Presentation developed for an Advertising in the Digital Age course, to re-brand a Universal Music Artist.

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Awakening the U.S. to JAMES MORRISON
an online marketing plan for 2012
Produced by Patrese Calheiros, Tracey Hughes, Jacob
Lee, Heather Mansell, and Shanae Sharon
UCLA, Spring 2012

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3. Background
 The James Morrison brand is
A Pop/Contemporary/ R&B Singer Songwriter who’s primary
following is in the UK and Europe
 TARGET AUDIENCE
 Female
 Primary Age: 18-24
 Secondary: 25-34
 Attend/Graduated College
 No Kids
 Goes to 3-5 concerts or live events per year
 Owns Smartphone
 Online Shopping 10+ online purchases

4. Marketing Objectives:
Awareness Campaign
• Increase brand awareness
• Create relationship with fans
• Move fans and soon-to-be fans through
purchase funnel to TRY, LOOK & BUY
• Increase traffic website and social media
channels
If effective, this will result in an
increase in sales

5. James Morrison:
IMAGE “AWAKENING”
CHALLENGE: NAME RECOGNITION. Need to introduce and re-affirm James Morrison
brand. Name recognition is a problem for James “Not Jim” Morrison
SOLUTION: Digital advertising campaign, Keyword Search campaign
CHALLENGE: IMAGE. Poor quality images, and lack of diverse image pool keeps him
stuck in lower tier of artist recognition.
SOLUTION: Image is everything. Reposition, tweak image, improve messaging
and increase frequency/quality of FB posts, Tweets, PR, Corporate
Partnerships. Philanthropic tie in?
CHALLENGE: NEW ALBUM: AWAKENING. Need to introduce his music to target
audience who have similar listening habits but may not familiar with
James Morrison. Build new following.
SOLUTION: Keyword Search campaign, PPC Google campaign, packaging with
other Universal Artists
CHALLENGE: AWARENESS. Let fans and former purchasers of music know about
album.
SOLUTION: RE-ENGAGE. Email marketing utilizing Universal, iTunes, Amazon.

6. Marketing Objectives:
Awareness Campaign
Budget: $800,000
BUDGET ALLOCATION:
 Search: 20% $160,000
 Display Advertising: 50 % $400,000
 Social Media: 20% $160,000
 Email: 5% $ 40,000
 Sweepstakes/Contests: 5% $ 40,000
Note: $200,000 Additional Creative Budget

7. Timeline: 2012
 Search:
 June-August/3 months
 Display Ads: Cost per click/Agency
 June-August, September-November (college creative/promo, back
to school)
 Summer festivals:
 June-September
 Social Media:
 Ongoing
 Email:
 July, follow-up August
 College:
 Fall (September-November)
 March-April

8. STEP ONE:
CREATE AND SUPPORT
HIGH-QUALITY MESSAGE
AND BRAND IMAGE

10. Their pages/images LOOK like
STARS

11. STEP TWO:
CREATE AND SOLIFY HIGH-QUALITY
AND CONTINUOUS
SOCIAL MEDIA MESSAGING
Web promotion plan and
an effective web design and development strategy.

12. BRANDING
DESIGN OF FACEBOOK PAGE
TWEAK HOME PAGE
•Not dynamic, exciting
•Not great pictures
•No “BUY NOW” button
•No Streaming
•NO COLOR!!!

13. EXAMPLE:
Jason Mraz has total brand integration
•Vibrant
•“BUY NOW” button
•Album focused
•COLORFUL!!!

14. Publish more pictures
317 likes vs. 1,360 likes

15. Twitter
James Morrison:
7hJames Boring posts
Morrison @JamesMorrisonOK
Check out this really lovely film of
James visiting a gorgeous
lighthouse in Norway at the
weekend...
http://youtu.be/KSZL37JZ02c
Jason Mraz:
More lively posts
INSTAGRAM PIC AND FEED

16. SOCIAL MEDIA
Promotion Strategies
“AWAKENING” IN LONDON PROMOTION
Facebook “Friends” and Twitter “Followers” can WIN
• First Class trip for two to London
• VIP seats James Morrison in concert, back stage passes
•Other prizes: Concert tickets, Feature in his next video, t-
shirts and other promo items.
SUBMIT BY POSTING WHAT AWAKENS YOUR SPIRIT
Marketing Strategy: Reach Women 18-34
Pin and Win Reward Sweepstakes:
•Create a contest where you can earn points for repins
to increase fan-base. Re-pinning enters to win VIP
concert trip.

17. STEP THREE:
INCREASE NAME RECOGNITION
THROUGH
PAID DISPLAY
ADVERTISING CAMPAIGN

18. PAID ADVERTISING CAMPAIGN
 Google: Keyword search, and implement to budget a
Cost-per-click campaign to drive to purchase
(MORE LATER)
 Yahoo!Music: Banners and Rich Media touting new CD
and videos.
 College websites: Banners and Rich Media to use top
25-50 College campus websites/activity pages to spread
word, sample opportunities. Promotional tie-in with You
Tube and Pinterest contest element to win concert for
school.
 Agency placement targeting networks of young women:
 (College Candy, Sugar)
 Music/Alternative papers/magazines websites:
 Rolling Stone, LA Weekly Music Page, Billboard

19. James Morrison
Awakening
★★★★★

20. JAMES
MORRISON

21. Hot concerts
JAMES MORRISON
HOT MUSIC ARTIST
JAMES MORRISON
Click
to
listen

22. HOT MUSIC ARTIST
JAMES MORRISON
Click
to
listen

23. Click
to
HOT MUSIC ARTIST listen
JAMES MORRISON: hit single: UP

24. HOT MUSIC ARTIST
JAMES MORRISON

25. Display Ad Creative
 Display ad with RICH
images of James &
phrases that connect
people with things they
want to “awaken” in
their lives:
dreams, spirit, love etc. HOT NEW
MUSIC
ARTIST…
 Which leads to the
album cover.
 Which leads to a video
sampler. Adele™ LIKES James Morrison:
CLICK HERE to Listen and BUY Awakening: Your Spirit
 Which leads to an
i-Tunes purchase link.

26. James Morrison
NEW RELEASE:
James Morrison Click
THE AWAKENING
NEW RELEASE: Here for
THE AWAKENING Video
Click
Click
to
to
listen
listen
Awaken Your Spirit
Awaken Your Dreams
BUY IT
NOW
USE ACTION BUTTONS ON EVERY AD, PAGE OR PROMOTION

27. Integrated Ad/Promotion Strategy:
COLLEGE STRATEGY via YouTube
• Promote videos through click through from
landing page
• Banner ads in similar artist pages
• In-video ads in similar artist pages (direct
link to album purchase)
• VEVO feature
• Share better quality and more frequent
events coverage, interviews, behind the
scenes with James Morrison and crew
WIN A CONCERT FOR YOUR SCHOOL
Period: FALL.

28. EMAIL:
 Utilize Email Marketing More Effectively.
 Use affiliate, reseller, and associate Email cards to fans
programs.
 iTunes
 Amazon
 Build a responsive opt-in email list from all James I won’t let
Morrison you go!
sources.
 Publish more frequent and interesting
Twitter posts
 Write and publish regular press news
flashes, interesting articles, updates on
tours, activities.
 Facilitate and run contests and giveaways
via your web site.
 Push Blog/News and interact with his
visitors.

29. Corporate Partnerships
Retail partnerships:
FISH
WHERE THE FISH ARE:
Featured music partnerships:
REACH TARGET AUDIENCE
WHEN THEY ARE CAPTIVE.

30. STEP FOUR:
CREATE AND MAINTAIN
SEARCH ENGINE OPTIMIZATION
CAMPAIGN
Get ranked at the top in major search engines, and
practice good SEO Techniques.

31. SEARCH ENGINE OPTIMIZATION
PAID SEARCH
 Keywords:
 Google Adwords- Other Similar Artists
 Yahoo! Music
 Organic Search: SEO
LANDING PAGE:
 Create Better Landing Page Referral

32. Measurables: Double Followers
 GOAL:
 DRIVE SEARCH TO JAMES MORRISON WEBSITE
 FACEBOOK PAGE
 PURCHASE
 ALWAYS WITH A DIRECT RESPONSE ACTION ON LANDING
PAGE
Current Stats for measurement
5/14/2012:
Facebook Followers: 915,628
Twitter Followers 79,822

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QUESTIONS?????

34. Debut Album (2006): "Undiscovered”
• He achieved worldwide success with
debut single “You Give Me Something”
You Tube views: 11,500,408
2nd album (2008): “Songs for You, Truths for Me”
Duet with Nelly Furtado “Broken Strings”
You Tube views: 39,843,005
3rd album (2011): “The Awakening”
•The first single is “I Won't Let You Go”
• You Tube/VEVO views: 22,839,072
(german version: 1,557,421 views)
•Also includes a duet with Jessie J “Up”
•You Tube.VEVO views: 6,483,260
(1,534,634)
•“Slave to the Music”
•You Tube/VEVO views: 1,116,756
•To promote the album, he ran a competition in
conjunction with NUS and MUZU TV to offer
students across the UK the chance for him to play
live in their living room
Current Stats for measurement
5/14/2012:
Facebook Followers: 915,628
Twitter Followers 79,822

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