1. ALYSSA
DEYONKER
A40632154

2. 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

3. 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.

4. 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.

5. 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”

6. 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.

7. 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.

8. 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.

9. 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.

10. 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