A Brand Halo Moment
March 29, 2011
Since Earth Day is coming up on April 22nd, I was reminded of this idea that you can steal to make a social impact, too.
Green is the new black, but as a radio station, we are not experts ... even though I see many who try to be. So, when launching an environmental initiative at 100.3 The Sound, we used the station's brand halo to find a way to promote the efforts that was true to our purpose, but also helpful for our listeners who had an interest to go green.
In building an online area that would be dedicated to eco-matters, we knew that doing the same old aggregated content would give us no real edge, and the reality was that even though we had a conscience about the environment, we had absolutely no expertise in this area. We knew that green living was important to our audience, but how could we help promote the cause and stay true to our Album Rock brand?
We studied what others were doing in our market and around the country, consulted a ton of really smart people in the field, and finally came back to staying focused on what we already owned and use it to build a brand extension that would truly make a difference.
The idea was to focus on "Green Rooms" from some of the most legendary local music venues in Los Angeles. It was a perfect fit for our station, which played so many of the legendary artists who had graced these backstage areas and made the space a sacred area for fans. It was very local and the very mention of the venue would immediately connect with our listeners. Finally, it gave us the opportunity to produce content that had star power; we took a heady cause that many people feel overwhelmed by and make it relatable, topical and social.
We tied it together by hiring a green expert who would take a tour of these backstage areas (at each venue) and recommend small, but impactful changes that could be made to help the environment. The listener was able to see inside and also gain practical tips on how they could help too. We also posted events where volunteers were needed, places to meet other like-minded folks, or green causes that needed help in some way, which made it even more social.
E-mail, tweet or ping me for more details, if you're interested. Here's how we described it.
Welcome to The Green Room presented by 100.3 The Sound
The Green Room has always been that mystical place to us with music. You go behind the scenes and it can be intimidating, but once you've done it, you gain some knowledge and appreciation for what it takes to make it all happen and it usually becomes one of your "best of" moments for a lifetime.
It's that spirit that we wanted to create in building our Green page. Just like going backstage to meet a performer, going green can be intimidating, but there are many small things you can do in your daily routine to be more eco-friendly.
The best part of our Green Room is that you are already on the list. All you have to do is come in, search around and find some quick and easy tips for a green lifestyle that is fun and will make a difference. Use them and share them with others to create the best moments right here in your hometown and for the ultimate star, Mother Earth.
You'll find tips here for At Home, At Work and the Environment. You'll find an on-going, updated list of Green Events in our area whether you want to help clean up a park or beach or want to recycle electronics or items you simply no longer need or want.