Strategic PR PlanCitytv Breakfast Television

Strategic PR PlanCitytv Breakfast Television

Situation and AnalysisSituation and Analysis Generate publicity and momentum for Breakfast Television (BT). Address primary goals and increasing the rating’s by getting 20% more

viewers to watch the program. Designed to put (BT) in the forefront of the minds of Winnipeggers and

publicize the fact that the show is the only local morning news and entertainment program in the city.

Family friendly: potential to have a large spectrum of viewers. Format is light and easy to watch. Incorporates a variety of elements including: recipes, fashion, and local

entertainers. Guests and segments are more human interest based and tend to promote

local businesses, musicians and products.

Generate publicity and momentum for Breakfast Television (BT). Address primary goals and increasing the rating’s by getting 20% more

viewers to watch the program. Designed to put (BT) in the forefront of the minds of Winnipeggers and

publicize the fact that the show is the only local morning news and entertainment program in the city.

Family friendly: potential to have a large spectrum of viewers. Format is light and easy to watch. Incorporates a variety of elements including: recipes, fashion, and local

entertainers. Guests and segments are more human interest based and tend to promote

local businesses, musicians and products.

Many viewers felt the personalities and hosts of the show were difficult to relate to and over the top.

Target audiences who don’t watch, are unaware of the many contests and promotions (BT) has.

The website of the program is mediocre, viewers should have easy access to view past programming.

The production value is lacking, a more glamorized shift could be beneficial to the credibility of the program.

(BT) does not have pre-taped segments that focus on current events of socio-economic issues.

(BT) competitors have well known/ famous personalities. Many popular morning shows have more advanced websites, using streaming

of past shows, and more interactive features. Shrinking media budgets prevent having a more stylized look for the program.

Many viewers felt the personalities and hosts of the show were difficult to relate to and over the top.

Target audiences who don’t watch, are unaware of the many contests and promotions (BT) has.

The website of the program is mediocre, viewers should have easy access to view past programming.

The production value is lacking, a more glamorized shift could be beneficial to the credibility of the program.

(BT) does not have pre-taped segments that focus on current events of socio-economic issues.

(BT) competitors have well known/ famous personalities. Many popular morning shows have more advanced websites, using streaming

of past shows, and more interactive features. Shrinking media budgets prevent having a more stylized look for the program.

ObjectivesObjectives To gain interest in the segments and spread the word to their

spouses and children. To help the show improve by focusing advertisements towards

this target audience and have the sales of those products rise therefore creating strong advertising alliances.

Believe that the program is a good source for local news, interesting segments and creative recipes.

By increasing the production value of the show and improving the website.

Many of the target audience are trend setters and fashionable, by gaining popularity (BT) would seem more trendy and fashionable influencing the behaviours towards the program.

To watch the program.

To gain interest in the segments and spread the word to their spouses and children.

To help the show improve by focusing advertisements towards this target audience and have the sales of those products rise therefore creating strong advertising alliances.

Believe that the program is a good source for local news, interesting segments and creative recipes.

By increasing the production value of the show and improving the website.

Many of the target audience are trend setters and fashionable, by gaining popularity (BT) would seem more trendy and fashionable influencing the behaviours towards the program.

To watch the program.

AudiencesAudiences

1) Stay at home moms

2) Tech-savvy professionals

3) Retirees

1) Stay at home moms

2) Tech-savvy professionals

3) Retirees

Stay at home momsStay at home moms

Tend to have a university degree and be married. 35.19% have children between the ages of 6-14. Tend to gravitate towards local business and products. Tend to be involved in their communities, as active and

philanthropic members of cultural, political and environmental groups, therefore they would be interested in the local angle of (BT) and many of the cultural segments.

They are style - conscious and less formal in their consumption patterns, it would be important to target them because they could

help shift (BT) to become “trendy” and more fashionable.

Tend to have a university degree and be married. 35.19% have children between the ages of 6-14. Tend to gravitate towards local business and products. Tend to be involved in their communities, as active and

philanthropic members of cultural, political and environmental groups, therefore they would be interested in the local angle of (BT) and many of the cultural segments.

They are style - conscious and less formal in their consumption patterns, it would be important to target them because they could

help shift (BT) to become “trendy” and more fashionable.

Tech-savvy professionalsTech-savvy professionals

Ages 25 - 44. Most are homeowners and have university degrees. Tend to get their news online. Many are socially conscious consumers who support

arts causes and donate money to environmental groups. Purchase laptops and PVRs - they would have the

technical knowledge and device to record the show on PVR to watch at a later date.

Ages 25 - 44. Most are homeowners and have university degrees. Tend to get their news online. Many are socially conscious consumers who support

arts causes and donate money to environmental groups. Purchase laptops and PVRs - they would have the

technical knowledge and device to record the show on PVR to watch at a later date.

RetireesRetirees

Ages 65 and over. Enjoy home based activities such as knitting, crafts, watching

television. Opportunity to watch (BT) in the morning live. Have strong traditional values and value the model of community

therefore would appreciate the local angle and the sense of community (BT) gives Winnipeg.

Despite tight budgets, they delight in the joy of consumption and understand the importance of a brand name.

They would look towards (BT) as a show that would bring them

quality information about their community and reliable products.

Ages 65 and over. Enjoy home based activities such as knitting, crafts, watching

television. Opportunity to watch (BT) in the morning live. Have strong traditional values and value the model of community

therefore would appreciate the local angle and the sense of community (BT) gives Winnipeg.

Despite tight budgets, they delight in the joy of consumption and understand the importance of a brand name.

They would look towards (BT) as a show that would bring them

quality information about their community and reliable products.

Overall StrategyOverall Strategy

To reach a wider target audience. Position (BT) as a local news and entertainment show that

is trendy, cares about the community and has viewer participation.

Create a “buzz” and publicity for the program to help increase the ratings by getting 20 percent more viewers.

Allowing (BT) to be more accessible, by reaching viewers regardless if they are at home by their televisions.

By expanding their reach, through different media.

To reach a wider target audience. Position (BT) as a local news and entertainment show that

is trendy, cares about the community and has viewer participation.

Create a “buzz” and publicity for the program to help increase the ratings by getting 20 percent more viewers.

Allowing (BT) to be more accessible, by reaching viewers regardless if they are at home by their televisions.

By expanding their reach, through different media.

Key MessagesKey Messages

Stay at home moms:(BT) is the only local morning television show in Winnipeg. The programming is family friendly and contains light, easy to watch segments including elements of entertainment and news. Specifically recipes, fashion, and local celebrities.

Stay at home moms:(BT) is the only local morning television show in Winnipeg. The programming is family friendly and contains light, easy to watch segments including elements of entertainment and news. Specifically recipes, fashion, and local celebrities.

Key MessagesKey Messages

Tech Savvy professionals:Tech Savvy professionals:

(BT) is accessible and tailored to your specific interests including blogs, website, and public forums. Through online communities (BT) is more then just a television program.

(BT) is accessible and tailored to your specific interests including blogs, website, and public forums. Through online communities (BT) is more then just a television program.

Key MessagesKey Messages

Retirees:

(BT) has strong traditional values that help to model our community. (BT) brings quality local information to morning television and is accessible to all.

Retirees:

(BT) has strong traditional values that help to model our community. (BT) brings quality local information to morning television and is accessible to all.

TacticsTacticsContest:

Five week contest starting in June 2013. Contest in the Winnipeg Sun and team up with local media. Each week the audience/listeners/readers are given clues to

certain places in Winnipeg. They will take a creative picture of themselves eating breakfast at this location.

Photo’s would be submitted by uploading them onto the website.

Website users can vote on the submitted photo’s. Each week there will be a winner pulled for the most creative

photo. The photo would be shown on the morning program in a segment dedicated to the contest.

Contest: Five week contest starting in June 2013. Contest in the Winnipeg Sun and team up with local media. Each week the audience/listeners/readers are given clues to

certain places in Winnipeg. They will take a creative picture of themselves eating breakfast at this location.

Photo’s would be submitted by uploading them onto the website.

Website users can vote on the submitted photo’s. Each week there will be a winner pulled for the most creative

photo. The photo would be shown on the morning program in a segment dedicated to the contest.

TacticsTactics

Community Event: A carnival occurring every Sunday for the month

of June for families to take their children to. This would enhance the local community aspect of

the program therefore appealing to the interests and concerns of some of the proposed target audiences and would create “buzz” with the attendees and encourage them to watch the show.

Community Event: A carnival occurring every Sunday for the month

of June for families to take their children to. This would enhance the local community aspect of

the program therefore appealing to the interests and concerns of some of the proposed target audiences and would create “buzz” with the attendees and encourage them to watch the show.

TacticsTactics

Improve the quality of the website: Target audience such as the tech-savvy professionals would

be interested in a more high-tech and interactive site. Website would be more in-depth, it would include articles

and background information of each host. Streamed videos of each aired program, in case someone

wants to tune in online or watch the program after it is aired. Hosts and personalities should have daily blog discussions

about upcoming segments, as a more personal way to communicate and be interactive with their web audience.

Improve the quality of the website: Target audience such as the tech-savvy professionals would

be interested in a more high-tech and interactive site. Website would be more in-depth, it would include articles

and background information of each host. Streamed videos of each aired program, in case someone

wants to tune in online or watch the program after it is aired. Hosts and personalities should have daily blog discussions

about upcoming segments, as a more personal way to communicate and be interactive with their web audience.

BudgetBudget

TBDTBD

MeasurementMeasurement

Stage 1 (before the campaign) Pitch letters and news releases will be sent out to the local

media outlets and their responses to the campaign will be recorded.

Exposure: the number of stories in the newspaper, on the radio and broadcast on television, leading up to the event will be counted and the placement of these stories as far as their importance will be noted.

Measure the hits on the website to gain insight on how many people are interested in the proposed contest and in the new website.

Stage 1 (before the campaign) Pitch letters and news releases will be sent out to the local

media outlets and their responses to the campaign will be recorded.

Exposure: the number of stories in the newspaper, on the radio and broadcast on television, leading up to the event will be counted and the placement of these stories as far as their importance will be noted.

Measure the hits on the website to gain insight on how many people are interested in the proposed contest and in the new website.

Stage 2 - after the campaign

The number of people who attend the carnival. The number of people who entered the contest. Polls and surveys will be conducted at the carnival. Tracking hits on the new website. Monitoring the blog and online communities to see what viewers

are saying. Evaluation of the media coverage afterwards. How many people joined the Facebook group and added the

personalities as “friends”. How many people watch the show (ratings).

Stage 2 - after the campaign

The number of people who attend the carnival. The number of people who entered the contest. Polls and surveys will be conducted at the carnival. Tracking hits on the new website. Monitoring the blog and online communities to see what viewers

are saying. Evaluation of the media coverage afterwards. How many people joined the Facebook group and added the

personalities as “friends”. How many people watch the show (ratings).

Thanks for listening!Thanks for listening!