Trusted Neighbor
OETA’s visual aesthetic reflects the overall direction of the brand in both look and feel. Look represents feel. The feel of any brand is how people perceive the brand and their thoughts/emotions towards that brand and is both implied and inferred. An organization can work hard towards crafting a brand and communicating that message clearly and directly to their audience. On the other hand, the audience is willing to make up a brand (often assigning a negative connotation) for those organizations that are unwilling to communicate.

The look of the brand should reflect the defined feel. Never should a organization pursue a visual style without first knowing who they are—what their DNA is made of. Look is the best way to communicate and build a relationship with your audience. Rarely are words needed for this. This is achieved mostly through style.

We have outlined four key characteristics as cornerstones for our organizational branding. We recommend these characteristics become OETA’s brand attributes—what we strive to do and who we want to be.

OETA is a trustworthy institution.
a. Reliable
b. Honest
c. Reputable

OETA is kid and family friendly.
a. Approachable
b. Neighborly
c. Familiar
d. Relatable

OETA has phenomenal educational resources.
a. Scholastic
b. Enlightening

OETA, as a public servant, is distinguished.
a. Stately
b. Deliberate
c. Composed
d. Dignified

With these four characteristics in mind, it’s our professional recommendation that OETA’s visual identity follow the aesthetic of Trusted Neighbor.

OETA Social Media Strategy
Friendly Neighborhood
Social media provides us an opportunity to change our messaging and tone to appeal to existing audiences, as well as attract a more sustainable audience for the future. We must utilize each platform to the best of its ability and understand it’s an everchanging atmosphere. Investing in social media advertising allows us the opportunity to spend far less than we would for print advertising.

The goal with the majority of social media posts is engagement. We want our followers to be intrigued by the content we’re posting, share it with their peer groups and comment and ask questions related to that content. Our social media content should include a solid mix of programming needs, agency needs, foundation needs, as well as, bringing attention to those things considered of relevant importance to the organization’s mission.

• We will undertake a full social media audit, benchmarking current positions, implement key improvements identified and develop content plans and styles to deliver consistent communications ongoing.
• We will increase engagement from existing viewers and connections, and draw in new audiences – ultimately driving viewership through organic & paid activity.
• We will test and learn about the community and the brand in a social space, in order to shape future growth of social media audiences and social driven viewership.

Goals and Objectives

• Create a well-rounded, differentiating social media content plan for Facebook, Twitter, Instagram and Snapchat. We will work to vary the content between platforms, understanding the need to cross-promote and sometimes post the same information across platforms. This means developing a plan specific to each of our target audiences and identifying which platforms those audiences frequent.
• Create social media plans for our in-house produced shows.
• Consider social media engagement and posting during shows to create conversation.
• Create a viable special media advertising campaign, specifically surrounding pledge drives. The purpose of this would be to support our on-air efforts not only to our existing audience but potential future audiences. We want to reiterate the messaging they are seeing on-air with these campaigns. We would also need to identify those agency programs in which we feel may benefit from the increased online exposure.
• Consider integrating social media into our on-air election coverage using hub software to highlight and showcase messages and encourage individuals to talk and share online.
• Have a complete social media audit conducted by an external marketing firm to assess the current state of OETA’s social media presence and implement actions arising from it.
• Develop a more robust social media calendar that includes engagement and not just pushing programming information.
• Develop measurement framework and demonstrate the impact and ROI of social media to OETA.