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Food Network Media Plan Presentation Powerpoint

Food Network Media Plan Presentation Slides (part of larger, more detailed Plan's Book).

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Food Network Media Plan Presentation Powerpoint

  1. 1. THE FOOD NETWORK PRESENTS: Tuesday,9:30 AM Central Time usanucci Kamruda mevflnzaucha I awxanton MEDIA CHEFS
  2. 2. — Cable TV channel Y Q . Offers Authority scrtppsnetworks ° Depth of Programming i ” t e F 3 C t 1 " e * Cross-Platform Reach ' Magazine - MobiIeApp ' Website ° Social Media * Community Outreach QQGKWG" The Fooc. r"etxr/ or. ': is (; nfributed to having ”invented ti; ; modern 5-. » offooa’ iclcwisio. ~'/ iih ”i: s . »': /7-r for spotting hosts who Jo’ (g. c;)C'(! / £0 v. -tn: /'5.” —Salkin, 2010 ~ I: /_’. ,'z; ”u. zw/ c., ¢ i“'? »aI. :/‘I'uliZ:2,g: _'iiI fwd
  3. 3. lr e° ‘o — Evolving National Demographic % — New Nutritional Guidelines — Recession Impact — Health Conscious Consumers — Charitable Spending Focus
  4. 4. Direct/ Major: ’ ~ Channel: ‘C. -§; ;= VWX »~. ‘;, ~“‘1l U ‘35 «s l : ._~-: zl, '_‘, :,. E ' 1?? " ' ' _i<1 Pl —‘ . ‘£-‘‘‘'—-‘ . :.‘. '1'_—— -‘-" / ‘z’ *r( l. n ". I . _" . _ . _.L_ Magazine Competitors: Cooking FO0D&WINE
  5. 5. While passively watching her favorite DIY shows in the evening after work and the day's stresses, she is scanning the Internet on her tablet or phone to find new recipes and prepare for the following day! Respondents I Cell Phone Tablet Laptop] Computer II 2 + . ~. -,; r,rv ‘'7 . .¢ aL. .:; ;' K', .‘"7 ' L "1 C l ~r-r. >a« i vuqoaua
  6. 6. * Leader in "Food Media” ‘’ ° Limited Market Share Kl‘ - Diverse Content - Not keeping up with health ° Well-known talent trends _ V ° Part of Scripps, which has - - Legacy of "stand & stir” strong financials shows ' Older audiences I '54, ~) - Biggerglobal presence . Media Convergences - Waning interest in reality TV . partnerships ° Competitor Success . with HG-N and other - Ex: Bravo’s Top Chef networks l - Slow economy . _ . steaming Video ° Increased food prices : providers pp‘, % 6] network jg ‘oocll J’ A‘. .~-, /s
  7. 7. 05?: network
  8. 8. _, ._ . ___ . __. ._ #7 . :3, ——a—. ;— Food Network can broaden its business by speaking to people who are currently interested in or watching the channel, but are doing so with less frequency than its heaviest users. sf fem?
  9. 9. ‘1. Increase the percentage of women ages 35-44 who watch the Food Network from 32% to 35% by the end of winter 2015. Shift target market viewing habits from casual to heavy by increasing casual viewing time per week by 1 hour by the end of winter 2015. Emphasize the engaging and interactive experiences that Food Network offers by the end of winter 2015. Position Food Network as a brand that is not only relevant year round, but whose programming relates specifically to both seasonality and every-day life. . x K iv‘. -. -:" r. ,, -13,! “ " - °‘ - ~ .4 ~ /11,“. .- . "4:-ff/ ,1/. »'_’. ,r, ilfiéll f9..9.. ‘I
  10. 10. A "maker/ ’ Kate is a mom of two with a demanding workday and travel schedule; ; as hectic as life gets, she makes time for her passions by actively engaging with l the Food Network when she's looking for new, creative recipes for her family or enjoying her favorite cooking competitions with a glass of her favorite merlot. ‘ ‘ll - ii, I f. v)‘/ ’ " ! _:ni git ‘QIQIL A’
  11. 11. TOTAL BUDGET = 15 MILLION C‘.13H, l. C--- '-on . ... ci 3.. . - A. .. : .1o. .2: 932 Si(Eab1r‘g 3 ~~: Jon E -and -w ‘.1. IIOOOIOI ' ; :~. ~*l Tv: 40% Prznlz 15% D9 la':15‘}’u Mobile: 10% &-: ial: 53-’: Stream 1;; Au-: :‘uo 3% Cut cl Home: ?jI-”-_- Evertswothers 10% r; ’; _l; l 3 1:‘ . _ ‘ll 700. 1! network
  12. 12. - I I I. | I II mflllll Why TV? o 81% of our target are watching television. a 57% are heavy cable users. Advertising on other networks our target market watches that are a part of the Scripps Networks Interactive: Ts»; CHANNELP
  13. 13. Print ° Budget Allocation: 2 Million Consumer Magazines - "The Medium of Action” Classifications - Women's, Health, _ Entertainment, Home Service & Home, Lifestyle, Parenthood , W‘ 47’? . Frequency: 12 Times a Year Total Circulation: 7, 639, 661 Page Rate: $552,970 Soiircw . ‘«: 'c7nri7ri‘i. "li, ’dra SRDS Frequency: 12 Times a Year Total Circulation: 4,015, 728 Page Rate: $3 16,600 ,1‘ l (‘}, ,., - I. -‘ I I‘ '1,‘ I food - gin >11 ylfilvc . u''E _ ST'}‘3‘Hn . ::; ‘-f" ‘JL‘K| N°‘°""$ _i_ V . . ‘K 2. Frequency: 24 TimesaYear vi. ‘ xi J _ _. .‘_"'_. ';- - Total Circulation: 9, 498, 647 ' " ‘ 2 ‘" Page Rate: $209, 695 . u. . .. . ,,. c~; - Frequency: 10 Times a Year ' Total Circulation: 2,067, 293 Page Rate: $188,580 I I It i ' I , , i‘ . / network
  14. 14. ii Women 35-44 are heaviest internet users among U‘ "V" l’''‘‘ l U” "* "0 0*” “I C‘ D "W T «bl : O.'; ii»-: '-. v-. .'. 'Ol‘lO‘. ‘.'ll"f‘, ~, i‘-. pi: l 2015 0 Eage/ gender] gs 7°”? 5! ‘ Of ri'«i. ‘~3r! «:. '»v. ‘.'_s I! ) will _i; rOLip 0 $900,000 for 2 Yahoo homepage takeover B9109 COMPIIW Yahoo! Mail is #1 in email client market _‘ ' share after eliminating mobile outlets 60”‘) 0 $800,000 for 2 YouTube homepage Desktop computrr takeovers _ _ i _ *1 71% c. $400,000 for Facebook log out screen ad 69" smartphoni: '~ Video game console 70% W 55% 5;: 7 sm. mrv- 23% Q’ @ @ ~= _’ Among tablet owners Elunong those who do not ownatablet ‘. ~3i". .‘. '.'! L.. "Iv'~ ' I. , Sm ~ ‘mi. ’ . - I. ‘ 3": ii. ‘I’: -Pa. I‘; Mr lit '~ ‘I «i ll . . I . '_-' ,7,i IA‘ ' MrirtMi- r ‘ network / ‘ - a = 3 . - *1,’ I stood
  15. 15. Creating a brand ecosystem. Statistics suggest high target market mobile usage. ° 72% of Americans are more likely to watch a TV show after engaging with it on social media or second screen app. ° 44% of Americans use a second screen % the time they watch TV. Where? YAHO9-’ d)? ! The Weather Channel arligzoncorn weather. com ’
  16. 16. ' The majority of 35-44 women like the entertainment aspect, therefore interacting with social media while cooking, relaxing and spending time with family will further feed their interest in entertainment which will emphasize on our action-motivated goal. All internet users (n:1,89S) b Women (w:1,021) 74 Age 18-29(_n-395) 39 30-49(n:542) 78” I 50-64 (n:553) 65+ (vase)
  17. 17. Platform M —_ Tu e 0 Why? 72% online 92% of pins 6 billion 78% of 20+ billion and mobile are done by hours is adults are on photos have adults women watched per mobile been shared month Current 5.7 mm likes 402. 903 148.450 2.4 mm 1.320 -basic followers subscribers followers followers interaction -basic boards Future 10 mm likes 800.000 200.000 3 mm 2.000 -sponsored followers subscribers followers followers ad -promoted -''Chef of the -promoted -increase ‘#" placements ' Month’ tweets usage Q;9.. di'
  18. 18. As of 2011 31% of women stream music online, and of those people (both men and women) ages 35-44, 37% stream music online. Pandora. com - 23.1% of all women ages 35-44 use Pandora ° Women ages 35-44 make up 20.6% of Pandora's current users Spotify. com ° Women ages 35-44 make up 24.7% of Spotify’s current users ‘ Source: Musirmnriiinery. rom network J-g’. ,’_Lyv? .' . A. ,_r, ..; _,u l e . frfl/ A ; ooci:
  19. 19. iii! _, U43 L». Sourcv . ndl5noi1.‘. ‘ 1. , .}iiii"i - § -x » Goal is to attract our audience at high- —~ " ; ~ traffic, public venues they pass multiple . : ' f times throughout their day. Why? “On-The-Go” Target Market If. _'_ . f j is 0 $168,000 towards 28 bulletin billboards showing for 4 weeks x 2 times per year in seasonal months such as NovemberlDecember and Easter 6 $93,080 towards transit shelters in 2x per year in major cities with over 13MM guaranteed impressions 0 TOTAL COST: $261,080 network cod?
  20. 20. 1:. 1:31.. ._ Enhance call-to-action goal, while offering the opportunity to surround consumers interaction with brand. TAlNlviENT. , * Brand Sponsorships - Taste of Chicago ' Marathons * Custom Events ° Annual Cooking " it. i"rii‘iil~J«£»»i«é~¥.3.? §5~*~*rz; i="ri rx '«- , . . ~ ‘ . - ad‘ , T %~. ?«. ." _ . v T; ' ‘ Conference Q, - Remote cooking 0 competitions ' . ; ~ :2 ~ " :4/‘I’/ .l‘, "»/ r,{"’I,5r . r,5,/ 5 at p ]’I: /at; /L ‘ /6 N fglgvd
  21. 21. Jamie’. Februa". ‘-larch -1:’ Ma‘. June luv‘ August September —: t3ber Ncverrcer December i l i i “write: Una # Pr ntiruét one i on r) r. ua Strearr -lg aud o_ A Cl 0 J. Ti 4 E-. en; - Cm-er
  22. 22. 1. Who is our target? Our target is the Kate. She is a 39 year old mother of 2 who lives in the suburbs with her husband an travels to work in the city every day. Ultimately Kate is a maker and loves her independence but loves to provide for her family and others, Perfect planning mom. 2. Where are we now in the minds of this person? The Food Network is seen as a passive background-noise network; Food Network is actively watched for its competition shows. 3. Where is our competition in the minds of this person? The competition contains both reality and food based programming that viewers often turn to as for mindless television 4. Where would we like to be in the mind of this person? i We would like to be the go-to network for mom's looking to find entertainment and information all on one station 5. What is the consumer promise, the "big idea"? . The Food Network provides both entertainment and information in its programming ‘ The Food Network viewer only has a short amount of time to get the information and relaxation they are looking for. 6. What is the supporting evidence? 80% of the viewers we are looking to watch television for 1-2 hours in the evening This age group wants more entertainment to balance their active work schedule 7. What is the tone for this advertising? Active and. 9r9an. i2.e£l ‘ f‘ ‘Ir. 1.9 / ‘‘“, n_ I. :2! fQ.9.. d
  23. 23. AIRS: DAILY We understand a day in the life. Get your entertainment and information all in one pot.

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