+

Harpo Productions

By: Bri Waldie

+Overview

Harpo Productions was founded by Oprah Winfrey

Produces the OWN Network, Oprah Magazine, Harpo Radio, and Harpo Films

Located in Chicago, Illinois

+Target Audience

Women 18+ who are looking for in inspiration, advice, and entertainment

+

Challenges and Goals

Goals: Increase awareness of Harpo

Productions online Expand the target market to a

younger generation Increase awareness with mobile

marketing

Challenges: Expanding awareness from just

television and radio to online Using mobile marketing to attract

a younger audience

+Marketing Plan

Target Audience: Women 18+ through all media sources

Improve Socail Media accounts for OWN Network, Oprah Magaizne, and Harpo Radio.

Use Internet marketing and SEO to increase awareness of Harpo Productions online

Use Mobile marketing to attract a younger audience

+Social Media Plan

Start using: Pinterest for all

productions This will attract a

younger audience

Improve existing social media:•Communicate with fans on a daily basis•Share inspirational quotes every day on both Twitter and Facebook•Allow fans to post their own inspirational quotes •Share the latest trends by Oprah including books and recipes •Have Oprah answer questions from fans via YouTube and post on all social media networks

+Internet Marketing Plan

Internet marketing will help increase awareness of Harpo productions projects online

Use Google AdWords to learn more about target market on the Internet

Find keywords that will optimize Harpo Productions websites

Place advertisements where target market is searching on the Internet

+Mobile Marketing Plan

Use mobile marketing to increase awareness among a younger generation

Create an app for productions including OWN Network and Oprah Magazine Include clips from shows, advice on several topics,

recommendations, and a place to write into the network with questions

Use QR code on all magazines and advertisements

+

Metrics of Success

In order to make sure this marketing plan is working you will need to measure its effectiveness

Use Google Analytics on all Harpo Productions websites Measures the traffic on websites Able to locate where target

audience is from Able to show the time periods

target audience is visiting your pages

Review for mobile analytics Review for advertising and sales

and their effectiveness

+

Budget $1.5-2 million

*Includes all productions within Harpo Productions

Social Media Improvements: $300,000

App Development:$300,000

QR Code: $100,000

Google Adwords: $100,000

Marketing Team: $300,000

Internet Advertising: $300,000