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TABLE OF CONTENTS

Meet the Cast

3

IMC

Executive Summary

4

Facebook 55

RESEARCH Research Objectives

7-8

Twitter 56 Social Curator Site 57-58 NeighborhoodAssociationApp 59-60

Survey Results

9-10

Cul-de-sacConnectionApp 61-62

Target Profiles

11-12

Orin Swift Partnership 63-64

Background 13-14 Consumer Trends 15-16 Industry Trends 17-18 Competitive Analysis 19-20 SWOT Analysis 21-22

Target Partnership 65-66 Cox on Conan 67-68 Escape Your Neighborhood 69-70 In the Neighborhood 71-72 Target Team-Up 73-74

CREATIVE DIRECTION Brand Essence 24 Marketing Objectives 25

MEDIA PLAN Plan Overview 77-78 Message Vehicles 79-81

Communication Objectives 26

Social Curator Site 57-58

Creative Brief 27-28

Budget

82

Creative Concept 29-30

Flowchart 83 EvaluationTactics 84

CREATIVE EXECUTION Magazine

32-36

APPENDIX

Television

37-40

Budget Analysis

86

Radio

41-42

2
2

Banner Ads 43-46

 

MEET THE CAST

MEET THE CAST JEFFERSON HOPKINS ACCOUNT EXECUTIVE ALYSSA HINGER IMC SPECIALIST PAIGE PORTER ACCOUNT PLANNER REBECCA
MEET THE CAST JEFFERSON HOPKINS ACCOUNT EXECUTIVE ALYSSA HINGER IMC SPECIALIST PAIGE PORTER ACCOUNT PLANNER REBECCA
MEET THE CAST JEFFERSON HOPKINS ACCOUNT EXECUTIVE ALYSSA HINGER IMC SPECIALIST PAIGE PORTER ACCOUNT PLANNER REBECCA

JEFFERSON HOPKINS

ACCOUNT EXECUTIVE

MEET THE CAST JEFFERSON HOPKINS ACCOUNT EXECUTIVE ALYSSA HINGER IMC SPECIALIST PAIGE PORTER ACCOUNT PLANNER REBECCA
MEET THE CAST JEFFERSON HOPKINS ACCOUNT EXECUTIVE ALYSSA HINGER IMC SPECIALIST PAIGE PORTER ACCOUNT PLANNER REBECCA
MEET THE CAST JEFFERSON HOPKINS ACCOUNT EXECUTIVE ALYSSA HINGER IMC SPECIALIST PAIGE PORTER ACCOUNT PLANNER REBECCA

ALYSSA HINGER

IMC SPECIALIST

PAIGE PORTER

ACCOUNT PLANNER

REBECCA MCGEE

IMC SPECIALIST

AMBREYANA LAWSON

MEDIA PLANNER

MCGEE IMC SPECIALIST AMBREYANA LAWSON MEDIA PLANNER SHELBY HIPOL CREATIVE EMILY WILLIAMS CREATIVE BRIANA
MCGEE IMC SPECIALIST AMBREYANA LAWSON MEDIA PLANNER SHELBY HIPOL CREATIVE EMILY WILLIAMS CREATIVE BRIANA
MCGEE IMC SPECIALIST AMBREYANA LAWSON MEDIA PLANNER SHELBY HIPOL CREATIVE EMILY WILLIAMS CREATIVE BRIANA
MCGEE IMC SPECIALIST AMBREYANA LAWSON MEDIA PLANNER SHELBY HIPOL CREATIVE EMILY WILLIAMS CREATIVE BRIANA

SHELBY HIPOL

CREATIVE

EMILY WILLIAMS

CREATIVE

IMC SPECIALIST AMBREYANA LAWSON MEDIA PLANNER SHELBY HIPOL CREATIVE EMILY WILLIAMS CREATIVE BRIANA FETROW CREATIVE

BRIANA FETROW

CREATIVE

EXECUTIVE SUMMARY

Turner Broadcasting System, Inc. is a Time Warner company that creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world. Turner Broadcasting System is based in Atlanta, GA, and employs more than 9,000 people worldwide. Turner is, perhaps, most notably known for its groundbreaking 24-hr news network, CNN. TBS, Inc. is also home to fa- miliar entertainment networks such as TBS, TNT, Cartoon Network, Turner Classic Movies, Adult Swim and truTV.

TBS is a trademark network of Turner Broadcasting System. As the leading destination for comedy, TBS keeps viewers laughing with its hilarious roster of cleverly-written comedies, late-night hits and fan favorites. With a primetime median age of 38, TBS reaches a young audience with smart and funny hits

cluding Conan, The Big Bang Theory, and Family Guy. In 2012, TBS continues its successful partnership with Tyler Perry with new episodes of House of Payne and the new series For Better or Worse. TBS is a Top 10 in primetime deliveries of A18-34 (5th), A25-54 (7th), and M18-49 (8th).

in-

TBS recently acquired Cougar Town, a thirty-minute situation comedy staring Courteney Cox, from ABC. An all-new season of Cougar Town will premiere on TBS on January 8th, 2013. TBS must implement an integrated communications campaign that will ensure a flawless transition of the show from ABC and encourage growth at its new home.

Though performance of Cougar Town has declined season-to-season, research shows that Cougar Town is more “appointment TV” than flow. By placing Cougar Town in a prime spot at 10:00 PM on Tuesday, between two episodes The Big Bang Theory, Cougar Town can potentially add to its “appoint- ment audience”, while increasing flow viewership from The Big Bang Theory and viewers tuning in early for Conan.

We have created an integrated marketing campaign to connect the target audiences, Young-at-Hearts and Comedy Relatables, to the show. Incited by the task of pairing the show with TBS viewers and bringing current Cougar Town fans to TBS, a product-driven message strategy will be employed. Our campaign cre- ates endless possibilities for a wonder(fully) integrated campaign, that is social-by-design. Our concept works in engaging viewers and personally connecting them to the show with the “you and Cougar Town” mindset and the incentive of being “in on the joke.” Precisely placed print advertisements, comedic commercials, entertaining radio and outdoor spots, and eye-catching online advertising will all ensure that Cougar Town quickly becomes a healthy and prosperous member of the TBS family.

Agency 376 knows the proposed campaign is the most effective and strategic campaign for Cougar Town on TBS. believes the following proposed campaign is the most effective and strategic solution to the problems facing the success of Cougar Town on TBS. If implemented, this campaign will increase awareness of Cougar Town’s storyline and increase affinity for the show. This campaign will strengthen both the TBS brand and the Cougar Town brand.

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4

RESEARCH

6
6

RESEARCH OBJECTIVES

OBJECTIVE #1 To understand the network. and its positioning as a history of TBS •
OBJECTIVE #1
To understand the
network.
and its positioning as a
history of TBS
• What are its
origins
and roots?
What
has defined
TBS in recent years?
What lies in the future for TBS?
OBJECTIVE #2 To better understand the Cougar Town series. • What are the origins of
OBJECTIVE #2
To better understand
the Cougar Town series.
What are the origins of the show?
How has the
show developed through the seasons?
the show?
What are future projections for
Is there action
we can feed
off of?
• What is unique about it?
past promotions that have
• What have been successful
and
increased viewership
viewer engagement? Failures?
and increased viewership viewer engagement? Failures? OBJECTIVE #3 To determine the competitive set for comedy
OBJECTIVE #3 To determine the competitive set for comedy television. activities? slots, other shows and
OBJECTIVE #3
To determine
the competitive
set for comedy
television.
activities?
slots,
other shows
and
• • • What their Are What we ratings? are are competing the the various competing against strategies networks, other of shows the time competition? or
OBJECTIVE #5 To determine the existing target audience of TBS, especially The Big Bang Theory.
OBJECTIVE #5
To determine the existing
target audience
of TBS,
especially The Big Bang Theory.
• • • • • What The Why Are What Why Big they do do is Bang their they they loyal Theory? connect watch lifestyle?
to the TBS?
loyal to specific
station
shows?
with the
or characters
of
kinds of media are they using?
alternate
PRIMARY METHODOLOGIES • Focus groups to spawn dynamic conversations to • One-on-one interviews generate detailed
PRIMARY METHODOLOGIES
• Focus groups
to spawn dynamic
conversations
to
• One-on-one interviews
generate detailed
discussion
Multi-regional online surveys administered through Facebook,
e-mail and online and paper communication
SECONDARY RESEARCH/SOURCES
• Initial data provided
by TBS (Nielsen and MRI)
Target Market Pinterest
and Facebook pages
Company and show websites
Literature reviews (industry and news articles)
Simmons Lifestyle Market Analyst
• VALS
• Trendwatching.com
OBJECTIVE #4 To determine the existing target audience of Cougar Town. • What is their
OBJECTIVE #4
To determine the existing target audience of Cougar Town.
What is their lifestyle?
connect with the show?
Why do they
• How
do
they
watch the show?
• How does
an escape or a
the show make them feel? Is it
place for laughs?
• What alternate
kinds of media are they using?
OBJECTIVE #6 To determine relevant industry and consumer trends. comedy television industry? • What is
OBJECTIVE #6
To determine
relevant industry
and consumer trends.
comedy television industry?
What is the
health of the
recent trends in network
What are
television?
What are recent trends
in comedy television?
What are external factors
affecting television viewership
with an emphasis on
comedies and sitcoms?
are TBS and Cougar Town’s positions in the
• What
industry?
8
8

SURVEY RESULTS

The online survey generated over 200 respons- es from respondents ages 18-49 in various US regions. The survey was distributed through

WHAT DO YOU DO IN YOUR FREE TIME ON AN AVERAGE DAY? (Top Responses)

Facebook, Twitter, direct email and other

1. watch TV

various forms of online communication.

2. work out

Respondents were primarily caucasian, skewed

3. Internet, use computer

4. eat out with friends

slightly more female. 52 percent had never been married, 36 were were married and the rest were separated, divorced, or widowed.

HAVE YOU EVER VISITED THE WEBSITE OF A TV SHOW?

The majority were college graduates with a

Yes 79%

bachelor’s degree or higher, while the rest have

No 21%

completed highschool or are current college students.

DO YOU FOLLOW ANY ACTORS ON TWITTER?

23 percent of respondents had children in their household, while the majority did not.

Yes 32% No 40% I don’t have Twitter 27%

HOW DO YOU MOSTLY WATCH TELEVISION PROGRAMS?

WHAT IS YOUR FAVORITE TV SHOW?

1. Modern Family

2. Revenge

3. How I Met Your Mother

4. Game of Thrones

5. 30 Rock

6. Friends

7. Grey’s Anatomy

8. Park and Recreation

9. The Big Bang Theory

10. Fringe

DO YOU FOLLOW YOUR FAVORITE TV SHOW ON TWITTER?

Yes 19% No 55% I don’t have Twitter. 26%

AT WHAT TIME OF THE DAY DO YOU WATCH THE MOST TELEVISION?

TV SHOW ON TWITTER? Yes 19% No 55% I don’t have Twitter. 26% AT WHAT TIME

WHAT SOCIAL MEDIA SITES DO YOU USE REGULARLY?

WHAT SOCIAL MEDIA SITES DO YOU USE REGULARLY? WHAT GENRE OF TELEVISION PROGRAMMING DO YOU WATCH

WHAT GENRE OF TELEVISION PROGRAMMING DO YOU WATCH THE MOST?

WHAT GENRE OF TELEVISION PROGRAMMING DO YOU WATCH THE MOST? I ENJOY WATCHING TV MOSTLY By

I ENJOY WATCHING TV MOSTLY

By myself. 66% With family. 59% With friends. 46%

HAVE YOU EVER WATCHED THE BIG BANG THEORY?

Yes, a few times. 35% Yes, I watch it regularly. 24% No. 41%

WHY DO YOU WATCH/NOT WATCH THE BIG BANG THEORY?

I DO watch it because

“The script is extremely witty and intelligent and the cast is like my family.”

“Sheldon is hilarious. The plot is clever and the ‘chemistry’ of the charac- ters is different than other shows.”

“It’s funny. I love shows that celebrate geekdom.”

“It is one of the funniest shows I have ever seen!”

“It is unlike any other show. They don’t conform to the hot guy/pretty girl stereotype.”

I DON’T watch it because

“I can’t really relate to the characters.”

“I dislike the portrayal of women on the show.”

“I hate shows with laugh tracks. It tells me the show isn’t funny enough.”

“I’ve just never made the time or bothered to record it.”

“Ambiguous title. No idea what it’s about.”

HAVE YOU EVER WATCHED COUGAR TOWN?

Yes, a few times. 23% Yes I watch it regularly. 6%

No. 71% WHY DO YOU WATCH/NOT WATCH COUGAR TOWN?

I DO watch it because

“I like Courteney Cox!”

“I like the cast.”

“It’s funny.”

“Love the characters/hu- mor. Watched from begin- ning”

I DON’T watch it because

“I’d guess it’s about a middle aged woman’s sad attempts to find purpose in life by focusing on some meaningless romantic tryst.”

“The characters are not relatable.”

“It seems desperate for laughs.”

“Sounds like a worse, trashier version of Desperate Housewives.

DO YOU WATCH TBS?

Yes, often. 19% Yes, sometimes. 50% Hardly ever. 32%

WHAT IS YOUR FAVORITE SHOW(S) ON TBS?

1. The Office

2. The Big Bang Theory

3. Seinfeld

4. Family Guy

5. Conan

6. Friends

7. My Name Is Earl

8. SAG Awards

9. Men At Work

10. Tyler Perry’s House of Payne

4. Family Guy 5. Conan 6. Friends 7. My Name Is Earl 8. SAG Awards 9.

10

Young-At-Heart

of wine when I

TARGET PROFILES

Susan, 45

television mostly from

Separated

Watches on-air

Managing director

9:30-11pm

and dramas

2 children under 18

sitcoms, documentaries

uses Facebook, Twitter, YouTube

frequently

Loves

between channels

Regularly

herself and with her

Switches

and LinkedIn

Enjoys watching TV by

time.

my free

My kids take up most of

Thankfully Cougar Town is a show both my

The Big Bang Theory when

family

Enjoys watching she catches it on.

daughter and I can both enjoy.”

and dinner.

Usually eats out for lunch

I always enjoy a bottle glass

Character: Jules Cobb

unwin[e]d in from a stressful day.”

Favorite

definitely buy Cougar Town

I would

were available.

merchandise if it

favorite TV shows and actors on

Follows

DVD

Twitter

buys series on

you could say. I

user, often

Heavy DVR

of myself as a trendy and fun mom

a comedic escape, but it also doesn’t make me

“I’d like to think

show because it lets me have

love the

as I am.

relate it

feel as old

Yes, a lot of people try to

and Bobby.

to Courteney and her husband, but I like it for the fact that he is immature and a

Jules

“I love the relationship between

in the

serious moments. Like

Jules divorced him), but he also has

episode where they were trying to get Travis not to drink but wanted to give him

why

kid (which is

where it’s nice

been other times

also love his fun-loving, not-caring side.

There have also

he did

ride home if

the offer of a

to see that Bobby has a serious side--but I

nontraditional

t h a t B o b b y h a s a s e r
t h a t B o b b y h a s a s e r

Derek, 26

Comedy Relatable

Never

• • • • Regularly

married

Tax

Consultant

I can rely on TBS when

No

children

I get

home from

work for a pretty

solid line-up.”

uses Facebook,

Twitter, YouTube, Pandora

Is excited to have more

and LinkedIn

or original

“After

programing on TBS.

work, I go

work out, and then

“I’m normally a beer guy,

home and turn some friends. TBS and then

I either come

on the TV or I go out

but I can

drink

for drinks with

wine if it’s free.”

Usually I’ll watch The Big

Job is stressful

Bang Theory

and

fall asleep

really appreciates the

on

during Conan.”

“very funny”

Usually eats out for lunch and

nature of TBS programming.

dinner, and I grab coffee

for breakfast at work.

Favorite

TV show:

The Big Bang Theory

“A lot

of times my girlfriend

stays over and Cougar Town on

never agree on one station.

we can

help

TBS might

me win this battle.”

“I’m

your typical guy. I have a 9 to

5 job and when I get home the TV goes on. I’ll grab a

beer from the fridge

and surf

channels for awhile.

for comedy and I can leave it on in the

Usually TBS is a pretty standard station

background while I’m on

some dinner.

Cougar Town

isn’t programming I’d typically

my computer or making

I try it.

I know my girlfriend

watch, but I won’t bash it before

loves

the show.”

“I don’t know much about

Cougar Town, but they’ve

definitely a plus. All I need is

got Courteney

for the show

Cox

and that’s

feel emasculated and I’ll stick around.”

to give me a

few good laughs and not

make me

and I’ll stick around.” to give me a f e w g o o d l
and I’ll stick around.” to give me a f e w g o o d l

12

BACKGROUND

TBS HISTORY

TBS (Turner Broadcasting System) was originally known as WTCG (Turner Communications Group), a UHF terrestrial television station owned by media mogul Ted Turner. WTCG broadcasted from Atlanta, Georgia during the 1970s. In December 1976, WTCG’s signal was beamed via satellite to four cable systems in parts of Nebraska, Virginia, Alabama, and Kansas. Instantly WTCG went from its status as a small independent television station that was available only in Georgia and neighboring states to a major coast-to-coast network operation. WTCG became known as a “superstation” and set a precedent for today’s basic cable television. WTCH was renamed in 1979 to WTBS. Today, TBS is a leading destination for comedy and keeps viewers joined together with a hilarious roster of cleverly written comedies, late night hits, and fan favorites.

written comedies, late night hits, and fan favorites. COUGAR TOWN HISTORY SEASONAL RATINGS Season: Timeslot

COUGAR TOWN HISTORY

SEASONAL RATINGS

Season:

Timeslot (EST)

TV Season

Rank

Viewers

 

(millions)

1

Wednesday 9:30 PM

2009-2010

#57

7.34

2

Wednesday 9:30 PM

2010-2011

#67

7.34

3

Tuesday 8:30 PM

2011-2012

#107

5.19

AWARDS -Glamour Magazine’s Women of the Year Awards 2010- Courteney Cox won US TV Actress -Golden Derby TV Awards 2009- Courteney Cox won Outstanding Lead Actress in a Comedy Series -Critics’ Choice Television Awards 2011- Busy Philipps won Best Supporting Actress in a Comedey Series

Philipps won Best Supporting Actress in a Comedey Series Cougar Town is a thirty-minute situation comedy

Cougar Town is a thirty-minute situation comedy show, which premiered on ABC on September 23, 2009. Set in Gulfhaven, Florida (nicknamed “Cougar Town” for the town’s high school mascot), the series introduces viewers to Jules Cobb, a recently divorced woman and her dysfunctional “family”: her son, Travis, ex-husband Bobby, and her wine-loving friends: Ellie, Andy, Laurie, and Grayson. Jules is an overbearing mother and friend who meddles into the lives of her friends with their witty encounters, tribulations and accomplishments. The group is known as the Cul-de-sac Crew and works as a support system for each other. The series will officially move to TBS on January 8th 2013, and the characters will continue to progress through life’s next chapter with newlyweds Jules and Grayson and the rest of the Cul-de-sac Crew. The most recent season of Cougar Town, Season 3, settled with 5 million total viewers.

SERIES SYNOPSIS

PAST ADVERTISEMENTS

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Jules Cobb obsessively draws attention, wins sympathy and kindly bosses her Cul-de-sac Crew around. Her Cul-de-sac Crew includes: Bobby (her childish ex-husband), Travis (her nerdy son), Grayson (her new husband), Ellie (her condescending best friend), Andy (Ellie’s obedient husband), and Laurie (her younger best friend). In season 4, Cougar Town will follow suit from the past 3 seasons, where the Cul-de-sac Crew comes together to overcome and celebrate everyday occasions. In the original season, Jules and Grayson were focused on finding a significantly younger “play toy.” Bobby was struggling to find his way in society while not losing his juvenile mentality. Ellie and Andy introduced their owner and dog relationship, where Andy obeys every command given by Ellie but still tries to hold on to his dignity with his best friend Bobby. Laurie was introduced as a risqué young adult who was too childish to grow up. The final crewmember of the gang, Travis explores his sexuality with a girlfriend while making his way through a hormonal high school career. In the most recent season, viewers were able to grow with the Cul-de-sac Crew:

they get to experience the marriage of Jules and Grayson, Bobby establishing a formal relationship with the oppo- site sex, Ellie and Andy growing as a couple and as par- ents, Laurie becoming an entrepreneur and Travis finally discovering his true passion, photography. Season 4 will continue to develop the Cul-de-sac Crew’s relationship as a group as well as individually.

CONSUMER TRENDS

Consumers are beginning to view their favorite programs through different media formats. Even while traditional television is be- ing challenged by the rise of Internet video streaming, manufacturers are embracing new consumer behaviors. The cooperation between Internet, apps and TV has the potential to keep the TV industry going strong. Television viewers are multitasking—they watch their favorite shows while interacting on social media platforms via their tab- lets, smart phones and laptops. A Deloitte survey found that 42 percent of Americans surf the web while watching television, 29 percent talk on their phones while the TV is on and 26 percent of consumers are texting or sending IMs. According to TV Guide, Twitter leads Facebook when it comes to social engagement during a show’s airtime—a phenomena known as “social TV.” 50 percent of users said they tweet about the show they are currently watching, while only 35 percent say they post to Facebook.

of users said they tweet about the show they are currently watching, while only 35 percent
of users said they tweet about the show they are currently watching, while only 35 percent
of users said they tweet about the show they are currently watching, while only 35 percent
16
16
16

16

Viacom, Inc.’s Nickelode-

(most notably

each other.

relative to

in original content, such as AMCs Mad Men, makes them more competitive,

that could mean

and viewership; in todays climate of OnDemand entertainment,

among

30 percent in primetime

is down 17

But so far in 2012, it

said Michael Nathanson, an analyst at Nomura Securities. “That

raising ratings, while this past winters

warm-

feasible opportunity to increase primary demand of cable television

in comparison to other cable networks; however, the network needs to ensure that it stays relevant to viewers

Cougar Town, Men at Work, Wedding

shows

of the aforementioned original comedy

amount of

so that a greater

with the shows

of the saturation of the pay-TV market; instead, focusing on attract-

INDUSTRY TRENDS

on Cable

Take Slide

Ratings

Journal, 26 March 2012

have fallen in the declines).

past year

cable channels

Wall Street

The

11 of the 15 most-watched

Average audiences for

with double-digit

and News Corps’ FX

The Big Bang Theory.

on, Time Warner’s TNT

past episodes of

bolstered primarily by

a third,

up by

is

TBS

channels investments

Cable

to swings in ratings

Viewers’ fickle tastes translate

that a networks ratings soar one season only to crash the next.

gains of nearly

posted year-to-year

of 2011, for instance, FX

drama Sons of Anarchy.

From late September through the end

viewers between 18 and 49 years old, with shows like the motorcycle-gang

to Nielsen.

measure, according

percent by the same

is insane,

versus quarter, week versus week

quarter

The volatility

up the pressures to find hit programming.

basically ratchets

Reasons for declines:

that air frequently.

OnDemand.

on older reruns

dont include

TNT - sagging ratings

ratings don’t include web viewing and often

television, thus artificially

Nielsen’s traditional

rough winter kept people inside and watching

Last years

er weather did the opposite.

The pay-TV market is near saturation, so theres no longer a

in general.

Cougar Town:

this means for

What

TBS is currently healthy

reruns of The Big Bang Theory become stale.

content, including

in original

in the chance that

recent investments

aware of this, as shown by its

The network is

the health of TBS; the recent acquisition

Son.

Band, and Sullivan &

show to maintain

that viewers connect and engage

hit

find a

There’s a need

to

TBS needs to

ensure

is a step in the right direction, but

is fostered in the TBS community.

loyalty and positivity

non-cable users in the face

Cougar Town cannot expect to attract

programs and networks is more important.

ing viewers from other

Why Time Warner Merits a Better Rating Barron’s, 11 June 2012 • In context of
Why Time Warner Merits a
Better Rating
Barron’s, 11 June 2012
• In context
of the Stock Market,
business
Time Warner is a healthy
with gradual and steady returns.
networks, TNT and TBS, have mixed ratings; a money manager who
• Time Warner’s general-interest
is no longer a shareholder in
keep.
that viewers are screaming to
Time Warner said that they are not networks
Yet these networks,
neworks.
TNT and TBS, have gained share
from broadcasters despite predictions of the decline of general-interest
What this means for
Cougar Town:
and important to viewers; to
bolster the network, TBS needs to bring the show’s
Cougar Town is part of TBS’s effort to remain relevant
core following to TBS with Jules and her crew while keeping
the network’s current viewers in mind so as to not alienate them.
current viewers in mind so as to not alienate them. CBS Triumphs in 2011-2012 Network Ratings
CBS Triumphs in 2011-2012 Network Ratings War The Washington Post, 24 May 2012 • CBS
CBS Triumphs in 2011-2012 Network
Ratings War
The Washington Post, 24 May 2012
• CBS has been
the highest rated network 9 times out of the past 10 years.
• The Big Bang
Theory is television’s most
popular scripted comedy show among 18 to 49 year olds.
What this means for
Cougar Town:
TBS has taken notice
of The Big Bang Theory
on CBS. With the purchase
of the popularity
of The Big Bang
Theory, TBS has
successfully secured leading comedy shows and brought network viewers to TBS. While this
lends strength to the network with
ratings and advertising dollars,
there is an opportunity
for the network to
establish itself as a
comedy powerhouse
in and of itself.
Cougar Town can benefit from The Big Bang Theory’s
• The popularity of
viewer runoff.
The Big Bang Theory
among 18 to 49
year olds means that
Big Bang Theory’s • The popularity of viewer runoff. The Big Bang Theory among 18 to

18

COMPETITIVE ANALYSIS

COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
20
20
20
20
20
20
20
20

20

SWOT ANALYSIS

SWOT ANALYSIS
22

22

DIRECTION

BRAND ESSENCE CHART

ATTRIBUTES BENEFITS relatable escape from reality sexy un(wine)d likable fun bright PERSONALITY unique
ATTRIBUTES
BENEFITS
relatable
escape from
reality
sexy
un(wine)d
likable
fun
bright
PERSONALITY
unique
entertainment
quirky
wacky
endearing
reliable
energetic
trendy
witty
sarcastic
relatable
dynamic
unites friends/
very funny
playful
social
watching
fresh
POSITIONING
caring
amusing
lively
authentic
comfortable
sense of
youthful
viewers tuned in
for an average
of 3 episodes a
season
Cougar Town on TBS puts a
‘very funny’ spin on midlife-it’s the
place where laugh lines show.
humor
viewers tuned
in for the entire
episode
trendy
target audience is
Courteney Cox is
very recognizable
“in-on-the
married with kids
but feels 29
young-at-heart
joke”
SOURCE/SUPPORT
light-hearted
love to laugh
HOW IT MAKES
YOU FEEL
WHAT IT SAYS
ABOUT YOU

24

MARKETING OBJECTIVES

MARKETING OBJECTIVES 1. TO INCREASE RATINGS TO 2 RATING POINTS BY THE END OF SEASON 4.
MARKETING OBJECTIVES 1. TO INCREASE RATINGS TO 2 RATING POINTS BY THE END OF SEASON 4.

1. TO INCREASE RATINGS TO 2 RATING POINTS BY THE END OF SEASON 4.

RATIONALE: The Big Bang Theory has achieved similar ratings and Cougar

Town is capable of producing comparable results. Cougar Town will air during the prime spot in the nighttime line-up and with audience retention from ABC, carry-over from The Big Bang Theory viewers and early arrivers to Conan, a rating increase by 2.0 is attainable by the end of Season 4. Through increased ratings, the network

will profit, and Cougar Town will be a sound investment.

STRATEGY: This objective will be achieved through the use of an integrated

mix of advertising and promotional initiatives.

integrated mix of advertising and promotional initiatives. 2. TO INCREASE SOCIAL MEDIA ENGAGEMENT BY 10 PERCENT
integrated mix of advertising and promotional initiatives. 2. TO INCREASE SOCIAL MEDIA ENGAGEMENT BY 10 PERCENT

2. TO INCREASE SOCIAL MEDIA ENGAGEMENT BY 10 PERCENT BY THE END OF SEASON 4.

RATIONALE: TBS aims to be “social-by-design”, yet does not take full advantage of what social media has to offer. An increase of 10 percent is reasonable, since the show already has one million Facebook “likes” with just over 2,500 people “talking” about it, while The Big Bang Theory has more than 22 million Facebook “likes” and more than 150,000 people “talking” about it.

STRATEGY: The use of social media promotions and events will spark off-screen dialogue and generate conversations relating to the show and plot. Engage- ment will be measured through likes, shares, comments, check-ins, Tweets and retweets.

COMMUNICATION OBJECTIVES

1. TO INCREASE OVERALL AWARENESS OF THE STORYLINE AMONG NON-VIEWERS.

RATIONALE: Primary research shows that people are reluctant to tune into the show based on the implications of the title Cougar Town. People assume that the show is all about older women dating with young, hot men. Thus, we need potential viewers to see the show as more than just older women indulging in questionable vices.

STRATEGY: The use of traditional, digital and non-traditional media will help aquaint the target audiences with the Cul-de-sac Crew.

help aquaint the target audiences with the Cul-de-sac Crew. 2. TO INCREASE AFFINITY FOR COUGAR TOWN,
help aquaint the target audiences with the Cul-de-sac Crew. 2. TO INCREASE AFFINITY FOR COUGAR TOWN,
help aquaint the target audiences with the Cul-de-sac Crew. 2. TO INCREASE AFFINITY FOR COUGAR TOWN,
help aquaint the target audiences with the Cul-de-sac Crew. 2. TO INCREASE AFFINITY FOR COUGAR TOWN,

2. TO INCREASE AFFINITY FOR COUGAR TOWN, ON ITS OWN AND AS A TBS SHOW, AMONG 30 PERCENT OF MEN AND WOMEN 18-49 (BUT PRIMARILY WOMEN IN THEIR 40S).

RATIONALE: The Big Bang Theory fans and other loyal TBS viewers will become a part of the Cougar Town community or at least become regular viewers. The target audiences will pick up the remote and tune into TBS, or continue watching after The Big Bang Theory. Current fans will feel comfortable with Cougar Town on TBS and will continue watching the show throughout this and future seasons.

STRATEGY: The use of creative IMC will “let the audience in on the joke.” The target audiences will feel as though they can relate to the Cul-de-sac Crew. They will tune in and view Cougar Town as the perfect show to un(wine)d with.

26

CREATIVE BRIEF

KEY FACT

TBS has recently acquired Cougar Town after its three season run on ABC. Cougar Town takes a comical look at “mid life”, making it the perfect fit for both the TBS network and the target audience that doesn’t always watch TBS. The all-new fourth season will premiere on TBS January 8th, 2013.

PROBLEM

Loyal ABC viewers don’t necessarily know that the show has been picked up by TBS for a new season and must be persuaded to follow the show to its new network. TBS viewers aren’t aware of the show. They need to understand its fit into the TBS line up and adopt Cougar Town into their current viewing habits.

TARGET MARKETS

Town into their current viewing habits. TARGET MARKETS YOUNG-AT-HEARTS are primarily female, ages 35 to 49.

YOUNG-AT-HEARTS are primarily female, ages 35 to 49. Their average house- hold income is $72,000. They are family-focused, highly social, and lead active lifestyles. YOUNG-AT-HEARTS consider themselves to be mobile mini- malists. They watch TV, especially ABC, for entertainment and informa- tion and see media as a good escape.

COMEDY RELATABLES are a dual audience with a median age of 45. Their average household income is $67,000. COMEDY RELATABLES tend to spend time and money on upkeep for themselves and their households. They stay connected through the use of the latest technology and social media trends. COMEDY RELATABLES feel they are forever young. They love to cook out, entertain friends, go to concerts and attend comedy shows.

INSIGHTS

“There’s nothing I love more than relaxing and unwinding with friends when I get the chance. Sometimes it’s grilling out with the gang. Others it’s renting movies and getting the neighbors together for a view- ing marathon. Often times it’s just a lot of us girls gabbing over a bottle of wine or a pot of coffee.”

“So one time my friend Mary and I got a couple long beach iced teas before going to see Bridesmaids in theaters. But while walk- ing across the parking lot, Mary made me laugh so hard that I peed my pants! OMG. It was so embarrassing! Now my daughter tells me to bring a change of clothes whenever ”

Mary and I hang out

OBJECTIVES

COMEDY RELATABLES : To increase overall awareness of the show’s storyline and encourage trial viewership among 65 percent among loyal TBS viewers and non-Cougar Town-viewing members of the target audience.

YOUNG-AT-HEARTS : To increase affinity among past Cougar Town viewers and encourage at least 35 percent of them to follow the show to TBS.

28 PROMISE Cougar Town on TBS: the place where laugh lines show. SUPPORT • Cougar
28
28

PROMISE

Cougar Town on TBS: the place where laugh lines show.

SUPPORT

Cougar Town not only focuses on the life and adventures of Jules Cobb but also her closest friends and family — Ellie, Laurie, Bobby, Andy, Grayson and her son Travis.

The characters’ collective and individual experi- ences address viewers’ everyday problems and concerns, such as relationships, economic con- cerns and the future.

The show allows its characters to react to their experiences in a funny, exaggerated manner with- out losing its grounding in reality and thus being relatable.

MANDATORIES

TBS logo, Cougar Town logo, links to social networks and Cougar Town’s home page on tbs.com, website.

CREATIVE CONCEPT

Cougar Town and TBS are all about the “Perfect Pairing”. Spawned by the show’s literal wine worship and its voluminous consumption, the idea works on multiple levels.

First, the concept speaks to the fit of the Cougar Town series into the current TBS brand and programming lineup. Comedy. Levity. The eccentricities of everday life. The show’s tone is witty and relatable, with one-liners delivered in style. It’s a perfect addition to the TBS (already delightfully dysfunctional) comedy family!

Second, the term “perfect” is relative

into a mix of unique, pleasantly unexpected pairings of character interactions…often romantic, sometimes explosive, many times juvenile or pedantic, and other times just plain awkward. Each duo embodies its own unique dynamic. Ellie jabs at Laurie. Jules keeps Grayson straight. Andy engages in male bonding with Bobby, who, let’s be honest, isn’t the best influence on Travis. Connect all of that with a good bottle of wine on a regular basis, and you have yet another perfect pairing.

or

in this case friends! The “badly titled” show has evolved past its origins of taboo age couplings

Additionally, there is opportunity to position Cougar Town as a “perfect pairing” with neighboring shows, such as lead-in The Big Bang Theory, and also Conan. Sheldon would definitely have something to say about the new neighbors (in fact, he’d most lily march right over with a contract!). And Conan could toast the cul de sac crew all night long! What more fodder could he ask for than Jules’ hoversim mothering, Bobby’s floating abode, Andy’s bromantic tendencies and Grayson’s ability to turn literally any situation into a song?

ability to turn literally any situation into a song? Lastly, the concept works in engaging viewers

Lastly, the concept works in engaging viewers and personally connecting them to the show with the “you and Cougar Town” mindset. It demonstrates how the show’s characters and light-hearted portrayal of the “daily grind” are not only endearing, they’re an inspiring reminder never to take (mid) life too seriously. Adopt Bobby’s mindset and you could become a “dangerous duo”. Go head to head with Ellie and you may have just “met your match”.

The “Perfect Pairing” campaign brings these relationships to life in every aspect. Through a multi-touchpoint plan, viewers will be able to join the Neighborhood Association, pair Cougar Town (wine) with any occasion, discover how the new neighbors are getting on with the rest of TBS’ favorites, and connect with cul de sac characters and one another.

new neighbors are getting on with the rest of TBS’ favorites, and connect with cul de
new neighbors are getting on with the rest of TBS’ favorites, and connect with cul de
new neighbors are getting on with the rest of TBS’ favorites, and connect with cul de
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK
THREE-PRONGED APPROACH
CHARACTER-TO-CHARACTER
SHOW-TO-VIEWER
SHOW-TO-NETWORK
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30
THREE-PRONGED APPROACH CHARACTER-TO-CHARACTER SHOW-TO-VIEWER SHOW-TO-NETWORK 30

30

CREATIVE EXECUTION

CREATIVE

EXECUTION

MAGAZINES

PEAS POD. Laurie + Penny = Totes Best Friends For Life What’s better than a
PEAS
POD.
Laurie + Penny
=
Totes Best
Friends For Life
What’s better than a pair of sassy
stilettos 50% off? Two pairs!
Especially with a bottle of wine and
your best friend to share it with!
Friendship doesn’t have to be brilliant.
It just has to have a good finish.
Get a taste for this lively pair on TBS.
An all-new season premieres January 8.
on
The Perfect Pairing.
tbs.com/cougartown
TWO
IN A

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FOLD-OUT MAGAZINES

EXTERIOR

FOLD-OUT MAGAZINES EXTERIOR FRIENDS. PRETTY GOOD Andy: Ellie’s just jealous because she thinks I care more

FRIENDS.

PRETTY

GOOD

FRIENDS. PRETTY GOOD Andy: Ellie’s just jealous because she thinks I care more about you than

Andy: Ellie’s just jealous because she thinks I care more about you than her.

Bobby: Do you?

Andy: Yes, it’s not even close.

INTERIOR

INTERIOR 34
INTERIOR 34

34

FOLD-OUT MAGAZINES

EXTERIOR

FOLD-OUT MAGAZINES EXTERIOR THE PERFECT LOVE Andy: Great. They’re grossed out by the thought of us

THE

PERFECT

LOVE

THE PERFECT LOVE Andy: Great. They’re grossed out by the thought of us naked. Ellie: Not

Andy: Great. They’re grossed out by the thought of us naked.

Ellie: Not us, my friend.

INTERIOR

INTERIOR 36

36

TELEVISION: TBS SPOT

TELEVISION: TBS SPOT
TBS LOGO DURING SHOW We have created a logo to show in the corner of
TBS LOGO DURING SHOW We have created a logo to show in the corner of
TBS LOGO DURING SHOW We have created a logo to show in the corner of

TBS LOGO DURING SHOW

We have created a logo to show in the corner of TV screens while the show is airing. The logo can also be used on promotional pieces related to Cougar Town.

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TELEVISION: ABC SPOT

TELEVISION: ABC SPOT
TELEVISION: ABC SPOT
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RADIO

SPOT ONE

SPOT TWO

0:15 Radio

0:15 Radio

Cougar Town

Cougar Town

ANDY: All those that live in this cul de sac, join me now! [TRUMPET FANFARE]

FX: [THEME SONG]

VO: Cougar Town is coming back for an all-new season on TBS.

JULES: Let there be wine!

FX: TRICKLING WINE

TOM: You put wine in my fountain?

JULES: You’re welcome!

VO: Join the cul-de-sac crew on TBS January 8th at 10pm for the all-new season premiere! Cougar Town and TBS. [CLINK] “The perfect pairing”. Visit Cougar Town at www.tbs.com/cougartown.

VO: What dance are you gonna do when Cougar Town switches to TBS?

JULES: I’m gonna do the boob-shimmy-double-point-to-God.

GRAYSON: Hah, I’m gonna do the fingerstache-pimp-limp! Oh! Oh!

VO: Be sure to start practicing your moves, because the all-new season premiere of Cougar Town airs January 8th on TBS.

ELLIE: Imaginary hat.

LAURIE: Imaginary opera gloves.

VO: Cougar Town and TBS. [CLINK] “The perfect pairing”. Visit Cougar Town at www.tbs.com/cougartown.

SPOT THREE

0:15 Radio

Cougar Town

JULES: Let there be wine!

FX: [THEME SONG]

VO: On (date), Cougar Town is coming to your neighborhood!

LAURIE: Hey peeps, let’s get our drink on! What, what! What-what- what! What!

VO: Jules, Bobby and Travis will be joining TBS and Orin Swift Winery in bringing you an evening of wine and Penny Can!

GROUP: [Clunk] Penny Can!

VO: Join us at 4:30pm January 5th in the (wine store name) in downtown Atlanta. Cougar Town and TBS. [CLINK] “The perfect pairing”. Visit Cougar Town at www.tbs.com/cougartown.

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BANNER ADS

NEIGHBORHOOD ASSOCIATION GAME

BANNER ADS NEIGHBORHOOD ASSOCIATION GAME
BANNER ADS NEIGHBORHOOD ASSOCIATION GAME
BANNER ADS NEIGHBORHOOD ASSOCIATION GAME
BANNER ADS NEIGHBORHOOD ASSOCIATION GAME
BANNER ADS NEIGHBORHOOD ASSOCIATION GAME
BANNER ADS NEIGHBORHOOD ASSOCIATION GAME

COX ON CONAN

COX ON CONAN 44
COX ON CONAN 44
COX ON CONAN 44

BANNER ADS

ANDY + ELLIE

BANNER ADS ANDY + ELLIE
BANNER ADS ANDY + ELLIE
BANNER ADS ANDY + ELLIE
BANNER ADS ANDY + ELLIE
BANNER ADS ANDY + ELLIE
BANNER ADS ANDY + ELLIE

LAURIE + PENNY

LAURIE + PENNY 46
LAURIE + PENNY 46
LAURIE + PENNY 46
LAURIE + PENNY 46
LAURIE + PENNY 46

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MICROSITE

OBJECTIVE

To create an online opportunity for brand connections through various interactive games and to house informa- tion about promotional events, updates about the show and link fans to other social media platforms such as Facebook and Twitter.

RATIONALE

The microsite is a central place to house all activities which makes it easier to communicate to finds and moni- tor their behavior.

EVALUATION

To measure the success of the microsite, site visits will be tracked weekly. Most visited links and tabs will also be tracked each week to understand what Cougar Town fans are using the site for.

Most visited links and tabs will also be tracked each week to understand what Cougar Town
Most visited links and tabs will also be tracked each week to understand what Cougar Town
Most visited links and tabs will also be tracked each week to understand what Cougar Town

MICROSITE: VIRTUAL CUL-DE-SAC

STRATEGY

The Cougar Town webpage will be housed on TBS.com, symboli- cally linking Cougar Town as the perfect pairing to the rest of the TBS family. The site will be the hub for all things Cougar Town including recent episodes, merchandise, social media, and fan-to-fan interaction. When the user first navigates to the page, they will see the logo and slogan and the cast, jovially relaxing with their wine on the navigation bar. As the user scrolls down, on the left, there will be the media player. The media player will begin playing clips and promos after the site is loaded. From the media player, they will also be able to access and replay recent epi- sodes. Under the media player is a link to all TBS mobile apps, and a link to sign up for the weekly newsletter. At the bottom of this column is the Cougar Town Pinterest link, where pins matching a variety of the interests of Cougar Town fans can be found. At the top of the center column is the link to tour the Cul-de-sac crews’ houses. From here, fans can discover which brands their favorite characters’ like to buy so that they can emulate their unique style. When the user hovers their mouse over each house in the Cul-de-sac image, the house will be highlighted. Clicking the house will then take the user to a screen where they can choose which area of the house they would like to explore: the living room, closet, or , if it’s Jules’ house, the kitchen. Inside each closet, when they hover their mouse over the clothes rack, a scroll- ing window will appear along the bottom. When the mouse hovers over the items in this window, they become larger than the rest. Upon clicking on an item, a pop-up window will open with purchasing information. All other rooms will open with the bottom scrolling window already loaded but, pop-ups will appear in the same fashion. Below the Cul-de-sac link is the link for the Neighborhood As- sociation matching game followed by a link to the Perfect Pairing Napa contest.The far right column is headed by an ad. The twitter board show- casing Laurie’s quirky tweets and the Facebook link are located directly underneath this ad.

The twitter board show- casing Laurie’s quirky tweets and the Facebook link are located directly underneath
The twitter board show- casing Laurie’s quirky tweets and the Facebook link are located directly underneath

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MICROSITE: VIRTUAL CUL-DE-SAC

MICROSITE: VIRTUAL CUL-DE-SAC INSIDE JULES’ KITCHEN

INSIDE JULES’ KITCHEN

MICROSITE: VIRTUAL CUL-DE-SAC INSIDE JULES’ KITCHEN
MICROSITE: VIRTUAL CUL-DE-SAC INSIDE JULES’ KITCHEN

INSIDE JULES’ LIVING ROOM

INSIDE JULES’ LIVING ROOM 50
INSIDE JULES’ LIVING ROOM 50

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MICROSITE: NEIGHBORHOOD ASSOCIATION GAME

MICROSITE: NEIGHBORHOOD ASSOCIATION GAME
MICROSITE: NEIGHBORHOOD ASSOCIATION GAME

MICROSITE: MERCHANDISE STORE

MICROSITE: MERCHANDISE STORE 52
MICROSITE: MERCHANDISE STORE 52

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IMC

FACEBOOK

OBJECTIVE

To increase the amount of “likes” on the Cougar Town Facebook page by 20 percent by the end of season 4.

STRATEGY

The Cougar Town Facebook page will serve as a platform for viewers to stay informed and connected to the show. Through the Facebook page, viewers will be able to find out about all Cougar Town promotional opportunities, fun facts about the show and watch sneak peeks for upcoming episodes. It will also serve an integral part in promoting the Cougar Town Pinterest site. Through the Cougar Town Facebook page we will connect future and current viewers alike, creating a stronger community for the show.

viewers alike, creating a stronger community for the show. RATIONALE The use of Facebook helps further

RATIONALE

The use of Facebook helps further solidify our social-by-design, multi-platform campaign. It pairs well with connecting the viewers to the show on a deeper level and promoting other Cougar Town events. Increasing the amount of “likes” on the Facebook page will begin to align Cougar Town with the already heavily trafficked Facebook pages of other shows on the TBS network.

TIME FRAME

Begins in October and will continue throughout the duration of the campaign.

of other shows on the TBS network. TIME FRAME Begins in October and will continue throughout

OBJECTIVE

To increase the number of Twitter followers by 20 percent by the end of season 4.

STRATEGY

The official Cougar Town Twitter account will be in the voice of Laurie Keller. This will allow followers to feel more connected to show and be “in on the joke”. Having this personal connection to the character will increase the number of favorites and retweets the show receives and attract more viewers to the show. This will lead to increased ratings. Through her Twitter, Laurie will casually keep followers informed about all promotional opportunities and encourage them to participate. Having Laurie as the official voice of the Twitter account also creates opportunity for added value. Using Laurie’s voice for the Cougar Town official Twitter page provides endless possibilities of creative ways to encourage viewers to follow the show off air and online.

RATIONALE

Laurie’s character is already an avid tweeter on the show, making her and the official Cougar Town Twitter account “the perfect pair.” Using Laurie’s voice will refresh the current Twitter account, making a 20 percent increase in followers a very attainable goal.

TIME FRAME

Begins in October and will continue throughout the duration of the campaign.

TWITTER

a very attainable goal. TIME FRAME Begins in October and will continue throughout the duration of

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SOCIAL CURATOR SITE: PINTEREST

SOCIAL CURATOR SITE: PINTEREST SOCIAL CURATOR SITE OBJECTIVE To encourage brand involvement and increase viewer visits

SOCIAL CURATOR SITE

SOCIAL CURATOR SITE: PINTEREST SOCIAL CURATOR SITE OBJECTIVE To encourage brand involvement and increase viewer visits

OBJECTIVE

To encourage brand involvement and increase viewer visits to Cougar Town’s media platforms.

STRATEGY

The Social Curator Site will be hosted on Pinterest and present activities and items that pair with the target market’s lifestyle and interests. Cougar Town’s Pinterest will be connected with the show’s Facebook page allowing “Pins” to show on Cougar Town’s newsfeed. This will actively involve the viewers and provide them with a benefit for following Cougar Town’s social media.

RATIONALE

Posting “Pins” directly onto Facebook will increase the amount of postings on the Cougar Town Facebook page, which, in turn, increases visibility on “Fans’” newsfeed- as reported from EdgeRank. Also this will help vary the content that the fans receive and they will remain invested in the site.

from EdgeRank. Also this will help vary the content that the fans receive and they will
from EdgeRank. Also this will help vary the content that the fans receive and they will
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NEIGHBORHOOD ASSOCIATION APP

NEIGHBORHOOD ASSOCIATION APP OBJECTIVE To increase Cougar Town ratings and overall brand involvement. STRATEGY
NEIGHBORHOOD ASSOCIATION APP OBJECTIVE To increase Cougar Town ratings and overall brand involvement. STRATEGY

OBJECTIVE

To increase Cougar Town ratings and overall brand involvement.

STRATEGY

Viewers will test their memory skills with the newest Cougar Town matching game! Each week, after the newest episode of Cougar Town has aired, viewers can connect online or on their smart phone via the Neighborhood Association app and perfectly pair specific quotes from that night’s episode with which character said that quote. For each quote viewers answer correctly, they receive one Cougar Town penny to spend in the Cougar Town merchandise store. Viewers only have 24 hours once the episode has aired to pair the quotes with the characters and receive the virtual pennies to trade in for Cougar Town gifts, encouraging them to watch Cougar Town in real time. Questions will become available each week at 10:30pm pacific time after the show has aired and close at 11pm pacific the following day. Weeks four, eight and twelve will function as checkpoints for levels one, two and three. Viewers will have the option to spend their pennies

on unique Cougar Town gifts from the merchandise store or save their pennies for bigger and better gifts. At week twelve, dedicated viewers will receive a bonus gift in the form of a promotion code allowing them to purchase our limited edition Cougar Town Prisoner wine for only a penny! If viewers don’t have enough virtual pennies to purchase some of the merchandise they wish to have, there is no need to worry! The Cougar Town merchandise will also be available on the Cougar Town website. Merchandise will not be available for purchase until after it’s been avail- able as a reward for the penny game. Prior to the premiere, viewers will have the chance to familiarize themselves with the game and the show by matching past episodes quotes and characters. This will be purely for entertainment purposes and will not allow viewers to receive Cougar Town pennies for correct answers.

will be purely for entertainment purposes and will not allow viewers to receive Cougar Town pennies
60 RATIONALE By giving viewers a limited time period of only 24 hours after each
60 RATIONALE By giving viewers a limited time period of only 24 hours after each
60 RATIONALE By giving viewers a limited time period of only 24 hours after each
60 RATIONALE By giving viewers a limited time period of only 24 hours after each
60 RATIONALE By giving viewers a limited time period of only 24 hours after each
60 RATIONALE By giving viewers a limited time period of only 24 hours after each
60 RATIONALE By giving viewers a limited time period of only 24 hours after each
60 RATIONALE By giving viewers a limited time period of only 24 hours after each

60

RATIONALE

By giving viewers a limited time period of only 24 hours after each episode has aired to play the matching game, we are encouraging viewers to watch Cougar Town in real time, helping to increase ratings for the show. The virtual money and gift aspect of the game drives viewers to watch the show on a weekly basis in order to win more pennies that can be spent in the merchandise store. By allowing the gifts to be won with pennies and purchased with real dollars, the show will establish a greater brand presence and Cougar Town memorabilia will be all the rage!

TIME FRAME

January 8th, 2013 – April 3nd, 2013

CUL-DE-SAC CONNECTION APP

CUL-DE-SAC CONNECTION APP OBJECTIVE To promote brand interaction and brand awareness, and maintain strong viewer

OBJECTIVE

To promote brand interaction and brand awareness, and maintain strong viewer relations.

STRATEGY

Cul-de-sac Connection is an interactive mobile application that allows users to create a profile; which includes, a username and an avatar (which allows the user to stay anonymous). After setting up their ac- count, the user will complete a list of 10 personality questions, which will generate which Cougar Town character matches that user best. At this point, the user’s avatar will activate and originate from their particular Cougar Town character. The mobile application will then prompt the user with the option of: “Find Your Laurie” or “Find Your Grayson” etc. Depending on the user’s choice, the application will con- nect the user with another user that best matches which character the user wanted to be paired with. After being matched, both users will have the chat room capability. Users will also be able to update their Facebook status or Twitter feed with which the they are most similar to.

RATIONALE

The promotion of the mobile application will coincide with the start of marathons that will air episode from previous seasons (it is recommended to air previous episodes on TBS at the start of November 2012). This will allow current ABC viewers to connect with their characters on a new and personal level and encourage them to tune in for season 4.

TIME OF ADVERTISING

Begins in November 2012 and will continue throughout the duration of the campaign.

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PARTNERSHIP PAIRINGS

PARTNERSHIP

Orin Swift’s Prisoner Wine

OBJECTIVE

To increase brand presence and take-away value among viewers.

STRATEGY

In past seasons, Cougar Town has partnered with Orin Swift’s Prisoner wine, which debuted in several episodes. This campaign will extend that partnership into season 4 as well as into IMC tactics. Orin Swift will produce a limited edition Cougar Town wine. This will be featured in our Cougar Town In Your Neighborhood Events and the Neighborhood Association Game. The partnership between Cougar Town and Orin Swift will also be prevalent in the Escape Your Neigh- borhood Napa Valley Sweepstakes through the limited edition wine as well as private tours of the Orin Swift Winery.

RATIONALE

Orin Swift has featured their product in past episodes of Cougar Town. Research shows that because the show is very wine-centric, the winery is a fitting partnership. The limited edition wine bottle will keep the same Prisoner label feel with the hand drawn sketches.

fitting partnership. The limited edition wine bottle will keep the same Prisoner label feel with the
fitting partnership. The limited edition wine bottle will keep the same Prisoner label feel with the
fitting partnership. The limited edition wine bottle will keep the same Prisoner label feel with the
fitting partnership. The limited edition wine bottle will keep the same Prisoner label feel with the
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PARTNERSHIP PAIRINGS

PARTNERSHIP

Target Team-up

OBJECTIVE

To increase take-away value among viewers.

STRATEGY

Target connects Cougar Town’s style in both the home and accessories with affordable alternatives that the viewers can purchase to carry out their own Cougar Town style. Partnering with Target will also create opportunities for Cougar Town product placement in Target weekly advertisements. The target team-up works on multiples levels and pro- vides added value opportunity.

RATIONALE

Offers affordable options for our target markets, whose combined house- hold income is $72,000 a year. Target also has a range of departments enabling the Microsite to recreate pieces in Jules Cobbs’ kitchen, living room, and closet.

has a range of departments enabling the Microsite to recreate pieces in Jules Cobbs’ kitchen, living
has a range of departments enabling the Microsite to recreate pieces in Jules Cobbs’ kitchen, living
has a range of departments enabling the Microsite to recreate pieces in Jules Cobbs’ kitchen, living
has a range of departments enabling the Microsite to recreate pieces in Jules Cobbs’ kitchen, living
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COX ON CONAN

OBJECTIVE

To welcome Cougar Town to the TBS network and create an emotional connection between top media influencers and the show.

STRATEGY

Courteney Cox will make a guest star appearance on Conan! Cox will come on stage after Conan plays the Cul-de-sac Connection smart phone app and chooses to connect with Jules. This will be the un- vieling of the cul-de-sac connection and a great promotional tool to gain momentum for the app. By having Cox appear on the show, we will convey to the Conan audience how they relate to Cougar Town, motivating them to view the show when it premieres. We will show the audience how Cougar Town and Conan are the perfect pairing!

RATIONALE

Having Courteney Cox guest star on Conan will reach a part of our target audience that may not think Cougar Town is for them. This part of the target audience is an integral part in success of Cougar Town and Cox’s guest star appearance is a perfect way to connect with them. We know that Conan will make Cox feel welcome and at home at TBS in a “very funny” manner. November 8th, 2012 is the perfect time for her appearance because it is right before we begin heavily promoting the show.

TIME

November 8th, 2012 at 11:00PM EST.

for her appearance because it is right before we begin heavily promoting the show. TIME November
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ESCAPE YOUR NEIGHBORHOOD NAPA VALLEY VACATION

“I can’t believe we’re in Napa. I think we’re meeting God.”

OBJECTIVE

To build an emotional connection between the viewers and their friends with Cougar Town and to create a strong pass along rate on social websites.

STRATEGY

Jules would not be Jules Cobb without her Cul-de-sac Crew: Ellie, Andy, Bobby, Grayson, and Laurie. We want to know who completes your Cul- de-sac Crew! Who is that one person that you can go to vent to, that you can go and be comfortable with, or better yet that one person that is your Jelly Bean? Cougar Town is sending you and your plus one to “meet God” or at least on a trip to Napa Valley. Enter a video to Cougar Town Microsite, with the title starting with “Cougar Town Napa Valley”, of you and your plus one expressing what makes you the “perfect pair.” View- ers will vote in “Likes” for the best video and then you and your perfect pair will head to Napa on August 30th 2013 for a 4-day, 3-night stay. Your “perfect pair” could be a family member, friend, or significant other! Your trip to Napa wouldn’t be complete without an all expense paid venture to Orin Swift Vineyard including a tour of the vineyard, samplings of Orin Swift originals, and your very own case of Limited Edition Cougar Town Prisoner wine!

NO PURCHASE NECESSARY. Sweepstakes ends at 11:59:59 p.m. PT on 03/26/13. Open only to legal residents of the 50 U.S. & D.C., 21 or older. Limit 1 entry/person/day. See Official Rules for full details including eligibility restrictions and limitations. Void where prohibited.

RATIONALE

This tactic links the current relationship between Cougar Town and Orin Sift with the limited edition Orin Swift Cougar Town Wine and the wine tours. This sweepstakes will cause viewers to trend Cougar Town on social sites creating awareness in their network.

MEDIA

Banner Ads: TBS website, YouTube, Yahoo TV section Commercial Spots: TBS, ABC Cougar Town home page Social Media Sites: Facebook, Twitter Floating Ads: Yahoo home page

TIME FRAME

Advertising will begin January 2013 and will continue throughout the duration of the campaign.

APPROXIMATE COST

$6,000.00 USD

SWEEPSTAKES

SWEEPSTAKES 70
SWEEPSTAKES 70
SWEEPSTAKES 70
SWEEPSTAKES 70

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COUGAR TOWN IS IN THE NEIGHBORHOOD

OBJECTIVE

To enhance brand experience and raise awareness for Cougar Town’s premiere on TBS.

and raise awareness for Cougar Town ’s premiere on TBS. EXTERIOR OF WINE STORE TAKE OVER
and raise awareness for Cougar Town ’s premiere on TBS. EXTERIOR OF WINE STORE TAKE OVER

EXTERIOR OF WINE STORE TAKE OVER

STRATEGY

Through these wine store takeovers, Cougar Town will be part- nering with Orin Swift’s Prisoner Wine. There will be 3 take-over events in cities that have both a high volume of Prisoner wine sales as well as high viewership of Cougar Town. The 3 loca- tions will be: Nashville, Raleigh, and Atlanta. The backdrop for each wine event will vary by city. In Nashville the backdrop will be Grayson’s Pub, in Raleigh the backdrop will be Jules’ Living Room, and in Atlanta, the backdrop will be Jules’ Kitchen. The main highlight at this event will be the opportunity for consum- ers to purchase a limited edition Cougar Town Prisoner and “Big Lou” package. They also may purchase the limited edition Cou- gar Town Prisoner wine by itself. A wine connoisseur and local chef will be available on-site to explain more about the wine and suggested pairings. There will be guest appearances in each city: Grayson and Laurie in Nashville, Ellie and Andy in Raleigh, and Jules, Bobby and Travis will make an appearance at the Atlanta event. Follow- ing the event, the limited edition wine will be available through- out season 4. At these events, consumers will see various scrolling highlight reels throughout the venue of results and conversa- tions from other consumers who have already downloaded and utilized the Cul-de-sac Connection App. This will encourage consumers to download the application immediately and try it out for themselves. Information regarding the Escape Your Neighborhood Napa Valley Sweepstakes will also be available. The first 50 consumers to show up at each event will re- ceive a free bottle of limited edition Cougar Town Prisoner wine, encouraging them to be the first in line. In addition, all consum- ers will receive a special Cougar Town penny token upon arrival that may be traded in for one free 4oz glass of the Prisoner wine of their choice.

TIME OF EVENT

January 5th, 2013 at 4:30PM.

RATIONALE

The Cougar Town is in the Neighborhood winestore takeovers will be held at top wine stores in Nashville, Raleigh, and Atlanta, which are also top regions in Cougar Town viewership. This event will highlight the pairing of Cougar Town and Orin Swift. It will remind and encourage current and potential viewers to watch the premiere on January 8th.

STORE TAKEOVER

current and potential viewers to watch the premiere on January 8th. STORE TAKEOVER 72 INTERIOR OF

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INTERIOR OF WINE STORE TAKE OVER

TARGET TEAM-UP SPECTACULAR

OBJECTIVE

To promote brand awareness and brand interaction of Cougar Town at Target, while maintaining a connection between our target audience.

STRATEGY

In the top Cougar Town markets: San Antonio, Nashville, Raleigh, Greenville, Tulsa, Columbus, Norfolk, Atlanta, Hartford and Pittsburgh we will expose viewers and non-viewers alike to a Cougar Town inspired interactive display. The display will give target shoppers the chance to be teamed up with another shopper or target associate to help the them find the perfcetly paired gifts. They may download the mobile applica- tion on their smartphones and tweet their questions while shopping either online or in the store using the hash tag - #teamup. #swagshop- ping The instore display will project quesitons and answers as they are received for everyone to see. By having Target assoiciates involved in the answering of questions,Target can gain a great deal of point- of -pur- chase advertising. This display increases social communications and offers unique help to shoppers looking to perfectly pair different holiday gifts.

shoppers looking to perfectly pair different holiday gifts. RATIONALE Placing these interactive displays in top Cougar

RATIONALE

Placing these interactive displays in top Cougar Town markets will reach the most susceptible part of our target audience and have greater potential for reaching individuals who may not currently watch the show. This spectacular will help Cougar Town achieve greater top of mind awareness because it will be in a highly trafficked area throughout the holiday season. The display also builds on our current partnership with Target.

TIME FRAME

November 2012 – January 2013

holiday season. The display also builds on our current partnership with Target. TIME FRAME November 2012
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MEDIA PLAN

MEDIA PLAN OVERVIEW

OBJECTIVES

1. Maintain a base awareness throughout the duration of the campaign by reaching 70 precent of the target audience ages 30- 49 3 times each month.

2. Boost awareness by reaching 80 percent of the target audience 3.5 times during the months of October 1st, 2012 to January 21st, 2013.

STRATEGY

All media objectives will be achieved by using a mix of both traditional media (television, radio, online and outdoor) and non-traditional media (social media, promotions and events). Social media will be used during the month of September to generate buzz about the show and give loyal fans an opportunity to interact with the brand. To achieve the higher reach and frequency goals set for the months of October, November, December and January, more media will be added to the schedule, which will include television, online, magazine, radio and outdoor. During this time period advertisements will be focused on informing audiences of the switch from ABC to TBS which will include heavy off channel advertising with emphasis on ABC and ABC.com. During the last two months of the campaign schedule, advertising messages will be primarily focused on the show and reminding viewers of its weekly air time on TBS. The media schedule will be decreased to only include print, television and online.

RATIONALE

After spending three seasons on ABC, Cougar Town will premier January 2013 at a new time at a new home, TBS. Cougar Town viewers will enjoy a complete brand experience through a comprehensive media plan that allows the target viewers to access Cougar Town and its characters on a variety of media platforms. From television to social to online to promotions and to outdoor, Cougar Town viewers will be submerged in the brand. These mediums were chosen because they each offer unique experiences for the target audience. The mediums are also formats that are frequently consumed by the target viewers according to Neilsen data; they value these media outlets as reliable sources of information and entertainment. They are used to escape the chaos of everyday life. By using these mediums, the audience will be more receptive to the message because they can receive messages on their own time and in the form which they desire.

CYCLE 1

CYCLE 2

CYCLE 3

CYCLE 1 CYCLE 2 CYCLE 3 SEPTEMBER OCTOBER, NOVEMBER, DECEMBER & JANUARY FEBRUARY & JANUARY SCHEDULING

SEPTEMBER

OCTOBER, NOVEMBER, DECEMBER & JANUARY

FEBRUARY & JANUARY

SCHEDULING

Cycle 1: September

Cycle 3: February/March

The first cycle begins with the campaign initiation during the month of September. During this cycle, the goal is to generate buzz in the social me- dia sphere by driving target audiences to Facebook, Twitter and Pinterest where they can find interactive games. This will be a great way to get loyal fans involved in the brand and build momentum for the heavier media schedule that follows in the second cycle.

Cycle 2: October/November/ December/ January

The second cycle begins in October and continues through to January. Advertising increases tremendously during this time to meet reach and frequency goals. Television, online, magazine, out door and radio will be added to the advertising schedule during this time. As the premier date approaches, media high frequency mediums will be added to the schedule to increase the number of opportunities the audience can be exposed to the message. After January 21st, the advertising message will shift from telling about the switch to tell audiences why they should tune into the show.

February and March marks the end of the campaign. During this time viewers have decided if they will tune into the show and become active with the show through the variety of media platforms available to them. To maintain top-of-mind awareness for loyal viewers, the advertising schedule will be lightened and attention will be given to television, maga- zine and online.

viewers, the advertising schedule will be lightened and attention will be given to television, maga- zine

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MESSAGE VEHICLES

MESSAGE VEHICLES TELEVISION Television is a prime medium for delivering campaign messages. The large size of

TELEVISION

Television is a prime medium for delivering campaign messages. The large size of the audience tends to result in relatively broad demographics for most television programs. It helps to generate high awareness because it reaches many people with unique visual and audio experiences that make for memorable message presentation. Television is also a cost effective medium. On a cost per point basis, television is

excellent for reaching an overall audience. Our target audience is a heavy consumer of television; it is viewed as one of the most trusted sources of information for our target audience. According to Neilsen, the television shows viewed most often by the target audience include CBS’s How I Met you Mother, 2 Broke Girls and Mike Molly and ABC’s Happy Endings, The Middle and Modern Family. To capture TBS viewers, advertisements will also be placed in The Big Bang Theory and Conan. Advertising off channel, especially on ABC, will help to capture the existing Cougar Town fans and bring them over to TBS. Turner has a great advantage when it comes to advertising on their own proper- ties; accessing the TBS audience will be easy and Turner has the ability to expose them to the message as much as possible. A mix of 30 second spots and floating ads will be used within the chosen message vehicles.

TELEVISION VEHICLES

used within the chosen message vehicles. TELEVISION VEHICLES CBS: How I Met Your Mother, Mike &

CBS: How I Met Your Mother, Mike & Molly, and 2 Broke Girls

How I Met Your Mother, Mike & Molly, and 2 Broke Girls Happy Endings, the Middle,

Happy Endings, the Middle, and Modern Family: ABC

TBS: The Big Bang Theory and Conan

and Modern Family: ABC TBS: The Big Bang Theory and Conan RADIO Our target audience enjoys
and Modern Family: ABC TBS: The Big Bang Theory and Conan RADIO Our target audience enjoys

RADIO

Our target audience enjoys listening to the radio espe- cially contemporary, rock and classical formats. Accord- ing to Neilsen data, they tune in during their morning commute to work and the evening drive back home. According to Simmons, 55 percent of listeners tuned into the radio between the hours of 6AM and 10AM are women and 42.2 percent are between the ages of 30-49. Radio will be limited to the top midsized markets that indexed the highest according to Nielsen data, three of which overlap with the cities chosen to host the “Cou- gar Town is in the Neighborhood” wine store take over event; these cities include Atlanta, Nashville and Raleigh. Radio will be used to support these events as well as gen- erate overall awareness about the show. Radio will help to drive frequency and create repetition for the overall campaign message, which will help to influence the behavior of potential viewers. Three 15 second spots will run during the morning drive evening drive of the top contemporary stations in the top midsized markets; 10 spots will be ran in the cities that hose the Cougar Town is in the Neighborhood event.

RADIO VEHICLES

Spot Radio: 15 second spots on the top contemporary stations Formats: Contemporary, Rock and Classical Top Midsized Markets: San Antonio, Nashville, Raleigh, Greenville, Tulsa, Columbus, Norfolk, Atlanta, Hartford, Pittsburgh

MAGAZINES

Three out of four women can be reached through magazines; 72 percent of women subscribe to at least one magazine and 55 percent subscribe to two or more magazines. Magazines are very popular among women. It is seen as a trusted and entertaining source of information and entertain- ment. Magazines read most often by the target audience are Better Homes and Gardens, Entertainment Weekly and People. Each of these editorials indexed at 100 or very close and they all had percentages over 1 percent on Simmons.com. Better Homes and Gardens indexed at 162, People in- dexed at 149 and Entertainment Weekly index just below 100 with a 90. Magazines are a great place to distribute our message because it allows for longer copy life which will help to generate more exposure opportunities. It will also be a great way to lead customers to the Cougar Town microsite where they can find interactive games and other ways to connect to the brand. Print ads will be placed in four issues of People and Better Homes and Gardens. Entertainment Weekly ads will run during the same time span, but on alternating weeks since it is a weekly publication. This allows content flexibility from week to week which will be useful in the weeks leading up to and after the premier. To increase frequency, fourth cover ads will be placed in Entertainment Weekly during the two weeks leading up to the premier.

MAGAZINE VEHICLES

People, Entertainment Weekly and Better Homes & Gardens

Entertainment Weekly and Better Homes & Gardens OUT-OF-HOME Out of home advertising is a creative and
Entertainment Weekly and Better Homes & Gardens OUT-OF-HOME Out of home advertising is a creative and
Entertainment Weekly and Better Homes & Gardens OUT-OF-HOME Out of home advertising is a creative and
Entertainment Weekly and Better Homes & Gardens OUT-OF-HOME Out of home advertising is a creative and

OUT-OF-HOME

Out of home advertising is a creative and exciting way to present the media messages. It has the ability to generate a large amount of impressions. Out of home is strategically placed during the second cycle of the cam- paign phase as a way to accomplish higher frequency goals. The target audience enjoys an active lifestyle, which makes outdoor an appropriate medium. The out-door vehicles chosen are billboards and bus wraps in five top midsized markets including San Antonio, Nashville, Greenville, Raleigh and Atlanta. Three of these markets overlap with the cities chosen to host the campaign event “Cougar Town is in the Neighborhood” bar take over event.

OUT-OF-HOME VEHICLES

Target spectacular

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MESSAGE VEHICLES

SOCIAL

Social media is everywhere and most people have active profiles through at least one of the many social media platforms available. Age has not slowed down the popularity of these websites and many people over the age of thirty enjoy an active social lifestyle through these social networking sites. The target audience uses social media as a way to stay connected to their friends. The use of social media will help to create the sense of community among viewers that is synonymous with the show as well as the TBS network. Generating off-screen conversations will help to activate the brand. The target audience leads a highly social life so they can appreciate being able to access the show on a platform that is already integrated into their lives. Social media will serve as a support medium for updates about events and promotions. Fans will also be able to find the web address for the microsite on Facebook and Twitter, where they will be able to find Neighborhood Association Game other interactive media.

find Neighborhood Association Game other interactive media. MOBILE The target audience spends a lot of time
find Neighborhood Association Game other interactive media. MOBILE The target audience spends a lot of time
find Neighborhood Association Game other interactive media. MOBILE The target audience spends a lot of time
find Neighborhood Association Game other interactive media. MOBILE The target audience spends a lot of time
find Neighborhood Association Game other interactive media. MOBILE The target audience spends a lot of time
find Neighborhood Association Game other interactive media. MOBILE The target audience spends a lot of time

MOBILE

The target audience spends a lot of time on their phone; they feel that technology allows them to keep their busy lives in order. They also use their phones to surf the web and a check their email. The target audience will be able to get connected to the Cougar Town experience through the Neighborhood Association Game App.

ONLINE

Online has become a major part of the advertising landscape both for consumer and agencies. Most people today have access to internet through their mobile devices or personal computers and spend a great deal of their time online. Whether you’re checking your email, viewing a friend’s profile, searching for news or making purchases, everyone has some contact with the internet every day. The target audience is no different than the popu- lation at large; they too spend a great deal of their time online. According to Nielsen, 55 percent of females ages 30-49 reported spending 2-4 hours on their personal computer. They go online to pay their bills, read news stories and look up recipes. Banner ads will appear on the selected message vehicles. These ads will appear on magazine websites, radio websites as well as BigBangTheory.com, Conan. com and TBS.com. Banner ads will lead people to the microsite which will lead them to the different social media platforms.

BUDGET BREAKDOWN

BUDGET BREAKDOWN FOR FURTHER BUDGET BREAKDOWN REFER TO APPENDIX 82 PAGE 86

FOR FURTHER BUDGET BREAKDOWN REFER TO APPENDIX

BUDGET BREAKDOWN FOR FURTHER BUDGET BREAKDOWN REFER TO APPENDIX 82 PAGE 86

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FLOWCHART

FLOWCHART

EVALUATION TACTICS

CYCLE 1: SEPTEMBER

To measure the effectiveness of the media vehicles in the first cycle the following tactics will be implemented:

• Measure likes on Facebook and trending topics on Twitter

CYCLE 2: OCTOBER/NOVEMBER/DECEMBER/JANUARY

To measure the effectiveness of the media vehicles in the second cycle, the following tactics will be implemented:

• Track traffic to the main Cougar Town microsite using Alexa

• Measure likes on Facebook and trending topics on Twitter

• Track click-through rate to the site from online banner ads placed in the designated websites

• Track Napa Valley Vacation Sweepstakes entries

• Record the number of Cougar Town is in your Neighborhood attendees

CYCLE 3: FEBRUARY/MARCH

To measure the effectiveness of the media vehicles in the third and final cycle, the following tactics will be implemented:

• Check weekly ratings

• Measure likes on Facebook and trending topics on Twitter

• Track traffic to the main Cougar Town microsite using Alexa

• Track click-through rate to the site from online banner ads placed in the designated websites

APPENDIX

BUDGET ANALYSIS

BUDGET ANALYSIS 86

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