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Campaign for WJCT

Campaign for WJCT. Morgan Albaum : Chief Financial Officer Milbrey Whitham : Chief S trategic O fficer Sloane Ward : Public Relations Manager Miranda Major : Chief Creative Director Miranda Ross : Account Manager Patrick Rabitaille : President and CEO. About RMS & Partners.

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Campaign for WJCT

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  1. Campaign for WJCT

  2. Morgan Albaum: Chief Financial Officer MilbreyWhitham: Chief Strategic Officer Sloane Ward: Public Relations Manager Miranda Major: Chief Creative Director Miranda Ross: Account Manager Patrick Rabitaille: President and CEO

  3. About RMS & Partners • RMS & Partners’ mission is to provide the highest quality of services to companies and organizations by maintaining mutually beneficial relationships by instilling positive values, creativity, while staying true to the ethical guidelines of public relations. • Our agency is a small agency that has a strong presence in the Jacksonville community. • RMS & Partners consists of very knowledgeable individuals whose experience comes from vast backgrounds providing your organization with experience like no other.

  4. Previous Clients

  5. Client Background • WJCT was founded in 1958, and began broadcasting PBS channel 7 on September 10, 1958. • President Johnson signed the Public Broadcasting Act of 1967. In return, Channel 7 became permanently known as a “public” television station. • In 1972, “Stereo 90” aired as WJCT’s Jacksonville public radio station. • In 1997 PBS became a “Ready to Learn” station.

  6. According to WCJT’s official website its mission statement is: “To provide programming and services that celebrate human diversity, encourage joyful learning, promote civic participation, all to empower citizens to improve the qualities of their lives.” The vision statement is: “Our vision is for WJCT to be the primary resource for quality programming, educational outreach and balanced, in-depth information on matters of local, national and global importance. As a dynamic force on the First Coast, WJCT works to forge a community of educated, engaged and informed citizens.” .

  7. 7% of radio listeners and 4% of TV viewers regularly donate to WJCT • In the past four fiscal years, your annual operating revenues have declined from $7 million to $5.6 million • WJCT’s annual revenue is $5,605,517 • including income from the government, donors, corporate support and entrepreneurial activities. • After all the expenses for paying your employees, broadcast and production costs, and other activities your station puts on, the expenses were $5,878,475 • leaving you with a deficit of over $200,000.

  8. Situation Analysis • Lack of viewer/listener participation • Loss of government funding puts a lot of financial strain on your company • This makes it even more important for you to have viewer/listener support

  9. Secondary Research • PBS is a private, non-profit corporation • The sole purpose is to broadcast content that educates, informs and inspires. • WJCT’s broadcast covers 1,420,834 people in Northeast Florida and 604,303 housing units.

  10. According to your CEO and President,  Michael Boylan: • Approximately 24 percent of WJCT’s revenue comes through individual donor contributions • Support is gathered through periodic television and radio fundraising drives. • Gathering Support: • Annual renewal notices are sent out via mail to past donors • You do not employ direct mail solicitations • This past year you implemented a sustaining supporter program • Donors could call in or go online to your website • Set up a monthly contribution schedule by means of credit card • WJCT viewers typically receive a gift in • return for a contribution

  11. Some other important information about your organization: • Radio fundraising differs from television fundraising • Corporate and business sponsorships biggest donors • Something you offer that others don’t: • A radio reading service which broadcasts commercial free readings. • This includes local and national newspapers, magazines and books 24 hours a day and seven days a week • Over 40 volunteers as well as program providers help with this program • Each volunteer represents all walks of life • Only reading service on the First Coast

  12. Primary Research RMS & Partners will gather information through the following:

  13. Focus Groups • Two groups • Different groups divided between ages • Group of donors • The purpose is to get their opinion/input on whether or not we're keeping the original values of your company in mind while creating the new image and approach to programming.

  14. Online Web Surveys • Will conduct online surveys • Survey monkey, kwiksurveys.com, ect. • Use social media to reach the audience through their everyday social networking sites • Beneficial to see viewer participation • Direct yes/no questions, as well as open ended questions

  15. On Air Questions • Questions asked on air to get current/live feedback • Time Frame-Morning commuters • Utilization of social media sites • Capturing those listeners who wish to submit answers electronically

  16. Analysis • Viewers and Listeners • Historical Trends • WJCT • Jacksonville Area • Donor Motivation • This will result in targeting the appropriate audiences and gain large profits

  17. Campaign Strategy We want to increase your revenue from donor support by 20 percent within a fiscal year. This brings your donations from $5.6 million to $6.7 million dollars.

  18. Audience Analysis: • PBS has three major donors; • The Ford Foundation • The John S. James and L. Knight Foundation • The John D. Catherine T. MacArthur Foundation. • Donors typically donate to organizations that offer ideas that help improve a community and encourage them to become more engaged. • WJCT has over 150 corporate marketing sponsors that make annual donations • Bank of America • Baptist Health and Blue Cross Blue Shield of Florida • ING, and more.

  19. Audience Analysis: • 71% of the television viewers are ages 25-64, 72% are homeowners • 81% of television viewers own one more computer. • 24% of your revenue comes from individual donors, through television and radio fundraising drives. • It is important that we focus on our current donors and then concentrate on the other company’s/organizations that they support as well, this will help increase or donors.

  20. Objectives:

  21. Creative Concepts • Complete restructure of your current programs • Radio & TV • Create a reveal of the “new” WJCT • Would create an improved image and larger following • Jumpstart new campaign • New website • www.TheNewWJCT.org • New slogan • Stronger, new look • “Empowering the youth, Educating the wise, Creating a change, WJCT.” • “Empower, Educate, Create, WJCT.”

  22. Communication Tactics#1 Jacksonville Jaguars • 6 set of tickets donated by Jacksonville Jaguars • One winner of 2 tickets will be given out on the 1st of every month for the 2012 Season • “Liking” the WJCT Facebook page and being entered to win by filling out your information

  23. Tactic #2 • New Facebook and Twitter Page • 25 cent donations per like or re tweets • Sponsored by large donor corporations each month

  24. Tactic #3 • E-newsletter through Mailchimp • Every Tuesday at 10:00 a.m. • Includes: • Weekly schedule, upcoming events, reviews of past events, articles, ect. • Track openings, opt-outs, opt-ins, effectiveness

  25. Tactic #4 • Implement a single segment or a series of segments on NPR dedicated to the importance of the station. • current donors call in and explain why they donate to your company and why they feel its important to save your company. • Another segment or series of segments we would like to have would be on the history of the station • Play clips of big stories we have done in the past and talk about what else we have done over the years.

  26. Tactic #5 • Contest to create a new logo for WJCT • We would heavily promote this contest through your social media websites, and advertisements for the contest through the television and radio station programs • Campus Invasion • Contact local college’s arts and media graphics students to participate in the contest.    • T-shirt giveaway for each student that participates

  27. Tactic #6 • We will host a benefit dinner for donors and major corporations within the local communityat UNF’s University Center • Tickets are FREE • Includes dinner and entertainment. • Silent auction; all baskets in the auction will be donated, leaving all monies earned from auction to your organization

  28. Evaluation • Quarterly, we will do the following to check that the campaign is obtaining our goals and to change or edit any of the tactics we are doing: • To evaluate if we have reached our goal to broadcast to two million people in the 2012 fiscal year • Check your broadcasting statistics to see how many viewers and listeners you have • Work closely with your accounting office to see the increase in your donations and how it fits into your overall revenue • Using all of your social networking sites, along with your demographic and psychographic feedback we would collect again after our campaign • We could see what new audiences we have gained  • See if you gained three more major donors in the next • fiscal year.

  29. BUDGET

  30. Thank you for your time • We would appreciate any questions you may have!

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