Greater Public spoke with Joyce Cotton, director of marketing and community partnership at WEDU/PBS TV. During the COVID-19 pandemic, Cotton has relied on many of the techniques she’s honed over decades in the industry, combined with inspiring new ideas for how to serve sponsors, her station, and the community. Here are some of the practices - old and new - that have helped her meet sponsors’ needs in valuable ways.
Lean into Sponsor Relationships During Hard Times
Over the years, I have been involved in the Tampa Bay community which has given me the opportunity to have a greater understanding of the issues that are of concern in the local community. At the start of the pandemic, I realized that this was going to be a time of change and uncertainty for everyone. I was a natural at adapting and adjusting to change. We have a relatively small underwriting team and I handle most of the arts venues which were shut down immediately. So, maybe two thirds of my business was impacted. I reached out to each community partner in an email. I said, “I understand your situation, if you need help with something, just let me know. We are all in this together.”
Because of the relationship that I have with my clients, some of them reached out to me, including an area restaurant that’s long supported WEDU. They asked if we could produce a spot to let their customers know that, although the restaurant was closed, their chef was preparing family dinners for curbside pick-up. A family-owned catering company changed their on-air message to encourage the donation of catered meals to the doctors, nurses and other healthcare providers who were caring for COVID-19 patients in area hospitals.
I am fortunate to have developed ongoing community partnerships. For example, since the opening of the Glazer Children’s Museum 10 years ago, we, along with our education department, host bi-monthly “Free Tuesday” events on-site that include PBS Kids activities, character appearances, mobile labs with iPads featuring PBS Kids games apps, take-home educational resources for families, and free books for the kids. We have 2,000 - 3,000 people at each event. The museum recently reopened with a Wild Kratts exhibit in March [of this year] and will have the Daniel Tiger exhibit opening in the summer. Although we are not hosting the “Free Tuesday” events due to the limited capacity, the marketing director contacted me about this natural tie-in to continue our partnership and the museum is recognizing WEDU PBS as a sponsor of both exhibits. They have committed a $10,000 cash underwriting schedule to promote the reopening and assure families that they can come back safely.