IMC Marketing Plan

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IMC Marketing PlanAUGUST 29 Sesame Street Authored by: Markila Green1Table of Contents Executive Summary…
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IMC Marketing PlanAUGUST 29 Sesame Street Authored by: Markila Green1Table of Contents Executive Summary …………………………………………………………………………………… 3 Campaign Background/Research ……………………………………………………………….. 4 SWOT Analysis……………………………………………………………………………………………. 5 Target Audience Definition…………………………………………………………………………. 6 Target Audience Profile ……………………………………………………………………………… 7 Marketing Objective & Strategies ………………………………………………………………. 8 Creative Strategy ……………………………………………………………………………………….. 9 Communication Channels …………………………………………………………………………...10 Conclusion …………………………………………………………………………………………………..11 Reference …………………………………………………………………………………………………….122Executive SummaryThis will serve as the final marketing plan for the television show Sesame Street. While Sesame Street has been a huge success since its debut in 1969, it is time for a new marketing strategy to help the company reach a new level of growth. This marketing plan will discuss the SWOT analysis, target audience profile, marketing objective and strategies, communication channels, and creative strategy.3Campaign Background/Research In 1969 the television show Sesame Street was developed from the creative mind of Joan Ganz Cooney. She was a former documentary producer for public television. After learning that many inner-city children began school less prepared than middle class, she was motivated to create Sesame Street. Her goal was to initially create both and entertaining and educational program for preschoolers and underprivileged children ages 3 to 5 years old. Cooney felt if disadvantage preschoolers could be given basic tools and help develop their intellectual resources and their potential for succeeding in school would be improved. The format was a 1-hour show with different segments, with different learning objectives. The television show lessons were communicated using animation, music, and the famous Muppets- Big Bird, Oscar, Kermit the Frog, Bert and Ernie, Cookie Monster, and Grover. After observing children with different backgrounds, Cooney knew using short repetitious video segments would capture the attention of the young audience. She also knew children memorize frequently repeated songs and slogans and that is the type of content she wanted to produce. At the end of the first season, a comparison of intellectual development was conducted between a sample of children who regularly watched the show and a sample that did not. Criticism of trying to mix entertainment with education declined when it was found that the regular viewers had made gains two and a half times greater than the non-viewers. Although the basic format has remained constant, the content has been adjusted to meet a changing environment. For example, the original focus was on counting from 1 to 10 and basic reading skills. Today's show teaches numbers up to 40 and deals with more complex topics such as adoption, live, birth, and death.4SWOT AnalysisStrengthsWeaknessesFree public programmingPublicly TradedAlready well known brandTargeted towards specific ageCelebrity apperances Preparing kids for schoolIt's a free public program Limited topicsUnique characters that are appealing to youNo adult educationSJLKchildrenSWOT Opportunities Good way to teach kids at a young ageThreatsLife lessons for young children Helps kids succeed in schoolOther competitive learning shows Some topics my not interests certain childrenA good way to promote healthy thoughts andGrant money being cuthabits for young childrenPublicly fundedTackles everyday issues that happens in the real world5Target Audience Definition Target audience is a particular group of consumers singled out by an organization for an advertising campaign.6Target Audience ProfileSesame Street is a family show for everyone and people of all ages. The show was originally created for 3 to 5-year-old children and its primary target is made up of young but experienced television consumers with short attention spans. The target age for Sesame Street has drifted downward from 4 years old to 3 years old. It is also the producer’s goal to keep the support of the parents and to attract and hold the children attention.7Marketing Objectives and Strategies Goal: To continue to ensure children can reach their full potential in school while keeping the show relevant and diverse. Objectives and Strategies: 1. To improve the show content for older viewers ages 5-12 years old. • Create more segments geared towards older children • Research and determine appropriate education level of show content • Discuss more relatable topics to keep viewers interested • Be a more resourceful show for children empowerment 2. To increase viewers worldwide by 25% • Use social media platforms to promote and engage with viewers • Develop new shows overseas • Utilize more celebrity guests • Research and use the best style suited to the culture and topics that will capture the viewers interest8Creative Strategy RationalEmotionalFree Public Programming EntertainmentCreate Good Habits/Manne rsEducationalPromote Healthy Thoughts Life LessonsTag Line: “Where Kids Wanna Beâ€? Creative Brief What are we advertising? Sesame Street is an entertainment and educational show that ensures that children reach their full potential. Whom we are talking to? Sesame Street is a program created for preschoolers and underprivileged 3 to 5-year old. What do they think?Creating content for disadvantage preschoolers so they could be given the basic tools to help develop their skills for succeeding in school. What would we like them to think? Sesame Street would like to create more segments using content catered to reach a much older audience like children ages 5 to 12years old.What is the single most persuasive idea we can convey? To make sure to keep the show both educational and entertaining to keep children engaged. Why should they believe it? Sesame Street continues to be one of the most successful shows in history by giving the format of the show 1 hour with different segments with different learning objectives. The television show uses animation, music, and Muppets to captivate their audience. Are there any creative guidelines? Sesame Street would use social media and technology through games and apps to continue to educate the children and keep them engaged while on the go.9Communication Channels For my promotional campaign for Sesame Street I will be using television, radio and social media as platforms to help advertise my campaign. Sesame Street is a successful television show so advertising on different television channels would help bring more viewers. Though my target market is for children ages 3 to 5 years old, my goal with this campaign is to captivate the attention of the parents using television, radio and social media. A lot of people are on the go and don’t have time to watch television like they used to. Now everyone is on their cellphones and electronic tablets more than anything. I felt by incorporating radio and social media would be a great way to catch the parents onthe go. I will advertise on young adult radio stations. Sesame Street is a television show, but I want parents to feel that it’s a place for children to learn and develop and that’s how I plan on selling it in the commercials. I’ll pay for ads on the top social media sites such as Facebook, Twitter, and Instagram. I will be using all three to help spread the word and capture parent’s attention.10Conclusion What started out as an experimental project has turned into a powerful educational device that is used globally. Sesame Street has made an amazing impact on the academic and social education of children. Because of its continual impact on children, Sesame Street has been in production for over 40 years and continues to create new engaging content. Through Sesame Street, it has been proven television can be educational.11Reference: Mike K, March 31, 2014 retrieved from http://www.fruitnet.com/eurofruit/article/161098/sesame-street-marketing-kit-unveiled Jonathan B, July 20, 2017 retrieved from https://www.cbsnews.com/news/why-sesame-streetmay-not-be-doomed-financially/ Jason, E November 10, 2018 http://mentalfloss.com/article/12611/40-fun-facts-about-sesamestreet ToddVan,LDecember06,2017retrievedfromhttps://www.huffpost.com/entry/sesame-streetfacts n 5823568 https://www.history.com/this-day-in-history/sesame-street-debuts12
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