Capture and articulate qualitative and quantitative performance goals
Produce project plans that meet campaign objectives, identify dependencies and tasks,
and assign ownership.
Ensure team and partners understand what is expected of them
Construct a timeline of marketing activities to meet artist team's goals, maximize
reach, fan acquisition, and sales.
Identify the required resources/partners to the campaign/project.
Best Practices for Timeframe Planning
Use a program like Visio or OmniGraffle to plot a basic timeline, and work backwards from your known dates to create a full timeline.
Create the “event horizon”
Identify the street date, plus any other relevant release dates, such as the start date for the tour, follow-on releases, a live DVD, etc. This gives us the event horizon and overall campaign window.
Work backwards to create milestones Let's say you know that 3/31 is the iTunes release date..
Work backwards from there to set a date for an exclusive direct-to-fan pre-order - a month prior to iTunes, 3/1.
From there, work backwards another month (1/28) to kick off direct-to-fan activities with the album announcement and fan acquisition activities
Set a starting point, such as the release of an E4M widget with the exclusive acoustic version of the ﬁrst single.
Set dates for delivery of online assets.
Website revisions, launch dates, communications triggers (emails, proﬁle updates, bulletins in all communications channels, etc.).
Give yourself enough time to get the “net” in place.
The 1/28 direct-to-fan kickoff, was two months prior to the iTunes release/street date
Be sure that you have optimized landing pages, search engine optimization, updated proﬁles, and a healthy email list.
Use bonus content as giveaways or direct-to-fan exclusives
Used these assets to sweeten the direct-to-fan product offering.
Take advantage of exclusivity to create timely buzz. For example, you might do a three week streaming promotion on your site or with a marketing partner. Week 1 is a new single. Week 2 is the video, and Week 3 is the full album stream. This could occur during the exclusive pre-order month and leading up to the street date, at the height of marketing buzz.