Building audience resonance through Wareham Media’s rebrand.

🏆 Winner of the AdLabbie for Best Campaign Strategy

THE ASK – Developing a new logo and cohesive brand story that resonates with the town’s diverse audience, enhances engagement across social media platforms and creates a recognizable identity that speaks to younger viewers..

THE CHALLENGE – Most residents remain unaware of the Wareham Media’s shift from TV station to media solutions hub.

THE STRATEGY – Create elevated content on social media channels that captures attention and appeals to a broad younger audience and generates a modernized brand image for Wareham Media.

Here’s how we got there.

Crafting a rebrand for such a distinct community was no easy feat. It was a full-semester marathon sprint to answer our burning questions.

  • We conducted a 5Cs analysis on Wareham Media, investigating patterns and trends within the audiovisual media space.

  • Tons of it. With WM’s minimal online presence, we sifted through comments, mentions, likes, and tags to gauge audience perception and engagement.

  • We sent out a survey and conducted in-depth-interviews with Wareham locals, uncovering information about perceptions of Wareham Media’s rebrand and how consumers utilize their services. 

    See full report here

From Broadcast TV to Media-Centric

Wareham Media, initially known as Wareham Community TV, is a 501c3 non-profit established to provide public and government coverage to the people of Wareham. The organization recently rebranded and expanded their services - offering services such as live streaming, equipment loans, classes, and partnerships at a budget-friendly cost. Their priority is providing accessible events to the people of Wareham.

Introducing Wareham’s Next Generation of Creators

Being the digital natives they are, Gen Z doesn’t just want to consume content, but they want to create it. The demand for content creators continues to rise each year, largely driven by the new wave of young adults. With the growth of people wanting to dive into content creation, the want for studio spaces, equipment, and guidance has increased as well (Deloitte). 

Insight

Source: Morning Consult

Young adults, in a period of life heavily defined by self-exploration, seek creative outlets to tell not only stories of their own, but also of their community often untold.

The main takeaway: The desire to create digital content among Gen Z is at an all-time high.

Problem: they don’t know where to start.

Despite the positive opinions on their rebrand, there is still a gap of awareness among the Wareham community; Over half of survey respondents answered they were never aware of Wareham Media’s new services.

Around 60% of Wareham Residents had never used Wareham Media's services before.

The Solution

Wareham Media as the deliverer of engagement, connection, and community spirit. 


Creative Campaign

It’s a Wareham Thing, What’s Yours?

Derived from Wareham’s well-known phrase, “It’s A Wareham Thing, You Wouldn’t Understand.”

Wareham Media empowers residents to capture and share local traditions, celebrating community, such as content creation, participating in youth sports, opening a local business, etc.

Updated Logo

Social Posts

Logo Bumper

More than half of young people want to be influencers.

What Wareham Media Services have you used?

Team

Putri Amelia (Art Direction)

Yennifer Rivas (Art Direction)

Annie Levy (Copy)

Shriya Choukani (Copy)

Malia Montalvo (Strategy)