Company: Spotify

The objective of the Spotify holiday special to get 200,000 people to sign up for the
three-month holiday subscription special by December 31st, 2019. Spotify Is a subscription-
based music service competing with Apple music. Users can pay 10$ per month for the service
but starting Black Friday, Spotify will offer a three-month holiday special which offers three
months of a Spotify subscription for 15$ to new users. The special can be purchased as a gift or
for one’s self. The time frame of the SMP plan is December 1 to December 25. This time frame
is specified because many people are buying gifts for family and friends for Christmas and other
holidays.
The SMP is to focus on having customers buy the special as a gift to others. The main
message is it’s an easy gift that everyone is going to like. The SMP is a relationship building tool
because it is spreading the message of giving during the holiday season. With the posts, people
will feel like they’re giving a friend or loved one a great gift that they will use, and they had to
put in little effort to purchase the special. Give the gift of music is the saying of the SMP plan.
The primary public of the SMP are Christmas shoppers. Christmas shoppers are the primary
public because they often have to focus and stress about getting many gifts for many people.
The SMP plan will appeal to this public because it will outline how easy it is to give Spotify. A
few posts will outline just purchasing a subscription rather than mentioning buying it as a gift.
The SMP will be administered through the main social media networks of Instagram,
Twitter, and Facebook. Spotify already has a large social media presence with 3 million
followers on Twitter, 21 million on Facebook, and 3.5 on Instagram. The SMP could utilize paid
advertising on social media, but with the current number of followers, it is not necessary. The
frequency of the postings will be at 2:00 p.m. EST every three days. Spotify is very active on
social media and the majority of their posts promote artists’ new music. That is to stay the
same as it draws a lot of attention to the pages. This SMP plan is to be added onto it and will be
every three days to avoid over posting about the special. One platform will post about it each
day. Not all Twitter and Facebook posts will have pictures to go with them.