The document discusses how St. Louis Public Radio created a marketing culture through their 2009 rebranding, regional programming focus, and new facility. It describes how the rebranding, programming focus on St. Louis, and building of a new campus helped shape an inclusive marketing culture through transparency, community engagement, and partnerships. This resulted in revenue growth through increased individual giving and corporate sponsorships as well as audience growth in radio listeners and web visits.

1. Session TitleCreating a Marketing CultureTim Eby, General Manager – St. Louis Public Radio

2. Create a St. Louis Sense of PlaceRebrandingRegional Programming FocusNew Facility

3. 2009 Rebranding

4. 2009 Rebranding

5. 2009 RebrandingHow rebranding helped shape a Marketing CultureInclusionSpeedTransparencyExecution

6. Regional Programming FocusA St. Louis Sense of PlaceNewsProgramsMusicSonic IDsWebsiteSocial Media Channels (Facebook & Twitter)EventsPartnerships & Sponsorships

7. A St. Louis Sense of Place

8. A St. Louis Sense of Place

9. Regional Programming FocusHow a regional programming focus helped shape a Marketing CultureProgramming IS MarketingDigital channels = Regional ConversationEvents define our BrandPartnerships extend our Brand

10. New FacilityThe Campus Challenge

11. New FacilityYes! That’s a Trailer… Our Trailer

12. New Facility

13. New FacilityThe Saga of a New FacilityUniversity Consent & SupportThe LocationThe DesignThe Partnerships

14. New Facility

15. New Facility

16. New Facility

17. New Facility

18. New FacilityHow a New Facility helped shape a Marketing CultureAccessOpennessTransparencyEngagement Alliances

19. The Results – Revenue GrowthIndividual Giving

20. The Results – Revenue GrowthCorporate Sponsorship

21. The Results – AudienceRadio – AQH

22. The Results – AudienceRadio – Daily Cume

23. The Results – AudienceWeb – Unique Visits

24. Creating A Marketing CultureDriving the Shift to a Marketing CultureInclusionEmpowermentPassion in The BrandThe FacilityThe Changing Media Environment

25. Creating A Marketing Culture