FIND OUT HOW YOU CANMATTER.

TABLE OF CONTENTS

Where you are now.

Where you can be.

How to get there.

Why that will matter.

Where you are.

WTOP is a 24/7 radio station specializing in traffic, weather and various types of news.

“Traffic and weather, together

on the 8’s.”

Reliable. Trusted.

Omnipresent.

eaknesses hreats

pportunities raises

// Perceived by some as: / “repetitive” & “old-school”// Website is underutilized and convoluted// Low awareness with Gen. Y

// Competing for attention with: / WNEW, WAMU, WASH, WWDC / CNN, Washington Post

// Younger audience: / May prefer music / May not need traffic info

// Lot of potential in improving current digital platforms// Large young commuter base

// Clear core competencies// Dedication to providing news promptly and effectively // High brand awareness among current target

Strengthen

Brand Awareness Expand

Target Market Increase

Digital Presence

Insights that MATTER.

Coleman Insights, October 2010

Top-of-mind radio brand.

- Coleman Insights We’re always trying to increase our listener base.

- Presentation from Joel Oxley

We’d like to include a younger target.

- Interview with Mary Kay

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WTOP Audience Age Distribution

Target Market

40� of D.C!

I didn’t know they had a web-site!

WTOP is what I use in my car. I don’t think of them as a web-site.

I don’t consider them an Internet news source.

Digital Presence

Coleman Insights Media Research

it’s more than radio.

Primary Color Scheme

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Nexa LightNexa Bold

Primary Font

Secondary Font

Branding Guidelines

Billboard Advertisement

Bumper Magnets

71% of people feel MORE positive about a brand after engaging with the company 1-on-1.

it’s more than radio.

it’s more than radio.

it’s social.

it’s mobile.

it’s digital.

Banner Story Board

Experience WTOP