Case Study: BNNVARA achieves connected reach with Ternair

How to achieve connected communication

BNNVARA, a Dutch public broadcaster, faced the challenge of adapting to a changing media landscape where traditional membership models were declining. To build a deeper connection with its audience and increase member recruitment, it needed to unify its view of its diverse constituency across various platforms. The organization partnered with vendor Ternair for a marketing automation solution to help realize its new "connected reach" strategy.

The solution involved a significant overhaul of BNNVARA's system landscape, integrating Ternair with a new CRM and a login tool. Ternair was used to collect all customer view information and power targeted communications, enabling a new loyalty-based approach to audience engagement instead of a traditional funnel. This allowed BNNVARA to better identify opportunities for membership conversion among its existing audiences. A key result was the successful linking of all half a million email subscriptions into Ternair, establishing the technological foundation for its connected reach initiative.

BNNVARA