BT Sport Transformation

Challenge:

BT Sport aimed to transform its brand and business model to elevate brand equity and attract a wider customer base. They needed to develop an effective marketing strategy to engage with business customers and provide them with valuable marketing materials.

Approach:

As the content strategist for this project, my approach involved:

Defining the Marketing Funnel: Understanding the stages of the marketing funnel and how content could support customer engagement at each stage.
Mapping Communication Needs: Identifying the specific communication needs of businesses, including pub and bar owners, hoteliers, sports clubs, and health clubs.
Aligning Content with Segment Needs: Tailoring content to meet the unique requirements of different customer segments.
Definition of Content Types: Determining the types of content, such as pre-match posters and fixture calendars, that would be most effective for engaging businesses.
Preparing Copywriting Briefs: Creating detailed briefs to guide the development of marketing content, ensuring it aligned with the brand's goals.

Role: Content Strategist

Client: BT Sport for Business

Agency: Ogilvy

Research:

The research phase involved studying the marketing funnel, analysing the communication preferences of businesses, and understanding the content types that would resonate best with the target audience.

Solution:

The solution included the creation of tailored marketing materials, such as pre-match posters and fixture calendars, designed to engage and support businesses in promoting BT Sport to their customers.

Impact:

The transformation of BT Sport's marketing strategy resulted in a significant increase in brand equity, soaring by 67% to £9.2bn in 2014. The brand's new positioning and business model revolutionized its success in the market.

Key Takeaways:

Tailoring content to specific customer segments is crucial for effective engagement.
Understanding the marketing funnel helps guide content strategy.
Clear copywriting briefs ensure content aligns with brand goals.

Tools & Technologies:

Content development and design tools, market research and analytics platforms.

Team Collaboration:

Collaboration with marketing, design, and research teams to develop and execute the content strategy.

Conclusion:

BT Sport's transformational approach to marketing strategy led to a remarkable increase in brand equity, highlighting the importance of targeted content and effective communication in achieving business objectives.