QMusic Marketing Plan: A Comprehensive Strategy for Membership Growth

This report outlines a comprehensive marketing plan for QMusic, focusing on increasing its membership base. The plan establishes goals, including boosting membership by 50% within 6-9 months, and details strategies to attract university, high school, and TAFE students. It includes a situation review, ...Read More

Marketing Plan QMusic

Executive Summary
In the report, the marketing plan for increasing the number of members of QMusic is
developed. The goals for the marketing are established in order to develop the strategies and
the plan for the marketing. The goal of the marketing plan is to increase the number of
members. The objectives of the marketing are to encourage the students of university, high
schools and TFE to become member of QMusic and spread the awareness about the
membership and its benefits among the target population. In the marketing plan for 3 years of
QMusic, 6 P’s of the marketing mix are mentioned considering the objectives of the
marketing. The implications of the non financial resources are mentioned in the reports.
Apart from this, the monitoring and reviewing of the marketing plan is also discussed. The
budget for the marketing is prepared considering all the expenses related to the marketing.
The marketing plan will help in attracting higher number of students for membership.

Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
2. PHASE ONE – GOAL SETTING.........................................................................................3
2.1 Mission Statements...........................................................................................................3
2.2 Membership Marketing....................................................................................................3
3. PHASE TWO – SITUATION REVIEW OF QMUSIC MEMBERSHIP.............................4
3.1 Current membership aspect..............................................................................................4
3.2 SWOT Analysis................................................................................................................4
3.3 PESTLE............................................................................................................................5
3.4 Competitive Positioning (Including Positioning Map).....................................................6
3.5 Issues to Be Addressed.....................................................................................................7
4. PHASE THREE – STRATEGY FORMULATION..............................................................7
4.2 Three Year Marketing Plan - Goals and Strategies (Positioning/Branding)....................8
5. PHASE FOUR - RESOURCE ALLOCATION AND MONITORING................................9
5.1 Budget...............................................................................................................................9
5.2 Non-financial Resource Implications.............................................................................12
5.3 Monitoring and Reviewing.............................................................................................12
6. Conclusions..........................................................................................................................13
7. Recommendations................................................................................................................13
References................................................................................................................................14

Introduction
Qmusic is a Queensland's music industry development association that has been transforming
the music industry since the year 1995. According to the figures of Centre for Information on
the Media the market share of Qmusic is 12.95% on a daily basis (Qmusic, 2018). This report
presents the marketing plan for Qmusic for improving its membership marketing program. In
this context the focus will be on important aspects such as situation analysis, strategy
formulation, resource allocation budges etc. (Luther, 2011)
2. PHASE ONE – GOAL SETTING
2.1 Mission Statements
The mission statements of this marketing plan are as follows:
1. To increase the memberships of Qmusic.
2. To assist the membership awareness campaign in South-East Queensland.
3. To develop a marketing plan for Qmusic for $10,000 for 2018, $5,000 for 2019 and $5,000
for 2020.
2.2 Membership Marketing
Marketing membership can be defined as the process of acquiring, upgrading along with
renewing an association or that organization is driven by the relationships (Sbims, 2017;
Aluisy, 2017).
Goal
The major goal for the membership marketing program is to increase the membership of the
Qmusic by 50% in the next 6-9 moths.

3. PHASE TWO – SITUATION REVIEW OF QMUSIC MEMBERSHIP
3.1 Current membership aspect
The current membership programs of Q music focus on finding new potential members for
the music company. The Qmusic finds the members within and outside the offices to reverse
the membership fortune. Further, Q music recruits the new members with the methods such
as telemarketing, direct mails and member get a member program. Further Q music also
focuses on improving the member service as it is one of the important factors that influence
the decision of members to retain with the organization.
3.2 SWOT Analysis
Strengths
It is one of the biggest commercial
radio stations
The Q music offers free and extensive
professional development programs
It stages the annual Queensland Music
Awards
It has close relationships with the
government at different levels so as to
sustain the Australian music industry.
It also has strong relationships with the
philanthropic partners and corporate
partners.
Weaknesses
Less number of members of the
company
Lack of membership awareness
campaign in South-East Queensland
Poor marketing
Opportunities
There are many other music companies
of Australia that are retiring. This is
one of the major potential
opportunities.
The increased interest of people
towards the music.
Threats
The trends or events in the music
industry that increase the need of the
resources or they reduce the expected
business gains.
Online music piracy is one of the
biggest threats for the Q music as well

New technology in the Australian
music industry.
as the Australian music industry. The
online music piracy helps the people in
obtaining the music illegally.
3.3 PESTLE
The PESTEL of Australia in context of the Qmusic is given below (Agrawal, 2017; Perera,
2017):
Political
Australia is a politically stable country along with a stable, progressive and open regulatory
environment. This aspect is extremely helpful for Qmusic as it can get the government
support easily for is events and initiatives related with music in Australia.
Economic
Australia is a largest capitalist economy that is dominated by the service sector. It has a
continuous business economic growth with a stable and strong financial system. These
factors will help Q music in expanding the music company in Australia.
Social
Social factors refer to set of customs, beliefs, policies and the behaviour. The social trends of
Australia indicate that it has a collection of diverse people with English as a widely used
language. The interest of Australian people is increasing towards the English music
Technological Factors
The technological factors include the technology incentives, R&D activities and automation.
This indicates huge potential for the Australian music industry.
Environmental
Water is one of the scarce resources of Australia. The problems of water quality and
availability in Australia are significant.
Legal

The legal system of Australia is based on the fundamental beliefs associated with justice, law
and independence. The people in Australia are treated equally before the law
The above PESTEL analysis indicates that the external environment of Australia is
favourable for functioning of Qmusic in Queensland along with other Australian countries.
3.4 Competitive Positioning (Including Positioning Map)
Competitive positioning can be defined as the process of differentiating the offerings or
creating the value for market (Czerniawski & Maloney, 2010). Competitive positioning is
about carving spot in a competitive landscape along with winning a mind share in the market
(Music Thinktank, 2018).
The competitive positioning of Qmusic will be done of the basis of the high service quality
for the new and the existing members. The member service quality includes the discounts in
the ticket prices of the events, air tickets for the events along with the other member benefits
(Qmusic, 2018). The company focuses on providing a high quality service to its members so
that the members do not face any problem in availing the offers, discounts and the events
benefits. In addition the company also focuses on the providing the services such as
networking by offering the opportunities to members top connect with the likeminded
High service quality
High quality music
Career
opportunities
Discounts and
deals

mentors or the people with same music taste. The company maintains its competitive position
by providing an access to the high quality music, industry grants, legal resources and the tax
(Simplicable, 2018).
3.5 Issues to Be Addressed
The major issue that needs to be addressed in the case Qmusic is associated with increasing
the number of members of the music company. The members have to be increased from High
School, TAFE or Universities. Qmusic wants to increase its target market by offering the best
membership packages to the people. Qmusic has a limited marketing budget that has to be
utilized optimally so that the membership of the company from South-East Queensland can
increase without increasing the cost of the organization.
4. PHASE THREE – STRATEGY FORMULATION
4.1 Marketing Objectives: the main objective of the marketing is to encourage high school,
TAFE or University students to become members of QMusic (Win Marketing, 2018)
4.1.1 Overall Corporate Strategic Focus: to motivate students from high school and
university to become the members of QMusic, support the future of Australian music and
transforming music industry careers. Keeping the contemporary popular music alive is also
the focus of QMusic.
4.1.2 Specific Membership Focus: designing a membership package offering for the
students of high school, university and TAFE so that they can become the members of
QMusic and offer free professional development program to the students. The focus is to
encourage the students to establish their career in the music industry.

4.2 Three Year Marketing Plan - Goals and Strategies (Positioning/Branding)
4.2.1 Product: The membership of QMusic is the product that will be marketed to the
students of high school, TAFE and university. It will help the students to make their career in
the music industry by the membership and the support of QMusic.
4.2.2 Price: the price for the membership of QMusic will be $ 30 per year. It includes the
free training and development program to the students as well (QMusic, 2018).
4.2.3 Promotion the website of QMusic, YouTube videos, facebook account of QMusic,
hoardings, TV commercials and the direct marketing about the membership of QMusic at
high schools, university and TAFE.
4.2.4 Place: the students can get the membership of QMusic through signing up for the
membership on the online website of QMusic (QMusic, 2017).
4.2.5 People: the students of University, high school and TAFE are the people upon whom
the marketing is focused. The young generation is the future of the Australian Music industry.
By establishing the contacts with the universities, high schools and TAFE, the company can
reach to the target population (Typepad, 2011).
4.2.6 Process: In order to become the member of QMusic, the students have to register upon
the online website of QMusic to get the membership. After filling all the details and the
payments of the membership fees, the students will be provided with the online card of
membership which will act as a physical evidence of the membership at QMusic. The
students can access to the benefits of the membership for one year after receiving the online
membership card (The State of Queensland , 2018)
4.2.7 Physical Evidence: The students will be able to get the benefits from the membership
like they can attend the free professional development program, they can access to the latest
music, they can meet the mentors for the guidance to grow in the music industry and they can

get the other opportunities like scholarships, events and showcases through the online
membership card (Faculty.msb.edu, 2018).
5. PHASE FOUR - RESOURCE ALLOCATION AND MONITORING
5.1 Budget
Marketing Budget Plan
Category
Estimated
for first
year
Subtotal
Estimated
for second
year
Subtotal
Estimated
for third
year
Subtotal
Research
Research Fees $1,200.00 $500.00 $500.00
Research Costs Total $1,200.00 $500.00 $500.00
Communications
Promotional brochures $1,000.00 $500.00 $500.00
Television $1,500.00 $750.00 $750.00
Radio $700.00 $350.00 $350.00
Web $1,000.00 $500.00 $500.00
Communications Costs Total $4,200.00 $2,100.00 $2,100.00
Networking
Memberships $700.00 $350.00 $350.00
Affiliations $200.00 $100.00 $100.00
Networking Costs Total $900.00 $450.00 $450.00

Promotions
Product giveaways $500.00 $250.00 $250.00
Product discounts $300.00 $150.00 $150.00
Special offers $400.00 $200.00 $200.00
Promotions Costs Total $1,200.00 $600.00 $600.00
Advertising
Brochures (development and production) $700.00 $350.00 $350.00
Mailings $300.00 $150.00 $150.00
Newspapers $500.00 $250.00 $250.00
Billboards $400.00 $300.00 $300.00
Social Media $600.00 $300.00 $300.00
Advertising Costs Total $2,500.00 $1,350.00 $1,350.00
ESTIMATED MARKETING GRAND TOTAL $10,000.00 $5,000.00 $5,000.00
Marketing
activity
Date of
review
Monitoring methods Review outcomes
Print
advertising
June'18
Sep'18
Conducting the online and
offline surveys of the
customers with the help of
sales Analysis and Market-
share analysis
According to the analysis, total
customers that are attracted
towards the music company with
the help of print media will be
determined. It seemed to be the
best mode of marketing.
Online June'18 Conducting the online and Through survey the online traffic

advertisement Sep'18 offline surveys of the
customers with the help of
sales Analysis and Market-
share analysis
on the website will be determined
Marketing
Research
agency
June'18
Sep'18
Cross analysis of the
spreadsheets will be done
by the marketing agency
vs. the expected outcome
The marketing agency will be
analysed for the purpose of
considering number of leads on
both online and offline modes
(Parasuraman, Grewal, & Krishnan, 2006)
Includes mission statements available for QMusic
The mission statement of QMusic is “To advance the artistic, cultural and economic value of
Queensland contemporary popular music” (QMusic, 2018).
QMusic promotes the entrepreneurs, partnerships and spread the awareness about the value of
the contemporary popular music. They aim at improving the music sector and making this
sector wide and beneficial for the economy and the society at the same time.
Hence, the marketing mission statements of QMusic are also at promoting the students to get
the membership of QMusic so that they can get the opportunity to establish their career in the
music industry.
Specific corporate goals relating to the commissioning of this report (membership
growth)
The goals of QMusic are to:
1. Develop the competent industry entrepreneurs
2. Increase the awareness among the people about the value of the contemporary popular
music and also about the membership.
3. Promote the young generation to establish their careers in the music industry.

4. Promote the contemporary popular music by helping the young generation to build career
in music industry.
5.2 Non-financial Resource Implications
The human resources of QMusic will contribute in proceeding the marketing actions as per
the marketing plan (University of Oklahoma , 2018). They are the major contributors in the
effective marketing about the membership and the awareness campaign. They will be
responsible for the effective marketing about the membership and its benefits to the students
of high schools, university and TAFE and also about the awareness campaign. The effective
actions by the human resources through the planning will help in encouraging the students to
become the members of QMusic. Through the effective marketing by the human resources,
the QMusic will be able to attract the high number of students to become member (Northern
Ireland, 2018). The effective marketing by human resources will also help in establishing
good image and reputation of QMusic by the membership package offerings to the students,
by promoting the contemporary music and by encouraging the students to establish career in
the music industry.
5.3 Monitoring and Reviewing
The marketing plan for the membership will be monitored by calculating the number of
students registered for the membership at QMusic. The marketing plan will be reviewed
whether the plan is able to meet the goals of the marketing or not and the improvements will
be initiated as per the established goals (State Records , 2018).

6. Conclusions
The marketing plan will help QMusic to increase the number of members. It will help
QMusic to support the students of High school, university and TAFE to establish their careers
in music sector. The membership package offering will be able to attract the students to
register for the membership. The success of the marketing plan can be ascertained when
through the increased number of members through the effective marketing by the different
types of promotion. The reviewing of the marketing plan will help in improving the plan for
its effectiveness.
7. Recommendations
Music can focus on designing a membership awareness program that will help in attracting
the students from the universities and colleges. In this context some of the steps that can be
used for creating an awareness campaign are as follows:
Qmusic should firstly define the budget that has to be allocated for managing and running the
awareness campaign. This is one of the first steps that can have impact on the complete
awareness program. Further the focus should be on using the digital media tools and the
social media so that most of the students from the college and universities can be targeted.
The company should focus on targeting the music lovers from the universities and college
along with organizing the events such as the singing competitions and the live music concerts
that will help in attracting a large number of students from the university and the colleges.
This will significantly help in increasing the number of the memberships of the company.
Apart from focusing on the awareness campaign Qmusic can also focus on developing an
attractive membership package for the customers. The membership packages should focus on
providing all the services such as high quality music, videos, and discounts for the events

along with an opportunity to connect with the industry professionals. This will help in
encouraging the youth to enter in the music profession.
References
Agrawal, A. (2017). PESTLE analysis of Australia. Retrieved from Sachdevajk.in:
http://www.sachdevajk.in/2017/09/07/pestle-analysis-of-australia-by-anshita-agarwal/
Aluisy, G. W. (2017). The Definitive Guide to Membership Marketing. Shake Creative.
Czerniawski, R. D., & Maloney, M. W. (2010). Competitive Positioning: Best Practices for
Creating Brand Loyalty. Hudson House.
Faculty.msb.edu. (2018). Marketing: 6 Ps. Retrieved from
http://faculty.msb.edu/homak/homahelpsite/webhelp/Content/Marketing_6_Ps_ASQs.
htm
Luther, W. (2011). The Marketing Plan: How to Prepare and Implement It. AMACOM.
Music Thinktank. (2018). How To Make It In The Music Industry - 4 Key Factors. Retrieved
from Musicthinktank.com: http://www.musicthinktank.com/blog/how-to-make-it-in-
the-music-industry-4-key-factors.html
Northern Ireland. (2018). Investment appraisal techniques. Retrieved from
https://www.nibusinessinfo.co.uk/content/non-financial-factors-investment-appraisal
Parasuraman, A., Grewal, D., & Krishnan, R. (2006). Marketing Research. Cengage
Learning.
Perera, R. (2017). The PESTLE Analysis. Nerdynaut.
QMusic. (2017). QMusic 2017 Annual Report. QMusic.
Qmusic. (2018). About us. Retrieved from Qmusic.com: https://www.qmusic.com.au/about
QMusic. (2018). Become A Member. Retrieved from
https://www.qmusic.com.au/membership
Qmusic. (2018). What you get? Retrieved from Qmusic.com:
https://www.qmusic.com.au/membership
Sbims. (2017). Membership Marketing – Why It’s Crucial For Your Association. Retrieved
from Sbims.com: http://sbims.com/membership-marketing-crucial-association/
Simplicable. (2018). 19 Examples of Competitive Position. Retrieved from Simplicable.com:
https://simplicable.com/new/competitive-position
State Records . (2018). Monitoring and Reviewing. Retrieved from
https://government.archives.sa.gov.au/content/monitoring-and-reviewing