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104.1 KRBE Strategic Account Plan

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104.1 KRBE Strategic Account Plan 104.1 KRBE Strategic Account Plan 104.1 KRBE Strategic Account Plan 4/27/2010 Authors: Heather Diaz Penny Patton Parker Stotts Carla Villalobos Problem Solvers Page 1 104.1 KRBE Strategic Account Plan Table of Contents KRBE’s Objective ...................................................................................................................... 3.1 Background: (level 2) ................................................................................................................ 3.2 Methodology (level 1) .................................................................................................................. 4.1 Brand Analysis: ......................................................................................................................... 4.2 Competitor Analysis ................................................................................................................... 5 Consumer Analysis: Class Survey ...................................................................................... 8 Consumer Analysis: Team Survey ..................................................................................... 3 Qualitative Research: Emotivescapes (level 3) ............................................................ 4 Qualitative Research: Word Association (level 3) ........................................................ 5 Qualitative Research: Brand Association (level 3) ...................................................... 6 Key Issues (level 1) ......................................................................................................................... 7 Strategic Objectives (level 1) ......................................................................................................... 8 Brand Positioning Statement (level 1) .......................................................................................... 9 Concept (level 1) ........................................................................................................................... 10 Execution ....................................................................................................................................... 11 Conclusion (level 1) ...................................................................................................................... 17 Problem Solvers Page 2 104.1 KRBE Strategic Account Plan KRBE’s Objectives 3.1 104.1 KRBE came to us concerned about their 18-24 year old target market. They felt as if there is a lost connection and that the 18- 24-audience presence is not as strong as they would want it to be. KRBE wants to bridge the target and the station together and form a stronger listenership. Goals: o Increase and strengthen the 18-24 audience o Increase tune frequency Background 3.2 • KRBE (104.1 KRBE), is a Top 40 (CHR) radio station based in Houston, Texas, United States. o Branding: 104.1 KRBE o Slogan: "Houston's #1 Hit Music Station" o Format: Pop Contemporary Hit Radio o Broadcasts in HD o Internet Streams Problem Solvers Page 3 104.1 KRBE Strategic Account Plan Methodology 4.1 In order to achieve a successful executed campaign we had to take a series of steps to get to reach goal. Brand Analysis 4.2 KRBE offers has always offered the most popular music because they offer only songs from the top 40 billboard hits, which range from: rock, pop, hip-hop, country, alternative. Their format is designed for one to get a daily dosage of pop culture. Anyone can listen to KRBE and instantly know what is hip, cool, and/or popular in a few minutes. Even someone can be out of touch with society and music and learn about the current trends in music. KRBE can be the one to help one fit within society and knowing the most popular songs bring a sense of ease because one is within the loop of pop culture. Any 18-24 can get lost within society due to a immense amount of workload from school or their job. KRBE is designed so everyone can get in touch with the current trends by hearing only popular songs. Other stations play old and new songs, and it’s confusing because one doesn’t know what’s hip and what are the new songs. • KRBE listeners o 18 - 40 year-olds who enjoy listening to popular songs • KRBE’s Format: o Old in the morning and progressively gets younger throughout the day Problem Solvers Page 4 104.1 KRBE Strategic Account Plan Competitor Analysis • Direct Competitors o KKHH 95.7 . Branding: Hot 95.7 . Slogan: "Houston's Hot Hits" . “Hot Hits HOT 95-7 is Houston's hottest new radio station for ALL the hottest hits!” . “This is the new generation of radio that YOU control. “ . Rhythmic-leaning Top 40 o KBBX 97.9 . Branding "97.9 The Box” . Slogan: Interactive Hip-Hop and R&B . KBXX, "97.9 The Box" is a Houston-based radio station with a Mainstream Urban musical format. “The Box is currently the only station that plays hip-hop and modern R&B; music in the Greater Houston area. “If it's hot, it's on HOT 95-7!” • Indirect Competitors o KTBZ 94.5 . Branding: 94.5 The Buzz . Slogan: Houston's New Rock Alternative . Modern rock radio o KMHX 96.5 . Branding: Mix 96-5 . Slogan: "Today's Best Mix” . Adult Top 40 o KODA 99.1 . Branding: Sunny 99.1 . Slogan: The Best Variety of Yesterday and Today . It is a mainstream adult contemporary station, marketed to the at-work listener. Problem Solvers Page 5 104.1 KRBE Strategic Account Plan Consumer Analysis After we had a better understanding of KRBE and its competitors, now have to understand what other people believe about KRBE, and whether it correlates with KRBE’s objectives. If the 18-24 audience does not feel strongly about the presence of KRBE we need to find out why. Is it because of the format or because they are not interested in radio? There are many questions, therefore our class conducted an in class survey with 25 questions and each team conducted their own surveys too Class Survey Our objective was to collect opinions about radio and KRBE and we received 100 responses. It is important to know about if there is any trends about radio in general that could explain the current 18 – 24 year-old trends because most people don’t know when that age group listens to the radio, or if they listen to the radio at all. Also, the class can discover about KRBE’s placement in the radio industry compared to it’s competitors. Method: The class made a survey with both quantitative and qualitative questions that was provided online through SurveyMonkey.com. Through the results we received knowledge about the current perception and usage radio and KRBE. Problem Solvers Page 6 104.1 KRBE Strategic Account Plan Interesting Results: • 65.9% listen to the radio in the morning most often • 50.6% refer KRBE as the #1 Hit Music Station • 25.3% Won’t 39.8% Might recommend KRBE • KRBE is a station for Teens (44.6%) or Adults (26.5%) • 53.6% wouldn’t/ 39.3 % might go to a KRBE event • How often do you visit the KRBE website? o 77.4% Never o 15.5% Rarely • Do you listen to the Roula and Ryan Show? o 28.6% - Heard about it, but never tuned in o 32.1 % - Listen Occasionally o 20.2% - Listen on a regular basis o 2.4% - The only thing that they listen • How Appealing is the Roula and Ryan Show? o 35.4 % - Isn’t that appealing o 25.6% - Somewhat appealing o %%.%% - Not appealing Consumer Analysis CTND. After discovering these interesting results we wanted to further expand our consumer analysis. There was more information left to uncover, therefore we created a survey within our individual team. Problem Solvers Page 7 104.1 KRBE Strategic Account Plan Team Survey Objective: Collect more information on a subconscious level. We surprised our college peers on campus as we randomly presented these surveys and asked them to take a minute to complete the survey. There was no pressure involved, we simply walked away and picked up the survey 5 minutes later, or they found us and they handed to us personally Methods: we used three qualitative research methods: emoti*scapes, word association and brand association. Since this was unexpected and a different type of survey, each student filled it out quickly and they gave a more in depth result than a pick one of above type of survey online. With our results we were able to identify how radio listeners feel and how they relate to KRBE. Emoti*scapes The survey consists of different pictures that represent an emotion. It lined on a graph because each X& Y axis represents a general area of emotion. We asked students to circle the pictures that best represented how they felt about KRBE and this method helped discover how some people feel about KRBE on an emotional level. Results: The most common responses: Positive: confidence, at peace, harmony, entertained, motivated, happy and trust. Negative: bored, confused and irritated Conclusion: The station has the ability to evoke feelings of nostalgia, and feelings or redundancy and annoyance. Problem Solvers Page 8 104.1 KRBE Strategic Account Plan Word Association The survey listed a variety amount of descriptive words and each word is categorized into a grouped of 4 or 5 depending on each. It revealed people’s feelings of how they relate to 104.1 KRBE and what they think about the station Results: The top five words people associated with KRBE were: happy, friendly, cool, family-oriented, and all-American radio station. Conclusion: Listeners associate KRBE as a traditional, radio-friendly station Brand Association We put together different radio DJ personalities from various radio stations in Houston ranging from KRBE to the Mix to the Buzz and it revealed if
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