Northern Midwest - Michigans News Leader.
9and10 News
Rebrand
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News Organizations have traditionally been impacted by the hindering ability to resonate with the ever so evolving audience’s. Developing issues overtime without the adaptability to change only creates a dilution of inconsistency across digital platforms.
9and10 news has appeared in hundreds of thousands of televisions spanning over 60 years. However, our recent data shows that the majority of our users are attempting to access the information via social media outlets and web services.
Talking to our Audience
After seeing that we had nearly twice as many engagements from online sources (social media/web) than our viewers at home watching from their tellies, we determined that our target audience would be leaning towards online sources.
In order to understand this personal a bit more, we spoke to our young adult audience that varied in age (18+) and gender. Reaching out to our viewers to get an idea of what they thought of the current branding found across all our live networks. Branching from news transition you see on television/video to the apparel worn by our news teams on the road.
(Names have been changed for safety)
The community did not disappoint.
One of their major pain points came from the missed focus on the community of Northern Michigan. Where the soul of the general public is so entwined with the great outdoors. I mean come on! It’s a four season state surrounded by the Great Lakes!
I also looked at other broadcasting originations to further my research on what branding tools and techniques that had positive impacts on their community. A few takeaways from successful campaigns include:
Well structured consistency
Strategic Innovative forward-thinking (Future Proofing)
Clarity in Messaging
Visually Memorability
Main Objective
We determined that our main objective is to increase daily activity and awareness among the community. A large portion of our viewers are using social media and web services to seek out information.
Questions off the bat
We created a list of questions to help us better align our target viewer’s goals.
How can we craft an engaging atmosphere?
Where do we direct critical information?
How do we attune to the Northern Michigan mentality or those seeking adventure in nature?
The Redesign Process
In the beginning we would often run quick Q&A within our marketing department to decide what is working and what simply doesn’t. The purpose of these meetings were to discover potential quick wins on simple improvements that could be executed quickly.
Some of the feedback we received were:
The block style with multiple logos does not read appropriately, on most living spaces.
Color palette should indicate that the media company lives in the technology world.
Timeless appeal, aim for a design that avoids overly trendy elements that could be outdated.
Versatility application in different contexts and media (Effective as Monochromatic).
Deep Dive into Findings
Based on all of our findings shown, we have narrowed our focus into four areas to improve from our brands original concepts.
Improve the longevity, alignment with brand strategy
Improve showcasing positive vibes
Improve on versatility
Improve consumer perception / competitive distinction
Improve longevity
I focused on timeless design elements, consistent messaging, and adaptability. By avoiding short-lived trends and maintaining a brand that would withstands the test of time. you establish a lasting connection with your audience. Adhering to our viewer’s issue with brand recognition, and trust.
Improve on versatility
We found our viewers prefer a versatile brand that can easily adjusts to different applications, while maintaining clarity and relevance, whether on a small social media icon or a large TV screens/projectors. Adapting to bring in a stronger and more enduring connection with our audience. We have developed an ever so lasting modern logo.
Improve on simplifying elements
We learned that a majority of our viewers want to see clear cut evidence on what’s on screen. I wanted to display the elements in a more visual way for it to be better digested. Keeping in mind of simple branding constraints. I made sure to keep our team in the loop on all strategic brand decisions.
Improve audience perception
Understanding the general public can view the “News” as somewhat negatively. How do we flip the script? Using our production team we focused on using footage (we captured) that fit our script for a more positive welcoming Northern Michigan.
Community Promo Reveal
Targeting our audience with a promotional video to run on our news channel and social media/ web outlets. We dove head first into a video that really connects us to the community with the goal to gain some traction leading into the rebrands roll out.
Brand Discovery
Breaking down the simple letter forms 9 and 10 to a minimalist modern approach to help ease viewers frustrations with distractions and to prolong the life for as long as possible.
By allowing our traditional colors to stay true, with some minor tweaks. The color system can adapt to future trends and changes without losing its core identity. Adapting to a new secondary “tech” system (online socials/posts only) will help 9and10 achieve a timeless quality to ensure long-term relevance.
Targeting Online Audience
To help elevate community pressure, we targeted our audience directly. Allowing them to view breaking news, a photo of the day segment to allow users to send in authentic photos, daily announcements that cover holidays and important dates. Gaining more traction with followers we also decided to take on the additional ad space for our accounts.
News Outlet
Incorporating visually compelling graphics, concise headlines, and timely updates helps capture attention in the fast-paced social media landscape. In creating an interactive and informative online community, 9and10 would not only enhance audience engagement but also raise awareness and establish themselves as a reliable news source.
Photo of The Day
By leveraging our audience with the ease of use provided by social media platforms, we tailored content to resonate with the specific interests, preferences, and behaviors of our target audience. Utilizing the ever so handy phone and asking our audience to simply step outside and capture that one great photo of the day. Ultimately creating a vast network of information from the community, aiding our news analysts, reporters, and journalists.
Targeting Live Audience
Crafting informative and visually engaging news segments that align with the interests and preferences of the target demographic is essential. Strategic scheduling during peak viewing times ensures maximum exposure, while well-produced visuals and captivating storytelling enhance viewer engagement. Leveraging on-air promotions, teasers, and relevant sponsorships further boost awareness. Creating a seamless and visually appealing presentation, coupled with insightful reporting, helps news programs establish credibility and resonate with viewers, ultimately fostering increased engagement and awareness on the television platform.
