Creative Brief for Skillshare Digital Strategy class. Appreciate any comments/questions/feedback... Enjoy!

1. Playground Sessions
Creative Brief
Kelsey Page
October 25 2012

2. Playground Sessions: The end of
piano lessons
• Online, revolutionary platform
• Makes music learning:
• Accessible
• Doable
• Fun
• Interactive
• Affordable
• Notably:
• Not your grandma’s music: Uses contemporary, popular music in lessons
• The carrot on the stick: Motivates, tracks, rewards students through visual
and interactive methods (badges, bonuses, scoring, progress charts, etc.)
• Social: Allows collaboration between musicians through
competition, sharing, and self-publishing

3. The Goal:
Increase brand awareness and site traffic
Boost sales in the next 12 months

4. Who is the target?
Teens currently taking piano
lessons who want to quit
• They feel
bored, frustrated, annoyed, unm
otivated to continue
• Keyboard? Is it QWERTY?
Where does an instrument from
the Middle Ages fit into my
Digital World?
• Costs too much time and money

5. The Message:
Stop taking piano lessons and start playing
the piano

6. Why Piano Sessions?
• Effective
• Instantly corrects students’ mistakes – quicker results in improvement and
growth
• Affordable – For less than the price of an iPod, you can reach intermediate level
on the piano
• Fun
• Don’t like Mozart? Not a problem. Contemporary popular music tracks. Learn
current music so you can start showing off to
• Interactive
• Interact with other students, share your progress and tracks with friends
• Online
• At your fingertips, anytime, anywhere. No need to take a break or stop if you’re
on vacation or move to college.

7. Comms Framework

8. Sweet Success
 In the next 12 months:
 750,000 qualified site visitors to the site
 5,000 purchases

9. Questions?
Reach me at @KelseyPage
Thanks!