shutterfly

crosspromotion

plan2010

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shutterfly meets

At Shutterfly, creating something amazing with your

pictures and sharing them with theones you love most, is as easy asone visit to the Shutterfly Web site.With a variety of sharing options,you are sure to find a great way

to preserve your fondest memoriesfor a lifetime and connect

with others through theShutterfly Community.

America’s leader in homeand lifestyle programming, HGTV

takes a fresh approach to the wayyou live. With shows like Home Rules,

featuring life coach Fran Harris,HGTV is expanding their programming

to take a look at why so many families are struggling to find calm

in the chaos of their daily lives.

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Product Placement

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HGTV’s new show,Home Rules, features

families in the midst of crisis.Host, Fran Harris, works with thefamilies to resolve relationalconflicts while renovating the

family’s home to reflecttheir newfound

peace.

Shutterfly shares much ofthe same audience with HGTV.

It is not a stretch to say that men and women who are interested in

home decorating, are also interested in preserving their family photographs and memories. In particular, it would

be beneficial to use product placement in HGTV’s new

show, Home Rules.

Shutterfly’s productplacement in Home Rules

would be authentic, becausethe show works to create a homeenvironment for the families that

focuses on their bond as a group.What better way to create a

family environment, than todisplay family photos?

To incorporateShutterfly into Home Rules,

each family will receive freepersonalized Shutterfly products as a

part of their new home makeover.Products will include such things aspersonalized photo books and

coffee mugs, which can be placed in the communal areas of the home

to be enjoyed byeveryone.

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Blog

It is important for Shutterfly tocommunicate with customers and

provide information and discussion to build the Shutterfly community. An important

tool for this communication is the Shutterfly blog.The blog discusses everything from travel to family

life, and is a great way to pass on valuable information. To further the brand integrationShutterfly and HGTV’s show Home Rules, wepropose that the host of Home Rules, Fran

Harris, post on the Shutterfly blog asa regular contributor.

Harris, a life coach,would post on topics like

the importance of preservingfamily memories through

photographs. The purpose of these posts would be to createquality content that is of value

to Shutterfly customers withthe type of message Harris

discusses in her show. 5

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Dream HomeOne of HGTV’s

largest promotions each yearis the Dream Home giveaway.

Viewers have the chance to enter towin the Dream Home giveaway over a

specified period of time, and at the endof that time a winner is chosen who receives

the Dream Home and all of its furnishings.The Dream Home giveaway gives

companies an opportunity to furnishthe home with their products and

receive publicity.

Shutterfly will providethe home with several custom

products. These products, such asphoto albums, will be customized to the

winning family and given to them during theofficial reveal of the home. Shutterfly’s

involvement in the reveal will be authenticbecause the products will be customizedto the winning family and given to them in

an effort to make them feel as thoughthis is truly their new family home.

Created By:Tessa Ogden