A fruitful threshold of free vs. paid content.
Our cohesive brand creation and free vs. paid content strategy elevated brand recognition and sales. We empowered a teacher and author to publish free content frequently with ease, increasing sales across books, CDs, MP3s, and student lessons.
Empowered a vocal teacher and author to publish frequently with ease, engaging more students and increasing sales.
Mark Baxter is a seasoned vocal teacher, who coaches singers in Boston, New York, and Los Angeles. He has taught the greats, including Steven Tyler (Aerosmith), Scott Weiland (Velvet Revolver), Josh Todd (Buckcherry), Richard Patrick (Army of Anyone), cast members of Rent, John Rzeznik (Goo Goo Dolls), The Dresden Dolls, Aimee Mann, The Mighty Mighty Bosstones, Peter Wolf, and on and on. Mark is one of top, go-to, vocal teachers for popular music. He needed a brand and platform to support his students frequently and with ease. We identified the need to build a responsive brand and website, publishing rich media content and marketing often. Mark is a great writer and author who has published a popular book in the rock-n-roll community, The Rock-N-Roll Singer’s Survival Manual. He is a quick study and completed our discovery questions, refining his business strategy. The launch point for building his brand hierarchy and foundation started from the tagline and supportive service attributes: Your Voice, Only Better! Recover. Expand. Express. Results. Recover Limited by bad habits or inhibitions? Expand Increase range, power, and stamina. Express Does your voice soar with heart and soul? Results The best way to create lasting change?
We targeted defragmenting past branding efforts across print, digital, and social media outlets. We simplified with a clean grid, type and color palette, photo library, and visual hierarchy based on the tagline and supportive services. We identified the need to engage students frequently and consistently. Mark simplified free content into two categories: Mark’s ‘Better Mindset’ & ‘Better Skill Set’, supporting and directing students to a vast library of free video content, integrated with a customized YouTube channel and social media platforms. We built a powerful predictive search solution, enabling students to quickly search Mark’s content catalog of tips, warm-ups, how-to’s, and technique. On the road and have a cold? Mark’s students can quickly navigate to his website and search. As the student starts to type, ‘Cold…’ predictive search takes over and instantly connects the student to a solution. We centralized many third-party ecommerce apps into one simple and powerful ecommerce solution, owned by the business, removing third-party revenue sharing. Mark now has a cohesive and powerful brand, on top of a responsive and scaleable platform that is interconnected across print, digital, ecommerce, and social media marketing. His students feel connected to the brand and technique. They easily leverage his free content and consistently convert with his paid services.