MARCATO DIGITAL

Somerville - Team 2

Kehinde AdewunmiByungjin An

Michela CaltranLucia Lozano

Vladimir Martyanov

Agenda

Executive Summary

The Brand

Target Audience

Positioning

Marketing/Sales Funnel

Marketing Strategy

Key Metrics

Conclusion

Executive Summary

The objective of this project is to recommend a new digital marketing strategy for

Marcato Festival, a web-based solution offered by Marcato Digital.

The proposed strategy addresses two different personas: CEOs of Festival

Organizations and Festival Managers/Coordinators.

Compared to other competitors, the Festival Management Software provided by

Marcato differentiate itself for its usability, numbers of feautures and the

correlation between price and work efficiency.

The suggested digital marketing strategy focuses on Content Marketing and put

emphasis on Owned and Paid Media, such as Blogs and Social Platforms.

The implementation of this approach will increase Brand Awareness. Content

Consumption, Social Engagement, and Conversion Rate will become the main

gauges of success.

The Brand

Marcato is a leading innovative company that specializes in the creation and development of smart web-based management solutions designed to maximize efficiency in the entertainment industry. Using a vast experience in the music industry, the company is now focusing on the Festival Management Software, specifically developed for festival and events managers.

The brand offers an efficient and cost-saving solution for critical problems of managers and festival staff.The software allows customers to collaborate seamlessly and accomplish their goals faster.The provided service is highly customizable according to clients’ changing needs.

Age: 27-37Occupation: Production ManagerStatus: SingleLocation: USA

MOTIVATIONS 1 10

IncentivesFearAchievementGrowthPowerSocial

Lucia works as a Production manager for Indie Music festival. She is very creative, but also very practical. She pays attention to detail and expects the job to be done quickly without delays. She struggles with loads of paperwork which take long time to fill and process.

GOALS• Create a “perfect” customer

experience• Build strong and efficient

relationships among team members

• Keep track of everything

FRUSTRATIONS• Misunderstanding and

tensions within a team • Red tape• Not delivering results on time• Customer dissatisfaction

PERSONALITY

Extrovert IntrovertSensing IntuitionThinking FeelingJudging Perceiving

TECHNOLOGY1 10

SoftwareMobile AppsSocial networksIT and Internet

“ORGANIZING A FESTIVAL REQUIRES COMPLEX PLANNING AND IS VERY DEMANDING.”

Target Audience

AGE: 50-55Occupation: Festival CEOStatus: MarriedLocation: Canada

MOTIVATIONS 1 10

IncentivesFearAchievementGrowthPowerSocial

TED is the CEO of Rockin’ Festival. He is well organized, andloves when the job is done efficiently. He is a perfectionist andvery demanding from his coworkers. He is in a constant searchfor profitable and innovative ideas, thus reviewing the musicindustry on daily basis.

GOALS• Build a strong leading business

reputation• Create an innovative and

relevant portfolio• Keep track of everything• Optimization of resources

FRUSTRATIONS• Poor communication• Data loss/errors• Unorganized work flow• Customer dissatisfaction• Inefficient finance allocations

PERSONALITY

Extrovert IntrovertSensing IntuitionThinking FeelingJudging Perceiving

TECHNOLOGY1 10

SoftwareMobile AppsSocial networksIT and Internet

“I DON’T CARE HOW, BUT SHOW ME THE MONEY!”

Target Audience

TEDCEO

Uncoordinated feedback and inadequate communication among managers.

Errors and data loss due to different hierarchies in the work flow.

Inefficient allocation of financial resources

Struggle to maintain the brand’s reputation.

Unexpected obstacles as a result of inefficient collaboration among teams.

Slow turnaround time of official procedures and management approval.

Disputes among team members due to heavy workload.

Customer dissatisfaction due to long waiting time.

LUCIAFestival Manager

Issues that Need to Be Solved

Competitors

Positioning: “The most established festival management System”.

Website provides a good understandingof the company’s offerings, whilecapturing its benefits.

Any native English speaker can easilyunderstand how the system workswithout necessarily having a robusttechnical background.

Social media presence:

No YouTubechannel No content in Facebook Some content in Twitter

Positioning: “All-in-one system”.

Website does not properly communicate their offer.

Many bad reviews.

Social media presence:

Youtube videos about conferences and “Why I love working in Vendini”

Facebook: news about the company and information about the industry

Twitter: same content as Facebook

Brand Positioning Statement

To festivals managers, CEO and staff who need to plan, organize and execute festivals efficiently. Marcato is the brand that offers the best festival management software, a web based solution to optimize the organization process and guarantees a successful event, because it is the only software that provides a complete spectrum of features and services from inception to conclusion. The brand character is inherently innovative, efficient, secure and reliable, competent and customer oriented.

Competitive Advantage

High accuracy

Large personal experience in the industry

Larger offering portfolio compared to the main competitors

Multi threaded collaboration among different departments

Cost-effective and convenient

More value Broader and more relevant partnerships

PositioningW

ork

Eff

icie

ncy

Price

$1000 $3000 $5000 $7000

Ease

to

use

Feautures

Artist Press & Media Credential Ticketing

Marketing/Sales Funnel

PURCHASE

Marketing Initiatives

Owned Media

WEBSITE

Free Trial

CONTACT

$

Stra

tegi

c Sa

les

Fun

ne

l Th

rou

gh W

eb

site

Marketin

g Fun

ne

l

Blogs, SEO, Google AdWords Social Media, Email Marketing , Partnerships & Customers ReferralsConferences / Publications

Official Website & BlogSocial Media, Videos

Features, Product/Service Description, About USTestimonials

Free Trial (7 days)Subscriptions

Pricing ,Contact (Phone/Email)Purchase & Training Period

Return onInvestment

Marketing Strategy

Content Marketing

10 Common Mistakes

that CEOs and

Managers Make while

Organizing a Festival

Professional Overview

of the International

Music Festival

Conference

The Latest Trends in

the Music Festival

Business

Highlight potential obstacles and solutions

Keep the managers up to date regarding trends

Connecting Offline Initiative with Online Marketing

Provide professional insights

Establish the brand as Opinion Leader and Industry Advisor

Build a Professional Community

Professional Approach

Create Discussions on Festival Management related groups

Paid Ads

Social Media

Becoming part of a large professional community by sharing knowledge.

Integrating content between website/blog and YouTube channel.

Reach customers on a more personal and intertaining level.

Video Campaigns

The main goal is to deliver additional content in a visually attractive way.

• “Behind the Scenes” and “How to” videos

• Video Testimonials and Customer Experiences from major Festivals

Content Consumption

60% increase in num. of people who read the articles

40% increase in video views

35% increase in blog subscriptions

Social Engagement

40% Increase of comments on the blog

25% increase in followers

15% increase in shares

Conversion Rate

Increase of average session duration to 04:00

55% increase in num. of people that reach the website from blogs and social media.

Increase in returning visitors up to 60% of total sessions.

Key Metrics

Brand Awareness

By creating appealing content and sharing videos related to the festival industry, Marcato has the opportunity to establish itself as opinion leader and advisor and build an active online community.

This strategy will increase brand awareness while reaching out to the specific target audience. A positive brand perception will increase the actual purchase of the Festival Management Software.

Conclusion

THANK YOU