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DirecTV "Refer A Friend" Campaign

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by

McKenzie Jobin

on 10 December 2014

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Transcript of DirecTV "Refer A Friend" Campaign

Budget
Postcard & Magazine Advertisements
Video Commercial
Creative Strategy
Research Findings
Target Market
Objectives
Creative Strategy
Budget
Competitors
DIRECT
Research
Findings

Survey Findings
CONCLUSION
Directv
"refer a friend" Campaign

THANK YOU!
McKenzie Jobin, Emily Peppers-Vanamee, Rhianon Tychonievich, & Michelle Zirille
Target Market
All current DirecTV subscribers
Holiday Campaign Overview
Seasonal, only ran in the month of December
Advertisement will be placed on DirecTV.com and will replace current banner advertisements
Makes referring a friend even easier with DirecTV paying your friend's current cable provider's cancellation fee (up to $250)
First 1000 customers who sign up will be eligible ($250,000 budget)
Ties in with our current slogan "A friend for you, a friend for me" by replacing with "A gift for you, a gift for me" for the month of December
Table of Contents
SWOT
Research Methods
Objectives
Strategy Overview
Holiday Campaign
Online Banner Advertisement
QR Code Advertisement
Media Schedule
ROI
INDIRECT
Actions
54% of responders have heard of "Refer A Friend" programs
70% of responders said they would refer a friend
90% of responders have a Facebook
74% of responders live in or own a house
Continue raising awareness of DirecTV's "Refer A Friend" program
Make referring a friend easier and worthwhile
Increase Facebook advertisements
Increase home mail advertisements
Promote the ease and benefits of referring a friend
Motivate current subscribers to refer a friend
Increase referring activity and repeat referrals
Gain 240,000 new DirecTV subscribers
Utilize fun and interactive advertisements to entice current customers to refer a friend
Holiday Campaign
Mailed postcard and magazine advertisement
Social media advertisements
DirecTV.com banner advertisements
Television and YouTube commercial
Creative Strategy
Scan QR code with a smartphone and then press play!
Creative Strategy
Creative Strategy
Featured on social media (Facebook, Twitter, etc) and on the DirecTV website
Creative Strategy
Commercial will be advertised on local TV stations and on YouTube
Front of postcard/advertisement ft. in magazines
Back of postcard
Creative Strategy
*QR ft. on postcard/magazine advertisement as well
Secondary

Primary
Hoover's
Simmons
Yahoo! Finance
DirecTV.com
Survey
Industry Overview
Highly competitive market
Demand for high quality, affordable cable services.
Constantly evolving because of technology
Need for more customer engagement in Refer a Friend programs

240,000 new DirecTV customers


Promote the ease and value of referring a friend


Increase referring activities
Demographics
Ages 25-50
Females
Homeowners
Psychographics
Believers
Experiencers
Strivers

A friend for you, a friend for me.
Full transcript