Danny Rays Music

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MILENNIAL MEDIA 2015

SET LIST

Executive Summary + Comms Platform ... 3

Media Vision ... 4

Timeline ... 5-6

Objectives ... 7

Impressions ... 8

Strategy ... 9-10

Budget Recap + Media Menu ... 11-12

Flow Chart ... 13

Call to Action ... 14

Notes ... 15

Millennial Media Inc.

•Founded in 2000•Stationed in ATX

•Millennial Media was founded in 2000 in Austin, Texas by a group of students dedi-cated to creating synonymous and effective messages that make a

difference. We specialize in helping small local businesses expand and develop nationally.

•Millennial Media provides clients with a rich understanding of their consumers in order to cultivate effective communication in the future. Millennial Me-dia achieves this goal by executing creative media decisions that help clients break through the clutter. We look to internalize clients’ missions and business aspirations,

and through our extensive research and strategic planning, we intend to make our clients proud.

Tabbi Loter - Account DirectorRides Bulls to Beethoven

Ashleigh Garza - Media DirectorWatercolors to Garth Brooks

Callie Swift - Art DirectorDoes Needlepoint to Drake

Marissa Baurys - Social MediaGardens to Metallica

Paula Novodvorschi - Media BuyerFalls Asleep to Ed Sheeran

Ella Praisner - Public RelationsBakes Cakes to Nirvana

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EXECUTIVE SUMMARY

Overview: Danny Ray’s core values of providing quality equipment and lessons to those searching for their own musical voice makes the actual store experience unique for each new customer. A decade of growing success in Austin has led Danny Ray’s to expand their business into Seattle, Washington. The new store location will open Friday, February 12, 2016 and is located in the Old Ballard Shopping District of North-West Seattle.

Goal: Millennial Media has crafted a strategic media plan to successfully launch Danny Ray’s new store into the Seattle marketplace, while still upholding the brand’s core values and business practices. Operating in three phases, this media plan is designed to build awareness, generate buzz, encourage engagement, and elicit brand advocacy with the ultimate goal of successful Return of Investments.

May 12th ·50% of the target market aware of Danny Ray’s Music name ·50 % of that aware market are familiar with general store location ·An average of 100 store visitors per day on weekdays Monday-Thursday ·An average or 150 store visitors on Saturdays

December 31st·Three in-store events, minimum of 300 attendees at each event·Target awareness level raised 5-10%·An increased average of 110 store visitors per day on weekdays Monday-Thursday·An increased average of 165 store visitors per day on Saturdays·An average of 2,500 new followers on Facebook & Twitter

Intended Results:

Conclusion: The following media plan describes Millennial Media’s recommendations that will successfully achieve Danny Ray’s short and long-term goals given a $55,000 budget. This unique and comprehensive plan targets Danny Ray’s most fitting audience of eclectic, grassroots-loving, intellects and is intended to ensure that Danny Ray’s Music is prosperous in the Seattle market throughout the campaign year and beyond.

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Media Vision:A Grassroots Home: Inspiring growth and connectivity in the community through

music.

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TIMELINETarget Market Awareness, Social MediaA mural will be painted over these dates to create curiosity and inform the target market about Danny Ray’s new store location and grand opening. The mural will contain a collage of Seattle’s music legends with Danny Ray’s logo and information. Collaborating with Seattle Mural Project, who helps match street artists with funding, locations, coordination, and logistic support for their art, will support the mural placement. For the social media appearance, Millennial Media will begin with a time lapse of the mural.

MURAL: Feb 1st-5th

Target Market AwarenessLeading up to the grand opening, two insertions of full-page priority placement ads in the magazine The Stranger will be run before Danny Ray’s “Blues Night”. In addition, two more insertions will be run after the event to close out the month. The Stranger, a weekly publication owned by The Onion, has a satirical voice perfect for a Blue Valentine’s Day. Each insertion will run a week apart to build brand awareness and encourage foot traffic.

The Stranger: all of Feb

Valentines Blues: Feb 12th

Opening Day, Customer Involvement, Location, AnnuallyOpening day kicks off Blues Night, Danny Ray’s new in-store, annual event near Valentine’s Day. The blue velvet theme of a “Broken Heart’s Club”, invites guest to enjoy jazz music with beverages and horderves. This is Danny Ray’s annual event that will advertise our brand and location through entertainment. To bring people to the event, there will be rose invitations passed out that are purchased from the local flower shop, Ballard Blossom.

Opening Act Headliner

Customer Involvement, LocationDanny Ray’s will be hosting a Gallery Night where local students are able to display their own artwork. Danny Ray’s will have a silent auction to raise money for those students who want to sell their pieces. For the brand’s upcoming presence at Bumbershoot Music Festival and incentive to attend the Gallery Night, there will be a raffling for four Bumbershoot Music Festival tickets throughout the night.

Gallery Night: April 16th

Increase RecognitionThis event will continue Millennial Media’s support of Seattle’s grassroots culture and increase brand awareness. Danny Ray’s will be at Pike Place as a service vendor with two employees giving out coffee sleeves, business cards, and raffling another four Bumbershoot music tickets. The services Danny Ray’s will promote are music lessons for individuals trying to find their own musical voice.

Pikes Place: June-July

Increase Recognition, Customer InvolvementOne of the largest music festivals in America, Bumbershoot takes place in Seattle only 16 miles from Danny Ray’s. Near the entrances, two employees will hand out free waterproof bags with a business card, guitar pick, and Wifi network link with DR’s logo on each item. Once they follow Danny Ray’s on either Facebook, Twitter, or Instagram they will receive access to free Wifi for the festival. The Wifi network name will be “Danny Ray’s Music”, building brand awareness and potential buzz.

Bumbershoot Music Festival:

Sept 5-7th

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Encore

Increase Recognition, SalesThis show features many booths, guitar workshops, live music, and personal meet and greets. There will be a table set up to buy, trade, or sell any of the store items. Millennial Media will be able to increase Danny Ray’s recognition with a direct position towards the target market.

Seattle TacomaGuitar Show:

Oct 4th

Reiterate Presence Leading up to the holidays, there will be full-page advertisements placed monthly spanning 4 months. Encore Arts Programs is a free publication that promotes events in Seattle. This will reiterate Danny Ray’s presence in the market and provide information about their sales during the holiday season.

Encore Arts: Sept-Dec

Reiterate Presence within Ballard AreaCo-partnering with Danny Ray’s direct competitor, Sonic Boom, Danny Ray’s will manage and provide instruments for a Battle of the Local Bands at Sonic Boom’s location. Local bands will have the opportunity to perform and compete for a $1,000 prize. Audience members will be able to vote online for their favorite band through Danny Ray’s social media platforms. This event encourages brand engagement, builds awareness, and equally promotes both competitors’ strengths.

Sonic Boom Battle of the Bands:

Nov 5th

Holiday, LocationWith the holidays coming up, Danny Ray’s will host a student showcase of all of the students who have been taking lessons over the last year. Candy cane invitations will be passed out in the Ballard District to interact with the community. Families and friends will be able to attend and watch the kids’ performances. Overall, this will solidify Danny Ray’s presence in Seattle and showcase the many services and products Danny Ray’s provides its customers.

Student Showcase: Dec 2nd

Continuous Activity, Social StrategyDanny Ray’s social media platforms will be continuous throughout the entire campaign, actively engaging and connected with customers to build meaningful relationships. There will be weekly publications of articles on Seattle’s legendary and local musicians, as well as information about the upcoming events and promotional incentives.

Social Media:Jan-Dec

Front of House

Continuous ActivityArcade is a design and arts magazine aimed at Danny Ray’s target market comprised of Urban Achievers and American Dreams. For the length of the campaign, Danny Ray’s will have four half page priority placement ads, once every three months. Because Arcade only has four publications every year Danny Ray’s brand image is sure to remain consistent throughout the year.

ARCADE: Jan-Dec

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OBJECTIVES

Millennial Media is dedicated to producing a return of investment based on brand awareness, engagement, buzz, and brand advocacy. Measures of impressions and overall engagement with the brand in-store and online will help evaluate the success of Danny Ray’s media strategy. The target market, comprised of Urban Achievers and American Dreams, highly values local business. Planned around engaging with the community, all media investments are carefully planned to accomplish these media objectives and bolster Danny Ray’s R.O.I.

Brand Awareness:Building awareness is essential to

establish Danny Ray’s presence in the market. A grand opening on February

12th will introduce Danny Ray’s new store into the Ballard District of Seattle, WA. Millennial Media will implement guerrilla tactics, magazine insertions, and flyers to initiate brand

awareness.

Engagement:Participation in Danny Ray’s events throughout the year is crucial in building customer relationships and taking customers from our competitors. Events, incentives,

continuous social media presence, and guerilla tactics will help

elicit conversation with potential consumers.

Buzz:Generating positive word of mouth will bolster Danny Ray’s reputation and presence in the Ballard District. Continuous social media presence

and several events will fuel consumer buzz around Danny Ray’s new store

location.

Brand Advocacy:Danny Ray’s belief in providing the best instruments and lessons to

individuals searching for their musical voice is what customers love so much. The unique experience of

Danny Ray’s store builds a very loyal customer base. Millennial Media’s strategy upholds these core values and encourages brand advocacy.

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IMPRESSIONS

Media ImpressionsPercentofImpressions

Mural 160,225 20.40%Valentine'sBlues 450 0.06%BumbershootMusicFestival 6,000 0.76%TheStranger 240,000 30.56%GalleryNight 350 0.04%ARCADE 4,000 0.51%PikePlaceMarket 328,800 41.87%SeattleTacomaGuitarShow 2,000 0.25%SonicBoomBattleoftheBands 600 0.08%EncoreArtsProgram 40,000 5.09%HolidayStudentShowcase 450 0.06%SocialMediaPresence 2,500 0.32%TOTAL 785,375 100.00%

Mural20.40%

Valen/ne'sBlues0.06%

BumbershootMusicFes/val0.76%

TheStranger30.56%

GalleryNight0.04%

ARCADE0.51%

PikePlaceMarket41.87%

SeaOleTacomaGuitarShow0.25%

SonicBoomBaOleoftheBands0.08%

EncoreArtsProgram5.09%

HolidayStudentShowcase0.06%

SocialMediaPresence0.32%

MediaImpressions

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1 Downtown Seattle Pedestrian Counts. 2014. http://www.downtownseattle.com/resources/pedestriancountgraph/

2 Traffic Flow Data and Maps. 2013. http://www.seattle.gov/transportation/tfdmaps.htm3 Pike Place Market Preservation and Development Authority. 2004. http://www.pps.org/pdf/pike_place_economic_impact_study.pdf4 Seattle Tacoma Guitar Show. 2015. http://www.seatacguitarshow.com

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STRATEGY

Millennial Media’s strategy strives to engage the intended target market using specific and measurable techniques. This goal is achieved by executing creative media decisions that help clients break through the clutter. While internalizing Danny Ray’s Music’s mission and business model, Millennial Media used extensive research and strategic planning to see that goals are not just met, but surpassed.

Opening Act

The Opening Act phase will focus on creating brand awareness. We will accomplish this by using a vehicle with large reach as well as creating an inquisitive ambiance within Danny Ray’s.

A collaboration with The Seattle Mural Project to create a custom piece of street art is intended to create curiosity and brand awareness from the estimated 160,2225 pedestrians in the area. This strategy is intended to introduce Danny Ray’s to the community in an interesting and natural way, as well as salute the rich musical history of Seattle. The mural is designed to resonate positively with the target market because it is both surprising and relevant. In addition, it also sources from a local non-profit to display our initial investment in the community.

Danny Ray’s feature in The Stranger magazine is our first large reach into the community. Placing four full page insertions throughout February will create 30.56% of our total campaign impressions. This is to promote brand awareness for Danny Ray’s Grand Opening and build overall brand awareness in the first phase.

The in-store “Valentine’s Day Blues Party” is a playful gesture for entering the community. As a promotional effort 6,000 roses will be passed out in the three days leading up to the event. This will differentiate Danny Ray’s from competitors.

Using a variety of platforms, Millennial Media will reach a target market that is as intelligent as it is evasive. Urban Achiever’s and American Dream’s need the content of advertising to be of relevant and substantial topics. Through three in-house promotional events and a presence at four key events in the area, Millennial Media positions Danny Ray’s Music as a grassroots supporter aimed at community engagement and relevance through music. Millennial Media’s strategy of incorporating entertainment, music, and art in one will establish Danny Ray’s brand presence and ultimately yield a fruitful R.O.I. Quality, not quantity, is Millennial Media’s first consideration.

Social Media content creation will play a vital role in connecting Danny Ray’s to the Urban Achiever’s and American Dream’s of Seattle. Coverage on legendary and local Seattle musicians, promotional blurbs, event information, and product information will keep the

target market informed and engaged throughout the campaign year.

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Headliner Encore

The Headliner phase will create the positive buzz for Danny Ray’s that will help establish the new location as one that is here to stay. This phase solidifies Danny Ray’s love for music and community by involving Danny Ray’s in local projects and events.

Millennial Media understands that for Seattleites to trust the new store, Danny Ray must invest time and money into the community. The Gallery Night event will create an opportunity that celebrates different types of art. This event is intended to create exactly the kind of low key buzz that so many Seattle underground cultures thrive on.

Entry at The Pike Place Market will put Danny Ray’s directly in line with the target market. Danny Ray’s presence at the market will be three days a week, Friday-Sunday, for four hours per day. Danny Ray’s will be permitted to play music and offer lessons. Through Pike’s Place Market, Danny Ray’s is estimated to reach 41.87% of Urban Achievers and American Dreams, the two intended target markets.Sponsoring the Bumbershoot Music Festival in September will increase impression as well as provide real value to the lucky consumers who receive our Wi-Fi goodie bags. Throughout the four days of Bumbershoot 4,000 waterproof bags will be passed out. This is not a simple give away. Danny Ray’s will provide 4,000 festival-goers with Wi-Fi services in return for social media follows. The bags will also contain relevant and useful items for potential customers.

The Encore phase utilizes the amount of trust Danny Ray’s has earned through the numerous promotions of the Headliner phase. It is here that Danny Ray’s new found friends in the community will be celebrated. The Encore phase will address maintaining buzz and engagement throughout the holiday season.

The Seattle Tacoma Guitar Show in October will target the enthusiasts, engaging in direct competition with competitors of the same trade. This event will account for 0.25% of campaign impressions and interact with highly engaged clients.A full page advertisement in Encore Arts free publication for each of the four publications September through December will be both relevant and accessible to the target market. Encore is continuously available and while not a large quantity of impressions, MM believes it is active and deserving of quality communication.

Grassroots involvement is at the core of Danny Ray’s success. It is in holiday spirit that Sonic Boom be the host of an event alongside Danny Ray’s. A Battle of the Bands with a $1,000 prize and a heavy social media presence will encourage positive buzz and advocacy.To end the year, students taking Danny Ray’s lessons throughout the year will give performances at a showcase event. This event sells itself by showcasing the musical improvement from Danny Ray’s customers themselves. Similar to the rose invitations during the Opening Act Phase, a promotional effort to hand out 6,000 candy cane invitations for the event will surpass the goal of 300 people per event. The Holiday Showcase will allow the community to see success stories from Danny Ray’s lessons and prompt others to find their own musical voice.

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PhaseOne:TheOpeningAct

Feb46.46%

PhaseTwo:TheHeadliner

Mar-Sep30.84%

PhaseThree:TheEncore

Oct-Dec21.97%

FrontofHouseJan-Dec0.73%

PhaseBudget

Mural1.91%

TheStranger33.86%

Valen6ne'sBlues10.68%

GalleryNight2.36%

PikePlaceMarket9.21%

BumbershootMusicFes6val19.27%

SeaIleTacomaGuitarShow,0.48%

ARCADE3.75%

SonicBoomBaIleoftheBands1.82%

EncoreArtsProgram13.05%

HolidayStudentShowcase2.89%

SocialMediaContent0.73%

MediaBudget

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Flight MediaMediaCost

MediaPercentofBudget

TotalCostTotal

PercentofBudget

TheStranger

$18,624 58.48%

Valentine'sBlues

$5,876 1.05%

ARCADE $2,060 4.31%SonicBoomBattleofthe

Bands$1,000 2.09%

EncoreArtsProgram

$7,176 13.05%

HolidayStudentShowcase

$1,588 2.09%

FrontofHouseJan-

Dec

SocialMediaContentCreator $400 0.73% $400 0.73%

TOTAL $55,000 100.00%

$10,597 19.59%

Mural $1,053 2.16%

GalleryNight $1,300 2.09%

PhaseOne:The

OpeningActFeb

PhaseTwo:The

HeadlinerMar-Sep

PhaseThree:TheEncoreOct-Dec

$25,553 46.46%

$16,960.40 30.84%

$12,086.14 21.97%

SeattleTacoma

GuitarShow$262.14 0.55%

PikePlaceMarket $5,063.40 7.59%

BumbershootMusicFestival

MAGAZINESARCADE Frequency Circulation Size 1x 6x 12x

Quarterly 4,000

HalfPagePriority

Placement $570 $540 $515FullPagePriority

Placement $1,145 $1,090 $1,030

OUTOFHOMEMuralArtist Cost

Onewallmural $1,000

EventVendorTable

Cost

PikePlaceMarket$35Annual,$12.90/day

BumbershootMusicFestival

$1,050,$200perambassador

SeattleTacomaGuitarShow $65

GUERILLAMARKETING

MEDIA MENU

ADDITIONS + BUDGET

Seattle Tacoma Guitar Show. 2015. http://www.seatacguitarshow.comSeattle Mural Project. 2013. http://www.seattlemuralproject.org/Waterproof Bags. 2015. http://www.alibaba.com/product-detail/High-sealed-HD-picture-under-water_1483449409.html?spm=a2700.7724838.30.66.YMwkqBBumbershoot. 2015. http://bumbershoot.comGlobal Roses Absolutely Fresh Flowers. 2015. https://globalrose.comPermits and Applications. 2015. http://pikeplacemarket.org/permits-applicationsEvent Sponsorship. 2015. http://youth2015.com/wp-content/uploads/2014/12/Youth-2015-Event-Sponsorship-Opportunities.pdfAdvertise in Arcade. 2015. http://arcadenw.org/advertise

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FLOW CHART

MonthWeek 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

MuralTheStrangerValentine'sBluesGalleryNightPikePlaceMarketBumbershootMusicFestivalSeattleTacomaGuitarShowSonicBoomBattleoftheBands

EncoreArtsProgramHolidayStudentShowcaseARCADESocialMediaPresence

Week

DecemberFebruary March April May June July August September October November

Opening Act Encore

Headliner

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CALL TO ACTION

Millennial Media has worked diligently to understand Danny Ray’s culture and pinpoint the appropriate target market among Seattle’s consumers to find their own musical voice. MM is confident in its ability to effectively speak to the target market, and would like to emphasize the importance in the preservation, maturation, and promotion of local business when attempting to speak. MM has tailored the media plan to seamlessly align with Danny Ray’s core values and uphold the integrity of what it means to be local. MM has established an overall goal to achieve a return of investment through building brand awareness, generating positive buzz, encouraging engagement, and eliciting a loyal customer base built on brand advocacy and an active role in the community.

Millennial Media thanks you for considering this media plan to establish Danny Ray’s Music in Seattle. MM is confident that the strategic planning and passion presented here will lead Danny Ray’s Music to a lucrative and gratifying presence in Seattle. Now it is your turn to step on to the stage and perform with Millennial Media.

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NOTES