BT SPORT SCORES A BRAND EQUITY WIN FOR TELECOMS GIANT

Brand transformation

 

British Telecoms brand equity soared by 67% in 2014 to £9.2bn - an achievement attributed to its creation of BT Sport. Brand Finance, a leading brand valuation consultancy, said BT had “changed the positioning” of its brand and “revolutionised” its business model.

BT Sport is a group of pay television sports channels provided by BT Consumer; a division of BT Group. The broadcaster holds exclusive live rights to 52 Premier League matches as well as other top European football and worldwide rugby leagues.

The channel's customers include pub and bar owners, hoteliers and sports and health clubs. BT Sport for Business wished to provide

these businesses with pre-match posters and other marketing material for their establishments as well as to provide them with fixture calendars.

Marketing strategy

I was the content strategist on this project. The tasks I completed with this project were:

  • defining the marketing funnel

  • mapping communication needs

  • aligning content with segment needs

  • definition of content types

  • preparing copywriting briefs

Content strategy

Client: BT Sport for Business

Agency: Ogilvy

Industry: Broadcasting