Radio Station Brand

Jacque LewisRadio/TV Programming12.13.13

The Strategy

To Build a Top 40 Chart-Playing radio station that’s geared specifically toward young adults and teenagers. Doesn’t matter what genre the song is in, if its a hit we’re playing it. Let’s start slow to build up our listening base so we can create a strong social media presence to help take out 107.5 The River, another Chart 40 Radio station in the market.

The Target

Musical Target: Adults 18-34, 60% male, 40% female, Primary and Secondary

Listener Benefits

Less talk, more music. During the Morning and Afternoon drives listeners will be blasted with music from all the latest artists. When we do talk, it will be about the music. Using social media as one of our main tools, we will cover all the latest events, concerts and festivals around and outside the city, if its music related we will be there covering it. Less Talk. More Music. The Music Station for Music Lovers.

Competitive Information

Primary competitor is WRVW 107.5 The River. Secondary competitor is WUBT

The Position

To brand the station as a “home” for Music lovers to run to and find out all the latest information on their favorite artists with the help of a tablet and smart phone friendly website that allows the audience to send in song requests right from their tablet or phone. When DJ’s are on air, their main goal is to direct the listeners to our website put the music back on. DJ’s will also interact heavily with all the latest sites involved in social media. This radio station will also be one of the first to use VJ’s on their website and youtube to showcase exclusive concert footage, interviews, and music videos made exclusivity for the radio station. Once we have a following in place, that’s when the real war will begin between WHIT AND WRVW. Though for 6 months to a year the DJ’s on air should barely mention WRVW.


The Transition

WHIT will launched on December 20, 2013, to build up the live broadcast of WHIT Presents: Celebration. The Official HiTz New Year Eve Launch Party at Marathon Music Works on December 31st, 2013.

The Launch party will be broadcasted live over the air and streamed online through a partnership with youtube.com.

On December 20th the station will give its audience the power to choose the logo. Three Logos will be uploaded to the website, whichever logo gets the most votes becomes the official logo starting on December 24th.

It doesn’t stop there though, there will also be mystery concerts every Tuesday night starting on the 24th of December. These concerts will take a page from Vitamin Water’s “Make Boring Brilliant” campaign, meaning the concerts will take place at the most random places, though starting out, this concert in particular will be at the Music City Convention Center and will feature Drake with Kendric Lamar and Lorde.

This concert will also serve as a chance for the audience to meet and greet the DJ’s before the December 31st Launch Party.

Throughout the rest of the week the listeners will began to hear promos, breakers, liners, and jingles that reflect the WHIT brand.

The Launch Party will be even bigger, with artists Katy Perry, Eminem, Elle Goulding stopping by to speak on their latest projects.

Avicii will be providing the sounds throughout the night, there will also be a hip-hop tribute featuring Eminem, Kendrick Lamar, and DJ Khalid. We truly support all music.

The Station will start the New Year right by offering playlists that’s more diverse than WRVW. Throughout the year, we’ll continue to have more contests and exclusive content on the website which should help us grab some of WRVW’s audience.


Measurable Marketing Goals

It is important to develop measures by which we can gauge the success of our marketing plan. We determined that to be successful we had to create benchmarks and track growth with our target

1. Level of Web presence and social media identity that draws in the audience.

2. DJ’s connecting with the audience

3. Mixers, promos, concerts, parties, events that draw in our target audience

4. Diverse Playlist of hits that keeps the audience tuned in.

5. Music news show that broadcasts during the morning drive as well as in the afternoon drive.

Evaluation

(1)Technical Facilities: FM - 100,000 watts – Antenna mounted on 1,000 – foot tower

(2) Character of Local Market: WRVW – Adults 18-34

(3) Identification of Target Market: Young Adults, College Students, Older Teenagers

(4) Budget: 2 Million

(5) Potential Revenue: 10 Million

(6) Music Research: Billboard top 10 Artists: Eminem, Pitbull, OneRepublic, Lorde, Miley Cyrus, Avicii, Imagine Dragons, A Great Big World featuring Christina Aguilera, Passenger, Drake Featuring Majid Jordan


WHIT – 105.6 The Hitz – FM – Chart Top 40

Sample Clock – Morning Drive - 6am – 10am

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Sample Clock - Morning Drive

ID Music Sweeper Liners Jingles Stop Set Liners News MusicStop Set Sweeper Liners Jingles Stop Set Music Stop Set Liners Sweeper

SegmentMinutes

ID 1:00Music 10:00Sweeper 0:30Liners 3:00Jingles 0:30Stop Set (Commercial Break) 3:00


Liners 5:00News 5:00Music 6:00Stop Set 3:00Sweeper 0:30Liners 7:00Jingles 0:30Stop Set 3:00Music 6:00Stop Set 3:00Liners 3:00Sweeper 0:30

Sample Rotation – Morning Drive - 6am – 10am

1. The Neighbourhood – Sweater Weather2. Lady Gaga – Applause3. Robin Thicke – Blurred Lines4. Drake featuring Majid Jordan – Hold On, We’re Going Home5. Lorde – Royals6. Demi Lovato – Neon Lights7. Avicii – Wake Me Up8. Elle Goulding – Lights9. Eminem featuring Rihanna – Monster10.Kendric Lamar – Poetic Justice (Remix)11.Kanye West – Bound 212.A$AP Rocky – F**king Problems13. Zedd featuring Hayley Williams – Stay the Night14.Elle Goulidng – Burn15.Rihanna – Pour it Up16.Ciara Body Party17.Katy Perry – Roar18.Miley Cyrus – Wrecking Ball19.Pitbull featuring Ke$ha – Timber20.Jay Z featuring Justin Timberlake – Holy Grail21.Justin Timberlake – TKO22.Imagine Dragon – Demons23. Paramore – Still into You


24.Lady Gaga – Do What U Want25.Miley Cyrus featuring Future – My Darlin’26.Lorde – Team27.Zendaya – Replay28.Calvin Harris featuring Elle Goulding – I Need Your Love29.Selena Gomez – Slow Down30.One Direction – Best Song Ever

Sample Clock – Daytime – 10am – 3pm

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Sample Clock - Day-Time

ID Liners Sweeper Music Stop Set Liners Promo Content Stop SetID Music Sweeper Liners Stop Set Music

Segment MinutesID 1:00Liners 4:00Sweeper 0:30Music 14:00Stop Set 4:00Liners 5:00Promo 2:00Content 3:00Stop Set 4:00ID 1:00Music 9:00


Sweeper 0:30Liners 3:00Stop Set 4:00Music 5:00

Sample Rotation – Daytime - 10am – 3pm

1. Ariana Grande featuring Big Sean– Right There2. Lady Gaga – Applause3. Robin Thicke – Blurred Lines4. OneRepublic – Counting Stars5. Lorde – Royals6. Imagine Dragons – Radioactive7. Avicii – Wake Me Up8. Wiz Khalifa – Black and Yellow9. Eminem featuring Rihanna – Monster10.Kendric Lamar featuring Jay Z– Poetic Justice (Remix)11.Kanye West – Bound 212.Childish Gambino - V. 300513. Zedd featuring Hayley Williams – Stay the Night14.Elle Goulidng – Burn15.Rihanna – Pour it Up16.Ciara Body Party17.Katy Perry – Roar18.Miley Cyrus – Wrecking Ball19.Pitbull – Timber20.Jay Z featuring Justin Timberlake – Holy Grail21.Justin Timberlake – TKO22.Imagine Dragon – Demons23. Paramore – Still into You24.Austin Mahone – What About Love


25.Miley Cyrus featuring Future – My Darlin’26.Lorde – Team27.Zendaya – Replay28.Calvin Harris featuring Elle Goulding – I Need Your Love29.Taylor Swift featuring Ed Sheeran – Everything Has Changed30.Juicy J. Featuring Wale, Trey Songz – Bounce it

Sample Clock – Afternoon Drive – 3pm – 7pm

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Sample Clock - Afternoon Drive

ID Liners Sweeper Music Content Stop SetSweeper Liners Music Stop Set Liners

Segment MinutesID 1:00Liners 4:00Sweeper 0:30Music 16:00Content 4:00Stop Set 6:00Sweeper 0:30Liners 8:00Music 12:00Stop Set 6:00Liners 2:00


Sample Rotation – Afternoon Drive – 3pm -7pm

1. Macklemore & Ryan Lewis – White Walls2. Lady Gaga – Applause3. Robin Thicke – Blurred Lines4. Lil Wayne – Love Me5. Lorde – Royals6. Imagine Dragons – Radioactive7. Avicii – Wake Me Up8. Carly Rae Jepsen – Call Me Maybe9. Eminem featuring Rihanna – Monster10.Drake – All Me11.Kanye West – Black Skin Head12.Austin Mahone – What About Love13. Zedd featuring Hayley Williams – Stay the Night14.Elle Goulidng – Burn15.Passenger – Let Her Go16.Eminem - Berzerk17.Katy Perry – Roar18.Miley Cyrus – Wrecking Ball19.Pitbull – Timber20.Jay Z – Tom Ford21.Justin Timberlake – TKO22.Imagine Dragon – Demons23. Chris Brown featuring Nicki Minaj – Love More24.Lady Gaga – Do What U Want25.Demi Lovato – Neon Lights26.Ariana Grande featuring Big Sean – Right Here27.YG – My Hitta


28.Calvin Harris featuring Elle Goulding – I Need Your Love29.Fabolous featuring Chris Brown - Ready30.Zedd – Clarity

Sample Clock – Evening– 7pm – 12Midnight

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Sample Clock - Evening

ID Music Sweeper Liners Stop Setjingle Content Music Stop Set Liners

Segment MinutesID 1:00Music 20:00Sweeper 0:30Liners 5:00Stop Set 6:00jingle 0:30Content 3:00Music 16:00Stop Set 6:00Liners 2:00


Sample Rotation – Evening – 7pm - 12Midnight

1. The Neighbourhood – Sweater Weather2. Lady Gaga – Applause3. Robin Thicke – Blurred Lines4. Demi Lovato – Neon Lights5. Lorde – Royals6. Imagine Dragons – Radioactive7. Avicii – Wake Me Up8. Chris Brown featuring Nicki Minaj – Love More9. Eminem featuring Rihanna – Monster10.DJ Khaled featuring Future, Nicki Minaj - I Wanna Be with You11.Fifth Harmony – Miss Movin’ On12.Britney Spears – Work B!tch13. Zedd featuring Hayley Williams – Stay the Night14.Elle Goulidng – Burn15.R. Kelly – My Story16.Sebastian Mikael – Last Night17.Katy Perry – Roar18.Miley Cyrus – Wrecking Ball19.Pitbull – Timber20.Jay Z featuring Justin Timberlake – Holy Grail21.Justin Timberlake – TKO22.Imagine Dragon – Demons23. YG – My Hitta24.Lady Gaga – Do What U Want25.Jay Z – Tom Ford26.Lorde – Team27.Wale – Clappers 28.Calvin Harris featuring Elle Goulding – I Need Your Love29.Sevyn Streeter Featuring Chris Brown – It Won’t Stop30.Janelle Monae - Primetime

Sample Clock – Overnight– Midnight – 6am


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Sample Clock - Overnight

ID Liners Sweeper Music Stop Set ContentSweeper Music Liners Stop Set Sweeper Liners

Segment MinutesID 1:00Liners 5:00Sweeper 0:30Music 16:00Stop Set 6:00Content 6:00Sweeper 0:30Music 16:00Liners 1:00Stop Set 6:00Sweeper 0:30Liners 1:30

Sample Rotation – Overnight

1. Macklemore and Ryan Lewis – White Walls2. Lady Gaga – Applause3. Robin Thicke – Blurred Lines4. Sebastian Mikael featuring Wale – Last Night5. Lorde – Royals6. Imagine Dragons – Radioactive7. Avicii – Wake Me Up


8. R. Kelly – My Story9. Eminem featuring Rihanna – Monster10.The Neighbourhood – Sweater Weather11.Janelle Monae - Primetime12.Wale - Clappers13. Zedd featuring Hayley Williams – Stay the Night14.Elle Goulidng – Burn15.Chrisette Michele – A Couple of Forevers16.Ciara Body Party17.Katy Perry – Roar18.Miley Cyrus – Wrecking Ball19.Pitbull – Timber20.Fifth Harmony – Miss Movin’ On21.Justin Timberlake – TKO22.Imagine Dragon – Demons23. Paramore – Still into You24.Lady Gaga – Do What U Want25.Miley Cyrus featuring Future – My Darlin’26.Lorde – Team27.Zendaya – Replay28.Calvin Harris featuring Elle Goulding – I Need Your Love29.OneRepublic – Counting Stars30.Drake – Hold on We’re going Home


Business

Radio Station Brand