MARKETING PUBLIC RELATIONS PLAN. NBC Hayley Stevenson

Transcription

1 MARKETING PUBLIC RELATIONS PLAN NBC Hayley Stevenson

2 INTRODUCTION NBC is one of the world s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBC owns and operates a valuable portfolio of news and entertainment networks, significant television production operations, and a leading television stations group. -NBC Mission Statement

3 SUMMARY Under this MPR Plan, NBC will accomplish the following: Bringing down their median age Continue their streak of longevity and acquire more independent networks Change the face of network television by bringing diversity to the forefront

4 SITUATION ANALYSIS Strengths: Quantity NBC distributes more than 5,000 hours of television, news, and sports programming annually Its programs reach viewers in virtually all US television households through more than 200 affiliated stations across the United States, including the 10 NBC owned local stations Range The NBC network develops a broad range of entertainment, news, sports content, and special events programming The NBC television library consists of rights of varying nature to more than 100,000 episodes of popular television content

5 SITUATION ANALYSIS Employee relations NBC considers their people to be their greatest asset Offer top line health, wellness, and retirement packages Include: same-sex domestic partnership benefits, tuition reimbursements, adoption assistance, and maternity management support Perks: including Comcast discounts, Universal Parks discounts, movie screenings, fitness club discounts, and local discounts

6 SITUATION ANALYSIS Weaknesses: The younger demographics are not tuning in as much as the older demographics, despite being number one in the division External Threats: Weak economic conditions, a decline in advertising expenditures or changes in advertising markets, consumer acceptance of its content, loss of NBC s programming distribution agreements, labor disputes, loss of key management personnel or popular on-air talent

7 VALUES Community investment including: Digital literacy Community service Youth education and leadership Environmental, including: Smarter operations Green is universal Diversity and inclusion, including: Governance Our People Supplier diversity Programming Community investment Integrity, including: Compliance program Code of conduit Comcast listens Compliance risk management

8 PRODUCTS NBC network distributes more than 5,000 hours of television, news, and sports programming annually The NBC network develops a broad range of entertainment, news and sports content and also airs a variety of special events programming

9 TARGET MARKETS Those tuning into any television programming broadcast, network, sporting events, and special events, of all demographics. The key demographic for network television is 18-49, which NBC has leading ratings for

10 MARKETING GOALS Branded entertainment and customized solutions with in-show product placement, off-channel promotions, billboards, logo features and customized segments Customized solutions to activate the brand locally, utilizing vignettes, branded integration, on-air drive to Web and local events Targeted solutions to address global marketing objectives including custom segment sponsorships and underwritten program opportunities, as well as sponsor-driven content extensions throughout international television and digital properties

11 MARKETING GOALS Customized sponsorships with feature/site ownership including logo and product integration, display ads, pre-roll and rich media ads Banner ads, text ads, 30-second spots, show sponsorships, pre-and post-roll video NBC Everywhere: commercial units, content sponsorship, logo/product integrations, geo-targeted banner ads; Universal Theme Parks & Resorts: consumer promotions/sweepstakes, on-site product placement, events; NBC Experience Store: show merchandise sponsorships, events, displays

12 OBJECTIVES To raise entertainment viewership in younger demographics and keep them loyal to the network

13 KEY TARGET AUDIENCES The key demographics that the NBC Entertainment programs and NBC News broadcasts need most is the 18-24, specifically women NBC is consistently leading the overall key demographics 18-49

14 STAKEHOLDERS Comcast-NBC s parent company NBC Shareholders

15 STRATEGY Start a new campaign to reel in the younger demographics and keep them loyal Proud As a Peacock Promote key social issues that millennials are working hard for equality for LGBTQ, all ethnicities, and women

16 TACTICS Proud as a Peacock Use millennial tactics to appeal to millennials Heavy social media usage Advertisements Publicly LGBTQ, all races, and women celebrity spokespeople Talking about how they are proud to be who they are Print media Using subway / bus ads in the city, as well as in other city locations

17 TACTICS Vintage appeal Using old NBC campaign Proud as a Peacock with new meaning Mixture of classic and modern Short films Made by NBCUniversal, short documentaries with the celebrity spokespeople to publicize the campaign

18 TACTICS Good press Donating to LGBTQ causes, suicide prevention, important millennial social issues Employees / employers Donating their time to above causes Letting the public know about the employee benefits for LGBTW, people of all races, and women

19 Message Planner Date: October 16th, 2014 Client: NBC Project: Proud as a Peacock Campaign Objective: To notify the public of a brand new, revamped version of the 1979 NBC campaign Proud as a Peacock to appeal to millennial social issues to try and get younger demographics 5 W s Who: NBC What: Is launching a new campaign, Proud as a Peacock When: January 1st Where: Nationwide Why/How: To try and appeal to younger demographics by promoting millennial social issues and promote equality Angle: NBC is using their vintage 1979 campaign, Proud as a Peacock and revamping it to promote modern day social issues. The campaign will feature NBC affiliated LGBTQ celebrities and celebrities of different races Key Ideas: The campaign will go live on January 1st, 2015 It is a revamp of the 1979 campaign Proud as a Peacock The campaign will promote equality both on and off television It will use NBC affiliated spokespeople of all genders, colors, and sexual orientations saying they are proud The Proud as a Peacock jingle will be rewritten and presented for a millennial audience written and performed by Donald Glover, aka Childish Gambino, an NBC affiliate along with other members of the show Community It will begin with commercials previewing the campaign before it is actually launched A documentary will be created and aired on NBC featuring NBC affiliated celebrities of all colors, genders, and sexual orientations to talk about their struggle on television, and life in general aired in multiple pieces Print ads will go up in urban places mostly big cities to promote the campaign NBC employees and those in the corporate positions will spend time volunteering and donating to causes for equality The spokespeople will be used in commercials while the campaign is under way The campaign will be heavily involved on social media platforms NBC s The Tonight Show, Late Night and SNL will all be involved with the campaign on their shows and online The campaign will combine elements of the vintage campaign with the modern twist Print ads will let the public know about NBCs stellar employee relations and the employee benefits for women and same sex couples The campaign will hopefully catch the attention of the younger demographics and make them loyal NBC waters Primary Audience: Millenials, the under 18 demographic, and the demographic Secondary Audience: Competitors, other NBC viewers, all demographics not tuning in Audience Information: The audience knows nothing of this campaign yet Visual: NBC Spokesperson being shot for the documentary Spokesperson: Sean Hayes, Kate McKinnon, Donald Glover Primary Medium: Television, with print and online media ads being used later Boilerplate: NBC is one of the world s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBC distributes more than 5,000 hours of television, news, and sports programming annually more than any other broadcast network. NBC supports more than 34,000 employees offering specific benefits for maternity, same sex partnerships, and those trying to adopt. For more information go to Outline of Paragraphs: 1. Announcement of the campaign 2. Campaign ideals mixture of vintage and modern 3. Who will be involved 4. What will be involved 5. When it will start / for more information What s the headline? NBC brings back Proud as a Peacock to rally for equality Message: NBC is recreating its 1979 campaign Proud as a Peacock to try and rally for equality both on and off television. It will combine the use of television, film, and online and print media to spread its message of racial, gender, and LGBTQ equality.

20 Contact: Hayley Stevenson Date: December 1, 2014 Phone: FOR IMMEDIATE RELEASE Night Line: NBC BRINGS BACK PROUD AS A PEACOCK FOR EQUALITY For the older demographics that are still tuning in to NBC, the phrase proud as a peacock will bring back some memories. However, for the younger demographics, the phrase will soon take meaning. NBC is revamping its 1979 campaign, Proud as a Peacock to diversify television with a whole new look. The campaign will be launched on January 1st of the new year to promote equality both on television, and off. Proud as a Peacock will be heavily star-studded. It will feature NBC affiliated stars in all facets of the campaign. The 1979 song We re Proud will be rerecorded using Community star Childish Gambino, featuring other members of the Community cast. The song will be used in commercials during the campaign featuring NBC affiliates of all backgrounds. The campaign will be officially launched with a documentary airing on NBC starring the NBC affiliates of all backgrounds. They will share their struggles and stories of hope and how they have overcome adversity in their lives. NBC employees, both at the lower and corporate levels, will be donating their time to causes that support promoting equality. - more - Proud as a Peacock PAGE 2 The campaign will combine both modern and vintage elements to get their message across and appeal to both the younger and older demographics. It will take place across multiple mediums both print and digital. Don t be surprised to see small introductions to this explosive campaign. Ads will be placed on public transportation in large cities, and commercials will start airing in December. About NBC NBC is one of the world s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBC distributes more than 5,000 hours of television, news, and sports programming annually more than any other broadcast network. NBC supports more than 34,000 employees offering specific benefits for maternity, same sex partnerships, and those trying to adopt. For more information go to Further Information: Name: NBC Press Relations nbcpress@nbc.com

21 National Broadcasting Company MediaALERT December 27, 2014 Contact: Hayley Stevenson, What: NBCUniversal is hosting the worldwide premiere of their documentary made for the Proud as a Peacock campaign, titled We re Proud. All proceeds will support the fundraising efforts of the Human Rights Campaign Foundation, an NBC affiliated organization that donates their proceeds to LGBTQ rights. There will be a dinner before the viewing with live entertainment and refreshments. Who: Family and friends of the documentary, any member of our large and diverse community, and NBC affiliates will attend and screening of the film. Dinner is by invite only. The guest of honor at the dinner will be Sean Hayes. When: Saturday, Dec. 27, :00 pm - Red / rainbow carpet 5:00 pm - Dinner with invited guests 7:00 pm - Documentary screening 10:00 pm - NBC afterparty Where: Radio City Music Hall, 1260 Avenue of the Americas, New York, NY Why: This event will feature those who have created and starred in the NBCUniversal Documentary We re Proud as part of the Proud as a Peacock campaign for equality both on and off television. This event is expected to raise millions of dollars for the Human Rights Campaign Foundation and will benefit the LGBTQ community. About NBC NBC is one of the world s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBC distributes more than 5,000 hours of television, news, and sports programming annually more than any other broadcast network. NBC supports more than 34,000 employees offering specific benefits for maternity, same sex partnerships, and those trying to adopt. For more information go to