TABLE OF CONTENTS

Meet the Cast.........................................................................................................3 IMC Executive Summary...............................................................................................4 Facebook............................................................................................55 Twitter..........................................................................................56 RESEARCH Social Curator Site....................................................................................57-58 Research Objectives............................................................................................7-8 Neighborhood Association App..................................................................59-60 Survey Results..................................................................................................9-10 Cul-de-sac Connection App.........................................................................61-62 Target Profiles.................................................................................................11-12 Orin Swift Partnership..............................................................................63-64 Background.................................................................................................13-14 Target Partnership...................................................................................65-66 Consumer Trends.............................................................................................15-16 Cox on Conan...........................................................................................67-68 Industry Trends...............................................................................................17-18 Escape Your Neighborhood.......................................................................69-70 Competitive Analysis.......................................................................................19-20 In the Neighborhood................................................................................71-72 SWOT Analysis................................................................................................21-22 Target Team-Up........................................................................................73-74 CREATIVE DIRECTION Brand Essence.....................................................................................................24 Marketing Objectives...........................................................................................25 Communication Objectives...................................................................................26 Creative Brief.................................................................................................27-28 Creative Concept.............................................................................................29-30 MEDIA PLAN Plan Overview.........................................................................................77-78 Message Vehicles.....................................................................................79-81 Social Curator Site....................................................................................57-58 Budget.............................................................................................82 Flowchart..........................................................................................83 Evaluation Tactics..........................................................................................84

CREATIVE EXECUTION Magazine................................................................................................32-36 APPENDIX Television...........................................................................................37-40 Budget Analysis............................................................................................86 Radio.............................................................................................41-42 Banner Ads.....................................................................................................43-46 Microsite.............................................................................................47-52

MEET THE CAST

JEFFERSON HOPKINS
ACCOUNT EXECUTIVE

SHELBY HIPOL
CREATIVE

ALYSSA HINGER
IMC SPECIALIST

PAIGE PORTER

EMILY WILLIAMS REBECCA MCGEE

IMC SPECIALIST CREATIVE

ACCOUNT PLANNER

AMBREYANA LAWSON
MEDIA PLANNER

BRIANA FETROW
CREATIVE

EXECUTIVE SUMMARY
Turner Broadcasting System, Inc. is a Time Warner company that creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world. Turner Broadcasting System is based in Atlanta, GA, and employs more than 9,000 people worldwide. Turner is, perhaps, most notably known for its groundbreaking 24-hr news network, CNN. TBS, Inc. is also home to familiar entertainment networks such as TBS, TNT, Cartoon Network, Turner Classic Movies, Adult Swim and truTV. TBS is a trademark network of Turner Broadcasting System. As the leading destination for comedy, TBS keeps viewers laughing with its hilarious roster of cleverly-written comedies, late-night hits and fan favorites. With a primetime median age of 38, TBS reaches a young audience with smart and funny hits including Conan, The Big Bang Theory, and Family Guy. In 2012, TBS continues its successful partnership with Tyler Perry with new episodes of House of Payne and the new series For Better or Worse. TBS is a Top 10 in primetime deliveries of A18-34 (5th), A25-54 (7th), and M18-49 (8th). TBS recently acquired Cougar Town, a thirty-minute situation comedy staring Courteney Cox, from ABC. An all-new season of Cougar Town will premiere on TBS on January 8th, 2013. TBS must implement an integrated communications campaign that will ensure a flawless transition of the show from ABC and encourage growth at its new home. Though performance of Cougar Town has declined season-to-season, research shows that Cougar Town is more appointment TV than flow. By placing Cougar Town in a prime spot at 10:00 PM on Tuesday, between two episodes The Big Bang Theory, Cougar Town can potentially add to its appointment audience, while increasing flow viewership from The Big Bang Theory and viewers tuning in early for Conan. We have created an integrated marketing campaign to connect the target audiences, Young-at-Hearts and Comedy Relatables, to the show. Incited by the task of pairing the show with TBS viewers and bringing current Cougar Town fans to TBS, a product-driven message strategy will be employed. Our campaign creates endless possibilities for a wonder(fully) integrated campaign, that is social-by-design. Our concept works in engaging viewers and personally connecting them to the show with the you and Cougar Town mindset and the incentive of being in on the joke. Precisely placed print advertisements, comedic commercials, entertaining radio and outdoor spots, and eye-catching online advertising will all ensure that Cougar Town quickly becomes a healthy and prosperous member of the TBS family. Agency 376 knows the proposed campaign is the most effective and strategic campaign for Cougar Town on TBS. believes the following proposed campaign is the most effective and strategic solution to the problems facing the success of Cougar Town on TBS. If implemented, this campaign will increase awareness of Cougar Towns storyline and increase affinity for the show. This campaign will strengthen both the TBS brand and the Cougar Town brand.

RESEARCH
6

RESEARCH OBJECTIVES PRIMARY RESEARCH

S and its p e history of TB th To understand network. ns and roots?

OBJECTIVE #1

ositioning as a

s origi ars? What are it TBS in recent ye hat has defined W S? e future for TB What lies in th

To better understand

OBJECTIVE #2

wn series. What are the origins of the show? How has the show de veloped through the seasons? What are future projec tions for the show? Is there action we ca n feed off of? What is unique abou t it? What have been succ essful past promotions that have increased viewership and viewer engagem ent? Failures?

the Cougar To

OBJECTIVE #3

edy television. tive set for coms or other activities? e competi w To determine th ainst other sho d
peting ag e slots, shows an Are we com g networks, tim e competin What are th ion? their ratings? of the competit rious strategies e va What are th

To determine the exis ting target audience of C

OBJECTIVE #4

ougar Town. What is their lifestyle? Why do they connec t with the show? How do they watch th e show? How does the show m ake them feel? Is it an escape or a place for laughs? What alternate ki nds of media are they using?

f rget audience o e the existing ta To determin ng Theory. ially The Big Ba espec e?

OBJECTIVE #5

TBS,

festyl What is their li atch TBS? specific shows? Why do they w ation or loyal to to the st rs of Are they loyal ith the characte they connect w Why do eory? they using? The Big Bang Th s of media are ate kind What altern

s. onsumer trend industry and c levision industry? levant To determine re the health of the comedy te on?

OBJECTIVE #6

visi What is in network tele ? e recent trends What ar medy television ership nt trends in co What are rece g television view factors affectin al What are extern and sitcoms? is on comedies an emphas ositions in the with ougar Towns p BS and C What are T industry?

Focus groups to spawn dynamic c onversations One-on-one interviews to generate detailed discussion Multi-regional online surveys ad ministered through Facebook, e-mail and online and paper communi cation

PRIMARY METHODOLOGIES

SECONDARY RESEARCH/SOURCES

Initial data provided by TBS (Nielsen and MRI) Target Market Pinterest and Facebook pages Company and show websites Literature reviews (industry and new s articles) Simmons Lifestyle Market Analyst VALS Trendwatching.com

SURVEY RESULTS
The online survey generated over 200 responses from respondents ages 18-49 in various US regions. The survey was distributed through Facebook, Twitter, direct email and other various forms of online communication. WHAT DO YOU DO IN YOUR FREE TIME ON AN AVERAGE DAY? (Top Responses) 1. 2. 3. 4. watch TV work out Internet, use computer eat out with friends WHAT IS YOUR FAVORITE TV SHOW? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Modern Family Revenge How I Met Your Mother Game of Thrones 30 Rock Friends Greys Anatomy Park and Recreation The Big Bang Theory Fringe

PRIMARY RESEARCH

Respondents were primarily caucasian, skewed slightly more female. 52 percent had never been married, 36 were were married and the rest were separated, divorced, or widowed. The majority were college graduates with a bachelors degree or higher, while the rest have completed highschool or are current college students. 23 percent of respondents had children in their household, while the majority did not.

HAVE YOU EVER VISITED THE WEBSITE OF A TV SHOW? Yes 79% No 21% DO YOU FOLLOW ANY ACTORS ON TWITTER? Yes 32% No 40% I dont have Twitter 27% HOW DO YOU MOSTLY WATCH TELEVISION PROGRAMS?

DO YOU FOLLOW YOUR FAVORITE TV SHOW ON TWITTER? Yes 19% No 55% I dont have Twitter. 26% AT WHAT TIME OF THE DAY DO YOU WATCH THE MOST TELEVISION?

WHAT SOCIAL MEDIA SITES DO YOU USE REGULARLY?

WHY DO YOU WATCH/NOT WATCH THE BIG BANG THEORY? I DO watch it because... The script is extremely witty and intelligent and the cast is like my family. Sheldon is hilarious. The plot is clever and the chemistry of the characters is different than other shows. Its funny. I love shows that celebrate geekdom. It is one of the funniest shows I have ever seen! It is unlike any other show. They dont conform to the hot guy/pretty girl stereotype. I DONT watch it because... I cant really relate to the characters. I dislike the portrayal of women on the show. I hate shows with laugh tracks. It tells me the show isnt funny enough. Ive just never made the time or bothered to record it. Ambiguous title. No idea what its about.

HAVE YOU EVER WATCHED COUGAR TOWN? Yes, a few times. 23% Yes I watch it regularly. 6% No. 71% WHY DO YOU WATCH/NOT WATCH COUGAR TOWN? I DO watch it because... I like Courteney Cox! I like the cast. Its funny. Love the characters/humor. Watched from beginning I DONT watch it because... Id guess its about a middle aged womans sad attempts to find purpose in life by focusing on some meaningless romantic tryst. The characters are not relatable. It seems desperate for laughs. Sounds like a worse, trashier version of Desperate Housewives.

DO YOU WATCH TBS? Yes, often. 19% Yes, sometimes. 50% Hardly ever. 32%

WHAT IS YOUR FAVORITE SHOW(S) ON TBS? 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. The Office The Big Bang Theory Seinfeld Family Guy Conan Friends My Name Is Earl SAG Awards Men At Work Tyler Perrys House of Payne

WHAT GENRE OF TELEVISION PROGRAMMING DO YOU WATCH THE MOST?

I ENJOY WATCHING TV MOSTLY... By myself. 66% With family. 59% With friends. 46% HAVE YOU EVER WATCHED THE BIG BANG THEORY? Yes, a few times. 35% Yes, I watch it regularly. 24% No. 41%

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TARGET PROFILES

Susan, 45

ng-At-Heart You

PRIMARY RESEARCH

mostly from Separated n-air television Watches o ctor Managing dire 9:30-11pm er 18 es and dramas 2 children und YouTube s, documentari r, y Loves sitcom acebook, Twitte nnels frequentl egularly uses F R es between cha nd with her Switch TV by herself a e. d LinkedIn g m an Enjoys watchin ost of my free ti my kids take up m oth My en family own is a show b ang Theory wh kfully Cougar T Than hing The Big B Enjoys watc can both enjoy. n. daughter and I ner. ch and din she catches it o of wine when I eats out for lun y a bottle glass Usually jo I always en ter: Jules Cobb ssful day. avorite Charac F ]d in from a stre gar Town u unwin[e finitely buy Co I would de le. it were availab merchandise if d actors on te TV shows an ori Follows fav Twitter es on DVD often buys seri user, ou could say. I Heavy DVR ontraditional y ...n y and fun mom snt make me yself as a trend , but it also doe pe k of m a comedic esca Id like to thin it lets me have ecause love the show b am. it feel as old as I le try to relate s, a lot of peop Ye les and Bobby. mature and a ship between Ju ct that he is im tion e fa ts. Like in the I love the rela t I like it for th serious momen er husband, bu as nd h im ), but he also h to Courteney a anted to give h s divorced him why Jule t to drink but w no nice kid (which is g to get Travis mes where its they were tryin o been other ti . ls episode where ... There have a not-caring side his fun-loving, e home if he did d ve the offer of a ri de--but I also lo has a serious si by to see that Bob

Never married Tax Consultant I can rely on No children TBS when I get h ome from work for a pretty Regularly uses F solid line-up. acebook, Twitter, YouTube, Pando Is excited to hav and LinkedIn ra e more or origin al After work, I programing on T BS. go work out, and then I either com Im normally home and turn o e a beer guy, but I n the TV or I go can drink out for drinks w wine if its free. some friends. Usu ith ally Ill watch Th e Big Bang Theory Job is stressful an TBS and then fa d really appreciat on ll asleep during C es the onan. Usually eats o very funny nat ure of TBS progra ut for lunch and dinner, and I gra mming. for breakfast at w b coffee ork. Favorite TV sh ow : The Big Bang Theory A lot of times my girlfriend stay s over and we ca never agree on o n ne station. Couga r Town on TBS m help me win this ight battle.

Derek, 26

Comedy Relat able

Im your typical guy. I have a 9 to 5 job and when I beer from the frid get home the TV ge and surf chan goes on. Ill grab nels for awhile. U for comedy and a sually TBS is a p I can leave it on retty standard st in the backgroun some dinner. Cou ation d while Im on m gar Town isnt pro y computer or m gramming Id typ I try it. I know m aking ically watch, but y girlfriend loves I wont bash it bef the show. ore I dont know m uch about Couga r Town, but they definitely a plus. ve got Courteney All I need is for Cox and thats the show to give feel emasculated me a few good la and Ill stick aro ughs and not mak und. e me

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BACKGROUND
TBS HISTORY
TBS (Turner Broadcasting System) was originally known as WTCG (Turner Communications Group), a UHF terrestrial television station owned by media mogul Ted Turner. WTCG broadcasted from Atlanta, Georgia during the 1970s. In December 1976, WTCGs signal was beamed via satellite to four cable systems in parts of Nebraska, Virginia, Alabama, and Kansas. Instantly WTCG went from its status as a small independent television station that was available only in Georgia and neighboring states to a major coast-to-coast network operation. WTCG became known as a superstation and set a precedent for todays basic cable television. WTCH was renamed in 1979 to WTBS. Today, TBS is a leading destination for comedy and keeps viewers joined together with a hilarious roster of cleverly written comedies, late night hits, and fan favorites.

SITUATION ANALYSIS

COUGAR TOWN HISTORY

SEASONAL RATINGS Season: Timeslot (EST)

TV Season

1 Wednesday 9:30 PM 2009-2010 2 Wednesday 9:30 PM 2010-2011 3 Tuesday 8:30 PM 2011-2012 AWARDS -Glamour Magazines Women of the Year Awards 2010- Courteney Cox won US TV Actress -Golden Derby TV Awards 2009- Courteney Cox won Outstanding Lead Actress in a Comedy Series -Critics Choice Television Awards 2011- Busy Philipps won Best Supporting Actress in a Comedey Series Cougar Town is a thirty-minute situation comedy show, which premiered on ABC on September 23, 2009. Set in Gulfhaven, Florida (nicknamed Cougar Town for the towns high school mascot), the series introduces viewers to Jules Cobb, a recently divorced woman and her dysfunctional family: her son, Travis, ex-husband Bobby, and her wine-loving friends: Ellie, Andy, Laurie, and Grayson. Jules is an overbearing mother and friend who meddles into the lives of her friends with their witty encounters, tribulations and accomplishments. The group is known as the Cul-de-sac Crew and works as a support system for each other. The series will officially move to TBS on January 8th 2013, and the characters will continue to progress through lifes next chapter with newlyweds Jules and Grayson and the rest of the Cul-de-sac Crew. The most recent season of Cougar Town, Season 3, settled with 5 million total viewers.

Rank Viewers (millions) #57 7.34 #67 7.34 #107 5.19

SERIES SYNOPSIS
Jules Cobb obsessively draws attention, wins sympathy and kindly bosses her Cul-de-sac Crew around. Her Cul-de-sac Crew includes: Bobby (her childish ex-husband), Travis (her nerdy son), Grayson (her new husband), Ellie (her condescending best friend), Andy (Ellies obedient husband), and Laurie (her younger best friend). In season 4, Cougar Town will follow suit from the past 3 seasons, where the Cul-de-sac Crew comes together to overcome and celebrate everyday occasions. In the original season, Jules and Grayson were focused on finding a significantly younger play toy. Bobby was struggling to find his way in society while not losing his juvenile mentality. Ellie and Andy introduced their owner and dog relationship, where Andy obeys every command given by Ellie but still tries to hold on to his dignity with his best friend Bobby. Laurie was introduced as a risqu young adult who was too childish to grow up. The final crewmember of the gang, Travis explores his sexuality with a girlfriend while making his way through a hormonal high school career. In the most recent season, viewers were able to grow with the Cul-de-sac Crew: they get to experience the marriage of Jules and Grayson, Bobby establishing a formal relationship with the opposite sex, Ellie and Andy growing as a couple and as parents, Laurie becoming an entrepreneur and Travis finally discovering his true passion, photography. Season 4 will continue to develop the Cul-de-sac Crews relationship as a group as well as individually.

PAST ADVERTISEMENTS

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CONSUMER TRENDS SITUATION ANALYSIS

Consumers are beginning to view their favorite programs through different media formats. Even while traditional television is being challenged by the rise of Internet video streaming, manufacturers are embracing new consumer behaviors. The cooperation between Internet, apps and TV has the potential to keep the TV industry going strong. Television viewers are multitaskingthey watch their favorite shows while interacting on social media platforms via their tablets, smart phones and laptops. A Deloitte survey found that 42 percent of Americans surf the web while watching television, 29 percent talk on their phones while the TV is on and 26 percent of consumers are texting or sending IMs. According to TV Guide, Twitter leads Facebook when it comes to social engagement during a shows airtimea phenomena known as social TV. 50 percent of users said they tweet about the show they are currently watching, while only 35 percent say they post to Facebook.

itch Between ls That Digital Natives Sw Time Inc. Study Revea Regulate Two Minutes, Use Media to ery Devices and Platforms Ev Their Mood day lives) and digital

eir every Time, Inc., 9 April 2012 ile technology as part of th ers who grew up with mob spending less and less time Digital natives (consum in their adult lives) are both e o first learned about mobil immigrants (consumers wh ty of media available. s, tablets, smartphones or being engaged with the varie tforms (i.e. TVs, magazine ia pla heir attention between med Digital Natives switch t every other minute. sumer 27 times per hour, about ch media outlet because con channels within platforms) isfaction is derived from ea , less emotional sat Due to media saturation ulate . s a result, use media to reg engagement is fragmented f emotional response and a ewer highs and lows o Consumers experience f tention to something new. their moods. ne media, they turn their at onsciously ow tired and bored of o es, making it easier to subc As soon as consumers gr ength away from their phon re than an arms l Consumers are never mo rms. switch between media platfo

ar Town: bing the audiences What this means for Coug e brand experience to keep the audience engaged. Grabbrand consumers. a uniqu
er and Cougar Town has to off ing them into loyal viewers , the network g will be essential in convert connections with the show attention from the beginnin opportunities for emotional incorporate Cougar Town also has to and the characters.

Trend Report Ericsson News Center, 2 September 2011 People are spending slightly less time wa tching scheduled broadcast TV, and they a re spending more time watching streamed OnDemand TV online. More than 38 percent of the respondents reported watching internet-based OnDeman d TV more than once per week, while about percent watch broadcast TV more than onc 80 e per week. OnDemand viewing is becoming incr easingly popular, while broadcast viewing ha s remained as the most common way for peo watch TV. ple to TV and video have not been negatively affected by the internet in the same way tha t print has. More than 40 percent of the respondents reported using social media on various dev ices such as smartphones and tablets while watching TV. The majority of families combined TV v iewing with the use of Twitter, Facebook, tex ting, voice calls and forum discussions abo what they watched. ut 70 percent of people are talking to some body else while watching TV and 50 percen t are talking on the phone while watching Around of people are browsing the inte TV rnet while watching TV.
Multiple mediums for viewing Cougar Town may decrease Neilsen ratings for the show because Neilsen has not yet figured to harness non-traditional mediums into out a way their ratings. Online viewing gives consumers the abil ity to access Cougar Town whenever and whe rever they want, allowing it to attract mor than if it were just available via broadcast e fans network. Social media is frequently used among todays audience, so viewers will enjoy bein g able to access the show on social media that they are already familiar with. platforms It is obvious viewers enjoy staying con nected with one another during and after television shows. Cougar Town will resonate these viewers because it is such a commun with ity-based show.

Ericsson presents TV & Video Consumer

What this means for Cougar Town:

16

INDUSTRY TRENDS SITUATION ANALYSIS

acom, Inc.s Nickelodest year (most notably Vi llen in the pa The Wall Street Jour d cable channels have fa of the 15 most-watche for 11 clines). Average audiences FX with double-digit de Theory. TNT and News Corps on, Time Warners , relative to each other. isodes of The Big Bang them more competitive ed primarily by past ep , bolster Men, makes uld mean TBS is up by a third t, such as AMCs Mad entertainment, that co ents in original conten climate of OnDemand stm rship; in todays Cable channels inve gs in ratings and viewe ong tastes translate to swin Viewers fickle percent in primetime am crash the next. -year gains of nearly 30 soar one season only to is down 17 sted year-to that a networks ratings 11, for instance, FX po y. But so far in 2012, it r through the end of 20 g drama Sons of Anarch orcycle-gan From late Septembe with shows like the mot . That een 18 and 49 years old, viewers betw st at Nomura Securities Nielsen. ael Nathanson, an analy measure, according to sane, said Mich percent by the same week versus week is in quarter versus quarter, ing. The volatility s to find hit programm ratchets up the pressure basically s: tly. Reasons for decline reruns that air frequen nDemand. nters warmgging ratings on older d often dont include O TNT - sa tings, while this past wi include web viewing an us artificially raising ra nal ratings dont television, th Nielsens traditio le inside and watching evision rough winter kept peop Last years ary demand of cable tel posite. rtunity to increase prim sible oppo er weather did the op so theres no longer a fea arket is near saturation, The pay-TV m in general. rs it stays relevant to viewe gar Town: k needs to ensure that ou twor What this means for C mparison to other cable networks; however, the ne co althy in k, Wedding TBS is currently he eory become stale. ugar Town, Men at Wor runs of The Big Bang Th al content, including Co ts in origin in the chance that re by its recent investmen aware of this, as shown edy shows The network is entioned original com n. quisition of the aforem at a greater amount of of TBS; the recent ac Band, and Sullivan & So ge with the shows so th to maintain the health ect and enga d a hit show sure that viewers conn Theres a need to fin ion, but TBS needs to en rect ad, focusing on attract is a step in the right di the TBS community. e pay-TV market; inste fostered in turation of th loyalty and positivity is ers in the face of the sa to attract non-cable us ot expect important. Cougar Town cann s and networks is more rs from other program ing viewe

Cable Ratings Take Slidearon2012 nal, 26 M ch

Barrons, 11 June 2012 In context of the Stock Marke t, Time Warner is a healthy busine ss with gradual and steady return Time Warners general-interest s. networks, TNT and TBS, have mi xed ratings; a money manager wh Time Warner said that they are not o is no longer a shareholder in networks that viewers are scream ing to keep. Yet these networks, TNT and TBS, have gained share from bro adcasters despite predictions of the decline of general-interest nework s. What this means for Cougar Town : Cougar Town is part of TBSs effort to remain relevant and impor tant to viewers; to bolster the net core following to TBS with Jules work, TBS needs to bring the sho and her crew while keeping the ws networks current viewers in mind so as to not alienate them.

Why Time Warner Merits a Bette

r Rating

k Ratings War iumphs in 2011-2012 Networ CBS Tr

2012 The Washington Post, 24 May times out of the past 10 years. 49 year olds. n the highest rated network 9 CBS has bee ed comedy show among 18 to televisions most popular script The Big Bang Theory is wers to TBS. While this lends TBS has taken notice of the lf. shows and brought network vie edy edy powerhouse in and of itse successfully secured leading com twork to establish itself as a com the ne Theorys s, there is an opportunity for can benefit from The Big Bang ratings and advertising dollar r olds means that Cougar Town yea Bang Theory among 18 to 49 The popularity of The Big viewer runoff. Theory, TBS has ar Town: What this means for Couglarity of The Big Bang Theory on CBS. With the purchase of The Big Bang to the network with strength popu

18

COMPETITIVE ANALYSIS SITUATION ANALYSIS

20

SITUATION ANALYSIS SWOT ANALYSIS

22

DIRECTION

BRAND ESSENCE CHART

relatable likable bright unique energetic dynamic fresh very funny caring authentic comfortable youthful viewers tuned in for an average of 3 episodes a season fun sexy

ATTRIBUTES BENEFITS PERSONALITY

endearing relatable reliable trendy

escape from reality un(wine)d entertainment unites friends/ social watching lively

quirky witty

wacky sarcastic

POSITIONING
Cougar Town on TBS puts a very funny spin on midlife-its the place where laugh lines show.
target audience is married with kids but feels 29

playful amusing

in-on-the joke light-hearted

Courteney Cox is very recognizable

viewers tuned in for the entire episode

sense of humor trendy young-at-heart

SOURCE/SUPPORT HOW IT MAKES WHAT IT SAYS YOU FEEL ABOUT YOU

love to laugh

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MARKETING OBJECTIVES
1. TO INCREASE RATINGS TO 2 RATING POINTS BY THE END OF SEASON 4.
RATIONALE: The Big Bang Theory has achieved similar ratings and Cougar Town is capable of producing comparable results. Cougar Town will air during the prime spot in the nighttime line-up and with audience retention from ABC, carry-over from The Big Bang Theory viewers and early arrivers to Conan, a rating increase by 2.0 is attainable by the end of Season 4. Through increased ratings, the network will profit, and Cougar Town will be a sound investment. STRATEGY: This objective will be achieved through the use of an integrated mix of advertising and promotional initiatives.

DIRECTION

2. TO INCREASE SOCIAL MEDIA ENGAGEMENT BY 10 PERCENT BY THE END OF SEASON 4.

RATIONALE: TBS aims to be social-by-design, yet does not take full advantage of what social media has to offer. An increase of 10 percent is reasonable, since the show already has one million Facebook likes with just over 2,500 people talking about it, while The Big Bang Theory has more than 22 million Facebook likes and more than 150,000 people talking about it. STRATEGY: The use of social media promotions and events will spark off-screen dialogue and generate conversations relating to the show and plot. Engagement will be measured through likes, shares, comments, check-ins, Tweets and retweets.

COMMUNICATION OBJECTIVES
1. TO INCREASE OVERALL AWARENESS OF THE STORYLINE AMONG NON-VIEWERS.
RATIONALE: Primary research shows that people are reluctant to tune into the show based on the implications of the title Cougar Town. People assume that the show is all about older women dating with young, hot men. Thus, we need potential viewers to see the show as more than just older women indulging in questionable vices. STRATEGY: The use of traditional, digital and non-traditional media will help aquaint the target audiences with the Cul-de-sac Crew.

2. TO INCREASE AFFINITY FOR COUGAR TOWN, ON ITS OWN AND AS A TBS SHOW, AMONG 30 PERCENT OF MEN AND WOMEN 18-49 (BUT PRIMARILY WOMEN IN THEIR 40S).
RATIONALE: The Big Bang Theory fans and other loyal TBS viewers will become a part of the Cougar Town community or at least become regular viewers. The target audiences will pick up the remote and tune into TBS, or continue watching after The Big Bang Theory. Current fans will feel comfortable with Cougar Town on TBS and will continue watching the show throughout this and future seasons. STRATEGY: The use of creative IMC will let the audience in on the joke. The target audiences will feel as though they can relate to the Cul-de-sac Crew. They will tune in and view Cougar Town as the perfect show to un(wine)d with.

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CREATIVE BRIEF
KEY FACT
TBS has recently acquired Cougar Town after its three season run on ABC. Cougar Town takes a comical look at mid life, making it the perfect fit for both the TBS network and the target audience that doesnt always watch TBS. The all-new fourth season will premiere on TBS January 8th, 2013.

INSIGHTS
Theres nothing I love more than relaxing and unwinding with friends when I get the chance. Sometimes its grilling out with the gang. Others its renting movies and getting the neighbors together for a viewing marathon. Often times its just a lot of us girls gabbing over a bottle of wine or a pot of coffee. So one time my friend Mary and I got a couple long beach iced teas before going to see Bridesmaids in theaters. But while walking across the parking lot, Mary made me laugh so hard that I peed my pants! OMG. It was so embarrassing! Now my daughter tells me to bring a change of clothes whenever Mary and I hang out...

PROBLEM
Loyal ABC viewers dont necessarily know that the show has been picked up by TBS for a new season and must be persuaded to follow the show to its new network. TBS viewers arent aware of the show. They need to understand its fit into the TBS line up and adopt Cougar Town into their current viewing habits.

TARGET MARKETS

DIRECTION

YOUNG-AT-HEARTS are primarily female, ages 35 to 49. Their average household income is $72,000. They are family-focused, highly social, and lead active lifestyles. YOUNG-AT-HEARTS consider themselves to be mobile minimalists. They watch TV, especially ABC, for entertainment and information and see media as a good escape. COMEDY RELATABLES are a dual audience with a median age of 45. Their average household income is $67,000. COMEDY RELATABLES tend to spend time and money on upkeep for themselves and their households. They stay connected through the use of the latest technology and social media trends. COMEDY RELATABLES feel they are forever young. They love to cook out, entertain friends, go to concerts and attend comedy shows.

OBJECTIVES
COMEDY RELATABLES: To increase overall awareness of the shows storyline and encourage trial viewership among 65 percent among loyal TBS viewers and non-Cougar Town-viewing members of the target audience. YOUNG-AT-HEARTS: To increase affinity among past Cougar Town viewers and encourage at least 35 percent of them to follow the show to TBS.

PROMISE
Cougar Town on TBS: the place where laugh lines show.

SUPPORT
Cougar Town not only focuses on the life and adventures of Jules Cobb but also her closest friends and family Ellie, Laurie, Bobby, Andy, Grayson and her son Travis. The characters collective and individual experiences address viewers everyday problems and concerns, such as relationships, economic concerns and the future. The show allows its characters to react to their experiences in a funny, exaggerated manner without losing its grounding in reality and thus being relatable.

MANDATORIES
TBS logo, Cougar Town logo, links to social networks and Cougar Towns home page on tbs.com, website.

28

CREATIVE CONCEPT
Cougar Town and TBS are all about the Perfect Pairing. Spawned by the shows literal wine worship and its voluminous consumption, the idea works on multiple levels. First, the concept speaks to the fit of the Cougar Town series into the current TBS brand and programming lineup. Comedy. Levity. The eccentricities of everday life. The shows tone is witty and relatable, with one-liners delivered in style. Its a perfect addition to the TBS (already delightfully dysfunctional) comedy family! Second, the term perfect is relative...or in this case friends! The badly titled show has evolved past its origins of taboo age couplings into a mix of unique, pleasantly unexpected pairings of character interactionsoften romantic, sometimes explosive, many times juvenile or pedantic, and other times just plain awkward. Each duo embodies its own unique dynamic. Ellie jabs at Laurie. Jules keeps Grayson straight. Andy engages in male bonding with Bobby, who, lets be honest, isnt the best influence on Travis. Connect all of that with a good bottle of wine on a regular basis, and you have yet another perfect pairing. Additionally, there is opportunity to position Cougar Town as a perfect pairing with neighboring shows, such as lead-in The Big Bang Theory, and also Conan. Sheldon would definitely have something to say about the new neighbors (in fact, hed most lily march right over with a contract!). And Conan could toast the cul de sac crew all night long! What more fodder could he ask for than Jules hoversim mothering, Bobbys floating abode, Andys bromantic tendencies and Graysons ability to turn literally any situation into a song?

DIRECTION

Lastly, the concept works in engaging viewers and personally connecting them to the show with the you and Cougar Town mindset. It demonstrates how the shows characters and light-hearted portrayal of the daily grind are not only endearing, theyre an inspiring reminder never to take (mid) life too seriously. Adopt Bobbys mindset and you could become a dangerous duo. Go head to head with Ellie and you may have just met your match. The Perfect Pairing campaign brings these relationships to life in every aspect. Through a multi-touchpoint plan, viewers will be able to join the Neighborhood Association, pair Cougar Town (wine) with any occasion, discover how the new neighbors are getting on with the rest of TBS favorites, and connect with cul de sac characters and one another.

THREE-PRONGED APPROACH
CHARACTER-TO-CHARACTER SHOW-TO-VIEWER

SHOW-TO-NETWORK

30

CREATIVE EXECUTION
PRINT

MAGAZINES
IN A

PEAS

TWO

POD.
Laurie + Penny = Totes Best Friends For Life
Whats better than a pair of sassy stilettos 50% off? Two pairs! Especially with a bottle of wine and your best friend to share it with!

Friendship doesnt have to be brilliant. It just has to have a good nish.

Get a taste for this lively pair on TBS. An all-new season premieres January 8.

on
The Perfect Pairing.
tbs.com/cougartown

32

FOLD-OUT MAGAZINES
EXTERIOR

GOOD FRIENDS.
Andy: Ellies just jealous because she thinks I care more about you than her. Bobby: Do you? Andy: Yes, its not even close.

PRETTY

PRINT

INTERIOR

34

FOLD-OUT MAGAZINES
THE

EXTERIOR

PERFECT

LOVE
Andy: Great. Theyre grossed out by the thought of us naked. Ellie: Not us, my friend.

PRINT

INTERIOR

36

TELEVISION: TBS SPOT

BROADCAST

TBS LOGO DURING SHOW

We have created a logo to show in the corner of TV screens while the show is airing. The logo can also be used on promotional pieces related to Cougar Town.

38

TELEVISION: ABC SPOT

BROADCAST

40

RADIO
SPOT ONE
0:15 Radio Cougar Town ANDY: All those that live in this cul de sac, join me now! [TRUMPET FANFARE] VO: Cougar Town is coming back for an all-new season on TBS. JULES: Let there be wine! FX: TRICKLING WINE

SPOT TWO
0:15 Radio Cougar Town FX: [THEME SONG] VO: What dance are you gonna do when Cougar Town switches to TBS? JULES: Im gonna do the boob-shimmy-double-point-to-God. GRAYSON: Hah, Im gonna do the fingerstache-pimp-limp! Oh! Oh! VO: Be sure to start practicing your moves, because the all-new season premiere of Cougar Town airs January 8th on TBS. ELLIE: Imaginary hat. LAURIE: Imaginary opera gloves. VO: Cougar Town and TBS. [CLINK] The perfect pairing. Visit Cougar Town at www.tbs.com/cougartown.

BROADCAST

TOM: You put wine in my fountain? JULES: Youre welcome! VO: Join the cul-de-sac crew on TBS January 8th at 10pm for the all-new season premiere! Cougar Town and TBS. [CLINK] The perfect pairing. Visit Cougar Town at www.tbs.com/cougartown.

SPOT THREE
0:15 Radio Cougar Town JULES: Let there be wine! FX: [THEME SONG] VO: On (date), Cougar Town is coming to your neighborhood! LAURIE: Hey peeps, lets get our drink on! What, what! What-whatwhat! What! VO: Jules, Bobby and Travis will be joining TBS and Orin Swift Winery in bringing you an evening of wine and Penny Can! GROUP: [Clunk] Penny Can! VO: Join us at 4:30pm January 5th in the (wine store name) in downtown Atlanta. Cougar Town and TBS. [CLINK] The perfect pairing. Visit Cougar Town at www.tbs.com/cougartown.

42

BANNER ADS
NEIGHBORHOOD ASSOCIATION GAME

ONLINE

COX ON CONAN

44

BANNER ADS
ANDY + ELLIE

ONLINE

LAURIE + PENNY

46

MICROSITE
OBJECTIVE
To create an online opportunity for brand connections through various interactive games and to house information about promotional events, updates about the show and link fans to other social media platforms such as Facebook and Twitter.

RATIONALE
The microsite is a central place to house all activities which makes it easier to communicate to finds and monitor their behavior.

EVALUATION
To measure the success of the microsite, site visits will be tracked weekly. Most visited links and tabs will also be tracked each week to understand what Cougar Town fans are using the site for.

ONLINE

MICROSITE: VIRTUAL CUL-DE-SAC

STRATEGY
The Cougar Town webpage will be housed on TBS.com, symbolically linking Cougar Town as the perfect pairing to the rest of the TBS family. The site will be the hub for all things Cougar Town including recent episodes, merchandise, social media, and fan-to-fan interaction. When the user first navigates to the page, they will see the logo and slogan and the cast, jovially relaxing with their wine on the navigation bar. As the user scrolls down, on the left, there will be the media player. The media player will begin playing clips and promos after the site is loaded. From the media player, they will also be able to access and replay recent episodes. Under the media player is a link to all TBS mobile apps, and a link to sign up for the weekly newsletter. At the bottom of this column is the Cougar Town Pinterest link, where pins matching a variety of the interests of Cougar Town fans can be found. At the top of the center column is the link to tour the Cul-de-sac crews houses. From here, fans can discover which brands their favorite characters like to buy so that they can emulate their unique style. When the user hovers their mouse over each house in the Cul-de-sac image, the house will be highlighted. Clicking the house will then take the user to a screen where they can choose which area of the house they would like to explore: the living room, closet, or , if its Jules house, the kitchen. Inside each closet, when they hover their mouse over the clothes rack, a scrolling window will appear along the bottom. When the mouse hovers over the items in this window, they become larger than the rest. Upon clicking on an item, a pop-up window will open with purchasing information. All other rooms will open with the bottom scrolling window already loaded but, pop-ups will appear in the same fashion. Below the Cul-de-sac link is the link for the Neighborhood Association matching game followed by a link to the Perfect Pairing Napa contest.The far right column is headed by an ad. The twitter board showcasing Lauries quirky tweets and the Facebook link are located directly underneath this ad.

48

MICROSITE: VIRTUAL CUL-DE-SAC

INSIDE JULES KITCHEN

ONLINE

INSIDE JULES LIVING ROOM

50

MICROSITE: NEIGHBORHOOD ASSOCIATION GAME

ONLINE

MICROSITE: MERCHANDISE STORE

52

IMC
54

FACEBOOK
OBJECTIVE
To increase the amount of likes on the Cougar Town Facebook page by 20 percent by the end of season 4.

STRATEGY
The Cougar Town Facebook page will serve as a platform for viewers to stay informed and connected to the show. Through the Facebook page, viewers will be able to find out about all Cougar Town promotional opportunities, fun facts about the show and watch sneak peeks for upcoming episodes. It will also serve an integral part in promoting the Cougar Town Pinterest site. Through the Cougar Town Facebook page we will connect future and current viewers alike, creating a stronger community for the show.

RATIONALE

SOCIAL

The use of Facebook helps further solidify our social-by-design, multi-platform campaign. It pairs well with connecting the viewers to the show on a deeper level and promoting other Cougar Town events. Increasing the amount of likes on the Facebook page will begin to align Cougar Town with the already heavily trafficked Facebook pages of other shows on the TBS network.

TIME FRAME
Begins in October and will continue throughout the duration of the campaign.

TWITTER
OBJECTIVE
To increase the number of Twitter followers by 20 percent by the end of season 4.

STRATEGY
The official Cougar Town Twitter account will be in the voice of Laurie Keller. This will allow followers to feel more connected to show and be in on the joke. Having this personal connection to the character will increase the number of favorites and retweets the show receives and attract more viewers to the show. This will lead to increased ratings. Through her Twitter, Laurie will casually keep followers informed about all promotional opportunities and encourage them to participate. Having Laurie as the official voice of the Twitter account also creates opportunity for added value. Using Lauries voice for the Cougar Town official Twitter page provides endless possibilities of creative ways to encourage viewers to follow the show off air and online.

RATIONALE
Lauries character is already an avid tweeter on the show, making her and the official Cougar Town Twitter account the perfect pair. Using Lauries voice will refresh the current Twitter account, making a 20 percent increase in followers a very attainable goal.

TIME FRAME
Begins in October and will continue throughout the duration of the campaign.

56

SOCIAL CURATOR SITE: PINTEREST

SOCIAL CURATOR SITE
OBJECTIVE
To encourage brand involvement and increase viewer visits to Cougar Towns media platforms.

STRATEGY
The Social Curator Site will be hosted on Pinterest and present activities and items that pair with the target markets lifestyle and interests. Cougar Towns Pinterest will be connected with the shows Facebook page allowing Pins to show on Cougar Towns newsfeed. This will actively involve the viewers and provide them with a benefit for following Cougar Towns social media.

RATIONALE

SOCIAL

Posting Pins directly onto Facebook will increase the amount of postings on the Cougar Town Facebook page, which, in turn, increases visibility on Fans newsfeed- as reported from EdgeRank. Also this will help vary the content that the fans receive and they will remain invested in the site.

58

NEIGHBORHOOD ASSOCIATION APP

OBJECTIVE
To increase Cougar Town ratings and overall brand involvement.

STRATEGY
Viewers will test their memory skills with the newest Cougar Town matching game! Each week, after the newest episode of Cougar Town has aired, viewers can connect online or on their smart phone via the Neighborhood Association app and perfectly pair specific quotes from that nights episode with which character said that quote. For each quote viewers answer correctly, they receive one Cougar Town penny to spend in the Cougar Town merchandise store. Viewers only have 24 hours once the episode has aired to pair the quotes with the characters and receive the virtual pennies to trade in for Cougar Town gifts, encouraging them to watch Cougar Town in real time. Questions will become available each week at 10:30pm pacific time after the show has aired and close at 11pm pacific the following day. Weeks four, eight and twelve will function as checkpoints for levels one, two and three. Viewers will have the option to spend their pennies on unique Cougar Town gifts from the merchandise store or save their pennies for bigger and better gifts. At week twelve, dedicated viewers will receive a bonus gift in the form of a promotion code allowing them to purchase our limited edition Cougar Town Prisoner wine for only a penny! If viewers dont have enough virtual pennies to purchase some of the merchandise they wish to have, there is no need to worry! The Cougar Town merchandise will also be available on the Cougar Town website. Merchandise will not be available for purchase until after its been available as a reward for the penny game. Prior to the premiere, viewers will have the chance to familiarize themselves with the game and the show by matching past episodes quotes and characters. This will be purely for entertainment purposes and will not allow viewers to receive Cougar Town pennies for correct answers.

MOBILE

RATIONALE
By giving viewers a limited time period of only 24 hours after each episode has aired to play the matching game, we are encouraging viewers to watch Cougar Town in real time, helping to increase ratings for the show. The virtual money and gift aspect of the game drives viewers to watch the show on a weekly basis in order to win more pennies that can be spent in the merchandise store. By allowing the gifts to be won with pennies and purchased with real dollars, the show will establish a greater brand presence and Cougar Town memorabilia will be all the rage!

TIME FRAME
January 8th, 2013 April 3nd, 2013

60

CUL-DE-SAC CONNECTION APP

OBJECTIVE
To promote brand interaction and brand awareness, and maintain strong viewer relations.

STRATEGY
Cul-de-sac Connection is an interactive mobile application that allows users to create a profile; which includes, a username and an avatar (which allows the user to stay anonymous). After setting up their account, the user will complete a list of 10 personality questions, which will generate which Cougar Town character matches that user best. At this point, the users avatar will activate and originate from their particular Cougar Town character. The mobile application will then prompt the user with the option of: Find Your Laurie or Find Your Grayson etc. Depending on the users choice, the application will connect the user with another user that best matches which character the user wanted to be paired with. After being matched, both users will have the chat room capability. Users will also be able to update their Facebook status or Twitter feed with which the they are most similar to.

RATIONALE
The promotion of the mobile application will coincide with the start of marathons that will air episode from previous seasons (it is recommended to air previous episodes on TBS at the start of November 2012). This will allow current ABC viewers to connect with their characters on a new and personal level and encourage them to tune in for season 4.

TIME OF ADVERTISING
Begins in November 2012 and will continue throughout the duration of the campaign.

MOBILE

62

PARTNERSHIP PAIRINGS
PARTNERSHIP
Orin Swifts Prisoner Wine

OBJECTIVE
To increase brand presence and take-away value among viewers.

STRATEGY
In past seasons, Cougar Town has partnered with Orin Swifts Prisoner wine, which debuted in several episodes. This campaign will extend that partnership into season 4 as well as into IMC tactics. Orin Swift will produce a limited edition Cougar Town wine. This will be featured in our Cougar Town In Your Neighborhood Events and the Neighborhood Association Game. The partnership between Cougar Town and Orin Swift will also be prevalent in the Escape Your Neighborhood Napa Valley Sweepstakes through the limited edition wine as well as private tours of the Orin Swift Winery.

PROMOTIONS

RATIONALE
Orin Swift has featured their product in past episodes of Cougar Town. Research shows that because the show is very wine-centric, the winery is a fitting partnership. The limited edition wine bottle will keep the same Prisoner label feel with the hand drawn sketches.

64

PARTNERSHIP PAIRINGS
Target Team-up

PARTNERSHIP OBJECTIVE

To increase take-away value among viewers.

STRATEGY

PROMOTIONS

Target connects Cougar Towns style in both the home and accessories with affordable alternatives that the viewers can purchase to carry out their own Cougar Town style. Partnering with Target will also create opportunities for Cougar Town product placement in Target weekly advertisements. The target team-up works on multiples levels and provides added value opportunity.

RATIONALE
Offers affordable options for our target markets, whose combined household income is $72,000 a year. Target also has a range of departments enabling the Microsite to recreate pieces in Jules Cobbs kitchen, living room, and closet.

66

COX ON CONAN
OBJECTIVE
To welcome Cougar Town to the TBS network and create an emotional connection between top media influencers and the show.

STRATEGY
Courteney Cox will make a guest star appearance on Conan! Cox will come on stage after Conan plays the Cul-de-sac Connection smart phone app and chooses to connect with Jules. This will be the unvieling of the cul-de-sac connection and a great promotional tool to gain momentum for the app. By having Cox appear on the show, we will convey to the Conan audience how they relate to Cougar Town, motivating them to view the show when it premieres. We will show the audience how Cougar Town and Conan are the perfect pairing!

PROMOTIONS

RATIONALE
Having Courteney Cox guest star on Conan will reach a part of our target audience that may not think Cougar Town is for them. This part of the target audience is an integral part in success of Cougar Town and Coxs guest star appearance is a perfect way to connect with them. We know that Conan will make Cox feel welcome and at home at TBS in a very funny manner. November 8th, 2012 is the perfect time for her appearance because it is right before we begin heavily promoting the show.

TIME
November 8th, 2012 at 11:00PM EST.

68

ESCAPE YOUR NEIGHBORHOOD NAPA VALLEY VACATION

I cant believe were in Napa. I think were meeting God.
OBJECTIVE
To build an emotional connection between the viewers and their friends with Cougar Town and to create a strong pass along rate on social websites.

RATIONALE
This tactic links the current relationship between Cougar Town and Orin Sift with the limited edition Orin Swift Cougar Town Wine and the wine tours. This sweepstakes will cause viewers to trend Cougar Town on social sites creating awareness in their network.

STRATEGY
Jules would not be Jules Cobb without her Cul-de-sac Crew: Ellie, Andy, Bobby, Grayson, and Laurie. We want to know who completes your Culde-sac Crew! Who is that one person that you can go to vent to, that you can go and be comfortable with, or better yet that one person that is your Jelly Bean? Cougar Town is sending you and your plus one to meet God or at least on a trip to Napa Valley. Enter a video to Cougar Town Microsite, with the title starting with Cougar Town Napa Valley, of you and your plus one expressing what makes you the perfect pair. Viewers will vote in Likes for the best video and then you and your perfect pair will head to Napa on August 30th 2013 for a 4-day, 3-night stay. Your perfect pair could be a family member, friend, or significant other! Your trip to Napa wouldnt be complete without an all expense paid venture to Orin Swift Vineyard including a tour of the vineyard, samplings of Orin Swift originals, and your very own case of Limited Edition Cougar Town Prisoner wine!
NO PURCHASE NECESSARY. Sweepstakes ends at 11:59:59 p.m. PT on 03/26/13. Open only to legal residents of the 50 U.S. & D.C., 21 or older. Limit 1 entry/person/day. See Official Rules for full details including eligibility restrictions and limitations. Void where prohibited.

MEDIA
Banner Ads: TBS website, YouTube, Yahoo TV section Commercial Spots: TBS, ABC Cougar Town home page Social Media Sites: Facebook, Twitter Floating Ads: Yahoo home page

PROMOTIONS

TIME FRAME
Advertising will begin January 2013 and will continue throughout the duration of the campaign.

APPROXIMATE COST
$6,000.00 USD

SWEEPSTAKES

70

COUGAR TOWN IS IN THE NEIGHBORHOOD

OBJECTIVE
To enhance brand experience and raise awareness for Cougar Towns premiere on TBS.

STRATEGY
Through these wine store takeovers, Cougar Town will be partnering with Orin Swifts Prisoner Wine. There will be 3 take-over events in cities that have both a high volume of Prisoner wine sales as well as high viewership of Cougar Town. The 3 locations will be: Nashville, Raleigh, and Atlanta. The backdrop for each wine event will vary by city. In Nashville the backdrop will be Graysons Pub, in Raleigh the backdrop will be Jules Living Room, and in Atlanta, the backdrop will be Jules Kitchen. The main highlight at this event will be the opportunity for consumers to purchase a limited edition Cougar Town Prisoner and Big Lou package. They also may purchase the limited edition Cougar Town Prisoner wine by itself. A wine connoisseur and local chef will be available on-site to explain more about the wine and suggested pairings. There will be guest appearances in each city: Grayson and Laurie in Nashville, Ellie and Andy in Raleigh, and Jules, Bobby and Travis will make an appearance at the Atlanta event. Following the event, the limited edition wine will be available throughout season 4. At these events, consumers will see various scrolling highlight reels throughout the venue of results and conversations from other consumers who have already downloaded and utilized the Cul-de-sac Connection App. This will encourage consumers to download the application immediately and try it out for themselves. Information regarding the Escape Your Neighborhood Napa Valley Sweepstakes will also be available. The first 50 consumers to show up at each event will receive a free bottle of limited edition Cougar Town Prisoner wine, encouraging them to be the first in line. In addition, all consumers will receive a special Cougar Town penny token upon arrival that may be traded in for one free 4oz glass of the Prisoner wine of their choice.

PROMOTIONS

EXTERIOR OF WINE STORE TAKE OVER

STORE TAKEOVER

TIME OF EVENT
January 5th, 2013 at 4:30PM.

RATIONALE
The Cougar Town is in the Neighborhood winestore takeovers will be held at top wine stores in Nashville, Raleigh, and Atlanta, which are also top regions in Cougar Town viewership. This event will highlight the pairing of Cougar Town and Orin Swift. It will remind and encourage current and potential viewers to watch the premiere on January 8th.

72
INTERIOR OF WINE STORE TAKE OVER

TARGET TEAM-UP SPECTACULAR

OBJECTIVE STRATEGY
To promote brand awareness and brand interaction of Cougar Town at Target, while maintaining a connection between our target audience. In the top Cougar Town markets: San Antonio, Nashville, Raleigh, Greenville, Tulsa, Columbus, Norfolk, Atlanta, Hartford and Pittsburgh we will expose viewers and non-viewers alike to a Cougar Town inspired interactive display. The display will give target shoppers the chance to be teamed up with another shopper or target associate to help the them find the perfcetly paired gifts. They may download the mobile application on their smartphones and tweet their questions while shopping either online or in the store using the hash tag - #teamup. #swagshopping The instore display will project quesitons and answers as they are received for everyone to see. By having Target assoiciates involved in the answering of questions,Target can gain a great deal of point- of -purchase advertising. This display increases social communications and offers unique help to shoppers looking to perfectly pair different holiday gifts.

OUT-OF-HOME

RATIONALE
Placing these interactive displays in top Cougar Town markets will reach the most susceptible part of our target audience and have greater potential for reaching individuals who may not currently watch the show. This spectacular will help Cougar Town achieve greater top of mind awareness because it will be in a highly trafficked area throughout the holiday season. The display also builds on our current partnership with Target.

TIME FRAME
November 2012 January 2013

74

MEDIA PLAN
76

MEDIA PLAN OVERVIEW

OBJECTIVES
1. Maintain a base awareness throughout the duration of the campaign by reaching 70 precent of the target audience ages 30- 49 3 times each month. Boost awareness by reaching 80 percent of the target audience 3.5 times during the months of October 1st, 2012 to January 21st, 2013.

RATIONALE
After spending three seasons on ABC, Cougar Town will premier January 2013 at a new time at a new home, TBS. Cougar Town viewers will enjoy a complete brand experience through a comprehensive media plan that allows the target viewers to access Cougar Town and its characters on a variety of media platforms. From television to social to online to promotions and to outdoor, Cougar Town viewers will be submerged in the brand. These mediums were chosen because they each offer unique experiences for the target audience. The mediums are also formats that are frequently consumed by the target viewers according to Neilsen data; they value these media outlets as reliable sources of information and entertainment. They are used to escape the chaos of everyday life. By using these mediums, the audience will be more receptive to the message because they can receive messages on their own time and in the form which they desire.

2.

STRATEGY

MEDIA PLAN

All media objectives will be achieved by using a mix of both traditional media (television, radio, online and outdoor) and non-traditional media (social media, promotions and events). Social media will be used during the month of September to generate buzz about the show and give loyal fans an opportunity to interact with the brand. To achieve the higher reach and frequency goals set for the months of October, November, December and January, more media will be added to the schedule, which will include television, online, magazine, radio and outdoor. During this time period advertisements will be focused on informing audiences of the switch from ABC to TBS which will include heavy off channel advertising with emphasis on ABC and ABC.com. During the last two months of the campaign schedule, advertising messages will be primarily focused on the show and reminding viewers of its weekly air time on TBS. The media schedule will be decreased to only include print, television and online.

CYCLE 1
SEPTEMBER

CYCLE 2
OCTOBER, NOVEMBER, DECEMBER & JANUARY
Cycle 3: February/March

CYCLE 3
FEBRUARY & JANUARY

SCHEDULING
Cycle 1: September The first cycle begins with the campaign initiation during the month of September. During this cycle, the goal is to generate buzz in the social media sphere by driving target audiences to Facebook, Twitter and Pinterest where they can find interactive games. This will be a great way to get loyal fans involved in the brand and build momentum for the heavier media schedule that follows in the second cycle. Cycle 2: October/November/ December/ January The second cycle begins in October and continues through to January. Advertising increases tremendously during this time to meet reach and frequency goals. Television, online, magazine, out door and radio will be added to the advertising schedule during this time. As the premier date approaches, media high frequency mediums will be added to the schedule to increase the number of opportunities the audience can be exposed to the message. After January 21st, the advertising message will shift from telling about the switch to tell audiences why they should tune into the show.

February and March marks the end of the campaign. During this time viewers have decided if they will tune into the show and become active with the show through the variety of media platforms available to them. To maintain top-of-mind awareness for loyal viewers, the advertising schedule will be lightened and attention will be given to television, magazine and online.

78

MESSAGE VEHICLES
TELEVISION
Television is a prime medium for delivering campaign messages. The large size of the audience tends to result in relatively broad demographics for most television programs. It helps to generate high awareness because it reaches many people with unique visual and audio experiences that make for memorable message presentation. Television is also a cost effective medium. On a cost per point basis, television is excellent for reaching an overall audience. Our target audience is a heavy consumer of television; it is viewed as one of the most trusted sources of information for our target audience. According to Neilsen, the television shows viewed most often by the target audience include CBSs How I Met you Mother, 2 Broke Girls and Mike Molly and ABCs Happy Endings, The Middle and Modern Family. To capture TBS viewers, advertisements will also be placed in The Big Bang Theory and Conan. Advertising off channel, especially on ABC, will help to capture the existing Cougar Town fans and bring them over to TBS. Turner has a great advantage when it comes to advertising on their own properties; accessing the TBS audience will be easy and Turner has the ability to expose them to the message as much as possible. A mix of 30 second spots and floating ads will be used within the chosen message vehicles.

RADIO
Our target audience enjoys listening to the radio especially contemporary, rock and classical formats. According to Neilsen data, they tune in during their morning commute to work and the evening drive back home. According to Simmons, 55 percent of listeners tuned into the radio between the hours of 6AM and 10AM are women and 42.2 percent are between the ages of 30-49. Radio will be limited to the top midsized markets that indexed the highest according to Nielsen data, three of which overlap with the cities chosen to host the Cougar Town is in the Neighborhood wine store take over event; these cities include Atlanta, Nashville and Raleigh. Radio will be used to support these events as well as generate overall awareness about the show. Radio will help to drive frequency and create repetition for the overall campaign message, which will help to influence the behavior of potential viewers. Three 15 second spots will run during the morning drive evening drive of the top contemporary stations in the top midsized markets; 10 spots will be ran in the cities that hose the Cougar Town is in the Neighborhood event.

MEDIA PLAN

TELEVISION VEHICLES
CBS: How I Met Your Mother, Mike & Molly, and 2 Broke Girls Happy Endings, the Middle, and Modern Family: ABC TBS: The Big Bang Theory and Conan

RADIO VEHICLES

Spot Radio: 15 second spots on the top contemporary stations Formats: Contemporary, Rock and Classical Top Midsized Markets: San Antonio, Nashville, Raleigh, Greenville, Tulsa, Columbus, Norfolk, Atlanta, Hartford, Pittsburgh

MAGAZINES
Three out of four women can be reached through magazines; 72 percent of women subscribe to at least one magazine and 55 percent subscribe to two or more magazines. Magazines are very popular among women. It is seen as a trusted and entertaining source of information and entertainment. Magazines read most often by the target audience are Better Homes and Gardens, Entertainment Weekly and People. Each of these editorials indexed at 100 or very close and they all had percentages over 1 percent on Simmons.com. Better Homes and Gardens indexed at 162, People indexed at 149 and Entertainment Weekly index just below 100 with a 90. Magazines are a great place to distribute our message because it allows for longer copy life which will help to generate more exposure opportunities. It will also be a great way to lead customers to the Cougar Town microsite where they can find interactive games and other ways to connect to the brand. Print ads will be placed in four issues of People and Better Homes and Gardens. Entertainment Weekly ads will run during the same time span, but on alternating weeks since it is a weekly publication. This allows content flexibility from week to week which will be useful in the weeks leading up to and after the premier. To increase frequency, fourth cover ads will be placed in Entertainment Weekly during the two weeks leading up to the premier.

OUT-OF-HOME
Out of home advertising is a creative and exciting way to present the media messages. It has the ability to generate a large amount of impressions. Out of home is strategically placed during the second cycle of the campaign phase as a way to accomplish higher frequency goals. The target audience enjoys an active lifestyle, which makes outdoor an appropriate medium. The out-door vehicles chosen are billboards and bus wraps in five top midsized markets including San Antonio, Nashville, Greenville, Raleigh and Atlanta. Three of these markets overlap with the cities chosen to host the campaign event Cougar Town is in the Neighborhood bar take over event.

OUT-OF-HOME VEHICLES
Target spectacular

MAGAZINE VEHICLES
People, Entertainment Weekly and Better Homes & Gardens

80

MESSAGE VEHICLES
SOCIAL
Social media is everywhere and most people have active profiles through at least one of the many social media platforms available. Age has not slowed down the popularity of these websites and many people over the age of thirty enjoy an active social lifestyle through these social networking sites. The target audience uses social media as a way to stay connected to their friends. The use of social media will help to create the sense of community among viewers that is synonymous with the show as well as the TBS network. Generating off-screen conversations will help to activate the brand. The target audience leads a highly social life so they can appreciate being able to access the show on a platform that is already integrated into their lives. Social media will serve as a support medium for updates about events and promotions. Fans will also be able to find the web address for the microsite on Facebook and Twitter, where they will be able to find Neighborhood Association Game other interactive media.

ONLINE
Online has become a major part of the advertising landscape both for consumer and agencies. Most people today have access to internet through their mobile devices or personal computers and spend a great deal of their time online. Whether youre checking your email, viewing a friends profile, searching for news or making purchases, everyone has some contact with the internet every day. The target audience is no different than the population at large; they too spend a great deal of their time online. According to Nielsen, 55 percent of females ages 30-49 reported spending 2-4 hours on their personal computer. They go online to pay their bills, read news stories and look up recipes. Banner ads will appear on the selected message vehicles. These ads will appear on magazine websites, radio websites as well as BigBangTheory.com, Conan. com and TBS.com. Banner ads will lead people to the microsite which will lead them to the different social media platforms.

MEDIA PLAN

MOBILE
The target audience spends a lot of time on their phone; they feel that technology allows them to keep their busy lives in order. They also use their phones to surf the web and a check their email. The target audience will be able to get connected to the Cougar Town experience through the Neighborhood Association Game App.

BUDGET BREAKDOWN

FOR FURTHER BUDGET BREAKDOWN REFER TO APPENDIX PAGE 86

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MEDIA PLAN FLOWCHART

EVALUATION TACTICS
CYCLE 1: SEPTEMBER
To measure the effectiveness of the media vehicles in the first cycle the following tactics will be implemented: Measure likes on Facebook and trending topics on Twitter

CYCLE 2: OCTOBER/NOVEMBER/DECEMBER/JANUARY

To measure the effectiveness of the media vehicles in the second cycle, the following tactics will be implemented: Track traffic to the main Cougar Town microsite using Alexa Measure likes on Facebook and trending topics on Twitter Track click-through rate to the site from online banner ads placed in the designated websites Track Napa Valley Vacation Sweepstakes entries Record the number of Cougar Town is in your Neighborhood attendees

CYCLE 3: FEBRUARY/MARCH

To measure the effectiveness of the media vehicles in the third and final cycle, the following tactics will be implemented: Check weekly ratings Measure likes on Facebook and trending topics on Twitter Track traffic to the main Cougar Town microsite using Alexa Track click-through rate to the site from online banner ads placed in the designated websites

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APPENDIX

BUDGET ANALYSIS

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