Detailed media deck that our team created and presented to Dish Network to reach 42,000 new orders and increase Dish's overall market share. After researching, we crafted a campaign to target sports fans. I researched our target audience and TV/Online Video. I also wrote the Executive Summary, Media Objectives, and the sections on TV/Online Video and the "Never Miss Greatness Again" Campaign (slides 11-12).
Value Proposition canvas- Customer needs and pains
Media Deck - Dish Network
1.
2. - 54% male1
- Keep up with the latest technology4
- Highly social, believe tech elevates relationship
by enabling a constant social connection4
- Devoted to entertainment, want access to video
entertainment anytime and anywhere4
- Savvy in researching purchases- Savvy in researching purchases4
- Appreciate transparent pricing4
- Spend a lot of time researching the latest tech4
- Particular preference for adrenaline fuelled
entertainment1
- 60% male2
- More likely than average to say they keep up with develop-
ments in technology2
- More inclined to respond to promotions that highlight
convenience2
- Intent on using technology as often a possible, and for as
little cost, as possible, and is likely to use travel providers
that make doing so easier2
- Southwest Airlines ranked third in the most
favorable ways of travel2
- Favor options that have internet
connection2
- 73% Male1
- 70% say a fan of professional sports HAS to
watch sporting events live, and 6 in 10
personally do so3
- Concerned about cost, socializing preferences
accessibility, viewing quality, and covenience--
these factors impact fans’ decisions about how to fthese factors impact fans’ decisions about how to f
follow professional sport3
- Enjoy adrenaline fuelled entertainment, tv,
gadgets and exercise1
- Avid buyers of home entertainment1
TECH
+
MEN
Sports
Lovers
tech
lovers
business
travelers
Male
Social
Entertainment
Gadget lovers
Male
Convenience
Accessibility
Cost conscious
Gadget lovers
Male
Gadget lovers
Insistent on being
connected at all times
1
”Audience Targeting.” VisualDNA.
<http://audiences.visualdna.com/visualdna>.
2
“The Busines Traveler--U.S.” Mintel Reports
Database 2013.
3
“Marketing to Sports Fans--U.S.” Mintel Reports
Database 2014.
4
Danny’s Powerpoint
3. media vision & Tactics
“Never Miss Greatness Again”
During the allotted
four months of the
campaign, some of
the largest sporting
events of the year take
place.5
The idea behind our
tagline8
is that no
matter where you are,
you can watch your
favorite sports with
Dish Network.5
Focuses on our three-
in-one target: Sports
Lovers, Business
Travelers, and Tech
Enthusiasts.5
Ample creative poten-
tial and opportunity
to translate campaign
into a format for dif-
ferent media plat-
forms - advantage of
consistency.5
4. promotions
Sports
Package
Referral
Program
Southwest +
Dish Anywhere
Email
Promotion
Customers that sign up
for a Dish Network sub-
scription during our
campaign will receive a
free three month trial
package encompassing
all of Dish’s premium
sport channels.9
Ramp up Dish’s referral
program by providing
current subscribers a
second reward option for
acquiring friends to sign
up.
Subscribers can either
choose the current offer
of $50 off their next Dish
bill or a new option of
5,000 Southwest Rapid
Rewards Points.
A button for easy shar-
ing on the subscriber’s
social media profiles will
be created for the Dish
Anywhere app. If friends
sign up through a link on
the social media post, the
subscriber receives their
reward.10
Southwest flyers will enter
their email at the begin-
ning of their flight to gain
Dish network access.
Travelers receive a post-
flight email offering
them a free week-long
trial of the Dish Any-
where app.
After the trial, a second
email will be sent, en-
couraging them to sub-
scribe and gain entry to
an exclusive contest, with
a chance to win a free
flight.11
dish for
travelers
websiteA new landing page will
be added to Dish’s web-
site, specifically targeting
the traveler’s segment.
This allows Dish to direct-
ly compete with DirecTV,
who already has a page
dedicated to this cam-
paign’s target.
Beneficial because it can
be search engine opti-
mized with keywords
relating to the target audi-
ence.12
DISCOVER
involve
ACT
Share
5. TV & Online video
:30 TV SpotsCommercials will run in the time leading up to and during major athletic events that
are usually viewed live to promote the summer sports package. 25% CPM was added
to account for higher placement costs during popular sporting events.7
0nline videoOnline video advertisements will be placed before Youtube videos, as well as on videos of other sites, that
focus on the latest in technology or recap sporting events.7
70% of target
viewers watch
sports LIVE1
banner ads
Graphic banner ads in the style of our campaign, that emphasize the sports package, will be placed on pop-
ular websites and applications among our target audience.13
1
“Marketing to Sports Fans--U.S.” Mintel Reports Database 2014.
6. high impact displays
A modified edition of our “Never Miss Greatness Again” campaign ads will be implemented into this rich
media format. Versions of high impact display to be included are home page takeovers, digital billboards,
and loft banners.14
A custom high impact display format will consist of a Kangaroo performing sports across the web page.14
social media
Native Advertisements for the Dish Anywhere app, incorporating the “Never Miss Greatness Again” cam-
paign, will be placed on three social media platforms - Facebook, LinkedIn, and Twitter.
techweek
--Techweek’s mission is to showcase and celebrate developing innovation ecosystems throughout America.
A mixture of entrepreneurs, visionaries, and thought leaders are brought together by all things tech.
--Key Statistics: 58% male attendees; Number one job function of attendees is sales and marketing.1
--Dish Network will serve as a Featured Sponsor for all three cities - Miami, Chicago, and Detroit. This
level of sponsorship includes: being the premium brand online, in program, and onsite; prominent expo
sure on digital signage in the expo hall; and a 20X20 Expo Lounge.16
1
Techweek.com
<http://techweek.
com/what-is-tech-
week/#>
7. search
BASKETBALL BASEBALL TENNIS SOCCER GOLF
watch live NBA
online
live NBA Streaming
watch NBA playoffs
watch NBA games
online
watch NBA live
MLB live online
watch MLB online
watch baseball on-
line
MLB live streaming
live baseball
streaming
watch Wimbledon
live
watch Wimbledon
live online
Wimbledon live
streaming
watch tennis online
watch Wimbledon
online
live soccer stream-
ing
world cup live
stream
watch MLS online
watch world cup
online
world cup live
PGA live streaming
watch PGA online
watch PGA cham-
pionship live
British Open live
stream
British Open live
NON-BRANDED KEYWORDS15
BRANDED KEYWORDS15
Dish Network live sports
Dish Network sports package
Dish sports package
Dish watch live sports
Dish watch sports online
9. TV
Online Video
High Impact Display
Banner
Search
Social
Tech Week
Online Video $4,590,000
$25,000,000
$26,666.68
$274,838.40
$750
$60,000
22.35%
0.11%
1.10%
0.003%
Total
0.24%
15.00%
100.00%
Category
TV
High Impact Display
Banner
Search
$3,750,000
Expenditure
Social
Promotion
Production
18.36%
$5,587,744.92
42.84%
May June July August
$10,710,000
Percentage
$10,710,000
$4,590,000
$5,587,744.92
$26,666.68
$274,838.40
$750
$60,000
$3,750,000
TV
Online Video
High Impact Display
Banner
Search
Social
Promotion
Production
10. why us?
At Monarch Media we pride ourselves on
treating our clients like royalty. We have
strategically chosen a three-pronged target that
will combine for a hat-trick of success. We will
hit this target with a full court press of
innovative tactics and when this is combined
with our undefeated budget, this campaign will
be a home run for Dish that is sure to knock it
out of the park. Monarch + Dish is a potent
one-two punch that will knock out the
competition in the first round.
Choose Monarch Media.
Never Miss Greatness Again.
why us?
11. appendix1
”Audience Targeting.” VisualDNA. Web. 14 Apr. 2014. <http://audiences.visualdna.com/visualdna>.
2
“The Busines Traveler--U.S.” Mintel Reports Database 2013.
3
“Marketing to Sports Fans--U.S.” Mintel Reports Database 2014.
4
Danny’s Powerpoint
5
Executive Summary
Dish Network strives to be the very best at delivering video anytime, anywhere for its approximate 14 million satellite TV subscrib-
ers. Just like Dish is committed to providing its customers great service, Monarch Media is committed to our clients’ success through
the development of creative ideas and strategic budgeting. Our passion and knowledge propel us forward in the pursuit of excellence.
By focusing on a specific traveler segment, Monarch can confidently state that our media plan for Dish Network will exceed the desired
amount of 42,000 new orders and subsequently increase Dish’s overall market share.
After thorough market research, Monarch Media has determined a specific target - male business travelers. Our data illustrates
that these consumers are avid sports fans and tech enthusiasts, creating the perfect opportunity for Dish to reel in new orders by the
thousands. Men comprise 60% of business travelers, 73% of sports aficionados, and 54% of tech junkies. These consumers are focused on
the convenience and cost of their on-the-go entertainment and information. By further isolating this specific group of people within the
travelers segment, we have crafted a media strategy that will spark interest, create interaction, and lead to confident purchases of Dish
subscriptions.
Our four month media strategy is comprised of efforts that engage our target in mostly digital circumstances. Monarch Media will
meet our gadget loving consumers where they spend a majority of their time by placing eye-catching advertisements on the most popu-
lar sports, travel, and technology applications and websites. We plan to utilize Dish’s partnership with Southwest Airlines through a Dish
Anywhere free trial and vacation contest opportunity for interested consumers who have recently flown with the airlines. Additionally,
we will create more opportunities for the target to earn Rapid Rewards Points with an extended subscription referral offer. TV advertise-
ments will be planned to coincide with select major sporting events in our May to August campaign time frame, such as the 2014 FIFA
World Cup and NBA Finals. Search and social media will also be utilized throughout the campaign.
Monarch Media is excited to present a unique opportunity with Dish’s sponsorship of TechWeek, a leading national technology
conference focused on showcasing innovation. This sponsorship brings a plethora of digital engagements with tens of thousands of at-
tendees.
Monarch Media has allocated the provided budget of $25 million to the proper channels to ensure a successful summer campaign
for Dish Network. A variety of convenient and interesting engagements with the on-the-go sports and tech loving target are sure to sig-
nificantly increase orders and market share for this leading television provider.
12. 6
Media Objectives
The media objectives for Monarch Media’s campaign, that will run from May to August, consist of focusing on the traveler’s seg-
ment to increase market share and gain new orders. Dish is aiming to grow their market share by 3%, from 48% to 51%. To accomplish
this, the campaign needs to bring in a total of at least 42,000 orders from the target during the assigned time period. The CPO can not
surpass $1,200 per order. The campaign will have a mainly digital focus and evolve from a two step communication platform.
7
TV & Online Video
Monarch Media is reaching our male target audience with TV commercials to take advantage of their sports loving personalities.
By placing advertisements where these consumers are engaged, Dish will connect with them while they have sports entertainment on
their minds. Our commercials will run in the time leading up to and during major athletic events that are usually viewed live to promote
the summer sports package. This deal will inform our target of the technological advantage that Dish can offer them no matter where
they are.
Online Video: Online video advertisements will be placed before Youtube videos, as well as on videos of other sites, that focus on
the latest in technology or recap athletic events. These ads will be a shorter version of our “Never Miss Greatness Again” TV spot and
emphasize how Dish’s revolutionary technology allows them to watch their favorite entertainment anywhere, anytime.
8 “
Never Miss Greatness Again” Campaign
The content of the commercial needs to be a creative idea that engages consumers while being applicable across multiple plat-
forms. We came up with the “Never Miss Greatness Again” campaign. The main idea of the campaign is that no matter where you are,
you can watch your sports when you want to with Dish Network. This ties in with all three of our targets: sports lovers, tech enthusiasts,
and business travelers.
The commercials will consist of a certain theme. Business travelers will be shown going about their trip while a variety of athletes
appear along the way, pushing the message that with Dish you really can take your sports anywhere. For example, a commercial could
show a business traveler on an airplane watching golf on his iPad while a pro golfer, like Phil Mickelson, begins to putt a ball down the
aisle. During the putt, a voiceover explains that, with Dish, you can “take your sports where you go” as the setting changes from an air-
plane cabin to the 18th green. As the putt goes in, Mickelson celebrates and the crowd erupts while the man, still sitting in his airplane
seat, celebrates from the fringe of the green. The commercial ends with another voiceover and titles covering the screen, explaining that
with Dish you can “never miss greatness again,” which leads to what Dish has to offer. This campaign has a lot of creative potential and
can also translate into different platforms, such as online offerings through banner, pop up, and engaging media like video. This gives
Dish a creative advantage that keeps their content consistent across all of their platforms.
9
Sports package
This exciting promotion will cater to sports fanatics across the board. Customers that sign up for a Dish Network subscription
during our campaign will receive a free three month trial package encompassing all of Dish’s premium sports channels - just in time for
the summer’s biggest athletic events. This deal will benefit our target by allowing them to never miss a moment of their favorite games
with Dish Anywhere. It provides our traveling target a luxury that is unmatched by other providers when you’re on-the-go.
13. 10
Referral program
During our campaign, Monarch Media plans to ramp up Dish’s referral program by providing subscribers a second reward option
for acquiring friends to sign up for Dish. Subscribers will be able to choose from the reward currently offered of $50 off their next Dish
bill, or a new option of 5,000 Southwest Rapid Rewards Points. By promoting this offer, Dish creates an incentive for gathering more or-
ders while appealing to our target with an offer that fits into their lifestyle. Monarch Media will create a button for easy sharing on social
media profiles via the Dish Anywhere app so current subscribers can easily refer their contacts. If contacts sign up through a link on the
subscriber’s post, the subscriber can receive their reward.
11
Southwest + Dish Anywhere Email Promotion
Monarch Media has developed a program that directly targets recent Southwest flyers with an offer they won’t be able to resist.
Since the current partnership between the two companies allows travelers to watch Dish TV on their devices during a flight, the pro-
gram will capitalize on this by having flyers enter their emails at the beginning to gain television access. Travelers will receive a post-flight
email offering them a week free trial of the Dish Anywhere app, allowing them to experience their favorite shows at any moment. After
their trial is over, they will receive a second email encouraging them to subscribe to Dish and gain entry to an exclusive contest offering a
free flight through Southwest. There will be five winners per month over the four month campaign.
12
Dish For Travelers Website
This new landing page will be added to Dish’s website specifically targeting the traveler’s segment. It allows Dish to directly com-
pete with DirecTV, who already has a page dedicated to this campaign’s target. All previously discussed promotions will be showcased on
this webpage, as well as additional information about Dish and their Dish Anywhere app to educate consumers on how the product fits
their lifestyle. The benefits of this is that the landing page can be search engine optimized with keywords relating to the target audience.
13
Banner Ads
Video banner ads that describe the sports package will be placed on websites frequented by our target audience. Video banners
will have an image of a “great moment” in sports, which will show the action in motion once clicked. This includes:
Sports--ESPN.com, SI.com, CBSSports.com, BleacherReport.com, sports.yahoo.com,
Travel--Tripit.com, Travelocity.com, Orbitz.com, Kayak.com, Priceline.com, Expedia.com,
Tech--Wired.com, Engadget.com, Techcrunch.com, Mashable.com, theverge.com
Banner Ads will also be placed in apps that our target audience has on their mobile devices.
This includes: ESPN Sports Center, CBS Sports, The Score, TripIt, Trip Advisor, Kayak, Appy Geek, Engadget, Cnet
14
High Impact Display ads will be placed on: ESPN.com, CBSSports.com, Wired.com, Kayak.com
15
Search
The search campaign will be conducted through Google AdWords. This will be a separate campaign from the one currently used
by Dish Network. In the campaign there will be a separate ad group for each sport. This will allow the sport specific keywords to be more
relative to the ad text resulting in a high quality score and a higher ranking ad. The campaign’s purpose will be to target those searching
to stream or watch live big sporting events. Ad text will offer Dish Network as a resource to watch games anywhere so sports fans will
never miss a game again.
14. 16
Techweek
Dates: Miami - May 1 – May 7, Detroit - May 19 – May 25, Chicago - June 23 - June
Techweek brings together a mixture of entrepreneurs, visionaries, and thought leaders for a week long celebration of all things
tech. The number one job function of attendees is sales and marketing. This reaches the target audience of tech enthusiasts, business trav-
elers.
The Dish Network booth will have demonstrations of the latest dish products, which attendees can try out themselves. We will also
collect emails from those who are interested in joining an e-mail list, learning more about current products and promotions, and pur-
chasing Dish Network products.
In 2013, Chicago alone had over 8,500 attendees. This is the first time Techweek will be in Detroit and Miami (projected 8,500-10,000 for
each cities).
Featured Sponsor Package Includes the following:
Premium Brand online, in program, and onsite
Prominent exposure on digital signage in the expo hall
20X20 Expo Lounge
Hiring Fair Table
(25) Expo Passes
(5) Summit Passes
(1) VIP Passes
(1) Promotional Bag Insert
½ Page Ad in conference program
Digital signage onsite
Host a 1 Hour Meetup
Table chairs, table cloth, WIFI, and electricity include
15. Keyword Avg. Monthly Searches* Clicks** Cost Orders
live sports online 24,000 720 14,400.00$ 14.4
live sports streaming 27,100 813 16,260.00$ 16.26
watch live sports online 3,600 108 2,160.00$ 2.16
watch live NBA online 2,400 72 1,440.00$ 1.44
watch NBA live 9,900 297 5,940.00$ 5.94
watch live NBA Games 1,000 30 600.00$ 0.6
live NBA Streaming 1,000 30 600.00$ 0.6
NBA playoffs live 1000 30 600.00$ 0.6
watch NBA games online 5,400 162 3,240.00$ 3.24
watch NBA playoffs 4,400 132 2,640.00$ 2.64
MLB live online 390 11.7 234.00$ 0.234
watch MLB online 4,400 132 2,640.00$ 2.64
watch baseball online 6,600 198 3,960.00$ 3.96
MLB live streaming 590 17.7 354.00$ 0.354
live baseball streaming 1600 48 960.00$ 0.96
watch Wimbledon live 1,300 39 780.00$ 0.78
watch Wimbledon online 1,000 30 600.00$ 0.6
Wimbledon live steaming 1,600 48 960.00$ 0.96
watch tennis online 1,900 57 1,140.00$ 1.14
watch MLS online 170 5.1 102.00$ 0.102
watch world cup online 70 2.1 42.00$ 0.042
world cup live 110 3.3 66.00$ 0.066
world cup live stream 140 4.2 84.00$ 0.084
live soccer streaming 1,600 48 960.00$ 0.96
watch PGA tour live 590 17.7 354.00$ 0.354
watch PGA championship live 1,000 30 600.00$ 0.6
PGA live streaming 1,000 30 600.00$ 0.6
16. watch PGA online 260 7.8 156.00$ 0.156
watch golf online 720 21.6 432.00$ 0.432
British Open live stream 2,400 72 1,440.00$ 1.44
watch British Open live 320 9.6 192.00$ 0.192
British Open live 4,400 132 2,640.00$ 2.64
Monthly Total Non-Branded 111,960 3,359 67,176.00$ 67
Total Campaign 447840 13435.2 268,704.00$ 268.704
Branded
Dish Network live streaming 30 0.9 10.80$ 0.054
Dish live stream 20 0.6 7.20$ 0.036
Dish watch sports online 100 3 36.00$ 0.18
Dish watch live sports 100 3 36.00$ 0.18
Dish Network live sports 100 3 36.00$ 0.18
Dish Network sports package 480 14.4 172.80$ 0.864
Dish sports package 590 17.7 212.40$ 1.062
Monthly Total Branded 1420 42.6 511.20$ 2.556
Total Campaign 5680 170.4 6,134.40$ 10.224
**CTR Rate predicted from: http://www.wordstream.com/blog/ws/2014/02/11/average-click-through-rate#good-ctr
*Calculated by the 12-month average of the number of searches for this exact keyword based on the location and Search Network
targeting settings that you've selected.
