How a Public Radio Station Re-Branded
Their Image to Attract a broader Audience
The Situation
WDPR Public Radio of Dayton, Ohio is the region’s only all-classical music radio station. While the station receives minor federal funds, the majority of their financial support comes from membership drives and corporate underwriters. Classical music programming appeals to a relatively small number of listeners and they tend to be 55 years of age and older. The station was struggling to meet their financial goals.
The Need
The Board of Directors wanted to broaden their listenership to include younger age groups ranging from age 30 to 50. The station also needed to improve their listenership numbers to attract more corporate underwriting. The Directors had authorized a modest budget to promote the station to a broader audience.
The Decision
WDPR management recognized that if they continued to promote their station in the same way to the same audience the results would remain pretty much the same. They decided to seek outside help to re-define their appeal to a broader and hopefully younger audience.
Station Manager Georgie Woessner observed, “We knew that if we kept repeating the promotions of the past we would continue to experience the same future. We needed a fresh point of view and something different to attract new listeners.” WDPR selected Concept Company to change their image and promote to a broader audience.
“We needed a fresh point of view and
something
different to attract new listeners.”
The Process
Applying our VOSTI™ process, Concept Company conducted a brief alignment process to clearly identify the Board’s vision and understand what they wanted to accomplish. The simple strategy was to take the stuffiness out of classical music. Tactical elements were to reflect the un-stuffy and unexpected.
The Implementation
The Classic Al Campaign
Outdoor signs set the tone for the campaign. The image of a symphony conductor with a can of spray paint was added to a sign that read "Home of Dayton's #1 Classic Rock." The conductor was busy adding the letters “AL” and crossing out the word “Rock” to leave the words “Classical FM-88.1.” The graphic was unexpected, fun and effective. The Classic Al theme was played out in regional newspapers, tote bags, and event programs. |
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The Results
During the two-month campaign period, listenership increased 45%. Corporate sponsorship increased and many of the new listeners became supporting members. The campaign went on to win national awards as the “Best Promotional Campaign in Public Radio.” WDPR public radio was recognized as one of the top Classical Radio Stations in the country. The campaign was repeated the next year and it yielded similar results.
About Concept Company, Inc.
Founded in 1978, Concept Company is a marketing communications firm specializing in top-line revenue growth. Utilizing our proven VOSTI™ process, we dramatically increase the probability of success while effectively reducing the risks normally associated with marketing investments. Through careful analysis, effective strategies and creative implementation, we deliver measurable results while protecting your brand equity and integrity. Call 937-299-9686 for a discovery consultation. We’re always looking for another good success story.
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