This document outlines a proposal for a digital video series called "Noah's Arc" hosted by Joakim Noah that would be launched by MSG Networks. The goals of the series are to generate revenue, drive viewership of Knicks programming, promote MSG Network platforms, and convert casual fans into more engaged fans. The concept involves Noah interviewing guests in a comedic style about the NBA, current events, and life outside basketball. The proposal includes budgets, potential sponsorships, marketing strategies, and episode plans for the six-part series.
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Noah's Arc
1. Noahâs Arc
Fall 2016 Student Associate Project
Presented by:
Dylan Burns, Terrell Dixon,
Victoria Ferry, Sean Saint Jacques and Mark Suleymanov
2. GOALS
⢠Generate revenue
⢠Drive tune-in to Knicks programming
⢠Promote Network platforms
⢠Convert casual fans into moderate fans
⢠Increase YouTube traffic and subscribers
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3. ⢠Introduce content to millennials (ages 18-34)
⢠Establish sponsorship avenues
⢠Find approaches to new contacts
⢠Develop new approaches to partnerships
⢠Increase social media presence
OPPORTUNITIES
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4. CONCEPT
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⢠Joakim Noah is a native of Hellâs Kitchen, NYC
⢠Known as a fierce rebounder, defender, & personality
⢠Show Noahâs personality in a comedic way
ď Between 2 Fernâs dry humor
ď Foul Territoryâs interview style
5. 2015-16 Knicks Audience
⢠Avg age 45.8
2016-17 Knicks Audience
⢠Male skewed 78/22 M/F
⢠45% Caucasian, 38% African
American, 14% Hispanic, 11%
Asian
Our Target Audience
⢠18-34
⢠Male focus
⢠Ethnicity
⢠Focus on African American for
potential growth
WHY NOAH?
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Background: MSG Networks is launching a digital video series starting on February
25th. The show features comical, relevant sports discussion and current events talk with
host Joakim Noah and a variety of guests.
6. ⢠Six-part series
⢠Interview-style YouTube show
⢠Noah interviews guests in Noahâs Arc studio
⢠Noahâs intense personality shines
⢠Show length: 2-4 minutes
TOPICAL CONTENT
⢠NBA
⢠Current events
⢠Life outside the NBA
STRATEGY
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7. 1 day of shooting in studio $10,000
Joakim Noah compensation $3,000
5 guestsâ compensation $2,000
Editing $5,000
Graphics $5,000
Total $25,000
BUDGET
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8. SPONSORSHIPS
⢠One main sponsor: Adidas
ď $30,000
ď Advertise in every episode
ď Featured on studio desk
⢠Non-conflicting segment sponsors
ď One per episode
ď EA Sports, Spotify, Chase, Uber, Ford, Foxwoods Resort Casino, State Farm
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9. PARTNERSHIPS
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⢠Establish relationships with news/media
⢠Media Platforms
⢠Print
⢠Radio
⢠TV
⢠Expanding Reach
⢠Align interests with media
⢠Focus exposure on grabbing a more diverse audience
⢠Print
⢠NY Post
⢠Newsday
⢠NY Times
On-air (TV)
⢠The Tonight Show Starring Jimmy
Fallon (NBC)
⢠Jimmy Kimmel Live! (ABC)
On- air (Radio)
⢠Hahn & Humpty Show (ESPN)
⢠Breakfast Club 105.1
(iHeartRadio)
Social Influencers
⢠MSG Networks
⢠Knicks beat writers
⢠Joakim Noah
10. KICK-OFF EVENT
⢠Location
ď Clydeâs Wine & Dine
⢠Purpose
ď Media exposure
⢠Date
ď Friday, February 24, 2017 [5:30 pm â 8:00 pm]
⢠Budget: Sponsored event
⢠Attendee
ď Beat writers
ď Episode guests
ď Celebrities affiliated with Knicks: Tracy Morgan, Spike Lee
⢠Red carpet
⢠Video: segment teaser
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11. ⢠Days of shooting: 1
⢠Shooting hours: 8
⢠Editing time: 2 weeks
⢠Number of episodes: 6
ď 5 scripted episodes
ď 1 blooper episode
⢠Schedule/timing
ď Release during halftime of key games
LOGISTICS
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12. SHOOTING SCHEDULE
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NOAHâS ARC SHOOT âEXAMPLE CALL SHEET
Shoot Location: MSG NETWORKS STUDIOS
11 Penn Plaza
New York, NY 10001
212-466-5926
Contact: Christian or Sang
Talent: Joakim Noah, Yannick Noah, Chasson Randle, Walt
âClydeâ Frazier, Carmelo Anthony, Joshua Longstaff
Contact #s: Sam Simmons, MSG: 973-902-9871
Rich Patterson, DP: 917-864-3096
Sondra Frias, Set Designer: 646-246-1149
Raymond Dellamura, PA: 203-715-6860
Erin Cassidy, PA: 516-680-2467
James OâBrien, Teleprompter: 212-247-7786
Mike Lechner, Camera: 516-650-0945
Chris Merz, Audio: 917-685-8778
THUR., 1/26/17
9:00am CALL: Sondra Frias, Sam Simmons
CALL: Rich Patterson/crew
CALL: Mike Lechner, Chris Merz
CALL: James OâBrien â VIP teleprompter
10:00am: Construct Set, lights/set up teleprompter, mics, props, etc.
11:00am Break for Lunch
11:00am CALL: Talent
12:00pm Test cameras/prompter
12:15pm Pre-production meeting
1:00pm Tape Noahâs Arc Ep.1-Walt âClydeâ Frazier
1:45 pm Tape Noahâs Arc Ep.2-Yannick Noah
2:30pm Tape Noahâs Arc Ep.3-Joshua Longstaff
3:15pm Tape Noahâs Arc Ep.4 -Chasson Randle
4:00pm Tape Noah's Arc Ep. 5- Carmelo Anthony
14. Pick & Roll
⢠Who Knows NYC better?
⢠Favorite Garden Moment
⢠Crazy Road Stories
Fan Questions
⢠From Twitter and YouTube comments
SEGMENTS
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15. ⢠Exclusive clips: bloopers, outtakes, previews
⢠On-Air Plugs: (Knicks and Liberty Games, Pre/Post games, Halftime)
⢠Social Media Plugs: Facebook, Twitter, Instagram
⢠Expand online social outreach
⢠Clip segments for MSGNetworks.com
⢠Hub Page on MSGNetworks.com
⢠Interactive Content: personality quizzes, fact sheets, polls
⢠Leveraging Knicks partnership
DIGITAL STRATEGY
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16. ⢠Attract an audience by leveraging the Knicks existing audience
ď In-arena promotion at MSG (Snapchat filter)
ď On-air promotion during Knicks games
⢠Video and on-air promotion on social and linear
ď On-air promotions on linear and social platforms targeting key demographics: Knicks fans, Liberty
fans, casual fans
⢠Utilize all social media platforms to make release announcements
ď Tout each episode and drive fans to YouTube channel
MARKETING STRATEGY
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17. SOCIAL STRATEGY
⢠Target local Knicks fans, including our target demographic, and casual fans, on Facebook,
Instagram, and Twitter
ď Show promos
ď Sampling
⢠Utilize network of influencers
ď Guests- connect with each guest on day of their episode air date
ď Partners
ď Sponsors
ď MSG on-air talent
⢠Create custom content with Joakim Noah for social platforms
ď Day-of posts
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19. ⢠Knicks games, after Post Game, and The Jeff Hornacek Experience
⢠After a time out Mike Breen promotes the show
⢠While a player is shooting free throws run promo with lower third
⢠Before the start of the 4th quarter of Knicks Games
⢠Before Al Trautwig signs off of the Knicks Post Game
ON-AIR PROMOTIONS
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20. LONG TERM SNAPSHOT
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⢠Focus on topics that Noah enjoys
⢠Includes fellow New Yorkers/teammates (O'Quinn, Thomas)
⢠Holiday themed shows
⢠Interaction with fans
⢠Fun and informative shows