Your Name: Seth Styers
Your Brand: HuluPlus
What business challenge are we trying to address?
Having just passed the 2 million subscribers mark, HuluPlus has a solid base of customers, but it is only just beginning to break into the big leagues compared with the likes of Netflix and Time Warner Cable. With an ever-expanding catalog of network shows and original programming, HuluPlus is positioned to attract a larger customer base and needs to establish itself as a major player in the television market of tomorrow.
Whom are we talking to?
HuluPlus is for people who want to view top shows wherever and whenever they want. These consumers are active users of the Web, and they access it through multiple devices (e.g., tablet, smartphone, Internet-synced television).
The potential HuluPlus customer is complex. She is a multi-tasker who doesn’t always have time to sit down in front of the television to catch up on her favorite shows. Television is valued, but it can be inconvenient—she needs multiple options.
What do they currently think?
HuluPlus is viewed with some degree of trepidation. Already, many potential customers subscribe to Netflix, have traditional cable, and/or use the free version of Hulu to view single episodes of their favorite TV shows. HuluPlus may be seen as a superfluous addition to their television viewing schedule, and it isn’t entirely clear what shows are offered. The value-add is not entirely apparent.
What would we like them to think after seeing our communication?
HuluPlus isn’t just an addition to television (our customers know this), it is the new wave of television convenience. It can be instantly accessed anywhere on any device, for a low monthly cost. This is all about making television more convenient.
What would we like them to do after seeing our communication?
We want them to start thinking about television differently. We want them to think of television on their terms. And, of course, we want them to subscribe to HuluPlus.
What is the single-most important idea we are trying to convey?
HuluPlus is television on your time, in the palm of your hand.
Why should they believe it?
HuluPlus is easy to set up (no need to wait for the cableman) and can be accessed instantly via smartphones, televisions, tablets, and gaming consoles.
Subject: Have you ever seen a four-inch tall Zooey Deschanel?
Okay, maybe you’d rather keep Zooey as large as possible. But that’s the thing with HuluPlus: you can ogle everyone from New Girl to Gossip Girl on dozens of devices. Smartphone, Xbox, iPad, television. You name it. This is TV’s newest channel.
It wouldn’t be much use, though, if we offered only one show. Fortunately, HuluPlus streams programming from all of your favorite channels, including Bravo, E!, Comedy Central, AMC, MTV, ABC and more. Watch brand new episodes of The Daily Show and Glee (no waiting for the DVDs) or entire seasons of shows like LOST, 30 Rock and South Park.
So here’s the pitch: Try one week on us. If you’re sold, then keep watching for just $7.99/month. That’s less than you’ll pay for a post-happy hour cocktail. Go to www.hulu.com/plus to start watching now.
Top of Page
HULUPLUS written large in branded green color, skewed slightly to the left. Text under HULUPLUS, slightly smaller, reads “Meet television’s newest channel.” Offer button at far right side of top of page. Green with black border. Dark gray text reads: “Try One Week Free” at top of button and “Start Watching” at bottom of button.
Right Side of Page
A blacked-out (as in, turned off) image of an old television
Left Side of Page
Black text reads: “Learn more by selecting a box.Three green boxes are underneath.
Black text reads: “Channels.” When box is clicked, a pop-out list of the available channels spreads into open white space. Text reads: “Want to preview your favorite channel? Just hover your mouse over your choice.” When a channel is hovered over, a video plays in the television set related to that channel (showing the shows available).
Black text reads: “Devices.” When box is clicked, a pop-out list of the devices spreads into open white space. Text reads: “Want to see your device in action? Just hover your mouse over your choice.” When a device is hovered over, the old television set changes into the device and plays a general video showing many of the different shows available with HuluPlus.
Black text reads: “Details.” When box is clicked, a pop-out spreads into open white space and lists key HuluPlus details. Text reads: “Want to learn more? Just select and watch away.”
Instant Access. When selected, video plays in old television set. Script: “No more waiting for the cableman. No more lines at the cable company. With HuluPlus, you can begin instantly streaming television as soon as you’ve signed up. Try one week free on us, and if you like it, then stay with us for just $7.99 per month.”
Always Available. When selected, video plays in old television set. Script: “With HuluPlus, you can watch what you want, when you want it. Don’t worry about filling up a DVR, and don’t wait for DVD or BluRay. HuluPlus puts all of your favorite shows in the palm of your hand.”
Just $7.99 per Month. When selected, video plays in old television set. Script: “HuluPlus provides access to dozens of channels, all for about what you paid for lunch today. Start watching now!”
Former Governor Sarah Palin has been making the rounds lately, giving her opinion (which, inexplicably, means something to some people) on all things GOP, America, and freedom. In touting the credentials of Rep. Allen West, Palin revealed her laundry list of characteristics for a good VP nominee:
Has military experience
Understands the Constitution
Understands national foreign policy issues
Able to handle getting clobbered by the lamestream media
In other words, her exact opposite.
Juniors : Kentucky Basketball :: Bipartisan Legislation : Congress