mega adds color

Mega Adds Color to Your Community

Innovation, Inc. is a start-up media company, specializing in imaginative advertising campaigns, but with the capabilities to do it all. Innovation, Inc. got its start in the Fort Worth area when four ambitious Texas Christian University students decided to make the venture. Today, Innovation, Inc. successfully markets for a number of local and national clients, providing a creative and insightful look into the world of advertising and media planning.

Dean H. KinkelHome town: Flagler, ColoradoAge: 21I can wiggle my ears!

Molly CravensHometown: St. Louis, MOAge: 21I love the summertime!

Megan SmockHometown: San Antonio, TXAge: 20I have a twin sister!

Eleanor C TowlesHometown: Atlanta, GAAge: 21I have a puppy named Aurora!

Table of Contents

Executive Summary

National Application

Research

Situation Analysis

Positioning Strategy

Creative

Media Plan

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Innovation, Inc. has captured the inclusive and vibrant personality Mega employs to connect its listeners to the greater community.

Target Market DefinitionThis campaign identifies a target market who will most readily benefit from and become loyal to Mega 107.5. This target market has been named area Spanish-speaking listeners. Primary and secondary research have focused the definition of Spanish-speaking listeners to those 21-34 years old, living in the Hispanic pockets of the Dallas/Fort Worth area who are educated, working and family oriented.

PositioningThis campaign presents the Community Strategy that positions Mega as the most inclusive and vibrant station in the Metroplex. Appealing to a sense of community, the campaign appeals to Spanish-speaking listeners more effectively than Mega’s competitors. By establishing a sense of community, people can come to rely on Mega for more than just music.

CreativeThe creative execution vibrantly illustrates the color Mega adds to one’s community and life. Featuring the MegaBicicleta, the campaign presents an exclusive tool that connects the creative executions to the community on a personal level. By using innovative media channels, the execution stands out beyond the competition, and details Mega’s unique personality.

MediaThe media plan uses effective reach and frequency to present the Mega Adds Color to Your Community message to Spainish-speaking listeners when they are using the radio the most. With a local emphasis, this model uses a mix of tradition and innovative channels to build Mega’s brand as inclusive and vibrant. Innovative promotions will position Mega among the top, most recognized Hispanic radio stations in the Metroplex. Media selected include local buys in newspapers, television, outdoor and transit media, Social media, gas stations, the MegaBicicleta, the Mega CalleTiro and a texting platform.

executive summary 1

Executive Summary

national application 2

Four National MarketsCBS Radio’s Mega is active in four cities across the United Sates: Houston, Dallas/Fort Worth, Miami, and Chicago. Based on the 2009 census, these four cities are among the top ten in terms of Hispanic populations.

The versatile nature of our campaign will make it easily adaptable to the four national markets in which CBS Radio’s Mega is located. Although our main area of interest is the Dallas/Fort Worth area, the campaign itself is targeted towards the Hispanic community at large. Miami, Chicago, Houston, and Dallas all have some of the largest populations of Hispanics in the United States, therefore, a campaign for a Spanish-speaking ra-dio station would be very successful in any of the four markets. Our campaign focuses on a sense

of community which is important to the Hispanic population at large. The promotional items that make up our campaign can easily be adjusted to fit any of the four markets, such as changing the Fort Worth skyline to that of Chicago or Miami.

National Application

Hispanic Populations 18+Miami 1,326,700

Chicago 1,046,950

Houston 1,017,640

Dallas 855,265

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Research Objectives Determine if the Fort Worth Spanish speaking population is aware of Mega 107.5. Specifically revealing which demographics are aware of Mega.

Describe the similarities and differences between Dallas/Fort Worth Hispanics and the national Hispanic population.

Differentiate Hispanic radio formats nationally, while describing national trends in Hispanic Radio

Reveal the psychographics of the Hispanic community in relation to Media.

Research StrategiesGather information from traditional surveying of the Fort Worth Hispanic community.

Analyze published information relative to the Hispanic community and their media, specifically radio, usage.

Primary ResearchConducted a Hispanic radio survey outside of a local Hispanic grocery. Fifty people were picked at random to participate in the survey.

Secondary ResearchThe bulk of the secondary research was collected from Arbitron. Arbitron’s national studies gave us an insight into the demographics, psychographics, and geographics of the Hispanic radio listener. In addition, the research investigated the listening habits such as, locations, duration, and time of day. Also detailing the different formats of Hispanic radio.

Research

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Hispanic Radio SurveyMajority of the survey participants spoke both

English and Spanish.The bulk of participants claimed Spanish is their primary language.The car and home are the main locations of time spent listening to the radio.70% of the participants were females.While the bulk of participants are familiar with Mega 107.5, only half claim to listen to Mega 107.5 regularly.40% prefer a pop radio station.30% prefer a traditional radio station.30% prefer a talk radio station.

Arbitron StudiesHispanics make up 14.8% of the US population.The number of Hispanic radio programs is increasing yearly.Away from home listening has increased for Hispanic males.Spanish Contemporary radio is the second-most-popular Hispanic format, popular with 13% of the Hispanic radio listeners. 58% of the Spanish Contemporary audience are females.The average age of the Spanish Contemporary listener is 33 years old.77% of the Hispanic Pop Contemporary Hit Radio is under 35 years old.Time spent listening has increase in males 25+Radio listening by Hispanics peaks between 7am-8am.Away from home listening for Hispanics peaks between 2pm-3pm.

Noteworthy Findings

Industry OverviewThe United States is home to thousands of Spanish language media outlets, ranging from giant commercial broadcasting networks with audiences numbering in the millions to low-power radio stations with audiences in the hundreds. CBS Radio’s Mega, will establish itself as a key player in this mix of Hispanic media outlets. Hispanic radio is an ever-growing category within the radio medium. Over the past year there have been significant changes within Hispanic radio, which could help Mega to efficiently utilize media for greater exposure and acceptance.

While Hispanic radio’s reach remained relatively strong in 2009, the average quarter-hour ratings went down by 36% in the fall and decreased by 22% in the away-from-home listening category. Time spent listening also decreased from 2008, however, this is attributed to several independent variables and not a decrease in interest.

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Situation Analysis

Situation Analysis Contentsindustry overview 5history of hispanic media 7competition 8demographics & psychographics 9geography & seasonality 10target audience 11SWOT analysis 12


Industry Overview

The weekend listening, however, has increased, now sitting only 1% percent less than weekdays from 7p.m.-5a.m. instead of 6% from the previous year. Findings indicate the away-from-home listening is greatly increasing, especially during the summer. The data also suggests that while English-language formats are increasing, but the stations that speak only Spanish have the greatest ratings from individuals who speak Spanish as their native language. And ratings were higher from Native Spanish speakers. In general, women tune into the radio less on a weekly basis than men. Also, teens tune in more than the 24-35 year olds and older.

The Mexican Regional radio format has the largest share of the Hispanic audience, followed by Spanish Contemporary and Pop Contemporary Hit Radio. Spanish Contemporary is the format used by Mega. Spanish Contemporary attracts more female listeners.

It also attracts a large group of people within Mega’s target age group, 24.8% of which are 25-34 years old. The data also suggests that 58.4% of the Spanish Contemporary listening is done away from the home and is concentrated within the Middle Altantic and South Atlantic regions.

From this information, we can conclude that the best way to reach our target audience would be during the weekday with Spanish Contemporary music on a Spanish-dominant station. A larger portion of listening will occur away from the home, and listenership will increase during the spring and summer seasons.

Hispanic people represent 14.8% of the U.S. population.

Hispanics represent 29.8% of the population in Fort Worth and 35.6% in Dallas.

Hispanic women who listen to Spanish Contemporary outnumber Hispanic men by a 60:40 ratio.

52% percent of Spanish-language radio listeners are married. While more than one third are single.

Approximately 72% of Spanish language radio consumers were employed full-time or part-time, compared to 65% of the general population.

From 5AM until 6PM, more radio listening by Hispanic consumers took place away from home.

Although out-of-home ratings were at their highest in the 3PM hour, the proportion of weekday away- from-home tune-in by Hispanic listeners peaked from 2PM to 3PM, when 70% of listening was outside the home.

At-home took the majority of listening from 7PM to 4AM. At home’s share peaked from 9PM to 10PM with 69% of Hispanic consumer listeng.

Radio’s reach among Hispanic Men ages 25-34 has remained steady for six years.

Most Hispanics listen to the radio at home. In general, a higher percentage of women listen to radio, particularly with Teens and the 12-24 demographic groups.

Hispanics are more family-oriented than

the general population and there for value community- based media more highly.

Demographics & Psychographics


Mega has several competitors in the Dallas/Fort Worth area. The increasing number of Hispanic radio programs means that in order to be successful, a station must know their competition and get ahead of them. The most threatening competitors for Mega are Univion’s Fort Worth based station, La Kalle 107.9 and Liberman’s Casa 106.7.

Liberman is the largest privately owned Spanish-speaking broadcast company. Their current campaign platform is that they “speak Spanglish” and include both Spanish and English versions of videos on their home page. However, this is a new development, and this promotion’s website is not finished yet. The newness of this station could easily shape the timing, development and flow of Mega’s campaign. Univision is an entire Spanish-speaking media company. It is not only devoted to the radio, but also a TV and cable. Univision is the number one Spanish-language radio group and consider

themselves the “voice for Hispanic Americans”. Their local website for La Kalle is in all Spanish. That could cause the most competition for Mega because it is already an established station, and directly competes with Mega’s Fort Worth demographic. Their website is also promotes other parts of the Univision corporation.

Overall, there are large companies that pose the greatest threat to Mega’s ratings. However, Mega’s local presence, more concentrated coverage, and community-based feel give the station an advantage in radio broadcasting in the Dallas/Fort Worth area.

Competition


SeasonalitySummer is the peak season for radio, but the winter holiday season has also shown to be a heavy listening period. For the Hispanic listening audience, Monday - Friday’s out-of-home listening peaks between 6:00a.m. and 8:00a.m., then again at 2:00p.m. and 3:00p.m.. While Monday – Friday in-home listening peaks between 9:00p.m. and 10:00p.m.. The peak listening time for Saturday and Sunday is between 10:00a.m. and 1:00p.m..

GeographyThe population of the Fort Worth Area is about 653,320 people according to the 2006 Census Bureau. 29.8% of whom are of Hispanic or Latino origin and 29.1% of the population state a language other than English is their native language. In Tarrant County, the population is about 1,750,091 with 26% being of Hispanic or

Latino origin. This means that in Fort Worth and Tarrant county, the amount of Hispanic and Latino people makes up a significantly large group. In Dallas, the population is almost as large as the entire Tarrant County area, 1,232,940, with 35.6% of people being of Hispanic or Latino origin. 37.1% of the population does no use English as

their native language. This means that marketing to Spanish speakers has a huge potential.

Specific areas throughout Tarrant County and Dallas County have more concentrated Hispanic and Latino

communities. The surrounding areas have businesses that cater to the Hispanic

and Latino audiences featuring signage, ads, and promotions only in Spanish. Locating

and concentrating on these areas can help to reduce ad waste and effectively reach the target audience.

Geography & Seasonality


Primary Audience Women 21-35

Mega has a strong women25-35 audience already but

there is a need to expand their cumulative audience and time-spent listening.

This campaign will target working, family oriented women, who have their GED.

Secondary Audience Men 21-35

Mega is gaining a male audience with their increase in sports broadcasting. Using the Cowboys broadcasting exposure this plan will build a stronger male cumulative au dience. Furthermore, the plan will target male listeners for Mega’s other innovative characteristics.

Specifically this campaign will target working, family oriented men, who have their GED.

Tertiary Audience Students 16-20

Males and females 15-20 is an expanding radio market where Mega will establish strong brand loyalty that will carry over into the listeners’ adult years, when they will become part of the primary and second audiences.

The campaign will appeal to active, trendy students.

Target Audience


Brand Analysis

Strengths

100% Spanish Speaking

Official Hispanic Broadcasters of the Dallas Cowboys

100,000 watt radio tower, strongest signal in

Dallas-Ft. Worth

Member of the very large CBS corporations

Recognition of the ‘Joc’ Edwardo as a hip, connected

person within the Hispanic pop-culture scene.

Enticing features like commercial-free hours and

Mega 4-play.

Weaknesses

Weak listener numbers during the morning show

No major station personality

As a new station, Mega has not had time to build up

consistent, loyal listeners.

Identical playlists with other top Hispanic radio stations.

Station has not fully established itself through

social networking.

Opportunities

Promote morning show with new host personality

Partnering with Telemundo in order to gain more free

advertising to the target market.

Develop a text message platform to capitalize on the

growing use by Hispanics, who are the heaviest using demographic.

Promote MegaFest to a level where it can survive as a

well-known multi-year event.

Develop an iPhone application to take advantage

of the growing new medium.

Threats

La Kalle 107.9, Univision’s Spanish Radio Station

Casa 106.7, Liberman’s Spanish Radio Station

Growing number of Hispanic radio stations locally and

nationally.

More advanced industry knowledge of more

established stations giving them the ability to block Mega as a competitor.

Lose potential listeners because of CHR reputation

development.



Innovation, Inc. has captured the inclusive and vibrant personality Mega employs to connect its listeners to the greater COMMUNITY.

Objective: Inclusive & VibrantAs a new station, there is a need to increase listenership and time spent listening from the Dallas/ Fort Worth Spanish-speaking communities. By creatively expanding the loyal listeners Mega will become a competitor with the other more well-established Spanish radio stations in the area.

Distinguish Mega from other Spanish-speaking radio stations in the Dallas/ Fort Worth Metroplex by establishing an inclusive and vibrant station personality.

Establish Mega as an informational and entertaining resource for music, news, sports information and local advertising, within the Spanish-speaking communities of the Metroplex.

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Positioning Strategy

Strategy: CommunityResearch indicates that family and community are important elements of Hispanic culture, and Mega should cater to this consumer attitude. Innovation Inc. is striving to bring members of the Dallas/Fort Worth Spanish-speaking communities together to achieve the sense of one large community. In order to do so, we must first portray Mega as an inclusive and vibrant community that can both service and entertain the Spanish-speaking population in the Dallas/ Fort Worth Metroplex.

It is important for Mega to step out of the traditional roles of radio broadcasting in order to adapt a sense of family and close connections. This means appealing to young and growing families, but also reaching out to singles by providing information about community events, news, and services that would allow them to meet other area Hispanics. Innovation Inc. would like Mega listeners to associate a feeling of social and personal benefit while listening as well as the characteristics that are commonly associated with radio including: timeliness and consistency. By establishing a sense of community, people can come to rely on Mega radio for more than just music, Mega adds color to your community.

This campaign appeals to Spanish-speaking radio listeners by evoking the emotions one feels about their own community. By depicting Mega as an inclusive and vibrant station, the creative execution shows that Mega only stands to add to one’s enjoyment. Understanding the tough competition, this campaign presents Mega in relevant channels, keeping the station top-of-mind, and revealing it’s unique advantages.

This creative approach speaks directly to the Spainish-speaking population of Dallas/Fort Worth. Featuring the MegaBicicleta, the innovative media channels used to deliver this message offer a new connection between Mega and its listeners. Also the Spanish copy will further appeal and connect the Spanish-speaking population to Mega’s all-Spanish format. The advertisement images vibrantly illustrate the color Mega adds to one’s community and life. With the Mega Adds Color to Your Community campaign, Mega will successfully establish itself as the most inclusive and vibrant Spanish radio station in the Dallas/Fort Worth area.

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Creative Strategy

Mega Adds Color to Your Community

Inclusive & Vibrant

Creative Billboard



Creative Execution: The MegaBicicleta

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Media Plan

Media ObjectivesWho: 21-35 year olds, working: full/part time, educated, family-oriented, bilingual, a part of a big household, listen to Spanish Contemporary radio

Where: Geographic Concentration- Dallas/Fort Worth Primary Emphasis: Fort Worth (Tarrant County) Secondary Emphasis: Dallas, Greater Fort Worth Area (Arlington)

When: Year round Highest promotion in the summer months when listenership is highest Flighting advertising schedule

How: High reach and moderate frequency High reach Promote brand awareness New promotions New marketing objectives Moderate frequency Advertising to select markets Because of a competitive market, enough frequency is needed to pull away from our highest competitors

Budget: Accomplish the above objectives with a media budget of $1 million.

This plan selects the most effective media channels to reach the Spanish-speaking population of Dallas/Fort Worth. With an emphasis on outdoor media and promotions, this campaign will appeal to listeners when they are using the radio the most. The innovative and different mediums will give Mega a competitive edge over other Hispanic radio stations. Each medium will be purchased on a local ba-sis to most effectively reach our target market.

Media Allocation

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Media Allocationpercentages based on a $1 million dollar budget.

SchedulingCampaign will begin this summer (June 2010).

Summer is prime listening time, which means our main advertising should be during this period.

Promotion should lower a little in the fall (Sept./Oct. 2010), but stay relatively strong to

keep a high reach

Lower advertising in winter (Dec.-Feb.), a little higher in spring as it gets closer to summer.

The campaign will run through May 2011

The Mega Adds Color to Your Community campaign will be introduced during this period.

Television12%

Transit12%

Direct Mail

Newspaper11%

Social Media

Texting1%

Promotions17%

Outdoor25%

Traditional MediaTelevision Precisely defined target audiencesVisually more capturingPotential partnership with Telemundo

NewspapersLocal emphasisSense of immediacyEstablish reputation with community

Transit Wide coverage of local marketsEffective use of campaign messageEye-level advertising

Outdoor Wide coverage of local marketsRelatively low CPMAround the clock visibility

RadioLocal coverageEstablished network of CBS radio Cost efficient

Alternative MediaThe MegaBicicletaCreatively eye-catchingEssentially a one-time media buyInnovative and distinctively different

Mega CalleTiroActive mediumAttention grabbingCost effective

TextingSpecific to Hispanic audienceSpecific targeted audienceInteractive response

Gas pumpsGeographic flexibilityHigh-traffic areasRelationship with the radio medium

Social media Low costEasy documentation of effectivenessInteractive

PromotionsDirect Mail, with couponsSeasonally distributedSpecifically targeted audiencesCaptive audience

Mega 4-PlayLoyal audienceListenership incentiveEstablish a good reputation with community

Weekly trivia via textingSpecific targeted audienceEasy documentation of effectivenessInteractive

Mega CalleTiro take 1980’s boom boxes to the streets. Creative flexibilityCost effectiveWide coverage of local markets

Media Strategy

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Television (12% of media budget)15-second spot on TelemundoTelemundo was selected as part of the media buy because it offers direct access to the primary target audiences and an oppertunity for partnership. Television will present our campaign in a visually vibrant way. In order to cut costs a flighting advertisement schedule will be established.

Newspapers (11% of media budget)color, 1/3 page (4 columns by 8 inches)Emphasizing local newspapers specifically reaches our target audience in an immediate & comfortable forum, with the local demographic minimizing waste. A pulsing schedule, heavy the first week of every month, reaches the target market on a consistent basis.

Transit (12% of media budget)Full color displays on the sides of buses.Bus displays will allow Mega to specifically target the Hispanic pockets within the Metroplex with eye-level, vibrant images. Short direct messages are effective. Continuous exposure to Mega will help build the loyal listeners needed to sustain the station through maturity

Outdoor (25% of media budget)Full-color posters 12’ x 24’Billboards will be strategically placed along major interstates and within the Hispanic pockets of the Dallas/Fort Worth Area, reaching the target audience in the car, one of the primary listening times. The relatively low cost, broad reach and 24/7 visibility make outdoor advertisement essential for this Media plan and the highest budget allocation will be given to the year-round advertising campaign.

Radio (0% of media budget)

10-second spots on CBS Radio’s 5 other area stationsWhile it is essential to promote radio on other stations, Mega has a unique opportunity as a member of the CBS Radio family. Obviously cost effective, these stations offer access to listeners familiar with CBS Radio, while providing exposure to new listeners unaware of Mega’s presence in the Metroplex. The continuous reminder on a plethora of radio stations will effectively cover the local Hispanic markets.

Media Tactics: Traditional Media

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MegaBicicleta (allocated under Promotions, 17%)2 creative designer bikes made by the local artist,This completely new media offers a distinctive visual that will be unique to Mega, attracting local inhabitants of all backgrounds. The Spanish message will evoke particular relevance and inclusiveness for Mega’s target market. As essentially a one-time media buy, the MegaBicicleta is a uniquely valuable tool that is highly cost effective.

Mega CalleTiro (allocated under Promotions, 17%)Multi-member ‘on-site’ street teamThe Mega CalleTiro creates an active medium primarily concerned with the interaction between the station and the Spanish-speaking community. Attention grabbing promotions will set Mega apart from their competition,

Texting (1% of media budget)Funny picture messages leading to Mega’s website Research shows that Hispanics are among the heaviest texters in the nation, especially within the younger demo-graphics. This makes a texting platform a cost-effective, crucial tool within this media plan. Texting will allow Mega to reach a very specific audience in an interactive and enjoyable way, that also carries a personal connection.

Gas pumps (allocated under Trasit Media, 15%)Full color banner adsPlacing ads at gas stations along the major interstates and within the Hispanic pockets of the Meproplex, will effectively reach the target market. This distinctive channel is particularly useful to Mega because of it’s close connects to the radio medium. Research shows that the car is where the most radio-listening occurs. The vibrancy and inclusive nature of this campaign will work particularly well to draw-in new listeners.

Social media (11% of media budget)Full color ads & user profiles on Facebook and TwitterBy using both the social networking advantages, and advertising opportunities of these two channels, this campaign will become an interactive dialogue. Maintaining a member profile will allow Mega to easy track effectiveness while presenting an inviting forum in which the target market can engage. The advertising opportunities will allow for very specific ad placement and popularize the station with a younger demographic.

Media Tactics: Alternative Media

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Direct Mail (11% of media budget)Color mailing piece containing relevant couponsBy sending direct mailing pieces three times a year, Mega reaches a specific audience without becoming an annoyance: a piece in July to kick of this campaign, another in middle November just before the holidays, and the last in April as a friendly reminded and wrap-up of this campaign.

Mega 4-Play (allocated under Promotions, 17%)Radio contest, ‘listen and win’ played dailyMega 4-Play offers an on-air promotion to get an instant evaluation of the show. By offering incentive to listen, Mega will build loyalty and listenership. Similar to the competition, this and similar promotions are what tip the balance to one station or another, giving Mega a chance to tip the scales in their favor.

Weekly trivia via texting (1% of media budget)Trivia questions sent weekly and offer prizesAlong with the other texting platforms this will prove to be especially effective to the Hispanic community. Trivia provides a fun and interactive way to connect Mega to it’s audience, while receiving instant feedback.

CalleTiro Boom-Box (allocated under Promotions, 17%)1980’s boom-boxes on the streets, playing MegaMixing old trends with Mega’s new music will invite listeners of all radio to turn and look. This will attract a large audience very cost-effectively while establishing Mega within the community as a hip, fun, interactive radio station.

Media Tactics: Promotions

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Media Plan Flow Chart

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mega adds color

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