KUPR |
KUPR-FM Recently, we were listening to a small radio station that broadcasted in a limited area of our metro. This station was playing some great music by new artists we’d never heard before. In fact, we happily stumbled onto this station quite by accident. Realizing that they had a serious marketing problem – a great product with a non-existent presence in the marketplace – we gave them a call. As luck would have it, they had just secured the FCC rights to broaden their bandwidth and were gearing up to relaunch the station to the entire city. After some competitive pitching, we were hired to rebrand and help launch the station. This started with a new logo and promotional materials. Immediately, we created some guerrilla tactics for advertising at some popular music events around town. This included handing out “teaser” flyers and playing the music on loudspeakers. Meanwhile, we ran teaser ads in the entertainment section of the local paper. All this pointed to the date and time we’d launch the new station. A large PR event accompanied the on-air switchover and the race was on. We switched teaser ads into identifiable ads. We produced and ran a variety of :15 TV spots. We helped the station with on-air promotion. We even designed specialties, banners, vans and giveaways. The result? Within a 3 month media buy, we helped the station produce (in laymen’s terms) a 450% gain on share in the marketplace, rocketing it into the number 3 position! The station had a foothold on the market, we won a bunch of awards, and our city had a new soundtrack. Alas, we did our job too well. Within the year, a large conglomerate bought the station (reportedly paying the highest price of any station sold in our market) and changed the format. We lost our client – the new owners took the account in-house – and our city lost it’s freshest station. |
