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|KQED Public Broadcasting Launches Brand Positioning Campaign|
New Creative and Tagline Developed by Ad Agency Leagas~Delaney
San Francisco, CA, October 23, 2000 -- Northern California's leading public broadcaster, KQED, will introduce a new tagline and an updated logo in a humorous and offbeat brand positioning campaign created by San Francisco advertising agency Leagas~Delaney. The "Spend Some Quality Time" campaign will debut on KQED Public Television 9 and KQED Public Radio 88.5FM on Monday, October 30 and the rollout will continue through the fall with print and outdoor advertising, as well as spots on selected cable channels.
KQED undertook extensive brand research and developed the new campaign to coincide with the conversion to digital technology and the delivery of quality, non-commercial content over a variety of platforms. KQED is now transmitting a digital television signal over digital channel 30 and streaming its radio service over the Internet at www.kqed.org. KQED will be producing enhanced digital content and interactive programs for delivery via terrestrial (over-the-air) broadcast and cable, as well as satellite, the Web and, eventually, wireless broadband.
Through television, radio, the Internet and educational services, KQED currently reaches approximately six million people each month, nearly 90 percent of Bay Area residents. The brand campaign will support KQED's efforts to provide a wider array of programming and services while remaining true to KQED's reputation for quality and its mission of education, culture and citizenship.
"KQED has a very widely known brand with tremendous positive equity," noted John Boland, executive vice president and chief operating officer at KQED, "but we need to insure that KQED's brand will be effective in an increasingly fragmented media environment and across multiple platforms in the digital age. In extensive research, we found that the KQED name represented certain values, whether on radio, television, the Web or through our educational services.
"Three messages really rose to the top in our research," continued Boland. "People told us that 'time spent with KQED is time well spent and I always get something out of it;' 'KQED is an intelligent alternative to commercial broadcasting;' and 'KQED is quality I can count on.' Our goal in the campaign is to reinforce those values to support the extension of the KQED brand in a multiple media environment."
KQED asked Leagas~Delaney to create a campaign that could support all of KQED's services, that could be delivered via all media and that exhibited intelligence, originality and a sense of humor. The Leagas creative team, led by creative director Sean Ehringer, focused on "quality time" to develop a campaign that is both true to the brand and playful.
The 30-second television spots, produced in vintage black-and-white, feature contemporary people spending "quality time" with their television or radio, but the concept is carried to the absurd with, for example, a man taking his television to the park for a "walk." Advertising in all media will carry the tagline "spend some quality time with your television" or "spend some quality time with your radio."
"We have a lot of people at the agency who are big fans and users of KQED, so we were really excited when we were offered the opportunity to help them with their brand development," said Ehringer. "They are great people with a great product. You couldn't ask for more."
In conjunction with the brand positioning campaign, design firm Em Dash has updated the KQED logo and developed a new graphic identity system to support a consistent look in all KQED's communications. The new logo does not represent a radical departure from the previous one–used for 21 years–but eliminates the stylized "Q" and utilizes a simpler, more current type.
"KQED is extremely grateful to all the professionals who donated pro bono services to create this brand campaign," said Boland. "As a non-profit, we could never have undertaken a major marketing effort of this scope without their generosity."
Liz Levy served as pro bono senior marketing consultant to KQED throughout the process. In addition to the donated services of Leagas~Delaney and Em Dash, Lynn Garay coordinated all the research, and The B/R/S Group conducted a full market survey.
KQED operates KQED Public Television 9, the nation's most-watched public television station, and Digital Television 30, Northern California's only public television digital signal; KQED Public Radio 88.5 FM, the most-listened-to public radio station in the nation; the KQED Education Network, which brings the impact of KQED to thousands of teachers, students, parents and media professionals through workshops, seminars and resources; and KQED.org, which harnesses the power of the Internet to bring KQED to communities across the Web.
Leagas~Delaney is a full-service advertising agency in San Francisco whose client list includes adidas, Salomon, Red Envelope, CNET, Blue Nile, Sebastiani Vineyards and the National Ski Areas Association. The creative team for KQED's brand positioning campaign is Sean Ehringer, creative director; Matt Elhardt and Steve Morris, copywriters; and Nick Spahr, art director.
Em Dash is a San Francisco-based graphic design studio specializing in brand management, corporate identity, catalogs, packaging, print advertising and promotional materials. Recent projects include creating brand identity and collateral for W Hotels, Red Envelope, Banana Republic and KQED; additional clients include Pottery Barn, Restoration Hardware, Sony Corporation and Nice House. The 8-person design team has also opened a second studio in New York City.