SYNOPSIS:
When an already-popular radio show host got moved to a daily show in prime time, she wanted to complement her radio personality with an online personality. She understood the two are not the same, and neither are the two audiences, but a cleverly-designed site can be used to create synergy between the two. We put together a branding and online marketing campaign that extended her existing show, bringing new listeners in while giving existing listeners a means to interact in real-time with guests and to listen to archived shows.
PROBLEMS:
- Needed an online identity that presented a more professional appearance in keeping with her on-air quality
- Needed to identify where listeners were coming from, analyze the online visitors, and target content to retain and extend both groups
- With a tiny staff of station employees, needed a more powerful yet easy to use method of archiving, searching and presenting previous shows
- With many new guests a week, the need to automate the creation and display of content could never be handled by a traditional website
- Developing a program of viral social marketing seemed to be impossible without a lot of investment
OPSTREAMS SOLUTION:
- Content-managed baseline imported graphics and text from existing site, but allowed many iterations of looks due to flexibility and responsiveness
- The powerful Opstreams business framework enabled archiving, searching, automating, presenting, auto-publishing of thousands of large multimedia files
- The ease of use of the Opstreams control panel and centralized functions made training a breeze for the overworked staff, greatly increasing productivity
- The use of analytics with the ability to quickly streamline pages and content allowed for a more "sticky" site that retained listeners and site visitors
RESULTS:
- More listeners from a new online audience
- Higher web-search rankings with complementary features embedded in the seven-step online marketing program
- A big boost to online advertising revenue
- Partners and referrers expanded noticeably, extending the reach of her show to new demographics