Cable Television Consumer Marketing and Affiliate Sales and Marketing
Requirement The Department of Defense (DoD) was launching a cable television channel broadcasting military news and information for and about the men and women of the U.S. Armed Forces. The objective of the channel was to improve communication between DoD and the military so that service members would have the information that they need to do their jobs at the highest level possible. DoD needed to communicate the existence and benefits of the Pentagon Channel to military service members. Solution
The Interim Marketing Managersm (IMM®) created a plan to communicate the launch of the channel and its importance to the military audience: Active Duty, Guard, and Reservists. The IMM then implemented the plan by developing key messages and talking points and creating and distributing marketing collateral. Within months of the channel’s launch, the IMM identified the need to expand distribution of the channel beyond military bases and into the commercial cable arena in order to reach the National Guard and Reservists—half of the military audience. She quickly developed an affiliate sales and marketing strategy and action plan to secure commercial carriage for the Channel on cable and satellite systems, nationwide.
