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The Hayley Project is Live (finally)

October 6, 2008

So we finally launched today. Web designer made last minute tweaks on his birthday (Happy bday, Jamil!) and Episode 1 went live early afternoon. Now comes the hard part. How do we find our target audience?

Right now, we’re spreading the word to friends, family, acquaintances, anybody on our social networks, etc. Eventually though, we’ll need to bridge the gap between who we know and our real targets. So who are the target viewers for The Hayley Project?

Psychographically, I’ve always felt that our target viewers are fans of shows like Veronica Mars, Buffy, Smallville, LG15, The Guild, etc. Series that are “genre” shows (e.g., mystery, plot-oriented), not soaps/dramas, and not pure sketch comedies. Our show is a dramedy centered around a mystery, and while the murder premise is certainly dramatic, our show is meant to have an “airy” and “pop” feel to it. It relies heavily on the interactions between a quirky cast of characters.

From a demographic perspective, my gut tells me that teenagers is our core audience, skewing female as we have a strong female lead a la  (you guessed it) Veronica Mars. If anybody has Nielsen data on Veronica Mars and Buffy, I’d love to see those stats.

From a marketing perspective, one approach to reach younger demos that producer Dave Evans and I are thinking about is to test targeted ads on facebook. We’ll likely test CPC vs. CPM to see which results in a more cost-effective plan. Most likely, we’ll target 13-17 and 18-24 year olds. Right now, on The Hayley Project fan page, we have mainly 25+ year old folks (completely a result of our age and who we know). The big gap right now is the 13-17 year old range (a big donut), which will need to be addressed as we move forward.

Anyway, it’s been a long journey so I’m happy that we’re finally launched. Episode 1: Black Roses below. Happy viewing….

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