CASE STUDY
Be There
AGENCY: King
CLIENT: Michigan Association of Broadcasters
The Michigan Association of Broadcasters has partnered with King Media to address an industry-wide talent shortage head-on. The resulting “Be There” campaign is now live in markets across Michigan, revitalizing the identity of the state’s broadcast industry while boosting awareness about the surprising variety of exciting careers in broadcast media.
SELECTED CAMPAIGN ELEMENTS:
LONGFORM VIDEO
At four-and-a-half minutes, the campaign’s long-form video, “Be There,” is prominently featured on the campaign’s landing page at BeThereMichigan.com. The piece thoughtfully combines key messaging and upbeat, emotional music with actual footage from Michigan broadcast news stations and b-roll content starring Michigan’s most recognizable cities, landmarks, and points of interest.
To ensure we got it right, we showed early variations to focus group participants, allowing us to collect data on specific generational preferences and reactions. The final video is the result of several iterations to fine-tune our messaging.
This authentic, behind-the-scenes look at the broadcast media industry in action provides a powerful context for effective recruitment. The long-form video effectively weaves together key messaging, while providing the basis for a robust library of compelling video assets that work both together and independently to promote the overall message.
BROADCAST MEDIA
The library of videos for television, and digital and OTT platforms feature the 60-second commercial, “Who’ll Be There,” along with 30- and 15-second versions of “Final Whistle,” a 30-second spot for “Need to Be Heard,” and a 15-second “Rises Up.” Social and digital ads include English, Spanish and Arabic versions of five video ads formatted for Facebook and Instagram, LinkedIn and X (Twitter).
SOCIAL
With titles such as “The Storm,” “The Final Whistle,” “When History Unfolds,” and “Need to Be Heard,” we built-out each concept into dozens of advertising mechanicals. The ads invite the audience to “Be There,” when history unfolds, when Michigan needs a laugh, or when the sold-out crowd erupts.
POSTERS
BROCHURE
MICROSITE
The hub of the campaign, the Be There microsite, is a content-rich, deep-dive into the industry and the different career paths available. To view the site, click here.
