The campaign aims to target families with children ages 5-12 through holiday-themed cooking games and recipes on the Food Network website and new mobile apps. New features will include kids video games, recipes parents can cook with their children, and contests to engage families. The strategy involves promotional ads on social media, websites, and searches targeting this audience with the goal of driving traffic to the new online content and increasing engagement.

1. Target Audience:
• Men & Women ages 25-40
• Have young children
• Unemployed or part-time
employed
• Family-oriented & love to cook
• Children ages 5-12
• Enjoy video games &
cooking/baking
The Campaign:
• Target children through parents
• Holiday-themed during holiday
season
• New cooking simulations & food
games on website & phone app
• New kid-friendly recipes
https://www.groupon.com/deals/pbs-kids-play
http://www.pbs.org/parents/food-and-
fitness/eat-smart/cooking-with-kids/

3. • Main platform to
advertise campaign
• Target Demographics:
• Age
• Interests
• Marriage status
• Target teens more
• Target Demographics:
• Food Network followers
• Keywords related to
children
• Interests
• New kids segment on
Food Network’s channel
• Recipe videos & food
game demos
• Pre-roll ads
• On other kids channels
• Kids recipes & games
• Target Demographics:
• Pins
• Age
• Interests
• Kid-friendly recipe posts
• Link to kids game page
• Target Demographics:
• Age
• Interests
• Post demos of kids
recipes and games

4. Web Design Improvements:
4. Access to better features for members
1. Relocate “Login/Signup” button
2. Clearer “Home” button
3. Anchor at bottom of home page
SEO:
• New Keywords/Phrases for Video Games:
• “cooking games for kids”
• “fun kids games”
• “Food Network video games”
• New Keywords/Phrases for Kids Recipes:
• “recipes to cook with kids”
• “easy recipes for kids”
• “holiday recipes for kids”
Sample Ad in Search Engine:

5. Display
• Ads placed on:
• People
• The Today Show on NBC
• MSNBC
• Fox
• Parents.com
• Target: Parents who visit
these sites
• Banner ads on top or on
right side of web pages
• Directed to Food Network
web page with games and/or
kids recipes
Paid
Promoted ads on:
• Twitter
• Target: Teens with funny ads
about games
• Facebook
• Target: Parents with heart-
warming ads of kids cooking with
parents
• YouTube
• Target: Children & Parents with
video game demos or kids having
fun cooking with little mess
shown
PPC
Bids for SEO words:
• $5 Bids for:
• “cooking games for kids”
• “fun kids games”
• “recipes to cook with kids”
• “easy recipes for kids”
• $10 Bids for:
• “Food Network video games”
• $15 Bids for:
• “holiday recipes for kids”
PROMOTED

6. Contest:
1. Contestants pick 1 of 5 new holiday recipe
simulations on Food Network’s website.
2. Contestants recreate the holiday recipe and
create a video of the process.
3. Participants enter the video into the contest on
Food Network’s website, and tweet out the video
using a hashtag.
4. One winner will be chosen by Food Network’s
Twitter followers.
5. Food Network will fly the winner out to appear on
“The Kitchen” and show off their recipe.
Email Marketing:
•One email per month
•Emails will include:
• Any new occurrences in FN
• T.V. show updates
• New recipes on website
•Insert pop-up when users enter website
https://www.wonderplugin.com/wordpress-popup/
https://www.fayettevilleflyer.com/2017/01/10/feltner-
brothers-to-appear-on-food-network-show-the-kitchen/

7. Blog:
• FN Dish
• Celebrities
• Popular foods & food recipes
• Current events in food world
Podcast:
• Run by Food Network Chefs
• New Chef featured each week
• Talk about:
• Cooking tips
• Favorite recipes
• Personal lives
• New kids games and recipes
promoted
Example Blogs:
1. The Best Recipes to Cook with
Your Kids
2. How to Get Your Kids to Help
You Clean the Kitchen
Email Series:
• Holiday-themed
• Promote kid-friendly holiday recipes
• One email each day of December to
users signed up for series
• 1 recipe per email, 1-2 recipes per
week will be kid-friendly ones
• Challenge: If users make at least 15
of the holiday recipes, they can enter
pictures of them on FN’s website and
receive a Santa Hat signed by a FN
Chef in return
https://www.foodnetwork.com/profiles

8. App:
• Separate phone app dedicated to kids video games
• Available on smartphones & tablets
• Kid-friendly recipe section on main Food Network
app
• “Cook With Your Kids” section
Mobile Website Improvements:
• “Login/Signup” button
• Login popup
• Link to download new gaming mobile app

9. BUDGET

10. Measure:
• # of likes/favorites, retweets,
shares & views
Measure:
• # of people who downloaded app
• Whether more people download
app from app store or link on
website
• # of users with accounts using
mobile site
• Bounce rate of mobile site
Measure:
• Amount of people who have
accounts & their activity
• How many people click out of
website after being directed
through a link
• Game popularity by how many
people are clicking & playing
each game
Measure:
• Contest & Email Series: # of
participants
• Podcast: # of listeners
• Email: Open rate, click-through
rate and how many people
unsubscribe
• Blog: Inbound Links &
positive/negative commentary
Measure:
• Display: # of people who click on
ad & # of people who stay on
site
• PPC: # of people clicking on
SEO ads
Mobile
Content
Online
Website
Social
Media