Alpha Marketing Plan for Jax Mann
1.
EXECUTIVE SUMMARY- Lisa
Jax Mann is a folk singer/songwriter, minority immigrant, multi-instruments player,
experiential performer, and a member of the LGBT community. Alpha Marketing's goal
is to launch his career through a 5 song EP to be released on September 8th, 2022.
An additional goal is to achieve 20,000 streams within the first 3 months.
Our team drew up the action plan after doing an environmental analysis and SWOT
analysis. This plan also includes effective marketing strategies and promotional
strategies that will be used to promote Jaxx as well as how Alpha will monitor these
goals through data evaluation, budget control, and KPI.
2.
MISSION STATEMENT- Harshil
Alpha marketing's goal is to help individuals realize their worth and help them
generate ideas to achieve their marketing goals in every way possible. Our main focus
is assisting our customers in reaching their target demographic and building their
audience through innovative and concise marketing plans.
3.
ENVIRONMENTAL ANALYSIS - Harshil
a. Competitive forces - Jax sounds like other musicians, so he faces problems
with creating an individual image with his voice.
b. Economic forces - due to very limited performances during the pandemic,
Jax doesn’t make enough money.
c. Political forces - Due to the lockdown by the government, Jax could not
perform any shows.
d. Legal and regulatory forces - since he is an Australian living in Canada, he
is getting the benefits of dual citizenship.
e. Technological forces - he can produce his music and play multiple
instruments.
f. Sociocultural forces- he is considered to be a minority in Canada.
4. SITUATIONAL/SWOT ANALYSIS - LISA
Strengths: Jax is a young, attractive appearance and charming voice man, and is
experienced in performance. He has empathy for the minority immigrant. He has
the hardware and software conditions, which include the devices and the ability to
produce songs. He has a stable income part-time job. Has a car to save time and
engage in performance
Weaknesses - he was busy with school and performing. Due to the pandemic, he
lost the opportunities to live performance, even though he dream to write for
commercial use. His family background is irrelevant to the music industry, and he
has not been educated in any music business or marketing program.
Opportunities -His parents are both well-respected lawyers and working on the
trade education that benefits to being his legal support. He may compose, record
the tracks and produce them by himself. He is interested in writing music for film
and TV which implied he would like to extend his writing styles.
Threats - Jax Mann never released any songs or music for the public or any film or
TV. He has not signed any music labels or any manager agreement. During the
restricted period in Toronto, he has few opportunities to perform, which was his
best. He may face the threat of bankruptcy due to the low budget.
Matching Strengths to Opportunities/ Converting Weaknesses and Threats The gifts and potential of Jax Mann could benefit his future career with the support
from his parents. Identifying himself and his brand would benefit him to explore his
potential and future career. According to the tough situation, we would help the
client to adjust the direction of development by signing our marketing plan to
produce his original songs to advance his values.
5. TARGET MARKET(S) - Wachira
Based on Alpha’s survey findings, we will be focusing on the primary target market
(avatar) of 18 to 24-year-olds and the secondary target market of 25 to 34-yearolds. We will also be targeting mainly users of Spotify and Apple Music as these are
the streaming services with the highest usage. Our social media marketing efforts
will be focused on Instagram, Facebook, and TikTok since these are the platforms
with the highest usage.
6. MARKETING OBJECTIVES (GOALS) - Wachira
Alpha Marketing’s plan for Jax Mann is to publish a 5-song EP with a release date
of September 8th, 2021 and the option for a vinyl purchase. We will upload the
main single from the EP to all the main streaming services Spotify, Apple Music,
and YouTube and pitch other songs to various Music playlists after release. Our
goal is to reach at least 25,000 streams on the EP within three months and get at
least 3 playlist placements across all platforms.
7. MARKETING STRATEGIES- Wachira
Pricing & Positioning Strategy
The pricing strategy we chose for Jax is competition-based pricing and involves
setting the price of his EP and singles very close to their current market prices in
the folk genre. This way, Jax can transition easily into the market without losing out
on potential fans through a higher than usual price. It will also put him In a
competitive position against established folk artists without compromising too much
on monetary gain.
Target Market(s)
Target market 1:(avatar) The main Jax fan is between 18 and 24 years old. They
have an average income of 20,000 a year and spend $9.99 a month on music
streaming services. They discover music mainly from social media platforms and
are willing to spend $10 to attend an online concert.
Target market 2: The secondary target Jax fan is between 25 and 34 years old.
They have an average income of $20,000 to 35,000 a year and spend $9.99 a
month on music streaming services. They discover music mainly from social media
platforms and are willing to spend $10 - $15 to attend an online concert.
Target market 3: Our third potential Jax fan is between the ages of 45 and 54.
They have an average income of $50,000 to $75,000 a year and also spend $9.99
a month on music streaming services. They discover music mainly from curated
playlists and are willing to spend $20 to attend an online concert.
Target market 4: Our fourth target Jax fan is between the ages of 55 and 64. They
have an average income of $100,000 – $149,000 a year and spend $9.99 a month
on streaming services. They discover music mainly from word of mouth and are
willing to pay $20 - $30 to attend an online concert.
Target market 5: Our fifth target community would be the LGBT community to that
Jax’s orientation belongs. He and his boyfriend could keep in touch with the people
who are familiar with them. We could promote and engage them to his live
streaming and be his fans.
Target market 6: Our sixth target market could be the minority immigrant community
or organization that recognized his accent and similar experience. The people who
came from Australia may like the music style of Jax or identify the sign of Australian
Canadian.
8. MARKETING MIX- Wachira
Products/Services
Upon the release of Jax Mann’s EP, we are going to have the following items for
sale:

Online concert tickets. Through our survey, we determined that 80% of our
surveyed demographic would purchase tickets for an online concert, and
77% of them are willing to pay $10-$20 for a ticket.
Digital copies of EP are available on all of the mainstreaming services. Vinyl
copies of EP. Our survey indicated that the majority of our surveyed
demographic (46%) are most likely to purchase vinyl from an artist over
cassettes and CDs.

Price
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Online concert tickets will be available for $10.00/ticket.
Digital copies of the EP will be available for $0.99/song OR $3.99/EP.
Vinyl copies of the EP will be available for $25.00/vinyl.
When Jax has his online concerts, we are going to set up a special offer
that gives those who purchase a ticket to his show a free copy of his EP.
This gives an incentive for people to purchase tickets to his shows and also
allows him to get his EP out to more people.
Place/Distribution
Customers will purchase all of Jax’s products from his website. We wanted this to
be as simple as possible to have all his products available through one link. We will
also use the following:
●
Distrokid for the release of his EP. He will post his EP to every major
online streaming platform. It is also a very cost-efficient method because a
Distrokid membership costs only $19.99 a year.
●
Tickets for his online concerts will be sold and organized through
songkick.com. This website is straightforward and will give customers all the
information they require to purchase a ticket and see their live concert whether
it is scheduled in person or online.
●
To sell the vinyl of his EP, we will use Bandcamp. Bandcamp offers a
very easy and cost-effective way of selling his vinyl in a 12” format. (made to
order)
Promotion
From our survey, we determined that our demographic mostly uses Instagram,
TikTok, and then Facebook. Therefore, we will be running advertisements on each
of these main platforms. This gives us an easy low-cost method for advertisements
that can be done remotely.
The advertisements will be running about a month in advance of the release of his
EP, as well two weeks into the release. Additionally, we are going to set up a
website for Jax. This will give him a place to share all of his information, such as
upcoming shows, releases, and more. We are going to include his website in all of
our advertisements and on all of his social media pages to increase traction.
9. PROMOTION STRATEGY - Harshil
a. Activities - We will be spending $300 on online advertisements as many people
prefer to use online streaming platforms for listening to music. We will start with
the ads 2 months before the date of release of the EP. The ads will be on social
media platforms such as Instagram, TikTok, and YouTube as well.
b. Responsibility - We as Alpha Marketing group will take responsibility for
running all the promotional ads on time and host all the interviews which are
scheduled a month before the release, one every week.
c. Timetables for Completion 
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We will start with promotion through ads on 5 July,2022.
We will make sure to start the interview series on 10 August 2022.
We will host live interviews on social media platforms a week before the
release, i.e 1 September,2022.
10. EVALUATION AND CONTROL - Lisa
a. Performance Standards, Budgeting, Financial Controls: We will bring the
conversation from some independent record labels or management agencies
to Jax for consideration. We also help Jax to apply for some grants and funds
for recording the original pieces, which are controlled by Jax for at least $500.
Everything will be transparent on the budget list for Jax to choose the services
from our marketing team.
b. Monitoring Procedures: We will build a project on the sharing platform to
monitor each piece of progress, risk assessment tables and collect the data of
team members, which in charge of different jobs for the client.
c. Measurables (KPI): We focus on the overall performance of the project
through integrated marketing. Each process of KPI would be generated for the
marketing goals that we are trying to achieve. When the viewers reach out, the
EPs are released, which means our marketing plan achieves the goals or
delivers the campaigns.