The Ghost Note
The Ghost Note hired me to find valuable insights for the company from researching the target audience, weaknesses, and potential actions to do.
Survey Insights
I surveyed The Ghost Note customers and people outside of the company to found out what people loved about music and learning about it. I interviewed a mother who wants their children to be physically active yet learn an educational tool, a student who finds comfort with a teacher when learning guitar, and a self-learner who desires to make music they'd love to hear.
The Ghost Note learned it improve their services that help those that are Undecided, Learners, and Self-Starters. With these insights, The Ghost Note can align its values to make all decisions connect to a main theme: Musical & Creative Learning Community.
I also discovered that The Ghost Note has some weaknesses it needs to address such as Brand Awareness (almost no one knew about The Ghost Note in North Texas even in the music community), Pricing (students and parents found the price to be higher than larger corporations like Guitar Center), and Potential Community (there was a sense of community but many customers stated it could be larger).
Customer Segments
I noted customers that would be valuable to The Ghost Note that they should aim to target based on how much they dedicate their time learning music and time spending in social events.
- Extroverted Musician: People who spend more time in social events than learning music. Their potential to become Band Members is high and The Ghost Note should take note of these potential customers who can create a sense of community.
- Personalized Musician: Music enthusiasts who spend more time learning music than socializing. While this group is different than Introverted Musicians, who prefer to learn music than socialize at all, Personalized Musicians have potential to help create a sense of community. In the meantime, Personalized Musicians help enable a music and learning tone to The Ghost Note.
- Band Member: The highest of the high, this group loves to learn music and socialize like not other person on the planet. They bleed music and want everyone to know it. The Ghost Note's top priority is to obtain as many Band Members as possible in order to create a learning music community that would be the best in North Texas.
Rebranding & Tagline
Redesigned the logo and created a character to fit with the customers that The Ghost Note were getting while still aligning with the mission. The Ghost Note teaches mostly children and teenagers who want to learn to play drums, so the ghost character represents that. However, there are two ghosts to align with how The Ghost Note wants to represent a music community.
I also made a new tagline for the company to state: Be Part of the Circle. Not only is it a play of words that it represents to be part of learning drums, but a circle also represents community.
