TEAM FIVE PRESENTATIONCaitlin Klein, Lele Ma, Alex Sugano, Jennifer Tran,

Carmen Villaseñor, Christie Wang

Environment Analysis • Shift in demographics as well as in economic and sociocultural climates

• Decline in economy, decline in average household incomes (<$75,000)

• 3.1% increase in population density, Hispanic population makes up 50%

• Unemployment continues to affect 25% of the Los Angeles population

• Difficult in Los Angeles to gain attention and viewership (many options)

Company Analysis • Growth of FOX Sports is encouraging for the development of FSW + FPT

• Growth potential (143000+ Facebook | 4000+ Instagram | 48000+ Twitter)

• Regional networks cover Southern California, Las Vegas Valley, and Hawaii

• Social media mentions fluctuates monthly with short spurts of high activity

• Currently increase of buzz due to the start of NHL season (good for April)

Situation Analysis

Situation AnalysisCompetition Analysis

• CBS Sports (National): interactive television programs (March Madness)

• ESPN (Global): good brand awareness + recognition, online presence

• NBC Sports (National): overlapping contracts, various outside programs

• TWC SportsNet (Local): same broadcast area + multi language options

• Also, competing with remainder of cable networks’ television programs

Consumer Analysis • Primarily men (18-34) in Southern California, Nevada, and Hawaii

• Focus more on spending time with significant other rather than family

• However, the typical consumer watches sports with family and friends

• Uses social media to engage with programs; also influences decisions

• Uses another device (laptop, phone, tablet, etc) during the program

• Less $ than premium channels and season passes for leagues

• Professional partnerships with young + popular sports teams

• Reach a larger crowd because viewed on simple cable service

• Anchors + broadcasters not as discernible as our competitors’

• FSW + FPT not recognized as premium brands and channels

• Less brand awareness, loyalty, + recall than our competitors

• Changing landscape of sports broadcasting + channel deals

• Media planning transformed to focus on online + social media

• LA is an entertainment capital, always activities + distractions

• Transform consumers into fans of our marquee team partners

• Produce original programming to attract competitor’s viewers

• Local competition brings more awareness to channel + teams

SWOT AnalysisStrengths Weaknesses

Opportunities Threats

Marketing ProcessSegmentation

• Geographic: Southern California (most teams in Anaheim or Los Angeles)

• Demographic: 18-34 (young, trendy, tech-savvy, easily influenced/reached)

• Psychographic: Looking to be a part of “something bigger” (legacy aspect)

Targeting • Multicultural Millennials: 18-34, male and female, ready to build a family

• 59.8% Caucasian, 18.5% Hispanic, 14.2% Black, 4.3% Asian, 3.2% mixed

Positioning • FOX Sports West is an accessible yet high-quality channel for sports fans

• By watching FOX Sports West, you can claim and leave behind a “legacy”

• FOX Sports West is a channel to watch consistently with family and friends

Marketing Objectives• Reconnect with existing customers

• Increase viewership, market shares, and sales

• Increase brand awareness and brand recognition

• Increase differentiation between brand and competition

• Change perception and positioning of FOX Sports West

• Acquire new customers and convert competitors’s customers

• Increase presence across social media platforms and websites

• Through Facebook, Google+, Instagram, Twitter, YouTube, etc.

• Interact with consumers via geotags, hashtags, photo and video submissions, rewards programs, sweepstakes, etc.

Position FSW + FPT as channels that consumers can watch consistently with their family and friends in a group atmosphere

Big Campaign Idea

Claim Your Legacy with FSW + Prime Ticket Provides feeling of camaraderie and group atmosphere

You can be a part of something “bigger than yourself”

Encourages consumers to be interactive and proactive

You can only claim your legacy while watching FW + PT

Big idea references something that can withstand time

#APRILEGACY Sense of urgency with the use of the month in the hashtag

Juxtaposition of present (APRIL) with past/future (LEGACY)

Hashtag references something that needs to be done now

Campaign StrategiesBroadcast Media

• Commercial spot to air on FOX-affiliated channels (dependent on budget)

Online Media • Display advertisement, search engine optimization, sponsored ads, website

Print Media • Advertisements placed in magazines catered towards target demographic

Social Media • Use of Facebook, Instagram, Twitter, and Viggle to interact with consumers

• Contests:

• Fans submit their photos and Fox Sports West will post the winners

• Fans customize player pre-game outfits for the month of April

Support Media • Experiential outdoor advertisements to be “shared” through social media

Broadcast Media: TV Commercial

Print Media: Magazine Ad• Communication objectives consistent

with social and support media strategies

• Clear communication of our campaign’s big idea and hashtag (generate interest)

• Print media influences social media, hashtag will become a trending topic

• Encourage consumers to interact with FSW on the three social media platforms

• The trophy would be adhesive material (three variations for NBA, NHL, MLB)

• Will be shared through social media + provide word-of-mouth marketing

Online Media: Online Ad

Social Media: Facebook

Social Media Campaign: Instagram

Social Media: Twitter

Social Media: Viggle

Support Media: Outdoor Ad• Three-dimensional trophy on a mirror

(three variations for NBA, NHL, MLB)

• Consumer can interact with the ad and hold the trophy while snapping photos

• Share on social media: Facebook, Instagram, Snapchat, Twitter, etc.

• Consumer will likely use the hashtag when posting the photo/video online

• Ad will become a trending topic, consumer will actively seek it out

• Success measured through internal and external social media analytics

Campaign Timeline

End of March - End of April

Broadcast Media + Social Media

3/31/2015 - End of April

Support Media

Month of April

Online Marketing

Month of April

Viggle Partnership

First Week of April

Social Media Outfit Contest

Month of April

Social Media Photo Contest

Financial Analysis

15%

20%

40%

10%

5%

10%

Online MediaPrint MediaProduction FeesSupport MediaViggle PartnershipUnallocated Budget

Campaign Measurement

Facebook Insight + Metrics

Google Analytics + Reports

Instagram Shares + Site Visits

Twitter Impact + Impression

Viggle Awareness + Recall

B2B Marketing and Management: Marketo + Salesforce + Segment

TEAM FIVE PRESENTATIONCaitlin Klein, Lele Ma, Alex Sugano, Jennifer Tran,

Carmen Villaseñor, Christie Wang