The document outlines a strategy to revive the radio station WBCN through an online format called Free Form BCN, which will utilize public relations, social media marketing, word-of-mouth marketing, and guerrilla marketing tactics. The strategy is inspired by famous rock artists who died young but remained legendary, and it aims to communicate WBCN's legacy to older fans while introducing it to newer audiences. Key elements include redesigning WBCN's website and social media presence, conducting contests and promotions, and hiring interns to assist with PR and social media efforts.

1. Free Form BCN:
A True Legend Never Dies
Communicating and Introducing BCN’s Legacy
Alex Danay, Nimisha Kashyap, Michael Love, Mariana
Marshall, Natalia Novikova, & Tim Schickling

2. Table of Contents
! Situation Analysis - 1
! SWOT Analysis - 2
! Competitors - 3
! Inspiration - 4
! Strategy Overview - 5
! Targets - 6
! Public Relations - 7
! Media List - 8
! Intern Application - 9
! Social Media - 10
! Twitter - 11
! New Website - 12
! Details on Social Media - 13-17
! Intern Application - 18
! Guerilla Marketing - 19
! Outdoor Fun With BCN - 20
! Air Guitar Contest - 21
! Rock Record Scavenger Hunt - 22
! Monetization - 23
! Details on Monetization - 24
! Microtransactions - 25
! Measurement - 26

3. Situation Analysis
Within the last decade traditional radio has seen a sharp decline in its listeners. With the continuous growth of other music
outlets such as Pandora, iTunes, satellite radio and Sirius XM it has been a struggle for the classic form of radio to stay on
the air. As of 2009 Pandora has accumulated 40 million registered users and iTunes has sold 8.5 billion songs, while
traditional radio continues to become less popular. The fact that these newer mediums have less commercials and a more
personalized format has made them more popular among listeners.
In August 2009, WBCN played its last show, ending an important era for rock music. However, WBCN is now utilizing new
media as a way to continue bringing its audience the classic sound and style they have always been known for via an online
format. This transition provides WBCN with the chance to reinvigorate the Boston rock scene with more music because of
the commercial free format. Using online streaming provides WBCN with the opportunity to provide a global reach, as well
as connect with a more tech savvy audiences. WBCN already has an established fan base that they can rely on to listen and
support the new format. In addition to their loyal listeners, WBCN is confident in its sound and has various alumni to help
deliver the shows rock sound. Despite these strengths and opportunities, WBCN still faces some weaknesses that need to be
addressed. The new format might be difficult for original and new fans to incorporate into their lives and it is also a difficult
transition due to WBCN’s lack of budget and workspace.
1

4. SWOT Analysis
Strengths Weakness
!Established fan base !Different format
!Alumni !Soft launch/not live
!Know their sound !No major budget
!Commercial free !No facilities or workspace
Opportunities Threats
!New and tech savvy audiences !Satellite radio
!Provides a global reach !Sirius XM
!Reinvigorate the Boston Rock !Pandora
scene !iTunes
!Opportunity for more music !General decrease in radio
because it is commercial free listeners
2

5. Competitors
! The Hype Machine !MySpace Music
! Fuzz !Pandora
! Grooveshark !play.it
! Deezer !Radiolicious
! Live365
!Slacker
! iLike
!Spotify
! Last.fm
!Stitcher Radio
! MeeMix
!ShareTheMusic
! Musicovery
3

6. Inspiration
Our recommended strategy is inspired by those who inspirited the original WBCN. You
see, we noticed a definite parallel between the early demise of WBCN and the fallen stars
of Rock & Roll. Both the rock station and these rock stars suffered premature deaths.
They were tragically taken before their time, forever endearing them to their audiences
and leaving them craving more. The likes of: Elvis Presley, Jimi Hendrix, Janis Joplin,
Kurt Cobain, Jim Morrison, Buddy Holly, Freddie Mercury, John Lennon, Ian Curtis,
Duane Allman, John Bonham, David Box, Cliff Burton, Steve Clark, Nick Drake, Steven
Gains, and Elliot Smith (to name a few) died young and in the midst of great popularity.
A situation such as this can transform a star into a legend.
We see WBCN in the same light. Free Form BCN is the reincarnation of a fallen star, given
a second life. Just as the legends of Rock & Rock live on through continual releases of
new rarities, alternative takes, and studio sessions WBCN lives on though Free Form
BCN. Like the rock gods mentioned above "A True Legend Never Dies".
4

7. Strategy Overview
! Inspiration: Life and Times of Famous Artists
! PR Tactics and Community Outreach
! Social Media Marketing
! Word of Mouth Marketing
! Guerrilla Marketing
! Monetization and Measurement
5

8. Targets
! Primary Target: Older Audience:
Communicating BCN's Legacy
! Men and Women ages 35-55
! Secondary Target: Newer Audience:
Introducing BCN's Legacy
! Men and Women ages 18-34
6

9. Public Relations
! Media advisory
! Pitch to Press: College Radio Stations, Local Publications
(See next page for media list)
! Community Outreach
! MIT- Math Music Challenges (winner wins "radio
takeover")
! Jordan's Furniture and local business partnerships
! DJ Personalities at college reunions/school dances
! Cater music to class graduation year
! DJ campus events
! Job listing for PR and press intern(s).
7

10. Media List
8

11. Intern Application:
Public Relations
! About WBCN
! Free Form BCN is a digital-only Rock radio station airing on WBZ-FMHD-2 in Boston, Massachusetts and owned by
CBS Radio. Before switching to 98.5 HD-2 on August 12, 2009, WBCN ran its last rock format for 41 years as an
analog radio on 104.1 MHz (now WBMX). WBCN became a legend in the Rock music industry for providing a
breakthrough for many bands, most notable U2.
! We are looking for an unpaid intern to work with us
! Responsibilities
! Assists with administrative duties
! Drafts basic public relations materials including news releases, media alerts, fact sheets, meeting summaries, status
reports and other materials as directed
! Outreach to local and college publications
! Carries out special and media even planning activities and arrangements
• Attends and participates in meetings, presentations, traffic meetings and brainstorming sessions as directed
• Measuring/evaluating coverage
• Develops and updates media lists and other databases
• Assists with the management of outside vendors to successfully complete outside work, including, but not
limited to printing of materials, renting of audio/visual equipment, photography, graphic arts services or
supplying needed products
! Requirement Skills
! Enrolled in, or a recent graduate of, a university public relations, marketing, advertising or other related program
! Current students will preferably have at least sophomore standing
! Demonstrate the ability to undertake basic public relations writing assignments, and posses an understanding of
basic media relations skills
! Proficiency in Microsoft Office Suite including Word, Excel, Powerpoint, Access and Outlook
! Interns will work between 15-25 hours a week. Summer interns will work 40 hours per week
! Prior relevant experience is preferred
! To Apply
! Please send a cover letter, resume and writing samples to ___________@wbcn.com 9

12. Social Media
! Social Media Contests
! Most active Facebook friend of the week
! Most active Twitter follower of the week
! E-mail
! Chain letter
! E-newsletter
! YouTube
! Videos and slideshows of old pictures, behind the scenes videos,
air guitar contests
! BCN Website
! Redesign website, link to all social media platforms, etc.
! Job listing for social media intern(s)
10

13. Twitter
! Do’s
! Create a defined personality for BCN on Twitter
! Create individual DJ Twitter account in addition to BCN’S account
• Tweet 4-6 related content per day
• 1-2 personality tweets per day
! Find interesting content (news articles) related to BCN and the music
industry and share them
! Inform when there is a new product offering or important change
! Share blog posts from Sam
! Hold Tweet-Ups once a solid following is established.
! Don’t’s
! Don’t put a limit on the amount of @replies especially when it comes from
requests
! Do not set up Auto-DMs
! Sometimes
! Share the BCN link from time to time, but excessive promotion becomes
annoying
! Push followers to the Facebook page, and vice versa
11

14. New Website
12

15. Details on Social Media
Free Form BCN should reward its fans who are particularly active on social media. Each week the most active Facebook
friend and/or Twitter follower could have a block of songs dedicated to them, be sent BCN marketing collateral, or otherwise
be honored. The DJ could even thank them for their support and participation on air. Essential judging criteria should
include amount of BCN tweets retweeted, quantity and quality of original mentions on Twitter and of Facebook comments
and posts. This tactic will not only salute the loyal listener and hence reinforce their community participation, but also
encourage others to become more involved with the station's social media efforts.
Social media efforts are a wise investment; the advantages for companies using a social network like Facebook are evident.
The barriers to entry are low but the potential for profit is high. By engaging in social media, one gets wide distribution on a
trusted network without any need to share revenue. The direct cost is zero, however employee time and effort are
important factors to consider. The human capital it takes to maintain a strong social media presence should not be taken
lightly. To be effective online, engagement must be timely and consistent; and to execute this, Free Form BCN employees
must make a consorted effort to tackle the endeavor head on and with long-term commitment.
Social media gives BCN the tools to maintain a strong relationship with members that can translate into increased
listenership. There is an old chestnut in business that goes something like; winning a new customer is five to ten times more
expensive than keeping an existing one. This truism can be applied to most businesses, including internet radio. If Free
Form BCN were able to keep current listeners more involved with the station after the broadcast ends, retention rate might
just increase.
13

16. Details on Social Media II
Paul Gillin, author of Secrets of Social Media Marketing, believes listening is the most important part of a
social media strategy. He says to "listen to what customers say about you", that taking note of "the other
topics they discuss can yield segmentation insights." This is where sites like Facebook and Twitter come into
play. Facebook provides a forum where rock radio and hey-day WBCN enthusiasts are present and active.
Twitter on the other hand is a tool for "micro-blogging" or posting very short updates, comments or thoughts.
These networks not only allow for open communication with the members of your community, but provide a
space where the members will talk amongst themselves as well. By listening to what they are discussing,
Free Form BCN will be afforded the opportunity to gain insights that can aid in constructing an ever-
improving communication strategy. Engaging more effectively and hence increasing/maintain listenership is
one component, another is researching for further promotional and content ideas. If BCN pays attention to
the community's interests, they can then create content that serves them.
When creating social media content in-house, quality counts. Remember people, are bombarded by thousands
of marketing messages daily. Facebook and Twitter are no different than the "real world"; quality content will
rise above the mass marketing nonsense. Brette Borow, a Mashable (one of the largest and most reputable
blogs on the Internet) contributor believes emotion is required in crafting quality. Understandable, it's
general marketing knowledge that creating an emotional connection is one of the most effective ways to
motivate users.
14

17. Details on Social Media III
Therefore, provide content your audience can relate to. Dove is a great example of a company that does this right. Gillin
argues, "Choosing a distinctive voice is the single most important element in differentiating content." He continues,
"Humanize the social media experience. Write in personal terms. Tell stories." To be successful in social media, BCN must
head his advice and be consistent with its social media language. Try to write in the same style, maintain a certain mood
and tone.
In addition to quality, utility should be synonymous with your brand. It will allow you to create a relationship with your
online fans and followers. Borow says to "Create a series of posts that your fans can look forward to on a daily or weekly
basis — something they will feel a real connection to and will teach them something they can use." This brings to mind
another Gillin "secret". He states, "Regularly scheduled online events keep community members coming back". This is
natural to the Free From BCN; the station has been executing this strategy in the "real world" for nearly forty years. BCN
already knows how to scheduling weekly, monthly, and yearly meet ups, events and parties very well. Now execute this
principle online. Consistent activities create a destination that users will check in with on a regular basis, and crafting a
destination for potentials to center around enhances community.
A popular online event is the giveaway. But if you’re doing a giveaway, running a great promotion or launching a new
program, you need to keep the process simple. Borow advises, "not to over think your promotions. Your fans will look
forward to the next time your brand has something new and exciting to share, as long as taking advantage of the offer is
relatively pain-free."
15

18. Details on Social Media IV
BCN must be wary not to overload community members, with a constant barrage of promotions. Balance publishing
personal stories on Facebook and pursuing promotional tactics on Twitter. Borow said it best, "Unlike Twitter, where most
people are following a plethora of people and information is passing by at lightning speed, Facebook has a tendency to draw
attention to ‘spammy posts.’ Facebook users do not want to see the same message posted multiple times in their feed. So if
you’re promoting something through your fan page be sure to reword it and provide additional value before you post it a
second time."
Yes, it is vital to inform fans of the positive, but do not be afraid to address negative issues. The web is transparent; Free
Form BCN should make this work to its advantage. Launching a new show? Let your followers and fans be the first to know.
Has the station just reached an important milestone? Then tell your fans the very moment the information is certified. In
an online and open world it is so important to share news and the sooner the better. But if the station has run into problems
or having technical difficulties like a down web site, take the same approach. BCN must be upfront and straightforward, and
therefore be the first to inform the community. Free Form BCN's honesty will speak volumes about the station.
Another point is that inclusion is crucial. It is absolutely vital to connect the organizations social media efforts directly to
the official website. Presently, the Twitter and Facebook pages do a good job of providing visible links back to wbcn.com, but
then once on the homepage there is no way of navigating directly back to Twitter or Facebook. It would definitely aid the
station's social media efforts if there were Twitter and Facebook links on the WBCN website.
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19. Details on Social Media V
A popular way of executing this is by installing "share buttons". This may be as simple as contacting the contracted
web design service, but if they do not have the capabilities in house, companies like AddThis (http://addthis.com/)
have a proven track record. AddThis "makes sharing easy" and even provides analytics to track the performance of
each button.
By utilizing share buttons, you can readily and easily integrate the station's online presence. This effort may even
boost site traffic. BCN should also put the Twitter handle and Facebook web address in print. Publish this
information on all of the upcoming marketing collateral.
Sources:
http://addthis.com/
http://mashable.com
Gillin, Paul. Secrets of Social Media Marketing 17

20. Intern Application:
Social Media
! About WBCN
! Free Form BCN is a digital-only Rock radio station airing on WBZ-FMHD-2 in Boston, Massachusetts and owned by CBS Radio.
Before switching to 98.5 HD-2 on August 12, 2009, WBCN ran its last rock format for 41 years as an analog radio on 104.1 MHz
(now WBMX). WBCN became a legend in the Rock music industry for providing a breakthrough for many bands, most notable
U2.
! We are looking for an unpaid intern to work with us
! Responsibilities
! Assists with administrative duties
! Drafts basic public relations materials including news releases, media alerts, fact sheets, meeting summaries, status reports and
other materials as directed
! Outreach to local and college publications
! Carries out special and media even planning activities and arrangements
• Attends and participates in meetings, presentations, traffic meetings and brainstorming sessions as directed
• Measuring/evaluating coverage
• Develops and updates media lists and other databases
• Assists with the management of outside vendors to successfully complete outside work, including, but not limited to
printing of materials, renting of audio/visual equipment, photography, graphic arts services or supplying needed
products
! Requirement Skills
! Help create content, promote and publicize a variety of web properties and accounts
! Monitor and update the WBCN Twitter handle, Youtube page and Facebook fan page
! Create and send out e-newletters
! Develop and participate in blogs
! Evaluate online social media efforts
! Assist in the search engine optimization of our various web properties
• Assist in the marketing department in the development, execution and optimization of marketing campaigns
• Contribute to marketing strategy: brainstorming, market research, social networking and internet marketing strategy
! To Apply
! Please send a cover letter, resume and writing samples to ___________@wbcn.com
18

21. Guerilla Marketing
! Inexpensive Merchandise
! T-shirts, frisbees and bar napkins with BCN logo
! Street Team
! Hand out flyers, wear t-shirts, throw beach balls on Boston Common and
Revere beach
! Parking Garage Promotions
! Promotional banners in parking garages
! College Campus Street Team
! Plaster campuses with posters, etc.
! BCN Truck/Van
! Drive around downtown playing BCN
! Park at beaches with members of Street Team and hand out merchandise
! Scavenger Hunt
! Vintage LPs hidden in secret historic spots around Boston
! Word of Mouth
! Depend on loyal BCN listeners to act as leaders in spreading the new BCN
message 19

22. Guerrilla Tactics:
Outdoor Fun With BCN
The premise is for a street team to show up at outdoor locations that attract large numbers of
people come nice weather (think Boston Commons - lunch time - when the temperature exceeds 65
degrees) and engage them by blasting the station's music and distributing fun marketing collateral
like blow-up beach balls, frisbees, and bottled water. All of the material will be branded with the
BCN logo and information, including the station's web address.
The goal of this tactic is to create an atmosphere reminiscent of outdoor music festivals and
stadium concerts. We hope to get people excited about Free Form BCN, by showing them first-hand
the web radio station’s fun and irreverent attitude. Ideally park goers will be intrigued by the rock
tunes, and become eager to have a member of the street team toss them a beach ball or frisbee.
People who aren't physically active and those enjoying the day alone will still be happy to receive a
cold and complimentary bottle of water. It's only natural for friends playing with the BCN frisbees
or bouncing beach balls back and forth to talk about the curious origins of the collateral, this will in-
turn launch a small word-of-mouth campaign. Those with Internet enabled devices may decide to
find BCN online and tune in. And for those who didn't have outdoor Internet access, hopefully the
experience will be unusual and pleasant enough to motivate them to find BCN online once at home
or at work later that day.
20

23. Guerilla Tactics:
Air Guitar Contest
Just about every fan of rock music has at one time or another played air guitar. It could have been an innocent impersonation at the age
ten, living out a fantasy in front of the bedroom mirror during the teenage years, or simply strumming a few imaginary cords while
jamming out in the car. But now air guitar is longer a guilty pleasure, it isn't even played alone or without an audience anymore. In fact,
there is an official organization that launches a US Air Guitar Championship annually (the 2010 tour is visiting sixteen cities across the
country). This competition is a big deal, winners are sent to the Air Guitar World Championships in Oulu, Finland to compete against air
guitarists from a number of nations for the coveted world title.
Free Form BCN should take advantage of this wacky subculture, after all most of the songs contestants perform to are rock radio staples.
People clearly find these events entertaining and millions of people watch the competition videos online, which presents a great opportunity
for viral marketing success. Therefore, we propose BCN hold a similar competition. Contestants can enter for a chance to win a grand prize
(TBD) and the glory of being named Boston's première air guitarist.
Rules would follow the US Air Guitar guidelines: each performance is played to one minute of a song, the instrument must be invisible and
be a guitar, air roadies are allowed but must leave the stage before the performance, contests each consist of two rounds (round one each
competitor performs to a song of their choice while in round two the top competitors perform a surprise song). The performance will be
judged on three criteria: technical merit, stage presence, and "airness" or the extent to which a performance transcends the imitation of a
real guitar and becomes an art form in and of itself.
Of course, this event would be filmed and then posted online. If the current Youtube selection is any indication, the BCN videos will be quite
entertaining and hilarious making them prime to go viral. Both in person and online the audience should be delighted by the display and
feel the need to share the weird experience with friends, spreading the Free Form BCN brand along with the video.
Source:
http://www.usairguitar.com
21

24. Guerilla Tactics:
Rock Record Scavenger Hunt
The idea of using a scavenger hunt as a pseudo marketing contest is nothing
new, over the years the hunt has proven itself as tried-and-true promotional
tactic. Free Form BCN can use this formula to great effect. By hiding concert
tickets, vinyl records, CDs and marketing collateral all over the cities of Boston
and Cambridge then revealing clues to the locations on air, on the official
website, and on the Twitter/Facebook pages BCN will be crafting a search for
great music. The prizes should be "hidden" in meaningful music themed
locations. Classic venues like the Middle East are a must, the original Newbury
Comics is another good location, and of course the Esplanade would fits the bill,
for countless band-shell performances have been held on the waterfront. Getting
Bostonians involved online and in the physical world will undoubtedly create
buzz for the brand and drive traffic to the site, increasing the number of streams.
22

25. Monetization
! Integrated Sponsorship
! "This playlist is brought to you by..."
! Website banners
! One time only donations
! Jukebox Fridays
! Pay specific amount for songs and/or dedications
! “Producers" can buy out an hour -cap on how much time
you can buy
! Funders/Monthly Supporters
! Different levels (silver, gold, platinum)
! Special access to events and other benefits
23

26. Details on Monetization
One current online advertising model synchronizes display advertising with in-stream audio advertising. Pandora (the
automated music recommendation service) employs this tactic. A banner ad is embedded in the site, engaging the user visually,
after a number of songs have played the banner is then re-enforced with an audio cue. A traditional 15-30 second spot interrupts
the listening experience to inform the user of the very same product or service seen in the banner.
Two years ago Pandora began experimenting with these in-stream ads, but quickly scrapped the idea due to negative feedback.
But after failed attempts exploring other revenue models, the company was forced to reinstate the audio ads. Again, users were
not pleased, Pandora's Twitter account received thousands of complaints and expressions of dissatisfaction. The company
responded, via Tweet, "so you know, we did not take on audio ads lightly. We try to be extremely respectful of your listening
experience, & promise to be prudent."
Although a number of users were initially up in arms about the change, with some promising to leave the service, most now
recognize that Pandora needs to host audio ads if it hopes to stay in business. The consensus among users seems to be that they
still consider the ads an annoyance, but will ultimately tolerate them. After all, Pandora’s 48 million users still tune in (via
Pandora.com and iPhone application) an average of 11.6 hours a month.
And as The New York Times reported in an article published March 7, 2010, "At the end of 2009, Pandora reported its first
profitable quarter and $50 million in annual revenue — mostly from ads and the rest from subscriptions and payments from
iTunes and Amazon.com when people buy music." Pandora’s new found success proves that synchronized display/in-stream
audio advertising approach can work. Free Form BCN should indeed learn from this example.
Sources:
http://www.nytimes.com/2010/03/08/technology/08pandora.html 24

27. Microtransactions
Microtransactions, are another proven form of monetization in the online space. If the cost is low enough and
transaction process simple enough, users are willing to pay small sums (via credit card or Paypal) for
content.
Free Form BCN could take advantage of this by broadcasting, for a nominal fee, user created content. Take
our recommendation of "BCN Jukebox" as an example. The concept here for a listener to pay specific amounts
for song requests and/or dedications. For 25 cents listeners can request a song. For 99 cents listeners can
request a song and have a dedication attached. An online submission page on the stations' website would
facilitate this process. A BCN employee would then actively review the requests, offering either an approval
or disapproval. If the song is approved and makes it on-air, the transaction goes though and the listener's
bank account is charged, however if it is not, the account remains untouched.
For a fifty-dollar premium loyal listeners could purchase a "producer credit" effectively buying an hour's
worth of the stations' time. The listener would submit a crafted playlist for approval. This would draw in
people who are incredibly passionate about music. The concept aligns with BCN's theme of meticulously
chosen sets that compliment each other when played in succession. If the listener's playlist is approved by
BCN, they would receive an email notifying them of when exactly the set will air. When that time came the
BCN DJ would introduce the set naming and thanking said "producer".
25

28. Measurement
! Number of streams
! Web Analytics
! Twitter followers/trackers
! Facebook followers
! bit.ly links
! Number of e-mail subscribers
! Track e-mail blast progress via MyEmma (monthly fee)
! Press Releases tracked
! Number of press hits/amount of press coverage
! Number of people who participate in events
! Inventory of the amount of merchandise distributed
26

29. Thank You!
Thank you for giving us the
opportunity to help bring back the
original rock of Boston!