Messaging that hits the mark (with PBS)
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Transcript of Messaging that hits the mark (with PBS)
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Webinar Series
Messaging that hits the mark
Webinar Series
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Karen EisenSVP, Customer Success
Vision Critical
Susan FrazierDirector, Custom ResearchPublic Broadcasting Service
Meet our speakers
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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
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Challenges
Limited promotional dollars
Noisy, fragmented landscape
Changing audience preferences
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The opportunity• Deliver content that’s uniquely different from commercial broadcasting• Win audiences and boost ratings at a critical time
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1 2 3Engage and enrich our
communities
Play on our strengths
Understand changing audience
preferences, attitudes and motivations
Supporting our purpose
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The Viewers Like You insight community
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Why an insight community?● Fast and agile
● Target relevant audiences
● Cost effective
● Ongoing insight throughout marketing campaigns
● Validate go-to-market decisions
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Improve programming● Shapes PBS programming pipeline● Informs marketing strategy and promotional spend● Helps determine content for original programs
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Boost ratings● Shaped messaging for election coverage● Influenced tagline● Provided user-generated content
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Measuring success
22%increase in ratings
$650K+in research cost savings
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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 MarketingPBS
Chris Walz
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Engage your most loyal customers
Get community feedback early
Tackle assumptions with insight
Avoid asking repetitive questions
Share results with your community
Key takeaways1
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Q&A
Susan FrazierDirector, Custom ResearchPublic Broadcasting Service