As I write this column, it is hard to believe it is my last one as Chair. Although my year-long term has gone quickly, it has been filled with rewarding work that we’ve done together as a board and meaningful work that will help benefit the association for years to come.
At the October 2022 WBA Board meeting, the board revisited its strategic plan. This is something we routinely do about every five years, but the pandemic had set us back. When we started our discussion, we realized we were facing many new industry-wide challenges: recruiting new talent, retaining “burned out” employees, paying higher wages, distinguishing ourselves as “local” broadcasters, and the unique predicament of building back trust.
By working with facilitator Susan Thompson of ActionCOACH, we synthesized our challenges down to an action plan with five pillars: rebranding, recruiting, expanding our strengths, member engagement, and opportunities. As a board, we made the strategic decision to focus on two goals first—rebranding and recruiting. Next, we formed a subcommittee of board members to work with Michelle and Kyle, and ultimately hired an agency to help us rebrand and create mission-focused messaging to achieve our stated goals.
Over the past year, we have met with our agency, “6AM Marketing” of Madison, on an on-going basis. They have gathered feedback from the committee, presented solutions back to us, and we in turn have informed the WBA Board of that thinking. Together, we have made great progress, including proposing a redesign of the WBA logo with the goal of helping evolve our image into what the Wisconsin broadcasters are today.
Today we face new challenges and responsibilities, new technology, new media; all while serving diverse and polarized audiences. The effort is geared toward building trust in Wisconsin’s Local Broadcasters, distinguishing ourselves from some national cable networks who show bias, and building back the excitement and passion we all have for what we do. In this way, we also hope to achieve our other focused goal—to recruit new employees to a business we love, so that the state of future Wisconsin broadcasting remains strong, fulfilling, and successful.
We are targeting the first quarter of 2024 as an ideal time to have our first messages airing. Our plan is to use a multimedia strategy to ensure on-gong, long-term success.
It’s been a productive year for the WBA and our association. We’ve done significant work together to lay a thoughtful foundation for a strong future. Working with Michelle, Kyle, and Liz has been a true pleasure. They are “best in class.” I also want to thank the board for its long-standing commitment to ensure that Wisconsin broadcasters are always served at the highest level. And, as we end 2023, please know that it has been an honor and a professional highlight of mine to serve as your Chair.
Jan Wade
Board Chair/WBA
