experience
Community Idea Stations
Situation:
Commonwealth Public Broadcasting owned PBS television affiliates and NPR radio affiliates throughout Virginia. They wanted to create an umbrella brand to align all of their media entities. Martin Branding came in to work with the organization to develop this new umbrella brand and work with their marketing staff to implement it.
Focus:
In the initial phase, Martin Branding immersed itself in the organization, extensively interviewing key staff, executives and board members of Commonwealth Public Broadcasting to determine the organization’s value propositions. These value propositions were tested in external research with listeners, viewers, members and the community in general to narrow down to one core value proposition. Once concluded, the final brand position of “Ideas that Enrich the Community” was determined.
Alignment & Awareness:
Based on the new brand position, the organization’s umbrella brand became “Community Idea Stations” and was applied to all PBS and NPR stations within the Commonwealth Public Broadcasting group. The Martin Branding creative team worked with their internal staff to develop the new visual brand and guide them in the roll out and continuing promotional initiatives.
Conclusion:
By rolling out the new Community Idea Stations brand, the organization was able to build stronger awareness and brand value with all of it stations throughout Virginia, resulting in increased donations and memberships.
Creative Examples:
Logo and print ads.
