Harpo Productions Digital Marketing Plan

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Harpo Productions
By: Bri Waldie

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Overview
 Harpo Productions was founded by Oprah Winfrey
 Produces the OWN Network, Oprah Magazine, Harpo Radio,
and Harpo Films
 Located in Chicago, Illinois

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Target Audience
 Women 18+ who are looking for in inspiration, advice, and
entertainment

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Challenges and
Goals
 Goals:
 Increase awareness of Harpo
Productions online
 Expand the target market to a younger
generation
 Increase awareness with mobile
marketing
Challenges:
 Expanding awareness from just
television and radio to online
 Using mobile marketing to attract a
younger audience

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Marketing Plan
 Target Audience: Women 18+ through all media sources
 Improve Socail Media accounts for OWN Network, Oprah
Magaizne, and Harpo Radio.
 Use Internet marketing and SEO to increase awareness of
Harpo Productions online
 Use Mobile marketing to attract a younger audience

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Social Media Plan
 Start using:
 Pinterest for all productions
 This will attract a younger
audience
Improve existing social media:
•Communicate with fans on a daily
basis
•Share inspirational quotes every
day on both Twitter and Facebook
•Allow fans to post their own
inspirational quotes
•Share the latest trends by Oprah
including books and recipes
•Have Oprah answer questions
from fans via YouTube and post
on all social media networks

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Internet Marketing Plan
 Internet marketing will help increase awareness of Harpo
productions projects online
 Use Google AdWords to learn more about target market on the
Internet
 Find keywords that will optimize Harpo Productions websites
 Place advertisements where target market is searching on the
Internet

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Mobile Marketing Plan
 Use mobile marketing to increase awareness among a younger
generation
 Create an app for productions including OWN Network and
Oprah Magazine
 Include clips from shows, advice on several topics,
recommendations, and a place to write into the network with
questions
 Use QR code on all magazines and advertisements

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Metrics of Success
 In order to make sure this marketing plan
is working you will need to measure its
effectiveness
 Use Google Analytics on all Harpo
Productions websites
 Measures the traffic on websites
 Able to locate where target audience is
from
 Able to show the time periods target
audience is visiting your pages
 Review for mobile analytics
 Review for advertising and sales and
their effectiveness

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Budget
$1.5-2 million
*Includes all productions within Harpo
Productions
Social Media
Improvements:
$300,000
App
Development:
$300,000
QR Code:
$100,000
Google
Adwords:
$100,000
Marketing Team:
$300,000
Internet
Advertising:
$300,000