· Case Studies · 1 min read
Drumming Up Success - Julio's Digital Makeover
How a talented Cuban percussionist and teacher set the stage for an impactful digital presence with a strategic website concept.
Overview
Julio, a Cuban percussionist and teacher in Vienna, sought to grow his music teaching practice while also promoting his performance career. Despite his rich experience, Julio lacked an online presence and a cohesive strategy to promote his dual services. Our team developed a detailed website concept and strategy to enhance his visibility and attract both students and music enthusiasts. However, the project was paused as Julio relocated to Spain.
| Role | Details |
|---|---|
| Me | Content Strategist and Website Concept Lead |
| Team | Isabella Kroll: Market Specialist and Content Marketing |
| Timeline | Aug 31, 2022 - Apr 21, 2023 |
| Tools Used | Market and competitor analysis, SWOT analysis, persona development, strategic positioning, communication strategy, website planning, and evaluation frameworks. |
Our Process
Analyse
We began by understanding the challenges Julio faced, including his lack of an online presence and brand clarity. Conducted market and competitor analysis, defined his target audiences, and performed a SWOT analysis.
Strategy
Developed a roadmap to position Julio as an expert in Afro-Cuban percussion. Defined goals, personas, core messages, and a creative vision that emphasized his Cuban heritage and teaching expertise.
Operational Concepts
Outlined actionable steps for implementation, including website structure, backlink strategies, testimonials, an events calendar, and a press kit. Proposed content for FAQs, pricing, and course descriptions.
Planning & Evaluation
Created a detailed timeline, cost plan, and KPIs for monitoring success. These plans were structured to allow easy resumption of the project in the future.
Key Outcomes
Deliverables from the Project
Market Analysis
Detailed insights into the demand for percussion lessons in Vienna.
Competitor Analysis
Clear differentiation points against local competitors in both teaching and performance.
Personas
Four detailed personas representing the primary audiences of Julio: two for students and two for music enthusiasts..
Content Strategy
Core messaging aligned with the Cuban heritage of Julio and his expertise as both a performer and teacher.
Website Structure
Comprehensive blueprint for a responsive website with distinct sections for lessons and performances.
Actionable Plan
Operational strategies to enhance visibility in both teaching and performance spheres.
Frequently Asked Questions
What was the main challenge of this project?
The primary challenge was creating a website that effectively targeted two distinct audiences - clients interested in Julio as a percussionist for performances and clients seeking his classes as a teacher. Balancing content for these dual purposes required careful strategic planning.
What intercultural challenges did you face?
Julio mostly spoke in Spanish, so Isabella helped out with translation to ensure clear communication.
What further improvements can be made?
Further improvements include enhancing accessibility aspects such as screen reader compatibility, color contrast optimization, and providing transcripts for audio or video content.
What was the outcome of the project?
This project showed how a structured approach can build a strong digital presence. Although implementation was paused due to relocation, Julio now has a comprehensive plan ready for his new location.