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Diversity Audience Development
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
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
Instrument Appeal Major KEDM Outreach Project
Paige Smith brought her flute. John Sutton brought his percussion set. Susan Allain brought a truckload. When DEI invited station staff to donate gently used instruments to help Tipitinas Foundation in their instrument drive, we hoped to generate interest. We did. But what we didn't expect was a major outreach effort on the part of member station KEDM that resulted in a truckload of instruments for New Orleans musicians, and a wealth of goodwill for the Monroe, LA station.
Non-Traditional Revenue (and Creative Marketing)
Office As Gallery From KTOO/Coast Alaska   Are your station's walls white?  Consider using them to build relationships with your artistic community!  Here's how member station KTOO does it.
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.
Branding: Essential Concepts and True Tales
"Well-planned and executed brand strategy can have significant payoffs-including increased recognition, loyalty, revenue and endurance in the face of shifting marketplaces and competition... Brand management is not a moment in time, but a discipline that every department and staff person should be concerned about everyday," writes Sheila D.
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).
WXPN DEI Mobile Giving Project Report
Introduction: Making donations via text message has been a long time coming to the United States.  European countries and Canadian non-profits have had nearly decade long abilities to engage with donors online not only to seek donations but also alert donors to events and actions they can take via SMS .

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