WHAT IF THERE IS PLAYGROUND SESSIONS?A digital strategy for Playground Sessions to attract the First-Time Teens

Digital Strategy Skillshare Class Project / @candrakirana

INTEREST IN DIY MUSIC LEARNING IS INCREASING

Source: Google Trends

HOWEVER AVAILABLE ONLINE RESOURCES ARE NOT ORGANIZED AND HELPFUL ENOUGH ESPECIALLY FOR VIRGIN LEARNERS

http://freepianotutorials.com/http://pianozap.com/http://www.onlinepianist.com/

Lessons are designed based on popular songs

Lessons are designed based on popular songs

Offer piano sheets of popular music Offer piano sheets of popular music

Video-based tutorial Word-based tutorial or video-based tutorial

Game-like feedback mechanics is linked to virtual piano playing – excelling in Online Pianist may not translate in actual piano playing skill

No feedback mechanics

Lessons are organized and customized based on difficulty level

Lessons are not organized (scattered contents)

TRADITIONAL PIANO LESSON IS NOT AN INTERESTING OPTION

• Lessons are designed for classical music, hence takes longer time to master• The effectivity and fun level depends on the teacher

Source: All about Jazz Forum

PLAYGROUND SESSIONS ANSWERS THE PIANO LEARNERS’ NEED – EVEN FOR PEOPLE WHO HAVE NOT PLAYED PIANO BEFORE

Lessons are designed based on popular songs

Lessons are designed based on popular songs

Lessons are designed based on popular songs

Offer piano sheets of popular music Offer piano sheets of popular music Offer piano sheets of popular music

Video-based tutorial Word-based tutorial or video-based tutorial

Video-based tutorial that understands DIY learning challenges as lessons are guided by David Sides, a respected popular self-taught piano player

Game-like feedback mechanics linked to virtual piano playing – excelling in Online Pianist may not translate in actual piano playing skill

No feedback mechanics Game-like feedback mechanics linked to actual keyboard playing – excelling in P.S. translates to actual piano playing skill

Lessons are organized and customized based on difficulty level

Lessons are not organized (scattered contents)

Lessons are organized and customized based on difficulty level

No integrated social element No social element Integrated social element – score can be shared with friends

No official endorsement from music industry

No official endorsement from music industry

Official endorsment by music moguls (e.g. Quincy Jones) and music labels

HOWEVER PLAYGROUND SESSIONS IS YET TO TAKE OFF

THE BARRIER

NOT MANY PEOPLE KNOW

ABOUT PLAYGROUND

SESSIONS

THE PRICE TO THE COURSE (US$149) MAY

HALT PURCHASE

COMMUNICATION TASK

MAKE THE TARGET &

PEOPLE WHO CAN PAY FOR

THEM KNOW

MAKE THE TARGET &

PEOPLE WHO CAN PAY FOR

THEM EXCITED

In 12 months:750,000 qualified visitors to the website

Free trial download >10% of visitorsConversion rate > 0.75 of visitors

TARGETING STRATEGY

PRIMARY TARGET

The First-Time Teens

INFLUENCERThe Parents

NAMM – Gallup 2011 survey report reveals that in 2009, 45% of respondents were

motivated to start playing music instrument because parents encourage them to do so

and its trend is increasing

PRIMARY TARGET / TEENS

Meet Daria.She is into music.

She and her friends like to share, listen, sing and memorize their favorite music

lyrics together

... so at concerts. when their idols ask them to sing, they can sing without

forgetting the lyrics

Admiring cover artists on youtube, she imagines if only she can not only just sing but also play like her

idol, how she will clock a lot of views in youtube & people including her

idol will admire her

She does not pursue it as she believes in piano lesson myth:

hard, requires her to learn classical piece first that it will take ages

before she can play her idol’s songs. Besides it is also hard to convince

her parents the importance of piano lesson and if she has talent to

pull it off.

Pretending to be their idols, they like to record and upload their performance to youtube

for fun

INFLUENCER / PARENTS

Meet Daria’s mom. As her daughter already reaches adolescence, she realizes that she can no longer watch over

her 24/7 and needs to give space to make her daughter feel

trusted.

Although she feels she has raised her well, she also

realizes sometimes teens can surrender to bad influences – as

shown in news, where teens’ problems often make headline.

Everytime there is a behavior or mood change in her daughter and her daughter refuses to tell her even after asked repeatedly or says no to her offer to help, her

worry intensifies.

She often reads or hears that teens often hide their

problems from parents that it suddenly blows up . She

wonders if she should do Big Brother parenting.

However she also reads that strict parenting is a recipe for delinquent teens

.

She needs something that can help her daughter and her sanity’survive from the

unpleasant part of adolescence.

INSIGHT“If only there is a way to protect my teenage child without over-controlling

her/him...”

INSIGHT“If only can not only just sing

but also play piano like my idol, if only...”

Communicate P.S. as the answer of

“if only there is a way to protect my child” prayers

Communicate P.S as the answer of “if only I can play piano like my idol” prayers

FROMLearning piano seems hard and takes a long time as it requires me to learn classical piece first

Engage in wishful thinking “if only I could play piano”

TOI can learn my favorite songs directly in an easy sans confusion and fun way!

Download Playground Sessions’ 7-days free trial offer

FROMUnsure about the benefit of learning how to play musical instrument

Does not give strong support for ttheir children to learn to play musical instrument

TOLearning to play musical instrument can engage my daughter/son that it helps him/her cope with being-teen challenges

Purchase Playground Sessions’ service for teenage daughter/son

SINGLE MINDED PROPOSITION

THE STRATEGY

PRIMARY TARGET / TEENS

INFLUENCER / PARENTS

WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF

ADOLESCENT PHASE?

SINGLE MINDED PROPOSITIONS

INFLUENCERThe Parents

WHAT IF YOU CAN SKIP YOUR WAY

TO PLAY AS AWESOME AS YOUR IDOL?

PRIMARY TARGETThe First-Time Teens

WHAT IF YOU CAN SKIP YOUR WAY TO PLAY AS

AWESOME AS YOUR IDOL?

Speaks in their “wishful thinking”

modes and puts P.S. as the

solution

Links competitive edge of PS with instant generation’s urge to fast

forward to the result

Taps into their “look-at-me”

desire by promising

possibility to be as

awesome as their idols

Communicates P.S. fun

tutoring quality (“play as

awesome as your idol”)

RATIONALE / TEENS

WHAT IF THERE IS A FUN WAY TO

HELP YOUR CHILD SKIP UNPLEASANT

PART OF ADOLESCENT

PHASE?

Speaks in their wishful

thinking modes and puts P.S.

as the solution

Implicitly answers their

unspoken desire to fast forward teen

years

Taps into their desire to

protect their children from

the unpleasant part of teen

years

Communicates P.S. fun quality that can save

them from “No!” from

their children

RATIONALE / PARENTS

COMMUNICATIONS FRAMEWORK

WHAT WHERE

WHEN

TEENS: WHAT AND WHERE / WHAT IF YOU CAN SKIP YOUR WAY TO PLAY AS AWESOME AS YOUR IDOL?

YOUTUBE

TUNE IN TO THE MUSIC

FACEBOOKFAN SITE TOP 40 CHARTS

MUSIC BLOGSMUSIC CONCERT TICKETING SITE

MEDIA

Messaging:What if you can be like your idol (almost twin-like on ‘music soul’

life)

Youtube skip ad button

Verification button (online ticketing site)

Standard facebook / banner ad

Trending topic hashtag

CURIOUS TO FIND OUTMessaging:

You can skip your way in learning to play as awesome as

your idol with Playground Sessions

GOOGLE FACEBOOKTWITTER

YOUTUBE

MEDIAYoutube interactive video

/ facebook game app

Google Adword

Music blogger / fan club leader / piano cover artist outreach

ASK FRIENDS’ OPINION

ECSTATIC TO TRYHard-hitting messaging:

7-day-trial trialAwesome music library

Assistance to provide keyboardGroup discount*

FACEBOOK

MEDIAFacebook / twitter ‘default share’

message

Testimonial / endorsement and praise video

Facebook sponsored stories

Digital ‘toolkit’ (to convince parents)

REVIEW & PRAISE ON PS SITE

TWITTERTWITTER

* Suggestion to consider

PARENTS: WHAT AND WHERE / WHAT IF THERE IS A FUN WAY TO HELP YOUR CHILD SKIP UNPLEASANT PART OF ADOLESCENT PHASE?

TUNE IN TO THE ISSUE

FACEBOOK

MEDIA

Messaging:Learning to play music can

protect from and help your child cope with the unpleasantness of

teen years

Video

Interactive diagnosis test

Google Adword

Local blogger outreach

Standard facebook ad

CURIOUS TO FIND OUTMessaging:

Playground Sessions can help your child to skip the

unpleasantness of adulthood in a in a way that your son/daughter

will gladly accept

BLOGS

MEDIADemo video

Standard facebook ad

Teacher outreach

Music icon outreach (e.g. Quincy Jones)

ECSTATIC TO TRYHard-hitting messaging:

Group discount*Assistance to provide keyboard

MEDIAFacebook ‘default share’ message

Testimonial / endorsement and praise video

Facebook sponsored stories

Digital toolkit to convince their children

PARENTING SITESGOOGLE

FACEBOOKQUORA ASK TEACHER

FACEBOOK

REVIEW & PRAISE ON P.S. SITEASK OTHER

PARENTS

TED.COM

* Suggestion to consider

COMMUNICATIONS FRAMEWORK

WHAT WHERE

WHEN

THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums and communication material needs to be contextualized in accordance with the momentums

PARENTSSTART: 4 weeks before ChristmasEND : Mid January

#1 CHRISTMAS & NEW YEAR

TEENSSTART: ChristmasEND: Mid January

Globally, the search for piano learning spikes in Decembers

THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums and communication material needs to be contextualized in accordance with the momentums

PARENTSSTART: 4 weeks before long holidayEND : End of first month of long holiday

TEENSSTART: 4 weeks before long holidayEND: End of first month of long holiday

#2 LONG SCHOOL HOLIDAY

The search for piano learning also spikes in Aprils - Julys in countries like Australia, New Zealand and Philippines

THE CAMPAIGN PERIOD: 12 MONTHSCampaign should be more intense during these three high receptivity momentums and communication material needs to be contextualized in accordance with the momentums

TEENSSTART: 2 months before landmark dayEND: 1 week after landmark day

#3 FAMOUS MUSICIAN’S LANDMARK DAY

THANKS!

APPENDIX

Source: The Telegraph

MUSIC IS TEENS’ BASIC NEEDS

https://twitter.com/search?q=if%20i%20could%20play%20piano&src=typd

TEENS HARBOUR DESIRE TO BE ABLE TO PLAY MUSIC INSTRUMENTS, E.G. PIANO

http://www.nxtbook.com/nxtbooks/namm/2011globalreport/

45% PEOPLE PLAY MUSIC BECAUSE OF PARENTS’ ENCOURAGEMENT

http://www.davidnevue.com/pianomyths.htm

PIANO LESSON MYTHS SCARE THE CRAP OUT OF THEM

http://abcnews.go.com/blogs/headlines/2012/04/teens-getting-drunk-on-hand-sanitizer/

http://www.motherpedia.com.au/article/what-teenagers-dont-tell-their-parents-and-why

PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIA

http://www.nytimes.com/2012/06/26/technology/software-helps-parents-monitor-their-children-online.html?pagewanted=all&_r=0

http://www.spygadgets4u.co.uk/blog/parents-losing-sleep-worrying-what-their-teenage-sondaughter-might-be-up-to.html

PROBLEMATIC ADOLESCENCE PORTRAYED IN MEDIA

http://www.namm.org/news/press-releases/study-reveals-teens-strong-commitment-music-and-mu

MUSIC CAN HELP TAKE ‘PROBLEMATIC’ OUT OF ADOLESCENCE

http://online.wsj.com/article/SB10000872396390444042704577587570410556212.html

HOW TEENS LISTEN TO MUSIC

http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=718ff834-7557-4a9d-8d1d-73e126158837

HOW TEENS ACCESS MEDIA

http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/