QUIT PIANO LESSONS (a digital strategy for Playground Sessions)
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Playground Sessions is a digital piano tutorial software that allows users to record, share, and compare their playing. It aims to make learning piano fun like Guitar Hero. The target audience is teens who want to quit regular piano lessons due to issues like disliking their teacher, difficulty, and schedule conflicts. The objective is to get 750,000 qualified visitors to the Playground Sessions site in the next year. The strategy is to first create awareness among teens who want to quit lessons via social media and YouTube. It then aims to get parents to research and ultimately purchase Playground Sessions by marketing directly to them through their own digital channels. Success will be measured by product awareness, culturally-relevant positioning as the leader of
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QUIT PIANO LESSONS (a digital strategy for Playground Sessions)
- 1. becca taylor for #digistrat Last seen: planning intern at CP+B Free agent until January 2013 PLAYGROUND SESSIONSA DIGITAL STRATEGY
- 2. It’s a dark time for piano lessons.
- 5. Dread. Fear. Punishment. It’s no wonder 9 out of 10 kids quit piano. “generally accepted statistic” cited by John Aschenbrenner ,piano instructor/Emmy winner Source: http://EzineArticles.com/675631
- 6. But it doesn’t have to be like this.
- 7. What is Playground Sessions? ROSETTA STONE MEETS GUITAR HERO INSTRUCTOR SONGS Fun, interactive piano tutorial software you can record, share & compare Self-taught pianist & YouTube cover celebrity, David Sides Learn from a library of radio hits & popular favorites
- 8. Problem: Low Awareness -They wish learning piano was like Playground Sessions, but they’re quitting because they don’t know such a thing exists. Objective: 750,000 qualified visitors (conversion rate > 0.75%) to the Playground Sessions site in the next 12 months Timeframe: November 2012 - October 2013 - Capitalize on holiday gift giving. Budget: $200,000 Recapping the Client Brief
- 9. Target: Teens who want to quit piano
- 10. Ugh. These teens are so over it. They don’t want to learn piano, they want to play songs—good songs. These aren’t aspiring pianists, they’re wannabe performers. They’re 12-16 and have hit the fated Grade 5 Piano Hump so few make it over. With middle school came more demanding classes and sports coaches, plus this instrument is really cramping their social lives: “Instead of being at the most exciting volleyball game of the century I was at piano lessons. #K #thanksmom” As awesome as PS may be, these kids don’t have $149 to pay for it, but their parents who’ve been shelling out hundreds for lessons do, and they’ll do anything to keep their kids from quitting like they did—especially if it means saving some cash.
- 11. Reasons they want to quit: dislike teacher too hard sick of classical music schedule conflicts criticism & exams Reasons they haven’t: 1. Parents child’s feelings range from guilt sheer terror parent’s actions range from bribery brick wall (“you’ll thank me later”) 2. Culture “no quitters” ideology + “it’s good for you” + fight for music in schools 3. End Goal really want to be able to play the piano
- 12. How Pre-Quitters Navigate Media Those who actively want to quit: 1. Search Google for advice & alternatives 2. Send a warning/threat on Twitter But most don’t even see quitting lessons as an option. These grin-and-bearers just: 1. Complain about it on Twitter 2. Find pop music piano tutorials on YouTube
- 13. What’s the single thing Playground Sessions should communicate to these kids?
- 15. NO. Wait. What?
- 16. Force-feeding of Motzart, Bach, & whoever wrote Hot Crossed Buns “Mean”/”satanic” teacher who hates on your stumpy fingers Conflicts with school Cramps social life Deferred gratification Playing of Beyonce, Kanye, & Bieber YouTube superstar with serious piano swagger Whenever you can pencil us in Share skills on social networks Instant gratification Playground Sessions are not “piano lessons.” LESSONS SESSIONS learnpiano
- 17. p. lessons frustrated piano learners P. Sessions newly-inspired piano players FROM TO epidemic of regretful piano quitters population of musical dream-livers
- 18. Okay, but how do we tell them to quit lessons and switch to Playground Sessions?
- 19. I’m Quitting Piano! Awareness I want PS! Teens who want to quit piano MOM / DAD Teen’s Journey Teens make the switch to Playground Sessions CURRENT BEHAVIOR DESIRED RESPONSE Easy enough, right?
- 20. I’m Quitting Piano! Awareness I want PS! Teens who want to quit piano Teen’s Journey Teens make the switch to Playground Sessions CURRENT BEHAVIOR DESIRED RESPONSE NOT QUITE.
- 21. So, let’s plan for the parental hurdle. These teens can’t (successfully) quit lessons and switch to PS without their parent’s permission and money.
- 22. I’m Quitting Piano! Awareness I want PS! Research Buying Moment Teens who want to quit piano MOM/DAD Teen’s Journey Parent’s Journey Make successful switch to Playground Sessions CURRENT BEHAVIOR DESIRED RESPONSE
- 25. Teen Digital Ecosystem 1. SHOULD I QUIT PIANO? Twitter Search YouTube ads
- 26. Teen Digital Ecosystem 2. AWARENESS Twitter Search YouTube ads Owned Social Website Music Blogs
- 27. Teen Digital Ecosystem 3. WILL MOM/DAD BUY IT? Twitter Search YouTube ads Owned Social Website Music Blogs Microsite
- 28. Mom/Dad Digital Ecosystem 4. RESEARCH Twitter Search YouTube ads Owned Social Website Music Blogs Microsite Email Website Search Other Parents
- 29. Mom/Dad Digital Ecosystem 5. BUYING MOMENT Twitter Search YouTube ads Owned Social Website Music Blogs Microsite Email Website Search Other Parents Point of Sale
- 30. What could some of these ideas look like?
- 32. Search
- 33. YouTube Tutorial Hijack (Banners & In-Stream Ads)
- 34. Engaging Quitters/Complainers on Twitter (See also: hundreds of relapsed quitters tweeting about #regrets)
- 35. What will success look like?
- 36. product awareness cool new tech toy culturally-relevant, leader of piano lesson mutiny customers
- 37. Bonus Super Success COMPANY IS ENCOURAGING YOUR KIDS TO QUIT LESSONS… AND HELPS THEM DO IT! PIANO TERRORISM ?
- 38. Success can be measured too.
- 40. $200,000 Budget Breakdown Microsite: Search: YouTube Ads: Banner Ads: Blogger Seeding: Potential Earned Media: ---------------------------- Total Allocated: $125,000 $75,000 remaining to target first-time piano learners $50,000 $20,000 $30,000 $20,000 $5,000 FREE