1. RJD2

2. Why RJD2 Stands Out
Experience
•Being in the music
business for over 12 years.
•Loyal fans.
•Giving the fans a live
performance they’ll
remember •Picking up a guitar to
cover his own songs
with a live band.
•Vinyl.

3. Artists similar to RJD2

4. SWOT

5. STRENGTHS
 No computers, just vinyl.
 Experiments with




different genres.
He knows what he’s doing
– 12 years in the biz.
‘A Beautiful Mine’ became
a widely known track
since it was the theme
song for AMC’s Mad Men.
PR Opportunities – no
problem.
255k fans on Facebook.

6. Weaknesses
 Other than Facebook, there’s a small social media following.
Instagram – who is this?!
•21,000+ Twitter Followers (Not
even half of his Facebook fans.)
This is what you see
when you click on the
YouTube link from
RRJD2’s website.
•YouTube is the 1st link on RJD2’s
website yet there’s no channel
art, no photo of RJD2, no website
link, and instead, a link to a
website that doesn’t exist.
[wearethedoorways.com]

7. Weaknesses
 Website needs to be revamped.
 No merchandise available for purchase on RJD2’s website.
 No immediate compelling visuals to draw you in.
 No real-time content is incorporated – i.e. a live Twitter feed.
This is the first thing you see on the homepage of RJD2’s website – an error message.

8. Weaknesses
 Competitors websites:
Cut Chemist -
DJ Shadow ->
Lyrics Born -

9. Opportunities
 Add an e-commerce store to RJD2’s existing website selling
merchandise items and generating revenue.
 Reach mobile users by utilizing the video sharing app, Vine.

10. Threats
 Fans of RJD2’s genre tend to be young so they are more likely to purchase
or listen to a track they can familiarize with.
•Arguably one of RJD2’s most well-known tracks is ‘Smoke & Mirrors.’

11. RJD2’s Business Objectives
For the upcoming national tour and new album:
 Ticket Sales
 Album Sales
 Awareness
 Publicity
 Growth

12. Defining Digital Marketing Goals
 Ignite user engagement through social media
contests and real-time content updates.
 Utilize new mobile apps like Vine.
 Focus on existing social media platforms with small
followings like Twitter and YouTube.
 Co-convert large Facebook fan base to other social
media platforms.
 Acquire and capture email addresses for unique
promotions.
 Upgrade existing website with e-commerce store
and visuals.

13. Executing the Plan for RJD2
Social Media
Facebook –
 All major announcements will initially be shared
here due to largest online presence.
 Items shared will include the new album, upcoming national tour and a
track off the new album from Soundcloud.
 The announcement of the national tour will be distributed over Facebook
in two, separate parts over three days time.
 Philly and Columbus tour dates will be in the 2nd tour announcement
since people will be looking for them and making them wait will spark
interest and page views.

14. Executing the Plan for RJD2
 Facebook KPI’s –
 Fan engagement
 Growth
 Traffic to RJD2’s website
 Traffic to RJD2’s Soundcloud page
 Plays and shares on RJD2’s Soundcloud page
 Ticket Sales

15. Executing the Plan for RJD2
Twitter –
 #searchformerch
 A social media contest.
 Pair of tickets will be hidden in a new RJD2 vinyl album distributed
to a record store in each of the national tour cities.
 Clues to the record stores will be tweeted to followers on the
mornings of the tour dates.
 This should create major fan engagement and grow Twitter
following.

16. Executing the Plan for RJD2
Twitter KPI’s –
 Number of followers
 Interactions (replies, retweets, mentions and
hashtag #searchformerch and #rjd2 usage)

17. Executing the Plan for RJD2
Soundcloud –
 Upload new track from new album to existing
RJD2 page to share prior to release.
 Create excitement and future sales for new album.
Souncloud KPI –
 Number of listens and shares.

18. Executing the Plan for RJD2
Vine –
 Create multiple 6-second videos showing
samples of new tracks and insider access into
the life of RJD2.
 This app also integrates with Twitter.
 Prompt user engagement and reach new, mobile
users to turn into fans and followers.
Vine KPI’s –
 Followers
 User engagement

19. Executing the Plan for RJD2
Website –
 Revamp website making it more user-friendly
and visually enhancing.
 Create a clear email subscriber section and outline the benefits



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
of being signed up.
Establish e-commerce store directly on website with
merchandise for sale including t-shirts, albums, vinyl, etc.
All major announcements (i.e. album and tour) to be updated
on the blog when announced simultaneously.
Capture email addresses for exclusive promotions.
Drive sales for album and ticket sales.
Be a step ahead of competitors with a leading website in the
industry.

20. Executing the Plan for RJD2
Website KPI’s –
 Ticket sales
 Album sales
 Merchandise sales
 Email subscribers
 Website traffic

21. Executing the Plan for RJD2
Email Marketing  Two major emails will be sent to subscribers to
generate revenue.
 Email #1: Pay-What-You-Can
 Will be sent to new and existing RJD2 email subscribers who will
receive this email a day before the new album is officially
released. They will then be able to purchase the new album at
whatever price they like alas, they pay what they can.
 Email #2: All things RJD2
 Email will be sent out with the option to buy the new album, tickets to
the tour, or new merchandise items now available on the website.

22. Executing the Plan for RJD2
Email Marketing KPI’s –
 Revenue brought in through email campaigns.
 Amount of email subscribers.

23. Executing the Plan for RJD2
Digital Advertising –
 Reach as many people as possible through
paid Facebook promoted posts.
 Budget amount of $1,500 (or more) to be split between 4 essential
Facebook promoted posts.




Album release announcement.
Part 1 of the national tour announcement.
Part 2 of the national tour announcement.
New track shared in advance of album release.

24. Executing the Plan for RJD2
Digital Advertising KPI’s –
 Fan engagement
 Growth
 Ticket sales
 Traffic to RJD2’s online
properties

25. SOCIAL MEDIA
CONTENT
CALENDAR
(WEEK OF NOVEMBER 18 – 24)

26. Monday, November 18
Facebook - post around 12pm EST Post a 6-second Vine video
with a sample of a new
track off the new album.
(Also, share to Twitter
when posting the Vine.) -
Twitter -

27. Tuesday, November 19
Post part 1 of the national tour on
Facebook Post a 6-second Vine video
with a sample of a new track
off the new album. (Also,
share to Twitter when
posting the Vine.) -
Twitter -

28. Wednesday, November 20
Facebook – post around 1-2pm EST
There will be two tweets today.
Tweet 1 -
Tweet 2 Post another 6second Vine video
with a different
sample of a new
track off the new
album (do NOT
share on Twitter
today.) -

29. Thursday, November 21
Facebook -
Email blast [send around 12pm EST] -
There will be two tweets today.
Tweet 1 -
Tweet 2 [send out around 4pm
EST – a few hours after the paywhat-you-can email blast]–

30. Friday, November 22
Facebook [Post an awesome photo of RJD2
playing live from a past show with this status
to grab the attention of Facebook fans.] -
Twitter -

31. Friday, November 22
Email blast sent to email subscribers that will include link to purchase album, link to
tour dates stating tickets are now available and available merchandise items in the
new online store on RJD2’s website to get you prepped for the upcoming tour.

32. Saturday, November 23
Twitter (start teasing this promotional social
media contest without any context just yet create conversation on social media) -
Vine (create some type of
#searchformerch teaser. Do NOT
share on Twitter ) –