Love & Laughter Communications Plan

Love & Laughter Recording Studio

REPRESENTATIVES: Emma Rowell Melika Karimzadeh Matena Jarjis Evelyn Lim-Garcia

ISSUED BY: Titan Public Relations CONTACT: TitanPublicRelationsCSUF@gmail.com

Communication Plan - Love and Laughter Music Group SECTION 1 – Research

SWOT Analysis Strengths - The attributes of the organization that will help us achieve our goals are: ●

Relying heavily on the community by having them participate in virtual events hosted by LLMG.

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Being family-oriented- LLMG treats all the artists like family and wants them to succeed.

They care about the welfare of their artists and take exceptional care of everyone that is part of the LLMG label and community.

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Providing services such as-- songwriting sessions, network opportunities with other fellow artists who have prospered in the industry, in-house vocal coach and a studio membership that helps bring in revenue and more opportunities to artists.

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Reaching out to the community through social media will strengthen the organization.

Posting on Instagram stories and having a live audience tune in will positively impact the organization and having discussions in the comments or private messages. Having a strong community presence is very important, and that will set LLMG apart from other labels.

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The LLMG facility is 3000 square feet, larger than any other music label in Orange County, equipped with the best technology to record and engineer the artist's music.

Weaknesses – Attributes that will hurt our ability to reach our goal will be: ●

Not able to host live in-person events due to COVID-19.

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Not having many people in the studio helping with the writing/recording process.

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Inconsistent theme on social media and not a lot of engagement with the audience.

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Instagram should be rebranded and begin to upload pictures/videos that

showcase what the LLMG has to offer. ●

Change Instagram theme to brighter colors that engage the audience, as well as posting graphics prior to pictures of people or videos to make the theme look consistent and professional.

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Signing new artists came to a halt due to the pandemic which decreased the revenue.

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Signed artists not recording new songs or visiting the label can affect the studios level of public exposure due to no press coverage from the artist and new songs not being produced.

Opportunities ●

Emphasis on the importance of community (ex: giving opportunities to young local artists)

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Virtual events such Open Mic nights, workshops, and online vocal lessons

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Competitions to win studio time

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Regular social Media promotion and interaction

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COVID-19 is a huge cause for loss of business. Many people do not feel safe coming

Threats

out for non essential business or need to save money on necessities. ●

Maximum building capacity due to COVID-19 is significantly less

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There are many other existing recording studios in Orange County that could be competition for Love and Laughter. (ex: Hear No Evil Studio, The OC Recording Company)

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Rebrand Instagram account by changing themes to brighter, more cohesive colors that stand out.

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Upload professional HD pictures/videos of the stdio and its artists

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Pictures/videos should encapsulate what LLMG has to offer by showing artists recording songs, live/virtual events, and everything else that the studio wants to advertise.

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LLMG Instagram account should scream business/ record label account at first-glance.

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At first glance, the content seems geared towards individuals 30 and older; however, the studio intended to reach the target audience of teens/millennials. We can work through their social media accounts to make the studio seem more diverse, and youth based.

PEST Analysis Political ●

COVID-19 safety regulations - recording against mic w/o a mask, etc. ○

No rehearsals that are not part of specific production... ex: online vocal lessons. Source: http://www.publichealth.lacounty.gov/media/Coronavirus/docs/protocols/Reopening_ MusicTelevisionFilmProduction.pdf on page 5.

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https://thriveglobal.com/stories/singing-lessons-coping-with-covid-19-through-music/

Travel restrictions - bigger/larger artists that are not from the area, can cause downfall on their recording time.

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Public expenditure controls: money being dictated on where to go. COVID-19 = more spending on safety items/necessities, less spending on CD’s, music, recording/leisurely items.

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Gov’t assistance to small businesses, but not individuals themselves. Source: https://www.billboard.com/articles/business/9353459/cares-act-guide-music-workers-businesse s

Economic

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Unemployment rates due to COVID-19 - members might not want to pay full price for studios.

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Direct link financially between recording studios and live performances. If no live performances/ticket sales are generated, then no new music will be recorded. Source: https://www.kentucky.com/entertainment/music-news-reviews/article243608392.html “Realities of the COVID environment are still felt, however, especially since the world of recorded music and live performance are so closely linked. Lundy said the pandemic has underscored long standing defects in a music industry business model that dictates an artist makes a recording and then tours to promote it.”

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Instagram now allows ads to run on live. People can purchase badges, which can be between 99 cents to $4.99 and 100% of proceeds go to the individual. Less likely to do live insta performance with LLMG, more likely to do it on their own platform. Source: https://later.com/blog/instagram-live-badges/#:~:text=Instagram%20Live%20badges%20are%20t he,to%20be%20so%20much%20more

https://www.nytimes.com/2020/05/27/style/instagram-influencer-monetization-live-igtv.html ●

Consumer Confidence: Indicator that basically determines needs of spending and how confident the consumer is in their saving capabilities in order to afford other things outside of their needs.

Other sources https://www.kqed.org/arts/13879939/music-studios-already-struggling-adapt-as-pandemic-shifts-the-industry https://www.weforum.org/agenda/2020/05/this-is-how-covid-19-is-affecting-the-music-industry/ Social ●

Anaheim supports more than 359,000 residents, and 24,000 businesses. The city also typically brings in 25 million annual visitors (Pre-covid).

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The demographics of Anaheim are as follows; ○

Hispanic, Latino 54%

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White 24.8%

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Asian 16.5%

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Black 2.3%

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Two or more races 1.9%

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Native Hawaiian and other Pacific Islander 0.3%

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American Indian and Alaska native 0.2%

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Other 0.1%

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Average household income : $94,601

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Annual Orange County visitors: 50.2 Million

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The income inequality in Anaheim, CA (measured using the Gini index) is 0.499.

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The poverty rate of Anaheim is 16%

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The median age of Anaheim is 34.4.

Sources Demographics: Anaheim, CA - Official Website. (n.d.). Retrieved September 22, 2020, from https://anaheim.net/705/Demographics

Anaheim, CA. (n.d.). Retrieved September 22, 2020, from

https://datausa.io/profile/geo/anaheim-ca Technological ●

Technology is a large factor in recording studios, and having high quality, up-to-date equipment is key to a successful recording studio.

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They offer a state-of-the-art-music-studio.

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They have all the newest recording equipment.

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They are being tasked with transferring many of their services online because of Covid-19.

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They held a successful instagram live show via their instagram last year.

Problem Statement - Although Love and Laughter Music Group offers a cutting-edge monthly subscription service that is unique to their studio, the general public may be unaware. LLMG wants to be recognized for their

unique community-based approach, their emphasis on creating relationships, and their carefully curated networking resources that they offer access to. On top of this, with Covid-19 affecting many businesses, they want to find new ways to engage their current clients, as well as utilize their social media platforms to grow their business following the Covid-19 setback.

Key Audiences - The primary target audiences for LLMG are middle to upper class individuals, age 20 through age 55, that are aspiring musical artists ranging from singers/bands/musicians/and songwriters. (Since they offer courses and resources that connect to each of these goals.) A second target audience for LLMG is music producers in order to gain recognition and add to their networking resources. Some local media outlets in the LA/OC area include; the OC Register, OC Weekly, LA Times, and LA Weekly.

SECTION 2 – Planning

Goals ●

Promote Love & Laughter Music Group along with its goal to build relationships through music. To boost social media exposure, interaction, and showcase all the services they provide on a professional scale.

Objectives 1.

Increase social media engagement on Instagram from 795 followers to 820 followers by December 8th, 2020.

2.

Create 2 successful Instagram Open Mic Events with at least 20 attendees within the audience by December 8th, 2020.

3.

Increase engagement on Facebook from 1929 followers to 1950 followers by December 8th, 2020.

4.

Create a press kit with two media pitches to news outlets in the Orange County area by December 8th, 2020.

5.

Reach out to three schools in the Orange County area and have at least 1 participate in the Virtual Choir

by December 8th, 2020.

Key Messages for each Key Audience o Primary Audiences Aspiring Musical Artists: ●

Love and Laughter Music Group is more than just another recording studio, it’s a community built on relationships and support, and focuses on growth through professional and peer help.

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Love and Laughter Music Group offers a unique opportunity to pay for a monthly subscription service with all access to their recording studios and state-of-the-art equipment.

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Love and Laughter is a collaboration of creatives, and it’s primary focus is relationship-building.

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Love and Laughter boasts many side projects including, “Reaching Youth Through Music Opportunities”, which allows underserved youth access to educational opportunities in the music field, with connections to Berklee School of Music in Boston.

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Love and Laughter is open to all genres of music, and all types of musical aspirations.

Bands: ●

Love and Laughter has a multitude of professional equipment that members have unlimited monthly access to, as well as publishing resources, songwriting assistance, and vocal lessons.

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Love and Laughter has a refined database of resources that has been carefully curated by the Arreguin family over their years of musical experience.

Music Producers: ●

Love and Laughter is a hub for young creatives to come together and sharpen their talent, they have access to up and coming artists, as well as professional equipment, and therefore will be a perfect space to find fresh new talent.

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There is a separate subscription that is ideal for music producers and “collaborative groups” that allows

producers to utilize the recording studio spaces and equipment for their clients. o Secondary Audiences Local Media Outlets: ●

Despite local businesses plummeting due to the pandemic, Love and Laughter Music Group worked hard to stay in touch with their already-established client base, as well as find new ways to bring in new customers during the onset of Covid-19. They now remain open, offering their services to dedicated young artists, while operating under the CDC guidelines, and keeping safety as their number one priority.

Psychographics ●

Highly values and supports a close knit community

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Believes in providing support for youth in need.

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Experienced loss of business due to COVID-19, but has created virtual activities.

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Well rounded, as a wide range of clients record at the studio.

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Takes pride in being family owned and promotes themselves on a more personal level.

SECTION 3 – Implementation

Objective 1: Increase social media engagement on Instagram from 795 followers to 820 followers by December 8th, 2020.

Strategy: Gain interaction and engagement on Instagram by using various programs that create graphics to promote LLMG’s services and key messages.

Tactics: Demonstrate LLMG’s message of building relationships and how they’ve applied that during the Covid-19 pandemic. As well as what safety precautions they are taking in order to keep their studio functioning.

Tools: ●

Infographics created on Canva to showcase cleanliness of studio and safety precautions throughout the Covid-19 pandemic.

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Videos that highlight the relationships between the members and the owner or other studio members. ○

Edited with programs such as Adobe Premiere Pro or taken through Instagram Stories.

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Updates on what is happening within the studio specifically. ○

If there is a specific event happening, make sure to post about it.

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If a school performs, make sure to post a snippet of the performance as a way for audiences to get hooked to the content.

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Creating boomerangs, Instagram stories, and highlights that showcase all of LLMG’s best moments and give recognition to the artist in their studios.

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Changing the look and theme of Instagram by making the color scheme more similar to their website, with less black and more white/bright colors.

Objective 2: Create 2 successful Instagram Open Mic Events with at least 20 attendees within the audience by December 8th, 2020.

Strategy: Promote the Open Mic Event through various social media outlets to attract as much potential attendees as possible.

Tactics: ●

Create posts promoting the open Mic event

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Share all details and rules about the event such as how to sign up, how much time allotted, etc.

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Create a Q and A story/post to answer all potential questions

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Finding an incentive for people to repost the event on their own personal Instagram stories to reach more people.

Tools: ●

Instagram stories that people could share and repost

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Instagram posts

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Facebook

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Canva to create graphics

Objective 3: Increase engagement on Facebook from 1929 followers to 1950 followers by December 8th, 2020.

Strategy: Create a consistent posting schedule, paired with nice editing, to better promote LLMG’s mission statement.

Tactics: To create a regular schedule for posts that will be edited nicely using Canva. To host small interactive events like Facebook live to increase engagement.

Tools:

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Facebook ○

Daily posts sharing the group's services

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Precautions LLMG is taking due to Covid-19.

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Use Facebook Live, Story, and all it’s features to get the most out of this platform.

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Facebook live will allow for LLMG to host interactive jam sessions or shows for following.

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Use Facebook stories with a consistent post schedule, but also allow for spontaneous unedited good photos to show following.

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Canva ○

Editing program to make the posts look professional.

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A more clean and consistent theme and look will allow clients to notice LLMG’s brand before looking into it.

Objective 4:Create a press kit with two media pitches to news outlets in the Orange County area by December 8th, 2020.

Strategy: Pitch to local news outlets such as the OCRegister, OCweekly, Orange Coast Magazine, Greater LA Podcast from KCRW and ABC7 Los Angeles, about the upcoming virtual concerts that LLMG will be hosting and to gain more media attraction for LLMG.

Tactics: Create a press release with an eye-catching headline, visually pleasing components such as -- HD pictures of the schools performing and LLMG for the media, include a quote from either the choir teacher or Joey (the owner of LLMG), have the press release be informational and concise to have it picked up by the media. The first pitch will be about the upcoming virtual choir concert by Anaheim High School hosted by LLMG; further information will be provided once the details have been finalized.

Tools: ●

Email/Call local media outlets to provide information about our program

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Tell them our pitch, and use California State University, Fullerton connections to contact the media.

Objective 5: Reach out to the High School Virtual Choir, and interview them to participate in a positive, full-circle,

story discussing the connection between LLMG and the fact that Joey went to the same High School, and use it for a media story by December 8th, 2020.

Strategy: Get the virtual choir to answer some questions about their program, and connect it to Joey’s High School, use this story to create a positive News Story about LLMG coming full circle.

Tactics: Reach out to the Virtual Choir, and ask them questions about how they decided to go virtual, how has LLMG helped them through this transition, how important music has been to them through this stressful time, and ask Joey how it feels to help his High School so many years after he was in their music program. Pitch the story to local media outlets such as OC Register, OC Weekly, LA Times

Tools: ●

Use LinkedIn to find contact info for local media outlets

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Use Email to contact local media outlets to provide information about the story, and it’s positive message.

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Use connections through PRSSA to contact the media.

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Promote the story after its release across LLMG social media platforms.