Team have to work with a client to help re-develope a marketing plan analysis strategy with social media platforms. This course is an introduction to the promotion element in the marketing mix, focusing on the integration of all elements, including advertising, personal selling, public relations, sales promotion, sponsorship, interactive marketing, and other marketing channels. You will master new web-based technologies, such as Twitter, LinkedIn, WordPress and other social media. As a writing intensive course, you will write - individually and as a team - a wide variety of marketing communication pieces using standard technology (i.e., desktop word processing) and web tools, such as Google Docs and online blogging.

1. Jimmi and The Band of Souls
Nate Heinz (Top Left), ) Jay LeClair (Bottom Left), Jimmi Langemo (Center), Al “White Wine”
Meyer (Top Right), Ben Roselius (Bottom Right)
Integrated Marketing Communication Plan
December 2013
Ellen Kokes
Alicia Huber
Mariam Shamsid-Deen

2. Table of Contents
Section I Overview, History & Vision
● History
● Mission
● Vision
● Values
● Associated Industries
Section II Market Analysis
● SWOT Analysis
● Demographics
● Psychographics
Section III Strategy
● Marketing Objectives
Section IV Traditional Marketing and Social Media Platforms
● Social Media
● Radio
● Print Media

3. Section I: Overview
“Jimmi and the Band of Souls. Energetic. Soulful. Genuine. It’s about the passion for
the music. It’s about the love of the story. It’s about the joy of playing for people.
The band pulls from the vast array of blues, roots and R&B in their original songs
and covers. They play boogie-woogie. They play slow and lonely. They play toe tappin’,
deep groovin’ and hard drivin’. You’ll hear Muddy, Minnie and Sonny Boy. You’ll hear
Eric, Mayall and Etta.
It’s about diversity: Guitars. Slide. Harmonica. Mandolin. Bass. Drums. Two-part
harmonies. It’s a full sound that changes in tone and timbre with every song.”
The Blue Wren Recording record label holds Jimmi and the Band of Souls with
members: Jimmi Langemo ( Vocals, Guitar, Slide and Lap Steel, Mandolin, and
Harmonica), Nate Heinz (Bass, Harmonies), Jay LeClair ( Guitar, Slide, Saxophone), Al
“White Wine” Meyer (Drums), and Ben Roselius (Guitar). These different string
instruments sets them apart from other bands creating unique, live, and fun music on
stage. They play informative and wildly entertaining shows in their hometowns of St.
Paul and Minneapolis, Minnesota.
History:
Starting three years ago in 2010, the band was created by Jimmi Langemo. They play
a background of the gypsy blues, American roots, and R&B in their own classic music.
Jimmi has written two books and is now writing a third in the trilogy. He is motivated by
doing fundraisers, benefits, and charity concerts for the likes of The Takoda Institute and
United Way. They play in many places to provide great sounds and make people feel
like they have been through an experience.
Mission:
Jimmi wants to focus on his talents and to create a safer, fairer world for people to
live more enriched and rewarding lives as well as people to take responsibility for their
words and actions. He want to use his music, novel writing, diversity/leadership
development, training/consulting and blog writing to push this message.

4. Vision:
The vision that Jimmi has is to extend his message reach through bigger venues and
more gigs. He would like to market the music and in turn increase the sales of CDs and
merchandise. Another vision is to use social media and online sources to help with
marketing.
Values:
They want to use their music to inspire people to treat each other with love and
respect. Also to use their talents to make the world a better place and enjoy life by having
fun living it.
Associated Industries:
Music Industry: The largest industry they are involved in is the music industry. Music is
expensive and things are often slim for artists, bar/club/theater owners and festival
organizers. Apple and Amazon do have the bigger market on making sales within the
music industry. The book industry is another opportunity to look into bringing a different
audience to Jimmi and The Band of Souls. This would be a wider net and opportunity to
get their name out in the industry. The band is also involved in benefit concerts for a
couple different non-profit companies. This would also be a related industry with
fundraising and volunteering.
Book Industry: Jimmi wants to expand his next upcoming book, the Trilogy. The book
industry is a good business to get into as it still rising in great revenue over time. Jimmi
will find it to be a good investment for good profits in return along with bringing a
different audience to Jimmi and The Band of Souls. With this type of expansion people
will get to know more about them which will make them well known to others and bring
a personal field/ relationship to their fans. Though, getting in to this type of business the
need of knowledge to this field will be necessary as the book industry becomes more
modern. He must then decide whether to make his book hardcover, trade paperback or
Ebook, which is becoming more popular. To self-publish Jimmi’s book will be more
profitable but needs to think about creating a major marketing presence on his own.
Either way Jimmi decides to go through the process of his book, it will open up to a
wider clientele to introduce himself and the band.
Diversity Training: Jimmi has another priority beside his band which, is his devotion of
being a diversity trainer. This occupation gives cultural awareness, educates, and
provides skills to benefit an organization. It protects against civil rights violations by

5. increasing different identity groups and promoting better teamwork. Jimmi carries this
motivation everywhere he goes and continues it with the band. Jimmi and the Band of
Souls goes to charities, benefits, and fundraisers encouraging others to be aware of
diversity. Their dedication to uplift and their love for music helps everyone understand
the power of diversity in everywhere you go.

6. Section II: Market Analysis
SWOT Analysis:
Jimmi and the Band of Souls has many strengths as innovators in pursuit of a safe,
meaningful, and joyful world for everyone. They do have some opportunities that can be
managed to help further their career. The below points show these strengths and
weaknesses to help the band further their pursuit of happiness to all people.
Strengths:
● Loyal fan base, dedicated to the
music
● Many different events (gigs,
charities, fundraisers)
● Featured on KARE 11 NEWS
“Find Something to Do” events
● Part of the Minnesota Blue Society
● Very unique style of music
● Minnesota based
Weaknesses:
● Minimal use of traditional and social
media
● New book, minimal publicity
● Not a lot of collaboration with artists
outside of Minnesota
● Band is not all the member's top
source of income
Opportunities:
● Use album, book, and message
through social media platforms
● Advertise through specific
mediums (StageIt, local radio,
print, blog etc.)
● Continued use of charities and
fundraisers
● Colleges/University venues
● To partner with local businesses
and restaurants
Threats:
● Other local bands gaining popularity
● Over-saturation of bands in the area
● Competitors use social media
effectively and have large presence
● Venues can be music specific, many
may not cater to JBOS style
● Physical book sales are declining

7. Demographics:
Age
Currently, fans of Jimmi and the Band of Souls reside in the age range of 35-54 years of
age.
Geographic Location
The current fan base is primarily in the Minneapolis/St. Paul area.
Gender
The gender of fans is nearly an even 50/50 split.
Ethnic background
Currently, the ethnic background of listeners is mostly European American.
Psychographics:
Personality
The personalities of listeners are Blues enthusiasts that are interested in attending live
shows that are entertaining, fun, and interactive.
Interests/Hobbies
Interests of current listeners would be:
● Music
● Dancing
● Attending concerts and performances
● Bar “hopping”

8. Section III: Strategy
Marketing Objectives:
1. To extend reach, measured by a 20% increase of "likes" on Facebook and a
minimum 25% increased average pay for gigs.
2. To market the music and in turn increase sales of CDs and merchandise by 25%.
3. To weave his 3 focuses together (New album, upcoming book and the message of
inclusiveness) with use of social media.
4. To connect all social media to his main website (Think about YouTube more,
Instagram and reformat Twitter page. Also advertise iTunes on website)
5. To connect/partner with and open for Davina and the Vagabonds.
6. Look into online music offerings such as StageIt.com
Strategy:
Jimmi and The Band of Souls is a band with a message. The goal of the band is to
promote a message of diversity as well as create a fun environment for fans. Jimmi
himself is also working on a trilogy of books. The books are new and should be present at
the bands events. The three areas of focus for Jimmi and the Band of Souls are (in no
order):
1. New Book
2. Band and Music
3. Message of Diversity
The primary forms of advertisement and work for the three focuses is through social
media. Other types of mediums that should be explored are print media and radio. The
last two types hold a lot of opportunity for the three focuses. They are traditional
marketing platforms than an older audience would enjoy. The demographics (35-54 years
of age) would appreciate this and, hopefully, attend the many events Jimmi has to offer.

9. Section IV: Traditional Media & Social Media Platforms
Social Media:
The use of social media is huge for Jimmi and the Band of Souls. The world is catching
on to this free marketing platform and can be highly effective to reach the bands
marketing goals/objectives. Social media upkeep requires a couple things, one being
consistency with posts on all websites. Creating engaging content to hand out to fans. In a
blog there should be 750 words or less, a catchy headline and a lot of bullet points. A
call-to-action should be on each social media site. Ask your fans to do something after
they visit your site. It will engage them even more and keep you in their mind. Talk to
your fans any way possible...email, Facebook, Twitter and other. Try to comment back so
they feel close to you all as people. Lastly, be vulnerable, be real and be unique.
Email List: This is a current and effective way that Jimmi reaches his fans. A use for
emailing is to connect the receivers to the other social media sites. A future goal is to
create a buzz about his upcoming books. A possible way to do this is to offer the first
chapter or a blurb from the book FREE if fans sign up for the email list. This can also be
done or advertised through the websites listed below. If the readers enjoy this free
segment they will buy the book. This will be a great way to increase sales of the book
when it is released.
LinkedIn: Jimmi and the individuals of the band can use their personal pages for further
job opportunities. Jimmi could post some projects from his diversity work. LinkedIn
would not be enormously helpful for the band as a whole. They could possibly get a
corporate gig through this, but it could be rare. LinkedIn could help for networking, if
they need it. They might be able to have a page to advertise themselves to other venues,
people or other fundraising opportunities like the Takoda Institute. It could also be used if
a member of the band needs a replacement, LinkedIn is a great way to look for new
employees/band members.
Google+: The band uses this to post their events. These events should be made on
Facebook and a blog as well. Can also use this to share with specific people or all the
people that follow the band page. Google+ can help connect with other bands or
businesses. It also increases Search Engine Optimization (SEO).
● Utilize Google Hangout - Do some kind of “meet the band” type thing

10. Twitter: Very useful for during an event for the band or book. It makes it easy to
communicate with fans. Easy reminders and replies to fans comments are vital to the
success of a Twitter page. This should be present on other sites the band has. Such as:
Band website, Facebook, YouTube, Google+ and the blog.
● Twitter Campaign to get the word out about the band and book
○ Ask fans to send their favorite message of diversity using the hashtag
#JBOS
Facebook: Facebook is vital to businesses today. Jimmi and The Band of Souls being
one of them. They currently have a Facebook page with 695 likes. They could use this
page much more often with more of his wife’s pictures, video from the shows and
creating events for each show. They already have posts thanking different venues and
people for the opportunity to play. They should make sure to tag/mention these places
and people. This will create more buzz and bring more people to their page. Facebook
can also be a portal to all other social media and links. One of the objectives is to extend
reach by 20% increase in likes. This needs to have a time frame to make it an attainable,
reachable goal. Facebook provides analysis of this type of information for administrators.
The band members should use this opportunity for measuring and achieving this goal.
● Picking a popular song to give as a free download for a month
● Posting homemade videos
○ “Meet the Band”
○ “Day in the Life”
○ Cover songs in JBOS style
StageIt.com: “Stageit is an online venue where artists perform live, interactive,
monetized shows for their fans directly from a laptop, offering fans unique experiences
that are never archived” (StageIt.com). This type of media could be very useful for
expanding reach to potential listeners. If promoted correctly, using other social media
mediums, the shows performed on StageIt could reach listeners in different states and
countries, as well as current listeners.
StageIt.com takes a percentage of the revenue made from each prefomance to
cover costs accrued, including costs for bandwidth, servers, transaction fees and a blanket
license with PROs so cover songs can be performed legally. Please see appendix for more
information about earnings for performing on StageIt.
We recommend that this is used a minimum of twice a year and promoted
vigorously to reach the maximum amount of people. Online tickets could be sold at either

11. “Pay What You Can” or a maximum of $5 to begin with, in order to get people interested.
The $5 maximum could be raised as the band becomes more popular on the site.
Blogs: Can provide many details and expand on the businesses wearabouts. Writing a
blog boosts SEO so your business looks active and can be searched easily. If the blog
contains more words and has a catchy title it is easier to find for someone interested.
There are not many limitations with a blog. It can be whatever the band wants it to be. A
blog must be timely and something your fans can rely on. It should also link fans to their
other social media sites. The blog they create or use could be used after every show or
once a week to recap on the shows played as well as give information on upcoming
shows. The blog should include pictures, music clips and songs played. Some topics they
could write about can be on his trilogy, the new album coming out and the message of
diversity. The use of a blog would be great to introduce and weave these topics into the
fans minds.
Radio:
Local radio shows are an awesome opportunity for Jimmi and The Band of Souls.
In the Minneapolis/St. Paul area there are many shows to contact. The one that is
recommended for the style of music that JBOS plays is 89.3 The Current. This station is
all about alternative music and different styles of music from the area and around the
world. The Current is also streamed around the world. This could very much increase the
reach of the bands message of diversity and their music. The new book could also be
mentioned on the radio.
Print Media:
In-Venue media: In-venue media is a great source to attract the people who already
attend the venue on a regular basis. By leaving posters at the venue or handing out small
flyers to people the week before, Jimmi and the band have a greater chance of those
people coming back to see them perform the following week. The band can also sell CDs,
T-Shirts, buttons, and signed posters to the fans that attend the show.
We recommend that Jimmi and the band attend at least one show the week before
a performance at the venue they will play at. By doing so, they can talk and connect with
potential fans and give them a flyer.
Posters: Posters can be one of the most eye-catching types of print media, especially in
regards to bands. By presenting posters in the cities and in the venues the band will

12. promote towards frequent venue goers. “Special Edition” posters can also be created to
sell to fans that attend shows.
Our recommendation is to sell signed “Special Edition” posters that can be sold to
fans at a cost of $3. These posters can be very limited (no more than 250 copies) and be
changed out every six months. These posters can be simple and eye-catching, promoting
the band and diversity. This will also generate a little extra cash-flow for the band of
about $750 for every 250 posters sold, not including the cost to make the posters.
Partnerships:
Davina and The Vagabonds, a fellow Minnesota based Blues band, would be a
great opportunity for partnership. Their popularity would bring more fans to Jimmi and
the Band of Souls. The recommendation would be to contact Davina or the band
members about a possible combined show or opening for them. The band email is
info@davinaandthevagabonds.com or contact the band manager at
alaina@traincasemanagement.com.
One other opportunity for partnership or a connection would be with Kristen
Brown. Kristen Brown is a best selling author of two books, The Happy Hour Effect and
The Best Worst Thing. She would be a great resource for Jimmi and his book. She knows
exactly how to get new books on the Amazon Best Sellers list. Her contact information
is: kristen@happyhoureffect.com and 612-618-1808.

13. Appendix