Post on 12-Apr-2017
CAITLIN CAPORALE MUSIC
by: Rebecca Michelson
A Digital Marketing Plan
WHO IS CAITLIN CAPORALE?
Caitlin Caporale is a pop/R&B singer based in New York City. Since competing on Season 8 of NBC’s The Voice, she has been writing and recording her debut EP,
due out this fall.
ELEVATOR PITCH
For plugged-in music-lovers who enjoy keeping up with trends, Caitlin Caporale is an up-and-coming powerhouse
vocalist that will take the new-music market by storm. Having come off a successful run on The Voice, she has already proven her worth in the industry, preparing
everyone for her unique take on the pop and R&B world.
CUSTOMER PERSONA
25 year old freelance social media marketer living in New York City. She is always looking
for the best new restaurants, bars and rooftops in the city. She likes to stay ahead of the trends by being the first to post on social media about everything. She uses Facebook, Twitter, Snapchat, and Instagram to keep up with the world. She’s constantly looking for
new music to introduce to her friends.
Curious Courtney:
CUSTOMER PERSONA
BUSINESS MODEL
Caitlin Caporale is working towards releasing an EP which will bring in revenue through album
sales on iTunes, her website and streams through third party sites.
OBJECTIVE
Our goal this month is to increase leads by 10% in order to start building a pipeline for
future album sales.
Objective KPI: Number of Leads Acquired
OBJECTIVEFacebook: 4662 followers
Youtube: 7170 subscribersTwitter: 6290 followers
Instagram: 5768 followers
OBJECTIVEFacebook: 4662 followers
Youtube: 7170 subscribersTwitter: 6290 followers
Instagram: 5768 followers
INITIAL LEADS: 122 email subscriptions
OBJECTIVE GOAL: 12 email subscriptions
TACTICS
Our two objective tactics will be: Facebook Marketing Campaign
&Organic Content Marketing
Across Social Media Platforms
Tactic-Level KPIs: Facebook LikesCost-Per-Click
&Email Sign Ups
Cost-Per-Acquisition
FACEBOOK MARKETING
We will use paid Facebook ads to run a two-part Facebook marketing campaign.
Step ONE:Run paid ad to acquire
Facebook likes.
Step TWO:Run paid ad to acquire
Email sign-ups.
FACEBOOK MARKETING
FACEBOOK MARKETING
FACEBOOK MARKETING
BUDGET: $100 per week for paid marketing
$15 per day to run one ad
We must look at: CPC
Email Sign-UpsConversion Rate
CONTENT MARKETINGSupplemental Tactic:
Content Marketing/Organic Facebook Optimization
CAMPAIGN RESULTSObjective: Our goal this month is to increase leads by 10% in
order to start building a pipeline for future album sales.
Measuring in: leads (email sign-ups)
Cost-Per-Click: $0.23
Clickthrough Rate: 2.35%
Reach on Ad: 1703
*Conversions (Email Sign-Ups): 10
Dollars Spent: $10.65
*CVR: 2.17%
*CPA: $0.93
CAMPAIGN RESULTS
We achieved an 8.5% increase in email leads within 24 hours.
More money + more time = high success rate
WHAT COMES NEXT?Over the next few months, we will optimize
Caitlin’s reach by:
Pushing for More Email Sign-UpsMulti-Platform Paid and Organic Campaigns
Updates to Website Email Campaign
EP Release to make $$$