Nickelodeon Apps
Transcription
Nickelodeon Apps
Proposal: Nickelodeon App Marketing Recommendations August 12th, 2105 Prepared for : Damon Burrell Chantal Thomas Viacom Inc. purpose of this document: marketing proposal App-Promo is a leading app marketing and strategy firm. We provide a “360” suite of brand strategy and marketing services that work together to increase growth & discovery, drive engagement, optimize revenue and better position applications for success. This proposal outlines the services AppPromo recommends to market and drive customer acquistion, retention and monetization for the Nickelodeon suite of applications currently available in the iOS App Store and the Android Google Play. www.app-promo.com 2 Marketing Overview www.app-promo.com 3 Nickelodeon- brand key features Nickelodeon Mobile Apps: Nickelodeon is a leading developer of mobile apps for kids. Although the Nick audience ranges from pre-school through teen, the core audience and focus of this document is the 6 -11 year-old demographic. Platforms: iOS (iPad and iPhone), Android Genres: Games, Education Top Titles: Anchor portfolio characters include Spongebob Squarepants and Teenage Mutant Ninja Turtles. Competitors: For the purposes of this document we also reviewed portfolios and digital marketing channels/practices of Disney, Cartoon Network, Discovery Kids and PBS. Challenge: Declining audience for cable and linear TV. The second-screen is now the first. Today’s audience travels across multiple screens, and marketing must move with them. www.app-promo.com 4 Nickelodeon Apps- marketing overview (iOS) www.app-promo.com 5 Nickelodeon Apps- marketing overview (Google Play) www.app-promo.com 6 Competitors –Disney (iOS) www.app-promo.com 7 Competitors –Cartoon Network (iOS) www.app-promo.com 8 Competitors –PBS Kids (iOS) www.app-promo.com 9 Competitors –Discovery Kids (iOS) www.app-promo.com 10 Nickelodeon- target demographics Target marketing demographic: Although Nickelodeon develops mobile games for 6 – 11 year-olds, the new generation of mobile moms are the gatekeepers. Young and plugged-in, the average American mom had her first child at 25 and grew up with the web, texting and videogames. 95% are internet users, 76% are on social networks, one in three owns a smartphone and responsible for 85% of household purchasing decisions. Key stats: • • • • Avg. 6.1 hours spent daily on smartphones 62% use shopping aps 46% take action after seeing mobile ads 97% of those that owned tablets made a purchase on them in the last month Hectic lifestyles: Constantly juggling and multitasking, marketing must be simple and powerful, supported by products and content that is easy to find, consume and share. Moms want quick, fun, content and products that enrich daily routines. www.app-promo.com 11 marketing campaign proposal www.app-promo.com 12 Objectives – Re-energize the Nickelodeon mobile app portfolio App Promo recommends five “mobile first” marketing tactics presented in the following slides that are recommended in order to: 1. Increase portfolio discoverability, downloads and revenues 2. Increase engagement 3. Develop a new mobile marketing foundation for future titles and business growth www.app-promo.com 13 Tactic 1 – Create a “Nick Mobile” website and Nick Mobile-branded social channels Create a “Nick Mobile” website and Nick Mobile-branded social channels. The web site may be a stand-alone entity or subsection of existing Nick.com site. There is little to no visibility for mobile products on the current web site, even though games have prominence. Rationale: • Improved SEO, enhanced discovery and opportunity to cross-market mobile titles. • Increase app downloads, in-app purchases and engagement. • Provide venue for contests, promotions and email/mobile lead capture. • Enhance “Nick Mobile” product discoverability and awareness across key social channels. Web site key features: • Mobile-responsive design • Email and mobile lead capture • New product and portfolio marketing hub • Heavy focus on video www.app-promo.com 14 Tactic 1 – Create a “Nick Mobile” website and Nick Mobile-branded social channels Redistribute content and promotions across Nick Mobile-branded social channels: • YouTube • Facebook • Twitter • Instagram • Pinterest • Vine • Snapchat Next steps: • Develop Nick Mobile digital strategy with new web site as the hub. Perform thorough audit of existing social media and content strategy, and make recommendations for preferred channels. Timeline: • 2 weeks for delivery of recommendations (App-Promo) • Social channels: 4 – 8 weeks • Mobile web site development timeline approx. 8 – 12 depending on complexity, branding decisions, etc. Budget • Strategy and Recommendations-15K • Social Channels-25K • Mobile Web site-35K www.app-promo.com 15 Tactic 2 – Video, Video, Video Mobile moms and kids love viewing options that are instant, sharable and portable. Moms and kids are tuning in via YouTube, Facebook, Amazon & Vine. 24% watch videos daily. 64% subscribe to YT channels. Content affinities: Family and special moments. Funny clips. Product reviews and how-to’s rank just below entertainment. Outside of YouTube, 85% moms watch videos on Amazon and then Facebook. Recommendation: Increase overall production of video content that supports mobile game marketing. Make video previews a must-have for all app store pages. Consider establishing a Nick Mobile channel on YouTube, or as a rollup under the primary Nickelodeon channel. Increase visibility for game trailers and associated video content. Next step: Perform audit of existing video content and content production/strategy as it pertains to Nick mobile products. Make recommendations for Nick Mobile video marketing/content strategy. Timeline: 2 weeks Budget: Audit and Recommendations-15K www.app-promo.com 16 Tactic 3 – Pinterest Create presence for entire game portfolio on Pinterest. We are focusing on Pinterest since the channel over-indexes heavily with women, and has been relatively untapped by Nickelodeon to-date. • • • 80% of Pinterest’s 72 million users are women. More than 75% of all traffic to Pinterest comes from mobile devices. In Feb 2015, the network launched direct download buttons, “App Pins” that enable users to download iOS apps without ever leaving the network. Recommendation: Launch game-related boards that relate to the most popular Pinterest categories – Food, Décor, Fashion, Travel, etc. Relate game/product boards to user interests. Examples include:• • • Spongebob Moves In – Pin your decorating ideas! Diner Dash – Pin your recipe and get served at the Krusty Krab! Where in the world are the Teenage Mutant Ninja Turtles? Next step: Create complete Pinterest marketing plan including recommended boards and title-specific promotions. Timeline: 3 weeks Budget: $20 K www.app-promo.com 17 Tactic 4 – Nick Mobile Branded GIF/Emoji Virtual Keyboard Launch a Nick Mobile-branded GIF and Emoji virtual keyboard for iOS and Android. Rationale: Mobile communication has become overwhelmingly visual. We have created a new, visual language based upon emojis and now GIFs that are rapidly increasing in popularity. Nickelodeon content and characters are already among most popular GIFs and branded-emojis, but the company has only scratched the surface where it comes to monetizing this content and user behavior. An intelligently designed virtual keyboard app could serve as a hybrid messagingmeets-content discovery mechanism that would travel cross-device, delighting users with a continuously updated stream of fresh, trending content to search and send. Nickelodeon would have control over merchandising and monetization of product. Next step: Perform thorough market opportunity analysis. Present full product proposal, business plan and potential development partners. Timeline: TBD. Keyboard could potentially be in-market within 3 months if Nickelodeon is willing to partner with developers who can provide existing code. Budget: $15K for Market Opportunity Analysis including product proposal business plan www.app-promo.com 18 Tactic 5 – Old School- Email Launch and grow Nick Mobile email list. Create attractive template for mobile-responsive Nick Mobile branded email. Develop plan to crossmarket via other network email channels. Potentially roll-up/enhance other Nick products, by providing a new, mobile-first version of products like Nick Jr. Birthday Club. Rationale: Develop new marketing channel of pre-qualified customers for future mobile product launches. Drive awareness and engagement surrounding existing portfolio titles. Next step: Perform audit of existing email marketing channels and deliver proposal for launch marketing activation, content plan and seasonal campaigns. Timeline: 3 weeks Budget: $20K www.app-promo.com 19 Tactic 5 – Old School- Email (Disney Example) www.app-promo.com 20 Additional Marketing Overview www.app-promo.com 21 app store optimization (ASO) Product Page Optimization • Author a keyword optimized marketing description • Provide suggestions on categorization based on competitive research • Create 100 character metadata • Consult on icon and screenshots App Store Merchandising • Leverage App-Promo relations and third party store representatives to gain a merchandising feature (no guarantee in placement) • Offer special seasonal merchandising opportunities based on the months of promotion. Claiming/Adding Application in 3rd Party App Search Engines • Create accounts and claim app and/or submit application to index in 3rd party app search engines www.app-promo.com 22 app store optimization (ASO) Benefits of App Store Optimization • Improves search results and immediate app comprehension within app store lists with an optimized name • Take advantage of app ranking opportunities through our category and subcategory recommendations • Improve brand recall and rapid app comprehension and increase conversion with icon & screenshots suggestions • Increase salability and improve search discovery with a SEO focused Product Description www.app-promo.com 23 app previews (video trailers) • Create an app preview video that demonstrates the features, functionality, and user interface of Grideo app that can be used in the App Store and other marketing efforts. • Each preview video will be between 15 and 30 seconds long and is displayed as the first image on your App Store product page, followed by your app screenshots. (iOS and Android) • App previews can help customers better understand the app by showing the user experience and encourage more downloads. www.app-promo.com 24 media strategy www.app-promo.com 25 blogger outreach • Perform direct outreach to bloggers concerned with target audience demographics, sample list: www.app-promo.com 26 blogger outreach www.app-promo.com 27 social media www.app-promo.com 28 www.app-promo.com 29 social media • Facebook: Monitor Brand Pages, Groups, Newsfeeds, Filtered Newsfeeds, and Individual Timelines. Engage using Posts, Targeted Posts, Replies, Private Messages, Comments, Series, Events, and Likes. • Twitter: Monitor All Friends, all Mentions, Lists, Direct Messages, @user streams, search streams, and all Retweets. Engage using Tweets, Retweets, Favorites, Direct Messages, Targeted Posts, and Comments. • YouTube: Monitor Channels, Views, and Comments. Engage by posting videos and Comments. • Google+: Monitor Page Activity and Comments. Engage by Sharing Posts, Targeting Circles, and creating Comments. • Instagram: Cross-post all Facebook images; use hashtags to identify new followers and drive engagement. www.app-promo.com 30 social media (seasonal) App Promo will also pursue seasonal social media and promotional activities based on the launch date and other seasonal opportunities related to the application. www.app-promo.com 31 social media (content strategy) Increase fan engagement through high frequency content posting. www.app-promo.com 32 paid media Creative Creation • Design and create necessary ad creative for campaign (copy writing & design as necessary) Traffic, Monitor & Optimize Ad Campaigns (Mobile Ads/Mobile SEO) • Work with incentivized and non incentivized ad networks to gain CPI-based campaigns geared towards burst in downloads to spike chart placement • Monitor & optimize campaigns to ensure maximize ROI • Manage relation with ad network account manager www.app-promo.com 33 targeting App-Promo will target customers, based on the demographics and psychographics analyzed and approved by Nickelodeon. Sample targeting criteria include; Contextual Demographic Entertainment, social, sports, gaming, shopping, health, and more Adults, gender, income, language, multicultural Country, city, zip code Geographic Day parting, device, Wi-Fi, OS Technical Behavioral 3rd Party Targeting SOHO, Business, traveler, small business owners Polk, Data Logix, Blue Kai, Comscore, PlaceIQ www.app-promo.com 34 mobile ad creative specifications Interstitial Banner iPhone and Android 320 x 50 pixels GIF, PNG, JPG for still images Animated GIF for animations <5kb file size for basic banners <7.5kb for enhanced banners iPhone, iPod and Android 320×480 pixels GIF, PNG, JPG for still images Animated GIF for animations <50kb file size iPad 768x90; 768x947 pixels .15s publisher standard GIF, PNG, JPG for still images Animated GIF for animations 1x1 tracking pixel <60kb file size Video iPhone, iPod and Android 320×480 pixels .15s publisher standard All video file formats: MOV, Mp4, FLV 16:9 Aspect Ratio No Skip 1x1 tracking pixel <20kb file size **All Standard Creative Assets are Accepted** Pricing CPE Tags Accepted CPM CPV CPI www.app-promo.com 35 contact us Gary Yentin, CEO & Founder Mobile: 416-464-2223 Email: [email protected] Web: www.app-promo.com Twitter: @AppPromo Facebook: www.facebook/apppromo