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Joint Venture of Walt Disney and Comcast |
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Leading provider for entertainment news, gossip
and shows |
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Focus Group: 4 men and 4 women |
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Saw episode 11 rated it a 3 (medium) |
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Thought paparazzi added a negative connotation
to the show |
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Loved the clips, but wouldn't make it a point to
watch it every week |
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Did not actually know when it aired; episodes
seemed to be out of order and they didn’t know which episode what the
newest |
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Similar shows they watched |
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VH1- All Access and Driven |
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E!- It’s Good to Be, Love Chain, E! True
Hollywood Story |
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The best way to not be associated with the
paparazzi is to not mention the paparazzi or E.L. Woody in the show. |
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Give credit to them in the end credits, but
don’t mention them in the show. |
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The Paparazzi was probably the word used most in
the show. That a big NO! |
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Emphasize on the reality of Celebrities
Uncensored |
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Build positive publicity for Celebrities
Uncensored (staying away from the association with the paparazzi) |
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Build name recognition (Brand Image) |
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Promote a set time schedule |
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Build an identity and audience flow |
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Acquisitive strategy: Push the reality of the
show by meeting audience expectations |
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Acquire an attractive host to pull new audience |
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Retentive strategy: Keep program similar to hold
current audience (slight changes) |
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Cross channel promotions |
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Utilizing Internal & External Promotional
Media |
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EXTERNAL
METHODS |
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Merchandising |
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Trade Magazines |
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Contests |
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Sales Promotions |
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Direct marketing |
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Television |
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Radio |
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Direct mail- Flyers |
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Print- Magazines/Newspapers (Entertainment
Weekly/USA Today) |
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INTERNAL METHODS |
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Teasers |
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Tags |
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Station Promos |
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Fillers |
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E! Website (www.eonline.com) |
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ID’s/Logos |
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Magazine Ad |
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Appeals to audience, offering the latest
information about their favorite celebrities |
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Specific Promotion |
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Billboard promotion |
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Large “in your face” promotion |
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Promote brand identity |
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Entice the audience |
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Flyer |
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Direct mail to perspective audience |
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Inform audience of the show on a personal level |
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Deter focus from paparazzi |
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Focus on celebrity |
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Consumer loyalty |
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Reflect promotional values |
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Promote brand identity |
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Relate to target audience |
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Don’t promote paparazzi aspect of the show |
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Use a variety of promotion types |
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Identify and meet the audiences wants and needs |
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Celebrities Uncensored: |
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Revealing the True Celebrity |
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Short, catchy, and easy to remember |
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The phrase has a professional sound and will help E to not endorse the
Paparazzi. |
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It will be used during all promotional events,
ads, and on our merchandise. |
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T-Shirts |
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Coffee Mugs |
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Magnets |
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All will include new slogan, |
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Celebrities Uncensored: Revealing the True Celebrity |
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Shirts will cost approximately $10 to make and
will sell at a retail price of $20. |
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This will allow the show to profit monetarily |
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Shirts will have slogan in white, and will come
in black |
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E’s symbol will be on the back of shirt |
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Coffee mugs will cost approximately $5 to make
and will sell at a retail value of $10. |
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This will also us to make an automatic profit |
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Slogan will be in white, along with E’s symbol
and the mug will be black |
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Magnets will cost about $3 to make and can sell
at a retail price of $5. |
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Estimated size: 5” by 5” |
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This allows the slogan to be read from a
distance |
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Colors of slogan will be white, along with E’s
symbol and magnet will be black. |
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Starting during sweeps in Feb., tune into
Celebrities Uncensored and you can win a chance to tour E’s studios. |
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We’ll fly the winner and a guest to Los Angeles
and provide four nights at a hotel |
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(estimated cost: $1,200 for flight and hotel) |
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We’ll also give the winner $500 spending money
and $100 in Celebrities Uncensored Merchandise |
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During each episode starting during sweeps, we
will ask a question pertaining to the show. |
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People then send their answers in and we will
draw from the correct answers on May 15th |
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The trip will be a four day, five night trip
from June 1st-5th |
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Advertisement will promote Celebrities
Uncensored and promotional contest |
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It will air 10 times a week at a cost of
approximately $350 a slot. |
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At most we will spend $3,500 |
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Advertisement will air on channels such as MTV,
TNT, and USA |
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Costs of making ad, about $1,000 |
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Is your life just not as exciting as you’d like? |
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We see a woman in her late 30’s or so sitting on
a couch, watching TV. She’s looking bored, her hair is a mess, she’s in a
robe, eating chips, and she’s wearing a mud mask. |
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Basically, looking like a mess |
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She then fantasizes about being a “true”
celebrity… |
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We see a limo pull up with photographers around.
We then see someone in high heels getting out of her limo in front of the
red carpet |
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We think its going to be a famous person,
however it is the woman from the couch, looking glamorous, like a move star |
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She smiles and waves to all the photographers as
she walks down the carpet. |
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Meanwhile promote the contest by saying: |
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Watch Celebrities Uncensored and E will fly you
and a guest out to Los Angeles, Ca where you’ll tour our studios and be
treated like a star. You’ll stay at one of La’s finest hotels, and we’ll
even give you $500 in spending money, plus more E merchandise. Just tune
into E and listen for our question of the day….. |
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As contest guidelines are said, we see shots of embarrassing or more shocking
moments of famous people walking the red carpet |
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We transition back and end with the woman on the
red carpet posing for a camera and hear…. |
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Celebrities Uncensored, Revealing the True Celebrity |
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Spring: Contest, TV, Trade Magazines, Teasers,
Fillers, Promos, Tags, ID’s, Web, Merchandising |
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Summer: Print, Billboards, Teasers, Fillers,
Promos, Tags, ID’s, Web, Bumpers tickers, Flyers, Merchandising |
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Fall: TV, Sales Promotions, Teasers, Fillers,
Promos, Tags, ID’s, Web, Merchandising |
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Winter: Radio, Teasers, Fillers, Promos, Tags,
ID’s, Web, Direct mail, Merchandising |
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The ratings will remain stable then see an
increase come 2nd quarter |
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Will be receiving some income off of
merchandising |
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Hit all mediums and demographic |
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Program will have a cleaner image if paparazzi
is cut out of the vocabulary of the show |
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Notes