E! is a comedy and entertainment network that focuses on satirical and sarcastic humor. The document proposes a marketing plan to promote E! across social media, mobile apps, and online. It suggests improving user interaction on Facebook, Twitter, and YouTube and increasing exclusive online content. A Google/YouTube advertising campaign is recommended to piggyback on viral videos and drive traffic. Success will be measured by engagement metrics and Google Analytics. Sweeps periods will see surges in promotion and interaction every few months. The proposed budget is $45,000, with most going to Google ads and improving the YouTube channel.

2. What is E!?
oComedy & Entertainment Network
oFocuses mainly on satire and sarcastic humor
oMost of the shows use clips from the web or other TV shows
oCrosses boundaries other networks are afraid to even get
close to

3. The Soup

4. Strengths
oNot a family-friend channel
oSome content could be seen as offensive
oIsn’t included with most basic cable packages
oOffers a variety of different shows that appeal to the
same genre
oShows are fast-paced and entertaining
oNo other channel like it
Weaknesses

5. Marketing Plan
Emphasizing goal of campaign – to put E! everywhere, including
social media outlets, mobile phone apps, etc.

6. Main Components
oCurrently uses Facebook, Twitter & YouTube
oCould improve by encouraging more user interaction
oPropose questions or solicit feedback on posted stories
and videos
oAsk for user input on what they would like to see
(i.e. Tweet votes or Facebook “like” poll)

7. YouTube Channel
oCurrently E! has individual channels for Chelsea Lately, The
Soup, E! News and a standard E! Entertainment channel that
covers the rest of the shows.
oImprovements could by made by:
oIncreasing user interaction by allowing or encouraging
comments and video responses
oPosting previews of upcoming shows or episodes to
increase viewers
oHave exclusive YouTube content that doesn’t air on TV

8. Google/YouTube Campaign
oBuy advertising that is relevant to the video clips or topics that
are shown or discussed on the shows
oTry to piggyback on the traffic from viral videos
oPromote video clips that contain the viral videos that a user
may be searching for
oCreate an incentive to watch E!’s version of the video by
adding humorous commentary from E!’s show hosts or
comedians
oTry and catch videos right before they go viral, so E!’s clips
may even gain more views than the original video itself

9. Measuring Success
oNumber of fans, followers, views, comments and ratings
oUsing Google’s Advertising Tools to see which outlets are
driving the most traffic to E!’s website, what people are
searching for when they come across E!’s videos, etc.

10. Sweeps
oNielson Network Rating Sweeps are done in November,
February, May & July
oSurge in advertising in Mid-October, January, April & June
and continue throughout the following sweeps months
oEach “surge” would last approximately 45 days and would
consist of more effort being put into the various social
media outlets and encouraging more user interaction and
viewership
oMarketing plan would continue during the months of
March, August & September, just at a slightly diluted rate.

11. Proposed Budget
o$30,000 – Google Adwords/YouTube Advertising Campaign
o$10,000 YouTube Channel, includes:
oCreating channel
oDeveloping a branding scheme so all videos have a similar
vibe to them
oPaying someone to keep the channel updated and respond to
user’s comments and video responses
o$5,000
oFacebook/Twitter Facelift
oCome up with new/more interactive content
oHave someone dedicated to fostering and responding to user
feedback