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Radio One Strategic Communications Plan
- 1. 95% of Americans listen to the radio every week - Adweek report
- 2. Background/History • Founded by Cathy Hughes in 1980 • Largest African- American-owned broadcast company in the US • Headquartered in Silver Spring, Maryland • 53 broadcast stations in 16 urban markets
- 4. Competitive Landscape Rhythmic Contemporary WKYS-FM 93.9 v WPGC-FM 95.5 Urban Adult Contemporary WMMJ-FM 102.3 v WHUR 96.3 News Talk WOL 1450 v WMAL-AM 630 Gospel WPRS-FM 104.1 & WYCB-AM 1340 v none
- 5. Goal To encourage Radio One listeners in DC to regularly get their news and entertainment from their respective station’s digital and social media platforms. Opportunity Improve the low engagement rate and following for Radio One’s digital and social media platforms.
- 6. Key Publics Mid-to-Senior Aged High-Income African American Working Professionals WOL News Talk and Majic stations African American Millennials WKYS and Praise stations Middle-Aged African American Christians Spirit station
- 7. Key Tactics Website: Google Ad words to improve SEO [Tactic 3] Social Media: WOL News Talk Google Hangout [Tactic 9] E-newsletter: Fix E-newsletter System [Tactic 11 & 13] Mobile App: Uber, Lyft, and Sidecar Contest [Tactic 16]
- 8. Google Ad words to improve SEO 1 2 3
- 9. WOL News Talk Google Hangout #BossMoves #BlackTV #Chat With TDJakes #Conscious Wale #DCStatehood
- 10. Fix E-newsletter System I didn’t receive any e-newsletters from September 26-October 22 Develop Email Schedule Listeners will know when to look out for exclusive stories and updates
- 11. Uber, Lyft, and Sidecar Contest Download an app to be entered to win 10 free rides!
- 12. Radio can love Radio One, too
Editor's Notes
- Did you know that 95% of Americans listen to the radio every week? Digital radio is changing the game of radio broadcasting, which means radio stations must be top of mind as a digital product. There’s a need for pleasant reminders about this medium throughout day-to-day activities -- plastered on websites, social media, newsletters, and mobile apps. Most importantly, these reminders must be memorable! Good afternoon! My name is Ebony Shamberger and my client this semester was Radio One – a US urban radio broadcast station. After much research and analysis, I learned that the best way to improve Radio One’s communications challenges is by enhancing its online presence through a digital media campaign
- CBS, Howard University, and WMAL (largely white audience, yet competitor) can take control of Radio One’s DC listening base if the quality of these stations is not improved.
- Millennials Self-Interest: This group cares about being the first among their friends to hear the latest music. Christians Self-Interest: They like praising god in a traditional manner. Mid-to-senior aged high-income Self-Interest: This group is interested in learning how to better their business and grow in their careers. They also care a lot about their community (e.g. they have a big turnout for Radio One’s Community Day events).
- Overall, I had 4 strategies – each targeted to improved Radio One’s website, social media, e-newsletter, and mobile app performance. For these 4 strategies, I had 16 tactics. Of those tactics, these are the key tactics I think Radio One could really benefit from.
- We all know that Google is the largest search engine – worldwide. So why not take advantage of this system! Though Radio One can’t always be front of mind, its stations can push their way through noise! Radio One currently does not have any Google ads for its marketing strategy. Other keywords include: Talk Radio Online, Gospel, R&B, Hip Hop, and Rap – which all have relatively high average monthly searches and low ranking competition, according to Google Adwords
- Social media: 3-month pilot or test run of video chats through Google Hangouts. If successful, this can be implemented throughout the year. These Google Hangouts can then be archived on each station’s YouTube page, which is another tactic that is suggested – being that YouTube is the second largest search engine and video allows for a behind-the-scenes account to listeners. Janell Hazelwood – An associate managing editor who has hosted and managed numerous Google Hangouts & has her own hashtag #Bossmoves How to be fiscally responsible in a big city #BossMoves Ava DuVernay Producing movies for African American audiences #BlackTV TD Jakes Staying true to your passion #ChatwithTDJakes Wale Conscious rap and smart business moves #ConsciousWale Mayor Muriel Bowser DC Statehood #DCStatehood
- After subscribing to all the DC station e-newsletters, I did not receive any e-newsletters for nearly one month (from September 26-October 22). I am concerned that other subscribers are not receiving their e-newsletters. By testing the e-newsletter system and fixing its glitches, Radio One could increase its open rates and click through rates.
- We’ve all been there…we’re running late for work or it starts pouring down raining and you have to get somewhere in 15/20 minutes tops. So what do you do? You pull out your phone and pull up your Uber, Lyft or Sidecar app.. Since we know people are on the road anyway, why not place our products in front of them! You may even see this bus ride by, and on it you’ll see an advertisement about this Uber, Lyft, and Sidecar Contest. What better way to get riders than when they’re standing out on street corners. This content encourage riders of Uber, Lyft and Sidecar to download an app from one the 5 stations and listen during their commute. As of now, 40% of Americans listen to the radio while in the car. This too can change!
- For people who love listening to radio as much as this guy, they’ll reap the benefits of Radio One’s digital and social media improvements. Not only will they get to listen to their favorite hits through an improved mobile app, but they will also cherish these stations just a little more. Putting Radio One right at the finger tips of its listeners. Listeners like this radio fanatic, who goes by the same. Thank you for you time!