Olivia [@candrakirana]/”Become a Great Digital Strategist” Skillshare Class

WHAT IF THERE IS PLAYGROUND SESSIONS?A digital strategy to get the First-Time Teens

Olivia [@candrakirana]/”Become a Great Digital Strategist” Skillshare Class

INSIGHT“If only there is a way to protect my teenage child without over-controlling her/him...”

INSIGHT“If only there is an easy way to play piano like my idol, if only….”

Communicate P.S. as the answer of“if only there is a way to protect my child” prayers

Communicate P.S as the answer of “if only there is an easy way to be able to play piano like my idol” prayers

FROM

Learning piano seems hard and takes a long time as it requires me to learn classical piece first

Engage in wishful thinking “if only I could play piano”

TO

I can learn my favorite songs directly in an easy sans confusion and fun way!

Download Playground Sessions’ 7-days free trial offer

FROM

Unsure about the benefit of learning to play musical instrument

Does not give strong support for ttheir children to learn to play musical instrument

TO

Learning to play musical instrument can engage my daughter/son that it helps him/her cope with being-teen challenges

Purchase Playground Sessions’ service for teenage daughter/son

THE STRATEGY

THE STRATEGY

TEENS (make them know and excited to try)

PARENTS (make them support and buy P.S.)

Olivia [@candrakirana]/”Become a Great Digital Strategist” Skillshare Class

WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS

AWESOME AS YOUR IDOL?

Speaks in their ‘wishful thinking’ modes and puts

P.S. as the solution

Links competitive edge of PS with

‘instant’ generation’s urge to fast forward to

the result

Taps into their ‘look-at-me’ desire by promising

possibility to be as awesome as

their idols

Communicates P.S. fun tutoring quality (‘play as awesome as

your idol’)

SINGLE MINDED PROPOSITION/TEENS

Olivia [@candrakirana]/”Become a Great Digital Strategist” Skillshare Class

+Listen to / watch idol / cover

artist performing favorite songs on piano

If I can play piano, that’d be cool

Youtube Top 40 charts

Music concert ticketing site

Facebook (embedded video)

Question:How can we

demonstrate that P.S. skips the sucky part

leaving out only the fun parts in piano learning?

-Belief that learning

piano is hard, too many steps

Twitter Facebook

I want to learn to play piano

PS seems fun

-Perception that anything fun might not be effective

Question:How can P.S. catch their

attention when they’re in the ‘music mode’?

Question:How can we demonstrate

that the playfulness in piano learning is effective?

Google

Ask music bloggers / cover artists’ opinion

I want to try this P.S.

-“The price is so expensive. I

don’t have keyboard”

P.S. website

Question:How can P.S. assures them not to be anxious – everything can be taken care of (e.g. keyboard

free/cheap rent, promise of ammunition to deal with mom?)

+If friends try P.S.

Facebook

Question:How can P.S.

show that learning with P.S. is a fun

thing to do together?

Twitter

I want to ask my parents to buy it for me

-Parents don’t trust

teens. e.g. question commitment to learn

E-mail or have conversation with

parents

Question:How can P.S. help

convince parents that by learning with P.S,

teens will make parents proud?

+If it is easy for parents to see the benefit of

P.S. vs traditional piano lesson

Question:How can P.S.

explain the benefit of piano learning via P.S. for teens development in a trustworthy way?

News

Parenting site

Parents buy+If people parents trust endorse P.S.

Question:How can P.S. make

parents feel ‘urgent’ to purchase P.S.?

Google

Quora

Ask friends

TARGET: FIRST-TIME TEENS

Olivia [@candrakirana]/”Become a Great Digital Strategist” Skillshare Class

TEENS: WHAT AND WHERE / WHAT IF YOU CAN SKIP THE SUCKY PARTS TO PLAY AS AWESOME AS YOUR IDOL?

Youtube

AWARE ABOUT P.S.

Facebook

Fan site Top 40 charts

Music blogsMusic concert ticketing site

CURIOUS TO FIND OUT

Messaging:You can skip the sucky part in learning to play as awesome as your idol with P.S.

RTB: -Lesson is based on pop songs (no need to learn

that hard classical music)- Awesome music library

Google Facebook

Twitter

Youtube

Ask friends’ opinion

ASK PARENTS TO BUY

Messaging:Buying P.S. will help teens make parents

proud

RTB:Benefits of learning to play musical instrument

7-day-trial trialAssistance to provide keyboard

Group discount*

Facebook

Review & praise on P.S. site

TwitterTwitter

* Suggestion to consider

Messaging:With P.S., learning piano is fun but it

works!

RTB: - Direct feedback linked to actual keyboard

playing- Can share score and progress with friends

- Free 7 days trial

Youtube skip ad button / video

Verification button (online ticketing site)

Interactive banner ad

Trending topic hashtag

Facebook game app (digital piano)

Google Adword

Music blogger / fan club leader / piano cover artist outreach

Demo video

Facebook / twitter / e-mail ‘default share’ message

Testimonial / endorsement and praise quote and video (on site)