Brand Tone

Authentic & Narrative, Investigative & Courageous, Place-Based & Evocative, Insightful & Provocative, High-Quality & Refined, Conversational (for The Pickup)

Brand Values

• •Storytelling: A core value is the power of narrative to chronicle life and culture.
• •Journalistic Integrity & Courage: Commitment to in-depth, truthful, and sometimes challenging journalism.
• •Oklahoman Identity & Heritage: A deep focus on Oklahoma, its people, history, and culture, aiming to provide a nuanced understanding of the region.
• •Quality & Craftsmanship: Evident in their literary journalism, high-quality print (historically), and curated retail products.
• •Community Connection: Aiming to connect with and reflect the Tulsa community, fostering dialogue and a deeper sense of place.
• •Innovation & Experimentation: Demonstrated through their multimedia approach (print, web, video, radio) and unique business models.

Best Practices

• •Lead with Authentic Storytelling: Frame everything, from article descriptions to product details, as part of a larger narrative. Highlight the human element and the "why" behind the story or product.
• •Embrace the Oklahoma Voice: Use language, references, and themes that resonate with Oklahomans and authentically reflect the region, but remain accessible to a broader audience interested in unique American stories.
• •Maintain Journalistic Depth (Even in Marketing): Even promotional copy should feel insightful and well-researched. Avoid superficial claims; instead, hint at the depth and quality inherent in the brand's offerings.
• •Be Courageous and Unflinching: Don't shy away from complex or challenging topics in your content. The copy should reflect this boldness and commitment to truth.
• •Cultivate a Sense of Place and Community: Consistently tie content and products back to Tulsa/Oklahoma and the idea of understanding and connecting with the "middle of America." Foster a feeling of shared identity and discovery.

Social Perception

Respected Source of Oklahoma Stories, Culturally Significant, Ambitious & Innovative, Resilient & Evolving

Copy Examples

• •For "The Pickup" Subscription: "Beyond the headlines. Deeper than the surface. The Pickup brings you Tulsa, unfiltered. Subscribe for the stories that shape our city."
• •For a Historical Book/Anthology: "Oklahoma's past is prologue. Explore the compelling, often untold, narratives that define us. This Land Press books: Own a piece of our story."
• •For an Apparel Item (e.g., T-shirt with a local design): "Wear Your Oklahoma. This Land Press apparel – thoughtfully designed, rooted in story."
• •Social Media Post Promoting a New Investigative Article: "We asked the tough questions. Now, we share the answers. Dive into our latest investigation on [Topic] – only in The Pickup. #ThisLandPress #OklahomaStories"
• •General Brand Tagline/Statement: "This Land Press: Chronicling the heart of America, one Oklahoma story at a time."