KPCC Marketing Strategy
KPCC is a public radio station based in Pasadena, California. It is a member of National Public Radio, and is one of two full NPR members serving Southern California.
KPCC approached my graduate studio with an open ended brief seeking strategies to help them raise money and establish a stronger presence in todays audio based media landscape. In order to succeed as an entity while facing the proliferation of podcasts, KPCC needs to maintain their relevance as a content creator. How can we help KPCC define their point of view towards a wider national audience?
“Power to Public Radio.” This is KPCC’s current slogan. I wanted to work with this message as a starting point, and added to it “Power to Public Art .” By integrating public art with public radio we can begin to inscribe a visual language. The identity becomes a dynamic visual system influenced by local artists. In this example, I imagine the visual language as a system influenced by the artist Jen Stark. If Jen Stark were to collaborate with KPCC’s internal graphic design team, what would the marketing look like?
Alongside the traditional touch points, I want to emphasize their radio tower as a focal point, an actual beacon for information. By activating their radio tower up at Mount Wilson I want to highlight KPCC’s connection to an analog media type, to ground an otherwise virtual entity.
Public Mural in Mount Wilson—Mount Wilson is a peak in the San Gabriel Mountains, located within the San Gabriel Mountains National Monument and Angeles National Forest in Los Angeles County, California. Hikers frequently visit this peak.
Public Mural in Pasadena–KPCC (89.3 MHz FM) is a public radio station based in Pasadena, California. Here the exterior of the station is used as a canvas for the new visual language, a space and an opportunity for a featured artist.