Brand Development, Marketing Strategy
Michelle Rhea Goddard
Company Background
Michelle Rhea Goddard is an Americana singer-songwriter based in Nashville. Michelle established God's Voice LLC to produce, publish and distribute music that connects her listeners to life’s journey of love and transformation. Her music can be described as one part California cool mixed with a smattering of honky-tonk, bluegrass, country, and Americana.
Problem
Michelle moved from Silicon Valley to Nashville right before the pandemic to pursue her dream to be a singer-songwriter. During 2020, she recorded a 17-track album. To release her album and move into a new phase as a recording artist, Michelle needed to build her brand foundations and work with a marketing partner to get her name and album out there.
Solution
Michelle was looking for someone to help build the foundations of her brand as she was getting ready to launch singles for her debut album, in addition to the album. She needed someone help develop an entire marketing and creative strategy, in addition to writing messaging, building a website, landing press hits, and launching merchandise.
“Working with Alexa and constructing my brand was a joy. I’m grateful that I found her and that we’ve been able to find a clear ebb and flow with our work styles and achieve objectives together. Had I not brought Alexa on board, listened to her counsel, and given her the autonomy to guide aspects of my business and brand, I’m not sure where these entities would be today; she’s made an undeniable and indelible impact.”
How We Executed This Project
Created brand messaging and positioning, including persona development, values, brand storytelling, and more
Developed overall creative strategy with individual strategies for content marketing, social media, email marketing, digital and print advertising, press, and e-commerce
Managed the creation of several assets: website, press FAQs & messaging, editorial calendar, EPK, brand book, music videos, artist playlists, merchandise, emails, social media collateral, print and digital ads
Collaborated with a graphic designer to create a consistent and cohesive visual and verbal brand vision
Created an album launch strategy, including identifying key activities, deliverables, creative concepts, messaging, and timelines
Regularly looked at analytics and adjusted the strategy and tactics
Outcomes
Ad placements in 5 publications
3 playlists created were featured on Pandora AMP Fresh Cuts Radio
2 album reviews in Americana Highways and New Releases Now
Held a steady email open rate of 50% and built the audience from 0-90 contacts
Launched 6 singles and a 17-track album
Launched 2 merchandise collections
As of Dec. 2022, Michelle has had over 1,300 streams on Pandora and 700 on Spotify
Grow social audience by 7%, with several channels from scratch: YouTube, Email, Facebook page
Increased YouTube watch time, which resulted in royalties earned
Published 30+ blogs and 6 music videos
