DirecTV plansbook

Advertising Campaign Spring 2014
Towson University
V GEY
THE
GROUP

V GEY
THE
GROUP
Sail With Us to Success
Mission
To share creativity with the world.
Philosophy
To meet and exceed the
expectations of our clients.
Goals
To increase awareness of brand
and increase client retention
from 50 percent to 80 percent.
Account Executive:
Sloane Guber - sguber1@students.towson.edu
Research Executive:
Sierra Mascilak - smasci1@students.towson.edu
Account Planner:
Jason Holzman - jholzm2@students.towson.edu
Copywriter:
Kristen Brophy - kbroph2@students.towson.edu
Media Planner:
Christian Zenetich - czanet1@students.towson.edu

Table of Contents
Executive Summary 5
Market Overview (5)
Primary Competitors (5)
Secondary Competitors (5)
Product Overview (6)
Market Research (6)
Target Market (7)
Marketing Objective (7)
Media Mix (7)
Creative Strategy (7)
Media Plan and Budget (7)
Campaign Evaluation (7)
Situation Analysis 8
Company Analysis (8)
Product Analysis (8)
Consumer Analysis (8) (9)
Market and Industry Analysis (9) (10)
Competition Analysis (11)
Primary competitors (11)
Secondary Competitors (12)
Primary Research 13
Research Questions (13)
Methods (13)
Summary of Findings (14)
Survey Analysis (14)
Insights (15) (16)
SWOT Analysis 17
Marketing Communications Objectives and Strategies 24
Objective (24)
Strategy (24)
Rationale (25)
Execution (25)
Media Objectives and Strategies 26
Objective (26)
Strategy (26)
Rationale (27)
Media Schedule (27)
Executions (28)
Works Cited 30

Appendix 31
Survey Research Questions (31) (32)
Interview Research Questions (33)
Interviews (34) (35)
Media Flight Plan (36-38)
Markets (39)
Marketing Problems and Opportunities 18
Target Market Profile 19
Advertising Objectives & Strategies 21
Creative Brief (22)
Creative Execution (23)
Campaign Evaluations 29

5 The Voyage Group - DirecTV
Executive Summary
While DirecTV dominates the satellite television service industry, overall satellite services are not as popular
as other television services. Satellite services have a bad reputation. With the introduction of all these differ-
ent mediums people can watch their shows off of, the demand for at home television services are threatened.
There are also multiple websites, programs and subscriptions now that offer other ways to watch shows
rather than being a member of a television service. DirecTV used to offer special luxuries to a television view-
er such as recording, pausing, fast forwarding and more. But now other services also provide these same
luxuries so the need for satellite has decreased.
Primary Competitors
Market Overview
When it comes to satellite TV providers, DirecTV competes mostly with Dish Network, and when it comes to
cable TV providers, DirecTV competes mostly with Comcast. DirecTV is the leading satellite provider in all
of satellite TV, and Dish Network is a close second. Therefore, DirecTV takes an invested interest into what
moves Dish Network is making and what features they’re adding to their service. Also, since both companies
offer virtually the same package deals as the other, it’s harder to separate themselves from each other, which
is another reason why they see themselves as primary competitors.
Secondary Competitors
With that being said, Comcast, the leading cable provider in all of television, serves as another major compet-
itor of DirecTV’s. Satellite and Cable will always be in competition, so it’s incredibly important for DirecTV to
have a grasp on the cable TV market and what Comcast is doing within. Similar to Dish, Comcast also offers
many of the same features as DirecTV, which again makes it harder to separate themselves.
Lastly, since the digital age of media has taken over in such a major way, DirecTV finds themselves compet-
ing with the likes of YouTube, Hulu, Netflix and many others. To combat this, DirecTV has had to make them-
selves active and visible on the Internet, even while their main focus lies on television. They’ve done so
by creating a website, social media sites and have found ways to interact with customers via the Web.
In 2014, it’s a must for DirecTV to consider their digital competitors as important as Comcast, Dish
Network, etc.

Executive Summary
Product Overview
Market Research
Through research we found that DirecTV has a very wide market since television is
watched by most people. Although since DirecTV is well known for special sports
packages offered, and regularly advertise the variety of sports packages they offer, we
found that DirecTV is more regularly consumed by middle-aged males.
Direct TV has many different packages to offer including free premium channels such
as HBO, Showtime, and Cinema for the first three months of a DirecTV subscription.
DirecTV is also largest direct-to-home digital TV service, putting it ahead of Dish Net-
work, which is the number two network and directly competes with Comcast. The rev-
enue of DirecTV increased by 9% in 2012 which means that revenue went up to $29.7
billion in fiscal 2012 compared to the $27.2 billion in revenue from 2011.

Executive Summary
In this campaign we will be targeting working males, ages
25 to 39 typically with a family, middle to upper class, na-
tionwide.
Marketing Objective
Target Market Creative Strategy
Media Plan and Budget
With a budget of $1 million we plan to put mostly all of the
budget toward television commercials with an often pres-
ence in the media. The advertisements will be run through-
out a year’s length in correspondence with the NFL sched-
ule to target football viewers.
Through this campaign we hope to increase awareness of
the brand, but most importantly better people’s attitudes
about satellite television as well as the brand DirecTV
specifically. We hope to have an overpowering voice in
the media. All while promoting DirecTV’s referral program
so users are more aware of the program, and DirecTV will
continue to receive new users after the campaign is over.
Media Mix
The other commercial we will run will be made by DirecTV
users, During our cross promotion, which we have teamed
up with GoPro, fans will enter in to a contest to win a GoPro
as well as tickets to an NFL game located closest to them,
where they will be asked to record their experience. We will
use the winners’ experiences to create a 30 second com-
mercial for DirecTV.
Campaign Evaluation
To measure the success of our campaign, we will be
sending out an easy and quick post-campaign survey
through email as well as making it available through
DirecTV’s website. The surveys will remain Online and
will not be given out in paper form for efficiency.
For this campaign we have created two different 30 second
commercials, since television advertisements are the tra-
ditional media route we have chosen. The first commercial
will be a 30 second advertisement we have created using
humor and showing the usefulness of the pause feature
DirecTV offers. As far as new media we will be creating
online advertisements specifically on Facebook since
research has shown us our target market uses Facebook
more than other social media options.

Situation Analysis
Providing entertainment to over 32 million people across
the United States and Latin America, DirecTV is a leading
satellite television company that strives for high customer
satisfaction and the ultimate viewing experience (DirecTV,
2014). Based out of El Segundo, California, the service
began in 1994 and continues to please customers across
the nation with its variety of high definition channels and
different package options. With the help of today’s ad-
vanced technology, DirecTV uses a satellite dish that is
installed on rooftops for the most precise connection and
quality on television screens in every home, dorm room,
hotel, restaurant, and much more.
Company Analysis Consumer Analysis
Product Analysis
According to the DirecTV website, it’s service offers a lot
of different packages regarding cable TV. It offers free
premium channels such as HBO, Showtime, and Cinema.
This is free for the first three months that the consumer
has DirecTV. It also offers free Genie HD DVR in up to four
rooms. With the NFL Sunday Ticket package, you are also
able to see every minute of the NFL football game (Di-
recTV, 2014).
The research database, LexisNexis provides a vast amount
of information regarding the product of DirecTV. It states
that it is the largest direct-to-home (DTH) digital TV service
in the U.S. DirecTV is ahead of Dish Network, which is the
number two network and directly competes with Comcast
(LexisNexis, 2014). DirecTV also owns two digital broad-
cast centers, one in Colorado and one in Los Angeles.
These two stations help transmit the content which is re-
ceived from its satellite. The revenue of DirecTV increased
by 9% in 2012. This means that the revenue went up to
$29.7 billion in fiscal 2012 compared to the $27.2 billion in
revenue from 2011. (LexisNexis, 2014).
According to MRI+ Media markup, some information on
the current consumer in the market of Tablets, E-Readers,
Apps, TV/Cable users in the last 30 days from Fall 2013
products are 56 percent to 43 percent men to women
(MRI+, 2013). Which means men are a bit more likely to
watch cable TV than women. Also according to MRI+,
people that attended college are 82 percent more likely
to watch cable television than the average person, while
people with no college education are 41 percent less likely
than the average person to watch cable TV (MRI+, 2013).
People in the age 25-34 range are most likely to watch
cable TV at 105 percent more than the average person and
36 percent of all people that watch cable TV are age 25-34
according to MRI+ (2013). The next age range of 35-44 is
43 percent more than the average person to watch cable
TV and 24.3 percent of all cable TV users are ages 34-
44. A household income of $150,000 is 146 percent more
likely than the average person to watch cable TV, while 31
percent of all cable TV users have a household income
of $75,000-$149,000 (MRI+, 2013). According the MRI+
(2013) while 30 percent of all cable users live in the south
region, people in the north east are 38 percent more likely
to watch cable TV than the average person. Also, 31.7 per-
cent of all cable TV users have children under 6-years-old,
and 75.1 percent of all cable TV users are white (MRI+,
2013).

Situation Analysis
Consumer Analysis (Continued)
According to MRI+ (2013) Cable TV users are typically
wealthy middle aged with kids. According to Nielson’s My
Best Segments (2014), the wealthy middle aged with kids
group is called the Winner’s Circle. The Winner’s Circle is
a collection of mostly 35 to 54-year-old couples with large
families in new-money subdivisions (Nielson, 2014). Things
such as recreational parks, golf courses, malls, shopping
centers and other big corporations and amenities can
be found surrounding the Winner’s Circle homes (Niel-
son, 2014). The Winner’s Circle median income is over
$100,000, they are also big spenders who like to travel,
ski, go out to eat, shop and go to shows (Nielson, 2014).
They are considered the Elite Suburbs social group and
are in the lifestage group of Accumulated Wealth (Nielson,
2014). Some demographic traits of the Winner’s Circle
are suburban, wealthy, household with kids, homeowners,
management employment level, graduated plus education
level, ethnicity of white, Asian, or mixed (Nielson, 2014).
The Winner’s Circle lifestyle and media traits according
to My Best Segments (2014) are to shop at Anne Taylor,
Visit theme parks, read, watch American Idol, and drive a
Mercedes-Benz SUV.
Market and Industry Analysis
With the cable industry on the rise, Online services such as
Netflix and Hulu, satellite and cable providers are struggling to
keep up with the instant access to movies, video games, and
television shows. Among satellite providers, DirecTV is ahead
of the game, now offering NFL Sunday Ticket programs which
help it stand out among sports fans.
The pay-TV market in the United States is the largest in the
world and it continues to grow. The National Cable &
Telecommunications Association (NCTA) estimates the
average American views 181 hours of video each month
(Business Source Complete, 2014). With a 450% increase in
cable broadband speed in 2013, it’s safe to say that paid-TV is
only growing. NCTA estimates that over 900 cable channels are
offered in the year 2014 (Business Source Complete, 2014).
There are a few issues in the cable industry. The United States
Telecommunications Report (USTR) stresses that with the rise
of 4G mobile technology, mobile TV will challenge the
traditional way that subscribers consume TV services. Cable
and Satellite television users are being charged subscriber
fees, resulting in more pay-TV users moving towards mobile
apps for their television entertainment (Business Source
Complete, 2014). With cheaper prices, usability , and
portability, mobile TV is one of cables greatest competitors.
Along the lines of competitors, stands the Internet. The Internet
provides Internet users with YouTube, Hulu, and Netflix
allowing the viewer to accesses nearly unlimited access to
videos, movies, and TV shows.

Situation Analysis
Market and Industry Analysis (Continued)
Cable providers are partnering with various Online and
Mobile TV providers. USTR states that Verizon
Communications has, proposed a partnership with Netflix while Netflix itself is under pres-
sure to seek greater scale by merging with another, larger, player in the media market (Mar-
ket Share Reporter, 2014). Other pay-TV providers are also preparing for the changes as
mobile entertainment evolves. USTR provides information of how several companies plan
to change, In August 2012 Time Warner Cable announced plans to migrate to an all-IP
technology platform in an effort to enhance its video-delivery business over the following
few years (Market Share Reporter, 2014). The migration involves the introduction of set-top
boxes and the operator is installing powerful gateway devices that connect to its broadband
network. Meanwhile, DISH Network petitioned the Federal Communications Commission
(FCC) to allow it to reform its mobile satellite services (Market Share Reporter, 2014).

Situation Analysis
Just like any other industry, DirecTV is faced with several different competitors. Since DirecTV is one of
the most popular providers in all of television, it’s competition lies with the top tier companies such as Dish
Network and Comcast, but they aren’t limited to just that (Red Books, 2014). The digital age of media has
become increasingly popular, so DirecTV is now competing with the likes of YouTube, Hulu, Netflix, etc.
With that being said, since DirecTV is a satellite provider and not a cable provider, it’s primary competition
lies with other satellite providers, while it’s secondary competition is with other popular cable providers and
the aforementioned digital competitors.
As for the primary competition, the other satellite providers, the main company that DirecTV is in competi-
tion with is Dish Network, which they emphasize on their website with side-by-side comparisons (DirecTV,
2014). The website compares the two companies’ many features which include HD channels, access
to the latest movies and their cheap prices (DirecTV, 2014). DirecTV controls the satellite TV market at
19.5%, while Dish Network is second in command at 13.7%, making them the two leading satellite TV
companies (Statista, 2014). Also, in 2010, DirecTV owned as much as 18.7% of the entire pay TV market,
which includes cable companies as well (Statista, 2014). So, while DirecTV is still atop the satellite TV
market, Dish Network is right behind them.
All in all, it’s clear that these two companies have cornered the market for satellite television and because
of that, DirecTV sees them as their top competition. If DirecTV doesn’t take an invested interest in Dish
Network and the various things they’re doing to grow their company, DirecTV will fall behind in the satellite
TV market. Dish and DirecTV are the two main satellite companies that provide all of the different features
that they do, so it’s essential for DirecTV to take on Dish as their main competition.
Primary Competition
Competition Analysis

Situation Analysis
DirecTV’s secondary competition lies with the cable providers. Companies like Comcast, Verizon, Cablevision, Time Warner
Cable and Charter Communications, AT&T, etc. all play a huge role in the cable television industry, which in general is in com-
petition with satellite (Red Books, 2014). With Comcast being one of the top cable providers in the world, DirecTV sees them as
one of their biggest secondary competitors, which they also emphasize on their website with side-by-side comparisons, similar
to how they did with Dish Network (DirecTV, 2014). According to (Statista, 2014), Comcast controlled 20.4% of the pay-TV
market share for cable providers, which was the leading company of all cable providers. Like DirecTV and Dish Network,
Comcast also provides several different features within their service that include HD channels, access to 100s of movies, sports
packages, etc., which makes them a clear competitor. (Comcast, 2014)
While DirecTV mainly competes with other satellite providers, their goal is still to convert cable users into satellite users and
because of that, the aforementioned companies are just as big of competitors for DirecTV as the other satellite companies are.
Since Comcast is the leading cable provider, and since cable is the biggest competitor to the satellite TV market, it’s essential for
DirecTV to claim Comcast as their secondary competition. If they forget about them, or don’t focus enough energy into com-
peting with them, DirecTV will find itself falling further and further behind the pay TV market.
Other competitors that DirecTV faces are companies like Hulu and Netflix, who use the internet to stream TV shows and mov-
ies, causing a big threat to DirecTV. With the rise of the Internet as well as smartphones, sites like YouTube and other mobile
and online video streaming sites are becoming DirecTV’s competition because customers are now using these options instead
of paying for cable or satellite in general. All in all, DirecTV’s primary competitor is Dish, followed by Comcast and the other
major cable providers, and ending with the other streaming sites like Hulu, YouTube, Netflix, etc (Red Books, 2014).
Both satellite TV providers and cable TV providers have had to combat the digital age of media in a fierce way. YouTube, Hulu
and Netflix are just three of the many companies posing a threat to the success of DirecTV and it’s a must for DirecTV to figure
out ways to compete with the aforementioned digital companies.
Secondary Competition

Primary Research
Research Questions
1. What are current user’s attitudes about DirecTV?
2. What are non-users attitudes about DirecTV?
3. What are people’s attitudes about DirecTV’s referral program?
As a group we created our survey on Thursday, October 7th, and sent it out to
prospective television users to take. Most of these users were targeted through social
media using the snowball sampling method. Every group member posted the survey as
their Facebook status. We asked our friends to pass this survey along to their friends to
increase the amount of people who took our survey. The respondents took this survey
Online through the website Qualtrics, where all of the data was stored. The data was
collected between a time-frame of 8 days, and a total of 120 respondents completed it.
The survey was 33 questions, and we also conducted 4 detailed interviews, which were
12 questions each. The interviewees were all people that we had a personal connection
to.
The 33-question survey was sent out to both non-DirecTV users and DirecTV users.
However, we interviewed three DirecTV users, and one non-DirecTV user to compare
our results with. Below are profiles of the four people we conducted interviews with. All
of the interview questions asked are listed in the appendix.
Methods

Primary Research
Summary of Findings
The survey respondents ranged from college students to the parents and grandparents of
College students. The majority of the respondents were Females, composing of 71 percent of the
data. The respondent’s ages ranged from 18 years old through 50 plus years old. The respondent
age of 18 through 25 showed the highest responses of 59 percent. The second highest respons-
es were from respondent’s age, 42 through 49 at 17 percent. The majority of the respondents
currently use Comcast and Verizon FiOS, making up 76 percent over all of the respondents.
Again, the majority of the respondents were college students, with little income. The highest in-
come margin from the respondents at 21 percent was $20,000 through $39,999. Surprisingly the
second highest response was from respondents that made over $100,000, making up of 17 per-
cent. 68 percent of the respondents are single. The majority of the respondents were Caucasian
at 93 percent. The responses showed interest in the following channels, Movie channels at 60
percent, Sports at 57 percent, and Comedy at 56 percent. The majority of the respondents had
their current television provider for more than five years and showed no intention to change their
service. The respondents felt that they rarely see DirecTV advertisements, while the respondents
felt that Verizon advertisements made the largest impression. The respondents answered that
they would switch providers if they were offered a cheaper rates and felt that cable providers
surpassed satellite services in forms of quality.
Survey Analysis

Insights
Primary Research
Our first research question, what are current user’s attitudes about DirecTV, was
answered through data collection from a survey taken by 120 respondents, as well as
four interviews. The Voyage Group discovered that the main reason people had/have
DirecTV and enjoy it was mainly for the sports package DirecTV offers as well as the
recording and pausing, fast forwarding options. Respondents from the survey that are
current DirecTV users expressed their disinterest in switching services anytime soon.
Although in an in-depth interview (see appendix interview #) a current user of DirecTV
expressed the service is quite average and he is considering switching soon. We have
also learned that the satellite may cut out from time to time, and the phone-in customer
service is poor. The current users are aware they may be paying a bit more than aver-
age for their television service but are somewhat satisfied with what they are receiving.
The second research question, what are non-user’s attitudes about DirecTV, was
also answered through a survey conducted as well as interviews. We found that non-us-
ers overall do not seem interested in switching to DirecTV for a few similar reasons.
Most people who have never tried DirecTV are hesitant to try a satellite service because
they have heard rumors about it cutting out during storms or other various reasons.

Other respondents expressed they are a lot more comfortable with trying Comcast and Verizon
Fios since it is generally dominating the industry. Also many non-satellite services provide the
package which offers cable, phone and Internet for a decently priced package which many us-
ers prefer. Most respondents do not have DirecTV and do not plan on switching anytime soon.
Our third research question asks about people’s attitudes referral programs in-generally and
more specifically about DirecTV’s referral program. Based on our findings through a survey
and an interview, most people are comfortable referring products in general to family friends
and co-workers that they enjoy. Most people who said they are comfortable referring a product
and have DirecTV actually have not specifically referred DirecTV to anyone else. Current Di-
recTV users are also unaware of the $50 gift card incentive a user can receive from referring
someone. Most people expressed that they would be interested in referring things if they re-
ceived an incentive.
Insights (Continued)
Primary Research

· NFL package
· Recording shows
· “Sports mix” – multiple games on one TV screen
· Leading satellite company
· Offers a variety of packages
· Strong growth in Latin America
· Advertised poorly
· Poor customer service
· Expensive monthly cost
· Satellite may cut out at times
· Customer don’t know about referral
Program
· Customers don’t refer people
· DIRECTV is currently in debt
· It’s cheap to sign up
· Satellite TV is becoming more popular
· More people are switching from basic cable to different
TV services
· People like to refer products to their peers
· There’s a growth in broadcasting and cable television
Market
· Growing market in downloading movies at home
· Most of the ads on TV are from Verizon and Comcast
· Other companies offer entire packages including
Phone, TV and Internet
· People hesitate to try satellite TV
· Other services are better at advertising their referral
Programs
· Intense competition from other TV services
· Intense competition from the Internet and smart phones
· Bad economy
· Rising programming costs
Strengths
Opportunities
Weaknesses
Threats
SWOT Analysis

Problem:
As previously stated, our research shows that respondents who are non DirecTV users have a
bad taste in their mouth about satellite TV. This is a huge problem for DirecTV because it limits
the possibility of new users joining DirecTV. It has also become apparent through our research
that DirecTV’s media presence is very low compared to competitors such as Verizon and Com-
cast. This is another major problem because if satellite TV already has a bad reputation, and
DirecTV isn’t doing anything specific through their advertisement’s to promote their brand then
there is no way to change the attitudes of non-users.
Marketing Problems and Opportunities
Satellite TV, in general, has a bad reputation and DIRECTV in
particular is not seen in the media as much as their competitors.
Opportunity:
DirecTV can use this bad reputation of satellite in general as well as low media presence to
their advantage. We see the low media presences as an opportunity to have a bigger voice in
the media with more memorable commercials. With the budget given we will create creative
and memorable commercials while promoting all of the positives of satellite and packages of
DirecTV.
To have a bigger voice in the media by promoting the various
packages that DirecTV, the leading satellite company, offers.

This campaign is targeting white males 25-39, married with children, that typically watch 20-
25 hours of TV a week. This target market typically works in business or finance and watches
sports at night and on the weekends. The reason that we chose to target this specific market is
because this is the general age where you are independent are making a decently high salary
of around $100,000. Many males this age are avid sports viewers. Especially males that are
recently out of college will still probably be following their college football teams.
Target Market Profile
Target Market
John Miller, age 35, has a wife named Sofia, 32, and two sons, Joshua, 6, and Michael, 8. He
works as an accountant at Ernst & Young. John and his family live in Upper Dublin, PA. John
makes roughly $131,000 yearly. In college he played football at Pennsylvania State University
as a backup running back. John and Sofia like to entertain their friends on NFL Sunday with
their famous chili and Rocky Mountain Coors Light. On the weekends when he is not watching
football he plays pickup basketball and football with his friends from work. He spends a lot of
time at his gym, L.A. Fitness, as well. He also assistant coaches his son’s little league football
teams. John drives a 2013 black BMW 5 series. Sarah drives white 2012 range rover. The Mill-
er’s have a golden retriever named Coy, after their favorite player LeSean McCoy.

Secondary Target Market
The secondary target market for this campaign would be the spouse of the husband. The
reason for this is because the spouse is typically going to be around the husband and will be
watching TV with him. Since they will be around more frequently, some of the advertisements
should be veered towards them.
Bryn is a 35 year old female who is married to Nick, a 36 year old male. Bryn works as an ele-
mentary school teacher and Nick works as a mortgage broker, both in Sparta New Jersey . On
Monday nights after work, they watch Monday night football together.

Advertising Objectives & Strategies
Positioning Statement
DirecTV is the television service that offers reliable and affordable unlimited live cov-
erage for men ages 25 to 39, with a family that typically enjoys sports, by providing
a variety of different packages with exceptional live sports entertainment.
Advertising Objective
Of all the people that are aware of DirecTV, but aren’t interested in making a com-
mitment, convince 35% to have a better perception of DirecTV by FY2016.

• Why are we advertising? So all television users have a better perception of
DirecTV.
• Whom are we talking to? Working family Men, ages 25-39, that enjoy watching sports, with
their friends and family.
• What do they currently think? Cable television delivers superior service in terms of quality
and options, compared to satellite television. Satellite television is cheap and unreliable in
delivery of service (cuts out often).
• What would we like them to think? DirecTV offers everything that cable television offers,
quality, service, reliability, affordability and also allows for greater access to sporting events
than the other cable companies.
• What is the single most persuasive idea we can convey? DirecTV provides quality sports
entertainment.
• Why should they believe it? DirecTV users become loyal customers, compared to the
other television providers.
• Are there any creative guidelines? Mandatories? Television commercial.
Creative Brief

Creative Execution Traditional Advertising: Television Commer-
VIDEO:
CUT TO FRIENDS ROLLING THEIR EYES.
AUDIO: UGH, NOT AGAIN DUDE.. GO!
VIDEO:
CUT TO GUY RUNNING TO THE BATROOM
VIDEO:
CUT TO BATHROOM DOOR.
SFX: RUMBLING, EXPLODING, SOUNDS OF
GUY STRUGGLING
VIDEO:
SHOT TO FRIENDS SITTING ON THE
COUCH WAITING.
AUDIO: (YELLING OVER BATHROOM
SOUNDS) DON’T WORRY DUDE, WE
HAVE DIRECTV. WE CAN PAUSE THE
GAME.
VIDEO:
SHOT OF FRIEND REACHING FOR THE
REMOTE, PRESSING THE PAUSE BUTTON.
SFX: GAME NOISE CONTINUES UNTIL
PAUSED.
VIDEO:
SHOT TO THE TELEVISION WITH THE
GAME PAUSED, BECOMES OUT OF FOCUS.
DIRECTV LOGO APPEARS IN FOCUS.
ANNCR (VO):
NEED A MOMENT? WITH DIRECTV YOU’LL
NEVER MISS A PLAY.
VIDEO:
OPEN ON A SHOT OF A GROUP OF
FRIENDS WATCHING THE NFL GAME AT
THEIR FRIENDS HOUSE.
SFX: SOUND OF FRIENDS CHEERING AND
YELLING. AMBIENT NOISE OF THE GAME
IN THE BACKGROUND.
VIDEO:
OPEN SHOT OF THE FRIENDS EATING
CHEESES AND BEAN DIP.
SFX: SOUND OF CRUNCHING, CHEWING,
AND CHEERING.
VIDEO:
OPEN SHOT TO GUY HOLDING HIS
STOMACH, FACE SWEATING LOOK-
ING SHOCKED.
SFX: STOMACH RUMBLING, CHEER-
ING IN THE BACKGROUND.
VIDEO:
OPEN CLOSE UP SHOT OF THE GUYS
FACE.
AUDIO: UH-OH GUYS.

Marketing Communications Objectives and Strategies
Marketing Communications Objective
To motivate 80% of the target audience to gain awareness by FY2015. To motivate 35% of the
target audience to take action by signing up and referring DirecTV by FY2016.
Marketing Communications Strategy
Our marketing communications Strategy will include cross promotion. DirecTV will Pair up with
GoPro to promote their services on commercials, as well as on the DirecTV homepage, about
the opportunity we are offering. It’s called DirecTV’s GoPro Challenge. To enter into this sweep-
stakes you must be a DirecTV user AND also must refer a friend. Anyone who refers during the
month of November gets entered into this raffle. We will select 20 winners, send them two tick-
ets to an NFL game of our choice (whichever team is closest to them) and a free GoPro. The
winners will be required to attend the game with a DirecTV sponsor to shadow them and super-
vise the recording of their experience. The video memory card will then be collected from the
fans and turned into a 30 second commercial. The commercial will be played throughout the
NFL events in our target market region.

Marketing Communications Objectives and Strategies
Marketing Communications Strategies Rationale
This marketing communications strategy will work because based on our previous research,
DirecTV currently has a questionable and weak reputation. This challenge is an opportunity to
engage NFL fans in efforts to create a new brand personality for DirecTV. GoPro currently has
a fun, witty reputation and will benefit from this challenge as well. We will promote the camera
on the DirecTV commercial explaining that it was recorded by a GoPro video camera. The Go-
Pro brand will also benefit because the participants will hopefully tell their friends about their
positive experience with the camera.
Marketing Communications Execution
June 2015 - Advertise the GoPro Challenge sweepstakes
July 1 to August 30 2015 - Contestants can enroll in sweepstakes
August 31 - DirecTV will choose 20 winners randomly
September to December - DirecTV will send the winners a GoPro and tickets to a regular
season game with located closest to winners’ location
December 31, 2015 - Winners’ footage is due
January/February 2016 - DirecTV’s 2016 30-second superbowl commercial will be
created through DirecTV’s users experiences that they captured at the respective NFL
game they attended

Media Objectives and Strategies
Media Objectives
To reach 80% of target audience with a frequency of 7 times. GRP is 560.
Media Strategies
Our target audience is males and females ages 24-50, who are in the working middle class,
and who enjoy watching football.
Our target market specifically targets men. We have decided to target a smaller age gap with a
more specific income. We will target men between the ages of 24-39 with an income of around
$100,000. Our target audience, which is broader than our market, will include females (either
the men’s wives or also just females in families who enjoy watching football) with a broader age
range to target a dynamic variety of families.
We will be using traditional media, but only advertising on television because it is the most pop-
ular media outlet for watching sports, especially football (LexisNexis, 2014). The majority of our
target market and target audience watch TV more than listening to the radio and reading news-
papers/magazines (LexisNexis, 2014). Our 30 second commercial script can be found in the
appendix.

Rationale
The Online media we chose to use will include a Facebook page because social media is grow-
ing at a fast pace for many generations, especially for our target market (LexisNexis, 2014).
Google search history helps determine what ads will pop up on a user’s Facebook page, allow-
ing us to also track what users are searching for “TV providers” and target them by placing Di-
recTV ads on the right side of their Facebook page. In addition to this, our Facebook page will
have helpful information about the services that DirecTV has to offer as well as the appropriate
links to the homepage to learn more about the brand.
Media Schedule
For the media schedule we decided to use a pulsing effect, so if we split up the year quarter-
ly, from August to January we will have our heaviest presence because that’s when the NFL
season takes place. From February to April we will have very little presence since the football
season will just be ending. From May to August our presence will begin to increase because
the NFL Draft will be taking place, and the NFL becomes a hot topic until the season starts in
August.

Media Execution
August to January - $600,000
• 60% of our budget will be put heavily towards advertising during the football season. We
plan to be most present during this time because our target audience will be most present on
watching television.
February to April - $50,000
• 5% of our budget will be put towards barely advertising during the lull of the football season.
May to July - $300,000
• 30% of our budget will be put towards during the NFL draft when we know our target will be
watching television again
The leftover $50,000 will be put aside for buying ad spots on Facebook and what isn’t put to-
wards that can be fallback money in the budget just in case. The Online advertisements will be
shown at a continuous rate throughout the year. The flowchart representing this schedule and
budget can be found in the appendix.

Campaign Evaluations
Advertising Objective
Of all the people that are aware of DirecTV, but aren’t interested in making a commitment,
convince 35% to have a better perception of DirecTV by FY2016.
To measure the success of the campaign, we will send a follow-up survey via email and also
available to take Online through our website. We will send this survey out post-campaign, to
see if the campaign was more effective at being more present in the media.
Questions
• Within the past year, recall the most advertised television services you’ve seen advertised.
• If you remember DirecTV’s advertisements, can you recall the main message that DirecTV
was portraying through their ads?
• Can you recall a specific commercial in detail? If so explain.
• Have these advertisements changed your attitude towards the brand?
• Have you switched to that brand, or plan on doing so in the near future?

Works Cited
DirecTV (2014). Who We Are. Retrieved from http://www.directv.com/DTVAPP/content/about_us/our_company
DirecTV (2014, September 15). Deals & Offers. Retrieved from http://www.directv.com
DirecTV (2014, September 22). Why DIRECTV?. Retrieved from http://www.directv.com/DTVAPP/content/directv/what_is_directv?lpos=Head
er:1
Comcast (2014, November 14). Comcast. Retrieved from http://www.comcast.com/Corporate/Learn/DigitalCable/digitalcable.html?C
MP=KNC-IQ_ID_61300222-VQ2-g-VQ3--VQ6-69552061528-VQ16-c-pkw-comcast%20cable-pmt-e&iq_id=61300222&NUM=2
Lexis Nexis. (2014). DIRECTV. Retrieved from http://www.lexisnexis.com/hottopics/lnacademic/
Mediamark Research & Intelligence (2013). Fall 2013 product: Electronics tablets & E-readers – Apps downloaded or used TV/Cable
personally downloaded, last 30 days. Retrieved from http://www.mriplus.com/site/index.aspx.
Nielson My Best Segments (2014). PRIZM segment explorer. Retrieved from http://www.claritas.com/MyBestSegments/Default.jsp?ID=
30&menuOption=segmentexplorer&pageName=Segment%2BExplorer
Red Books. (2014). DIRECTV Competitors. Retrieved from http://www.redbooks.com/advertiser/DIRECTV/
Statista. (2014). DirecTV’s pay TV market share in the United States from 2008 to 2020. Retrieved from http://www.statista.com/statis
tics/251741/directvs-pay-tv-market-share/.
Statista. (2014). Comcast’s pay TV market share in the United States from 2008 to 2020. Retrieved from http://www.statista.com/statis
tics/251691/comcasts-pay-tv-market-share/
United States Telecommunication Report. (2014). United States Telecommunications Report, (3), 1-104.w

Appendix
1. Age (18-25) (26-33) (34-41) (42-49) (50+)
2. Sex (male) (female) (other)
3. Type of TV service (Comcast) (Verizon) (Dish) (DirecTV) (Other)
4. Income (>$20,000) ($20,000-$39,999) ($40,000-$59,999) ($60,000-$79,999)
($80,000-$99,999) (100,000+) (student/unemployed)
5. Marital Status (single) (married) (divorced) (other)
6. Children (0) (1-2) (3-4) (5+)
7. Ethnicity (Caucasian) (Hispanic) (African Am
8. How many Television sets do you have in your home (0-1) (2-3) (4-5) (6+)
9. How often do you watch television? (never) (sometimes) (often) (always)
10. On average I watch ____ hours of TV a week (0) (1-2) (3-4) (5-6) (7+)
11. I typically watch (check all that apply) (Sports) (Reality TV) (Home/garden) (Sitcoms)
(Game shows) (News) (Travel) (Discovery/history) (Comedy) (SciFi) (Other)
12. I watch TV mainly for sports (strongly disagree) (disagree) (neutral) (agree) (Strongly agree)
13. How long have you used your current television provider? (>1 year) (1-2) (3+)
14. I’m likely to switch providers in the next 2 years (strongly disagree) (disagree) (neutral)
(agree) (Strongly agree)
15. If you responded yes, which provider would you switch to? (Comcast) (Verizon) (Dish)
(DirecTV) (Other) (None-not switching)
16. How often do you see advertisements from DirecTV (never) (sometimes) (Often) (always)
17. How often do you see advertisements from other Television services (never) (sometimes)
(Often) (always)
Survey Research Questions

Appendix
18. Which television provider do you see the most advertising from? (Comcast) (Verizon) (Dish)
(DirecTV) (Other)
19. I think DirecTV advertisements are effective (strongly disagree) (disagree) (neutral) (agree)
(Strongly agree)
20. What type(s) of media do you obtain most of your daily advertisements from?
(Television)(Internet)(Flyers)(Posters)(Newspapers)(Magazines)(Billboards)(Mailers)
21. I would switch to a different service if I was offered cheaper rates (strongly disagree)
(disagree) (neutral) (agree) (strongly agree)
22. I believe cable services are better than satellite services (strongly disagree) (disagree)
(neutral) (agree) (Strongly agree)
23. If you don’t already use satellite TV would be interested in trying it? (strongly disagree)
(disagree) (neutral) (agree) (Strongly agree) (already have it) (I already use satellite TV)
24. How many times a week do you record TV shows? (0) (1-2) (3-4) (5-6) (7+)
25. How many movies do you watch a week? (0) (1-2) (3-4) (5-6) (7+)
26. What medium do you use to watch movies) (Netlflix) (Hulu) (DVD disc) (On Demand)
(buy/rent from service) (other)
27. I am comfortable with referring a product to a friend/family member/co-worker
(strongly disagree) (disagree) (neutral) (agree) (strongly agree)
28. Have you ever referred a product to a friend/family member/co-worker? (yes) (no)
29. Have you referred your television service to a friend/family member/co-worker? (yes) (no)
30. If yes, what service do you have? (Comcast) (Verizon) (Dish) (DirecTV) (Other)
31. I would refer a television service if I was to receive an incentive.
(example: free packages, discounts, etc.) (strongly disagree) (disagree) (neutral) (agree)
(Strongly agree)
32. What are you willing to pay for television service (per month) whether its cable or satellite?
(25-34)(35-44)(45-54)(55-64)(65-74) (75+) (N/A)
Survey Research Questions (Continued)

Appendix
DirecTV User:
1. Describe what comes to mind when you think of DirecTV.
2. What made you decide to purchase DirecTV?
3. What do you like the best about DirecTV?
4. Why did you choose satellite over cable TV?
5. What would you like to see to improve your satisfaction with DirecTV?
6. What do you think are the advantages of DirecTV?
7. What do you think are the disadvantages of DirecTV?
8. What is most important to you when purchasing television packages? Movies, TV shows,
sports, music, etc.?
9. How do you feel about the DIRECTV package “NFL SUNDAY TICKET” allowing access to
any NFL game?
10. How do you feel about the convenience of purchasing movies and series online or at the
store? For example, Hulu, Netflix, Redbox, etc.?
11. Have you ever used a different provider? If so, what made you switch to DIRECTV?
12. Do you see yourself switching providers in the future? What would make you want to do
that?
13.If a friend/family member/co-worker referred a product to you, how likely are you to try it?
Non- Direct TV Users:
1. Describe what comes to mind when you think of DirecTV.
2. Describe your opinion of DirecTV?
3. What is your favorite aspect of cable TV?
4. Did you use a different provider before your current one? If so, which one do you like better?
5. Is there a certain reason that you do not use DirecTV?
Interview Questions

Appendix
The first DirecTV user that who was interviewed by The Voyage Group was Mike Marsico, a white male, age 45, who is married and
has two children with an income between $80,000 and $99,999. The key points of this interview highlighted his favoritism of Di-
recTV’s “NFL Sunday Ticket” package and the varieties of channels that the provider has to offer, including the on-demand options.
However, Mike also stated his dissatisfaction of DirecTV, which mainly seemed to be the expensive monthly costs and poor custom-
er service. Mike seems to be content with his choice to switch to satellite television after using cable for a few years prior to purchas-
ing DirecTV. When Mike was asked about switching providers in the future he said he was unsure because he enjoys the NFL Ticket
package so much. However he made an important point that other services have phone, TV, and Internet for the same price he is
paying right now for only DirecTV’s television service.
Interview #1 - DirecTV User
Logan, is a 22 year old Business Major at Towson University. Logan was a past user of DIRECTV while he was living in Boulder, Col-
orado. Being a huge NFL fan, Logan “Loved” the NFL Sunday Ticket package that DIRECTV offered, which allowed unlimited access
to all of the official NFL games, anywhere at any time. Logan mentioned, The Red Zone channel, described by Logan as a customized
channel of live feed whenever a NFL team would make a forwarding play. Logan also explained, Sport Mix, which allows access to
view multiple games on a single television. Logan chose satellite over cable television mainly because of the price and value that the
service provides. In Logan’s eyes, owning a satellite was no different than cable. “Eventually every cable service provider will in-
crease your rates as time goes on. So no matter what service you have, the prices will be similar at the end of the month. It all comes
down to what that service provides, and for me, I couldn’t say no to the multiple NFL options that came with my first year subscrip-
tion through DIRECTV for free.” Logan suggested a few improvements on DIRECTV’s part, in order to retain customers. “Although
the cable was interrupted only once over a three month span, it was still annoying, especially knowing you’re literally paying for
television interruptions as a cloud interferes with the satellite dish. Other than the quality of the picture during storms, Logan had no
other complaints.
Logan currently lives at his parent’s home, where the household uses Verizon FiOS. When asked if he would ever switch back to
DIRECTV, when that time came, Logan replied, “Yes, would get DIRECTV again. Something about it is more appealing.”

Appendix
Tracy, a 48 year old Caucasian female, originally switched to DirecTV about three years ago because cable prices were getting too
expensive and she was looking for a cheaper option. She said the starting rate of satellite TV seems cheaper than most cable op-
tions which is how they get people to switch, but things add up and you end up paying around the same that you would be paying
for most other TV services anyway. The thing she liked best about DirecTV was the free NFL package they received the first year with
DirecTV. When asked if she purchased it this year she said no, she loved the package but it was $280 a year for the package.
When asked if she planned on switching cable services within the next year, she explained that she did not plan on switching be-
cause she’s come to realize there is no “cheaper option” any service that is offered may have different starting out fees that are
appealing but all in all things add up to being about the same prices and you don’t receive any extra bang for your buck with a spe-
cific service. Cable, which used to be the much more expensive option, is not far from the price she is paying for satellite. One of her
favorite features about DirecTV is the opportunity to DVR shows and fast forward through commercials. She said that used to be a
perk to satellite but cable now offers it too so there is not much different. There aren’t many pitfalls to having a satellite, it doesn’t go
out much, maybe during really bad storms.
Risa Lavine is a 53-year-old female who was interviewed by the Voyage Group. She is a current user of Verizon FIOS and has never
used DirecTV before. She is married with 3 children, Caucasian, and makes an income of over $100,000. Due to the fact that she has
never used DirecTV, she was not able to form an intelligent opinion about it. However, she associates DirecTV with having a lot of
work done on the house to install a satellite dish. A certain reason that she does not use DirecTV is because she is very content with
FIOS. Although DirecTV does provide the NFL Sunday Ticket, she is content with the sporting content that she gets through FIOS.
She is able to watch professional sports, college sports, high school sports, and even hunting channels.
Before FIOS, she used Comcast. She is much happier with FIOS than she was with Comcast and does not plan on switching pro-
viders in the future unless she was to experience major interruptions in service or a major increase in cost. She experienced major
service interruptions with Comcast and feels that if she were to have a satellite dish on the roof she would have similar problems.
Her favorite aspect of DirecTV is the hundreds of channels that she has to pick from. She also likes that FIOS corresponds with her
Internet and telephone services. She was not aware of any of the DirecTV packages, but in the past she has
received flyers and postcards but nothing recently. However, if a family member, friend, or co-worker strongly
recommended a product she would be very likely to try it.
Interview #4 - DirecTV Non-User

Year At a Glance
Student The Voyage Group
Professor Eun Soo Rhee
Semester Fall 2014

Reach Avg Freq GRPS $(000)
Goal Est Goal Est Goal Est Balance Goal Est Balance
August 35.5 12.5 7 1.1 249 14 234 104.5 102.5 2.1
September 35.5 12.5 7 1.1 249 14 234 104.5 102.5 2.1
October 35.5 12.5 7 1.1 249 14 234 104.5 102.5 2.1
November 35.5 12.5 7 1.1 249 14 234 104.5 102.5 2.1
December 35.5 12.5 7 1.1 249 14 234 104.5 102.5 2.1
January 35.5 12.5 7 1.1 249 14 234 104.5 102.5 2.1
February 6.2 2 7 1 43 2 41 18.3 14.6 3.6
March 6.2 2 7 1 43 2 41 18.3 14.6 3.6
April 6.2 2 7 1 43 2 41 18.3 14.6 3.6
May 36 5 7 1 252 5 247 106 98.6 7.4
June 36 5 7 1 252 5 247 106 98.6 7.4
July 36 5 7 1 252 5 247 106 98.6 7.4
Total 2377.2 105 0 1000 954.54 45.46
National Contingency $(000): 0
Spot Contingency $(000): 0
Appendix
Media Flight Plan

Appendix
Media Flight Plan
Default Flowchart Title
Default Flowchart SubTitle
Semester Fall 2014
Target Demo: All Adults ages 25-49

Medium Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Total Across
Spot TV-Prime 5 5 5 GRPS: 15
$(000) 8.6 98.6 98.6 COST: 295.7
Spot Cable 14 14 14 14 14 14 2 2 2 GRPS: 90
$(000) 102.5 102.5 102.5 102.5 102.5 102.5 14.6 14.6 14.6 COST: 658.8
National Only Area
GRPS GRPS: 0
$(000) Cost: 0
Reach
Avg. Freq.
Spot Only Area
GRPS 13 13 13 13 13 13 2 2 2 5 5 5 GRPS: 104
$(000) 102.5 102.5 102.5 102.5 102.5 102.5 14.6 14.6 14.6 98.6 98.6 98.6 Cost: 954.5
Reach 12.5 12.5 12.5 12.5 12.5 12.5 2 2 2 5 5 5
Avg. Freq. 1.1 1.1 1.1 1.1 1.1 1.1 1.0 1.0 1.0 1.0 1.0 1.0
Spot + National
GRPS 13 13 13 13 13 13 2 2 2 5 5 5 GRPS: 104
$(000) 102.5 102.5 102.5 102.5 102.5 102.5 14.6 14.6 14.6 98.6 98.6 98.6 Cost: 954.5
Reach 12.5 12.5 12.5 12.5 12.5 12.5 2 2 2 5 5 5
Avg. Freq. 1.1 1.1 1.1 1.1 1.1 1.1 1.0 1.0 1.0 1.0 1.0 1.0

Appendix
Media Flight Plan
Goal Sheet


Semester Fall 2014

National Plan
National Plan Reach Freq GRPs %Share Est $(000)
August 0 0 0 0 0
September 0 0 0 0 0
October 0 0 0 0 0
November 0 0 0 0 0
December 0 0 0 0 0
January 0 0 0 0 0
February 0 0 0 0 0
March 0 0 0 0 0
April 0 0 0 0 0
May 0 0 0 0 0
June 0 0 0 0 0
July 0 0 0 0 0
-------- -------- --------
National Media 0 0 0
National Contingency 0
Total National $$ 0
Spot Plan
Spot Plan Reach Freq GRPs %Share Est $(000)
August 35.5 7 248.5 10.5 104.5
September 35.5 7 248.5 10.5 104.5
October 35.5 7 248.5 10.5 104.5
November 35.5 7 248.5 10.5 104.5
December 35.5 7 248.5 10.5 104.5
January 35.5 7 248.5 10.5 104.5
February 6.2 7 43.4 1.8 18.3
March 6.2 7 43.4 1.8 18.3
April 6.2 7 43.4 1.8 18.3
May 36 7 252 10.6 106
June 36 7 252 10.6 106
July 36 7 252 10.6 106
-------- -------- --------
Spot Media 2377 100 1000
Spot Contingency 0
Total Spot $$ 1000
Total Plan 1000

Appendix
Media Flight Plan
Market List
Semester Fall 2014

Market Name Rank %US
Albuquerque, NM                          44 0.6
Buffalo, NY                              50 0.56
Greensboro et al, NC                     46 0.6
Harrisburg et al, PA                     41 0.64
Jacksonville, FL                         49 0.58
Las Vegas, NV                            43 0.63
Louisville, KY                           48 0.58
Memphis, TN                              47 0.59
Norfolk et al, VA                        42 0.64
Oklahoma City, OK                        45 0.6
Birmingham, AL                           40 0.65
Cincinnati, OH                           33 0.8
Columbus, OH                             32 0.8
Grand Rapids et al, MI                   39 0.66
Greenville et al, SC-NC                  36 0.74
Kansas City, KS-MO                       31 0.82
Milwaukee, WI                            34 0.79
Salt Lake City, UT                       35 0.78
San Antonio, TX                          37 0.7
W Palm Beach et al, FL                   38 0.69
Charlotte, NC                            25 0.96
Hartford-New Haven, CT                   29 0.89
Indianapolis, IN                         26 0.95
Nashville, TN                            30 0.86
Pittsburgh, PA                           22 1.03
Charlotte, NC                            25 0.96
Hartford-New Haven, CT                   29 0.89
Indianapolis, IN                         26 0.95
Nashville, TN                            30 0.86
Pittsburgh, PA                           22 1.03
Portland, OR                             23 1.02
Raleigh-Durham, NC                       28 0.92
San Diego, CA                            27 0.93
St. Louis, MO                            21 1.1
Cleveland, OH                            17 1.36
Denver, CO                               18 1.31
Detroit, MI                              11 1.7
Miami-Ft. Lauderdale, FL                 16 1.36
Minneapolis-St. Paul, MN                 15 1.51
Orlando et al, FL                        19 1.27
Phoenix, AZ                              12 1.6
Sacramento-Stockton, CA                  20 1.23
Seattle-Tacoma, WA                       14 1.58
Tampa-St Pete, FL                        13 1.58
Atlanta, GA                              8 2.04
Boston, MA                               7 2.12
Chicago, IL                              3 3.07
Dallas-Ft. Worth, TX                     5 2.16
Houston, TX                              10 1.82
Los Angeles, CA                          2 5
New York, NY                             1 6.54
Philadelphia, PA                         4 2.61
San Francisco et al, CA                  6 2.14
Washington, DC                           9 2.05

50 Markets Chosen, covering 67.13% of US households.

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