Project Context
National Geographic’s B2B partnership program was transitioning into a new strategic phase, facing limited corporate network visibility and competitive pressure within evolving media ecosystems. The objective was to clarify audience positioning and strengthen partnership acquisition strategy through data-backed insight development.
My Approach
As part of a two-person strategy team, I collaborated on the end-to-end research and synthesis process, from defining the research framework to structuring insights into actionable strategic direction.
• Conducted qualitative interviews and quantitative survey analysis to uncover audience perception and decision drivers
• Mapped competitive positioning and partnership ecosystems to identify differentiation gaps
• Developed audience segmentation and behavioral personas to clarify high-value target groups
• Synthesized findings into structured messaging pillars and partnership opportunity areas
Strategic Contribution
Our analysis revealed that while National Geographic held strong mission-driven brand equity, corporate stakeholders required clearer articulation of structured partnership value and activation pathways. The opportunity was not solely awareness-building, but repositioning how partnership benefits were communicated and operationalized.
We translated these findings into refined audience prioritization, structured messaging pillars, and defined partnership value frameworks to support more focused corporate outreach and strategic positioning.