89.7 NPR News – Global. Local.
Rebrand + NPR TV Ad
In January 2011, 89.7 NPR News went to an all-day news format on the FM dial. Radio news has been a part of WOSU Public Media’s legacy, launching with radio in 1922 with their 820 AM station. The change to FM had been in phases and the promotion of it was developed in conjunction with Classical 101 FM’s move down the dial. But despite their long-standing presence in the community + the NPR brand being in the national mindset for more than 40 years, 89.7 NPR News still suffers from cross-over confusion and competition in the marketplace from another local NPR affiliate, WCBE, who has been on the FM dial for more than 50 years.
WOSU Public Media reached out to us to develop a unique and compelling marketing and promotional plan to increase awareness of 89.7 NPR News.
As creative team lead, my main tasks and deliverables included the writing of the image identifiers & messaging (including a new tag line for the brand), scripting and production of the TV ads, and assisting in the creation of the campaign marketing & advertising communications plan and toolkit.
CREDITS
Agency: Summerfield Advertising
– CCO/Owner Andrew Summerfield
– ACD/Copywriter Dave Demarchi
– Producer Dave Demarchi
– Art Director Mirsada Tinjak
– Storyboard Illustrator Mike West
– Account Director Laura Steinmaus
Client: WOSU Public Media
– General Manager Tom Rieland
– Chief Operating Officer Karen Olstad
– Programming Director Mike Thompson
– Marketing Director Meredith Hart
Production
– Director/Producer Chris Donnelly
– Producer Diana Bergemann
Click the "Watch on Vimeo" link
Password: 897WOSU
