Stephen Arnold Music revealed its new “Ready” campaign, the latest in a series of comprehensive audio and visual marketing packages for local TV stations.
The campaign features multiple themes of “Morning Ready,” “Weather Ready” and “Always Ready,” toolkits providing 360-degree coverage of a station’s strongest brand silos. The package, optimized for mobile, online and social media, is designed to engage viewers across multiple platforms. It’s also oriented from a viewer perspective, with lyrics and imagery focusing on helping people to feel fully prepared by their local station for the fast-changing developments of each day.
“Audiences today interact with their favorite local station in so many ways—via their phone, online, and across multiple social media channels,” Chad Cook, vice president, creative for Stephen Arnold Music, said in a statement. “The diverse messaging of ‘Ready’ creates a comprehensive connection between stations and their audiences, anytime and anywhere.”
“Ready” features different versions for the Always, Morning and Weather themes, and combines two original songs with video that “reflects the confidence viewers feel by being 100 percent ready for whatever comes their way.”
Assets includes full song, 60-second, 30-second, 15-second and 10-second spots, as well as station identifications including donuts, tags, instrumental mixes and an instrumental “Severe Weather” theme. It’s designed with the ability for stations to evolve their campaigns over months or years, and stations can also collaborate with Stephen Arnold Music on custom lyrics for their market.
The campaign piggybacks on the company’s other offerings including “I’m Weather Ready,” which showed how weather information affects people’s lives and daily routines;
“Everywhere I Go,” which helped stations publicize their digital efforts; and “Waking Up My Day” which was a complete morning-news campaign.