Journalism and Mass Communications, College of
Date of this Version
2010
Abstract
Situation Analysis Since KRNU first started experimenting with broadcasting over 80 years ago, the University of Nebraska—Lincoln has recognized the importance independent radio stations play in a college community. For the last 20 years, 90.3 KRNU has relied on a format of alternative/indie music mixed with eclectic specialty shows. Through our research we discovered that 90.3 KRNU no longer has top-of-mind awareness among its target audience, which is primarily UNL students. Rick Alloway, KRNU station manager, saw the need for things to change. Through the collaboration of UNL supporters and KRNU supporters alike, it was decided that the station format should change. The Power of Ten Marketing Agency has created an awareness plan to launch the new 90.3 KRNU.
Positioning statement “KRNU is Lincoln’s only non-commercial source for independent music, concerts and events.”
Research Through our research, we learned that the KRNU target audience, wants variety, discovery and control over their music. They listen to the radio while driving, but generally dislike commercial radio stations because of talk, song repetition and advertising. They learn about new music from friends, other media and the Web. Target audience members are heavy Internet users, prefer texting over e-mail, and frequently participate in social media.
Creative Plan To reach the “indie” audience, each creative piece is designed to coordinate with another, each contributing in part to a fully integrated campaign. The graphics are edgy, eye-catching and artistic. The colors are consistent with the University to exploit the immediate credibility and recognition. The font adds to the authentic, moody theme of the music to be played on the station while proving enough differentiation from that of the University. The combined strategy for the creative is to build brand awareness for 90.3 KRNU and drive traffic to the station and Web site.
Account Executives | Eric Moyer & Rob Ford
Research Directors | Morgan Thomsen & Lori Neid
Project Manager | Michaela Brown
Media Director | Sara Eason
Public Relations Director | Katlynn Dutkiewicz
Creative Team | Erin McManigal, Drew Mischnick, Andy Moravec