Danny Ray's Music Media Planbook

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Danny Ray’s E V LI

IN SEATTLE FEBRUA

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2016

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Setlist

encore 10 - media vision 2 - Meet the team 11 - media o bjectives 3 - Executive sum mary 12 - phase 1 4 - Campaign scope 13 - Phase 2 5 - brand p rofile 14 phase 3 6 - geographic p rofile 15 - phase 4 7 - target mark ets 16 - continuous efforts 8 - competitors 17 - media menu 9 - S.w.o.t. analysis 18 - media m i x 19 / 20 - schedule

21 - budget

22 - signature pag

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It’s time to connect the dots..

s founded in late 2015 after The Fitzgerald Group, LLC, wa ll-versed in unique facets of six young professionals, all we ed forces in an effort to help communication strategy, join the formula to their own local brands piece together ch, ge crafting, penetrative resear success through skillful messa . and vital relationship-building sulting firm that specializes in We’re a full-service media con g, blic relations, digital marketin media strategy, advertising, pu ch, ear res er analytics and special event planning, consum r firm is constantly evolving publicity, and web design. Ou t we’re nges in the world of media, bu as we adapt to the rapid cha ders lea ry trendsetters and indust confident in calling ourselves localized strategy techniques. based on our cutting-edge and

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Special Events

We’re the conversation starters.

We’re the movers and shakers.

We’re the kid that gets picked first for kickball.

We don’t stop to rest until our clients are both satisfied and fully immersed in the services that we provide them, because we know that connecting the dots isn’t an easy process. Every dot forward is a new territory or opportunity, but it’s a firm connection to the foundation you’ve already built and it’s one dot closer to the finish line.

We’ll be there every step of the way.

So, what do you say? Let’s figure out what your final picture is.

connor Creative Director

forrest Account Planner & Analyst

ld Fitzgera ake es m Na Puppy & Agency

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s u m m a r y Danny Ray’s Music will bring you one step closer to rekindling your childhood dream of becoming a rockstar. To your left is an assortment of classic guitars on the walls, to your right stands talented musicians waiting behind the counter, and and all around you is an atmosphere of true southern hospitality. Danny Ray’s is a music aficionado’s new home away from home, a place where one can repair dad’s vintage Fender Stratocaster, purchase a new amplifier, take an introductory lesson in clarinet, or anything in between.

The Fitzgerald Group has been tasked with strategizing Danny Ray’s Music’s new storefront expansion to Seattle, Washington, and we’re ecstatic to share our expert media recommendations with your team as we assist you in connecting the dots to success in your new home. Enclosed in this book is your trail of dots, so follow wisely as we justify our recommendations with intuitive research and competitive analysis.

The comprehensive media plan that we’ve constructed will be framed by a 48-week timeline and a $55,000 budget, and will also include a launch phase that aims to inform, incentivize and inspire Seattleites to make Danny Ray’s Music the go-to store for all of their music needs.

Based on our research, we plan to target five zip codes that include 98107, where Danny Ray’s Music will be located, 98117, 98103, 98119, and 98199. We’re interested in these surrounding neighborhoods due to their proximity to Ballard Avenue Historic District and demographics that diversify Danny Ray’s potential customer base. We recommend a targeted focus on high-income men aged 45 and older in addition to high-income and trendy middle-aged parents. We feel like these customers strongly depict who we would expect to see in the store, whether they’re coming in to buy a new electric guitar or to set up a viola lesson for a budding little musician.

In addition, we will review the current state of Danny Ray’s with a brand profile and SWOT framework. We’ve also identified Guitar Center, American Music and Dusty Strings Acoustic Music Shop as Danny Ray’s largest competitors. The products and services Danny Ray’s provides will attract a wide range of consumers interested in a well-rounded purchasing experience, and though the price point of Danny Ray’s is fair, the consumers likely to shop there need the disposable income to support the hobby, much like Geoffrey and the Berkeleys. Lastly, you will find a media menu with ample opportunities that will help you make a mark on Seattle.

From Seattle to Austin, both cities are abound with music fans, making the move all the more seamless. This plan reflects our tireless efforts to duplicate the successful foundation you’ve already built in Texas, all well as our best judgments on this uncharted and exciting expansion.

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You’re the new kid on the block. It can be intimidating. Don’t fret - you’re in good hands.

campaign scope Put down the air guitar. Let’s rock ‘n roll.

Danny Ray’s Music is a special place, firmly committed to providing customers with the right tools and direction in order to suit their musical needs. You’re all about community, consumer trust, education, and quality service, and that’s why we’re investing in Danny Ray’s strategic addition in Seattle, Washington. It’s time for your business to grow, and we’re ready to help you strum a new chord in the Northwest.

The Fitzgerald Group has developed a comprehensive media plan filled to the brim with our expert recommendations on Danny Ray’s Music’s new storefront launch in Seattle. Our plan encompasses a media budget of $55,000 that we’ve strategically allocated to utilize for a 48-week period (February-December 2016), keeping in mind that Danny Ray’s doors will open on February 22, 2016. Our recommendations are driven by extensive research and insight into the area’s geographic market, target audiences, and competitors, and we’ve performed strong analyses into your business’s SWOT framework and current brand profile in order to find the best strategy mix possible.

Throughout the 12-week launch phase, we’ll be taking steps to inform, incentivize and inspire Seattleites to create and become passionate about music.

We’ll be taking early measurements of success after these first three months, following these objectives: 1. Inform - We need to educate our target audiences about Danny Ray’s store name, location and grand opening - At the end of the launch phase, 50% of our target audiences should be aware of the Danny Ray’s name when prompted via aided recall - At the end of the launch phase, 50% of the aware target audience should be familiar with the new store location 2. Incentivize - Your business needs to quickly produce local in-store sales, so our target audience should be compelled to visit Danny Ray’s Music for their musical needs - At the end of the launch phase, Danny Ray’s should have the following traffic counts: - Monday-Thursday = average of 100 visitors/day - Saturday = average of 150 visitors/day 3. Inspire - We will encourage customers to pass-along brand value with positive reviews and support across media channels, while rigorously monitoring and measuring these activities Following the launch phase, we’ll use our measurement insights to set diverse objectives and drive the media strategy, all while maintaining a loyal customer base, continuing to grow brand recognition, and analyzing our return oninvestments.

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BRAND Profile

Danny Ray Ellis, a seasoned lover of music and collectors items, had a vision; he wanted to give individuals in his community of Round Rock, Texas the tools they needed in order to discover their musical voices. Danny Ray’s Music was the ultimate solution and cultivation of his ideas. The brick and mortar business was created in 2006 as an alternative to big box music retailers in Austin, Texas, and the cultured associates at Danny Ray’s Music have made it their mission to provide phenomenal guidance and support in helping their customers of all ages and musical backgrounds select the perfect instrument or service for them. [1]

Product: Danny Ray’s Music promotes their values by providing products that serve the customers’ needs and interests. The basis of choosing the right product is determined by the associate-customer relationship, where the associate will decipher the customers’ interests and use both their musical and technical knowledge of the available products in order to create the perfect match.

Danny Ray’s provides nearly 60 products and a wide variety of services to customers including but not limited to instrument sales and rentals, repair services and private lessons.

This wide array of products and services, from the simple act of purchasing a musical gift to the act of takinglessons to learn a musical trade, helps in assisting customers find their musical voice while creating a personalized and satisfactory experience.

A major key factor in forming associate-customer relations is the service of private lessons offered by 21 different instructors. Danny Ray’s Music is notorious for their modern yet spacious lesson facilities that include experts who offer curricula for 20 different instruments as well as lessons in musical theory. This program is dedicated to personalized and affordable teaching tactics that take place in a comfortable environment in order to offer customers the most satisfying learning experience possible. [1] Placement: Danny Ray’s Music will be creating a new sound in the northwestern Ballard neighborhood of Seattle, Washington, while maintaining their successful, funky vibe cultivated from their home in the “Live Music Capital of the World.” Seattle is a fast-growing port city with a rich history in music, and can be seen as a hotspot for sundry groups of crowds that include new families, young professionals, LGBT communities, and liberal-leaning citizens, just to name a few [2]. Specifically, Ballard and surrounding neighborhoods of Northwest Seattle are bustling with older men, women and small families with above average incomes [3]. Danny Ray’s new store will be integrated into the Ballard Avenue Historic District, a popular spot for fine dining, shopping, and historical perusing. Seattle has several advantageous similarities to Austin, accompanying subtle differences that will allow Danny Ray’s Music to interact with new and diverse groups of customers [3].

Promotion: Digital and online media play a substantial role in Danny Ray’s Music’s current promotional repertoire, which includes a YouTube channel featuring various products and tutorials, some delivered by Danny Ray Ellis himself [4]. The Facebook page also channels a music-loving audience who enjoys viewing videos and photographs of available products as well as demonstrations [5]. A promotional motor vehicle is also utilized, advertising information regarding sales, lessons and repairs, along with contact information and various sponsors [1].

Price: Even though Danny Ray’s Music focuses on a personalized experience, prices are fair and services, including instrument repair/maintenance, private lessons and instrument rentals are usually low-cost or at competitive pricing. Danny Ray’s Music is known to provide competitor-listing prices of products as well as their own discounted rate, which serves as their selling price. Regardless, customers are paying for and receiving quality service and care that can’t be found at some other music stores [6].

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“Music has always been an important part of my life, and some of my fondest adolescent memories come from my visits to Whitey Lunzar's guitar shop during the early 1970s in Columbus, Ohio. It was a place where every customer was important, and where the employees shared a wealth of knowledge while helping their customers select just the right instrument for them.” - Danny Ray Ellis [1]

[1] dannyraysmusic.com [2] visitseattle.org [3] simplymap.com [4] youtube.com/user/DannyRaysMusic [5] facebook.com/DannyRaysMusic [6] see page 9 for competitor sources

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geographic Profile SeTtE

Seattle, Washington, often dubbed “Emerald City,” the “Gateway to Alaska” or “Rain City,” is the largest city in the Pacific Northwest region of the United States and one of the fastest growing metropolitan areas in the nation. This popular port city is a hotbed for prolific business activity, hosting headquarter offices for corporations like Amazon, Microsoft and Starbucks, and exudes a rich cultural history and “Seattleite” way of life [3]. In Seattle, coffee pumps through the veins of its inhabitants, nobody needs an umbrella, and most people think they have PhD in microbrewery.

Austin, Texas, isn’t the only city with a robust musical history. The twentieth century paved the way for both the jazz and grunge scenes in the city of Seattle, giving life to groups like Pearl Jam and Nirvana. There are a number of live music venues, record stores, and bars close to Danny Ray Music’s new storefront.

Within walking distance to Danny Ray’s are live music venues Tractor Tavern and The Sunset Tavern, Sonic Boom Records and Hilliard's Beer, establishing the location as a cool, musically-inclined spot.

The total population of Seattle is 658,511, the median age is 36, 67% of the population is white, and the median household income is a little over $70,000. On average, Seattleites are older, more educated, and have higher incomes than most other American communities [4]. The city itself is also known for a high concentration of liberalism within its inhabitants, and additionally is the second largest LGBT community in the United States.

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“This northwest Seattle area is a cool—but not too cool—burg where middle-aged parents can wear their Patagonia fleece and have their Ethan Stowell eateries, while singleton 20-somethings, with their chunky hipster glasses, cocktail-hop down Ballard Avenue…” - Seattle Magazine [1]

When holding a magnifying glass up to the map of Seattle, we get some different stories as we look at the neighborhoods surrounding the new storefront. Danny Ray’s Music will be located in the zip code 98107, and is part of the Ballard Avenue Historic District. The Ballard neighborhood encompasses zip codes 98107 and 98117, which is home to smaller communities like West Woodland, Loyal Heights, Sunset Hill, and Whittier Heights. Based off our research, we also want to put a target on the surrounding zip codes 98103, 98119, and 98199, since we believe customers will travel from these areas in order to visit Danny Ray’s Music and the Ballard Avenue Historic District [5]. These zip codes include neighborhoods like Fremont, Phinney Ridge, Crown Hill, Greenbrook, Lawton Park, Interbay, and North Queen Anne.

Ballard is one of the most distinctive and oldest neighborhoods of Seattle. It was historically a working-class community settled by Scandinavians employed in the fishing, canning, and lumber industries. People want to stay close to the trendy feel of this “small town,” since the area has become a center of ethnic cafes, lively bars, unique local merchants, waterfront scenery, and educational historical stops that attracts locals and tourists alike [6].

In recent years the area around Ballard has been filling up with single urbanites and new families, while the surrounding neighborhoods additionally host older residents and non-family households with higher incomes. The demographics can vary greatly within minutes of driving through these areas, which makes Danny Ray’s target markets diverse with a variety of lifestyles and needs [7].

“Urban people feel like they’re in a small town; they can support their local businesses and get to know their neighbors…” - Seattle Met [2]

[1] seattlemag.com [2] seattlemet.com [3] seattle.gov [4] city-data.com [5] claritas.com [6] streetadvisor.com [7] simplymap.com

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In the immediate area surrounding Danny Ray’s Music, the 98107 zip code, 30% of the population consists of young, single, high-income professionals between the ages of 25 and 34 called “urbanites”. Though these consumers are important and will likely be hyper -exposed to Danny Ray’s brand, they are the variety seekers; the people who consider stagnation as a fault [1]. They have yet to solidify their consumer behavior in a way that corresponds with Danny Ray’s desired clientele.

Therefore, we’ve decided to focus our efforts on inhabitants of surrounding zip codes who are prospective types of customers that could easily be drawn in by other competitors. This includes older city-dwellers who seek a tailored shopping experience, particularly high-income men aged 45 and above. This also includes high-income, middle-aged parents of all shapes and sizes who are interested in infusing music into the lives of their children [2].

meet

geoffrey Geoffrey, 52, is a Seattle native who loves all things rock and beer. In his early career, Geoffrey worked at the notorious advertising agency, Heckler Associates, for roughly ten years. After leaving Heckler, Geoffrey decided to follow his long-time dream of opening a successful brewery in Irvine, California.

After establishing his business, Geoffrey moved back to his old digs in Lawton Park for an early retirement with his wife, Heather, hoping to settle down and tackle the unchecked items on his bucket list [3]. One of Geoffrey’s top priorities includes tending to his collection of vintage guitars and mastering his instrumental skills, an interest driven by his upbringing in the infamous grunge era of Seattle music.

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As a young retiree and affluent consumer, Geoffrey not only represents the generation ready to pursue a vocation of their choosing with their time off, but an audience with definitive purchasing habits, willing to go the extra mile and seek out their perfect purchase from Danny Ray’s.

[1] claritas.com [2] simplymap.com [3] seattle.findwell.com

meet the

Berkeley-Hastings Sydney, 37, Laura, 34, and their daughter Emma, 11 are an prime example of one of Seattle’s more progressive families.

Sydney and Laura met in college during a Dave Matthews concert before falling in love, adopting a child and settling down in Seattle, Washington. The Berkeley-Hastings reside comfortably in the Whittier Heights neighborhood of Seattle, where the couple combined makes well over six figures in salary. Sydney commutes to her senior-level position at Amazon and Laura owns and operates a high-end boutique in the Old Ballard shopping district, but you can catch these trendy moms rushing to yoga or lounging at local coffee shops in their free time [3].

Emma, starting her studies at Whitman Middle School in August, is interested in joining the school band and learning how to play the saxophone. Sydney and Laura are fully committed to supporting Emma’s dream of becoming Seattle’s best young saxist and are interested in finding a private lesson instructor to jump start Emma’s musical career.

Emma’s parents are an ideal focus for our target market of young, active parents who have the disposable income to support their musically inclined children.

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guitar center

Featuring

Guitar Center is the world’s largest retailer of guitars, amplifiers, drums, keyboards, recording, live sound, DJ, and lighting equipment in the world. They have more than 260 stores across the country and recently celebrated their 50th anniversary in 2014.

Guitar Center specializes in repairs, lessons, and rentals and their mission is to enable musicians and non-musicians alike to experience the joy of playing an instrument. The closest Guitar Center is located 15 driving minutes away from Danny Ray’s [1].

www.guitarcenter.com

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American Music

American Music has been run by musicians for 38 years in the Northwest specializing in instrument rentals, repairs, and events. Their staff of musicians currently play in clubs and studios to educate the public about choosing the right gear. They are active in the Northwest community and educate musicians of all levels.

American Music is located 8 driving minutes away from Danny Ray’s making it a likely competitor [2].

www.americanmusic.com

acoustic music shop

Dusty Strings, a local music shop, began in 1979 and moved to its present location in Seattle’s Fremont neighborhood in 1982. The business employs 40 people and operates as an acoustic music school as well as a retail music shop. Dusty Strings is also known for building and shipping handmade harps and hammered dulcimers worldwide.

The music store also holds concerts and events. Dusty Strings Acoustic Music Shop is located 8 driving minutes away from Danny Ray’s making it a likely competitor [3].

www.store.dustystrings.com [1] guitarcenter.com [2] americanmusic.com [3] dustystrings.com

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S.oTAnLyIs Strengths

Engaging: Along with the array of instruments, equipment, and accessories sold, Danny Ray’s also offers in-store private lessons, repairs, rentals, and much more. Customer service is the top priority at Danny Ray’s Music, and helping the customer meet their customized musical needs puts this business ahead of the rest [1].

Experience: For almost 10 years, Danny Ray’s has served as an established alternative to big box retailers. Their employees specialize in gear, guidance, and support from a musician’s perspective. The teaching team consists of Austin’s most talented players and well-known instructors, and is sure to strike gold in Seattle as a music store that the people can trust [1].

Local: Danny Ray’s has been very successful in their current Austin, Texas, market dubbed as the “Live Music Capital of the World,” and Seattle is luckily also known for its rich music scene and population of rock enthusiasts. The business has already shown dedication to serving the Austin area with great customer service and knowledge, and has honed in on certain target markets in the area in order to maintain success [2].

This business model is expected to be the same in Seattle.

weaknesses

Price: Though Danny Ray’s Music has several low-cost services and competitive pricing, some of the product prices may reflect the high quality condition and careful care put into the inventory, and services like private lessons might not be affordable for everyone. This may lower opportunity to gain a wider audience from consumers who are hesitant about spending that much money in the music market [1].

Scale: As mentioned, Danny Ray’s Music is a proud alternative to big box retailers that focuses on a highly customized consumer experience rather than scalability or chain production. Though being local and small in numbers has its obvious advantages, being small in scale has its setbacks as well. People who haven’t researched their local music store options might go to a well-known competitor like Guitar Center by default, just because it’s a familiar chain store that’s already made its impact across the nation.

opportunities

Community: The Ballard Avenue Historic District is already a highly-trafficked area filled with stylish shops, trendy restaurants, hip breweries, and tourist attractions. The area’s “come as you are”, small town vibe fits in well with the aesthetic that Danny Ray’s has already cultivated [3].

Demographics: The inhabitants of the Ballard area in Seattle are trendy, funky, diverse, and would be potentially interested in a music shop opening on Ballard Avenue.

The audience in Ballard and surrounding neighborhoods is primarily middle- to high-income and caucasian, but factors like age and marital status diversify the target market [4]. We think these demographics are a perfect match for Danny Ray’s.

History: Seattle’s music history is associated with the blossoming of grunge and alternative rock, birthing bands and artists like Nirvana, Pearl Jam, Jimi Hendrix, Modest Mouse, and many more. Seattleites have potential to be inspired by this history, and could easily become customers at music stores like Danny Ray’s [5]. A profound musical history often translates to a population passionate about the role that music plays in their lives.

9 [1] dannyraysmusic.com [2] yelp.com [3] seattle.findwell.com [4] simplymap.com [5] seattle.gov [6] see page 9 for competitor sources

threats

Competition: Danny Ray’s Music may have trouble going up against big box music retailers like Guitar Center, and will have to compete against other well-established local shops like American Music and Dusty Strings Music [6].

Name Recognition: Danny Ray’s Music has been around for 10 years, but is only known in Austin/Round Rock communities. This could pose as a challenge for Danny Ray’s expansion into out-of-state territory, since consumers are not familiar with the brand.

Relocation: It may be difficult for Danny Ray’s to re-establish and correctly position themselves in a new demographic and geographic location. We also can’t fully predict the behaviors of our target markets and areas, we can only make calculated judgments based on data. Will the Ballard neighborhood be the best location for expansion?

Staffing: Danny Ray’s Music must keep in mind that past successes are strongly due to the knowledgeable and attentive customer service delivered at the Texas location. The popularity of private lessons is also derived from the talented instructors. If this business objective is overlooked or if talent is not preserved within the staff, Danny Ray’s Seattle store could be in harm.

Media vision

FIND YOUR FORTE Danny Ray’s Music is committed to connecting customers to their musical voice through personalized service and cultured expertise. While adapting to a new niche, Danny Ray’s Music will also be searching for their call amongst the voices of Seattle.

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Recognition

Danny Ray’s Music has landed in Seattle, and it’s here to stay. Our first mission toward connecting the dots to your success in this new market will involve building awareness of your brand and mission. This new city doesn’t know what you’re about, so we’re here to inform them. We want to establish Danny Ray’s Music as the leading provider of musical and instrumental care in the eyes of Seattleites searching for their musical voices.

Throughout the campaign, we’ll be suggesting guerilla marketing tactics, online advertisements, out-of-home advertising, publicity techniques and special promotional efforts in order to boost the recognition that will be vital to the success of your new storefront.

“Build a reputation for great content and you will get higher engagement and repeat visitors” Jeremy Porter

interaction

Creating an immediate relationship with your targeted consumer base will be incredibly important, especially since you’re on the hunt for new and loyal customers! We’re aiming to strategically involve local residents in a variety of events that will inspire direct interaction with your brand.

Your team will be able to meet face-to-face with hundreds of these potential clients and influencers as they learn more about Danny Ray’s Music and the services that you provide. Danny Ray’s Music has a unique business model that thrives off of superb customer service. We’re in the business of people, so let’s start shaking some hands!

“People influence people. Nothing influences people more than a recommendation from a trusted friend.

A trusted referral influences people more than the best broadcast message.” mark zuckerberg - Ceo facebook

conversation

Igniting “buzz” and positive dialogue about Danny Ray’s Music is key to ensuring pass-along advocacy about your business between your targeted consumers, both interpersonally and online through social channels. We’ll pair our cutting-edge social media tactics and publicity techniques in order to provide a continuous flow of impressionable contact that fosters meaningful conversation and provides incentive to support your brand.

“Satisfied customers who will spread word of mouth are the most powerful assets you have.” andy sernovitz - author "word of mouth"

return on investment 11

Overall, our team aims to deliver a solid return on investment in regards to recognition, interaction, and conversation during this campaign. We believe that the media recommendations enclosed in this plan are effectively measureable and synonymous with the specific objectives mentioned in the campaign scope, and that customer intent can be converted into action.

Phase 1 sneak peek Phase one is a pre-launch flight that will focus on sparking brand recognition for Danny Ray’s Music as you begin to settle into your new market. Consumers will begin learning about the store’s new location and the opening date of operation.

Teaser Street Designs

In order to generate buzz about the opening of Danny Ray’s Music in Seattle, our team will hire talented artists to decorate the streets of Ballard Avenue Historic District for a impacting and fun guerilla marketing tactic. These illustrations will “tease” the hundreds of shoppers that walk in this area every day with Danny Ray’s Music’s grand opening date and new location. A total of ten designs will line the sidewalks and streets of NW Market Street, Ballard Avenue NW, and 22nd the Seattle Pride, Clayton Custom, Sunset Tavern, Seattle Parks and Recreation Avenue NW, and each one will display the grand opening date, social media handles, andSources: Danny Ray’s Music logo. Example designs include crosswalks painted as keyboards and instrumental murals. The designs will make an arrow-driven trail to the final destination, the new storefront, prompting a fun activity that shoppers will remember when Danny Ray’s Music is mentioned to them in the future. A press release will be distributed to dozens of local media outlets and community influencers who will be invited to see the designs and a sneak peek of the store in order to garner publicity. Shoppers will be encouraged to take pictures with these interactive designs and share on their social channels, tagging Danny Ray’s Music and using #DannyRaysLiveInSeattle. The results will be measured by multiple tracking devices that will record the impressions accumulated as shoppers pass these designs.

newspaper

In an attempt to spread word about the grand opening event in phase two, our team will place two ¼ page advertisements in Seattle Weekly, a widely circulated weekly newspaper in Seattle.

The advertisement will run once a week for two weeks, leading into the grand opening event on February 12, 2016. These advertisements will be measured in impressions using Seattle Weekly’s Wednesday circulation numbers. The newspaper advertisements will be also be accompanied by social media campaigns and publicity techniques.

Sources: SRDS, Seattle Weekly, Seattle Department of Public Safety

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Phase 2 opening the show

Danny Ray’s Music Grand Opening with Sonic Boom Records

On February 12, 2016, Danny Ray’s Music will open its doors to Seattle with a grand opening weekend event that will introduce the storefront as a new addition to the popular Ballard Avenue Historic District. We’ll partner up with Sonic Boom Records, a neighboring and established record store, who will help fund the in-store event and participate in a cross-business promotion that will draw Sonic Boom customers into Danny Ray’s Music. The event is free to customers of all ages, and will be advertised through newspaper, social media channels, online platforms, and media coverage. A press release will be distributed to dozens of local media outlets and community influencers in order to gain publicity. The event will be catered for an expected group of 600 people, and will also include custom-made t-shirts for giveaway, coupons and an inflatable guitar attired in the Danny Ray’s Music logo. Event-goers will be able to interact directly with the products and services in the store while also maintaining direct contact with store employees and instructors. Attendees must individually sign up for the Danny Ray’s Music digital newsletter with a valid email address, so we will measure attendance by counting the number of subscribers accumulated from the event.

Experience Music Project Museum Workshops

In order to interact with important target markets, Danny Ray’s Music will host four weekly weekend workshops in March and April at the Experience Music Project Museum. The EMP Museum is a popular and leading-edge nonprofit museum, dedicated to the ideas and risk-taking that fuel contemporary pop culture. The EMP Museum will profit from the registration costs of each child in exchange for advertising Danny Ray’s Music on their digital sites and social channels along with their in-museum digital billboards. Each workshop will last from 9 A.M. to 3 P.M., and is available to all kids age 6-14 years old. The workshops, hosted by Danny Ray’s staffers and private instructors, will be divided by level of expertise ranging from beginner to advanced, and will cover various topics such as musical theory and sight-reading. These fun and interactive experiences will allow young adults and their parents to get involved directly with the brand, and will give them the opportunity to learn about private lessons at Danny Ray’s Music. We will measure impressions by counting the number of students registered total for at least one workshop, and will also incorporate the influence on their parents.

Indoor Wall Advertisements In order to make an impact on your brand recognition in Seattle, we’ll be investing in ten indoor wall advertisements that will be placed in highly trafficked areas in the market. The 6' h x 12' w advertisements will vary in design, but will creatively promote the services and products at Danny Ray’s Music. The advertisements will stay up for a total of 30 days starting April 8, 2016 and ending near the end of the launch phase. Impressions will be measured by several tracking devices that average the number of people who walk by the advertisements.

digital display

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A portion of the media budget will go towards placing digital advertisements on websites during various parts of phase two.

Websites include Seattle PI, Pandora and KIRO TV, where we’ll purchase upwards of 100,000 impressions per site. These digital advertisements will grant Danny Ray’s Music an online presence by targeting a consumer base with information on the store’s new location and recent opening. Measurements will be taken after each small flight of advertisements with analytics software and feedback from the websites themselves.

Marvin’s Garden is a small park that lies in the heart of the Ballard Avenue Historic District, less than a block away from the new storefront of Danny Ray’s Music. We’ll combine forces with dozens of other vendors in the district in order to host the first annual Marvin’s Garden Bash, a weekend-long event full of food, music, discounts, and fun.

The park will be set up with local food and drink vendors, booths, games, and a variety of activities that will bring Seattleites from all around the city to the shopping district. We’ll bring in local bands and Danny Ray’s private instructors to perform throughout the weekend, and Danny Ray’s Music will also open its doors with a variety of discounts and sales on products and services. We’ll also hold a raffle for many small prizes, including a $200 gift card grand prize for any purchases at Danny Ray’s Music. Two press releases will be sent out to local media and influencers prior to the event in order to spark publicity, and the other vendors involved will use a mix of their own publicity techniques as well. The businesses involved will work together on social channels to make #MarvinsGardenBash a trending topic in the Seattle area. Measuring the impact of this event will involve tracking impressions, which will require a joint effort from other businesses.

seattle pride

Seattle's LGBT community is the second largest in the United States with 12.9% of the city identifying as LGBT. To promote inclusivity and respect for a diverse set of loyal customers, Danny Ray’s Music will participate in the 2016 Seattle Pride Parade in late June. Our team with construct an eye-catching float with third party designers, and your team of staffers and private instructors will join in on the fun by playing music, meeting Seattleites, and throwing out customized beads, guitar picks, and candy. Since this is a city-wide event that takes place downtown, residents from other areas of Seattle will be exposed to the brand. Danny Ray’s Music, a newcomer to the district, will also be able to foster important relationships with the local businesses who participate. A press release will be released to local media and community influencers prior to the event, and the parade itself will be covered by dozens of news outlets, putting Danny Ray’s Music in the spotlight. We’ll measure the effectiveness of this event by finding the total amount of impressions through event statistics and information from Seattle Pride.

Phase 3

Marvin’s Garden Bash

strum a new chord

Phase three will continue to strengthen the formation built from phase two with several big events that strive to boost customer interaction and foster budding relationships with the city of Seattle.

Summer Open Mic @ Sunset Tavern

In order to publicize the store’s support for local music, Danny Ray’s Music will host a Summer Open Mic at Sunset Tavern, a popular bar in the shopping district. The event will take place once a week for four weeks in July 2016 on Thursday nights starting at 9 P.M. Local bands and artists will be able to sign up to perform beforehand, and they will each perform free of charge. Danny Ray’s Music will even supply instruments and equipment to artists who might not have the luxury of owning them. We will send out two press releases to local media and influencers before and during the month of events, along with a constant stream of social media advertising on Danny Ray’s Music’s online channels. The open mic events will be free and open to anybody over the age of 21, and will hopefully bring together the music community of Seattle under Danny Ray’s brand. Impressions will be measured with wristband distribution accumulated from all the events, combined with push-back on social channels.

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Phase 4 rock out!

Phase four will continue to drive consumer interaction and brand awareness through special events as Danny Ray’s Music becomes a big-name music retailer in the Seattle community.

#RockBackToSchool with Danny Ray’s

Rock Back to School is a week-long event that will take place in-store at Danny Ray’s Music in August 2016. We’ll partner with Seattle Public Schools in order to connect as many public school music programs, music educators, parents, and children as we can to the services that Danny Ray’s Music provides. The event will provide students with a chance to try out instruments for the upcoming school year and sign up for special deals on lesson packages, and will allow families to meet with Danny Ray’s private lesson instructors. We plan to form a longstanding relationship with Seattle Public Schools as the preferred provider for parents and music programs looking to invest in high-quality instruments, and this event will give you the face-time you need to sell your brand this important target market. We will measure impressions through event attendance, and will also ask customers to provide an e-mail address in order to confirm subscription to the Danny Ray’s Music Newsletter.

Bumbershoot Music Festival

Hosted every Labor Day weekend at the Seattle Center, Bumbershoot is an annual music and arts festival that brings thousands of people from across the nation and world to Seattle, Washington. Danny Ray’s Music will create and donate customized koozies and paper fans to Bumbershoot, which will literally put your brand into the hands of hundreds of people. Both products will include the Danny Ray’s Music logo, contact information, and social media channels.

Impressions will be measured by the numbers of fans and koozies that we produce.

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Source: Seattle Public Schools, Bumbershoot, PrintGlobe, Custom Ink

social media

Social media is our forte at the Fitzgerald Group, and it will be one the most powerful (and relatively cheap) tools for Danny Ray’s Music to utilize as the business takes off in Seattle. The ability to interact with your customers 24 hours a day is unprecedented and incredibly advantageous, so we use social channels like Facebook, Twitter, Instagram, Yelp!, and many more to supplement a lot of great media options while backing up the efforts that we recommend for you in this planbook. Channel-specific analytics will drive the conversations we have with your potential customers, and our digital strategies will allow them to talk to each other about your business. Though social media can be cheap, a part of the media budget will go towards a digital content intern who will be able to cater to your online needs while we provide the analytical framework. Another portion of our proposed media budget will be dedicated to social media costs, like boosting Facebook posts, buying twitter advertisements, etc.

Danny Ray’s LIVE on YouTube

Danny Ray’s Music already has a presence on YouTube, but more is better! YouTube is a great and free way to engage online with consumers in an enjoyable format. We would like to regularly help you post at least two times a month during this campaign in order to draw traffic to your YouTube channel, which will in turn draw traffic to your other channels. These videos can include tutorials, live performances and really anything your team would like to produce that will inform, incentivize and inspire watchers.

newsletter Our team also recommends developing a digital newsletter that can be sent out via email to customers in order to keep them updated with products, services, sales, and much more at Danny Ray’s Music. We will jump directly into growing your email list, so that your mission can be spread easily at the click of a “send.”

Ballard Farmer’s Market Danny Ray’s Music will join local vendors at the Ballard Farmer’s Market every Sunday starting at 8 A.M. and lasting until noon. Your team will provide musical entertainment for the early morning shoppers, which will consist of performances by talented employees as well as up-and-coming bands in the Seattle area. This ongoing and low-key event will foster good feelings with the brand and attract new and repeat customers to Danny Ray’s Music.

continuous

Throughout the entire campaign, continuous efforts will be implemented in order to spark conversation and passalong advocacy with consumers, both online and in-person.

Google AdWords (SEO) Search Engine Optimization (SEO) is the process of affecting the visibility of a web page in a search engine’s unpaid or “organic” results. If you’re higher up on the page in a search result, the more frequently you’ll see visitors on the website. In order for Danny Ray’s Music to be higher up on the list of results for searches like “music store” and “instrument repair,” we’ll invest budget dollars in bidding for clicks through Google AdWords. We’ll also work on your website, making it optimal and more relevant for specific keywords while removing any barriers.

Sources: YouTube, MailChimp, Google AdWords, Seattle Farmers Market Association

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digital/online display Website

Dimensions Medium Rect. 300x250 Seattle PI 1,731,363 Leaderboard 728x90 Billboard 970x250 The Stranger 908,800 Pandora - Seattle Half Page 300x600 Medium Rect. 300x250 Seattle Weekly 123,844 Leaderboard 728x90 Half Page 300x600 KIRO TV

Visitors

902,856

Medium Rect. 300x250 Leaderboard 728x90

$15.34 CPM

TV

$15.34 CPM $17 CPM $15.34 CPM $15.34 CPM

Daypart AM Day PM Evening

SEM/Seo

Type Cost Google $2.08/click AdWords $1.38/click

Google AdWords Estimates

Daypart AM Day PM Evening

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1Q15 CPP 316 272 314 129

SQAD Spot Radio Cost-Per Point Estimates: Seattle-Tacoma, WA All CPPs are for 60-second commercials for adults 18+

1Q15 CPP 284 613 329 267

SQAD HHTV Cost-Per Point Estimates: Seattle-Tacoma, WA All CPPs are for 30second commercials

SRDS, Average Estimates, Pandora

Bing

Company Type Ad Walls Wall Ad (Indoor (6' h x 12' w) Advertising)

Cost

print Newspaper The Seattle Times

Frequency Daily

Seattle Weekly Weekly The Stranger Weekly Ballard News-Tribune Weekly

Magazine

Frequency

Circulation (Weekday) 245,947 54,909 60,660 9,500

Circulation (Yearly)

Seattle Magazine

Monthly

58,984

Seattle Met

Monthly

55,331

SAU Open Rate (B&W, Per Inch) $539.60 (Sunday) $425.50 (Weekdays)

1 ti (4-Color) $8,750 (1 page) $5,905 (1/2 page) $2,620 (1/6 page) $7,250 (1 page) $4,726 (1/2 page) $2,138 (1/6 page)

Units

Cost (30 days)

Run Of Plant $1,450/Board/ (25 units min.) Month Mid-Level $1,600/Board/ Showing Month (10 units min.)

Unrestricted Per-$1,850/Board/ Unit Month

$3,000$5,000/Month Columns/Overheads $450/Month Weekly GRP / Cost Type Panels (4 weeks) Floor Graphics/ Elevator Wraps

Company Clear Channel Outdoor

Posters

300/166 150/83 50/28

$138,950 $82,170 $30,800

Bulletins

300/85 150/42 50/14

$573,750 $340,200 $126,000

SRDS

SAU Open Rate 1/2 Page (B&W)

SAU Open Rate 1/3 Page (B&W)

SAU Open Rate 1/4 Page (B&W)

$1,748 $2,479

$1,182

$918 $1,301

4 ti (4-Color)

5 ti (4-Color)

8 ti (4-Color)

$8,315 (1 page) $5,610 (1/2 page) $2,490 (1/6 page)

9 ti (4-Color)

$7,895 (1 page) $7,895 (1 page) $5,330 (1/2 page) $5,330 (1/2 page) $2,365 (1/6 page) $2,365 (1/6 page) $6,158 (1 page) $5,423 (1 page) $4,015 (1/2 page) $3,537 (1/2 page) $1,817 (1/6 page) $1,600 (1/6 page)

SRDS, The Stranger, The Ballard News-Tribune

media mix

PHASE

Phase One

Phase Two

TOTAL COST $4,821

$30,252

MEDIUM Guerilla Print

Publicity

Phase Three Phase Four

$4,868

Continuous

$5,708

Contingency

$1,870

$1,836 $0

% OF BUDGET

5.43%

3.37% 0%

Events/Promotion $5,963 OOH $16,000

10.84%

Publicity $0 Events/Promotion $7,481 Publicity $0

0%

Digital Display

$7,481

COST

$2,985

$8,289

Events/Promotion $688 OOH $4,180 Publicity $0 Events/Promotion $225 SEO/SEM $923 Social Media/Online --

29.10%

15%

13.60% 0%

media mix

1.25%

7.60%

0%

0.41%

1.68%

$4,560

8.30%

$1,870

3.40%

1î Œ

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sHeUl 2

phase 1

phase 3

EFFORT COST Teaser Street Designs Press Release $0 Permits/Inspection $232

2 10

$0 $2,320

Artist Labor/Design $50

10

$500

1

$165 $1,836

Clean-Up Seattle Weekly

$165

Advertisement Rate $918

phase 4

EFFORT COST Bumbershoot Music Festival Sponsorship $1,040 Koozies 53¢ Paper Fans 34¢ Rock Back To School at Danny Ray's Payroll

$688

QUANTITY

TOTAL $2,895

2

QUANTITY

$1,836

TOTAL $4,180

1 3,000 4,500

$1,040 $1,600 $1,540 $688

1

$688

phase 2

EFFORT Grand Opening Event Press Release Catering Coupons T-Shirts Inflatable Payroll Experience Music Project Museum Workshops Press Release Catering/Food Supplies Handouts Payroll Indoor Wall Advertisements Advertisements Digital/Online Display Seattle PI Pandora - Seattle KIRO TV

EFFORT

COST

QUANTITY

TOTAL $5,083

$0 $620 77¢ $3 $1,383 $1,045

1 1 500 550 1 1

$0 $620 $385 $1,650 $1,383 $1,045 $880

$0 $27 $94 $50 $157

1 4 1 1 4

$0 $108 $94 $50 $628 $16,000

$1,600

10

$16,000 $8,289

$2,644 $3,000 $2,644

1 1 1

$2,644 $3,000 $2,644

Marvin's Garden Bash Press Release

COST

TOTAL $1,222

$0

1

$0

Vendor Split Fee

$425

1

$425

Band Fees

$120

1

$120

Raffle Prizes Payroll

Seattle Pride

$388 $289

1

$388

1

$289

$4,366

Participation Fee

$350

Beads

33¢

900

$300

Payroll

$295

1

$295

Float + Design Fee $2,876 Guitar Picks Summer Open Mic @ Sunset Tavern Stage/Supply Setup Payroll

78¢

1

$350

1

700

$2,876 $545

$1,893 $400

4

$1,600

$293

1

$293

continuous efforts EFFORT

Social Media

Digital Content Intern

COST

QUANTITY

$3,840

1

$500

1

Constant Contact $220

1

Promotional Newsletter

Ballard Farmers Market

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QUANTITY

TOTAL

$4,340

$3,840 $220

$220 $225

Contingent Costs $225

1

$225

Google AdWords $923

1

$923

SEO

$923

It’s time to connect the dots.

We would like to thank you for considering The Fitzgerald Group to be a part of this exciting time for Danny Ray’s Music. Our team respects your unique business model and devotion to exceptional customer service, and we know that your strategic expansion to Seattle, Washington will be both exciting and prolific. We would love to take part in helping you find your forte as you begin to develop Danny Ray’s Music in this new and competitive niche, and we’re confident that our innovative media strategies will help you reach the success you’re looking for.

x danny ray’s music, owner

x the fitzgerald group, account planner

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ald group r e g z , ll t i f c e