Category Archives: Marketing

WMAQ Special Highlights Neighborhood Progress

WMAQ, the NBC-owned affiliate in Chicago, will air Making A Difference, a half-hour special, Saturday night at 6.

The special will focus on The Good in our Neighborhoods, profiling community leaders and organizations that help to strengthen Chicago neighborhoods.

“Making a Difference: The Good in our Neighborhoods” (Saturday promo) from NBC Chicago Making a Difference on Vimeo.

WMAQ’s Making A Difference initiative includes its on-air locally produced specials that highlight inspirational local stories of people who are making the Chicago area an even better place to live.

Since its inception in 2013, the station has aired more than 1,000 Making A Difference stories on-air and across all platforms.

WLWT Helps Raise Money For Harvey Victims

WLWT, the Cincinnati NBC affiliate owned by Hearst, along with the Cincinnati Bengals, American Red Cross, Kroger, Hamilton County and the City of Cincinnati, to raise money for the victims of Hurricane Harvey joined together to raise more than $160,000 for victims of Hurricane Harvey.

On Sept. 14 prior to the Thursday Night Football game, WLWT’s on-air personalities along with the American Red Cross volunteers collected $33,000 at the gates prior to the Bengals vs. Texans game.

The Bengals matched the fan donation, resulting in a $59,100 donation.

Additionally, WLWT News 5 has conducted several phone-bank telethons along with donations received at area Kroger stores which have also generated $75,600.

In total, the Red Cross will receive $167,700 for the collective efforts brought forth to help those in need.

“The compassion shown by the people of our city, the Red Cross, WLWT, Kroger and the Cincinnati Bengals is a bright spot in the midst of tragedy,” said Mayor John Cranley.

“I am proud and inspired by the efforts to help hurricane victims in Houston and Florida. This shows that Cincinnati truly has a heart the size of Texas.”

“We could not be more proud of our team, the efforts of our partners at the Cincinnati Bengals, Kroger, Hamilton County, the City of Cincinnati and the Red Cross to respond so quickly and favorably,” said Branden Frantz, WLWT’s general manager.

“More importantly, the kindness of our community who generously donated to help those hurricane victims who have lost everything speaks volumes about the character of those in our city.”

Chicago’s ‘The Jam’ Gets Aggressive Promo Push

Launched in July, The Jam, positioning itself as “fresh morning TV, Chicago style”, is rolling out an aggressive media push that incorporates a mix of digital and traditional media assets.

The Jam airs on WCIU, The U, an independent TV station in Chicago owned by Weigel Broadcasting.

“From the placement to the timing to the messaging, we’re being extremely targeted in our delivery of the marketing rollout. I’m not going to reveal the entire playbook right now, but we’re hoping for a touchdown,” said Steve Bailey, WCIU’s programming and creative head.

The Jam ads can be seen citywide in areas most likely to be trafficked by the station’s target demographic.

This includes digital billboards and urban panel ads along transit routes, mobile, in-stream ad placements, radio buys, and static bus shelter creative.

The group is also leaning heavily on the power of grassroots public relations tactics, as well as increasing the visibility of The Jam’s hosts with in-person appearances at charitable functions, local high school football games and other key community events.

The Jam airs weekdays from 6-8 AM on The U and is hosted by trio Jordan Cornette, Felicia Lawrence and Danielle Robay.

WPTV Viewers Praise Station’s Irma Coverage

During this hurricane season, local TV news operations in the paths of Harvey, Irma, Jose and now Maria (are there any more?), showed how important they are to their communities in times of crisis.

Through their on-air TV broadcasts and social media outlets, most especially Facebook, the local stations provided live, continuous coverage of the storms before, during and after.

Like WPTV, the Scripps-owned NBC affiliate in West Palm Beach, Florida, for example.

Credit: Greg Lovett / The Palm Beach Post

While Irma may not have struck West Palm with the ferocity it hit other areas of the state, it still caused damage as hundreds of thousands of residents were without power.

“It’s safe to say we created and aired the most watched content in our viewing area,” wrote James Griffel, WPTV’s creative services director.

Read On

New KHOU News Promo Is Pure Poetry

To differentiate your local TV news operation from the others in your market in the minds of consumers, you need to stand for something.

In Houston, at KHOU, the station stands for Houston.

I don’t know of any local TV news promos that use poetry as copy, and certainly none that use it as effectively as KHOU, Tegna’s CBS affiliate in Houston.

Read On

KVUE Leads Austin’s Social Media By A Million

Research, focused execution, knowing what your audience wants and content that’s personalized to the users’ environment, even if it’s a small town, is what KVUE says helps it succeed on Facebook.

KVUE, the ABC affiliate in Austin, Texas owned by Tegna, leads all media outlets by almost a million actions in the market over the last six months according to data from audience insight firm Shareablee.

KVUE has nearly 3 million actions on social, 24% of the total engagement generated by the DMA (No. 39), with more than 12 million social actions.

KVUE also leads on Instagram with almost 111,000 actions.

The Austin American-Statesman, a daily newspaper owned by Cox, leads on Twitter with over 131,000 actions.

KTBC, the Fox-owned affiliate, leads a tight race in actions per post with 155.

Matt McAllister

Some broadcast groups put as much content on Facebook as they can, says Matt McAllister, KVUE’s marketing director.

That’s not KVUE’s strategy.

At KVUE, “it starts with research and knowing where our audience is,” says McAllister.

McAllister says KVUE did some focus group testing over the past few months with fans and non-fans of KVUE, talking to people about what kind of news they’re interested in watching.

“If we are not posting on social in a way that makes you want to share, react, like or comment, then we are not really doing what our job is. What is the audience most engaged with so we can put them first and find out the needs of our consumers by delivering them content that they care about.”

The focus groups had people between the ages of 17 to 65, and McAllister says every single person they talked to is getting some form of news from social media.

“What was surprising to me,” says McAllister, “was the lack of generational differences. The 17-year-olds get a ton of their news from social media and so are the 65-year-olds.”

McAllister says people want personalized content.

“They want to be able to get a story without having to click and go read a page, get everything in one platform without having to click through. Obviously, the more local the better. People love to share stories about their environments. So we are fine trying to find stories of small towns where those people really care about what’s happening.”

KVUE is also working on some projects that would measure attribution from social to broadcast, something the industry kind of lacks as a whole, McAllister says.

In the meantime, “Facebook is the best opportunity that any marketer has ever had before.”

For example, McAllister points to a story about a tornado in the town of Jarrell, Texas some 20 years ago.

20 years ago, an F5 tornado nearly destroyed Jarrell, TX. Watch KVUE's Special Presentation this Saturday at 6:30pm to see how far the city has come.

Posted by KVUE on Wednesday, May 24, 2017

“We were targeting people who were living in Jarrell, so we were able to target demographics of people who experienced the story. That video is actually viewed more on Facebook than it was on the broadcast when it aired. We had more people watching it than were tuning into our broadcast. So that kind of goes to tell you that when you can create content with the end consumer in mind and be able to target them specifically… then the marketers win and the consumers win.”

Topical news promotion on Facebook is getting examined as well. McAllister says local TV news operations use the same formats and styles, so it’s often hard to stand out, so KVUE is trying something different that seeks to be authentic.

Interestingly, KVUE sees value in using its broadcast news to drive audience to Facebook Live.

“In a world that is now multiscreen, people are watching their TVs with their laptops on their lap and their cell phones in their hands. How can we use all of those screens to keep people more engaged?” McAllister says. “If somebody’s really engaged in the story, why not give them the opportunity to interact even further on social after the story is told?”

It’s not a broadcast world or a social media world that’s important, McAllister says.

“The biggest thing for us is just caring desperately about our consumers. It’s just knowing that Facebook plays a huge part in our lives because it plays a huge part in our consumers lives and that is what needs to be most important to us.”

KHOU Reporter And Rescued Truck Driver Reunited

At the height of the flooding that hit Houston during Hurricane Harvey, a KHOU reporter, Brandi Smith, and her photographer Mario Sandoval, were reporting from a deserted Houston overpass when they peered over the side to see a semi-truck engulfed by flood waters from Hurricane Harvey. The water was up to the windows, trapping the driver inside.

They flagged down a passing sheriff towing a rescue boat and directed them to help rescue the driver.

The story gained national attention.

The 11-minute raw video on YouTube has been watched by almost 600,000 people.

Last night, KHOU ran a story that reunited the reporter with the driver.

KHOU is Houston’s CBS affiliate owned by Tegna.

Here’s the 11-minute raw video of Smith on the overpass. The video ends before we see the man rescued.

KAIT Wins Emmy Award For News Excellence

KAIT, the ABC/NBC affiliate in Jonesboro, Arkansas owned by Raycom, won a regional Emmy award for newscast excellence in the small market category for its coverage of severe flooding on May 24, 2016.

“We’re truly happy this event had a happy ending with the teenager being found safe thanks to the heroics of the Jonesboro Police Department, and Fire Department,” said Josh White, KAIT’s news director.

“Our job is to report what’s happening, and we’re very pleased our peers in the TV industry thought our coverage was worthy of an EMMY.”

The award was given at the 41st Mid-America EMMY Awards Gala in St. Louis, MO on September 9th.

The Mid-America Emmy organization represents Iowa, Missouri, Arkansas, parts of Louisiana, Indiana, and Kansas.

WCVB Airing Primetime Special, ‘Living With Loss’

Maria Stephanos

WCVB anchor Maria Stephanos tackles how people cope with loss in its many forms in an upcoming one-hour special, NewsCenter 5 Primetime: Living with Loss, tonight from 10 to 11.

“After my mother died less than a year ago, the Channel 5 community was so generous with their condolences and advice. It inspired me to put together a one hour special on how to live after someone you loved passed away,” said Stephanos.

During the special, Stephanos explores the difficult concept of dealing with grief and living life after a loved one dies, whether a close relative or friend, or even a favorite pet.

Interviews with many people, from all walks of life, who share the common experience of trying to overcome loss are included.

WCVB is Boston’s ABC affiliate owned by Hearst.

KSHB’s ‘Fill The Fridge’ Collects 143,000 Meals

No child should ever go hungry. But childhood hunger exists in Kansas City.

The Harvesters Community Food Network says almost half the people they serve are kids, more than 25,000 every week.

KSHB, Kansas City’s NBC affiliate owned by Scripps, along with the Harvesters Community Food Network and Price Chopper, conducted a food drive last week.

Fill The Fridge is Kansas City’s first-ever metro-wide perishables food drive. Food drives often collect non-perishables and canned items. This event collected items like milk, cheese, lunchmeat, and fruit.

Fill The Fridge collected over $33,000 in cash donations to Harvesters, including a $7,000 donation from the Scripps Howard Foundation, the philanthropic arm of KSHB’s parent company, The E.W. Scripps Company.

Fill The Fridge collected more than 53,000 pounds of non-perishable food, and when paired with the money donated, the outcome is over 143,000 meals which will be distributed to those Kansas City residents in need.