RTV4800 Project I: Radio Station Marketing Plan Your Station: Rock104 in Gainesville or one of the top five radio stations in the Tampa market. General Objectives: 1. Create a marketing campaign that will appeal to the target audience of your station. 2. Design and incorporate an online or mobile promotional event for this marketing campaign to increase audience involvement (this event is sponsored by your station) 3. Design and incorporate a cross promotional plan with a partner (an advertising client) in this campaign to increase marketing efficiency and effectiveness (this event is co-sponsored by your station and an advertiser) Required Components of the Marketing Plan 1. Audience analysis (what kind of audience does your station attract?) 2. Market situation analysis (who are your competitors and how are you doing in the market?) 3. Marketing Objectives (specific objectives and time frame based on your market situation analysis) 4. Marketing Strategy Recommendations a. Target audience b. Marketing theme c. Advertising Plan i. Creative Theme/Taglines ii. Media Vehicles (you plan has to include multiplatform media vehicles) d. Promotional Events i. Event 1 (theme and timing) – station sponsored (has to have an Internet and/or mobile component) ii. Event 2 (theme and timing) – station and advertiser sponsored ***Please justify all decisions/recommendations with rationales (i.e. proofs from your research). Recommended Length: 5-6 single-spaced pages Team Assignment: You will be working in a marketing team of two for this assignment. Recommended Arbitron Programs: 1. Maximizer for the demographic analysis of station listeners. 2. PD Advantage for competitor analysis and audience loyalty assessment overtime. 3. TapScan for competition ranking and trending. 4. Qualitap for lifestyle, shopping, and promotional event preferences analysis (MapMaker will also provide PRIZM lifestyle info).RTV4800 Project II: Radio Ad Sales Proposal Your Station: Rock 104 in Gainesville or one of the top five radio stations in Tampa. General Objectives: Locate and create a sales proposal for a prospective client with high ad sales potentials. Required Components of the Advertising Sales Proposal 1. Your prospective client’s marketing needs. 2. Reasons that your station can help your client accomplish these needs/objectives (what you offer and why you are a good ad vehicle). 3. Specific reasons why the prospective client should advertise on your station (why you two are the perfect match). 4. Proofs that you can deliver these promises. 5. Two schedules (i.e., two budgets) to deliver the target audience to your client. 6. Other innovative, value-added promotional packages (please include at least one online and one mobile component). 7. Recap/Summary of the overall sales package. ***Please justify all decisions/recommendations with rationales (i.e. proofs from your research). Recommended Length: Whatever it takes to provide a glossy, attractive proposal. Team Assignment: You will be working in an ad sales team of two for this assignment. You will choose your own client from the list provided in MapMaker and prepare the sales proposal for this prospective client. It is assumed that you will continue to work on the radio station that you chose for the marketing assignment. Please let me know if you would like to change the station. Recommended Arbitron Programs: 1. MapMaker for identifying/researching potential clients, and studying the match between your station and specific prospective clients. 2. Maximizer for the demographic analysis of station listeners. 3. PD Advantage for competitor analysis and audience loyalty assessment overtime 4. TapScan for competition ranking and trending 5. Qualitap for lifestyle, shopping, and promotional event preferences analysis (MapMaker will also provide PRIZM lifestyle info).RTV4800 Project III: Syndication Program Sales Proposal Your Prospective station client: Any television station in the Jacksonville, Tampa, Gainesville-Ocala, or Atlanta market. Your Company: WB Television Syndication Division Market: Jacksonville, Gainesville-Ocala, or Tampa-St. Petersburg General Objectives: 1. Present your prospective client with a winning syndicated program product and recommended schedule that would improve the performance of a daypart and the overall station. 2. Compose a thorough, effective, persuasive program sales proposal for your client that will result in the sales of the WB syndicated product. Syndicated Program Product: TBA Issues to be Addressed in the Proposal (You are free to design the format of the sales proposal but make sure that your proposal is professional looking and addresses at least the following issues): 1. What are the programming problems that your client is facing? Prioritize and rationalize the problems. 2. Reasons that your product can help your client solve the programming problem —identify important qualitative and quantitative information (i.e., proof) about your program that will help your client see (substantiate) how your programming product will solve the programming problem or simply improve its programming performance in a certain daypart.* 3. The recommended scheduling strategy for your product, analyze the flow of audience and how the new schedule with your product is better than the old schedule. 4. Promotional support that you will offer if the prospective client buys your program. Please include at least one online and one mobile component. *Examples of programming substantiation: a. The programming product’s past performance in other markets similar to yours or when it was on network TV, if any. b. The performance of the programs similar to yours in your specific market, similar markets, or on network TV. ***Please justify all decisions/recommendations with rationales (i.e. proofs from your research). Recommended Length: Whatever it takes to provide a glossy, attractive proposal. Team Assignment: You will be working in a syndication team of two for this