Case Study: DTVAnswers.com
Situational Analysis
The National Association of Broadcasters, on behalf of broadcasters nationwide, sought the means to explain the DTV transition in a comprehensive and user-friendly manner before the Congressional mandated deadline of February 17, 2009.
Objectives
- Obtain virtually universal awareness of the upcoming Digital Television (DTV) Transition with consumers across the U.S.
- Develop and implement a targeted community and media relations campaign for all communities, with a focus on those disproportionately affected by the transition including minorities, the economically disadvantaged and the elderly.
Target Audience Analysis
The target audience for this campaign includes every television viewer in America with access to personal or public computer.
Strategy
Because of the vastness and diversity of the audience, Crosby~Volmer and the NAB opted to utilize the Internet to deliver its DTV message. A comprehensive website would present an ongoing, updateable and interactive means of engaging the target audience.
Execution
Crosby~Volmer designed, developed and launched both English and Spanish versions of www.dtvanswers.com to maximize outreach into the communities that most needed the information. The Web site has sections addressing topics from how to switch or upgrade televisions to a calendar of upcoming speaking engagements. There is also a "newsroom" and "press kit" with the latest press releases, resources and downloadable, high resolution artwork for reporters to use in their print and Web stories.
Results
Over the past eighteen months awareness of the DTV Transition has risen among households receiving solely over-the-air broadcast television signals from 31 percent to over 90 percent. The DTV Web site has been viewed by over 3,200,000 unique visitors and averages over 225,000 visits per month.
Return to Case Studies Home.
