The issue of relevance in the community has come up in recent posts about terrestrial stations’ viability in the realm of non-terrestrial distribution. One example of how this is done in a number of ways is by the upper-Midwest empire that is Minnesota Public Radio. For the sake of brevity, the focus will be on two contrasting points of entry into the community.
The first, as I was to discover after stepping out of the bus, was prominently displayed on a Presbyterian Church sign. The church was hosting a Town Hall Forum featuring Michael Mandelbaum. MPR will later broadcast this on their Midmorning talk program. This in itself is not a great leap. However, in terms of branding, having a station logo placard for placement on a chuch sign rather is. Not just MPR in regular letters, but the proper logo and font and color scheme. [See above picture.] This is branding with thought at all levels.
The other example was that of MPR’s alt-rock station KCMP, better known as The Current. There have been literally hundreds of events with The Current as the media sponsor. I am not sure what that exactly means, or what sort of fiscal outlay that requires. I do recall the saturation reaching such a level that employees of the now closed Let It Be record store were making fun of it. The local dirty rock club which I am a sometimes patron, the legendary First Avenue had a semi-permanent The Current sign with prominent window placement. It was gone when I passed by today; all I could find was this: