Point Lookout ME Onair positioning and promotion to increase listening and listener support SRG Classical Music Rising 2017 CMR station goals for Classical Spark Overall branding for Classical Radio ID: 792905
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Slide1
Classical Spark
2017 RetreatPoint Lookout, ME
Slide2On-air positioning and promotion to increase listening and listener support
SRG - Classical Music Rising 2017
Slide3CMR station goals for Classical Spark
Overall branding for Classical RadioBuilding audience, especially younger & more diverse
Increasing listening by the current audience
Basic list of best practices on promotion & station identification
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Slide4SRG - Classical Music Rising 2017
Slide5Classical Station TrendsNational Audigraphics
Fall 2016 ReportImplications:
At
any classical station, large or small, program directors must strive
to build audience loyalty, core composition and time spent listening
.
TSL is driven by occasions of tune in. We want those listeners within our weekly
cume
to
come back more often, returning for another listening occasion
.
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Slide6Target Audience
Classical Spark is a P1 campaign to: Increase
listening of core
audience
B
uild loyalty and engagement
B
uild Daily
Cume
Frequency builds Familiarity, which leads to Enjoyment, which generates Loyalty, which stimulates Membership and long-tail sustainability of our services.
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Slide7Target Daypart: Midday
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Slide8Nielsen Audio, PPM, 23 Stations / 23 Markets, July
2016 thru June 2017, Persons 6+, M-F 5a-1aAQH Persons by Hour in Sum
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Slide9Nielsen Audio, PPM, 23 Stations / 23 Markets, July
2016 thru June 2017, Persons 6+, M-F 5a-1aAverage Daily Cume
by Hour in Sum
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Slide10Classical Stations AQHSource: NPR Audience Insights
report: Public Radio Classical Audience (Jan 2017)
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Slide11Nielsen 2017 – All Formats
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Slide12Our finest hours
6a
7a
WQXR
KBAQ
KVOD
WCLV
KMFA
8a
9a
WXXI
Vermont
10a
KBSU
11a
WDAV
KSJN
12nKUSC 1pWFCLWUOL 2pWOSA 3pKXPRWDPRKCME 4pKDFCKING 5pWETAWRTIWCRBWGUC 6p 7p 8p 9p 10p
Source: National AudiGraphics
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Slide13SRG - Classical Music Rising 2017
Slide14The Classical Spark Compact
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Identify
your station and its benefits consistently and constantly.
Commit
to a disciplined, organized on-air promotion as a proven practice for using your
service.
Commit
to doing it in a big way: multiple messages every day all throughout the week
.
Schedule ongoing promotional inventory – live reads, produced spots, liners – that approximates standard
Optimum Effective Scheduling (OES
). This is about one spot or mention per hour,
about 100 per week
.
Slide15Local Local
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Slide16SRG - Classical Music Rising 2017
Slide17SRG - Classical Music Rising 2017
Slide18THE BENEFITS
SRG - Classical Music Rising 2017“What’s in it for me?” “Why should I listen?”
Focus on themes of
Sanctuary
Inspiration
Slide19Approaches for promoting Midday
100 times per week
Offering
listeners reasons to listen:
Core benefits
Emotional benefits
Programming tie-ins
Technical tips on ways to listen
Listener testimonials
Companion to daily activities
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Slide20Midday Promos - WQXRMonday
WednesdaySRG - Classical Music Rising 2017
Slide21Sample midday liners
Your classical companion…at work/at the office. (WDAV
)
Perfectly
tuned to your workday. (WETA
)
Your
best friend at the office. (WETA
)
Lighten
your workload. (WETA
)
Great music, all day. (KING)Great music, at work. (KING and WRTI
)
Great
music, all week long. (KBSU)
Transform
your day. (KDFC
)
The
soundtrack to your day. (WQXR
)
The
soundtrack to your day starts now… (WQXR
)
Make
your busy day a better day. (WQXR
)
Stay
composed and focused with classical music. (KDFC
)
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Slide22More Midday liners
When your workday could use some sanity, there’s (insert calls)… (KDFC)At
home, in the car, in the office… (KBSU
)
Rise
above it all… (WETA
)
Classical music on (insert calls), because everybody needs some sanity at work
…
Your
oasis of sanity… (All Classical Portland
)
Push the reset button… (KING)Make
(insert calls) your home for music during the busy part of the day – at home, at work, in the car – wherever you are. (WFMT
)
(
Insert calls), great music, and good company, at work, every day.
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Slide23Workday Promos
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Slide24Lessons from NPR SparkA lot of basic work still needs to be done
Lots of indecisive promotionNPR can respond to station needs & requestsNo torches & pitchforks if you run 100 spots a week promoting something
Small stations can do this
There are a lot of different ways this can be done
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Slide25Discussion
Operationalizing
Classical Spark
Creating/sharing good material
Measurement
How can we hit a home run with this?
What’s on your mind?
Next steps
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Slide26Measurement & Evaluation
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Slide27Classical Spark materials
Download on www.ClassicalMusicRising.org
Classical Spark Project Description
Best Practice Guide to Effective On-Air Positioning and Promotion
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Slide28Contacts
Craig Curtis: CCurtisRadio@gmail.com
(
626) 616-
4194
Wende
Persons, Managing
Director, Classical
Music
Rising
Wende
@ClassicalMusicRising.org
(917) 691-1282
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Slide29Classical Music Rising is a project of the Station Resource Group, supported by participating stations and a grant from the Andrew W. Mellon Foundation. For more about the overall project visit
www.ClassicalMusicRising.org
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