Central Florida Public Media partnered with &Barr to successfully launch its rebranding, ensuring both internal and external audiences were aware, informed, and engaged. Through strategic messaging, internal and external communications, and executive communications, we successfully communicated the diverse media organization Central Florida Public Media had become and its critical role in the community.
Why Rebrand Now?
In 2023, WMFE decided to rebrand to Central Florida Public Media to better reflect its expanding platforms and evolving relationship with its audiences. While staff, leadership, and supporters expressed deep pride in WMFE’s mission and fact-based journalism, research revealed opportunities to improve clarity around the organization’s identity, especially as it continued to grow beyond its broadcast roots.
Beyond a visual change, this shift called for a strategic public relations plan that would broaden awareness and understanding of Central Florida Public Media’s identity and mission. To do this, &Barr developed strategic messaging and a tiered communications approach to ensure alignment across staff, leadership, and board members. Then, we engaged the public through media outreach, executive communications, and community engagement.
Internal to External: A Cascade Built on Strategy
&Barr implemented a strategic communication cascade that ensured both internal and external audiences received the right message at the right time. This approach aligned all communications with their appropriate audiences and timing, from executive leadership and staff to donors, media and the entire Central Florida community.
The communications cascade began with internal communications to ensure Central Florida Public Media’s internal audiences were unified messengers of the campaign. &Barr created a pre-launch communications toolkit and personalized email messages from the President and General Manager to its staff, Board of Trustees, Community Advisory Board, and major donors, designed to not only help internal audiences understand the new brand but prepare them to speak confidently about it to their peers.
The external portion of the cascade focused on building public awareness and promoting understanding of the rebranding. The launch communications were supported with a press release, social media posts, e-newsletters and a website article that clearly articulated the purpose of the rebranding.
Executive Support to Reinforce the Brand
To build brand visibility, credibility and trust, &Barr provided Central Florida Public Media with an executive communications plan which included key messages and talking points for leadership to utilize in their conversations with stakeholders. The team also secured speaking opportunities and networking engagements for Central Florida Public Media President and General Manager, Judith Smelser.
Speaking opportunities such as the Orlando Women’s Conference gave Judith the platform to share the story behind its rebranding, connect with the organization’s audience and reinforce Central Florida Public Media’s mission to empower and connect our region through trustworthy, independent journalism and thoughtful conversation. We also supported the development of president and general manager authored messages, op-eds and emails that extended the rebrand messaging across internal and external audiences.
In addition to speaking and networking opportunities, &Barr increased brand awareness and understanding by submitting Judith and other Central Florida Public Media leaders to community and industry awards, winning Orlando Business Journal’s Most Influential Leaders in 2024.
Results and Continued Positioning for the Long Term
Despite the difficulty of generating media interest in competing media outlets, consistent outreach garnered more than 91 million potential impressions from placements secured in Orlando Sentinel, Yahoo! News, Orlando Weekly, Orlando Magazine, Bungalower, and more.
However, reinforcing Central Florida Public Media’s new brand didn’t stop at launch. &Barr has continued to implement strategic messaging and positioning efforts to increase awareness and understanding of the new brand.
Between website articles highlighting organizational announcements, events, and community partnerships, continued media relations, award recognition, and speaking opportunities, &Barr ensures that the rebranding wasn’t just a moment, but a continuous movement to increase awareness and understanding of Central Florida Public Media among its audiences.