NPR Launches Marketing Pilot Program For Four Affiliates
February 7, 2013 at 4:00 AM (PT)
NPR has launched a three-month pilot "integrated advertising campaign" for its affiliates in SAN DIEGO, DALLAS/FORT WORTH, INDIANAPOLIS, and ORLANDO in what it calls "the first effort of its kind in the organization’s 42-year history." Noncommercial News-Talk KERA/DALLAS, WFYI/INDIANAPOLIS, WMFE/ORLANDO, and KPBS/SAN DIEGO are the beneficiaries of the program, funded by a $750,000 grant from the FORD FOUNDATION and created by PLANIT, a BALTIMORE-based agency.
Included in the program are billboards, rail ads, print and digital advertising with the theme of showing who listens to NPR.
“While 34 million people tune into NPR stations every week, research has shown that there are millions more who are likely to appreciate NPR programming,” said NPR Chief Marketing Officer EMMA CARRASCO. “These potential listeners want to hear stories about what is going on around the world and across the nation from journalists they can trust, and they want to understand a variety of perspectives. This campaign draws attention to the unique option that NPR provides.”
While marketing campaigns for NPR stations is not uncommon, the program is the first to include funding provided through the network for local station use.