C-SPAN

Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Multimedia, Communications, Publishers, Information Services, Internet, Broadcast, Telecommunications, Government, Public Services

Below: Before and After Images in Slide Show, Video, Summary, Credits

Summary
Industry Setting

There is no shortage of cable news outlets, all with biases and leanings. Only one carries the non-partisan mantle with true authority—C-SPAN. Parodied often, yet with much fondness, C-SPAN is the beloved, straight-laced aunt you don’t want to change, but whose closet you’d love to purge to “retire” a few outfits. Their 40th anniversary was the opportunity to update their stodgy image and focus on their relevance, breadth and uniqueness.

Challenge

The challenge was to ensure that what makes C-SPAN iconic remained. More than a channel covering the House, there’s also C-SPAN2 & C-SPAN3, original programming, C-SPAN Radio’s mobile app and a searchable/editable archive of nearly 250,000 hours of video. A new visual identity had to work seamlessly across this broadcast, print and online landscape.

Strategy

Supplementing C-SPAN’s brand awareness/sentiment study, we conducted interviews with Capitol Hill staffers, media, and C-SPAN’s funders. We heard C-SPAN was more relevant today than ever, and that they should toot their own horn more.

The most visible part of the task—refreshing the logo—did not take place in a vacuum; it was guided by our positioning recommendations for the 40th anniversary and beyond.

“Your Unfiltered View of Government” reminded viewers that C-SPAN is unique in its unbiased reporting. The “make up your own mind” campaign used :15 pre-roll videos to support the positioning, while “created by cable in 1979” addressed both the anniversary and the fact that C-SPAN receives zero government funding.

Result

With our help, C-SPAN’s enthusiastic staff revised hundreds of templates, documents and web pages for launch. The cable stations who offer C-SPAN as a public service support ran tagged :30 spots. A longer version garnered over 250,000 views in the first two weeks of the campaign as #cspan40 trended on Twitter.

Credits

Client: C-SPAN – www.c-span.org

Founder: Brian Lamb
Co-CEO: Susan Swain
Co-CEO: Robert Kennedy
VP of Marketing: Marty Dominguez
Vice President: Peter Kiley
Marketing Communications Specialist: Ed Aymar
SVP Brand Marketing and Communications, Consulting Partner, Comcast: Peter Intermaggio

Brand Strategists/Designers: Grafik – www.grafik.com

Principal, Creative Director: Johnny Vitorovich
Creative Director: George Nicholas
Senior Art Director: Greg Spraker
VP of Marketing, Digital Strategy Lead: Lauren Leva
Chief Operations Officer, Account Lead: Robin Vaitonis
Digital Strategy Manager, Campaign Lead: Hayden Browning
Brand Strategy: Hal Swetnam
Interactive Designer: Eric Roden
Senior Production Manager: Regina Esposito
VP of Business Development: Tanya Nazarian

2020-03-09T21:36:33+00:00

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