Hamilton Case Analysis

Name: Rani Jayoghli

Due Date: 10-21-17

Hamilton Case Memorandum

DATE:         October 19, 2017

TO:                Lin-Manuel Miranda, Creator in the Broadway Musicals Hamilton

FROM:        Jayoghli and Alvarez Consulting Associates

                Rani Jayoghli (Principle Writer) Christian Alvarez (Principle Editor).

RE:                 Analysis of Hamilton’s new challenges towards driving new success                         towards his new programs in the future and evaluate some key factors that                         made his fan base blow up leading to his outstanding success.

Thank you for giving up the chance and the opportunity to work with your program and advise you our opinion towards the new challenges that will be faced in the future. As asked for, we had analyzed your program and had set some key attributes towards what made Hamilton a success story but had also determined that their needs to be an adaption campaign set to meet the new trend of the digital world when beginning a new program such as Hamilton. Our analysis suggests that in order for your future programs to respond efficiently such as the previous “Hamilton” to the new digital age, it needs to adapt and integrate a new marketing strategy to meet the needs of its audience. Based on our study we have reached the following conclusion:

1. Hamilton and Miranda had utilized some key tools in marketing to make there program stand out from many others. One tool is by using key important figures with a huge fan base to market their program such as Oprah Winfrey and Jennifer Lopez. Them both had contributed to the program by engaging thousands of people to engage through social media by using the hash-tag #Ham4Ham.    
2. Miranda’s fan base on Twitter reaching 578,000 followers had also contributed towards a viral buzz and building brand awareness. Creating a social media buzz had a reflection from both music fan base followers and celebrity interaction with the program.  

The remaining of this memo we will further investigate the first segment and determine how to face the digital innovations and to set a firm solution. The second segment is dealing with having an outburst on future programs through key marketing strategies and developments. Each segment will also offer a conclusion and a recommendation.

Contribution of Digital Advertising Analysis:

According to our analysis we have determined that everything is tied together, for example, in order for Miranda to drive similar success to future programs, Miranda needs to utilize his celebrity movement that he used for Hamilton as well as building a viral buzz on social media through hash-tags and shoutouts. This will create the fan base and other interested people to interact with the program and possibly drive more potential followers to Miranda’s social media page and his future program set.