Marketing Case Study- Hold For Maintenance
Hold For Maintenance is a culture podcast that connects black history, politics, and current events while creating an intentional safe space for its listeners.
OBJECTIVE: Originally, our client, Lynae Vanee wanted to create a podcast for her own platform but was nervous about how she could show up week to week with her busy schedule. She also wasn’t interested in taking her short form digital series and creating a long form series on her own. Our team suggested a podcast that included two more cast members who she was already comfortable sharing dialogue with. Collectively we built a brand identity that would allow her and her cast mates to express a different side of their personality than expressed on their current platforms, while learning in real time alongside their listeners.
TARGET AUDIENCE: LGBTQ+, Content Creators & Professional Creatives, Black Women, Christian & Spiritually Connected listeners. Ages 27-45, 55-64
CHALLENGES: Encouraging listeners to feel comfortable enough to share experiences on the podcast; balancing schedules between busy hosts.
HIGHLIGHTS & WINS: After its first three weeks of launching, the podcast quickly began to create its own unique audience. Even with traveling and busy schedules, all three hosts were able to make time for a consistent schedule with effective adjustments when needed.
INSIGHTS & RESULTS: As of its first month and a half of existence, the podcast has generated over 20,000 streams and over 15,000 supporters online.
TAKEAWAYS: A podcast can be a solution for so many brand problems. It can help you to create long-form content that you can pull from to be consistent on short-form content platforms. It can also assist you in building a relationship with your community that you may not have otherwise had. Podcasts can be based on current event topics for those who have the capacity and infrastructure to do so, or they can use evergreen topics to give hosts more flexibility in production.
If you are starting your first podcast, begin with three episodes before launching and give yourself a minimum of 8 weeks to prepare for your debut.
Not sure what that 8 weeks consists of? Head to our homepage to get started.
