Success Story: Food Drive, Kids Fest in Texoma

Mar 8, 2004  •  Post A Comment

The Wichita Falls-Lawton designated market area makes up a split-state market known as “Texoma.” Wichita Falls is in north Texas, a mere 15 miles from Lawton, Okla.

All of the area TV stations and other local media came together with local advertisers this past winter to sponsor a marketwide food drive.

“The goal was to collect 200,000 pounds of food,” said Kyle Williams, general manager of CBS affiliate KAUZ-TV. “By the end we did 234,000.”

Every year the Hoak Media-owned station also joins forces with local paper Wichita Falls Times Record News to bring residents a severe-weather guide. The 20-page guide will be stuffed in the March 13 edition of the paper. The promotion is complemented by a 30-minute TV special hosted by the station’s meteorologists. First American Bank and Berend Brothers, a farm and ranch supply store chain, are among the sponsors receiving 30-second spots and display ads in the guide.

Fox affiliate KJTL-TV and advertisers have teamed with Cumulus-owned radio station KLUR-FM for an “American Idol” trivia contest. The Nexstar Broadcasting Group-owned station is in a duopoly with NBC affiliate KFDX-TV, which is gearing up for the Olympics with its annual Kids Fest. The event has a different theme each year; last year it was safari-themed.

A major hospital signed on as one of the Kids Fest sponsors and will set up a faux trauma center. “It will give kids a chance to see what it would be like to be in a hospital if you have a head injury,” said General Manager Julie Pruett.

Ms. Pruett added that such events targeting specific demographics are very lucrative. The station also stages an annual event for seniors and one for brides-to-be.

“We try to have things for them to do [at the event] as well as learn, mixed with an opportunity to shop. Advertisers get to reach people they didn’t even know were in town.”