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Marketing HD Radio: Issues & Opportunities
by Israel Smith, IS Marketing , and DEI Marketing Advisor In March, 2006, as DEI's Marketing Advisor, I organized a conference call among Chief Marketing Officers to discuss the marketing of emerging HD Radio services. Participants on the call included:
Diversity Audience Development
By Israel Smith, IS Marketing and DEI Marketing Advisor
How Are Listeners Identifying Our Stations?
Call Letters, Frequency & more by Israel Smith, IS Marketing and DEI Marketing Advisor
Marketing Case Study: KWMU's Trivia Night Provides Entertaining Event
Most stations share a common checklist for a strong event. The idea has to be appealing to a broad audience spectrum, the potential for revenue has to be significant, staff effort moderate, and if fun is involved, that's never a bad thing. DEI heard about some work St. Louis Public Radio | 90.7 KWMU was doing hosting an annual Trivia Night. Phil Donato, the station's Marketing, Events, & Outreach Manager gave us the lowdown.
DEI Marketing Case Study: KPLU Jazz and Blues Cruises
Summary: KPLU has hosted cruises on the Royal Argosy in Seattle's Elliot Bay for 15 years, featuring Jazz and Blues Brunches, and distinct jazz and blues cruises, with live music. KPLU typically hosts three cruises per season (more in past years) and averages 425-450 people per cruise. Tickets are $55 each (no member discounts). Each cruise nets approximately $15,000-$18,000.
Marketing Case Study: WETA's Format Change
by Israel Smith, IS Consulting and DEI Marketing Advisor   SUMMARY
Positioning a Small Station in a Crowded Market: A Case Study
by Mary Motherwell, Marketing & Development Director, WEMU-FM / Ypsilanti, MI
Managing Off-Air Promotion
By Sylvia Carson, Director of Development, KUT / Austin, TX   Before you set out to complete the "off-air" portion of your annual marketing plan, make sure you are using the same formula for success used for your "on-air" promotion. Work with your Program Director!
Experiential Marketing
by Cynthia Ferrence Kelley, Director of Marketing and Communications, WDUQ / Pittsburgh, PA   In attempting to define marketing we have the traditional and the experiential: Traditional
Thinking Audience
Set the stage for audience growth at your station by taking the role of "listener."  Consultant Deb Blakeley and DEI's Marketing Advisor Israel Smith ask us to pay attention to the tangible and intangible aspects of the programming experience - from the listener perspective.
Low Cost / No Cost Marketing Ideas
All stations, regardless of size, need to be recognized as community partners.Larger stations are able to do this by putting on music festivals, bringing in big names, and having special events. Most smaller stations simply don't have the staff or financial resources to do these types of activities.
Maximizing Awards
Awards as "Proof of Performance" Now that you have that shiny plaque, cool statue, or framed certificate in your hot little hands, what's next? Plenty! Awards are your community's way of acknowledging your value. Don't let it just sit on the shelf... make it work for you! Awards can attest that you are:
Marketing Case Study: MPR's Advertising Campaign
by Israel Smith, ISMarketing and DEI Marketing Advisor
Marketing Case Study: KCME's Extreme Newsletter Makeover
by Betsy Harman, Founder,  Harman Interactive LLC   Does your station's e-mail newsletter need an extreme makeover or maybe just a little touch up? If it is designed and written by someone whose background is in creating print publications, it just might be time to consider a fresh look.
Marketing Case Study: WFAE's Public Conversations Series
Editorially Focused Events That Engage the Community Interview by Israel Smith, DEI Marketing Advisor
Feet on the Street and More
Here's a great story about a station making the best of a tough spot by thinking way outside the lines. In the past year, KJZZ in Phoenix found ways to make up for missed pledge goal, expand their team of local investigative journalists, and dramatically increase the visibility of their two stations. Louis Stanley, Associate General Manager of KJZZ and KBAQ, shares how the "Feet on the Street" campaign came about and the impact it's had at the station.
Brand Consistency within Your Organization
By Cynthia Ferrence Kelley, WDUQ / Pittsburgh, PA   You've done your homework. You have a logo you're happy with. You have a position statement. Now, you must reinforce a consistent brand strategy within your organization.
Building a Brand Identity
Everything matters by Cynthia Ference Kelley,Director of Marketing and Communications, WDUQ / Pittsburg, PA.
Tips to Get Positive Media Coverage
by Meg Meo, Senior Account Manager, Christian-Hubble Media & Communications, Austin, TX with special supplemental materials from Laura Gross, NPR Public Relations Manager
Federal Funding / Fundraising Ethics Resources (Spring 2011)
In these turbulent times, DEI assists member stations with fundraising and management advisories, articles, and templates for key station policies.  We hope the following links will help you locate the resources you need quickly.  Each of these documents also appears individually in our Resource library and can be found using keyword or faceted search in the appropriate discipline area.  You must be signed in to see these resources (click on the green "Sign in" button at the top right of your screen).

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