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
|