Transforming A Local News Brand

A New Era of Hyper Local Digital Journalism

Established in 1994, Newton News is a weekly community news program covering stories about current events and issues happening in Newton, Massachusetts. Newton News is Newton’s only and longest-running television news program produced by NewTV, an Emmy award-winning community media center located in Newton Highlands. Newton News has been hosted by Jenn Adams for almost two decades. She has built an incredible reputation in the community for her fair and balanced coverage of diverse stories. Adams has mentored dozens of broadcast journalists through the Newton News internship program.

Unlike many cities, Newton is uniquely built around 13 distinct village centers. While each village has its own unique history and identity, Newton News is where they come together as one community. Newton News’ hyperlocal coverage provides access to important information and news about all 13 villages that are not covered outside the city.

I led the strategic rebrand of Newton News and launched an integrated marketing campaign to enhance its visibility, deepen community engagement, and reinforce its position as the city’s premier news source. The increase of consolidation in the media industry continues to pose a threat to the survival of local news outlets. As a result, the need to keep community journalism alive has become more urgent. Community media and news plays an important role in keeping our communities informed and connected.

In 2024, the program celebrated its 30th year on air, a significant milestone marked by a comprehensive visual rebrand and the development of a year-long marketing plan I designed to highlight the program across multiple channels. Working within a nonprofit budget of $50,000 for the campaign, I strategically leveraged both in-house resources and external talent to deliver a polished, high-impact campaign that rivals those of larger news organizations.

Campaign Goals

Brand Awareness: Reinforce the Newton News brand identity and establish a recognizable

and memorable presence to Newton residents.

Market Differentiation: Differentiate Newton News from competitors by highlighting its strengths, such as hyper-local coverage, community involvement, and experienced anchor.

Storytelling: Use storytelling techniques to create emotional connections with the audience

and make news coverage relatable.

Engagement: Encourage viewers to follow social media platforms (YouTube, Facebook, Instagram) and sign up for weekly e-newsletter for real-time updates and engagement. Attend Village Day events and host a special anniversary event to engage directly with public.

Measurable Impact: Establish metrics to measure the effectiveness of promos, such as

increased viewership, website visits, or social media interactions.

Sponsorship Revenue: Drive advertiser interest by highlighting the station’s strong community presence. Build and sustain trust by emphasizing NewTV’s commitment to accurate, unbiased reporting and its role as a credible local news source.

Cross-Promotion: Cross-promote other programs or segments within the station to

encourage viewers to explore different content offerings.

Project Deliverables

Logo
Developed a modern, clean logo designed for cross-platform use—serving as a versatile brand icon
Motion Graphics
Delivered a cohesive motion graphics package with elements that create an engaging professional look
Drone Footage of City Landmarks
B-Roll Footage
Authentically captured the community in action, featuring the anchor actively engaged in a variety of roles and settings
Produced (3) Promotional Spots
To be used during breaks on cable television channels and for social media ads
Hired Professional Voice Over Artist
Hired a professional voice over artist to add impactful narration during the program and in promotional spots
Created Compelling Imagery
Strategically incorporated it into public relations materials and billboard campaign designs.
Designed Interactive Website Page
Launched a dedicated website page to showcase weekly news stories, integrate targeted social media ads, and support a billboard QR code campaign. Included clear calls to action encouraging visitors to subscribe to the e-newsletter and follow the YouTube channel.

Photos taken and curated by me were incorporated into the broader marketing strategy.

Promotional Spots

I oversaw the production of three distinct promotional spots, each highlighting different themes of the program and its value to the community.
Designed as evergreen content, the spots aired during breaks on local cable channels and were also leveraged in social media campaigns.

Inflection Point (30 Second)

For over 30 years, NN has been the city’s trusted source for local journalism; capturing the stories, decisions, and voices that shape the community. “Inflection Point” reflects on the program’s legacy, from its beginnings in 1994 to its role today as a vital link between residents and the information that matters most.

As we explore how news coverage has evolved and where it’s heading, this promo celebrates the program as more than a broadcast: it’s a platform for civic engagement, a chronicle of local life, and a commitment to truth in a fast-changing media landscape.

One Community (30 Second)

This piece celebrates the unique character of Newton’s 13 village centers while highlighting the role of the news program in uniting them through shared stories and local coverage. To keep it authentic, we incorporated extensive b-roll of local residents, neighborhood landmarks, and community events; capturing the many ways people are connected across the city.

From city developments and school updates to beloved traditions like the St. Mary of Carmen Festival and Marathon Monday in Newton Centre, NN keeps residents informed. Through every story, we reflect the voices, values, and spirit of a city made stronger by its diversity and proud to call itself one community.

Anchor, Mentor, and Storyteller
(1 Minute)

This spot highlights the heart of local journalism through the voice of a dedicated news anchor committed to informing, inspiring, and empowering the Newton community. As the anchor of the program for over two decades, the spot opens with archival footage tracing her journey - highlighting her coverage of a wide range of stories that have shaped the community over the years. Blending the roles of storyteller and trusted source, the anchor reflects on the importance of amplifying local voices, building lasting relationships, and fostering the next generation of journalists.

With a deep belief in the power of community-based reporting, the piece underscores a passion for truth, mentorship, and the enduring value of trust in today’s evolving media landscape.

Logo

I’ve led multiple rebranding efforts for a wide range of clients and found that the logo design process often becomes the most insightful part of the journey. A logo is not just a visual—it becomes the face of the brand. It signals identity and creates an immediate impression that speaks to who the organization is at its core. A strong logo helps people recognize the brand quickly and understand what it stands for. It also lays the groundwork for a consistent look and feel across every point of contact from digital platforms to print to signage. The way a logo looks and feels has the power to shape how audiences respond and connect. It becomes a lasting symbol of trust familiarity and meaning.

For this project, I engaged five different designers and received over 100 design submissions. We wanted to experiment with the colors blue and gold and explore a range of font styles to find something that felt both modern and rooted in the program’s identity. Below are some of the designs we found most compelling.

One key concept that emerged was the creation of a unique icon by connecting the double N in the program’s name. This became a central design theme. The final logo we selected features a circular shape—while not a requirement in my original RFP, the circle subtly echoes the branding of NewTV, the parent organization, which also incorporates a circular element in its logo. This continuity helps reinforce the visual connection between the two entities.

Another standout feature of the chosen design is the lightning-like form created by the stylized NN. This element symbolizes energy movement and the power of communication. It evokes the idea of news striking quickly and insightfully, capturing the essence of timely and dynamic storytelling. The sharp angularity and motion in the design lend it a contemporary and confident look, positioning the program as forward-thinking and impactful.