Al Jazeera English Recommendations
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Global Strategy presentation outlining recommendations for the Al Jazeera English network to overcome stereotypes and better penetrate the US market.
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Al Jazeera English Recommendations
- 1. Al Jazeera English David BenBassett, RamyaTallapragada, Sonaly Patel, Alex Wang, Deirdre Farrell, Rob Ginsberg
- 3. Al Jazeera English AJE
- 4. TV Cameos
- 5. QR Posters Logo not name Pique interests QR – emphasize digital All over the city Billboards Posters Public Transportation Busses Metro
- 6. Flowing South to North DemandAJE.com Scan this code with your Smartphone’s code reader
- 7. Demand the Facts DemandAJE.com Scan this code with your Smartphone’s code reader
- 8. DemandAJE.com Scan this code with your Smartphone’s code reader
- 11. AJE reporting about AJE Multiple locations simultaneously Cities and urban areas High traffic areas Local college campuses Engaging Free stuff
Editor's Notes
- Marketing problem -- Image and awarenessGap between self-image and perceptions. There is a major segment of the US who would be interested in AJE, liberal educated global
- Address Negatives and highlight positives.
- -These next two tactics deviate a bit from AJE’s former strategy. -They’re big, bold and build mass awareness.-We want to put up posters and billboards around urban cities, maybe with an emphasis on public transport to focus on the target audience.-The goal here is to spark some curiosity about AJE, and we’ll do this by focusing the logo not the name. -We all thought the logo was one of the best brand assets, something very unique to AJE and definitely something to leverage.Included will be a short tagline that only hints at the nature of the product, but conveys some of the aforementioned competitive advantages. -In small print, we’ll include a link to DemandAJE.com, to reinforce current efforts, and a QR code that takes smartphone owners to a short video introducing them to AJE. -Not everyone understands how to scan codes, so we’d want to include the name of an app that users can download.
- -Here are a couple examples. -Flowing South to North, conveys AJE’s mission of bringing a voice to the voiceless. -You’ll notice the logo prominently displayed, and the QR code in the corner that takes you to AJE’s website. -It actually works, you can try it.
- -Here we play up AJE’s lack of political affiliation, and sort of take a shot at the competition with, Demand the Facts.
- -In this one we focus on AJE’s mission of providing multiple perspectives for every story.
- --Our final suggestion deals with getting people to actively understand AJE. -We want to set up shop with a mobile broadcast booth in the middle of high traffic areas in our cities.
- -What I mean by a booth, is similar to how ESPN sets up their broadcasts from sporting events.
- .-We want this going on in multiple locations at once, making it a sort of city wide event.-AJE reporters would be broadcasting about AJE, and its entry into the market. -This would be an incredibly creative way to convey what AJE can offer, but it needs to be engaging.-We want reporters interviewing passerbys on their current knowledge or perceptions of AJE. Positive or negative, we want to address the concerns head on.