Business Challenges Competing with other sources of entertainment news- People, Star, US Weekly, etc… Successfully promoting & stressing uniqueness of the E! Network brand. Breaking through the clutter of advertising Finding companies willing to work with E! for 4square promotion efforts
Goals for E! Network Continue relationships with celebrities and young audiences and remain the only U.S general entertainment cable channel that broadcasts a daily news program- E! News. Appeal to those who typically do not turn to television and internet for entertainment news.
Goals for E! News Exhibit effective marketing to attract a greater audience and create loyal viewers and brand advocates by 8%. Increase social media presence in 4square and continue strong presence on Facebook& Twitter. Create & promote a E! blog dedicated to E! Network fans.
Theme Take advantage of social media to satisfy the entertainment news seeker and attract new audiences to the website and social media pages. Become involved in other social media avenues. Become involved in the “blogging world”
Key Components Proposal: Connect with businesses related to the entertainment industry or have similar targeted audiences. Use 4square to give promotional incentives to those who check into those entertainment venues. These locations will be targeted to people who are attracted to and/or associate with the E! Network. Create a blog dedicated solely to E! Network (not related to the Chelsea Handler blog already created) e.g. if a person checks into a Starbucks they will receive celebrity inside scoop or the chance to attend an award show and be a guest E! representative.
Key Components Validity will be regulated by checking into 4square, receiving a specific password from the selected venue & providing the password on E! Online. The concept of this promotional tool is to promote the E! Network and make a connection with consumers that associate with brands similar to the E! brand. Purpose of the E! blog is to increase personal relationship with the brand. Purpose of 4square involvement is to increase brand/consumer interaction & attract more fans.
Success Evaluation Use metric tools to determine how many people checked into 4sqaure, have visited the brand’s social media pages and visited E! Online- compare to previous year numbers. Determine ROI. How much money did the network spend on promotion compared with website, blog & social media visitation as well as television viewership numbers.
Timeline & Budget Allow for a 2.5 month period of promotion through advertising on E! News, Facebook & Twitter & selected 4square venues. 30% of the overall marketing budget will be allocated to this. Allow for 5 month period to begin seeing ROI results. Plan on the 12th month for overall evaluation of marketing efforts.
Allocation of $ General advertising: E! News, Facebook, Twitter 30% of budget Blogging Efforts Upkeep & Promotion: 8% of marketing budget 4Square Efforts Partnership with selected venues: 25% of marketing budget Money to allow for guest E! representative for Award Shows: 30% of marketing budget