ONLINE MARKETING STRATEGY

THOMAS VANDER SCHAAFNMDL FINAL PROJECT

HBO Past Slogans • 1972-1975 (original): “This is HBO: Th Home Box Office

• 1992-1993: “We’re HBO”

• 1996-2009: “It’s not TV it’s HBO”

• Current: “It’s HBO”

• Proposed slogan: “HBO: Honest But Outrageous”

• Advantages to new slogan: Reinforce who HBO is as a brand; and what makes it the best network anywhere on television.

Why the slogan works• Two most essential themes to

good television: familiarity (‘honest’) & entertainment (‘outrageous’)

• HBO has earned the right to have direct slogans like “It’s HBO” but lets get back to defining what the ‘it’s’ stands for.

• People like to be reminded of themselves while watching; so let’s continue to give them flawed but realistic characters.

• HBO’s mobile viewing service (HBO GO) is excellent. Free mobile access to subscribers anywhere, anytime

• Every episode of every season, can’t get anymore expansive

• HBO is available in over 50 countries and has a strong international brand recognition outside of the USA

Current marketing pros

Current marketing cons• HBO usually does pretty

well with SEO, however:

• The first search page on google includes mostly only generic HBO links. Like links to the main sites and shows within the main website.

• Including more expansive links such as info on ‘HBO Go Service’ and their international entities might be more advantageous.

Proposed new components

• Enhance (or create) each show’s official blog: Most HBO programs don’t even have an HBO sponsored blog

• People enjoy reading recaps/analyses of what they just watched

• Create a blog for each show that is updated constantly with a rich, in-depth breakdown of the most recent episode

• HBO’s main characters are all flawed, relatable, and realistic.

• Lets make them even more realistic by making ‘official’ twitter accounts for all the characters. Thus bringing them to life even more.

• Who wouldn’t want to follow Larry David, Vinny Chase, or Kenny Powers?

• You can always expand!

Proposed new components cont.

• Expand your demographics!

• Make HBO more affordable to the middle class by offering a cheaper, alternate plan for mobile units. .

• Most people (of all classes) have a computer, smart phone, tablet etc. that is capable of supporting HBO programming.

• Could be “pretty good!”

Metrics of Success

Increase in viewers from diverse demographics

More alternate subscription plans

Programs and characters becoming buzzed about

“trending topics” Increased user feedback

More Google “hits”More frequent user

interactivity (blogs, forums etc.)

TIMELINE• It’s important to continue to take advantage of the lack of

programming competition in the summertime.

• 1.) Create online buzz about the dramas of the upcoming seasons (Spring)

• 2.) Season Premieres (early summer)

• 3.) Maintain updated blogs after each new episode to keep people hooked and informed (summer)

• 4.) Have each show’s/character’s twitter accounts up to date and reflective of what’s going on in the show that season (summer)

• 5.) Create buzz about the season finale’s (late summer)

• 6.) Repeat cycle for success!

$BUDGET$

• Enhanced blogs will generate more revenue and viewership

• Thus making alternate (cheaper) packages more economical and sensible for the company

• The expansion of programming in social media should increase ad revenues as well.