COMMUNITY IMPACT REPORT 2020 MISSION MISSION We are Central Florida’s STORYTELLERS. We are Orlando’s jazz SOUNDTRACK... We engage curiosity and learning through preserving and advancing this art form compelling content and community through broadcast, performance, and engagement. partnerships. VISION VISION We think big. We want to be a leader and We want to be a leading source for jazz by innovator in telling stories that make a providing programming and outreach that positive impact in our community and the make a positive impact in the community and world. the world. 2 FROM THE EXECUTIVE DIRECTOR WUCF is Central Florida’s Storyteller. In 2020, the stories have looked a little different. As the Coronavirus took hold of the country, our teams fanned out to tell the Central Florida COVID-19 story. Our team worked from home, juggling new demands, the stresses of being separated, home schooling, and yet expanding our service all at the same time. One thing that did not change in 2020: our commitment to the story of Central Florida never wavered. The WUCF Team proved its mettle during the most difficult of times. Whether the story was about Central Floridians dealing with the economic fallout of COVID-19 or looking deeply into our community and taking a stand against racism with our Race Matters series or working to make our communities better through conversation and understanding, the WUCF team renewed our commitment to the place we serve. No other media source makes this commitment. WUCF is locally owned, locally controlled, and responsive to what our community needs. We answer your calls and emails, not a far-flung call center. No auto responders. When you call our main WUCF line or WUCF Studio line, you get a live person right here in Central Florida. We’re here to serve you and our community. In this report, you’ll see references to our new initiative, The WUCF Promise. This is our new compact with viewers, listeners, and our team. With strategies measured by clearly articulated metrics, we seek to be even more community focused and responsive. We remain guided by our founding mission — to be Central Florida’s Storytellers by engaging curiosity and learning through compelling content and community engagement. Our work has never been more important, and I’m excited about what lies ahead. We thank you for your support and the opportunity to chronicle the past, present, and future of this place we call home. Here’s to a better, happier 2021! Dr. Phil Hoffman, Executive Director 3 WUCF TV PROFILE WUCF is one of the nation’s fastest-growing PBS stations, while maintaining the No. 6 position as the most-watched station in the Orlando market in a 500+ channel environment. WUCF’s television license is held by the University of Central Florida Board of Trustees. Reaching more than 2.5 million adults annually, WUCF is committed to maintaining the integrity of its brand and aligning with like-minded partners. Its partnership with UCF has helped to achieve this by airing media content that is both enlightening and educational. WUCF broadcasts on five television channels:WUCF PBS, WUCF Create, WUCF PBS KIDS, NHK World and OCPS Education Channel. WUCF is a non-commercial broadcaster and adheres to the Federal Communications Commission (FCC) standards that regulate how WUCF recognizes its underwriters. 2.5 MILLION ADULTS ANNUALLY 4 WUCF FM PROFILE WUCF FM 89.9 offers two full-time music broadcasts: 89.9 HD1 Jazz & More & 89.9 HD2 Latin Jazz. 89.9 FM’s music format is unique to Central Florida, serving a diverse listening community. The newly launched 89.9 HD2 Latin Jazz broadcast serves as an outreach to the large and ever-growing Latin American listening population in Central Florida, and around the world via online streaming. WUCF regularly produces local programming for broadcast on air and via podcasts. Programs include: • Live from Studio A • Latin Jazz with Alex Diaz • Jazz Most Wanted Countdown • Magazine Podcasts include: • Pivoted • WUCF Interviews “I SUPPORT WUCF BECAUSE OF THEIR JAZZ MUSIC. WUCF HAS THE BEST JAZZ RADIO STATION IN THE USA!” -LYNETTE S. 135,000 LISTENERS WEEKLY 5 THE WUCF PROMISE 6 The WUCF Promise is comprised of 5 pillars. Each pillar has a set of goals. The goals help us stay focused because with finite resources, we will all make choices every day. WUCF promises to remain a relevant part of our viewers'/ AUDIENCE listeners' lives in the future. 1. Increase our total Cume audience across all platforms 5% each year through in FY25. 2. Increase our users on Passport 5% each year through FY25. 3. Increase social media engagement on WUCF promises to strengthen Twitter and Facebook 5% each year through our team by attracting & FY25. CULTURE retaining exceptional talent. 4. Increase community engagement across all metrics by 5% each year though FY25. 1. Achieve 20% improvement in employee engagement over initial baseline by 2025. 2. Diversify talent to be within +-4% of popula- tion demographics of Central Florida by 2025. 3. Collaborate with staff members to create and pursue individual professional development plans. 4. Achieve recognition as being among the best places to work in Central Florida by 2025 WUCF promises to generate & administer resources that create & deliver mission- SUSTAINABILITY based services. 1. Increase user personalization services to members and viewers. 2. Refine individual giving program to 70% retention & more than 40% sustaining by WUCF promises to support 2023. technical infrastructure to 3. In alignment with the shift in giving, reduce meet current & emerging pledge premiums by 3% annually through 2025. TECHNOLOGY services. 4. Grow number of donors >$1000 to a total of 500 by FY25. 1. Create digital IP platform that includes video 5. Grow and diversify station revenue streams to (4K/HDR), audio and broadcast Internet data achieve 4% YOY growth through 2025. applications to meet our members' and 6. Improve operational efficiency by identifying viewers' expectations by 2025. 5% cost reduction within organizational 2. Develop & annually update Technical processes and material waste. Infrastructure Plan (TIP). 3. Develop & annually update Physical Infrastructure Plan (PIP) to create an enabling, barrier free physical space for our mission and our team. WUCF promises to be Central Florida’s Storyteller, encouraging curiosity & learning through compelling content & community engagement in our 9-county area. CONTENT 1. Develop local content that includes diverse perspectives matching local demographics by 2025. 2. Increase digital first content delivery across platforms annually by 10% year over year through 2025. 3. Distribute WUCF content regionally and nationally branded as Central Florida’s Storyteller. 7 AUDIENCE WUCF PROMISES TO REMAIN A RELEVANT PART OF OUR VIEWERS’ & LISTENERS’ LIVES IN THE FUTURE WUCF reaches more than 4 million adults annually across a nine-county area of Florida. WUCF Market Area Flagler Marion Volusia Lake Sumter Seminole Orange Reaches More Than Reaches More Than Osceola 500,000 135,000 Brevard People Each Week People Each Week Source: Nielsen TV Ratings Source: Nielsen Radio Ratings Over 25,000 Central Florida PBS KIDS digital attracts PBS KIDS delivers 4 billion+ users regularly access WUCF PBS 12 million+ unique visitors streams across digital services LearningMedia each month. on average each month. each year. WUCF leads the state of Florida in usage. 8 CULTURE WUCF PROMISES TO STRENGTHEN OUR TEAM BY ATTRACTING & RETAINING EXCEPTIONAL TALENT WUCF takes pride in having a diverse group of individuals that comprise our staff. From Central Florida Roadtrip to Meet The Helpers, and every ‘behind the scenes’ function in between, our staff is the core of everything we do. We strive to cultivate an organizational culture that is representative of our local community and inspires an atmosphere of creativity and growth. Since our inception, we have managed to expand our talent base and have attracted candidates both locally and nationally, while maintaining strong commitment and retention from our inaugural team members. 9 CONTENT WUCF PROMISES TO BE CENTRAL FLORIDA’S STORYTELLER, ENCOURAGING CURIOSITY & LEARNING THROUGH COMPELLING CONTENT & COMMUNITY ENGAGEMENT IN OUR NINE-COUNTY AREA • WUCF continues to create & distribute content nationwide featuring UCF faculty, staff and students. In FY2020, those programs reached nearly 1 million households. • WUCF is a distinctive asset for UCF, creating local content extending UCF’s reach and reputation, with more than 100 mentions and articles in the Orlando Sentinel, WMFE, WFTV, ABC News and other media outlets. • In 2020, WUCF presented more than 60 community engagement events virtually and throughout the nine-county area, reaching nearly 10,000 people. 10 MEET THE HELPERS Following the Pulse nightclub shooting, WUCF launched “Meet the Helpers” as a way to talk to kids about community crises. This year, Meet The Helpers videos have been used across the country to respond to the pandemic, hurricanes, wildfires, racial injustice and more. WUCF responded to this scary time for families as normal routines were disrupted due to the COVID-19 outbreak. WUCF’s Meet the Helpers initiative developed a series of short videos to help parents, caregivers, teachers and others talk to children about the pandemic and give them tools to help keep their families healthy. The latest videos were developed in partnership with the University of Central Florida’s College of Community Innovation and Education and Nicholson School of Communication and Media. In addition, Be a Helper videos were developed to encourage families and caregivers to explore the ways young children can be helpers through kindness, empathy and more. “The Meet the Helpers series really shows kids that helping others is a choice and Financial support for MEET THE HELPERS there are grownups who dedicate their has been made possible in part by: lives as helpers.