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Steve Ridge- firstname.lastname@example.org. President, Media Strategy GroupKeys to a successful broadcaster:- Clear leadership in a local market - brand, relationship, content- Commitment to innovation of core product and all other platforms- A highly proactive management and staff- Ownership that supports local strategy - each market must be embraced as unique.- Broadcast has the opportunity to remain strong. The tv is still the hearth in most American homes Advertisers continue to embrace the platform because of its effectiveness andmass reach Video remains key on all platforms.Tv remains strong:- 4.8 hours a day- TV beats pc/laptops as primary entertainment- Cutting the cord continues as gradual but steady - 2% with pay tv will cut within12 months. (costs)- One in six already on next TVs to InternetDVR usage for daytime - 40% of 40% ppl dvr daytime...and its growing.Who is the daytime user:- Liberal and conservative mix- Family is top priority- Relationship eith tv is changing fast busy and distracted- Strapped for cashUp 64% from 2008How thy choose what to wath is changing1 in 6 are considering tutting the cordfragmentation is up 17% from 2008 to 2011Social Media41% gets their news from Facebook3 in 10 (25-54) watch local news and have fb, but ont follow local news on fb.More than half the ppl watching tv use social media (18-24)
-----------------------------Research follow-upClear leadership - brand, relationship, contentCreating brand...who do you want to be?Talent is ambassador of station to viewer. Relationship.Who are we (viewer POV)?TraditionalConservative - family valuesPredictableWhite, suburban, upscale,NBC brandedTech savvyCredibleTalent is warm, homey (Allison)YoungerGFX is stodgy, and outdatedTraditional writingWe dont separate ourselves from the park as much as we could.Inconsistenty to what we call ourselves.Relavent up to date life notes of stories by people you trustWho do we want to be?Need a weather brand#1 station in weather and morning newsBreaking news station (leader)Enterprise storiesSpecial reports need to have direct user value. If you can act on it.....--------------------------Developing brand playbookBrand vision...to feel ?
InformedSafeSmartPreparedConnectedImpoweredEntertainedmotivatedMovedCalled to actionCore values (we are)?ScrappierIn touchAdvocates political andfighting for viewers valuesMotivated to winRespectful of viewers timeBrand attributes (who do we want to be? How do we want the viewers to describeus? Whats our culture?)VigilantWelcome / likeabilityPassionateLocal authorityGenuinePictures. Pacing. People. True success to a good story. Gives an editorial voice.CuriosityInitiativeStorytellingProduction skillsCompelling on air ability(keys to a successful reporter)Target Audience - who am I telling the story to?Active...tech savvyFamily centricfemale 35-54 PrimaryMale 35-54SuburbanWere sharing news we found interesting that we think you should know. (Thinkfacebook share button)
-----------Weather promoSocial media promiseLive updates s.o.p.-----------Writing a Brand StatementPurposeIdentify prioritiesCreate station personality and valueTo clarify your intentionsalign internal and external messagingCreates marketing promiseCreates a filterBrand StatementWe prepare and protect viewers by providing useful information that impacts theirlives. We are involved in the community and ask the tough questions to provideinsight in a warm and personal wayPrepare/protectEmpowerConnected(inform)Live connected. (Miami)Core valuesAdvocateDont waste my timeIn touchMission statement - promises: at NBC 5 news...To fight for you to get you answers and information.Curiosity about our community enables us it deliverGoal: to increase the loyalty of our brand thereby increase the frequency of theirviewing.--------------------------------------------
"Viewers are our #1 Priority. We have relentless curiosity towards getting andproducing information to empower and connect them."Promises:$ To be the leader in weather related information.$ To be the leader in breaking news.To deliver useful and relavent information the viewer can act on.To be efficient in news gathering to deliver clear and concise information.$ To be story tellers.$ To deliver content with rich, visual imagery...to the point and doesnt waste theviewers time.To deliver up to the minute news 24/7/365.To set short and long term broadcast goals to own quarterly events (weather andnews).To update ongoing investigations from one broadcast to the next with new, freshinformation.To be "THE" trusted news destination in town.To recruit the best advocates for our viewers. The best people with the bestthoughts to ask the best questions.------------------------------Tactics - Phase 1 (Super Bowl)Launch new GFX package/set - rehearse to iron out issues, concerns, and missingelements (Diane 2/1)Define weather message and strategy for all platforms - select simple brand nameand stick with it. (Deb / Diane 12/15)Revamp weather presentation (2/1) Frank/Deb(weather producer - 12/15) (Frank/Deb)Evaluate weather talent and skillsets. (Frank/Deb/Nick - April/May)Weather promo - (Diane 12/15)Develop style guide - Pictures, Pacing, People. (Diane / Frank 1/15)Writing seminar from Nick (Early January)Promo Campaign (late news/weather) for Super Bowl weekend (Diane 12/15)News meetings - discussions regarding lead ins, etc. (Deb 12/1)
Producer assignmentsDefine how we address breaking news (focus and consistancy) (Diane/Frank 1/15)Reveal Mission Statement and Promises. (Larry 1/12)Create and deliver Brand Playbook (Diane/Jay)Get PR ready for new launch