GROUP 3:

Marketing Pitch for

With research based on:

Beverly Okhio · Conor Soules · Heather Langley · Ian Junwei Gu · Jai Joseph

BRAVO created a very fan-centric network relying heavily on buzz marketing. Fans are encouraged to interact through social media creating a two-sided dialogue.

“By going beyond the television screen and directly into the audience's world, Bravo will be able to grow its user base and create programming and content that our audience actually wants, will use and consume. This initiative allows them to experience Bravo on-air, online and at home, so they can

essentially have real life interaction with our brand.” - Lisa Hsia, EVP of Bravo Digital Media

BRAND AMBASSADORS

Target campuses:

Target markets: Chicago · New York · L.A. · Philadelphia · Boston

THE PLAN: BRAND AMBASSADORS:• 2 Ambassadors at each school for 5 months• 40 peer-to-peer conversations per week• Speak to 2 clubs of 40+ members each week

EVENTS:• Screenings of Season 2 premiere of HitRecord • Art Happenings on campus• Joseph Gordon Levitt to speak at USC and UCLA

SOCIAL MEDIA

&

SOURCE: ADWEEK

BRANDED EVENTSAccording to a survey by Momentum Worldwide, branded live

events are the No. 1 driver of brand recommendations.

SCREENINGSWhat: Brand ambassadors will organize free screenings of the HitRecord Season 2 Premiere on select campuses to generate buzz, draw collaborators, and create awareness of HitRecord and Pivot TV.

When: Week prior to HitRecord Season 2 launch (Spring)

Purpose:• To create buzz for show and for Pivot prior to launch.• To recruit additional collaborators for the show.• To receive audience feedback and get cable petitions signed.• To get users for the Pivot app.

Incentives: Free food, swag, and collaborative opportunities.

ART HAPPENINGSA partly improvised or spontaneous piece of art, typically involving audience participation. Meant to eliminate the boundary between the artwork and its viewer.

Purpose:• “Cool,” trendy branding event.• Encourages participation and attracts attention. • Particularly attracts Pivot’s target demographic.• Upholds and supports HitRecords’ mission of creative collaboration.• Sustains HitRecord hype post-launch.

How:Brand ambassadors will be required to coordinate at least one Happening during their 5-month term on campus.

Olaf Breuning, Technocolor Installation at the Oakland Happening of “Station to

Station,” sponsored by Levi’s.

• Based on Fall Tour 2010 • We propose: social action as the

forefront of this tour, with a focus on topics of digital media literacy (such as vitality and credibility).

JGL COLLEGE TOUR“I want to open my projects up to people who can contribute. We’re coming to colleges to find people with the equipment and the skills.” – Joseph Gordon Levitt

- Housewives

Behind-the-scenes

#RHOC

TweetBattle

SOCIAL MEDIA

Specific Demo/Keywords

Targeting

Multi-Platform Usage

Visual Content

Unique Hashtag

Engagement

- College Students- HitRecord

Teasers, footage, filming scenes

#HitRecordPivot

- User-generated content

- Tailored comments

BUZZ GENERATION• Popularity of social media• Two-way communications

AMPLIFICATION AND CURATION• Multiple touch points

MEDIA RELATIONS• From social buzz to mass media coverage

SOCIAL MEDIA

BUDGETCosts

Agency Fee, Wages, Training, Misc.

$175,000

Joseph Gordon Levitt $100,000

Screenings $16,560

Art Happenings $3,500

T-Shirts $26,250

Print Media $25,125

Social Media $300,000

$646,435

ESTIMATED NEW VIEWERSForm of Advertisement Number of Students

Conversations and Club Meetings (58.3%)

19,589

Screenings (59%) 2,124

Art Happenings (18%) 5,562

Word of Mouth (43%) 11,728

Social Media (Facebook- 56%, Twitter- 34%)

115,802

Social Media (Shares viewed by friends- 34.1%)

39,488

Print Media (5%) 652

Total 194,945