EKA3 MARKETING DIRECTION

November 3, 2019
TABLE OF CONTENTS
1. Executive Summary
2. Market Snapshot
3. Eka3 Platform Audit
4. Publicity Outline
5. Global Case Studies
6. WEGS Campaign Audit
EXECUTIVE SUMMARY

The purpose of this document is to show the potential that Eka3 and all its
platforms have in the market. Along with the potential for independent music and
its growth in the past years in the region.

The document portrays marketing and communication directions that will act as a
seed for further creation of a much more holistic Marketing and Communications
plan, treatment plans, release plans and brand guidelines.

-Nehal Hesham

nehal.hesham@gmail.com
MARKET SNAPSHOT
MEDIA STREAMING HABITS - GLOBAL VS, LOCAL SCENE
Daily averages

GLOBAL LOCAL
215 MINS
Watching TV Programs online
105 MINS
Watching TV Programs online

151 MINS
Streaming Music Online
180 MINS
Streaming Music Online

148 MINS 210 MINS

Watching TV Series/Movies Online Watching TV Series/Movies Online

123 MINS
Playing Games Online
98 MINS
Playing Games Online

110 MINS 220 MINS

Viewing Social Media Content Viewing Social Media Content
MUSIC STREAMING PLATFORMS SHARE OF VOICE
2 months of data collection Based on number of posts created and shared across social media accounts in Egypt Jordan and Lebanon

Anghami Spotify Deezer Soundcloud Youtube

26%
31%

23% 12%
8%
GROUPS/PAGES SHARING MUSIC CONTENT - MAINSTREAM VS, INDEPENDENT
2 months of data collection

33%
Independent

67%
Mainstream
SOCIAL PERFORMANCE FOR INDEPENDENT/UNDERGROUND EVENTS IN JORDAN, LEBANON AND EGYPT

2 months of data collection based on the number of social profiles check-ins and event attending data on event page

63,000
Attendees
245,000
social Media
Posts

1.9 M
Search Hits
EKA3 PLATFORMS AUDIT
CURRENT STATUS

Strong connections , Wide range of artists and

1 creators

Websites and social media accounts are not

2 interconnected nor synchronized together

All online portals are old, and outdated in-terms of

3 UX and UI

4 Social Media accounts are vague, no clear content

strategy nor direction

Most communications have no consistency in terms

5 of visuals, tone of voice and core messages
WAY FORWARD

A market research/assessment to understand the

1 audience, the competition and market dynamics

Marketing communication strategy to be built for each

2 platform, defining its objectives, content directions, cores
messages and audience

3 Create Brand Playbooks

Extreme make-over for all online portals putting in

4 consideration a modern flat look and easy to use and easy
to find aspects

Create publicity and promotional treatment plans

5 and templates
PUBLICITY OUTLINE
CAMPAIGN STRUCTURE
Jumpstart brand image
2 3
using strategic branded
content on all owned digital
platforms: website, social
media, and email.
Launch social media and
4
Boost reputation—whether
email content linked back it’s for concerts, albums, or
to the website. tours..

Establish brand archetype,

1
Reach out to potential
positioning, and
communications strategy.
Generate a master plan for
5 companies or
organizations that align
Synchronize with our brand to develop a
weekly-to-monthly content Content mutually beneficial
that is disbursed on social
partnerships.
media, email blasts, and
website.
Press
Develop Relations
Content 3
2 4
Partnerships
&
Brand
5 Collaboration
Strategy 1
CAMPAIGN ELEMENTS Distribution
Channels Editorial
Objectives
Calendar
Each campaign should have a detailed structure the includes but not limited to the
& KPIs
below elements
1. Objectives
2. Key Messages
3. Target Audience
Release
Target
4. KPIs CAMPAIGN ELEMENTS Schedule
Audience Each campaign should have a detailed
5. Mood Board structure the includes but not limited to
the below elements
6. Creative Concept
1.
7. Content Strategy
8. Communication Mix
Key
9. Release Schedule Creative
Messages
Concept
& Mood
10.Editorial Calendar Content Strategy
Board & Communication
11.Distribution Channels Mix
MUSIC CONSUMER JOURNEY
Music Consumer journey with associated marketing activity at each level
ARTISTS PLAYBOOK
An artist playbook to be created for all artists/talents within the platform for the core purpose to act as a guideline
for the creation of communication and content strategies, that reinforces the music, visualize and reflect artists
character and essence

Digital footprint Number of social media fans and followers, unofficial fan-pages and groups, online circulation, video views, song
plays
Target audience Core target audience, potential audience, audience demographics and psychographics

Tone of Voice What the artists stands for and what messages their music portray

Mood & color Schemes What the artists identity reflects, mood boards and colors that are associated with the artists character r and their
music portrayal
Number of concerts In order to know where the artists stand among competition and to understand their popularity

Number of released songs Artists history and capacity

Previous influencers To analyze the collaboration performance and effect on the artists popularity and influence
collaborations
Potential influencers collobrations For future collaborations

Brand associations What brands are mostly associated with the artists in relation with their audiences, for future commercial
opportunities
Favorite music/artists To capture the mood of the artists and what influence their music

Interests For fans to get to know artists more and create and emotional bond between the artists and the audience

Audience persona Characters creation to know exactly who the artists audience are, in order to tailor better communication
messages and art direction
Social Influence The social influence of the article based on their interaction levels and content virality

Creative direction Core communication messages, creative approaches to better build relevant campaigns and appealing content
AUDIENCE PERSONA TEMPLATE
Name

Personal Details Career/Education Background Information

1. Age
2. Gender 1. Job Title 1. Struggles
3. Location 2. Salary Range 2. Fears
4. Family 3. Typical Work Day 3. Barriers
4. Goals

Interests Content Influencers

1. Music 1. How do they consume content 1. Which influencers do they follow
2. Movies 2. Which social media do they use 2. Which influencers they engage or
3. Books 3. What devices they are using listen to most
4. sports 4. Type of content they consume

Triggers
1. Main motivations that drives them to the brand/artist
2. What value or unique proposition we can offer them
3. Core Messages
ALBUM LAUNCH TREATMENT PLAN
Activity Week 1 Week 2 Week 3 Week 4 Week 5
Teasers

Countdown

Press Release

Digital distribution

GIFS/Lyrics

Photoshoot

Covers and visuals

Cross promotion and

collaborations

Publicity

Ads/promotion

On ground activation

Lyrical videos

Music video

Live videos

Artist interview

Behind the scenes/making

Reoccurring content
COMMUNICATION PLAN TIMELINE
A sample of a communication plan
template that includes all tracks/album
details for a a consistent content release
PUBLICITY TIMELINE SAMPLE
Day Date Event

Fri 12/6 Advance promo copies to xyz magazine\blog

Mon 12/9 Arrange interviews on Radio xyz

Fri 12/13 Deadline for completing database of print/broadcast mailing list

Fri 1/10 Single sent to Streaming services

Fri 1/17 Track release day

Mon 1/20 Album mention in Xyz Facebook group

Tues 1/21 Album mention in Xyz Instagram account

Thur 1/24 First concert

Thu 1/24 Album mention in Xyz Twitter account

Tue 1/28 Album mention in xyz news portal

Tue 1/27 TV interview in Xyz channel

Mon 2/2 Taking cover on XYZ magazine

Fri 2/6 Website takeover on Xyz portal

Wed 2/15 Feature story in xyz show

Wed 2/15 Instagram takeover on XYZ influencer account

CONTENT FORMATS

Virtual
Live videos dance
activations
Music
Live Q&A infused
Sessions Wed-
episodes

A day in a
Collaborative
Jamming life of an
sessions artist

Lyrical
videos Trivia

Dynamic
Competitions
GIFs
CONCERT PREPARATIONS CHECKLIST

Before During After

Create an Event Page & Landing Page
Setup Event Registration
Setup Marketing Automation Tools
Create a Promotional Strategy
Use Social Listening in Order to
Leverage User Generated Content
Re-Package UGC and Post on
Social Platforms
Event Live Social Media Coverage
Create Compelling Pieces of
Content from Event Documentation
Review and Analyze Event
Performance against KPIs
Report on Key Findings and Insights

Develop Content Strategy Behind The Scene Content Develop a Recommendation Plan
for Future Events
Create an Email Marketing Strategy Event Visual Documentation

Establish Event Hashtag(s)

Develop a Method to Collect Event

Data (setting benchmarks and/or KPIs)

Write Relevant Blog Content to

Promote Event (and Boost SEO)

Send out Pre-show Emails

EVENT/CONCERT CHECKPOINTS

Pre-Event
➤ Event Page
➤ Cross Promotion
➤ Dynamic Announcements
➤ Blog Posts
➤ Media Outreach Event Launch
➤ Partners/Collaborations Outreach
➤ Press Release
➤ Social Posts
➤ Preparation Footage

Day to Day
%
➤ Custom Email Blasts
➤ Social Media Posts
Early Bird Discounts
Last Call
➤
➤ Competitions
➤ Paid Promotion
➤ Final Email Blasts
➤ Attendee Referrals
➤ Influencers Outreach

Day of The Event

ARTISTS TRAINING AND UTILIZATION
In order to ensure that we get maximum exposure , consistent
messaging and effective communication plan; a custom made training
will be created for each artist that includes but not limited to the
following

1. When and how to post on social media

2. Tone of voice with brand related content
3. Proper use of hashtags
4. Brand Guidelines
5. How to engage with followers
6. How to handle a crisis
7. Approaching commercial opportunities
ARTISTIC COLLABORATIONS
The Arab world is full of local artists and talents from different aspects, music is the soul of the art world however
infusing different artistic formats like visual artists, jewelry designer, fashion designers, live performers would give
the music an edge and will give Eka3 holistic artistic approach and position it as a creative hub.

The idea is to collaborate with artists to create covers, caricatures, visuals, concept photoshoots, special
choreography projects, jewelry collection and merchandising opportunities . which will be in connection with Eka3
talents and artists. This will help in creating buzz-worthy content and utilize the artists fanbase
ANALYTICS TOOL TO USE TO UNDERSTAND TALENTS
GLOBAL CASE STUDIES
CIGARETTES AFTER SEX
From YouTube, the band put their music on Spotify and other streaming services, and
saw all boats rise as a result. They now have nearly 1.9 million monthly listeners on
Spotify and more than 423,000 subscribers to their YouTube channel.

“It’s a very broad audience: it’s not just one category of person or subculture. And it’s
all over the world: it happened globally very quickly: just people connecting to this
music and this aesthetic. It’s nice that something can still take off in that way,” says
Harris.

The international success of Cigarettes After Sex hasn’t just been about streaming: it’s
also been about touring, from a tour of 150-200 capacity venues in Europe in early
2016 that was driven by promoters contacting Harris wanting to book the band,
based on the online buzz.

“Six months later it was 500-ticket shows, and by the end of 2016 we’d done 1,000
people at one or two shows,” he says. “And it all happened very organically, with
promoters reaching out to us.”

Touring also went against some of the traditional expectations of how a band can
scale. European promoters were keenest to book the band in those early days, but
interest from Asia led to Cigarettes After Sex touring there in 2017.

Interest has built to the point where they are now playing a 5,000-capacity gig in
Seoul, on only their second visit to South Korea.

“I really do think Cigarettes is just an amazing test-case for what happens when a
band breaks on the internet worldwide”
WEGS CAMPAIGN AUDIT
ABOUT THE CAMPAIGN
➤ The message was diluted among other social media posts and
content
➤ No proper use of hashtags
➤ The creative is not inline withe the music genre and the
artists essence
➤ Artists social media accounts were not well branded to suit
the campaign and the message it conveys
WAYS TO IMPROVE
➤ Give the artist a proper content weight among other social
media posts
➤ Cross promote across all owned social media accounts for
Eka3 and the artist account
➤ More dynamic content about the history of hip-hop,
highlighting the scarce of Egyptian talent in such genre
➤ A highlight video with bits and pieces of his best work
➤ More media and influencers outreach
➤ Live videos and talent interview
THANK YOU
November 3, 2019