LITTLE REBRANDS AMERICAN PUBLIC MEDIA’S EVER-POPULAR “MARKETPLACE” PROGRAMS
With Nearly 10 Million Listeners Across 500-Plus Stations and a 25th Anniversary Coming, Broadcast Giant Leverages New “Between Economics and Life” Brand Voice on Multiple Platforms, Plus Major Ad Campaign, New Visual Identity
MINNEAPOLIS – August 1, 2013 – The nationally known strategic design firm Little is positioning the suite of “Marketplace” business/economic radio programs produced and distributed by American Public Media (APM) and heard on more than 500 stations nationwide for future growth with a comprehensive rebrand that launches this week across multiple platforms, including a major advertising campaign and a new visual identity. With Target, Lowe’s, Microsoft, Medtronic, Sealy and others, Little has been helping clients like APM to grow brands, strengthen their workforces, launch products and connect with customers for more than 34 years.
Marketplace, the popular suite of business/economic public radio programs that includes Marketplace with Kai Ryssdal, Marketplace Morning Report with David Brancaccio, Marketplace Money and Marketplace Tech Report, has a cumulative audience of nearly 10 million weekly public radio listeners. With Little’s expertise, this week it unveiled:
· A new brand identity.
· A new responsive website and HTML5 audio player now compatible with all major desktop, tablet and mobile devices.
· Its most extensive consumer-facing advertising campaign in company history beginning in August through year’s end with the tagline, “Between economics and life.”*
The new identity launches throughout this week across digital channels including on marketplace.org, on Facebook and Twitter, with public radio stations that carry Marketplace programs and with a growing list of digital/mobile distribution platforms.
Shifts in How Audiences Consume News and Extensive Research Drove New Marketplace Brand Design and Expansion
“Our new brand positioning, which more thoroughly integrates traditional media and multiple digital platforms, allows us to go directly to where our audiences already are and where they’re going so that they have access to our content whether they’re on public radio, on a desktop, tablet, mobile app or anywhere else,” noted Deborah Clark, Marketplace’s Vice President and Executive Producer. “In recognition of this more diverse audience composition, American Public Media hired Minneapolis-based design firm Little to design its new brand identity, in collaboration with APM’s internal design teams in Los Angeles and St. Paul.”
The new brand identity includes a completely new visual language for the brand, including a new logo and custom wordmark for all Marketplace programs, new typesetting, color palette and tagline. “The new look was developed to position Marketplace’s singular identity at the forefront of all visual and digital representations of the brand,” Clark explained. “Now audio and text content from Marketplace programs are available on a wide variety of mobile apps including iHeartRadio Talk, Swell, Slacker Radio, Stitcher, TuneIn, GoogleCurrents and Flipboard.”
Rebrand Offers A Leading Contemporary Radio Experience through a Very Consumer-Friendly Ecosystem
In developing the Marketplace campaign, Little first created a brand essence statement for Marketplace, “The economic pulse that creates a human connection,” which served as the template and embodiment of the new brand experience for the final tagline “Between economics and life.”
"That voice reflects Marketplace’s distinctive place in broadcast media and readily illustrates the intersection of real life and the economy with the intelligence, accessibility and a sense of humor listeners have grown to love in all Marketplace programs," said Joe Cecere, President and Chief Creative Officer of Little.
"After two years of extensive audience research, one-on-one interviews with engaged Marketplace listeners and direct user experience testing of its new website, the new Marketplace brand — now fast-approaching its 25th anniversary — ultimately offers a leading contemporary radio experience through a very consumer-friendly ecosystem. We’re very happy to have been part of this vital transformation."
The new identity is designed to work well as a single standalone brand, when integrated with the branding of parent organization APM, and with other editorial and distribution partners. APM previously took this successful this approach with the evolution of the brand identities for A Prairie Home Companion and the BBC World Service.
About Marketplace and American Public Media
Marketplace is produced and distributed by American Public Media™ (APM), one of the largest producers and distributors of public radio programming in the world with a portfolio reaching nearly 17 million listeners via nearly 800 radio stations nationwide each week ,in association with the University of Southern California. Marketplace, Marketplace Morning Report, Marketplace Tech Report and Marketplace Money are currently broadcast by more than 500 public radio stations across the United States and are heard by nearly 10 million weekly listeners.
Content from Marketplace programs is also available at Marketplace.org, Slacker Radio, Stitcher Radio, Flipboard, LinkedIn and Google Currents. Marketplace programs are well-known for their timely, relevant and accessible coverage of business, economic and personal finance focusing on the latest business news, the global economy and wider events linked to the financial markets.
For more information on Marketplace visit marketplace.org. For more information on American Public Media visit americanpublicmedia.org.
About Little: Redefining Design for More than 30 Years
Little has been providing strategic design thinking and execution to meet external and internal business challenges for Fortune 500 companies, select nonprofits and others for more than 30 years. It designs the whole brand story to create one brand experience that connects customers, employees and stakeholders from the inside out.
With clients like Target, Microsoft, Wells Fargo, DC Comics, Lowe’s, Sealy, Medtronic, American Public Media, American Craft Council and many others, Little provides an array of creative services and employee branding initiatives including:
· Brand Strategy
· Brand Design
· Corporate Communications
· Employee Engagement
· Marketing Communications
· Retail Experience Design
Using a unique combination of critical creative resources, designers and writing talent to grow brands, strengthen workforces, launch products and connect with customers, Little’s collaborative business model inspires measurable results internally, across agencies, with clients, and out into the broader community.
Little boasts a rich philanthropic legacy and is a Nationally Certified Women’s Business Enterprise. Minnesota Business magazine and the AdFed chapter of Minnesota have named it one of Minnesota’s Top Marketers and Top 100 Best Places to Work.
For more information – or to interview Joe Cecere about the Marketplace rebrand – please contact Martin Keller, Media Savant Communications Co., 612-729-8585, firstname.lastname@example.org
*Advertising Campaign Details:
· The first phase of Marketplace’s consumer-facing ad campaign will reach up to 9.8 million print readers and a approximate digital audience of 4.8 million people.
· It will start in print in The Economist followed by print and digital campaigns in the Wall Street Journal, LA Times and Fast Company.
· It features headlines like “Between stock futures and our kids’ futures” and smartly designed, elegant iconography to highlight Marketplace’s ability to make economic and business news interesting and relevant to people’s daily lives. (sample ads available by request)
· A second phase of the campaign, targeted at potential revenue and editorial partners for the brand, will launch later in the year.