Amanda Koontz Prof. Kim Bruce MCOM 3313 PR Copy Writing April 21, 2016
91.1 FM KWTS Promotional Project
Goal Increase campus awareness and listenership within West Texas A&M University student body through on-campus and digital engagement. College Radio Research In the past decade, internet and streaming music services have impacted the radio broadcasting and college radio industry. People aren't decreasing their music and audio media consumption levels, but are increasing them and listening to content from various sources. Youtube, Spotify, Pandora, Podcasts and Soundcloud are just some platforms to name that have increased since 2014 (MediaVest, 2013). In fact, a study by MediaVest and Clear Channel concluded that broadcast radio continues to be the primary audio platform and that the car remains the most popular location for audio listening throughout the day (MediaVest, 2013).
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What can be learned? Radio is not dying, it is still thriving and being pushed through different platforms like live streaming. College radio is a highly creative and open playing field for mass communication students and others interested in developing broadcasting skills, all while catering to a student audience. Many media professionals begin their careers through these public radio stations. Broadcast coverage can include everything from university sports live play-by-plays, heavy metal shows, morning talk shows and regular college indie-rock music programming.
The students who operate college radio stations thrive on free-speech that can be described as artsy, music-obsessed learners that are “years ahead of the mainstream” (Best College Reviews, 2012). Radio programs have been threatened by declining financial support and audience consumption preferences, but despite the challenges there are over hundreds of college stations across the United States.
This public relations, promotions-based campaign will attempt to grow the presence and relevance of The One 91.1 FM KWTS despite the audience’s diverse audio platform consumption differences. The campaign will feature real students in real college radio situations, highlighting the importance of college radio programs at WTAMU.
Measurement & Evaluation
Success of the campaign can be measured and determined by: • Growth in the Mass Communication program and radio practicum enrollment
• Growth in radio listenership
• Online engagements, impressions and shares
• Email marketing analytics
• Pre and post campaign surveys of student body
Campaign Overview KWTS is a fully functional and student-operated college radio station at WTAMU that reaches approximately nine counties in the Texas Panhandle, operating at 6,000 watts. The station began broadcasting in 1972. KWTS is located in the Sybil B. Harrington Fine Arts Complex within the Schaeffer Studio, housing offices, recording studios and a green room. This space serves as a home to on-air personalities and station operators. KWTS has social media online presence and digital infrastructure on Facebook, Twitter, Instagram, Spotify, SoundCloud, Wordpress and it’s website wtamu.edu/kwts.
These platforms will be integrated in this promotional campaign to reach the target audience of students at WTAMU. The unified campaign message is “College Radio Played by Ear”.
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Target Public Characteristics (WTAMU, 2015). Ethnicity
2% 2%1% 2% 3% 6%
24%
60%
Caucasian African American Asian American Two or More Races Pacific Islander
Commuter vs Non-Commuter
Hispanic International Other Native American
Geographic Origin
3% 15%
19%
Average Age 25.5
82%
81%
O-Campus Students On-Campus Students
Texas International
Out-of-State
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Tactics Interactive Email Blast • An interactive email newsletter will be sent to the WTAMU student mailing list at the beginning of the 2016 Fall semester briefly detailing KWTS, it’s history, special programming schedule, social media links and how students can become involved with the station.
Social Media Content • KWTS uses Facebook, Instagram and Twitter primarily for social media. Content will be pushed throughout the semester incorporating video, photos and interactive links on these platforms.
Vlog Post • During the beginning of the 2016 Fall semester, DJs and special show hosts will be interviewed about the importance of college radio and explain what their special programming it about. These interviews will be condensed into a 1:30 video that will be posted on the KWTS Facebook page and WTAMU.EDU homepage. Video posts tend to get high views and shares on Facebook. This execution will share unknown knowledge to students on campus unaware of special programming at KWTS.
On-Campus Messaging • Digital and print posters will be placed on-campus to establish awareness and presence of KWTS amongst the student population. There are many students new to WT that are not familiar with the radio station.
College Radio Day Press Release • KWTS is an annual participant in College Radio Day, where hundreds of college radio stations celebrate the importance of college radio on November 4. The goal is to raise awareness of the many college and high school radio stations that operate around the world by encouraging people who would not normally listen to college radio to do so on this day. KWTS will hold an on campus event and issue a press release to local media.
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Citations Best College Reviews. (2012). These 20 College Radio Stations Rock. Retrieved April 24, 2016,
from http://www.bestcollegereviews.org/these-20-college-radio-stations-rock/
MediaVest. (2014, January 8). New Study from MediaVest and Clear Channel Media and
Entertainment Reveals Tremendous Growth in Audio Platform; AM/FM Radio Still Most
Popular Platform. Retrieved April 24, 2016, from http://www.businesswire.com/news/
home/20140108006517/en/Study-MediaVest-Clear-Channel-Media-Entertainment-
Reveals
WTAMU. (2015). Quick Facts . Retrieved April 24, 2016, from http://www.wtamu.edu/about/
quick_facts.aspx
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