How do you make a brand worthyof philanthropic support?
How do you make a brand worthyof philanthropic support?
CHALLENGE
KERA – with two radio formats, KERA 90.1 and KXT 91.7, TV stations and online content – is one of the most successful, most established public media brands in the country. Yet due to a rapidly changing North Texas population and a revolution in media consumption, its public-service mission depended on renewed philanthropic engagement to propel it into the future. KERA needed to redefine not only it’s aging brand but the role of public media altogether.
CHALLENGE
KERA – with two radio formats, KERA 90.1 and KXT 91.7, TV stations and online content – is one of the most successful, most established public media brands in the country. Yet due to a rapidly changing North Texas population and a revolution in media consumption, its public-service mission depended on renewed philanthropic engagement to propel it into the future. KERA needed to redefine not only it’s aging brand but the role of public media altogether.
STRATEGY
Turn givers into donors and donors into philanthropists
STRATEGY
Turn givers into donors and donors into philanthropists
RESULTS
Launched in 2016, the clarion call for KERA consumers to “Go Public” engages North Texans daily, driving record awareness and engagement numbers. In 2019, the campaign continues to increase listenership and viewership across all channels and inspires greater numbers to join as giving members of KERA and KXT.
RESULTS
Launched in 2016, the clarion call for KERA consumers to “Go Public” engages North Texans daily, driving record awareness and engagement numbers. In 2019, the campaign continues to increase listenership and viewership across all channels and inspires greater numbers to join as giving members of KERA and KXT.