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The Mister Rogers Pioneer Campaign


How can your station best leverage the national buzz generated by Daniel Tiger's Neighborhood?
Remember when Mister Rogers came through the door, threw on his sweater and sneakers, all the while singing to YOU? And every time you hoped that he would remember to feed the fish? Actually, I might be the only kid who had anxious sensitivities about the fish being fed, but anyone reading this right now most likely remembers something about Mister Rogers.   
Building on the momentum sparked by PBS Digital Studios’ "Garden of your Mind" and continuing the build with the upcoming launch of the new PBS KIDS show, Daniel Tiger’s Neighborhood, PBS Marketing and Communications wants to translate all this love for Mister Rogers through value-focused support messaging. They have been working on a three-phased strategy to tap into the nostalgia people feel for Mister Rogers and to help communicate how your station continues to pioneer new ways to help serve and entertain children today.
We’re calling it The Mister Rogers Pioneer Campaign. 
  • The first phase will focus on building awareness. A dedicated website on pbs.org along with a corresponding online engagement campaign will launch the week of September 17. Stay tuned for more details, closer to launch.   
  • The second phase, September-December, centers on delivering local fundraising tools to help with year-end fundraising activities. These station resources include direct mail materials, on-air spots, fundraising message points, key campaign images, online banners and web content. Fundraising message points and images will be available the week of September 10, with a new spot and other tools available in early October.
  • Phase three, starting early in 2013 through Fred's March birthday, will focus on donor thank you and cultivation.
“This is a unique opportunity to celebrate a beloved PBS icon and translate that brand love into value messages about your service for children today,” explains Kelly Chmielewski, Senior Director, Brand Strategy. She adds, “We encourage you to make the most of this campaign and these resources to signal value in your community and inspire donations from individuals.”

Please post or email questions or feedback, and stay tuned to the SPI Blog for updates on station resources for The Mister Rogers Pioneer Campaign.