plan objective is to help students feel more comfortable within the studio.
The long-term objective is to remind the target audience that ANMS is a very special
musical place.
As mentioned in the Executive Summary, the plan includes usage of social media, paid
placement, and print media strategies. The strategies are detailed below. They
emphasize tactics that will help control the target audience's awareness of the brand’s
adaptation to Covid-19. Practice of using videos and Facebook watch parties to expose
the safety measures taken at ANMS. Other tactics include “Facebook Boosting” of the
“Quarantunes” video episodes posts to help followers see the content of lessons and the
social distancing practice. Carefully placed materials with QR codes will engage
potential new clients. The QR codes will also play a role in the program with current
clients.
4.0 Owned Media
4.1 Facebook
OnFacebook, ANMShas 687 PageLikes, and690 Followers. TheMostPopularVideohas480 views
and 19Likes, TheTopViewedVideoHas 972 views, 28 Likes, 9 sharesand 184comments.

6. We wanted to include in the plan that ANMS can take out Ads from their facebook accountby
doing the following:.
To optout ofFacebook, showing you targeted ads from other sites, or from seeing Facebook's ads
on other sites, open your Facebook page and click the upside-down triangle in the upper right
corner. Select"Settings" and then in the left-hand column select"Ads."
You'll see the new "Ads based on my use ofwebsites and apps"setting. Click the "Edit" link, and
then click the "Choose Setting" button and select"Off." You only have to do this once and itwill
apply to every gadgetwhere you sign in with the same Facebook username.
Now, this won't stop Facebook from showing you targeted ads based on information it collects
about you. However, itwon'tgetany ofyour information from its partners, and it shouldn'tsend any
of your information to advertisers.
4.2 Instagram
On Instagram ANMS has 500 Followers and 1,919 Following their postings.
We wanted to include in the plan that ANMS can take out Ad from their Instagram accountby doing
the following:
How to Stop Targeted Ads on Instagram
1. In your web browser, go to “Log In or Sign Up”.
2. Click the small arrow in the top right ofyour page. This will bring up a menu.
3. SelectSettings.
4. Click Ads. ...
5. Click “Can you see online interest-based ads from Facebook?” ...
6. Click the button that says “On”. ...
7. Click Off from the options provided.
5.0 Paid Media (Advertising)
5.1 Boosted Posts: Accepting New Students
The usage of Facebook boost ($5 - $10) per episode, will help to develop an awareness
of the target market. This is low on budget and could work with only $2 spent on
boosting per episode.
Boosts are to be directed to the surrounding areas of Winter Park suburbs. Facebook’s
boost features allow for advanced directions on locations, this is a simple solution for a

7. unique reachable approach, this allows for time and money to be focused on safety
investments.
5.2 Print Materialand QR Code
QR Code will be created to sync to newly released Quarantune’s episodes. This will be
to assist a quick visual is needed to share with a potential client.
Once one becomes a client, a unique QR code will be created that only the client can
access. With this code,the client will have access to the student’s video performances
and the progress on their milestones can be made from the first day of lessons.
6.0 References
A noteworthy music studio. (n.d.). Retrieved on June 21, 2020, from
https://www.facebook.com/ANoteworthyMusicStudioWinterPark/
Google Maps. (2020). Retrieved on June 28, 2020 from
https://www.google.com/maps/place/Goldenrod,+FL/@28.61292,-
81.3113933,13.73z/data=!4m12!1m6!3m5!1s0x0:0xa3d59a93d8ea0fa8!2sA+Noteworthy+Music+St
udio!8m2!3d28.6019633!4d-
81.3200641!3m4!1s0x88e76f09206f0163:0xdd20dd8af7fd5b8e!8m2!3d28.6102759!4d-
81.2886786?hl=en-US

8. Instagram. (n.d.). Retrieved on June 21, 2020, from
https://www.instagram.com/a.noteworthy.music.studio/
Lessons in the Key ofConfidence. (2019, December 13). Retrieved on June 22, 2020, from
https://www.anoteworthymusicstudio.net/
MDG Advertising. (2018, May 8). How to Market to Moms: 5 Insights for Brands [infographics].
Retrieved on June 28, 2020 from https://www.mdgadvertising.com/marketing-
insights/infographics/how-to-market-to-moms-5-insights-for-brands-infographic/
7.0 Appendices
Appendix A
Media Strategy
In these episodes, the student should be played by a teacher. The
instructor should be played by Rebekah. Design the music choice
as ANMS sees to fit the target market.

9. Appendix B
Media Strategy

10. The film editor’s role is to create a storytelling short film for each
episode.
Appendix C

11. Media Strategy
On the Facebook page, the boosts on this page will help with
exposure to the target market.

12. Appendix D
Editorial Calendar
The editorial calendar guides the process of the production and
release of the “Quarantunes” episode through the social media
platform. This can be explained in a seven day format. First,
establishes the filming and sending of the footage to the film
editor. Second, involves the set up on the social media platforms.
Creating the awarenessof the new videos. This is also when the
editor sends his final cuts to Rebekah for approval or additional
content to be added and/or taken out. The final release date
should be on Saturday. The reasoning for Saturday as the
release date is for the highest chance to reach both target
markets; the client and the student. The calendar also outlines
what posts will be made on social media platforms. Facebook
posts and shares should be the main goal throughout the week to
get the audience more engaged.
Here is an example of the editorial calendar:
Monday Tuesday Wednesda
y
Thursday Friday Saturd
ay
Sunday

13. Create
a post
that
explains
change
s being
made
with air
ventilati
on and
purifiers
.
Make a
post
telling
followers
to check
out A
Notewort
hy
Studios
website.
Create a
post
asking
the
people of
their
current
concerns
taking
lessons.
Interact
with them
in the
comment
s.
Share a
photogra
ph of a
few
filming
sessions.
Add
necessar
y content
on
descripti
on.
Share a
blog
post
that
relates
to the
benefits
of
receivin
g
private
music
lessons.
Creat
e a
buzz
with a
mini
video
flyer
post.
Simila
r to a
trailer
or
sneak
peek
of a
film.
Repost
photos
of
student
s while
they are
receivin
g
lessons.
Optional:
Posta
mini
video of
Rebekah
performi
ng a
favorite
music
piece of
her
choice.
Optional:
Posta
mini video
of
Rebekah
performin
g a
favorite
music
piece of
her
choice.
Share a
photogra
ph of a
few
filming
sessions.
Add
necessar
y content
on
descripti
on.
Post a
short
video
clipof a
student
sharing
their
experien
ceat the
studio.
Creat
e a
buzz
with a
mini
video
flyer
post.
Simila
r to a
trailer
or
sneak
peek
of a
film.

14. Film live
session
s with
the
student
s and
instruct
or
within
the
studio
class
room.
Send
footage
to the
editor.
Start a
live
session to
inform
followers
that you
will be
hosting a
watch
party.
Release
date to be
announce
d.
Film
another
live
session
with
students
and
instructor
s.
Send
remaini
ng
footage
to the
editor.
Start
a
watch
party
for the
releas
e
date.
Update
Air filter
conditio
ns.
Review
editor’s
finals for
approval
.
Release
the
videos
on
Facebo
ok Live
on the
upcomi
ng
Saturda
y.