Annie Borjas My beloved Hymns

Direct-to-Fan Online Marketing Plan

Direct-to-Fan Marketing Plan Template 1

Prepared by: JOSE O !E"A

DE#EMBE $$%D $&'(

Overview/Goals Assets & Preparation o Artists Digital and Physical Assets...3 o Artist Social Media Tools..3 Phase 1 - Promotion and Fan Acquisition o ome Page.! o Social Media Sites.! o "ther #ey Acti$ities..% Phase 2 - Preorder o Proposed Packages% o Splash Page.......................................................% Phase 3 - !elease o Splash Page...& o omepage.& o "''er Page.& o Marketing(Social Media Sites) Direct-to-Fan Marketing Plan Template

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"ther #ey Acti$ities.) %

Phase # - Post-!elease/$our o "ther #ey Acti$ities.........................................)

Overview
Annie +or,as is the most important -hristian artist in Per.. She has la.nched nine cds in the past and is present in many e$ents d.ring the years. er $oice has also a good presence on t$ series / programs and commercials. er ne0t -d 1My 2elo$ed ymns3 41Mis amados imnos35 6ill 2e a compilation o' t6el$e o' the most pop.lar -hristian hymns 2.t in modern $ersions 42allad/pop and 78+5. 9n Spanish. This is the 6e2page that 6ill 2e .sed http:((annie2or,as.2and;oogle.com(home Goals Ac<.ire 1/=== ne6 'ans d.ring the year +.ild the 'an e-mail list .sing di$erse campaigns 'or that p.rpose centered in the 6e2page. To coordinate physical sales on her li$e e$ents 6ith the 'an ac<.isition process $ia online. To gro6 Annie +or,as 'an 2ase in other co.ntries 4specially >S and Spanish speaking co.ntries.5

Assets & Preparation

?ell 2e .sing mostly the digital realm. ?ell take ad$antage o' the good a6areness she has in the -hristian ch.rch comm.nity and the good personal image she has as a $ery talented singer and nice person. &i'ital and Ph(sical Assets Non new-record specific assets: Direct-to-Fan Marketing Plan Template 3

 Signed posters & numbered included in the boxset 20 DVDs of a compilation of live shows 0 !Ds that artist self-released man" "ears ago !urrent record specific assets: Digital download of #$ % trac&s 'the whole cd is (2 trac&s) *-shirts $osters $rinted mugs

Artist)ocial*edia$ools
+e wil use ,aceboo&- the .rtist/s +ebpage- *witter and #-mail 0last *he artist has a small fan base on ,aceboo& ' 00) 1ust has started on *witter last wee&2 She doesn/t have a page on 3"Space but her main challenge is to build up an email list2 +e understand how important for sales conversions is the email list- so we intend as a main ob4ective in this campaign to aggressivel" ac5uire e-mail addresses in exchange for a digital download using 3ail !himp and her account with 6everbnation2 Facebook https:77www2faceboo&2com7pages7.nnie-0or4as-8fficial,0799( ::;;;22 <9 0< current fans ,ans are active but the" don/t find "et activities where the" can upload content2 =se the 3"0and app from 6everbnation to expand ,aceboo& visibilit" +e are using the >nsights tools to anal"?e the best wa" to improve the content and to increase the fan base Artists Web site http:77anniebor4as2band?oogle2com7home +e will use a template from this service '0and?oogle) for a first email blast

Direct-to-Fan Marketing Plan Template

+e are uploading content to the website and will be read" in no more than two wee&s from now2 Twitter https:((t6itter.com(annieA2or,as no followers "et '4ust opened) +e are planning to use a third part" tool li&e refollow to improve management of followers and the use of our shared content http:77refollow2com7refollow7index2html

Phase 1 - Promotion and Fan Acquisition

1an (9th 20(% Home Page *he home page will be improved tr"ing to gain attention from potential fans +e will wor& in a new landing page with colors based on the upcoming cd2 'mostl" sepia) #-mail for 3edia +idget @ +e will be using at first a widget created inside Direct-to-Fan Marketing Plan Template !

0and?oogle and we are giving first 4ust a free trac& from the new album2

Streaming +idget @ +e have the option to create a customi?ed pla"er in 0and?oogle2 +e/ll place advances 'demos) but also old versions of this compilations to create the appropriate mood for this &ind of content2 Social Networ& >ntegration @ +e will use widgets lin&ed to ,aceboo& and *witter to increase visibilit" of the campaign

SocialMediaSites
Facebook A +e will use 3"band app from 6everbnation and an" other tools 6everbnation could offer2 A >n the !over >mage on ,aceboo&- we/ll place a ver" visible announcement of the upcoming cd and a lin& to the web page2 A *he artist will maintain a constant communication with updates of the process of recording Twitter A *he tweets will be lin&ed to the faceboo& status2 *hose tweets wil be photos and small pieces of audio and video too2 Wiki edia A .nnie 0or4as doesn/t have a +i&ipedia page - but her page will be created the next wee& showing her bio and discograph" '< cd/s) !log Direct-to-Fan Marketing Plan Template %

A . blog will be created where she will comment the recording process but also offering important stories about the B"mns she is recording2 *here are interesting stories and testimonies about these classical songs2 #ach new post will appear as a new status on ,aceboo& and also the lin& will be in *witter2 "ther#e$Acti%ities Since the artist has man" live shows in churches and in !hristian events a small gift will be given to ever" person that want to subscribe to her webpage fan list and a ph"sical list will be available2

Phase & - Preorder

,eb (9th 20(% 0ecause of lac& a bigger team we will offer a uni5ue $6#86D#6 $.!C2 +e won/t include an" ph"sical cd or an" other stuff at this point because of local mailing dela"s2 During this campaign the !D will be available onl" in the .rtist/s webpage2 .fter the $re-order !ampaign the !d will be available also on >tunes- .ma?on 3$ and 20 other digital stores and at !hristian boo&stores2 Pre-order Package : $remium Digital Download >t includes de whole digital cd plus 2 special versions'bonus trac&s)at a discounted price S lashPage 'or Preorder During the pre-order campaign we will create a splash page with a direct lin& to the store2 Streaming +idget with 6emix and Video @ +e will be using the same widget form the $hase ( $reorder 0utton @ Din&ed to the Store in the web page Din& to Bome $age @ .fter the splash page- fans can navigate through the website as alwa"s2

Direct-to-Fan Marketing Plan Template

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Phase ( - )elease
3arch (0th 20(%

S lashPage 1ust the cd cover announcing the release +e/ll place a lin& to the webpage store Home age Streaming +idgets - =pdated to include entire album samples2 "''er Page: .fter one month we/ll include a gift 'mug or t-shirt) to boost sales made from the webpage store2 >n this page we/ll include a place to subscribe to the webpage -with the option if the person wants or not to receive future news and offers from us2 SocialMediaSites +e will place updates that the album has dropped Direct-to-Fan Marketing Plan Template )

a)via e-mail- a third blast using 3ail !himp b)on ,aceboo& - a prominent displa" of the cover with the lin&s2 +e will have a *opspin campaign at this point2 c)*witter E2for the first wee& we will tweet the new showing the cd cover and the lin&s to bu"2 d)Foutube22+e are planning to produce two Video!lips2 0oth will be uploaded at the .rtist !hannel2 .lso we/ll create short clips of at least four other trac&s with the l"rics2 +e will be uploading a clip once a wee& 'with the moneti?ation option included)2 *his Foutube campaign will be for the first : wee&s '2 video clips and % videos with l"rics) *his is the current Fou*ube channel of the artist

"ther#e$Act%ities +e are using Google anal"tics to &eep trac& of the places and people who will be bu"ing the cd in order to improve the campaign and ma"be reinforce it according to the needs of a specific target2

Phase * - Post-)elease+Tour
,rom 3arch (0th to six months later +e are planning to have at least two contests among bu"ers ,"-T.ST 1: *o create a Foutube video for a selected song with photos relevant to the l"rics2 *hese are classical !hristian songs- so there are man" inspirational stories about them *he winner will be awarded with a personal visit to the artist- the ph"sical cd- the mug- a t-shirt and a short musical show at his7her church 'for free) ,"-T.ST & *o send his7her personal stor" about one song2 *hese are classics2 *here are boo&s written with inspirational stories so we will encourage people to write us about what the" have experienced in their souls with these trac&s2 *here will be a committee to evaluate the stories and the winner will have a pri?e Direct-to-Fan Marketing Plan Template B

to be determined2 "ther#e$Acti%ities *here will be an intensive use of email and faceboo& widgets announcing live shows Data .nal"sis2- *o &eep trac& of the sales performance and the new fans using ,aceboo& >nsights and Google .nal"tics2 *o &eep good connections with fans via social sites -to receive their opinionssuggestions and critics2

Direct-to-Fan Marketing Plan Template

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