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Promoting the Platform
One of the most important and most asked things we get at Cell Journalist is “how do we promote and brand our UGC site and email address?” This is important so when breaking news happens or severe weather breaks out, the viewer immediately thinks of that station and not the competition.
Brand recognition of your email address is made when the big story isn’t happening. One of the most successful ways of doing this is with segment bumps. Simple bumps with beauty shots or contest entries used with a banner that advertises your email address or an anchor call-to-action is a great way to reinforce that web address. With that constantly being reinforced, the viewer will think of your station before the others when the ‘big story’ strikes. In fact, more than 60% of our content is emailed in and the number is even higher during breaking news and severe weather.
We challenge news outlets to come up with new, innovative ways to promote the Cell Journalist platform on air and online.
Here is a list of a few we’ve seen successfully work:
- On air call to action during severe weather or breaking news
- Weathercast pictures of sunset / storm damage / other weather pictures
- Visible link on homepage to UGC photos and video of the day.
- Promoting the email address and having a strong call to action on social media outlets
The station that has the best brand marketing when the big event isn’t happening will win the big event when it does.