A Local Voice, a Bold Move: The Story Behind PBS12’s Rebrand
The Mission
PBS12 is a cornerstone of Colorado’s public media landscape. For over 45 years, PBS12 has provided the Colorado community with a trusted platform for local stories, diverse voices, and independent programming.
In a media world dominated by consolidation and limited by resources, PBS12 has stayed true to its mission: fostering community connection and delivering unique content that helps Coloradans understand themselves and their place in the world. But being one of a few Public Media organizations in Colorado presents challenges, and in a market where brand recognition is everything, PBS12 found itself in a precarious position.
After operating under a variety of names over its history—KBDI, Colorado Public Television, and others—the station knew it needed to establish a strong, singular identity. It was time for a rebrand. This change wasn’t just about aesthetics; it was about survival. The stakes were high.
The Challenge
Colorado is one of the few U.S. markets with two PBS stations. PBS12 plays a distinct role, offering programming beyond the national PBS schedule—local politics, independent films, music, and culture—programs that would otherwise go unseen. However, the existence of Rocky Mountain Public Media, the much larger, better-resourced counterpart, often left PBS12 struggling to stand out.
“Rebranding PBS12 wasn’t just about changing our name—it was about solidifying our identity and showing Colorado what makes us unique.”
The rebrand was driven by both internal and external pressures. PBS policies required a name change, and years of inconsistent branding had left the station with weak market recognition. Previous attempts at DIY rebranding efforts had fallen flat, and PBS12 lacked the internal resources to execute a large-scale campaign in-house.
Budget constraints compounded the challenge. PBS12 needed a comprehensive rebrand to tell its story to Colorado audiences, but with limited resources, there was only one chance to get it right.
The Solution
PBS12 turned to two specialized agencies to tackle the challenge. A local research agency conducted focus groups and market analysis to uncover what Coloradans knew—and didn’t know—about PBS12. Armed with these insights, Electric Fork Media (EFM) stepped in to transform data into action, driving the rebrand and outreach strategy from start to finish.
EFM’s work began with synthesizing the research into actionable goals. The team devised a promotional plan to launch the PBS12 brand across digital and traditional platforms. They created and executed digital ad campaigns, optimized performance through ongoing adjustments, and developed dashboards and reports that translated data into clear insights for PBS12’s stakeholders.
“The collaboration between agencies was seamless, and that’s rare. EFM’s ability to balance data-driven insights with creative execution made all the difference. ”
Collaboration was key. EFM worked seamlessly with the research agency, ensuring the insights informed every aspect of the promotional strategy. Unlike typical agency turf wars, EFM’s collaborative approach maximized every dollar of PBS12’s limited budget.
With a deep understanding of both PBS12’s mission and the nuances of public media, EFM became more than just a vendor—they were a trusted partner, ensuring the rebrand reached every corner of Colorado effectively and efficiently.
The Results
The PBS12 rebrand was a resounding success. For the first time, the station had tangible data to measure impact, and the results exceeded expectations.
Quantitative Impact: Every key performance indicator—impressions, clicks, engagement—was shattered. The campaigns drove unprecedented traffic to PBS12’s platforms.
Community Response: Coloradans not only recognized the new brand but embraced it. For the first time, people referred to the station consistently as “PBS12,” leaving behind the confusion of past names.
Stakeholder Confidence: EFM’s transparent reporting empowered PBS12’s executives and board members with clear, data-backed evidence that the investment paid off.
The rebrand didn’t just work—it transformed PBS12’s ability to connect with its audience. The station now has a stronger presence in the market, a cohesive identity, and a clear roadmap for future growth.
Why It Matters
For small public media stations like PBS12, rebranding isn’t just about logos and slogans—it’s about survival. EFM’s expertise gave PBS12 the tools to tell its story, stand out in a crowded market, and secure its future as a vital part of Colorado’s media landscape.
At Electric Fork Media, we’re proud to have helped PBS12 not just survive, but thrive. By crafting a rebrand strategy tailored to their unique challenges and goals, we delivered more than just metrics—we delivered results that will resonate for years to come.
Ready to take your brand to the next level? Contact Electric Fork Media today to find out how we can help you turn challenges into success stories.