1. Stationwide Marketing Strategies: Unwrapped

2. Gabriella Jones-Litchfield Station Relations Specialist Stationwide Marketing Strategies: Unwrapped

3. Gabriella Jones-Litchfield, Station Relations Specialist

4. Stationwide Marketing Strategies: Unwrapped One Campaign at a Time I work with Pubic Television Stations and Independent Producers My focus is “Station Relations” primarily connecting a project to programmers directly in the system My goal is to gain optimum carriage www.GabriellaJL.com

5. Stationwide Marketing Strategies: Unwrapped Presenting Station: Oregon Public Broadcasting - OPB Distribution Partner: American Public Television – APT Genre research whose the competition: Rick Steves/Globe Trekker- 80% + range Rudy Maxa/Richard Bangs – 70% to 60% range Others 40 % to 50% range Time slots available: 1/ ½ to 2 hr travel blocks on most primary stations The Playing Field: Example Project

6. Stationwide Marketing Strategies: Unwrapped Content itself is unique – Cross Genre Travel/Exploration/Conservation of cultures & wildlife, with a touch of How- To Amazing locations – Mongolia- Antarctica – Australia – India… Talented Host- Art Wolfe is one of the worlds most established photographers Beautifully produced and shot in HD with content that lends itself to HD Standing Out in The Crowd

7. Stationwide Marketing Strategies: Unwrapped The pivot point was Art Wolfe himself and his work. At the time of the offer at APT Fall MarketPlace we invested in a luncheon. Art explained his goal and mission for the series directly to programmers. He did a meet and greet afterwards signing one of his books – establishing one on one contact with programmers. He was introduced and chatted with many programmers at an open event. The Pivot Point

8. Stationwide Marketing Strategies: Unwrapped Keeping the Momentum from offer to Release Offer was made in November; the release was not until the following September. We paced a series of mailings including postcards, a letter & Ecards. Got the content pro-actively in front of programmers specifically screeners. We utilized the strong images we had to tease programmers of the upcoming release. This Included emailing co-branded monthly screensavers.

9. Stationwide Marketing Strategies: Unwrapped

10. We sent out a Holiday card and calendar from Art for the upcoming year. Webinar – we conducted a behind the scenes look at how the show was produced and how Art got the images he did. Helped Art to continue a personal connection with programmers. Keeping the Momentum from Offer to Release

11. Stationwide Marketing Strategies: Unwrapped Results & Lessons Learned Season 1 gained 80% carriage. Programmers were requesting Season 2 information upfront. Season 2 gained 80% carriage & Season 3 is in production. Programmers bought into the content’ uniqueness to make room for it in their schedules. Established that it was not just another travel show thus opening up slot availability- in primetime- weekend- evenings. Programmers felt a connection to Art Wolfe.

12. Suzanne Masri WETA Senior Director Station Relations Stationwide Marketing Strategies: Unwrapped

13. Making It Work for the Whole Team Suzanne Masri WETA Station Relations

14. Stationwide Marketing Strategies: Unwrapped The “Light Bulb” Moment: It’s Not Called “Programmer Relations… …It’s STATION Relations

15. Stationwide Marketing Strategies: Unwrapped A Well-Designed & Fully Integrated Station Plan Begins At “Home”

16. Stationwide Marketing Strategies: Unwrapped Programmers Promotion Creative Services Web & Social Media Outreach & Community Engagement Development GMs (yes, even them!) The Key: To Reach ALL Groups

17. Stationwide Marketing Strategies: Unwrapped Building Stationwide Buy-In Leads To Greater Success In Securing The Broadcast

18. Stationwide Marketing Strategies: Unwrapped Reach Out To All Groups As Early As Possible Creating The Plan: The National Parks

19. Stationwide Marketing Strategies: Unwrapped Keep The Information Pipeline Robust & Refreshed As Often As Possible Creating The Plan: The National Parks

20. Stationwide Marketing Strategies: Unwrapped Provide Multi-Purpose Resources That Appeal To Broad Constituency Creating The Plan: The National Parks

21. Stationwide Marketing Strategies: Unwrapped Stations Fully Embrace The Project More Energized & Spirited Atmosphere Engages The Entire Staff Achieve Multiple Broadcasts & Cross-Platform Placement The Results:

22. Julie Irby AETN Marketing and Outreach Director Stationwide Marketing Strategies: Unwrapped

23. Station-wide Marketing Strategies: Unwrapped How to Create a Marketing Plan Julie Irby Marketing and Outreach Director Arkansas Educational Television Network

24. Station-wide Marketing Strategies: Unwrapped The Value of having a Marketing Plan Forces you to identify WHO you are and what you NEED to promote Provides a timeline for the year Allows you to budget for your projects You now have a document to share with leadership and decision makers for buy-in, partnership, inclusion You can now carry out marketing campaigns that are consistent, coordinated and truly further your brand

25. 1.To guide marketing strategies that promote your OVERALL brand (the big stuff YOU want to push) 2.To guide marketing strategies that promote SPECIFIC needs of your ‘clients’ (the support required for what your CLIENTS want to push) Station-wide Marketing Strategies: Unwrapped A Marketing Plan has two purposes

26. Station-wide Marketing Strategies: Unwrapped Planning process: planning your plan Determine station-wide needs for the FY with management (target audiences, niche to push, what’s new to promote) Determine what National programs to support Determine with ‘clients’ what their goals are for the year (review their strategic plans)

27. Station-wide Marketing Strategies: Unwrapped How to organize your plan By campaign (What YOU want to push) By marketing method (helpful for Marketing Staff to see their responsibilities) By client (Production/programming, Education, Development) and then create mini-plans for each client’s major project.

28. Station-wide Marketing Strategies: Unwrapped Pieces of a Marketing Plan State the top 3 or 4 Marketing objectives (what every part of your plan should be based on) Clearly list the Marketing Team who will carry out the plan and what they are accountable for Strategies/tactics for each campaign, project (using the multi-platform method)

29. Station-wide Marketing Strategies: Unwrapped Include messaging, boilerplates State the goal of your Marketing Division Calendar and timeline Budget Sign-off by management Create any mini-plans for large campaigns, projects (see Parks Initiative mini-plan, place to have tactics) Pieces of a Marketing Plan (continued)

30. Station-wide Marketing Strategies: Unwrapped Challenges Clients don’t have a plan, therefore hard for you to plan how to support them Clients can’t support what YOU want to push Clients don’t include you in their planning or try to do their own Marketing Other pieces of marketing/support need to be in place: 1.Standard Operating Procedures (SOP) 2.Graphic Standards/style sheets for projects/Branding 3.Station-wide Strategic Plan

31. Station-wide Marketing Strategies: Unwrapped Review AETN plan (see handout) Method: Review multi-platform strategy (see handout/next slide). Next plan will be organized by multi-platform method – by project, then fill in mp methods Mini-plan: Review Parks plan (see handout) QUESTIONS?

32. -Community events with ambassadors that showcase pubcasting and solicit testimonials from attendees at “camera stations” -Teach-Ins (station professionals teach basics of video production, pod casting, journalism, etc.)— putting resources in the hands of the community -Screening & discussion events with community partners (a short series of 3 to 5 events planned in “underserved” areas) -Community contest for best “homemade” My Source testimonial -Enhance partnerships with community-based organizations around My Source branded sponsorships -Op-Ed Piece in daily paper -Editorial Board Meetings (station management / board / ambassadors) -Print Advertising (paid or trade) -Letters to the editor -Pitch feature stories on work with local community- based orgs -Pitch feature stories on tangible contributions station makes in the community -Wire Releases: MarketWire or other to garner broad visibility among journalists and public including embedded video and live Web links -Recruit locally-based ambassadors (community leaders, celebrities, etc.) to appear in My Source testimonials -Feature community-based partners in My Source- branded on-air spots, and leverage for trade (web / newsletter placements, etc) -Feature best UGC My Source spots on-air, as prize for contest winners -Paid or trade radio ads or PSAs featuring ambassadors and community members -Leverage local programming to include segments on public broadcasters (interviews with management / board or ambassadors) -UGC My Source Testimonials available on station website (contest idea) -Place My Source spots on websites of community partners or others outside pubcasting system -Include prominent My Source messaging on all pages of station websites -Online chats, interviews, and other content featuring My Source ambassadors and station management / board to explain pubcasting’s value -Online marketing campaign includes enhanced content on station homepage coupled with external promotional drivers to increase traffic -Station management / board / ambassadors appear and speak at City Council meetings -Station management / board / ambassadors speak at luncheons and community events around town -Station Management / board / ambassadors undertake higher-profile visits to state capitol / county seat -Enlist local My Source ambassadors to speak at government, media, and local events -Enlist local community partners to speak with station reps at government, media, and local events -Enlist winners of UGC testimonial contest to speak as “authentic local voice” at government, community, and media events IN THE COMMUNITYIN THE PRESSON THE AIRONLINEIN PERSON Multiplatform Strategy: Sample Activities KEY: COMMUNITY ENGAGEMENT PAID MEDIA / TRADITIONAL MARKETING STATION-LED PUBLIC EDUCATION AND INFLUENCE AMBASSADOR-LED PUBLIC INFORMATION AND INFLUENCE NEW MEDIA/ONLINE MARKETING -Pitch stories to business / technology / media writers about online initiatives