Class:
Multiple Audience Promotion

Type:
Under $10 Per Recipient

Objective:
To promote quality programming for children.

Strategy and Execution:
Even though stations are required by the FCC to carry quality children's programming, this network wanted stations to actually promote the shows, not just carry them. To get the attention of 190 stations promotion directors for its "NEWS FOR KIDS" program, a one time insert into the normal program notebook was created. Capitalizing on the fact that this program has kids serving as reporters. announcers and interviewers on topics of interest to 6-12 year olds, a "reporters kit" was created. The kit's items were all imprinted with the program's name and placed in a student's plastic zipper bag. Along with an eraser, pencils, a ruler and other items, a magic laser pad featuring an illustration of a TV was enclosed.

Results:
The network's director of promotions stated that 30% of the stations did some sort of promotion with the materials provided.