WTOP is a 24/7 radio station in Washington D.C. that specializes in traffic, weather, and news coverage. While it is a trusted brand, research shows it is perceived as repetitive and old-school. It also has an underutilized website and low awareness among younger audiences. The document recommends strengthening brand awareness, expanding the target market to include younger audiences, and increasing the digital presence through improved online platforms and social media engagement to connect with listeners beyond radio.

2. FIND OUT HOW YOU CAN
MATTER.

3. TABLE OF CONTENTS
Where you are now.
Where you can be.
How to get there.
Why that will matter.

4. Where you are.
WTOP is a 24/7 radio station
specializing in traffic, weather and
various types of news.
“Traffic and
weather, together
on the 8’s.”

5. Reliable.
Trusted.
Omnipresent.

6. eaknesses hreats
pportunities raises
// Perceived by some as:
/ “repetitive” & “old-school”
// Website is underutilized and
convoluted
// Low awareness with Gen. Y
// Competing for attention with:
/ WNEW, WAMU, WASH, WWDC
/ CNN, Washington Post
// Younger audience:
/ May prefer music
/ May not need traffic info
// Lot of potential in improving
current digital platforms
// Large young commuter base
// Clear core competencies
// Dedication to providing news
promptly and effectively
// High brand awareness
among current target

7. Strengthen
Brand Awareness
Expand
Target Market
Increase
Digital Presence
Insights that MATTER.

8. Coleman Insights,
October 2010
Top-of-mind
radio brand.
- Coleman Insights
We’re always
trying to increase
our listener base.
- Presentation from Joel Oxley
We’d like to include
a younger target.
- Interview with Mary Kay

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WTOP Audience Age Distribution
Target Market
40 of D.C!

10. I didn’t know
they had a
web-site!
WTOP is what I use in
my car. I don’t think of
them as a web-site.
I don’t consider
them an Internet
news source.
Digital Presence
Coleman Insights Media Research

11. it’s more than radio.
Primary Color Scheme
Secondary Color Scheme
Helvetica Neue Light
Helvetica Neue Regular
Helvetica Neue Bold
Nexa Light
Nexa Bold
Primary Font
Secondary Font
Branding Guidelines

12. Billboard Advertisement

13. Bumper Magnets

15. 71% of people
feel MORE positive
about a brand after
engaging with the
company 1-on-1.

17. it’s more than radio.
it’s more than radio.
it’s social.
it’s mobile.
it’s digital.
Banner Story Board
Experience WTOP