Sample Marketing Plan_ULO

Conquer Entertainment ULO Marketing Plan V2
Year (20xx-20xx)
Summary of Key Elements
 What are the “unique” goals for ULO’s viral marketing content and plan?
o What does your ULO want to accomplish in the next year – brief overview
 Branding
 Press opportunities
 Viral video ideas and concepts (one paragraph detailed)
 Press Partnerships – marketing, press/pr, e-zines and how they will be
utilized
 Include in every plan – Utilize Market America’s network for strong
initial seeding of viral content
 Music campaigns – free releases, singles, plan for social media integration
 Use of unique and innovative new products and product lines – i.e. MA
& Lifestyle merchandising – the POWER of that concept and how it can be
applied to the ULO specifically and their “brand image”
 Enable quick and higher return through products that enable the
ability to build share of customer/fanbase rather than based on
traditional marketing of an artist to market share (enables
higher profit margin while expanding to control share of market)
o Sales of digital and virtual merchandise that new product
can consistently be created and released at little to no
cost
 Strategic partnerships that ULO or CAD has connections to that will
further the ULO’s “brand image”
 Unique partnership with Conquer and Market America
 Use Conquer’s tools and services to:
o Lower cost of project release
o Capture existing Market America distributors
o Further capitalization on other strategic brand
partnerships (larger capitalization on new customers of

partner brands) through Market America lifestyle
merchandising
o Capture larger share of customer through ULO’s own
Market America BDC
o Use artist brand to build ULO’s BDC – will replace ULO’s
income on the short-term and replace an artist’s
“advance” – enable artist to “fire their boss”, enabling ULO
to have a full artist schedule of touring, recording, etc.
o Use ONLY Conquer service providers for services – use
unique merchandising to build up Conquer Rewards for
creative funding to replace the recording/marketing
advance – reduce overall need for investments/investors
o Sponsor ULO’s existing street team (if any) into ULO’s BDC
to incentivize them to promote and enable them to
eventually operate as a full time promotional team for
“ULO” – this also becomes an additional revenue stream
for the ULO – time leveraging and duplication
o Radio promotion strategy – local/college radio, terrestrial
radio, internet radio – brief paragraph of plan
PRODUCTS
ULO’s “Brand”: two-paragraph “mission statement” of ULO and “brand image” – why someone
should continue reading. – incorporate what stands out about artist’s “Brand”.
(Example: When someone hears one of Shira’s songs, watches a video, or
looks at her picture or branding they get an in your face, bright, outrageous brand that
gives off an intoxicating feeling of strength and empowerment.
Anyone who has ever seen her perform will tell you that it is the best live performance
they have ever seen, it is simply not comparable to any other show. Her unorthodox
good looks combined with her unique mix of styles and quality sound gives her a unique
position in today’s music marketplace.)
*Include below ALL ALBUM Releases by ULO so far, and break down each album into the
following – whichever ones are applicable:
 Artist Name
 Album Release Date
 Ship Date

 Solicitation Date
 Retail Price
 Executive Producer(s)
 Other Production Credits
 Publicist
 Website
All other “ULO Products” – include retail price, cost for ULO purchase, artist profit
 Tshirts (retails @ $XX/each)/cost $XX/base cost and profit $xx)
 Tanks, shorts, totes, and other clothing – (retail @ $XX/base cost = $XX/each)
 Digital Items (retail price -$XX)
o i.e. – Wallpapers (downloadable), ringtones, ringbacks, mobile apps
 Virtual products – Facebook/SecondLife apps – details and pricing info
 Concert Tickets
ULO Current Items (what does ULO have CURRENTLY in stock)
 i.e. – stickers, t-shirts (colors/style: v-neck, tee, spaghetti, etc.), and current pricing info
 items coming soon – what items ULO will be purchasing
PRODUCTION AND WRITING CREDITS
*feature ALL current and past producers featured and brief paragraph description
 Brief description of each producer featured on album releases and what they are
working on.
EXAMPLE:
Robert “Big Bert” Smith - an American record producer, composer,
songwriter and musician, who made his break in the industry when Rodney
"Darkchild" Jerkins consulted him to join his Darkchild collective in the late
1990s. He went on to co-producing alongside Jerkins on tracks for bands like
B2K and the Spice Girls, prior to contributions own productions to projects by
Jennifer Lopez, Omarian, Dave Hollister, Toni Braxton, Kelly Rowland and
Kiley Dean in the early to mid-2000s - New upcoming EP and Singles
E.S. – Grammy award winning writer – “Bad Chixx”, “Fight”, and
“Recklyss Tonight” from New upcoming EP

PROJECT TEAM OVERVIEW
*Feature ALL CURRENT relationships for ULO’s “team” and brief description of past work,
experience, and vision
 Manager Name, background, and ULO vision
 Public Relations (PR) Name, Background, and ULO vision
 Lawyer Name, background, and ULO vision
(ULO DETAILED) OVERVIEW
*enter artist quotes if applicable
 Use mission statement – like on first page
 ULO background – how they started music, what drove them to become a musician,
what they’ve accomplished thus far
 Use ULO quotes from previous interviews – if applicable
 ULO influences
 Current ULO “news” – i.e. album releases, press features, live performances, featured
“singles”, videos released – include storyline (brief description) and release date
 Other history (in bullet form that’s “noteworthy” – worth mentioning and NEEDS to be
mentioned)
 Organize by YEAR
TARGET MARKETS
 Current ULO Fanbase numbers (combined – Facebook, Myspace, Twitter, Youtube, etc.)
and demographics (18-24, 25-30, 30-40, etc.), as well as languages and location (US,
international)
 Top 10 (if applicable) locations that ULO has the MOST fans (organize from highest to
lowest)
 ULO fanbase community – i.e. LGBT, High-schoolers, college students, gothic attire, etc.
 Fan music likes – who the ULO fans listen to in addition to them

RADIO PROMOTION
 ULO connection to radio (if any) and plan to promote ULO music
 FULL radio plan –
Example: Following successful completion of obtaining a viral buzz (see viral marketing section)
we will begin manually working the single. We will work the single to a mix of online
Internet radio outlets, college radio, and terrestrial radio. Internet radio should include
Pandora, Grooveshark, Last.FM, Maestro.fm, the inferno radio, real radio, shoutcast,
pirate radio network, and AOL Music. Our target stations are either genre based online
or satellite pop or alternative stations. For terrestrial stations our targets are Top 40,
Alternative, and Adult Contemporary in the secondary markets, specifically San
Francisco, Oakland, Portland, Rochester, Augusta, Baltimore, Philadelphia, Little Rock,
Cleveland, Ft. Meyers, Denver, Hartford, Tulsa, Indianapolis, Greensboro, Richmond,
Norfolk, Boston, Raleigh-Durham, Jacksonville, and Houston areas.
First we will test market several possible singles to radio programmers to see what tests
well. The strategy includes build up on college and smaller internet stations, build the
online fan presence and interaction, approach and form relationships with radio DJ’s
and programmers, keep Shira on their radar and follow-up until the singles chosen get traction
 Terrestrial & College Targets (City/States)
o Radio station (Call and station #)/Station Location/City & State/Genre
o EX: HGST 90.1FM – Hogg Style Records – Emeryville, CA – Hip hop/Top 40
CLUB/STREET/LIFESTYLE MARKETING
 ULO’s street team integration – where ST is located, how it is (or will be) grown
 ST Markets (locations)
 Identify Area captains, high-concentration of fans
 Target places – for ST to hang promo materials
o Find out touring schedule beforehand so planning promos for each area is easier
o Identify solid captain of each area’s ST
o Create solid plan for ST captain in the area:
 Where to:
 Hang posters
 Use CDs to promote the upcoming show
 Give out flyers
 One-to-one marketing

o Where to hang posters at:
 Local colleges
 Coffee shops
 Rec Centers
 High schools
 Libraries
 Bookstores
 Ticketmaster pickups
 Market America seminars
 Colleges
 Music stores
 Local bars
 Any that apply to the ULO and “Brand image”
 ULO meet with Street team to interact (what is the plan for “fan interaction”?)
o Meet and greets
o Small private concerts
o Signed and personalized merchandise
 Guerilla marketing plan (if any) – unique concepts to promote ULO buzz locally
 Promo plan for ULO current “singles”
o Target club market for single
o DJ implementation (for further exposure) if applicable
o Target list of DJs
VIDEO
 ULO plan to promote brand and music via video (music video, press video, etc.)
 Video promo relationships/campaign – who it is, their experience, and what video they
are working on
DISTRIBUTION/RETAIL MARKETING
 Digital, physical, or both
 Online distributors using – Conquer Entertainment should be included here, iTunes,
Rhapsody…etc.
 Who will distribute mainly? – Online, offline, hybrid – names, and mediums (singles,
albums, mobile apps)
 The “role” each distributor will play in the album release
 In-store distribution – if applicable
EXAMPLE: Online distributors will be the key players in the distribution mix of the singles,
albums, and mobile applications. The EP, albums and all singles except Sick Day will be

released and available digitally and physically where applicable through iTunes,
Rhapsody, Amazon, Myspace Music, AMIE St, eMusic, Lala, ShockHound.com, Nokia
Music Store, LimeWire Store, imvu, and MaMyWorld.com. Our mobile applications will
be distributed online at thumbplay.com and iTunes.com as well as on the sites of select
mobile carriers (ie verizonwireless.com).The key element of this is driving most sales
traffic through our www.mamyworld.com/shiragirl portal. This web address will serve as
our online store with all of our downloads, merchandise, subscriptions, fan club
memberships, etc. The url will be included at the close of viral videos, our music videos,
advertisements, all marketing materials will contain the www.mamyworld.com/shiragirl
url.
Releasing the music on Rhapsody, iTunes, and Nokia Music store will also allow for
mobile distribution. Our goal is to offer music on every major mobile carrier and device.
iTunes will put our music on iPhone and eMusic will allow for other AT&T users, but
AT&T gives options for mobile music download subscriptions and does not offer one
major carrier. To have give all AT&T users access to Shira’s music we also must
distribute through Napster Mobile and Music ID. For Verizon we will get coverage from
Rhapsody. To get distribution on Sprint & Nextel phones, we will need to get distribution
on Digital Lounge and Headliner for Virgin Mobile. Our mobile apps will be distributed
directly through the iPhone application store. We distribute through other mobile app
stores and wireless carriers through getjar.com and grapple.com.
All merchandise, physical CD’s, digital music downloads, ringtones, ringbacks, and
mobile applications will be also available directly from the store section (coming soon)
on shiragirl.com. Also, the mobile version (coming soon) of the website will give us
direct mobile distribution for all Shira and Shiragirl branded products once mobile distribution
is available at www.mamyworld.com/shiragirl we will redirect traffic through there
 Print/distribution plan –total CD’s ordering for campaign (physical)
 “Release plan” for music – where getting released FIRST, SECOND, who will be there to
promote extra – such as Street Team members – specific locations and promo details
o i.e. :
We will print and distribute a total of 5000 physical CD’s to in-store outlets on initial order. We
will also release Scream! Spit! Sing! in-store to get a higher sales volume from each customer.
We will
make sure the singles from the new EP as well as select songs from previous releases
are pressed and available at EACH retail outlet the record is being sold at.
The Shira street team and Market America Distributors will also play a role in our
distribution. Market America distributors get a cut when selling any music positioned on
MAMyworld. The Street Team will get Shira’s music and physical merchandise presale,
in bulk, at reduced price and play a role in the distribution, selling the music and
merchandise hand-to-hand to other fans.
An obvious large physical distribution point for CD’s and merchandise will be during tour

at the concert venue. Based on the sales on previous tours, we will carry 1 CD for
each 10 people the venue holds, for instance, for a venue with a 200 person capacity,
we will carry 20 CD’s. We will adjust this ratio with growth – re-examining at each scheduled
marketing meeting (see timeline)
ONLINE/VIRAL AND NEW MEDIA MARKETING
 What are the CAD or ULO connections available for viral marketing?
 When are you going to start building the “buzz” for your brand? Prior to the major
release? During?
 What branding will be done to reflect the “sound” of the ULO? Who will oversee the
image direction? What will be the content? What updates will be made? Will there be a
blog? News? Events? Music? Discography? Videos?
o Blog – update contents regarding to the artist “brand” and “music”
o News – Updates of upcoming shows, show recaps, new release
announces/posts, activity feed (from social sites)
o Events – purchase tickets, latest show announcements
o Music – streaming player featuring 3 songs from latest release,
o Video – latest “singles” videos, recording session videos, tour where-a-bouts,
random content that will target fanbase
 What “keywords” will be used to draw visibility and traffic to the site? What are 10 to 20
words you can use to describe your “brand” and music? Who can you associate your
music with that already is famous? What songs can you associate to your music to that’s
popular currently?
 Online Video Channels – YouTube (pre-recorded video streaming), UStream (live video
streaming)
o How do you plan on building relationships with your fanbase through videos?
o How do you plan on creating new fans through online videos and live streaming?
o Online concerts? Weekly Upload? Live Show recordings? Songwriting Session?
Recording sessions?
o How often will you upload or stream – 1x a week, 3x a week?
o Will you do cover songs? Will they reflect your brand image?
o What are the covers? (Artist Name and Song)
o What Creative topics can you cover or mimic that will bring your ULO brand
more viewers and fans
o What Market America products and partner stores can you incorporate into your
ULO brand for proper lifestyle merchandising? (i.e. – glam rock/pop – Motives,
high-energy performers – Mochatonix, Awake, B12 Isotonix)
o Who can you utilize with Market America’s partnership for company and brand
credibility?
 Post video for branding – utilize brands that appear

 http://www.youtube.com/watch?v=y3l41eGizQM&list=UU-
Gu_VkJmS1FGxsrSddKvfg&feature=plcp
o Detailed timeline should be included highlighting:
 Schedule for content creation, release, and sharing
 Overall viral deadline
 What social media sites will you use to build brand exposure?
o Chatterbox
o Facebook
o Twitter
o LinkedIn
o Myspace
o Youtube
o Ning
o Reverbnation
o Tagged
o Orkut
o Hi5
o Meetup
o Bebo
o 10Tune
o Jango
o Last.fm
o MOG
o Thesixtyone
o Soundpedia
o Purevolume
o Any other social outlets ULO uses to gain fans and promotion for brand
 Tracking artist/brand presence
o Bandmetrics
o NextBigSound
o Music Metric
 Social Bookmarking
o Digg
o Stumble Upon
o Delicious
o Reddit
 Blog
o Various blog channels that ULO may use
o Conquer Blog
o Rhapsody Blog
o JamBase Blog

PUBLICITY
 What press kit will be used for ULO brand? How will it be used? What are the contents
of the press kit? (i.e. – bio: artist background and profile, sample feature articles, music,
videos, photos, previous press)
 What are your primary and secondary target media outlets for your ULO brand?
o Entertainment/music magazines and websites, regional daily and community
newspapers, general interest magazines, - what fits your ULO brand
o What are your key messages and objectives of targeted publicity?
 Establish a name for ULO brand in the music industry
 Provide ULO with music oriented opportunities
 Create “key message” for ULO to use in interviews and press
opportunities
 Secure local, regional, and national stories and profiles on ULO Brand
o What is needed to achieve your publicity goals?
EXAMPLE: To achieve our key publicity goals, a persistent and diverse approach will need to be
implemented. A social calendar of major events, award shows, various launches, and
celebrity events should be maintained. Obtaining profile opportunities as a Rock artist
will be crucial to our approach to highlight Shira’s charisma and unique interesting
background and story. Additionally, any publicist associated with the project will need to
actively outreach local, regional, national print and online media including
newspapers,
trade and consumer magazines,
college publications,
newsletters,
web sites,
programs to generate awareness about Shira.
Target Media Outreach List –
Outlet Name – Metric Value – Genre
EX> Alternative Press – 297,222 – Music
Seventeen - 2,034,494 – Teen
Current and past publicity Includes:
 List ULO press opportunities achieved – “type” of story and Month/Year issue
 EX: Cover story of College Times – June 2005 issue
Articles & Interviews In:
 List magazines ULO has had interviews in
 Include “Name” of magazine and a “URL Link” to the article
Media Events Attended 20xx-20xx:

 Date – Event Name
 EX: September 8th
20xx – Spin Magazine Party
TOUR
 When and where are you planning to tour this year? What is the start date? List ALL
dates below
 Date-Venue-Tour Name-Location
 EX: JUL 13 Comcast Center – Warped Tour – Mansfield, MA
 Do you plan on attending any charity or campaign events while on tour? If so, mention
dates and event name here
 What acts or upcoming tours will you target that match your ULO Brand?
 Who has planned a tour and who hasn’t?
o EX: Kesha (planned and announced 2012 tour), Nicki Minaj (2012 Pink Friday
Tour)
ADVERTISING
 Will you use media buys?
o Print ads
o Radio ads
o TV ads
o Outdoor ads
 How will your media buys be paid for? Brand partnerships ? – Need a second plan if this
is your option
BRAND PARTNERSHIPS
 What brands will you contact or utilize from shop.com that can benefit the ULO brand?
If contacting directly, what brands can you contact that can be mutually beneficial
partnerships that both further the ULO brand?
 Will you license your music? To what outlets?
 Who are your existing brand relationships?
o Market America (and corresponding brands – also can utilize this to reach
additional brands)
o Shop.com (and corresponding brands – also can utilize this to reach additional
brands)
 What are your “in-store” targets? What or who does your ULO brand represent closest?
o Hot Topic?
o Aeropostale?
o Forever 21?
o Sunglass Hut?

 Will you approach companies that assist in creating artist-brand partnerships? If so,
who?
TIE-IN TO CONQUER ENTERTAINMENT & MARKET AMERICA
 Develop a detailed plan as to how this will work – elaborate on the following points with
your ULO brand:
o Use Conquer’s tools and services to:
 Lower cost of project release – You are able to use Conquer rewards
earned during the initial phases of promotion to work on later/bigger
phases of the project. Conquer rewards are attached to the sale of all
artist’s products. This is designed to replace the traditional production
and promotional advances/budgets. Conquer’s new model is set to be
developed and released – these numbers will need to be reworked once
Conquer’s new model is finalized, but this is an example of how it would
work:
 EXAMPLE:
 Studio Time (10 additional songs)
 40 hours of studio time = 4000 CRs
 Mixing songs = 2000 CRs
 Mastering (5 songs) = 2000 CRs
 Production = covered outside of CRs
 Video = 10,000 CRs
 Merch = 200 CRs
 TOTAL = 17,200 CRs
o Create a chart reflecting amount of CRs needed to get service, and how many
song and merch CRs are needed a Month to get to Overall goal
 Capture existing Market America distributors – (how?)
o Create new material that specifically target the MA market/distributor base- as
well as targeting their customer base
o Offer exclusive songs to distributor base. Do a pre-release of new material to be
released in (Feb or Aug) at (Ma Conference or Convention) – release to
distributor base first
o Attach a Market America product to the sales of a promotion of ULO brand (i.e. 2
mochatonix purchases = 2 free CDs)
o Perform at all Market America events that fit ULO target market
o Interact with MA distributors
 Sign Autographs at Conquer booth (Major MA Events)
 Take pictures
 Interact on a high level – build relationships and encourage social sharing
 Tag ULO at the events – make it easy for distributors to share socially
from event
 Further capitalization on other strategic brand partnerships (larger capitalization on new
customers of partner brands) through Market America lifestyle merchandising

 EXAMPLE:
For example lets say we have established a brand partnership with Converse for
the “Stomp it Out” campaign, part of Shira’s objective is to drive brand awareness,
associate Converse with the song, etc – she should drive all sales traffic to converse back
to her MA portal (www.marketamerica.com/shiragirl) to purchase converse – so she not
only benefits from the brand partnership from the ways described in the brand
partnership section, but receives an additional revenue stream through sales of
converse from her web portal – for example she would put her webportal address at the
end of her “Stomp It Out” video as where to get her converse shoe, she would put a
widget for the “Stomp It Out” converse shoe by any online placement of the campaign
to drive sales of the shoe back to her.
You can see the shoes on the site here:
http://www.marketamerica.com/index.cfm?action=shopping.wpSearch
 Capture larger share of customer through ULO-BDC
o Use ULO’s MA Portal as part of the Merch store
o ULO’s existing fans will buy more from them than just their merch – getting the
largest share of customer as possible.
o Your ULO goal should be to get each fan doing all of their online shopping
through your ULO portal rather than just buying their music and merchandise –
allowing the ULO to get in touch with the needs of the fans, and service all of
their needs
o Street teams can connect with the fans and become their customer managers,
and all of the BV and IBV flows up through the ULO’s business bringing them an
additional revenue stream
 Use ULO brand to build ULO-BDC or UnFranchise – create detailed plan of action on how
to accomplish this
 Sponsor street teams and fans into ULO’s UnFranchise organizational structure enabling
them to profit further from the ULO brand without offering additional backend
percentage or fee – more incentive for them to do more/better work for the ULO brand.
 Gain visibility through performances/touring at Market America and Conquer events
 Gain visibility through co-branding with Market America exclusive products
REVENUE STREAMS
 List all that apply to ULO brand
 Sales of ULO & ULO Branded products
o Single downloads
o Album downloads
o Physical Album sales

 CD
 Vinyl
 Memory Stick
 MP3 Player
 Download Card/Drop Card
o Ringtone & Ringback Downloads
o ULO Branded Merchandise
 T-Shirts
 Hats
 Tanks
 Hoodies
 Totes
 Bookbags
 Stickers
 Bootie Shorts
 Mobile Application
 Virtual Products (Facebook app items, Second Life items, etc.)
 Wallpaper downloads (Desktop)
 Wallpaper downloads (Mobile)
 Computer desktop themes
 Mobile theme
 ULO-theme skins for programs and applications
 Doll
 Makeup
 Clothing
o Sales of Concert tickets
o Concert Guarantees
o Mechanical royalties
o Publishing royalties
o Performance Royalties
o Licensing fees
o Market America MPCP Commissions
o Retail profit on Market America branded products
o Wholesale profit on music downloads
RECOUPMENT AND ROI
 How much is needed to achieve ULO goals from the current date until deadline date?
What monies have been previously received to promote the project? What is the total
amount needed to be recouped? Who will be first to recoup? What percentage and
from where?
i.e. - Investors will recoup 100% first off the top from sales of all revenue streams above
excluding Market America MPCP Commissions and Retail Profit on Market America branded

products. The MPCP Commissions and Retail Profit will be used to fund ULO’s living expenses
and enable them to remove from their job. Future budgeting for the project will be funded
through the accumulation of Conquer Rewards during the push on this project and any
additional revenue.
 Income and profit projections – what is the total investment being offered and at what
percentage?
o EX:
The total investment we are offering is a total of a 30% stake in profits for the next 5 years or 3
projects – whichever takes longer (if we put out 3 projects in the next 3 years – the investor will
be entitled to profit from the projects we put out over the next two years as well – but for those
projects only for the term; if we put out 2 projects in the next 5 years, the investor will be
entitled to continual profit off of the first two projects and the third project which is after the 5
year timeline. The investment will work on a point scale, 100 points = the total 30% stake in
returns or a $350,000 investment. $3500 = 1 point. Our current investor has 28.5 points of the
total 30% stake. There are an additional 71.43 points available, totaling to a $250,000
investment. We are hoping to get several investors to cover this.

Sample Marketing Plan_ULO

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Sample Marketing Plan_ULO