Chukyo TV Broadcasting Co., Ltd.
Marketing Strategy and Communication Planning Support
We delivered end-to-end support — from building the TV station's marketing strategy through to executing concrete viewership-improvement initiatives and PR planning for major programming overhauls.
We delivered end-to-end support — from building the TV station's marketing strategy through to executing concrete viewership-improvement initiatives and PR planning for major programming overhauls.
[Engagement Details]
We supported the build-out of an enterprise-wide marketing strategy for Chukyo TV Broadcasting, along with the execution of viewership-improvement initiatives. Going well beyond simply recommending tactics, we started with the design of KPIs (Key Performance Indicators) for the entire marketing team. We then designed detailed target audiences for each program, developed the tactics for raising viewership accordingly, and provided hands-on support for execution. As a recent example, we executed PR planning around a major programming overhaul — running buzz-worthy initiatives such as a drone show and driving conversation on social media and across the press.
[Challenges]
- Audience targeting and KPIs by program may have been unclear or not end-to-end optimized.
- Limited know-how on concrete tactics and digital initiatives for raising viewership.
- The need for high-impact PR techniques and conversation-driving around the programming-overhaul period.
[Results]
- Established the foundation for strategy development in the marketing department.
- Drove viewership uplift for each program by leveraging digital advertising.
- Successfully generated conversation through major-overhaul PR (drone show and similar initiatives).
