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Nicole’s Caprice Presented by: 5049 Entertainment 1 August 2007

Nicole’s Caprice Presented by: 5049 Entertainment 1 August 2007. Agenda. Current Landscape Pilot Concept Marketing Strategy Promotions / Website Design Financial Plan Summary. ABC. FOX. CBS. NBC. Networks Love Females Primetime Viewing Trends 09/18/06 - 05/23/07.

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Nicole’s Caprice Presented by: 5049 Entertainment 1 August 2007

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  1. Nicole’s CapricePresented by: 5049 Entertainment1 August 2007

  2. Agenda Current Landscape Pilot Concept Marketing Strategy Promotions / Website Design Financial Plan Summary

  3. ABC FOX CBS NBC Networks Love FemalesPrimetime Viewing Trends09/18/06 - 05/23/07 Source: Nielsen Ratings (September 2006 – May 2007)

  4. (%) W 35-49 W 35-49 M 35-49 M 35-49 W 18-49 W 18-49 M 18-49 M 18-49 W 18-34 W 18-34 M 18-34 M 18-34 Females vs. Males HUTsPrimetime Viewing Trends09/18/06 - 05/23/07 Source: Nielsen Ratings (September 2006 – May 2007)

  5. Women and Digital Growth • More females are visiting NBC.com and becoming more engaged with online content Source: MyMetrix - % Change Media Trend Report (June 2006 vs. June 2007)

  6. NBC Gets YoungerAll Programs, Season-to-DatePrimetime Avgs 05-06 vs 06-07 NBC 1.7 Years Younger CBS 0.1 Years Older ABC 0.3 Years Older FOX 0.9 Years Older

  7. 07-08 DevelopmentCommitment to Quality • Critical Acclaim • Grow Younger Viewers • Upscale Audience • TV 360 from inception • Continue Momentum

  8. Opportunity for NBC Pilot • Female-skewing content • NBC currently skews female • Look to shift ABC female viewers over to NBC • Capitalize on female users on NBC.com through 360 Strategy • Go younger • Continue momentum • Success with digital • Desirable demographic for advertisers

  9. Agenda Current Landscape Pilot Concept Marketing Strategy Promotions / Website Design Financial Plan Summary

  10. Pilot Concept CAPRICE: • An inclination to change one’s mind impulsively 2.A sudden, unpredictable action, change, or series of actions or changes 3. A High end community living apartment in Dupont Circle, Washington DC

  11. NICOLEMary Elizabeth Winstead

  12. SANDRA Alexa Havins

  13. KIM Lindsay Korman

  14. DEVINDylan Fergus

  15. CHIPJustin Hartley

  16. THE CAPRICE

  17. Starting Over Secrets revealed Transitions Struggles with a new life Office politics New Relationships

  18. Agenda Current Landscape Pilot Concept Marketing Strategy Promotions / Website Design Financial Plan Summary

  19. Marketing Overview • Our Target Audience • Women 18-49 • Emphasis on Women 18-34 • Execute advertising strategy through multiple outlets • TV • Print • Online • Promotions

  20. Time Slot • Wednesdays at 10 pm (September 26 launch) • Bionic Woman will garner large lead-in audience • Potential for Private Practice audience to cross over to NBC • Nicole’s Caprice will attract more females than CSI New York • Tone varies greatly from Dirty Sexy Money

  21. The Bionic Factor • Allow Bionic to do much of the heavy lifting • Tag Bionic ads with Nicole’s Caprice – “Two women to watch” • Target our advertising campaign specifically on Women 18 – 49 (emphasis on W18 – 34)

  22. TV Campaign • NBC Properties • External Media ----------------------------------------------------------------------------------

  23. TV Campaign • Pre-Show media blitz to expose talent

  24. Print Campaign “Penetration for 18 – 24 year olds is 92% and unchanged from 5 years ago” - Advertising Age

  25. Print Campaign - Adults 18 – 49 (61%) - #1 newspaper in U.S. • National ----------------------------------------------------------------------------------------- • Local ----------------------------------------------------------------------------------------- • Entertainment ----------------------------------------------------------------------------------------- • Female Lifestyle • 65% women • $186K mean income • 71% women • Adults 18 – 34 (61%) • Highest circulation for Women 18 - 34

  26. Online Campaign Social Networking sites: enriched profiles, banners -

  27. Online Campaign • Heavy banner presence

  28. Online Campaign • iVillage component – Online round table discussion of show’s broader themes and issues • Partnership with Yahoo! Games will sponsor variety of Nicole’s Caprice related games in exchange for exclusive pre-screening of pilot episode

  29. Agenda Current Landscape Pilot Concept Marketing Strategy Promotions / Website Design Financial Plan Summary

  30. Promotion Schedule

  31. Promotion Strategy Flyers • Georgetown University • This Saturday meet Alexa Havins, Sandra, from Nicole’s Caprice and the rest of the cast • 5pm • Student Center • Get there early • Visit www.nbc.com/NicolesCarprice

  32. Promotion Strategy • Evening at Love nightclub • VIP guests • Two weeks before premier • Washington , DC location Love 1350 Okie St. N.E. (Off of New York Avenue) • 1.41 million visitors per month • 16.2 million page views per month • 566,411 total active members • 11,300 venues posted

  33. Promotion Strategy New York’s Webster Hall Night Club will host the premier party for the first episode. 30 minutes before air, the cast will enter from both sides of the large screen where they will congregate on the main floor to be introduced, then be escorted to the VIP area. The first episode will air on the large screen shown above.

  34. Web Design

  35. Nicole’s Caprice 360 • Show airs Wednesday at 10/9c • Online interaction includes: • After show special • NBC Rewind: Episode Streaming • Deleted scenes • Wireless interaction includes: • Text questions for after show special • Ring tone deal • V-Cast • Podcasts/Show downloads available on iTunes TV Sync-to-go Online Wireless

  36. Agenda Current Landscape Pilot Concept Marketing Strategy Promotions / Website Design Financial Plan Summary

  37. Nicole’s Brands • Advertisers are a great match for Nicole’s Caprice and Women 18-49

  38. THANK YOU Nicole’s Caprice 360 and IKEA On-Air / Branded Entertainment Online Mobile • Online after show will be produced in Nicole & Sandra’s apartment • Users who text questions to show will receive Thank You text plus discount coupon on next purchase at IKEA Nicole & Sandra’s apartment is outfitted with IKEA furniture - Strong IKEA branded integration throughout season Users go online to check out the room design and can click on different furniture pieces that will link to IKEA.com

  39. Financial Plan Summary

  40. Agenda Current Landscape Pilot Concept Marketing Strategy Promotions / Website Design Financial Plan Summary

  41. Why Nicole’s Caprice makes sense • Appeals to Women 18-49 • 360 strategy will bolster Women 18-34 • Wed at 10pm increases female viewing • Aggressive targeted marketing strategy • Profitable show due to attractive demographic

  42. THANK YOU! • Nancy Gallagher • Kerry Billings • Alexandra Kenney • Casey O’Malley • Amalia Munteanu • Anna Kavaliunas • Chris Williams • Michael Brown • Richard Rosario • Kristen Hacket • Bill Hartnett • Chris Meador • Brian Dixon • Tony Rice • David McClain • Bob Lukowski • Rob Byrnes • Allison Campbell • Jean Jones • Jackie Morano

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