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PBS

Unpacking Innovation for Non-Profit Media Network

Challenges

  • Findings from Brand Health tracking suggest that delivering “innovative” benefits represents an opportunity, but there is insufficient detail for PBS marketing and communications to take action
  • Need to detail out and “unpack Innovative” into a series of benefit statements that can be tested with consumers to understand:
    • How consumers define and think about innovation in the context of their viewing and giving alternatives
    • How Innovation benefits drive consumer behavior-influencing their intent to tune-in and their intent to donate

Approach

  • Conduct an internal inventory of current/planned “innovative” activities, products and services that may form the basis for PBS brand points of difference with consumers
  • Draft specific Innovation benefit statements that can be tested with consumers to reveal opportunities to differentiate the PBS brand and activate consumer intent to tune in and to donate
  • Design qualitative and quantitative research to test the Innovation hypotheses with consumers
  • Field research, prepare topline report of findings and reveal insights and generate specific recommendations
  • Develop creative and organizational briefs (positioning framework) that highlights actionable insights for PBS stakeholders

Results

  • Generated key insights regarding the Innovative benefits that PBS delivers that influence consumers to view PBS content and to donate to their local station:
    • Free accessibility and content
    • Keeps up with my lifestyle and device preferences
    • Intelligent and meaningful programming
    • Unique topics and multiple genres
    • Uninterrupted viewing experiences
  • Informed the design and production of “PBS Anywhere” campaign that highlighted the Innovative nature of PBS supporting multiple devices and media platforms
  • Provided guidance for specific campaigns to influence consumer behaviors with regard to watching PBS content and giving to their local PBS station based on Innovative benefit drivers

 

Case Study PBS MSE 2

 

Launch Brand Health Check Program

Challenges

  • PBS lacked visibility into consumer perspectives regarding the brand
  • They required a repeatable and scalable process to generate brand health analytics including awareness, appeal and attitudes
  • PBS needed to understand the impact the brand has on influencing consumer intent to tune in and intent to donate

Approach

  • Translated business objectives, prioritized brand attributes and marketing measurement needs into the development of a comprehensive Brand Health Program
  • Leveraged syndicated research sources to drive out initial brand health insights
  • Designed custom quantitative consumer survey to reveal insights regarding consumer behaviors for both national and local market
  • Developed proprietary analytic models to convert data into actionable insights for management
  • Created role-specific dashboards and reports to supports decision-making

Results

  • Delivered enhanced visibility to assist strategic planning and goal setting
  • Quantified brand impact by correlating brand messages to consumer donation and tune in behaviors
  • Scaled to support local member station view of brand impact

 

Case Study PBS MSE

 

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