Post on 14-Dec-2015
Nicole’s CapricePresented by: 5049 Entertainment
1 August 2007
Agenda
Current Landscape
Pilot Concept
Marketing Strategy
Promotions / Website Design
Financial Plan
Summary
2.5
2.9
3.6
2.4 4.7
4.4
4.0
3.4
0 1 2 3 4 5
M18-49 RTG W18-49 RTG
ABC
FOX
CBS
NBC
Networks Love FemalesPrimetime Viewing Trends09/18/06 - 05/23/07
Source: Nielsen Ratings (September 2006 – May 2007)
W 35-49
M 35-49
W 18-49
M 18-49
W 18-34
M 18-34
28
32
36
40
44
2002-03 2003-04 2004-05 2005-06 2006-07
(%)W 35-49
M 35-49
W 18-49
M 18-49
W 18-34
M 18-34
Females vs. Males HUTsPrimetime Viewing Trends09/18/06 - 05/23/07
Source: Nielsen Ratings (September 2006 – May 2007)
Jun-2006 Jun-2007 % Change Jun-2006 Jun-2007 % Change
Total Female: 18-49 49,071 55,185 12 84.1 87.4 3.9Total Female: 18-34 22,658 25,976 15 84.7 87.3 3.1
Total Unique Visitors (000) Average Minutes per Usage Day
Women and Digital Growth
• More females are visiting NBC.com and becoming more engaged with online content
Source: MyMetrix - % Change Media Trend Report (June 2006 vs. June 2007)
NBC Gets YoungerAll Programs, Season-to-DatePrimetime Avgs 05-06 vs 06-07
NBC 1.7 Years Younger
CBS 0.1 Years Older
ABC 0.3 Years Older
FOX 0.9 Years Older
07-08 DevelopmentCommitment to Quality
Critical Acclaim
Grow Younger Viewers
Upscale Audience
TV 360 from inception
Continue Momentum
Opportunity for NBC Pilot
Female-skewing content• NBC currently skews female• Look to shift ABC female viewers
over to NBC • Capitalize on female users on
NBC.com through 360 Strategy
Go younger• Continue momentum• Success with digital• Desirable demographic for
advertisers
Agenda
Current Landscape
Pilot Concept
Marketing Strategy
Promotions / Website Design
Financial Plan
Summary
Pilot ConceptCAPRICE:
1. An inclination to change one’s mind impulsively
2.A sudden, unpredictable action, change, or series of actions or changes
3. A High end community living apartment in Dupont Circle,
Washington DC
NICOLEMary Elizabeth
Winstead
SANDRAAlexa Havins
KIMLindsay Korman
DEVIN Dylan Fergus
CHIP
Justin Hartley
THE CAPRICE
Struggles with a new life
Starting Over
Secrets revealed
Transitions
New Relationships
Office politics
Agenda
Current Landscape
Pilot Concept
Marketing Strategy
Promotions / Website Design
Financial Plan
Summary
Marketing Overview
• Our Target Audience– Women 18-49
– Emphasis on Women 18-34
– Execute advertising strategy through multiple outlets
• TV
• Online
• Promotions
Time Slot
- Wednesdays at 10 pm (September 26 launch)
- Bionic Woman will garner large lead-in audience
- Potential for Private Practice audience to cross over to NBC
- Nicole’s Caprice will attract more females than CSI New York
- Tone varies greatly from Dirty Sexy Money
BACK TO YOU (9/19) TIL DEATH (9/19)
LOCAL PROGRAMMING
PUSHING DAISIES
DEAL OR NO DEAL (9/19)
PRIVATE PRACTICE
WEDNESDAY
NICOLE'S CAPRICE (9/26)
CRIMINAL MINDS (9/26)
AMERICA'S NEXT TOP MODEL GOSSIP GIRL
CSI NEW YORK (9/26)KID NATION (9/19)
DIRTY SEXY MONEY
BONES (9/19) LOCAL PROGRAMMING
BIONIC WOMAN (9/26)
8:00 8:30 9:00 9:30 10:00 10:30
The Bionic Factor
• Allow Bionic to do much of the heavy lifting
• Tag Bionic ads with Nicole’s Caprice –
“Two women to watch”
• Target our advertising campaign specifically on Women 18 – 49 (emphasis on W18 – 34)
TV Campaign• NBC Properties
• External Media
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TV Campaign
• Pre-Show media blitz to expose talent
Print Campaign“Penetration for 18 – 24 year olds is 92% and
unchanged from 5 years ago”
- Advertising Age
• National
-----------------------------------------------------------------------------------------
• Local
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• Entertainment
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• Female Lifestyle
- Adults 18 – 49 (61%) - #1 newspaper in U.S.
- 71% women
- Adults 18 – 34 (61%)
- 65% women
- $186K mean income
- Highest circulation for Women 18 - 34
Print Campaign
Online CampaignSocial Networking sites: enriched profiles, banners
-
Online Campaign
• Heavy banner presence
NICOLE’S CAPRICE
Wednesday’s 10:00/9:00C
Online Campaign
• iVillage component – Online round table discussion of show’s broader themes and issues
• Partnership with Yahoo! Games will sponsor variety of Nicole’s Caprice related games in exchange for exclusive pre-screening of pilot episode
Agenda
Current Landscape
Pilot Concept
Marketing Strategy
Promotions / Website Design
Financial Plan
Summary
Promotion Schedule
Date Location6 weeks prior UCLA5 weeks prior Univ.
Wisconsin Madison
4 weeks prior Univ.
Miami3 week prior Georgeto
wn
Promotion Strategy
Georgetown University
This Saturday meet Alexa Havins, Sandra, from Nicole’s Caprice and the rest of the cast
• 5pm
• Student Center
• Get there early
Visit www.nbc.com/NicolesCarprice
Flyers
Promotion Strategy
Love1350 Okie St. N.E.
(Off of New York Avenue)
Love1350 Okie St. N.E.
(Off of New York Avenue)
• Evening at Love nightclub
• VIP guests
• Two weeks before premier
• Washington , DC location
• 1.41 million visitors per month
• 16.2 million page views per month
• 566,411 total active members
• 11,300 venues posted
Promotion Strategy
New York’s Webster Hall Night Club will host the premier party for the first episode. 30 minutes before air, the cast will enter from both
sides of the large screen where they will congregate on the main floor to be introduced, then be escorted to the VIP area. The first
episode will air on the large screen shown above.
Nicole’s Caprice 360
• Show airs Wednesday at 10/9c• Online interaction includes:
– After show special– NBC Rewind: Episode Streaming– Deleted scenes
• Wireless interaction includes:– Text questions for after show special– Ring tone deal– V-Cast
• Podcasts/Show downloads available on iTunes
Online Sync-to-go
Wireless
TV
Agenda
Current Landscape
Pilot Concept
Marketing Strategy
Promotions / Website Design
Financial Plan
Summary
Nicole’s Brands• Advertisers are a great match for
Nicole’s Caprice and Women 18-49
Beauty Maybelline, L’Oreal, Chanel
Retail Macy’s, Gap, Crate & Barrel, Ikea
Auto GM, Ford, Chrysler
Wireless Verizon, Sprint, T-Mobile
Beverages Coca-Cola, Smart Water, Starbucks
Fin. Services
Chase, Citibank, Visa, MasterCard
Electronics Apple, Best Buy, Circuit City
Nicole’s Caprice 360 and IKEA
Nicole & Sandra’s apartment is outfitted
with IKEA furniture
- Strong IKEA branded integration
throughout season
Online after show will be produced in Nicole & Sandra’s
apartment– Users who text
questions to show will receive Thank You text plus discount coupon on next purchase at
IKEA
Users go online to check out the room design and can click on different furniture pieces that will link
to IKEA.com
On-Air / Branded Entertainment Online Mobile
THANK YOU
Financial Plan SummaryPilot Episode $1,890,085
Pattern Budget $1,260,057
Number of Episodes 13
Total Pattern Budget $16,380,737
Total Pilot Season Costs
$18,270,822
Site Production (Design, Build, 360 elements) $231,000
Marketing / Promotions $2,200,000
Total Estimated Costs $22,591,907
On-Air Revenues $21,942,900
Online Revenues $1,170,000
Total Estimated Revenues
$23,112,900
PROFIT / (LOSS) $520,993
Agenda
Current Landscape
Pilot Concept
Marketing Strategy
Promotions / Website Design
Financial Plan
Summary
Why Nicole’s Caprice makes sense
360 strategy will bolster Women 18-34
Appeals to Women 18-49
Profitable show due to attractive demographic
Aggressive targeted marketing strategy
Wed at 10pm increases female viewing
THANK YOU!
• Nancy Gallagher• Kerry Billings• Alexandra
Kenney• Casey O’Malley• Amalia Munteanu• Anna Kavaliunas• Chris Williams• Michael Brown• Richard Rosario• Kristen Hacket
• Bill Hartnett• Chris Meador• Brian Dixon• Tony Rice• David McClain• Bob Lukowski• Rob Byrnes• Allison Campbell• Jean Jones• Jackie Morano