Marketing plan formulation

1. Page 1 of 3
Assignment 1 Form – Marketing Plan Formulation
Student Name: _______Gilberto Pena____________
Client and/or Event (See activity Our Client in Week 1): ______Creative Angel_______________
Based on research and interviews, what is the client's overall goal? This is about their needs and
desires, not about fancy marketing language, so say it like they would.
Answer here: Expand his brand on social media platforms such as Instagram and twitter to reach new
audiences. He wants to position himself as one of the most influential urban artists in Orlando.
Name up to five reasons you believe the client wants to meet this goal. These are the personal or
professional benefits the client imagines he or she would realize. They can be functional, social or
emotional reasons
1. Make more money
2. Sell more of his music
3. Have bigger concerts
4. Expand his presence in the industry
5. Sign with big music companies/records
With the reasons stated above, what two or three broad, marketing related accomplishments
would signify progress toward the goal? For instance, if the goal is to have a successful summer festival, maybe an
accomplishment is to increase the attendance of tourists to the festival. OR… if the goal is to sell more items in a new product line,
maybe the accomplishment is to increase visitors to the retail site.
1. Increase the amount of people that listen to his music
2. Increase attendance of all the tourist that go to Orlando to his concerts
3. Get recruiters of big record labels to listen to his music
Congratulations! You’ve just set your marketing plan Objectives.
Now, make your Objectives SMART. And make sure they match #1 to #1, etc.
Objective Specific Measurable Attainable Realistic Time-bound
Example Increase advance ticket sales/tourists By 1,000 > than last year Yes Yes By first day of festival
Example Drive traffic to the retail website 10,000 new visitors Yes Yes Within 6 months
Objective 1
1. Increase the amount
of people that listen
to his music
10,000 > than last
year
yes yes Within 6 months
Objective 2
Increase attendance of all the
tourist that go to Orlando to
his concerts
5,000 > than last
year
yes yes
On his next
concert

2. Page 2 of 3
For now, we will not take a deep dive into the various tactics and actions you want to
recommend in order to meet the objectives you’ve set. You will need more time to think about
those because they involve such things such as specific content proposals, digital or social
networks, posting schedules, and perhaps even non-digital, or traditional marketing ideas.
However, we can start down that path by giving thought to what an indication of success would
be for each Objective.
Begin by identifying KPIs (Key Performance Indicators) for each objective above. Remember,
these are the action steps that show that the marketing team is working toward successfully
meeting an Objective. There can be more than one KPI for each Objective, and ample space is
provided for that below. Again, make sure #1 KPI matches #1 SMART Objective, etc.
Example KPI for a
SMART Objective
If SMART Objective is 25 media mentions in 90 days, KPIs might be number of press events held, press releases
sent out, or interviews given
KPI for Objective 1 40% new downloads on Spotify KPI for Objective 2
KPI for Objective 1 15% new ticket sales KPI for Objective 2
KPI for Objective 1 Receive more than 5 records offers KPI for Objective 3
KPI for Objective 1 KPI for Objective 3
KPI for Objective 2 KPI for Objective 3
Good job! Now, all of the above should be influenced by the following factors:
What are the two or three personas (fictional but representative customer or fan) your client
wants to attract? Build them using your target market segments as shown below. See a review of
personas in Presentation 3.5 in the Week 1 Lesson Activity and refer to the Our Client interview.
Name Your Persona Geographic Demographic Psychographic Benefits sought
What is her/his name? Where does s/he live? Age, marriage, income,
education, etc.
What is s/he like? What
does s/he like?
What does s/he get
from the product/svc?
Luis Miami 22, single college
student.
Loves to party, goes
to night clubs likes
rap, he is a city boy
and he is active at
nights.
Discover a new
artist to listen to
while he is on his
apartment chilling.
Michael Brooklyn, New York 17, high school
student.
He hangs out in. the
city with his friends
all the time, likes to
smoke, when he is
alone, he listens to
rap music
Have new music to
listen while on the
bus to go to school
and to show his
friends
Objective 3
1. Get recruiters of big
record labels to listen
to his music New label offers yes yes
Within 6 months
to 1 year

3. Page 3 of 3
Tyson LA 25, with Hispanic
parents, works on
sonny records
He is active during
late night, enjoys
going to concerts
and festivals
Go to festivals to
listen to an artist
that he likes.
How would you name the campaign and specify the message for each of the personas above?
Remember to monetize the emotional connection!
Persona 1. Urban boys only – If you like the jungle, listen to the king of the jungle.
Persona 2. Ride with style – Don’t get bored when you ride
Persona 3. Discover true talent – Talent made to make history
Finally, let’s look at the client’s website (or other digital presence if none). This is per the
“Websites Description” topic in your Week 1 GPS Activity. When you run a search, how does the
website description look? Does it work in your opinion? Does the search engine simply scrape
the first few dozen words from the front page of the site and use that as the description, or is
there a dedicated description?
Answer here: I looked at his description on Spotify music and it is very accurate. It talks about his history, where
he comes from, what inspired him to make music and what are the artists that he looks up to. It is not
overwhelming, in fact it is perfectly. To understand the type of music that CreativAngel produces.
And lastly, imagine you are one of the personas you’ve created as a representative “customer” or
“fan” of the client. Per the “User Stories” topic in your Week 1 GPS Activity, write a user story that
describes their experience on the website. A couple of paragraphs should be enough.
Answer here: The first time I listen to CreativAngel I was on Coachella Festival. He was one of the first artist and
besides his music, what made me appreciate him more is his positive vibe spreading that he was doing. He is
the type of artist that like the give back to his fans and is conscious that without his fans, he is nothing. His
music is full of different vibes that remind me of lil Wayne and Kid Kudi.