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The Fablife digital strategy roadmap

A comprehensive digital strategy commissioned by, and presented to, the senior executive team at ABC Daytime. This intent of this plan was to mobilize the digital and social reach of the series talent to create an entertaining and informational multi-screen lifestyle experience. In addition, new revenue opportunities were identified.

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The Fablife digital strategy roadmap

  1. 1. the FAB Digital Strategy Recommendation: Roadmap & Thought Starters 1Proprietary and Confidential 10/14/14
  2. 2. DIGITAL STRATEGY Extend The FAB show concept and brand across multiple digital platforms with contextually relevant and actively engaging content that will accomplish the following: ! • Consistently stoke marketplace buzz and increase show awareness • Build digital equity to develop incremental opportunities for marketing, new revenue streams and sponsorship • Accelerate show sampling and ratings growth (conversion) ! ! 2Proprietary and Confidential 10/14/14
  3. 3. DIGITAL STRATEGY Align digital resources to maximize engagement, sampling, and ratings. ! ! THE FAB thefabtv.com social media partnerships & digital affiliates digital brand extensions marketing & media 3Proprietary and Confidential 10/14/14
  4. 4. CREATIVE POSITIONING POSITIONING:! • an interactive digital environment that enhances and enriches the show viewing experience! • a digital lifestyle hub driven by the content categories featured on the show and exclusive digital content! • organic cross-promotional and cross-conversational opportunities that tap into host and talent social communities! ! ! TARGET AUDIENCE:! • W 18 to 49 (and subset demographic breakdowns)! • Tyra Banks fans! • Host/talent social followers! • daytime talk show fans! • trendsetters, followers, and voyeurs! ! ! KEY BENEFIT:! The FAB and thefabtv.com offer fun and entertaining lifestyle tips, information and content that viewers and users can enjoy, use to enhance their lives, and share with friends.! ! ! REASONS TO BELIEVE:! • hosts and talent are likable and relatable! • the show experience is like a gathering with good friends! • the lifestyle tips and content are entertaining and enjoyable! • the digital experience creates an opportunity to be part of an online community based on common lifestyle interests! ! ! TONE & MANNER:! Modern, fun, exciting, positively uplifting 4Proprietary and Confidential 10/14/14
  5. 5. THEFABTV.COM A content rich, lifestyle site that represents the modern, fun, unique POV of The FAB and achieves the following: • Promotes tune-in of the series and talent • Enhances and enriches the viewer experience with extended series content and original features • Acts as the centralized “hub” through which all digital traffic will be directed and have an opportunity to engage in a fun, unique online lifestyle experience and sample the show • Build community, an owned database of users, and create super-fans • Serves as an integral part of The FAB experience with in-show/online cross-promotion and tosses
  6. 6. THEFABTV.COM Digital Content Thought-Starters (all ideas can be ad supported and sponsored) ! ! EXTENDED SHOW CONTENT: • Prominent homepage features on in-show segments - FAB FACTS, FAB FINDS/PICKS, FAB HOME, etc… • Extended video features • Editorial supporting featured segments ! ! ORIGINAL DIGITAL CONTENT • Tyra’s Take inspirational and aspirational video and editorial supporting TZONE and young women • The FAB blog • DIY and Make-Over before and after photo galleries • FAB, Fun, and Funny - humorous jokes, video and photos • The FAB Digital Tastemaker features* • Lauren M features • Live The FAB Life membership ! ! FAB COMMUNITY & CROSS-PROMOTIONAL CONTENT • User generated submissions (i.e. Fabulous at 40 photos, I Made My Mom Fab photos) that can be featured in show 6Proprietary and Confidential 10/14/14
  7. 7. SOCIAL ENGAGEMENT • Engage audience through entertaining social content and experiences to activate followers to become brand marketers • Leverage the social following and digital marketing reach of The FAB hosts and talent: • Provide talent with a weekly tool-kit of promotional assets and interactive content that will be amplified to their social followers • Create a schedule of talent social activity on The FAB digital and social channels that will be cross-promoted on their social channels • Organically broaden the user base and reach of the The FAB Social Channels accessing the talent’s social following through posts, likes, re-tweets, etc 7Proprietary and Confidential 10/14/14
  8. 8. DIGITAL AFFILIATES & PARTNERSHIPS Promote The FAB and generate revenue through editorial and video content syndication deals with portals that have mass reach: ! • MSN • Yahoo • AOL • Hulu (windowed release) • Itunes (windowed release) ! ! Offer a platform for sponsored partnerships that create unique and interactive digital experiences: ! • Co-branded online and social contests, sweepstakes, and give-aways • membership rewards programs • 2nd screen interactive promotions 8Proprietary and Confidential 10/14/14
  9. 9. DIGITAL BRAND EXTENSIONS Extend The FAB brand to new platforms that will simultaneously promote the show, strengthen and build on the lifestyle brand, and create new revenue streams: • E-commerce online store (partnership with HSN?) • Mobile apps • Cross-promotional talent endorsement partnerships 9Proprietary and Confidential 10/14/14
  10. 10. MARKETING & MEDIA Implement a digital go-to-market media, marketing, and ad campaign to generate excitement, mass awareness, engagement, and tune-in: • Paid search and keywords • Facebook Pay-Per-Click Ad Buy • Promoted Tweets • Locally targeted promo distribution with day/date/time/channel (MIXPO) • Youtube pre-roll (pay-per-view) • Interactive, contextually relevant ad placements 10Proprietary and Confidential 10/14/14
  11. 11. Additional Recommended Resources • Web build and design agency for initial site build and launch • Social Media Agency for social launch campaign activation • Mobile Content Distributor • Digital consumer promotion agency for launch campaign • YouToo Technologies - Social TV 11Proprietary and Confidential 10/14/14

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A comprehensive digital strategy commissioned by, and presented to, the senior executive team at ABC Daytime. This intent of this plan was to mobilize the digital and social reach of the series talent to create an entertaining and informational multi-screen lifestyle experience. In addition, new revenue opportunities were identified.

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