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BYU-Idaho Radio PR Campaign

BYU-Idaho Radio Campaign

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This is a proposed PR Plan for BYU-Idaho's Radio Station.

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Page 1: BYU-Idaho Radio Campaign

BYU-Idaho Radio PR Campaign

Page 2: BYU-Idaho Radio Campaign

CONTENTS

By Ca ley Wi lson and Ky le Treasure

Execut ive Summary . . . Background . . .

S i tuat ion Ana lys is . . .Ob ject ives and Aud iences. . .

St rateg ies and Tact ics . . .Ca lender and Budget . . .

Eva luat ion . . .Further Resources . . .

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Page 3: BYU-Idaho Radio Campaign

Executive Summary

Brigham Young University-Idaho’s radio station covers a large area of Idaho, Montana, and Wyoming. The station is run primarily by university students in an effort to provide them with real-world educational opportunities, helping them learn skills from audio engineering to live news production. They also strive to provide listeners with quality programming that is informative and inspiring.Currently, BYU-Idaho Radio has a lot of positives on its side. They supported by a financially-stable institution, The Church of Jesus Christ of Latter-day Saints, and have a never-ending supply of new listeners. However, most students and community members don’t know about the station and therefore, don’t listen. The station doesn’t interact with listeners, which furthers the problem. The goal of this three month campaign is to increase awareness and listenership of BYU-Idaho Radio in Rexburg and the surrounding communities. Targeting long-term residents and student residents will be the primary focus of the strategies and tactics outlined. By doing these things, BYU-Idaho Radio will come out of obscurity and establish itself as a viable and effective communication tool for the area.

Key Messages-BYU-Idaho Radio is your Sunday music station.-BYU-Idaho Radio is your go-to source for uplifting content, any day of the week.-BYU-Idaho Radio is a constant source of family-friendly content.-BYU-Idaho Radio is your news source from your backyard.

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Page 4: BYU-Idaho Radio Campaign

Background

Located in Rexburg, Idaho on the Brigham Young University-Idaho campus, BYU-I Radio operates two radio stations. Consisting of students and faculty that run and produce the overall programs, BYU-Idaho radio reaches a large audience throughout the southeastern region, including Idaho, Wyoming, and Montana.Content for the stations’ programs is derived, planned, and produced by BYU-Idaho students in an effort to provide them with real-world educational opportunities, helping them learn skills from audio engineering to live news production. On 94.3 FM or KBYI, the station focuses and broadcasts campus and regional news, NPR, campus devotionals, classical music and news. 91.5 FM or KBYR, offers inspirational and uplifting music and spiritual or church-related content to help others feel inspired throughout their day. Expanding their presence to the web, the station provides listeners with any stories, news or content they may have missed on their site www.byuidahoradio.org. Their mission statement is to provide students with real-world broadcasting experience and to provide listeners with quality programming that is informative and inspiring.

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Page 5: BYU-Idaho Radio Campaign

SituationAnalysis

Strengths · No other competition in its field. (Rexburg Classical Music Stations) · Captive audience · Endless Supply of low-wage workers · Support from a financially- stable institutionWeaknesses · Students don’t know about it. · Community members don’t know about it. · Station is comfortable with where they are, don’t want to push the boundaries. ·Station does not interact with listenersOpportunities · An endless supply of new

listeners who come every three months. · A community that is very supportive of local businesses. · The only all-LDS station in the area. · The only station able to broadcast Devotional and other university events that interest greater community.Threats · People are ditching radio stations for other mediums, (Internet radio, Spotify, Pandora, iTunes Radio, iTunes, etc) · More diverse radio selections from surrounding areas (Idaho Falls, Pocatello)

There is no shortage of radio stations in Eastern Idaho. These all offer a wide variety of music and tastes. The main problem facing BYU-Idaho Radio is the lack of public knowledge the station has in its target region. It struggles to be relevant. The best way for the station to become relevant is to become a known communication channel for campus and the community. communication channel for campus and the community.

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Page 6: BYU-Idaho Radio Campaign

Objectives&

AudiencesThe goal of this campaign is to increase awareness and listenership of BYU-Idaho Radio in Rexburg and the surrounding communities. There are two measurable goals that we will work toward to accomplish this:-Increase general knowledge of the station by 25%.-Increase listenership of the station to by 25%.

BYU-I Radio’s coverage stretches from as far north as the middle of Montana and as far south as nearly Idaho’s border with Utah. This includes many people and different communities. However, for the purposes of this campaign, the target audience will be much narrower than that. The main target audience will only be people who live in Rexburg and the neighboring communities. This is a small fraction of the station’s overall reach. There are several audiences that will require specific attention within this already narrow audience:

Students of BYU-IdahoA large portion of the people who live in Rexburg are students. These students are usually not familiar with the radio stations in the area. These students are highly transient and a fresh population of students come every few months. The

best way to reach these students are through their apartment complexes and campus events. These students are a captive audience in waiting. They simply don’t know about the radio station in their midst.

Rexburg Community Members These are the long-term residents of the area. These people are usually very knowledgeable about what radio stations are offered in the area because they’ve been around for a while. This population tends to not move around or change very often. The best way to reach these people is through community events. This could be local concerts, farmer’s markets, high school functions, etc. It may be harder to reach this population, though there is definitely a market among them for BYU-Idaho Radio.

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Strategies &

TacticsThe strategy of this campaign is for the organization to directly reach as many people as possible. There will be a lot of educating and promotion to get the word out about the radio station. Key messages delivered by the organization will be most effective at changing attitudes and behaviors.

Strategy #1: Establish BYU-I Radio as a campus communication tool

Tactics: -Contests to win prizes. BYU-I Radio could put on several different contests to expose people to the station. Here is an example of a contest that would be effective: Students are invited to listen to KBYR from 10 am to 12 pm on a certain day and the station will play four Janice Kapp Perry covers during that time. The first listener to call in with the names of all four songs will win an iWatch! -Participate at school events. BYU-I Radio has the opportunity to become a communication vehicle for students. Musical events, professional concerts, comedy shows, and other events could easily be broadcast from live by station reporters. This would allow students to hear about events and possibly hear from people they know at the event.-Hemming Village Halloweentown. During

the Fall 2015 semester, Halloween is easily the biggest holiday for students. Christmas is disrupted by the end of the term. Hemming Village, a local shopping center, puts on a Halloween event for the community every year. They blockade the section of W 2nd S between S 1st W and S 2nd W. It is attended by hundreds of community members and students alike. The BYU-I Radio station has the unique opportunity to partner with Hemming Village to produce this event. Calling it Halloweentown, after the well-known Disney channel original movie will increase interest among young students. This event will include a trunk-or-treat, a costume contest, activities, and carnival games and rides for all ages. -Sunday music station. Reaching students at their apartment complexes is most effective. Also, using the fact that students are overwhelmingly members of The Church of Jesus Christ of Latter-day Saints can help interest them in the station. These students

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Page 8: BYU-Idaho Radio Campaign

are looking for Sabbath-friendly content. KBYI and KBYR can fulfill that need. To get the word out about this, banners, fliers, and posters will be distributed throughout campus and throughout the city’s apartment complexes to be hung in clubhouses. Magnets will be placed on refrigerators in apartments before students even move in. All of this is an effort to help students see the station as their go-to Sunday music station.-Collateral Materials. BYU-Idaho has the opportunity to release collateral materials throughout the community. If there’s anything that students love, it’s free stuff. Chapstick, cups, water bottles, carabiners, etc can all be printed with a BYU-I logo and continue to advertise for the station for years to come.

Strategy #2: Establish BYU-I Radio as a community mainstay

Tactics:-Presence at Events. A lot of what happens socially in Eastern Idaho revolves around events at local high schools. BYU-I Radio can make an appearance at these events and maybe even broadcast them for interested listeners. High school football games are especially big around here. There are also tons of community events happening each fall in and around Rexburg that the station can cover. For example, there are always trunk-or-treats, haunted houses, farmer’s markets, pumpkin patches, plays, etc at this time of year.-Q&A with Pres Gilbert. Attendance at the Q and A with BYU-Idaho’s President has been lacking lately. In fact, on average, only a handful of students attend. Community members are rarely present, if ever. This is unfortunate since these sessions are very informational for both students and

community members. The community is impacted by the school in so many ways and should have access to this meeting. For these reasons,

BYU-Idaho will move these sessions to BYU-Idaho Radio. Anyone can call in and ask President Gilbert a question. This will not only increase attendance and reach of the meetings, but

will allow the community to be involved as well. -Hemming Village Halloweentown. Hemming Village, a local shopping center, puts on a Halloween event for the community every year. They blockade the section of W 2nd S between

S 1st W and S 2nd W. It is attended by hundreds of community members each year and has helped establish Rexburg as America’s Number one community for families. The BYU-I Radio station has the unique opportunity to partner with Hemming Village to produce this event. This will create a safe place for children and adults to celebrate the holiday, which is always a concern around the country. This event will include a trunk-r-treat, a costume contest, activities, and carnival games and rides for all ages. -Collateral Materials. BYU-Idaho has the opportunity to release collateral materials throughout the community. If there’s anything that people love, it’s free stuff. Chapstick, cups, water bottles, carabiners, etc can all be printed with a BYU-I Radio logo and continue to advertise for the station for years to come.

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Page 9: BYU-Idaho Radio Campaign

Calender&

Budget Contests Reward- $700Sunday Music Station Printing- $300Halloweentown- $500Collateral Materials- $100

Total: $1,600

Date:Sept 7-Oct 19, 2015

Date: Oct 20-Oct 31, 2015

Date: Nov 1-Dec 18, 2015

Tactics: Contests, School Events, Sunday Music Station, Q and A

Tactics: Contests, School Events, Q and A

Tactics: Contests, School Events, Halloweentown, Q and A

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Page 10: BYU-Idaho Radio Campaign

EvaluationWe will do a survey before the campaign is launched to establish a baseline of data. We will conduct two surveys: one to the students of BYU-Idaho and another to the long-term residents of Rexburg. These surveys will establish how much people know about the radio station, (its frequency, programs, etc), and how often they claim to listen to it. We will compare these results with the current data provided by the radio station itself. After the campaign, we will conduct the same survey and research as before to see the change. The hope is that both knowledge of the radio station and listenership, (both self-reported and actual), will go up.

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Page 11: BYU-Idaho Radio Campaign

Further Resources

A BYU-I Radio employee prepares to interview Ben Howington for KBYR.

BYU-I Radio is located on BYU-Idaho campus in Rexburg, Idaho.

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Page 12: BYU-Idaho Radio Campaign

This is the current reach for KBYI and KBYR Radio.

Logos and miscellaneous promotional images.

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Page 13: BYU-Idaho Radio Campaign

SurveyObjectives: This survey will strive to understand several key points about the target audience of the campaign. First, it will explore who within the school and the community knows about BYU-I Radio and how they learned about it. It will look into who is currently listening to BYU-I Radio, where they are listening to it, and what they think of it right now. It will also tell us what people look for in a radio station.

Methodology: This survey will be randomly distributed to students who attend BYU-Idaho and volunteer to participate. It may work best as an online survey, though it doesn’t have to. A separate survey will be given to community members in Rexburg. The questions are basically the same, though this survey may work better in person or by phone. The survey will be completed twice: before the campaign begins and after it is completed. The results from the first survey will be compared to the results of the second survey. This will establish how the public opinion of the radio station has changed if it has.

For Students:1. How long have you been a student at BYU-Idaho? Freshman Sophomore Junior Senior2. Where are you originally from? West Midwest South East International3. How old are you? Younger than 18 18-23 24-28 29-33 33 or older4. Do you listen to the radio at all? Yes No

5. If so, where? Car Boombox Online Satellite Other _____6. Did you know that BYU-Idaho has a radio station? Yes No7. Do you know where on campus it is located? Yes No8. Have you ever listened to BYU-Idaho Radio before? Yes No9. If yes, where did you listen to it? Car Boombox Online Other _____

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10. If yes to #7, how did you find or hear about BYU-Idaho Radio? Friends Family Advertisement Scanning Other _____11. If yes to #7, what program/content did you listen to? Music News Church Talks Other______12. If yes to #7, on a scale from 1-5, how would you rate your experience? 1 2 3 4 513. If no to #7, on a scale of 1-5, how interested in listening to BYU-Idaho Radio would you be?

1 2 3 4 514. If no to #7, what do you like most about the radio stations you listen to? Music Contests Disc Jockeys News Other______15. If no to #7, which of the following are you most interested in hearing more about? Campus News Campus Events Academic Content Community Events World News Regional Events LDS Church News Other______Thank You!

For Community:1. How long have you been a resident of the Rexburg area? Less than a year 1-3 years 3-5 years 5-10 years Longer than 10 years2. Where are you originally from? West Midwest South East International Rexburg area3. How old are you? Younger than 18 18-30 30-40 40-50 50 or older

4. Do you listen to the radio at all? Yes No5. If so, where? Car Boombox Online Satellite Other_____6. Did you know that BYU-Idaho has a radio station? Yes No7. Do you know where it is located? Yes No8. Have you ever listened to BYU-Idaho Radio before? Yes No

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9. If yes to #7, where did you listen to it? Car Portable Radio Online Other______10. If yes to #7, how did you find or hear about BYU-Idaho Radio? Friends Family Advertisement Scanning Other______11. If yes to #7, what program/content did you listen to? Music News Church Talks Other______

12. If yes to #7, on a scale from 1-5, how would you rate your experience? 1 2 3 4 513. If no to #7, on a scale of 1-5, how interested in listening to BYU-Idaho Radio would you be? 1 2 3 4 514. If no to #7, what do you like most about the radio stations you listen to? Music Contests Disc Jockeys News Other_____

15. If no to #7, which of the following are you most interested in hearing more about? BYU-Idaho News BYU-Idaho Events BYU-Idaho Academic Content Community Events World News Regional Events LDS Church News Other_____

Thank You!

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