Live Well Network Digital Strategy Proposal by Pablo Ulpiano

Live Well Network Digital Strategy Proposal

The Live Well Network Digital Strategy Proposal

Prepared By: Team 3 Rob Lewis, Michelle McAlear, Hugo Pinzon, Nutan Roongta, Pablo Ulpiano

LiveWellNetwork.com

June 22, 2011

TABLE OF CONTENTS Executive Summary …………………………………………………………………………………………………………………..

Page 2

Company Description ………………………………………………………………………………………………………………

Page 3

Target Audience and Platform Profiles …………………………………………………………………………………….

Page 5

Competitive Overview …………………………………………………………………………………………………………….

Page 8

Challenges ……………………………………………………………………………………………………………………………….

Page 9

Online: Layout and Content ……………………………………………………………………………………………………. Page 10 Online: Organic SEO and Keywords …………………………………………………………………………………………

Page 13

Online: Paid Marketing ……………………………………………………………………………………………………………

Page 19

Social Media …………………………………………………………………………………………………………………………….

Page 21

Television ………………………………………………………………………………………………………………………………… Page 23 Mobile Devices ………………………………………………………………………………………………………………………… Page 24 Content Marketing …………………………………………………………………………………………………………………… Page 25 Timeline …………………………………………………………………………………………………………………………………..

Page 34

Concluding Summary ……………………………………………………………………………………………………………….

Page 36

Appendix …………………………………………………………………………………………………………………………………. Page 37

Team 3

Page 1

EXECUTIVE SUMMARY Through thorough examination of The Live Well Network's digital platforms, this document provides the proposed digital marketing strategy to meet the key objectives outlined as requirements, based on extensive research dictating the appropriate target audience of women ages 25 to 54. Team 3’s proposed strategy provides a tactical approach for taking The Live Well Network out of the living room by increasing the reach and relevancy of the website, wap site, and iPad app, as well as a social media strategy that encourages user participation. Through upgrading the consumer experience and augmenting traffic levels, this proposal will inherently generate an increase in advertising revenue. In addition to increasing traffic volumes, a main intent of the digital strategy proposal is to collect user data to provide a profile for advertising prospecting and sales. The primary channels included in the proposal are: Online, Social Media, and Mobile. Television is included as a secondary channel with intent to be used as a marketing vehicle for the digital platforms. Online focuses will be a limited redesign of layout, organic SEO, defining of key words, and a paid marketing campaign. Social Media focuses will be contest and give-away based, and mobile focuses will concentrate on providing resources to the users. In addition to providing robust strategies for these channels, we have also outlined a content marketing strategy to drive the key performance indicators.

Key Objectives: 

Increase page views from 258,000 (May 2011) to 500,000 by August 2011



Increase Facebook likes for official Live Well page from 805 (May 2011) to 5,000 by August 2011



Increase unique visitors from 250,000 (May 2011) to 350,000 by August 2011



Increase iPad app downloads from 8,942 (April 2011) to 15,000 by August 2011

Long Term Goal: 

Maintenance of achieved key and secondary objectives outlined in the document

Team 3

Page 2

COMPANY DESCRIPTION The Live Well Network is a home, health, and lifestyle high definition digital sub-channel network owned by Disney-ABC Television Group. The network launched as the Live Well HD Network on April 27, 2009, and is currently available on digital sub-channels of all ABC owned and operated stations and Belo stations, with additional stations adding the channel in the near future. The network will be airing in almost 50% of the country by September 2011, with long term growth plans for 100% coverage through syndication partners. The Live Well Network offers original, entertaining programs to help people enhance, improve, and enjoy their everyday lives. It's a one-stop, something-for-everyone, programming source featuring popular lifestyle topics, recipes, how-to’s, and tips. It’s available over-the-air, on cable, online, and onthe-go with both a wap site and iPad app. Hosted by passionate, friendly experts, this one-stop programming source features fashion, beauty, dollar stretching advice, fitness demonstrations and health advise, cooking, travel, and cost effective home repair all available on all platforms. With the Live Well Network you will have unlimited access to a wide range of shows (see page 4). Future programming highlights include ‘Deals’ which highlights money saving opportunities, a cooking show focused on secret family recipes, and a lifestyle and fitness show hosted by the first female Biggest Loser winner, Ali Vincent.

Team 3

Page 3

Live Well Programming Overview:

Team 3

Page 4

TARGET AUDIENCE AND PLATFORM PROFILES QUANTITATIVE: Demographic The Live Well Network target audience is W25-54, derived from the fact that this demographic accounts for 58% of the HH universe for its linear television station and conclusive feedback from focus groups conducted by the client.

Platform Breakout From a digital perspective, 80% of current consumers view the internet site, 19% view the wap site, and 1% view the iPad app. 1.3% of unique visitors â&#x20AC;&#x153;likeâ&#x20AC;? Live Well on Facebook. Key objectives will increase the iPad consumer percentage to 3%, while the social ratio will remain constant as both will grow proportionally for the short term key objectives. The increase in the percentage ratio of iPad downloads is driven by research showing that 45% of the target audience has downloaded a health, fitness, or lifecycle app showing that demand is prevalent and driving the need for exposure.

Geographic 76% of consumers are from California, Texas, Illinois, New York, Pennsylvania, and New Jersey. This can be attributed to current distribution of the on-air network. This data allows the proposal to focus on local opportunities in the higher traffic areas and the leveraging of local sales teams in each area to provide the highest romi on traffic increase objectives. Additionally, paid marketing campaigns can be targeted in alignment with geographic areas where syndication is occurring.

Time Spent and Depth The average user is on the site for 4.01 minutes and consumes 3.78 pages. Currently, the average visits per visitor are 1.24. Secondary objectives include a 25% increase to both pages per visit and visits per visitor, as well as time spent.

Content Consumption 40% visit the site for health, beauty, and fitness related content. 28% visit the site for additional information on food related programming or specific recipes, and 8% visit the site for home

Team 3

Page 5

improvement ideas and inspiration. This data supports the proposal to be focused on health, beauty, and fitness objectives to meet short term key objectives.

Video Views Currently, there is an average of 40,000 video views per month. A secondary objective includes increasing video views by 25%, as the typical consumer in the LWN target audience spends 1.26 hours watching video on the internet per month.

LIVEWELLNETWORK.COM

Apr 2011

Page Views

283,345

Visits

74,930

Average Time Spent on Site Monthly Unique Visitors PV Per Visit

4.01 60,425 3.78

Mobile Page Views

66,031

Video Views

40,005

All qualitative data is sourced from Omniture SiteCatalyst.

QUALITATIVE: The typical Live Well Network consumer is impacted by emotional factors, largely favors links suggested by friends, is driven by incentives, wants to be marketed to intelligently, and has children. They over index on several product categories as conversion catalysts: childrenâ&#x20AC;&#x2122;s products, household items, beauty, health, retail/apparel, food, travel, beverage, and finance.

Team 3

Page 6

The Live Well Networkâ&#x20AC;&#x2122;s target audience is very social. Our social strategy focuses on Facebook, E-mail newsletters, and blogs due to the research indicating that 93% have a Facebook account, 92% use email, and 35% have a personal blog and 63% are regular blog readers. 53% of the target audience logs in to their Facebook every day, and the typical consumer spends 4.3 hours per month on social media. The LWN target audience has opinions and wants to be heard with approximately 73% having contributed to message boards. The most prevalent online activities include: shopping and purchasing products online, reading the latest news and current events, connecting with others, researching products, managing personal business, reading feature articles and interviews, playing games, and looking at user generated content.

Team 3

Page 7

The main driver of the request of this digital strategy is to increase advertising revenue. Research indicates that healthy living and lifestyle content garners the highest eCPM for US online advertising, at +44% over the other key categories. All increases in traffic that result directly from this strategy can be valued at $0.02 per page view. Short term key objectives should result in a minimum increase of $5,000 monthly with substantial revenue growth throughout the next 12 months.

Team 3

Page 8

COMPETITIVE OVERVIEW To gauge implied demand for the content ideas provided in this digital strategy document we compiled a brief overview of the competitve landscape using the previous 3-month average from Comscore. This analysis provides insight into the consumption levels of similar content – “if you build it, they will come”.

Competitive content comanalities included:       

Resources Photo Galleries Video Experts Blogs Contests/Sweepstakes Giveaways

The comparion of the compettive landscape will be further explored in the Organic SEO section.

Team 3

Page 9

CHALLENGES The Live Well Network internet properties, both website based and those in the social media sphere are currently underutilized by the identified channel audience, at a rate that is strongly underperforming the level demographic modeling would predict. There are several likely reasons for this. First, the network is a relatively new and currently under-promoted entrant into a space governed by some established and well funded competitors (HGTV, Womenâ&#x20AC;&#x2122;s Health, Everyday Health, etc.). Secondly, competing web properties have a long and deep history on the internet and strong networks of backlinks, both of which contribute to their carrying greater weight in search engine rankings. The third challenge is the LWN site itself. Initial consultant reports suggest that the site suffers from both poor promotion and poor design, causing those network viewers who do visit the site to make those visits both short and unlikely to be repeated. This challenge, thankfully, is both the one most in the project teams control and offering the easiest path to correction.

The project team has prepared a strategy that identifies each problem contributing to the overall challenge of infrequent and unlikely to be repeated website visits by LWN viewers and likely demographic targets, and that offers a clear plan to address these issues, both in the short term to meet initial KPI's, and in the long term to continue to improve the internet promotional strategy and to assist in the long term marketability of the LWN website.

Team 3

Page 10

ONLINE: LAYOUT AND CONTENT Key Measureable Objective: Increase page views from 258,000 to 500,000 by August 2011. 25% increase in both page views per visit and visits per visitor, as well as time spent. Increase video views by 25%.

In accordance with the short timeframe dictated to achieve key objectives, it was determined that minor modifications would be made to the layout of the site’s homepage, leveraging assets and lessons learned from the sister site ontheredcarpet.com, as well as research conducted indicating the target audience’s content preferences, a focus group of the current user experience, and a competitive comparison. The recommended changes are intended to improve the user experience, allowing them to more easily find the content most frequently consumed and driving the highest page views and video views per visit. Proposed layout changes include (see mock up on page 11): 1. Navigation Bar a. Home b. Shows c. Most Popular d. Blogs e. Photo Galleries f. Games g. About Us 2. Video a. b.

Toggle more videos on the homepage Click to access full library of videos

3. Engagement a. Twitter b. Facebook c. Mobile d. Newsletters e. RSS f. Direct contact 4. Left Column a. Photos b. Most Popular (Recipes, Videos, Photos) c. Poll d. Games 5. Blogs a. b. c.

Newest posts Categories tagged Brief look at entry – click for entire post

6. Partnership Links

Team 3

Page 11

2. 4.

3. 5.

Team 3

Page 12

Content: Relevant, Resourceful, and Recreational 

Don’t just be what on-air is: Give on-air viewers a reason to go to the site to get richer, deeper, interactive content and resources that align with what they see on tv, but are more robust.



Photo Galleries: On the sister site, OnTheRedCarpet.com, photo galleries drive 80% of the traffic. They provided to perfect opportunity to increase the number of pages viewed per visit and are frequently shared, which will increase monthly unique visitors.   



Video: Increasing video views is highly valuable as they drive the most advertising revenue. By adding compelling clips it will increase consumption.   



Behind the scenes clips Extra or extended scenes Talent insight

Resources:    



Splurge vs Steal Generics vs Brands Set locations

‘Best Time to Buy’ Calendars (ie: Electronics, AirlineTickets) Where to buy products featured on-air About Us Newsletters

Most Popular: Aggregates the most frequently viewed recipes, photos, and videos

Additionally, content optimization is one of the most important strategies to guarantee good ranking among search engines. Providing relevant content about the shows, deals, tips, sweepstakes, services, products, and specific information with well-meaning content will contribute greatly to achieve organic optimization.

Team 3

Page 13

ONLINE: ORGANIC SEO AND KEYWORDS Key Measureable Objective: Increase page views from 258,000 to 500,000 by August 2011. Increase unique visitors from 250,000 to 350,000 by August 2011. Maintenance of achieved key and secondary objectives. In the always changing, fast paced, and competitive e-commerce industry, it is important to remain focused on securing and maintaining top keyword positions in the popular natural search results of Google, Yahoo, MSN and all major search engines. For that reason, The Live Well Network will go through an evaluation of organic search engine optimization looking to increase traffic, revenue, and registration. This will make the web site not only better for search engines but also for the benefit of the user experience assuring the site has what the customers want in a consistent way. The idea is to appear naturally on the results of the search page because of the relevance of the content found on the site and at the same time providing exactly what search engines want. Benefits include that a well optimized site will generate more click-through because the keywords will be more relevant, that there will be more conversions because you are attracting more qualified leads, it will provide excellent quality links back to the site, and it promotes a good consumer experience. Google page rank: http://health.discovery.com/ http://www.everydayhealth.com/ http://www.self.com/ http://www.ontheredcarpet.com/index http://www.foodnetwork.com http://www.menshealth.com/ http://www.womenshealthmag.com http://www.hgtv.com/ http://livewellnetwork.com/index

8 / 10 8 / 10 8 / 10 7 / 10 7 / 10 7 / 10 7 / 10 6 / 10 0 / 10

Strategies Review keyword search list: verify that current keyword phrases rank well and make the required adjustments. Factors to take into consideration:   

How targeted is the keyword to the “the live well network” site? How many people are searching for that keyword phrase? How competitive is the competitive keyword phrase?

Team 3

Page 14

The following is an example of keywords/phrases and structure that can be used on the LWN site: <meta name="keywords" content="exercise health and fitness, healthy choices, live well HD, livewellhd.com, healthy lifestyles, money and savings, how to fix maintain and repair, home interior decoration, recipes cooking, recipes and cooking around the world, cooking light, steaks chops roasts ribs, salads juices desserts, gourmet cuisine, savings mortgage interest and credits, how to lose weight " />

Linking: Live Well Network is not considered an authority website. It ranks last in number of backlist linking in relation with its competitors. www.hgtv.com www.foodnetwork.com www.self.com www.everydayhealth.com www.menshealth.com www.womenshealthmag.com www.health.discovery.com www.ontheredcarpet.com www.livewellnetwork.com

Backlinks: 16,654,950 Backlinks: 15,941,256 Backlinks: 7,830,530 Backlinks: 782,491 Backlinks: 573,643 Backlinks: 515,754 Backlinks: 319,162 Backlinks: 65,347 Backlinks: 36,612

Link Building: A process that creates internal inbound links to one’s website. Linking can be used by using reciprocal links listed in newsletters, search engines, and more. Link building will generate the following benefits:  Generates quality traffic from relevant sites  The site will be qualified as valuable resource as high quality sites link with the site  Linking creates awareness, credibility, and visibility of the site  Wider search engine exposure  Increase the possibility for search engines to index the site

Linking will be used specifically with the following sites: 

Internal sites: Family.com, Family Fun, Kaboose, Babyzone, Funschool, Amazing Moms, Disney Healthy Kids



Leveraging current Groupon partnership:



Guest talent sites/blogs: http://donnadaily.squarespace.com/

Team 3

Page 15

Link bait: Current content delivered on a timely fashion on LiveWellNetwork.com which other sites link because they want to, not because they were asked to as part of an exchange. Link bait techniques will help to increase traffic and improve the site ranking among search engines. Controversy, visual content, crazy, funny, or cool “stuff” may provoke people to link with the site. A well-written article about an interesting topic will incite consumers to share the link through different methods like social networks, e-mail, IMS, and more. The following Link bait activities will be used: 

Content:  Breaking news  How to guide  Current affairs  Top seller books



Gadgets:  Estimate savings to retire in X # of years  Mortgage and credit calculators



Widgets:  Digital Games



Pictures:  Celebrities  Concerts  Events  Natural scenarios/disasters…

Web Directories: Registering the website in all the most popular web directories such us the Yahoo directory, the open directory project, and Business.com will help to generate additional traffic as follows:   

Click through traffic: anyone who ends up on the directory page will be able to see the “The Live Well Network” site and information with a chance they will visit the site Indexing the site: directories will index the pages of the site as soon as they find the link to the site Increase ranking: once directories increase traffic they will also increase the ranking on the search engines

Meta/Java Script Tags: Meta tags or descriptions are simple phrases that inform the search engine what is about the page. Make sure the following elements are in place: 

Ensure Java script codes are included to collect accurate date from the website

Team 3

Page 16

  

Most important “meta tags” have to be in place: <title> and <description> Verify the keywords are in the “alt” attribute of the “img” tag Using text links on the web page between <a

The following is a sample of some of the tags mentioned before: <title>Simple Healthy Choices for Healthy Lifestyle | Live Well Network</title> <meta name="keywords" content="exercise health and fitness, healthy choices, live well HD, livewellhd.com, healthy lifestyles, money and savings, how to fix maintain and repair, home interior decoration, recipes cooking, recipes and cooking around the world, cooking light, steaks chops roasts ribs, salads juices desserts, gourmet cuisine, savings mortgage interest and credits, how to lose weight " /meta name="description" content="Live Well HD helps you make simple healthy choices for a healthy lifestyle. Find recipes, cooking tips and home decorating ideas." />

Design and content guidelines: The main goal of the following guidelines is to avert practices that could be penalized by Google or other search engines as well as to obtain a good rank and index among the search engine:      

Ensure each page is reachable at least from one static text link. Keep links under a reasonable number per page A site map should be available for the consumers with links to the most important sections of the site Create pages that clearly describe the content and include the words that consumers could use to do the search on the site If images are used, the “alt” attribute of the “img” is in place with a description of the object (crawlers won’t recognize the images to index the site) Use text for important names, information, or links Elements like <title> and “alt” must be descriptive and accurate

Technical guidelines :    

Verify that fancy codes in Java script, cookies, DHTML, session IDs, do not interfere with from seeing the text on the site (spiders might have problems crawling the site) Allow crawling the site without any session ID Ensure the web server support the “if” modified since HTTP to inform if changes had been made since last crawled Assure the robots.txt file is in place and updated. The file will provide instructions about what pages to crawl and what pages not

Team 3

Page 17

    

Put in place all efforts to avert that advertisement interfere with engine rankings (robots.txt can be used to block advertisements) Use the file Robots.txt to block non-important from crawling Test the site using different browsers (the site might not display all functionality or content on all browsers) Request the webmaster to optimize load times to assure a fast response is delivered to the consumer (fast sites improve customer satisfaction) A continues site performance webmaster verification is highly recommended

Quality guidelines: The LWN site will follow specific guidelines to avert any misleading or tendentious information that might be interpreted as a misleading practice and potentially be penalized. The site follows the following steps to assure a good consumer experience and high ranking:          

Display the same content for search engines as well as for consumers Ensure that information presented to the consumer is helpful and fulfill their expectations including relevant keywords and indicate the subject matter of the content Linking must be executed avoiding web spammers Do not use programs that send programmatic or automatic queries to the search engines Do not use white text on a white background Do not include text in a picture background The font size should be legible Do not use Cascading Styling Sheets (CSS) to create tiny hyperlinks Do not serve HTML text to engines while showing a page with images or flash contents to consumers Do not upload a webpage with keywords in order to manipulate the order ranking (Keyword staffing)

Metrics: The following metrics will allow the LWN site administrators and marketing team to have concise information about the site performance, consumer satisfaction, and suggestions that will allow the team to take action, increase or decrease specific activities, and move forward to implement appropriate ideas to improve consumer satisfaction and site efficiency. All of the metrics described below have a direct impact on the revenue generation, ROI, and monetization of the site, that’s why the LWN should take a step forward and move away from traditional metrics like page views, hits, web site engagement into more actionable and meaningful metrics. 

Click density analysis: Will provide key information about how the customer understand and see the LWN website. Click density is a tool that helps to understand better consumer behavior and to identify usability and architectural issues; will analyze the site the way a customer will see it.  Show the relative popularity of the pages and components on the site  Pages that are not being seen by consumers are identified

Team 3

Page 18

 Identify unlinked links and unidentified links by consumers (consumer don’t see the link due to small size fonts or misplaced) 

Conversion rate on top keywords: applying this traditional measure but only on keywords we’ll learn about the effectiveness on the selection of the keywords and verify that mega tags, DHTML, JavaScript, and other required files are in place, are accurate and updated, additionally will indicate if online paid marketing is achieving the expected goals or not.



Task completion rate: an exit website survey tool will provide information about customer satisfaction, engagement, conversion optimization and task completion. The tool will allow the site manager to adjust content and learn about architectural design and operational issues described by customers. A 4Qsurvey suite will be in place to track the information and report on customer’s satisfaction.



Top exit pages on the website: identifying the top exit pages will require immediate action to fix the problems and securing consumers won’t leave the site for architectural/content problems issues.



Track 1st party cookies behavior: to ensure secure consumers privacy (Google analytics can be used) .



Analyze data: to provide early alerts about changes in data patterns .



Identify significant events: events that change the website traffic pattern during the last month and compare with previous months.

Team 3

Page 19

ONLINE: PAID MARKETING Key Measureable Objective: Increase page views from 258,000 to 500,000 by August 2011. Increase unique visitors to 350,000 by August 2011. Collect user data for advertising prospecting and sales support.

Paid advertisement is an efficient way to generate traffic and awareness about a particular site. However, not all online paid marketing fulfills the requirements to generate traffic, awareness, or conversion. Based on social patterns in combination with consumer online media patterns, LWN will use the following paid advertising methods: 

E-mail: essentially it is used to build a relationship with consumers to deliver relevant content and marketing messages periodically, as well as collect registration date.  LWN will purchase e-mail lists from reputed e-mail list brokers with authentic e-mail IDs.  Advantages: - Can be tracked and provide an exact rate of return Can reach a substantial number of e-mail subscribers interested in a particular topic - Most of internet user check or send e-mail(s) from their internet accounts at least once a day  Return rate and deliverability most be evaluated to make decisions about the quality of the purchased lists



Directories: most web browsers are very active on directories. Consumers searching for a particular topic, information, or service that LWN offer on the site can find it in any directory and if the consumer stumble on the LWN link, the probability they click on the site is high. Adding the link to directories for a fee has common sense due to the traffic generated through them. LWN will subscribe to all major search engine directories like Google.com, Yahoo.com, Lycos.com, AOL.com, askjeeves.com, and looksmart.com



Text Links: Purchasing text links is a popular method of paid advertising. It is one of the best ways to drive traffic to the website. By installing the Text Link Ads script on the site one time LWN will be prepared to capture information and process consumer requests.



Advertise: on high traffic content online with the LWN site. For example eBay, the traffic generated by this site is enormous makes the most powerful reason to get the LWN advertised on the popular B2C site. Additional sites will be incorporated like Amazon.com and facebook.com.

Team 3

Page 20

Research has shown that the LWN target audience is most responsive to information that they receive from their trusted network. Therefore, we propose purchasing a paid campaign on the RadiumOne ad network which is a Real Time Bidding enable display audience network that targets ads that are imbedded with the ability to share, to an audience based on social connections. (See Appendix) Additionally, we propose a paid targeting campaign through the Cox Digital Solutions network, that targets ads to the geographic location that the cannel is currently available in. Through the CDS network, targeting would be purchased for the appropriate behavioral, contextual, implied, and customized segment groups. To meet the key objectives by August 30, 2011, the recommendation would be for a $25,000 spend at an average CPM of $6.00, for 4.2 million impressions. At an average CTR of .08% - .1%, this would generate an increased 378,000 visits. At an average advertising revenue page view value of $0.02, if each user consumed at least 3.3 pages per visit you would see an ROI on the marketing investment.

Team 3

Page 21

SOCIAL MEDIA Key Measureable Objective: Increase Facebook likes for official Live Well page to 5,000 by August 2011. Collect user data for advertising prospecting and sales support. Maintenance of achieved key and secondary objectives. LWN will promote a contest on air seeking one viewer to guest blog for a year, reviewing products supplied by LWN sponsors on the LWN site. Entry will require Facebook registration. The goal is to increase Facebook official Live Well Network fan page â&#x20AC;&#x153;Likesâ&#x20AC;? by 3,500 via this contestâ&#x20AC;&#x2122;s incentive package. Live Well Network will seek one viewer blogger to review sponsored products or product packages and showcase how they fit into her life, and make it easier, more interesting, efficient, etc via the contests blog, hosted on the LWN home page. Strategy: The LWN guest blogger contest will focus on two seperate methodologies for increasing page views; first, to register more Facebook fans during the selection process (1 month), and second to drive more page views over the 12 month (blogging contract duration). Facebook fans will be served articles linking back to the LWN site to drive page views, and the contest is projected to drive page views over the 12 month initial contract term through supporting inbound linking strategies, buzz, TV support, and viewer demographic tendencies. Contest registration will also help to increase the LWN email list of double confirmed contacts by the projected 3,500 profiles. Tactics: LWN will promote the LWN blog contest via segment announcements by the hosts of popular LWN shows such as Mirror Mirror, Deals, tagline commercial announcements by popular personality's Linda Quinn and Ali from the Biggest Loser franchise, and promotion on the website, Facebook, and other avenues. All advertising materials for the contest will route contestants to the LWN Facebook page, which will have the Woobox app installed. Woobox collects specified registration info from all likes, as well as from contacts the content is shared with (see appendix). All contestants will be required to write an entry blog post covering a humorous life lesson they've learned. Votes will be tabulated by likes per post. Woobox allows unique visitor ID's to authenticate the results. The winning blogger will receive a promotional contract guaranteeing promotional products and packages generated by sponsorship campaigns throughout the year. Psychographic Justification: To recap (see full psychographic profile on pages 5-7) LWN viewers are likely participants when offered incentives (products), reads blogs and often blogs herself, and skew likely to participate and create content if she is invited to do so. 93% are on Facebook, and they skew likely to share links with friends. Research indicates 35% already maintain a personal blog, suggesting a likely target base of 105-135,000 for this promotion. If we assume 5% of likely participants are active in the contest our targets should be well within reach. Integrated Marketing Effects: Likely effects on page view and Facebook KPI's indicate that the 2 month promotional period should result in 5,000 additional Facebook friends, with approximately 3,000 entering the contest.

Team 3

Page 22

Advertising Benefit (Projected): We project a increase in page views of between 25,000-750,000, depending on time of contest exposure (n>12). This should result in additional revenue's of $500$15,000, per month. Pricing is still being determined on potential sponsorship packages for advertisers, and is not available at this time. LWN will enable the Woobox app on the LWN Facebook page, which facilitates the sharing of coupons or special offers by Facebook fans. Woobox claims over 2/3's of users push the content virally to their friend circle. Goals: Woobox allows the collection of platfrom manager specified information from contest entrants, including emails, and all information can be exported. LWN will use the Woobox application for 2 purposes: First, to collect marketing info on blog contest winners, and secondly to run ongoing promotions in conjuntion with advertiser campaigns in order to grow Facebook audience, ultimately sending Facebook fans to the LWN website and growing unique page views. Strategy: Woobox boasts share ratio's of promotional offers among Facebook fans of up to 50%. Woobox will be used to deploy sponsored product coupon and promotional campaigns as a way to drive Facebook likes, which in turn is projected to grow unique page views on the website by a proportional number. Tactics: Sponsorship campaigns will be sold to advertisers based on Facebook fans and Woobox collected demographic data. Woobox facilitates registered sharing of the sponsored offers and will grow the value of both the advertising campiagns and Facebook as a page view driver. Why is it important to be â&#x20AC;&#x153;Like!â&#x20AC;?ed? 1. The Like Button Gives Human-Edited Content. Human ranking trumps computerized ranking. 2. The Like Button Measures Your Effectiveness. Communicates volumes to both the reader & producer A) Network Engagement / Involvement. An engaged network is the best type of network for marketing. B) Customer Sentiment. A Like is a positive affirmation to the brand and the content produced. C) Content Value. The Likes serve as a content-qualifier, teaching you what your target market prefers to hear from you. D) Content Relevancy 3. Facebook Likes Gives the "Liker" Power & Control allowing us to "vote" for the content we find likable. 4. Facebook Likes Measure Your Social Media Success by the number of Likes and Comments received 5. Facebook Like Button Promotes Facebook Use in prompting users to post more and better content 6. Facebook Like Button Improves Human Condition. It plays into the fiber of our human need for connection and gives us the affirmation we crave. 7. Cure for Aloneness. Proper posting on Facebook builds self-esteem.

Team 3

Page 23

TELEVISION Key Measureable Objective: Increase page views from 258,000 to 500,000 by August 2011. Increase unique visitors to 350,000 by August 2011. Increase iPad downloads to 15,000 by August 2011. The most important part of the television aspect of this campaign is to make the web throws more specific. Currently, the show host’s are directing the viewers to visit the website for more information, but are not giving any details as to what this information is or how to find it once they visit the site. LWN need to leverage show talent to: 1. Tell the viewers WHY they need to visit the website 2. Inform the viewers of HOW to find the information they are seeking once they visit the website 3. Provide viewers of WHAT value they can receive by being regular visitors of the site

Not “For More Information”….give specifics: 

For step-by-step instructions,



For a chance to win,



For a list of places to buy,



For a code to receive % off,



For extra scenes

Team 3

Page 24

MOBILE DEVICES Key Measureable Objective: Increase iPad downloads to 15,000 by August 2011. Maintenance of achieved key and secondary objectives.

There are 3 components to the mobile section of the strategy proposal: 1.

Opt-in for SMS messages to inform viewers of programming highlights and show premieres. a.

Using mobile commons text services, LWN will provide users with updates via SMS.

Research has shown that the W25-54 demographic likes to feel connected and are heavy users of mobile phones.

These messages can be advertiser sponsored to drive revenue.

Text message open and response rate metrics will be measured.

A pre-roll contest promotion to win an iPad 2 with a different code for each medium to gauge where engagement and conversions are coming from will be created. a.

A TV commercial will be created promoting the Live Well Network will air on-air, online, on the wap site, and on the iPad app.

Each commercial will be the same except for the code to enter the contest through texting. One commercial will also feature the entry point as a URL.

A conversion case study will be built to drive future initiatives and ad sales efforts.

Mobile Commons will be used to support these efforts (see appendix).

Marketing campaign (part of paid & television) to drive awareness of iPad app and increase downloads and usage as defined as a key objective by the client.

Team 3

Page 25

CONTENT MARKETING Key Measureable Objective: Increase page views from 258,000 to 500,000 by August 2011. 25% increase in both page views per visit and visits per visitor, as well as time spent. Maintenance of achieved key and secondary objectives.

Key issue: LWN will not be able to increase its page view rate without establishing a higher level of returning users and registered members (user loyalty). LWN has low traffic and high bouncing rate because:  They don’t like its design.  They don’t find it interesting or credible.  They don’t understand its added value.  They don’t find reasons to engage. Expectations of outcome:  To raise returning visitor’s rate and registered members.  To increase traffic.  To clearly differentiate the product from competitors.  To increase value.  To make visitors understand why is LWN good for them. To generate brand equity:  Increase consumer appeal.  Increase awareness.  Increase quality.  Increase performance.  Deliver on consumer promise.  Generate new usage occasions.  On-going marketing support. Why? Because loyal customers provide a steady revenue stream. If brand equity is raised:  Retention and users will grow exponentially.  LWN would increase market value.  It would be profitable.

Team 3

Page 26

 

It would expand services. It would eliminate competitors.

How? Success is about doing most everything well enough, not about really excelling at one facet. Provide a unique solution to a substantial need/desire, be credible and be free of barriers. LWN message needs to be understandable, focused and translatable. Principles for achieving a sustainable and competitive growth: LWN resist focusing on the most valuable customers over the long-term, preferring to acquire as many customers in as short time as possible as their venture capital is structured to reward that objective. To achieve long-term success:  Identify key customer segments.  Create target groups of similar segments.  Prospect for look-alikes in target markets and LWN own visitor database.  Deliver differentiated messages and experiences.  Implement the approach throughout the departments within LWN.  Measure the effectiveness and adjust strategy. Goals:           

Increase pageviews from 258,000 (May 2011) to 500,000 by August 2011 Create traffic to the web. Increase number of pageviews. To inform visitors, sometimes involving products. Increase average time on site by retaining visitors attention. Create relationship and a community of visitors and registered members. Create a database and visitor insight. Encourage participation, inbound one-way links for SEO Brand’s recognition as a thought leader and industry expert improving brand loyalty. Become a trusted resource. Create value for advertisers.

LWN will develop a content marketing campaign focused on creating valuable content for visitors and encouraging their participation to build a lasting relationship between the network and its viewers to increase traffic to the webpage and generate brand equity and therefore value for advertisers.

Team 3

Page 27

The short-term goal is to increase LWN pageviews by 98% (generate 242,000 pageviews) in a period of three months (by August 2011). We will achieve this by increasing quality, performance and awareness. The mid-term goal is to achieve an exponential growth of pageviews and create a community of registered members. We will achieve this by delivering on viewer promise creating a relationship and therefore increase brand equity. The long-term goal is to expand services and generate value for advertisers. We will achieve this by achieving a sustainable and competitive growth of traffic and creating a database and consumer insight. Our target market and future visitor needs of content are gathered through comprehensive research. This include competitors research, keyword search analysis, phone calls, in-person meetings and e-mail surveys (Zoomerang and Survey Monkey). But we already have a pretty good understanding of our target market needs and content interests. Home, health and lifestyle news and articles, product reviews, life coaching, how toâ&#x20AC;&#x2122;s, cooking, travel, offers and discounts are subjects of interest. Google news, world wide news, room for ideas, world news, diet plans, design homes, music news, recipes for, hollywood news, beauty products, recipes, personal trainer personal trainer, entertainment news, best diet, health it magazine, and weight lose are important key words. Strategy: LWN content marketing strategy will be focused on increasing the quality of the content, increasing the performance of the website and increasing its awareness. To develop and deploy a content strategy, LWN will use the B. E. S. T formula to simplify the process. The content will be: Behavioral: All the content we create has a purpose, and the ultimate purpose of our content is to make our users feel fulfilled. We must become a trusted resource of information, to be the obvious source of solutions to their problems and help them lead successful, productive, enjoyable jobs and lives. We will relate content with advertisement so we put them on the path to purchase. As a result, we will convert them into a stream of returning visitors, increase registered members, and therefore trust our advertisers products and buy them. We will measure their behavior tracking how they interact with LWN, by their comments and reactions with the content, by measuring if and how they share it, and finally measuring page views.

Team 3

Page 28

Essential: All the content we create will be succinct and hyperlinked, as visitors have limited attention spam. I will be consistent over and adapted to all the platforms to be easily viewed. It will cover what our visitors really need to succeed at work or in life and, therefore, it will be beneficial to them. LWN will also create unique surprising content to awake curiosity achieve maximum positive impact to be shared virally. Following an essential strategy for our content creation will increase the number of new visitors, of returning visitors and the number and quality of inbound one-way links in other websites that will increase referral traffic to our web, increasing our ranking on Google and therefore increasing search traffic visitors. The digital media types that the content marketing strategy must use are social media (covered separately) article posting, eNewsletter, Case Studies and Blogs, White Papers, Webinars/Wecast and Videos. CONTENT MARKETING USAGE (BY TACTIC)

Social Media (excluding blogs)79% Article Posting 78% In-Person Events 62% eNewsletters 61% Case Studies 55% Blogs 51% White Papers 43% Webinars/Webcasts 42% Print Magazines 42% Videos 41% Promoting Content in Traditional Media 31% Microsites 30% Print Newsletters 25% Research Reports 23% Data-Driven Content Marketing 21% Podcasts 16% Digital Magazines 15% Mobile 11% Virtual Conferences11% eBooks 9% B2B Content Marketing: 2010 Benchmarks, Budgets and Trends | MarketingProfs/Junta42

Strategic: The content marketing effort will help achieving LWN short-term goals by creating buzz, spreading inbound links virally and therefore increasing 98% page views by August 2011. Will help achieving mid-term goals by creating a regular flow of increasing visitors and registered users to LWN newsletter and to watch content that is valuable and relevant to them. Will help achieving longterm goals generating a valuable database that will be used to expand over other services as we know, understand and have a casual relationship with registered members. It will help to target offer them targeted messages and create value to advertisers. It will be integrated with other strategic initiatives as they are all aiming for the same goals. The content we create will be used to support any marketing strategy. Quality content will generate brand equity, Facebook likes, Tweets, will determine who and how, will be used in all the platforms following the same strategy. Will be integrated in the essence of LWNâ&#x20AC;&#x2122;s identity. Targeted: The content we create will be customized to our target audience profile in terms of psychographics, digital usage habits, content consumption preferences, content creation profile and multitasking habits. Doing so LWN will provide truly relevant content to each to its users (based in all we have learned about them).

Team 3

Page 29

Our primary target market is known as Sweet Homerâ&#x20AC;&#x2122;s, and therefore LWN will create content which satisfy their needs and aspirations and will send them customized content understanding who they are, how we can make their lives better, when they like to be reached, what kind of content they are consuming and where are they consuming it, what subjects are they interested on and why they are relevant to them. Our primary target market is motivated by emotional factors and what they think the products they buy, clothes they wear and books they read tells about them. They are categorized as the seven emotional factors: joy, anger, melancholy, worry, grief, fear, and fright. Is easily influenceable by friend. Have gone to college and hold professional and white-collar jobs. They surf the Internet in their home while watching TV, and this is most likely the way in which they will visit LWN website. Tactics: LWN will be not just a resource of information but also will encourage the engagement and participation of visitors. To do so, LWN will develop a separate tactic for each channel. Them will implement each other to create synergy across platforms in order to achieve LWN short, mid and long term content and general marketing goals. LWN-provided: Article Posting & Info-graphics: 78% The articles posted on LWN will be the core part of its content. They will provide information about the most relevant interests of our target market in relation with the content provided by the TV channel: Health, beauty and fitness (among others). They will provide additional information to on-air shows. Visitors will have the opportunity to make their own comments and share their opinions and thoughts as registered members. Info-graphics â&#x20AC;&#x201D;graphics and chartsâ&#x20AC;&#x201D; about hot topics will be developed based on polls and research to support the articles creating easy to use, valuable information for viewers. They are a useful way to understand information graphically. People tend to share virally creating buzz, which positions LWN as a trusted resource of valuable information. It will be created by LWN show producers and talent, on-air guests, and web producer. The content will be statically created. It will be regularly updated by subject so every day there is at least a new main article posted on the home page of the web. It will also be added as shows premiere on-air. Comments on content will grow dynamically making it relevant for a longer period of time. There are many software options to manage web analytics. LWN will use Omniture. eNewsletters: 61% for registered members. Customized eNewsletter sent to registered members with information about fields of interest and new content & shows in which they could be interested. Dynamic. Database for user information to customize network news and new content.

Team 3

Page 30

eNewsletter provide direct communication with viewers. They are interactive, displaying call’s to action, they build loyalty and they have a low cost. Is one of the best ways to re-engage with our audience. eNewsletters will be sent each Monday to those registered members who gave LWN permission to do so via opt-In. They will have personalized subject lines and will be customized based on their fields of interest and new content & shows in which they could be interested. With opt-in the consumer does not receive emails unless they say they want them. Subscribers will have an easy option to unsubscribe. We should track the following metrics:  Bounce Rate: A high bounce rate implies a poorly kept and maintained email list.  Open rate: The percentage of people who open an email. Open Rates are greatly driven by your subject line and messages.  Click Through Rate: The percentage of people who click through a link or call to action and go to the landing page. CTR’s are greatly driven by the content of the email, the offer, benefit, creative design, etc.  Conversion Rate: The percentage of people who registered. Conversion Rates are greatly driven by the landing page (customized page or not), the offer displayed on it, the benefit of the offer, etc.

Blogs & Case Studies: 55% Blogs are an interactive platform of communication between show producers, talent, on-air guests and celebrities with their audiences. They will provide examples, trusted advice and will serve as a platform for them to share articles and information they find relevant to their audiences. Registered members will have the opportunity to engage in a conversation, share their opinions and create valuable content. Blogs provide an easy way to maintain LWN website updated and constantly growing. They also provide an opportunity to build a more casual relationship with show hosts and on-air guest talent as well as increase traffic and average time on-site, increase the number of registered members, implement database and visitor insight, generate one-way links for SEO, and generate brand value. To manage the bogs we will use Google Feedburner to monitor the health of your blog feed. White Papers & Case Studies: 43% A white paper is an authoritative report or guide that helps solve a problem. White papers are used to educate readers and help people make decisions. With them, LWN will want to provide valuable information to their users explaining to them how to do things related with the subjects we cover. LWN will become a trusted resource of valuable information teaching users how to do new things relevant to their interests. White papers will generate considerable inbound traffic to LWN, as it is considered that this kind of content, classified as “How to’s”, is top in web search share.

Team 3

Page 31

LWN will adapt its TV content to a variety of platforms to easily and consistently be watched any time anywhere. Webcast (broadcast over the internet), Webinars (web conferencing): 42% A webcast is a media file distributed over the Internet using streaming media technology to distribute a single content source to many simultaneous viewers. Essentially, webcasting is “broadcasting” over the Internet. A webcast may either be distributed live or on demand. The largest "webcasters" include existing radio and TV stations, who "simulcast" their output. LWN will “simulcast” their output over the internet broadening its reach. LWN will also provide the opportunity to attend interactive lectures from relevant guest speakers broadcasted live on the web. Webinars are conferencing events shared with remote locations. It will allow LWN guest speakers to give lectures or short presentation simultaneously, across geographically dispersed locations in nearly real-time. They include polling and question & answer sessions to allow full participation between the audience and the presenter. It will allow registered participants to make real-time questions to guest speakers. LWN will expect to increase the number of registered users who will need to give their information to attend this webinars. Video & Podcast (non streaming webcast): 41% A podcast (or non-streamed webcast) is a series of video files that are released episodically and often downloaded through web syndication. Registered members will have the ability to automatically download their favorite LWN shows to their computer or digital devices to watch it anytime, anywhere. LNW Visitor-created content: For registered members only. LWN will be not just be a resource of information but also will encourage the engagement and participation of visitors. To make it easy for the user to create and share content, LWN will enable a variety of blogging tools on the website and on the ipad app, via e-mail or postal letter. User Recommendations (bar, restaurant, spa, markets): Blog tools on the website and on the ipad app, via e-mail or postal letter. “The places you love for a healthy life.” Encourages visitors to participate by generating user insight. LWN will allow users to share their own recommendations about their favorite spots related with healthy habits using the same blog platform described previously. Timely strategy step by step: 1. Start a blog and generate valuable free knowledge: start a corporate blog right away and claim the brand/program name on all popular networks (this process is already started), specifically in those relate with video sharing like YouTube, Vimeo, Hulu, blog platforms like Blogspot, Blogger, WorldPress, livecasting networks, social media networks like Facebook, and in stream networks like Twitter or AOL. 2. Give away secrets and exclusive information.

Team 3

Page 32

3. Establish LWN as leader and authority. Determine influencers/bloggers and target them from the very beginning of the project. We will give them a reason to advocate of our brand and content, and generate a friendly relationship with them. This will give us community trust and will generate qualitative buzz. 4. Set a Feedburner account for Rss reader tracking (Digg, Reddit and Sphinn). Set up a Twitter account, and a google Webmaster Tools account. 5. Submit content to social sharing sites to grow organically in Google searches as Google would see that we generate valuable content and is everywhere in the net, so will rank first in new parent searches. 6. Unique content with catchy titles. The blogs that LWN generate would have unique content with catchy titles to create buzz and traffic also to rank first in Google searches organically (Search Engine Marketing). Use Adgoroo to track keyword. 7. Bookmark content in Delicious. Delicious is used by writers when researching for valuable content. It measures the popularity of a webpage by measuring how many times it has been bookmarked. Will get repeat traffic from people who bookmarked our web. 8. Enable social share mechanism for our viewers to share our content. This will also increase our credibility as the number of hits starts to grow and people start to share creating inbound one-way links for SEO. 9. Create an editorial calendar. We will create an editorial calendar and stick to it. We can use Tungle.me to do so.  Content schedule that works from present to about a year out  Create ongoing editorial calendar  Develop production schedule  Assign a project manager  Identify sources of content 10. Answer questions to help in establishing ourselves as experts in the field by answering questions in detail in webs like Quora, LinkedIn or the new Facebook Questions tool of our Facebook page. 11. Write guest post for others sites with similar products. Guest posts can provide massive traffic and engage every comment on the post. 12. LWN will offer an e-book in exchange for some user data, like email. With this tactic, we will create word of mouth and viral traffic, as well as build database.

Team 3

Page 33

13. Write about others to build relationships and inbounds. Talk about tools and companies whose products are related with LWN. They will likely share it with their audiences and will build lasting relationships. 15. Design an infograhic to spread LWN’s message. A great way to generate traffic is creating an infographic based on the information we had gathered so far. People tend to bookmark them and share them more than other media. 16. Identify other sources of content and experts in the field. Metrics: There are many software options for analytics. LWN will use Omniture. We will track the following metrics:  Conversion rates: To make users register to be LWN members is our ultimate goal, and understanding what kind of traffic converts, we can focus on that segment and create more content for it.  Returning visitors: Returning visitors covert twice as much as new visitors. It will help us decide whether or not to start a new blog on the site to keep people engaged and coming as often as possible.  Traffic Sources: Direct traffic, Google’s organic. We can measure the conversion rate in relation for each platform and content displayed on it. It will help us decide whether or not to test new content.  Keyword report: What keywords convert well and what keywords convert poorly. We will be able to figure out what kind of search queries bring you more registered users and we can optimize LWN site for those keywords.  Average time spent on site: The average time users spend in LWN White papers content, which will give us insight about which content is more interesting for visitors.  Reblogs, comments: Will give as feedback about how people are getting engaged with the content provided.  Measure Facebook likes to tell people about the blog and open a line of communication with our viewer and their friends to embrace conversation  Measure tweets, watching a news link spread organically is a measure of awareness, engagement and traffic drivers, and to know how people talks about us, and how much. Then we should reach them: If they are getting wrong information, give them the right information. If they are complimenting us, we have to thank them. If they ask us a question, we have to answer it. Success can happen in different ways. All our efforts should be measured and quantified: Alexa: The Alexa Traffic Rank will show how popular the site is compared to others, including Reach, Pageviews and more.

Team 3

Page 34

Compete: Compete helps you benefit from click-sharing by providing free services that create a more trusted, transparent, and valuable Internet. Quantcast: Free audience measurement for marketers provides detailed user demographics and deep audience insights at the campaign, site and conversion level. Omniture: The industry-leading web analytics solution that provides marketers with actionable, realtime intelligence about digital strategies from all online initiatives across multiple marketing channels. Online leadership studies. Google Analytics: All the information about our visitors and how they interact with our web or, for example, when in a video they left the page. Google Adworks: Keyword tool. Google Feedburner: Monitor the health of your blog feed. Hotsuite: Very useful tool for all monitoring, track comments, schedule tweets and Facebook comments, generate Analytic charts for monitoring the progress of social media campaigns, click stats for twits, and monitor activity on our Facebook page such as daily likes, posts, demographics, and more. Open Audience Manager: Help our site publish feed stories to those whoâ&#x20AC;&#x2122;ve clicked their like buttons. We will get how many people, location, age group, etc that liked our page. Klout: A measurement for our overall online influence based on Facebook, Twitter and LinkedIn. It measures how people react to our messages. It will answers questions like " Are our tweets interesting and informative enough to build an audience?", "How likely are we retweeted?", "Are we tweeting too little or too much for your audience?", and much more. Trackur: A very powerful social media monitoring tool used to monitor our reputation, our news mention, or our competitors. Notify.me: Help us to stay current on sources of interest on the web by delivering notifications to destinations of your choice. Social Mention: Like Google alerts but for social media. TweetDeck: Manages all personal social media profiles. TweetDeck allows us to connect across Twitter, Facebook, MySpace, LinkedIn, Foursquare and Google Buzz. We can update all, or just a few, with the same status at one time. Keepstream: An application we can use to organize our tweets and Facebook comments into collections to use them in presentations or blogs. We can also search for keywords in stored tweets. Spredfas: Measurement is determined by the amount of content distributed, how many people were reached and whether the intended audience was engaged. CoTweet: An excellent tool for small businesses or divisions of larger businesses that spread social media duties among team members and have a customer-service approach to engagement. Facebook Insights: Provides real-time metrics around our Facebook page content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, we are better equipped to improve with Facebook.

Team 3

Page 35

Integrated marketing program details around “Ali’s Big Life” finale on LWN: This program would be divided in three stages. Pre, during, and post broadcasting. The strategy to follow would be the one used in a political campaign, or when doing a trip abroad: 1) We think in long term in general thoughts. We read guides, we buy the tickets, we talk about our trip, we ask for advice, etc. 2) We think in short term about what could be problematic. Then, we tend to worry about details: passport, visas, and flights. 3) During the trip, we like to make decisions. 4) After, we like to share our experiences, pictures, videos, etc.

Pre: Leverage content, generate buzz, and originate interest around the contestants by using Magazines, Blogs, Facebook “like!”, and Twitter. The voting and engaging tools will be developed to be used mainly on mobile devices, but also in home TV screens and home computers. 1. Each contestant will open a Blog, a Twitter account, a Facebook page, Flickr, and a Youtube account. 2. Each contestant will generate relevant content about themselves. a) Blog: Generate content about themselves, their life, their interest, their opinions, their values, why should they be elected. b) Twitter: To post about their every-day thoughts, retweet what they find important, to tweet about their social life and everyday experiences in order to connect emotionally with followers. c) Youtube: Contestant would upload their promotional videos. d) Youtube: Ali’s Big Life finale on LWN: Campaign ads will be generated to encourage people to vote, explaining them what would happen if they don’t do so. The tonality will be inviting, and generating a demanding call of action as “what would happen if you don’t vote”. e) Flickr: Contestants would upload photos to show their beauty and style. f) Magazines: Would give information about the in and outs of the contestants, giving them an editorial opportunity to market themselves and to be know by readers. g) Facebook personal page: Would serve as a gatherer and wall of advertisement for the contestants. “Likes“ will be used to measure all the details explained previously. h) Facebook: Ali’s Big Life finale on LWN: Would update followers about news related with the competition. “Likes“ will be used to measure all the details explained previously. i) A banner campaign would encourage people to go and vote for the winner on the Web page. By giving the opportunity to express themselves and market themselves, is likely that other blogs and media start to talk about the contestants to generate media buzz. Facebook “Like!”s’s will give us the

Team 3

Page 36

opportunity to measure and market followers and to know them better to generate more actions and to segment them for our sponsors and advertisers. Participation: 

Facebook “Like!”’s would be used to help the jury to select contestants.



Twits to send questions they would like to ask to contestants during the contest.



SMS votes to vote for their favorite candidates before the finale.

Remember, we want this campaign to resemble a political campaign and people to advocate for the contestant they like/trust the most.

During: The LWN website would be used as the-place-to-go for gathering information during the finale. 

Viewers would vote via SMS.



This voting action will generate higher revenues.



Part of the income would be used to support tornado victims. Votes would be displayed on the screens during the broadcast.



A prize would be given after the competition to one of the voters selected by draw.



Viewers would participate by sending tweets which will be displayed on the web. Those tweets would be measured.

After: 

Our marketing efforts would be focused on making the show relevant to media as long as possible.



The Biggest Looser finale LWN web site would post all the content generated in the gala, with links to YouTube videos and relevant Tweets.

Post “Ali’s Big Life” finale on LWN: 

A database would be generated with information about all digital followers and participants to market them with promotions etc.



All the activities where Ali’s Big Life finale is involved will be communicated to those followers by the medium they choose to engage.



Further decisions and actions would be weighted at that time.

Team 3

Page 37

TIMELINE

6/22/11

• Submit and Review Proposal • Iniate Layout Changes • Begin Adding Proposed Content • Make Recommended SEO Changes • Purchase Paid Marketing • Activate Woobox • Kickoff Blogging Contest • Meet with Show Producers • Partner with Mobile Commons

9/1/11

• Provide Key Objective Benchmarks

Team 3

Page 38

CONCLUDING SUMMARY In conclusion, Team 3 feels this 360 degree proposal provides the perfect strategy to meet The Live Well Network’s short term key objectives, as wells as providing substantial long term growth. By using channels that thorough research prove to be effective with the W25-54 target audience, this strategy will connect the right audience with the upgraded content and resources that have been proven to be heavily consumed. In addition to driving revenue growth, it also lays out measures that will generate substantial user data to compile a robust profile of the average consumer.

APPENDIX 

Radium One



Woobox



Mobile Commons



Keyword Analysis

Team 3

Page 39

Team 3

Page 40

Team 3

Page 41

Team 3

Page 42

Team 3

Page 43

Team 3

Page 44

Team 3

Page 45

Rank of top 20 keywords by search volume: http://livew ellnetwork.c om/index

http://www .everydayhe alth.com/

http://www .ontheredca rpet.com/in dex

http://www http://www .foodnetwor .menshealth k.com .com

http://www .womenshe althmag.co m

http://www .hgtv.com/

recipes for

loss weght

entertainme chicken nt news recipoes

calories

diet plans diet plans

kitchens

to lose weight

reciepe chicken

celebrity news

chicken recipeis

personal trainer personal trainer

healthy weight

bathrooms

nutrition facts

hcg

celebraty news

chicken recepis

personnal trainers

healthy snacking

kitchens cupboards

how can i lose weight

receipe for chocolate chip cookies

deaths in 2010

chicken recepits

calroies burned

diets plans

ideas for decorating

how do i lose weight

cholesterol cholesterol

in the news today

chicken reciptes

calries burned

beauty products

ideas in decorating

how lose weight

thyroid

latest gossip

chicken recioes

caloies burned

dieting plans

kitchens designs

how do you lose weight

alzimers dementia

celeb gossip

chicken reicpes

calories burnd

dietary plans

kichen designs

healthy recipes

adhd adhd

e tv news

chicken recupes

calories bruned

diet planes

kithen designs

loss weight fast

adhd

latest world news

chicken resepies

calaries burned

diet plans

kicthen designs

healty eating

receipe for chocolate

celeb news

chicken reciples

caleries burned

sunless tanners

kithcen designs

heathy eating

receipe of chocolate

celebrities deaths in 2010

chicken resapies

callories burned

muscle and fitnss

ktichen designs

eating healthy

receipe for soups

world news headlines

chicken respies

colories burned

health magizine

kithchen designs

Team 3

Page 46

http://livew ellnetwork.c om/index

http://www .everydayhe alth.com/

http://www .ontheredca rpet.com/in dex

http://www http://www .foodnetwor .menshealth k.com .com

http://www .womenshe althmag.co m

http://www .hgtv.com/

how to lose weight quickly

receipe of soups