Team 13 Krysten Castillo Greg Cater Brittany Hooey Cynthia Jimenez Daniel Karnafel Anica Leal Josh Rich Garrett Ruffaner Johnny Sciortino
SITUATION ANALYSIS! MJWJ wants to go global by providing diverse content and revolutionizing the radio medium. This presents a host of problems and opportunities. MJWJ is new, and they still have the ability to tailor their content to a broad target audience. The main problem is that MJWJ needs to find a way to interact with massive amounts of people, constantly working to create both a local and international fan base.
SWOT! Strengths:! -MJWJ streams mobile for on-the-go listeners.! -Listeners can tune in any time anywhere in the world.! -Streaming is completely free online and mobile.! -The need to feel good is a universal concept the can hit home with audiences around the world.! -Diversity of shows will attract a diverse audience, which in turn, will attract a wide array of media buyers. ! ! Weakness:! -MJWJ is a brand new station making it difficult to sell ad spots! -Current cast is not cohesive with the goal of diversity! -Unfamiliar form of Internet broadcast. People typically want to listen to what they want WHEN they want it.!  ! Opportunity:! -Broadcast on iHeart Radio app and other radio streaming apps! -Opportunity to test diversity response locally in Houston in order to build a strategic global campaign! !-Partnering with airlines to bring a feel good vibe to the in-flight experience that many people dread !! ! !-Listener interaction! ! ! !-Traveling fans of traditional radio can get a taste of home form anywhere in the world.! ! ! ! ! Threat:! ! ! ! -Podcasts allow listeners to pick and choose what they listen to when they want to listen to it.! ! ! ! -Satellite radio has developed loyalty among many listeners and offers a wide variety of programming.! ! ! ! -AM FM talk radio still holds loyalty from older audiences who may not be up-to-date-with ! ! ! newer technology.!
CONSUMER INSIGHTS! Target audience is a tough topic for MJWJ because the goal of attaining a global audience is very lofty. Tight-Squeeze advertising thinks that it is an attainable goal if we work with a very specific target audience during the initial ad campaign, and then over time expand our target to eventually attain international exposure ! ! Steps! !1- Leverage Wash Allen’s following to establish a strong base audience in Houston.! !2- Develop diverse programming, and expand the Houston audience! !3- Use a digitally interactive campaign to get international exposure for MJWJ! ! The audience can only be as diverse as the programming, so until MJWJ starts to expand their horizons, Tight-Squeeze advertising suggests that MJWJ continues building a loyal following in Houston. ! The strongest advantage that MJWJ has is that the concept of ‘feeling good’ is universal, and with the right programming the ‘feel good’ concept can appeal to all demographics. ! ! Target Demographic • Our demographic includes males and females, ages 35-74 who are heavy listeners of various talk radio (religious, sports, variety). They are composed of high levels of white, black and hispanics, keeping with MJWJ’s theme of diversity and Global Radio. • The average income level is $50K-75K and $150K+ with a College Degree or higher. !
CAMPAIGN OBJECTIVES! •
The long term goal is to establish a strong presence that caters to a diverse international market, while maintaining the established audience and capturing a wide range of listeners.
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In order to achieve the ultimate goal of attaining a highly diverse global audience and maximizing total listeners, steps must be taken in building a strong foundation of local listeners. First MJWJ will target the Houston metroplex to achieve a solid foundation and diverse listener base. Houston is an ideal market because it offers the diversity we are seeking on a more manageable scale. The goal for Houston advertising is to find out how to reach an ethnically diverse audience while considering how to achieve a high number of listeners. Once the Houston market has been adequately reached, MJWJ will then expand to advertising in America’s largest cities and then continuing on to become a global presence.
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We want to provide quality content that will create a base of viewership that will serve as the foundation for international growth, stability, and market dominance.
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There is a great opportunity to capitalize on the newness of MJWJ and create and communicate the intended identity. The advantage of being such a young company is the opportunity to overcome forecasted obstacles before they come up. Forecasted barriers like the misconception that MJWJ is a podcast, or targeted to an urban audience must be avoided.
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To educate advertisers that MJWJ is not a Podcast, but the future of radio, it is important to maintain an innovative tone and communicate the place that this will fit in with new technology. It is important to show the way that MJWJ is taking advantage of this and to communicate the value that this will add to a company looking to advertise with MJWJ.
CREATIVE BRIEF! Creative statement – MJWJ needs to create a brand image that is highly relatable to a wide variety of demographics. This campaign must promote a globally interactive listening experience.! ! Current Brand – MJWJ is brand new, and is still open to brand changes and improvements. Currently, they are perceived as urban, local and trendy.! Desired Perception – MJWJ wants to be the first globally recognized Internet radio talk show. ! ! They want to stick to ‘feel good talk’ programming. They are currently trying to expand their programming to appeal to a more diverse audience.! ! !Main Creative Goals:! ! ! 1) Tell audience that we are universal, but not generic.! ! ! 2) Pitch the benefit of MJWJ being mobile and global to potential advertisers and listeners. ! ! 3) Turn “feel good radio’ into something tangible. By making our own genre, we can build ! ! demand for MJWJ!
BIG IDEA! Big Idea:! 3 phases: Local, National, Global.! Name alteration “MJWJ: Pangaea Radio”! Goal: Feel good talk with no labels. We’re inviting the world to join the conversation. There’s something for everybody! ! “Listen anywhere, feel good everywhere”! ! Big Idea Statement:! We’re MJWJ Pangaea radio and we’re on a mission to close in the gap between us and our brothers and sisters overseas by bringing the world together with good vibes. We’re testing the waters with our Houston neighbors in an attempt to break down barriers and bring everyone in on the conversation. So no matter who you are or where you came from, listen anywhere, feel good everywhere.!
NEW SOCIAL MEDIA STRATEGY! •
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Ideology- The idea for the social media campaign is to use social media as a way to interact with the listener. Posts of social media should always be made with the goal of evoking a response from the listener. Asking questions about what makes the listener feel good will create social media buzz when the listener responds. #thatsmyfeelgood will be the suggested hashtag for listeners to use when tweeting and instagraming in response to the show. Example social media posts: – – – – –
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We can make anyone feel good. Call in and help someone feel good. Why do you feel good today? Show us your feel good. When was the last time you made some feel good?
The Feel Good Cam- There will be a page on the MJWJ website that compiles videos posted by listeners that used #thatsmyfeelgood. Visitors of this page can look through various videos to help them feel good. The Global Mood Ring- There will be a page on the MJWJ where visitors can identify where they are and how they are feeling. After submitting this information a map of the globe will appear indicating how areas of the world are feeling based on information submitted.
CAMPAIGN STRATEGY! In order to achieve the ultimate goal of attaining a highly diverse global audience and maximizing total listeners, steps must be taken in building a strong foundation of local listeners. First MJWJ will target the Houston metroplex to achieve a solid foundation and diverse listener base. The goal for Houston advertising is to find out how to reach an ethnically diverse audience while considering how to achieve a high total number of listeners. Once the Houston market has been adequately reached, MJWJ will then expand to advertising in America’s largest cities. Once a strong base has been established in the U.S. MJWJ can go global.! •In-App Banner ads: on these sites http://www.heavy.com/tech/2013/07/10-best-tvmovie-streaming-android-apps-2013/! • These apps will attract more urban folk according to: http://pewinternet.org/Reports/ 2011/Apps-update/Part-4/Demographic-patterns.aspx! •Give MJWJ access to mobile calendars so listeners can be alerted when certain topics will be aired.! !
RADIO SPOT! Script:! Â From government phone tapping to the newest sports talk, the J Boney show has it all. Join the discussion on hot topics like social issues, religion, sports, education, politics and business. The J Boney show has it all. (Clip of J Boney speaking about a hot topic for about 5 seconds) So tune in to MJWJ Pangaea Radio on your laptop or smart phone for the freshest talk heard around the world. Listen anywhere, feel good everywhere. (30 sec)! Â ! About this spot! This radio spot will run two weekdays each week during the morning drive timeframe (between 6:00 and 9:00 am) in order to catch the male demographic as they drive to work. The male demographic was targeted because the nature of the J Boney show is often about political, social, or sports-related issues.!
TV COMMERCIAL TV Commercial A skinny white male in his late twenties wearing headphones is walking down the side walk next to a street with heavy traffic. Narrating the scene is Wash Allen talking about how “today we’re going to...” • The guy stops at a bus stop as a bus pulls up shortly after. As he is about to step onto the bus a cute girl his age, oriental of descent, cuts him off, steps onto the bus, and looks back over her shoulder at him and smiles. He gets on the bus and sits next to her. He posts a tweet on his phone saying “sitting next to a cute girl on the bus, what do I say?” As he puts his phone in his pocket Wash (still narrating) reads out the guy’s tweet and asks for listener responses. The girl then tweets, “All he’s got to do is introduce himself.” Wash comes on and says “sounds like all you gotta do is say ‘hi’ my man.” The guy hears it and takes a deep breath then turns to her and says “hi.” She smiles and says “hi” back. The two start talking and a graphic rolls on to the screen which says with Wash Allen reading off the words, “MJWJ Pangaea Radio. Listen anywhere, feel good everywhere.” About this commercial
The connection made between the man and the woman in this commercial portrays the idea put forth by the name “Pangaea” which is to bring the world together. We want our audience to know that the “feel good” vibes given off by MJWJ Pangaea Radio can bring us all together one person at a time.
Reaching the Demographic! Targeting MJWJ’s desired broad demographic requires a redesign. ! Company Redesign! Houston is one of the most diverse cities in the country and MJWJ’s talent !and talk topics need to represent this diversity in order to effectively gain the audience they desire. ! Web redesign! MJWJ must focus on content, adding social and user generated/submitted content. More Twitter and Facebook content with a more streamlined twitter feed on the webpage.! ! The current red color is considered alarming and dangerous and we have used blue which gives a calmer, “feel good” atmosphere which is the feeling that we want listeners to have when listening to the show and viewing the webpage.!
CREATIVE SUMMARY! It is imperative that MJWJ cut through the clutter of other radio stations. With that in mind, Tight-Squeeze advertising advises that MJWJ add to their name to make the channel more memorable. We suggest the name MJWJ – Pangea Radio, with the tagline “Listen Anywhere. Feel Good Everywhere” Back in the Mesozoic period, Pangea was a super continent that contained most of the landmass of the world. Calling the radio station Pangea implies that we are bringing the world back together with the first international internet radio station.
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MEDIA MIX!