Upload
caroline-bulger
View
21
Download
1
Tags:
Embed Size (px)
Citation preview
Agenda • Company Background • Objective • Industry Analysis • Competitive Space • Target Market • Media Strategy • Budget Plan • Media Execution • Conclusion
Company Background • Sports division of television network CBS • Media/News/Publishing • Premier sports properties: NFL, Southeastern
Conference Football, NCAA Men’s Basketball, PGA
Industry Analysis • CBS Corporation (CBS) NYSE • Services Sector • Entertainment- Diversified Industry
Competitive Space
• ESPN, ESPN2, ESPN on ABC • Fox Sports, Fox Sports 1, Fox Sports 2 • NBC Sports, NBCSN • Turner Sports
Media Strategy • Digital Awareness • Mobile Marketing • Display Advertising • Social Media • Gaming • Search • Traditional Marketing: Print, Radio
Budget Plan
Media Spending
% of Budget 25%
16%
3% 20%
3%
23%
5% 5% Digital
Display Mobile Social Media Gaming Search Print Radio
Digital Awareness • Deliver ads to mobile phones of fans at sports
events • Video targeting: Demographic, Audience,
Content, Time Shifted Targeting • Ability to simultaneously link devices via Wifi and
data to target a user within a household
Mobile Marketing
• Mobile friendly ads • Drive users to CBS Sports app • Utilize CBS Sports app with text updates, links to
articles, team notifications, real-time
Display Advertising • Relevant websites for display ads:
BleacherReport, Sports Illustrated, DeadSpin, Barstool Sports, etc.
• Text, image, interactive, flash, audio and video ads
Current Social Media Presence
• Facebook: 1,634,136 Likes • Instagram: 29,201 Followers • YouTube: 33,599 Subscribers and 5,313,816
total views • Twitter: 379,188 Followers • Google Plus: 3,895,313 followers|123,437,458
views • Tumblr
Social Media Recommendations • Facebook: Used with sponsored posts on and around dates of sports
events. Post articles recapping games
• Instagram: A sponsored Instagram campaign starting two weeks before any big game. Encourage followers to create their own photos and tag CBS Sports
• YouTube: Interviews and game highlights
• Twitter: Engage with fans to answer questions. Promoted tweets should be used on important game dates to increase conversation. A promoted trend (#FinalFour) to serve as a reminder to watch the games
• Tumblr: Post intriguing content like photos, videos, interviews, graphic data
• Snapchat: Used with “My Story” posts highlighting portions of games, funny clips, and exclusive content
Gaming
• Simple static 263x197 banners • All banners should be on Games Channel, Home
Channel, Movie & TV Channel, Apps Channel, and Music Channel for maximum visibility
• Larger banners used solely on game dates to encourage users to turn away from their console and towards CBS Sports
Search SEO
• Focus on quality content creation, social media integration, frequent website updating, keyword research/management
• Increase Lead
Generation , Increase Web Traffic, Improve Natural Search Rankings
SEM • Paid Search for sports-focused
keywords, branded keywords, competitive keywords and demographic-centric keywords
17%
16%
67%
Yahoo Bing Google
Search Engine Allocation
Print • Print used to increase awareness
• Titles with highest reach and relevant content for target market
• 1. Sports Illustrated 2. ESPN the Magazine 3. Maxim 4. Men’s
Health 5. Rolling Stone
Radio
Spotify: • 88% of millennial men
listen to radio each week • Digital capabilities can
take listeners right to the CBS Sports landing page or drive them to any of the social channels
I Heart Radio:
• Ability to select radio stations across the nation and choose different genres to best fit target demographic
• Works across content platforms:
accessible on mobile, in-car, and even on Xbox
• Millennial men are heavy music
listeners