The document provides a digital strategy for a piano learning software called Playground Sessions. [1] It analyzes the target audience as first time teen piano players and their parents and proposes communicating to teens online and showing how Playground Sessions makes learning piano fun like a game. [2] The strategy suggests setting up an interactive "Piano Gamestation" in shopping malls around Christmas to engage teens and show how the software works in an attention-grabbing way. [3] Playing the piano would navigate a video game on a large screen, and sharing the performance online and through cards would promote the software while being fun for teens.

1. LESEPRÄSE
DIGITAL STRATEGY
FOR PLAYGROUND SESSIONS
SKILLSHARE ASSIGNMENT
„HOW TO BECOME A GREAT DIGITAL STRATEGIST“ BY JULIAN COLE
LIANE SIEBENHAAR @L7H #DIGISTRAT

2. 7 STRATEGIC QUESTIONS:
#1
Where do we come from?
#2
Where do we want to go?
#3
Who are we talking to?
#4
What do we have to tell them?
#5
How do we have to tell them that?
#6
Where and when do we have to tell them that?
#7
How do we measure our success?

3. 1
WHERE DO WE
COME FROM?

4. Whilst the global physical music industry suffers its worst downturn in
history, the global digital music industry has increased by 104% within the
past 5 years. Its total turnover in 2011 is valued at $5,2 billion.
Source: IFPI, Digital Music Report 2012

5. In fact digital is reinventing the whole music industry. With new age stars
like Lykke Li. New age platforms like Spotify. New age games like Guitar
Hero. New age apps like Tabs or new age videos like Allisnotlo.st.
Source: New York Times & Mobiledia.com 2012

6. And Playground Sessions perfectly fits into this movement. It is an
interactive piano learning software. A mix of Guitar Hero & Rosetta Stone
that has the potential to revolutionize the way of learning piano forever.
Source: Playground Sessions Brief, 2012

7. It’s not only easy, fun and social, but also more affordable. Until now
Playground Sessions has used self-taught pianist David Sides to promote
the software. The problem: its brand awareness is still considerably low.
Source: Playground Sessions Brief, 2012

8. 2
WHERE DO WE
WANT TO GO?

9. Now it‘s time to set the second milestone. Our communication priority:
create awareness for the game changer. Quantified: 5,000 new customers
within 2013, converting from 750,000 website visitors. budget: $200,000
Source: Playground Sessions Brief, 2012, Photo: Mortality

10. 3
WHO ARE WE
TALKING TO?

11. OUR PRIMARY TARGET GROUP:
FIRST TIME TEENS
• Amy, 15, San Francisco. She still goes to school
ESTIMATED US MARKET and lives with her parents. The most important
POTENTIAL: 5 MIO.
thing in her life are her best girlfriends.
• With them she has enormous fun fashion
blogging, chatting about boys and shooting
music videos. Usually all ends up on Facebook.
• Amy always wanted to play an instrument. If
she could play piano she’d play her favorite
song Apologize by OneRepublic or sing along.
• She has already searched for tutorials. But self
teaching is frustrating & quickly gets boring. If
she knew it, PS would be on top of her wish list.
Source: Forsa/Statista, Asia Times, Twitter Advanced Search, Google Trends 2012, Photo: Flickr, Badjonni

12. OUR SECONDARY TARGET GROUP:
TEEN PARENTS
• Joe & Sandy. They are both in their early 40’s.
ESTIMATED US MARKET He works full time as manager in a finance
POTENTIAL: 10 MIO.
company. She part time in a home deco store.
• Both went to high school, have a good income,
a flat and 2 cars and in their free time they like
to spend time with their family and do sports.
• Joe is not so much into music. But Sandy
played Piano herself. She thinks that Amy is
old enough to decide what she wants to do.
• If Amy asked her for Piano software for $149
she would first have to research it, but quickly
see the value in it and buy it as a gift.
Source: Wikipedia, Average Joe, JVM-Wozi.de 2012, Photo: Flickr, Elmira College

13. THEIR MEDIA USAGE:
FIRST TIME TEENS
REALLY LIKE USING:
TEEN PARENTS
ONLINE:
70% vs. 33%
TV:
53% vs. 46%
GO SHOPPING/OOH:
37% vs. 16%
MAGAZINES:
15% vs. 17%
RADIO:
9% vs. 22%
NEWSPAPER:
5% vs. 21%
While their parents are more into traditional media our First Time Teens can
be perfectly reached online. 70% really like to use the internet in their free
time. With 34% most important to them is to connect with friends online.
Source: TNS Digital Life 2010, Verbraucheranalyse 2012 - German data, Photo: Flickr, Elmira College

14. ROLES IN THE PURCHASE PROCESS:
TEEN PARENTS
Priority at stage of purchase
ICATI
ON
MUN
COM CUS!!!
I EVALUATE & BUY
FO
I WISH & PLAY
FIRST TIME TEENS
Priority at stage of awareness, consideration and preference
Furthermore, First Time Teens really are the ones who decide and wish for
the product. Thus, our communication should be focused on them - but
having their parents in the back of our minds for the buying moment.
Source: Statisticbrain 2012, Photo: Flickr, Badjonni, Elmira College

15. 4
WHAT DO WE HAVE
TO TELL THEM?

16. OUR PROPOSITION:
BEFORE THE CAMPAIGN:
AFTER THE CAMPAIGN:
“I wish I could play the piano. If it There is a new interactive software.
wasn't just so hard to learn”
It makes it easy & fun to learn piano!
Source: Photo: Fllickr, Badjonni

17. OUR PROPOSITION:
BEFORE THE CAMPAIGN:
AFTER THE CAMPAIGN:
“I wish I could play the piano. If it There is a new interactive software.
wasn't just so hard to learn”
It makes it easy & fun to learn piano!
OUR PROPOSITION:
WITH PLAYGROUND SESSIONS LEARNING THE PIANO IS LIKE A GAME!
Source: Photo: Fllickr, Badjonni

18. OUR PROPOSITION:
BEFORE THE CAMPAIGN:
AFTER THE CAMPAIGN:
“I wish I could play the piano. If it There is a new interactive software.
wasn't just so hard to learn”
It makes it easy & fun to learn piano!
OUR PROPOSITION:
WITH PLAYGROUND SESSIONS LEARNING THE PIANO IS LIKE A GAME!
REASON FOR INTERESTS:
REASON TO BELIEVES:
• It enables our target group to fulfil their dream: to • PS gamifies the learning process via points and a
be able to play their favorite songs on the piano.
community competition which is a lot of fun.
• It gives the perfect answer to our target group's wish • PS offers interactive lessons & bootcamp tutorials
of a way to learn the piano with ease & fun.
for Rookies that make it easy to learn.
• It is a completely new concept that learning can be • PS is supported by David Sides, a famous self-
easy, fast and fun - just like a game.
taught pianist who knows what's good or not.
Source: Photo: Fllickr, Badjonni

19. 5
HOW DO WE HAVE
TO TELL THEM THAT?

20. There are lots of comparable products. From online platforms to pro
software. But most look unprofessional, cluttered, sterile & not like much
fun. Furthermore, the majority use SEO only to get onto the shopping list.

21. We can use their lack of marketing power to profile Playground Sessions as
the perception leader of the whole category. Therefore our communication
has to be as attention catching and as much fun as our product itself.
Source: Photo: Flickr, Navid J

22. CURTAINS UP FOR
THE BIG IDEA.

23. Where can we find our target group right before X-Mas? In shopping centres.
So why not go where our target group is and set up a Playground Sessions
piano. But its not just any piano - it’s a Piano Gamestation.
Source: Photo: Flickr, Liamfm, Elbfoto

24. THE IDEA: PIANO GAMESTATION
WHAT IF...
…We had a high-tech …Suddenly someone, …The new pianists could
Piano that could e.g. Santa joined playing share the filmed concert
navigate a videogame to help with the game via FB or E- card & got
on a huge screen with and it all sounded like a more info on PS. And
selected keys, e.g. with a Piano concert. Also others could do the
Piano triad.
audience would appear.
same on the PS website.
PIANO GAMESTATION: FILMED “X-MAS X-MAS E-CARDS:
PLAY & WIN THE GAME
SURPRISE CONCERT”
SHARE & SPREAD
“Just Played Piano with Santa”
Gallery & E-card-Generator

25. 6
WHERE & WHEN DO
WE HAVE TO TELL
THEM THAT?

26. LEARNING THE PIANO IS LIKE A GAME!
COMMUNICATIONS FRAMEWORK 1.
CURRENT CONSUMER BEHAVIOUR
DESIRED RESPONSE
FIRST TIME TEENS DON’TKNOW ABOUT PS
PS GETS #1 IN THEIR WISHLIST
FACEBOOK
EMAIL
BLOGS
YOUTUBE CHANNEL
SHOW MOM AT POS
WEBSITE
SEARCH
WOM
YOUTUBE
FACEBOOK PAGE
EMAIL
NEWS
AWARENESS FOR PS
RESEARCH & DESIRE FOR PS
CONVINCE MOM TO BUY PS
CREATIVE
GO TO PIANO GAMESTATION CHECK OUT PIANO GAMESTATION SEND A PIANO GAMESTATION
EVENT TO WIN CONCERT TICKETS.
VIDEO GALLERY ON WEBSITE .
WISH E-CARD TO PARENTS .
• STREET POSTERS
• PIANO GAMESTATION WEB GALLERY
• CRM
• TARGETED LOCAL FACEBOOK ADS
• PROMOTED YT VIDEOS & BANNERS
• WEBSITE
• BANNER
• FACEBOOK ADS & SPONSORED POSTS
• POS
MEDIA
• PR ONLINE & OFFLINE
• PR ONLINE & OFFLINE
• WEBSITE/FB PAGE ANNOUNCEMENT
• OWNED SOCIAL
• SHOPPING CENTRE – POS
• SEARCH
• COMPUTER TERMINAL AT POS
• POSTCARDS

27. PS DIGITAL ECOSYSTEM.
AWARENESS FOR PS
DRIVE TO EVENT
(2 WEEKS)
SHARE EXPERIENCE
STREET POSTERS
(DEC 6TH-12TH )
“PLAY PIANO GAMESTATION TO WIN
CONCERT TICKETS”
SHARE EXPERIENCE RIGHT AT
SHOPPING CENTRE
TARGETED LOCAL FACEBOOK ADS
SEND “PIANO GAMESTATION” VIDEO VIA
“PLAY PIANO GAMESTATION TO WIN PIANO GAMESTATION COMPUTER TERMINAL TO FRIENDS.
CONCERT TICKETS”
FILMED EVENT
BANNER ADS
(DECEMBER 6TH)
TWITTER HASHTAG
“PLAY PIANO GAMESTATION TO OFFER A HASHTAG FOR PASSERSBY, WHEN
WIN CONCERT TICKETS”
PIANO GAMESTATION STAYS FOR A THEY POST PICS #PIANOGAMESTATION
WEEK. AFTER EVENT DAY YOU CAN
PR ONLINE & OFFLINE
PLAY AND SEND OUT E-CARDS FROM A POSTCARDS
“PLAY PIANO GAMESTATION TO WIN COMPUTER TERMINAL.
TAKE A POSTCARD TO REMEMBER THE
CONCERT TICKETS”
WEBSITE & VIDEO LOCATION FOR LATER:
WEBSITE & FACBOOK PAGE
ANNOUNCEMENT: “PLAY PIANO GAME-
STATION TO WIN CONCERT TICKETS”

28. PS DIGITAL ECOSYSTEM.
RESEARCH & DESIRE FOR PS
PIANO GAMESTATION GALLERY
SEARCH
“WATCH PIANO GAMESTATION BY
“PIANO SOFTWARE, MUSIC GAME,
PS, WHERE SHALL WE GO NEXT?”
PIANO TUTORIAL”
PS WEBSITE
(DEC 6TH +ONGOING)
WATCH THE VIDEO GALLERY ON SITE
PROMOTED YT VIDEOS/BANNERS
OWNED SOCIAL
AND ENJOY PIANO GAMESTATION
“WATCH PIANO GAMESTATION BY PS,
“WATCH PIANO GAMESTATION BY PS,
SEND A X-MAS E-CARD FROM SITE
WHERE SHALL WE GO NEXT?”
WHERE SHALL WE GO NEXT?”
TO FRIENDS AND FAMILY
RESEARCH PRODUCT INFORMATION
ON THE WEBSITE AND SEE EXAMPLES
FACEBOOK ADS/SPONSORED POSTS
PR ONLINE & OFFLINE
“WATCH PIANO GAMESTATION BY PS, “WATCH PIANO GAMESTATION BY
WHERE SHALL WE GO NEXT?”
PS, WHERE SHALL IT GO NEXT?”

29. PS DIGITAL ECOSYSTEM.
CONVINCE MOM TO BUY IT
PS WEBSITE
(DEC 6TH +ONGOING)
SEND A WISH E-CARD
TO PARENTS FOR THE SHOPPING LIST
DO A TRIAL
WITH THE SOFTWARE FROM PS
SHOW POS LOCATIONS
TO GO AND CHECK THE PRODUCT OUT

30. PLAYGROUNDSESSIONS IS WORTH BUYING FOR MY CHILD.
COMMUNICATIONS FRAMEWORK 2.
CURRENT CONSUMER BEHAVIOUR
DESIRED RESPONSE
TEEN PARENTS WHO WANT TO BUY A PRESENT
PS GETS #1 ON THEIR SHOPPING LIST
POS
PS WEBSITE
EMAIL
SEARCH
WEBSITE TRIAL
WOM
NEWS
FACEBOOK
EMAIL
AWARENESS FOR PS
EVALUATION OF PS
BUYING PS FOR THEIR CHILD
CREATIVE
WATCH “PIANO GAMESTATION” HAVE A LOOK AT PIANO GAMESTATION GET THE TRIAL, GET CONVINCED
VIDEO - PLAY TO LEARN PIANO. VIDEO GALLERY ON WEBSITE AND THAT PS IS THE PERFECT GIFT AND
ISN’T IT A GREAT GIFT FOR X-MAS?!”
RESEARCH THE PRODUCT THERE.
VALUE FOR MONEY AT POS.
• BANNER
• WEBSITE
• WEBSITE
• PR ONLINE & OFFLINE
• POS
• EMAIL
• CRM
MEDIA
• SEARCH
• OWNED MEDIA/SOCIAL

31. PS DIGITAL ECOSYSTEM.
AWARENESS FOR PS
E-WISHCARD FROM CHILD
“WATCH PIANO GAMESTATION BY
PS, CAN I GET IT AS A GIFT?”
NEWSPAPER ONLINE AND OFFLINE
“PIANO GAMESTATION – PLAY TO LEARN. ISN’T
IT A GREAT GIFT FOR X-MAS?!”
BANNER NYT
PS WEBSITE
“PLAY TO LEARN PIANO. ISN’T IT A GREAT
GIFT FOR X-MAS?!”
WATCH THE VIDEO GALLERY
AND SEND AN E-CARD TO OTHER
SEARCH
PARENTS.
“PLAY TO LEARN PIANO. ISN’T IT A GREAT GIFT
FOR X-MAS?!”
OWNED MEDIA SOCIAL
PIANO GAMESTATION GETS POSTED ON
FACEBOOK.
POS
PIANO GAMESTATION VIDEO AS AN
ATTENTION CATCHER AT POS

32. PS DIGITAL ECOSYSTEM.
EVALUATION OF PS
PS WEBSITE
DIG DEEPER INTO PRODUCT
INFORMATION PART OF
PLAYGROUND SESSIONS.

33. PS DIGITAL ECOSYSTEM.
BUYING PS FOR CHILD
PS WEBSITE
GET A TRIAL
GET AN EMAIL AFTER TRIAL
GET INFO WHERE POS WITH
KEYBOARD BUNDLE IS

34. OVERVIEW YEARLY ACTIVITY.
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
PIANO PIANO GAME- PIANO GAME-
GAMESTATION
STATION
STATION
EVENT #1
EVENT #2
EVENT #3
MEDIA TO DRIVE TO WEBSITE GALLERY AND GENERATE TRIALS
BUDGET: 200.000
• PIANO GAMESTATION EVENTS: 100.000$
• POSTERS & POSTCARDS: 5.000$
• SEEDING: 10.000$
• PR BLOGGER OUTREACH: 5.000$
• BANNER: 20.000$
• FACEBOOK ADS & SPONSORED STORIES: 20.000$
• PROMOTED YT VIDEOS & BANNERS: 20.000$
• SEARCH: 20.000$

35. 7
HOW DO WE
MEASURE OUR
SUCCESS?

36. SUGGESTED MEASUREMENT:
NOV 2012: T0
NOV 2013: T1
AWARENSS
• GOOGLE SEARCH VOLUME
• GOOGLE SEARCH VOLUME
• WEBSITE TRAFFIC
• WEBSITE TRAFFIC
• YOUTUBE VIEWS
• YOUTUBE VIEWS
• TWITTER FOLLOWERS
• TWITTER FOLLOWERS
• FACEBOOK LIKES & SHARES
• FACEBOOK LIKES & SHARES
TO
• COMMUNICATION SURVEY
• COMMUNICATION SURVEY
• SOCIAL SENTIMENT
• SOCIAL SENTIMENT
• CONVERSION RATE
• CONVERSION RATE
ACTION
• NUMBER OF TRIALS
• NUMBER OF TRIALS
• MONTHLY SALES
• MONTHLY SALES

37. EXPECTED KPI‘S UNTIL NOV 2013:
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
RETENTION
Search Volume 750,000 qualified 10% Preference for 15,000 trials
+100% of FB Page Likes
Increase > at Launch
visitors to site
PS among TG
5 Uploaded YT Covers
5,000 new customers
#playgroundsessions
Facebook likes and Image as “Inventor of
62.500,000 the Category”
Impressions from video shares
Banners & FB Ads.
5.000,000
YouTube Views.
*CTR of 0.08%, CPC at 1,20$ and budget of 60K

38. VIELEN DANK!
QUESTIONS @L7H