Terri Clark
A platinum-selling artist, a hard-charging performer, a CMA Female Vocalist of the Year nominee, and 8-time Canadian Country Music Association Fan’s Choice Entertainer of the Year. 2009 was the year Terri took full control of her career.
Terri came to Strategic Blend after a long relationship with a “fan club” company. She was taking control of her career, launching her own record label, releasing two new albums and launching a fall tour of Canada. She needed a strategic partner for all online business needs.
Our work with Terri has covered several disciplines:
creating the online vehicle
The first step of any Strategic Blend project is to create the online vehicle or the “hub of the brand.” In Terri’s case that meant building a totally new website around a new and improved content management system (CMS). We then connected her social networks so she could present unified messaging across multiple channels.
social media integration
One of our primary goals was to create as many touch-points to the Terri Clark brand as possible. Instead of hosting all of Terri’s media content internally, we placed photos, video and audio content across multiple media networks. Then we streamed that content back into TerriClark.com. Leaving a trail of detailed metadata allowed music fans searching for photos on flickr or videos on youtube to discover Terri’s content. Additionally, any views/streams of this content on her website fed back into the overall views/streams on the networks, raising the overall visibility of the content and the brand.
community development
The paid subscription model allows Terri to sell unique items to fans, keep them interacting with one another, and set up exclusive experience-based items like meet and greets and pre-sale ticketing.
marketing strategy
Not only did we build the vehicle for Terri’s online brand, but we also help drive it. Each month we develop strategies and promotions to engage Terri’s fans and continue creating new ways to discover and interact with Terri online.
And every step of the way, we collect and monitor the data – using every stream, every comment and every page view to better understand who Terri’s fans are and how to serve them.
