Media campaign done for DISH Network and their traveler's segment. Done in Advanced Media Strategies through the Texas Media Sequence at the University of Texas at Austin.

1. DISH NETWORKCONNECTED TO THE NOW
1 EXECUTIVE SUMMARY
CAMPAIGN SCOPE
2 SITUATUATION ANALYSIS
TARGET MARKET
3 SCHEDULE
4 CONTINUOUS
5 TRAVEL PART 1
6 Travel Part 2
7 Technology
8 Entertainment
9 Budget
10 Call to Action
EXECUTIVE SUMMARY
DISH Network’s unique technology offers a heightened experience with live-streaming
capabilities that has helped the company maintain its strong brand presence in the Pay
TV market. As the first provider to offer live TV content via tablet, DISH has constructed a
competitive advantage through its multi-platform presence. In spite of these strengths, the
company continues to primarily focus on price-benefit promotions that do not convey a
brand identity its core target can connect with. DISH is more than satellite, and consumers
need to know this. Throughout our campaign, CSR Media will demonstrate how to take
DISH from a commodity to a brand. By emphasizing constant connectivity and engagement
with the consumer, we aim to create a cohesive brand experience across multiple touch
points--thus keeping DISH Connected to the Now.
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2. COMPETITION
DISH is not the only provider of DVR services and mobile live TV.
Currently, DISH is viewed as a commodity and not a brand. It is sought
after mainly on price competitiveness and not the experience that
DISH can offer subscribers. Additionally, consumers are increasingly
switching from traditional television providers to streaming video
services.
FAST TRACK FAMILIES
These families strive to be up to date on the latest technologies. The adults travel
for business and also participate in leisure travel during seasonal times and
children’s break.
AGE: 30-452
LOCATION:
Hotspots: Hispanics
• Buying power is expected to increase to $1.5 trillion by 2015.
• Outpace all ethnic groups in mobile data service consumption, hispanics spend 68% more
time watching video on the internet
• Hispanics spend 20% more time watching video on their mobile phones compared to
non-Hispanic whites.3
• Contribute a larger share of disposable income in states where they are more represented.
California, Texas, Florida, New York, and Illinois continue to be Hispanic-dominant states.4
• Want the latest
technology and regularly
read up on consumer
tech developments
• Highly social and
engaged online
• 43% of travel is for
business, 57% of travel is
for leisure5
• Leisure travel is 11% by
air, 79% by car
• Business travel is 33% by
air, 48% by car6
• Want access to video
entertainment anytime
and anywhere
• Perceive TV and movies
as the best way to spend
their down time
TARGETSITUATION SYNOPSIS
FRESH OUTLOOK
By positioning DISH as an
experience rather than a
piece of technology, DISH
will rise above competitors
and leverage the cord-cutting
phenomenon.1
hopper Explore
Anywhere Transfers
DISH Network
1. http://www.forbes.com/sites/dorothypomerantz/2014/03/04/dish-disney-deal-could-help-speed-cord-cutting-options/
2. http://academic.mintel.com/display/682936/
3. http://advantage.marketline.com/Product?pid=5B7E50D3-AB4E-4D28-9F94-DA937F454D38&view=SWOTAnalysis
4. http://academic.mintel.com/display/671996/?highlight
5. http://www.sojern.com/infographics/summer-travel-trends-2013-infographic.html#.Uz2_Pq1dXvD
6. http://www.ustravel.org/news/press-kit/travel-facts-and-statistics

3. HIT THE ROAD WITH HOPPER
Hit the Road with Hopper is a YouTube series that will feature
a host accompanied by Hopper, a Kangaroo mascot, who
travelsaroundthenationhelpingyougetthedishonallthings
related to travel, tech, and entertainment. Aligning with our
target’sinterestsandtheirdesiretobeconnectedtothenow.
This series will feature exclusive content related to current
happenings within each topic. Ultimately, this series will be
one of the many tactics used to emphasize what makes
DISH the most unique satellite provider in the world: live
content that no longer has to live at home.
TRAVEL
Showcase events, activities, and attractions in popular
destinations across the nation.
TECHNOLOGY
Cover events such as conventions and product launches,
as well as interviews with prominent figures in the
industry.
ENTERTAINMENT
Feature entertainment news and interviews with popular
television stars for recaps of past seasons and insight on
biggest moments for the Fall.
The Hopper will also make a special Red Carpet
appearance at the Emmy’s on August 25th highlighting
behind-the-scenes footage.
ALWAYS ON THE GO
CONTINUOUS SEARCH & SOCIAL MEDIA
Social Media
Our social media efforts throughout the campaign will center around current events throughout
the summer that impact family travel and media consumption, ranging from holidays to the
World Cup. Ultimately, our social content will focus on driving conversations with our audience.
This will include:
• Monitor who is mentioning DISH and in what context
• Manage complaints to build positive brand sentiment
• Share image and video content from Hit the Road with Hopper, current events and
holidays
At the end of May and June, we will be running promoted posts on all of the above to drive our
target to our YouTube series, Hit the Road with Hopper. We will additionally run promoted posts
during the two weeks of our Instagram contest #LiveNow.
Immersion Airport Lounge
DISH will travel around the country setting up Wi-Fi enabled, interactive lounges at four major
airports that offer passersby the opportunity to experience the Hopper in action while waiting
for their next flight. Charging stations will be available, while visitors can access live TV through
their own devices or those provided. Visitors will be encouraged to explore the Hopper app on
tablets, as well as on multiple IPTVs placed in the lounge. There will also be a kid-friendly area
of the lounge with bean bag chairs and tablets connected to the Disney Channel. To incentivise
social mentions of the lounges, we will encourage visitors to tweet and/or Instagram photos
of themselves in the lounge with the hashtag #DISHLounge. If they do so, they will get a free
polaroid print of the photo they posted via the Instaprint.
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4. VIDEO
Television on ABC and Univision
• “No matter where you are, don’t miss a minute of the game” (World
Cup)
• 30 second advertisements emphasizing that it is easy to stay up-to-
date on all the in-game action with the Hopper technology
AOL on Travel
• Three weeks of pre-roll advertisements with clips of Hit the Road with
Hopper, specifically travel episodes
• Focus of driving traffic to the YouTube channel and series
BuzzFeed
• We will have BuzzFeed create two branded videos on behalf of DISH
• Each will feature original content that relates to travel interests and
will foster a favorable brand association with DISH
• The focus of content will be to create sharable experiences with the
brand
OOH
Transit Advertisements
• Five buses fully wrapped will travel on different routes through the
heart of New York City
• Placed for four weeks, coinciding with the location of the airport
lounge and related tech event “Disrupt NYC”
• A full-color design highlighting portable live TV with the Hopper, as
well as the lounge at LaGuardia Airport
Social Media
Throughout this flight, organic social content will be posted daily, pertaining
to relevant topics, such as holidays like Memorial Day and summer travel
trends. Additionally, we will encourage consumers to have access to live TV in
time for the World Cup, starting the second week of June.
Flipboard Native Ad
HID
Travel Channel Skin
• Three weeks of high-impact skin on Travel Channel homepage
• To increase frequency of messages and syncing with AOL On
Travel pre-roll advertisements
Expedia Interstitial
• Interstitial advertisements on Expedia loading pages
• Reach the target at the moment of trip planning
• Positioning DISH and the Hopper as an essential part of the travel
planning process
BuzzFeed Article
• Sponsor a travel-related native article on BuzzFeed
• Post would have mostly unbranded content, with mention of DISH
products only at the end; “Top 10 Road Trip Activities” ending with
using your Hopper to watch recorded shows on the road
TRAVEL PHASE 1
Instagram Contest Post
4

5. Social Media
Throughout this second travel flight, more organic social content will be
posted daily pertaining to topics such as the Fourth of July and summer
activities. Additionally, occasional posts fostering direct conversions and
conversations with the target will be posted.
INSTAGRAM CONTEST- #LiveNow
When: Entry- Sunday, July 27th 12:00pm - Saturday, August 9th 11:59 pm
Voting- Monday, August 11th 12:00pm - Friday, August 15th 11:59pm
What: 2 Grand Prize winners will each receive 1 FREE YEAR
subscription to DISH Anywhere America’s Top 250 and 4 round trip
tickets on Southwest to any location the airline flies.
Guidelines: Users post photos to their Instagram account of cool,
interesting, unique locations they wish they could watch Live television,
but currently can’t. To be entered they must follow and tag @dishnetwork
and include the hashtag #livenow. The top 10 submitted photos will be
posted on DISH Network’s Facebook page, and the two photos with the
most likes at the end of the week (August 15th), will win the grand prize.
OOH
Transit Advertisements
• Five buses fully wrapped will travel on different routes through the
heart of Orlando
• Placed for four weeks, coinciding with the location of the airport
lounge and high summer travel to destinations like Disney World
and Universal Studios
• A full-color design highlighting portable live TV with the Hopper,
as well as the airport lounge at the Orlando Airport
HID
Expedia Interstitial
• Interstitial advertisement on Expedia loading pages
• Reach the target at the moment of planning
• Positioning DISH and the Hopper as an essential part of the travel
planning process
Huffington Post
• Two weeks of native articles on Huffington Post Travel
• Covering topics such as interesting travel destinations and events
• Overlapping with the Instagram contest
BuzzFeed
• Sponsor two travel-related native article on BuzzFeed overlapping
with the Instagram contest
• Posts would have mostly unbranded content, with only a slight
mention of DISH products only at the end
• Examples of posts: “Top 10 Fourth of July Destinations in the US”; “20
Road Trip Destinations That You Shouldn’t Miss This Summer”
VIDEO
AOL on Travel
• Three weeks of pre-roll advertisements
• Clips of Hit the Road with Hopper, specifically travel episodes
• Focus of driving traffic to the YouTube channel and series
BuzzFeed
• We will have BuzzFeed create two branded videos on behalf of DISH
• Each will feature original content that relates to travel interests and will
foster a favorable brand association with DISH
• The focus of content will be to create sharable experiences with the
brand
Travel Channel
• “Where are you going this summer? Let DISH go with you.”
• Emphasize the multiplatform capabilities of live TV access with the
Hopper
TRAVEL PHASE 2
5

6. Video
AOL on Travel
• Three weeks of pre-roll advertisements on TechCrunch and
Engadget
• Clips of Hit the Road with Hopper, specifically tech-related
episodes
• Engaging the tech enthusiasts in their element
• Timed with the developments in the Tech community
during this time, especially the Apple Worldwide Developer
Conference, TechWeek Chicago, and resulting media
coverage
BuzzFeed
• We will have BuzzFeed create one branded video on behalf of
DISH
• It will feature original content that relates to technological
development
• Will foster a favorable brand association with DISH, especially
among tech enthusiasts
• The focus of content will be to create sharable experiences
with the brand
OOH
Featured TechWeek Sponsorship: Chicago June 23-29, 2014
• Premium branding for DISH both online and on site
• 20x20 booth to show off the latest DISH technology
• Engage and influence opinion leaders within the tech community
Transit Advertisements
• Five buses fully wrapped will travel on different routes through the
heart of Chicago
• Placed for four weeks, coinciding with the location of the airport
lounge and TechWeek Chicago sponsorship
• A full-color design highlighting portable live TV with the Hopper, as
well as the airport lounge at the Chicago Midway Airport
Social Media
Organic social media in this time period will relate to tech events and shared
videos from Hit the Road with Hopper. Additionally, content will be centered
around relevant tech topics and will periodically encourage followers to
“give us the DISH on their experiences” with these events, products, and
developments.
TECHNOLOGY
HID
Flipboard
• High impact, native ads on Flipboard, a
customized news and social application
• This will complement the concurrent
pre-roll advertisements on TechCrunch
and Engadget
• Over a quarter of monthly readers on
TechCrunch and Engadget are on
Flipboard1
Mashable
• Native advertisements on Mashable,
a highly visited blog on all things tech,
entertainment, and social
• Specifically targeting tech readers on
the site2
BuzzFeed
• Sponsor three tech-related native article
on BuzzFeed3
• Post would have mostly unbranded
content, with little specific mention of
DISH products only at the end
• Timing of posts related to Apple
Worldwide Developers Conference and
TechWeek Chicago
1. http://techcrunch.com/advertise/, http://www.engadget.com/advertise/
2. http://royal.pingdom.com/2013/03/01/blog-readership-demographics-2013/
3. http://www.buzzfeed.com/advertise

7. VIDEO
TV- ABC
• “No matter where you are, don’t miss a minute of the show”
(Emmy Awards)
• 30 second ads leading up to the Emmy Awards on August 25th
• Further emphasize the benefits of live TV access for the
programs that simply cannot be missed
• Inform and incentivize viewers to subscribe in time for their
favorite upcoming shows with the multiplatform accessibility of
the DISH Hopper technology to view live content
AOL on Entertainment
• Three weeks of pre-roll advertisements on Huffington Post
Entertainment, hosted by AOL On Entertainment
• Clips of Hit the Road with Hopper, specifically entertainment-
related episodes
• Timed with entertainment topics and trends such as the Emmy
Awards
Terra
• Pre-roll advertisements for seven weeks on Terra, a lifestyle,
entertainment, sports and news website for the growing
hispanic community in the United States
HID
Flipboard- Huffington Post
• Three weeks of high-impact ads on Huffington Post through the
Flipboard platform
• Focus on the product benefits of DISH and driving orders
• Highlight current happenings and live events to establish the
need for live programming
Mashable
• Native advertisements on Mashable, a highly visited blog on all
things tech, entertainment, and social
• Specifically targeting entertainment readers on the site
Social Media
In this time period, organic social media will focus on entertainment and
shared videos from Hit the Road with Hopper. Additionally, content will
focus on timely entertainment topics as they pertain to those who are
traveling and are interested in staying up to date. This medium will also be
used to reinforce the Search and other HID that are driving our orders.
ENTERTAINMENT
OOH
Transit Advertisements
• Five full bus wraps on different routes that travel through the
heart of Los Angeles
• Four week placement coinciding with the location of the airport
lounge
• A full-color design highlighting portable live TV with the Hopper,
as well as the airport lounge at LAX
7

8. FLOWCHART
8

9. BUDGET

10. Recommendation
Taking Hit the Road with Hopper A Step Further
• Integrate an app that has a map (via mapquest), gas station locator, and wifi HotSpot locator
• Employ interactivity that rewards users with points each time they share or interact with the
application through their social platforms
• These reward points can be put toward discounts on different DISH bundles, and possibly
discounts for more customized DISH packages in the future
Microsoft Tag IDs
• For future campaigns, create a custom QR code on all 2D printed/package materials that can
then be shared via mobile devices and take customers directly to the landing Connect page on
DISH.com
• Will further integrate digital and traditional vehicles together
• More customizable than normal QR codes, standing out in the clutter
Call to ActionThrough our primarily digital campaign combined with strategic out of home touch points, CSR is
prepared to take DISH from just another television provider to an experience driven by culture. Utilizing
travel, technology and entertainment our goal is to connect with fast track families wherever they are
on their journey. Our tactics aim to establish DISH as a travel essential. By honing in on our target and
focusing on the conversations that we will cultivate, DISH will drive demand for consumers looking to
live in the now. If given the opportunity to implement our strategy, CSR Media will not only achieve your
business objectives, but also our own goals of establishing DISH as the premiere live TV provider.
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