Journalism and Mass Communications, College of
Date of this Version
2012
Abstract
Radio Talking Book Service, a non-profit organization that assists the visually impaired by providing a free radio reading service, came to the University of Nebraska-Lincoln with a challenge: increase brand and service awareness throughout Nebraska.
We began by conducting both secondary and primary research, developing key insights and examining all possible target audiences. We investigated the day-to-day life of the visually impaired, learning that many who have experienced vision loss suffer from decreasing independence and increasing feelings of loneliness. Our primary research revealed that these individuals turn first to eye care professionals, resource organizations for the visually impaired and residential healthcare facilities to seek practical and medical assistance with blindness. This research helped us to uncover our target audience, primary marketing objectives and brand message.
Since our research showed that many RTBS listeners listen to the radio alone, we have positioned RTBS as a resource for the psychological transition from a sighted world to a nonsighted world. RTBS can aid this transition by providing a constant flow of entertainment, information and a human voice. RTBS serves as “Your Audio Companion.”
Our goal is to inform influencers, educate the public and connect our fan base. By informing our target markets, we hope for them to become RTBS advocates. The tactics for meeting our objectives include: creating starter kits for influencers, writing new press releases and public service announcements for the local media, developing attentiongrabbing radio spots, proposing social media strategy, rebranding collateral pieces, and creating an internship program to assist with executing the campaign.