Dish Network Media Plan

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Media campaign done for DISH Network and their traveler's segment. Done in Advanced Media Strategies through the Texas Media Sequence at the University of Texas at Austin.

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Dish Network Media Plan

  1. 1. DISH NETWORKCONNECTED TO THE NOW 1 EXECUTIVE SUMMARY CAMPAIGN SCOPE 2 SITUATUATION ANALYSIS TARGET MARKET 3 SCHEDULE 4 CONTINUOUS 5 TRAVEL PART 1 6 Travel Part 2 7 Technology 8 Entertainment 9 Budget 10 Call to Action EXECUTIVE SUMMARY DISH Network’s unique technology offers a heightened experience with live-streaming capabilities that has helped the company maintain its strong brand presence in the Pay TV market. As the first provider to offer live TV content via tablet, DISH has constructed a competitive advantage through its multi-platform presence. In spite of these strengths, the company continues to primarily focus on price-benefit promotions that do not convey a brand identity its core target can connect with. DISH is more than satellite, and consumers need to know this. Throughout our campaign, CSR Media will demonstrate how to take DISH from a commodity to a brand. By emphasizing constant connectivity and engagement with the consumer, we aim to create a cohesive brand experience across multiple touch points--thus keeping DISH Connected to the Now. 1
  2. 2. COMPETITION DISH is not the only provider of DVR services and mobile live TV. Currently, DISH is viewed as a commodity and not a brand. It is sought after mainly on price competitiveness and not the experience that DISH can offer subscribers. Additionally, consumers are increasingly switching from traditional television providers to streaming video services. FAST TRACK FAMILIES These families strive to be up to date on the latest technologies. The adults travel for business and also participate in leisure travel during seasonal times and children’s break. AGE: 30-452 LOCATION: Hotspots: Hispanics • Buying power is expected to increase to $1.5 trillion by 2015. • Outpace all ethnic groups in mobile data service consumption, hispanics spend 68% more time watching video on the internet • Hispanics spend 20% more time watching video on their mobile phones compared to non-Hispanic whites.3 • Contribute a larger share of disposable income in states where they are more represented. California, Texas, Florida, New York, and Illinois continue to be Hispanic-dominant states.4 • Want the latest technology and regularly read up on consumer tech developments • Highly social and engaged online • 43% of travel is for business, 57% of travel is for leisure5 • Leisure travel is 11% by air, 79% by car • Business travel is 33% by air, 48% by car6 • Want access to video entertainment anytime and anywhere • Perceive TV and movies as the best way to spend their down time TARGETSITUATION SYNOPSIS FRESH OUTLOOK By positioning DISH as an experience rather than a piece of technology, DISH will rise above competitors and leverage the cord-cutting phenomenon.1 hopper Explore Anywhere Transfers DISH Network 1. http://www.forbes.com/sites/dorothypomerantz/2014/03/04/dish-disney-deal-could-help-speed-cord-cutting-options/ 2. http://academic.mintel.com/display/682936/ 3. http://advantage.marketline.com/Product?pid=5B7E50D3-AB4E-4D28-9F94-DA937F454D38&view=SWOTAnalysis 4. http://academic.mintel.com/display/671996/?highlight 5. http://www.sojern.com/infographics/summer-travel-trends-2013-infographic.html#.Uz2_Pq1dXvD 6. http://www.ustravel.org/news/press-kit/travel-facts-and-statistics
  3. 3. HIT THE ROAD WITH HOPPER Hit the Road with Hopper is a YouTube series that will feature a host accompanied by Hopper, a Kangaroo mascot, who travelsaroundthenationhelpingyougetthedishonallthings related to travel, tech, and entertainment. Aligning with our target’sinterestsandtheirdesiretobeconnectedtothenow. This series will feature exclusive content related to current happenings within each topic. Ultimately, this series will be one of the many tactics used to emphasize what makes DISH the most unique satellite provider in the world: live content that no longer has to live at home. TRAVEL Showcase events, activities, and attractions in popular destinations across the nation. TECHNOLOGY Cover events such as conventions and product launches, as well as interviews with prominent figures in the industry. ENTERTAINMENT Feature entertainment news and interviews with popular television stars for recaps of past seasons and insight on biggest moments for the Fall. The Hopper will also make a special Red Carpet appearance at the Emmy’s on August 25th highlighting behind-the-scenes footage. ALWAYS ON THE GO CONTINUOUS SEARCH & SOCIAL MEDIA Social Media Our social media efforts throughout the campaign will center around current events throughout the summer that impact family travel and media consumption, ranging from holidays to the World Cup. Ultimately, our social content will focus on driving conversations with our audience. This will include: • Monitor who is mentioning DISH and in what context • Manage complaints to build positive brand sentiment • Share image and video content from Hit the Road with Hopper, current events and holidays At the end of May and June, we will be running promoted posts on all of the above to drive our target to our YouTube series, Hit the Road with Hopper. We will additionally run promoted posts during the two weeks of our Instagram contest #LiveNow. Immersion Airport Lounge DISH will travel around the country setting up Wi-Fi enabled, interactive lounges at four major airports that offer passersby the opportunity to experience the Hopper in action while waiting for their next flight. Charging stations will be available, while visitors can access live TV through their own devices or those provided. Visitors will be encouraged to explore the Hopper app on tablets, as well as on multiple IPTVs placed in the lounge. There will also be a kid-friendly area of the lounge with bean bag chairs and tablets connected to the Disney Channel. To incentivise social mentions of the lounges, we will encourage visitors to tweet and/or Instagram photos of themselves in the lounge with the hashtag #DISHLounge. If they do so, they will get a free polaroid print of the photo they posted via the Instaprint. 3
  4. 4. VIDEO Television on ABC and Univision • “No matter where you are, don’t miss a minute of the game” (World Cup) • 30 second advertisements emphasizing that it is easy to stay up-to- date on all the in-game action with the Hopper technology AOL on Travel • Three weeks of pre-roll advertisements with clips of Hit the Road with Hopper, specifically travel episodes • Focus of driving traffic to the YouTube channel and series BuzzFeed • We will have BuzzFeed create two branded videos on behalf of DISH • Each will feature original content that relates to travel interests and will foster a favorable brand association with DISH • The focus of content will be to create sharable experiences with the brand OOH Transit Advertisements • Five buses fully wrapped will travel on different routes through the heart of New York City • Placed for four weeks, coinciding with the location of the airport lounge and related tech event “Disrupt NYC” • A full-color design highlighting portable live TV with the Hopper, as well as the lounge at LaGuardia Airport Social Media Throughout this flight, organic social content will be posted daily, pertaining to relevant topics, such as holidays like Memorial Day and summer travel trends. Additionally, we will encourage consumers to have access to live TV in time for the World Cup, starting the second week of June. Flipboard Native Ad HID Travel Channel Skin • Three weeks of high-impact skin on Travel Channel homepage • To increase frequency of messages and syncing with AOL On Travel pre-roll advertisements Expedia Interstitial • Interstitial advertisements on Expedia loading pages • Reach the target at the moment of trip planning • Positioning DISH and the Hopper as an essential part of the travel planning process BuzzFeed Article • Sponsor a travel-related native article on BuzzFeed • Post would have mostly unbranded content, with mention of DISH products only at the end; “Top 10 Road Trip Activities” ending with using your Hopper to watch recorded shows on the road TRAVEL PHASE 1 Instagram Contest Post 4
  5. 5. Social Media Throughout this second travel flight, more organic social content will be posted daily pertaining to topics such as the Fourth of July and summer activities. Additionally, occasional posts fostering direct conversions and conversations with the target will be posted. INSTAGRAM CONTEST- #LiveNow When: Entry- Sunday, July 27th 12:00pm - Saturday, August 9th 11:59 pm Voting- Monday, August 11th 12:00pm - Friday, August 15th 11:59pm What: 2 Grand Prize winners will each receive 1 FREE YEAR subscription to DISH Anywhere America’s Top 250 and 4 round trip tickets on Southwest to any location the airline flies. Guidelines: Users post photos to their Instagram account of cool, interesting, unique locations they wish they could watch Live television, but currently can’t. To be entered they must follow and tag @dishnetwork and include the hashtag #livenow. The top 10 submitted photos will be posted on DISH Network’s Facebook page, and the two photos with the most likes at the end of the week (August 15th), will win the grand prize. OOH Transit Advertisements • Five buses fully wrapped will travel on different routes through the heart of Orlando • Placed for four weeks, coinciding with the location of the airport lounge and high summer travel to destinations like Disney World and Universal Studios • A full-color design highlighting portable live TV with the Hopper, as well as the airport lounge at the Orlando Airport HID Expedia Interstitial • Interstitial advertisement on Expedia loading pages • Reach the target at the moment of planning • Positioning DISH and the Hopper as an essential part of the travel planning process Huffington Post • Two weeks of native articles on Huffington Post Travel • Covering topics such as interesting travel destinations and events • Overlapping with the Instagram contest BuzzFeed • Sponsor two travel-related native article on BuzzFeed overlapping with the Instagram contest • Posts would have mostly unbranded content, with only a slight mention of DISH products only at the end • Examples of posts: “Top 10 Fourth of July Destinations in the US”; “20 Road Trip Destinations That You Shouldn’t Miss This Summer” VIDEO AOL on Travel • Three weeks of pre-roll advertisements • Clips of Hit the Road with Hopper, specifically travel episodes • Focus of driving traffic to the YouTube channel and series BuzzFeed • We will have BuzzFeed create two branded videos on behalf of DISH • Each will feature original content that relates to travel interests and will foster a favorable brand association with DISH • The focus of content will be to create sharable experiences with the brand Travel Channel • “Where are you going this summer? Let DISH go with you.” • Emphasize the multiplatform capabilities of live TV access with the Hopper TRAVEL PHASE 2 5
  6. 6. Video AOL on Travel • Three weeks of pre-roll advertisements on TechCrunch and Engadget • Clips of Hit the Road with Hopper, specifically tech-related episodes • Engaging the tech enthusiasts in their element • Timed with the developments in the Tech community during this time, especially the Apple Worldwide Developer Conference, TechWeek Chicago, and resulting media coverage BuzzFeed • We will have BuzzFeed create one branded video on behalf of DISH • It will feature original content that relates to technological development • Will foster a favorable brand association with DISH, especially among tech enthusiasts • The focus of content will be to create sharable experiences with the brand OOH Featured TechWeek Sponsorship: Chicago June 23-29, 2014 • Premium branding for DISH both online and on site • 20x20 booth to show off the latest DISH technology • Engage and influence opinion leaders within the tech community Transit Advertisements • Five buses fully wrapped will travel on different routes through the heart of Chicago • Placed for four weeks, coinciding with the location of the airport lounge and TechWeek Chicago sponsorship • A full-color design highlighting portable live TV with the Hopper, as well as the airport lounge at the Chicago Midway Airport Social Media Organic social media in this time period will relate to tech events and shared videos from Hit the Road with Hopper. Additionally, content will be centered around relevant tech topics and will periodically encourage followers to “give us the DISH on their experiences” with these events, products, and developments. TECHNOLOGY HID Flipboard • High impact, native ads on Flipboard, a customized news and social application • This will complement the concurrent pre-roll advertisements on TechCrunch and Engadget • Over a quarter of monthly readers on TechCrunch and Engadget are on Flipboard1 Mashable • Native advertisements on Mashable, a highly visited blog on all things tech, entertainment, and social • Specifically targeting tech readers on the site2 BuzzFeed • Sponsor three tech-related native article on BuzzFeed3 • Post would have mostly unbranded content, with little specific mention of DISH products only at the end • Timing of posts related to Apple Worldwide Developers Conference and TechWeek Chicago 1. http://techcrunch.com/advertise/, http://www.engadget.com/advertise/ 2. http://royal.pingdom.com/2013/03/01/blog-readership-demographics-2013/ 3. http://www.buzzfeed.com/advertise
  7. 7. VIDEO TV- ABC • “No matter where you are, don’t miss a minute of the show” (Emmy Awards) • 30 second ads leading up to the Emmy Awards on August 25th • Further emphasize the benefits of live TV access for the programs that simply cannot be missed • Inform and incentivize viewers to subscribe in time for their favorite upcoming shows with the multiplatform accessibility of the DISH Hopper technology to view live content AOL on Entertainment • Three weeks of pre-roll advertisements on Huffington Post Entertainment, hosted by AOL On Entertainment • Clips of Hit the Road with Hopper, specifically entertainment- related episodes • Timed with entertainment topics and trends such as the Emmy Awards Terra • Pre-roll advertisements for seven weeks on Terra, a lifestyle, entertainment, sports and news website for the growing hispanic community in the United States HID Flipboard- Huffington Post • Three weeks of high-impact ads on Huffington Post through the Flipboard platform • Focus on the product benefits of DISH and driving orders • Highlight current happenings and live events to establish the need for live programming Mashable • Native advertisements on Mashable, a highly visited blog on all things tech, entertainment, and social • Specifically targeting entertainment readers on the site Social Media In this time period, organic social media will focus on entertainment and shared videos from Hit the Road with Hopper. Additionally, content will focus on timely entertainment topics as they pertain to those who are traveling and are interested in staying up to date. This medium will also be used to reinforce the Search and other HID that are driving our orders. ENTERTAINMENT OOH Transit Advertisements • Five full bus wraps on different routes that travel through the heart of Los Angeles • Four week placement coinciding with the location of the airport lounge • A full-color design highlighting portable live TV with the Hopper, as well as the airport lounge at LAX 7
  8. 8. FLOWCHART 8
  9. 9. BUDGET
  10. 10. Recommendation Taking Hit the Road with Hopper A Step Further • Integrate an app that has a map (via mapquest), gas station locator, and wifi HotSpot locator • Employ interactivity that rewards users with points each time they share or interact with the application through their social platforms • These reward points can be put toward discounts on different DISH bundles, and possibly discounts for more customized DISH packages in the future Microsoft Tag IDs • For future campaigns, create a custom QR code on all 2D printed/package materials that can then be shared via mobile devices and take customers directly to the landing Connect page on DISH.com • Will further integrate digital and traditional vehicles together • More customizable than normal QR codes, standing out in the clutter Call to ActionThrough our primarily digital campaign combined with strategic out of home touch points, CSR is prepared to take DISH from just another television provider to an experience driven by culture. Utilizing travel, technology and entertainment our goal is to connect with fast track families wherever they are on their journey. Our tactics aim to establish DISH as a travel essential. By honing in on our target and focusing on the conversations that we will cultivate, DISH will drive demand for consumers looking to live in the now. If given the opportunity to implement our strategy, CSR Media will not only achieve your business objectives, but also our own goals of establishing DISH as the premiere live TV provider. 10

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