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Mission Statement: To serve as the preeminent online destination for original local programming, news, entertainment and sports coverage for Ventura county.
For Ventura County residents – providing access to high quality, original programming and content through a best in class streaming digital video
For Ventura County business owners – providing a unique opportunity to reach residents of Ventura County through a rich and robust online destination serving the needs of Ventura County residents
The Company: Established in 1998, KADYTV.com was founded by Bob Allen, a local Ventura county entrepreneur. Leveraging the keepsake name of one of Ventura Country original local independent TV stations, KADY/channel 63, Bob Allen had the vision to further develop the legacy of KADY TV online. Seeing the future of all media platforms would soon be online, KADYTV.com was poised to become one of the first high quality online TV networks in Ventura County. Business Description: KADYTV.com is comprised of working professionals in the Ventura County area dedicated to creating the county’s preeminent online source for news, entertainment, lifestyle and sports. In 2011, KADYTV.com, in strategic alliance with Limoneira set out to re-launch the next generation of KADYTV.com. The brand behind the name would be built on serving original high quality, digital content promoting the beauty and bounty of the Ventura County area. The re-launch would be comprised of a new look and feel of the brand, a new website/experience, recognizable onscreen talent, and a schedule of various content/segments. Key Milestones: KADTV.com started its first local online broadcast in sports. Starting with the online live broadcast of Oaks Christian, CLU in 2008. KADYTV.com soon became recognized for its ability to broadcast and stream local sporting events “LIVE”. Metrics proved that live local sporting events promoted through a local online entity would soon lead beyond sports and include local entertainment, newsworthy events, and important political content. A clear, high speed online access, good quality camera equipment, enthusiastic game announcers coupled with online promotion about the live event proved that the KADYTV model was successful. It was clear from the get go due its local origins and access to local events, news and area influencers in a quick and responsive manner, KADYTV could bring live events to an online audience that was interested and responsive. Beyond sports, KADY TV often found itself as the single stand-alone media outlet covering and broadcasting important and local newsworthy events for the Ventura County resident. These include former Presidential candidate interviews that caught the attention of not only Ventura County residents but international media outlets that sought after the footage for their own local use. KADYTV.com was positioned to take the concept of local area cable access TV and create a new generation of original, watchable content that could be accessed online. BUSINESS OBJECTIVES
Create Ventura County’s preeminent online source for high quality news, entertainment, lifestyle and sports coverage content.
Create quality, watchable content that can be developed on a daily, weekly or monthly basis and appear “fresh and timely”
Develop a brand name synonymous with a high quality, professional and the only locally based online network in Ventura County
Design an online destination which offers a robust and engaging consumer experience that delights its viewers and keeps them coming back
Acquire and retain a database of KADYTV.com community members that: offers a unique value proposition for its community members through special and exclusive promotions and offers
As a valuable business asset for its KADY business partners and affiliates
Ultimately use very targeted website architecture and design to reach and serve the online Ventura county market by creating micro-sites for individual county regions that can serve content and information as the most micro-level to its target audience
Build brand awareness for KADYTV.com
Competitive Analysis http://www.sespesun.com/ - google headline “Ventura County’s Premium online news source http://www.vcstar.com/ http://www.kclu.org/ DEFINING TARGET AUDIENCE AND PROFILE Primary Target
Men/Women – Online - Ventura County residents
40yr+
Median income $50K+
Married with children
Some education
Profile: uses the web frequently and/or occasionally for online news, entertainment and local team (high school, semi-professional or college) sports coverage – interested to receive and watch local news and information online Insights: our primary target is may use multiple online sources to gather their local news and information including the paper, radio, TV and online sources. Secondary
Hispanic men/women – online – Ventura County residents
35+
Median income $40K
Married with children
Some education
Predominant language – Spanish
Profile: uses the web frequently and/or occasionally for online news, entertainment and local sports coverage – interested to watch Spanish language local news, entertainment and local teams (high school, semi-professional or college) sports coverage from the local Hispanic community in Ventura County. Insights: our target Hispanic viewer is most likely younger then our English speaking counterpart is likely more interested in viewing sports coverage and information presented in Spanish Marketing Objectives
Create brand awareness for KADYTV.com
Drive traffic to KADYTV.com
Acquire and monetize an active database of KADTV.com community members
Marketing Strategies
Cross-promote with local radio, print and TV news/programming sources –seed the brand
Leverage use of talent/local celebrities with a loyal following – lead the traffic to follow talent on KADYTV.com
Attend and sponsor local events throughout the county – signage
Test email “database” marketing to drive to KADYTV.com – utilize local auctions and business deals to drive news customers to KADYTV.com (i.e. Groupon concepts)
Maintain and grow Twitter and Facebook accounts – keep pages updated and fresh and in-line with main webpage
Create unique promotions before an event – to offer “presale” offers that also help promote KADYTV event sponsors
Develop and leverage relationship with area influencers and gatekeepers – i.e. politicians, corporate leaders
BRAND POSITIONING KADYTV.com is poised to become the single serving online source for original local lifestyle, news, entertainment and sports programming. Unlike traditional online news outlets, KADYTV is on the ground allowing it access to produce watchable and relatable original content that is meaningful to its target demographic. Below are the key benefits to the KADYTV.com viewing experience” q Primary benefit: access to original high quality locally produced programming featuring lifestyle, news and sporting events in and around Ventura County q Secondary benefit: access to exclusive offers and promotions as a KADYTV.com community membe Possible Brand message To women and men of Ventura County who want easy access to original locally produced high quality online programming about Ventura County, KADTV.com provides the most engaging, up to date, high-quality watchable Ventura County programming that will engage and delight you and provide you with unique content/coverage not available anywhere else. Brand Tone
Professional
Approachable
Helpful
Informative
User Friendly
Easy to Navigate
Up to date
Key Point of Differentiation The strongest and most powerful benefit of the KADYTV.com site is its ability to provide original programming made for and around Ventura County – not available anywhere else. Online viewers have access to local news through various competitive websites but KADYTV.com is the only source for original, locally produced online news, entertainment, lifestyle and sports coverage. Being on the ground in Ventura County affords KADYTV a unique position to be able to capture and produce content that really resonates with the local Ventura County resident. More than just a news source, KADYTV is positioned to serve as a programming source – so that local sports, news, event and lifestyle coverage that might not be accessible to the local resident is now available to them online. KADYTV has acquired the right team of technology, equipment, videographer and post-production editors to create high quality digital online programming. Content Strategy – the Product Re relaunch of KADYTV must be in line with its revised brand strategy. The key to the product will be the restructuring and redesign of the KADYTV.com website. The design and architecture of the new website will reflect the new image/tone of the brand as well as support a site/architecture that will host and serve up the new content line up. Going forward KADYTV.com will produce and cover content that fits in around its key feature programming concepts:
News
Sports
Entertainment
Lifestyle
Spiritual
Following the key content concepts, below is a list of key programming ideas that are going to be developed between for Q4 2011-Q1 2012: In Studio Programming Tracy Lehr/Ross Olney Show – Oxnard Covering news, politics and events in the Oxnard region Singular Santa Paula – Santa Paula Covering news, politics and events in the Santa Paula Region Alex Behar Show – Oxnard Key County Events/Sponsored Events Moonlight at the Ranch V, Channel Islands Parade of Lights and other City supported events Entertainment Lifestyle/On Location or In-Studio Health/Wellness/Fitness – Taryn Landberg/Fit Body Boot Camp Owner Car/Auto Repair Spiritual Services Church Services Temple Services
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