Messaging that hits the mark (with PBS)

Webinar Series

Messaging that hits the mark

Webinar Series

Karen EisenSVP, Customer Success

Vision Critical

Susan FrazierDirector, Custom ResearchPublic Broadcasting Service

Meet our speakers

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

Challenges

Limited promotional dollars

Noisy, fragmented landscape

Changing audience preferences

The opportunity• Deliver content that’s uniquely different from commercial broadcasting• Win audiences and boost ratings at a critical time

1 2 3Engage and enrich our

communities

Play on our strengths

Understand changing audience

preferences, attitudes and motivations

Supporting our purpose

The Viewers Like You insight community

Why an insight community?● Fast and agile

● Target relevant audiences

● Cost effective

● Ongoing insight throughout marketing campaigns

● Validate go-to-market decisions

Improve programming● Shapes PBS programming pipeline● Informs marketing strategy and promotional spend● Helps determine content for original programs

Boost ratings● Shaped messaging for election coverage● Influenced tagline● Provided user-generated content

Measuring success

22%increase in ratings

$650K+in research cost savings

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

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