Danny Ray's Music by Tabetha Loter

Danny Rays Music

MILENNIAL MEDIA 2015

SET LIST Executive Summary ... Campaign Scope ...

Situational Analysis ... 5 I. Product and Brand

Variables ...

II. Competitive Analysis ...

III. Target Audience ...

Geography Infographic ...

Media Menu ...

Milennial Media Inc. •Founded in 2000 •Stationed in ATX •Millennial Media was founded in 2000 in Austin, Texas by a group of students dedicated 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 Media 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 Director Rides Bulls to Beethoven

Marissa Baurys - Social Media Gardens to Metallica

Ashleigh Garza - Media Director Watercolors to Garth Brooks

Callie Swift - Art Director Does Needlepoint to Drake

Paula Novodvorschi - Media Buyer Ella Praisner - Public Relations Falls Asleep to Ed Sheeran Bakes Cakes to Nirvana 2

Key Insights:

EXECUTIVE SUMMARY Overview:

Danny Ray’s Music is a local Austin music store passionate about providing quality equipment and lessons to people searching for their own musical voice. The core values of fostering relationships with the community and offering only the best equipment makes Danny Ray’s store experience welcoming and unique for each new customer. A decade of growing success in Austin has led Danny Ray’s to expand their business into Seattle, Washington. Danny Ray’s new out-of-state store will open Friday, February 12, 2016 and is located in the Old Ballard Shopping District of NorthWest Seattle. Millennial Media has crafted a strategic media plan to successfully launch Danny Ray’s new store into the Seattle marketplace.

Approach: Using SimplyMap to find geographic segmentation, and a mix of Claritas/PRIZM and primary Survey Monkey results to analyze those segments’ lifestyles and competitive profiles, Millennial Media plans to allocate all expenses accordingly. The $55,000 budget will be used to enhance Danny Ray’s social media presence, encourage foot traffic, and establish brand awareness of their new store location. During the two weeks leading up to the Launch Date and subsequent in-store events, Millennial Media recommends using a heavy online presence through Social Media advertisements, local news related websites, and radio. After the initial campaign launch, Millennial Media recommends using out of home media, sponsorships of local events, and search engine marketing to maintain consumer interest throughout 2016 and years to follow. 3

The target market consists of two segments, “Urban Achievers” aged 18-351 and “American Dreams” aged 35-552. While both segments don’t represent the same age groups, it appears Urban Achievers likely transition into the American Dreams segment. Striking conversation with Urban Achievers early on can elicit brand loyalty through the next stage of their lives. In addition, segments share similar progressive views, stay up to date on news, frequent local coffee shops, and few eventually get married or have kids. Thorough analysis of lifestyles to the selection of Urban Achievers and American Dreams as Danny Ray’s target market.

Intended Results:

May 12th ·50% of the target market aware of Danny Ray’s Music name ·Half 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 200 new Social Media followers on Facebook and Twitter Conclusion: Millennial Media has carefully crafted a media strategy to successfully achieve Danny Ray’s goal of not only establishing a strong presence in Seattle, but also maintaining and growing the brand in their new location. This plan is intended to flourish even after the three-month launch period to ensure that Danny Ray’s Music continues to prosper in the Seattle market. 1 Urban Achievers. 2015. https://www.claritas.com/MyBestSegments/Default. jsp?ID=37&id1=1027&id2=31 2 American Dreams. 2015. https://www.claritas.com/MyBestSegments/Default. jsp?ID=37&id1=1027&id2=29

CAMPAIGN SCOPE

•Millennial Media will educate the Urban Achiever and American Dreams segments about the Danny Ray’s store name, Seattle location, and grand opening. We will promote Danny Ray’s extensive store offerings and it’s distinct, passionate business model. Millennial Media’s campaign will familiarize half of our target market with the Danny Ray’s name and encourage brand recall among our consumer. Of this group, 50% will be familiar with the Seattle location.

•We will compel our target consumer to visit Danny Ray’s for their music solutions by appealing to the desire to support local business. We look to drive local Seattle in-store sales quickly to establish the new store in the market and keep the location open. Millennial Media will use strategic and innovative media solutions to increase traffic counts in the Seattle store to an average of 100 visitors/ day on Monday thru Thursday and 150 visitors/day on Saturdays.

•We will look at our target consumer’s responsiveness and presence in various media platforms to discover their advocacy and strength of word of mouth. Millennial Media will encourage Danny Ray’s Seattle customers to interact with the brand by liking, sharing, and positively reviewing the store across varied shared media platforms. Millennial Media has carefully crafted a media strategy that will successfully achieve Danny Ray’s goal of not only establishing a strong presence in Seattle, but also maintaining and growing their brand in their new location. We plan to measure the success of this goal in terms of foot traffic in Danny Ray’s Seattle store after the first three months of operation.

Key findings for Geographic Market:

SITUATIONAL ANALYSIS

Key findings for Target Market: •People aged 20-39 represent 39% of Seattle’s population creating a large target market of young adults looking to find their own voice.1 •Urban Achievers are 18-35 year old urban renters and college graduates whose media habits include shopping at FedEx, reading comic books and the NewYorker, and watching soccer.2 Urban Achievers then grow up to form the American Dreams. •American Dreams are 35-55 year old urban white collar homeowners-some families or couples-whose media habits include shopping at Kaiser Pharmacy, visiting the zoo, reading the Tribune, and watching E!.3 Of all Americans, 80% feel that playing an instrument makes them smarter.

•Music festivals including Capitol Hill block Party, Bumbershoot, Macefield and others overtake parts of Seattle and surrounding areas throughout the year, which provides the new store location with partnership opportunities.

•Potential Customers live at most 15 minutes from Danny Ray’s Music’s new store location. •Old Ballard District’s rich history and surplus of progressive minds create an eclectic ambiance similar to Austin where people explore, shop, live and eat. •With an average rainfall of 154 days each year in Seattle1, people take advantage of the days they do when the weather is nice.

Key findings for Competition and Media Outlets: •There are four main competitors in Seattle: Music & Arts, Emerald City, Guitar Center, and Sonic Boom Records.2 •Share of market for the family-owned musical instrument and supplies store segment is 65.7%. Guitar Center dominates the rest of the i ndustry3. •People in our zip-code don’t respond well to commercials.4

1 Seattle Monthly Averages and Records. 2015. http://www.seattle.gov/ living-in-seattle/environment/weather/averages-and-records

1 Census Reporter. “Seattle, WA.” 2013. http://censusreporter.org/profiles/16000US5363000-seattle-wa/

2 Best Musical Instrument Store in Seattle, WA. 2015. http://www.yelp. com/search?find_desc=Musical+Instrument+Store&find_loc=Seattle%2C+WA

2 Urban Achievers. 2015. https://www.claritas.com/MyBestSegments/Default. jsp?ID=37&id1=1027&id2=31

3 Major Companies. 2015. http://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=1082#OC

3 American Dreams. 2015. https://www.claritas.com/MyBestSegments/Defaultjsp?ID=37&id1=1027&id2=29

4 “Seattle is Smart”. 09/27/15. http://www.simplymap.com/esproxy.lib. utexas.edu/index.html

PRODUCT & BRAND

Products:

Acoustic/Electric guitars: Breedlove, Lag, Yamaha, Fender, Orange, Knaggs, G & L, Reverend , Squier Bass guitars Breedlove, Fender, Yamaha, G & L, Reverend Banjos/Ukuleles/Mandolins Fender, Diamond Amps Fender, Vox, Orange, Blackstar, Morgan, Ashdown

Accessories Guitar Strings (Fender), Cymbals (Sabian), mic cables (Fender), effects/sound machines, pedals/loops: ThroBak, Vox, Digitech Percussion & Keyboards

Brand:

Family owned B&M company established 2006/ the “Big Box Store Alternative” LLC (Limited liability Company) Brand Personality: Motto: “Helping others find their musical voice” Family oriented, laxed atmosphere, emotional and mentoring support, universal passion for music

COMPETITIVE ANALYSIS Music & Arts

Music & Arts is the largest music retailer and lesson provider in the state of Washington with 13 storefronts. Music & Arts specializes in the sale and rental of musical instruments, instrument repairs, and music lessons, especially for the beginning and student musicians1. Music & Arts also works with local schools and music educators to service the music needs of schools. Our concern with Music & Arts is their market share due to the amount of store fronts they have.

Emerald City Guitars

Emerald City Guitars was established in 1996 and has been established as a nationally acclaimed vintage shop that caters to major artists and high profile collectors from around the world. They have been featured in countless magazine, newspaper, and industry features as a successful retail business and a favorite stop for musicians and music fans from every walk of life2. Our concern with Emerald City Guitars is that they are well-known considering the features about their store. They are a smaller shop like us, but their advantage is that they have been in Seattle since 1996

Guitar Center

Guitar Center Seattle has been serving the Seattle community since 1997. Guitar Center is known nationwide for big-store selection of products and expertise3. Our concern with Guitar Center would be that since they have a wellknown name many uninformed consumers will choose to go there as a first resort. As a positive for Danny Ray’s Music, large stores such as Guitar Center seem to be the center of terrible reviews from customers.

Sonic Boom Records

Sonic Boom Records is right around the corner from Danny Ray’s Music. Sonic Booms Records opened in 1997, and they specialize in selling records. Aside from records they also sell DVDs, collectible toys, and accessories for musicians. Sonic Boom Records also host small in-store concerts4. Our concern with Sonic Boom Records would be that they sell something Danny Ray’s Music does not sell. Some music lovers could have a big love for records, and we could lose that business to Sonic Boom Records.

1 2 3 4

Music & Arts Add Six Washington Locations. April 25, 2014. http://mmrmagazine.com/91-upfront/1213-music-arts-adds-six-washington-locations.html Our History. http://www.emeraldcityguitars.com/about/history/ Guitar Center. http://stores.guitarcenter.com/seattle Store of the week: Sonic Boom, Seattle, WA. January 23, 2009. http://blog.lightintheattic.net/store-of-the-week-sonic-boom-seattle-wa/

TARGET AUDIENCE Danny Ray’s Music is Seattle is going to appeal two major segments of the population. The Urban Achievers who are lower mid income segment mostly without kids. Many urban achievers are fairly fresh college graduates and have not yet put down roots in homeownership. Meanwhile their older counterpart of the community is the American Dreams’ segment. American Dreams are a young and high mid income segment. They are highly educated and a part of the white-collar workforce. It is key to recognize the transition of many Urban Achievers into American Dreams. Millennial Media believes using American Dreams as a primary target market incorporates the aspirations of the Urban Achiever category to attain a high standard in campaign performance. It is relevant that of the Seattle population an astounding 22% frequent specialty coffee shops on a regular basis. Reviews of these specialty shops near the new location of Danny Ray’s Music store infer the American Dream segment coming out of their way to support local business, and experience the wonderful history of the Ballard district. It is a place known for music, intellect, and supporting local business. Our target segment of 25-34 year old young Achiever’s and Dream’s will appreciate Danny Ray’s for exactly what it is – a growing small business that can attribute to the rich musical history of Seattle Washington.

MEDIA MENU

Danny Rays Music

MILENNIAL MEDIA 2015

SET LIST Executive Summary + Comms Platform ...

Media Vision ... Timeline ...

5 -6

Objectives ...

7 8

Impressions ... Strategy ...

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Budget Recap + Media Menu Flow Chart ...

Call to Action ... Notes ...

...

11-12

Millennial Media Inc. •Founded in 2000 •Stationed in ATX •Millennial Media was founded in 2000 in Austin, Texas by a group of students dedicated 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 Media 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 Director Rides Bulls to Beethoven

Marissa Baurys - Social Media Gardens to Metallica

Ashleigh Garza - Media Director Watercolors to Garth Brooks

Paula Novodvorschi - Media Buyer Falls Asleep to Ed Sheeran

Callie Swift - Art Director Does Needlepoint to Drake

Ella Praisner - Public Relations Bakes Cakes to Nirvana 2

EXECUTIVE SUMMARY

Overview: Goal: Danny Ray’s core values of providing Millennial Media has crafted a quality equipment and lessons strategic media plan to successfully to those searching for their own launch Danny Ray’s new store into musical voice makes the actual the Seattle marketplace, while still store experience unique for each upholding the brand’s core values and new customer. A decade of growing business practices. Operating in three success in Austin has led Danny phases, this media plan is designed Ray’s to expand their business into to build awareness, generate buzz, Seattle, Washington. The new store encourage engagement, and elicit location will open Friday, February brand advocacy with the ultimate goal 12, 2016 and is located in the Old of successful Return of Investments. Ballard Shopping District of North-West Seattle. Intended Results: May 12th December 31st ·50% of the target market aware of ·Three in-store events, minimum of Danny Ray’s Music name 300 attendees at each event ·50 % of that aware market are ·Target awareness level raised 5-10% familiar with general store location ·An increased average of 110 store ·An average of 100 store visitors per visitors per day on weekdays Mondayday on weekdays Monday-Thursday Thursday ·An average or 150 store visitors on ·An increased average of 165 store Saturdays visitors per day on Saturdays ·An average of 2,500 new followers on Facebook & Twitter 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. 3

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

Target Market Awareness, Social Media A 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

TIMELINE

Opening Day, Customer Involvement, Location, Annually Opening day kicks off Blues Night, Danny Ray’s new instore, 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.

Increase Recognition This 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.

Valentines Blues: Feb 12th

Pikes Place: June-July

Opening Act The Stranger: all of Feb Target Market Awareness Leading 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 5 foot traffic.

Headliner Bumbershoot Music Festival: Sept 5-7th Increase Recognition, Customer Involvement One 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.

Gallery Night: April 16th Customer Involvement, Location Danny 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.

Increase Recognition, Sales This 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 Tacoma Guitar Show: Oct 4th

Reiterate Presence within Ballard Area Co-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.

Social Media: Jan-Dec Continuous Activity, Social Strategy Danny 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.

Sonic Boom Battle of the Bands: Nov 5th

Encore Encore Arts: Sept-Dec 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.

Front of House Student Showcase: Dec 2nd Holiday, Location With 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.

ARCADE: Jan-Dec Continuous Activity Arcade 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. 6

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 instore 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.

Media

Impressions

Mural Valentine's Blues 1 2 Bumbershoot Music Festival The Stranger Gallery Night ARCADE Pike Place Market 3 Seattle Tacoma Guitar Show 4 Sonic Boom Battle of the Bands \ Encore Arts Program Holiday Student Showcase Social Media Presence TOTAL

IMPRESSIONS

160,225 450 6,000 240,000 350 4,000 328,800 2,000 600 40,000 450 2,500 785,375

Percent of Impressions 20.40% 0.06% 0.76% 30.56% 0.04% 0.51% 41.87% 0.25% 0.08% 5.09% 0.06% 0.32% 100.00%

Media Impressions Encore Arts Program 5.09%

Holiday Student Showcase 0.06%

Social Media Presence 0.32%

Sonic Boom BaOle of the Bands 0.08% SeaOle Tacoma Guitar Show 0.25%

Mural 20.40%

Valen/ne's Blues 0.06% Bumbershoot Music Fes/val 0.76%

Pike Place Market 41.87%

The Stranger 30.56%

ARCADE 0.51%

Gallery Night 0.04%

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.htm 3 Pike Place Market Preservation and Development Authority. 2004. http:// www.pps.org/pdf/pike_place_economic_impact_study.pdf 4 Seattle Tacoma Guitar Show. 2015. http://www.seatacguitarshow.com

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.

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.

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.

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.

Headliner 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.

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.

Encore 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. 10

Front of House Jan-Dec 0.73%

Phase Budget

Phase Three: The Encore Oct-Dec 21.97% Phase One: The Opening Act Feb 46.46%

Phase Two: The Headliner Mar-Sep 30.84%

Media Budget Holiday Student Showcase 2.89%

Social Media Content Mural 0.73% 1.91%

Encore Arts Program 13.05%

Sonic Boom BaIle of the Bands 1.82%

The Stranger 33.86%

ARCADE 3.75%

SeaIle Tacoma Guitar Show, 0.48%

Bumbershoot Music Fes6val 19.27%

Valen6ne's Blues 10.68%

Pike Place Market 9.21%

Gallery Night 2.36%

MAGAZINES ARCADE

Frequency

Quarterly

Circulation

4,000

Size Half Page Priority Placement Full Page Priority Placement

OUT OF HOME Mural Artist One wall mural

Cost $1,000

Flight

Media

GUERILLA MARKETING Event Pike Place Market Bumbershoot Music Festival Seattle Tacoma Guitar Show

Mural Vendor Table Phase One: Cost The The $35 Annual, Opening Act Stranger $12.90/day Feb Valentine's Blues $1,050, $200

per ambassador

Gallery Night

$65 Phase Two: The Pike Place Headliner Market Mar-Sep Bumbersho ot Music Festival

MEDIA MENU ADDITIONS + BUDGET

Seattle Tacoma Guitar Show Phase Three: The ARCADE Encore Sonic Boom Oct-Dec Battle of the Bands Encore Arts Program Holiday Student Showcase Social Front of Media House JanContent Dec Creator TOTAL

12x

$570

$540

$515

$1,145

$1,090

$1,030

Media Total Media Percent of Total Cost Percent of Cost Budget Budget $1,053

2.16%

$18,624

58.48%

$5,876

1.05%

$1,300

2.09%

$5,063.40

7.59%

$10,597

19.59%

$262.14

0.55%

$2,060

4.31%

$1,000

2.09%

$7,176

13.05%

$1,588

2.09%

$400

0.73%

$25,553

46.46%

$16,960.40

30.84%

$12,086.14

21.97%

$400 $55,000

0.73% 100.00%

Seattle Tacoma Guitar Show. 2015. http://www.seatacguitarshow.com Seattle 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. YMwkqB Bumbershoot. 2015. http://bumbershoot.com Global Roses Absolutely Fresh Flowers. 2015. https://globalrose.com Permits and Applications. 2015. http://pikeplacemarket.org/permits-applications 12 Event Sponsorship. 2015. http://youth2015.com/wp-content/uploads/2014/12/Youth-2015-Event-Sponsorship-Opportunities.pdf Advertise in Arcade. 2015. http://arcadenw.org/advertise

FLOW CHART

Month Week

Mural The Stranger Valentine's Blues Gallery Night Pike Place Market

February March April May June July August September October November December 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

Bumbershoot Music Festival Seattle Tacoma Guitar Show Sonic Boom Battle of the Bands

Encore Arts Program Holiday Student Showcase

ARCADE Social Media Presence

Week

Opening Act

Encore

Headliner 13

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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