ABC Cable
Engaging Cable Operators Nationwide to Learn Together - ABC Cable Networks
Even with well-recognized channel offerings, ABC Cable Networks (ABCCNG) struggled to maintain solid U.S. cable operator relationships that translated into long-term system carriage. ABCCNG needed to leverage its brand equities to support cable operators' local community efforts, thereby building stronger relationships with operators and their customers.
In 2003, MS&L's global technology team collaborated with ABCCNG on the creation of Learning Together!, a national public affairs initiative that tapped into an urgent community concern: enhancing and improving children’s learning and personal growth through family involvement. We created the marketing communications materials to support customizable public affairs programs unique to each of ABCCNG's properties - ABC Family, Disney Channel, Toon Disney, Playhouse Disney and SOAPnet. From text for an introductory mailer, to channel-specific sales decks, to template media alerts and press releases, MS&L developed an extensive array of program materials designed to help ABCCNG establish strong relationships with key cable operators nationwide.
The campaign included more than 19 Learning Together! events in 15 markets, touching the lives of more than 15,000 children and their families in the program's first year. ABCCNG also engaged the interest of the leading U.S. cable operators, including Cox, Comcast, Time Warner, Adelphia, Insight, Charter and Cablevision, each of whom participated in the Learning Together! program.