Renewal Communications Strategy, Disney & ESPN Media Networks (DEMN)
How can DEMN hold its position with distributors to re-up contracts–without a loss of channels and alienating consumers?
We combed the traditional TV landscape–researching industry standards & trends, auditing competitors, and analyzing consumer behavior to understand what impacts these increasingly public negotiations.
Distilling our learnings into actionable tactics, we crafted a messaging architecture that best embodied DEMN's position. When You Love Something, Don't Let It Go. By celebrating our audience’s love of DEMN networks–its sports, sitcoms, cartoons, and events–we became their Optimistic Partner. And with a strategy decidedly on the side of their consumers, we empowered these fans to join the conversation and take action against the potential loss of their favorite content.
What we did
brand & communications audits
broadcast industry analysis
category & competor audits
social listening & analytics
audience analysis & segmentation
messaging voice & tone development
campaign & messaging rollout
pitch deck development