TEGNA Stations Shining a Bright Light on Black History Month with Our Brand Partners
Black History Month at TEGNA is an opportunity to frequently recognize, celebrate, educate, and present African American culture to our community. The month of February is an opportunity to showcase your organization’s commitment to diversity and inclusion in Washington, DC, and across the nation.
As one of the nation’s largest local media organizations and marketing partners, we are committed to ensuring our content – and our advertising partners – reflect the diverse communities we represent. This includes amplifying black excellence and black voices, especially for Black History Month. Here are a few examples of how TEGNA stations across the country – and our marketing and advertising partners – are celebrate Black excellence
WTOL Sparks Inspiration from Black Leaders
At WTOL in Toledo, Ohio, Black History Month takes center stage. Sponsored by SeaGate Food Bank, Toledo Federation of Teachers, and Lucas Metropolitan Housing, spots run in 2022 included children reading inspirational quotes from inspirational leaders, such as Barack and Michelle Obama, Amanda Gorman, Rosa Parks, and Nelson Mandela, to name a few.
Equality Matters at WUSA 9
Sponsored locally by Nissan, WUSA 9 and Great Day Washington put a spotlight on the places that profoundly impacted Black History by showcasing the “Power of Place” exhibition at the National Museum of African American History and Culture, located in D.C.
WLTX Offers Black Voices a Seat at the Table
Created to amplify and celebrate Black voices affecting change in the community, a Seat at the Table, sponsored by black-owned JP Holley Funeral Home, aims to is to spark a conversation that leads to a greater understanding of why inclusion is necessary and representation matters. It’s a subject that JP Holley Funeral Home strongly resonates with.
“As an African American male, there are many obstacles I had to overcome,” said Jonathan Holley, the company’s fourth-generation President and CEO. “Having a voice to reach the community is one of the best ways of marketing and touching your audience. Representation is everything, so it’s important that JP Holley aligns with A Seat at the Table so our story is heard.”
Black History Month & Brand Cause Marketing
Advertising isn’t a one-approach fits all solution, and brand advertising that doesn’t consider diversity and inclusion is missing significant opportunities. For advertisers, not only is Black History Month an opportunity to explore race as a subset of diversity, but you can now appeal to and connect with people through the intersectionality of identities in your audience – ethnicity, religion, socio-economic status, sexual orientation, gender, and generational diversity.
Additionally, leading with your brand’s purpose – or your brand’s why – can help deepen relationships and grow revenue. A Zeno Strength of Purpose research found 94% of global consumers feel it’s essential to engage with brands with a vital purpose – like advocating for social justice, volunteering at an animal shelter, or donating to food banks. Meanwhile, Porter-Novelli found that 76% of consumers say that when a company leads with a purpose, they are more likely to trust and be loyal to that company. Additionally, more than two-thirds will purchase from a purpose-driven company over another when the cost and quality of two products or services are similar.
But how do consumers discover a brand’s purpose?
TEGNA’s megaphone and participation in community events is an excellent place to start. With a large and engaged audience interested in community events, TEGNA stations are uniquely positioned to amplify efforts and extend their news halo to community partners.
Sound Good? Contact TEGNA
Our team of marketing experts is ready to help you amplify your brand’s approach to corporate social responsibility. Let’s get in touch.