STRATEGIC ROADMAP & OBJECTIVES     

THE NAME/HANDLE OF THE RADIO STATION IS:  “107.7  THE END” 

THE FORMAT IS:   Alternative Modern Rock 

THE TARGET IS:  18-34;   55% Male  45% Female 

THE PRODUCT (elements that the target audience considers most important
                              when it comes to the radio station):
  PRIMARY:  Plays a variety of new music, exposes new bands and supports local music
  ACTION:  Break new music and utilize promos to reinforce it as a positive risk
  SECONDARY:  Provide artist identification and additional emphasis on music, concert
                              and event information
  ACTION:  Strategically place front and backsells around new and unfamiliar music and
                     sell concert information in both live sells and frequent concert calendars
  TERTIARY:  Play long sets of nonstop music.
  ACTION:  Freshen production to enhance kickoff of music sweeps

THE POSITION (the unique, credible selling proposition, based on key benefits that the 
                             target listeners say they want from a radio station) 
                       IS:  New Music First!  Enhance “image” of risk-taking
                              Supporting the local music scene 

THE  MUSIC OF THE STATION:
                 Emphasis placed on breaking new music and new bands 

  PRIMARY:  (Cluster 5:  53% Male  & 47% Female;  65% 25-34  &  35% 18-24)
              Oasis, REM, Presidents of the USA (Pop Alternative)
              Smashing Pumpkins, Stone Temple Pilots, Bush  (End Core)
              Soundgarden, Alice In Chains, Pearl Jam  (Seattle)
              Cranberries, No Doubt, Alanis Morrisette  (Female Alternative)
                      (Artists from the 90’s dominated the research in cluster 5) 

  SECONDARY:  (Cluster 4:  71% Male  & 29% Female;  60% 18-24  & 40% 25-34)
       All of the above Primary music groups, except Female Alternative, but including:
            Rage Against The Machine, Korn, Nine Inch Nails  (Hard Alternative) 

  STRATEGIC ACTION:  Superserve Cluster 5 (Primary).  It is the largest lane and
              leans toward 25-34.  Win this cluster and we also get in good with many of the
              Cluster 3 fans of the CHR world.
              This must be done carefully to protect Cluster 4.  Cluster 4 is the more risk-
              taking of the bunch and we’ll use promos for Marco’s ENDZONE show and
              more cutting-edge features to highlight and showcase the cluster throughout the
              day...without having to play the harder alternative mornings and mid-days.  We
              are counting on KISW moving out of the Cluster 4 and 5 region, otherwise it
              could hurt The End.    [see page 22 of KNDD’s strategic study, “The Quandary
              Of  KNDD Demographic Targeting...it’s going to be a tightrope walk!]
              This should help The End become more friendly, yet keep the risks top-of-mind
              for those passionate about it.  This should also help our female acceptance,
              especially during work hours.

THE PROGRAMMING TACTICS FOR THE STATION:
             Through live sells and recorded promos, highlight and promote the benefits of
             The End.  Benefits including: New Music, Resurrection Flashbacks, Interviews,
             Live Concerts, Ticket & Trip Giveaways, Young & Restless Show, LoudSpeaker,
             The Good The Bad & The Ugly Resurrection Show, Special Weekends,
             Longer Music Sweeps, People’s Choice Countdowns and all of the features and
             special programming on The End.  These are the cutting edge spice that are
             programmed and promoted around the music emphasis of Cluster 5.

             In addition to music programming tactics, there will be more emphasis placed
             on street warfare in the coming year.  Also continue to present a wide variety
             of unique contesting like giving away electronics, bikes, snowboards and concert
             ticket and trip giveaways.  Also putting new emphasis on keeping all production
             creative and fresh. Possibly utilizing music beds under certain live liners to help
             pacing and forward momentum.  Using production, music exclusives and features
             in unison to create both unpredictability and diversity. 

THE MARKETING STRATEGY FOR THE STATION:
             Utilize any all tools available to us.  The most economical route to TV advertising
             will be to find new music tracks for our current spot.  The others I have viewed
             do not make an impact.  We have always used billboards to reinforce the TV
             Spot and can come up with a way to do so again.

             Direct Mail is a strong desire also.  Both a compilation CD and Video Cassette
             seem to be good ideas for The End.

             Our Modulators (street interns) will continue to play a major role in getting
             The End “brand name” out on the street, providing opportunities for sampling
             and other advertiser merchandise to be given out.

             Event Marketing is an annual thing.  EndFest in August, Deck The Hall Ball in
             December.  There are also various other events such as End It, Board-Stiff that
             are produced throughout the year. There will also be more emphasis put on
             tying in with community/public service events whenever possible.

NOW THAT WE HAVE THE PARAMETERS OF THE RADIO STATION CLEARLY DEFINED - KEEP THE STATION ON THIS TARGET -- GROW IT WITH THESE GOALS IN MIND.   STRATEGIC GOALS ARE:

1. Achieve Four-Book Average of:  4.9 Share 12+  and  10.2  Share 18-34  (#1)
2. Play, Promote and Own the music of Cluster 5
3. Highlight the Cutting Edge aspects of The End for credibility with Cluster 4
4. Hire and Develop a Morning Show (The End’s “Secret Weapon” of 1997)
5. Highlight New Music and sell it
6. Highlight Long Sets of Nonstop Music
7. Upgrade and Freshen Creative Image Production