MARKETING PLAN

Artist: J Latoy

Independent Artist

May 30, 2021

Full Sail Students Orange Team

Samantha Bueckhanon, Travis Eaton, Tj Stewart, and Jonathan Rivera

Table of Contents
1.0 Executive Summary...............................................................................................3
2.0   Situational Analysis.............................................................................................3
2.1 SWOT Analysis: J Latoy.........................................................................................................3
2.2 Target Market...........................................................................................................................4
2.3 Collaborations..........................................................................................................................5
2.4 Competitors..............................................................................................................................5
3.0 Plan Objectives.............................................................................................................6
4.0   Strategy plan.........................................................................................................6
4.1   Content Cultivation...............................................................................................................6
4.2 Develop Website and Merchandise......................................................................................7
4.3 Genre of albums......................................................................................................................7
5.0   Promotions...........................................................................................................8
5.1 Social Media Platforms...........................................................................................................8
5.1.1 Facebook...................................................................................................................................................8
5.1.2 Instagram...................................................................................................................................................8
5.1.3 YouTube.....................................................................................................................................................8
5.1.4 TikTok.........................................................................................................................................................9
5.1.5 Twitter.........................................................................................................................................................9
5.2 Online Advertising.................................................................................................................10
5.2.1 Google Ads..............................................................................................................................................10
5.2.2 Facebook Ads.........................................................................................................................................10
5.2.3 Streaming Site Algorithm Satisfaction.................................................................................................10
5.3 In Person Promotion.............................................................................................................11
5.3.1 Flyers........................................................................................................................................................11
5.3.2 Community engagement.......................................................................................................................11
5.3.3 Release Party..........................................................................................................................................11
5.3.4 Special Appearance (Collaborator Events)........................................................................................11
5.3.5 Live Interviews........................................................................................................................................12

6.0 Performance................................................................................................................12
6.1   Content Creation.........................................................................................................12
6.2   Posting Plan.........................................................................................................................12
6.3 Engagement............................................................................................................................12
7.0   Appendices.........................................................................................................13
7.1 Editorial Calendar..................................................................................................................13
8.0   References..........................................................................................................14
1.0 Executive Summary
           Throughout the remainder of this document, we will analyze the current market position

of J Latoy and propose ways to strengthen that market position. Section 2 will be an analysis of J

Latoy’s current market position. Section 2.1 is a SWOT analysis that discusses the artist's

Strengths, Weaknesses, Opportunities, and Threats. Section 2.2 will define J Latoy’s target

market. Sections 2.3 and 2.4 will discuss current collaborators and competitors, respectively.

This information will complete the Analysis portion of the plan. 

Section 3.0 will discuss the two primary objectives that the marketing plan covers and a detailed

explanation of those concepts. Section 4 describes in-depth the strategies used to complete the

objectives and play into every other facet of the Marketing Plan. Section 4.1 discusses how J

Latoy should cultivate marketing content. 4.2 discusses how the brand can be monetized through

marketing, creating a sales pipeline. Section 4.3 defines and refines the concept of the artist's

genre. 

           Section 5.0 goes over the different ways the artist should be promoting. Section 5.1

discusses social media or “owned media.” Section 5.2 discusses various ways to promote via

online advertising, aka “paid media.” Section 5.3 covers traditional promotion avenues such as

print advertising. It also discusses interviews and live event promotions, also known as “earned

media.” 

           Section 6.0 delves into the implementation and performance tracking of the marketing

plan. Section 6.1 discusses how and when for the creation of content. 6.2 discusses a posting plan
for promotions. 6.3 breaks down how J Latoy will engage with fans between planned social

media posts and in-person at live events. Finally, 6.4 will talk about Key Performance Indicators,

or Goals, that the marketing plan has laid out to accomplish. Section 7 is the Appendices where

we have placed our recommended editorial calendar for social media posting. 

2.0   Situational Analysis

2.1 SWOT Analysis: J Latoy 

        Strengths- 

· Creator and Performer

· Strong Sense of Personal Brand/ Identity

· Educational Pedigree in Music

     Weaknesses- 

· Part-time Artist, Full-time Teacher

· Decentralized Fanbase

· Low-Monetization to Effort Ratio

  Opportunities- 

· Learning/Using social media and Streaming Site Algorithms 

· J Latoy has high searchability and is in an excellent position to drive internet traffic as

the artist sees fit. 

· Content for consumption beyond music has been untapped by the J Latoy brand. 

    Threats- 

· Other similar artists with more time/resources to commit to the marketing/branding side

of the business. 
 · Streaming/Online Sales Platforms limiting potential profits and setting ever-increasing

barriers to entry

· A crowded genre, like pop, can be hard to find space to gain a market share. 

 2.2 Target Market

 The target market we are pursuing for J Latoy is adults between the ages of 18 - 24 and

25 - 35. These age groups can be single or in a relationship. Income type low to high with

interests in R&B music, love songs, acoustic sounds, and old school sounds.

 Target Market Personas

 Persona 1:

Located in the United States 

Female, 18-24

Student

Low wage job

Lives with parents

Uses social media and Spotify

        (In Photo: Taylor)                       

Person 2: 

Located in the United States

Female, 24-35

Entry-level job

30,000 to 40,000 income

Single or in a relationship

Uses social media and Spotify

(In photo: Andrea, Brittney and Rebecca)

2.3 Collaborations

      Atlanta is a music city! There are tons of opportunities for collaborations with artists and

musicians where she lives. She is currently involved in a competition with a member from Boyz

ll Men, which is an excellent connection. As she continues in her journey, that relationship she

has with him will come in handy with future music features. There are also tons of R&B artists

who are always open for fresh new faces to come in, help them learn, and eventually collaborate

on future music sessions. Gaining relationships is one of the essential things that can be done,

especially in the music industry. Sometimes it’s not what you know but who you know.  
 2.4 Competitors

 The other types of music as well are Punk Rock, Dance, Pop, and many others. Competitors

such as 6LACK, who has 1.56M Subscribers on YouTube, 2.2M followers on Facebook, 1M

Followers on Twitter, 282.9K followers on TikTok, and a Snapchat. His following numbers on

each platform are roughly the same. He can maintain this due to his social media platforms'

consistency, connection to his audience, and creative content. There is also a female artist named

Kilo Kish with 22.8k followers on YouTube, 77K followers on Facebook, 36.1k followers on

Twitter, and 86.2k followers on Instagram. These two artists have performed to sold-out venues

since having their big break into the music industry just last year, and both are Atlanta-based. A

lot of competitors in the industry work hard to make their name known. The difference between

each is giving their supporters something to believe in. You have to make a realistic plan,

budget, build a team to help you, book recording sessions and venues, learn how to do press

releases, do interviews, understand your market, brand yourself, and learn to use social media

networks properly. The artist cares the most about their music. There are more independent

artists breaking out into the industry. Recently, without the support of a label, digital music

distribution, streaming platforms, social media, online marketing, and technology are changing

the industry and how artists can release music and reach fans. These changes make it harder to

have your break, so there are many things you will have to do to stay ahead of the other artists

that have something unique to them. Every artist is different. Every artist has a specific sound to

their music. Without regularly connecting to an audience somehow, an independent artist will

not break out into the industry.

 
3.0 Plan Objectives

           The marketing plan revolves around two fundamental principles. The first is Centralizing

the Fan Experience. You have to make it easy for fans to find the artist on every platform. The

critical component of which is building an artist website. An artist can be sharing content from

the site directly to social media, and the website can link fans to all of the artist's social media

accounts. The website is the central hub of all the artists' activity online. 

           The second concept is Monetizing Emotional Connections. You have to get the fans to

become consumers. Again, an artist's website is a crucial component. Social Media followers can

get directly linked to the streaming platforms the artist is on. The artist can provide direct links to

ticket sales for upcoming live shows/events. A merchandise line can be developed and sold

directly through a store on the website and digital copies of singles, EP’s, and LP’s. 

4.0   Strategy plan

4.1   Content Cultivation

       Content comes in many forms, not just the music itself. Developing that content is part of

the artist’s branding, marketing, and sales. 

Video- Youtube rewards content creators that upload frequently and have good audience

retention, far more frequently than an artist would typically release a music video. Vlogging is a

way many music artists bridge this content creation gap and would be a significant asset for the J

Latoy brand to reach their target market in a meaningful way. 

 Digital Art/Branding- Print and online advertising require digital art to customize and

personalize the artist’s brand. An artist can make digital branding artwork relatively simply and

cheaply. If the artist has a DIY aptitude for this, tools such as Photoshop, Pixlr, and even

Microsoft Office have options to produce this kind of digital art. Primary concerns are

maintaining a color and font pallet across various tools and projects. Artists can also hire a

graphic designer freelance to create an entire digital branding for them. Costs for this method can

vary from $500 to several thousand depending on the quality branding and the work scope.

Photo/Image- Many social media platforms reward content with an image in the post.

Fans also enjoy visual content over written content. Taking photos at/of events is an excellent

way for J Latoy to create this type of content. Something specific and essential to photographic

content is meta-data tagging to the photo's time, place, or subject. Images get found by search

engines, whether internally in social media sites or through meta-crawling engines like Google. 

4.2 Develop Website and Merchandise

 A significant factor in centralizing the fan experience, as discussed in section 3.0 above, is

maintaining an artist's website. The importance of this component cannot be stressed enough. J

Latoy relies on fans to seek the artist out on each platform, specifically with no centralized

website. An active website is the best way to create a cross-platform promotion. An artist should

spread the content links across social media and relates to all social media platforms. Even if the

website's primary use is to serve this function, it is still invaluable. 

However, websites can still provide even greater value to an artist. A blog function can allow the

artist to create their content to be pushed through social media. Press releases, event
notifications, news of upcoming musical content, and other content can double as blog posts on

the website. 

The most direct way an artist can profit from having a website is by creating an online

store. The obvious product is digital and physical copies of the artist’s work. However, this could

include any merchandise such as T-shirts, bumper stickers, hoodies, and other items for future

considerations. An artist website allows for direct sales to the fanbase that 3rd party vendors

cannot replicate.   

4.3 Genre of albums

As far as creating an album, our client has a few different options that she can go in. Our

client features a pretty unique type of music. She has an indie style of vibe and songs. While also

having an R&B style of singing. With her home base being in Atlanta, that is a great area that

produces both types of those genres. If Latoy goes the Indie route, she can analyze albums from

Erykah Badu and Lauren Hill. I could see her relating a lot to Lauren Hill. They both have a

similar singing style and music vibe that has a nice tone to it. 

There are tons of R&B artists and producers down in Atlanta that she can learn from. She

could even entertain a gospel genre to sing because she is just that versatile and loves that kind of

music. J Latoy has numerous options and future opportunities to pursue where she lives,

especially if she surrounds herself with the right people and sticks to her guns. 
5.0   Promotions

5.1 Social Media Platforms 

5.1.1 Facebook

  J Latoy currently has 855 followers established on Facebook. Research shows that

Facebook users are about 1.19 billion females (13.2%) and 1.51 billion males (19.3%). The age

range of 25-34 years is the most significant demographic group of Facebook. For 18-24 years,

about 23.8% and 82% of college graduates go on Facebook. With Facebook having such a vast

demographic group worldwide, this could help J Latoy attract a wide variety of target markets

towards her music. These demographic groups will help her gain more followers. The artist

should post daily content to connect with her followers, bring them into what she is posting, and

influence them to share and comment on her posts. These changes would also draw the attention

of distributors, events, venues, and the main one of all, collaborations or representation. 

5.1.2 Instagram

On May 22, 2021, J Latoy had 2,778 followers. As of May 23, 2021, she has 2,676

followers established on Instagram, and it is the primary social media site for her promotional

use. Research shows that Instagram's 18-24 age bracket is 67%. Out of that percentage, females

make up 13.9 % and males at 15.7 %. We also have the age range 25-34 at 60%. Females make

up 16.5 % and males 16.6%. These are the demographics for Instagram users and are the most

common age brackets. With J Latoy's target market being close to ages 25-34 (43.6%) and 35-44

(30.6%), we will have to find a way to expand that and widen her target market of 18-24 on

Instagram. Instagram has about 500 million people viewing stories every day and about 1.16

billion potential audiences reached by advertisers on Instagram.

 We know that Instagram is worldwide, but first, we will focus here in the United States

and widen our target market. In the United States, Instagram is most popular with Hispanic

adults (51%), African Americans (40%), and Caucasians (33%). Instagram can be of great use to

our upcoming artist, being that she already has a good start of followers. It can be an essential

tool for her visual and content-wise to connect with her followers and gain more followers by

letting them see her work. The artist's content will post at least three times a week behind the

scenes of her work, going live to interact, clips of a teaser to an upcoming song or music video,

and more content that will grab the attention and engage with old and new Followers. The

increase in Instagram use will lead to interactions on her post and sharing her post, which will

help gain more for J Latoy.

5.1.3 YouTube

J Latoy has 141 subscribers on her YouTube Channel, also has 1.5k views on her most

recent music video, Feels So Right. While looking at her YouTube channel, I noticed that she

hadn’t posted any of her music within two years. We will need to update her channel and post

live videos of her writing a song or doing an interview. J Latoy can upload onto her channel and

continue working on creating video content while reestablishing her channel. J Latoy can reach

her target market, especially those interested in viewing video and music content. Vlogger Dude

Perfect resonates with YouTube. At the age of 30, his revenue is about $20 million. His channel

content includes playing sports, performing stunts, and breaking Guinness records. He has about

56.1 million subscribers. His channel would attract many sport goers, stunt performers, and

people who like to watch stunt performers. Dude Perfect posts every day or every other day and

brings the attention of old viewers and new viewers to his page. If we have J Latoy post every

other day, this will help her subscribers and viewers grow. 
  Research shows the demographics of YouTube are 78% of male adults use YouTube, and

68% of Us female adults use YouTube, for ages 15-25, and 26-35-year-olds in the U.S are both

at about 77%. Millennials around ages 18-34 are at 37% and binge-watching YouTube daily.

YouTube's services are available in more than 100 countries in about 80 languages. YouTube has

over 300 hours of videos uploaded every minute. There is a variety of footage, including music

videos, video games, make-up, cooking, and daily vlogs. Music videos, live interviews, and any

content creations will encourage viewers to share the videos after watching them, which will

gain outside viewers to view the content.

 5.1.4 TikTok

J Latoy would need to establish a TikTok first, which will be the first step. The goal is for

her to maintain an established following and gain a new following on her page. She can post

video content by posting every day. She should post every day because this will show on their

For You page to catch people's attention. Her TikTok page will have links to her other online

platforms to lead them to more of her content. These changes will help reach her target market

and gain new ways to widen her market.  

Research shows that 41% of TikTok users are between the ages of 16-24. 56% of TikTok

users are male, and 44% of TikTok users are female. In the United States, there are roughly

about 26.5 million active users on TikTok, and they spend on average about 52 minutes per day

on the app. TikTok is available in 150 markets in about 80 languages. TikTok is also the most

downloaded app and currently is the third most downloaded non-game app of the year. The most

followed individual on TikTok is Lauren Gray, with over 50 million followers and 2.8 billion

likes. When looking at her page, she posts almost every day, at least two or three times a day. If J
Latoy posts content every day 2-3 times a day, she can gain up to at least 1M followers and

continue to grow her content creation to continue gaining followers.

    5.1.5 Twitter 

  J Latoy has only 96 followers on her Twitter page. Our goal is for J Latoy to gain

followers by creating and posting more content to attract more attention. Twitter has many

artists, fans, politicians, and many other entrepreneurs. Twitter promotes research, like posting

links to blog stories, journal articles, music releases, and teasers. Twitter reaches many people

quickly through tweets and retweets, which will build a connection with their followers. It helps

keep up-to-date with the latest news and developments, Share with others instantly, and help

reach new audiences. Twitter can also help new artists promote their work, post album covers,

and blogs. This helps with social networking, where people communicate in short tweets. J Latoy

could post daily on Twitter to help keep her followers connected and give them updates on

upcoming projects and events. Research shows 62% are male and 38% are females that use

Twitter. Twitter Demographics also indicates that between the ages of 18-24, 12% are female

and 12% are male, a 50/50 breakdown, 25-34 years old, 10% female, and 19% are male. If we

have J Latoy post more for her name will show up more it will catch other Twitter user’s

attention to look at who she is and what she does, which will lead to gaining more followers.

 
5.2 Online Advertising 

5.2.1 Google Ads

           Google Ads is a paid online advertising tool that lets purchasers pinpoint ads based on

their target market and search results. When most people think of Google Ads, they think of the
“sponsored” links at the top page of search results. While this is still a part of what Google Ads

does, it has expanded far beyond mobile advertising and embedded advertising in websites.

Depending on the type of ad, the ad buys, and the target market, J Latoy’s online advertising

would bring in curious fans of the genre to hopefully convert them into J Latoy fans. 

5.2.2 Facebook Ads

               Facebook Ads works similarly as a paid online advertising tool that lets the purchaser

pinpoint ads based on target market demographics. In this regard, it is very similar to what

Google Ads does, except there is no search engine, so page link ads do not exist, and it only

works on Facebook. This would be a much smaller ad buy for J Latoy because her target market

may have Facebook, but it is unlikely to be their top social media platform based on age and

demographics. 

5.2.3 Streaming Site Algorithm Satisfaction

             The primary way any streaming service organically recommends content is through

keyword searches. The words used in the title of a song/video are a part of the equation. In

Youtube and Tik-Tok, the video description keywords are essential. In Spotify, identifying the

correct genre and meta-tagging similar sounding artists is necessary. Across the board, consumer

retention is essential. Suppose someone only watches 10 seconds of a 10-minute video on

Youtube or skips the song after a few seconds in Spotify. In that case, it will negatively affect

how often those services recommend the artist's content. 

 5.3 In Person Promotion

5.3.1 Flyers

          We can get professionally designed flyers created to post around the city to spread the

word about the Album, Social Media information, and future concerts. J Latoy wants to expand

her brand and making flyers will help with that. With the extra attention from the flyers, we will

have to be ready to be viewed. The social media platforms, such as Twitter, Facebook,

Instagram, YouTube, and TikTok, will have to be up to date and constantly checked for fan

interaction and future collaborations. Flyers are an excellent and straightforward way to

advertise.

5.3.2 Community engagement

           Lots of artists and musicians plan and have successful pre-album release parties & pre-

rallies to promote themselves. Also, helping/giving back to the community is always important.

Consistently giving back will grow in popularity and be looked upon as a good deed. People like

to see those considered “celebrities” and invest in the town they live in—especially those who

believe they care. Our client wants to help make her city and community a better place with her

voice and music. 

5.3.3 Release Party

           Having a pre-album release party/parties will help promote and gain popularity for J

Latoy. The guest list will also be an essential factor. We are looking to have well-known artists

as well as new audiences that are open to new music. Being in a city like Atlanta, it won’t be too

hard to attract attention because it is known for its music industry and great music producers.
Others who will also be good to invite would be big and small business owners and investors.

People in the business and media industry are always looking to find that next thing/talent they

believe will take their company to the next level. Meeting the right people and getting the right

opportunities is something our client is looking and preparing for. 

 
5.3.4 Special Appearance (Collaborator Events)
           We will have our client make special appearances at events to show that she is invested in

the community and open to new relationships with others. Our goal is to reach as many crowds

and audiences as possible to grow our brand. We will also set up opportunities such as singing at

high school proms. We believe that reaching a younger audience will be critical for success. J

Latoy currently teaches youth music classes and loves all of her students dearly. 

           There are also tons of clubs and centers in Atlanta that could provide appearances and

camera time opportunities. The whole idea is to gain momentum, popularity and show the

audience who our client is and what our brand will be about. A show like “Ricky Smiley in the

Morning” is a radio show that comes to mind that we all believe will be a perfect opportunity.

There are always many different guests that appear on the show, very comedic and insightful

information that is featured on the show daily. 

5.3.5 Live Interviews

           Being featured on some Podcasts and being a guest on radio shows will also help our

client’s brand. Interviews are meant to get to know people and to see some personality. It will be

an excellent opportunity for J Latoy to show people who she is and find personal things about

her. She loves talking about music and what it means to her, so it will be a fun interview with

whoever gets to chat with her. She’ll get a chance to talk about the work she does with her
students as well. I think audiences will love hearing how children are being taught music at a

young age and its effect on their lives while growing up. 

6.0 Performance 

6.1 Content Creation

      J Latoy’s performance will be based on creating content that is genuine and driven toward

audience relevance. This will include music, the artist's new music, experiences at local bars,

audio recording as music is created, and unique messages from the artist for the fans.

Additionally, we will add content regarding parenting as J Latoy is a single hard-working

mother, who is in search of a successful career as an artist. Many topics of relatable interest can

be introduced like, life in Atlanta and modeling.

6.2   Posting Plan

       The artist will post these short videos on social media of 30 seconds or less unless required

to go longer for promotional purposes of a new song or message. They will include promotional

information of when the music is dropping and how to listen to them. Posts on social media will

allow for interaction from comments, follows, likes, and shares. The artist will be able to respond

to these if she chooses to, resulting in exclusive and genuine experiences for fans who wish to

connect with the artist.

6.3 Engagement 

     The artist will create each post on various social media platforms like Instagram, Tik Tok,

Snapchat, Facebook. Particularly for YouTube, uploads will be of new music available through

YouTube Premium. Regarding where to listen to the songs, the audience will search the artist

and song through Spotify and YouTube if they have YouTube Premium service.
7.0   Appendices

7.1 Editorial Calendar 

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Post showing Repost song Share local Repost about local Live IG Post artist Post with short
30 seconds of on IG story  events where events on IG, Tik interaction with images of 20 second video
a new song artist will play Tok, Snapchat and fans regarding preparations showcasing
on IG, Tik on IG, Tik Tok, Facebook local events and for local event from
Tok, Snapchat and new music events on Friday night and
Snapchat and Facebook IG, reminding
Facebook Snapchat audience of new
and event on IG, Tik
Facebook Tok, Snapchat
and Facebook

Interaction Post short 10 Interact with Post on IG, Tik Tok, Repost fan Post with Post image of
with fans second video fans about new Snapchat and videos of shared excitement artist taking
about new from artist music on Facebook short 10 fan posts of artist on flight and
post on IG thanking Facebook second video of new listening to new their way to arriving at
audience for song with content not song events on current event on
viewing heard on the first IG, IG, Snapchat
previous post post Snapchat and Facebook
and
Facebook

Upload new Share Share repost Post positive quote Post reminding Post images Post video on
song to platforms videos of fans as a mid week of local events and short IG, Tik Tok,
Spotify and where listening to reminder on IG and on IG, Tik Tok, videos of Snapchat and
post video audience can artist new song Facebook Snapchat and event on IG, Facebook
thanking find the song Facebook Tik Tok, showcasing 30
audience for and other Snapchat seconds of
viewing and content from and footage from
listening to the artist Facebook both events
music on IG, over the
Tik Tok, weekend
Snapchat and
FB

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%20site%20daily.%20More%20items. . .%20

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%20the,men%20to%20have%20private%20Twitter%20accounts%20More%20

6LACK. (n.d.). YouTube. Retrieved May 23, 2021, from

https://www.youtube.com/channel/UCYRLqThkOVjysBOM6fgkqmQ
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