Digital Media Productions
Phase 3:
Project Management & Strategy Changes
Phase 3 Introduction:
ADD VOICE RECORDING HERE
Pre-production Plan:
Guerilla marketing:
The initial campaign proposal included a plan for a guerrilla marketing phase, featuring a small budget screen printed merchandise and poster/flyer placing across the ARU campus.
My idea was that if I could invade peoples vision and everywhere they would look they would see my posters they would get curious and end up scanning them which would then bring more engagement and viewership digitally.
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However I gave up on this idea as project management required a lot more resource allocation and planning than expected.
As the short form A/B testing improving not only in quality but also in engagemnet, I decided to make a hard decision and not go through with the guerilla marketing plan.
I realized that the time it would take the print and place the posters and flyers was not worth the actualy return on investment which would most likely give a lower return on investment as most people would not actually scan the QR codes and/or be interested in said posters/flyers.
Therefore, I decided to scrap the idea entirely, switching all my attention to make sure the final music video and content for the release is of the highest quality possible.
This decision helped the project timeline as it would've been a lot more harder to balance everything at once and in return maximized direct Spotify and Youtube engagement.
Digital Asset Management:
Digital Media Productions
Once I made the decision to scrap the physical marketing, the campaign became a strictly digital pipeline. Managing the amount of raw 4K video files, audio cuts, photographs and multiple platform exports required very good organization.
I created a couple different folders to separate A/B test videos and their Premiere Pro project files and used Instagrams schedule feature to make sure that the Reels were being posted during peak algorithmic times when my clients' page was most engaged with.
This way of working was extremely important as it helped maintain the audience engaged with every post.
