WORK:        
Create advertiser engagement strategy

SUMMARY:        
We consulted with NBC’s retained team to determine how best to propel NBC Local Media and its owned and operated television stations toward next-level growth.

The client needed a clear advertiser-compelling basis for attraction and disruptive, unavailable elsewhere benefits, positioning NBC Local Media content platforms as highly valued assets for advertising and media decision makers.

A strategy was created to reposition Local Media from a local spot inventory provider among often-indistinguishable competitors, by moving to a focus upon the intersection of individual viewers and the culture/commerce of their local metro, and more precise neighborhood.
 
Our collaboration pointed to a focus upon creation of hyper-local content repurposed beyond a point-in-time local market television newscast to 24-hour digital platforms, with a competitive emphasis on mobile.

A content creation strategy was developed acknowledging the benefits of audience-submitted content, and how best to attract quality inventories of such content with real-time relevancy.