Our July seminar is on the theme of change: it's a big broad topic and, across the day, we'll touch on everything from digital transformation to using segmentation to help a business change direction in its customer thinking. This session includes the story of how a brand new cricket format aimed at a new audience was developed, and how to change perceptions of
14:00 Beyond 2020 - Reframing Cricket to Safeguard Its Future
Presenters: Konrad Collao, We Are Craft and Rob Calder, The Hundred (England & Wales Cricket Board)
Insight is at the heart of this case study which tells the story of the creation of a brand new cricket competition and sports entertainment brand – The Hundred. The Hundred had to navigate a tricky path between creating something that will appeal to younger, more diverse, urban audiences and maintaining the loyalty of existing cricket fans.
14:40 Changing perceptions of transgender people
Presenter: Sarah Jenkins, Magenta Research
A charity that tackles social problems by improving media coverage of misrepresented groups, identified an urgent need to understand perceptions of transgender people in the UK. They suspected various media outlets were propagating prejudices which were filtering into public opinion, consequently impacting the lives of transgender people. Magenta will take us through how they uncovered the necessary insights to enable the development of an effective communication strategy for tackling prejudice and improving outcomes for transgender people, which would be shared with other bodies working to improve transgender outcomes. The learning from this session can be applied to any minority group and the development of any communication strategy.