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ATTN: Letter to the Editor The Beacon 11200 SW 8 St. Miami, Fla. 3399 Feb. 18, 2013 Dear Editor, Im writing to inform you of our effort to raise awareness of WBFS amongst college students. We invite you to have an exclusive look and cover our event WBFS Recycle Your Reruns Exhibit, which the attendance is expected to be over 500 guests. The event will bring reruns to its maximum potential by getting students to recreate any part of the show that they love the most with recycle materials. Our intention is to bring students closer to the idea of watching reruns on WBFS and establish a relationship with the network. The event will showcase work of local artist in order to incentivize participants and visitors. The event will enthuse and familiarize students with WBFS and repeating their favorite shows. A media advisory is attached with this letter to inform you in detail exactly what the event will consist of. Sincerely, Catalina Olaya (954) 773-3143

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Media Advisory WBFS hosts WBFS Recycle Your Reruns Exhibit. WBFS introduces their new slogan, The best things in life deserve a repeat, and its new look that will launch this fall. MEDIA INVITE WHAT: WBFS is hosting an event to raise awareness among college students. WBFS Recycle your Rerun Exhibit asks students to create their favorite show with recycled material. We want them to get involved with WBFS, create a connection through social media, and remember that the best things in life deserve a repeat. WHEN: Saturday, August 10, 2013 5 p.m. to 10 p.m. WHERE: The Pavillion Salon at Soho Studios at The Wynwood Convention Center 2136 NW 1st Ave. Miami, FL 33127 VISUAL AND INTERVIEW OPPORTUNITIES WBFS will have a private reception at 5 p.m. for participants and media before the doors open to the public at 7 p.m. _______, _______________, and ________ are going to be presenting the winners and sharing their stories with the public. iPads will be available for voters to choose their favorite recycled art piece through Facebook and Instagram. TECHNICAL MATERIALS Interviews with the participants are available. Catalina Olaya Public Relations Director (954) 773-3143
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PROMOTIONS In our research we found our target audience is very connected though social media. Since the Internet and social media are a big influence on consumers, it is imperative we implement social media for our contest. Online social media promotions have the potential to go viral and elicit interactivity with the audience. Event Marketing Marketing Goals Create awareness of WBFS through rebranding Increase viewing among college students Develop social media venues Engage target market on social media Event: WBFS Radio Repeat Contest Title: WBFS Repeat Location: Local radio stations: Y100, Power96, 99Jamz Date: Ongoing Purpose: Serves to create awareness of the brand & announce Campus Tour dates Event Description: Contestants will call the station and compete to see who can repeat WBSF the most. Winner wins a prize. Event: WBFS Campus Tour - Recycle Your Reruns Challenge Title: WBFS Campus Tour Location: Local colleges and universities, in high-traffic areas on campus Date: Ongoing, tour dates announced ahead of time via media Admission Fee: none Expecting: 300+- students Event Description: Students enter the contest online via Facebook (liking the WBFS page is a requirement to enter the contest). All participants will be mailed a t-shirt for entering the contest (limitation option: only 100 entries per school).
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RULES: Ten participating institutions in South Florida: Barry University, FIU, Miami Dade College, Johnson & Wales, St. Thomas, Florida Atlantic University, University of Miami, Keiser University, Nova Southeastern University & Broward College. One grand prize winner in each school, ten total grand prize winners overall in South Florida. Participants must create an art piece related to one of the television shows on WBFS utilizing only recycled materials. An online photo of artwork draft must be uploaded using Instagram & posted on Facebook using the hashtag #WBFScampustour #WBFSrepeats + school initials (Ex.: #WBFSrepeatsFIU) & tagging our pages @WBFS + facebook.com/ WBFS one week before respective campus tour date. All contestants at each school bring their final art piece on their respective campus tour date. The top ten participants per school with the most likes on Facebook & Instagram are announced at respective campus tour event to compete for the grand prize. The top ten participants per school receive exhibit space at Soho Studios in Wynwood during a Second Saturday Art Walk. The studio will: o Hold an exclusive reception Reception is for the top ten participants at each school Each participant is allowed to bring one guest o Give away goodie bags o Hold a contest Prize: $500 scholarship.

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Event Setup: Branded 10x10 tent will have 3 tables closing off the sides in a U-shape. Each table will have iPads setup Giveaways: T-shirts & shot glasses Event: WBFS Recycle Your Reruns Exhibit Title: Recycle Your Reruns Location: Soho Studios - The Pavilion Date: Second Saturday Art Walk Admission Fee: RSVP for reception, open to the public after announcing the winners Free for participants $5 students with valid student ID $10 GA Proceeds go to the $500 scholarship fund. Event time: 5:00pm - participant reception 7:00pm - open to public Expecting: 250-300 guests for reception, over 500 throughout the evening Event Setup: The artwork will be inside the Pavillion Salon of Soho Studios and divided into sections by school. One table at the entrance will serve for checkin purposes; two staff members will operate it. Guests will receive a goodie bag after checking into the event. Ten iPads will be placed at each school section so that guests may vote for their favorite art piece. There will be posters throughout the venue with instructions on how to vote. Food & beverage stations will be set up along with high-top tables & sofas.

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Voting: WBFS will have voting available through their Facebook page, which will have a survey for the event. Voters must a valid Facebook account and like the WBFS Facebook page in order to vote. (Electronic surveys are available for guests who dont have a Facebook.) Event Timeline: 9:00am - 12:00pm: (Setup) Participants will drop off their artwork & setup their designated area 5:00pm: Doors open for participants & guests with RSVP. Each guest receives a WBFS goodie bag & sponsor merchandise 5:30pm: Participant reception begins with an opening statement by ______________ thanking participants & sponsors. 6:00pm: Doors open to the public 7:45pm: Winners are announced 8:00-10pm: Free exhibit Event Summary: This event will showcase the top 100 art works made out of recycled material created for the WBFS Campus Tour: Recycle Your Reruns. All participants will be allowed to bring one guest if they RSVP (additional guests will be asked for a $5 or $10 donation towards the WBFS Scholarship Fund). As doors open at 5pm, guests are greeted with goodie bags filled with WBFS & sponsor merchandise. Food & beverage stations are set up for guests to enjoy. Opening statement by _____ thanking participants/sponsors and explaining the contest. Doors open to the public shortly after ($5/$10 entrance fee). Guests will vote for their favorite art piece by logging onto Facebook, liking WBFS and taking the survey via their smartphone or iPads provided at the event. Winners are announced and given prizes. Doors open to public for free. Sponsorship recommendations: Obtaining sponsorship will cut costs and give the event extra hype. Sponsors to consider are: alcoholic beverage (Bacardi, Heineken), auto (Honda, Fiat), craft store (Utrecht, ID Art), etc.

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Promotional Items

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Venue

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Social Media

TWIITER: Share a moment that deserves a repeat. The best moment gets a mention on The Office tonight at 8pm. #WBSFrepeats HIMYM is about to start! Tweet us your favorite moments from tonights show for a chance to be mentioned in the episode! #WBSFrepeats

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FACEBOOK: Caption this photo. The best caption will be featured on tomorrows Big Bang episode! (Will include a funny photo of one of the Big Band Theory cast members.) Tell us about a moment in your life youd like to repeat. The best things in life deserve a repeat. INSTAGRAM: Competition: o Must be following WBSF Miami o Must repost this pic o Use hashtags #WBSFrepeats Prize: Winner receives a chance to film a commercial for the rerun of their choice!

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Implementation BUDGET

Media Budget

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Evaluation The main objective of this campaign is to increase brand awareness and viewership of WBFS amongst 18-25 year olds in South Florida. Research has shown that there is potential growth for the My33 brand within the Miami - Ft. Lauderdale region. Impact Evaluation Through the communications campaign that Phoenix Integrated Marketing has created, we plan to effectively measure the awareness of our target market through further research and other measurement vehicles. We will gather research monthly and annually to measure the effectiveness of our marketing strategies, public relations promotions, social media and advertisements. Monthly Reports Television Post-Buy: We will track television post-buys on a monthly basis to evaluate the performance of the campaign by measuring levels of TRPs, reach and frequency. Based on the results, we will decide if we want to maintain the same strategy or shift our plan to accommodate discrepancies. Social Media- In order to measure My33s social media websites, we will gather monthly reports to evaluate the amount of followers and likes that were obtained. We will also evaluate the level of engagement our audience has with our social media sites (usage of hashtags, consumer content uploading, participating in conversation driven by the brand etc.) and the amount of earned media the brand is obtaining.

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Digital and Mobile- Digital and mobile performance will be measured through monthly reports that will show metrics, such as, CTR (click through rate), unique users, frequency, etc. This report will also allow us to see and understand the online consumer behavior. We will measure things like: time spent on our website, time spent watching our video banners and what they do once they are on My33 website. These reports will give us enough information in order for us to detect which vehicles are performing well and which arent. This research will allow us to evaluate the performance of the campaign while it is live and make the necessary arrangements to optimize the campaign to obtain better results as it develops. Marketing and promotion: We will constantly monitor our events on campus to evaluate the attendance, acceptance and engagement of our target audience. Annual Reports/Post Testing The annual report will effectively measure the life of the campaign. The metrics used for the annual report will be the same as the ones used for the monthly reports, but our objective will be to analyze the overall impact and effectiveness of our campaign over a years span. Also, we will conduct focus groups and surveys to evaluate the overall brand awareness and acceptance amongst our target audience.

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Appendix A
Q1 What best describes your age? 17 & Under (1) 18-25 (2) 26-30 (3) 31-35 (4) Q2 Sex: Male (1) Female (2) Q3 Are you? Check all that apply. Full time student (1) Part time student (2) Full time work (3) Part time work (4) Q4 What do you do for leisure during the week? Check all that apply. Reading (1) Watch TV (2) Go to the gym/Workout (3) Shopping (4) Bars/Clubs (5) Other (6) Q5 How many hours per day do you watch television? 0 (1) 1-2 (2) 3-5 (3) 6+ (4)

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Q31 Check All That Apply Which Genre do you watch Re-runs of... Action (1) Comedy (2) Drama (3) Suspense (4) Horror (5) Reality TV (6) Entertainment News (7) Sports (8) News (9) Documentaries (10) Q25 Are you aware of the My33 network? Yes (1) No (2) Q26 Do you watch any programming on My33? Yes (1) No (2) Q27 From 1-7, with 1 being your favorite, please order the following programming: Click and drag the options to order them ______ Big Bang Theory (1) ______ How I Met Your Mother (2) ______ King Of Queens (3) ______ Law & Order (4) ______ Dish Nation (5) ______ The Office (6) ______ TMZ (7) Q28 Have you ever heard of the television show called Dish Nation? Yes (1) No (2)
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Q29 What is Dish Nation about? Food (1) Celebrity news (2) Satellite Provider (3) Not Sure (4) Q30 How likely are you watch entertainment news? Very Likely (1) Likely (2) Somewhat Likely (3) Undecided (4) Somewhat Unlikely (5) Unlikely (6) Very Unlikely (7)

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References
References Andreeva,N. (May 24, 2012). Full 2011-2012 TV Season Series Ranking.www.deadline.com. Retrieved April 12, 2013, from http://www.deadline.com/2012/05/full2011-2012-tv-season-series-rankings/ Bazilian, E. (May 31, 2012).Cond`e Nast Finds Magazine Readership Growing Among Millennials Fashion, mens mags adds younger readers. Adweek.com. Retrieved April 3,2013, from http://www.adweek.com/news/press/cond-nast-finds-magazine-readership-growing-among-millennials-140850 CBS. (September 11, 2012). Study Finds Reruns of TV Shows Help Us Cope with Stress. Cbslocal.com Retrieved April 8, 2013, from http://new102.cbslocal.com/2012/09/11/ study-finds-reruns-of-tv-shows-help-us-cope-with-stress/ Cukier, E. (October 16, 2010).Miami- Ft. Lauderdale TV Market.bizjournals.com. Retrieved April 13, 2013, from http://www.bizjournals.com/southflorida/blog/2010/09/ miami-ft_lauderdale_tv_market_no_16.html Hubpages. (n.d.). Generation Ys Top 3 TV shows Of All Time. Hubpages.com. Retrieved April 9, 2013, from http://cferreira.hubpages.com/hub/Generation-Ys-Top-3-TV-Shows HuffPost TV. (February 27, 2013).CBS Ratings: Network Wins February Sweeps In 18-49 Demographic. Huffington Post.com. Retrieved April 12, 2013, from http://www.huffingtonpost.com/2013/02/27/cbs-ratings-february-sweeps_n_2773046.html Knowledge@Wharton. (December 5, 2012). Social TV People are talkingHow Marketers Should Listen. Knowledge.wharton.upenn.edu. Retrieved April 10, 2013, from http:// knowledge.wharton.upenn.edu/article.cfm?articleid=3122 Moldagulova, Z. (March 12, 2013). Netflix, Hulu Plus or Cable TV?.Universe.byu.edu .Retrieved April 11, 2013, from

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References

http://universe.byu.edu/beta/2013/03/12/netflix-hulu-plus-or-cable-tv/ Neilson Company. (2012). Local Television Universe Market Estimates. Nielsen.com. Retrieved April 5, 2013, from http://www.nielsen.com/content/dam/corporate/us/en/ docs/solutions/measurement/television/2012-2013-DMA-Ranks.pdf Stationindex. ( n.d.).WBFS Channel 33.stationindex.com. Retrieved March 20, 2013, from http://www.stationindex.com/tv/callsign/WBFS Wyatt, E.(October 4, 2009). The Big Surprise of Big Bang: The Bigger Audience. The New York Times. Retrieved April 12, 2013, from http://www.nytimes.com/2009/10/05/ arts/television/05bang.html?_r=0

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