1. HBO PREMIUM CHANNEL
MATTHEW BARRERA
ADV 420
A39773611

2. HBO SUCCESS
 2011 NOMINATED FOR 104 EMMY AWARDS
 WON 19
 29 MILLION SUBSCRIBERS
 BROADCASTS IN 151 COUNTRIES
 7 HBO CHANNELS (HBO, HBO2, HBO
COMEDY, HBO FAMILY, HBO LATINO, HBO
SIGNATURE)
 FUN FACT: HBO IS AN ACRONYM FOR “HOME
BOX OFFICE”

3. HBO DEMOGRAPHIC
 MALE & FEMALE TARGET AUDIENCE
AGE RANGE: 18-65
 VIEWERSHIP
 MALE INDEX 108; FEMALE INDEX 92
 NO KIDS INDEX 112; HAS KIDS INDEX 88

4. CHALLENGES
 WOMEN AUDIENCE HAS NOT BEEN A
SECURE TARGET
 HBO ENTERTAINS BOTH GENDERS
WITHOUT CATERING SPECIFICALLY TO
MEN, OR SPECIFICALLY TO WOMEN

5. HBO Premium Women’s Discount
 GAIN AWARENESS IN WOMEN MARKET
 GOAL: OBTAIN THE MOST SUBSCRIBERS
 HBO IS SECOND TO ENCORE, WHICH SUBSCRIBES 33.2
MILLION
 WOMEN WHO CALL IN HBO AND SUBSCRIBE TO THEIR
PREMIUM CHANNEL WILL REVIEVE A $10.00 DEDUCTION ON
THEIR HBO INVOICE FOR AN ENTIRE YEAR, GIVING THEM
THE FIRST SEASON OF A FEMALE LEADING SHOW OF THEIR
LIKING
 PROMOTIONS WILL BE DONE VIA FACEBOOK, TWITTER,
HBO.COM, BLOGGING AND TELEVISION

6. EXECUTION
 TARGET WOMEN BETWEEN THE AGES
18-49
 OBTAIN NEW SUBSCRIBERS THROUGH
SOCIAL MEDIUMS, DIGITAL
PROMOTIONS AND TELEVISION
ADVERTISEMENTS

7. DIGITAL EXECUTION
 WOMEN “LIKE” HBO’S PREMIUM WOMEN DISCOUNT FACEBOOK PAGE
RECEIVE A PROMOTION DISCOUNT SENT TO THEIR E-MAIL
 WOMEN WHO TEXT HBOPWD OBTAIN A CONFIRMATION NUMBER TO
RECEIVE THEIR $10.00 DISCOUNT ON THEIR MONTHLY INVOICE
 HBO PWD WILL LINK THE HBO.COM/PWD TO A WORDPRESS BLOG THAT
WOMEN ARE ABLE TO DISCUSS THE PROMOTION AND OTHER FAVORITE
SHOWS TO CREATE BUZZ AND RELEVENCE IN FEMALE AUDIENCE
 FACEBOOK WILL POST A SUBCRIBE-O-METER ON THE PAGE TO INFORM
WOMEN OF THE WORKING PROGRESS
 ANY WOMEN TO FOLLOW THE HBO.COM/PWD ON TWITTER WILL BE
ELEGIBIBLE TO RECEIVE A CONFIRMATION NUMBER THAT THEY CAN
GIVE THEIR FRIENDS AS A REFEERAL TO GAIN MORE PROMOTIONAL
AWARDINGS; SUCH AS NEW SEASONS, ACCESS TICKETS TO PREMIERES
AND MORE SUBSCRIBER DISCOUNTS.

8. INTERACTIVE ENGAGEMENT
 FACEBOOK AND TWITTER WILL ALLOW FOLLOWERS AND
FRIENDS TO WITNESS THE SUCCESS OF HBO PWD PROMOTION
 FACEBOOK WILL UPDATE PROGRESS AND SUCCESS DAILY,
WITH POLLS AND QUESTIONS FOR WOMEN THO ARE
INTERESTED IN THE PROMOTION
 TWITTER WILL ALLOW PEOPLE TO TWEET ABOUT THE SHOWS
THEY WATCH AND RECEIVED FOR GETTING THE PROMOTION
 BLOGGING AND LOGGING INTO HBOGO.COM WILL ALLOW NEW
SUBSCRIBERS (MAINLY WOMEN TO DISCUSS TOPICS AND RAISE
QUESTIONS ABOUT ISSUES SURFACING IN HBO
ENTERTAINMENT
 COMMERCIALS WITH SATISFIED SUBSCRIBERS ON DIRECTV,
DISH AND COMCAST ADVERTISEMENTS WILL RAISE AWARENESS

9. MEASUREMENT
 MEASURING TWITTER FOLLOWERS AND FACEBOOK
FRIENDS COMPARED TO NEW SUBSCRIBERS
 CONSUMERS WHO PARTAKE IN BLOGGING
CONVERSATIONS COMPARED TO THE INDIVIDUALS WHO
SUBSCRIBED AND BLOGGED POSTS
 THROUGH BLOGGING AND MONITORING OUR SOCIAL
MEDIUMS, OUR PROMOTION WILL INFORM US OF OUR
SUCCESS
 THE NEWLY SHIPPED FIRST SEASON SERIES SHOWS WILL
INDICATE HOW MANY WOMEN ARE CALLING IN TAKING
ADVANTAGE OF HBO PWD.

10. TIMELINE & BUDGET
 OUR BUDGET WILL RUN AROUND $500,000 (WITH SUBSTITUTING
PREMIUM COSTS WITH DISCOUNTED RATES, COMMERCIALS
AND FREE SEASON SHOWS)
 PROMOTION WILL LAST ONE MONEY, AND DURING THE ENTIRE
MONTH OF DECEMBER
 CANNOT PROMOTE WOULD DEME UNFEASIBLE IF RAN THROUGH
THE SUMMER TIME