What is E!?

oComedy & Entertainment Network

oFocuses mainly on satire and sarcastic humor

oMost of the shows use clips from the web or other TV shows

oCrosses boundaries other networks are afraid to even get close to

The Soup

Strengths

o Not a family-friend channel

o Some content could be seen as offensive

o Isn’t included with most basic cable packages

o Offers a variety of different shows that appeal to the same genre

o Shows are fast-paced and entertaining

o No other channel like it

Weaknesses

Marketing Plan

Emphasizing goal of campaign – to put E! everywhere, including social media outlets, mobile phone apps, etc.

Main Componentso Currently uses Facebook, Twitter & YouTube

o Could improve by encouraging more user interaction

o Propose questions or solicit feedback on posted stories and videos

o Ask for user input on what they would like to see (i.e. Tweet votes or Facebook “like” poll)

YouTube Channelo Currently E! has individual channels for Chelsea Lately,

The Soup, E! News and a standard E! Entertainment channel that covers the rest of the shows.

o Improvements could by made by:

o Increasing user interaction by allowing or encouraging comments and video responses

o Posting previews of upcoming shows or episodes to increase viewers

o Have exclusive YouTube content that doesn’t air on TV

Google/YouTube Campaigno Buy advertising that is relevant to the video clips or

topics that are shown or discussed on the shows

o Try to piggyback on the traffic from viral videos

o Promote video clips that contain the viral videos that a user may be searching for

o Create an incentive to watch E!’s version of the video by adding humorous commentary from E!’s show hosts or comedians

o Try and catch videos right before they go viral, so E!’s clips may even gain more views than the original video itself

Measuring Success

o Number of fans, followers, views, comments and ratings

o Using Google’s Advertising Tools to see which outlets are driving the most traffic to E!’s website, what people are searching for when they come across E!’s videos, etc.

Sweeps

o Nielson Network Rating Sweeps are done in November, February, May & July

o Surge in advertising in Mid-October, January, April & June and continue throughout the following sweeps months

o Each “surge” would last approximately 45 days and would consist of more effort being put into the various social media outlets and encouraging more user interaction and viewership

o Marketing plan would continue during the months of March, August & September, just at a slightly diluted rate.

Proposed Budget

o $30,000 – Google Adwords/YouTube Advertising Campaign

o $10,000 YouTube Channel, includes:o Creating channelo Developing a branding scheme so all videos have a

similar vibe to themo Paying someone to keep the channel updated and

respond to user’s comments and video responses

o $5,000o Facebook/Twitter Facelifto Come up with new/more interactive contento Have someone dedicated to fostering and responding

to user feedback