Cost Publishing Campaign Management

SEO Contribution

Search Engine Optimization will enhance our KPI by helping our clients aware of our company, website, and service. Without SEO, many customers will not be aware of our presence. It is vital to get our customers attention. Our main KPI will be determined by how many people visit our site, and our clients site per week. As well as, how many e-mails we will attain per week within our database. To determine if this campaign is working, we will continue to check search engines on a daily basis for effectiveness. Cost Publishing will accomplish the objective by enabling users to contact our site, and service. This campaign will be successful if there is consistent traffic to our website on a weekly basis. We are looking for at least two to three thousand views per month.

PPC Advertising

Our KPI will be investigated on a monthly basis to ensure that this campaign strategy will remain effective. The metrics that we will use will require search engine contributions from funds, and data. Received through the PPC advertising. We will measure its effectiveness by how many viewers click on these ads, if they have purchased anything from these ads, and where these ads were discovered, and clicked on. There age, location, and salary information would be useful to our company, as well as any other personal information, such as e-mail addresses.

Promotions

Cost Publishing plans to monitor all blogs throughout the Internet. We will check comments, and questions concerning these blogs. We will also monitor how the success of each interview went. We are able to monitor each artist’s status on twitter, facebook, and myspace. We can research comments, and other posts concerning our artist on these pages. Every time a blog is posted, or an interview is broadcast, we can measure the flow of traffic through each promotion to see if clients are gaining attention. This will let us be more aware of overall industry focus. If fans are listening, then so will investors, producers, and executives.

Social Media and Viral Marketing

Just like the other campaigns, we have the ability to track all flow of incoming traffic. We will utilize Google Trends, as well as other Google applications. Cost Publishing is also determined to consistently check over social media networks, and videos. The metrics that come into focus for future success are video views, facebook friend ads, myspace views, adds, and plays, and posts concerning our artist’s or bands. We are looking for a wide amount of views from YouTube, Facebook, and Myspace. As well as adding friends on each social network daily. We hope that our client acquires a fan base quickly. To accomplish these goals, both the company, and our artist’s will have to do much-needed legwork. This will allow supporters to become fans, and aware of the talent. We hope to acquire four to five hundred fans per month.

E-mail

Depending on how much e-mail get sent out. Cost Publishing would like to see 25% to 30% ratio of e-mail responded, replied, or forwarded. We understand that e-mail can become junk, and clutter of impersonal taste, but we plan to work hard at becoming friendly, and close to our investors, and clients. The only way we will know if this particular campaign is working is if 25% to 30% of the e-mail sent out is responsive. Only then will we know if we are successfully grabbing their attention.

Value of a Conversion

Cost Publishing has spent $15,000 on this campaign. Our goal is to create at least ten thousand conversions per artist. Currently, Cost Publishing is only dealing with two artists. As more talent is acquired, more money will be put back into a similar campaign. As of now, we are dealing with a total of twenty thousand conversions. This sums the value of conversions to 1.5. Broken down, each channel is roughly 4,000 conversions. This means that the cost of conversion for each channel is 3.75.

Review for change

One of the many aspects of this campaign that I would have preferred to change is my KPI. The Key Performance Indicator that is most important in the publishing business is investors, and record label executives. These people have all the connections for licensing music, and getting airplay on FM radio, as well as, XM radio. However, producers are also a key asset to this company. Requiring a good connection is not easy, but affordable. This piece of the campaign is where we would have liked to spend more money. Social Media, PPC ads, and Search Engine Optimization can only take you so far, but Promotions, E-mail, and Viral marketing are crucial to acquire networking with big name investors, and producers.

Cost Publishing Advertising Campaign

Search Engine Optimization (SEO)

Cost Publishing will be using SEO. This channel is cost efficient, and effective. It is essential to create a clean, and promising web presence. We will do so by continuing to update our WebPages frequently. Links will constantly be evolving with our partners, and our social network pages. It is also important to keep the Google-bot coming back to update our SEO. This campaign will help meet our goals by informing clients where to look for our company, and our information. It will ultimately create a connection with our clientele.

Paid Search/Pay per click Advertising

Our company will focus on flat rate pay-per click advertising. This type of advertising does not hurt our budget, nor does it hurt our integrity. This advertising campaign will help retain money back into our business. Paid search and pay per click will help provide income to fuel back into our business, which will contribute to our goals and our success.

Promotion/PR

Certain promotions will help generate customers, and revenue. Blogs, articles, and interviews about our company are crucial. PR will help to improve our goals by getting our client’s interviews, and other forms of news. Web magazines are becoming more popular, as well as, music reviews websites. Cost Publishing will also contact local radio stations and journalists to inform potential clients, and investors.

Display Advertising

Cost Publishing will not be applying Display Advertising for the first few years of production. One of the reasons for this is because of the cost. Being that we are a new company, we would like to limit the amount of funds and resources to a minimum for maximum profitability purposes.

Social Media and Viral Marketing

These two campaigns are very important for the future success of our company. It is proven that social media, and viral marketing are the new ways of grabbing your target market. It is also a cheaper outlet of advertising. Cost Publishing will be developing several short films every few months. This will allow us to reach more fans, investors, and potential clients. The most important aspects of these videos are to inform of our business, and where the music industry is going. Social Media websites are obviously necessary in connecting, and networking with your audience. We will use all social media websites that are accessible. Everyday, these social media websites will be updated and provide new information about the industry, and our company on a daily basis.

E-mail

Cost Publishing will limit the amount of e-mails that go out to our clients. The reason for this is because it is very easy to scare away or annoy people. E-mails will be sent out more frequently to employees, and involved investors, and clients. However, people that are unfamiliar or unsure of our business model will receive e-mails once every three months (every quarter). This way of advertising is also to simply inform, and let individuals aware of our presence.

Affiliate Marketing

Our company will not focus on Affiliate Marketing until after the first few years of our business. One of the reasons for this is because we do not have affiliations set up within our business model. We are not concerned with this type of advertising at the moment. Though we realize of its importance as our company expands.

Campaign Budget

The budget for our advertising campaign will amount to $10,000. Not much for the first year. Mainly because most of these avenues are cost effective, and we simply just do not have enough in our budget as a starting out company. $5,000 will be implemented in our viral marketing budget for the first year. This equals to roughly $4 – 500 per video. $2,500 will be used for promotions, and the other $2,500 will be covered under PPC, and SEO. Myself, and other staff members on a salary basis will allocate E-mail, and Social Media and Viral Marketing. This will take over two hours of each day during the campaign per advertisement, and per Social Media Website.

Duration of the Campaign

The campaign for Cost Publishing will last for two and a half years. One of the reasons this campaign will last for over two years is to ensure quality results through patience, and hard work with clients, partners, investors, and employees. We understand that success takes time, and rushing through these endeavors could be dangerous, and damaging. Being cautious will always be on your side when making tough decisions. 

Cost Publishing's Social Media Strategy

Cost Publishing will implement a social media strategy via the Internet by creating business accounts on Facebook, Myspace, and Twitter. We will also create short videos to ensure our companies quality, and trust. These videos will be posted on Youtube, and sites like Digg. Other videos will be made to show past examples of our artists in the studio, and at shows performing. Another aspect that we hope to apply in our social media marketing strategy is artists working around industry professionals, and hopefully award ceremonies. If just one of our artists make it in the music industry by winning awards, selling songs, and acquiring sync, and mechanical licenses, we will be sure to capitalize on these achievements.

To achieve our goal, Cost Publishing will focus on securing well-known local artists, and professional songwriters within the area. By doing so, we will be able to gain other industry professionals respect, and trust to deliver a quality product. The most challenging task that Cost Publishing will endure is making the proper connections, and partnerships with other companies to gain sync, and mechanical licenses. Our company is focused on bagging these licenses, because it will promote our artists music. At the same time, we will achieve royalties, and worldwide success, as well as popularity.

With our goals and objectives, Cost Publishing will be based on ratio instead of a count, because some of these opportunities are based on odds. For example, how many licensed songs, to non-licensed songs. A count KPI would only be necessary if we were really trying to monitor the number of videos played, and the number of songs downloaded, and streamed. Being at the right place at the right time is crucial. However, it will be up Cost Publishing to gain the respect and trust of industry professionals to deliver satisfactory work. That being said, the more hits that are created by our artists, the more chance to have success with that artist, as well as with other artist.

We all have to do our job. It is important to follow through in every aspect of the business. If the master recordings are not satisfactory, then we will go back to the studio to re-produce the product for proper delivery. A successful campaign will be determined by how many songs are licensed, and how many of our artists are successful in these endeavors. That being said, these artists do not have to be signed. It will be up to Cost Publishing to make connections for these artists and songwriters. They need to be able to have their music heard on a regular basis from TV and film licenses, and digital media. To complete these objectives, artists will need to be in the studio writing routinely, and they will need to perform locally, and regionally.

Digital Media Plan (Business Model)

            Cost Publishing (CP) L.L.C. is located in Dayton Ohio. We provide a service in registering copyrights, issuing licenses, and collecting money for paying artists, writers, and co-publishers. We will promote our business as both business-to-business, and business to consumer. The main focus of Cost Publishing is to help broadcast, promote, and provide substantial payment for local Rock, Pop, and Hip-Hop artists and songwriter’s within the Dayton area. As local artists, and musicians ourselves, we understand the hardships, and anguish that comes with being a creator.

            Cost Publishing will earn revenue by acquiring mechanical and performance royalties as well as synchronization, and transcription licenses. Contracts will be made in the artists favor with a 60/40 split, challenging all competitors who are currently at a 50/50 split with clientele. The company will be affiliated with ASCAP and BMI for motion picture performance monies, public performance royalties, and mechanical royalties. We will also be working closely with the Harry Fox Agency and the CMRRA (Canadian Mechanical Rights Reproduction Agency). The dollar value of a general sale for Cost Publishing is roughly $2,000 per license sale.

            There is an abundance of talent in the region and a “burning need” or “point of pain” for assistance in copyrights, licensing, and radio airplay within this specific genre.  The one aspect that makes our brand unique is that we care about each artist, musician, and talent equally. We have a strong passion to deliver successful results to each client that chooses to publish their works with us. We are also the only publisher that deals with this particular genre within the region. With no direct competitors, we are also able to distribute a 60/40 split in our customers favor. These values are important in developing a focused and committed company, and Cost Publishing stands by these ethics, and morals with a passion o help, and support great local music, because every artist deserves recoupment for their works.

            This industry is expected to grow immensely within the next three to five years. One of the reasons for this is due to a growing population in independent music, and artist collaborations. Technology is becoming vastly inexpensive. So, artists are now capable of writing professional products within their own home. Our service is slightly different throughout our local competition. Our indirect competitors are focusing on gospel, Christian, and contemporary music. These companies are focused on selling sheet music, and providing publishing for different genres of music. The cost of this service to our clients is simple. They must acquire copyrights, and all legal documentation. If copyrights have not been implemented, then Cost Publishing will pay for these copyrights, and legal fees for licensing. However, all legal and copyright fees will be recouped once sales have been made.

            Our target market consists of 16-35 year olds that have a passion to write, perform, produce, and publicize their works. Most artists and musicians struggle with education and a steady paying salary, so they are a low class group that is often transported by local transportation, bike, or car pool. Some of the brightest and most creative minds that have ever lived dropped out of high school or college. So we have decided to put a great deal into the starving artist as opposed to the richer group of artists and musicians. This demographic is more likely to be single rather than married, and home ownership is unlikely due to the younger market that is being targeted. Some of the magazines that this target market consumes would be Rolling Stones Magazine, thesource.com, and forbes.com. They will be interested in schools such as Full Sail University, The Cleveland Ohio recording Music School, Berkley, The Recording Workshop in Chillicothe, and local International College of Broadcasting.

            There are over 38,181 establishments for performing arts, spectator sports, and other related establishment within the entertainment industry according to the U.S. Census Bureau. In comparing statistics, 1997 only had 30,566 establishments. Meaning that these companies will help strengthen our business by promoting and supporting the local and nation wide scene that is the entertainment industry. With more growth in this industry, it will only raise our chances for success. With proper execution and focus, Cost Publishing will capitalize on all talented and driven artists and musicians within the Dayton area. From 1997 to 2002, the number of independent artists, writers, and performers grew by 2%, and music groups and dancers increased as well. (us census)

U.S. Census: Economic Census for Arts, Entertainment, and Recreation Industry

Series. (2005). Performing Arts, Spectator Sports and Related Industries 2005.             Retrieved February 12, 2010, from:             http://www.census.gov/epcd/susb/2005/oh/OH71.HTM