A Conversation with Kelly Bigler TPT’s Vice President of Marketing, Communications, and Brand Strategy shares her department’s vision for the future BY KEVIN YANG
In February of 2024, Twin Cities PBS welcomed Kelly Bigler, Vice President of Marketing, Communications, and Brand Strategy. In her role, Kelly oversees the Marketing, Communications, Events & Community Outreach, Creative Services, and Sponsorship teams within the station’s MarComm department. We sat down with Kelly to learn more about her department’s goal to connect TPT’s mission with our audiences. Can you tell us about your experience prior to joining Twin Cities PBS and what drew you to come work at Twin Cities PBS? I have nearly 20 years of marketing and communications leadership experience in corporate, agency, and non-profit settings, serving a variety of audience segments and industries. Before joining Twin Cities PBS, I spent over 10 years at The Walt Disney Company where I led multichannel partnership marketing campaigns and developed integrated strategies supporting the Disney Parks & Experiences division. I have a BBA from the University of Wisconsin-Madison and an MBA from the University of St. Thomas (Minnesota). I am thrilled to work at a mission-driven organization like Twin Cities PBS, which already has such a well- respected brand in the community. Every single staff member demonstrates a passion for storytelling and carries a deep-rooted responsibility to serving our existing audience while increasing accessibility and relevance with new audiences. What roles do marketing, communications, and brand strategy play in ensuring that Twin Cities PBS fulfills our mission to our community? We are focused on developing our respective areas of expertise as a service department that supports all facets of Twin Cities PBS.
The three pillars of my role at Twin Cities PBS – marketing, communications, and brand strategy – bring to life the inspiration and connection people feel when they view our programming, experience our events, and engage with our brand across digital touchpoints. Just as stated in our mission, I believe this has the power to transform lives and strengthen our community. Now that you are several months into your time at TPT, what has most impressed you about the work that our station does? I am most impressed with the breadth, scope, and quality of our work at Twin Cities PBS. It extends beyond television and truly makes a difference in our community. What are some exciting opportunities for how we can strengthen our approach to connecting with our audiences? I look forward to connecting with current and prospective Twin Cities PBS supporters in unique, innovative ways. This could include refreshing our approach to digital and social media, forging new strategic partnerships to reach diverse audiences, and showing up more consistently in the community. What is the most important message you hope that our audiences understand about the work we do at Twin Cities PBS? The mission matters, and it is infused into everything we do. We care deeply about the community and believe in the power of public media. I am honored to play a role in bringing TPT’s stories to life for our audiences.
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SEPTEMBER 2024
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