Brand marketing and communication strategy for start up company DTS Creative.

1. Marketing Strategy

2. Table of Contents
DTS Creative Overview.............................................................................................pg 3
Mission...................................................................................................................pg 3
Goals/Objectives...........................................................................................pg 3
Market Analysis.......................................................................................................pg 3
Overview.......................................................................................................pg 3
SWOT............................................................................................................pg 3
Competitor Analysis......................................................................................pg 4
Target Market...............................................................................................pg 4
Strategy/Tactics......................................................................................................pg 4
Mobile Application........................................................................................pg 4
Website promotion........................................................................................pg 4
Public Relations............................................................................................pg 5
Social Media..................................................................................................pg 5
Twitter................................................................................................pg 5
Facebook............................................................................................pg 6
YouTube............................................................................................pg 6
Event............................................................................................................pg 6
Media Metric.................................................................................................pg 6
Creative Brief...........................................................................................................pg 7
Overarching Theme.......................................................................................pg 7
Key Message.................................................................................................pg 7
Sub message.................................................................................................pg 7
DTS Creative logo.........................................................................................pg 7
Word/Tag Cloud...........................................................................................pg 7
Conceptual Images.......................................................................................pg 8
Collateral................................................................................................................pg 9
Business cards..............................................................................................pg 9
Letterhead....................................................................................................pg 9
Email signature.............................................................................................pg 9
Website Copy................................................................................................pg 9
Website Copy..........................................................................................................pg 9
Results..................................................................................................................pg 10
2

3. DTS Creative
DTS creative is a mobile marketing agency that designs, monitors and facilitates
mobile applications and their marketing strategy. Our team provides application
support and a well rounded marketing mix to guarantee the successful reach of our
clients’ target audience. Unlike our competitors, DTS Creative can offer continuous
monetization of each clients personalized MyWORLD mobile application model.
Through the use of mobile application development supported by website promotion,
public relations and social media, DTS Creative will build a 360* platform to effectively
reach the goals and objectives of each of our clients.
Mission
Goals/Objectives
• Demonstrate DTS Creative as offering top-notch Web and Mobile services to high
profile emerging artists, entertainers, and entrepreneurs in a way that they can
understand and afford.
• Communicate our ability to effectively facilitate creative engagement between brands
and their consumers through the leverage of mobile applications, web based
marketing, media outreach and social media.
• Establish strategic partnerships with developers, record labels and entertainment
industry professionals to refer web and mobile application development projects to
us in exchange for high payoffs.
• Increase overall awareness of DTS creative as a whole and its subsidiaries using
strategic and congruent tactics which are leveraged with Public Relations, Social
Media, Events and outreach programs.
• Develop measurable metrics that can be translated from branding efforts to identified
trends and ROI.
Market Analysis
Overview (See Business plan)
SWOT
Strengths Weakness
• Talented team • location is viral
• Innovative idea • Internal synergy
• Capital • Start - up
Opportunities Threats
• Ahead of the curve • Competitors
• Innovation • Technology development
• Resources • Changing Trends
3

4. Competitor Analysis (See Competitor Spread Sheet)
Target Market
Our ideal customer is between the ages of 13 and 30 who enjoys social media video
and has a mobile phone that allows applications to be downloaded, such as the iPhone,
Android or Blackberry. They may also have other portable gadgets such as an iPod.
Customers are male and female and own or have access to a home computer, PC or
Mac. They have a wide range of disposable income. Some are teenagers living at home,
others are college students or those who have joined the workforce in the last 5 years.
We target two segments: mobile app users and organizations that want to reach them.
In both of these segments, customers are computer and mobile phone savvy and enjoy
creative experiences.
Strategy & Tactics
Mobile Application
MyWORLD mobile will play a role as the keystone in the DTS Creative marketing mix for
their clients. All other tactics will be devised and executed around the design and
purpose of each clients’ mobile application. In a case by case basis each clients’
mobile application will have its own branding strategy. This will be conceptualized and
streamlined based off of the following components:
• Goals for clients mobile application
• Results desired to achieve
• Established Media criteria
• ROI marketing measurements
• Application management requirements
Website promotion
• Create leadership content that focuses on solving client problems and providing
answers that demonstrate our companies abilities
• Maintain understanding of audience and stay consistent with voice and relationships,
making the goal of our website clear and congruent throughout all website
components
• Define organization structure in relation to the industry trends while exercising
creative execution
• Appeal to our audience by updating and developing interesting market topics to
retain reader appeal
• Forms of leadership content to be utilized on site as click throughs and viewership
increases:
• Email newsletters
• Webinars
• Wikis
• Research and Survey Reports
4

5. • Relevant photos, images, graphs and charts. (to be developed by our own
design team and placed strategically on site to legitimize claims and
approaches)
• Blogs (to foster opportunity that increases consumer engagement with the
company, will include blogs entries from 2-3 employees with relevant
information from their respective specialties and it’s relation to the industry of
our audience) WRITE WHAT YOU KNOW - this also fits into the Social Media
cocktail of our company
• 3 phase launch plan
• Phase 1 - Will include layout and structure included in Appendix 1 to be
completed and launched December 1st, 2010.
• Phase 2 - Creation of a Mobile website, release will depend on technical support
abilities.
• Phase 3 - Third phase is being projected to be finished and launched some time
in January/February, this phase will include an involved flash intro, which will
need to be drawn out in story boards and will depend on our Flash capabilities at
the time.
Public Relations
Public relations strategies will be mainly web based focused. The old ways of pitching
to media story ideas through press releases and media blasts must be incorporated
into the new techniques of viral media engagement. Through the engagement of
bloggers, tweeters and non-conventional media outlets relationships will be
established in various venues, in a variety of industries. Media engagement will come
full circle in developing a steady viral buzz about DTS Creative and position us as an
industry thought leader. General efforts must focus on larger audiences which can be
obtained through blog commenting, instead of focusing on the “hub” of main stream
media. Or approach will be focused on the theory that the internet has provided our
industry with a strongly informed and educated client. Prioritizing the abundant
educated “smaller fish” ahead of the fewer “larger fish” will eventually develop a strong
base following for our viral presence.
The Social Media Cocktail
All social media efforts will converge with the ultimate goal of customer engagement in
the levels of business to business and business to consumer tactics. Each outlet will
play a specified role and will compliment the efforts of the other. This will create a
social media cocktail which will also offer a basic infrastructure for the branding of
each of our clients. These tactics will work in tandem to cultivate a community of our
target audience and a positive exchange of information. Following the rules of proper
“cocktail party” etiquette we will foster a safe and positive atmosphere promoting
advancement and education in the industries and fields that spark interest to our
target audience.
Twitter
Twitter efforts will be business to business focused. This venue will be used to
offer industry information and opinions which will build us as a strong industry
voice. Twitter is a thought driven engine where personal opinion meets relevant
news. This will be used as a vehicle to directly connect with businesses and
their proprietors. Our DTS brand image will be visually displayed on point by
5

6. using appealing and relevant graphics to ultimately draw our followers to our
website and spark an interest in engaging with us through a more intimate
setting (email, becoming a client, etc). Ultimately DTS will be using Twitter as a
marketing channel that engages us as an interactive member of our audiences
online community. Direct tweets and compliments will be utilized to develop a
professional network. Metrics will be measured in amount of followers and re-
tweets we secure.
Facebook
Facebook efforts will be business to consumer focused. A DTS “Page” will be
created and serve as a marketing tool to reach out to not only potential clients
but consumers and purchasers of our clients’ mobile applications. The DTS
“page” will be positioned as an informational source about what is going on in
the company, new clients, press coverage gained etc. This will be a portal for
people to stay in touch the company, developing content that consumers will
want to see on their “newsfeed.” This approach is very different from twitter
because we must be cautious to not create to much “noise” for our “likes.”
On this page tabs will be developed to offer relevant data to our consumers,
Tabs will include:
• About (the company)
• Photos (of events and client related events)
• News/Updates
• Wikipedia (page must also be created)
• Application - include ability to download our mobile apps here
• Discussion - Offers a forum for mobile app users to discuss, connect and
revue our apps. Offers DTS an opportunity to listen to their audience at a
raw un-facilitated level.
Youtube
To be revisited once company has expanded by 30%.
Myspace
To be revisited once rebranding of the myspace brand has taken it’s expected
music focused turn according to recently (fall 2010) released news on industry
sites.
Event
Launch party to be planned and implemented at early stages of first few successful
clients. The goal is to pull DTS company buzz out of viral presence and begin to
establish face to face relationship contact displaying high caliber tangible components
and facilitating an exciting interactive experience.
Media Metrics
All progress will be charted weekly on Monday morning, using google analytics drill
down methods and monitoring Twitter followers, Facebook likes and email blasts
counts. This will result in a monthly trend report and analysis. The increase rate is
expected to match the % growth of the company itself in the first 9 months, then to
mildly decrease in growth while still maintaining an upwards curve for the first 2 years
6

7. after launch. Once DTS has reached maturity, the increase is expected to plateau and
remain stagnant until innovative creative efforts are revisited and implemented.
Creative Brief
Overarching Theme: Flight/Space/Travel
Key Message: “DTS Creative ignites innovation for businesses by piloting consumer
focused engagement, expanding a companies branding horizon.”
Sub message: “Igniting Innovation”
Logo One:
Logo Two:
7

8. Word/Tag Cloud:
Text: Lucida Grande pt. 11
Concept Imagery:
8

9. Collateral
Business cards, letterhead, email signature
Collateral Tag Line: “Pioneering the Mobile Agency”
Collateral Copy: “DTS Creative ignites innovation by piloting
consumer focused engagement and expanding companies
horizons with mobile marketing.”
E-Mail Signature:
Laura Fitzgerald
Brand Manager
781.962.8963
laura@dtscreative.com
DTS Creative | Pioneering the Mobile Agency by Igniting Innovation
www.dtscreative.com
www.twitter.com/dts_creative
Website Copy
“Vessels”
Mobile Application
MyWORLD mobile will play a role as the keystone in the DTS Creative marketing mix for
their clients. All other tactics are devised and executed around the design and purpose
of your mobile application. In a case by case basis, your mobile application will have
its own branding strategy. This is conceptualized and streamlined based off of the
following components:
• Goals for clients mobile application
• Results desired to achieve
• Established Media criteria
• ROI marketing measurements
• Application management requirements
Website promotion
Websites are the viral face of a company, first impressions are everything and DTS
Creative can show you how to reach new heights in website development. With the
web being the trending main source of information, we help you to improve your SEO,
information architecture, E-Commerce development and web analytics. DTS Creative
creates leadership content that focuses on solving client problems and giving them
answers to demonstrate your companies abilities.
9

10. Mobile Marketing
Mobile marketing strategies are web based focused. The old ways of pitching to media
story ideas through press releases and media blasts are incorporated into the new
techniques of viral media engagement. DTS Creative will search out your “king buzz
builder” to enhance awareness of your MyWORLD mobile application. Coverage is
secured through the engagement of bloggers, tweeters and non-conventional media
outlets. Media engagement comes full circle, developing a steady viral buzz putting
you 1st in the mobile application race.
The Social Media Cocktail
Social media is like a cocktail party, listen more than you speak, creatively spark the
interest of the attendees, know how to carry on conversations with a variety of
audiences, and never offend. DTS Creative develops specialized guides in how to
become the life of the party. Depending on your needs we create social media
cocktails to ensure you become the life of the party and eventually host your own.
Tactical strategies include, but are not limited to services such as; Twitter, Facebook,
Youtube, LinkdIn, Myspace, Wikipedia, Blogging and Vlogging. All of these offer a
basic infrastructure for the branding of your MyWORLD mobile application, fostering a
safe and positive atmosphere promoting your brand.
10

11. Results
(First month only)
Website
Views 310
Unique Visitors 157
Click Through 70%
External links 21
Out Bound 46
Social Media
Facebook “Likes” 120
Twitter Followers 65
Impressions
Blog Mentions 3
Print Media 0
Thought leader 3
Engagement
Trade Show
Attended 3
Presented 0
11