Updated Communications Strategy
Presented by
August 6, 2009 1
“The Dr. Oz Show”
Three‐Phased Plan • Phase One: Pre‐Launch (Through week of September 4) • Phase Two: Launch (September 1–September 25) • Phase Three: Post Launch (September 28‐November)
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“The Dr. Oz Show”
Phase One Pre‐Launch Through week of September 4
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“The Dr. Oz Show”
Phase One • • • • • •
• • •
Generate and secure strategic long lead placements and media partnerships Generate and secure strategic short lead placements, including print, online, and broadcast Paid Digital Media Added Value Breaking Health News Process Electronic Press Kit Events: ‐ Television Critics Association ‐ Time Magazine/Aspen Institute Satellite Media Tour/Radio Media Tour Planning Affiliate Press Trade Outreach
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“The Dr. Oz Show”
Phase One Long Lead GENERAL INTEREST Time (4,000,000) ‐“10 Questions” Q&A is on stands now, possible inclusion in the 9/11 issue, and discussing relationship.
AARP (21,000,000) ‐ We have proposed a May/June cover, and are awaiting feedback from the editor‐in‐chief.
Reader’s Digest (12,058,981) ‐ Q&A for the front of the book health section to appear in the September issue.
People (3,803,000) ‐ The magazine is interested in featuring Dr. Oz the week of launch.
USA Weekend (23,000,000) ‐We are in contact with the health editor about the idea of Dr. Oz penning a story about staying healthy in a recession or cutting through the catch phrases and buzzwords that have become marketing tools in the health and wellness world. Note: Pursuing online crossover presence with each publication
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“The Dr. Oz Show”
Phase One Long Lead WOMENS INTEREST
Good Housekeeping (5,032,901)‐ One page Q&A in October issue, on newsstands Sept. 15. Topic is “What Patients Should Tell Their Doctors.” A possible partnership with production for a May cover is ongoing. Woman’s World (1,332,904) ‐ Woman’s World will feature Dr. Oz on the cover of their issue hitting newsstands August 31. The story focuses on diet and weight loss tips from Dr. Oz and YOU: On a Diet” and includes testimonial from Kym Whitlock, previously featured with Dr. Oz on TOWS. Story includes a tune‐ in plug for September 14 premiere.
O, The Oprah Magazine Family Circle (3,896,088) ‐ Family Circle will develop a piece (2,394,303) ‐ Monthly Dr. Oz column. The partnership kicks off on teens and sex with Dr. Oz with a cover snipe in dispelling commonly held the September issue. myths. Family Circle will use statistics from previous research Glamour (2,340,958) ‐ Feature it conducted and orchestrate story with Dr. Oz explaining new polls to use in the piece. “Anatomy 101” for the 20‐30 “The Doctor Oz Show” will develop a segment based on the something woman for the October issue. piece. The issue will hit stands October 13 and the show will air within 3 weeks of that date. The Health Magazine (1,383,173) ‐ segment will refer to the article Feature story complete with and show the cover of the photos of Dr. Oz for the magazine. September issue. The focus is his tips for the American Family, and the piece includes show information as well. Includes a cover snipe. 6
“The Dr. Oz Show”
Phase One Long Lead MENS INTEREST
HEALTH
Men’s Health (1,868,500) ‐ Dr. Oz to provided “30 Best Health Tips Ever” for their October issue. Includes cover snipe.
Prevention (3,300,000) ‐ Wants to do a “10 Tips to Optimum Health” article. Interviews to be scheduled, photos to be chosen. Discussions in progress.
Esquire (721,113) ‐ Show highlight in “This Way In” section for September issue and column snipes promoting the new show beginning in the August issue.
Natural Health (364,000) ‐ “Vital Persons” feature story with photos. The story hits newsstands August 14th.Cover story for November issue on healthy Thanksgiving. Heart Healthy Living (270,000) ‐ Four‐page feature story in the September issue (on newsstands August 15th). The article is a profile piece with photos and a large sidebar about the show.
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“The Dr. Oz Show”
Phase One Long Lead PARENTING
TRAVEL
Scholastic Parent & Child (6,700,000) ‐Feature story that answers reader questions for their August/September issue that will include a special health report for their annual back to school issue. Cover snipe included.
Delta Sky Magazine (5,200,000 impressions) ‐ “Talk Show” feature confirmed for September.
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“The Dr. Oz Show”
Phase One Long Lead AFRICAN AMERICAN Ebony (1,451,427) ‐ Some interest and initial discussions about an interview with Dr. Oz for their October or November issue.
Black Enterprise (530,655)‐ Pursuing inclusion in a four‐part personal health and wellness feature starting in the August issue and ending in the November issue.
Essence (1,089,495) ‐ Pitching the health & relationships editor about including Dr. Oz in their November issue. *Planning to tie in with NFL announcement .
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“The Dr. Oz Show”
Phase One Short Lead Outreach National Dailies and Wires ‐USA Today
‐Associated Press
‐The Wall Street Journal
‐Bloomberg
‐The New York Times
‐Knight Ridder
‐Los Angeles Times
‐Reuters
‐The Washington Post
‐Scripps
Note: Reporters from each publication above will attend TCA
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“The Dr. Oz Show”
Phase One Short Lead Outreach Top 25 Regional Dailies (In order of circulation) ‐New York Daily News
‐Chicago Sun Times
‐Atlanta Journal Constitution
‐New York Post
‐San Francisco Chronicle
‐The San Diego Union ‐Tribune
‐Chicago Tribune
‐The Boston Globe
‐Sacramento Bee
‐Houston Chronicle
‐The Plain Dealer (OH)
‐St. Louis Post ‐Dispatch
‐The Arizona Republic
‐Detroit Free Press
‐The Orange County Register
‐The Denver Post
‐Philadelphia Inquirer
‐Orlando Sentinel
‐Newsday (NY)
‐The Star‐Ledger (NJ)
‐The Seattle Times
‐The Dallas Morning News
‐St. Petersburg Times
‐Miami Herald
‐Star Tribune (MN)
‐The Oregonian
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“The Dr. Oz Show”
Phase One Short Lead Outreach Newspapers with Sunday TV Books ‐Los Angeles Times
‐Houston Chronicle
‐The Washington Post
‐The Arizona Republic
‐Daily News (NY)
‐The Dallas Morning News
‐New York Post
‐San Francisco Chronicle
‐Chicago Tribune
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“The Dr. Oz Show”
Phase One Short Lead Outreach Weekly Magazines ‐People
‐Business Week
‐TV Guide
‐New York Magazine
‐Entertainment Weekly
‐Time Out New York
‐The New York Times Magazine
‐Time Out Chicago
‐Forbes
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“The Dr. Oz Show”
Phase One Short Lead Outreach
Online (In order of page views per month)
General Interest
General Health
African‐American
‐Huffington Post *on going relationship
‐MSN Health
‐Black Voices
‐Yahoo! Health
‐Black Planet
‐Healthline
‐The Root
‐Fit Sugar
‐My Black Info
‐Revolution Health
‐EURweb
‐Health Line
‐Black Universe
‐Everyday Health
‐Get Black
‐Right Health
‐Shades of You
‐AOL ‐About.com ‐Daily Beast ‐Salon ‐Slate
‐Well Sphere
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“The Dr. Oz Show”
Phase One Short Lead Outreach Online
Men’s Interest
Parenting*
Women’s Interest*
‐AskMen.com
‐Baby Center
‐Yahoo! Shine
‐Manolith
‐CaféMom
‐Daily Candy
‐Daddy Types
‐Kaboose
‐Urban Daddy
‐Mom‐Logic
‐LifeScript ‐Cosmopolitan
‐ESPN
‐Dooce ‐Bella Sugar
‐Rude Cactus
‐Alpha Mom ‐Hungry Girl
‐Creative Type Dad
‐Blissfully Domestic *Work in conjunction with Simon & Schuster to ensure greatest media coverage with no overlap in pitching
‐Savvy Mommy
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“The Dr. Oz Show”
Phase One Short Lead Outreach National Television Outlets ‐Good Morning America
‐Entertainment Tonight
‐The View
‐Access Hollywood
‐Live with Regis & Kelly
‐Extra
‐ABC World News Tonight
‐E!
‐Nightline
‐The Insider
‐Larry King Live
‐Fox News Channel
‐The Charlie Rose Show
‐MSNBC
‐The Late Show with David Letterman
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“The Dr. Oz Show”
Phase One Trade Publications ‐Variety
‐Adweek
‐The Hollywood Reporter
‐Mediaweek
‐Broadcasting & Cable
‐Cynopsis
‐TVWeek.com
‐Multi Channel News
‐Advertising Age
‐TVNewsday
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“The Dr. Oz Show”
Phase One Trade Outreach – – – – – –
Personnel announcements Location announcement B&C cover story Contributor announcement MediaWeek‐Marc Berman Ad trades‐foundation sponsors
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“The Dr. Oz Show”
Phase One Breaking Health News Process •
Dr. Oz to be made available as health news breaks to national and affiliate media
Electronic Press Kit Interview date for EPK is August 10th Includes hospital footage, behind the scenes, show clips and interviews with Dr. Oz, Mindy, etc. • The EPK should be complete and shipped by late August • EPK to be provided to national media and all affiliates • •
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“The Dr. Oz Show”
Phase One EVENTS TIME/Aspen Institute Health Forum The Aspen Institute Health Forum is the preeminent health news event of the summer, with TIME magazine as the presenting media sponsor • • • •
•
Event date: July 25‐26, 2009 Dr. Oz was the featured keynote speaker Dr. Oz also be participated in two additional panels Time magazine has Dr. Oz featured in the current issue with “10 Questions,” which was conducted by managing editor Rick Stengel. TIME also video taped the interview in front of a live audience and excerpts are available on TIME.com Event was open to all national and local media to attend and report on all interviews and panel discussions 20
“The Dr. Oz Show”
Phase One EVENTS Television Critics Association Press Tour •
Biannual conference allows national and cable networks to present their slate of upcoming programming to 150 television writers from national and local media, including top 25 newspapers
•
Confirmed TCA Position – Friday, August 7th, 12:15‐1:45pm in Georgian Room, at The Langham Huntington Hotel & Spa in Pasadena, CA – Invite hotel room drop July 28th – Reminder email August 23rd
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“The Dr. Oz Show”
Phase One EVENTS Television Critics Association Press Tour (cont.) •
•
Program – Healthy Buffet Lunch ‐ Serve non‐alcoholic "Ozmopolitans" – Ron Sato welcome and introduction of Mindy Borman – Mindy Borman discusses show and sets up sizzle reel – Showcase sizzle reel – Dr. Oz speaks and demonstrates interactive segments – Mindy and Dr. Oz seated for Q&A Media Opportunities – Issue Eddie and Taj/NFL Moms release with newsworthy announcement (contributors, etc.) – Dr. Oz media opportunity on Good Day LA, August 7th 22
“The Dr. Oz Show”
Phase One Paid Digital Media Added Value •
Dr. Oz editorial content for digital media buy sites – Glam Media Network, iVillage, MSN, Yahoo!, TV Guide and Blogher
•
Dr. Oz website content and challenges
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“The Dr. Oz Show”
PHASE TWO Launch September 1st – September 25th
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“The Dr. Oz Show”
Phase Two • Media Placements Timed to Launch Week – Tent poles – Mid and short lead – Television – Digital features • Conduct Satellite Media Tour and Radio Media Tour • Dr. Oz Show Junket and Set Visits • Trade Outreach • Suggested Non‐traditional Media Opportunities
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“The Dr. Oz Show”
Phase Two • Media Placements Timed to Launch Week (cont.) – Late Show with David Letterman, Tuesday, September 8th – Good Morning America, Friday September 11th – The View, Monday September 14th – *more to be confirmed as launch week approaches
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“The Dr. Oz Show”
Phase Two • Conduct Satellite Media Tour and Radio Media Tour – SMT with national and affiliate media scheduled for September 10th for promos to run weekend before – RMT scheduled for September 14th and 15th – Additional time available on September 14th and 15th for interviews
• Dr. Oz Show Junket – Invite affiliates and national media to Dr. Oz set – Scheduled for September 3rd
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“The Dr. Oz Show”
Phase Two • Trade Outreach Continue Ad trades/unique marketing Ratings stories • Suggested Non‐traditional Media Opportunities – Throw out the first pitch during MLB Playoffs televised on Fox – Interview live in the booth during any MLB or NFL games televised on Fox – Fashion Week
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“The Dr. Oz Show”
Phase Two
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“The Dr. Oz Show”
Phase Two
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“The Dr. Oz Show”
PHASE THREE September 28th – November 30th
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“The Dr. Oz Show”
Phase Three • • • • • • •
Production Events Affiliate Trips Affiliate News and Feeds News of the Day (continued) and Show Topics November Sweeps Trade Outreach Additional Non‐traditional Media Opportunities
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“The Dr. Oz Show”
Phase Three Special Production Events • “NFL MOMS CHALLENGE” • “HIGHWAY TO HEALTH EXPRESS” • “DR. OZ AMERICA’S LARGEST FREE HEALTH CLINIC” • “1 MILLION DOLLARS WORTH OF FLU SHOTS IN ONE DAY” •
Additional outreach as production schedules unique events
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“The Dr. Oz Show”
Phase Three Special Production Events • “NFL MOMS CHALLENGE” – Develop stories on their personal journeys for national media, affiliates and hometown coverage – National and local media to be secured • • • • • • • •
National & local dailies Celebrity & Sports weekly magazines African American press Network & cable programs Entertainment & Sports programs Entertainment & Sports websites Local media Digital
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“The Dr. Oz Show”
Phase Three Special Production Events • “HIGHWAY TO HEALTH EXPRESS” – Add Ten years in 60 days! National anti‐aging challenge. – Kansas City • National and local media to be secured » » » » » »
Cable Networks Entertainment Programs The Kansas City Star KSAS‐Fox Kansas Radio Digital
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“The Dr. Oz Show”
Phase Three Special Production Events • “DR. OZ AMERICA’S LARGEST FREE HEALTH CLINIC” – Houston – National and local media to be secured • National Dailies • National magazines • Cable Networks • Entertainment Programs • Houston Chronicle • Fox 26 News KRIV • Radio • Digital
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“The Dr. Oz Show”
Phase Three Special Production Events • 1 MILLION DOLLARS WORTH OF FLU SHOTS IN ONE DAY – September 30th – Main affiliate partners New York, Los Angeles, Chicago, Atlanta, Detroit – Explore opportunities in NYC to involve Mayor Bloomberg; NY Health Commissioner, local celebrity, etc. – National and local media to be secured • • • • • •
National & local papers Cable Networks Entertainment Programs Local TV Radio Digital 37
“The Dr. Oz Show”
Phase Three Affiliate Trip Outreach – – – – – – – –
Houston, September 26th ( Prod) Chicago, September 28th (Affil/Flu) Atlanta, September 29th (Affil/Flu) Boston, October 1st (Affil) Philadelphia, October 2nd (Affil) Detroit, October 13th (Oz event/Affil) Seattle, San Francisco, Denver, October 28, 29, 30 (TBD/Affil) Washington DC, November 5th (Oz event/Affil)
• Potential LA Media Tour – October 26th and 27th – Coincide with Maria Shriver Women’s Conference October 26th – Outreach to Jay Leno, The Tonight Show with Conan O’Brien, The Ellen DeGeneres Show, Good Day LA, TV Guide Channel
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“The Dr. Oz Show”
Phase Three November Sweeps Outreach • Natural Health cover confirmed • Men’s Health feature confirmed, November issue • Woman’s Health feature December issue, out November 17th • National and local media to correspond with production
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“The Dr. Oz Show”
Phase Three • Trade Outreach – Ongoing success stories – Production events – Select on set photos and activity
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“The Dr. Oz Show”
Phase Three News of the Day and Show Topics •
Build and utilize Dr. Oz’s expertise for breaking health and wellness news and news created through topics discussed during the show – Dedicated DKC team to handle and disseminate breaking news from the show; staffed by executives with backgrounds in healthcare, media, entertainment, lifestyle and interactive
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“The Dr. Oz Show”
Phase Three Non‐traditional Media Opportunities • New York Food and Wine Festival – October 10 • Advanced Heart Failure Conference (NYC) – October 17 • Maria Shriver Women’s Conference (LA) – October 26‐27 • Halloween and Thanksgiving related events • Press Outreach for O! YOU Event (Kansas City, MO) – October 24 • Upcoming YOU book launch ‐ December
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“The Dr. Oz Show”
Phase Three
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“The Dr. Oz Show”
Phase Three
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