Challenge
Respecting the audience, positioning as an enhancement

Turner Classic Movies (TCM) was committed to creating and curating a subscription premium fan-based community in which members paid an annual fee in return for access to various content, discounts, events, perks, and opportunities relating to the TCM brand. Internal research had shown strong interest in such an offering among TCM’s audience. In fact, in a survey fielded to select members of the database, 83% said they would be interested in joining a TCM membership club. It was paramount, however, that membership be positioned as an enhancement of the TCM brand experience, respectful of TCM’s audience, their commitment to the brand and not simply a money grab.

Solution
Storytelling through naming

As FullSurge believes the name is the first opportunity for a brand to tell its unique story, we commence each naming project by developing the brand’s positioning statement. To achieve this, we must understand strategically where the brand’s owners—the senior leadership team—want to take the brand. We achieve this through a series of in-depth one-on-one interviews where we probe leadership to go beyond the functional aspects of the brand to the more interesting and motivating emotional ones. From these conversations, we develop the positioning statement following the classic consumer packaged goods model. We then use the brand’s point-of-difference and benefits as the criteria for the naming creative directions. With the positioning statement and creative directions approved, we then commence with naming ideation. For TCM, we ideated hundreds of names and those of which survived our internal critiques, we then conducted a preliminary trademark prescreening. After the name has been selected, we continue onto tagline creation where our goal is to highlight other aspects of the positioning not communicated through the name. We follow the same process for tagline creation as we do for the name.

As FullSurge believes the name is the first opportunity for a brand to tell its unique story, we commence each naming project by developing the brand’s positioning statement.
Turner Classic Movies-Backlot
Announcing: TCM Backlot

 

 

Impact
An extreme following of hundreds of thousands

Launched in April 2016, Backlot has become the fan destination for TCM superfans. The Backlot franchise now includes over 50 local US chapters and hundreds of thousands of followers on Facebook, Instagram, Twitter, Pinterest, Tumblr, and Twitter.

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