The Cable Center: Using Data to Craft Corporate Messaging and Company Vision Case Study

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The Cable Center is an educational nonprofit organization serving the broadband, media, and telecommunications industry. Based in Denver, Colorado, The Cable Center is the home of the Cable Hall of Fame, recognizing individuals for their outstanding contributions to the industry’s progress; and the Barco Library, the world’s largest collection of cable-related information and resources.

The Cable Center known for preserving the legacy of telecommunications industry leaders through services including the Oral History Program and the Barco Library was challenged with growing contributions, donors, and programs. In order to remain relevant, The Cable Center needed to engage younger, rising stars in telecommunications and empower them to be innovative. They required new corporate messaging that would engage those new to the industry while keeping cable veterans connected and comfortable with the transformation and growth of The Cable Center.

While searching for a public relations consultant, they turned the team at Bob Gold & Associates (BG&A), an O’Dwyer’s top-ranked entertainment public relations firm. First and foremost, BG&A took an analytical approach and conducted an industry survey to better gauge perceptions and experiences around the organization’s awards dinners and programs. The goal was to collect hard data that would support their theory that new messaging was needed and persuade the executive team and board of directors that new messaging was essential and reinforce that new initiatives were needed. It would also help us focus on speaking opportunities, award submissions, and byline topics that would resonate with all audiences.

BG&A documented some surprising survey results that helped in refocusing the organization’s mission. We uncovered the fact that The Cable Center was at a tipping point where nearly half of respondents found the organization “true to its roots” and half wanted to see The Cable Center expand into new areas. Working collaboratively with The Cable Center staff we developed Vision 2025 – a new path forward to engage newcomers and seasoned game-changers who have been instrumental in paving the way for the leaders of tomorrow.

With Vision 2025 as the guiding principle The Cable Center is leveraging the survey results to develop a number of new initiatives including regional ambassadors, launch of a center for applied intrapreneurship and innovation and development of a webinar series showcasing young executives discussing leadership with cable pioneers.

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