COMPETITIONDISH is not the only provider of DVR services and mobile live TV. Currently, DISH is viewed as a commodity and not a brand. It is sought after mainly on price competitiveness and not the experience that DISH can offer subscribers. Additionally, consumers are increasingly switching from traditional television providers to streaming video services.

FAST TRACK FAMILIESThese families strive to be up to date on the latest technologies. The adults travel for business and also participate in leisure travel during seasonal times and children’s break.

AGE: 30-452

LOCATION:

Hotspots: Hispanics• Buying power is expected to increase to $1.5 trillion by 2015.

• Outpace all ethnic groups in mobile data service consumption, hispanics spend 68% more time watching video on the internet

• Hispanics spend 20% more time watching video on their mobile phones compared to non-Hispanic whites.3

• Contribute a larger share of disposable income in states where they are more represented. California, Texas, Florida, New York, and Illinois continue to be Hispanic-dominant states.4

• Want the latest technology and regularly read up on consumer tech developments

• Highly social and engaged online

• 43% of travel is for business, 57% of travel is for leisure5

• Leisure travel is 11% by air, 79% by car

• Business travel is 33% by air, 48% by car6

• Want access to video entertainment anytime and anywhere

• Perceive TV and movies as the best way to spend their down time

TARGETSITUATION SYNOPSIS

FRESH OUTLOOKBy positioning DISH as an experience rather than a piece of technology, DISH will rise above competitors and leverage the cord-cutting phenomenon.1

hopper Explore

Anywhere Transfers

DISH Network

1. http://www.forbes.com/sites/dorothypomerantz/2014/03/04/dish-disney-deal-could-help-speed-cord-cutting-options/ 2. http://academic.mintel.com/display/682936/3. http://advantage.marketline.com/Product?pid=5B7E50D3-AB4E-4D28-9F94-DA937F454D38&view=SWOTAnalysis4. http://academic.mintel.com/display/671996/?highlight5. http://www.sojern.com/infographics/summer-travel-trends-2013-infographic.html#.Uz2_Pq1dXvD6. http://www.ustravel.org/news/press-kit/travel-facts-and-statistics

HIT THE ROAD WITH HOPPERHit the Road with Hopper is a YouTube series that will feature a host accompanied by Hopper, a Kangaroo mascot, who travels around the nation helping you get the dish on all things related to travel, tech, and entertainment. Aligning with our target’s interests and their desire to be connected to the now.

This series will feature exclusive content related to current happenings within each topic. Ultimately, this series will be one of the many tactics used to emphasize what makes DISH the most unique satellite provider in the world: live content that no longer has to live at home.

TRAVELShowcase events, activities, and attractions in popular destinations across the nation.

TECHNOLOGYCover events such as conventions and product launches, as well as interviews with prominent figures in the industry.

ENTERTAINMENTFeature entertainment news and interviews with popular television stars for recaps of past seasons and insight on biggest moments for the Fall.

The Hopper will also make a special Red Carpet appearance at the Emmy’s on August 25th highlighting behind-the-scenes footage.

ALWAYS ON THE GOCONTINUOUS SEARCH & SOCIAL MEDIA

Social MediaOur social media efforts throughout the campaign will center around current events throughout the summer that impact family travel and media consumption, ranging from holidays to the World Cup. Ultimately, our social content will focus on driving conversations with our audience. This will include:

• Monitor who is mentioning DISH and in what context

• Manage complaints to build positive brand sentiment

• Share image and video content from Hit the Road with Hopper, current events and holidays

At the end of May and June, we will be running promoted posts on all of the above to drive our target to our YouTube series, Hit the Road with Hopper. We will additionally run promoted posts during the two weeks of our Instagram contest #LiveNow.

Immersion Airport LoungeDISH will travel around the country setting up Wi-Fi enabled, interactive lounges at four major airports that offer passersby the opportunity to experience the Hopper in action while waiting for their next flight. Charging stations will be available, while visitors can access live TV through their own devices or those provided. Visitors will be encouraged to explore the Hopper app on tablets, as well as on multiple IPTVs placed in the lounge. There will also be a kid-friendly area of the lounge with bean bag chairs and tablets connected to the Disney Channel. To incentivise social mentions of the lounges, we will encourage visitors to tweet and/or Instagram photos of themselves in the lounge with the hashtag #DISHLounge. If they do so, they will get a free polaroid print of the photo they posted via the Instaprint.

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VIDEOTelevision on ABC and Univision

• “No matter where you are, don’t miss a minute of the game” (World Cup)

• 30 second advertisements emphasizing that it is easy to stay up-to-date on all the in-game action with the Hopper technology

AOL on Travel• Three weeks of pre-roll advertisements with clips of Hit the Road with

Hopper, specifically travel episodes• Focus of driving traffic to the YouTube channel and series

BuzzFeed• We will have BuzzFeed create two branded videos on behalf of DISH• Each will feature original content that relates to travel interests and

will foster a favorable brand association with DISH• The focus of content will be to create sharable experiences with the

brand

OOHTransit Advertisements

• Five buses fully wrapped will travel on different routes through the heart of New York City

• Placed for four weeks, coinciding with the location of the airport lounge and related tech event “Disrupt NYC”

• A full-color design highlighting portable live TV with the Hopper, as well as the lounge at LaGuardia Airport

Social MediaThroughout this flight, organic social content will be posted daily, pertaining to relevant topics, such as holidays like Memorial Day and summer travel trends. Additionally, we will encourage consumers to have access to live TV in time for the World Cup, starting the second week of June.

Flipboard Native Ad

HIDTravel Channel Skin

• Three weeks of high-impact skin on Travel Channel homepage• To increase frequency of messages and syncing with AOL On

Travel pre-roll advertisements

Expedia Interstitial • Interstitial advertisements on Expedia loading pages• Reach the target at the moment of trip planning• Positioning DISH and the Hopper as an essential part of the travel

planning process

BuzzFeed Article • Sponsor a travel-related native article on BuzzFeed• Post would have mostly unbranded content, with mention of DISH

products only at the end; “Top 10 Road Trip Activities” ending with using your Hopper to watch recorded shows on the road

TRAVEL PHASE 1

Instagram Contest Post

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Social MediaThroughout this second travel flight, more organic social content will be posted daily pertaining to topics such as the Fourth of July and summer activities. Additionally, occasional posts fostering direct conversions and conversations with the target will be posted.

INSTAGRAM CONTEST- #LiveNowWhen: Entry- Sunday, July 27th 12:00pm - Saturday, August 9th 11:59 pm Voting- Monday, August 11th 12:00pm - Friday, August 15th 11:59pm

What: 2 Grand Prize winners will each receive 1 FREE YEAR subscription to DISH Anywhere America’s Top 250 and 4 round trip tickets on Southwest to any location the airline flies.

Guidelines: Users post photos to their Instagram account of cool, interesting, unique locations they wish they could watch Live television, but currently can’t. To be entered they must follow and tag @dishnetwork and include the hashtag #livenow. The top 10 submitted photos will be posted on DISH Network’s Facebook page, and the two photos with the most likes at the end of the week (August 15th), will win the grand prize.


• Five buses fully wrapped will travel on different routes through the heart of Orlando

• Placed for four weeks, coinciding with the location of the airport lounge and high summer travel to destinations like Disney World and Universal Studios

• A full-color design highlighting portable live TV with the Hopper, as well as the airport lounge at the Orlando Airport

HIDExpedia Interstitial

• Interstitial advertisement on Expedia loading pages• Reach the target at the moment of planning• Positioning DISH and the Hopper as an essential part of the travel

planning process

Huffington Post• Two weeks of native articles on Huffington Post Travel• Covering topics such as interesting travel destinations and events• Overlapping with the Instagram contest

BuzzFeed• Sponsor two travel-related native article on BuzzFeed overlapping

with the Instagram contest• Posts would have mostly unbranded content, with only a slight

mention of DISH products only at the end• Examples of posts: “Top 10 Fourth of July Destinations in the US”; “20

Road Trip Destinations That You Shouldn’t Miss This Summer”

VIDEOAOL on Travel

• Three weeks of pre-roll advertisements• Clips of Hit the Road with Hopper, specifically travel episodes• Focus of driving traffic to the YouTube channel and series

BuzzFeed• We will have BuzzFeed create two branded videos on behalf of DISH• Each will feature original content that relates to travel interests and will

foster a favorable brand association with DISH• The focus of content will be to create sharable experiences with the

brand

Travel Channel • “Where are you going this summer? Let DISH go with you.”• Emphasize the multiplatform capabilities of live TV access with the

Hopper

TRAVEL PHASE 2

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VideoAOL on Travel

• Three weeks of pre-roll advertisements on TechCrunch and Engadget

• Clips of Hit the Road with Hopper, specifically tech-related episodes

• Engaging the tech enthusiasts in their element• Timed with the developments in the Tech community

during this time, especially the Apple Worldwide Developer Conference, TechWeek Chicago, and resulting media coverage

BuzzFeed• We will have BuzzFeed create one branded video on behalf of

DISH• It will feature original content that relates to technological

development• Will foster a favorable brand association with DISH, especially

among tech enthusiasts• The focus of content will be to create sharable experiences

with the brand

OOHFeatured TechWeek Sponsorship: Chicago June 23-29, 2014

• Premium branding for DISH both online and on site• 20x20 booth to show off the latest DISH technology • Engage and influence opinion leaders within the tech community

Transit Advertisements• Five buses fully wrapped will travel on different routes through the

heart of Chicago• Placed for four weeks, coinciding with the location of the airport

lounge and TechWeek Chicago sponsorship• A full-color design highlighting portable live TV with the Hopper, as

well as the airport lounge at the Chicago Midway Airport

Social MediaOrganic social media in this time period will relate to tech events and shared videos from Hit the Road with Hopper. Additionally, content will be centered around relevant tech topics and will periodically encourage followers to “give us the DISH on their experiences” with these events, products, and developments.

TECHNOLOGY

HIDFlipboard

• High impact, native ads on Flipboard, a customized news and social application

• This will complement the concurrent pre-roll advertisements on TechCrunch and Engadget

• Over a quarter of monthly readers on TechCrunch and Engadget are on Flipboard1

Mashable• Native advertisements on Mashable,

a highly visited blog on all things tech, entertainment, and social

• Specifically targeting tech readers on the site2

BuzzFeed• Sponsor three tech-related native article

on BuzzFeed3

• Post would have mostly unbranded content, with little specific mention of DISH products only at the end

• Timing of posts related to Apple Worldwide Developers Conference and TechWeek Chicago

1. http://techcrunch.com/advertise/, http://www.engadget.com/advertise/2. http://royal.pingdom.com/2013/03/01/blog-readership-demographics-2013/3. http://www.buzzfeed.com/advertise

VIDEOTV- ABC

• “No matter where you are, don’t miss a minute of the show” (Emmy Awards)

• 30 second ads leading up to the Emmy Awards on August 25th• Further emphasize the benefits of live TV access for the

programs that simply cannot be missed• Inform and incentivize viewers to subscribe in time for their

favorite upcoming shows with the multiplatform accessibility of the DISH Hopper technology to view live content

AOL on Entertainment• Three weeks of pre-roll advertisements on Huffington Post

Entertainment, hosted by AOL On Entertainment• Clips of Hit the Road with Hopper, specifically entertainment-

related episodes• Timed with entertainment topics and trends such as the Emmy

Awards

Terra• Pre-roll advertisements for seven weeks on Terra, a lifestyle,

entertainment, sports and news website for the growing hispanic community in the United States

HIDFlipboard- Huffington Post

• Three weeks of high-impact ads on Huffington Post through the Flipboard platform

• Focus on the product benefits of DISH and driving orders • Highlight current happenings and live events to establish the

need for live programming

Mashable• Native advertisements on Mashable, a highly visited blog on all

things tech, entertainment, and social• Specifically targeting entertainment readers on the site

Social MediaIn this time period, organic social media will focus on entertainment and shared videos from Hit the Road with Hopper. Additionally, content will focus on timely entertainment topics as they pertain to those who are traveling and are interested in staying up to date. This medium will also be used to reinforce the Search and other HID that are driving our orders.

ENTERTAINMENT


• Five full bus wraps on different routes that travel through the heart of Los Angeles

• Four week placement coinciding with the location of the airport lounge

• A full-color design highlighting portable live TV with the Hopper, as well as the airport lounge at LAX

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FLOWCHART

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BUDGET

RecommendationTaking Hit the Road with Hopper A Step Further

• Integrate an app that has a map (via mapquest), gas station locator, and wifi HotSpot locator

• Employ interactivity that rewards users with points each time they share or interact with the application through their social platforms

• These reward points can be put toward discounts on different DISH bundles, and possibly discounts for more customized DISH packages in the future

Microsoft Tag IDs • For future campaigns, create a custom QR code on all 2D printed/package materials that can

then be shared via mobile devices and take customers directly to the landing Connect page on DISH.com

• Will further integrate digital and traditional vehicles together

• More customizable than normal QR codes, standing out in the clutter

Call to ActionThrough our primarily digital campaign combined with strategic out of home touch points, CSR is prepared to take DISH from just another television provider to an experience driven by culture. Utilizing travel, technology and entertainment our goal is to connect with fast track families wherever they are on their journey. Our tactics aim to establish DISH as a travel essential. By honing in on our target and focusing on the conversations that we will cultivate, DISH will drive demand for consumers looking to live in the now. If given the opportunity to implement our strategy, CSR Media will not only achieve your business objectives, but also our own goals of establishing DISH as the premiere live TV provider.

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Dish Network Media Plan

Marketing

Transcript of Dish Network Media Plan