The Chicago Live! show produced by the Chicago Tribune is not reaching its full potential audiences. To address this, a social media campaign will be implemented to raise awareness of the show and increase engagement. Tactics include developing an online presence for host Rick Kogan through sites like Tumblr, optimizing search engines, creating a mobile app, and using promotions on Groupon. The goals are to double podcast downloads, reach 1,000 Twitter followers, and increase attendance by 33% by enhancing the technological engagement with current and new listeners. Progress will be tracked using analytics from platforms like Twitter, Facebook, YouTube and Tumblr.

1. See WGN Radio like you’ve never heard it before
Allison Brock
LinaJuocepis
Cody Peters
Robin Yegelwel
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2. The Key Issue
 The lack of awareness by target
audiences on all technological platforms
is causing the vibrant and energetic
Chicago Live! show to be overlooked.
 This is important because Chicago Live!
brings a cultural experience to the city
you already know and love and teaches
you about parts you may have not
known about.
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3. Formative Research
 Organizational Analysis:
 Weak social media presence:
○ Only 454 Twitter Followers as compared to
Colonel Tribune’s 821,557
○ 1,612 Facebook “likes” vs. Tribune’s 39,818
 Information on the Chicago Live!, from the
website, facebook, or other online outlets, is
only apparent to those who seek it out and is
not proactively drawing in new viewers
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4. Formative Research
 Strengths:
 Interviews feature known Chicago Tribune personalities
 Rick Kogan has some built in audience based on his radio
show to promote Chicago Live
 Weaknesses:
 Lack of accessible information between Chicago Tribune
and Chicago Live!
 The air time of the show does not promote listenership
 The format of the show presents itself more towards a
radio/podcast format rather than live audience.
 Opportunities:
 Utilizing Chicago Tribune’s established fan base to build
up Chicago Live!
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5. Public Analysis
 The Neos  The Joneses
 Ages:  Ages 35-54.
○ Males 30-34  Own smartphones
○ Female 21-34 ○ Check news, weather, use
for texting.
 Own smartphones: ○ Highest mobile presence on
○ E-mails, social networking, e-readers.
news, tv shows.  Spend a lot of time online
 Use their computers to on their computers to
download music, movies gather news and stay
and tv shows. connected.
20% chicagotribune.com
○ 32% chicagotribune.com
Both are technologically savvy and represent a slightly
younger audience that will help promote the Tribune as
an energized and current media source
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6. Objectives
 Awareness
 To create knowledge amongst 75% of the Chicago Tribune’s followers
about the upcoming season of Chicago Live! by January 1, 2012
 Enhance positive reader perception of Chicago Tribune’s relevance and
credibility by 30% by reenergizing Chicago Tribune’s image with new and
exciting programs like Chicago Live!
 Acceptance
 To increase the number of people who view Chicago Live! as a top
entertainment option by 25% by the end of the Chicago Live! season
 Action
 To double the number of podcast downloads by the end of the Chicago
Live! season
 To reach 1,000 twitter followers by the end of the Chicago Live! season
 Increase audience attendance by 33% by the of the Chicago Live!
season
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7. Strategies
 Promote Rick Kogan as  Utilize social media
a local celebrity and outlets and online
credible source of up to resources to promote a
date information stronger technological
presence and to expand
active listener
engagement with
Chicago Live!
Build up the online Chicago Live! community and enhance
Rick Kogan’s online presence to keep listeners up to date
and engaged in Chicago Live! on multiple platforms
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8. Tactics-
Rick Kogan& Social Media
 Develop a Tumblr page for Rick Kogan
 Tumblr is an up-and-coming blogger site that
offers a customizable platform to present
dynamic and interactive posts that actively
engage your audience.
 The multimedia platform of tumblr allows
easy posting of various types of media, this
presents the opportunity to easily link
viewers to podcast downloads
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9. Why Tumblr?
11/2/11
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10. chicagotriblive.tumblr.com
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11. Tactics-
Rick Kogan& Social Media
 Strengthen Rick Kogan’s social media
presence
 Update Twitter &Facebook
 Build up existing informational sites
 Expand Rick Kogan’sWikipedia
 Include links through all Rick Kogan
sites to Podcast download pages
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12. Tactics-
Technological engagement
 My Chicago Live!SmartPhone App
○ Smartphone access to Chicago Live
anywhere, any time, at your convenience
making it your trusted source
 Search engine optimization
○ Making sure that Chicago Live! doesn’t get
lost in the shuffle of other live Chicago events
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14. My Chicago Live!
 Features
 Easy podcast accessibility
 Push notifications
 Linked to Facebook and Twitter
 Top news stories customized to user
interests and preferences
 Information about upcoming Chicago Live!
Lineups
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15. Search Engine Optimization
 Tips for enhancing your search engine:
 Use keywords that target your audience
 Link back to yourself
 Image descriptions
 Update Content
 Engage with your social media platforms
 Link to others
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16. Search Engine Optimization
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17. Tactics-
Other Technological
Engagement
 Developing an independent YouTube
channel for Chicago Live! where weekly
videos of interviews and show clips
 Offer a Groupon for discounted Chicago
Live! tickets to the show
 Offer free or reduced tickets to bloggers
in exchange for a promotional post
about the show
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18. Objectives Strategies Tactics
Acceptance:
-Create Knowledge Increase -Search Engine
OnlineListenerEngage -Optimization
-Reenergizing Image ment -building on existing
online platforms
Awareness:
-Chicago Live as a Promote Rick Kogan -Rick Kogan on
topentertainment as a Chicago Celebrity Tumblr
option -Enhancing excisting
online Rick Kogan
sites
Action:
-DoublePodcast -Podcast accessibility
downloads through all platforms
-Up Twitter following Increase Online -Building engagement
-Increase Live Listener Engagement in social media
Audience -Groupon
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19. Campaign Implementation
Twitter LaunchTumbrLaunch and Promotion Sales
Groupon
Tumblr Launch and Promotion
Facebook Updates Begin
Begin Promoting the App Across All Media Platforms
YouTube Channel Development
YouTube Channel Launch
Application Launch
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20. Evaluation
 Track the number of Podcast
downloaded
 Measure of Twitter Followers
 Number of Facebook “likes”
 Measure of of Groupon’s& tickets
purchased
 Utilizing existing partnership of tumblr
with google analytics to track website
views and interaction
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21. Please let us know if you have any questions
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