Digital Strategy for Promoting Richard French Live and Special Reports

Develop a digital strategy to promote the rebranding of Richard French Live and the

airing of new special reports.

The Mission

Increase brand awareness/ brand lift of Richard French Live as a hard-hitting news

source with strong journalistic storylines

The Goal

Build Brand Awareness

The Problem: Low Awareness of the Richard French Live and RNN brands.

Objective: Raise brand awareness and increase audience views and retention.

Strategy: Through a mixture of cross-channel promotion, print advertising and digital media we will post strategic content, advertise and develop brand continuity across multiple media channels.

Digital Strategy ● Social

○ Twitter○ Facebook○ YouTube○ RFL Blog○ Google

● Blogger Outreach● Website● Email

○ Newsletter○ Press release

● TV Channel Promotion● Print Advertising● Second Screen

Social Media - Twitter- Re-skin Twitter homepage with new graphics and logo- Update bio with new tagline “Smart debate. No noise” - Target people tweeting about news, politics and journalism- Target people tweeting about Special Report topics including:

- The prison system- The elderly, abuse & mental health- Internet surveillance- Gilgo beach, escorts, internet dating

- Pay for promoted tweets- Use #RNNTV at the end of select tweets- Use tagline “Smart debate. No noise” in select tweets

Twitter Cover Page

Social Media - Facebook

- Re-skin cover photo and profile image with new photos- Ad tagline “Smart debate. No noise” to cover photo- Create new ad campaign buying standard ads that direct to the RFL Facebook homepage- Develop strategic content plan (see attached calendar) - Create standard ad campaign for each Special Report that asks a target question and directs to RFL Facebook- Created sponsored stories for specific posts- Like and share content from pages focusing on Special Report topics- Change out cover photo for each special day of air- Add calendar events for each special

Facebook Cover Image

Social Media - YouTube- Re-skin YouTube channel with new graphics and logo- Update bio, add new tagline “Smart debate. No noise” - Target people posting videos about news, politics and journalism- Target people posting videos about Special Report topics including:

- The prison system- The elderly, abuse & mental health- Internet surveillance- Gilgo beach, escorts, internet dating

YouTube Channel Skin

Social Media - RFL Blog- Update About Richard image with new graphic background- Update RFL Blog page with new “About” section, add tagline “Smart debate. No noise” - Post blogs relating to each special topic, including:

- Bail or Jail- Elder Abuse- Surveillance Nation II- Internet Escorts- Freewheeling Friday - Nazi Resurgence

- Don to speak with contributors for each special to write one-off blog posts around air dates

Social Media - RFL Web Page- Post new Richard French Live promo at top of page starting 8/26/13- Re-skin Livestream page with new graphics- Post 30 second spot on 9/2/13 through 9/9/13- Swap out special reports promos on the following dates:

- 9/9/13 - Bail or Jail- 9/10/13 - Elder Abuse- 9/11/13 - Surveillance Nation II- 9/12/13 - Internet Escorts

RFL Web Page and Blog

Social Media - Google- Create a Google Plus account - Sync account with RNN YouTube channel- Buy Google Adwords for standard and special report topics including:

- Politics - Surveillance Nation II- New York State - Internet Escorts- Journalism - The New Nazis- Bail or Jail - Elder Abuse

Blogger Outreach - Search for bloggers writing about topics related to the specials:

- Bail or Jail- Elder Abuse- Surveillance Nation II- Internet Escorts- The New Nazi’s

- Email bloggers with a banner, bullet points and/ or copy for them to post on their sites asking them to promote the specials

Banner/ Facebook Ad Images

RNN Website - Landing Page- Update Richard French Live blurb- Update photo with new graphic

Email - Newsletter- Separate newsletters will be sent to different lists using MailChimp promoting the following events the day before each event:

- New Promotional Campaign- Bail or Jail- Elder Abuse- Surveillance Nation II- Internet Escorts- The New Nazi’s- Freewheeling Friday

Email - Press ReleaseA press release will be sent to our master email list alerting them of the new branding and upcoming special reports 1

week ahead of the launch.

Print Advertising

Ads promoting Richard French Live will be posted at Metro North and LIRR stations at the launch of the campaign.

Cross Channel Promotion

30 Second generic spots will run on other networks promoting Richard French Live and RNN. On the

dates of each special report, topical spots will also run on the partner networks.

Timeline08/15/13 - Sign-off on strategy08/19/13 - Begin re-skinning/ branding of social media pages & website08/19/13 - Buy Facebook ads and promoted Tweets08/26/13 - Cross channel promotion begins08/26/13 - Buy Google AdWords08/26/13 - Print ads posted at Metro North & LIRR stations09/09/13 - Bail or Jail special airs09/10/13 - Elder Abuse special airs09/11/13 - Surveillance Nation II special airs09/12/13 - Internet E$cort$ special airs09/13/13 - Freewheeling Friday airs09/16/13 - New graphics package debuts on RFL

Budget - Social Media- Standard Facebook Ads - $500 - Facebook Promoted Posts - $150- Twitter Promoted Tweets - $100- Google AdWords - $250

Total Social Media Spend: $1,000

Second ScreenScrolling text relevant to each special including names,

phone numbers, URL’s and email addresses of organizations involved or helplines will run across the

bottom of the screen during the airing of each special. A call to action will be added at intervals in between to follow

the Richard French Live twitter stream which will cross tweet the information as well.

Thank You