Growing the Audience of Established Media Outlet - RedSky Strategy Success Stories

Growing the Audience of Established Media Outlet

The Need

A pioneer in the media industry wanted to understand how to reposition the brand to represent the progressive ideals the company has always stood for to new audiences. At the same time, they sought to retain enough of their current audience to maintain a large market for the brand.

OUR APPROACH

Strategy

U&A

Message Testing

RedSky was able to help this brand define target audiences that represent their current and potential markets.

They found that the brand’s market can be classified into three target audiences:

Current fans who are likely to drop-off based on the brand’s stated direction
Current fans who are likely to remain fans
Future fans who are likely to become fans based on the direction of the brand

Pathway to Growth

Findings reaffirmed the brand’s intention to reposition themselves to focus on younger, more progressive audiences and in doing so, attempt to capture the female audience specifically.