: : : product
Cable/Pay Television Service

: : : budget
$500,000

: : : key problem
Cable multiple system operators (MSOs) felt Fox was underperforming as a demand-based subscriber cable TV service.

Formerly known as fXM, the company’s brand name and logo did not clearly communicate its core value as a movie channel dedicated entirely to classics.

The company’s website was static and typically contained outdated program schedules, little or no current news, no merchandise offerings and no celebrity profiles resulting in less than desirable online user experience and contributing to strained MSO relations.

: : : key strategic insight
A key subscriber touch point, Fox’s website, did not communicate the core values of the new Fox Movie Channel brand. Transforming the website into a comprehensive and easily updated marketing tool featuring programming schedules, news, merchandise, celebrity profiles and back-stories within new corporate graphics standards was essential.

: : : creative strategy
Overhaul the website (front-end and back-end) allowing Fox personnel to easily update website content and incorporate new graphics standards thereby enhancing subscriber experience, meeting MSO expectations and strengthening MSO relations.

: : : tactical elements
Custom software tools were developed allowing Fox personnel to quickly and easily update website content including free downloads of branded electronic postcards, wallpaper and other graphics to increase site traffic and satisfaction among subscribers.

: : : target audience
MSO subscribers M/F 18+ in all U.S. markets.

: : : results
· MSO subscriber retention increased 9%
· Fox Movie site traffic increased 17%
· Content now refreshed twice a month vs. quarterly

www.foxmoviechannel.com