WQED to start ad campaign to revise image
Pittsburgh Post-Gazette
Rebranding was the focus as WQED Multimedia held its annual board meeting Thursday evening at Temple Rodef Shalom in Oakland. Going forward, the public television, radio and online entity will be promoting itself through advertising and initiatives in the community, with the slogan, “Explore On.”
The company also has a new board chair: Tom McGough, who was serving his second stint in 20 years, has stepped down but will remain on the board. He is replaced by third-term member Mildred S. Myers.
Deborah L. Acklin, who enters her ninth year as WQED Multimedia president and CEO, said that women-owned public relations firms developed the campaign. Aloft in the ballroom during the meeting Thursday were balloons in the rebranding colors: cobalt blue, teal, marigold and orange.
“We are about to make a very big noise on a very small budget,” Ms. Acklin said, adding that there will be new theme music as well, although the traditional logo will not change. It is, after all, bolted to the side of the company’s building on Fifth Avenue.
“The logo was off the table,” she said to laughter from the room. Banners in the new colors will be up on the side of the building shortly. They would have been up Thursday, she said, but the Sony TriStar film featuring Tom Hanks as Fred Rogers was possibly going to be shooting exteriors there.
In addition, full-bus wraps will be applied to some Port Authority buses and WQED production vehicles.
The new marketing campaign is WQED’s first in 12 years and includes purchasing media buys in TV and radio, emphasizing it is more than just “Masterpiece Theater.”
“We want to make sure people do understand the amazing range and depth of what goes on at WQED,” Ms. Myers said.
The night began with financial housekeeping: the board approved a 2019 operating budget of $12.2 million, up from $11.6 million last year.
Acknowledging Mr. McGough’s contributions to the board, Ms. Acklin said WQED was helped by his “steadying hand” as he helped it through a financial crisis three years ago.
Four new directors were welcomed: attorneys Dorothy Davis and Lourdes Sanchez Ridge, community volunteer Lisa Donovan and Jonathan Rosenson, senior vice president of Strategic Initiatives.
Earlier this week, Ms. Acklin was named to the 27-member PBS board of directors. The board carries a three-year commitment.
WQED vice president for content Darryl Ford Williams introduced a sneak peek of the station’s 2019 documentary fare. “Downstream” takes a look at the area’s natural water resources; another explores the use of artificial intelligence and tech in fighting the opioid crisis.