Marketing and Public Relations Plan – Task 4

marketing-and-public-relations-plan

Company overview

What is your company’s:

  • Brand values
  1. Honesty – tell your audience the truth, real stories, don’t lie about celebrities, be honest with your employees.
  2. Integrity – be moral and uphold your principles, stick to them and stick together as a company.
  3. Respect – Treat your employees fairly, respect them, respect your audience and respect the celebrities – treat them with respect they are due.
  4. Persistence – Strive to succeed, don’t slack and keep working to achieve your goals- for example be respectful but if your company wishes to interview a celebrity, show that you value the opportunity.
  5. Positivity – Create stories that will have a positive influence and make the audience feel glad to hear – promote peace and don’t stir up gossip.
  • Brand personality

The personality of the brand is spritely and open minded. The brand is positive, up beat and bubbly, and as a brand they are accepting and non biased. The information/stories shared aim to be positive and to have a good influence on the audience, so as a person they are likely to be the ‘glass half full’ kind of people. The brand is chirpy, loud, and colourful. The colours of the brand would be multi coloured – red, orange, yellow, green, pink/purple and blue, to emphasise the fun and happy element of the brand. It reflects creativity and positivity which are the main qualities of the brand personality.

  • Vision

The brand vision is to revoultionise the world of celebrity news and create positive, indisputable good influence throughout the media and society.

What is the product/service you are promoting?

  • A celebrity news channel named Super Scoop!

What is the single most important benefit for your customer?

  • That they are positively influenced by the our company and the content we produce.

What is the launch date of your service/product?

  • July 2018

Company objectives

1.  To gain a following of over 50,000 people by December 2018 – allowing 6 months for initial following.

2. To reduce the cost of budget by 10% by July 2019.  Allows a year for profit increase and reduction of expenses.

3. To expand streaming from the UK to Europe by 2020.

4.  To expand my brand’s product to the radio sector by 2022.

Strategies:

Write a short description of what you intend to do for the following.

  •  Press Release

For my press release I will write in third person to the press about how my celebrity channel Super Scoop! will be launched in the July of 2018, broadcasting from a London studio and it will offer a new take on the celebrity news channel market, and also inform the press on how it will stand out from the others. Our brand will tell the press how unmissable it will be and that it is set to change the world of celebrity news through the positive theme and vision it has, how it hopes to revolutionise the image of celebrity news as it reflects the good, non scandalous side of Hollywood and creates a strong connectivity between brand and audience. We will also inform the press on how the readers can access the channel and promote the website so if readers take to it they know where to find the brand.

  • Promotional Events

For my promotional event our brand will conduct a series of flash mobs around the UK. We will gain paid volunteers to promote Super Scoop! by performing flash mobs in city centres around the UK, such as Bristol, Cardiff, Manchester, London, Nottingham and more. The flash mobs shall engage the public and reflect the personality of the brand in an appealing manner. The personality of the brand is upbeat and chirpy so performing flash mobs and engaging the public in dancing reflects this vibe and creates a positive image for the brand. In addition to this, at the location of these flash mobs there will be tents set up selling ice cream. This is a nice addition to the flash mob as its a generous energy boost, and also plays along with the ice cream scoop theme so makes the brand appear more memorable.

  • Social Media

For my social media strategy our brand will set up public social media accounts on the platforms of Facebook, Twitter, Instagram, and Snapchat. On these platforms we shall show behind the scenes of our content, live event streaming, the hosts meeting the celebrities (the hosts will remain the same in order to create a familiarity and relatable presence with the audience), interaction between brand and audience on their opinions and what they want to see on the channel and also quizzes. On Facebook, we will focus on updating on when the brand is broadcasting and sowing the behind the scenes, and also quizzes and other similar fun activities. On Twitter the brand will focus on updates and polls, as these are shorter kinds of posts which is relevant for Twitter. On Instagram, our brand will bring insight to behind the scenes of the brand and relevant places our team will visit, such as premieres and studios. On Snapchat, we will show the more relaxed, fun side of our brand and provide an ‘uncut’ insight to make the brand appear more laid back and relatable to the audience.

  • Billboard

Because my channel is named Super Scoop! my idea for my idea revolves around ice cream which is a consistent symbolism theme throughout my brand. There will be a digital graphic of an ice cream cone, and the ice cream itself will be the brand logo on top. It will be on a mint/pale blue background, and there will be text in black bold next to it on the left side reading, ‘Get The Ultimate Scoop’. The writing will be large and bold for maximum impact, and the consistent theme of ice cream will emphasise and create a strong brand image. The use of a pun also is a good way to create memorability and has a chance of making the audience laugh which gives the brand a good image and reputation.

  • Brand strategy

For my brand strategy, I will need to come up with a strategy for purpose, consistency, and emotional impact. The purpose I will use as an outstanding strategy is identifiability and positive influence. I will make my brand relatable to the audience and regularly connect with them so that it creates a sense of familiarity between the brand and the audience. I will also conduct my brand to be positive and have positive impact on my audience by featuring purely positive news that isn’t gossip orientated, and based on positive facts. For consistency I will consistently keep a theme of ice cream scoops through my brand, and the theme of my brand will be reflected in all of our produce and marketing – positivity. I will also be consistent with colour scheme which will be the same shades of multi colours. And finally for brand strategy, my emotional impact element will be connectivity with my audience by creating the sense that they are part of the brand. To do this our brand will ask for their opinion through comments and social media, and feature what they say on the channel. This way they feel inclusion and are more likely to be emotionally inclined to the brand.

Timeline

 From now to launch date provide a time line of your plan (when will what happen)

 

 

 

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Research Analysis – Market Research

For my marketing project, I conducted a selection of research into the market of a celebrity news channel in order to gain an understanding of how this industry works. This research included:

  • Target audience
  • Competitor research (brand identity prism, social media analysis)
  • SWOTs
  • Questionnaire
  • Focus group

Target Audience

From my target audience research I have gained an understanding that to ensure I target audience effectively, I would post content that would appeal to my demographic and frequently ask my audience what content they would like to see via social media, such as through polls and comments. I would use platforms that appeal to younger audiences such as Facebook and Instagram, and I would use language that is identifiable for the audience such as chatty words and emojis. This way the audience can identify with the company, increasing the quality of the brand.

Social Media Analysis

From my social media analysis I have discovered that my competitors were successful via social media through staying consistent with their updates – both channels had platforms that were more active than others – Clevver News was consistent on Instagram, and E! News was consistent on Facebook and Twitter. These platforms had the most followers and interaction, which shows that constant activity is what brings success to their company. To ensure I match or beat my competitors in terms of success, my company will be active on social media constantly and I will also run interactive games such as polls, in order to engage and grow my audience as both companies did not feature these.

Brand Identity Prism

From my brand identity I have learnt that my competitors are tactful with their methods, for example shutting down social media pages when they’re not as successful as others and then focusing on others, and uploading consistently to stay relevant. Other commonalities are that both are colourful and both use informal and conversational language so that their audience can identify with the brand. Lastly, a commonality is that they have the same culture – stereotypical American teenage lifestyle, loud and confident. From this I have learnt that I could include these in my celebrity channel in order to be successful.

SWOT Analysis 

A few key points from the SWOT analysis’s that could influence my business and help me to decide how to conduct it are make sure that all information released is fair, true, and unbiased. I have learnt that keeping my channel positive will result in little to no problems with celebrities, and overall will have a better impact than if I featured negative stories and scandals on my channel. If I include positive stories my company is less likely to get into trouble for slander with celebrities, and if the stories are nice presenters are less likely to be negative and get into trouble. In addition to this, positivity is more likely to grant the channel the strength of presenting at live events such as premieres.

Focus Group and Questionnaire

For my focus group I created a questionnaire and asked the three participants what their answer was for each question. I asked 10 questions:

  1. What is your age group?
  • 16-23
  • 24-30

2. What gender are you?

  • Male
  • Female

3. What kind of information is relevant to you in the celebrity world?

4. Why would you take interest in a celebrity news channel?

5. Have you heard of/ watch any other celebrity news channels? If so, which ones?

6. What colours would you associate with a celebrity news channel?

7. What ways of advertising appeal to you most?

8. What would make a celebrity news channel stand out to you?

9. Would you be willing to pay for a celebrity news channel subscription, and if so, how much?

10. What time of day are you most likely to tune into a celebrity news channel?

For question 1, all three people were in the 16-23 group which indicates that most people who would provide answers regarding a celebrity news channel are more likely to fit into the younger demographic. This doesn’t change my perspective as my original perspective was that yes, the audience are more likely to be young. In response to this, I will make sure my channel appeals to a younger audience by keeping up with what the younger generation would find relevant.

For question 2, one person was female and the other two were male. This indicates that celebrity news channels can appeal to both male and female audiences. This does change my perspective as I originally thought that the audience for a celeb news channel would be primarily female. In response to this, I will make sure my content appeals to both genders and that I feature things that would appeal to a male audience, so stereotypically things such as sport and action film actors.

For question 3, my focus group said that the information that is relevant to them in the celebrity world is information regarding relevant scandals, positive news, promotions, tour dates, movies, and/or anything about new celebrity work. They also said that featuring the celebrity on show would be relevant to them. This does not change my perspective as this was originally also my perspective. In response to this, I will make sure my channel will feature a variety of these types of story.

For question 4, my focus group said they would take interest in a celebrity news channel if it featured all of the above features – promos, positive news, relevant scandals – and in addition to this, comedy. This does not change my perspective as I agreed with this, and in response I will make sure the channel features these factors.

For question 5, my focus group said that the other celebrity news they watch was MTV News, Top Gear (star in a reasonably priced car), and The Graham Norton Show. This shows that people of the younger demographic do watch other celeb news channels and that they have relevance in our generation. This changed my perspective slightly as I did not consider these shows, and I didn’t think my focus group already had an interest. In response to this, I will make sure my channel has similar good qualities to the qualities of these shows.

For question 6, my focus group said that the colours they associated were: blue and green, purple and pink and neon, red and blue and gold. This is a diverse selection of colour palettes, but it does indicate that people find celebrity news channels colourful and they are associated with bright colours. This partly changes my perspective as I originally thought that the main colours associated would be pink and neon colours, however people have a much broader perspective. In response to this I will make sure my channel features a multitude of bright colours.

For question 7, my focus group said that advertisement methods that appeal to them are product placement, subtle advertisement and comedy. This indicates that people of a younger demographic prefer adverts that are memorable and not too in your face with branding. This does not change my perspective as I perceive the same, and in response to this, when promoting my channel I will be subtle and use a wide variety of advertisement methods in order to gan a bigger audience.

For question 8, my focus group said that a celebrity news channel would stand out to them if it were engaging, entertaining, and asked good questions. In addition to this if the presentation wasn’t tacky, had good hosts and the chat was informal. This does not affect my perspective, and in response I will make sure my channel features these factors.

For question 9 my focus group said they would pay £2 a month, £5 a month and 10p daily for an annual subscription on the condition of frequent content. From this information we can see that the youth are willing to pay for this channel if they deem that it is worth the money. This does not change my perspective, and in order to achieve this I will make sure to keep my price within these borderlines.

For the last question, my focus group said that they would be most likely to tune into a celebrity news channel from late evening to night time, so from this information we can see that it would be most favourable to broadcast during these times. This does not change my perspective, and in response to them I will work out an average and broadcast my channel at this time.

Summary

In summary, the information I have conducted has lead to a great understanding of the celebrity news industry and the market behind it, and if I were to create this channel I would incorporate this data in order to achieve the best celebrity news channel possible.

 

Social Media Analysis 2 – E! News

Facebook:

Screenshot 2017-02-26 at 1.27.23 PM.png

  • They have 9.7 million likes and 9.6 million people follow their posts. (following means seeing their posts in your news feed – you can like their page but not see what they post if preferred).
  • They post about celebrity news, such as drama and events, and their posts frequently link to their website where the blog post regarding the news is sourced.
  • Their brand voice is informal and personal in the same way as Clevver News – as you can see from the screenshot, they use youthful slang to identify with their audience, and use words such as ‘duh’ and ‘omg’.  Their tone is light and chatty so as to appeal to their audience and present their posts as engaging.
  • They post very frequently, about every hour or so. They are consistent and post daily in order to stay relevant to their audience and keep their attention.
  • They gain around 100-700 likes per post, which in ratio to their amount of likes is not a lot but they gain more interaction than Clevver News. They gain around 70-300 comments per post depending on the topic, which matches well with their like figures. Each post gets a different amount of shares, ranging from as little as 6 to as much as 700. This all depends on the topic and how relevant it is.
  • They don’t feature any interactive games such as polls or contests on their Facebook page.

Twitter:

Screenshot 2017-02-26 at 1.48.21 PM.png

  • They have 10.8 million followers, and they are following 121 thousand accounts. This is a good ratio and it means that they have a lot of influence via their Twitter platform.
  • Their Twitter mirrors their Facebook posts in some ways – the style of content is the same, and each post features a twitter card that links to their website blog post. However, some of the content is different and it sometimes features content that is not on their Facebook page.
  • Their Twitter posts gain around 10-30 retweets, 20-60 favourites, and around 5-40 replies on average.
  • No engagements stand out above the others, and there are no lists. They do not run Twitter chats either.
  • They do not use any hashtags like Clevver News does, but they do occasionally retweet tweets that feature hashtags.
  • They use Twitter cards for links to their blog, but they do not use them for lead generation or email sign ups.

Instagram:

Screenshot 2017-02-26 at 2.06.31 PM.png

  • They have 7.6 million followers and are following 737 accounts – this ratio indicates that they have a lot of influence over this platform.
  • Their posts are on brand in terms of that they post about celebrities and pop culture, but they rarely feature their own brand. Their content is nor lifestyle orientated or service showing – they feature content that is related to their brand that would appeal to their audience.
  • They don’t feature hashtags often, but they do it is hashtagging their own brand or if something prominent is featured in their post.
  • In their photos they tag other accounts if they are featured, and they always shout out the photographer or the company that took the photo.

YouTube:

Screenshot 2017-02-26 at 2.23.20 PM.png

  • Their video content is on brand and mirrors their website content – it is all about pop culture and features content such as drama, and event coverage. They don’t tend to show off company parties or happy hours, but they do however stream their live coverage.
  • They have far less of a base on their YouTube channel as opposed to Clevver or their other social media – they have 170,000 subscribers, whereas Clevver and their other social media has millions of followers.
  • They usually gain from 1000 to 20,000 views per video. They gain around a 5-40 comments, and the tone is usually positive. On average, they gain around 100 likes and about 5-20 dislikes.
  • They have no related channels, but they do feature their other channels, E! Entertainment and E! Live. This means that from this page you cannot see how the YouTube algorithm categorises them as a channel.

Social Media Analysis 1 – Clevver News

Facebook:

Screenshot 2017-02-24 at 5.20.45 PM.png

Clevver News Facebook page

  • It has approximately 100,000 followers
  • They post about their brand, changes to the brand such as website updates and visual adjustments. They also post about celebrities, such as ‘shocking facts’ and other celebrity related content that fits their theme.
  • Their brand voice is very youthful – the writing is informal and they use words and phrases that would appeal to their audience and fits the celeb news theme, such as ‘OMG’, ‘sneak peek’ and ‘Wow!’. Their tone is light and personal, and their language is informal and chatty. They conduct their writing as though they are speaking directly to their audience, which makes their brand seem more relateable.
  • They have not posted on their Facebook page since 2015, but when they did their posts were frequent – a post every couple of days.
  • Each post gained around 20-150 likes, infrequent comments and occasional shares.
  • They did not run any polls or contests with their brand via Facebook.

Twitter:

Screenshot 2017-02-24 at 6.02.40 PM.png

  • Clevver News has just over 35,000 followers.
  • They follow 342 accounts, so in ratio to the amount of followers they have, this means a good amount of influence.
  • Their posts via Twitter mirror their posts via Facebook.
  • On average they gained around 20-80 favourites/replies/retweets, so their engagement with their audience was infrequent in ratio to the amount of followers they had.
  • Like Facebook, their Twitter account has not been active since around 2015/early 2016.
  • There is no engagements that stand out over the others, and they have no lists.
  • They use hashtags frequently, and the hashtags they use are hashtags for if they are mentioning a brand, media content, or person, including their own company.
  • They also frequently used Twitter cards, and use them to link to videos mainly, and images and also external links.

Instagram:

Screenshot 2017-02-26 at 12.05.13 PM.png

  • Clevver’s Instagram have 217,000 followers.
  • They are following 262 accounts, so the ratio between the number of accounts Clevver are following and the followers they have mean that they have a lot of influence through their Instagram platform.
  • Their posts are very on brand, and are a mixture of showing their service and lifestyle orientated posts. They post a mix of tutorials and and links/vidoes/photos of their hosts and what they are up to, such as presenting at award shows and liveshows.
  • They use a lot of hashtags in their descriptions, around a few dozen usually. They are usually featuring any products or hashtags of factors that relate to the post.
  • They tag other accounts in many of their posts, usually to any person or company that has contributed or is featuring in the post.

YouTube:

screenshot-2017-02-24-at-2-19-57-pm

  • Their video content is very on-brand, they stick to the same kind of video. They stick to their own style of content, and their YouTube channel does not feature any company parties or happy hours – they place that content on their Instagram instead.
  • They have over 3.1 million subscribers – their YouTube is their most used social media platform.
  • Their viewer rates change on each video depending on how long the video has been up for and the topic of the video – around 30,000 to 400,000 approximately.
  • Usually they gain around 200-500 comments per video, and the tone changes depending on the topic of video. Sometimes they are calm and/or hyped if its a positive video, but the tone can change to opinionated if the video is negative or involves a controversial topic. The amount of likes they usually gain is around 1-3 thousand, and usually less than 200 dislikes.
  • The related channels are chat shows such as Ellen, The Tonight Show and Entertainment Tonight. It is related to these because they commonly use these channels for their video content, for example clips of interviews on these shows. The other related channel is BuzzFeed, which could be there because they feature similar content.

Brand Identity – Clevver News

Screenshot 2017-02-24 at 2.19.57 PM.png

Clevver News YouTube channel

ClevverNews (@ClevverNews) | Twitter

Clevver News logo

Physique:

Bright but cool colours, such as blue, purple, white and a small amount of black, which reflect that the channel is all about fun but also has a relaxed, chilled out theme. This implies also that the channel is an easy watch and simple to engage in.

The logo is simple but bold – the colours are light blue, white and black, which reflects a chilled theme. The text is bold, simple, easy to read and is in capitals. This implies that the brand is simple to engage with but has bold, big deal kind of themes that tell their audience that their news is vital, don’t-miss-out-on knowledge. The text in the logo is presented in a speech bubble, which implies that the channel features gossip, and is something worth talking about.

They use graphics in their thumbnails to draw the attention of the audience, e.g the red lightning bolt.

Personality:

The personality of the Clevver News brand is quite loud and bubbly, and if they were a person they would be bold, talkative and expressive. The channel’s personality is presented as fun, laid back because of the chilled colours and theme but also quite intense because of the unmissable news theme. The personality could also be described as upbeat, but can also take a serious note depending on the story. The reason the channel may convey this is because that kind of personality appeals to their young audience as is identifiable.

Culture:

The culture of Clevver News would be the stereotypical American teenager lifestyle, with themes of making the best of being young, a loud lifestyle that is very media and celebrity based, and being part of the cool cliche circle. The culture style is very bold and colourful, and has a summer vibe which is reflected in the channel cover photo of their YouTube channel. Their principles seem to be about being with the in-crowd and being a confident sort of person, and seems to be aimed at more expressive people and culture rather than shy and reserved.

Relationships: 

The relationship between Clevver News and their audience is very engaging. They are constantly in touch with their audience and asking for their views on topics, for example asking for them to leave comments on opinions and reviews etc. and presenting themselves as an engaging company with their audience. They have a communicative relationship with their audience, which allows for them to give off an identifiable persona. This kind of engagement also reflects the chatty, popular, and youthful kind of theme that they present.

Reflection:

The reflection Clevver News has on it’s audience is that it gives off confident vibes to it’s viewers and encourages popularity and self expression. It is educational so it reflects knowledge about what is going on in the media and celebrity world to it’s audience, so the viewers are better educated. In addition to this, by asking for the opinions of the viewers on different topics, it allows for the self expression and also diversity of perspective.

Self Image:

Through using the Clevver News brand, a viewer may have a certain self image. The brand has a primarily feminine demographic as it features celebrities which is a stereotypical interest of women more than men. Their self image may also be confident in their mannerisms and speech, and also bold in their expressions. They are independent and aspire to reach the celebrity level, and are sure of themselves. They are typically popular and have a loud personality, and in addition to this are likely to have a large group of friends. Somebody that watches a celebrity news channel are likely to be labelled as being a cliche popular girl that wears colourful clothes, likes to party and gossip to her friends. This is not always the case, but is a common association between a brand such as Clevver News and their audience.

Deconstruction of channel features: 

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  • Lots of subscribers – over 3 million
  • Cool but bright colours emphasise fun theme
  • Bold text, logos and graphics
  • Long video titles sometimes featuring capitals to highlight importance and grab audience attention
  • Always features the celebrity the story is about in the thumbnail image
  • Uses red graphics on the thumbnails to stand out
  • Has a list of featured channels, which are the other Clevver channels and channels owned by Defy Media (the parent company of Clevver News), such as Clevver Style and Screen Junkies
  • Consistent daily uploading
  • Video and audio quality is a high professional standard
  • Presenters are professional and are obviously qualified for their job
  • Presenters are young and typically attractive
  • Video length around 1-5 minutes
  • Some videos are longer and can stretch from 10-40 minutes, though these are only occasional
  • They feature playlists and there is a discussion section (these only appear on a channel if there is this form of content available)

Portrait Inspiration for Graphic Narrative

These are pictures that were inspiration for my original idea, which was that I would take the photos and edit them to be in a graphic art style.

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Since then I have altered my idea to be that there will be a long shot photograph of the person posing, and then next to it a close up of their face. I will create mask designs on Adobe Illustrator and apply them onto the close up. My idea is to possibly have the photographs in black and white, which will work well with the colourful superhero mask designs.

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