2. HBO SUCCESS
๏ฏ 2011 NOMINATED FOR 104 EMMY AWARDS
๏ฏ WON 19
๏ฏ 29 MILLION SUBSCRIBERS
๏ฏ BROADCASTS IN 151 COUNTRIES
๏ฏ 7 HBO CHANNELS (HBO, HBO2, HBO
COMEDY, HBO FAMILY, HBO LATINO, HBO
SIGNATURE)
๏ฏ FUN FACT: HBO IS AN ACRONYM FOR โHOME
BOX OFFICEโ
3. HBO DEMOGRAPHIC
๏ฏ MALE & FEMALE TARGET AUDIENCE
AGE RANGE: 18-65
๏ฏ VIEWERSHIP
๏ฎ MALE INDEX 108; FEMALE INDEX 92
๏ฎ NO KIDS INDEX 112; HAS KIDS INDEX 88
4. CHALLENGES
๏ฏ WOMEN AUDIENCE HAS NOT BEEN A
SECURE TARGET
๏ฏ HBO ENTERTAINS BOTH GENDERS
WITHOUT CATERING SPECIFICALLY TO
MEN, OR SPECIFICALLY TO WOMEN
5. HBO Premium Womenโs Discount
๏ฏ GAIN AWARENESS IN WOMEN MARKET
๏ฏ GOAL: OBTAIN THE MOST SUBSCRIBERS
๏ฎ HBO IS SECOND TO ENCORE, WHICH SUBSCRIBES 33.2
MILLION
๏ฎ WOMEN WHO CALL IN HBO AND SUBSCRIBE TO THEIR
PREMIUM CHANNEL WILL REVIEVE A $10.00 DEDUCTION ON
THEIR HBO INVOICE FOR AN ENTIRE YEAR, GIVING THEM
THE FIRST SEASON OF A FEMALE LEADING SHOW OF THEIR
LIKING
๏ฎ PROMOTIONS WILL BE DONE VIA FACEBOOK, TWITTER,
HBO.COM, BLOGGING AND TELEVISION
6. EXECUTION
๏ฏ TARGET WOMEN BETWEEN THE AGES
18-49
๏ฏ OBTAIN NEW SUBSCRIBERS THROUGH
SOCIAL MEDIUMS, DIGITAL
PROMOTIONS AND TELEVISION
ADVERTISEMENTS
7. DIGITAL EXECUTION
๏ฏ WOMEN โLIKEโ HBOโS PREMIUM WOMEN DISCOUNT FACEBOOK PAGE
RECEIVE A PROMOTION DISCOUNT SENT TO THEIR E-MAIL
๏ฏ WOMEN WHO TEXT HBOPWD OBTAIN A CONFIRMATION NUMBER TO
RECEIVE THEIR $10.00 DISCOUNT ON THEIR MONTHLY INVOICE
๏ฏ HBO PWD WILL LINK THE HBO.COM/PWD TO A WORDPRESS BLOG THAT
WOMEN ARE ABLE TO DISCUSS THE PROMOTION AND OTHER FAVORITE
SHOWS TO CREATE BUZZ AND RELEVENCE IN FEMALE AUDIENCE
๏ฏ FACEBOOK WILL POST A SUBCRIBE-O-METER ON THE PAGE TO INFORM
WOMEN OF THE WORKING PROGRESS
๏ฏ ANY WOMEN TO FOLLOW THE HBO.COM/PWD ON TWITTER WILL BE
ELEGIBIBLE TO RECEIVE A CONFIRMATION NUMBER THAT THEY CAN
GIVE THEIR FRIENDS AS A REFEERAL TO GAIN MORE PROMOTIONAL
AWARDINGS; SUCH AS NEW SEASONS, ACCESS TICKETS TO PREMIERES
AND MORE SUBSCRIBER DISCOUNTS.
8. INTERACTIVE ENGAGEMENT
๏ฏ FACEBOOK AND TWITTER WILL ALLOW FOLLOWERS AND
FRIENDS TO WITNESS THE SUCCESS OF HBO PWD PROMOTION
๏ฏ FACEBOOK WILL UPDATE PROGRESS AND SUCCESS DAILY,
WITH POLLS AND QUESTIONS FOR WOMEN THO ARE
INTERESTED IN THE PROMOTION
๏ฏ TWITTER WILL ALLOW PEOPLE TO TWEET ABOUT THE SHOWS
THEY WATCH AND RECEIVED FOR GETTING THE PROMOTION
๏ฏ BLOGGING AND LOGGING INTO HBOGO.COM WILL ALLOW NEW
SUBSCRIBERS (MAINLY WOMEN TO DISCUSS TOPICS AND RAISE
QUESTIONS ABOUT ISSUES SURFACING IN HBO
ENTERTAINMENT
๏ฏ COMMERCIALS WITH SATISFIED SUBSCRIBERS ON DIRECTV,
DISH AND COMCAST ADVERTISEMENTS WILL RAISE AWARENESS
9. MEASUREMENT
๏ฏ MEASURING TWITTER FOLLOWERS AND FACEBOOK
FRIENDS COMPARED TO NEW SUBSCRIBERS
๏ฏ CONSUMERS WHO PARTAKE IN BLOGGING
CONVERSATIONS COMPARED TO THE INDIVIDUALS WHO
SUBSCRIBED AND BLOGGED POSTS
๏ฏ THROUGH BLOGGING AND MONITORING OUR SOCIAL
MEDIUMS, OUR PROMOTION WILL INFORM US OF OUR
SUCCESS
๏ฏ THE NEWLY SHIPPED FIRST SEASON SERIES SHOWS WILL
INDICATE HOW MANY WOMEN ARE CALLING IN TAKING
ADVANTAGE OF HBO PWD.
10. TIMELINE & BUDGET
๏ฏ OUR BUDGET WILL RUN AROUND $500,000 (WITH SUBSTITUTING
PREMIUM COSTS WITH DISCOUNTED RATES, COMMERCIALS
AND FREE SEASON SHOWS)
๏ฏ PROMOTION WILL LAST ONE MONEY, AND DURING THE ENTIRE
MONTH OF DECEMBER
๏ฎ CANNOT PROMOTE WOULD DEME UNFEASIBLE IF RAN THROUGH
THE SUMMER TIME