1. I N S P I R E • M OT I VAT E • H E AL
O N E ‘ N C R E D I B L E E X P E R I E N C E
T H E M OVE M E N T
M A R KE T I N G A N D C O M M U N I C AT I O N S P L A N
D E C E M B E R 2 0 1 1
O . N . E .
2. Summary
One ‘Ncredible Experience...a life-changing movement demonstrating that happiness overcomes
sadness, love erases hate, hope and faith trumps fear, and abundance eradicates deprivation. The
mission, Inspire, Motivate, Heal lives and relationships across the globe, fuels the movement
compelling awakening through vehicles such as the radio network, a publishing entity and two
not-for-profit organizations focused on the personal, professional, communal and spiritual
development of direct and global communities; all of these entities bearing the identity of
“O.N.E”. For the purposes of this plan we will focus on the movements marketing /
communication plan including the radio network solely.
One Ncredible Experience “O.N.E” Radio Network
O.N.E. (One ‘Ncredible Experience) Radio Network is a premier empowerment radio broadcast
network. O.N.E Radio, a 24-hour, 365-day operating network, uses a variety of social media
platforms as a comprehensive extension of each live program, making each show available to
anyone, wherever they want it, whenever they want it. The network presents some of the most
influential authors, coaches and empowerment leaders, who in turn, develop and host programs
that are uniquely designed to radically transform lives and relationships, and provide avenues for
open discussions on various life issues.
O.N.E. Radio does not consist of self-help programs; each show is designed to take “real-world”
issues and translate them into ways of empowerment, easily understood at “street level”. Each
O.N.E. Radio program is supported by an established and loyal listening audience, with show
hosts well-respected in their fields of specialization.
Goals
The goal of O.N.E. Radio is not to produce or broadcast shows based on guessing what will or
will not attract an audience; but to take a variety of content that relates directly to audience
needs, put it in the right form at the right time, and use this information as a tool to develop
personal connections, thereby empowering listeners to make their best decisions.
Without deviation, our directives will always be birth from the initiative of Inspiring, Motivating,
Healing lives and relationships across the globe. To achieve this we must create global appeal
through proven methods as well as emerging technologies. This mindset will greatly assist with
aligning with the short term goal (3 months) of launching the network with One Million
(1,000,000) listeners; a meager portion (1.25%), of the current 80 million internet radio listeners.
3. STRATEGY
Through a comprehensive traditional, guerilla and new-media marketing plan and the inclusion
of a strategic public relations campaign, channel and relationship partnerships and host
alignments the network will achieve heighten visibility and name recognition, brand saturation,
continuous engagement / loyalty and long term participation.
Methods
1. Traditional
A. Corporate Identity: One Ncredible Experience is the foundation to every campaign,
program and entity. The launching pad is produced from the mission – “Inspire,
Motivate, Heal Lives and Relationships across the globe.
B. Brand Development: Establish and extend beginning with the movement itself, then to
the campaigns / network programs leveraging the host and their expertise. This will be
established with logo creation and themes, merchandising and creating value added
products and services; comprehensive and engaging.
C. Brand Attributes: Consistency is the key…synergetic relationships are required.
Whenever a brand or product is visible the Corporate Identity must be reflected along
with the extended brand. This creates a dual benefit which is mutually advantageous.
D. Marketing Objective: Here is where we determine, while remaining attached to the
mission, what the overall objective of perspective campaign…how will we proceed with
creating One Ncredible Experience with this specific group?
2. Guerilla
Grassroot marketing will be used as a precursor to small utilization of the budget and
building a strong hometown base for every show host, as well as in the larger radio markets
through the strategic alliance and placements of professional street teams across the country.
The network will also use outdoor signage such as billboards and ad placements on buses and
bus stops. Also, we will use advertising wraps on vehicles to increase exposure.
A. Street Teams – mobile operations able to create immediate visibility in highly populated
areas, including but not limited to distribution of marketing and promotional, flash mobs
and other creative marketing positioning.
B. Outdoor Signage - in major metropolitan areas with share concentrations – demographics
and location of host…on billboards, buses and other transportation means.
C. The involvement of listeners / followers who are willing to offer local support.
3. New Media – The utilization of social networking and digital marketing are essential to the
success of the network, as it is internet based. Through these mediums the cost of marketing
decreases and the outreach increases.
A. Facebook provides access to over 500 million potential listeners, permitting targeted
demographic alliances. A branded fan or business page can be created as an extension of
the website, drawing a greater connection to and building a loyal customer or fan base.
4. B. Twitter campaign execution provides constant and strategic updates, promotions, and
other offerings to approximately 10 million users.
C. Linkedin is aimed toward professionals and business networking, provides access to
numerous industry networks and organizations utilizing mirrored demographics, global
positioning and highly qualified potential employees. LinkedIn network has a unilateral
arrangement with Twitter and Facebook, creating a more synergistic experience for the
user. LinkedIn’s membership is 60 million.
D. YouTube has leveled the playing field expanding broadcasting opportunities to everyone.
In the age of digital streaming a commercial presence can be created without the use of
television and generate greater exposure. O.N.E Radio has its own channel featuring
events, promotions, and informational on host, campaigns and initiatives. These viral
campaigns generate increased exposure through link exchanges via Twitter, Facebook,
relationships with bloggers and email campaigns…there are no limits.
4. Public Relations
The public perspective of One Ncredible Experience – the movement and O.N.E Radio
Network is very important. It will take a strategic plan to create the perfectly pitched
presentation. With O.N.E being a radio network it would be difficult to use radio directly.
An indirect, yet mutually beneficial approach to increasing exposure is to create avenues for
interviews and public interest pieces, within the mediums radio, television and print
exposure, for the host; further positioning them to tap into a more attractive positioning
within select niche.
5. Channel Partnerships
Every campaign is created with the dual intention of heightened exposure and maximum
demographical penetration. To ensure this before the customary means it is of great
importance to align with organizations, established services and products, media outlets and
other meaningful outreaches to establish validity within the mutually shared demographics.
This process has already begun with the alliances with Jetcast™, the delivery system, and
RadioLoyalty™ as the universal player and purchaser of radio advertising spots (192 - thirty
second) per day.
6. Relationship Partnerships
These are external relationships motivated by mirrored demographics which will maximize
our reach with minimal financial expense.
A. Gay Chamber of Commerce
B. School and Universities
C. Single Parenting Organizations
D. Local and National Chamber of Commerce
E. Small Business Administration
7. Promotions
A. Community Relations: local Chambers of Commerce, local educational facilities,
businesses, internships via colleges and universities, industry and social organizations,
5. spiritual community, not-for-profit organizations and local communities (i.e. African –
American, Hispanic, LGBT and others).
B. Event Promotions: Host and sponsor events (ie. Cruises, parties, professional
conventions)
C. Giveaways: Partner with businesses and organization to provide products, services and
discounted items.
8. Distribution Channels
The following are channels our 24/7/365 balanced broadcast can be engaged with:
A. Computers/ laptops
B. Podcasts (iTunes)
C. Smart phones
D. Wireless devices
E. RSS feeds
Forward positioning will place the network in a partnership with hardware manufacturers,
creating Internet-friendly radio devices for home, cars and offices. Furthermore, O.N.E Radio
Network will be collaborating with defunct and other terrestrial broadcast stations across the
globe, to provide them with programming and a viable Internet partner. Additionally, the
network is developing relationships with other Internet mediums to increase the listening
base and global presence.
9. Show Host Alignments
Those present as show host on the network are selected for three reasons:
A. Alliance with O.N.E mission statement
B. An expert and compelling figure in their area of expertise
C. Developed following which can shared with the network. (i.e. Each host (10) bring a
collective audience of 10k listeners then a pre-established listening base of 100k is
formed.)
Through this effort, an attraction of various demographics will embrace the overall objective
and platform of O.N.E Radio Network. One of the networks programs “Empowering Lives”
comes to the network with 64k listens within a period of 12 months.
6. POTENTIAL PROGRAMMING
1. Morning Meditation and Inspiration
2. Morning Show – “Wake Up! to One Ncredible Experience” – this show is a positive,
impactful, high energy show preparing listeners for the day while focusing on the mission of
Inspire, Motivating & Healing lives and relationships across the globe. This show can
mirror Good Morning America.
3. “Empowering Lives w/ Sameon” - focus on daily life, relationship, Business and Spiritual
topics
4. Daydreaming – “What is your Dream?” w/ Rayne – demo Youth and Young Adults
5. No Losing w/ Sam Collier - Youth and Young Adults
6. “The Daily Dose w/ Coach Kerri R. Smith” - LGBT
7. Finance Show – Ronco Johnson
8. Single Parents
9. Women Issues - Address the needs of ALL women, a diverse (Caucasian, African
American, Hispanic, Asian and perhaps an additional one representing the Middle Eastern)
panel representing singles, married, mothers presenting the show – similar to “The View”
10. Men Awareness & Issues – avenue for inspiring, motivating and healing men to become
their best man…similar to a barbershop atmosphere - diverse (Caucasian, African
American, Hispanic, Asian and perhaps an additional one representing the Middle Eastern)
11. Hispanic Show – This show is focusing on issues plaguing the Latino communities and
providing information and insight enlightening them on their current positions (legal,
financial, business, politics, etc.)
12. Solution Finders: This is a broadcast supporting and providing solutions for Small & Mid
Cap Businesses and Entrepreneurs.
13. Technology & New electronics – This is a show that will focus on all of our gadgets;
comparing the best and providing updates / new release info (Consumer Guide).
14. Green & Earth Consciousness – focus on sharing and imparting ideas on how we can be
more conscious of green technology and our abilities to make an impact on healing our
world through technology, recycle / reuse & emerging resources.
15. Credit Show - (Credit Surgeon – Rob Wilson) http://www.takingcontrolnow.com/
16. Late Night Music (Slow Jams) – Marcus Dupree (Holiday Sparkx)
17. The Holy Hip Hop Countdown w. Dj Holiday
18. Sexuality and Sensuality – show (Michael Schuessler – author of Holy G-rail)
19. Show focusing on Relationships (ALL TYPES) – (Ryeal Sims)
20. Health and Nutrition – Robert Ferguson (Dietfree Coach)
7. DEMOGRAPHICS
Target Market
O.N.E Radio Network is aimed at a basic demographic audience of listeners, between the ages of
25 to 50. Today’s technology expands this target audience through traditional marketing and on
social networking sites (Myspace, Facebook, Twitter, Ning, Tagged, iseecolor and others),
providing a diverse marketing rubric reaching across all lines of socioeconomics, religion,
gender, and education. The style of discussion and programming format increases the
opportunity for an infusion of diverse backgrounds, opinions and perspectives. Certain themed
topics will naturally attract listeners from demographic groups outside the basic target.
Target Audience
O.N.E. Radio is committed to bringing the largest amount of listeners to our network via
aggressive marketing and saturation throughout all available channels and vehicles, including
social media. We are also committed to supplying a professional and entertaining experience for
our sponsors, advertisers and listeners. O.N.E. Radio provides multiple ways to access our
network including standard Web browsers, Mobile Solutions such as iPhone, iPad, Blackberry
and smartphones as well as multiple media players, making it an easy click away on any
potential listener’s computer. Our target audience are the 80 million current internet radio
listeners, of which our goal is a meager 1.25%, (1,000,000) listeners.
Despite all the economic uncertainty, Internet Radio continues to grow exponentially. When you
factor in the amount of people who are now listening to Internet Radio on portable devices, there
really couldn’t be a better time to stake a place in this burgeoning market. According to updated
projections from SNL Kagan, radio online revenues are expected to grow by double digits in
2011 to $441 million by year-end, up 12% from $394 million annually in 2010.
1. An incredible 80 million Americans per month listen to Internet Radio: *Arbitron/Edison
Media Research.
2. 20.61 million of them will use their mobile phone to listen to audio streaming in 2011:
Bridge Ratings & Research LLC.
3. Nearly 90% of U.S. households have access to the Internet and most via broadband
connections: Arbitron
4. Multi-computer households are growing rapidly: Arbitron
5. Two-thirds of homes with Internet access have Wi-Fi network: Arbitron
6. Smartphone ownership has tripled in two years: Arbitron
7. Weekly online radio usage crosses the 20% threshold: Arbitron
8. Internet talk radio has made the world’s experts on any subject a mouse click
away. Talk radio is no longer local or national – the Internet has made it global
and your opinion can now be heard in the world’s most remote places. It brings
the world together in a way that terrestrial media cannot and it will continue to
expand in content and quality.
9.
10.
11. O.N.E. Radio’s Secondary Audience is an inclusive demographic including, but not limited to:
1. Self Help: Ages 25 - 55
2. LGBT
3. Women: Ages 25 – 55
4. Men: 25 - 50
5. Small & Mid Cap Business Owners / Entrepreneurs
6. Hispanics between 25 – 50
7. Youth and Young Adults
8. Technology Junkies 25 – 50
9. Environmental Friendly / Green Conscious 25 – 50
13. 7. Youth and Young Adults: requires further research
8. Technology Junkies 25 – 50: requires further research
9. Environmental Friendly / Green Conscious 25 – 50: requires further research
PRODUCTS AND SERVICES
1. Memberships
A. Network monthly subscription ($19.95) availing subscribers to access to ALL the
following from all network programming:
i. Commercial / music‐free podcasts
ii. Discounts
iii. Promotions,
iv. Weekly informational
v. Merchandise
vi. eBooks
vii. Other value added items
B. Individual Program subscription ($9.95) availing subscribers to access to ALL the
following from perspective programs:
i. Commercial / music‐free podcasts
ii. Discounts
iii. Promotions,
iv. Weekly informational
v. Merchandise
vi. eBooks
vii. Other value added items
2. Underwriting and Sponsorship Offerings
A. Sponsorship Based on a show broadcast 5 days per week
i. Bronze Commercial Level* (minimum 1 month contract) 30‐second spot ‐
$1,995/month
ii. Silver Commercial Level* (minimum 1 month contract) 60‐second spot ‐
$2,495 month
iii. Gold Commercial Level* (minimum 1 month contract) 2 ‐ 30‐second spots ‐
$3,495/month
iv. Platinum Commercial Level* (minimum 1 month contract) 2 ‐ 60‐second
spots ‐ $4,495/month
*All levels include: Ad placed on the O.N.E Radio website, Banner ad presence on O.N.E
Radio, Website and Social Networking sites (Facebook, Twitter, etc.), Banner ad presence
on O.N.E. Radio Network Website, Advertising placement in O.N.E. Newsletter for 1 month,
Ad spot in O.N.E. Magazine for 1 month, Remote Broadcast, Promotional Giveaway Items
B. Underwriting
14. i. Corporate Level ‐ $7,500 (minimum 1‐month contract) Includes the
following advertising components:
a. 6 ‐ :30 radio spots per day
b. Opportunity to sponsor a show segment
c. Ad placed on the O.N.E. Radio website
d. Banner ad presence on O.N.E. Radio Website and Social Networking sites
(Facebook, Twitter, etc.)
e. Banner ad presence on O.N.E. Radio Network Website
f. Advertising placement in O.N.E. Magazine for 1 month
g. Remote Broadcast with a O.N.E Radio Personality
h. Promotional Giveaway Items
ii. Executive Level‐ $9,800 (minimum 1‐month contract) includes the following
advertising components:
a. 3 ‐ :60 radio spots per day
b. Opportunity to sponsor a show segment
c. Ad placed on the O.N.E. Radio website
d. Banner ad presence on O.N.E. Radio Website and Social Networking sites
(Facebook, Twitter, etc.)
e. Banner ad presence on O.N.E. Radio Network Website
f. Remote broadcast with a O.N.E. Radio personality
g. Ad spot in O.N.E. Magazine for 1 month
h. Promotional Giveaway Items
Underwriting offerings include opportunities for sponsors to have visibility through
banners and other media at various O.N.E. Radio Network events.
3. Merchandise
Other products offered by the network will be merchandise (t‐shirts, hat, mugs, Ebooks,
noncommercial & music free podcast, etc.) and events...themed and non‐ themed.
4. Events & Promotions
Throughout the year there will be many fee based, network sponsored functions, themed
based, cruises, concerts and others.
ADVERTISING
1. Advertising Partner
The network’s ad space is completely purchased with the partnership with RadioLoyalty™
(www.radioloyalty.com), which has a product, entitled ReplaceAds™. According to
ComScore (http://www.comscore.com), a global leader in measuring the digital world and
the preferred source of digital marketing intelligence, RadioLoyalty™ is listed as number
one provider of advertising in the entertainment / radio category; with a potential of 40.7
million unique listeners monthly. This relationship ensures:
A. “Predictable Revenue”
B. Outstanding payment terms
15. C. Real‐time online reporting of your activity and earnings
D. IAB standard formats: Banners, Leader boards, Squares, Skyscrapers, Pop‐unders
E. Audio/Video Pre‐Roll :10, :15 & :30 sec
F. Audio/Video In‐Stream :15, :30 & :60 sec
G. Player Takeovers
H. Overlays
I. Accept or reject any campaign based on your criteria
J. Hundreds of quality advertisers
K. Responsive, personal customer service and support
2. Advertising Value
The News, Talk and Information format (N/T/I) is the most listened to radio format
nationally. Per the survey from Radio Today, Arbitron 2009, more than 75% of listeners
have attended or graduated from college; while 64% reside in households with annual
earning of at least $50,000, 40% live in household generating $75,000 or more. Generally,
subscribers of the “N/T/I” format more active online than the average consumer. The
investment in learning among listeners has a correlating payoff in purchasing power.
Internet Radio users generates commercial impact well beyond the click. Many users move
directly from Internet Radio to the advertiser’s Website or conduct an online search to get
more information about the product or service. Internet Radio advertising provides the
consumer with a virtually seamless transition from the advertisement to the point of
purchase. A majority of Internet Radio listeners (52%) recall hearing or seeing an Internet
Radio ad online, with 40% responding to the ad either online or offline with ad recall
increases around 17% when users tune in to 2 or more Internet Radio stations—
underscoring the need to incorporate multiple Internet Radio programs into the overall
media mix.
Combining radio campaigns to extend the mediums of terrestrial and internet radio have
boost broadcast ad recall and increases response by 3.5 times only broadcast rates. In
addition, the combination of Internet radio along with online advertising provides
increases by 2 times over online advertisement alone – according to the 2011 TargetSpot
Internet Radio Advertising Impact Study.
Advertising Generates Market Results
16.
FINANCIAL ANALYSIS
1. Value Analysis Model
Rivalry amongst other radio components Radio is a high growth and diversifying industry
consisting of four key components: Terrestrial, Public Access, Satellite and Internet. O.N.E.
Radio Network is extracting the best attributes from these components, creating a balance
of information and entertainment.
Within the terrestrial market, Clear Channel Communications is the obvious leader
possessing the largest share of the market, valued at $18.26 billion; most of which is
contributed by advertisers, sponsors and underwriters. However, like most terrestrial
stations they are governed by antenna by signal strengths which limit the amount of
listeners.
Public Access Radio is typically a noncommercial, public and private donation,
membership‐funded system; focused on the category of news, talk and information. The
largest contributor is National Public Radio (NPR), which serves as a national syndicator to
over 800 public radio stations within the United States alone. NPR’s value consists of an
endowment of $258 million, revenues of $159 million and net income of $18.9 million.
The satellite leaders, Sirius and XM have little differentiation, mainly due to both providing
customers with the service of commercial‐free satellite radio. They differ in the channels
they offer and the products that their customers use to listen to the satellite broadcast.
Within this category there are high fixed costs, which mainly consist of the process of
creating satellites and then launching them into space. Once a satellite is in place, variable
costs become almost nonexistent. Between the two entities, they share a market
17. capitalization of $12.62 billion. A downside is the requirement of special equipment,
including the monthly subscription cost of services at the average rate of $12.95.
Internet Radio is emerging, creating a challenge to the other mediums due to their
immediate connectivity with the social networking boom and the ability to possess a global
outreach without the restrictions of terrestrial, public access and satellite radio. The cost to
produce shows is must lower and the ability of advertisers to directly connect with the
consumers is greater, creating stronger relations, direct communication and higher
purchasing ratios. According to updated projections from SNL Kagan, online radio revenues
were $394 million in 2010; expected to grow by 12% to $441 million by the end of 2011.
Bridge Ratings & Research, LLC estimates an incredible 60 million Americans listen to
Internet Radio per month with 20.61 million listening via their mobile devices.
Threats of new entrants and substitute products O.N.E. Radio Network’s threats are
minimal, existing more in the arena of other internet networks such as BlogTalk Radio,
Pandora and terrestrial stations who are expanding their position via streaming. As long as
O.N.E. continues to provide the balance of information and entertainment, while providing
quality production – on the scale of FM radio, the threat is minimized. O.N.E.’s
understanding of radio, along with their partnership with Eo1 Solutions Corporation – a
public relations, marketing, strategy, business development and public relations company ‐
means that the product will continue to attract listeners and advertisers to continue its
growth.
Additionally, the opportunity of global positioning and extension creates an edge on
terrestrial radio.The network’s unique business model of aligning with hosts, who provide
distinct programming to specific demographic audiences and influences permits a broad‐
based approach, thus creating an environment of oneness.
The financial yield available within the Internet Radio industry is unlimited. The initial
investment, along with the research and development involved in creating and producing
new shows are among the highest costs. A large portion of the investment is in securing the
location, staff salaries and marketing. Advertising is a significant source of revenue for the
network.
In the broadcast industry there are several substitute products, including AM/FM radio,
satellite radio, other Internet Radio competitors, and podcasting. Consumers may be
willing to listen to AM/FM radio for convenience or out of habit and others may listen to
satellite radio due to the feeds being available in their vehicles. On the other hand, listeners
who prefer quality Internet Radio broadcasting, with empowering programming, will only
have one choice: O.N.E. Radio Network. In this case, O.N.E Radio will not have a high threat
of substitutes because there are currently no other major players in the online
empowerment radio space. Complex technology, financial support and a clear vision keep
outsiders from entering into the Internet Radio industry, and at the level of proficiency and
professionalism of O.N.E. Radio Network.
2. Bargaining Power of Subscribers
The unique bargaining position O.N.E. Radio has with its subscribers is unlike other
organizations of its kind. Similar entities design their model to target niche demographics,
lessening the opportunity for diversification.
18. O.N.E Radio’s model aligns with some of the world’s most influential authors, coaches,
industry experts and empowerment leaders; extending the network’s mission of “Inspiring,
Motivating, Healing lives and relationships across the globe”. Through this effort comes
expansion of the audience.
Each alliance contributes its own unique listener base, with interests ranging from
personal development to health and wellness, finance to entrepreneurship, relationships
and career advice, as well as a continuous landing space for 24/7/365 programming,
focused on providing an empowering perspective to daily events. All programs, before
launch, have established a significant following, which minimizes upfront development.
A sample of our outreach is the 80 million monthly online listeners, of which 20.61 million
use their mobile devices. The self‐help movement has a buying power of $11 billion dollars,
along with $743 billion from the LGBT community annually. These are merely two of the
target markets within the diversified portfolio of O.N.E. Radio Network.
19.
SWOT Analysis
The following are the strengths, weaknesses, opportunities and threats facing O.N.E. Radio
Network:
1. Strengths
A. Variety of Content – The rich diversity of content, tapping into various
demographics and buying powers, is a significant strength propelling O.N.E. Radio
Network to continued market leveraging and high‐yielding returns on all
investments.
B. Technical Production Expertise – Unlike most Internet delivery systems, O.N.E Radio
understands the significance of providing a high quality broadcast – beginning with
professionally trained production staff, the utilization of state‐of‐the‐art digital
studio and field equipment, and a delivery system distributing audio in multiple
formats (128kbps, AAC+, mp3); relinquishing potential limitations on listeners
behalf.
C. Access to variety of Intellectual Resources – Due to the flexibility, globalization and
upgradability of digital and web resources, the Network is availed to the leveraging
of intellectual mediums such as new media (social networks, RSS feeds, iTunes,
mobile devices, Internet radio devices, podcasts and bloggers).
D. Strong network of experts –The mission of the network is to “Inspiring, Motivating,
Healing lives and relationships across the globe” thus attracting of the world’s most
influential authors, coaches, industry experts and empowerment leaders to align
with a greater audience. Through O.N.E radio’s 24/7/365 outreach, programming is
extended to appeal to a broad range of listeners.
E. Wealth of resources – With the current state of the job market, the best and greatest
minds are available at a fraction of their previous rate, inviting interested parties to
become involved with a revolutionary start up, balanced with social and economic
interest – creating a fulfilling endeavor. In addition, through the business and
industry organizational alliances, the networks reach is further enhanced; while
simultaneously creating a platform to extend messaging beyond previous
demographical restrictions.
F. Global syndication via the Internet & Social Networking – Since the Internet is not
hindered by antenna limitations or FCC‐enhanced restrictions, O.N.E. Radio Network
connects with listeners ALL across the world via live broadcasts or archived
podcasts. The utilization of social media components will permit strategic
placement of messages/updates and placement of active listening devices.
G. Established & Proven Broadcasting platform – Our delivery system platform, Jetcast,
provides unlimited FM‐quality bandwidth, streaming at 128kbps, AAC+ and mp3
formats; permitting utilization of multiple distribution channels.
H. Distribution Channels – The following are channels our 24/7/365 balance broadcast
can be engaged with: computers/laptops, podcasts (iTunes), smartphones, wireless
devices & RSS feeds.
20. I. Diversity driven, Understanding & Experience of radio – To maximize the network’s
reach, diversity is key. O.N.E. Radio Network demonstrates an inclusive strategic
marketing perspective, attracting all demographics through diverse programming,
content and collaborations.
J. Free content – Every show will be made available via the webcast in the archives as
a podcast. Those who were unable to listen to the live broadcast will not be excluded
from products and promotions.
K. Quick Road to profitability & high ROI – The cost of Internet Radio broadcasts is much
lower than terrestrial and satellite radio, with significant returns. With the alliance of the
World Wide Web, there are several means to create income.
i. Monthly Membership ($9.95) – Weekly newsletters, commercial free podcast,
merchandise, etc.
ii. Advertising - Radio Commercials, Corporate Underwriting and Sponsorships:
Our partnership with RadioLoyalty™, who provides national and geo-targeted
marketing campaigns for top brands across the nation, purchased the
advertising space for 24/7/365 network broadcast.
iii. Events & Promotions – Throughout the year there will be many fee based,
network sponsored functions, themed based, cruises, concerts and others.
2. Weaknesses
A. Brand Visibility – Due to being a new operation, the visibility of the O.N.E Radio
Network brand is limited. It is the strategy of management to launch a three (3) month
strategic marketing plan utilizing the mediums of Internet, traditional and guerilla
marketing to strength the brand positioning. There is also a continued commitment to
excellence to connect with and growth the audience at remarkable rates.
3. Opportunities
A. Expansion of O.N.E. Radio Network - Currently, there are over 80 million Internet Radio
subscribers; more than 20 million listen via their mobile devices, and the audience
doubling each year since 2001. This provides tremendous growth prospects for the
network. In addition, the network will be partnering with terrestrial stations through the
globe, extending the content to non-Internet listeners via their local airwaves.
B. Expanding the Consciousness of listeners – As the mission statement “Inspiring,
Motivating, Healing lives and relationships across the globe” suggests, it is O.N.E.
Radio’s intent to create alternative perspectives – other than the extended, dark and
gloomy - to empower individuals and collectives, promote oneness while focusing on
similarities, and connectivity with resources and experts who extend various methods and
messages of healing.
C. Access & familiarity – The network creates access and familiarity to top experts and
information which may not be immediately available to general individuals. This is done
through acquiring such experts as show hosts and/or guests on network programming.
D. Increase visibility & positioning - Within the growing landscape of online radio there is
room for revolutionary growth. Since the network’s marketing agenda is focused on
inclusivity - like-minded individuals and their following are attracted, assisting with the
21. extension of the O.N.E. Radio brand’s position. Establish a strong online presence
transcending the limitations of terrestrial radio – Unlike terrestrial and satellite radio,
O.N.E. Radio is directly engaged with ALL aspects of new media. This agenda creates
direct connectivity and unlimited engagement, thus creating raving fans.
E. Increased financial position - Previously in the strengths are a listing of revenue streams.
Through an initial investment, human capital and market leveraging O.N.E. Radio
Network will maximize multiple avenues including, but not limited to:
i. Monthly Membership ($9.95) – Weekly newsletters, commercial free podcast,
merchandise, etc.
ii. Advertising - Radio Commercials, Corporate Underwriting and Sponsorships
iii. Events & Promotions – Throughout the year there will be many fee based,
network sponsored functions, themed based, cruises, concerts and others.
F. Global engagement & marketing leveraging – O.N.E. Radio Network has a global
initiative and outreach, as the mission statement is does not limit itself to listeners within
the confines of the U.S borders. The Internet is without borders, thus creating the avenue
to extend to listeners in English speaking countries within Europe, Africa, Asia and
Australia.
4. Threats
A. Loss of advertisers – This is a remote possibility; however it does occur, not likely with
RadioLoyalty™, purchasing the network’s entire ad space. In the event this relationship
is resolved, the network will flock due to the buying power of its listening base. This
would also open the door for a greater revenue stream.
B. Change in audience trends - Engagement and connection to various content sources can
drive users’ desire to change Internet Radio stations. Consumers change stations to suit
their mood and switch between Internet Radio websites when they get tired of the stations
they have created. Users also listen to content beyond their geographic boundaries. Users
choose Internet Radio stations based on the digital content type, genre, or personality
rather than station geography. User engagement is also evidenced by the fact that Internet
Radio listeners frequently look at the media player to see the name of the content.
C. Changes in technical standards & equipment – As the Internet and its technology evolve
so does equipment. The broadcast community and its traditional equipment were not, and
to some degree still are not ready for the effectiveness of social media and Internet radio.
O.N.E. Radio is creating tools to work with the hardware and software aspects until
broadcast technology catches up. Now, the innovation of smartphones, other mobile
hardware and applications for these devices has created a greater demand for Internet
radio. O.N.E. is perfectly positioned to embrace the 20 million current users of these
devices. The experts are predicting continuing growth at the rate of three times the
current 80 million Internet listeners by 2020.
Another change in equipment is the development of hardware for homes and cars,
permitting additional listeners to tune into their favorite shows without the need for a
computer or mobile device. Again, these are all upsides for forward-thinking strategy
relative to the Internet Radio space.
22. Each member of the Marketing, Communications and Creative Services department all play a
vital role in the fulfillment of the goals, mission and directives, ensuring every being on this
earth is exposed to and has the opportunity to experience One ‘Ncredible Experience.
