The Re-branding of My33

Prepa re d by :

Phoenix Integrated Marketing

Phoenix Integrated Marketing of Miami, FL is the premier integrated agency in the marketing business. Starting off as a small firm, the company has grown exponentially over the past 15 years. Our creative and contemporary staff is what makes us the go to agency for innovative advertisements, promotional events and everything branding. The marketing world is constantly changing, and here at Phoenix we change right along with it. Internet trends, social media and websites are just a few new trends we have expertise on. Being a full service agency, we evaluate needs according to the client and provide a plan that fulfills those needs. The only thing youll ask is: When can we start?

Phoenix Team

Maxie Hernandez
Account Executive Research Director

Ashley Gloster

Dubraska Cortes
Media Director

Vanessa Rivera
Ad Copy Director

Diana Zagales
Art Director

Public Relations Director Sales Promotions Director

Catalina Olaya

Carolina Herlle

Table of Contents
Executive Summary Company Analysis Research Problem Statement Situation Analysis Opportunity Analysis Secondary Research Primary Research Findings & Implications with Graphs Target Market Profile SWOT Analysis

Strategies Objectives

Tactics Strategies Unifying Idea Creative Brief


Tactics Media Plan

Table of Contents

Mediums & Advertisements Offline Strategy Local Cable OOH Radio Online Strategy DSP Ad Networks

Facebook Mobile Website

Table of Contents
Public Relations Press Releases Media Advisory Promotions Event Marketing Promotional Items Internet Social Media Twitter Facebook Instagram Implementation Budget Media Budget Implementation Schedule

Event Budget
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Evaluation Impact Evaluation

Table of Contents

Monthly Reports Appendix Appendix A Appendix B Annual Reports/Post Testing

References

Executive Summary
Phoenix Integrated Marketing has put together a one-year campaign for My33 in order to raise awareness and create a connection amongst college students. As part of the campaign, we would like to re-brand the network and develop a campaign that resonates with the consumer. Our target audience consists of male and female college students between the ages of 18- 25, living in Miami and Fort Lauderdale. They are independent, clever and freethinkers. Our primary and secondary research has guided us in coming up with a strategy to increase My33 ratings. Surveys, focus groups and statistics laid the ground for our creative strategy that will further develop the My33 brand. Our suggestions include a website, social media sites, promotional events, print and digital advertisements and a television commercial. The station is no longer channel 33 on every service provider and therefore My33 is irrelevant and confusing to consumers. We will rebrand My33 as WBSF because WBSF is consistent across all network/cable providers. The best things in life deserve a repeat. is the new slogan and unifying idea for the campaign. This slogan creates an emotional connection with our target that goes beyond his/her favorite programing. Our integrated plan will provide a connection to our target audience and reach them on new platforms that were not available before.

 Company Analysis
History: On September 5, 2006, WBFS television station began broadcasting throughout the Miami-Ft. Lauderdale region as My33. My33 is owned by the CBS Corporation which makes the network sister station to WFOR and an affiliate station to MyNetworkTV. Currently, My33 airs reruns of present and previously recorded TV series such as The Big Bang Theory, How I Met Your Mother, Law and Order and a host of other popular sitcoms. Also, My33 airs original programming such as television shows Dish Nation and TMZ. Mission: My33 is committed to providing television viewers in the South Florida Community with scheduled programming that is enlightening, appealing and entertaining. Vision: My33 will continue serving the Miami-Ft. Lauderdale community through entertainment and philanthropy. Values: My33 Television Station values the South Florida Community and is dedicated to working alongside of residents to help build and inspire a flourishing community.

Research
Problem Statement Currently, My33 is experiencing difficulty gaining brand awareness and viewership amongst television viewers, ages 18-25, in South Florida. Many television viewers are unaware of My33s televised programming. Situation Analysis Our research indicates that 41% of our survey participants are unaware of My33, and only 29% of participants actually watch programming on My33. Phoenix Integrated Marketing believes that by rebranding and developing/implementing new marketing strategies My33 can appeal to a broader audience and increase viewership amongst television viewers ages 18-25 in South Florida. Opportunity Analysis In 2012, Nielsen Company ranked the Miami-Ft. Lauderdale region at number 16 on its Local Television Market Universe Estimates list. Nielsen Co. estimated that the Miami-Ft. Lauderdale region will increase the number of television households in 2013 to 1.6 million from 2012s 1.5 million television households (Nielsen Company, 2012). With the increasing number of television viewers in the Miami- Ft. Lauderdale region, there is opportunity for My33 to increase brand awareness through the application of advertising, rebranding and marketing strategies that we have created.

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Secondary Research: Objectives: What type of televised media or entertainment does Generation Y enjoy viewing? How do other television networks utilize social media to increase viewership? Which form of social media, magazine publications and Internet websites are most popular among our target market? How do Netflix, Hulu Plus and other on-demand Internet streaming media impact the viewership of Television networks? What channel is My33 televised on different cable service providers? My33s programming Do other networks broadcast the same or similar schedule programming as My33? Do television viewers enjoy watching reruns? Methodology: We used articles, statistics and data that were available through websites, books, magazines and newspapers to gather preexisting information about My33 and the behaviors of our selected target market.

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Research
Market Analysis: After reviewing and analyzing the information gathered from secondary research, we found that: Generation Y enjoys watching TV series that they themselves can relate to. This generation likes to identify and mature along with their favorite characters (Hub pages, n.d.). Other television networks utilize social media to gain more television viewers. Television Networks that involve social media such as Twitter hashtags, mentions or tweets about a televised program can lead to social media engagement. When television networks generate social media engagement, this sequentially triggers more viewers (Knowledge@wharton, 2012). Conde Nast reported that 18-24 year olds are reading more magazines than ever before (Bazilian, E., 2012). Fashion and beauty magazines appeal to 50 percent more young women in 2012, and men magazines like Maxim and Mens Health have also gained readers in the 18 to 24 age range (Bazilian, E., 2012). Celebrity magazines showed the largest growth in readership amongst young adults (2012). If Netflix were a TV network, it would be the 15th most-watched network in the United States (Moldagulova, Z., 2013). Netflix had more hours of viewing last October than FX, HGTV and The History Channel. Also, Netflix had more than twice the viewer hours than CNN, Discovery, MSNBC and BET (2013).

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 Research
In 2009, The New York Times stated that The Big Bang Theory is the highest rated action comedy among the young-adult demographic category (Wyatt, E., 2009) In an article by HuffPost TV, The Big Bang Theory and How I Met Your Mother both ranked in the top 10 of most watched scripted television shows amongst the 18-25 demographic (HuffPost TV, 2013 ). A study by CBS finds that watching reruns of your favorite TV series can help people recover after a stressful experience (CBS, 2012).

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Research
Primary Research: Objectives: (What did we want to find out?) How can we increase My33 brand awareness amongst television viewers, ages 18-25, in South Florida? Which form of social media is most popular among our target market? How can we utilize social media to increase brand awareness? What time and how much does our target market view television? What kind of programming interest out target market? Does the programming on My33 attract television viewers? Which television shows on My33 will attract the most viewers to the network? How do Netflix, Hulu Plus and other on-demand Internet streaming media impact the viewership of the My33 network? Methodology: We conducted a focus group and a survey to find the answers to our objectives. The feedback from our primary research gave us insight on how to go about increasing brand awareness of the My33 network within our target market. Focus Group: The focus group consisted of six students at Florida International University, two males and four females, between the ages of 19-32. The focus group took place on the FIU campus. The group was asked a series of questions that prompted participants to share their thoughts, feelings and perceptions about the My33 network.
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 Research

The information we gathered from the focus group helped us to better understand our target market and their media behaviors: Social Media When asked questions about social media, all of the participants agreed that they were active on all social media websites, but Instagram seemed to be the most popular form of social media amongst all six participants. Television Usage When asked about television usage, all six of our participants watch the most television between the hours of 11p.m. - 1a.m., and they occasionally view television from their laptops or other mobile devices. Perception of My33 When asked questions about My33, all six of the participants are aware of the My33 network, but five out of six of our participants said that they never tune in to watch any of the networks programming. Participants were not knowledgeable about My33s original show Dish Nation, and they knew little about TMZ. When asked to voice their perception of My33, participants came to the conclusion that the My33 network is lacking effort in creativity of programming and product awareness, doesnt have a clear focus and My33 provides poor quality cinematography. Netflix When asked about Netflix and other on-demand internet streaming media, all six members of our focus group often use Netflix and other on-demand media providers because there are no commercial interruptions and it is more convenient to their schedules.
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Research
Survey: We created a survey to attain specific information on how our target market, which is between the ages of 18 to 25, perceives the My33 network. Our survey consisted of seventeen questions that were distributed to people via email and social media. The survey gathered responses from our target market, which answered our objectives. Key survey results: Currently, consumers have many options of where to view their favorite shows, TV remains as the number one medium of their choice. However, one interesting finding that we obtained through our primary research was that a 52.31% of our audience is very likely to watch television programming on their laptops and tablets. TV has lost a significant amount of their audience to other devices.

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 Research
Findings and Implications

I.e. All graphs are based on a Likert scale DEVICES USAGE:

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Research
Not only is television audiences moving to other devices, we also found that viewers are moving away from basic cable and acquiring services like Netflix, Hulu Plus, Amazon On-demand and other on-demand service providers to view television programming. Research showed that 50% of participants strongly agreed that they watch Netflix and 48% of participants watch cable television. USAGE OF ON- DEMAND SERVICE PROVIDERS

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 Research
The Majority of people surveyed watch television from 8p.m. - 10:59p.m. Therefore, My33 can schedule programming that best appeals to our target market during this time slot.

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Research
This chart shows that the majority of people that were surveyed prefer to watch reruns of comedic TV series. If My33 aired comedic reruns from 8 p.m.-10:59 p.m., then it would have a greater appeal to television viewers within our 18-25 target market. MOST WATCHED RERUN GENRE

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 Research
Other interesting findings that we obtained are: 58% of participants watch television for 1-2 hours each day 59% of participants watch television from 8p.m. to 10:59p.m. 59% of participants are aware of My33 76% never watch programming on My33

Target Market Profile: My33s target market is male/female college students, who are 18 to 25 and live in South Florida. Through primary research, we found 72% of our target market watches television for leisure during the week Our research shows that 81% of our target market watches reruns 18-24 year olds are reading more magazines than ever before (Bazilian, E., 2012). Six out of Six of our focus group participants agreed that they are active on social media websites Our research shows that 51% of survey participants attend school full time, and 13% of participants attend school part time 49% of survey participants work full time, and 24% work part time

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Research
SWOT Analysis: Strengths Airs reruns of popular current and previously recorded programming My33 is convenient for people who like to watch television, but cant afford to open an account with a cable service provider. Secondary research shows that watching reruns of your favorite television series can be a stress reliever (CBS, 2012) My33 offers late night television programming that better accommodates target markets schedule Weaknesses Potential viewers in South Florida possess very little brand awareness and product knowledge on My33 My33 doesnt have its own website to provide viewers with programming information, TV episodes and overall brand information My33 isnt actually channel 33 on every cable service provider, which can create mixed information between the My33 logo and the airing channel My33s cinematography is blurry and grainy Opportunities Rebranding My33s brand can help the station infiltrate the South Floridas television market My33 can utilize social media, advertising, new marketing and public relation efforts to reach its target audience. My33 can increase awareness amongst target market by marketing and advertising at local university events and incorporating their brand into community extracurricular activities If My33 changes the times of their schedule programming according to research, then they can increase their target market viewership
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 Research

Threats Our survey proved that Netflix and other on-demand media service providers are apparent competition to television stations, including My33. On-demand is becoming more convenient to watch than television, there are no commercial interruptions and the option of which programming a viewer wants to watch is their choice. My33 broadcast reruns of television shows being currently televised on other networks, and viewers have the option to watch the current or previously recorded episodes on another network. For example, TBS broadcasts rerun episodes of The Big Bang Theory, Meet the Browns and King of Queens. Also, other networks like Comedy Central, ABC, ION, FOX, NBC all broadcast programming that is the same or similar to My33 therefore posing a threat to the My33 network.

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Strategies
Objectives Position the brand as a fun option Increase Gross Rating Points (GRPs) and popularity Make TV our audiences first option Create a connection with our target audience

Tactics Develop unifying idea to strengthen/refresh the brand image and make it more appealing Develop a media strategy/plan that will allow us to send our message to all the platforms/vehicles where we want our audience to move from Increase brand awareness by making consumer interact with the brand, either in promotions, events, etc. Design a social media strategy for our target audience to interact more with the brand Create and develop a website Strategies To move desired audience from other vehicles to My33 by communicating them how they can enjoy re-runs. Re-gain that audience that open TV has lost.

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 Strategies
Unifying Idea The creative strategy for this campaign stems from the slogan, The best things in life deserve a repeat. When brainstorming for the creative strategy, we realized, as a group, that the only way to convince our target market that WBSF is a better place to watch reruns was through an emotional connection. Because we are competing with on demand services like Netflix and Hulu, we could not just appeal to our audience with unique programming, being that our audience has all the programming WBSF offers at their virtual fingertips. So, we sought to create an emotional connection with the brand that goes beyond programming. We achieved this by flaunting, an apparent weakness reruns and converting that into the channels forte. Through our research we realized that the channel had lost its spunk and pizzazz with the target market. Surveys showed that the audience knows about the channel, but does not watch it. The channel had a boring and low quality association attached to it that we needed to overturn. We sought to change the idea that repeating is boring or tired and instead we wanted to talk about all the things we love and how much we repeat them. For example, reheating leftovers, retweeting a tweet that means something to you, reposting a status update or even recycling a bottle because we love the environment. It is a universal truth that we repeat things we love. We can all relate to loving something so much we do it over and over again. This universal truth helped create that emotional connection we were originally after. The idea of repeating the things we love is then tied to WBSF repeating the reruns the audience loves.

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Strategies
Old Logo:

New Logo:

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Creative Brief

Strategies

1. Creative strategy statement: To persuade college students that WBSF is the best place for reruns because of the brand personality. 2. Who is the audience? a. Demographics: 18-25 year olds, male & female, students b. Psychographics: I am me attitude. Smart, clever, witty and independent. c. Geographics: Urban & suburban, live on & off campus 3. Who are the brands competitors? Netflix, Hulu Plus, Amazon On-Demand, Other On-Demand Service Providers, TBS, Comedy Central, ABC, ION, FOX, NBC 4. What does the audience currently think? Audience knows about the channel, but does not watch it. Is unaware of programming. Does not identify with the brand. Would rather watch current episodes on competitors networks. Finds WBSF reruns boring and outdated. 5. What do you want them to think? WBSF is the best place for reruns. 6. Why should they use this brand? Because the viewer has built a connection to the brand that goes beyond his/her favorite programming. 7. What is the big message you want them to know? The best things in life are repeated. 8. Brand positioning: Cool, fun, humorous

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Strategies
Creative Brief Continued... 9. What is the brands USP? The only non-cable channel that plays reruns of current series. 10. What is the brands character or personality? Funny, cool, witty and young. Its the viewers friend. 11. What is the tone of voice? Witty, smart, humorous 12. What kind of tactics do you want to use? TV spots on competitors network Out of home: billboards, bus shelters, bus sides (All near college campuses) WBSF website Radio: Radio competition on local stations Print: 1 page spreads in local magazines and/or newspapers Online: Google ads, Facebook ads, Twitter promoted accounts 13. What will generate press and buzz? Promotional event has the opportunity to gain press. Event includes a campus tour featuring Recycle Your Reruns art competition that will culminate in a large party at a gallery during Miamis Art Walk. Renowned DJs and artists from the Miami area will be invited and a grand prize scholarship will be given to the winner.

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Media Plan:

Tactics

The main objective of this campaign is to increase brand awareness and viewership of WBFS amongst our target market in South Florida. In order to accomplish our objective, we need to shift our target markets viewership of rerun programming from On-demand service providers and other networks to WBFS. We concentrated on developing a strategy that allows the WBFS brand to have a presence on other mediums that appeal to our target market. Additionally, we created a unified idea and message. The unifying idea that we created will allow our audience to identify the campaigns message on any medium regardless of where it is being promoted. Media Strategy: Develop a cross media platform, which will enable our communications strategies to be consistent across all mediums and vehicles present in this campaign. Tactics: Take advantage of mediums that will allow us to have the most reach, as well as, the most efficient costs. Target our desired audience through vehicles that are similar to WBFS. Using the previously identified consumer profile, we can appeal to our target market by applying our marketing strategies into their daily activities. Design, create and monitor social media profiles for the WBFS brand in order to communicate our message to our target market. Design innovative and creative media activations that have potential to go viral and gain media for the WBFS brand.

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Tactics
MEDIUMS AND ADVERTISEMENTS Offline Strategy Local Cable Since our category is television programing, we concluded that television is one of the mediums that needed to be included in this media plan. Working with this category also presented a challenge to us not many channels would allow us to buy their time and air our commercials since they are direct competitors. To alleviate this problem while at the same time making the buy more efficient our recommendation is to buy airtime from NCC media, which represents national and local spot ad sales for virtually every cable, satellite and Telco programming distributor in the US. Through the NCC buy, we will be covering the main cable and satellite providers in South Florida such as Comcast, DirecTV, Dish, AT&T U-Verse, etc. Our spots will be aired on channels that we select according to their ratings and the way the channel appeals to our target market.

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STORYBOARD:

Tactics

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Tactics
OOH Out of Home advertising proves to be very efficient when it comes to promoting to our target market and this is why we selected this medium to be a part of our media strategy. Aspects such as accessibility and high reach make this medium necessary for media buys. Our main concentration is to become prominent in college and university campuses in South Florida. Due to its cost-effectiveness and high frequency, we have decided to use transit shelters inside campuses as well as bus benches. Aside from educational institutions, our media plan includes billboards in high transited expressways.

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Tactics

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Tactics

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 Tactics

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Tactics
Radio Due to the high affinity of radio shows amongst our target market, we decided to make radio talk shows a vital part of the media buys. Based on primary (focus groups) and secondary research, we found out that 18 to 25 year olds really enjoy radio shows, especially variety shows where comedy, music and entertainment news are discussed. Our recommendation is to include a DJ sponsorship that will be tailored to our desired audience on one of the most popular radio shows in the South Florida area.

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DJ Sponsorship Script
CLIENT: JOB: TITLE: LUCY LO: JP: LUCY LO: JP: LUCY LO: WBSF :60 Sec. Radio DJ Sponsorship I Love My Reruns

Tactics

Mannn.I feel so good this morning, spent all day yesterday watching reruns and more reruns and eating my favorite food. Cant get any better than that. After a long day at work with these boys, I was just ready to order pizza and watch reruns all night! So I did just that. Ordered my third pizza this week, spent a little time on Facebook, reposting here and there, you know, rejecting weirdos. Eww! And finally, turned on my flat screen. I got a 50-inch mounted on the wall. (MMHMM) I know youre jealous, JP! (PFFT) please! So I get to see all my favorite reruns, on the big screen, snuggled on my couch. (AHH)perfection! God knows I love my reruns; maybe as much I love my pizza! (LAUGHS) And I really love my pizza. So the only place I watch my reruns is on W-B-S-F. Yep, W-B-S-F. They had me literally LOLing last night with The Big Bang Theory and The Office (LAUGHS)its so funny! W-B-S-F, knows the best things in life deserve a repeat, like my pizza or my favorite reruns or these jeans Ive worn for the fourth time this week. Sexy! Oh hush JP! Listen, tune into to W-B-S-F tonight, the best reruns. Seriously.
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Tactics
Online Strategy DSP: A Demand Side Platform is a relatively new technology, and we have decided to include it our media plan. Demand Side Platform makes it easier for an advertiser to buy and sell online display advertising on multiple ad exchanges. Demand Side Platforms are a more efficient way for advertisers and brands to purchase ads from many different ad exchanges. DSPs also allow advertisers and brands to buy audiences rather than specific website ad placements through technology called real time bidding. The DSPs use behavioral targeting data collected from cookies and data exchanges to identify audience segments. The advertiser then uses that targeting data to define what kind of person they want to target. This said, this technology would allow us to target all 18 to 25 year olds that fit into our consumer profile without having to spend money on promoting to people that are not part of our target market.

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Tactics

Ad Networks: Ad Networks function as hosts of a variety of websites and we are able to select the most appropriate for our target based on filters. This technology allows us to select the type of websites that are most convenient for the brand and our target. For example, we can filter the websites on an Ad network by category, interests, gender, age, etc.; this way we are able to have a more detailed consumer targeting campaign. Through the use of the ad networks we will display a web video banner, which will play a similar role to that of a TV spot the planning is based on TRPs and the buy is being placed in CPP. Based on our research, young adults 18 to 25 spend a significant amount of time watching online videos. Therefore, our recommendation is to take advantage of this and place a video banner, instead of regular banners, to be able to reach our target through an activity that they enjoy doing. In addition, the nature of our product is very light and fun. Therefore, our audience would be much more receptive to the ad if it is presented in the same manner.

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Tactics

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Tactics

Facebook: Social media is vital within our strategy. Facebook is a social media website that is very popular amongst our target market. We decided to include Facebook in our media plan to target our audience through social media, which is one of the activities they are most engaged. Our plan is to create, administer and strengthen the Facebook fan page of WBFS and give it a better and more refreshed look with a unified message. One of the ideas for the fan page is to always have relevant conversation happening on the page that will able to engage consumers and generate more conversation. We also recommend that the fan page host content relevant to our product, such as, programming schedule, pictures, and interviews with actors, fun facts, etc. Finally, since our brand is fun, we suggest that the page have the same appeal. The fan page will comprise of consumers content such as pictures, videos, comments and everything they think is funny about their favorite TV show. These strategies will help bring awareness of the WBFS fan page. In order to drive people to the fan page, we will be advertising through sponsored posts and social ads inviting our audience to check out the fan page and become a fan.

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Tactics

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Tactics

Mobile: Based on primary and secondary research, we found our audience to be heavy consumers of media through mobile devices such as smartphones, laptops, tablets, etc. Therefore, we decided to include a mobile buy in our media plan in order to target 18 to 25 year olds while they are using these type of devices. Our recommendation is to buy ads from an Ad Network in this case we will be using Google Display Network (GDN) to follow our consumer while he/she surfs the Internet on their mobile devices. As explained before in the Ad Networks page, with this buy we are able to segment and filter the type of websites we want our promotions to appear in and choose the sites that have the most affinity amongst our target.

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 Tactics

Website: Consumers have many options of where to view their favorite shows, TV remains as the number one medium of their choice. However, our primary research shows that a 52.31% of our audience is very likely to watch television programming on their laptops and tablets. TV has lost a significant amount of their audience to other devices. Therefore, it is vital to have a website so that our target has the option to view shows on the devices they normally use.

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PUBLIC RELATIONS According to our research our target audience will more likely participate in an event that serves a good cause to it. Recycle Your Reruns is an event that motivates people to recycle and be creative with what they recycle. Social media is an important advertisement option since 18-25 year olds are constantly connecting through social media. The possibility of winning a scholarship will motivate students to participate in events. Wynwood is one of the top places for Miami nowadays and hosting the event there will bring the brand more popularity and recognition.

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Press Releases
April, 24, 2013 Catalina Olaya- Public Relations Director (954) 773-3143 Colay001@fiu.edu NEWS RELEASE-FOR IMMEDIATE RELEASE

Tactics

WBFS Campus Tour: Recycle Your Reruns Miami, Fla.- In an effort to involve South Florida college students with WBFS series and the idea of reruns, WBFS is launching a new contest through social media that will get students to design their art work. Students will have to recreate an art piece of one of the television shows from WBFS utilizing only recycled materials. To enter the contest students must take a picture of their artwork in progress via Instagram and upload it to Facebook using the hashtag #WBFScampustour #WBFSrepeats + school initials (I.e.: #WBFSrepeatsFIU). After, they must tag our pages @WBFS + facebook.com/WBFS one week before the respective campus tour date. A total of ten institutions will participate in South Florida: Barry University, FIU, Miami Dade College, Johnson & Wales, St. Thomas, Florida Atlantic University, University of Miami, Keiser University, Nova Southeastern University & Broward College. The contest has a limit of 100 participants per school. It is an amazing idea to merge recycling, fun and television. Students will be very excited to get involved with the cause, said Mark Rosenberg, Florida International University president. Recycling is an important movement for the environment and promoting it in young adults will definitely have a great impact for the rest of their lives. Rosenberg continued. Participants are expected to bring their final piece on the day of their school tour. After each tour, the top 10 participants will be chosen by the number of Facebook and Instagram likes. The winners will receive an exhibition space at Soho Studios in Wynwood during a second Saturday Art Walk. During the event, participants will receive an opportunity to win a $500 scholarship. Contact: Catalina Olaya Public Relations Director (954) 773-3143 Colay001@fiu.edu. # # # 47