Strategic Marketing for LFC TV

Liverpool F.C. TV (LFC TV), the official channel for Liverpool Football Club, had previously worked with Studiowide to create promotional videos for their pre-season tour.

Impressed by our approach during the production process, LFC TV invited us to consult with their marketing team for the following year’s campaign.

We quickly identified a key issue: the previous campaign felt fragmented and rushed, missing opportunities to effectively target the right audiences. Additionally, the messages being communicated were too generic, meaning they lacked impact and weren’t resonating with the target audience. LFC TV needed a fresh strategy, and we were brought in to guide their marketing team through the planning process.

One challenge was aligning the various stakeholders within the marketing department, each with their own individual objectives. Our goal was to unite them under one cohesive strategy while gently challenging their existing ideas and assumptions.

Using our proven strategic framework, we designed a series of workshops to get everyone on the same page. We started by identifying the different audiences LFC TV needed to target, breaking them down into specific groups based on common characteristics. From there, we developed detailed personas – hypothetical profiles representing each audience. This step was crucial in creating targeted, relevant communications rather than the one-size-fits-all approach that had been used previously.

Next, we set clear objectives for the campaign. It was important to establish goals that were specific, measurable, and time-bound, ensuring each department had clarity on what success would look like.

Once the strategy and objectives were in place, the creative ideas really started flowing. Everyone was excited to dive into the messaging – but we made sure to emphasise the importance of strategic planning before unleashing the creativity. With the right messages crafted, we then worked with the team to identify the optimal channels for delivering those messages. Given the resources and size of the LFC TV marketing department, we were able to explore a variety of marketing communications channels.

After several workshops filled with ideas, brainstorming, and far too much coffee, we helped the LFC TV team develop a solid marketing communications plan to guide their pre-season tour campaign. This blueprint would ensure the right messages reached the right audiences through the most effective channels.

It was an exciting project, and we’re looking forward to seeing the new communications strategy come to life.

“It has been an absolute pleasure to work with the fantastic team at Studiowide. Thank you so much for all of your hard work at such a demanding time. We are delighted with the campaign!”  Catherine Gilbertson Liverpool FC TV