City of Lancaster
COMMUNITY TELEVISION CHANNEL RELAUNCH
When the City of Lancaster reinvented their community television channel, they asked JPW to help turn on residents to the new station.
The City of Lancaster was transforming its government television station, Channel 28, into Lancaster Television, or LTV for short. By enhancing the station’s mission, vision and programming philosophy, the city aimed to ensure that its residents and stakeholders were informed and engaged through high-quality programing.
The launch of LTV did not come without its unique challenges given the way people currently consume news and information. In the past, Channel 28 was amongst the only local platforms for residents to engage with their community. However, with the ongoing technological explosion, cable television is no longer amongst the go-to mediums. The city believed that through new, innovative, hyperlocal programing, LTV could break through the noise of multiple information sources and serve as a reliable and engaging entertainment and news outlet for residents.
Given these challenges, JPW was enlisted to develop and implement a strategic marketing effort to successfully re-launch the station. The goal of the effort was to build awareness of the station’s transformation, increase viewership and ultimately increase knowledge and understanding of city programs, projects and services.
Comprehensive Marketing Plan
Project Branding and Logo
Feature Article for OUTLOOK Magazine
Collateral - PowerPoints, Signage, Advertisements, Fact Sheets, Brochures, Postcards
Media Buy - Out of Home, Radio, Print, Digital