Success Stories

Audience Research, Engagement Strategy & Digital Analytics Tool for Public Media Provider

The Challenge

  • The majority of donors were from the upper age demographic with very little growth in donations from the younger generations
  • The existing business strategy didn’t align with the interests and preferred technologies of the younger generations—types of content, engagement mechanisms and methods of outreach
  • No evidenced-based research existed on the archetypes present in the target audience or their objective behaviors, wants, and unmet needs
  • The organization was in need of a vision, strategy, and roadmap to implement

The Goal

We constructed an objective picture of actual regional content consumers and their behaviors, followed by engagement strategies for converting them to donor members.

Our Approach

  • Performed extensive quantitative and qualitative audience research to create factual, evidence-based personas of audience members
  • Personas included engagement strategies for each with a specific focus on moving them through a conversion funnel to donate funds and become sustaining members
  • This was followed by heavy input on brand strategy and sustainability planning, mobile content delivery audits and recommendations; and the creation of a proof-of-concept for a public media digital dashboard to track user process through the journey of casual engagement to committed, sustaining membership