Transcript You will need to save a lot more to fund your retirement

Marketing Assessment For Joan Collaso, Inc.
Joan Collaso Marketing Assessment
Notice
- Penn Consulting Group has created a comprehensive “Marketing Assessment”
for the sole purpose of engaging the client in a discussion to produce a plan of
direction that will produce ideas and thought direction that will increase visibility
and business.
- Implementation of any item discussed in this assessment, will be at the sole
discretion of the client based on an executed contract agreement with Penn
Consulting Group. All information contained in this assessment is solely owned
by Penn Consulting Group , its subsidiaries and or its affiliates and cannot be
reproduced without its permission.
- Results may differ from client to client in part due to factors such as industry,
capitalization, seasonal implications and market trends. Any and all results from
any implementation from this assessment, are not guaranteed.
J
When this question is asked…
How is it answered?
Utilize the “Ms. Collaso” Brand
 A Ms. Collaso Branded Logo and Product Items
 Develop and implement a “Ms. Collaso” Tagline
 Remodified JoanCollaso.com Interactive Website
- Flash, New Design, Performance Video Content
- E-News Magazine, Internet Radio Show
 Use of “Third Party” References & Endorsements
 Better use of Public Relations within all media
It positions what the “Ms. Collaso” brand is and how
its presented as an authentic authority in Jazz,
locally nationally and internationally…
- Coffee Mugs
- Key Chains
- Lighters
- Purses
- Private Labeled “Ms. Collaso” Cosmetics
 Brand management is creating an effective strategy
for one goal: getting maximum media exposure for
The “Ms. Collaso” Brand.
 This include refining and positioning your message
for optimum media interest, crafting the appropriate
media advisory or news release.
 Also it is important to build a targeted media contact
list, acquiring compelling photography, disseminating
via newswire, pitching the appropriate beat reporters
and editors.
 We monitor your exposure, and provide an
evaluation of the results.
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Must be Twitter, FaceBook & YouTube enabled
Must use Flash for video content
Website should be used for data/info capture
Must have consistent look from page to page
Tabbed Navigation
No music on pages with video content
Internally produced E-Zine on JoanCollaso.com
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Revised Bio Page ( More 3rd Party Content)
Media Page (For Electronic Press Kit Requests)
Blog format should replace “Thoughts” page
Replace ALL photos every 9-12 months
A page for ALL of your available CD’s
Link to URL for your non-profit organization
Create & host Internet or Broadcast Radio Show
 Sirius, XM Radio, Pandora, Music Choice
(Must register and submit info to make playlist)
 iTunes and other aggregators
(CD Baby, TuneCore, Amazon MP3, Rhapsody,etc.)
 Live Performances at 2012 Jazz Festivals
Possible destinations include:
- New Orleans (N.O. Jazz & Heritage Festival)
- St. Lucia (St. Lucia Jazz Festival)
- Washington, D.C. (Capital Jazz Festival)
- Denver (Five Points Jazz Festival)
- Portland (Portland Jazz Festival)
- Capetown, S. A. (Capetown Intern’l Jazz Festival)
- Detroit (Detroit Jazz Festival)
- Indianapolis (Juneteenth Jazz Festival)
- Miami Gardens (Melton Mustafa Jazz Festival)
 Tour Performances can be possibly funded with
corporate sponsorships and partnerships.
 National Sponsors/Partners should be identified within
the last quarter of 2011 for 2012 tour and live
performances.
 The win for corporate sponsorship and partnerships
are the numbers from data captures from
JoanCollaso.com, live performances, and newsletter
subscriptions. The bigger the numbers, the more
corporations will love you.
 Sponsors will also open the door to galas and events
because of your relationship with them.
 There are scores of professional associations and
organizations that have entertainment budgets which is
allocated each year.
 Many if not all of them hold regional and national trade
conventions all across the nation each year. Some
even have international destinations.
 Many African-American associations and organizations
fit this profile and can be a source for live bookings.
 Many general market organizations will allocate
diversity dollars for events as well for live bookings.
 This is a great way to fill the calendar.
 Many Jazz lovers seek to enjoy themselves in other
venues that some may consider non-traditional.
 Many have participated in “Jazz Cruises.”Many area
across the country have ports where large cruise ships
can be rented for events.
 I’m proposing the “Joan Collaso Odyssey Jazz Cruise”
in Chicago, Boston, Baltimore, New Jersey, New York,
Philadelphia, D.C. or any other city that would be cost
beneficial where there would be a port.
 Cruises have shown to appeal to a high end jazz lover
who will pay top dollar for the experience of jazz,
dinner and a cruise. Sponsorship will be important.
 Cruise Lines such as Royal Carribean, Princess,
Celebrity, Carnival, Norwegian and Holland America
book live acts to entertain their guests.
 Most hired entertainment are booked in long term
contracts of 4-6 months or even longer.
 However, there are opportunities for short term
contracts from a few days to a couple of weeks.
 Pay varies from what type of entertainer (individual or
group) you represent. But, entertainers who have
exemplary experience are paid top dollar with their
contracts
 Penn Consulting Group will work with you to plan and
execute a public relations strategy to target media
outlets, design press kits, create a customized media
contact list, etc. This will include press release writing,
editing, and /or distribution and follow‐up.
 You may not have the time to write a news release.
We will conduct a brief interview and then draft a
release based on what we feel is an unique angle to
capture the attention of the media.
 Depending on the level of exposure (local, regional,
national, and international) and your PR strategy, we’ll
create a media list and distribute to the agreed upon
targeted media outlets.
 Your press kit is often the first introduction to your
targeted media outlets.
 A press kit can be a tangible package, an electronic
package or both.
 Press Kits includes designing and distribution.
 All companies should have press kits.
 Event and Tour Publicity is creating public awareness
about the artist’s show or event. We will target all
media surrounding the shows from television to print
to radio to internet.
 We’ll write and distribute press releases, calendar
listings, and PSAs; develop sponsors and plan media
buys; secure pre‐event, day‐of‐event or post‐event
publicity to achieve the best media exposure to brand
the show or event to its intended target audience.
 Tour support services include client counsel, pre‐event
media management, specific media requests, on‐site
media check‐in, and coordination, post‐event media
follow‐up and request fulfillment.
 There is a ton of opportunities for work in Florida. They
simply adore the black female jazz voice. Those who
have done well in Florida include:
Nicole Henry
Tiffany Abril
Dee Daniels
 There is a ton of opportunities for work in Florida. They
simply adore the black female jazz voice. Those who
have done well in Florida include:
Paulette Dozier
Sandra Kaye
Cynthia Strachan
 There are organizations in Florida dedicated to
promote your talents and provide venue opportunities
as well.
They are:
- The Florida Jazz Network
- Women In Jazz
- The South Florida Jazz Network
 This comprehensive strategy should give Joan
Collaso, Inc. additional tools to generate revenues that
can perpetuate the brand for long term success.
 This plan can be done in phases, but once the
foundation of this plan has been implemented, it
should be to the advantage of Ms. Collaso to consider
the timeliness of moving things forward
 Finally, I ask that Joan Collaso, Inc. view this
assessment as a long term investment in the
development and marketing of the Joan Collaso brand.
 I believe if followed carefully will yield benefits for years
to come…