The Goal
To develop a long-term, revenue-supporting cause-equity strategy for The Weather Channel that created an “umbrella” packaging concept for the channel’s two causes – Project SafeSide and Rays Awareness.

The Execution
Marlin was responsible for conceptualizing various umbrella themes for The Weather Channel’s cause-related programs that would “marry” the two causes together yet depict each program’s individual strength. The agency conducted one-on-one interviews with key constituents, participated in theme development, outlined a benchmarking analysis of proposed themes, recommended ways to attract endemic and non-endemic national advertisers, and handled promotional concepting.

Results Recap
The agency played a key role in guiding The Weather Channel towards a strategic cause-equity program that efficiently expanded their programs and helped bring their core consumer message to life.