AMB202 Integrated Marketing Communication Assessment …consumer marketing (Franklin and Jenkins, 2014; Mangold & Faulds, 2009). The technological environment has little to do with

Amy Reynolds 8496994

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AMB202 Integrated Marketing Communication

Assessment Item 3: Client Campaign Report 99.7FM

Name: Amy Reynolds Number: 8496994 Tutor: Wayne Chalmers Word Count: 1324


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Table of Contents 1. Client proposal 4

1A. Macro environment- Pest Analysis 4 1B. SWOT Analysis 6 1C. Competitor Analysis 7

2. Target Market 9

3. Branding and Positioning Strategy 10

3.1. Branding Strategy 10

3.11. Logo 11 3.2. Positioning 12

4. Marketing Communication Strategy 12 4.1 The Campaign 12 4.2 Campaign Objectives 12

4.3 Message Strategy 13 4.4 IMC Tactical Strategy 13 4.5 Campaign Implementation 14 5. Marketing Material 16

6. References 17 7. Appendix 19


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Executive Summary

In order to raise brand awareness, increase membership base, stimulate growth and

ultimately increase success, the team at QUT consultants propose a creative and

exciting campaign, which aims to successfully rebrand 99.7FM to a fresh and family

orientated station.

The heart of community radio lies in the relationships formed and connections made

within the community. Be it individuals, families, schools, sports teams or businesses,

the purpose of a community platform like 99.7FM, is to stimulate connections, spur

excitement, and offer a communal place for belonging. With this in mind, we are

proud to announce the station’s fresh new direction, ShineFM. With the exciting new

tag line ‘Brisbane to the Bay’ our vision is for Shine to become imbedded in the fabric

of the community. Despite budget and time restrictions, we are confident our exciting

and innovative campaign ‘Get Conneced’ will be extremely effective. By providing

locals with informative and entertaining social media ‘guides’ the campaign aims to

spark connections between residents, the radio, community groups and businesses.

Firstly we propose hiring 2-3 volunteer interns to assist in generating content. This

involves videoing themselves in fun and quirky ways, with content focused on the

‘how-tos’ of social media and technology. To stimulate excitement and awareness of

this campaign and provoke people to join social media and follow the stations page,

ShineFM will host a family fun day with food, adult and children friendly activities, and

savvy ‘tech-tent’. This will allow Shine to connect with the entire family in a friendly,

face-to-face environment, while building brand and campaign awareness. Once

Shine begins to build positive connections with local businesses, the station can

launch its VIP member program. This program leverages relationships, to provide

paying members with exclusive discounts.


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1. Client Proposal 99.7FM is a community radio station governed by the Australian

Communications Media Authority. From being licenced in 1992, 99.7FM’s

present footprint includes Brisbane suburbs north of the Brisbane River

including Ferny Grove, Dayboro, Strathpine, Pine Rivers and Redcliffe (refer

to appendix A). In regard to 99.7FM’s current position three specific objectives

have been outlined to be addressed through the campaign these include;

rebranding 99.7FM to make it more relevant to its audience, an increased

membership base and to raise brand awareness. Specifically this campaign

will prioritise the two key objectives, rebranding and raising brand awareness.

As currently 99.7FM has a very small, narrow following, with most audience

members belonging to the over 40 white male demographic it is crucial for

99.7FM to rebrand to create diversity among the station audience to better

involve the community they serve. After 99.7FM rebrands, the second

objective to raise brand awareness is crucial for the stations success, which

after the wave of this campaign will serve the final objective to increase

membership as this can only be done after effectively rebranding the station.

1A. Macro-Environment – PEST Analysis The following table analyses the political, economic, socio-cultural and technological

environment.

Table 1: PEST Analysis

Environment Trend Issue Implication Political/Legal Regarding online simulcast radio shows

there is an extra fee as a result of the Federal Court ruling that internet simulcasts of radio programs fall outside the definition of a “broadcast” under the Copyright Act. (Ward, 2014). Under the new agreement, Community Broadcasting Association of Australia members stations that simulcast will need to pay an additional license fee of $250 (Community Broadcasting Association of Australia, 2015).

Need to take this into account for company budget when setting up an online broadcast for 99.7FM in the future.


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The Federal Government’s support for community radio has been cut to $16.8 million from $17.3 million (Newstead, 2014) Community radio lost over $1 million initial impact of the Administered Program Indexation Pause (The Music, 2015) and the extension of the four year freezing of the indexation for the community broadcasting program effectively will mean a cut of 3 million over that four years (Henry, 2015).

The Budget for the station will need to ensure a cost effective four-year plan to ensure no loss of content and services will occur due to cuts from government funding. Furthermore sponsorship from community companies will be advantageous to the stations budget and also membership packages.

Economic The total number of motor vehicles registered in Australia to increase by 2.2% over the current year, to reach 18.1 million vehicles in 2016 (IBISWorld, 2015).

The steady increase of registered motor vehicles creates a stable and viable market for radio broadcasting in Australia.

Social/culture/demographic

In 2012-13, there were 8.9 million households in Australia. Just under three quarters (74%) were family households. Of the 6.7 million families in Australia in 2012-13, 85% (5.7 million) were couple families, 14% (909,000) were one-parent families (ABS, 2015).

These socio-cultural findings have positive implications for 99.7FM as the station will be beginning to target a family orientated market.

Technology Australian radio continues to show the largest and most consistent growth in Facebook engagement and fan numbers, according to the latest Australian Facebook Performance Report. (Social Pulse, 2015) Social Media is now considered a part of the marketing mix (Mangold & Faulds, 2009). Social media and free media platforms such as YouTube and Facebook are used heavily in product promotion. Social Media marketing opens new pathways to consumer-to-consumer and marketer-to-consumer marketing (Franklin and Jenkins, 2014; Mangold & Faulds, 2009).

The technological environment has little to do with 99.7FM as budget measures will not allow for advanced operating systems. However it has a great deal with communication and advertising of the stations new direction. Social Media marketing is an effective wayfor 99.7FM to reach consumers as a recommendation from someone they know on social media will be trusted 90% more than


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Social Media marketing is a more effective way to advertise to young consumers, because recommendations are given more credence coming from peers (Franklin and Jenkins, 2014).

traditional marketing or recommendations from advertisers (Franklin and Jenkins, 2014). Which makes social media pathways a cheap and effective part of 99.7FM’s marketing strategy.

1B. SWOT Analysis This following table will outline the current situational analysis for 99.7FM.

Table 2: SWOT Analysis

Strengths (internal) Weaknesses (internal) • The product is wide reaching • Local, community feel • Not restricted to play specific genre

of music • Promotes Australian music industry • Passionate announcers • Only plays five minutes of ads per

hour (great for listeners, bad for radio station income)

• Many potential listeners are unaware of the brand

• Limited budget – relies heavily on sponsorship and grants

• Location of station – not in the Brisbane city area

• Only permitted to play five minutes of ads per hour, limits amount of income

• Limited entrance into the world of social and online media

• Members have to pay a membership fee ($22)

Opportunities (external) Threats (external)

• Commercial radio stations play up to 22 minutes of ads per hour, often annoying listeners

• Other radio stations without a general broadcasting license are often prohibited from playing certain songs in their entirety

• Other brands who already have a much larger and loyal following

• Becoming a member or VIP to other commercial radio stations is free (hit105.com)

• Caboolture community radio – footprint is right in the Moreton Bay area

• Similar music to 4KQ


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1C. Competitor Analysis The following table outlines the competitors for 99.7FM.

Table 3: Competitor Analysis

Competitor 1 Triple M 104.5

Competitor 2 4KQ 693

Target market(s) Males Sports fans Rock music enthusiasts Over 40s

Mainly Over 40s (who enjoy music from the 60s/70s/80s) Both genders interest in a variety of classic hits

Product “Brisbane’s Best Rock” (Triple M Website). Specialty shows: “Homegrown” (Australian Music), Breakfast show, Sports shows, Commercial Radio Station

‘Classic Hits” Music from the 60s, 70s and 80s Breakfast show (with one female presenter and two males). “Sunday Morning 60s” (4KQ website).

Commercial Radio Station

Price Free to air

Free to air

Place The station located in Brisbane city.

Available within the Brisbane/Ipswich/Gold Coast/Sunshine Coast areas, based in Coorparoo/Stones Corner.

Promotion 84 000 likes on their Facebook page Developed website Twitter account

52 000 likes on their Facebook page Twitter account Informative website

Potential competitive barriers

Triple M have both digital radio and online streaming available for their audience, something

Established well in market for ‘classic hits’.


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that 99/7FM does not offer. 99.7FM do not yet offer a well established website for their audience.

Potential strengths and weaknesses of competitors

Strengths Online streaming Digital radio Informative website Income from advertising

Weaknesses Product appeals to only a very specific audience Not much variety Ads can frustrate listeners and lead to station changing

Strengths Male and female presenters Strong presence online – Facebook, Twitter, Website Income from advertising

Weaknesses

Ads can frustrate listeners and lead to station changing

Our likely response(s)

Avoid Attack

The key issue identified in the SWOT and competitor analysis is the similarity of

product between 99.7 and 4KQ and thus making them a direct competitor. However

strengths include being a community station with less ad time, which can lead to

listeners switching between song time on 4KQ and the similar classic music can be

played out entirely on 99.7FM. The weakness outlined is their social media presence

the marketing strategies to counter this threat will be through the get connected

campaign.


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2. Target Audience Table 4: Target Audience Description Potential impact Geographic Segmentation

Men and women who live in the area of and surrounding Brisbane. Appendix 1.

Large geographic presence creates large market for the community station. Refer to Appendix 1.

Demographic Segmentation

30 to 45 year old men and women. As of 2013 66% of the adult population in Australia in private dwellings had had natural children. Of these people, 42% had had two children, while 37% had had three or more children (ABS, 2015b). However the older half of the age segment from 35-44, 30% had three of more children.

As members of this age group often have young families and will therefore be attracted to the family fun day.

Psychographic Segmentation

The activities and interests of this segment may include family time, sports and leisure time, family outings. They belong to the ‘Conventional Family Life’ Roy Morgan segment. Good solid and reliable products are important to this segment. With a strong focus on the family they centre values around events in family lives, they spend substantial and the older age in this segment spend time getting family to visit (Roy Morgan Research, 2015) VALS Framework: Believers

The Psychographic characteristics of this segment align with the campaign goal of connection and the family day will appeal based on their values.


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Behavioural Segmentation

This segment wants value for money. They have an interest in the local community and are loyal readers of suburban newspapers. They want To express love and affection to all family members and also behave To satisfy household needs.

Consumes for hedonistic pleasure.

The behaviours outlined for this segment align with the campaign goal of connection. The family fun day will also appeal to the hedonistic consumption patterns.

After segmentation analysis the primary audience 99.7FM will intend to target will be

families from the wider Brisbane region to the Moreton Bay region. The larger

demographic presence of families is positive for 99.7FM. Additionally with this market

falling under “Conventional family life” their strong focus on family values (Roy

Morgan Research, 2015) will have a positive response to 99.7Fm marketing

objectives. Events in family lives are largely valued as they spend substantial time

with their family and engaging in events together. A literature review indicated the

target market of ‘families’ fell under the VALS framework of “believers” (Strategic

Business Insights, 2015) who want friendly communities. In conclusion 99.7FM

strategic family market will give a competitive advantage for the station and will

appeal to this market as connecting with families and their community will appeal to

their hedonistic consumption.

3. Branding/Positioning Strategy 3.1 Branding Strategy Connection is a basic human desire. People want to feel like more than an individual.

They want to feel like they are a part of something bigger, their community and this is

the purpose of community radio: connection. If 99.7FM is going to connect and

galvanise a community that spreads from Brisbane through to the Bay, the station

needs a fresh start. The new direction for 99.7FM will be ShineFM. The vision for the

identity of ShineFM will be to become a part of the fabric of the community and this


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will be created through getting connected. ShineFM will be the connective tool for

their listener to their community business, events and news.

3.11 Logo “Colours trigger very specific responses in the central nervous system and

celebral cortex. Once they affect the celebral cortex, colours can activate

thoughts, memories, and particular modes of perception. This arousal prompts

an increase in consumers’ ability to process information” (Gobé 2001). As red

is the most stimulating to the eye and yellow being more attractive to the eye

these will form the basis of the colour scheme for ShineFM. Furthermore a

touch point for the consumer will be the rays above the name so the consumer

will easily identify shine. In creation of the brand logo, the identity of

connection and community in mind along with semiotic analysis this is the

proposed logo for ShineFm.

Image: ShineFm rebrand logo 3.2 Positioning Strategy

99.7Fm will use a positioning strategy via brand benefits specifically positioning in

terms of satisfying the family segments psychological desires and symbolic needs

(Chitty, W., Luck, E., Barker, N., Valos, M., & Shimp, T. A., 2014). The emphasis on

getting connected with the community will create greater value within the


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marketplace against its competitors, as 99.7FM will differentiate by providing

connection for listeners to local business and events.

4. Marketing Communication Strategy 4.1 The Campaign The campaign for 99.7 (ShineFM) re brand is “Get Connected”. Aimed at targeting

families from the wider Brisbane region to the Moreton Bay region the campaign will

be connecting families to their community through Facebook and a family fun day.

With connection to social media being a key objective, the station will have how-to

guides running on the Facebook page, which will be announced on air and also be

available at the social media tent at the fun day.

4.2 Campaign Objectives The marketing objectives below list three objectives for 99.7FM that are specific,

measurable, attainable, realistic and timely (S.M.A.R.T.). These objectives will allow

99.7FM to objectively evaluate several elements of the marketing campaign and

implementation. The three objectives are 1. Raise brand awareness, 2. Increase

Facebook likes/following, 3. Increase the stations memberships.

Table 6: Marketing Objectives and Metrics Objectives Metric How the data will

be collected How it will be measured

Achieve 200 person turn out at Family Fun Day

Increase Brand Awareness

A family will receive a ShineFM stamp on arrival and given one token per person.

Have a total of 400 tokens, after the end of the day tally the token amount that was left. Check upon exit if each person leaves with a stamp to ensure everyone is accounted for.

Achieve 400 likes on Facebook

Increase Facebook Presence

This will be measured via the Facebook page after the fun day to see how many likes were accrued.

At the social media tent at the fun day the Facebook page will be shown to each person while in the how to guides.


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Achieve 100 Members = $2,200

Membership/Sales A tally will be recorded after each sale to determine the customers’ sex and age bracket. This will allow BBCO to not only monitor customer reach, but to determine whether or not the actual customers fit into the predicted target market.

Memberships will be taken at the fun day will be written up and monies taken. This will then be calculated at the end of the fun day.

4.3 Message Strategy The message strategy that will guide the campaign will be 99.7’s (ShineFM) brand

image of connection. This will be implemented through the positioning strategy via

the brand benefits.

4.4 IMC Tactical Strategy

1. Recruit

The first strategy is to recruit interns to create the content required to run the

campaign, ShineFM should consider taking on 2-3 social media interns to assist. This

involves reaching out to local universities, who often have many students that are

interested in real-world experience. They will be required to post regularly on the

Facebook account with the how to guides to social media and maintain regular posts

regarding announcements getting closer to the fun day for publicity.

2. Sponsorship

Secondly, get local business involved! In particular, Shine should target businesses

with an interest in selling technology. Hopefully, the sponsor will donate a prize to the

campaign, which will give Shine an incentive for people to get involved. All they need

to do is jump on to Shine’s Facebook page (where the campaign will be run), like the

page and share a photo promoting Shine! Furthermore each business can set a tent


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up at the fun day promoting themselves, in return ShineFM will ask for a coupon to

include in the membership package.

3. Family Fun Day

ShineFM will host a family fun day at a local park. Thirdly to counter people who are

not on social media and are not aware of the fun day there will be a print

advertisement in local school newsletters and a letterbox drop. The family fun day will

include the ‘Tech Tent’ where parents and grand parents can visit and learn from our

interns, who are experts in the field of communication, how to connect with people

and local communities online. Meanwhile, the kids can enjoy play equipment, a

jumping castle and a delicious sausage sizzle, which will be provided by 99.7’s

(ShineFM) existing sponsor Hogs Breath. This will allow Shine to connect with the

entire family in a friendly, face-to-face environment. Without the funds to advertise on

a large scale, a family fun day like this will allow Shine to interact with the community

on a shoestring budget.

4.5 Campaign Implementation The Schedule for the campaign will run with the time period up until the end of the

school year. The family fun day will be held on the first weekend of the school

holidays. Leading up to the fun day the print advertisement will run fortnightly in the

school newsletters. The flyer drop will happen once a week for the two weeks prior to

the fun day where 150 flyers will be dropped each time.

For the social media application of the campaign the content will be posted as soon

as the interns are recruited. How to guides will be posted online weekly, however

they interns will be required to post 2-3 times daily to create traffic on the page.

The following table outlines estimated costs with implementing the campaign. Table 7: Costing


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Task Estimated Cost Recruit Interns $0.00 Make Facebook Page $0.00 Flyer For Fun Day Office works Printing A5

$0.68 x 300 flyers = $204.00

Fun day BBQ Food Hogs Breath

Approx $300 allocated in sponsorship deal

BBQ Hire 6 Burner BBQ Complete Party Hire Redcliffe

$84.70

Hire Gazebo’s x3 3m Fete Stall

$145.20 x 3 = $435.60

Jumping castle hire Funky Castles

$350 full day castle hire

BBQ Gas Bunnings

$28.90 x 2 = $57.80

5. Marketing Material


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This section will outline the marketing material for the get connected campaign.

1. The new ShineFM Facebook page

2. The conceptual artwork for the fun day flyer.

6.


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References

Chitty, W., Luck, E., Barker, N., Valos, M., & Shimp, T. A. (2014).Integrated marketing communications (4thition. ed.). South Melbourne, Vic: Cengage Learning.

Community Broadcasting Association of Australia. (2015). Frequently Asked

Questions - Changes To Your PPCA License. Retrieved October 5, 2015

from: https://www.cbaa.org.au/broadcasters/save-your-station-money/ppca-

licensing/frequently-asked-questions

Gobé, M., 2001. Emotional Branding: the new paradigm for connecting brands to

people, (Allworth Press, New York), pp. 0-238.

Henry, H. (2015). Community Radio and the 2015-16 Federal Budget. Retrieved

from: https://www.cbaa.org.au/article/community-radio-and-2015-16-federal-

budget

IBISWorld. (2015a) IBISWorld Business Environment Profiles – Number of motor

Vehicles. Retrieved From:

http://clients1.ibisworld.com.au.ezp01.library.qut.edu.au/reports/au/bed/default

.aspx?bedid=318

Mangold, W., & Faulds, D. (2009). Social media: The new hybrid element of the

promotion mix. Business Horizons, 52(4), 357-365.

Franklin, A. and Jenkins, T. (2014).Web marketing that works: confessions from the

marketing trenches. 1st ed. John Wiley & Sons Australia, Ltd: Miton, QLD.

Newstead, A. (2014) Community radio under threat & 8 more industry updates you

need to know. Retrieved from:

http://www.tonedeaf.com.au/402790/community-radio-under-threat-more-

industry-updates-you-need-to-know.htm

Roy Morgan Research. (2015). Roy Morgan Values Segments CONVENTIONAL


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FAMILY LIFE. Retrieved from: http://www.roymorgan.com/products/values-

segments

Social Pulse- Social Media automation. (2015). Facebook Performance Report –

2nd Quarter 2015! Retrieved October 5, 2015 from Social Pulse Website

http://socialpulse.co/australian-facebook-performance-report

Strategic Business Insights. (2015). VALS types: US framework. Retrieved October 9,

2015, from http://www.strategicbusinessinsights.com/vals/ustypes.shtml

The Music. (2015) Community Radio And Australia Council To Take A Hit From

Federal Budget. Retrieved from:

http://themusic.com.au/news/all/2015/05/13/community-radio-to-take-a-hit-

from-federal-budget/

Ward, M. (2014). Around 200 local radio stations to cease online broadcast in music

license stoush. Retrieved from: http://mumbrella.com.au/radio-cra-ppca-

203443


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7. Appendix 1. Footprint


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AMB202 Integrated Marketing Communication Assessment …consumer marketing (Franklin and Jenkins, 2014; Mangold & Faulds, 2009). The technological environment has little to do with

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