A&E Television Networks The 360o of A&E Savvy marketers are looking for more than just a one-size-fits-all media schedule. A&E Television Networks (AETN) was seeking a customized marketing program for Wal-Mart that would leverage their assets, alliances and initiatives into a strategic, customized, integrated marketing campaign that would deliver results for this, one of their biggest clients. In 2007 PHANTOM POWER was retained to design a marketing plan for Wal-Mart and craft the accompanying new business proposal. Because media choices are proliferating, and fragmenting, at an astonishing rate the challenge was to communicate to Wal-Mart that the sum of AETN properties can effectively marry their marketing objectives into AETN’s multiple platforms and range of combinations. To overcome this challenge, PHANTOM POWER presented AETN to Wal-Mart AETN as a “content powerhouse,” the most effective choice for reaching potential customers in a shifting media world.

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In 2007 PHANTOM POWER was retained to design a marketing plan for Wal-Mart and craft the accompanying new business proposal. Because media choices are proliferating, and fragmenting, at an astonishing rate the challenge was to communicate to Wal-Mart that the sum of AETN properties can effectively marry their marketing objectives into AETN’s multiple platforms and range of combinations. To overcome this challenge, PHANTOM POWER presented AETN to Wal-Mart AETN as a “content powerhouse,” the most effective choice for reaching potential customers in a shifting media world.
An AETN Integration Mantra was created and educational materials were created for Wal-Mart which depicted their 360-degree multi-media world.
•The AETN 360° approach zeros in on a target group of consumers most likely to be receptive to a certain message and surrounds using a variety of media to touch them at different points along the decision-to-buy process
•At AETN, we make it our business to understand the latest consumer behavior, then we deliver the multiplatform entertainment experiences that meet the needs and desires of our massive fan bases
PHANTOM POWER Marketing Objectives Custom Wal-Mart/AETN Integrated Marketing Campaign
•Showcase the breadth of relevant, quality Wal-Mart products
•Drive awareness of Wal-Mart’s customized and specialty services
•Celebrate the American family
•Build Wal-Mart brand awareness and drive promotional urgency
•Deliver the Everyday Low Prices messaging to the consumer through various campaign elements
•Extend Wal-Mart competencies to include quality
•Leverage the strength of the Wal-Mart brand in contemporary America
Case Study
A&E Television Networks® The 360o of A&E Savvy marketers are looking for more than just a one-size-fits-all media schedule. A&E Television Networks (AETN) was seeking a customized marketing program for Wal-Mart that would leverage their assets, alliances and initiatives into a strategic, customized, integrated marketing campaign that would deliver results for this, one of their biggest clients.
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After conducting in depth market research on the Wal-Mart brand, philosophy, competition and demographic the wal-Mart American Dream Campaign was proposed. The campaign mission was to leverage AETN properties to deliver education on home ownership and maintenance establishing the Wal-Mart brand as a life enhancing solution. Going beyond the ins and outs of buying a house, the campaign will involve managing every aspect of turning a house into a home - from decorating to budgeting, outfitting your living space, maintaining property, home improvement and more. Ultimately, The Wal-Mart American Dream Campaign will showcase the diverse and fashionable Wal- Mart brands and products as a modern turn-key resource perfectly suited to help families sustain the home yielding a great, nurturing family life year-round. Relevant AETN television programming will drive consumers to a dedicated Wal-Mart American Dream Campaign website, a user- friendly destination where consumers will use fashionable, high- quality Wal-Mart products and services to virtually decorate all the rooms in their dream home. Traditional advertising, promotional bumpers and online presence will motivate demographics in different ways… i.e. Bio for Kids… create the coolest game room, American Eats… dream kitchen, Boys Toys… the ultimate home office, etc.
The AETN Integrated Marketing team to design the custom Wal-Mart American Dream Website with add-ons such as printable shopping lists, coupons and product suggestions.
Campaign Elements
•On-Air & VOD
⸗Promotional Spot Ads
⸗Product Integration
•Online
⸗User-Generated Content: Design Your Dream Home!
⸗Podcasts
⸗Original Webisodes
⸗Wallpaper
⸗Retail POP
⸗Newsletter Sponsorships
•Mobile Voting and Text Messaging Campaign
•Relationships Marketing / Print Advertising
⸗History Channel Club Magazine 250,000 circulation
⸗Exclusive offers to A&E Club 220,00 online members
PHANTOM POWER Integrated Marketing Checklist
A “themed” unique, creative and engaging promotional campaign relevant to Wal-Mart messaging and the needs and characteristics of target consumers
Increased loyalty through built-in loyalty program
Inherent showcase of fashionable, quality products
Enforces Everyday Low Prices messaging
Positions Wal-Mart as accessible and aspirational
Print advertising, online banners and AETN property sponsorships will compliment marketing communication mix
Campaign plus-ups targeting AETN Classroom further sponsorship value
Modern marketing communications mix integrating various AETN properties
Year-long messaging campaign driver
Print advertising, online banners and AETN property sponsorships will compliment marketing communication mix
Built in data capture activities lend themselves to direct marketing follow-up
User-interface capitalizes on traffic and maximizes consumer connection
User-experience takeaways create traction and encourage purchase action step
Participant registration serves as ROI measure

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The Wal-Mart American Dream Campaign Website will include…
•Opportunity to design every room in the house using quality, cost- efficient Wal-Mart furnishings and accessories
•User-friendly interface provides natural browse of Wal-Mart selection of items
•Help Menu guides participants with flash presentation technology
•Room selection, furnishings and accessories correspond with Wal-Mart offerings
⸗Standard rooms in the home (living room, master bedroom, children’s bedroom, master bathroom, kitchen, home office, garage, etc.)
⸗Rooms found in a dream home (library, screening room, gym, workshop, car, etc.)
⸗Outdoor area selection include entertainment area, patio, garden to showcase Wal-Mart line of exterior furnishings and accessories
The best designs as chosen by the AETN audience via online and mobile methodologies will be featured by AETN personalities and integrated into corresponding AETN programming and bumpers. Participants responsible for the best design in each room category will win their submission for their own home!

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© 2007 PHANTOM POWER, LLC
PHANTOM POWER . T.732.291.4536 . F.732.956.3986 . info@phantompower.co . www.phantompower.co Contact PHANTOM POWER for a FREE Needs Analysis and Estimate
View the Wal-Mart American Dream Proposal
A&E Television Networks, a joint venture of The Hearst Corporation, ABC, Inc. and NBC Universal, is an award-winning, international media company offering consumers a diverse communications environment ranging from television programming, to home videos/DVDs and music CDs, to web sites, as well as supporting nationwide educational initiatives. AETN is comprised of:
•A&E Network®
•The History Channel®
•History International™
•The Biography Channel®
•Military History Channel™
•Military History Channel™
•The History Channel en español™
•Crime & Investigation Network™
•AETN International
•AETN Consumer Products.
Program Measurement Criteria
•Independent research study
•Wal-Mart American Dream Campaign Website visitor tally
⸗Registrant metrics
⸗Click-throughs leading to online purchase
⸗Scanable shopping lists appear in-store
•PR Mentions
•Event Metrics
•Event reporting and photographic documentation