Goal

Increase total app subscribers to 700 annual subscribers (or 400 monthly subscribers who maintain their subscription for one year)

Target Audience

• Professional actors
• Actors in training
• Amateur actors

“Our ideal customers are students, professional and amateur actors of all stripes. This is because all actors, and even dancers, musicians, and other performing artists and public speakers, can suffer from performance anxiety, whether they work on stage, on the big or little screen, behind a microphone, in VR, on YouTube, trade shows, or even reality TV.”

Strategic Considerations For Each Marketing Activity

• MFA’s readiness (current position) and capacity (energy, time, hard costs)
• Return on investment, with an eye toward maximizing every possible outlay
• Long-term value and sustainability
• Alignment with MFA brand values and personality

A Phased Approach

This campaign is designed to not only support MFA in reaching its subscriber goals but to establish tools and relationships that will anchor its future communications.

Phase 1 focuses on strategic recommendations surrounding the first few months of the re-launch; Phase 2 builds on those activities to keep widening MFA’s reach; and Phase 3 offers ideas for the more distant future, which could serve to guide some planning decisions in the months ahead.

Phase 1

Website Improvements

Brand Story

• How MFA began
• Background on founders
• Purpose behind MFA (ex. The awareness of the actors emotion health)
• Impact & Goals of MFA (ex. Raise awareness of actors emotion needs, ease the unconscious stress)

Modified FAQ

• “How do I find the right meditation for me?”, etc.
• “Who creates the meditations?”
• “What’s different about MFA over other meditation apps?

Testimonials

Highlight three to five comments that give different categories of feedback and list them on the top of the page.

Promotion

• Put the “Try it 7 days for free” between the slogan “A lifesaver for actors who need to warm-up, cool-down, or stay in the zone.” and the download buttons.
• Try to keep the button less wordy and clearer, here I found an example website where they put the download button with the icon of google play and apple store rather than the words.

Phase 2

Partnerships

Schools

Look into creating partnerships with educational institutions. This can be a great way to reach your core audience (young, struggling, just starting out) and gain access to a large network.

Local Theaters & Training Program

By partnering with local theaters & training programs, you can raise brand awareness and reach potential users in a way that benefits MFA, the theatres, and the local acting community. For example, you could partner with these types of organizations, and then use those as models for additional partnerships in Phase 2:

Organizations that support actors

Look into creating partnerships with organizations that support actors. This can be a great way to connect with platforms that can expand your reach to actors. When reaching out to the groups that directly connect to actors, emphasize that MFA is a valuable resource that will give their organizations credibility and helpfulness with their own audiences.

Outreach kit

Pitch Deck

Create a slide deck to showcase MFA’s story, and origins and highlight app offerings and benefits. This can be used to introduce the app to potential partnerships and in any future events that require an overview of the business objectives, offerings, and benefits of the app.

Social Media

Update social media visual templates to reflect design best practices

Using design best practices, create a variety of visual templates for use.

Analyze existing content for success and repurposing

30-day challenges with promotions (if want, can try again)

Videos or blogs

Create new social media content based on recommendations

Posts: Backstory infographics - who/what/why

Posts: Listening List

Reels: Mini meditations

Lives: Conversation starter series

Phase 3

Ads / Paid Media

Backstage.com paid ad

As one of the leading industry publications, backstage.com covers both films and theater productions and is widely known in acting circles. Advertising on Backstage would guarantee a targeted reach of MFAs core audience and is one of the most audience-specific platforms that MFA can advertise on. Paid advertisements on Backstage.com would reach users who have a demand in mindfulness practices.

Earned Media

Start a media contact target list

1. Create Media List: Find out what journalist cover art and theatre. Start with 3-5 local journalists and 1-2 national journalists. Add more media outlets as MFA grows.
2. Deliver Value For the Media: Show how MFA is relevant and timely to the beat that the journalist covers. Tie MFA into something that they would cover, but present a new angle.
3. Develop A Relationship: Contact journalist with provided contact info (email or phone preference are usually on the contact sheet). Introduce MFA and prepare for potential questions: 5 you want them to ask, 5 you know they’ll ask and 5 you don’t want them to ask. Always get back to the journalist in the allotted time you told them you would or the time they have requested. Volunteer to be an expert for other potential stories. A press release could also be attached if contact is through an email or in addition to a call.
4. Stay Up To Date: Follow-up with journalists if you don’t hear back from them. Be persistent, but don’t bug them everyday. Re-evaluate the list 1-2 times a year to make sure that journalists are still with media outlets.

Pursue podcast appearances

1. Find The Appropriate Podcast: Almost anyone can start a podcast. Also, some podcasts haven’t produced a show in a while, so they may not be active anymore. MFA needs to vet which ones will be a good investment of time.
2. Contact The Podcast: Most podcasts are produced in seasons and follow different schedules. Reach out to as many mental health/meditation and acting podcasts as available.
3. Deliver Value For The Podcast: Very similar to Deliver Value For the Media, Develop A Relationship and Stay Up To Date. **Usually a little less formal than dealing with journalists.

Pursue influencer contacts

1. Determine what you want: List the goals/outcomes of the created post and track metrics (which ones are important to you) to see if the desired outcome was met. This will also help narrow down your list of influencers.
2. Find The Right Influencer: Besides the amount of followers they have, determine the type of content they post and how they engage with their followers. Envision if MFA posts would be relevant on their feed and to their audience.
3. Calculate the Investment: If they have branded content on their page, calculate the engagement rate. How many comments, likes and shares, divided by the number of followers, multiplied by 100 (Comment/ followers x100=). Repeat this a few times with different posts to get an average. Determine a rate. $50-100=0.5% engagement rate and so on.
4. Contact The Influencer: Like the journalist and podcast, message them appropriately to introduce MFA and what the app does. Tell them why they are a good fit/why MFA is interested in them creating content for the brand.
5. Solidify Partnership: Negotiate the rate per post and how long the campaign will run. Give clear guidelines for the type of content to create and posting procedures (branding guide to include hashtags and CTA - fonts and colors may or may not take away from the authentic vibe, but be sure to discuss that).
6. Evaluate Results: Determine dates to measure analytics. Based on your goals and metric, you can use the information to evaluate how to proceed with influencer marketing. If it was brand awareness, were more hashtags used? If it was driving sales, was the affiliate link used for app purchases?