Page 18 - FOOTSCRAY LIVE Project - Marketing & Promotion_Neat

18 FOOTSCRAY LIVE - A NEXT GEN FM PROJECT

The following are some ideas you can incorporate in your promotional strategy to draw listeners
to your great station.

USING TRADITIONAL AND NEW MEDIA TO BUILD AWARENESS OF FOOTSCRAY LIVE

You should use a mix of traditional and new media to build awareness of your radio station and to
attract and grow your audience.

Traditional media includes e-newsletters/hard copy newsletters, media releases, email database
notifications, letter and email correspondence. New media includes a range of social media
platforms.

Generally speaking, when you are a start-up radio station, traditional media is a great tool to use
to build awareness of the station.

In the early stages, modern or social media is a free and simple way of keeping your existing
audience informed about your programming schedule and broadcast highlights as they happen.
Over time if your content is compelling, social media ‘likes’ will turn into ‘shares’ and ‘retweets’.
This is when social media can grow your listenership.

To build awareness the following traditional media tools should be included in your marketing
strategy.

• School newsletter to parents and family, former students and school stakeholders
• Media release to local newspaper
• Media release to station partners
• Media release to organisations associated with those who will be interviewed
• Email database of sponsors, other stakeholders and community organisations

To help you develop your marketing strategy...

Complete MARKETING STRATEGY PLAN MARKETING STRATEGY PLAN (See: downloadable student worksheets)