OPPORTUNITY
Given the rapidly changing environment in the telecommunication sector, LANG Partnerships Network was retained by Rogers Media to conduct a top-line review of the marketing areas within Rogers Media and provide recommendations to succeed in the new marketplace.
PARTNERSHIP STRATEGY
LANG examined the five operating divisions at Rogers Media namely Broadcast, Publishing, Sports & Entertainment, Digital, Shopping Channel evaluating their core operations against the Culture, Structure, Brand and Strategy of the organization.
LANG tied in the five divisions with one top line directional recommendation: Move from selling products to selling experiences. This will shift Sales from focusing on the products to the consumer.
Reviewing each division to suggest tactical measures to align with this new strategic direction, LANG envisioned creating an integrated management team linking the five operating divisions with the support services of finance, marketing, content and digital that would ensure that every cell of the organization focuses on the consumer’s experience.
RESULTS
Recognizing the shift in the marketplace, Rogers Media discovered true value in LANG’s insightful recommendations and embarked on a journey to bring transformational change in the organization. LANG’s customized strategy propelled Rogers Media to shift its focus on the consumer and align the various divisions to operate under an integrated management team. In addition, a new CMO with consumer experience was hired to run the integrated division.
“The value LANG Partnerships brings is top quality – from initial exploration sessions to the development of creative programs. They listen actively, understanding our unique needs to explore transformative solutions. Working with the team was fun and rewarding and yes – delivered great results!”
Keith Pelley, Rogers Media