Caroline Bulger

Agenda •  Company Background •  Objective •  Industry Analysis •  Competitive Space •  Target Market •  Media Strategy •  Budget Plan •  Media Execution •  Conclusion

Company Background •  Sports division of television network CBS •  Media/News/Publishing •  Premier sports properties: NFL, Southeastern

Conference Football, NCAA Men’s Basketball, PGA

Objective •  Increase awareness of CBS Sports brand

through digital space

Industry Analysis •  CBS Corporation (CBS) NYSE •  Services Sector •  Entertainment- Diversified Industry

Competitive Space

•  ESPN, ESPN2, ESPN on ABC •  Fox Sports, Fox Sports 1, Fox Sports 2 •  NBC Sports, NBCSN •  Turner Sports

Target Market •  Age ! 18-34 •  Gender ! Male •  Sports and entertainment enthusiasts

Media Strategy •  Digital Awareness •  Mobile Marketing •  Display Advertising •  Social Media •  Gaming •  Search •  Traditional Marketing: Print, Radio

Budget Plan

Media Spending

% of Budget 25%

16%

3% 20%

3%

23%

5% 5% Digital

Display Mobile Social Media Gaming Search Print Radio

Digital Awareness •  Deliver ads to mobile phones of fans at sports

events •  Video targeting: Demographic, Audience,

Content, Time Shifted Targeting •  Ability to simultaneously link devices via Wifi and

data to target a user within a household

Mobile Marketing

•  Mobile friendly ads •  Drive users to CBS Sports app •  Utilize CBS Sports app with text updates, links to

articles, team notifications, real-time

Display Advertising •  Relevant websites for display ads:

BleacherReport, Sports Illustrated, DeadSpin, Barstool Sports, etc.

•  Text, image, interactive, flash, audio and video ads

Current Social Media Presence

•  Facebook: 1,634,136 Likes •  Instagram: 29,201 Followers •  YouTube: 33,599 Subscribers and 5,313,816

total views •  Twitter: 379,188 Followers •  Google Plus: 3,895,313 followers|123,437,458

views •  Tumblr

Social Media Recommendations •  Facebook: Used with sponsored posts on and around dates of sports

events. Post articles recapping games

•  Instagram: A sponsored Instagram campaign starting two weeks before any big game. Encourage followers to create their own photos and tag CBS Sports

•  YouTube: Interviews and game highlights

•  Twitter: Engage with fans to answer questions. Promoted tweets should be used on important game dates to increase conversation. A promoted trend (#FinalFour) to serve as a reminder to watch the games

•  Tumblr: Post intriguing content like photos, videos, interviews, graphic data

•  Snapchat: Used with “My Story” posts highlighting portions of games, funny clips, and exclusive content

Gaming

•  Simple static 263x197 banners •  All banners should be on Games Channel, Home

Channel, Movie & TV Channel, Apps Channel, and Music Channel for maximum visibility

•  Larger banners used solely on game dates to encourage users to turn away from their console and towards CBS Sports

Search SEO

•  Focus on quality content creation, social media integration, frequent website updating, keyword research/management

•  Increase Lead

Generation , Increase Web Traffic, Improve Natural Search Rankings

SEM •  Paid Search for sports-focused

keywords, branded keywords, competitive keywords and demographic-centric keywords

17%

16%

67%

Yahoo Bing Google

Search Engine Allocation

Print •  Print used to increase awareness

•  Titles with highest reach and relevant content for target market

•  1. Sports Illustrated 2. ESPN the Magazine 3. Maxim 4. Men’s

Health 5. Rolling Stone

Radio

Spotify: •  88% of millennial men

listen to radio each week •  Digital capabilities can

take listeners right to the CBS Sports landing page or drive them to any of the social channels

I Heart Radio:

•  Ability to select radio stations across the nation and choose different genres to best fit target demographic

•  Works across content platforms:

accessible on mobile, in-car, and even on Xbox

•  Millennial men are heavy music

listeners

Conclusion: Future Outlook •  Increases viewership and brand awareness of

CBS Sports for males 18-34