2006ATCC-J-BERG-初賽提報-ICRT

Learning in Breathing

J-berg

Jeff Bamboo Edgar Reach Gloria

Outline

Introduction

Market analysis

Program design

Promoting activities

Implement schedule

Proposal evaluation

The cost and profit analysis

Introduction

Introduction

Goals：

Enhance the market share of ICRT

Operating Strategy：

1. Build a new orientation

2. Make new popular programs

3. Create the listening environment

4. Attract the internet users

Market Analysis

Market Analysis

Market position

Market Analysis

Target User Analysis

Target User Analysis

Therefore, the target user should be

1. 15 ~ 26 years old

→ Students

2. 22 ~ 44 years old

→ salary men

Target User Analysis

SWOT Analysis

Strength：1. The only one English radio

station in Taiwan

2. High power transmitter

3. Many foreign DJs

SWOT Analysis

Weakness：1. Most people don’t understand

English

2. Not many interactions

3. Orientation is not very clear

SWOT Analysis

Opportunity：1. To be leading broadcast

in English learning tendency

2. To be information exchange

platform

SWOT Analysis

Threat：1. Audiences are running off

2. Vicious circle

New Orientation

Learning in Breathing

New Orientation

What is Learning in breathing?

Strategy Development

Strategy Development

Strategy Development

Program Design

Program Analysis(1)

Gettyknowledge

Internationalization

Sharing experiences

Program Analysis(2)

Travel Abroad

Study Abroad

Women get more interests about learning

languages than men do.

Program Analysis(3)

Program Analysis(4)

Travel Program

Time : 17:00~18:00

Target audience: Salary woman,

Female student

The Secret of Flight Attendant

Study Program

Time : 19:00~20:00

Target audience : Students,

Young salary people

Easy to study abroad

I C youR Teeth

I C youR Teeth

Time: Embedded in programs

Target audience : All audience

Program orientation(1)

Program orientation(2)

Promoting Activities

People are using internet :

Internet Popularization

Listening radio through internet :

50%↑

39%

How many people are listening

50% x 39% x 23,000,000p

= 4,600,000p

Advantages

www.icrt.com.tw

What we suggest…

Why people don’t click…

SongsNewsInteractivity

Disadvantages

Songs

Homepage

ICRT Current Player

ICRT New Player

Music information

ICRT New Player

Interactivity

ICRT New Player

Program record

ICRT New Player

MSN voice download

Radio hardware degenerate

The overflow of multimedia information

The popularization of mobile 3C product

EARth

EARth

Radio - earphone

Other Promotions

ICRT Athletic Game

Sportsman

Placement marketing

Other Promotions

ICRT Discussion Group

Reader

Bilateral benefit

Other Promotions

MRT Circle

Commuter

Kill-time

promotion

Other Promotions

ICRT balloon

Old / new audience

What you see

is what you hear

Implement Schedule

We shall do now (2006/Apr. ~ May.)

How We Reach the Goal

Program Modification

EARth

production

Outdoor Activities Preparation

How We Reach the Goal

The next step (2006/Jun. ~ Jul.)

Shining in Taipei

Program in Summer Vacation

Reading Books Discussion

How We Reach the Goal

Our vision (2006/Aug. ~ Sep.)

EARth

Fasion

Listen to ICRT

ICRT Listenership ↑

Gantt Chart

Proposal Evaluation

The Questionnaire

Sample Size (N) = 501

Students (Nst) = 501

We assume :

Most of people are willing to learn English.

The equipment people use

Internet : 46%

Radio Player : 41%

When people listen to radio

Stay home at night – 49%

Rush hour – 38%

Internet

Transportation

Equipment

People are interested in…

Traveling aboard – 71%

Studying aboard – 52%

New Field

Why people listen to ICRT

Practicing listening – 61%

Foreign Music – 30%

Why NOT ?

too difficult!

New Way

People think about the EARth

Attracting Parts

1. Convenience

2. Innovation

3. Usability & Price

Version 1

Function

Version 2

Not just a radio,

but …

Can do better

The Cost & Profit Analysis

Let ICRT connected with sports

Hardware

600,000

•EARth

Dynasty

•English is on Air

•ICRT Athletics Meet

50,000

10,000

Bring ICRT into the crowds

Let ICRT connected with sports

Sharing experience with people

Software

200,000

•Discussion Group

•Take DJs Home

200,000

Total Cost : $1,260,000•Others

310,000

Promote ICRT through funny voice

Dining Hull, Ads, English Songs Competitions, etc.

Think about that,

What life it would be when ICRT is everywhere …

Your best friend,

ICRT

J-berg