CTN Hotline Studio

1. CTN Hotline Studio A Marketing Strategy Project Final Presentation presented by University of Michigan’s Community Consulting Club December 9, 2002

2. Agenda • Focus Questions • Methods • Survey Statistics Overview • Statistics for Users • Statistics for Non-Users • Launch Plan • Long-term Considerations • Financial Implications

3. Focus Questions • How well does the Hotline Studio meet the needs of nonprofit organizations? • What are the best means to increase participation in the Hotline Studio? • How can Hotline Studio’s participation process be as user friendly and streamlined as possible?

4. Methods • Researched CTN offerings in order to position Hotline Studio • Benchmarked similar studios • Developed survey to assess needs of NPO

5. Survey Statistics Overview • Number of surveys sent: 300 • Total number respondents: 80 (23.7%) • Users: 43 (53.8%) • Non-users: 37 (46.2%)

6. Statistics for Users • Have you used Community Television Network (CTN) in the last? (One month, three months, six months, one year, more than a year)

7. Statistics for Users • How did you first hear about CTN?

8. Statistics for Users • Which of the following CTN services do you use?

9. Statistics for Users • What is your overall perception of CTN?

10. Statistics for Users • Would you recommend CTN to other Nonprofit Organizations?(1 definitely not, 5 definitely)

11. Statistics for Users • How difficult do you think it would be to use Hotline STUDIO to produce a 20-30 minute show? (1 not difficult, 5 very difficult)

12. Statistics for Users • Based on this description, could Hotline STUDIO be used to produce your current programs? • Yes 54% • No 46% • Do you see an opportunity to use Hotline STUDIO for programs that your organization is not currently producing? • Yes 54% • No 46%

13. Statistics for Users • Likes • Friendly and helpful staff • Effective and efficient means of reaching the community • Free • Dislikes • Uncomfortable with technical process

14. Statistics for Non-Users • Prior to receiving this survey had you ever heard of Community Television Network (CTN) before? • Yes 71% • No 29% • If your answer to #4 was yes, how did you first hear about CTN?

15. Statistics for Non-Users • When promoting your organization, how effective do you find each of the following types of media?

16. Statistics for Non-Users • How useful would a television program be to help your organization with the following activities? (1 not useful, 5 useful)

17. Statistics for Non-Users • How difficult do you think it would be to use Hotline STUDIO to produce a 20-30 minute show?

18. Statistics for Non-Users • How interested is your organization in using Hotline STUDIO? (1 not interested, 5 interested)

19. Statistics for Non-Users • Benefits • Public exposure • Community outreach • Easier to use than full studio • Drawbacks • Time is a major factor even after describing the Hotline Studio

20. Launch Plan • Workshop Compression • User Migration from Access Ann Arbor • Website Promotion • Public Service Announcement • Hotline Studio Commercial

21. Launch Plan continued… • Special Invitation Reception and Tour • Include Hotline Studio collateral in all direct mailings between now and next workshop

22. Launch Plan Workshop Compression • How much training would you expect to receive before using the new studio?

23. Launch Plan • Workshop Compression • User Migration from Access Ann Arbor • Website Promotion • Public Service Announcement • Hotline Studio Commercial

24. Launch Plan User Migration from Access Ann Arbor • Positioning • Constraints of Access Ann Arbor • CTN resources • Appropriate Content

25. Launch Plan • Workshop Compression • User Migration from Access Ann Arbor • Website Promotion • Public Service Announcement • Hotline Studio Commercial

26. Launch Plan Website Promotion • Feature “New Star” on multiple pages • Add text about Hotline Studio • Develop Hotline Studio page New

27. Launch Plan • Workshop Compression • User Migration from Access Ann Arbor • Website Promotion • Public Service Announcement • Hotline Studio Commercial

28. CTN Announces…. Hotline STUDIO

29. Have a fundraiser coming up? Need to recruit volunteers? Have a message you want to share? Be the star of your own show!!!! It’s easy, let CTN show you how Available now to all Ann Arbor residents and Non-Profit Organizations. Call 734-769-7422 to register! www.a2ctn.org

30. Launch Plan • Workshop Compression • Switch to Hotline Studio from Access Ann Arbor • Website Promotion • Public Service Announcement • Hotline Studio Commercial

31. Launch Plan Hotline Studio Commercial • Who: • Staff • What: • Tour, Components, Phone #/Website • Where: • Channel 17, Website

32. Launch Plan continued… • Special Invitation Reception and Tour • Include Hotline Studio collateral in all direct mailings between now and next workshop

33. Launch Plan Special Invitation Reception and Tour • Introduction of concept • Studio description • Tour • Idea generation • Past examples • Brainstorming

34. Launch Plan continued… • Special Invitation Reception and Tour • Include Hotline Studio collateral in all direct mailings between now and next workshop

35. Long Term Considerations • Website enhancements • Increase workshop flexibility • Evaluation after production • Semi-annual survey • Create promotional video • “Brand” Hotline Studio

36. Long Term Considerations Website Enhancements • Streamline text • Online interactive capabilities • Video capabilities

37. Long Term Considerations • Website enhancements • Increase workshop flexibility • Evaluation after production • Semi-annual survey • Create promotional video • “Brand” Hotline Studio

38. Long Term Considerations Increase Workshop Flexibility • Cross-train facilitator • Contingency • Alternate day/time • Full day Saturday • Other weekdays besides Wednesdays

39. Long Term Considerations • Website enhancements • Increase workshop flexibility • Evaluation after production • Semi-annual survey • Create promotional video • “Brand” Hotline Studio

40. Long Term Considerations Evaluation After Production • Evaluate • Studio – likes/dislikes • Show – likes/dislikes • Staff – assistance needed?

41. Long Term Considerations • Website enhancements • Increase workshop flexibility • Evaluation after production • Semi-annual survey • Create promotional video • “Brand” Hotline Studio

42. Long Term Considerations Semi-Annual Survey • Targeted to Hotline Studio users • Capture any change in attitude after production and airing • Measure • Satisfaction • Intent to use again

43. Long Term Considerations • Website enhancements • Increase workshop flexibility • Evaluation after production • Semi-annual survey • Create promotional video • “Brand” Hotline Studio

44. Long Term Considerations Create Promotional Video • Targeted to Nonprofits • Includes: • Testimonials • How-to • Intent: • Promote Studio • Stimulate Ideas

45. Long Term Considerations • Website enhancements • Increase workshop flexibility • Evaluation after production • Semi-annual survey • Create promotional video • “Brand” Hotline Studio

46. Long Term Considerations “Brand” Hotline Studio • Tagline to emphasize “outreach” • Emphasize benefits • Promotion, Recruitment, Community Connection • De-emphasize Fear Factors • Live, Call-in