Digital strategy designed to increase viewership and fan engagement with nightly political news show, Richard French Live.

1. Digital Strategy for Promoting Richard
French Live and Special Reports

2. Develop a digital strategy to promote the
rebranding of Richard French Live and the
airing of new special reports.
The Mission

3. Increase brand awareness/ brand lift of
Richard French Live as a hard-hitting news
source with strong journalistic storylines
The Goal

4. Build Brand Awareness
The Problem: Low Awareness of the Richard French Live
and RNN brands.
Objective: Raise brand awareness and increase audience
views and retention.
Strategy: Through a mixture of cross-channel promotion,
print advertising and digital media we will post strategic
content, advertise and develop brand continuity across
multiple media channels.

5. Digital Strategy
● Social
○ Twitter
○ Facebook
○ YouTube
○ RFL Blog
○ Google
● Blogger Outreach
● Website
● Email
○ Newsletter
○ Press release
● TV Channel Promotion
● Print Advertising
● Second Screen

6. Social Media - Twitter
- Re-skin Twitter homepage with new graphics and logo
- Update bio with new tagline “Smart debate. No noise”
- Target people tweeting about news, politics and
journalism
- Target people tweeting about Special Report topics
including:
- The prison system
- The elderly, abuse & mental health
- Internet surveillance
- Gilgo beach, escorts, internet dating
- Pay for promoted tweets
- Use #RNNTV at the end of select tweets
- Use tagline “Smart debate. No noise” in select tweets

7. Twitter Cover Page

8. Social Media - Facebook
- Re-skin cover photo and profile image with new photos
- Ad tagline “Smart debate. No noise” to cover photo
- Create new ad campaign buying standard ads that direct
to the RFL Facebook homepage
- Develop strategic content plan (see attached calendar)
- Create standard ad campaign for each Special Report
that asks a target question and directs to RFL Facebook
- Created sponsored stories for specific posts
- Like and share content from pages focusing on Special
Report topics
- Change out cover photo for each special day of air
- Add calendar events for each special

9. Facebook Cover Image

10. Social Media - YouTube
- Re-skin YouTube channel with new graphics and logo
- Update bio, add new tagline “Smart debate. No noise”
- Target people posting videos about news, politics and
journalism
- Target people posting videos about Special Report topics
including:
- The prison system
- The elderly, abuse & mental health
- Internet surveillance
- Gilgo beach, escorts, internet dating

11. YouTube Channel Skin

12. Social Media - RFL Blog
- Update About Richard image with new graphic
background
- Update RFL Blog page with new “About” section, add
tagline “Smart debate. No noise”
- Post blogs relating to each special topic, including:
- Bail or Jail
- Elder Abuse
- Surveillance Nation II
- Internet Escorts
- Freewheeling Friday
- Nazi Resurgence
- Don to speak with contributors for each special to write
one-off blog posts around air dates

13. Social Media - RFL Web Page
- Post new Richard French Live promo at top of page
starting 8/26/13
- Re-skin Livestream page with new graphics
- Post 30 second spot on 9/2/13 through 9/9/13
- Swap out special reports promos on the following dates:
- 9/9/13 - Bail or Jail
- 9/10/13 - Elder Abuse
- 9/11/13 - Surveillance Nation II
- 9/12/13 - Internet Escorts

14. RFL Web Page and Blog

15. Social Media - Google
- Create a Google Plus account
- Sync account with RNN YouTube channel
- Buy Google Adwords for standard and special report
topics including:
- Politics - Surveillance Nation II
- New York State - Internet Escorts
- Journalism - The New Nazis
- Bail or Jail - Elder Abuse

16. Blogger Outreach
- Search for bloggers writing about topics related to the
specials:
- Bail or Jail
- Elder Abuse
- Surveillance Nation II
- Internet Escorts
- The New Nazi’s
- Email bloggers with a banner, bullet points and/ or copy
for them to post on their sites asking them to promote the
specials

17. Banner/ Facebook Ad Images

18. RNN Website - Landing Page
- Update Richard French Live blurb
- Update photo with new graphic

19. Email - Newsletter
- Separate newsletters will be sent to different lists using
MailChimp promoting the following events the day before
each event:
- New Promotional Campaign
- Bail or Jail
- Elder Abuse
- Surveillance Nation II
- Internet Escorts
- The New Nazi’s
- Freewheeling Friday

20. Email - Press Release
A press release will be sent to our master email list alerting
them of the new branding and upcoming special reports 1
week ahead of the launch.

21. Print Advertising
Ads promoting Richard
French Live will be posted
at Metro North and LIRR
stations at the launch of
the campaign.

22. Cross Channel Promotion
30 Second generic spots will run on other networks
promoting Richard French Live and RNN. On the
dates of each special report, topical spots will also run
on the partner networks.

23. Timeline
08/15/13 - Sign-off on strategy
08/19/13 - Begin re-skinning/ branding of social media
pages & website
08/19/13 - Buy Facebook ads and promoted Tweets
08/26/13 - Cross channel promotion begins
08/26/13 - Buy Google AdWords
08/26/13 - Print ads posted at Metro North & LIRR stations
09/09/13 - Bail or Jail special airs
09/10/13 - Elder Abuse special airs
09/11/13 - Surveillance Nation II special airs
09/12/13 - Internet E$cort$ special airs
09/13/13 - Freewheeling Friday airs
09/16/13 - New graphics package debuts on RFL

24. Budget - Social Media
- Standard Facebook Ads - $500
- Facebook Promoted Posts - $150
- Twitter Promoted Tweets - $100
- Google AdWords - $250
Total Social Media Spend: $1,000

25. Second Screen
Scrolling text relevant to each special including names,
phone numbers, URL’s and email addresses of
organizations involved or helplines will run across the
bottom of the screen during the airing of each special. A
call to action will be added at intervals in between to follow
the Richard French Live twitter stream which will cross
tweet the information as well.

26. Thank You