Noah’s Arc

Fall 2016 Student Associate Project

Presented by:Dylan Burns, Terrell Dixon,

Victoria Ferry, Sean Saint Jacques and Mark Suleymanov

GOALS• Generate revenue• Drive tune-in to Knicks programming• Promote Network platforms• Convert casual fans into moderate fans• Increase YouTube traffic and subscribers

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• Introduce content to millennials (ages 18-34)• Establish sponsorship avenues• Find approaches to new contacts• Develop new approaches to partnerships• Increase social media presence

OPPORTUNITIES

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CONCEPT

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• Joakim Noah is a native of Hell’s Kitchen, NYC• Known as a fierce rebounder, defender, & personality• Show Noah’s personality in a comedic way

Between 2 Fern’s dry humor Foul Territory’s interview style 

2015-16 Knicks Audience• Avg age 45.8

2016-17 Knicks Audience• Male skewed 78/22 M/F• 45% Caucasian, 38%

African American, 14% Hispanic, 11% Asian

Our Target Audience• 18-34• Male focus• Ethnicity

• Focus on African American for potential growth

WHY NOAH?

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Background: MSG Networks is launching a digital video series starting on February 25th. The show features comical, relevant sports discussion and current events talk with host Joakim Noah and a variety of guests. 

• Six-part series• Interview-style YouTube show• Noah interviews guests in Noah’s Arc studio• Noah’s intense personality shines• Show length: 2-4 minutes 

TOPICAL CONTENT• NBA• Current events• Life outside the NBA

STRATEGY

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1 day of shooting in studio $10,000

Joakim Noah compensation $3,000

5 guests’ compensation  $2,000

Editing $5,000

Graphics $5,000

Total $25,000

BUDGET

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SPONSORSHIPS• One main sponsor: Adidas

$30,000 Advertise in every episode Featured on studio desk

• Non-conflicting segment sponsors One per episode EA Sports, Spotify, Chase, Uber, Ford, Foxwoods Resort Casino, State Farm

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PARTNERSHIPS

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• Establish relationships with news/media 

• Media Platforms• Print• Radio• TV

• Expanding Reach• Align interests with media• Focus exposure on grabbing a more diverse

audience• Print 

• NY Post• Newsday • NY Times

On-air (TV) • The Tonight Show Starring

Jimmy Fallon (NBC)• Jimmy Kimmel Live! (ABC) 

On- air (Radio)• Hahn & Humpty Show (ESPN) • Breakfast Club 105.1

(iHeartRadio) 

Social Influencers • MSG Networks• Knicks beat writers • Joakim Noah

KICK-OFF EVENT• Location

Clyde’s Wine & Dine

• Purpose Media exposure

• Date Friday, February 24, 2017 [5:30 pm – 8:00 pm]

• Budget: Sponsored event

• Attendee Beat writers Episode guests Celebrities affiliated with Knicks: Tracy Morgan, Spike Lee

• Red carpet 

• Video: segment teaser 10

• Days of shooting: 1 • Shooting hours: 8• Editing time: 2 weeks

• Number of episodes: 6 5 scripted episodes 1 blooper episode 

• Schedule/timing Release during halftime of key games

LOGISTICS

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SHOOTING SCHEDULE 

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NOAH’S ARC SHOOT –EXAMPLE CALL SHEET  Shoot Location: MSG NETWORKS STUDIOS

11 Penn PlazaNew York, NY 10001212-466-5926Contact: Christian or Sang 

Talent: Joakim Noah, Yannick Noah, Chasson Randle, Walt “Clyde” Frazier, Carmelo Anthony, Joshua Longstaff

Contact #s: Sam Simmons, MSG: 973-902-9871                      Rich Patterson, DP: 917-864-3096                    Sondra Frias, Set Designer: 646-246-1149                       Raymond Dellamura, PA: 203-715-6860                     Erin Cassidy, PA: 516-680-2467                     James O’Brien, Teleprompter: 212-247-7786                      Mike Lechner, Camera: 516-650-0945                      Chris Merz, Audio: 917-685-8778

THUR., 1/26/17

9:00am CALL: Sondra Frias, Sam Simmons                          CALL: Rich Patterson/crew                          CALL: Mike Lechner, Chris Merz                          CALL: James O’Brien – VIP teleprompter 

10:00am: Construct Set, lights/set up teleprompter, mics, props, etc.

10:30am:  Test cameras/prompter

11:00am Break for Lunch

11:00am CALL: Talent

12:00pm Test cameras/prompter

12:15pm Pre-production meeting

1:00pm Tape Noah’s Arc Ep.1-Walt “Clyde” Frazier 

1:45 pm Tape Noah’s Arc Ep.2-Yannick Noah

2:30pm Tape Noah’s Arc Ep.3-Joshua Longstaff

3:15pm Tape Noah’s Arc Ep.4 -Chasson Randle

4:00pm Tape Noah's Arc Ep. 5- Carmelo Anthony

Wrap talent

4:30pm Strike set

5:00pm  Wrap all crew 

EPISODES

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• Ep. 1: Walt “Clyde” Frazier - Feb 25th  Twitter: 55.5k followers

• Ep. 2: Yannick Noah - Mar 16th  Twitter: 33.4k followers Facebook: 257.9k followers

• Ep. 3: Joshua Longstaff - Mar 29th • Ep. 4: Chasson Randle - Apr 6th

Twitter: 2.3k followers Facebook: 2.8k followers Instagram: 7.3k followers

• Ep. 5: Carmelo Anthony - Apr 12th Twitter: 8.51m followers  Facebook: 5.3m followers Instagram: 4.6m followers

• Ep. 6: Bloopers – Apr 13th

Pick & Roll• Who Knows NYC better?• Favorite Garden Moment• Crazy Road StoriesFan Questions• From Twitter and YouTube comments

SEGMENTS

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• Exclusive clips: bloopers, outtakes, previews• On-Air Plugs: (Knicks and Liberty Games, Pre/Post games,

Halftime)• Social Media Plugs: Facebook, Twitter, Instagram• Expand online social outreach• Clip segments for MSGNetworks.com• Hub Page on MSGNetworks.com• Interactive Content: personality quizzes, fact sheets, polls• Leveraging Knicks partnership

DIGITAL STRATEGY

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• Attract an audience by leveraging the Knicks existing audience In-arena promotion at MSG (Snapchat filter) On-air promotion during Knicks games

• Video and on-air promotion on social and linear On-air promotions on linear and social platforms targeting key demographics: Knicks

fans, Liberty fans, casual fans

• Utilize all social media platforms to make release announcements Tout each episode and drive fans to YouTube channel 

MARKETING STRATEGY

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SOCIAL STRATEGY• Target local Knicks fans, including our target demographic, and casual fans, on

Facebook, Instagram, and Twitter Show promos Sampling

• Utilize network of influencers Guests- connect with each guest on day of their episode air date Partners  Sponsors MSG on-air talent

• Create custom content with Joakim Noah for social platforms Day-of posts

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SAMPLE SOCIAL POSTS

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• Knicks games, after Post Game, and The Jeff Hornacek Experience• After a time out Mike Breen promotes the show• While a player is shooting free throws run promo with lower third• Before the start of the 4th quarter of Knicks Games• Before Al Trautwig signs off of the Knicks Post Game 

ON-AIR PROMOTIONS

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LONG TERM SNAPSHOT

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• Focus on topics that Noah enjoys

• Includes fellow New Yorkers/teammates (O'Quinn, Thomas)

• Holiday themed shows

• Interaction with fans

• Fun and informative shows

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