Chicago live presentation

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Allison BrockLinaJuocepisCody Peters

Robin Yegelwel

See WGN Radio like you’ve never heard it before

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The Key Issue

The lack of awareness by target audiences on all technological platforms is causing the vibrant and energetic Chicago Live! show to be overlooked.

This is important because Chicago Live! brings a cultural experience to the city you already know and love and teaches you about parts you may have not known about.

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Formative Research

Organizational Analysis:Weak social media presence:

○ Only 454 Twitter Followers as compared to Colonel Tribune’s 821,557

○ 1,612 Facebook “likes” vs. Tribune’s 39,818

Information on the Chicago Live!, from the website, facebook, or other online outlets, is only apparent to those who seek it out and is not proactively drawing in new viewers

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Formative Research Strengths:

Interviews feature known Chicago Tribune personalities Rick Kogan has some built in audience based on his radio

show to promote Chicago Live Weaknesses:

Lack of accessible information between Chicago Tribune and Chicago Live!

The air time of the show does not promote listenership The format of the show presents itself more towards a

radio/podcast format rather than live audience. Opportunities:

Utilizing Chicago Tribune’s established fan base to build up Chicago Live!

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Public Analysis

Both are technologically savvy and represent a slightly younger audience that will help promote the Tribune as

an energized and current media source

The Neos Ages:

○ Males 30-34○ Female 21-34

Own smartphones:○ E-mails, social networking,

news, tv shows. Use their computers to

download music, movies and tv shows.○ 32% chicagotribune.com

The Joneses Ages 35-54. Own smartphones

○ Check news, weather, use for texting.

○ Highest mobile presence on e-readers.

Spend a lot of time online on their computers to gather news and stay connected.

20% chicagotribune.com

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Objectives Awareness

To create knowledge amongst 75% of the Chicago Tribune’s followers about the upcoming season of Chicago Live! by January 1, 2012

Enhance positive reader perception of Chicago Tribune’s relevance and credibility by 30% by reenergizing Chicago Tribune’s image with new and exciting programs like Chicago Live!

Acceptance To increase the number of people who view Chicago Live! as a top

entertainment option by 25% by the end of the Chicago Live! season Action

To double the number of podcast downloads by the end of the Chicago Live! season

To reach 1,000 twitter followers by the end of the Chicago Live! season

Increase audience attendance by 33% by the of the Chicago Live! season

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Strategies

Build up the online Chicago Live! community and enhance Rick Kogan’s online presence to keep listeners up to date

and engaged in Chicago Live! on multiple platforms

Promote Rick Kogan as a local celebrity and credible source of up to date information

Utilize social media outlets and online resources to promote a stronger technological presence and to expand active listener engagement with Chicago Live!

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Tactics- Rick Kogan& Social Media

Develop a Tumblr page for Rick KoganTumblr is an up-and-coming blogger site

that offers a customizable platform to present dynamic and interactive posts that actively engage your audience.

The multimedia platform of tumblr allows easy posting of various types of media, this presents the opportunity to easily link viewers to podcast downloads

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Why Tumblr?

11/2/11

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chicagotriblive.tumblr.com

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Tactics- Rick Kogan& Social Media

Strengthen Rick Kogan’s social media presenceUpdate Twitter &Facebook

Build up existing informational sitesExpand Rick Kogan’sWikipedia

Include links through all Rick Kogan sites to Podcast download pages

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Tactics-Technological engagement

My Chicago Live!SmartPhone App○ Smartphone access to Chicago Live

anywhere, any time, at your convenience making it your trusted source

Search engine optimization○ Making sure that Chicago Live! doesn’t get

lost in the shuffle of other live Chicago events

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My Chicago Live!

FeaturesEasy podcast accessibility Push notificationsLinked to Facebook and TwitterTop news stories customized to user

interests and preferences Information about upcoming Chicago Live!

Lineups

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Search Engine Optimization Tips for enhancing your search engine:

Use keywords that target your audienceLink back to yourselfImage descriptionsUpdate ContentEngage with your social media platformsLink to others

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Search Engine Optimization

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Tactics- Other Technological Engagement

Developing an independent YouTube channel for Chicago Live! where weekly videos of interviews and show clips

Offer a Groupon for discounted Chicago Live! tickets to the show

Offer free or reduced tickets to bloggers in exchange for a promotional post about the show

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Objectives Strategies Tactics

Acceptance:

-Create Knowledge

-Reenergizing Image

Increase OnlineListenerEngage

ment

-Search Engine -Optimization -building on existing online platforms

Awareness:

-Chicago Live as a topentertainment

option

Promote Rick Koganas a Chicago Celebrity

-Rick Kogan on Tumblr-Enhancing excisting online Rick Kogan sites

Action:

-DoublePodcast downloads

-Up Twitter following-Increase Live

Audience

Increase OnlineListener Engagement

-Podcast accessibility through all platforms-Building engagement in social media-Groupon

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Campaign Implementation

TumbrLaunch and PromotionTumblr Launch and Promotion

Twitter Launch

YouTube Channel Development

YouTube Channel Launch

Begin Begin Promoting the App Across All Media PlatformsFacebook Updates

Application Launch

Groupon Sales

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Evaluation

Track the number of Podcast downloaded

Measure of Twitter Followers Number of Facebook “likes” Measure of of Groupon’s& tickets

purchased Utilizing existing partnership of tumblr

with google analytics to track website views and interaction

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THANK YOU!Please let us know if you have any questions