My final pres. for the Skillshare class #Digistrat with Julian Cole. Enjoy!

1. PLAYGROUND SESSIONS
DIGITAL STRATEGY RECO
K E L S E Y PA G E

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. THE TARGET: THE NEW KIDS ON THE PIANO BENCH
Teens new to learning piano
• The piano is a hypothetically cool goal; but
actual lessons are time-consuming and
boring
• Expensive – both in terms of time &
money

5. THE TARGET: WOULDA, COULDA, SHOULDA
Piano is seen as a great idea; hypothetically. Words such as
Teens new to learning “wish”,”could”,”would” and “if” are associated with Tweets around piano.
piano
• The piano is a
hypothetically cool Meanwhile, their friends already in
piano lessons see them as boring and
goal; but actual lessons time consuming.
are time-consuming
and boring
• Expensive – both in
terms of time & money

6. THE TARGET: THEY HAVE LITTLE MONEY, AND EVEN LESS TIME
Piano lessons are viewed as
Teens new to learning expensive. For the world of free
piano apps, paying for weekly lessons is
expensive. However, teen employment
• The piano is a in the US dropped to an all-time low in
hypothetically cool 2009, coinciding with a spike in
goal; but actual lessons Google Searches for piano
are time-consuming lessons, suggesting that they have
more free time and incentive for
and boring
extra-curricular activities to attract
scholarships.
• Expensive – both in
terms of time & money

7. THE TARGET: THEY HAVE LITTLE MONEY, AND EVEN LESS TIME
Teens new to learning
piano
• The piano is a
hypothetically cool
goal; but actual lessons
are time-consuming
and boring
Playing the piano for them is like the
singles-market music industry: they’re
• Expensive – both in searching for specific goals and
terms of time & money songs to play.

8. Insight Positioning
Stop taking
Taking piano
piano lessons
lessons is
and start
boring and
playing the
takes a long
piano
time to learn

9. WHY PLAYGROUND 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.

10. THE BIG IDEA
A handheld experience of Playground Sessions, 100% shareable and customized to
the user’s music tastes. Bring the piano to the player.
Two principal ideas to own this space:
• Mobile App
• Play like a piano star, party like a rock star (blogger challenge)

11. THE BIG IDEA: THE MOBILE APP
Create a free mobile app, that pulls a song from the user’s iTunes library and
teaches them how to play it on a virtual piano.
• Users have 5 minutes to learn 15 seconds from the song, and then are ranked
among other players using the app.
• Rankings can be shared on Facebook, Twitter, emailed, or sent through
MMS/SMS to share with friends.

12. THE BIG IDEA: PLAY LIKE A PIANO STAR, PARTY LIKE A ROCK STAR
Challenge 10 top music bloggers/writers to learn their genre on the piano
(dubstep, rap/hip hop, country, pop, indie)
• Bloggers upload the videos to YouTube, and the blogger with the most views wins
a trip for two to NYC for one night to see a concert of their choosing

14. DIGITAL ECOSYSTEM Spotify Ads & playlists (featuring
the Top 100 Pop Songs featuring
the piano)
Banner Ads, Youtube Ads (pop music videos), Facebook
Ads (targeting 13-30 year-olds in the US), Google Ads Mobile App
(Targeting college application sites, Top 50 Universities in
the US, and searches on “piano”, “play on the Youtube Channel/Blogger Outreach: 1
piano”, “piano tutorial”, “piano lessons”) Month to Piano Star Challenge
Website

15. KPI SAMPLE: YOUTUBE BLOGGER OUTREACH
Consistent sales on site
500 app downloads/month
Spotify and Youtube playlist
viws/subscriptions
20,000 trial downloads, 5,000
purchases
Increase in sales on site;
consistent sales
increase trend on site
50,000 site hits in 6 months, top
ranking Google SEO
1,000,000 Youtube views from Blogger Outreach, 1,500,000 site impressions, 5 organic blog
pieces on PS

16. BUDGET
Paid Search $45,000 Mobile App $55,000 Blogger Outreach $15,000
Google: $20,000 Mobile App Initial buzz (FB Youtube ads, Google
YouTube: $5,000 development/creative: $20,000 Search, blogs, etc.): $10,000
Facebook Ads: $10,000 Implementation on PS Management (blogger contact): $3,000
Spotify Ads: $10,000 Facebook Tab: $35,000 Contest Prize (Trip to NYC + concert tickets
for 2people, 1 night): $2,000
Projected
Budget:$115,00
0

17. MEASUREMENT
Time of implementation 6 months post-implementation (e.g.
(e.g. December 2012) June 2013)
• Google/Facebook/Youtube • Google/Facebook/Youtube CTR
CTR • Number of subscribers to PS
• Number of subscribers to Spotify Playlist
PS Spotify Playlist • Consumer Survey (brand is top-of-
• Consumer survey mind)
• Blogger outreach Youtube • Blogger outreach Youtube views
views • PS site traffic
• PS site traffic
• Number of trials downloaded
• Number of trials • PS sales
downloaded
• PS sales

18. SWEET SUCCESS LOOKS LIKE…
In the next 12 months:
 750,000 qualified site visitors
to the site
 5,000 purchases

19. QUESTIONS?
TWEET AT ME! @KELSEYPAGE
THANKS!