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RADIO IMAGING FOR COLLEGE STATIONS Presented by: Greg Weston, University of Pittsburgh October 24, 2015 National Student Electronic Media Convention Minneapolis, MN

Presented by: Greg Weston, University of Pittsburgh October 24, 2015 National Student Electronic Media Convention Minneapolis, MN

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RADIO IMAGING FOR COLLEGE STATIONS

RADIO IMAGING FOR COLLEGE STATIONSPresented by:

Greg Weston, University of PittsburghOctober 24, 2015National Student Electronic Media ConventionMinneapolis, MN

A UNIQUE STATION BRAND IS VITAL TO DEVELOPING LISTENER LOYALTY

A STRATEGIC PHILOSOPHY MUST BE DEVELOPED TO CREATE EFFECTIVE IMAGING

AN EMOTIONAL CONNECTION TO THE LISTENER WILL SET YOUR STATION APARTTHE MAIN POINTSIdentify the stationPresent a positive, consistent image of the stationInform the listener about station programming and eventsCycle your listeners to other daypartsIncrease listener loyalty

THE GOALS OF IMAGINGBRAND:In marketing, the sum total of a company's value, including products, services, people, advertising, positioning, and culture.

BRANDING:A brand never about the product and always about the promise.

- Jay Ehret, The Marketing Spot

5BRANDING: A brand is not an icon, a slogan or a mission statement. It is a promise a promise your company can keep.

- Kristen Zhivago, Business Marketing

6BRANDING:"A brand is a collection of perceptions in the mind of the consumer."

- WWW.BUILDINGBRANDS.COM

7BRANDING: CONSISTENCY FREQUENCY ANCHORING

- Roy Williams, Secret Formulas of the Wizard of Ads

8Brand aligns with individual identity

- Disney Institute

9ApproachabilityRelevanceAdmirationCuriosity

Identification EmpowermentUnderstandingPride8 EMOTIONS TOWARDS BRANDS10STATION + PERSONALITYOVERALL FEEL OF THE STATIONANYONE LISTENING AT ANY TIME SHOULD IMMEDIATELY BE ABLE TO IDENTIFY THE STATION

STATIONALITY

11Consistent formaticsConsistent sound to non-music elementsConsistent reference to brand (via slogan)Synthesize brand into one word and make sure it permeates station

How can a college station develop stationality?12Communicate the stations brandMake a promiseOwn a value thats important to the listenersAre concise

GOOD SLOGANS:13Make tangible claimsBragLack emotional connectionMake promises you dont keep

BAD SLOGANS:14

THE KEY IS FORMING AN EMOTIONAL CONNECTION TO YOUR LISTENERS!15DEMOGRAPHIC PROFILERACE/ETHNICITYCLASSSEXAGEJOBFAMILY STATUSSTUDENT STATUSSTEP 1: KNOW YOUR LISTENERS16WHAT ARE THEIR HOBBIES AND INTERESTS?WHATS ON THEIR MINDS?WHAT ARE THEIR PERSONALITY TRAITS?WHY DO THEY LISTEN?WHAT DO THEY VALUE ABOUT THEMSELVES?WHERE DO THEY WANT TO GO?STEP 2: UNDERSTAND YOUR LISTENERS17START WITH DEMOGRAPHICS AND THEN GO DEEPER

PERSONALITY TYPEACTIVITIESLIKES AND DISLIKESWHEN/HOW THEY LISTENWHAT ARE THEY FEELINGSTEP 3: CREATE A PROTOTYPICAL LISTENER18TALK ABOUT WHAT THEYRE TALKING & THINKING ABOUTMAKE REFERENCES THEY GETMAKE IT FEEL LIKE A CLUBWHAT TYPE OF PERSON IS YOUR STATION?STEP 4: TAILOR YOUR IMAGING TO THEM19Brand/Slogan/ImageFormat/MusicStream/Website/Social MediaContestsShows/PersonalitiesEvents/ConcertsNon-commercialityAwardsUniversity AffiliationWHAT CAN YOU PROMOTE?20METHODS OF DELIVERYPROMOSLINERS/BUMPS/SWEEPERSLEGAL IDsLIVE DJ READS

21CREATE A CALENDARDIRECTED BRAINSTORMINGSCHEDULE WISELYDEVELOPING THE IMAGING22SCHOOL SCHEDULESTATION EVENTSCOMMUNITY EVENTSSPECIAL BROADCASTSWHATEVER ELSE IMPACTS THE LISTENER

1.CALENDAR

REVIEW CALENDARDISCUSS WHATS HOTCONNECT IT TO THE STATIONSTAY ON MESSAGEFIND DIFFERENT WAYS TO SAY THE SAME THINGCREATE CREATIVELY

2. BRAINSTORMING

241 PROMO, 2 LINERS, 2 DJ READS PER HOURUSE A GRIDPROMOTE VERTICALLY AND HORIZONTALLYPRIORITIZEJUMP ON AND OFF EARLY3. SCHEDULE WISELY

25STALE PROMOSPOOR IDENTIFICATION OF STATIONMISPLACED PRIORITIESINSUFFICIENT PROMOTION OF EVENTSSPEAKING TO THE WRONG AUDIENCEPOOR DAYPARTINGLACK OF ENTERTAINMENT VALUECOMMON IMAGING PROBLEMSDISNEYS SIX STEPS TO CREATING CUSTOMER LOYALTYIDENTIFY YOUR CUSTOMERSALIGN YOUR PROMISEIDENTIFY YOUR STRENGTHSDELIVER YOUR STRENGTHSVALUE YOUR EMPLOYEESCONNECT EMOTIONALLY