ADV 420

1. DirecTV – Digital Strategy
RJ Shelton

2. Primary Audience/Target Market
 Adults 18-49
 Target market:
 individuals interested in switching to DirecTV
 those who want additional info
 existing customers who want to switch packages

3. Digital Approach
 Brand awareness
 Highlight product differentiation
 Increase Clientele
 Generate leads
 Increase Sales

4. Website
 The website is the cornerstone of the digital strategy
 The goal is to drive traffic to site
 Website will provide additional information and process sales

5. Social Media
 The primary social media tools we will use is Twitter, Facebook, and Instagram
 Social media will be used to:
 Generate buzz
 Sweepstakes for new customers
 Generate leads
 Target other demographics

6. Search Engine Optimization
 SEO will be activated for additional words
 DVRs
 HDTV
 Increases exposure and brand awareness
 DirecTV will come up as number one choice

7. Online Advertising
 Major Entertainment websites
 E Online
 TV Guide
 Channel Websites
 Network TV
 Premium Channels
 Sports Websites
 ESPN
 NFL

8. KPIs
 KPIs will be used to analyze success and make adjustments to plan
 Sales
 New Leads
 Social Media
 Followers
 Shares
 Customer Satisfaction

9. Budget
 The budget for this project is $250,000.
 Covers:
 Advertising Costs
 Additional Personnel

10. Conclusion
 Digital Strategy will serve to:
 Further enhance brand image
 Ensure DirecTV is leader in television
 Best user experience
 Synonymous with TV