Hit SOLUTIONS

Hit SOLUTIONS

Hit Solutions realizes that KRBE lacks listeners in the 18-24 demographic; therefore we chose to target college students by implementing our product concept in the marketing mix. We have developed a number of strategies to reach this particular market by using non-traditional outdoor media, guerrilla marketing and supplemental media. Hit Solutions intends to position KRBE among other Top 40 Stations as a “household name” within the 18-24 demographic. We were given a budget of $50,000, and we implemented our

strategies by using $49,494. We maximize our spending by choosing tactics with the most impressions for our budget.

Strengths: KRBE is already one of

the top radio stations in the Houston Market. The core of its market is

a strong 24-44 year-old market. KRBE’s Weakness is

targeting younger listener in order to sustain their place in the market. in this area it lacks marketing tactics such a promotional tools and a

one on one connection with the 18-24 target market.

Due to KRBE’s current position in the Houston market there are plenty

of Opportunities to target the 18-24 age demographic. as a

commuter city there are many opportunities for outdoor media and promotional tactics at local universities. Other stations with younger

audiences are major Threats to KRBE’S long-term place in the

market. The economy also is a threat to KRBE because if the funds are not available its hard to execute a new plan.

With all of the following taken into account Hit SOLUTIONS has created the perfect advertising plan in order to not only maintain, but also better KRBE’S position in the current market place.

Hit SOLUTIONS

Currently the company markets to a target audience of 12-17, 25-45 age demographic. They are considered a Top 40 radio station, and have been a station for upwards of 15 years. However, KRBE is missing a large market within the 18-24 age demographic. With the current economic situation KRBE has a decreased marketing and advertising budget; however with limited media support, KRBE would like to develop new ideas that maintain their long-term position in the market.

Target Market: 25-34; women 18-49 Primary: women 25-34 due to disposable income Secondary: women 18-49

Marketing Objective: The main objective of KRBE is to create more awareness and increase listenership to the 104.1 KRBE to the age groups 18-24. The need stratifying objective Need Satisfying Objective of KRBE is satisfying it’s viewers through updated Top 40 Hits and developing a more personal relationship with different age demographics. This connection will be used to reach the 18-24 demographic (college campuses event, 18 and up clubs). Lastly, implementing more student prone advertising, which needs to be executed at the local

universities in the Houston Area. Target sales objectives increasing KRBE awareness among the target audience by 30 percent or more in one year. Inform the target audience about the benefits, features, and competitive advantage that the radio station offers over all the others. The long-term sales objective is to

Hit SOLUTIONS

make the 18-24 year-old demographic a long-term listener, as they grow older in order to maintain KRBE’s long-term position as one of Cumulus Communications top rated station in the market. Short-terms sales objectives of KRBE include gaining a 0.5% increase of listeners a week by their increased media and presence in the community, and in particular by college campus.

Marketing Mix The company 104.1 KRBE is the product. To gain listenership we plan to provide a mix of marketing at college campus’ which include UH–main campus, Rice University, HCC- central campus and HBU by using digital media and outdoor media. The total budget to execute the placement for the media is 50,000. To implement promotional tactics KRBE will use scholarships, guerrilla advertising as well as utilizing street teams to create the most impressions for the least amount of cost.

Role of Advertising The intended role of advertising for KRBE’s campaign will serve as a piece of the overall plan. The best promotions elements to use in this case are public relations, collateral materials, sales promotion, and advertising. We plan to send our street team to major college campuses within the broadcast area to promote the station and the campaign as well as provide promotional products, which reiterate the new KRBE campaign.

Special events planned and hosted by the station will be advertised to college students by engaging in public relations, 104 KRBE will be building credibility and brand recognition with their key publics. We also plan to focus on the social media sites such as Facebook, and Twitter by offering information and promotions on the KRBE home

Hit SOLUTIONS

pages. While executing these non-personal communications elements, our final advertising approach will be billboards around the high traffic areas. The billboards will be placed strategically in order to focused on the attention of our campus commuters.

Hit Solutions is taking a selective demand approach to

execute KRBE’s advertising objectives. KRBE would like to reach listeners who are looking for a radio station playing current hits along with the newest pop/rock music. The 18-24 market knows what they are looking for in a radio station and is actively seeking a solution. KRBE will use direct interaction with the target market to increase awareness and increase the number of listeners in the market. First Hit Solutions will increase awareness for KRBE by

using non-traditional, and outdoor media as well as guerrilla marketing tactics. By creating a catchy slogan that is found all over the city with the use of our tactics we hope to create a brand image that is recognizable by our target market. Creating conviction in the 18-24 demographic will occur when they start to believe in KRBE and the music it plays. Next, our targets will develop desire for KRBE and want to tune into KRBE. Finally after our tactics are developed, along with our target markets curiosity, the listeners will start believing in our slogan and then they will

tune their radio station and become active listeners of

KRBE. We know that our target market is listening mostly on their drive to school and work so we plan to use outdoor media such as billboards to target them during these times. In addition, Hit Solutions plans to target Universities

Hit SOLUTIONS

because we understand how much of an influence campuses play on the target market. Finally, a large majority the 18-24 demographic spends most of their free time on digital media; therefore we plan to use our guerrilla tactics to connect with our target to our digital media sites, such as Facebook and Twitter.

Quantified Expression of Objectives The Houston Population 18-24 demographics is made up of approximately 218,569 people. Of those people a total of approximately 78,000 attend a college or university in the local Houston area. This accounts for 36 percent of the target population. The number of males in this target accounts for approximately 23,000 and women account for 65,000 of the target. Universities will be targeted 32 weeks of the year and the entire campaign will run for a 52 weeks to increase radio station awareness. The 52-week lifecycle of the campaign is also needed to inform the target audience about the benefits, features, and competitive advantage

that the radio station offers over all the others. Using 32 weeks of the school year to use non-traditional media to essentially make KRBE the 18-24 demographics primary choice for radio. The target mark is to gain a 0.5% percent increase of listeners in listeners every week. By placing street teams out on campuses three time throughout the semester at each university.

Product Concept Our product concept for KRBE is to implement a number

of strategies in order to connect with our target market.

Hit SOLUTIONS

Hit Solutions intends to differentiate KRBE with other Top 40 stations by positioning the station within the target market as a “household name” with brand recognition. The life cycle of the campaign will be 52 weeks emphasizing the 32 week collegiate academic year. We intend to brand our product by positioning KRBE as a “wavelength” which connects radio directly to the listeners with constant interaction throughout the local universities. For this 52 week cycle, every aspect of our campaign will be packaged and branded with the KRBE logo and the

Wavelength symbol.

Each of these giveaways would be a prelude to our main idea, a Spring Break Giveaway given by KRBE. For the listeners to have a chance at winning the “Spring Break on Us” giveaway, they will have to interact with the station and their social media sites. Throughout the semester, KRBE will also give away 2 $1,500 scholarships for any college student in the

Houston-Metro Area based on the participation of the listeners.

Target Audience The Target Audience of the KRBE campaign will be 11% of the overall target market, which is the percentage of college students in Houston, Texas. Hit Solutions chooses to invest in a small percentage of the population in

Houston because college graduates will continue their listenership pending a successful campaign. We also understand that college graduates will most likely have a disposable income in order to give back to the radio station in the future.

Hit SOLUTIONS

Communications Media The frequency of our campaign will be a pulsing

technique because we plan to also visit the 3 main universities in Houston-Metro Area. Hit Solutions intends to visit 3 times each semester at each college for guerrilla marketing. Along with the campus visits, the billboards

will parallel the student interaction on campus.

Hit Solutions will execute outdoor media with billboards strategically placed in heavy commuter areas because we understand that our target audience is made up of mostly commuters. During heavy drive times, commuters decide what music they will listen to, and we feel that using outdoor media such as billboards will reach the most impressions.

Hit SOLUTIONS

Hit Solutions also intends to use direct interaction by passing out fliers on each campus, as well as giveaways such as koozies, Frisbees, key chains, and beach balls as a part of the sales promotion devices.

Advertising Message “GET ON OUR WAVELENGTH” Hit Solutions developed the “WAVELENGTH” idea by connecting to our target market with an interchangeable slogan. Using our tactics to demonstrate to the target that KRBE is doing everything to “GET ON THEIR WAVELENEGH” they will decide to get on our “Wavelength” and tune into

KRBE.

Hit SOLUTIONS

The style of the wavelength will be mentioned in every aspect of the campaign. Using the wave-generated text the goal is to have a recognizable brand image for KRBE.

The first five to call in will be eligible to win our Spring Break Giveaway contest. Those five people will have to get as many people as they can to listen to our station and hear the “special Spring Break word.” Become our friend on Facebook or follow us on Twitter and post the special word and the name of the contestant they want to win the contest in the status. Whoever has the most number of people to post the word

and contestant name on Facebook or Twitter wins: 3 winners Southwest Flight from Houston Hobby Airport to Valley International Airport-Harlingen: 2 person/roundtrip $195 South Padre Shuttle Bus from airport to Hotel: $35 roundtrip Hotel la Quinta Inn & Suite: $500 weekend stay

Free money: $270 TOTAL: $3000

Hit SOLUTIONS

104 KRBE will announce for students to watch out for their street team on their campus to hear details about the Spring break contest, scholarship contest, and receive free giveaways. $1500 Scholarship Contest When the street team comes to your campus, sign up and give us your email and information so we can send you our template with 104.1 KRBE info in it.

CC 104KRBE.com everyone you send the template email to we will count who sends the most emails out. 2 Scholarship Giveaways= $3000 Email Template: Hi I’m participating in a scholarship contest sponsored by 104.KRBE. Visit their website KRBE.COM and stream to tune in to their radio station or listen from your radio to see if I

won and hear about other cool stuff 104.1 is doing. Listen to 104.1 KRBE all month long for your chance to win trips to see your favorite KRBE artists in the coolest destinations, brought to you by The New Westside Kia. Website: KRBE.COM Phone: 713-390-KRBE (5723) Email: mailbox@104krbe.com Facebook: 104.1 KRBE Twitter: 104.1 KRBE

Advertising TOTAL: $34,750 Billboard (Bulletin) AVG $ 1, 500-$5,000/ Month

Hit SOLUTIONS

Production $1, 200 Per unit How Many: 3 Billboards

*On 45 *On 288 *On 59

TOTAL: $18,600 PER YEAR IMPRESSIONS: Bus Display AVG Cost $ 5, 500/ Month for 5 Buses (X2) (display)

Production $50 Per Poster (1 POSTER ON EACH BUS) How Many: 10 buses TOTAL: $11,100 PER YEAR IMPRESSIONS: 50,000 students Bus Shelters AVG Cost $5,000 Month for 10 posters (display) Production $50 Per Poster TOTAL: $5,050 IMPRESSIONS: 50,000 students

Give Away Items Promos Online TOTAL:$8,744 IMPRESSIONS: 50,000 students Koozies 2500 for $0.46 1 color imprint TOTAL: $1,150

Frisbees with a 5” diameter: 2500 for $0.51 Screen $35 2 color Imprint TOTAL: $1,310

Hit SOLUTIONS

Beach Balls 2500 for $1.29 each Screen Charge $35 TOTAL:$3,260 Key Chains $1.89 each Bought in Bulk 100+ 36% off TOTAL: $3,024