Midland, Texas, is experiencing a growth spurt, according to Cristine Couldridge, general sales manager of KWES, the NBC affiliate there owned by the Drewry Communications Group. “We jumped from market 150 to market 146 in a year,” says Couldridge. But the growth in population also brought a growth in litter. “The new residents just haven’t […]
Midland, Texas, is experiencing a growth spurt, according to Cristine Couldridge, general sales manager of KWES, the NBC affiliate there owned by the Drewry Communications Group.
“We jumped from market 150 to market 146 in a year,” says Couldridge.
But the growth in population also brought a growth in litter.
“The new residents just haven’t quite taken ownership of the city yet,” says Sara Bustilloz, Midland’s public information officer.
So KWES put together a media plan called, Not in My Town, to take to the city that included TV, radio and Web with a message to get people to open their eyes to the eyesore of litter.
The Not in My Town campaign included news updates on the issue, and stories highlighting local business working to improve the problem.
Midland loved the idea, approved the media buy and supported it with bumper stickers and signs for local businesses to display.
The results?
“We just had our fall cleanup,” says Bustilloz, “and the overwhelming comments I heard were that the city is the cleanest it’s been in years. Not in My Town got people to pay attention, and this is only the beginning.”
The Not in My Town campaign was named one of 4 finalists by the NAB at the annual meeting last month of its Small Market Television Exchange (SMTE) in San Antonio. To read about all of the finalists, click here.
The SMTE is the only meeting for small market group executives and station broadcasters in DMAs 75 and above. The SMTE focuses on innovative ways to attract emerging and non-traditional advertisers, suggestions to enhance a station’s position in the local marketplace and tips on turning good ideas into revenue-generating plans.
All this week, I’ll be profiling each of the finalists, talking to the local sales executives, show their promos and examples from their campaign.
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