By: Jacqui Mcdonald

About

Daniel Tiger’s Neighborhood is a cartoon based off the iconic Mr. Rogers Neighborhood. The beloved tiger puppet in the original series was the inspiration for the show. In the neighborhood of make believe, It strives to teach kids lessons from 4 year old Daniel Tiger as they embark on an imaginative, creative, and musical journey. Each episode includes a song to really help encapsulate the lesson learned in the episode, in a simple, catchy way. It is a great source for parents and caregivers who want to help their kids learn and grow.

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Digital Stratagy

Campaign Goals

The goals of this campaign are to increase viewership of episodes of the show on PBS mobile app. They would prefer this over views on TV or other mobile sites.

Target Audience

Demographics: The shows target audience is typically preschoolers ages 2-4. This is a crucial time of learning for the young children. The other target audience would be the parents and guardians.

Psychographics: The Guardians value creativity, imagination, music, and education.

Audience Digital Platforms: Parents on Facebook and Instagram and TikTok. Children on Youtube Kids.

Digital Marketing Insights

As of April 2024, the information from similarweb.com show the google analytics for the PBS KIDS website.

Total Visits: 7.3 Million

Bounce Rate: 23.08%

Time On Site: 13:13

The data for PBS KIDS is very good with a large amount of visitors. It also has a below average bounce rate which means that about 3 of 4 people visiting the website engaged in the content. It also had a high time on site average, but that could be worked on because of the average episode of Daniel Tiger can run 20-30 minutes.

Competitive Summary

Daniel Tiger is currently at the top of the competitive field, but has some close competitors. Abcya.com is currently reaching 5.2 million visits, with a bounce rate of 26.91%, and an time on site is an average of 8:32.

The PBS KIDS Mobile App and website both do a very good job at engaging the user utilizing very fun colors, actives, easy navigation, and more.

PBS KIDS only has a social platform specifically for Daniel Tiger on Facebook and instagram. They utilize reels, still form content, and giveaways.

Strategy Summary

Although the website is getting pretty good traffic, there is still a disconnect from the PBS KIDS mobile app. Advertising the app when opening up the website in a pop up window would be a good way to let current users know that there is one. It would also be beneficial to have an incentive to download the app such as downloadable offline videos of Daniel Tiger, etc.

To an attract a new audience, there are multiple things PBS KIDS should consider. They are missing a huge market by being not utilizing all of the social platforms specifically for Daniel Tiger. A TikTok account would resonate well as the Gen. z and Millennial audience that potentially have children continue to grow. Reusing the Reels from instagram to post to TikTok, or even creating content targeted towards parents would be beneficial. The content should include downloading the app for free full episodes of the show, including all of the extra benefits it utilizes.

There is also a huge opportunity for collaberations. Collaborating with sites such as YouTube kids would help draw audiences to both platforms. There could be a special like button on YouTube kids you could unlock with a code from the PBS KIDS app, and a code from the YouTube kids that may unlock an exclusive episode on the app, or character to play with. This is very beneficial as they both have very large audiences. There could also be content creator codes as you collaborate with Kid influencers to promote the app. This could also be promoted in schools as more and more kids are provided iPads to learn in school. There could be a teacher PBS KIDS account that could integrate the songs and lessons into their teachings.

To promote more time on site, there could be an incentive to finish episodes, and “level up” to unlock more exclusive features on the app.

Messaging Matrix

1.

Audience: Parents, Teachers

Message: A creative place for your child to learn while using their imagination, creativity, and musical ability through Daniel Tiger.

Channels: Ads through Facebook, Instagram, TikTok, and PBS website.

2.

Audience: Kids

Message: A fun, energetic Daniel Tiger where you can sing along to songs, and play games.

Channels: YouTube Kids, Kid Influencers

Links:

https://www.similarweb.com/website/pbskids.org/competitors/

https://backlinko.com/hub/seo/bounce-rate

https://www.pbs.org/parents/shows/daniel

Grr-ific Digital Stratagy for Daniel Tiger's Neighborhood!