For a Multimedia Marketing/Promotion class, I created a campaign for a local radio station to practice audience maintenance and recycling.

1. 99.1 WNML
Cumulus Media
Address: 4711 Old Kingston Pike Knoxville, TN 37919
Phone: 865-588-6511
November 12, 2018

2. Table of Contents
Page 3. Station Analysis
Page 4. Competition Analysis
Page 5. Promotional Objective
Page 6. Promotion Description
Page 7. Creative selling idea
Page 8. Teasers
Page 9. Radio Spots
Page 10. Online Promotion Strategy
Page 11. Summary

3. Station Analysis
99.1 WNML is a sports radio station in Knoxville, Tennessee. The station provides sports
lovers with a plethora of options. The station has live broadcasts of games and also broadcasts
events such as “Vol Calls” and “Big Orange Hotline”. They offer “sweet deals” to their listeners
by giving discounts and coupons to local businesses. The station’s on-air talent includes former
Vol quarterback Erik Ainge and well-respected sports journalist Jimmy Hyams. Other than radio
shows, podcasts and blogs are also offered.
Quarter Hour Rating: Ages 12+ Monday-Sunday 6am-midnight
Fall 2017 Winter 2018 Spring 2018 Summer 2018
2.9 3.6 2.9 2.1
Strengths Weaknesses
 Increased number of listeners during
heavy sports seasons, especially
winter
 Broadcasts games live
 Many different shows to please
different listeners and their tastes
 Show with former Vol QB Erik Ainge
 Loses a lot of listeners during spring
and summer
 Does not have programming
specifically dedicated to women
listeners or younger listeners

4.  The dominant sports radio station in
the Knoxville area
 Might not have sufficient
programming to keep listeners
throughout spring and summer months
Competitive Analysis
WNML’s competition includes WIVK 107.7 and WKGN-AM 1340. WIVK is considered
the “official flagship station for the Tennessee Volunteers” and broadcasts Tennessee football
and basketball games on their station through the Vol Network. WIVK also broadcasts Vol Calls,
a call-in show with UT coaches, during the football and basketball seasons.
Fox Sports Radio Knoxville (WKGN-AM 1340) has five different sports shows. When
describing themselves, they say “we create what fans want to hear, see and do.” Fox Sports
Radio Knoxville appears to be targeting more of a younger audience with shows featuring
younger sports experts.
Another angle of competition would be podcasts. Although they are not directly
competing with the station, a lot of listeners opt for podcasts or XM stations when it comes to
sports. These platforms have becoming increasingly popular over the past few years.

5. Promotion Objectives
WNML has a higher AQH during fall and winter seasons and it decreased during the spring
and summer. The increase in listening time is most likely due to football and basketball season,
but this can be overcome by providing sufficient programming during the offseason. The goal of
this promotion is to increase listening time during summer season. While creating this
promotion, questions like the following were asked:
1. Why don’t fall and winter listeners continue listening during spring and summer?
2. What are these listeners listening to instead?
3. What kind of programming is there during the offseason?
4. Why isn’t this programming sufficient? What can be done differently?
5. What would make someone want to listen to sports talk radio during the offseason?

6. Promotion Description
This promotion is broken down into June, July, and August.
1. Creation of new shows during June and July
a. Be interactive during the summer so that listeners feel valued. Allow them to call
in and voice their opinions. Being interactive is a great way to make people want
to stay, even during the offseason.
b. Focus on the listeners: make the shows about them. Still be informative and
comment on what they are saying, but let it be about their insights and
predictions.
2. Event and Giveaway at the end of August
a. Have an event at the end of August to kickoff the upcoming football season.
During this event, have a giveaway only available to event attendees.

7. Creative Selling Ideas
This promotion has three parts: June, July and August. The goal of this promotion is to
increase listening time during the summer months. These ideas were created to be interactive,
informative and interesting for Vol football fans.
June: almost all freshmen and transfers of the football team arrive on campus in June
 Special show on information on all the newcomers
o Listeners can call in with their predictions of specific new players and discuss
what they are looking forward to
July: previews/predictions leading up to SEC Media Days
 Special show with predictions and previews of the upcoming football season as well as
reporting from SEC Media days
o Listeners can call in to discuss what they agree (or disagree) with what was said at
SEC Media Days
o Listeners can call in to explain their predictions for the upcoming football season:
what games they think will be won/lost, how the fans will react to certain
situations, etc.
August: Kick-off event at the end of August to start football season
 BBQ dinner where one randomly chosen person will be given a pair of tickets to a UT
football game of their choice

8. o This allows listeners the opportunity to put a face with the station as well as get to
know other Vol football fans
o Proceeds of the BBQ dinner could go to a local philanthropy, such as East
Tennessee Children’s Hospital
Pre-Promotion Teasers
1. Get ready for our special show next week as we get ready for the arrival of our team’s
newcomers. Listen in from one pm to four pm and get ready to share your opinions on the
newest Vols.
2. We know you are just as excited about the arrival of the Vol’s newcomers as we are.
Listen in from one pm to four pm next week and share your thoughts with us.
3. S-E-C Media Days are coming up quick. Join us next week as we discuss what the
experts got right, what they got wrong, and everything in between. We want to hear from
you, make sure you call in.
4. Barbeque and a chance to win football tickets? You heard us right. Come out to U-T
campus and have dinner with us and you might get chosen to win a pair of tickets to a
football game of your choice. Tickets are 7 bucks and proceeds will go to E-TC-H.
5. Join us for some delicious barbeque this Saturday on the beautiful campus of U-T and
you might get chosen to win a pair of football tickets. Tickets are 7 dollars and proceeds
are going to E-T-CH.

9. Radio Spots
Start: 6/1/2018 Client: WNML
Kill: 6/8/2018 Product: Freshmen Show
Title: Freshmen Show
Length: 30 seconds
Production Notes: Multi-voice spot. Three young men are talking about football, and one
interrupts them and says that they should listen to the Freshmen Show.
Advertising objective: Promoting the new show discussing the newcomers of Vol Football.
Man 1: I can’t wait until football season. I think we might win it all. What do you think?
Man 2: Yeah man, our freshmen class is supposed to be good. I don’t know much about them but
they’re gonna need to-
Man 3: If you want to learn more about our incoming players, check out WNML. They’re having
a special show on the new guys. It’s gonna be good.
Man 2: Just what I need. Thanks buddy, I’ll make sure to tune into WNML.
Man 3: And you can even call in and give your input and ask questions.

10. Start: 8/1/2018 Client: WNML
Kill: 8/30/2018 Product: BBQ event
Title: BBQ event
Length: 30 seconds
Production Notes: Uni-voice spot. A 30-year-old man is discussing his excitement for the BBQ
event.
Advertising objective: to promote WNML’s BBQ event and giveaway night.
Man: There’s nothing I love more than barbeque. Well, other than Vol Football. And spending
time with fellow football fanatics. That’s why I am stoked for WNML’s BBQ event happening
this August thirtieth. Come hang out, eat some barbeque and talk Vol Football. What more could
you want? Tickets are 7 bucks and will be benefiting E-T-C-H. Event will be at Circle Park.

11. Online Promotion Strategy
Social media is key to the success of these promotions. Social media is an efficient way
to get information out to a large amount of people very quickly. These are the following tactics
for social media strategies:
1. Include the link to the weekly show schedule in the bio of all social media outlets: make
sure that the schedule is correct and informative
2. Be interactive on all social media outlets: respond to comments and Direct Messages,
engage with followers by utilizing live videos, having open-ended questions on posts and
encouraging followers to respond
3. Be consistent on all social media outlets: have appropriate posts planned and scheduled
4. Have a Facebook event for the dinner: encourage followers to share the event page and
invite friends and family

12. Summary and Justification
WNML needs to increase listening time in the summer months. Implementing sufficient
programming would help with this task. Having a special call-in show during June to discuss the
newcomers of the Vol football team would be a fun and interactive way to get listeners involved.
In July, having allotted time to discuss SEC Media Days and predictions of the upcoming
football season would allow listeners to give their input and discuss what about SEC Media Days
they agree with, and what they disagree with too. In August, having a special event for WNML
listeners to come and meet fellow listeners, on-air talent, and have the chance to win football
tickets would be a great way to kick off the football season. If possible, money from the tickets
could even go to a charitable organization, such as East Tennessee Children’s Hospital.