Marketing Campaigns and Slogans

To build name recognition, a channel may want to consider a marketing campaign or utilizing a slogan for the channel. Most GATV's cannot afford a professional marketing firm, so they launch their own program of getting the slogan out to the general public.

For most government channels a slogan is used over a period of several years since it takes time and resources to develop materials and distribute the message. Think of ways to incorporate the slogan in everything:

• Add it almost anywhere the Channel name is used, particularly program schedules.
  
• Include it in all of your advertising in print or electronic media
  
• Put it on newsletters, banners, bus panels, flyers.
  
• Display it on booths at community events.
  
• Display it on your Mascot's costume.
  
• Add it to on-air promos whenever appropriate
  
• Add it to your letterhead, FAX cover sheet and business cards. This can be a slow process for government access channels, depending on the supplies on hand that you'll want used up first.
  
• Have the Receptionist answer the phone with the slogan.

Slogan Examples

A couple of slogans used by other government access channels:

• Denver's slogan for several years was "Choose to Participate." Their new slogan is "Your City, Your Source."
  
• Santa Monica has had several slogans, including "Cool City. Hot TV." and "Putting Santa Monica First."

Pooled Resources

SCAN NATOA offers a joint marketing campaign for SCAN members. The joint marketing campaign provides participants with creative materials and gets the message out. The costs of a pooled campaign lowers the costs for all participants.

The 1999 campaign centers around the theme: "The Key to the City." It includes:

• giveaway ideas
• community promotions
• contest ideas
• TV promos
• press releases
• templates for print ads and banners
• sample commendations
• sample on-air promos
• bulletin board templates
• much, much more

For information on SCAN marketing campaigns, go to www.scannatoa.org.