Strategic PR Plan Citytv Breakfast Television

Situation and Analysis

Generate publicity and momentum for Breakfast Television (BT). Address primary goals and increasing the ratings by getting 20% more viewers to watch the program. Designed to put (BT) in the forefront of the minds of Winnipeggers and publicize the fact that the show is the only local morning news and entertainment program in the city. Family friendly: potential to have a large spectrum of viewers. Format is light and easy to watch. Incorporates a variety of elements including: recipes, fashion, and local entertainers. Guests and segments are more human interest based and tend to promote local businesses, musicians and products.

 Many viewers felt the personalities and hosts of the show were difficult to relate to and over the top. Target audiences who dont watch, are unaware of the many contests and promotions (BT) has. The website of the program is mediocre, viewers should have easy access to view past programming. The production value is lacking, a more glamorized shift could be beneficial to the credibility of the program. (BT) does not have pre-taped segments that focus on current events of socio-economic issues. (BT) competitors have well known/ famous personalities. Many popular morning shows have more advanced websites, using streaming of past shows, and more interactive features. Shrinking media budgets prevent having a more stylized look for the program.

Objectives
To gain interest in the segments and spread the word to their spouses and children. To help the show improve by focusing advertisements towards this target audience and have the sales of those products rise therefore creating strong advertising alliances. Believe that the program is a good source for local news, interesting segments and creative recipes. By increasing the production value of the show and improving the website. Many of the target audience are trend setters and fashionable, by gaining popularity (BT) would seem more trendy and fashionable influencing the behaviours towards the program. To watch the program.

Audiences
1) 2) 3) Stay at home moms Tech-savvy professionals Retirees

Stay at home moms

Tend to have a university degree and be married. 35.19% have children between the ages of 6-14. Tend to gravitate towards local business and products. Tend to be involved in their communities, as active and philanthropic members of cultural, political and environmental groups, therefore they would be interested in the local angle of (BT) and many of the cultural segments. They are style - conscious and less formal in their consumption patterns, it would be important to target them because they could help shift (BT) to become trendy and more fashionable.

Tech-savvy professionals
Ages 25 - 44. Most are homeowners and have university degrees. Tend to get their news online. Many are socially conscious consumers who support arts causes and donate money to environmental groups. Purchase laptops and PVRs - they would have the technical knowledge and device to record the show on PVR to watch at a later date.

Retirees
Ages 65 and over. Enjoy home based activities such as knitting, crafts, watching television. Opportunity to watch (BT) in the morning live. Have strong traditional values and value the model of community therefore would appreciate the local angle and the sense of community (BT) gives Winnipeg. Despite tight budgets, they delight in the joy of consumption and understand the importance of a brand name. They would look towards (BT) as a show that would bring them quality information about their community and reliable products.

Overall Strategy
To reach a wider target audience. Position (BT) as a local news and entertainment show that is trendy, cares about the community and has viewer participation. Create a buzz and publicity for the program to help increase the ratings by getting 20 percent more viewers. Allowing (BT) to be more accessible, by reaching viewers regardless if they are at home by their televisions. By expanding their reach, through different media.

Key Messages
Stay at home moms:
(BT) is the only local morning television show in Winnipeg. The programming is family friendly and contains light, easy to watch segments including elements of entertainment and news. Specifically recipes, fashion, and local celebrities.

Key Messages
Tech Savvy professionals:
(BT) is accessible and tailored to your specific interests including blogs, website, and public forums. Through online communities (BT) is more then just a television program.

Key Messages
Retirees: (BT) has strong traditional values that help to model our community. (BT) brings quality local information to morning television and is accessible to all.

Tactics
Contest: Five week contest starting in June 2013. Contest in the Winnipeg Sun and team up with local media. Each week the audience/listeners/readers are given clues to certain places in Winnipeg. They will take a creative picture of themselves eating breakfast at this location. Photos would be submitted by uploading them onto the website. Website users can vote on the submitted photos. Each week there will be a winner pulled for the most creative photo. The photo would be shown on the morning program in a segment dedicated to the contest.

Tactics
Community Event: A carnival occurring every Sunday for the month of June for families to take their children to. This would enhance the local community aspect of the program therefore appealing to the interests and concerns of some of the proposed target audiences and would create buzz with the attendees and encourage them to watch the show.

Tactics
Improve the quality of the website: Target audience such as the tech-savvy professionals would be interested in a more high-tech and interactive site. Website would be more in-depth, it would include articles and background information of each host. Streamed videos of each aired program, in case someone wants to tune in online or watch the program after it is aired. Hosts and personalities should have daily blog discussions about upcoming segments, as a more personal way to communicate and be interactive with their web audience.

Budget
TBD

Measurement
Stage 1 (before the campaign) Pitch letters and news releases will be sent out to the local media outlets and their responses to the campaign will be recorded. Exposure: the number of stories in the newspaper, on the radio and broadcast on television, leading up to the event will be counted and the placement of these stories as far as their importance will be noted. Measure the hits on the website to gain insight on how many people are interested in the proposed contest and in the new website.

Stage 2 - after the campaign

The number of people who attend the carnival. The number of people who entered the contest. Polls and surveys will be conducted at the carnival. Tracking hits on the new website. Monitoring the blog and online communities to see what viewers are saying. Evaluation of the media coverage afterwards. How many people joined the Facebook group and added the personalities as friends. How many people watch the show (ratings).

Thanks for listening!