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Executive Summary
Strategy and Research Brief
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Target Audience
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Cast Biographies
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WANT A BITE? SIT BACK, RELAX, AND ENJOY THE SHOW.
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WHO WE ARE Kelsey Balimtas
Kelsey Balimtas is a senior majoring in Public Communication with minors in Marketing and Psychology at American University. Spending her whole life living on the Chesapeake Bay has given her a passion for sailing, catching and picking crabs, and going to the Baltimore Aquarium. Monsters that go bump in the night or bubble up from the deep don’t phase her one bit, but she is afraid of feet, ketchup, and not getting a job after graduation.
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Elyse Dibartolo
Elyse DiBartolo is a Jersey girl at heart, born and raised in South Jersey. She is a senior majoring in Public Communication with a minor in Marketing at American University. She grew up catching flounder and sand sharks on her dad’s boat, and has had her boating license for nine years. The closest to deadliest creatures she has gotten is surfing above a school of stingrays. She can kill a dozen crabs in one sitting, even if they have to hose down her sitting place after she is finished.
chidalu motanya
anais dicroce
Chidalu Motanya: Chidalu (“Chichi”) Motanya is a senior in the School of Communication with a passion for graphic design, photography, and food. Born and raised in Stone Mountain, Georgia, she appreciates southern cooking, hospitality, and weather. When it is cold and snowing outside, you can find her in bed reading a good book. During the warmer seasons, she enjoys hiking Stone Mountain and “shootin’ the hooch” (jumping/tubing into the Chattahoochee River), although she does not really know how to swim.
Anais DiCroce: Anais DiCroce grew up in the Hudson Valley of New York, before transplanting to Washington D.C. for college. Her childhood dream was to become Pocahontas, and when that didn’t pan out she went on to study Communication and Studio Art instead. When not trampling around the woods or looking at the fall leaves, she can also be found burning an otherwise totally edible dinner. She hasn’t found a monster in the Hudson yet, but she’ll keep looking.
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EXECUTIVE SUMMARY With 24/7 reality television, live-streamed sports events and Netflix mini-series at viewers’ fingertips, there’s a lot competing for an audience’s attention as far as T.V. is concerned. However, Monster Week is no ordinary television programming, and Animal Planet is no ordinary channel. In fact, it’s Surprisingly Human ©. With jaw-dropping programming (quite literally), Monster Week is Animal Planet’s highest-ranking week of programming where viewership is concerned. However, in order to remain competitive in the market - and improve Monster Week awareness and viewership in 2014 and beyond - Monster Week needs to have a bigger bite. That’s where we come in. It’s one thing to air a T.V. commercial advertising your programming; how about a Goliath tiger fish broadcasting your message firsthand in Central Park? Or sinking your teeth into “Bite Marks”, a Ben & Jerry’s limited edition flavor with your branding on the package, inside and out? Maybe you would prefer to flood Instagram with photos of lampreys, Facebook with ads featuring “River Monsters” host Jeremy Wade, or Twitter with a weekly #MonsterSpotlight. With BiteBack, you’ll get all this and more. BiteBack is a full-service agency committed to delivering breakthrough results. We don’t just believe in cutting through the clutter; we believe in leaving a mark - teeth marks, to be exact. Our vision for your Monster Week is simple - create a multi-faceted campaign that will extend your audience reach, from the trend-setting technos to the more seasoned thrill-seekers. Sound good? Want a bite? Have we got a plan for you.
MAIN GOAL:
GOAL & OBJECTIVES
Our main goal for MONSTER WEEK 2014 is to increase Monster Week viewership and presence. Monster Week 2013 programming garnered over a million viewers.
INTENTIONS:
Generate increased media coverage of MONSTER WEEK measured by the following benchmarks: Increase MONSTER WEEK site page views by 10%. Generate over ten million media impressions via print and digital channels.
OUR AIM:
Our aim for MONSTER WEEK 2014 is to increase this number by a margin of at least 10%.
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STRATEGY & RESEARCH BRIEF
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STRATEGY At BiteBack, we understand the need for your content to cut (or bite) through the clutter. And for Monster Week, we plan to develop a promotional strategy audiences will really want to sink their teeth into. When you dip your toes into dark water, or look under your bed at night, your stomach may do a quick somersault. Is what lurks in the dark a figment of your imagination, or something more sinister? Monster Week plays upon viewers’ fascination with the unsolved, the mysterious, the frightening. Our proposed theme is based around the idea of “CAUTION: Content May Bite”, that all the content featured during this monstrous week is both fascinating and frightening. Through a focused effort of digital and traditional media outreach, bolstered by corporate partnerships and Monster Week branding opportunities, our campaign will integrate both traditional and digital approaches to brand engagement and awareness. Utilizing mobilization of aquarium groups and aquaculture communities, and engagement of Animal Planet and Discovery Communications staff and affiliates, we will develop and implement a campaign designed to increase both Monster Week brand recognition and overall viewership.
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RESEARCH BRIEF Launched on October 1, 1996, Animal Planet targets adults aged 25-54 as its primary target audience. They specialize in non-fiction programming about the natural world, including wild animals, cute pets, and rural lifestyles.There are also some key online distribution platforms, including AnimalPlanet.com and PetFinder. com, which focuses specifically on domestic pet adoption.[i] Animal Planet also has several notable digital strategies. As of November of 2013, streaming rights would be exclusively with Time Warner Cable, demonstrating a commitment to making its content available online. [ii] Animal Planet also does product integration in shows, which in the age of DVRS, offers a more successful connection with the brand for advertisers.[iii] Monster Week, hosted by Animal Planet, is an eight-day series of monster-related programming. The week is designed to play upon viewers’ fascination with the unknown, the unsolved and the dangerously mysterious. [iv] This peril-based programming has been demonstratively successful, as has the active presenting style of Jeremy Wade.[v] 2014 marks the third year of this weeklong event series. This year will feature nightly premieres of Animal Planet’s popular series “River Monsters”, leading up to the series finale on Memorial Day. Monster Week will culminate in the world premiere of “Lamprey: Jaws of Death”, a two-hour special about lampreys.[vi]
findings and key insights According to a Nielsen report and a press release from Animal Planet itself, Animal Planet had a monstrous May 2013, ranking 15th among all ad-supported cable networks. These ratings were largely because of a strong viewership from what is known as the M25-54 demographic segment (male viewers ages 25 to 54). This May 2013 ranking marked Animal Planet’s fifth consecutive month placing as a top-20 network last year. The network also earned its best ever May primetime delivery, including over 775,000 individual viewers during the 8 p.m. to 10 p.m. EST time slot. Monster Week scored its most-watched week ever in primetime with over one million individual viewers in both primetime and total day metrics. These ratings were in major demographics including households (743,000 total day, 428,000 primetime) and men ages 25-54 (295,000 total day, 154,000 primetime). This record achievement was particularly spurred by the premiere of “Mermaids: The New Evidence”, which delivered a record-breaking viewership of over three million individual viewers, and ranks as Animal Planet’s most-watched telecast of all time.[vii] Monster Week engagement was driven on social media through existing Animal Planet channels. The Animal Planet website, animal.discovery.com, offers a separate subsection under “TV Shows” for Monster Week-related information. The Animal Planet Twitter handle, @AnimalPlanet, tweets using the hashtag #MonsterWeek, while the Animal Planet Facebook page offers Monster Week posts, along with its sister page for show River Monsters.[viii] Mermaids: The New Evidence set network records in most other categories, including adults 18-49 and key male demos. The special, kicking off Monster Week on Animal Planet, averaged 3.6 million viewers, according to Nielsen — well above the previous record holder for the network, the 2.8 million who watched “Dragons: A Fantasy Made Real” in 2005. “Mermaids: The New Evidence” was a follow-up to last year’s “Mermaids: The Body Found,” which opened to nearly two million viewers.[ix]
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AUDIENCE PROFILES
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THE TREND — SETTING TECHNOS matt, the hip college student
Matt, age 21, is a college student studying film. An average day for Matt consists of class, surfing new blogs, and going out (depending on the day). He has a passion for photography, and wants to create movies when he grows up. He is very active on Twitter and online. He follows many celebrities and T.V. shows on social media. He doesn’t shop for clothes that much. In his free time he watches NBC Sunday night football, Modern Family, Breaking Bad, Walking Dead, Suits, ESPN, and Californication. He loves Shark Week and watches documentaries on Netflix. The campus crowd spent about $3.6 billion online in 2003 and about $8 billion in 2006. Matt spends most of his money on Apple products and new video cameras, music and going out with friends. Besides anything film-related, Matt enjoys going out to the bars on weekends with his buddies and traveling whenever he can. He is a big fan of the outdoors and live music scene. He created a blog that features nature photography. He is very active on all social media sites. (how often does he engage?) The next thing on his bucket list is to go skydiving or to see Vampire Weekend live.
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ava, the quirky young professional
Ava is a 30 year — old college graduate. She currently works for BuzzFeed as an editor in Los Angeles, and in her spare time, she is a contributing writer to the food blog Smitten Kitchen. On an average day, Ava writes an article for work, surf ’s through her social media channels, (which include: Facebook, Twitter, Instagram, Google +, and LinkedIn), cooks herself dinner in the evening, and settles down with a glass a wine while having a friend or two over. In her spare time, Ava enjoys her pets (two dogs and two cats), hosting dinner parties for her local college friends and colleagues, watching repeat episodes of New Girl and The Mindy Project, wine tastings, and discovering new bars. Instagram is frequently used among young adults in the 18— 35 age bracket, and these adults are likely to have high engagement with the platform. The majority of Instagram users, at 57% visit the site at least once a day, and 35% of users visit multiple times a day. As a result, compelling visual content spotlighting the creatures of Monster Week via a visual channel like Instagram is a fitting method of achieving maximum Monster Week message exposure among the trend-setting technos target audience.
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THE SEASONED THRILL SEEKERS jim, the older bachelor
Jim is a 45 year-old man who loves the great outdoors. He grew up along the East Coast, and has access to the Hudson River. On the weekends, he loves to go boating out on the Hudson or hiking in some of the natural parks in the area. Jim spends his days teaching middle school biology at the local school district, where he can share his love of nature in the classroom. When he’s not in the classroom or out in the great outdoors, he’s cheering the Mets on to the World Series. Jim is an older bachelor, and he likes to catch up with his buddies over a beer, or on Facebook if they’re out of town. The majority of people in his demographic age group use Facebook (79% of people age 30-49), as well as 71% of rural inhabitants surveyed by the Pew Research Center. Jim also likes commenting on boating forums, helping people find the right S.S. Adventurer for them.
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kurt & debra, the empty nesters
Kurt and Debra are ages 57 and 55, respectively. Their three children are all grown up, graduated college and living on their own, leaving the couple with their evenings free to spend time with their friends and with one another. They are constantly looking for leisure activities that they both enjoy. Kurt is a retired with a love of the outdoors. He’s a seasoned fisherman, although his wife, Debra, is not (those she does enjoy spending the day on the water). Debra is still a working professional. This couple falls under the “baby boomer� demographic, which watches the most television (five to six hours per day) out of any other U.S. demographic.[x] As of 2013, this age group now consumes media via their computers and televisions equally[xi], so crossplatform access and programming is key to attract their interest and continued engagement.
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TACTICS
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CAUTION: CONTENT MAY BITE To attract attention before our launch event, we will send press kits to media professionals in relevant areas. The kit is a worn box wrapped in tape that reads CAUTION: CONTENT MAY BITE. Following in the theme of the unknown, the media kit will include a noisemaker inside so the box itself appears to be growling. Once the box is opened, the individual will find a cage similar to a crab cage, with informational materials to discover. These materials include the TV program lineup for the week and cast bios, as well as a pair of fisherman gloves, a map detailing the locations of river monsters around the world with a series of facts about them, and an invitation to the Monster Week launch event and “Lamprey: Jaws of Death� prescreening.
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CRUISE AT YOUR OWN RISK
After the press kits have provided the media professionals with information about Monster Week, Animal Planet will host a “camouflage carpet� launch party on a boat with Jeremy Wade, host of Monster Week programming and River Monsters. This event would be for top tier media personalities, such as those at TMZ, E!, and the Washington Post, and celebrities known as environmental opinion leaders such as Al Gore, Sophia Bush, and Mark Ruffalo. Ten VIP Animal Planet employees would be invited, decided through a contest for launch party attendance, as well as fifteen key point people on the Monster Week press team. At this event, invitees can enjoy themselves on the water, and view an exclusive screening of the new scripted Monster Week special, Lamprey: Jaws of Death. Research on boat pricing in the N.Y. area demonstrates that a sailboat cruise can be chartered on the Hudson River. One such boating company to consider is Manhattan By Sail, who offer sunset sails and corporate boating with stunning views of New York City.[xii] To the right is an example of one of the invites that will be sent to guest. It will be an evite and guests can RSVP through the evite.
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SOCIAL MEDIA INTERGRATION
For our Monster Week digital strategy, our goal is to create a seamless cross-platform experience that will allow audiences that utilize different social networks to receive the same information. Our strategy is a combination of wit and information through the hashtags #MonsterWeek and #MonsterSpotlight. #MonsterWeek will be used as the broader content aggregator, while #MonsterSpotlight will be used to push new content. Combined with visuals where appropriate, across Facebook, Twitter and Instagram, Animal Planet will release network-tailored content about the same monster, highlighted to fit each audience.
#MONSTERSPOTLIGHT
The Animal Planet Facebook Monster Spotlight will feature a monster or other specimen that would be found during Monster Week programming, linking to the River Monsters page where appropriate. Content would be weekly for six weeks prior to Monster Week, on “Monster Monday�, and then daily during the eight days of Monster Week. Content would motivate users to participate through a posted rhyming riddle about the monster in question and encouraging Facebook audiences to guess the specimen, while also providing links to Animal Planet resource pages so they can learn about the featured monster.
independent monster week channels As is the case for River Monsters as well as Shark Week, a route to consider when developing a digital strategy involving social media is to determine if implementation of independent Monster Week channels would be beneficial to the Monster Week brand. We advise you consider developing an independent Monster Week Facebook page and Twitter handle to better establish the Monster Week brand.
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facebook ad campaign The cost of your ads on Facebook is up to you. You can choose between a daily or a lifetime budget, as well as a cost per thousand impressions bid (CPM) or cost per click bid (CPC). You’ll only pay for the clicks or impressions you receive, up to the amount you set for your budget, and can view the cost of your ads in real time from your ads manager. We suggest utilizing interest-based targeting in this media-buying approach, to reach audiences based on their interests. This can include interests from their timelines as well as the interests tied to Pages they’ve liked or keywords associated with those Pages or interests. We will target people who either like Animal Planet, the outdoors, fishing, boating, outdoors, camping and monster lore, leveraging use of Jeremy Wade images. Wade’s existing awareness will help improve Monster Week brand recognition and recall with these ads, particularly among older audiences. In researching our audience segments we noticed that the older audiences, such as the Seasoned Thrill-Seekers/ Empty Nesters segment, were more engaged with Facebook than any other social media platform.
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twitter The Twitter aspect of the social media campaign is targeted towards young adults, such as the trend-setting techno. Our research found that online adults age 18-29 had the highest percentage of users on Twitter, at 31%.[xiii] Of those who use Twitter as a platform, 46% use it daily, rather than weekly or less often[xiv], and so for the young adults on Twitter it is a valuable way to reach them. Content via Twitter will coincide with cross-platform #MonsterSpotlight promotions, and would include an interesting fact and visual about the specimen of choice. This type of content is easily shareable with this audience on Twitter. For the Lamprey: Jaws of Death scripted special in particular, the campaign will use the hashtag #JawsOfDeath to live-tweet it as it airs. After the special, there will be a one-hour Twitter chat with Lamprey Stars Shannon Doherty, Christopher Lloyd and Jason Brooks, who can answer questions about the special, and offer a fun behind-the-scenes perspective to the special to fans on Twitter.
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instagram Content via Instagram would be released on Mondays, to coincide with cross-platform Monster Monday promotions, and would include the name of the specimen and program airing date. Instagram is frequently used among young adults in the 18- 35 age bracket, and these adults are likely to have high engagement with the platform. The majority of Instagram users, at 57% visit the site at least once a day, and 35% of users visit multiple times a day. As a result, compelling visual content spotlighting the creatures of Monster Week via a visual channel like Instagram is a fitting method of achieving maximum Monster Week message exposure among the trend-setting technos target audience.
vine campaign Animal Planet will release a sample Vine video designed as if done by amateurs and ordinary people. Events will be staged as normal, everyday occurrences‌ until things go hilariously wrong and the Monster Week 2014 logo is flashed. A follow-up Vine video will encourage Animal Planet Vine followers to submit their own Monster Week Vine videos, with a winning video chosen by the Monster Week team to be aired as a Monster Week promotional spot on Animal Planet for the week preceding. The Vine campaign will use the broader hashtag, #MonsterWeek, coinciding with the campaign for the programming as a whole.
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STUNT FROM THE DEPTHS New Yorkers come to Central Park daily. 89% passive recreation. 63% are wanders and sightseers. About 40,000 individuals use the Park at least once a day in spring and summer. 70% are New Yorkers. Many people in the warmer weather have the option to rowboat in the pond. We will create a remote controlled tigerfish in one section of the pond. When a river boat gets near multiple fish will be launched into the rowboat. On the back of the tigerfish it will say, “IT’S COMING #MONSTERWEEK”. We will rely on user-generated content to get viral.
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AD SALES & PARTNERSHIPS We will create a limited time flavor with Ben & Jerry’s to promote Monster Week. The flavor will be called “Bite Marks”. Inside will be a mix of vanilla with chocolate-covered pretzels, peanut clusters, and fudge piranhas. The underside of the lid will read, “CAUTION: Content May Bite”, then “Tune in to Animal Planet Sunday, May 18 at 8 PM EST for a week with a bite. #MonsterWeek.” This flavor will be limited-edition, available for purchase only the month prior and month after Monster Week 2014. It will also be dispersed for free via the Ben & Jerry’s “Monster Truck”. The Monster Truck will go around to beaches around the country giving away samples, and will be promoted primarily via Ben & Jerry’s social media channels and website. It will also be cross-promoted on occasion via Animal Planet channels as part of the partnership agreement.
SCREAM FOR ICECREAM LIMITED TIME OFFER
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GLOW & TELL
Uber is a rapidly expanding transportation and ridesharing service catering to a variety of audiences. One of their primary audiences is young adults such as the trend-setting technos, and so they are a perfect organization with whom to partner. Their brand is fun and hip, so the partnership would be similarly light-hearted. Uber cabs would have glowing taillights that look like monster eyes to grab attention. Along the side of the car would read slogans such as“It’s coming. Catch #MonsterWeek on Animal Planet.” and “CAUTION: Content May Bite. #MonsterWeek”, which would attract attention and increase interest among this audience. Bumper stickers would be left on the back seat stating, “Tune in to Animal Planet Sunday, May 18 at 8 PM EST for a week with a bite. #MonsterWeek.”
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INTERNAL COMMUNICATION transform building As is traditional for Discovery Communications building during Shark Week, we would like to incorporate a monstrous element to the building to celebrate Monster Week. What we envision is to have two windows representing glowing yellow eyes, and green spotlights bathe the rest of the building in green light. By day, a billboard adorning the north side of the Discovery Communications building is displayed featuring a tentacled creature holding a realisticlooking female mannequin. The slogan across the billboard will read, “Monster Week 2014: Tune in Sunday, May 18 at 8 PM EST” and underneath that, “CAUTION: CONTENT MAY BITE.”
teamwork event Internal communications are opportunities to ensure the whole Animal Planet team is excited about Monster Week’s programming. This would include a scavenger hunt or treasure hunt around the office building that would include fun tidbits about the upcoming program. This would encourage and support employees on the Monster Week team, and demonstrate their value within the broader Animal Planet community. The winning team would receive tickets to the “Cruise at Your Own Risk” launch party.
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CAST BIOGRAPHIES
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shannon doherty Most Known for: Her role as Brenda Walsh in the 1990’s hit series remake 90210 from 2008-2009. She was also in the original 90210 between 1990-1994. She also had roles in the TV series Charmed and North Shore. Walsh was also in a few late 80’s and early 90’s movies such as The Heathers and Mallrats. Favorite Quote: “To be without some of the things you want is an indispensable part of happiness.” Favorite Vacation Spot: Palm Springs Favorite Beach Read: Tiny Fey’s Bossypants Favorite Fish: Clown fish. Ever since I saw Finding Nemo I have been obsessed with these little creatures, they are the cutest!
jason brooks Most Known for: Jason began his career with his memorable portrayal of the dark, but likeable villain, “Peter Blake”, on NBC’s long-running drama, Days of Our Lives (1965), for which he garnered Soap Opera Digest’s coveted Best Villain award. Brooks is also known for his role in Super 8, Baywatch, and Star Trek. Favorite Fish: Sharks. Who doesn’t love them? Favorite Quote: “I have a very assertive way. It’s wake up, move your ass, or piss off home.” Favorite Vacation: Kiawah Island, South Carolina Favorite Beach Read: GQ
christopher lloyd Most Known for: Lloyd is most known for his starring role as Dr. Emmett Brown in the Back to The Future trilogy. He was also in the late 80’s movie Who Framed Roger Rabbit. Favorite Quote: “The Greatest mistake a man can ever make is to be afraid of making one.” Favorite Vacation Spot: Key West, FL Favorite Beach Read: PJ Novack’s One More Things Favorite Fish: Flounder. This was the first fish I caught when fishing with my dad so it had to be my favorite.
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MEET YOUR HOST — JEREMY WADE Jeremy Wade is a writer, television presenter, biologist and overall jack-of-all trades for all things fishing. Originally from England, he began fishing as a boy along the Suffolk Stour. He went on to study zoology at Bristol University, and went on to acquire a post-grad biology teaching certificate from the University of Kent. After spending some time teaching, Wade continued fishing on his own personal travels. He soon became known for his work when he recorded rare creatures across the waters of the world. He documented his travels in his writing, from the 1992 ‘Somewhere Down The Crazy River’, written with Paul Boote, to the more recent ‘River Monsters’. Wade is also known for his work presenting natural life television programs, from ‘Jungle Hooks’ on Discovery Europe, to the wildly popular ‘River Monsters’ on the US Animal Planet. Greatest Fear: Not afraid of anything. Best Adventure: The next one!
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EVALUATION No brilliant campaign is complete without measurement of its brilliance. Through a combination of traditional and digital metrics, combined with an analog of qualitative and quantitative viewer data, BiteBack will measure campaign impact with regards to conversations tracked, brand recall and viewership metrics. Preliminary evaluation of Monster Week will consist of an environmental analysis, utilizing existing Monster Week viewership research and figures to inform our campaign efforts. From a social media and digital standpoint, we will leverage the support of analytics services such as Sysomos and TweetReach to gauge the scope and span of digital conversation. These platforms will also give statistics relating to keywords, spikes in online conversation, links shared and trends to better inform next year’s programming and outreach efforts. From a “tradigital” standpoint, to track media relations efforts and outreach, we will conduct pre- and postMonster Week campaign media audits to measure press coverage volume using a list of generated key words and Boolean strings, including but not limited to: “lamprey”; “Monster Week”; “Animal Planet” AND “Monster Week”; “Jaws of Death”; and other related search terms.
[i] Discovery Communications, Corporate News, http://corporate.discovery.com/our-company/overview/ [ii] Hagey, Keach. “Corporate News: Discovery Enters its First Streaming Deal.” Wall Street Journal, Nov 19, 2013. http://search.proquest.com/docview/1459325575?accountid=8285. [iii] Thielman, Sam. 2013. “Animal Planet Fetches Clients.” Adweek 54, no. 41: 15. Business Source Premier, EBSCOhost (accessed January 21, 2014). [iv] Animal Planet, Monster Week – About, http://animal.discovery.com/tv-shows/monster-week/about/learn-more.htm (2013) [v] “Business: Cue the Fish; Nature on Television.” The Economist 396, no. 8695 (Aug 14, 2010): 51-52. http://search.proquest.com/docview/743967333?accountid=8285. [vi] Animal Planet, American University Animal Planet Client Project RFP, 2014 [vii] Discovery Press Web, Animal Planet Roars About Its Monstrous May and Monster Week, http://press.discovery.com/us/apl/press-releases/2013/animal-planet-roarsabout-its-monstrous-may-a-2483/ (May 29, 2013) [viii] Twitter, @AnimalPlanet, https://twitter.com/AnimalPlanet [ix] Kissell, Rick. Variety Mermaids Follow-up does swimmingly for animal planet May 28, 2013 [x] Nielsen 2009 Study, “A Nielsen Study comparing the Media Usage of Baby Boomers vs. Millennials”, http://www.nielsen.com/content/dam/corporate/us/en/newswire/ uploads/2009/04/baby-boomers-vs-millenials-nielsen-study.pdf [xi] Quark Q3 2013 Survey, “Traditional Media Viewing By Age”, http://www.marketingcharts.com/wp/television/are-young-people-watching-less-tv-24817/ [xii] Schooner Woodwind Annapolis Sailing Cruises, Group Sailing, http://www.schoonerwoodwind.com/group-sailing/ Accessed February 23, 2014 [xiii] Demographics of Key Social Networking Platforms, Pew Research Center, http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/, December 30, 2013. [xiv] Frequency of Social Media Use, Pew Research Center, http://www.pewinternet.org/2013/12/30/frequency-of-social-media-use/, December 30, 2013.
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TIMELINE Activity/Action Item
Date to Begin
Date to End
Vine Competition
Monday, April 28th
Friday, May 16
Twitter Scavenger Hunt
Monday, May 5th
To continue through Monster Week May 19th - 26
Primary email outreach, March Media Outreach for 10-14 Launch Event Secondary phone outreach and Primary initial email email follow-up, March 24-28 Physical invitation mailings outreach, secondary phone March 31-April 4 outreach and email followup, physical invitation mailings
Primary email outreach to be completed by Friday, March 14 Secondary phone outreach and email follow-up to be completed by Friday, March 28 Physical invitation mailings to be completely distributed by Friday, April 11
Compilation and Press Kit Distribution
To be compiled and sent by Friday, March 28
All press kits to be mailed for distribution by Friday, April 4
Partnership Outreach To Ben & Jerry’s, museums and aquariums
Corporate sponsorship and partnership outreach to begin week of March 3-7 Museum and aquarium outreach to begin week of February 24-28
Outreach to continue through April; goal to have partnerships and sponsorships secured by Friday, April 25
To initiate week leading to Monster Week, beginning Monday, May 12
To continue until Monster Week Day 1 (Monday, May 19)
Animal Planet/Discovery Communications Internal Engagement Campaign Cupcakes during launch week, internal scavenger hunt and assorted incentives Launch Event Boat cruise in New York harbor with Jeremy Wade, pre-screening of Lamprey and monster-themed premiere
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