PROJECT:

Two in a series of AWS WeatherNet Program Case Studies
Case Study #2

Station Profile: KNBC-TV (NBC4), Los Angeles, CA

Subject: WeatherNet is an Ideal Branding and Community Outreach Tool for Local News Stations

KNBC’s WeatherNet Program Makes a Significant Impact on the Los Angeles DMA

The Los Angeles DMA is a hub of highly-visible, nationally-based promotions and branding efforts. Locally, NBC4 has attained an equal level of success with the AWS WeatherNet Program. WeatherNet has become a key component of NBC4’s widely recognized "Working 4 You" advertising campaign. Due to WeatherNet’s popularity, viewers identify NBC4 as being the source for live, local weather information.

In partnership with their WeatherNet sponsors Arco and Mercedes Benz, NBC4 is able to brand their station as one that is committed to their local communities. A testament to the success of their branding is demonstrated whenever NBC4 runs a promotion to expand their popular WeatherNet Program -- as they are flooded with hundreds of requests from schools eager for the chance to join.

Here’s what the client has to say:

Karen Tobin, Director of Marketing Communications for NBC4…

"The NBC4 WeatherNet Program is one of the most successful branding and community outreach projects that we have undertaken. The project has expanded over the past three years, and we now have a network of 121 school sites throughout Southern California. The NBC4 WeatherNet Program has helped us to generate more localization in our newscasts, which is very important in a market the size of Los Angeles. Localized weather data and news coverage from site dedications provide a "neighborly" or more provincial feel to our news. This, combined with the benefits it provides our schools, makes the program a win-win program for all involved."

Fritz Coleman, Weathercaster for NBC4…

"Despite the feeling, from many outside of LA, that Southern California weather is boring, the NBC4 WeatherNet Program has been a fantastic addition to our weathercast. Whether it’s Santa Anna winds or El Nino rains, this program helps us to accurately track the conditions and provide "real-time" weather information that is more current and more localized than any other station in the market. With this program we not only provide our schools with a hands-on tool that will teach our student the real-life applications of science and math, it allows us as a news organization to visit the schools and keep in touch with what is happening in our academic community. This was a wonderful and unexpected benefit."

Here’s how they do it:

NBC4’s successful branding is accomplished through an organized marketing program.

Twice yearly, NBC4 donates AirWatch Systems and stand-alone AirWatch Education Software to schools throughout their entire DMA.
Each fall, NBC4 hosts an Annual WeatherNet Workshop to welcome new schools to the Network and train teachers on how to implement the WeatherNet Program in the classroom.
The NBC4 Marketing Department designed a customized Meteograph, which has been distributed to the hundreds of schools that applied to win AirWatch Systems.
A WeatherNet recruitment promo spot receives frequent air-time on NBC4.

(To receive a copy of this spot, as well as spots from other stations, please contact Stephanie Blozy in AWS Broadcast Support – 301-258-8390 X 114)

Build station branding like NBC4. Contact AWS today to develop a plan for maximizing the value of your station’s WeatherNet Program.