THIS ONE TIME WE HELPED WITH…
A local Denver, CO news channel that sat squarely in the bottom 5 in terms of ratings without the ability to even get remembered within the top 3 local news sources.
To be positioned as one of the top 3 stations.
Empathy Training for the core news & analytics team to change the way they approached stories and to prepare them for a different kind of research.
Deep Anthropological Research to understand the unspoken needs and motivations of news viewers in Denver. This included immersing ourselves in their lives, daily behaviors, habits and attitudes and to understand the context within which news lives.
Insight-Driven Ideation Session to build on the insights uncovered in research and explore, develop and refine brand positioning ideas and topics for the station to focus on.
Idea Testing the top 3 ideas from the session qualitatively to gauge interest, understanding and passion around ideas and a final brand repositioning idea was chosen.
Since its rebrand and its commitment to addressing the needs of Denver residents based on RWTW learnings, the station averages between 2nd and 3rd in ratings.