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ALYSSA
DEYONKER
A40632154
Business Challenges
 Competing with other sources of entertainment news-
  People, Star, US Weekly, etc…
 Successfully promoting & stressing uniqueness of the
  E! Network brand.
 Breaking through the clutter of advertising
 Finding companies willing
  to work with E! for
  4square promotion efforts
Goals for E! Network
 Continue relationships with celebrities and young
  audiences and remain the only U.S general
  entertainment cable channel that broadcasts a daily
  news program- E! News.
 Appeal to those who
  typically do not turn
  to television and internet
  for entertainment news.
Goals for E! News
 Exhibit effective marketing to attract a greater
  audience and create loyal viewers and brand
  advocates by 8%.
 Increase social media presence in 4square and
  continue strong presence on Facebook& Twitter.
 Create & promote a E! blog dedicated to E! Network
  fans.
Theme
 Take advantage of social media to satisfy the
  entertainment news seeker and attract new
  audiences to the website and social media pages.
 Become involved in other social media avenues.
 Become involved in the “blogging world”
Key Components
 Proposal:
   Connect with businesses related to the entertainment industry
    or have similar targeted audiences. Use 4square to give
    promotional incentives to those who check into those
    entertainment venues.
   These locations will be targeted to people who are attracted to
    and/or associate with the E! Network.
   Create a blog dedicated solely to E! Network (not related to
    the Chelsea Handler blog already created)
   e.g. if a person checks into a Starbucks they will receive
    celebrity inside scoop or the chance to attend an award show
    and be a guest E! representative.
Key Components
 Validity will be regulated by checking into
  4square, receiving a specific password from the
  selected venue & providing the password on E!
  Online.
 The concept of this promotional tool is to promote
  the E! Network and make a connection with
  consumers that associate with brands similar to the
  E! brand.
 Purpose of the E! blog is to increase personal
  relationship with the brand.
 Purpose of 4square involvement is to increase
  brand/consumer interaction & attract more fans.
Success Evaluation
 Use metric tools to determine how many people
  checked into 4sqaure, have visited the brand’s social
  media pages and visited E! Online- compare to
  previous year numbers.
 Determine ROI. How much money did the network
  spend on promotion compared with website, blog &
  social media visitation as well as television
  viewership numbers.
Timeline & Budget
 Allow for a 2.5 month period of promotion through
 advertising on E! News, Facebook & Twitter &
 selected 4square venues.
    30% of the overall marketing budget will be allocated to this.
 Allow for 5 month period to begin seeing ROI results.
 Plan on the 12th month for overall evaluation of
 marketing efforts.
Allocation of $
 General advertising: E! News, Facebook, Twitter
   30% of budget

 Blogging Efforts
   Upkeep & Promotion: 8% of marketing budget

 4Square Efforts
   Partnership with selected venues:
    25% of marketing budget
   Money to allow for guest
    E! representative for
    Award Shows:
    30% of marketing budget

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E! Network

  • 2. Business Challenges  Competing with other sources of entertainment news- People, Star, US Weekly, etc…  Successfully promoting & stressing uniqueness of the E! Network brand.  Breaking through the clutter of advertising  Finding companies willing to work with E! for 4square promotion efforts
  • 3. Goals for E! Network  Continue relationships with celebrities and young audiences and remain the only U.S general entertainment cable channel that broadcasts a daily news program- E! News.  Appeal to those who typically do not turn to television and internet for entertainment news.
  • 4. Goals for E! News  Exhibit effective marketing to attract a greater audience and create loyal viewers and brand advocates by 8%.  Increase social media presence in 4square and continue strong presence on Facebook& Twitter.  Create & promote a E! blog dedicated to E! Network fans.
  • 5. Theme  Take advantage of social media to satisfy the entertainment news seeker and attract new audiences to the website and social media pages.  Become involved in other social media avenues.  Become involved in the “blogging world”
  • 6. Key Components  Proposal:  Connect with businesses related to the entertainment industry or have similar targeted audiences. Use 4square to give promotional incentives to those who check into those entertainment venues.  These locations will be targeted to people who are attracted to and/or associate with the E! Network.  Create a blog dedicated solely to E! Network (not related to the Chelsea Handler blog already created)  e.g. if a person checks into a Starbucks they will receive celebrity inside scoop or the chance to attend an award show and be a guest E! representative.
  • 7. Key Components  Validity will be regulated by checking into 4square, receiving a specific password from the selected venue & providing the password on E! Online.  The concept of this promotional tool is to promote the E! Network and make a connection with consumers that associate with brands similar to the E! brand.  Purpose of the E! blog is to increase personal relationship with the brand.  Purpose of 4square involvement is to increase brand/consumer interaction & attract more fans.
  • 8. Success Evaluation  Use metric tools to determine how many people checked into 4sqaure, have visited the brand’s social media pages and visited E! Online- compare to previous year numbers.  Determine ROI. How much money did the network spend on promotion compared with website, blog & social media visitation as well as television viewership numbers.
  • 9. Timeline & Budget  Allow for a 2.5 month period of promotion through advertising on E! News, Facebook & Twitter & selected 4square venues.  30% of the overall marketing budget will be allocated to this.  Allow for 5 month period to begin seeing ROI results.  Plan on the 12th month for overall evaluation of marketing efforts.
  • 10. Allocation of $  General advertising: E! News, Facebook, Twitter  30% of budget  Blogging Efforts  Upkeep & Promotion: 8% of marketing budget  4Square Efforts  Partnership with selected venues: 25% of marketing budget  Money to allow for guest E! representative for Award Shows: 30% of marketing budget