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PARADIGM TALENT AGENCY

PROPOSAL

September 2019

*This proposal is private and confidential intended for the eyes of the Paradigm team members only. Unauthorized views or sharing of this document is prohibited. 

SUMMARY:

 

The GoodBrain Digital Studios, a full-service video production and brand strategy agency, has a few big ideas to engage working with Paradigm Talent Agency.

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A LITTLE ABOUT US:

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We're a small group of former executives from backgrounds like the Hollywood studios, tech, video production, consumer products and more who got tired of working for corporate bureaucrats. When Youtube launched in 2005 it was the signal for us that the playing field was being leveled and things were really changing.

 

We cut the cord in 2007, forming a small band of expert renegades to become entrepreneurs and freelancers of a new kind of production company + brand strategy & media agency in an emerging direct-to-consumer driven digital world.

 

At the time, our peers said it was stupid. So of course, we did it anyway.

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More than 10 years in we're getting pretty good at this and our peers have gone the way of Blockbuster Rentals. The strategies we've employed since inception like: video marketing; personal branding via social media; thinking and acting like a media publisher; consistent content as a strategy; and digital direct-to-consumer to name a few...are winning big-time. 😎

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OUR STRATEGY

(SNAPSHOT VERSION)
  • THINK AND ACT LIKE A PUBLISHER
  WHY?
#1. You have NO control and are at the mercy of gatekeepers
Gatekeeping publishers and broadcasters
choose (not you):
  • Who gets chosen...
  • What's important...
  • Who gets best placement...
  • The narrative...
  • The creative...
  • et. al.
#2. Paradigm has access to the talent and can cut the cord to being 100% dependent on others for promotion and attention.
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What IF your relationship with big publishers was more balanced and THEY wanted to work with you to syndicate your content?

YOUTUBE

Summary of what we will do:

 

  • Build and manage a dedicated branded Youtube channel 

  • Consult with you on brand marketing and advertising strategies

  • Optimize the channel, videos and thumbnails for organic search (SEO)

  • Perform all video production: lights, camera and action

  • Create video links inside videos to drive viewers to all of PTA's activities

  • Create a content strategy and scheduled calendar with PTA and team:

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      This includes what kinds of videos to make​

      ............... when to release videos

      ............... how often / frequency

      ............... edit / adapt for native upload on other social media platforms

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Time Commitment:

About an hour...

We will work around artist availability and film on location. 

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CUSTOM PLAYLISTS

We can create Playlists like pages on a website for Paradigm's divisions that could include Music, Film & TV, Books etc.

The key to a great content strategy is all about delivering VALUE on a consistent basis.

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Value can come in many forms like: information, inspiration, education and entertainment. We match content with what that particular audience wants.

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Consistency is also what activates Youtube's algorithm to optimize exposure and Adsense revenue paid to us by Youtube.

We start with the end in mind by reverse engineering this content approach...        It's all about figuring out what's valuable to the audience and giving them what they want.

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For example:

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We might create a Playlist called, Behind the Music. The content might be all about the stories behind your favorite songs.

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How do we put EVERYTHING under one roof?

  • MUSIC

  • FILM & TV

  • BOOKS

MONETIZE YOUR YOUTUBE VIDEOS

Youtube pays you when you monetize your videos via the Youtube Creator Program thru Adsense. 

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Youtube serves up relevant ads on your videos and pays you for every view and click. 

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Video views are like compounding interest...they can add up fast, especially if you have dozens or hundreds of videos on your channel all making money at the same time.

We believe that based on Kevin's popularity and existing social media presence on places like LInkedIN, FB and Instagram, we could probably build a Youtube channel subscriber base quickly by cross promoting in a short period of time. 

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More subscribers usually equals more views per video and leads to higher Adsense revenue. 

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This revenue could potentially cover some or all of the costs to manage the channel.

 

Heck, if the channel does really well on its own, it could be a very profitable source and always in the Black.

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MORE WAYS TO MAKE MONEY

Brand integration and Sponsorship are also viable ways to monetize Youtube video content.

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Our own show, Behind the Brand uses the same model:

  • Adsense revenue

  • Sponsorship revenue

  • Brand integration partnership revenue

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We believe based on Kevin's popularity we could find brand partners and sponsors for the channel in a reasonable amount of time.

 

This biz dev could be included in our management package. 

Disruption of the traditional broadcast TV model marches on...

TV isn't dead...

It's evolving and being redefined as we speak.

The thing about traditional TV is that it's risky and expensive to produce content AND advertising is way overpriced

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Attention is the asset...

When you build your own community, you have the attention of those who have opt'd in to be part of it. 

 

One big benefit is that you no longer need to spend money renting someone else's audience (aka paid advertising).

 

You've earned the right to reach them--and they are at your fingertips eager to engage. 

Cable networks like HBO bumped broadcast... 

OTT platforms like Netflix and Amazon are bumping cable networks and studios...even Apple just announced their OTT services. 

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But Youtube remains fertile ground to produce reasonably inexpensive and affordable original programming that can be monetized, in both short-form and long-form.

 

Whether it's selling a product or providing solutions to problems, direct-to-consumer is where it's at.

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All things considered, Youtube is one of the best ecosystems to build an audience and community that is watching on multiple screens--sometimes simultaneously.

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MAIN OBJECTIVES -- Why do this?

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  1. Continue to build the PTA brand into a profitable, powerful force of influence and credibility.

  2. Create a (PTA branded Youtube channel) platform that will serve as a brand umbrella for all of PTA's relevant associated activities. ​

  3. Build PTA's Youtube channel into a source of incremental revenue to enable this plan to scale over time. Revenue sources could include monetizing videos paid by Youtube, brand sponsorship and integration and more.

  4. Use the incremental revenue generated from the Youtube channel to power some or all of the activities performed by The GoodBrain.

  5. Create new opportunities using the Youtube channel to develop existing talent AND find + attract new talent (use as an incubator of sorts).

  6. Get more milage out of video content for Youtube where possible by adapting it for native upload to cross promote with PTA's other social media channels including LinkedIN, FB, Instagram etc. to grow audiences; gain new downloads; find leads and sales and more. 

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TACTICS & PLAN -- What are we going to do?

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Without overstating the obvious, we want to be clear:  THERE IS NO SHORTCUT, HACK OR GUARANTEED CHEAT CODE TO WIN THIS GAME. There's also no "incremental revenue" (yet) from a new marketing plan undeveloped and untested. If there were an exact formula to get the results we want, we'd be doing it the same way every time--and so would everyone else!    

 

That said, there are plays from our playbook that we've run a lot for other clients that we know work well. Our methods include low-risk (capital) experimentation and testing using proven strategies from our own case studies over the last decade of getting good at this stuff.

 

We also have the advantage of being approved Youtube Partners with insider information that the average agency or production company cannot access. #CompetitiveAdvantage

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We are good stewards of your budget and time. The good news is that digital metrics don't lie. When something works and shows us the right ROI & KPI, we keep doing it. Following the sports metaphor of the playbook...

When it doesn't work, we cut it and try something new until we find the play(s) that work best against the teams you compete with in your league (aka the competitive landscape).

 

If you're still on board, read on...

MORE SUBTLE EVIDENCE   IN A SHIFT TO YOUTUBE...

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It's subtle and easy to miss the significance but take a look at what's happening...

 

Especially for legacy talent--people who have mainly played in mainstream media, but foresee an eventual tapering off or are worried about staying at the top of their game as they age or become less relevant.

HOW MUCH DOES THIS COST?

Option #1 

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  • Video production + channel management package 

    • Set up Kevin's Youtube channel​​

    • ​Optimize channel for titles, tags, SEO and monetization
    • Production of [3] videos per month​, batch produced in NYC or LA

    • Additional edits to adapt for social media cost extra, TBD based on request

    • Brand sponsorship business development with 50% commission revenue share

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Cost:

$6,000 per month with 12-month contract or $10,000 per month w/out contract. 

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Estimate Monthly Revenue from Adsense:

$2,000 per month

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Estimate Monthly Revenue from Sponsorship:

$4,000 per month

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Net profit:

$0 (based on 12-month contract)

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*Net profit calculation does not include the value of marketing and promoting other O'Leary products and services. Incremental sales from this exposure might be significant. 

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Option #2  - Recommended for best overall value and ROI

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  • Video production + channel management package 

    • Set up Kevin's Youtube channel​​

    • ​Optimize channel for titles, tags, SEO and monetization
    • Production of [10] videos per month​, batch produced in NYC or LA

    • Additional edits to adapt for social media included

    • Brand sponsorship business development with 50% commission revenue share

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Cost:

$12,000 per month with 12-month contract or $28,000 per month w/out contract. 

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Estimate Monthly Revenue from Adsense:

$7,500 per month

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Estimate Monthly Revenue from Sponsorship:

$7,500 per month

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Net profit:

$3,000 (based on 12-month contract)

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*Net profit calculation does not include the value of marketing and promoting other O'Leary products and services. Incremental sales from this exposure might be significant. 

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Option #3

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  • Video production + channel management package 

    • Set up Kevin's Youtube channel​​

    • ​Optimize channel for titles, tags, SEO and monetization
    • Production of [15] videos per month​, batch produced in NYC or LA

    • Additional edits to adapt for social media included

    • Brand sponsorship business development with 50% commission revenue share

​

Cost:

$30,000 per month with 12 month contract or $50,000 per month w/out contract. 

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Estimate Monthly Revenue from Adsense:

$15,000 per month

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Estimate Monthly Revenue from Sponsorship:

$15,000 per month

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Net profit:

$0 (based on 12-month contract)

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*Net profit calculation does not include the value of marketing and promoting other O'Leary products and services. Incremental sales from this exposure might be significant. 

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That's it for now!

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Thank you for taking the time to review our proposal, we look forward to hearing from you.

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We'd be happy to set up a follow up call to walk you thru this plan and elaborate on details.

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-Bryan Elliott

​

The GoodBrain Digital Studios

e: bryan@thegoodbrain.com

m: 949-205-6262

  WHY NOT FLIP THE SCRIPT?