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.
The campaign included promotions across KERA’s owned channels (TV, radio, e-newsletters, direct mail, social media and web banners) to drive tune-in to TV programs and traffic to the online toolkit.
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.