2. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
Maximizing Luke Comb’s brand website to gain 50,000 fans.
18+ adults
12-17 teens
60% Country listeners (Kentucky, Tennessee, Mississippi, and
Alabama (https://www.cmaworld.com/wp-content/uploads/2021/02/CMA_Country-Audience-
Deck_Web.pdf)
I will be utilizing YouTube videos, interviews, and audio to
reach the target market
53% Country listeners visit Social Networks multiple times a
day (https://www.cmaworld.com/wp-content/uploads/2021/02/CMA_Country-Audience-
Deck_Web.pdf)
Social Media Advertising
(https://unsplash.com/s/photos/co
ncert-fans)
3. Owned
The below settings are optional
Comments disabled?
Explanation
Social Media Advertising
Luke Combs performs a live replay on
February 18, 2021 of his full performance on
What You See Is What You Get tour in
Lexington, KY of 2020.
Due to the Covid pandemic, live concerts came to a halt. Luke
Comb reach's out to his fans by hosting a live show of a previous
concert in 2020. There were over 14,000 live streams worldwide
and more than 11,000 shares from social media and YouTube
viewers. Fans reminisced on the nostalgic memories from
concerts pre-Covid. The benefits from hosting a live
performance showed that fans were more than willing to buy
tickets when Combs held his first live concert.
https://seatgeek.com/tba/music/luke-
combs-what-you-see-is-what-you-get-tour/
4. Owned
- or -
Explanation
Social Media Advertising
Haven’t been able to get home from Daytona yet because of
the weather, so we’re just hanging out and I figured I’d share a
new song I’ve been working on with @ChanningWilson
and @BigRobSnyder
. It's called "Growin' Up and Gettin' Old." What do y’all think?
https://twitter.com/lukecombs/status/1361842803895017479
Luke Comb’s uploaded a video to Twitter to show his
fans and followers a new song he has been working on
called “ Growin Up and Gettin’ Old.” Combs had 1,171
retweets, 229 Quote Tweets, 7,995 likes on Twitter, and
204,900 views from posting a video of his work. Fans
have an idea of what will be Luke Comb’s next hit song.
https://tasteofcountry.com/luke-
combs-growin-up-and-gettin-old/
I tried to insert a video of Luke Comb’s
post from Twitter, but I couldn’t get it to
upload. I found an image of the beginning
of the video, and here is a link to Twitter:
https://twitter.com/lukecombs
5. Owned
- or -
Explanation
Social Media Advertising
Got together with the boys for the “Cold
Beer Calling My Name” music video and it’s
out now! Hope y’all like it!!
Link to watch is in my bio.
https://www.instagram.com/p/CLF-KNzjFEP/
Luke Comb posts videos to keep his fans up to date on
his work and life. Combs has 3.6m followers, and Combs
markets himself by posting Q & A’s, show clips,
unreleased songs, and new albums. Luke Comb’s posted
his “Cold Beer Calling My Name” music video on
Instagram. The video had 465,181 views and plays and
950 comments.
I tried to upload the Instagram video
“Cold Beer Calling My Name,” but
PowerPoint wouldn’t support it. I
uploaded the video on YouTube. Here
is a link to Comb’s Instagram:
https://www.instagram.com/p/CLF-
KNzjFEP/
https://www.youtube.com/watch?v=T
NlC2aoEkGw
6. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
Gaining more CRM: Direct-to-Fan-Communications
engagements by 20,000.
18+ adults
12-17 teens
60% Country listeners (Kentucky, Tennessee, Mississippi, and
Alabama (https://www.cmaworld.com/wp-content/uploads/2021/02/CMA_Country-Audience-
Deck_Web.pdf)
I will be appealing to the target market by published
Interviews, blogs, social engagements.
Media & Published Campaign
7. Earned
Audience of the Sharer or Engager
Text of post designed to generate engagement
Photo (or Video Still) of Content “fishing” for Shares
Engagement Type Solicited
Academic Explanation
Engagement
Instagram
Q & A, “ask me a question”
https://www.instagram.com/stories/highlig
hts/17941268488081288/
Combs will engage in CRM: Direct-to-Fan-Communications by
hosting live Q & As on Instagram. Engaging with fans will open a
more prominent outlet for record and market sales, also gaining
more loyal fans.
18+ adults
12-17 teens
(https://www.cmaworld.com/wp-
content/uploads/2021/02/CMA_Co
untry-Audience-Deck_Web.pdf)
Comment, Like, and Share
https://www.rollingstone.com/pro/features/future-25-
chris-kappy-and-lynn-oliver-cline-luke-combs-team-
889737/
8. Earned
Their Audience
Assets to Provide to Blog
Blog Cover Image or Thumbnail
Blog Link
Academic Explanation
Review or Mention
Interview
• Where were you raised?
• Where do you want to be in 5 years?
• Do you write your own songs, and what
is the motivation behind your songs?
Engaging in an Interview will give fans and followers an
understanding of who Luke Comb is, his background, and
what motivates Combs.
18+ adults
12-17 teens
60% Country listeners (Kentucky,
Tennessee, Mississippi, and Alabama
residents)
(https://www.cmaworld.com/wp-
content/uploads/2021/02/CMA_Coun
try-Audience-Deck_Web.pdf)
http://theshotgunseat.com/interview-meet-
luke-combs-a-regular-guy-with-exceptional-
talent/
9. Earned
Their Audience
Assets to Provide to Blog
Blog Cover Image or Thumbnail
Blog Link
Academic Explanation
Appearance
• Who is Luke Combs?
• Why did you start singing?
• What instruments do you play?
• Do you write your own songs, if so, what is your motivation?
• Who is your favorite artist?
• Where do you hope to be in 5 years?
Appearing on a blog will give Luke Combs fans an
understanding of who Combs is, his background
information, motivation, and who Comb's inspiration is.
18+ adults
12-17 teens
60% Country listeners (Kentucky,
Tennessee, Mississippi, and
Alabama residents)
(https://www.cmaworld.com/wp-
content/uploads/2021/02/CMA_Countr
y-Audience-Deck_Web.pdf)
http://thetennesseelife.blogspot.com/2014/04/ne
w-music-monday-luke-combs.html
http://thetennesseelife.blogspot.com/2014/04/
new-music-monday-luke-combs.html
10. Desired
Outcomes
Target
Market
Tactics
Utilized
Campaign
Name
Creating a website that builds and promotes Comb’s brand.
Bringing in an increase of 50% revenue in ticket sales,
merchandise, meet & greets, and exclusives.
18-35 veterans
18+ adults
12-17 teens
60% Country listeners (Kentucky, Tennessee, Mississippi, and Alabama
(https://www.cmaworld.com/wp-content/uploads/2021/02/CMA_Country-Audience-
Deck_Web.pdf)
I will be appealing to the above target market by providing current
information on Comb's website and podcast with tour dates, meet & greets,
and exclusive content. I will also provide information with an advertisement
from Ford featuring Combs partnering with Ford to support Guitars for Vets.
This organization will help veterans cope with PTSD through music.
Online Advertising Campaign
https://unsplash.com/p
hotos/ute2XAFQU2I
11. Owned
Academic Explanation
Abstract
Landing or Sales
Content Type
The difference is very minimal as a sales page is a landing page. It just happens
to have an on-page shopping cart pre-loaded so the customer can enter
payment info and buy without ever leaving the page, signing up, etc.
Luke Combs
Comb's website is a landing and sales page. Consumers
can shop exclusive merchandise, music (cd & vinyl),
concert tickets, membership plans while also finding out
information for tour dates, meet & greets.
Creating a website that builds and promotes
Comb’s brand. Bringing in an increase of 50%
revenue in ticket sales, merchandise, meet &
greets, and exclusives.
Landing & Sales Page
The content provided on Comb’s
website is entertaining and
informational. I am selecting this
content because providing one
place to find entertainment and
information is vital. Comb’s
webpage includes tour dates, pre-
sale tickets, concerts, meet &
greets videos, and apparel.
12. Owned
Academic Explanation
Abstract
Content Type
Podcast Series Name
Existing Series, New Series, or New Limited Series?
Luke Combs Performs in Studio + Our All – Time Favorite
Country Songs + Will Lunchbox Get A Haircut For
Raymundo’s Wedding?
Providing a Podcast with Luke Combs will give Comb’s
fans an insight into his life. How did the pandemic affect
Combs and writing songs? A Podcast will also give
Comb’s a chance to gain more fans and followers.
Bobby Bones Show talks about CMA
nominations. Combs performs live
performances and talks about his experience
with writing songs during the pandemic.
https://podcasts.apple.com/us/podcast/luke-combs-performs-in-studio-our-
all-time-favorite/id1220546899?i=1000495823820
The Podcast is entertaining and
informational. Combs talks
about his favorite country
singer, and other hosts also
state their favorite country
songs. Combs also performs at
the studio. Combs talks about
his experience with writing
songs during the pandemic.
The Bobby Bones Show
The Podcast will be part of an existing
Podcast with Bobby Bones as the host
and Luke Combs as the guest.
13. Paid
Target Market
Ad Example*
Display, Video, or Mobile?
Academic Explanation
* Image only at this
time. If your ad is a
video, use a still.
You can use a look-
alike from your
company or a
competitor. Or make
your own mockup in
Canva, Photoshop, or
another application.
Advertisement
Luke Combs Website, Facebook,
Twitter, Youtube
Luke Combs partners with Ford in a TV
commercial, “Guitars for Vets.” In the video,
Combs is sitting on a stool with music equipment
around him, but he is holding a guitar in which he
states that consumers can donate a guitar like his
or make a financial donation to help veterans
cope with PTSD through music. Behind Combs is a
red Ford F-150 pickup truck to advertise Ford’s
vehicles.
18-35 veterans
18+ adults
12-17 teens
60% Country listeners (Kentucky, Tennessee, Mississippi, and Alabama
(https://www.cmaworld.com/wp-
content/uploads/2021/02/CMA_Country-Audience-Deck_Web.pdf)
Video
https://www.ispot.tv/ad/n0xH/ford-proud-to-
honor-guitars-for-vets-featuring-luke-combs-t1
