Tender Glue

ALBUM RELEASE MARKETING PLAN 

Steady Light

GA DIGITAL MARKETING FINAL PROJECT BY: JANISE LAZARTE

Don't Label Me Records Introduction Who is Tender Glue? What is Tender Glue about? Tender Glue Positioning Consumer Personas Customer JourneyIndustry Analysis/Industry SynthesisSWOT AnalysisCompetitive AnalysisMarketing ObjectivesKPI’s

Don't Label Me Records Solution - MARKETING CALENDAR - CONTENT STRATEGY - SOCIAL MEDIA STRATEGY - LANDING PAGE RECOMMENDATIONS - EMAIL MARKETING - ALBUM REVIEWS - BRAND PARTNERS - DISPLAY MARKETING - FACEBOOK ADSProjected Results

TABLE OF CONTENTS

DON'T LABEL ME RECORDS

INTRODUCTION

Don’t Label Me Records is a self- motivated, independent record label based in New York City. The main focus is on building an integrated and like- minded community whose priority is to create. 

Tender Glue (Noun): Not a person. Not a band.

Music made by an urge to create.

Tender Glue is a Brooklyn-based artist founded by Tom Gluewicki. originally from Poland, but moved to New York in 2002. Tender Glue’s musical genres include indie rock, some elements of post punk, combined with acoustic sounds. The new album, Steady Light, releasing under Captured Tracks is a culmination of raw recordings, composed with minimal equipment using the resources he had in his home. 

WHO IS TENDER GLUE?

POSITIONINGTENDER GLUE

For  the music lover who enjoys listening to soulful sounds written from the heart, Tender Glue’s new album, Steady Light, combines genres from past and present to create a new unique sound. Unlike other solo Indie artists, Tender Glue's songs were created from the value of honesty and integrity.

MARTINA IS… an 18 year old transfer student from Argentina, currently attending NYU. She loves discovering new music from her classmates or through free streaming services such as Apple Music. She enjoys listening to music while completing her class assignments.

CONSUMER PERSONAS

CHARLIE IS… a 29 year old who works a regular 9-5 office job in NYC. He currently lives in Brooklyn, NY and loves going to see live performances from local artists. 

STEVE IS… a 23 year old musician/server from Portland, OR living in Jersey City, NJ. He aspires to release an album on an indie label and become a full time musician. He owns a large vinyl collection and visits local shops to hear new artists. He also researches music online, especially music that inspires his own song writing.

CUSTOMER JOURNEY

LOYALTY LOOP

HEAR ABOUT TENDER GLUE CONSIDER/EVALUATE

DOWNLOAD

ENJOY

BOND

ADVOCATE

INDUSTRY ANALYSIS

INDUSTRY SYNTHESIS

1. More people stream audio than video. 2. Sales revenue is the highest in on-demand streams, next to vinyl album sales. CD Album, Digital Album and Digital track sales are lowest. 3. The most revenue comes from downloads and least from physical. Revenue has decreased for downloads but increased for streaming. 

*Information from linked article

SWOT ANALYSIS

S W

TO

STRENGTHS: - Strong quality music - Uniqueness and authenticity - Memorable melodies - Innovative ways to create a specific sound with instrumentsusing distinct effects

WEAKNESSES: - Budget restraints - Difficulty with networking, leading to minimal connections - Lack of resources and support

THREATS: - Broad music community with a lot of competition - Coming up with similar ideas to someone else but not being able to implement because of inadequate support

OPPORTUNITIES: - Big city with a variety of musical artists and music venues - Many similar artist to potentially perform with - Easy to build strong connection with audience in specific genres considering the volume of people in a large city

M A R K E T I N GOBJECTIVE

M A R K E T I N GOBJECTIVES

1. Build local fan base

2. Drive ticket sales for album launch show

3. Blog reviews of the album

4. Create an email marketing campaign plan

K P I ' SIncrease Facebook to 1000 likes by release of albumIncrease Instagram to 100 followers by release of album  Increase unique visitors of users from the Tri-State area on the TenderGlue.com website Grow list of subscribers to 150 using Facebook, TenderGlue.com and in-person sign-ups 50 tickets sold for album launch show  Album reviewed by Pitchfork 20% open rate and 3% click-through rates for email campaigns 

OUR SOLUTION

CONTENT STRATEGY

Social MediaWebsite/Landing PagesNews Items/BlogSocial MediaSongsVideos

March

February

April

May

ALBUM OUT

9:00

9:10

8:15

7:40

7:30

February 26 Single AnnouncementFebruary 27th Secret Show

March 18 Single Release

April 1 Second Single AnnouncementApril 15 Second Single ReleaseApril 29 Video for Second Single ReleaseMay 13

Early Release to PressMay 28 Album Release Show August 26th

Steady Light Album Release

MARKETING CALENDAR

MUSIC PLATFORMS

1 2 3 4

iTunes Spotify Soundcloud Bandcamp

Increase Instagram to 100 followers by release of album

Increase Facebook followers to 1000 likes by release of album

S O C I A L M E D I A M A R K E T I N G

F A C E B O O K

I N S T A G R A M

facebook.com/tenderglue

instagram.com/tenderglue

SOCIAL MEDIA STRATEGY

How often to post: 3X/Week - Lyric Wednesday - Lyrics to New Album - Fall Back Friday’s - From Instagram TBT’s - Mondays Other posts: Update on Steady Light New Album, Email Sign-ups (Every Other Week), Follow on Instagram (Updates from Instagram), etc.Engaging with fans, collaborators, influencers, etc. 

F A C E B O O K

I N S T A G R A MHow often to post: 2X/Week - Thursday TBT’s - Old Pictures, Old Video Clips - Other posts: Update on Steady Light New Album; MiscellaneousInteraction with similar bands and people who have the same interest (liking and commenting pictures, following people)

T E N D E R G L U E . C O M

LANDING PAGE SUGGESTIONS

TEST A TEST B TEST C

Static page with Tender Glue logo

Announcement of the newly released album

Video link from single song release

E M A I L M A R K E T I N G

SENT: 66OPENED: 23OPEN RATE: 35.9%

CLICKED: 1CLICK-THROUGH RATE: 1.6%CLICKED-TO-OPEN RATE: 23%

O P E N R A T E : 1 9 . 0 %C L I C K - T H R O U G H R A T E :   2 . 6 %

* I N D U S T R Y A V E R A G E

TYPES OF EMAILS:   Welcome emails, Newsletters and Updates on the Album Release

UNSUBS: 4

UNSUB RATE: 6%

Delivery Date: Thu, Feb 11, 2016 12:28 pm From: Tender Glue, tenderglue@gmail.com Subject Line: Secret Show February 27th Recipients: Tender Glue Subscribers

Album ReviewAlbum Release Show Review

MUSIC REVIEWSTender Glue - Steady Light

B R A N D P A R T N E R S

DISPLAY MARKETING

Learn More

Learn More

FACEBOOK ADSOBJECTIVE: Click to Website tenderglue.com

LIFETIME SPEND: $15

TOTAL SCHEDULE: 2/16/16 @ 4:30PM - 2/19/16 @ 4:30PM

RESULTS: (As of 12PM 2/18/16)

16 Website Clicks 3,376 Reached $0.61 Cost/Click

PROJECTED RESULTS

Increase in social media following

Higher attendance rate of Tender Glue shows

Large number of streaming & downloads for Steady Light

RELEASE DATE: AUG 26TH

Janise Lazarte janise.lazarte@gmail.com

tenderglue.com

facebook.com/tenderglue

instagram.com/tenderglue

soundcloud.com/tenderglue

tenderglue.bandcamp.com

youtube.com/tenderglue