2. Problem Definition
• Lack of relevance with target audience
-Specifically in content connection
-Data from Domain Tuno illustrates minimal
audience on myrebelradio.com
Source: Infogr.am, 2014
3. Problem Definition
Source: Sites View, 2014
• Unique visitors to the site have dropped in recent
months, despite rises in Facebook followers
4. Problem Definition
• We infer the graphics reflect similar troubles
for the station as a whole because their
website only contains a live stream.
• Therefore, the small audience is directly a
result of what is on-air
6. Objectives
Primary Objectives:
–Create positive perception of Rebel Radio 92.1 by
providing content aimed at what students want
●Music selection, specials, sports, and news
–Ultimately, we wish to raise revenue from advertisements
through implementing the objectives
7. Objectives
•Secondary Objective:
– Clearly define target audience in order for Rebel Radio to
best reach listeners
•Execution of Objectives:
– We attempt to solve the objectives by reaching
students on-the-go and creating content that gives
the target a reason to listen
8. Single-Minded Proposition
• To embody Rebel Radio’s
slogan, “Your way in” through
content aimed at target
audience in radio broadcasts
and advertisements.
9. • Listeners:
-Number of online listeners: 1,600
-This number is based on followers accessing the station
through an online stream on tunein.com site (Tune In,
2014).
-Viewer minutes: 688
-These are the number of minutes that Rebel Radio 92.1
listeners have tuned in on their site (Original Livestream,
2014).
Situation Overview
11. •Competitors:
–Mississippi competitor:
-Y 101.7 Jackson’s Hit Music (Suggested on Tune In’s
recommended stations based on Rebel Radio selection)
– Local competitors:
-Oxford Q 93.7 - “Flagship station of the Ole Miss Rebels”
Competes with Rebel Radio due to:
● Airs the same Top 40 hits
● Airs major Ole Miss sports games, which Rebel
Radio 92.1 does not do
-Sunny 93.3 Tupelo
Situation Overview
12. Asking the Right Questions
• What are your perceptions of Rebel Radio?
-Student led
-Not a “go to” radio station
-No specific show or personality
• What parts of other radio stations draw you in to
listen?
-Specific segment times
-Useful information
-Giveaways
13. Asking the Right Questions
●Where and what time do you primarily listen to music?
-Car, computer, mobile devices
-Afternoons while running errands
●If you could make any changes to Rebel Radio, what
would they be?
-More incentives/giveaways
-Lifestyle segments (new bar opening, deals on the square),
news in Oxford (traffic on Jackson Ave., sports information)
-Live up to “The Voice of Ole Miss”
-Reason to listen
15. The Big Idea: Rebel Radio Reach
Source: Radio-Locator, 2014
16. •Target:
– Although Rebel Radio reaches further in scope, we are
targeting the region where coverage will be the strongest
– Oxford population: Over one half (55%) of the population
lies in the 20-44 years of age group, contributed in large by
the University (“Oxford profile,” 2014).
– Within 20-44 we’re specifically targeting college students
and those with less of a preconceived notion of what Rebel
Radio is (Freshman and sophomores)
The Big Idea
17. Rebel Radio Target Breakdown
Source: Enrollment, 2014
Target narrowed:
●College
students
●Mainly
freshman and
sophomores
ages (18-20)
●Both male
and female
18. Rebel Radio Target Breakdown
Ole Miss
Rebel
Ole Miss
Rebel
Information
seekers
Listen to music
on-the-go
Fast pace
lifestyle
Balance school,
social life, and
sporting events
19. Rebel Radio Target Breakdown
● Individuals concerned with missing out
● Money conscious
● Want their voice heard
● Desire control for music selection
● Seek emotional connection with the University
● Take pride in being an Ole Miss Rebel
32. Importance of Content Calendar
•Ensures a presence on Social Media
–Plans morning, afternoon, evening tweets, Facebook,
Instagram and Tumblr (blog account) in advance
•Provides consistency for Rebel Radio 92.1
–Consumers like consistency and desire order
•Keeps target interested and informed on upcoming events at
Ole Miss and in the Oxford community
34. Content Calendar Execution
•Hire a social media intern
-Help maintain social networking sites, website, and
iHeartRadio
-Non-paid internship
-Possible class credit and experience for future career
•Ensures Rebel Radio 92.1 online is up-to-date
•Two-way communication will remain intact and strong to
create brand loyalty
37. Rebel Radio 92.1 App
● Present the idea to Computer Science
department and ask students to design a
Rebel Radio App
● The App will allow for mobile listening.
The best app designed will win and be
used for Rebel Radio.
