Harpoproductions

Davina Hamilton MSU New Media Drivers License, Spring 2011

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Slide 1: Title Page Slide 2: OWN Business, Challenges and Goals OWN is a specialty channel owned by Harpo Productions and Discovery Communications that debuted January 1, 2011. Primary programming includes original programs, strips, specials, original documentaries, and acquired movies. Slide 3: OWN Business, Challenges and Goals Cont. OWN's challenge is the price. Oprah has a lot of fans and receives plenty of feedback, however, a percentage of her fans feel they can't afford it and choose not to pay extra for specialty channels such as OWN. OWN's goal is to increase the number of subscribers and convince fans and viewers that it's worth it to pay for the specialty channel. Slide 4: OWN Social Media OWN is currently "liked" by over 517,000 people on Facebook and over 53,000 followers on Twitter; as well as a YouTube account with over 2,500 subscribers. All of these are great ways to get OWN more exposure and popularity than it already has. The YouTube account offers clips and sneak peeks from their shows as well as previews for upcoming shows and documentaries that are exclusive to OWN. Slide 5: OWN Social Media Theme This marketing strategy will mostly focus on the original shows and documentaries that can only be viewed on OWN. Primary focus will be on Season 25: Oprah Behind The Scenes, Oprah Presents Master Class, Our America with Lisa Ling, The Judds, and Kidnapped by the Kids. These shows were chosen because they were created to be exclusively viewed on OWN, as well as their ability to be appealing to their target audience and simultaneously bring in new viewers. It also shows that although it is the Oprah Winfrey Network, not all of the programming is about her. Slide 6: Key Components of Marketing Strategy A lot of the focus for this campaign will be on Facebook. OWN will have each of these shows have their own Facebook accounts which will include information on all programming, including the previously mentioned shows, and when they will air. The pages for these shows will be available on the sidebar of the OWN page. There will also be information on how to find the network on TV, all of the shows being broadcasted on the channel, and a link on how to become an OWN insider. Slide 7: Key Components of Marketing Strategy Cont. Each of these shows will also have a Facebook fan page, which will list, individual web site for the program, when the show will be on and a way to communicate with other fans. To get these accounts noticed, OWN will advertise them on their main website, show websites, their official Facebook, and through commercials being broadcast on basic cable networks. After each show airs a screen will show up with the links to the website and for the Facebook pages for fans to go to. To get new customers OWN should offer a free trial to people who don't have the channel in order for people to see what they are missing by not having OWN. Slide 8: Key Components of Marketing Strategy Cont. These will all tie into each other and get more people to want to watch these shows if they see other people going to the Facebook pages. A lot of times when people like a show they tell their friends and family to watch it and how good it is. People will enjoy seeing what other real life people are doing, either in similar situations or the complete opposite. If someone doesn't have a Facebook, the same things will be on the show website so people won't miss anything that they want to see. People who don't have OWN will benefit from the free trial. This will spark interest and hopefully want them to subscribe to OWN. Slide 9: Measuring Success OWN will measure the success of this marketing strategy by how many new subscribers they get for OWN after the campaign is launched. Also they will look at the ratings of specific television shows and increase in numbers on social media sites. Hopefully, ratings for these shows will increase after the campaign is launched. Slide 10: Budg