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.
Lights for the Cure, a joint effort between KYW-TV, the CBS O&O in Philadelphia and Susan G. Komen Philadelphia, is turning the city’s skyline pink during October, National Breast Cancer Awareness Month.
Elaine I. Grobman
“In the 15 years since we turned the first building pink,” said Brien Kennedy, KYW’s general manager, “the survivor community has grown significantly, no doubt due to increased awareness and the fine work of organizations like Susan G. Komen.”
“This October, Komen launches our new bold goal to reduce the number of U.S. breast cancer deaths by 50% within 10 years,” said Elaine I. Grobman, Komen Philadelphia’s CEO.
“We couldn’t pursue such an aggressive goal, nor could we have accomplished all we have in the past 30 years, without all-out supporters like CBS 3 by our side.”
With all the talk about how TV stations are using social media to attract viewers, don’t forget outdoor.
More than $7.5 billion was spent on outdoor last year, according to Gordon Borrell Associates, a research and consulting firm that tracks and forecasts advertising.
Billboards accounted for $4.7 billion, transit at $1.3 billion, alternative (stadiums, malls, etc.) at $977 million and street furniture at $414 million.
“Local TV stations will spend about $94.7 million on outdoor advertising this year, which is about the same (+0.1% or one-tenth of a percent more) than last year,” said Corey Elliot of Borrell Associates.
Imagine you’re snow-bound in a cabin in the Catskills.
A blizzard has dumped so much snow, you’re stranded.
There’s plenty of food and the house is warm, but authorities say it could be days until they can clear the roads.
They say just hunker down and wait, relax, perhaps watch TV.
You turn on the TV but can only get one station over the air. But wait, that station has eight different channels, how can that be? You’ve got news, sports, movies, sitcoms, classic TV shows, kids programming, even Latin programs. Here’s an early promo from 2011.
The 2016 PromaxBDA Local Awards were announced at last week’s Station Summit in Las Vegas.
The full list of PromaxBDA Awards Winners can be found by clicking here.
But it’s one thing to see your station or company on a list as having won a 2016 PromaxBDA Local gold, silver or bronze award and it’s quite another to actually see the spot which won the award.
So I asked the stations that won to send me a link or embed code or small rez file of their winning creative so they can give their staff, their station, their group the recognition it deserves by sharing it with the Market Share television community.
Here are PromaxBDA Gold Awards from the NBC/Telemundo-Owned stations.
Nearly every TV station in America includes their network affiliation as part of their overall brand.
The CBS Eye if you’re a CBS affiliate, the peacock if you’re NBC, so on and so forth.
It’s usually represented in some way in the station logo, which is displayed everywhere, from news vans to T-shirts, from on-air to on the building.
So when your station changes its network affiliation, everywhere your station logo is or has been or will be, must change.
That makes the station creative services director — the custodian of the station’s logo and look — a very busy person.
Add to that load a totally new station brand and identity, two new newscasts and a new morning news anchor, all while in a February ratings period, and you might want to send Kristen Byrum and her staff a sympathy card, a get-well note and your condolences, along with a case of wine.
“So a lot of changes, all at once,” said Byrum, “everything has changed.”
Byrum is the creative services director for WNCN, the new CBS affiliate in Raleigh, N.C., owned by Media General that was an NBC affiliate for 25 years.
All those changes had to happen at midnight on Monday, Feb. 29.
When your station logo changes, think of all the resulting changes that have to be made around the station. “New news app, new weather app, new Web graphics,” said Byrum, “new jackets, new hats, new business cards, new awning on the building, new on-air graphics.”
The list goes on and on.
To help market all this, WNCN used outside media that included radio, cable, newspaper and Pandora.
All in addition to its own air.
“We created a more informational spot, letting our viewers know where to go, who we are, what will be on our station, about who we are going to become, where to find their favorite programs, also informing viewers about the new noon and 5pm newscasts and we have new morning anchor to introduce,” Byrum said.
She said the station had a phone bank set up to help confused viewers, and used their email database, Facebook and Twitter accounts to send messages about all the changes.
“We will even drive to their houses to fix their signal if our troubleshooting doesn’t work.”
If I were a TV station general manger, or a broadcast company VP or CEO, there is one area of marketing operations that needs serious attention — the retention of marketing managers and talented promo producers.
If your station’s creative services director is a keeper, and is not signed to a personal services contract to prevent them from walking across the street to your competitor, that’s a questionable business decision.
And ask any creative services director what his biggest challenge is and the likely reply will be finding and keeping talented, front-line writers, producers, editors.
If you have people in marketing that you feel are key employees, be pro-active to keep them and grow them.
Whatever you invest in them to do that, you’ll spend anyway replacing them with someone who is unproven.
Among the other suggestions marketing execs have for their general managers is to spend money to make the news product better, hold both news and marketing accountable to clearly defined goals and audit their performances often.
Here are a few interesting thoughts verbatim from the marketing execs:
Stop directing every single promo from the GM’s office.
Push for more autonomy with corporate mandates
Retain an ad agency — not a marketing consultant — to help define the brand.
I have a very supportive GM, who gives complete freedom over the creative process … based on the fact that we’ve all signed off on the plan.
That’s Sir Edmund Hillary, the first to climb to the the summit of Mount Everest.
Next week is the annual confab deep in the desert sands of Las Vegas, the PromaxBDA Station Summit.
Part network and syndication presentations, part broadcast group strategy meetings, part marketing education, plus a few parties, the station summit is a full-time chance for local TV marketing execs to get together and reconnect, share work and ideas, and generally just talk television.
I will be there along with the publisher of TVNewsCheck, Kathy Haley, covering the event. Expect to see articles all next week about the summit on TVNewsCheck and here at Market Share.
Also, the results of the survey are in. And we’ll be presenting them next week as well.
Look for those articles on Market Share.
Thanks to all who took the time to participate in the survey.
Last year, TVNewsCheck and Market Share published some 20 articles about the summit and the creative services survey. That seems extraordinary but it’s true.
To date, since the Market Share blog has gone daily in March, 2014, there have been 515 articles published.
Please look for us in the halls and meeting rooms at The Mirage, and say hello.
And if this is your first time attending the PromaxBDA Station Summit as a new creative services director, I’d like to talk to you to get your impressions for a story.
Feel free to call or text me at 817-578-6324 to arrange a time to meet if you want, and you can always email me at [email protected].
When we say we want to hear what you think, we’re not kidding.
Next week, keep a close watch on your email and your spam folder.
Look for an invitation to participate in the 2nd annual Creative Services Directors survey courtesy of TVNewsCheck.com and Market Share.
If you are a new creative services director since June, 2014, I may not have your up-to-date contact information. So you may not get an invitation and that would be unfortunate, frankly.
It doesn’t matter what market or market size you’re in, I try and keep a data base of all TV station creative services directors, but there is so much movement that it’s often difficult to keep up.
So if you don’t get an invitation sometime next week, let me know. I want to give everyone the chance to participate. Last year’s survey results were eye-opening.
The information gathered from this survey is extremely interesting, plus it’s a chance for you to be heard anonymously about many issues related to your job, your success, your managers, etc.
I’ve sprinkled some slides throughout this column from last year to give you a chance to see not only the results, but the questions we asked.
The comments you gave to many of the questions were insightful, and often shocking to me.
Since the Market Share blog went daily in March 2014, this the 483rd column. Market Share is written mostly about the challenges local TV marketing departments’ face and how they respond creatively.
The blog is updated several times a day and I like to think it showcases and celebrates local television and its marketing. There are always video examples embedded in the articles.
Market Share is read by a wide range of television industry participants — from broadcast company CEOs to station general managers, news directors, creative services directors, writers, producers and editors.
I’ve written about everything from PROMAX winners to morning news promotion, from digital billboards to testimonials, about markets from Spokane to Orlando, from Philly to Chicago.
Click here to read all of the Market Share columns starting with the most recent.