SOURCE: Goodman Marketing Partners

January 08, 2007 11:30 ET

Goodman Marketing Partners' Campaign for KCSM-TV Gives "Viewer Choice" Top Priority

SAN RAFAEL, CA -- (MARKET WIRE) -- January 8, 2007 -- Goodman Marketing Partners (GMP), a full-service direct marketing company, has created a direct mail campaign for KCSM-TV in San Mateo, Calif., starring a caricature of its program director and his quest to obtain viewer suggestions for future programs along with financial support.

Intent on setting itself apart from other independent and public television stations in the Bay Area, KCSM adopted GMP's recommendation to introduce a spokesperson by creating a whimsical cartoon character named "Steve" after its program director Steve Opson.

"We saw an opportunity with Steve as a personality unto himself and a real person whose work sets KCSM-TV apart from the other local PBS station," says Carolyn Goodman, founder, president and managing partner of GMP. "Steve breathes life into the brand and helps to build a one-on-one relationship with KCSM's viewers."

The campaign features Steve lightheartedly poking fun at the big 4 networks, comparing and contrasting the shows he likes to air, talking about his ability to select from programs around the world, and telling a memorable story of how and why viewers should make a financial contribution to the station. Through postcards and letters that they receive from Steve, viewers learn about his travels around the globe in search of programming options and how they can help.

"When was the last time you were queried by your local TV station to offer program suggestions that they would really listen to and implement," asks Sinclair Crockett, development director of KCSM. "Our 'Steve campaign' underscores that having a choice is a key component of KCSM's mission and message in broadcasting to Bay Area viewers."

Goodman Marketing Partners is a strategic direct marketing company comprised of senior direct response specialists who design, develop and execute direct marketing solutions. The firm provides clients with a complete range of direct response services including direct mail, email, landing pages, direct response print, television and radio, and point-of-sale collateral. Current clients include Autodesk, Wells Fargo Bank, St. Supery Vineyards and Winery, KCSM-TV and Radio, Home Service USA, and The Leukemia and Lymphoma Society. The San Francisco Business Times recently ranked GMP as one of the "Top 100 Women-Owned Businesses" in the San Francisco Bay Area. For more information, visit

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