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JEM 320 Project

2 de Jun de 2016
JEM 320 Project
JEM 320 Project
JEM 320 Project
JEM 320 Project
Publicidad
JEM 320 Project
JEM 320 Project
JEM 320 Project
JEM 320 Project
JEM 320 Project
Publicidad
JEM 320 Project
JEM 320 Project
JEM 320 Project
JEM 320 Project
JEM 320 Project
Publicidad
JEM 320 Project
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JEM 320 Project

  1. 99.1 WNML – AF The Sports Animal Owner: Cumulus Media Address: 4711 Old Kingston Pike, Knoxville, TN 37919 November 19, 2015
  2. Table of Contents Station Analysis – 3 Competitive Analysis – 5 Promotion Objectives – 6 Promotion Description – 8 Creative Selling Idea – 9 5 – Second Pre-promotion Teasers – 10 30 – Second Radio Spots – 11 Online Promotion Strategy – 13 Summary and Justification – 14 Appendix – 15
  3. Station Analysis 99.1 – WNML AF – The Sports Animal Address 4711 Old Kingston Pike, Knoxville, TN 37919 Format Sports Radio Listener Demographics Estimates Persons 12 + Persons 12-17 Persons 18-24 Persons 25-34 Persons 35-44 Persons 45-54 Persons 55-64 Persons 65+ Average Persons 2,100 0 100 100 300 500 500 600 Average Composition 100.00 .5 3.6 5.5 13.7 25.1 23.4 28.2 *Based on estimates from Nielsen Radio Summer 2015, Nielsen Radio Spring 2015, Nielsen Radio Winter 2015, Nielsen Fall 2014 Weakness Strengths -Low listenership from ages 12-34 (estimated total of 200 listeners) -Thus an older generation makes up over half of the audience. -This means you have a very limited audience for the future around -99.1 – WNML is the only sports talk radio in the Knoxville market -Partners with otherCumulus stations through promotions called Sweet Deals -Live broadcasts such as Doc, Jeff, & Heather, Sports Page, Sports 180, etc. all broadcast at some point at least twice a weak from businesses around Knoxville giving listeners a feel for businesses around the Knoxville area.
  4. Market Reputation/Image 99.1 – WNML The Sports Animal has been providing sports news and information to listeners in the Knoxville area well over 10 years. The Sports Animal has a variety of sports talk shows that are broadcast live every morning starting at 6 a.m. until 7 p.m. every weekday. If one has lived in the metro area for a while, one can tell that there are no other sports talk shows on the radio. So, there really isn’t any competition that they have to compete with, other than 107.7 – WIVK and 90.3 WUTK. The station is largely known for all of the live remotes that they do promoting businesses around the Knoxville area. Which is a huge help to the community and to those businesses. Along with the live remotes, every radio show promotes these businesses they are at by offering Sweet Deals to get gifts or discounts on goods or services from these venues.
  5. Competitive Analysis The radio market in Knoxville doesn’t have any other true sports talk stations within the market. Since there hasn’t been a real presence of true sports talk radio in the area this has helped keep The Sports Animal around for such a long time. The only problem 99.1 – WNML is that older listeners dominate their listenership. These two stations, 90.3 The Rock and 107.7 – WIVK, are their competition because they have sports segments or broadcasts included in their radio lineup. 1. 107.7 – WIVK WIVK is known for being solely a country music radio station. However, they are known for being the voice of the Vols on Saturdays for football games. They have pregame call in shows with sports analysts. After the pregame call-in show, 107.7 serves as the way to listen to the live broadcast of the Tennessee football game. After the game, 107.7 – WIVK has post game comments and call-ins, so listeners can give their opinions on the game. WIVK also does this for men’s basketball games as well. 2. 90.3 – WUTK The Rock WUTK The Rock serves as another competitor for The Sports Animal because they have a sport talk segment that airs on their station every Monday and Friday from 7 p.m. until 8 p.m. During this hour, The Rock talks about local, regional, and national sport stories. To Summarize, The Rock and WIVK are The Sports Animal’s only competitors in the market because they both incorporate sports talk into their schedule.
  6. Promotion Objectives 99.1 – WNML The Sports Animal hasn’t lost any listeners from ages 35 and up. That shows that The Sports Animal has a loyal listenership with the older generation. So, the goal should be to bring in some new listeners to the radio station. The radio station shouldn’t be looking to add listeners of any age, which isn’t a negative. They have a large number of older listeners, but what happens when those older listeners go away? Based on the numbers, there won’t be many people who listen to The Sports Animal. So, 99.1 – WNML needs to add younger listeners from ages 18 – 34. Main Objectives: Audience Acquisition – Audience acquisition should be a priority for The Sports Animal, because they currently have a low number of younger listeners from ages 18 – 34. The station needs to gain these younger listeners to ensure stability for the future. Audience Maintenance – Audience maintenance is a need in this instance as well. The Sports Animal also needs to keep its faithful listeners from ages 35 and up in their mind to keep them around. Without them then the station would not be what it is today, a quality source for sports news. Vertical Recycling – Vertical recycling should be used for new listeners gained. A change should be made by incorporating Josh Ward and Will West from Sports 180 to have a segment in the morning drive for those younger listeners 18 – 34 going to work or class. Josh and
  7. Will are both young in age and will add a twist to Doc, Jeff, and Heather. By doing this, listeners would be more likely to tune back in to their show from noon until 3 p.m.
  8. Promotion Description 1. Josh Ward and Will West – Josh Ward and Will West will be having a segment in Doc, Jeff, and Heather to appeal to the younger listeners ages 18-34. They will phone in from various locations to give their thoughts on sports news, and to also give updates on local sports. Also, promoting their show that airs from noon until 3 p.m. to get the younger listeners to tune back in. 2. Advertising for ages 18 – 34 listeners: 99.1 – WNML needs to get a wider variety of advertisers. The commercials and advertisements that currently run are directed toward the current older audience of ages 35 and up. Of course, those advertisements should be kept to an extent to keep those listeners. However, the addition of clubs, bars, and sports stores could help keep listeners interested. 3. Live Remotes/Giveaways – Josh Ward and Will West should begin doing live remotes at locations that are more likely to attract younger listeners ages 18 – 34. Such as doing a live remote at Barley’s, because it is located in the Old City of Knoxville that is a very popular location for the listeners that we are trying to reach with this promotion. Also, at these live remotes at these locations they could provide tickets to the next sporting event for the Tennessee Volunteers, a voucher for a free appetizer at Barley’s, or promote drink specials for tuning into the broadcast. 4. Social Media – Social media has become a part of everyone’s life in today’s time. 99.1 – WNML must become more active in providing promotions and information about sponsored events on social media to appeal to the listeners ages 18 – 34.
  9. Creative Selling Idea 1. Revamped Social Media Pages – Totally re-do Facebook, Twitter, and Instagram pages to fit the interests of listeners ages 18 – 34. Due to the fact, a majority of followers on these pages will be ages 18 – 34. Use these to promote live remotes and giveaway for tuning in to the radio show if one were to miss the morning drive segment with Doc, Jeff, and Heather. 2. Live Remote at The University of Tennessee Knoxville Campus – 99.1 – WNML will have a live remote at The University of Tennessee at Knoxville’s Circle Park from noon until 3 p.m. one Friday before a home football game. When the segment goes to commercial break there will be a live deejay and former Lady Vol ‘Babi Mac’ to keep the students gathered to continue to listen to the show, also the event will be catered. 3. Gift Card Giveaways – Give younger listeners from ages 18 – 34 a reason to call into the show to give their insight on sports. For example, the seventh caller who calls in to give their opinion or ask a question to the hosts would receive a 25-dollar gift card to Academy Sports. This will give the younger listeners that we are trying to gain another reason to listen and call in to the station.
  10. 5 – Second Pre-promotion Teasers 1. Revamped Social Media Spot Calling all ninety – nine – point – one listeners. Follow The Sports Animal on Facebook, Twitter, and Instagram at The Sports A-N-M-L. The Sports A-N-M-L. The only way to get ‘Sweet Deals’ and sports news at your fingertips. Follow us on Facebook, Twitter, and Instagram. 2. Live Remote at The University of Tennessee Spot Do you want free food, a live deejay, and quality sports talk? Don’t miss this opportunity at Circle Park this Friday U-T students. U-T students, need a study break? Come break out your moves and work up an appetite at Circle Park with Josh and Will this Friday. 3. Gift Card Giveaway Spot Hey y’all. Be the seventh caller after our noon segment and win some cash. Yeah, cold hard plastic cash.
  11. 30 – Second Radio Spots Start Date: 11/19/2015 Client: Archer’s BBQ Kill Date: 12/01/2015 Product: Archer’s BBQ Title: Circle Park Party Length: 30 seconds Production Note: Dialogue Spot in which Josh Ward and Will West are talking about the live remote that will take place at The University of Tennessee’s Circle Park and the food that will be provided from Archer’s BBQ. Advertising Objective: To promote the live remote that will be held at The University of Tennessee’s Circle Park. Circle Park Party Promo Spot (Dialogue) Josh: Will, I don’t about you, but I am pumped for the Circle Park Party! Will: I am as well Josh, it’s not everyday you can do a live broadcast, have awesome food to eat from Archer’s BBQ, and have Babi Mac perform. Josh: It is a rarity that is for sure, but we get to hang out with our awesome college listeners. Will: You heard it hear U-T students. Come by Circle Park Friday to catch a break from school for a pregame party like no other. Josh: Couldn’t have said it better Will. U-T students, as the old adage goes, be there or be square. Come down to Circle Park to enjoy some great food courtesy of Archer’s BBQ and a live deejay performance from former Lady Vol Babi Mac.
  12. Start Date: 11/19/2015 Client: 99.1 – WNML Kill Date: 01/15/2016 Product: WNML Social Media Title: Follow the Leader of Sports News Length: 30 seconds Production Note: Univoice spot. In this advertisement Josh Ward will be talking about the revamped social media outlets for The Sports Animal. Advertising Objective: To promote the revamped social media outlets for the Sports Animal to possibly bring in new followers and young listeners ages 18-34. Follow the Leader of Sports News Promo Spot (Univoice) Guys, it’s Josh again. I just want to take a couple minutes out of your day to ask you to go follow us on Facebook, Instagram, and Twitter. You can follow us at The Sports A- N-M-L. That is all one-word folks. Please, give us a follow on those outlets and you will be quick to find our upcoming promotions, giveaways, and other goodies within. Thank you all for being such great listeners, and making ninety-nine-point-one The Sports Animal your main source for sports information. Again, give us a follow at The Sports A-N-M-L.
  13. Online Promotion Strategy 1. Post the link of the 99.1 – WNML The Sports Animal’s website in the description of all the new revamped social media outlets. This will be so viewers will be able to click directly to the website so listeners can listen live and get a feel for the website. 2. The social media outlets need to be very active. Facebook and twitter need to be getting filled with sports news at least every half hour during the day to keep our listeners and followers up to date with the latest news. 3. Once a day, there will be a give-away for a certain caller. These will be promoted on all three outlets to persuade listeners to tune in to The Sports Animal. 4. Instagram will be used for give-away promotions, taking pictures of live remote activities/activities involving the station, and pictures involving sports figures who the station has a story on, with a brief write up there will be a link to continue reading the story on The Sports Animal website, www.sportsradiownml.com.
  14. Summary and Justification It is time that 99.1 – WNML The Sports Animal implements a new and revamped approach to gaining new younger listeners ages 18 – 34. This can be accomplished by giving these younger listeners more accessibility with the radio station. This can be accomplished by reconstructing all of the social media outlets associated with The Sports Animal. This will give the listeners all the news they want at their fingertips, even if they can’t tune in. However, the reliability of producing quality posts of sports news could keep these new listeners around and want to tune in to hear more. The need for new, young listeners ages 18 – 34 is evident because the majority 99.1 – WNML’s listeners are ages 35 and up. 1,100 of the listeners are the age of 55 and up. That means almost half of the listenership will eventually be lost. New listeners will be needed to keep the radio station going, but you can’t replace the effect the older generation of listeners have had in shaping 99.1 – WNML as a true sports talk radio station.
  15. Appendix A. Age Composition B. Age 12+ Ranker C. Age 18-49 Ranker D. Age 25-54 Ranker E. Age 35+ Ranker
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