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Public Relations Plan April D. Snell Increasing Listenership by Engaging, Educating and Empowering the Community PR Plan by: April D. Snell I have abided by the UNCG Academic Integrity Policy on this assignment. As work contained with is my own work and follows the guidelines provided. ____________________________________________________ April D. Snell Section One: Situational Analysis April D. Snell Contact Information: WUAG 103.1 FM 402 Tate Street • Brown Building Room 210, UNCG Greensboro, NC 27412 Phone: 336-334-4308 Email: [email protected] Website: www.wuag.net Days and Hours of Operation: Sunday through Saturday 12:00 A.M.- 12:00 P.M. Description of Service: WUAG was first established and funded by the University of North Carolina at Greensboro in 1964. The day-to-day operations of WUAG are lead by part-time General Manager, Randal Quillian. The goal of WUAG is to educate its listeners in areas of music, public service . www.wuag.net Mission Statement: The goal of WUAG is to educate its listeners in areas of music, public service announcements, sports and news updates, and daily concert/event calendars. WUAG is here to serve the community of UNCG and the entire city of Greensboro, NC. www.wuag.net April D. Snell Administrative Staff: Randall Quillian General Manager Phone: 336-334-4308 Email: [email protected] Gabriel McNair Program Manager Phone: 336-334-4308 Email: [email protected] Viki Han News Director Phone: 336-334-5470 Email: [email protected] GROW Blog – http://wuagnews.tumblr.com/ Jen Nelson Promotions Director Phone: 336-334-5588 Email: [email protected] Promotions Blog – http://wuagpromo.tumblr.com/ Diego Vergara Music Director WUAG 103.1 FM Phone: 336-334-5688 Email: [email protected] Music Director Blog - http://wuagmusic.tumblr.com/ April D. Snell Short-term Goals: To increase radio listener-ship between 30 and 50% by November of 2015 To improve quality of programming To garner more respect from community To engage with community more Long-term Goals: To become an invaluable source of alternative programming To keep established position To maintain community centered focus by increasing community engagement by 50% through community service events To engage community in alternative programming April D. Snell Strengths of Organization: WUAG is college radio station providing students and community with an interest in radio to gain on-hands experience in developing programs, producing new, sports, promotions, programming and community events music and to WUAG’s format is . We pride ourselves on have everything from indie rock, hip hop, jazz, world music, Americana, to electronic. WUAG is primarily student run and adapts each semester to the influx of new DJ’s. WUAG educates its listeners in areas of music, public service announcements, sports and news updates, and daily concert/event calendars. WUAG is here to serve the community of UNCG and the entire city of Greensboro, NC. Challenges of Organization: One of the stations strengths and challenges is that the DJ staff changes every semester. Although this is one of the stations challenges, it is also a strength. The DJ students reflect the music interests of the students here at UNCG. The station inherits peaks and valleys in listener-ship and community centered events due to in and out-flux of radio show hosts who have various interest and musical taste. WUAG is student run station. This serves as the stations strength and weakness. WUAG provides an on-hands learning environment to it’s merit and it’s downfall, there is a high learning curve each semester pulling WUAG’s staff from there day to day operations of the radio station to teach in areas of promotion, production, news, sports and DJ’ing. The learning curve as well as turnover is high due to student influx and out flux each semester. April D. Snell Existing Competitors: 88.5 WFDD 1834 Wake Forest Rd. #8850 Winston-Salem, NC 27109 Phone: 336-758-8850 WFDD fax: 336-758-5193 90.1 WNAA 302 Crosby Hall, N Benbow Rd, Greensboro, NC 27411 Phone:(336) 334-7936 wnaa-online.ncat.edu 90.0 WQFS Guilford College 5800 West Friendly Avenue Founders Hall Greensboro NC 27410 336.316.2000 Government and Regulatory Agencies Federal Communications Commission 445 12th Street SW Washington, DC 20554 Phone: 1-888-225-5322 TTY: 1-888-835-5322 Fax: 1-866-418-0232 Internal Revenue Services 4905 Kroger Blvd. Greensboro, NC 27407 (336) 574-6024 April D. Snell Reference Publications: News and Record, Go Triad section http://www.radiomagonline.com http://www.worldradiomagazine.com Other industry publications Channels of Communication: WUAG 103.1-FM WUAG website www.wuag.net Social media (i.e. Facebook, Twitter) Print media You Tube Word of mouth April D. Snell Client Publics: Rank Public Reason Internal/ External 1. Board of Directors Vision I 2. Employee/General Guidance I Manager 3. Volunteer DJ’s Programs/Music/News/Sports I 4. Talk-show guest Programming and Education E 5. Non-profits Programming/Community E Relations 6. Media Promotion/Assistance E April D. Snell Exhaustive Ranked Labeled List of Client Publics: Rank Public Reason Internal/ External 1. Listeners Reason to exist E 2. Future Listeners Reason to exist E 3. Board of Directors Guidance I 4. Talk-show Guest Community E from Non-Profit Relations/Educational Organizations Campaigning Community Engagement 5. Media Promotion/Assistance I/E April D. Snell Opportunity Client Statement: An opportunity exist to engage WUAG radio personalities to the local community and to educate it’s listeners as well as staff of the issues and concerns facing the local community. It is imperative to build non-profit organization relations to supply radio personalities with community based interviewees who are making a difference in the common wealth. When implemented, this will allow WUAG to engage with the local community, and dramatically improve community relations. WUAG will conduct community educational campaigns which will improve the quality of programming, and garner more respect from community listeners April D. Snell Target Public Description and Defense: The focus public will be spokes persons from the local area non-profit organizations who are involved in philanthropic endeavors seeking to promote the welfare of others such as; wellness clinics, homeless shelters, food pantries, women and children effected by domestic violence, children in need of daily necessities, and street wise people. The above population are committed to either the mental, physical, or spiritual development and or well-being of it’s consumer. It is imperative to establish relationships with the above to encourage spokespersons to speak on the air regarding their organizations mission and vision as it pertains to the local community. Target Public Demographics: The target public for this plan will be local non-profit organizations executive directors and spokespersons most of which are located within a 5 mile radius. The targeted demographics are listed below: The Boys and Girls Club of Greensboro 1311 S Eugene St. Greensboro, NC 27406 (336) 273-5572 (January, National Mentoring Month) International Civil Rights Center/Museum 134 S Elm St. Greensboro, NC 27401 (336) 274-9199 (February, Black History Month) Nutrition Counseling & Education Student Health Services The University of North Carolina at Greensboro Anna M. Gove Student Health Center 107 Gray Drive Greensboro, NC 27412 (March, National Nutrition Month) (336) 334-5340 Central Library Financial Literacy 219 North Church St. Greensboro, North Carolina 27402 (336) 373-2471(April, Financial Literacy Month) April D. Snell UNC at Greensboro Campus Recreation Center 1510 Walker Ave Greensboro, NC 27402 (336) 334-5924 (May, Physical Fitness Month) UNCG Women's & Gender Studies 336 Curry Building PO Box 26170 Greensboro, NC 27402-6170 (June LGBT Pride Month) Cone Health Cancer Center at Wesley Long 501 N. Elam Avenue Greensboro, NC 27403 (336) 832-1100 (July, UV Safety Month Month) Central Library Genealogy Archives 219 North Church St. Greensboro, North Carolina 27402 (336) 373-2471 (August, Family Heritage Month) Student Health Services The University of North Carolina at Greensboro Anna M. Gove Student Health Center 107 Gray Drive Greensboro, NC 27412 (336) 334-5340 (September, National Suicide Awareness Month) North Carolina Humanities Council 122 N Elm St #601 Greensboro, NC 27401 (336) 334-5325 (October, National Humanities Month) Alzheimer’s Association of Greensboro 4615 Dundas Dr. Greensboro, NC 27403 (336) 285-5920 (November, National Alzheimer’s Month) Family Service of the Piedmont Washington Street Building 315 East Washington St. Greensboro, NC 27401 (336) 387-6161 (December, Rape Awareness Month) April D. Snell Target Public Psychographics: Innovators Innovators are motivated by ideals. They are mature, satisfied, comfortable, and reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process. They are well-informed about world and national events and are alert to opportunities to broaden their knowledge. http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml Thinkers Thinkers have a moderate respect for institutions of authority and social decorum but are open to consider new ideas. Although their incomes allow them many choices, thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products that they buy. http://www.strategicbusinessinsights.com/vals/ustypes/thinkers.shtml April D. Snell Defense of Psychographics: Innovators Innovators are appropriate for this psychograpic. The executive directors of the various philanthropic organizations are committed to the community they serve and are constantly looking for innovative ways to serve their demographic. Innovators are reflective people who value order, knowledge, and responsibility. They tend to be well educated and actively seek out information in the decision-making process which will benefit their consumer. They are well-informed about world, national events and local community which spills over into the decision making processes as it pertains to their consumers.
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