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Jordan Bell |
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Ryan Bonaventura |
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Michael Brandt |
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60 Plus Promotional Campaign |
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60 Plus beginning October 10th at
10:30pm |
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Channel 27 |
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Non-ad supported |
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About the show |
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Locally produced |
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Aimed at building quality of life of viewers |
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30 minutes |
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Lead-in “The Journal” |
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Lead-out “Charlie Rose” |
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Targeted to 60 and above |
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Hopes of capturing audience from lower age
groups as well |
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Both male and females |
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Research (survey-46 individuals) |
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28 females/18 males |
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PBS strong points |
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Educational |
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Independence |
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Culturally entertaining |
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Inspirational |
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Counter-programming/non-mainstream |
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Participatory in nature |
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Informative |
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Shows: Lawrence Welk, Nova, Charlie Rose, Ken
Burns |
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By promoting the entertainment and educational
value of the program while also stressing the qualities the show advocates |
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Qualities: |
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independence, dignity, happiness, and
well-being. |
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Participation |
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Increase Viewership |
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Retentive Promotion |
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Internal advertising to maintain and cultivate
viewers |
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Justifications: |
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Cheap |
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Plenty of ad space/time |
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Highly targeted |
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Very direct |
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Provides for feedback |
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Acquisition |
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Promote through external media/marketing
strategies |
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Justifications |
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Capture a wider/more diverse audience |
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New viewers = new revenue |
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Cross-promotion opportunities |
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New viewers of 60+ will carry-over to other
programming |
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Make audience aware of program |
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“Come Spend the Best Days of Your Life With Us” |
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Generates good feelings |
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Positive |
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Amusing |
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Generates interest |
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Feeds off of overall PBS brand image |
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Integrated Marketing Communication |
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“One Voice” “One Message” |
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Justifications |
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One message throughout will be more recognizable |
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Easy to remember slogan |
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Possible merchandising opportunities |
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Catchy |
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Helps with Promotional Objectives |
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Increase viewership |
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Increase participation |
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Volunteer, financial contributions |
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Merchandising Opportunities |
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Generates added revenue |
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Mugs, teeshirts, hats, etc |
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Mobile advertising units |
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Direct Mail |
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Web Advertisements |
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Pop-ups, banners (wbgu.org, local retirement
homes) |
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Press Release |
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Newspaper inserts (if funding is available) |
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Non-conventional marketing |
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Sponsor charitable event – Alzheimer's Walk |
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Provide fliers about the program |
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Supermarkets |
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Churches |
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Nursing Homes |
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Bingo Halls |
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Local eating establishments |
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Contest/Sweepstakes |
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“Meet Charlie Rose!” |
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Entry forms provided at all previous locations |
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Winning individual announced at end of show
during crucial ratings sweeps period |
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Winner meets Charlie Rose |
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If serious about generating new viewers on a
large scale: |
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Change lead-in program to Lawrence Welk |
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Change to earlier time 8/8:30 |
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Experiment with a new day of the week |
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Survey respondents noted Thursdays were usually
“Bingo Night” |
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Timeline |
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Beginning 5 weeks leading up to air date |
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September thru October (5 weeks) |
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Week One |
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Direct mailings, web ads up |
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Week Two |
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Fliers go out |
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Week Three |
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Merchandise produced/distributed |
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Week Four |
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Press release |
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Sponsored Event |
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Week Five |
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Contest/sweepstakes |
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Newspaper advertising (if funding is available) |
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Ratings |
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Share |
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Participation |
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Audience feedback |
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Amount of merchandise sold/requested/given away |
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Number of contest entries |
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Lead-in/lead-out ratings |
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Notes