Harpo Productions Marketing Strategy for Young Women
•Télécharger en tant que PPTX, PDF•
1 j'aime•1,758 vues
Final presentation of Harpo Productions Digital Marketing Strategy.
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Harpo Productions Marketing Strategy for Young Women
Similaire à Harpo Productions Marketing Strategy for Young Women (20)
Dernier
Dernier (20)
Harpo Productions Marketing Strategy for Young Women
- 1. C R E A T E D B Y T O R I M A S T E R S
- 2. BACKGROUND Harpo Productions is a multimedia production company founded by Oprah Winfrey. The studio itself is located in Chicago, Illinois and produces television programs including The Oprah Winfrey show, The Rosie Show, Dr. Phil, and The Rachael Ray Show.
- 3. AUDIENCE The target audience is young women ages 18 – 35 who are looking for some reassurance, inspiration, advice, and encouragement towards furthering and continuing their education.
- 4. STRATEGY GOALS • Raise awareness to women about the benefits of becoming part of the Harpo Community. • Increase television viewers and traffic on the website. • Broaden audience to younger aged women.
- 5. MARKETING STRATEGY • Harpo productions will partner with the local Charity Advocates for Adolescent Mothers. • Oprah will make an appearance to inspire and bring together young women to help them potentially achieve higher education. • Expand from TV & radio to the internet through online marketing by creating and upgrading social media pages. • Back to school promotion event.
- 6. KPI METRICS • Live chats with Oprah and video/response events on Youtube. • Back to school promotional event that include giving away several monetary grants to deserving women. • Google Analytics implemented to measure the increase in web traffic.
- 7. BUDGET Social Media $40,000 Internet Advertising $40,000 Monetary Grants $70,000 Marketing team $200,000 Google Analytics & Adwords$100,000 Overhead $50,000 Total: $500,000
- 8. TOOLS & TACTICS • Google Adwords • Sharing of memoirs • Social media communication • Interaction with Oprah herself
- 9. KEY INDICATORS • Google Analytics used on all Harpo sites and media outlets to record the increase in traffic • 10% increase in social media friends, followers, and interaction will prove the campaign a success. • Appeal to younger women will be shown by subscribers and attendance of promotional event.
- 10. SUMMARY With the help of this campaign, Harpo Productions will integrate a younger target audience into a welcoming community of similar individuals that have similar struggles or desires.
Notes de l'éditeur
- The studio itself is located in the Near West Side neighborhood of Chicago and was opened in the 1980s. Harpo Inc. is divided into several subsidiaries including Harpo Print, LLC which publishes O, the Oprah Magazine, Harpo Studios, and the Oprah Winfrey Network (OWN).
- Oprah is notorious for her charitable selfless nature and is perfect encourage young women to get back in school or obtain the means to stay in school.
- To raise awareness of the benefits that Oprah and Harpo Productions can provide you and to bring together young women to potentially help them achieve higher education despite the difficulties they may face.
- Advocates for Adolescent Mothers is a Chicago based nonprofit organization and would be a perfect partner in this campaign. . A back to school promotion will accompany Oprah’s appearance during the back to school months where young parents will be given the opportunity to earn a monetary grant, be mentored, and also be a member of the nonprofit and all of its components.
- Beginning in January when 2nd semester college courses begin and half of the High School year is complete, Oprah & the nonprofit will post every day a personal story or a chosen individual’s to share with the Harpo world. The event at the nonprofit organization where Oprah will give an inspirational speech and give a few monetary grants will be held in Chicago in August during the back to school summer rush.
- The majority of the budget will be spent on hiring an expert marketing team to create and manage both the updated social media pages, and the promotion of the back to school event.
- Google Adwords to find out who has been touched by the charity and might be interested in joining the movement. Social media followers who tune into Oprah’s show will be asked to share their stories with other struggling young mothers in need of help to further their education.
- Google Analytics used on all Harpo sites and media outlets to record the increase in traffic. A 10% increase in social media friends, followers, and interaction will prove the campaign a success. Appeal to younger women will be shown by subscribers and attendance of promotional event.
- Harpo is an equal opportunity employer who strives to help individuals with their everyday struggles. To target the younger market of women, internet advertising and social media will be the main focus. Interaction with Oprah herself and other people will help individuals feel more inclined to accept assistance to further their education.