MASTERCLASS: GO TO MARKET PARTNERSHIP STRATEGY
As the Production Coordinator, Taylor supported the development and execution of two strategic partnerships between MasterClass with Delta Airlines and Sirius XM Radio. She was involved from inception of the creative brief all the way to delivering the necessary MasterClass assets to the external partners.
MasterClass partnered with Delta Studio to provide exclusive onboard access to select classes from best-selling authors to renowned chefs.
MasterClass x Delta Airlines
Delta is the largest airline in the U.S. and the 2nd largest airline in the world with 200 million customers annually. The average household income of their passengers is $100,000 and for 11 years in a row, Delta has been voted #1 airline for business travelers. Delta Studio is a highlight amenity with unparalleled in-flight entertainment options with exclusive content offers from partners like HBO, Showtime, Hulu, Disney+, Spotify, and Peloton.
Research
The primary goal was driving awareness and sampling of MasterClass via Delta’s seatback in-flight entertainment experience. As a secondary goal, the partnership provides the opportunity to convert Delta’s captive audience (over 200 million consumers per year) to sign-up for MasterClass with a pulsed 7-day EFT offer.
Opportunity
Find places within Delta in-flight experience to build brand awareness for MasterClass and the classes offered onboard. Since the classes will not be shown in the traditional MasterClass user experience and interface, branding needs to be reinforced wherever possible.
Challenge
Use promotional placements to drive engagement of MasterClass during flights to leverage the estimated $1.8M in marketing impressions of Delta Studio. Additionally, provide a diverse catalog of classes in the curated content selection with a slight skew towards business travel. In terms of rollout, utilize Delta’s marketing channels by way of sending an email to their 100 million SkyMiles members promoting 15% off the MasterClass annual membership.
Strategy
MasterClass x Sirius XM Radio
MasterClass partnered with Sirius XM Radio to launch ‘MasterClass Hour,’ a new radio program airing every Saturday.
Sirius XM’s Business Radio skews male and the content mostly teaches listeners how to be a better leader, plan for retirement, and market their business with key programming from the Wharton Business Daily, Randi Zuckerberg Means Business, and The Ramsey Show.
Research
With Sirius XM Radio reaching a combined monthly audience of approximately 150 million listeners, MasterClass has the opportunity to increase brand awareness and convert the audience. Additionally, this collaboration enables listeners, for the first time, to experience MasterClass programming from their cars, homes, and on-the-go streaming devices. SXM's Business Radio and Stars channels are available to subscribers nationwide on SiriusXM radios, the SXM App, and with Amazon Alexa, the Google Assistant or however they stream at home.
Opportunity
Using unedited existing chapters, MasterClass will create hour blocks of content called “MasterClass Hour” to be made into a weekly 1 hour show on SXM Business. Furthermore, MasterClass Hour will be made available On Demand on SXM for 30 days after air, with Sirius XM subscribers having access via their membership. In addition to MasterClass Hour, MasterClass will also have a dedicated, limited-run channel on SiriusXM, which will make the special programming available 24/7.