The context
Supporting a media outlet with an unprecedented business model to structure and stabilize it
Society, environment, economics, internet culture… Stup Média aggregates video content from several web creators and channels including Stupid Economics, Spline LND, Léa Bello and Vincent Manilève. Stup Média was built around strong ethical principles with a desire to unite this network and a community of supporters. Collective operation, commitment, integration guidelines for each journalist, and vision are the key strengths of Stup Média that needed to be better highlighted externally. In fall 2023, Stup Média enlisted Médianes to help it become better recognized by institutional stakeholders (B2B) and stabilize its community base (B2C) while remaining financially independent.
Marketing and communication audit
Develop a strategic plan to help Stup Média communicate with its B2C and B2B audiences
Médianes helped Stup Média think through ways to strengthen its core principles and promote a shared editorial direction. The project stakeholders needed to define and communicate what united them in order to be better recognized. Beyond being understood over time by its community, Stup Média also needed to clarify its offering and operations to institutions and media outlets—potential direct or indirect sources of funding.
Working on the value proposition: We provided recommendations to the team so that the mission, editorial markers, and vision are more prominently displayed across the media's environments. Until then, this lack constrained support and engagement actions. We delivered advice, presented actions and practical cases so that Stup Média can clarify its operation and truly embody its independence and commitment.
Work on the production line: Managing schedules, tools, optimizing procedures and content flow… We guided the team to structure their production line, segment skills internally, and build value in an external project.
Work on marketing and influence strategy: Identifying touchpoints with target audiences, developing a newsletter, structuring press relations, mobilizing the creator network… Médianes supported the Stup Média team to develop a marketing and influence strategy to reach its target audiences and enable engagement and funding.
Building a roadmap
Build a priority actions note for the year
Based on the audit and recommendations, Médianes worked on developing a roadmap to guide the team in defining its objectives for the year. The idea was to make the retained recommendations operational.
Stup Média
Coming together to inform better
Stup Média is an online media outlet created by Valentin Levetti and Arnaud Gantier (behind Stupid Economics). It enables independent creators and journalists publishing on the internet to produce sourced and innovative content where their audience is, on internet platforms. With this in mind, Stup Média has developed a transparent support and funding model to bring these journalists together in a single newsroom.
