Target Market- 

1) Demographics:

19-29

Female/Male

Student/Entry Level/ between jobs looking for one in desired field.

20-50K

Some schooling

Single or Newly Married

No children

 

2) Psychographics: The target viewer for this show already enjoys a sci-fi feel. They aren’t squeamish about violence and they love a mind-bending story. They either own or have access to a Netflix account. They indulge in the occasional binge watching session, but they still have a job and social life. They know a lot about pop culture and they love to talk to their friends about it. They often watch shows as a group. They can reference television show at the drop of a hat, and are always looking for new shows to indulge in. These viewers are from a generation that grew up on computers. They love to stay social not just in life but online. Even if they may not play internet based games they spend a large amount of their free time using the internet either on a computer, tablet, or phone.

 

3) Geogrphics: Advertising will be placed in larger cities, but press will reach across the U.S.  

 

4) This traget isn't satisfied easily. They are use to having some form of media around them all the time, this causes them to be more selective about what they choose to watch. If they are going ot fully indulge in a show without any second screen distractions they must be riveted at all times. They understand social media and love to connect with others who love the smae television shows they do. They are attracted to games and interactive experiences that hook thier interest like a show would. They do not tolerate repetiition and are always interested in watching/ seeing/ doing something new. 

 

Objectives-

Introduce target found in the U.S. to British TV Series Orphan Black. Make consumers feel that Orpahn Black has all the elements they want in a favorite show. Interest the target in engaging socially with the show. 

 

Freatures and Benefits- 

Freature: It's a mix of sci-fi, mystery thriller, and police drama all in one show. 

Benefit: The show has several different elements that appeal to the audience.  

 

Freature: A fast paced show with mysterious twists in the story. 
Benefit: The show will keep the target interested throughout every episode.  
 

Freature: The show has a fan base that is already active on social media.  
Benefit: New fans will be coming into an already active network of passionate fans to share their excitement with.   
 

Freature: There are only 10 intense 1 hour episodes per season. 
Benefit: The seasons are perfect for both an all day binge watch or weekly media snack.   
 

Positioning-

Alias

The Dollhouse

Doctor Who 

 

KCB- 

Freatures and Benefits- 
Freature: It's a mix of sci-fi, mystery thriller, and police drama all in one show. 
Benefit: The show has several different elements that appeal to the audience. 

 

Strategy-

Approach: Consumer 

Focus: Attitude 

Appeal: LIfestyle 

 

Tone:Lifestyle 

 

Support Statement-

Freature: The show has a fan base that is already active on social media.  
Benefit: New fans will be coming into an already active network of passionate fans to share their excitement with. 

 

Tagline: What would happen if you ran into yourself?

 

Logo: Orphan Black