The document discusses strategies for marketing the Fuse TV network to millennials. It recommends leveraging digital platforms like social media, blogs, and video to create engaging content. It also suggests developing strategic partnerships with media companies that have audiences aligned with Fuse's programming. Additionally, it advises understanding millennials' interests and creating buzz around original content through grassroots activities. Finally, it mentions using niche traditional media for targeted promotions.

1. Marketing Positioning
By Clyde Lee
as Director of Consumer Marketing

2. Online Partnerships
Grassroots Traditional

3. Online Partnerships
Grassroots Traditional

4. Online
Leverage the Millennial’s affinity for all things digital with attention grabbing and
relevant content that is engaging and focused on the “Why” with every message,
experience or awareness touch point.
-i.e. Branded Content video’s: Behind the Scenes spread around social hubs and
media properties
-Blogger networks as advocates
-Organic SEO/SEM programs
-Action-optimized CPM

5. Online Partnerships
Grassroots Traditional

6. Partnerships
Develop strategic alliances with media partners that have shared values, and
access to audiences that can grow consumer interaction and build a greater trust
with Fuse TV programming as “Regulars” versus “Passers-by” viewers.
- i.e. Complex Media Network: The Online Network for 20-somethings
13MM+ people
24MM+ views (19% Mobile)

7. Online Partnerships
Grassroots Traditional

8. Grassroots
With a psychographic understanding that the Millennial target has many online
and offline distractions and options for entertainment experiences. Each program
must be original yet fresh, add value to the viewer, and create an organic buzz
that translate and multiply throughout their social media circles.
-i.e. Adding a social element to give local lovers of music a national call to action
during specific tent pole events that can create buzz the drive ratings
Leveraging “Take Over” programming as a vehicle to motivate larger
groups to perform flash mobs around the programs featured artist

9. Online Partnerships
Grassroots Traditional

10. Traditional
Use niche media placement to reach segmented and targeted groups that are
tuned into mass media.
-i.e. Leverage local cable and telco interconnects or radio traffic inventory
through affiliate relationships in markets that over index with Fuse TV or specific
programming popularity.
Concert give-a-way or meet and greet
Negotiate talent interviews with media properties to gain in-kind promotion