Business Challenge:
Marketing the new B2B program as the brand transitions from its non-profit roots to a revenue-driven sales model.
The brand has limited corporate networks to generate demand, and the Storyteller Collective Workshop lacks visibility beyond National Geographic’s core offerings.
Communication Objective:
Increase awareness of National Geographic’s Storytellers Collective Workshop among the target audience and generate 4 leads by the end of Q2 of 2025, by highlighting the program’s relevant offerings and benefits to a professional workplace.
Key Responsibility:
Conducted both quantitative and qualitative research to develop a comprehensive insights report, helping to identify key target segments and uncover audience behaviors, needs, and motivations.