FUSE AGENCY

Kelsy Cline, Virginia Mayo, Jane Pittman, and Laura Reed

Problem Definition

• Lack of relevance with target audience

-Specifically in content connection

-Data from Domain Tuno illustrates minimal

audience on myrebelradio.com

Source: Infogr.am, 2014

Problem Definition

Source: Sites View, 2014

• Unique visitors to the site have dropped in recent months, despite rises in Facebook followers

Problem Definition

• We infer the graphics reflect similar troubles for the station as a whole because their website only contains a live stream.

• Therefore, the small audience is directly a result of what is on-air

ObjectivesPrimary Objectives:

–Increase brand awareness

–Increase audience size

–Increase brand presence within the community

–Increase audience participation through promotions

ObjectivesPrimary Objectives:

–Create positive perception of Rebel Radio 92.1 by providing content aimed at what students want ●Music selection, specials, sports, and news

–Ultimately, we wish to raise revenue from advertisements through implementing the objectives

Objectives•Secondary Objective:

– Clearly define target audience in order for Rebel Radio to best reach listeners

•Execution of Objectives:

– We attempt to solve the objectives by reaching

students on-the-go and creating content that gives

the target a reason to listen

Single-Minded Proposition

• To embody Rebel Radio’s slogan, “Your way in” through content aimed at target audience in radio broadcasts and advertisements.

• Listeners:

-Number of online listeners: 1,600

-This number is based on followers accessing the station through an online stream on tunein.com site (Tune In, 2014).

-Viewer minutes: 688

-These are the number of minutes that Rebel Radio 92.1 listeners have tuned in on their site (Original Livestream, 2014).

Situation Overview

Situation Overview- Social Media

Source: Infogr.am, 2014

•Competitors:

–Mississippi competitor:

-Y 101.7 Jackson’s Hit Music (Suggested on Tune In’s recommended stations based on Rebel Radio selection)

– Local competitors: -Oxford Q 93.7 - “Flagship station of the Ole Miss Rebels”

Competes with Rebel Radio due to:● Airs the same Top 40 hits● Airs major Ole Miss sports games, which Rebel

Radio 92.1 does not do

-Sunny 93.3 Tupelo

Situation Overview

Asking the Right Questions• What are your perceptions of Rebel Radio?-Student led -Not a “go to” radio station-No specific show or personality

• What parts of other radio stations draw you in to listen?

-Specific segment times-Useful information-Giveaways

Asking the Right Questions●Where and what time do you primarily listen to music?-Car, computer, mobile devices-Afternoons while running errands

●If you could make any changes to Rebel Radio, what would they be?

-More incentives/giveaways-Lifestyle segments (new bar opening, deals on the square),

news in Oxford (traffic on Jackson Ave., sports information)-Live up to “The Voice of Ole Miss”-Reason to listen

Brainstorm

The Big Idea: Rebel Radio Reach

Source: Radio-Locator, 2014

•Target:

– Although Rebel Radio reaches further in scope, we are targeting the region where coverage will be the strongest

– Oxford population: Over one half (55%) of the population lies in the 20-44 years of age group, contributed in large by the University (“Oxford profile,” 2014).

– Within 20-44 we’re specifically targeting college students and those with less of a preconceived notion of what Rebel Radio is (Freshman and sophomores)

The Big Idea

Rebel Radio Target Breakdown

Source: Enrollment, 2014

Target narrowed:

●College students

●Mainly freshman and sophomores ages (18-20)

●Both male and female

Rebel Radio Target Breakdown

Ole Miss Rebel

Ole Miss Rebel

Information seekers

Listen to music on-the-go

Fast pace lifestyle

Balance school, social life, and sporting events

Rebel Radio Target Breakdown

● Individuals concerned with missing out

● Money conscious

● Want their voice heard

● Desire control for music selection

● Seek emotional connection with the University

● Take pride in being an Ole Miss Rebel

Creative Concept/Strategy

Creative Concept/Strategy

● Rebel Radio 92.1 is “Your Way In”

IMC and Media Mix Implemented

Importance of Content Calendar

•Ensures a presence on Social Media

–Plans morning, afternoon, evening tweets, Facebook, Instagram and Tumblr (blog account) in advance

•Provides consistency for Rebel Radio 92.1

–Consumers like consistency and desire order

•Keeps target interested and informed on upcoming events at Ole Miss and in the Oxford community

Content Calendar

Content Calendar Execution

•Hire a social media intern-Help maintain social networking sites, website, and iHeartRadio

-Non-paid internship

-Possible class credit and experience for future career

•Ensures Rebel Radio 92.1 online is up-to-date

•Two-way communication will remain intact and strong to create brand loyalty

Costs & ROI

Costs & ROI

Rebel Radio 92.1 App

● Present the idea to Computer Science department and ask students to design a Rebel Radio App

● The App will allow for mobile listening. The best app designed will win and be used for Rebel Radio.

IMC Journey Chart