radio one strategic communications plan

95% of Americans listen to the radio every week

- Adweek report

Background/History• Founded by Cathy Hughes

in 1980• Largest African-American-

owned broadcast company in the US

• Headquartered in Silver Spring, Maryland

• 53 broadcast stations in 16 urban markets

Competitive Landscape

Rhythmic ContemporaryWKYS-FM 93.9 v WPGC-FM 95.5

Urban Adult Contemporary WMMJ-FM 102.3 v WHUR 96.3

News Talk WOL 1450 v WMAL-AM 630

Gospel WPRS-FM 104.1 & WYCB-AM 1340

v none

GoalTo encourage Radio One listeners in DC to regularly get their news and entertainment from their respective station’s digital and social media platforms.

OpportunityImprove the low engagement rate and following for Radio One’s digital and social media platforms.

Key Publics

Mid-to-Senior Aged High-Income African American Working ProfessionalsWOL News Talk and Majic stations

African American MillennialsWKYS and Praise stations

Middle-Aged African American ChristiansSpirit station

Key Tactics Website: Google Ad words to improve SEO [Tactic 3]Social Media: WOL News Talk Google Hangout [Tactic 9]E-newsletter: Fix E-newsletter System [Tactic 11 & 13]Mobile App: Uber, Lyft, and Sidecar Contest [Tactic 16]

Google Ad words to improve SEO 1

2

3

WOL News Talk Google Hangout

#BossMoves #BlackTV #ChatWithTDJakes

#ConsciousWale

#DCStatehood

Fix E-newsletter System

I didn’t receive any e-newsletters from September 26-October 22

Develop Email Schedule

Listeners will know when to look out for exclusive stories and updates

Uber, Lyft, and Sidecar Contest

Download an app to be entered to win 10 free rides!

Radio can love Radio One, too