Published on

Reaching women 24 to 44

Published in: Self Improvement
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Working Title: AMERICAN MOM Executive Producers: Alicia Molnar, Lisa Ann Walter, Kate Rolston A Webisode Series Real Women with Real Issues
  2. 2. American Mom takes you on a comedic and sometimes ironic journey into the lives of everyday moms across America, who are faced with the often manic juggling act of raising a family while dealing with the many personal issues women face as mothers, wives, friends, sisters, and professionals. And along the way, they discover that they are losing a bit of themselves and need to explore the core of who they and who they’ve become. AMERICAN MOM
  3. 3. AMERICAN MOM Moms carry the biggest burdens: How to pay the bills. How to keep everyone safe. How to rustle up dinner in 20 minutes using 2 cans of tuna and a half bottle of Catalina dressing… When it comes to juggling jobs, kissing boo-boos and rocking the romance on a bi-monthly basis just to keep your guy off the internet chat rooms…nobody beats the American Mom. Moms have so much baggage, sometimes you need some friends with a luggage chart. AMERICANMOM.TV Appeals to W 25 to 44 as a primary demographic with a secondary demo reaching W18 to 54.
  4. 4. AMERICAN MOM Lily, Amelia, Marla, Rocky - Life-long friends who've shared each others loves, break-ups, marriages, pregnancies, triumphs and tragedies. Like most women they perform the plate-spinning act of juggling family and career and face a daily onslaught of modern-day challenges from the mundane - getting all the kids to their various little league/ballet/soccer practices without a road rage incident -  to the truly life-changing ordeals of divorce, job loss, cancer. What these ladies have learned in their 30 plus years is that laughter is not only the best medicine, it's an antidote for all of life's little hideous surprises! In the current economic climate they all face more difficulties than ever, but together they weave a tight-knit fabric as strong as sisterhood. Surrounded by their kids, husbands/exes/boyfriends, abrasive in-laws, cranky bosses and their own critical judgmental Mothers - they find the love and support they need in each other. Appeals to W 25 to 44 as a primary demographic with a secondary demo reaching W18 to 54.
  5. 5. AMERICAN MOM Amelia Former Cheerleading Captain/ Homecoming Queen turned “Most Likely to Spit Out A Few Kids Before All My Friends Graduate College”.  Has lived in the same house with the same furniture, 3 Children and 2 rescue dogs for 16 years. The only thing missing is the Former Varsity Football Captain/Homecoming King turned “Most Likely to Bang Every Cocktail Waitress in Hackensack” ex-husband, Troy. Recently resorted to In-Home sales of various products to make ends meet. Everything from Avon to Amway, she’s got a kit and is building the pyramid by calling in every PTA and Little League favor she’s owed. Favorite Threat: “As God is my witness, I will burn everything I find on your floor!” Marla Upon arriving home from a romantic weekend getaway to the Poconos, Marla stuns the Girls by admitting she and her husband of 8 years – the universally adored Kyle – have separated.  They are the rare couple that everyone agrees are a.) Perfect for each other, and b.) Mutually regarded as cool, fun and virtually free of psychotic tendencies. Fireman Kyle and Marla – a Registered Nurse who’s taken on double shifts to try to get out of the debt that their up-side down mortgage has thrown them in – have spent so much time trying to negotiate their work, home repair, school, soccer and little league schedules that they’ve lost each other to distrust and recrimination. Add in navigating the tricky waters of a mixed religion marriage and the resulting family disapproval and it’s a recipe for drama. Favorite Fighting Words: “Well if you weren’t trolling the internet dating sites, how come I found your picture on Jdate?!! And don’t give me that crap about your Mother put you on there just in case!! By the way, we’re having a tree this year whether you like it or not!!” Characters
  6. 6. AMERICAN MOM Lilly She has a loving happy – now virtually platonic - 15 year marriage to her college sweetheart, a set of high-energy identical twins and a soon to be foreclosed upon upscale house in a lovely suburban neighborhood. Her husband has been downsized, her formally lucrative sales career is currently “freelance” and she lost her health insurance. After her double mastectomy. Initially horrified, Lilly is considering joining Amelia’s In-Home-Sales Force. At least it would be an excuse for her techno-geek addiction. Favorite Phrase: Oh, yeah – that’s awful…um, by the way,  I had Cancer. Raquela – (Rocky) Cougar is the New Black. She has a glamour job as Director of Operations for a National Fitness chain. But aging isn’t her best thing and the young trainer boyfriend (how young?...old enough to know what he’s doing and young enough to do it often) hasn’t proved himself as life partner material so far. He still feeds the dog peanut butter as a goof and insists on rehearsing with his “band” in Rocky’s garage until the cops show up.  She never wanted children, but now has a big one. And – her “last chance” baby is on the way…will she keep both the baby and the daddy? Favorite Vice: Sneaking cigarettes on the balcony and hiding her nico-breath.  Reminds her of being a teenager . Characters
  7. 7. AMERICAN MOM Kyle Marla's Fireman Husband. Newly Separated but still loves his wife. Jack Lily's supportive husband. A great friend, the love is disappearing, however. Koani Rocky's boytoy/friend. Dr. Ruth type - Voice of Reason Appears as a thought bubble to offer advice - often in the form of an advertisement for European Cafe Mix or Bath Bubbles. Other Characters
  8. 8. AMERICAN MOM Possible Topics for American Mom Love Marriage Divorce Career Family Cancer Friends Kids Play dates Sibling Rivalry Affairs Money Issues Loss of Self etc
  9. 9. AMERICAN MOM EPISODE 1, SAMPLE   Lilly and Jack are faced with their biggest social challenge ever when teenage daughter Danica wants to host her first boy/girl party. In the basement, Jack gets in touch with his territorial caveman side and wants to ban dancing, kissing and, well, pretty much boys. Lilly is just terrified that Danica’s growing up means she’ll lose her connection to her (12 year-old) baby and takes her mall trolling for bargains, “Everything is negotiable if it’s got a red line on the tag”! Danica is horrified by her mother across the board and after a dancing to oldies incident at Forever 21 - declares that Lilly isn’t allowed to shop with her ever again.   Meanwhile across town, Amelia has declared the living room off limits to her three teenagers, Bo and Roy and Tiffany, and their various dicey friends as she needs to throw her first in-home sales party. This starts a big battle as smelly teens, their gaming systems and ossified food found under the couch all get tossed. Rocky visits Lilly to set up for Danica’s party amidst the twins pitching a battle royale over who cheated at monopoly leading to a migraine for Rocky and her boyfriend taking the twins, 8, on in a Guitar Hero Death match. This actually restores calm – except to Rocky who moans about dating a giant 29 year old garage band reject.  
  10. 10. AMERICAN MOM EPISODE 1, SAMPLE, con’t As the party begins to roll – Jack welcomes the guests at the front door, glaring at all the boys and universally creeping everyone out. Marla and her two girls show up because this is the first weekend since Marla and Kyle separated and she’s having a melt-down. She drowns her sorrows in Oreos and Yoo-Hoo and corners a 12 year old boy to ask his opinion about whether Kyle was telling the truth about not dating on-line. Maybe they are just spending too many hours apart….? The kid is just happy that a pretty grown-up is talking to him and is finally rescued by Lilly who also intervenes by saving Danica from her Father’s attempts at organizing a “Soul Train” dance line.   She jumps in to make it look like a goof, everyone laughs at the koo-koo pants adults and Danica smiles at her Mom, letting her know she is eternally grateful. As chaos reigns upstairs, Four kids and a big baby of a boy toy/friend fighting over who’s turn it is to beat the Smashing Pumpkins song, Marla cries into her Cheetos with Rocky consoling her, Lilly and Jack adjourn to the laundry room to reminisce about how fun making out used to be.   Back at Amelia’s, the sales party is in full swing in a comparatively clean living room filled with Bo and Roy’s friends spending their tattoo money on her products. Yay!   Confidential, created by American Mom Producers.
  11. 11. AMERICAN MOM <ul><li>Competitive Advantage </li></ul><ul><li>The timing is right in the marketplace, i.e. following a successful launch online - “In The Motherhood” was recently picked up by ABC. </li></ul><ul><li>S ocial media elements will play a very important role in creating an audience and a buzz around American Mom. This show will have weekly character blogs, mobile tie-ins/text in the best show ending, widget downloads, face book apps, twitter buzz, online video syndication, youtube channel, and more . </li></ul><ul><li>This is a major competitive advantage and a true audience driver. </li></ul><ul><li>The show has guaranteed video distribution through in-banner video, native video players and video widgets to a network of vetted relative women’s sites. </li></ul><ul><li>The show addresses how American families are dealing with our current socio-economic times and issues. </li></ul><ul><li>Driven by experienced, successful producers within the Digital, Hollywood and Mom industry. </li></ul>
  12. 12. <ul><li>Moms have their own language and companies who learn [that language], understand it and connect with it will reap the rewards. </li></ul>Source: Forbes, Dec. 07. Nancy Lowman LaBadie, EVP, Marina Maher Communications Consumer Insight ABOUT MOMS Moms make 80% of purchasing decisions Mothers are estimated to be responsible for $2.1 trillion of U.S. consumer spending, controlling about 80 percent of household expenditures, according to BSM Media. <ul><li>Word Of Mom </li></ul><ul><li>There are 35 million moms blogging and when moms find products </li></ul><ul><li>they like, they pass it on, often recommending brands </li></ul><ul><li>87 percent use the Web regularly, per comScore. What's more, 60 percent of their online conversations -- the type of discussions also heard at playgrounds everywhere -- include a mention of brands or products, according to a study done last year by BabyCenter and Keller Fay Group. </li></ul><ul><li>Eighty percent (80%) of all moms 24 to 44 are on mobile devices in the USA. </li></ul>Market Size Buying Power <ul><li>Moms - Powerful by Sheer Numbers </li></ul><ul><ul><li>82.5 Million U.S. Moms - Purchasing </li></ul></ul><ul><ul><li>4.3 million births year in U.S – Evergreen </li></ul></ul><ul><ul><li>2002 $1.7 Trillion </li></ul></ul><ul><ul><li>2007 $2.1 Trillion </li></ul></ul><ul><ul><li>$3.0 Trillion - Estimate </li></ul></ul><ul><li>Source: U.S. Census and Trillion Dollar Moms, Maria T. Bailey and </li></ul><ul><li>Bonnie Worthy Ulman </li></ul>
  13. 13. AMERICAN MOM <ul><li>Guy Kawasaki of How to Change the World February 14th, 2009 </li></ul><ul><li>A quick summary: </li></ul><ul><li>Marketers have an opportunity to utilize communications channels like social networking, text messaging and gaming to facilitate conversation among moms and influence decision making. </li></ul><ul><li>Marketers should consider marketing to mom as both an interconnected woman and a mom, as her interests extend beyond parenting. </li></ul><ul><li>Among digital moms, the gap is closing between TV and other channels in creating initial awareness about products. Marketers should consider the penetration level and relative influence of each channel when determining how, when, and where to reach digital moms along the purchase funnel.” </li></ul><ul><li>Social media and text messaging, instant messaging, and gaming, now used by the majority of digital moms, are no longer niche activities. </li></ul><ul><li>Marketers should recognize the dual purposes (communicating with peers and monitoring their kids) moms of older children have for engaging with emerging technologies, particularly social channels. They should learn more about the challenges moms face when embracing technology, and provide them with better resources and information to help them guide their children. </li></ul><ul><li>Razorfish and CafeMom “Digital Mom” report </li></ul>THE DIGITAL MOM REPORT
  14. 14. AMERICAN MOM “ Life Unplugged” <ul><li>Women 25-49 who are … </li></ul><ul><li>Parents: 64% married w/children </li></ul><ul><li>Intelligent: 63% attended college </li></ul><ul><li>City Girls: 75% A or B county </li></ul><ul><li>Affluent: Average HHI is $74.5 </li></ul><ul><ul><ul><li>What Moms Wants From Mobile </li></ul></ul></ul><ul><ul><ul><li>She is drawn to utility. </li></ul></ul></ul><ul><ul><ul><li>Over index on mobile search, maps, movie info, entertainment news, weather and more* </li></ul></ul></ul><ul><ul><ul><li>SMS is a natural mobile entry point (75% text) </li></ul></ul></ul><ul><ul><ul><li>She prefers mobile web over mobile apps </li></ul></ul></ul><ul><ul><ul><li>Only 2-4% report using mobile apps or widgets </li></ul></ul></ul><ul><ul><ul><li>She wants to participate </li></ul></ul></ul><ul><ul><ul><li>Text-to-win, sweeps and voting </li></ul></ul></ul><ul><ul><ul><li>(the American Idol phenomenon) are most common(48%). </li></ul></ul></ul><ul><ul><ul><li>And wants to be rewarded: </li></ul></ul></ul><ul><ul><ul><li>Ring-tones,wallpaper,games, alerts, products, sales and discounts and mobile coupons </li></ul></ul></ul><ul><li>2008 MMA Mobile Attitudes and Usage Survey *M;Metrics </li></ul>MOBILE DATA And Moms Use Mobile … A35-44 greatest data users* More than 80% use mobile * And is interested in mobile marketing Women age 25-44 over index on being moderately or highly interested in mobile marketing Why Use Mobile to Reach Moms?
  15. 15. <ul><li>Some examples of how American Mom will utilize mobile, all sponsored by the advertisers and with data collection. </li></ul><ul><li>  </li></ul><ul><li>Weekly mobile updates of what the characters are up to and what to expect in next week’s episode. </li></ul><ul><li>A text contest to win a walk on role, a “mom” day, and other contest related items. </li></ul><ul><li>A mobile micro site with downloadable episodes. </li></ul><ul><li>Custom mobile if needed </li></ul>
  16. 16. The Hyperfactory Difference | Mobile Media Team
  17. 17. The Hyperfactory Difference Scripps | Food Network
  18. 18. JC Penney | Back to School 2007 MIX IT UP mobile site online – mobile activation Online Banner Activation Print activation 350K visitors to mobile site 70K pieces of content downloaded 40K SMS alert sign-ups
  19. 19. MTV The Hills - Dove | mobile blog
  20. 20. AMERICAN MOM <ul><li>Digital Video is becoming ubiquitous : </li></ul><ul><li>Video is entertaining and far beats out display advertising </li></ul><ul><li>in its ability to deliver engaging and dynamic content. </li></ul><ul><li>Tremor Media: </li></ul><ul><li>September ‘08: Over 12.5 billion video streams : </li></ul><ul><li>Branded content is a high impact alternative to TV for your brand’s messages </li></ul><ul><li>This Online Syndication program offers: </li></ul><ul><ul><ul><li>In-banner and in-stream video advertising formats. </li></ul></ul></ul><ul><ul><ul><li>Industry-leading click-through rates. </li></ul></ul></ul><ul><ul><ul><li>Elite inventory on top-tier publisher sites. </li></ul></ul></ul><ul><ul><ul><li>Targeted reach that delivers real results. </li></ul></ul></ul><ul><ul><ul><li>Ranked 12th in comScore's Ad Focus Report </li></ul></ul></ul><ul><ul><ul><li>126+ million unique users across 1400 sites monthly </li></ul></ul></ul><ul><ul><ul><li>Mobile Content Distribution Platform </li></ul></ul></ul><ul><ul><ul><li>Fan Based Social Networking Site for 360 O Activation </li></ul></ul></ul>ONLINE VIDEO SYNDICATION
  21. 21. SPONSORSHIPS, 10 episode series AMERICAN MOM *two seasons are available for sponsorship at a reduced net cost <ul><li>Up to 10 products integrated throughout each episode for the entire series </li></ul><ul><li>“ Brought to you by” pre and post rolls </li></ul><ul><li>(6) Six x :15 second pre roll spots during the series </li></ul><ul><li>20,000,000 online video impressions </li></ul><ul><li>100% advertising share of voice on mobile & blog mentions </li></ul><ul><li>Category exclusivity </li></ul><ul><li>__________________________________________________________________ </li></ul><ul><li>Up to 3 products integrated throughout each episode for the entire series </li></ul><ul><li>“ Brought to you by” pre and post billboards </li></ul><ul><li>(4) Four x :15 second pre roll spots during the series </li></ul><ul><li>15,000,000 online video impressions </li></ul><ul><li>50% advertising share of voice on; mobile & blog mentions </li></ul><ul><li>One product integrated throughout the entire series </li></ul><ul><li>(2) Two x :15 second pre roll spots during the series </li></ul><ul><li>6,000,000 online video impressions </li></ul><ul><li>25% advertising share of voice on, mobile & blog mentions </li></ul><ul><li>One product integrated throughout the entire series </li></ul><ul><li>3,000,000 online video impressions </li></ul><ul><li>25% advertising share of voice on the site </li></ul>Exclusive Sweep: Multiple Brands $750,000 Gold: Sponsor $500,000 Silver: Sponsor $300,000 Bronze: Sponsor $150,000
  22. 22. Following a successful stand-up career, Lisa Ann created, produced and starred in two half hour network comedy series, My Wildest Dreams , followed by an ABC sitcom, Life’s Work . Walter also co-starred in the critically acclaimed Bravo series Breaking News . On the feature side, in addition to Bruce Almighty (2003) and Shall We Dance (2004), Walter received rave reviews co-starring in the hit Disney film The Parent Trap (1998). In the remake of the original classic, she appeared as the nanny to Dennis Quaid's daughter, who was played by a young Lindsay Lohan . Prior to that, Walter played Whoopi Goldberg's tarty sidekick Claudine in Eddie (1996). In 2007 Walter played Mabel the bartender in the MyNetworkTV soap opera Watch Over Me . In the spring of 2008, Walter was seen in the comedy film Drillbit Taylor , and also starred on the VH1 reality series Celebracadabra , in which celebrities competed to see who was the best magician among them. Currently Lisa Ann is in production on a series for the Oxygen network called Dance Your Ass Off , which is described as a combination of So You Think You Can Dance and The Biggest Loser . She is Creator and Executive Producer of the show as well. Lisa Ann was Co-creator E.P of &quot;Gonzo Girlz&quot; a show that she created as a web-series that has been picked up to make a pilot for series by Tantamount/Sony and Lion's Gate. Lisa Ann Walter Co-Creator,Executive Producer,Writer,and Lead Actress
  23. 23. Creator and Executive Producer A true pioneer in the internet business, and digital expert, working to excel a company beyond it’s competition, whether it be partnering with top brands for sponsorships/advertising, crafting custom, larger one of a kind, branded entertainment programs, developing partnerships to help build overall web traffic, or creating solid partnerships within the industry that puts the company on the bleeding edge above all others. Leading her sales teams efforts has enable two companies to go public, along with initiating a merger within the internet industry. Alicia has kept company with such companies as Lycos, XOOM, NBC Internet, Eyewonder, BeautyRiot/TotalBeauty, and currently, Ryan Seacrest Productions. Her database of high level agencies and brands puts her ahead of the competition. Alicia has relationships with all the major advertising agencies like Mediavest Worldwide, Digitas, OMD, Zenith Media, and RPA, and has strong relationships with may fortune 100 brands like Sears/Kmart, JCPenney, Nestle, Hershey, Kohl’s, Dunkin Brands, and Kraft. Alicia also brings to the table social media partnerships like mobile, The Hyperfactory, and blogging, through IZEA. Alicia has connections in the TV, film, radio, ad agency, brand, publishing, and internet marketplace. She is also the creator of the show. Alicia Molnar
  24. 24. Co-Creator Producer Kate is a veteran of the New York media and entertainment community. Her leadership, integrity and creative vision have inspired some of the best minds and top talent to her company Real Savvy Media, Inc. with their award-winning media property Real Savvy Moms. Rolston is the Executive Producer of the award-winning PBS TV series Real Moms, Real Stories, Real Savvy and the original series for Coke’s “Live Positively Campaign”, Real Savvy Families. She heads up Real Savvy Media Inc.'s 360 degree sponsorship solutions, and is an integral part of the New Business Team providing innovative and creative communications platforms to generate new revenue streams. After her acting career playing dozens of lead roles in theatres across Europe, Kate starred in Theresa Rebeck’s Loose Knit off Broadway and Eleanor of Aquitaine in The Lion in Winter. With her years of experience as a creative director in Europe and an accomplished actress herself, Kate brings multi dimensional insight to American Mom. Kate Rolston
  25. 25. Rib Hillis   Hillis first got his start on the ABC soap opera Port Charles and has since appeared in dozens of television shows, such as Ugly Betty, Two and a Half Men, CSI , CSI: Miami and America’s Next Top Model . He also has a starring role in the feature film Propiedad Ajena , a dramatic movie shot on location in Mexico, as well as TAOS , a recent “Best of” award winner at this year’s Santa Fe Film Festival.  Hillis can currently be seen on the hit ABC television show, Extreme Makeover: Home Edition , where he is one of the designers.  Extreme is a perfect opportunity for Rib to combine his ease in front of the camera with his joy in working with his hands.  Hillis is also featured on AOL’s Minute Fixes giving homeowners solutions to common household issues.  Since college, he's been a much sought-after model, working in Milan, Paris, Barcelona, London, Sydney, New York, Miami and Los Angeles for such publications as Uomo Vogue, GQ, Esquire and Men's Health, which recently featured him on the cover, as well as countless national and international commercials.  Rib was recently featured in OK! Magazine as  “Man Candy”, as well as US Weekly’s “TV’s New Top Ten Dream Men”.    Born in Suffern, NY and raised in Newton, MA, Hillis' joy in working with his hands was instilled in him by his dad, a self-reliant man who'd rather re-roof his house than have someone do it for him. While in college, Hillis framed houses and did demolition and construction work.  He has also had a successful handyman business, but had to put it on hold due to the increasing demands of his acting/modeling career.  Hillis' passion for acting is second only to his passion for family. He is the proud father of boy/girl twins, Dane and Hannah Rose and enjoys chasing them around the Southern California surf.  His other passions/hobbies include bull riding, rock climbing, Brazilian Jiu-Jitsu, cooking, motorcycles, and studying classical Greek history.  Hillis likes to also keep busy volunteering and working with several charities including the Red Cross and the National Marrow Donor Program.   Actor : actor/host/model/father
  26. 26. AMERICAN MOM Other Actors on Board Marissa Jaret Winokur, Tony Award Winner Rosa Blasi , star of Strong Medicine Other possible actors: Estelle Harris Consultant/s on American Mom: Lori Benson: Documentary Filmmaker,” Dear Talula”, an HBO CINEMAX exclusive 2007
  27. 27. AMERICAN MOM Your Partner and Contact: Alicia Molnar 908-334-7918 [email_address] Fiddle Dee Dee Entertainment, Inc Los Angeles, CA (Owner Lisa Ann Walter)