This document discusses strategies for a marketing campaign by 21st Century Fox to promote its catch-up TV service featuring the TV show Dexter. It begins with an overview of Fox's brand and catch-up TV trends. Research found that Fox's branding does not clearly communicate what programs it offers. The campaign objectives are to increase catch-up viewing on Fox and its market position. The target audience is ABC1 males aged 25-35. Various exhibits are proposed using print, outdoor, and direct mail advertising, as well as showcasing to opinion leaders. The campaign timeline, budget, and evaluation metrics are also outlined.

1. What do 21st
Century Fox believe in?
“Value driven by commitment to bring
consumers across the globe the very best
stories in film and television.”
Ethnocentric Culture

2. Benefits of Fox TV UK
Key Benefits of Fox TV UK:
Home of original and exclusive US drama
Auxiliary Benefits of Fox TV UK:
Critically acclaimed shows
Catch up TV
Subscription brings access to other channels

3. The Product Life Cycle Of Catch Up Television
and Traditional Broadcast Television

4. Market Trends
• 49% of all internet users have watched catch up TV
in the past 3 months
• Free content is most commonly obtained
• Mintel predict a 75% growth year on year,
predominantly through mobile platforms
• Catch up TV helps to further penetrate TV channel
viewing

5. What has our research found?
• “Fox doesn’t say anything to me about what they
offer, I see them as a production company, I know
they make the Simpsons…”
• “I knew what FX offered but Fox’s branding doesn’t
speak loudly to me anymore.”
• “If I’m going to pay a premium price for a TV
channel, I want to know what I’m getting.”

6. Perception Map

7. Key Issues that Fox Face:
• Lack of personality in the Fox brand
• Target audience aren’t aware of what
programmes Fox offer
• Lack of awareness of the Catch Up Service

8. Ansoff Matrix

9. How will Dexter help bring the solution?
• Dexter averaged 6.6 million viewers per week
• Ranked number 5 on IMBD top rated crime dramas
• Full access to all seasons on catch up on Fox
• Still a large amount of buzz around the TV series

10. Objectives
• To see a 20% rise in viewing figures on Catch Up on Fox from 1st
March 2014 to the 30th
June 2014
• To increase Fox’s market position from 0.3% of all television and
on demand content watched to 0.5% by the 30th
June 2014
• To increase the demand in advertising space by 10% by 30th
June
2014

11. Stakeholder Map and Appropriate Strategies

12. Target Audience
• 25-35 year old ABC1 males
• 12.8 million for the campaign to target
• Over 60% of TV viewers are ABC1 socio demographic
• Recession hasn’t affected spending habits

13. Matthew Phipps
“I’ll pay for great drama, especially if I can watch it on the go.”
Age: 28
Communications Manager
Overview
•Matt is 28, in a relationship and lives in an
apartment in London
•Income is £30,000 a year
•Enjoys his job as a communications manager
but it involves working long hours and
travelling
•His true passion is TV and Film and although
he wants to watch it regularly, he’s heavily
reliant on catch up content
•Matt is also aware that he an opinion leader
within his social group
What Does Matt Want From TV?
•Matt wants to be able to sit down and watch
TV but also catch up if he’s missed the airing
•Matt will happily pay to access these but he
wants to know what he’s getting
Exposure to Media
•Much of Matt’s television viewing takes place on a weekend, prominently
Saturday and Sunday evenings
•Matt is more exposed to on demand advertisements and content due to
always being on the go
•Matt reads regularly at home, predominantly film and lifestyle men's
magazines
•However Matt trusts articles and reviews much more than advertisements
•Matt commutes to work in central London by tube and pays a lot of
attention to advertisements placed around these areas
•Matt also owns a car and commutes on weekends to places out of London
to meet friends and family
•Although Matt does have social media, he’s not highly active on it however
he does like to keep up to date with what his favourite brands are posting
•Matt favours mediums such as Spotify for listening to music as it cuts out
advertisements

14. Relive the Gory Years
catch up on fox

15. Key Messages
Syntactics:
Short message structure which is vital for the creative platforms chosen
Open message, prompting to the reader to open their mind and imagine
Semantics
Emotional pull of the strap line which is a play on words from a well known cultural
saying
Further prompts the open message of imagining
Semiotics:
Uses the icon image of Dexter and has a common theme of blood, a symbol culturally
related in terms of television to crime/horror/adult dramas.

16. Exhibit A: Show reel

17. Exhibit B: Miami Chills Bar Tour
Pull Strategy
•March 7th
/March 14th
Friday 4pm until 8pm
•Miami Chills Bar will open it’s doors to the most
popular commuter and office areas in London
•Serving Miami themed cocktails/mocktails
•Showcasing a show reel and how to access on
demand
Profile Strategy
•March 3rd
/March 10th
Monday: All day, heavily
around lunch time
•Media Kits and Mocktails
•Relationship building

18. Exhibit C: Print Advertisements- ShortList Wrap Cover

19. Exhibit C: Print Advertisements

20. Exhibit D: Billboard and Point of Sale Advertisements

21. Exhibit D: Billboard and Point of Sale Advertisements

22. Exhibit D: Billboard and Point of Sale Advertisements

23. Exhibit D: Billboard and Point of Sale Advertisements

24. Exhibit D: Billboard and Point of Sale Advertisements

25. Exhibit D: Billboard and Point of Sale Advertisements

26. Exhibit E: Direct Mail Campaign
Group Examples
Independent TV Review Sites/Bloggers Examples:
•Den of Geek
•Television without Pity
•TV Obsessed
National Media: • Shortlist Magazine
• Empire Magazine
• The Guardian
• Daily Mail
• MTV News
Local Media: • Birmingham Metro
• Evening Standard (London)
• Manchester Evening News
Business to Business
Advertising Agencies
• Agencies
• Client side marketing in large corporations
Opinion Leaders for B2B • Marketing Week
• Advertising Age

27. Accompanying Press Release

28. Campaign Activity
3 10 17 24 31 7 14 21 28 5 12 19 26 2 19 16 23 30
Point of Sales delivered
Point of Sales shown in store
Geurilla Marketing
Shortlist Wrap Cover
Shortlist Magazine Advertisements
Empire Magazine Advertisements
London Underground Billboards
National Billboards
Press release sent to opinion leaders
Direct Mail Campaign
Showcasing Show Reel Online
Social Media Discussion
Communicated with B2B
JuneMarch April May
Campaign Implementation Plan

29. Media Scheduling

30. Budget

31. Evaluating the Campaign

32. Thank you,
I welcome any questions.