Plan Book

Introduction

Conductors employ various skills in the direction of music performance setups, where their special abilities to convey messages through gestures are seen. They can interpret music scores in a form that can accurately reflect the score. The conductor's role is crucial in the music sector, and a lot can be learned from them despite the kind of instrument one may choose to play. Their expertise can be sought by all levels of musical artists, whether they are professionals or not. A lot of research is needed when carrying out some of the tasks for the music artists, students, or educators. Several avenues have been developed where people interested in music can access information on how to go about it. However, these sources are mixed in content, clarity, and credibility. Therefore, there has been a need to establish a concise, in-depth, and credible source for current and potential musicians to access for research purposes. The source has to be diverse in terms of the opinions and information provided to enable it to serve a broad audience. The diversity will also increase the number of beneficiaries who will promote the rate of return on investment for the source project.

These reasons have provided the necessity to create a website that can serve as a resource for music lovers, students, professionals, and tutors. The website provides information through interviews posted for viewing by the audience. It incorporates articles compiled by professional conductors across all professions to promote diversity. A wide variety of personalities are explored in the resources. This enables the website to avoid bias and flamboyancy in the information provided. The information gathered by the publisher is transcribed and counter-checked against other sources. The final product is therefore grammatically correct and can thus be used as a secondary source for presentations and thesis production by academics. The access to the website is designed to accommodate everyone in terms of access through institutions where their libraries can subscribe to the resource. Moreover, individual people or students can access the site privately. The subscriptions result in funds that can be used to advance the website while ensuring a return on investments for the website owner. The payments are paid through PayPal, and the subscribers can choose a monthly or annual payment plan depending on their liking. Therefore, the resource exhibits an aspect of flexibility that accommodates the different economic classes.

The website aims to create awareness of the music sector and provide music-related information. The interviews aim to answer questions like; how professional conductors and musicians work. How were they able to learn, and who taught them? The clients can relate with the interviewee and borrow insights from their life experiences. The website allows them to learn about the profession's challenges while acquiring tips on how to avoid or face setbacks. The resource aims at providing a diverse type of music from ancient to contemporary genres; this way, all audiences will be satisfied. The information provided also enables amateur musicians to relate to the new musical avenues. The overall goal is to bridge academia and the conducting profession to give the conducting tutors a relevant reference base. Therefore, the website will improve the practicality of the conducting aspect in academics.       

Creative Brief

A lot of research is necessary when establishing a resource that can be used as a secondary data source for academics. The project website is based on information obtained through interviews and research of other secondary sources like journals and articles by other authors or professional musicians. The interviews were carried out between the website publisher and people who do ballet, Oprah, and musical conducting. The interview was a suitable source due to its focus on the different personalities explored. Other than the interviews, secondary resources are used to back up the interviews in that the data obtained is verified to ensure that all possible aspects regarding a particular topic are explored. Moreover, secondary data enhances the results of the current data while saving time and money (Puniello, 2018). The articles presented on the website are written by the conductors themselves, which serves as a direct source of information. Combining the two aspects of resources enhances the credibility of the website's information. The website can provide references for the information provided, thus enabling it to be used in academic presentations, thesis, or reports. Moreover, in-depth information is provided for the clients. This enables researchers to acquire much meaningful information for their work from the website. The interviewer carries out prior preparation and research before conducting the interviews. This involves conducting background studies and research for the musical topic of discussion and gathering information concerning the interviewee. This allows the interviewer to analyze the possible topics and questions that would enable the clients to gain the most from the information provided in the interview session. The professional audience is thus cared for since the information provided is encompassing and intellectually engaging. Therefore, this proves that the website as a resource provides suitably researched information for its clients.

Strategic Plan

Strategic Focal Point

The target market for the website design project needs to be identified and analyzed. The analysis should guide the website developer to identify ways of relating with the audience or the market; this could be through an analysis of the people’s culture (Alon et al., 2020, p 86). This will enable the developer to attract and maintain clients, increasing their profits and return on investments. For this particular website project, the target audience is students, both undergraduate and graduate students in various institutions who are interested in the musical program. The educators are also targeted since, through them, the resource can be suggested for their study sessions and enable the tutors to prepare for the teaching sessions. However, access to the website is not limited to these two audiences but also allows all individuals interested in the content to access the resource. The audience is academically based. Thus, care has to be practiced when designing and conveying information on this platform. A display of incoherent and non-credible information on the site will lead to a loss of market. Therefore, information should be compelling, relevant, and encompassing to the target audience. 

Media Plan

The website resource targets a wide audience that has to be reached through various media approaches. For one to establish a media approach, the objectives for the communication have to be determined (Media planning, n.d.). The approaches must be engaging and interactive to establish rapport with prospective clients. Analyzing the target audience should provide insight into the possible methods to be implemented in marketing the website resource. The prospective audience identified is the academic institutions and students, who can be reached using emails and social media. The institutions prefer to carry out their communication through formal platforms like email. As established by the client, they respond faster to emails than other marketing forms. Thus, the email message delivery should be suitably designed to bear the website's brand and logo if possible. This will enable the target customers to instantly identify the website and relate to it. Moreover, this makes the emails appear professional and thus will be taken more seriously. Thus, the message delivered should be revised to be more persuasive while maintaining formality and courtesy.

The social media platforms should be explored as a marketing plan for individual students and other people interested in the performance resource. Social media marketing exploits technological connections in these platforms to ensure a wide market reach (Adiyono, Rahmat and Anindita, 2021). The audience will be swayed to subscribe to the website depending on the information used on these platforms. Therefore, an active and engaging approach can be implemented for these platforms, where the website description, the aims, and the benefits can provide a clear perspective for the prospective subscribers (Jamil et al., 2022). Furthermore, timing, frequency, and information should be analyzed to ensure that the marketing strategy is feasible and successful (Jamil et al., 2022). Therefore, by focusing on these aspects of marketing, the target audience subscribers can be increased and maintained.

Scheduling and budget

The appropriate schedules for executing the marketing strategies will be developed depending on the period the audience will likely engage with the chosen media. For instance, the institutions are more likely to check their emails in the morning after reporting to work. Thus, the emails should be sent early before the day’s work begins. For social media, the students are considered to be online during some times of the day, such as lunch breaks, with more attention paid to the evening hours before they sleep. During these periods, they are less involved in their school work. Hence, the social media avenues can be updated frequently to ensure that the platforms are consistent, drawing students' attention. The resource website can be used to advertise where the ads are scheduled to ensure maximum revenue to the client (Jadhav et al., 2018) Finally, the budget analysis should be done to ensure that the website is experiencing a timely return on investment. Depending on the capital used in setting up the website and funds used in sustaining the resource through interview funding, the clients should target to acquire as many subscribers as possible, enough to ensure return on investments while realizing profits. Therefore, this goal should also aid the client in revising the subscription costs.

Creative Execution

The website layout can be enhanced to attract the target audience. Being an academic audience, making the layout colorful or vibrant may lose touch with professionalism and seriousness. The aesthetics used on the layout should maintain the website's brand image and portray it from an academic perspective (5 Basic Elements of Web Design, 2019). This way, it maintains its credibility. A plan can be designed to ensure that the website's search engine optimization is increased; this promotes the website's visibility to the public (5 Basic Elements of Web Design, 2019). The higher the visibility, the more attention it draws to the people, increasing the possibility of increased subscriptions. The layout should incorporate the aspect of usability, where the interaction with the page should be user-friendly. The website should be able to predict the users’ intentions and readily avails those requirement functions for use. It should ensure that the user can easily navigate through the website without having to review the entire website page (5 Basic Elements of Web Design, 2019). Social media requires consistency in the posting of the adverts. This way, the probability of the advert being seen by many people is increased. This platform is characterized by numerous new information and adverts from other businesses or resources throughout the day, hence the need to keep up with the advert update. The frequency ensures that the advertisement lingers in people's minds, compelling them to respond to it. Thus, the connection to several people via the internet as social network friends enables this strategy to exploit the broad network in reaching out to a broad market.

The credibility and presentation of the website are important in ensuring that the target audience takes the resource seriously. Since the audience is academic-related, the approaches designed to attract them should strategically be designed to appeal to their characteristics. The choice of media should be relevant to the audience regarding accessibility and reliability. Timing is an imperative aspect in the execution of the marketing strategy. Analyzing the market activity patterns during the day enables one to decide on the appropriate schedule for the strategies. The website should aim to deliver quality work as a resource while ensuring a reasonable investment return and substantial profits for the services provided. A budget should be developed showing the expenses of the project and the current earnings from the subscriptions. Analyzing these factors will enable the client to gauge the number of subscriptions required to meet her return on investment and realize profits. Moreover, she can approximate the intensity of carrying out the marketing strategy. This serves as a motivational aspect of the project.

References

Adiyono, N., Rahmat, T. and Anindita, R., 2021. ‘Digital marketing strategies to increase online business sales through social media.’ Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT), 1(2), pp.31-37.

Aishwarya V Jadhav, Abhilash G P, Kavyashree P N, Madiha Fathima, 0, 2018. ‘Targeting and scheduling of advertisements to maximize revenue.’ International Journal of Engineering Research & Technology (Ijert) Icrtt (Volume 06, Issue 15),

Alon, I., Jaffe, E., Prange, C. and Vianelli, D., 2020. Global marketing: strategy, practice, and cases. Routledge.

Jamil, K., Dunnan, L., Gul, R., Shehzad, M., Gillani, S. and Awan, F., 2022. ‘Role of social media marketing activities in influencing customer intentions: a perspective of a new emerging era.' Frontiers in Psychology, 12.

Nscpolteksby.ac.id. n.d. Media planning. [online] Available at: <https://nscpolteksby.ac.id/ebook/files/Ebook/Business%20Administration/Consumer%20Behaviour%20and%20Advertising%20Management%20(2006)/38.%20Chapter%2010%20-%20Media%20Planning.pdf> [Accessed 11 August 2022].

Puniello, O., 2018. The Importance of Secondary Data in Research. [online] PRSA. Available at: <https://apps.prsa.org/StrategiesTactics/Articles/view/12180/1154/The_Importance_of_Secondary_Data_in_Research#.YvVFynZBzIU> [Accessed 11 August 2022].

Resource Techniques. 2019. 5 Basic Elements of Web Design. [online] Available at: <https://www.resourcetechniques.co.uk/news/web-design/5-basic-elements-of-web-design-100152> [Accessed 10 August 2022].