“Spend Each Day with WOSU Public Media”

Rebrand + PBS TV Ad

WOSU Public Media’s latest brand hierarchy was established in 2006 and yet, other than their mission statement, they’ve not appreciated consistent brand usage, internally or externally, for the past seven years. Audience confusion exists for their key programming initiatives, with WOSU TV losing a singular call number in the digital transition, Classical 101 FM launching in 2010, and 89.7 NPR News becoming an all-day radio news station on FM in 2011.

WOSU Public Media’s presence in the marketplace and the diversity of programming and community services they provide needs to be emphasized, extended, and extolled by developing a comprehensive, compelling, and fully integrated image campaign that reinforces the WOSU Public Media brand and supports the goals and priorities of the organization. To that end, we were tapped to: 1) Develop an image campaign that highlights the accessibility of the programming and community services WOSU Public Media provide, 2) Create a collective brand message or tagline and, 3) Streamline all of the applications of their brand (on air, online, and in print)

As leader of the creative team, 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                                      WOSU Public Media

– Director/Producer                        Chris Donnelly                                           

– Producer                                      Diana Bergemann