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Do They Believe You: "REALLY?"
Here's a new crack at promoting a FOX style morning show. Good Day OK has always had plenty of personality, but with the pandemic, much of that was lost and difficult to show in promotions. So I took a new approach to get energy back in our messaging while still hitting our main points of difference. Here's three examples, but this is a campaign of seven spots. If you like to see them all, click here.
The responsibility of a loud voice: "SUPPORT YOUR COMMUNITY"
If your brand message is "We've Got Your Back" you better be working in and for your community all year around, finding ways to give back wherever you can. FOX25 dedicates more resources to our community than any other tv station in the Oklahoma City DMA (and possibly the state). At a time when it's hard to safely participate at events, it's important to find ways to make an impact in new and creative ways. It is part of our brand and our promise: We've Got Your Back.
Defining your strengths: "BE SPECIFIC"
This spot came out of some major changes to the tone and structure of our 9pm News product. It is distinctly different from the competition and in every way more beneficial for the view/consumer. But it's not always easy to be specific when it comes to "tone." This is how I accomplished it: With copy that takes aim at what the competition is lacking and how we better provide for our viewers through our brand execution in every day news content. Match that with striking and unique visuals, and you create a memorable and emotional connection with the messaging.
Show how it's all connected: "LIVING THE BRAND"
This campaign was the result of a group brainstorming session with my team. How do we produce a high-end campaign in a pandemic and still show how we're different from the competition. A lot of time, planning and effort went into this spot. While I nudged and made small calls on how it was produced, my team executed this beautifully, under pressure, and in time to air in the half-time of an OU game. The spot shows how our news team impacts the life of a viewer and breaks down the meaning behind our promise: "We've Got Your Back."
If you're going to steal something: "STEAL GOLD"
We're in the middle of a pandemic. Showing off our Good Day OK team isn't easy. We needed something fun, light, but still focused on the brand and our promise "We've Got Your Back." So I have to give this one to my GM. His suggestion: lets take a page from a catchy national ad campaign and twist it to be our own.
I give you the "What are you waiting for?" campaign. You may find it familiar, but we've made the idea work for us. With 7 versions (more if you add in social variants plus 1 and 2 minute versions for College Football and NFL). We also did it while maintaining covid restrictions.
If you would like to know more, please contact me.
Mask Debate: "WHAT MAKES A SUPERHERO?
This year I represented Sinclair Broadcast Group at Virtual Promax Station Summit. I took on three CSDs from other markets, bigger than mine, in the annual Battle of the Promo Superstars. I was up against Portland, New York, and Cincinnati. This year the task was uniquely difficult: Create a PSA campaign, both digital and on air, encouraging your viewers to wear a mask. The mask debate in the Oklahoma City market is ugly to put it nicely, which made my job especially difficult. You can see all of the elements here along with my presentation. I believe my solution (with the help of my daughter) disarms the anger and resistance to wearing a mask.
Awards and Recognition: "IT'S NICE TO BE NOTICED"
No sooner than I finished updating this blog, myself and my team were recognized twice.
Once for the great work we did on our Storm Watch Alert Day initiative. It received an Outstanding Achievement Award from The Oklahoma Association of Broadcasters. This is a multi-platform storm warning promotion. We run promos letting our consumers know that we will alert them when severe weather is on the way. And when the severe forecast comes in, we flip a switch and the promotion tells people to be prepared and stay away aware. It hits digital billboards, social media, and on air with promos and in our newscasts. Jamie Dickson came up with the idea and myself and Marla Malone helped to execute it.
Also, and more humbly, we were feature in Paul Greeley's Market Share column. I'll let you read that... it speaks for itself.
Breaking Through The Clutter During The Big Game: "WE'RE LEADING A REVOLUTION"
This spot aired leading up to the big game. It goes along with a corporate initiative to upgrade workflow in the newsroom to be more focused on digital and forward thinking. We've always been an innovative station, but the message in this spots in meant to stand out from the crowd. And to continue on the theme of revolutionary thinking, we didn't shoot this like your typical image spot. We used GoPro's new MAX camera and a selfie-stick... along with painstaking planning and some amazing talent. Enjoy!
Getting Closer To Talent: "JUST VLOG IT"
We wanted to showcase raw personality. Our talent has it, but often promos take the true connection away. I found a way around that. Remove all of the production and just let them be who they really are. We gave each of talent the camera for a week or so and asked them to talk about some themes... around the station and in their lives. The best part is, several people on my team got a crack at producing one of these. Watch them all and see how different they all are. I only produced the one with Jeff.
We've Got Your Back: "WE ARE MORE"
Our positioning statement allows us to do something different in the market. We evolve stories out of a promise to our viewers... and because of that, we don't cover news the same way. We make sure the angles of the stories we cover are directed at the needs of our consumers. This campaign is meant to support that goal. These are just two spots in a campaign of four.
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