Analyse the current reality show environment. Remember to identify your criteria for what is “a reality television show”. How do these shows fit into the overall television viewing experience for your target consumers?
Vision and Goals
The study focuses on the reality television that includes students who will be going to a trip. The study will focus on the different types of marketing strategy that will help the promotion of the reality show in terms of seeking attention from the target audience. Market segmentation along with the description of the creative brief, vision, mission of the reality show will be explained in details. The name of the television show is Budget Explorers. The analysis of the communication strategy helps in the communicating the target audience in terms of using digital media. Mostly social media advertisements as well as few traditional forms of advertisements are used in order to increase the brand awareness. However, the brand proposition of the reality television show is mentioned in a way so that they can attract the target audience in viewing the television show that will eventually increase the TRP of the show i.e. its popularity.
The team members of the reality show will include students that will go to a trip in the reality show of Budget explorers. The trip is the lifetime experience of the students who are swamped with student loan. The students of the colleges are targeted in order to provide them significant lessons in the learning phase of life. The team in the reality show will be providing money and they have to save as much as possible at the end of the trip which is the main aim of the show.
Budget Explorer’s vision statement will be based on the aim that it has been targeted for the students in order to give them an opportunity while learning to travel and lead their life in a budget. The reality show is responsible for bringing the awareness and creation of motivation from the students while highlighting the aspect of travelling the world with the burden of a student loan. The vision statement of the reality show will be “transforming nature of the students from naïve or vulnerable to motivate towards the work while taking risks”. They will be able to deal in crucial situations (Chang, Yu & Lu, 2015).
The short term goals of the reality show include the creation of awareness by using the social media platforms while maintaining a loyal base of the followers of the show. The short term goals will include the increment of popularity, higher ratings, popularity, larger number of views. All these aspects will be increase in 10% of the above mentioned aspects. The executives of the reality show will make an effort to accomplish the short term goals within two months of time. On fulfilling the short term goals, the reality show will formulate the steps for achieving the long term goals (Scott, 2015).
The long term goal of Budget Explorers is to increase the TRP of the show. The craze of the program is to increase the loyal following base so that they can demand for the second season show. A specific target market will be selected in order to increase the awareness of the reality show. The trend of budget travelling for the students should be promoted so that it can add a new dimension to it. However, the communication proposal aims to be receiving 90% of the positive rating after the end of the show of the first season. The popularity can be increased with the development of the mobile application after the end of the first season in order to participate the target audience to the show (Constantinides, 2014).
The executives who are responsible for conducting the television show must be aware of the proper target audience in order to increase the TRP of the show. Target audience is essential in order to formulate the marketing plan accordingly. The target audience of the reality show includes the students who want to travel. They must be aged between 18 years to 24 years. The school leavers along with the students who are facing difficulties in education for travelling are also counted under the list of target audience for the reality show (Vinerean et al., 2013).
It can be said that there are numerous travelling related reality shows in television that are very popular among the youth target audiences. Budget Explorers is a creative travelling related reality show that targets the students. The creative planning of promoting the show is the aspect of travelling within the budget. The students are not only all the categories of students but also they include the students who are facing constraints in the different types of financial aspects. However, students through this reality show not only can participate in the show but also they can learn the methods of travelling to places within a specific budget as well as the ways to save money for their own future (Chang, Yu & Lu, 2015).
The problems that will be forecasted by the communication plan are the promotion of the financial constraints of the students along with their issues in order to fulfil their wishes that are related to bad expenses. Hence, it is a unique idea of a reality show for travelling. The executives of the reality show may find difficulties while promoting the traveller show to the niche categories of the target audience (Hyder, 2016).
The main objectives of the reality show will be communicated through the communication plan in order to reach to the target audience. The popularity of the reality show among the target audience will be communicated through different types of media channels so that they can be communicated within the niche target segments. The short term goals along with the long term goals of the reality show will be included in the business objectives. Increasing awareness along with the increase of a loyal customer base along with the increasing demand of the first season is the main target of the show for gathering a positive rating of the show (Ashley & Tuten, 2015).
The business of the reality show is trending day by day. However, this reality show will be communicated to the target customers who will be facing issues in maintain the budget not only during travelling but also in their daily life. The sponsorships and the promoters of the business are responsible for the promotion of the uniqueness of their reality show. The development of the mobile application along with the techniques of drawing attention of the niche section of target audience is recognised as the main business of the reality show named Budget Explorers (Tuten & Solomon, 2014).
The brand equity of the reality show will be the most vital thing that will be focusing on the culture of the target country that will be targeted by the program. The brand must include different types of elements that will be targeted by the brand in order to increase the positive rating as well as the TRP of the reality show. The element of culture in the brand is responsible for improving the brand awareness of Budget Explorers among those categories of students. The element of culture will positively enhance the different types of brand building concept of the reality show to the target audience (Croteau & Hoynes, 2013).
The communication plan of the Budget Explorers will be formulated in a way so that they can put emphasis on the element of the student’s benefits in order to target them for their financial constraints. The communication plan is aimed to increase the promotion level of the reality show in a way so that it can gain the popularity among the existing reality show that are already airing in the television. The benefits to the customer are the main point of promotion of the reality show in the television in front of the target customers (Jackson, 2013).
The market of the reality show is considered to be almost saturated. The saturation of the market in terms of the reality show can be promoted with the help of the unique promoting idea of the students who are facing budgetary issues in the aspect of travelling. The market penetration requires unique promotional strategies. It is the reason of targeting niche section of customers in order to increase the promotion within a shorter interval of time. The market capture along with the market structure is responsible for the existence of the program in the market (Søilen, 2013).
Brand positioning is the technique that is important for the marketing of the positioning of the different aspects of the reality show named Budget Explorers. The brand positioning techniques will include different types of elements if brand promotion such as brand personality, brand equity, brand logo, etc. are included in the strategies of brand positioning of Budget Explorers. The communication plan will focus on the customer relevancy and the competitive differentiation of the program in order to create a striking effect in the minds of the target customers (Kim & Mauborgne, 2014). The strategies must be credible and attainable in order to increase the TRP of the program.
The reality show is to be formulated for the people who are educated. The target audience of the reality show is not only targeted to the students but also to their parents. Hence, parents in this circumstance are considered as the indirect target customers. The reality dhow will point out the do’s and don’ts that a student can follow while they are travelling in a provided budget. As the elimination criteria of the participants are marked on the basis of the savings they have done, hence the criteria is an indirect list of the do’s and don’ts of the people who are seeing the show (Hoppen, Brown & Fyall, 2014).
The communication plan must highlight the sponsors of the reality show. Without their help, the reality show might not have been so successful. The sponsors that are responsible for the existence of the reality show are GoPro, flights, tourism department of the area, trekking partners, etc. Without their continuous help, the success of the show will not been so successful. The plan will highlight their existence in the marketing plan as well as their presence will increase the ratings of the reality show in the market. Sponsorship is the way of doing marketing of both the companies that will enjoy a mutual benefit (Horner & Swarbrooke, 2016).
The plan will describe about the number of posters that will be used for the promotion of the reality show along with the place of providing the posters in the market so that they can increase the promotions. The posters include both the traditional and digital marketing strategies and marketing campaigns. The posters will be designed in a way so that they can communicate the message of the reality show (Czinkota & Ronkainen, 2013).
The plan has to keep in focus about the different events that will promote the reality show in their campaigns. The different types of job fairs, trade shows, events in colleges, universities, etc. will definitely promote the reality show of Budget Explorers so that it can increase the promotion of the reality show along with the popularity. Promotion of Budget Explorers in these events are utmost important in order to achieve the long term and short term goals of the show (Zeng & Gerritsen, 2014).
Audience engagement and communication are the most crucial aspect of promotion in the competitive market. However, it can vary on the type of media the organization is using for the target market. The reality show must have its presence in the digital world such as in the various social media channels like Facebook, Twitter, Instagram, YouTube, etc. The followers of the page can share their experiences as well as post their views regarding the episodes of the reality show. The website of Budget Explorers along with the pages in the social media website are responsible for the audience engagement to increase the TRP of the reality show (Bowie, Buttle & Brookes, 2016).
The communication plan will be responsible for the creation of the sample content for the website as well as the social media profiles of the Budget Explorers. Budget Explorers must be communicative in terms of the content marketing that will target the different kinds of students as well as other secondary target customers. The creative strategy in the social media sites will be responsible for the generation of more TRP along with the increased fan followings of the pages and profiles of the social media website (Page, 2014). The promotional offers include exclusive deals, exciting offers, promotional offers, etc. that will help in engaging the target audience.
The activities that will control the different types of digital marketing strategies as well as the other traditional marketing campaigns of the reality show. The communication plan will not only include the implementation of new strategies in the promotion of the show but also it will help in the increase of the website traffic, search engine optimisation, in app advertising, etc. The brand development and the strategy implementation are the measurement aspects of the different strategic implementation (Babin & Zikmund, 2015).
The key performance indicators of the different types of digital marketing are keeping in track of the number of unique visitors, opt in registrations, click through rate, cost per acquisitions, organic searches, landing page of the conversion rates, etc. in order to maintain the rate of traffic as well as the promotional technique effectiveness of the different types of promotional campaigns of the digital marketing strategies (Morrison, 2013).
These categories of monitoring different types of digital marketing strategies are responsible for the achievement of the both long term and short term goals in the long run. Short term goals include the awareness of the reality show. On the other hand, the long term goals of the reality show include increase of popularity of the program by 90% so that the craze of second show will be there. Achievement of the goals is important in order to increase the popularity of the different kinds of aspects of the reality show (Yadav, Joshi & Rahman, 2015).
It can be concluded that the marketing and branding techniques of Budget Explorers aims in increasing the popularity of the newly launched reality show. The different types of the cultures of students that the communication plan will target are mentioned in the study. However, it can be said that the unique brand proposition and the aim of attracting customers to the target market is responsible for convincing the minds of the viewers of the show or recommending it to their nearest friends or other persons that will increase the TRP of the show. The communication plan for marketing of Budget Explorers has covered many aspects so that they can promote the concept of the message of the reality show to the target audiences.
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