KERA At-Home Learning Campaign

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When public schools across Texas closed in response to the coronavirus pandemic, KERA quickly retooled its weekday television schedule to offer 12 hours of educational programs for pre-K through 12th grade. Additionally, the station developed an online toolkit with TEKS-aligned lesson plans, activities and other accompanying resources for educators, parents and caregivers adapting to at-home learning.

In less than two weeks, KERA’s marketing and communications department planned and executed an integrated campaign to announce and drive viewership and usage of the new resources. As Director of Marketing, Megan led campaign planning and budgeting, project managed creative production, coordinated with outside agencies and even wrote and edited promotional copy and scripts.

KERA issued a wide press release and sent targeted personal messages to a handful of strategic local outlets. Coverage included features in D Magazine and Southlake Style, as well as a mention in Dallas Innovates’ blog on remote learning.

In collaboration with external agencies, KERA utilized existing trade relationships and redirected existing media budget to execute a discreet campaign that included out of home, print, digital displays, Spotify audio, Facebook and Instagram ads and Google Ads. For consistency, ads that appeared off channel (e.g., outdoor, newspaper) matched KERA's existing brand campaign aesthetic.