Washington DC August 15 2017 Onair positioning and promotion to increase listening and listener support PRPD Classical Music Rising 2017 CMR station goals for Classical Spark Overall branding for Classical Radio ID: 829993
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Slide1
Classical Spark
PRPD Content Conference Washington, DC – August 15, 2017
Slide2On-air positioning and promotion to increase listening and listener support
PRPD - Classical Music Rising 2017
Slide3CMR station goals for Classical Spark
Overall branding for Classical RadioIncreasing listening by the current audience
Basic list of best practices on promotion & station identification
PRPD - Classical Music Rising 2017
Slide4PRPD - 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
.
PRPD - Classical Music Rising 2017
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.
PRPD - Classical Music Rising 2017
Slide7Target Daypart: Midday
PRPD - Classical Music Rising 2017
Slide8Nielsen Audio, PPM, 23 Stations / 23 Markets, July
2016 thru June 2017, Persons 6+, M-F 5a-1aAQH Persons by Hour in Sum
PRPD - Classical Music Rising 2017
Slide9Nielsen Audio, PPM, 23 Stations / 23 Markets, July
2016 thru June 2017, Persons 6+, M-F 5a-1aAverage Daily Cume by Hour in Sum
PRPD - Classical Music Rising 2017
Slide10Classical Stations AQH
Source: NPR Audience Insights
report: Public Radio Classical Audience
(Jan 2017)
PRPD - Classical Music Rising 2017
Slide11Nielsen 2017 – All Formats
PRPD - Classical Music Rising 2017
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
PRPD - Classical Music Rising 2017
Slide13The Classical Spark Compact
PRPD - Classical Music Rising 2017Identify
your station and its benefits consistently and constantly.
Commit to
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
.
Slide14Local Local
PRPD - Classical Music Rising 2017
Slide15PRPD - Classical Music Rising 2017
Slide16PRPD - Classical Music Rising 2017
Slide17THE BENEFITS
PRPD - Classical Music Rising 2017“What’s in it for me?” “Why should I listen?”
Focus on themes of
Sanctuary
Inspiration
Slide18Approaches for promoting Midday
100 times per weekOffer listeners reasons to listen:
Core benefits
Emotional benefits
Programming tie-ins
Technical tips on ways to listen
Listener testimonials
Companion to daily activities
PRPD - Classical Music Rising 2017
Slide19Midday Promos - WQXRMonday
WednesdayPRPD - Classical Music Rising 2017
Slide20Sample 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
)
PRPD - Classical Music Rising 2017
Slide21More 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.
PRPD - Classical Music Rising 2017
Slide22Workday Promos
PRPD - Classical Music Rising 2017
Slide23Lessons 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 somethingSmall stations can do thisThere are a lot of different ways this can be done
PRPD - Classical Music Rising 2017
Slide24Getting started with Classical Spark
Branding checklist: Identify your station clearly and consistently: Station name, dial position, and short descriptor of your core benefit.
Use it all the
time.
Midday
focus – pick liners &
promo themes
Promo scheduling and placement
PRPD - Classical Music Rising 2017
Slide25Measurement & Evaluation
PRPD - Classical Music Rising 2017
Slide26Best Practices Guide Checklist
Ten proven tips for station promotion:
Identify
your station clearly and
consistently
Understand
and use positioners and
liners
Have
a clear strategy and purpose for all
promotion
Tell
the listener what’s coming next, and in a compelling
way
Reinforce
existing listener
habits
PRPD - Classical Music Rising 2017
Slide27Best Practices Guide Checklist
Ten proven tips - continued
Promote
similar habits and
programming
Promote
membership and other forms of
giving
Cross
promote to and from digital media, TV, other formats, events, etc.
Know
the elements of a good
promo
Be entertaining
PRPD - Classical Music Rising 2017
Slide28Classical Spark materials
Download on www.ClassicalMusicRising.org
Classical Spark Project Description
Best Practice Guide to Effective On-Air Positioning and Promotion
PRPD - Classical Music Rising 2017
Slide29Stay in touch!
Craig Curtis: CCurtisRadio@gmail.com (626) 616-
4194
Wende
Persons, Managing
Director,
Classical
Music
Rising
Wende
@ClassicalMusicRising.org
(917) 691-1282
All Things Classical
newsletter sign up:
www.ClassicalMusicRising.org
PRPD - Classical Music Rising 2017
Slide30Classical 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