COVID Response
COVID presented a once in a lifetime challenge to marketers who were charged with filling massive inventory holes, adjusting to new technology solutions, and reinforcing brands all with a backdrop of elevated viewing from an anxious and fearful public. Here's how my team responded.
The "Facts Over Fear" spot was the last thing my team shot in the studio before we all went remote, just a day or two before everything went on lockdown. As disinformation on the COVID 19 virus was spreading, it was critical to position our local news team as the trusted local experts who would report on facts, without overhyping or sensationalizing - there was enough of that going on elsewhere. As the lockdown continued, advertising inventory was almost non-existent. We pivoted to save as much revenue as possible, coming up with on-the-fly franchises like "Sink-It Sunday," where we encouraged viewers (who all had nothing but time on their hands) to send us a unique trick shot recorded on their cell phone. As the pandemic stretched on, I wanted to get a message of thanks to our first responders and essential workers, so with the help of my kids' elementary school, we crafted the simple "thank you" spot, my first time using Zoom on the air. We also wanted to share well wishes from our news team, with the message that "we're all in this together," coordinated and shot by each team member on their phone. All of these spots were edited as my team worked remotely, including sending daily topicals and additional sales spots to our broadcast hub. After a few days of trial and error, we were able to successfully operate from our homes for most of the spring and summer. Click on the gallery below to see our COVID spots.
Click Below to Play Spots
