Clients

Metro Atlanta’s Chamber leverages local creators with OTT multi-channel network

By June 21, 2018 No Comments

THEA is a multi-channel video network owned by ChooseATL where creators promote engaging, inspiring work, from documentaries to mini-series. Powered by Endavo’s video distribution automation (VDA) platform, viewers get access to a community focused on the modern cultural identity of Atlanta, GA.

KEY METRICS:

  • 9 content categories
  • 40+ channel partners
  • 150+ videos
  • 7 apps
  • 5000+ downloads

“THEA gives Atlanta the opportunity to be a mecca of enterprise and entertainment in the digital world. THEA allows us to tell Atlanta’s story around the world in an unprecedented way while also positioning our content creators in an optimal way to be discovered. We now have the tool and the content that will accelerate and curate this discoverability thanks to Endavo.” – Kate Atwood. Executive Director, ChooseATL

BACKGROUND:

THEA is the multi-channel network of ChooseATL, Metro Atlanta Chamber’s innovative and entrepreneurial millennial outreach project. A dedicated showcase of Atlanta’s lifestyle and culture, ChooseATL aims to evolve perceptions and engage the next generation of Atlanta.

The company’s forward-thinking culture encouraged them to search for a marketing solution that was highly automated and had the ability to target a digitally-minded generation with content created by them, for them.

THE CHALLENGE:

As Millennials take over in terms of volume and new talent, cities throughout the country are starting to feel and understand the change in the workforce, including Atlanta. With a net loss migration in Atlanta of 18-34-year-olds to cities like LA and New York, ChooseATL’s focus turned to attract millennial talent through marketing campaigns.

In addition, ChooseATL had a huge national and even global awareness problem where few outside of the Southeast knew of Atlanta’s technological and economic growth. The company was looking for a platform solution that would appeal to a younger market, have global reach, incorporate crowd-sourced content, and was both easy to set up and maintain. Of the programs that the ChooseATL team explored, Endavo’s intuitive software and modern design was the best fit for end users and project goals.

KEY CHALLENGES:

  1. Create a cultural identity for Atlanta that appeals to the modern market
  2. Broaden Metro Atlanta’s marketing focus to appeal to diverse industries and cultures
  3. Build a platform that allows creatives and audiences to be at the source of influence

THE SOLUTION:

Six months after launching THEA, ChooseATL has increased engagement across the board and has begun to curate content to accelerate Atlanta’s discoverability in a non-traditional, contemporary way. “The thing that is happening in Atlanta right now isn’t happening anywhere else in the world,” explains Kate Atwood, ChooseATL Executive Director. “We’re not just in a technology boom, we’re not just in a creative industry boom. We’re the market that’s having both at the same time, and THEA gives us the tool to give rise to both of those things so they favor each other and give us a great competitive advantage in attracting the next generation to Atlanta.”

“Both Endavo and my team were magically aligned. If Endavo didn’t have a vision, we wouldn’t be where we are. We came to Endavo knowing that they would really have to understand the value of working with us as a non-traditional network, and it has turned into this wonderful partnership.” – Kate Atwood. Executive Director, ChooseATL

THE FUTURE:

While currently funded by investments from the city, THEA’s next move will be monetizing the platform with the creators in mind. “We’re at a point where we need another investment round,” says Kate. “And we’re looking to move to an ad-revenue split of 70-30 in favor of the creators. We look forward to building revenue share to keep us growing, as well as our partners.”

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