The document discusses strategies for developing an effective single minded proposition (SMP) for marketing campaigns. An SMP aims to persuade the target audience of one key idea. It involves understanding the audience and crafting a proposition that marries what the audience wants with what the content offers. Having a clear SMP helps ensure the campaign message is consistent and approved. Examples provided demonstrate how SMPs were developed for various TV channels and brands based on audience insights and content.

2. Achieving a single minded proposition Audience insight “ Who are we trying to influence with this trail?” Support “ Background/Insight to our show?” Fitting the bits together

4. Arriving at a proposition Audience insight Content offer Proposition A marrying of what the audience wants and what the content delivers

6. BBC Radio 3 – Brand Insight Audience Insight Brand Insight Whether it’s foreign food or intrepid holiday destinations, they’re adventurous in their choices. They want to be rewarded for having curiosity and an open mind A breadth of content that expands people’s understanding of the music and arts. Always taking them further, however much they want to know Throwing open new worlds of music and the arts

7. BBC World News Audience insight Content offering Proposition A constant drive and passion to seek out all the angles on a story to deliver journalistic excellence and balance Internationalists - A constant drive and passion to gather information in order to build a point of view on the world Driven by your quest for knowing

8. Formula 1 Audience insight Content offering Proposition BBC Sport coverage takes you closer to the driver experience than ever before – You feel part of the racer experience Audiences feel distant to the Formula 1 races and the season as a whole Immerse yourself in the F1 experience

10. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different Audience insight Content offer Guinness

11. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different The United Nations of Drink Audience insight Content offer Guinness

12. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different Craic Fuel Audience insight Content offer Guinness

13. A global brand Compelling and deliverable From Ireland Irish values Black and White Takes time to pour Old Famous advertising Conversationalist Likes sport Travels Sophisticated ‘ One of the lads’ A little bit different The Ultimate Experiences are worth waiting for Audience insight Content offer Choose the most relevant, differentiating and true . “ The truth told in a surprising way.”

14. The Ultimate Experiences are worth waiting for “ Good things come to those that wait”

17. Proposition Men who enjoy intelligent, smart humour. Our audience have partners so they can’t go down the pub and get this from their mates as often as they’d like It contains shows and formats that are full of intelligent, irreverent people chatting and being funny The Home of Witty Banter Audience insight Content offering

22. Idents vodcast website Programming commission menus Advertising

24. Conceptual Male Channel ID idea

25. Conceptual Male Channel ID idea

26. Conceptual Male Channel ID idea

28. Diema – Bulgarian Male Channel