It’s A Wrap! PBS SoCal’s Unique PBS KIDS Marketing “Vehicle”
PBS SoCal has a very active Education and Community Engagement department; staff members are out in the local community at least two times a day delivering education workshops, taking part in events and cultivating relationships with a wide variety of community and education partners.
In fact, PBS SoCal Education staff was spending so much time in the community that, in November 2014, the station invested in a dedicated vehicle for the department to use. Working with the Marketing department, PBS SoCal Education saw a great opportunity to brand the car and build awareness for PBS SoCal’s presence in the community, and specifically for the station’s commitment to PBS KIDS and education.
Working with an experienced local car wrap vendor, and with input and cooperation from PBS, the Fred Rogers Company and the Jim Henson Company, PBS SoCal designed and produced a PBS KIDS-themed wrap for the car.
The car wrap has allowed PBS SoCal to really make a statement in the community and the station’s already active local education commitment is heightened in a tangible, visible and fun way. The car stands out on some of LA’s most highly trafficked streets and makes a splash as it arrives at local schools and community centers. Kids take particular delight in pointing out the characters on the car, the placement of which PBS SoCal took special care to put at eye level.
After being on the road for just a couple months, PBS SoCal is already thrilled with the impact of its unique marketing “vehicle” – the car wrap gets the station "wow factor" on-the-ground attention, building awareness and brand for PBS SoCal’s local PBS KIDS-related services. Not to mention, the cost of the wrap overall (outside of the car itself), is much lower than what the station would typically pay for a paid media campaign promoting its local education activities. Not to mention, the car wrap process itself proved quick and painless.
With so many local stations active in car donation programs, it seems a replicable idea in other markets where community outreach is a critical component of the local PBS KIDS mission and service. Indeed, stations like WHUT/Washington, WSIU/Carbondale, WGVU/Grand Rapids and WHRO/Norfolk all have dedicated Raising Readers vans branded with PBS KIDS and literacy-related characters.
Learn more about PBS SoCal Education.