Playground Sessions digital strategy presentation

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    01-Sep-2014
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A #Digistrat Skillshare Class Project (teacher: @juliancole) Client: Playground Sessions Presentation author: Olivia Sulistio (@candrakirana)

Transcript of Playground Sessions digital strategy presentation

  • WHAT IF THERE IS PLAYGROUNDSESSIONS? Become a Great Digital Strategist Skillshare Class Project /A digital strategy to get the First-Time Teens @candrakirana
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • Fact #1 INTEREST IN DIY MUSIC LEARNING IS INCREASINGSource: Google Trends
  • Fact #2HOWEVER AVAILABLE ONLINE RESOURCES ARE NOT ORGANIZED AND HELPFUL ENOUGH ESPECIALLY FORVIRGIN LEARNERS http://www.onlinepianist.com/ http://pianozap.com/ http://freepianotutorials.com/Lessons are designed based on popular songs Lessons are designed based on popular songsOffer piano sheets of popular music Offer piano sheets of popular musicVideo-based tutorial Word-based tutorial or video-based tutorialGame-like feedback mechanics is linked to virtual No feedback mechanicspiano playing excelling in Online Pianist may nottranslate in actual piano playing skillLessons are organized and customized based on Lessons are not organized (scattered contents)difficulty level
  • Fact #3TRADITIONAL PIANO LESSON IS NOT AN INTERESTING OPTION Lessons are designed for classical music, hence takes longer time to master The effectivity and fun level depends on the teacherSource: All about Jazz Forum
  • #Fact 4PLAYGROUND SESSIONS ANSWERS THE PIANO LEARNERS NEED EVEN FOR PEOPLE WHOHAVE NOT PLAYED PIANO BEFORELessons are designed based on popular Lessons are designed based on popular Lessons are designed based on popularsongs songs songsOffer piano sheets of popular music Offer piano sheets of popular music Offer piano sheets of popular musicVideo-based tutorial Word-based tutorial or video-based Video-based tutorial that understands tutorial DIY learning challenges as lessons are guided by David Sides, a respected popular self-taught piano playerGame-like feedback mechanics linked to No feedback mechanics Game-like feedback mechanics linked tovirtual piano playing excelling in Online actual keyboard playing Pianist may not translate in actual piano excelling in P.S. translates to actualplaying skill piano playing skillLessons are organized and customized Lessons are not organized (scattered Lessons are organized and customizedbased on difficulty level contents) based on difficulty levelNo integrated social element No social element Integrated social element score can be shared with friendsNo official endorsement from music No official endorsement from music Official endorsment by music mogulsindustry industry (e.g. Quincy Jones) and music labels
  • Fact #4HOWEVER PLAYGROUND SESSIONS IS NOT TAKING OFF
  • WE SHOULD CHANGE THIS FACT!
  • WHAT STANDS IN BETWEEN Not many people The price to the know about course (us$149) playground may halt sessions purchase
  • WHAT COMMUNICATION SHOULD DO Make the target Make the target & people who & people who can pay for can pay for them them KNOW EXCITED In 12 months: 750,000 qualified visitors to the website Free trial download >10% of visitors Conversion rate > 0.75 of visitors
  • THE QUESTIONS WHY WHO Who P.S. is going to talk to WHAT What we want them to Why P.S. needs communication to help and remember, what is the communication what we are going to say to task them WHEN WHERE Where we are going to HOW How we are going to measure When we are going to communicate with our target communicate to our target our success
  • THE TARGETING STRATEGY MAKE THEM KNOW MAKE THEM KNOW AND EXCITED TO TRY AND EXCITED TO SUPPORT THE FIRST-TIME THE PARENTS TEENS NAMM Gallup 2011 survey report reveals that in 2009, 45% of respondents were motivated to start playing music instrument because of parents encouragement and its trend is increasing
  • TEENS Meet Daria. She and her friends like to share, listen, sing and ... so when they are in their idols concert and She is into music. memorize their favorite music lyrics together when their idols ask them to sing, they can sing without forgetting the lyrics Pretending to be their idols, they like Admiring cover artists on youtube, she She does not pursue it as she believes in piano to record and upload their imagines if only she can not only just sing but lesson myth: hard, requires her to learn performance to youtube for fun also play like her idol, how she will clock a lot classical piece first that it will take ages before of views in youtube & people including her idol she can play her idols songs. Besides it is also will admire her hard to convince her parents the importance of piano lesson and if she has talent to pull it off.
  • PARENTS Meet Darias mom. Although she feels she has raised her Everytime th