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Messaging that hits the mark (with PBS)

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Susan Frazier, director of custom research at PBS, shares how their organization creates customer-led marketing campaigns that continually elevate their content, ratings and brand: http://bit.ly/2Aw3xkL

Veröffentlicht in: Marketing
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Messaging that hits the mark (with PBS)

  1. 1. Webinar Series Messaging that hits the mark Webinar Series
  2. 2. Karen Eisen SVP, Customer Success Vision Critical Susan Frazier Director, Custom Research Public Broadcasting Service Meet our speakers
  3. 3. PBS ● A private, nonprofit corporation, founded in 1969, whose members are America’s public TV stations ● 200 million people (82% of all U.S. television households) watch PBS over the course of a year ● Rated as the most trustworthy institution among nationally known organizations for 14 consecutive years
  4. 4. Challenges Limited promotional dollars Noisy, fragmented landscape Changing audience preferences
  5. 5. The opportunity • Deliver content that’s uniquely different from commercial broadcasting • Win audiences and boost ratings at a critical time
  6. 6. 1 2 3 Engage and enrich our communities Play on our strengths Understand changing audience preferences, attitudes and motivations Supporting our purpose
  7. 7. The Viewers Like You insight community
  8. 8. Why an insight community? ● Fast and agile ● Target relevant audiences ● Cost effective ● Ongoing insight throughout marketing campaigns ● Validate go-to-market decisions
  9. 9. Improve programming ● Shapes PBS programming pipeline ● Informs marketing strategy and promotional spend ● Helps determine content for original programs
  10. 10. Boost ratings ● Shaped messaging for election coverage ● Influenced tagline ● Provided user-generated content
  11. 11. Measuring success 22% increase in ratings $650K+ in research cost savings
  12. 12. Feedback from the community on messaging and creative concepts helps us improve and refine our efforts to better reach our target audiences with impactful assets and information. Director, Content Marketing PBS Chris Walz
  13. 13. Engage your most loyal customers Get community feedback early Tackle assumptions with insight Avoid asking repetitive questions Share results with your community Key takeaways 1 2 3 4 5
  14. 14. Q&A Susan Frazier Director, Custom Research Public Broadcasting Service