1. MEDIA PLAN
Ruiqiao Wen,Chi Zhang, Cindy Danganan, Qian Zhai,
Qianxue Yuan,, Ruiqi Song

2. 1. Overview
2. Situation Analysis
3. Target Audience
4. Marketing Objectives
5. Media Objectives and Strategy
6. Geographic Insights
7. Media Plan Recommendations
8. Flow Chart
9. Marketing Budget
10. Appendix
Agenda

3. Background
#cloneclub

4. Build the show into a flagship property for BBC America, and its
breakout star into a household name and create a platform on our air
from which we can launch other network properties by
● Getting people talking again about the most buzzed about Orphan
Black season 2
● Extending the appeal of Orphan Black new season to more than
just fans of sci-fi
● Leveraging cult fandom to bring Orphan Black season 2 and
Tatiana to a broader audience
Marketing Objectives

5. The US Entertainment Landscape
● Intense competition
● Multi-screen viewing
● TV viewing is decreasing
● Increase in stream viewing
● Rise in science fiction shows

6. Competitive Insights: TV Programs

7. Competitive Insights: TV Networks
BBC America Syfy FX AMC
Median age: 49 Median age: 48 Median Age: 42 Median Age: 51
29% is 18 to 34.
71% is 35 to 55+.
24% is 18 to 34.
76% is 35 to 55+
37% is 18 to 34.
38% is 35 to 54.
26% is 55+.
24% is 18 to 34.
76% is 35 to 55+.
Median Household
Income: $71K
Median Household
Income: $55K
Median Household
Income: $71K
Median Household
Income: $59K
52% Attended college 43% Attended college 50% Attended college 48% Attended college
73% Owns home 64% Owns home 66% Owns home 68% Owns home

8. Target Audience
24 to 44 year olds
$71,000 to $77,000+ annual income
TRENDSETTER PASSIONATE

9. MRI Analysis

10. Personas
Andrew
The Media Trendsetter
Lynn
The Program Passionate

11. Media Objectives and Strategies
10% live ratings
through TV ad
5% stream
subscription
through ad
10%
engagement
through social
media
Objectives

12. Media Objectives and Strategies
Strategies
Official
Website
Promos in BBC
America & TV spot
shows
Social Media
Mobile
app/
event
Magazine

13. Geographic Insights
● National and important local markets
● Cities with major fans: NY, Philadelphia, Dallas, Seattle, Boston,
San Francisco, Detroit
● Cities with large potential viewers: NY, LA, Houston, Chicago,
Atlanta, Phoenix
● Cities with large concentration of advertisers: NY, LA, Chicago,
Atlanta
Target geographic market:
● NY, Philadelphia, Dallas, Seattle, Boston, San Francisco, Detroit,
LA, Houston, Chicago, Atlanta, Phoenix

15. Media Plan Recommendations
● Official website
● SEO (Google ad)
● Social media (Youtube, Facebook, Instagram and Twitter)
● Magazines (TV guide, TV weekly, Cosmopolitan)
● TV spots：BBC America
● Promos in BBC America shows (morning news, evening news, sci-fi
and drama shows)
● Mobile App
● Weekly outdoor events throughout May
● Trailer ads (IMDB)
● Out-of-home (subways, bus stops, bus wraps, phone kiosks, taxi)

16. Media Plan Recommendations
● Official website—— The Hub
● Why?
○ According to MRI result, for our target audience:
Media Index Coverage (‘000)
Internet activities done in the last 30
days – obtained information about
entertainment or celebrities
204 3908

17. Media Plan Recommendations
● Upcoming campaigns schedule
● Highlights from conducted
social media campaigns
● Introductions to the App
● Updates of the App
● Follow us on
social media
● Websites: BBC
America

18. Media Plan Recommendations
● SEO (Search Engine Optimization)
● Why?
○ Over 90% of our target audience
use search engine.
○ Google Analysis; Study shows
organic search drives 51% of traffic.
○ Cheapest customers are found in
demand-driven channels.

19. Media Plan Recommendations
● SEO (Search Engine Optimization)
● Keywords

20. Media Plan Recommendations
● Social media MRI index coverage
Facebook 141 5918
Twitter 197 1613
YouTube 146 4935
Instagram: Target the media passionate

21. Social Media Theme
● #CloneClub @OrphanBlack
● link to ‘Watch trailers & episodes’

22. Youtube & Facebook
● Upload interview of directors and actress on Youtube
● Facebook: Behind-the-scene photos & Youtube videos &
Instagram photos, etc.

23. Instagram
● make-up photos
● Photo of our Event

24. Twitter
● Conduct Q&A with actress regularly
● Orphan Black fans can ask question then
#CloneClub @OrphanBlack
● Example:
○ Q: Is that possible that Orphan Black will have
season 3? #CloneClub @OrphanBlack
○ A: It depends on your support! Please follow us on
Saturday night at 9:00pm! Thanks! :)

25. Media Plan Recommendations
● Promos in BBC America shows
○ 6:00 a.m. & 7:00 a.m. weekday
■ BBC World News
○ Prime time show
■ Ex. Doctor Who, Ramsay’s Kitchen
Nightmare.

26. Orphan Black season 2 will be back on April 19, 2014...

27. ● TV spot
○ BBC America Only
○ Playing trailers of Orphan Black
Media Plan Recommendations

28. Media Plan Recommendations
● Magazines
○ TV guide, TV weekly, Cosmopolitan
○ 4-month campaign
○ Change the ad every month
○ Show name, Time, Channel name on
ads

29. Media Plan Recommendations
Mobile App
1) How to know about the APP?
● Official Websites
● Out of home ads
● Social Media
● magazines
2) How it works?
● Send in-time Events information & reminder
● Watch trailers & episodes
● Fans mobile forum
● Subscription function (‘Watch trailers & episodes’
button)

30. Media Plan Recommendations
● Event
1） Clone Lab Exhibition （photos, properties used in show, virtual reality
game)
2） ‘Clone Rescuing ’ Chamber Escape Game
In May at Times Square

31. Media Plan Recommendations

32. Media Plan Recommendations
● Out-of-home

33. Media Plan Recommendations
● Out-of-home
OBJECTIVE: To increase campaign awareness and Word of Mouth.
Subway Bus stops Bus wraps
Phone kiosks Taxi tops

34. Media Plan Recommendations
● Out-of-home
Locations: NY, LA, Chicago
Subways: NY(line1, 4), LA(blue line), Chicago(red line)
Subway Interior Car Cards, around $38,000/month
Bus stops: NY (E 42nd St & Lexington Ave, E 23rd St & 3 Ave)
LA (Lankershim & Victory Bl, Lincoln Bl & Rose Av)
Chicago (Damen and Fullerton avenues)
$3,000 for a standard 69-inch-by-48-inch panel/ month
Bus wraps: NY (M15, B46, Bx12)
LA (113, 109, 215)
Chicago(4, 21, 30) $3,500/ month
Phone kiosks: NY (Union Square, Time square, West 96th Street),
LA (Lankershim & Victory Bl, Lincoln Bl & Rose Av, Lincoln Bl & Venice Bl)
Chicago (Damen, Elston and Fullerton avenues)
$1,000 per ad/ month
Taxi tops: Around $1,000/ month

35. Flowchart

36. Media Budget

37. ROI Measurement
● Impression
● Traffic
● Visits
# Likes
# Followers
# Click-
Thru
Comments
Duration
# Shares
#
Participants
#
Purchases
# Store
visits
Exposure Engagement Action
● Participation
● Likes
● Followers
● Comments
● Cliks
● Downloads
● Shares
● Ratings
● Ranking
● Conversions

38. Thank you!
Q & A

39. ● Target audience:
○ Target audience segments: 2011 CBS-Nielsen study-The Future is Now: In Pursuit of a More Efficient and
Effective Media Strategy
○ Persona: http://www.bizjournals.com/bizjournals/on-numbers/scott-thomas/2013/04/pay-in-market-063.html?
page=all.
● Geographic insights: Black+Orphan+2q13+TV+Ratings+Live
● Media plan recommendations:
○ Metrics for websites: http://www.yola.com/blog/how-to-measure-your-sites-success/
○ Costs for websites: http://www.executionists.com/blog/cost-to-build-websites-2014/
○ SEO: http://searchenginewatch.com/sew/study/2101282/search-engines-92-adult-internet-users-study
○ SEO or SEM: http://searchengineland.com/study-organic-search-drives-51-traffic-social-5-202063)
○ Metrics for SEO: http://searchenginewatch.com/sew/how-to/2285550/how-to-measure-seo-success
● Outdoor advertising
Outfront media Analysis
http://www.psta.net/PDF/Bus%20Advertising%20Booklet%202013.pdf
http://www.transitchicago.com/assets/1/brochures/ctaSystemMapBrochure.pdf
http://www.nyc.gov/html/tlc/downloads/pdf/2014_taxicab_fact_book.pdf
Appendix

40. Totals
24 to 44 years
18-49 years
Totals
Unwgt
48881
1896