: : : product
Lifestyle television networks
(DIY Network, Fine Living Network, Food Network, Great American
Country Network, Home & Garden TV Network)

: : : budget
$750,000

: : : key problem
Communications between network marketing departments and their respective affiliate stations (3,000 – 5,000) were slow and becoming strained.

Affiliate stations required regular updated promotional materials – artwork, sell sheets and related materials – which typically took weeks to receive because each network marketing department would develop the promotion, create printed materials, burn thousands of CDs then ship to each location across the country.

Facilitating the immediate delivery of promotional materials to thousands of affiliate stations across the country was the essence of the challenge.

: : : key strategic insight
A high percentage of affiliates are computer savvy and have access to the Internet.

: : : creative strategy
Develop an online digital asset management solution providing each affiliate with immediate access to camera-ready art via a customized Intranet website. This approach provided localized selling messages while maintaining a strong, consistent brand.

: : : tactical elements
Customized Intranets allowed each network to post approved promotional materials and let each affiliate download the approved materials instantaneously. E-mail alerts notified authorized personnel when materials were available.

: : : target audience
Marketing personnel at 3,000 – 5,000 affiliate stations, depending on network.

: : : results
· Reduced material delivery time from weeks
· to instantaneous
· Scripps now ranks among the top five cable networks
· among cable marketing, programming and general
· management, according to the annual Meyers Report

www.scrippsnetworks.com