This document outlines a media strategy and budget plan for CBS Sports to increase awareness of their brand in the digital space. It recommends allocating 25% of the budget to digital awareness campaigns using mobile and display ads. Another 23% would fund search engine marketing and optimization. The remaining budget would be split among social media, gaming, print, and radio advertising. The goal is to promote CBS Sports properties and engage young male sports fans across multiple online and offline channels.

1. Caroline Bulger

2. Agenda
• Company Background
• Objective
• Industry Analysis
• Competitive Space
• Target Market
• Media Strategy
• Budget Plan
• Media Execution
• Conclusion

3. Company Background
• Sports division of television network CBS
• Media/News/Publishing
• Premier sports properties: NFL, Southeastern
Conference Football, NCAA Men’s Basketball,
PGA

4. Objective
• Increase awareness of CBS Sports brand
through digital space

5. Industry Analysis
• CBS Corporation (CBS) NYSE
• Services Sector
• Entertainment- Diversified Industry

6. Competitive Space
• ESPN, ESPN2, ESPN on ABC
• Fox Sports, Fox Sports 1, Fox Sports 2
• NBC Sports, NBCSN
• Turner Sports

7. Target Market
• Age ! 18-34
• Gender ! Male
• Sports and entertainment enthusiasts

8. Media Strategy
• Digital Awareness
• Mobile Marketing
• Display Advertising
• Social Media
• Gaming
• Search
• Traditional Marketing: Print, Radio

9. Budget Plan
Media
Spending
% of Budget
25%
16%
3%
20%
3%
23%
5%
5%
Digital
Display
Mobile
Social Media
Gaming
Search
Print
Radio

10. Digital Awareness
• Deliver ads to mobile phones of fans at sports
events
• Video targeting: Demographic, Audience,
Content, Time Shifted Targeting
• Ability to simultaneously link devices via Wifi and
data to target a user within a household

11. Mobile Marketing
• Mobile friendly ads
• Drive users to CBS Sports app
• Utilize CBS Sports app with text updates, links to
articles, team notifications, real-time

12. Display Advertising
• Relevant websites for display ads:
BleacherReport, Sports Illustrated, DeadSpin,
Barstool Sports, etc.
• Text, image, interactive, flash, audio and video
ads

13. Current Social Media Presence
• Facebook: 1,634,136 Likes
• Instagram: 29,201 Followers
• YouTube: 33,599 Subscribers and 5,313,816
total views
• Twitter: 379,188 Followers
• Google Plus: 3,895,313 followers|123,437,458
views
• Tumblr

14. Social Media Recommendations
• Facebook: Used with sponsored posts on and around dates of sports
events. Post articles recapping games
• Instagram: A sponsored Instagram campaign starting two weeks before
any big game. Encourage followers to create their own photos and tag CBS
Sports
• YouTube: Interviews and game highlights
• Twitter: Engage with fans to answer questions. Promoted tweets should be
used on important game dates to increase conversation. A promoted trend
(#FinalFour) to serve as a reminder to watch the games
• Tumblr: Post intriguing content like photos, videos, interviews, graphic data
• Snapchat: Used with “My Story” posts highlighting portions of games, funny
clips, and exclusive content

15. Gaming
• Simple static 263x197 banners
• All banners should be on Games Channel, Home
Channel, Movie & TV Channel, Apps Channel,
and Music Channel for maximum visibility
• Larger banners used solely on game dates to
encourage users to turn away from their console
and towards CBS Sports

16. Search
SEO
• Focus on quality content
creation, social media
integration, frequent
website updating,
keyword research/
management
• Increase Lead
Generation , Increase
Web Traffic, Improve
Natural Search Rankings
SEM
• Paid Search for sports-focused
keywords, branded keywords,
competitive keywords and demographic-
centric keywords
17%
16%
67%
Yahoo
Bing
Google
Search Engine
Allocation

17. Print
• Print used to increase awareness
• Titles with highest reach and relevant content for target market
• 1. Sports Illustrated 2. ESPN the Magazine 3. Maxim 4. Men’s
Health 5. Rolling Stone

18. Radio
Spotify:
• 88% of millennial men
listen to radio each week
• Digital capabilities can
take listeners right to the
CBS Sports landing page
or drive them to any of
the social channels
I Heart Radio:
• Ability to select radio stations
across the nation and choose
different genres to best fit target
demographic
• Works across content platforms:
accessible on mobile, in-car, and
even on Xbox
• Millennial men are heavy music
listeners

19. Conclusion: Future Outlook
• Increases viewership and brand awareness of
CBS Sports for males 18-34