Falcon's Invoice Discounting: Your Path to Prosperity
MarketingPlan_TeamPortfolio.pdf
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Full Sail University
Winter Park, FL
United States of America
Marketing Plan for
Venture Motel
Jessica Wornum
Jonathan Kline
Lailah Portillo
Rocio Guzman-Perez
Project & Portfolio IV: Entertainment Business
11.20.22
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Table of Contents
1.0 Executive Summary.......................................................................................................... 3
2.0 Band Overview ................................................................................................................. 4
2.1 Strengths, Weaknesses, Opportunities and Threats: ................................................................ 4
2.2 Target Audience: ...................................................................................................................... 5
2.3 Soundalikes:.............................................................................................................................. 5
3.0 Consistency: ..................................................................................................................... 6
4.0 Performing:...................................................................................................................... 6
4.1 Venue Recommendations:......................................................................................................... 7
4.2 Partnerships:............................................................................................................................. 8
5.0 Digital Media.................................................................................................................... 8
5.1 Instagram & Tik Tok..................................................................................................................................9
5.1.1 Lyric Teaser Countdown:...........................................................................................................................9
5.1.2 Merchandise Poll........................................................................................................................................9
5.1.3 Tik Tok Song Teaser ................................................................................................................................10
5.2 Online Website:....................................................................................................................... 10
6.0 References:..................................................................................................................... 11
7.0 Appendices: .................................................................................................................... 12
A. Editorial Calendar:.................................................................................................................. 12
B. Content Examples:................................................................................................................... 15
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1.0 Executive Summary
Venture Motel is an Orlando, FL Indie Retro band that is not well-known yet. The
band’s top goals are to perform live, create and release new music, and design branded
merchandise. This strategic marketing plan provides a step-by-step plan for meeting those
goals.
The marketing team examined Venture Motel digital presence to create marketing
strategies for the band’s success. The band does not have a strong social media presence
or a strong name recognition in the city of Orlando. However, during the year of 2022,
Venture Motel has released a single on platforms such as Apple Music and Spotify.
The plan objectives are to strengthen Venture Motel’s social media presence and
name recognition. The strategies include recommendations for consistency, a branded
website, social media campaigns, and performance venues for the target audience of
central Floridians between the ages of 18-34 years old. Recommendations for live
performances include local coffee places, restaurants, and bars.
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2.0 Band Overview
Venture Motel is a local band in Orlando, FL, created by its lead singer, Wilson
Bohman. The band is an inspiration after the band Coyote Theory, which is Wilson’s
brother band. The name Venture Motel comes after a motel Wilson saw while working
for his dad’s print shop. Bohman enlists the help of his friends Charles Schaefer on piano
and Ethan Fincham on drums to create a group that is ready to go far in their music
career.
Wilson Bohman has a strong entertainment background. Since the age of fifteen,
he has played guitar and trumpet. By the age of seventeen, Wilson wrote singles such as
“Lost”, “Come Home”, and “Thoughts”. A year later, Venture Motel had the chance to
perform these songs live, when his now piano player joined the band.
2.1 Strengths, Weaknesses, Opportunities and Threats:
Venture Motel has great music that can be enjoyed beyond the targeted
demographic. Their music is emotional and connects with their audience in a personal
matter. They perform at their best live, but they do not have a consistent social media
posting schedule. Their presence on sights like Instagram, Tiktok, and Twitter is
currently small in comparison to other local bands.
Venture Motel can build a personalized website. They can also sell merch that
includes the brand's colors and logo. Within Florida there are many chances to perform
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during open mics for free as well. Unfortunately, these open mic event opportunities can
fill up quickly if not taken advantage of earlier on. As well as the fact that there are local
bands that already have a consistent posting schedule.
2.2 Target Audience:
Venture Motel appeals to an audience between the ages of 18- 34 years old. Most
of this audience lives in Central Florida and are in high school or college. They don’t find
themselves in a relationship and mostly work at retail stores. The income of this personas
goes between $2,000 per month to $20,000 a year.
Venture Motel’s audience are extroverts that are considered hard-working people
with a strong sense of loyalty. They want to make their families proud. They are lovers of
outside activities such as roller-skating, the beach, and fashion standards. The audience
that listens to Venture Motel are high performers that find a big importance in protecting
the environment and representing their micro-culture.
2.3 Soundalikes:
Venture Motel has a unique sound that makes their audiences feel like the main
characters of a movie. The band provides an energetic boost to help their audience deal
with what they have going on in their lives. They grant motivation, happiness, and a
sense of compassion through their music.
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Venture Motel create their sound and write their own music. However, their Indie
energy transport listeners to other artists such as WALLOWS, The Regrettes, Clairo, and
more. The band is currently on their path to redesign their style, to fit in a more vintage
setting. This leads the band to bring out similar energies from artists such as Earth, Wind
& Fire and The Lumineers.
3.0 Consistency:
Deadlines are part of becoming consistent with an artist to provide efficiency in
posting content at a given time to attract the audience and create a fan base. Preparation is
a key structure to create and follow a schedule on time. The purpose of a schedule is to
ensure that content is posted on time, venues coordinated, music release date,
photoshoots etc. Monitoring Venture Motel media status and performance status will
demonstrate progress in overall demographics.
The quality of the bands overall efforts in terms of connecting with audiences will
impact opportunities in terms of target audience, partnerships, collaborations, and
concerts if unable to follow a constant schedule.
4.0 Performing:
Following Venture Motel’s wants from the marketing team, the band wants to
perform live more. The band will be recommended venues that work well with their
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brand and that will help Venture Motel gain more recognition. There will also be a live
performing schedule implemented in the marketing. In this case, the possibility of
performing at least once a month live, will be a start to gaining more live shows while
being respectful of the band member’s personal time and responsibilities.
With this schedule it will allow a buildup of anticipation for the next and have
more fans coming out to catch a glimpse of the show. This will also give the band content
to post on their social media sites.
4.1 Venue Recommendations:
Performing locally permits the people to be aware of what type of music is being
introduced and slowly builds its own demographic as the artist performs in venues. The
desire to perform in venues is part of contacting a manager who oversees the venue.
Youkey Theatre is located in Lakeland Fl, where bands perform both indie and
rock genres. Every month bands perform in large crowds. Will’s Pub/Lil Indies is located
in Mills District in Orlando Fl. The venue plays a laid-back genre from goth, punk, indie,
to church rock or hip- pop. Café Davinci is located in Deland Fl. The venue is both
indoor and outdoor venues where indie music, reggae, rock, pop, are performed.
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4.2 Partnerships:
Partnerships focus on authenticity of an artist, based on the sound, the style, and
their image. Networking with other artists, mutual connections, similar interest, and
communicating efficiency with individuals, builds up relationships where both parties
may benefit from one another. When partnering with an artist such as The Venture Motel,
people expect to reminisce. Collaborating with Spotify allows users to explore the genre
of Indie Retro, whereas the band Venture Motel will have the opportunity to promote its
songs once the artist has reached more than 2,500 followers on the Spotify platform and
more than 15,000 streams in 30 days.
5.0 Digital Media
Social Media is becoming a fundamental place for the entertainment industry success.
Venture Motel is not the exception.
The same concept aligns for a branded website which conveys the band’s brand.
Campaigns and recommendations for social media and an online website are below. These
strategies serve the plan objective of building name recognition for the band.
The campaigns also support the band’s desire to release new music in 2023. The
marketing team’s recommendations for a new music release schedule is to promote starting
March of 2023 and to release an extended play as opposed to a series of singles. The team
suggested dropping the band’s newest single first. This will be promoted by posting of the
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upcoming release twice on social media. Then after a month of the drop, began marketing for the
EP, with the same schedule as before. This is Venture Motel’s top desire for their music success.
(See Appendix B.1 for Digital Media)
5.1 Instagram & Tik Tok
5.1.1 Lyric Teaser Countdown:
The teaser countdown is meant to be used on Instagram. The single Park Ave,
released in 2021, is a placeholder to gain excitement about a single release. The
countdown clock is a sticker within the Instagram app and is done in the story portion of
the app. Then once the countdown sticker is added scroll to the month planned to release
the single. It is suggested to be posted a month before public release. (See Appendix B.2
for Instagram & Tik Tok)
5.1.2 Merchandise Poll
This poll is designed to be on Instagram and be interactive with fans. It allows the
audience to make a choice for what type of merchandise they would buy. The
merchandise was created in Photoshop, the photo on the top design was taken from
Venture Motels Instagram. The poll is a sticker from Instagram stories. The screenshots
are put together in Instagram stories and added to the poll. (See Appendix B.3 for
Merchandise Poll)
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5.1.3 Tik Tok Song Teaser
The TikTok song teaser will be used to help the viewer see a sneak peak of the
new release. This speaks to the young adult audience that is on TikTok the most. The
background is from Canva using the TikTok template Canva has displayed. The photos
are from Venture Motels Instagram. (See Appendix B.4 for Tik Tok Song Teaser)
5.2 Online Website:
Venture Motel Website will be used to promote the band services such as new music,
merchandise, and social media. This online website will be a tool to create a more personal
experience for Venture Motel’s audience. It serves the plan objective of building social media
presence and the promotion of live performance for the band. We took inspiration from Fall Out
Boy, Måneskin, and Arctic Monkeys. These groups have very simple yet unique designs that
portray who they are extremely well. The website will have a landing page, a page to connect to
the music streaming platforms, and a page for merch. The goal for the online website is to grant a
more personalized service to Venture Motel’s target audience. (See Appendix B.5 for Online
Website)
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6.0 References:
Disctopia. (2020, October 22). The Benefits of Listening to New Indie Music | Disctopia.
Retrieved November 14, 2022, from disctopia.com website:
https://disctopia.com/listening-to-new-indie-music/
U.S Bureau Statistic of Labor. (2021, May). Retail Salespersons. Retrieved from
www.bls.gov website: https://www.bls.gov/oes/current/oes412031.htm
Watson, A. (2018). Favorite music genres among consumers by age group in the U.S.
2018 | Survey. Retrieved from Statista website:
https://www.statista.com/statistics/253915/favorite-music-genres-in-the-us/
Indie & Rock in Lakeland. Best Indie & Rock in Lakeland 2022/23: Tickets, Info,
Reviews, Videos and more. (n.d.). Retrieved November 13, 2022, from
https://www.lakeland-theater.com/index_indie_rock.php
Dabrowski, A. (2021, August 24). Small live music venues in Central Florida for a Big
Night Out. Orlando Date Night Guide. Retrieved November 13, 2022, from
https://orlandodatenightguide.com/2018/08/live-music-venues-in-central-florida/
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7.0 Appendices:
A. Editorial Calendar:
The editorial calendar is for a consistent social media schedule. The main sights that will
be seen are Instagram, Tiktok, and Twitter. This calendar will be a way to keep up with postings
and which posts are soon needed and which have already been completed. Each social media
sight has its own calendar, so the information provided is not cluttered nor hard to understand. A
link will be provided below in order to go directly to the calendar.
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templates to find the background, using the text tool and type the promotion. The photo is
from Venture Motels Instagram the animation will be in the animate section.
B.2 Instagram Teaser Countdown:
https://youtube.com/shorts/XhcvtUTa7a4?feature=share
B.3 Merchandise Poll:
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B.4 Tik Tok Song Teaser:
https://youtube.com/shorts/NhqnINrfX0U?feature=share
