Communication Strategy for Couch Potato

Current Situation:

Couch Potato is an entertainment website that publishes the latest news on movies and TV

shows. Our website is updated everyday with news from all that happens in Hollywood, we also

share the latest reviews, images and trailers. Apart from our website, we have a digital presence

on social networking websites like Twitter and Facebook where we are trying to have a

following of people who are interested in movies and television. Since movies and television are

a visual medium, we have a Pinterest account that shares photos and images.

Company Objectives:

Increase readership of the website

Focus more on action and superhero movies/TV shows

Create a revenue stream through ads

Be the movie/TV website our target audience will visit to get all the news

Promote good, entertaining films and TV shows regardless of their production budget

Communications Objective:

Have around 5,000 followers on Twitter

Follow other entertainment websites and adapt their promotional strategy

Interact with our followers on Facebook and Twitter to improve our visibilit

Have around 10,000 likes on Facebook page

Daily target on social media:

35-40 tweets/per day: 4 tweets per hour / repost articles via tweets every 4

hours.

7-8 status updates in a day

3-4 photos updated on Pinterest every day

Create content every week that will get more likes, shares and retweets

Target Audience

Audience that loves action movies and TV shows

Between 18-35 year olds, predominantly male

Students and working professionals who own smartphones and have social media

accounts

People who visit discussion forums and movie sites to talk about latest releases

Channels

As a website, we will be reliant on social media. Channels that we use will be:

1. Twitter: Our target audience consists of 18-35 year olds; many of them have Twitter

accounts, which make it easier for us to reach out to them. We will use twitter to promote

our articles, website, and also to engage with our followers. Twitter features like polls and

hashtags are a great way to gauge audience response to recently released movies and TV

shows. We will also follow twitter handles of similar entertainment magazines and observe

how they use twitter to promote their content.

2. Facebook: Facebook is the most popular of all social media websites with most 18-35-year-

olds using it. With no character limit, it is easier to share content on Facebook, this means

even sharing excerpts from our article links to get our followers to read them. It is easier to

track comments and feedback on Facebook.

3. Pinterest: As an image sharing website, Pinterest is more visual and allows us to use a

different kind of content. Movie and TV posters and wallpapers are quite popular; to have

a social media account that deals with only images will help our brand capitalize on the

visual aspect of pop culture. Our Pinterest group will mostly have 18-30 year olds;

Pinterest will also help us reach out to the female section of our demographics.

Message

Write articles that our audience would like to read

Be a brand that engages with its audience and implements any good feedback

Keep our audience informed on entertainment news like release date, trivia, and box

office numbers

Post gif images, memes, posters and short videos to get our audience aboard on the hype

train for any latest big release

Hashtag and caption contests to win tickets for the feature of the month or movie

merchandise, in a bid to promote brand loyalty

Budget

Employees Total employees Cost/hr Total hours/week Monthly costWriters 4 $180.00 50 $9,000.00Web designer 2 $90.00 50 $4,500.00Social Media Co-ordinator 2 $90.00 50 $4,500.00Developers 2 $90.00 50 $4,500.00Total 10 $450.00 200 $22,500.00

Timeline

January Academy Awards coverageFebruary Academy Awards coverageMarch Batman v Superman PromotionApril Game of Thrones S6May-August Blockbuster Summer CoverageSeptember-October The Walking Dead S7November-December Homeland S06 / The Affair S04

Brand

Does the brand have a friendly and informal tone?

Does the website serve as a great promotional vehicle for blockbuster movies and TV

shows?

Do we promote smaller budget movies that slipped under the radar?

Do our social media accounts engage with our followers?

Is equal importance being given to all the three aspects of our website: movies, TV shows,

and trailers?

Evaluating Success

Online surveys on our website

Polls on our twitter account

Number of visitors to our website

Social media followers

Likes, shares and retweets