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PBS

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SwitchPitch
SwitchPitch

PBS seeks to create better audience engagement, leveraging their vast content and technology assets. To engage audiences, they are looking for ideas for surprising and fun experiences that help PBS stations engage audiences. Available assets include brand, short-form videos, images and graphic elements. The solution could come by way of marketing agencies, technology solutions or other “stunts” to engage audiences. http://connect.switchpitch.com/site/welcome/

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PBS “Everywhere” Taking it to the Streets .
PBS Pioneers QuickTime™ and adecompressorare needed to see this picture.
PBS Today
PBS Today
The Challenge How can we make sure people know that one-of-a-kind PBS shows they love (or would love if they watched more often) are available everywhere they enjoy TV today so they will check out our stuff more often?
…we could deliver: • a surprising and fun experience • that helps PBS stations engage audiences • who are especially excited about great stories and shows served up in a way that serves their busy lifestyles today • in a way that helps local stations grow their fan base and build enthusiasm for their brand? What if…
Who do we want to engage? The “Bohemian Digerati,” people 30-50 who own at least one, but probably more, mobile devices; they enjoy the freedom to spend their free time how they like and when they choose to spend it watching “TV,” they want very good stories. How do we want to engage them? With a stunt that is surprising, easy to participate in and can be executed locally for very low cost. To what end? To solidify in peoples’ minds that they can get distinctive PBS and local shows any time, on any device, giving them the freedom to watch in a way that suits their current lifestyle. The Brief (in brief)
A 2014 Marketing Priority • Assets at your disposal include the brand, short- form videos, images and graphic elements • This project is an extension of the highest priority brand campaign for PBS brand in 2014 • Our project partner can leverage the equity and assets of the most trusted public institution in America; the reach of 172 independent local affiliates; and be a part of PBS’ every evolving use of media technology to deliver on our mission to inspire every American to discover more, experience more and “be more”
Some specs • Announce in May, launch in fall • Budget is $20-25K • This project would be led and delivered by our partner team (there is no additional budget available for sub-contract or outside help for our partner) • An ideal partner will bring wild enthusiasm, fresh perspective and surprising ideas that reposition the PBS brand in the minds of our target audience
Thought starters - Video
Thought starters • How can we engage our audiences in a surprising way? • How can we keep it simple so it’s easy to execute, easy to participate and easy to share (encourage others to participate)? • How can we bake in potential for a viral component? • What’s the best way to take advantage of what people are already doing in their lives (e.g. using their personal technology, think “selfie!”) • How can we “break out of the box?”
Who’s in? Game on!

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PBS

  • 2. PBS Pioneers QuickTime™ and adecompressorare needed to see this picture.
  • 5. The Challenge How can we make sure people know that one-of-a-kind PBS shows they love (or would love if they watched more often) are available everywhere they enjoy TV today so they will check out our stuff more often?
  • 6. …we could deliver: • a surprising and fun experience • that helps PBS stations engage audiences • who are especially excited about great stories and shows served up in a way that serves their busy lifestyles today • in a way that helps local stations grow their fan base and build enthusiasm for their brand? What if…
  • 7. Who do we want to engage? The “Bohemian Digerati,” people 30-50 who own at least one, but probably more, mobile devices; they enjoy the freedom to spend their free time how they like and when they choose to spend it watching “TV,” they want very good stories. How do we want to engage them? With a stunt that is surprising, easy to participate in and can be executed locally for very low cost. To what end? To solidify in peoples’ minds that they can get distinctive PBS and local shows any time, on any device, giving them the freedom to watch in a way that suits their current lifestyle. The Brief (in brief)
  • 8. A 2014 Marketing Priority • Assets at your disposal include the brand, short- form videos, images and graphic elements • This project is an extension of the highest priority brand campaign for PBS brand in 2014 • Our project partner can leverage the equity and assets of the most trusted public institution in America; the reach of 172 independent local affiliates; and be a part of PBS’ every evolving use of media technology to deliver on our mission to inspire every American to discover more, experience more and “be more”
  • 9. Some specs • Announce in May, launch in fall • Budget is $20-25K • This project would be led and delivered by our partner team (there is no additional budget available for sub-contract or outside help for our partner) • An ideal partner will bring wild enthusiasm, fresh perspective and surprising ideas that reposition the PBS brand in the minds of our target audience
  • 11. Thought starters • How can we engage our audiences in a surprising way? • How can we keep it simple so it’s easy to execute, easy to participate and easy to share (encourage others to participate)? • How can we bake in potential for a viral component? • What’s the best way to take advantage of what people are already doing in their lives (e.g. using their personal technology, think “selfie!”) • How can we “break out of the box?”