This project is a collaboration with KQED’s Marketing and News teams to create an eye-catching, branded campaign to increase AQH, cumulative audience and marketing share for KQED’s radio station 88.5FM. The campaign aims to educate audiences on KQED radio’s key strengths and points of differentiation, and addresses, where possible, feedback from Audience Intelligence team’s research study on lapsed listeners.

Target Audience
Bay Area residents aged 35 and up; billboard ads target drivers during their daily commute who have access to a radio or bluetooth device; transit ads target commuters waiting on BART platforms who will likely be on their phones

Tone + Keywords
• bright
• locally-based
• award-winning
• comprehensive
• ethical + accurate
• live + timely

I collaborated with the KQED Marketing team to brainstorm, moodboard, art direct, design, and implement the campaign system.

The goal was to expand on the KQED brand language (colors, typefaces, etc.) to create a vibrant visual motif for billboards, shifting color schemes based on time of day and create headline billboard templates for the News team to apply live and breaking headlines.

After the visual language for the billboards was set, I worked to apply the branding on ads across multiple platforms (digital, TV, BART stations), working closely with the Marketing team and external vendors.

Brand
Logo, graphic treatment, graphic library, color palette

Out-of-home
1 set of brand billboards, 1 set of headline billboard templates

Web
Web + social ads, email graphics, social post templates

TV
Graphics for television spot

Adobe Illustrator
Adobe Photoshop
Canva
Google Slides

Over the course of the radio growth campaign, KQED’s Marketing, Creative, Audience Development, and News produced 294 unique assets.

This campaign surpassed it’s AQH goals, significantly exceeding the upper bounds of the predictive model by 11%-37%, week-by-week. It also garnered attention on LinkedIn.

The campaign’s success encouraged a second version of the campaign to run with improvements in content but minimal change to the branding.