‘PBS gives everyone the opportunity to explore new worlds” — this is the meaning that station communications to viewers and donors should evoke, the network says. PBS plans to test new messages with stations and make a new round of spots for its “Be More” brand campaign based on new research about language that moves people to donate to pubTV. The network’s goal is to create more consistent messaging across the system, says Judy Braune, v.p. of strategy and brand management. “When we set out to do the research,” she says, “we were looking to answer the question, ‘How can we position PBS stations as a cause that people want to support for the long haul?’”
PBS discussed the research findings at the PBS Development Conference in October and will review them at the PBS Content Summit in January and at PBS Showcase in May. In March, PBS plans to supply stations with new messaging materials to use on-air, online, and in direct mail and e-mail fundraising efforts.