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A cable TV channel targeted toward young children had previously defined segments of moms based on their awareness/familiarity and engagement with the channel. However, as the channel continued to grow and looked to expand to categories beyond TV, it realized the need for a more detailed and sophisticated segmentation – that went beyond aspects of channel engagement.

To address their needs, the research team developed a robust online survey among moms to better understand the segments of moms that exist.

Problem

As it entered the next life stage of the brand, a young children’s cable TV channel wanted to identify not only viable opportunities outside of TV, but also the types of moms it could attract with its offerings – as well as how to most effectively reach these moms. Existing segments of moms could only go so far as to identify their engagement with the brand, and the channel knew they were missing potential opportunities with the narrow vision of those segments.

In addition, while the channel knew there was a need for a more comprehensive segmentation, the organization had become very familiar with the existing segments; so it was important to be mindful of the original segmentation. More specifically, it was critical to identify each new segment’s current engagement with the channel (to give some alignment with the original segments), as well as the potential for the channel to grow among each segment. And, any deliverables needed to be engaging enough to ingrain these new segments into the organization’s everyday nomenclature, similar to the previous segments. 

Result

The new segmentation identified five segments of moms, defined based on not only their attitudes toward entertainment for their children, but also on their parenting styles – ranging from less engaged to very engaged, with a few groups in between.
We brought each segment to life for the team through personas, as well as: 

 

  • The size (percent of moms and the estimated number in the U.S.)
  • A goal/objective for the channel with each (from building awareness to building loyalty)
  • Targeting opportunities – the best vehicles to reach them
  • Marketing messages that will resonate with each segment

A couple of the segments showed higher growth potential, as their interests better aligned with the channel’s positioning and goals. And, while one of the segments showed much less potential than the others, we still provided the team with low-investment suggestions of ways to try and engage them to move them into one of the higher-potential groups of moms.
 

Solution

Nearly 2,000 moms of children 6 months to 6 years old were surveyed to understand their parenting styles, interests, and media they were currently aware of and engaging with. We included a mix of moms with children at different ages across the spectrum, as well as a representative mix of demographic characteristics, including region, race/ethnicity, employment, income, and marital status.
 
Questions covered traditional TV interests and behaviors as it related to their children, as well as digital and offline behaviors to paint a picture of moms’ toolboxes for entertaining their young children. There were also some questions that dug a little deeper into moms’ familiarity and engagement with our client’s channel, as well as key competitive channels to help dimensionalize opportunities.

In conjunction with our in-house Advanced Analytics team, we identified what we felt was the best segmentation solution. We then conducted an in-depth work session with our client team to align on the recommended segmentation solution and discuss how we would share the results to best engage the team.

The findings were shared in an easy-to-digest report that summarized the five segments and included a narrative for each to paint a picture of who they were (using famous TV moms as a proxy for each) as well as detailed scorecard slides to summarize them in more detail. It was rounded out with a summary identifying opportunities for each segment, as well as how to potentially reach them.

After a presentation to the entire organization, we worked with our client team to develop additional collateral to engage the organization, including segment postcards, one-pagers and posters, and notepads. These were posted in their office and shared with employees to help them learn about, and remember, the new segments as they developed new strategies and marketing plans.

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