For Julian Cole's Digital Strategy skillshare class

1. Communication Framework
Playground Sessions
Alex Meckes

3. Who?
Relapsed Young Adults, those who have played music before but
stopped due to various reasons such as cost of lessons, time
commitments, lack of improvement, boredom of practicing.
Age range from 18-25, primarily male and college educated
Intended Action
750,000 qualified visitors (conversion rate > .75%) to the
Playground Sessions site in the next 12 months.

4. Phase 1 Awareness
● Young Adult's are busy and don't necessarily have the time or patience for
lessons, emphasize that Playground Sessions is self paced and engaging.
● Reintroduce the idea of how gratifying learning to play an instrument can
be.
● Piggyback on David Sides being the instructor, who is entirely self taught,
which means learning an instrument well is entirely possible.
Channels
● Celebrity Endorsements
○ David Sides, Quincy Adams, ???
● Paid Media
● Owned Social: Youtube, Facebook, Twitter.
● Music Related Blogs.
● DRTV:
● Search Optimization.

5. Phase 2 Research
● Try for free with the ability to practice songs you want to play and at
differnet skill levels.
● Since these potential consumers have played music before, mention that
Playground Sessions isn't just playing pop songs, you can fine tune your
music theory skills and technique in an interactive and social way.
● Reward yourself with the ability to play an instrument for Christmas/New
Year's.
Channels
● Active Communities: Reddit/Quora
● College Music Programs***
● Paid Social
● Owned Social
● Blogs/News Sites
● POS

6. Phase 3 Purchase
● Get all the benefits (and more!) of private lessons for a portion of the price.
● 7 Day Trial
● Student Discount/Subscription option***
● Show students who have had success with Playground Sessions (YT video
performances, Paid Media)
Channels
● Landing Page.
● App Community? (with release of iPad App)
● Social
● CRM