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Maegen Wynn

Maegen Wynn. ADV 4603 V89 Brand Evaluation . Research Methodology.

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Maegen Wynn

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  1. Maegen Wynn ADV 4603 V89 Brand Evaluation

  2. Research Methodology I believe V89 can gain listeners from measuring what they do well and ways in which they can improve. I conducted an online survey in order to answer specific research questions. Within the questions were key insights, which were essential to V89’s growth. V89 will modify their current marketing strategy to better suit future listeners’ needs.

  3. Preferred Respondents • Adults, ages 18-35 • Who have never listened to V89 or who listen to V89 regularly • Who have volunteered for V89 in the past • Who would be interested in attending V89 events • Who are looking for non-mainstream and local musical options • Who are interested in local businesses I would like to reach out to this specific market because I want to know detailed methods in which V89 has been recognized within the local community.

  4. General Overview • 90% of respondents were target market • 94% listen to radio • 74% listen to the radio veryoften • 38% listen while driving • Others listen: at home, work, via internet or app, elsewhere, or a combination of all.

  5. Overview of V89 • 82% were aware that Florida State University had a radio station • 22% said that friends told them about V89 • 66% have listened to V89 • 20% listen regularly • 70% were not aware of the V89 radio program • Once informed, 62% said they were likely to listen to V89 • 66% had not visited the V89 website • 92% had never requested a song on V89 • 24% have listened to the V89 live stream • 88% do not follow V89 on social media • 12% have attended a V89 hosted event • 18% were interested in volunteering with V89 in the future

  6. Survey Respondent Ages • The survey was posted to Reddit on the Florida State University and Tallahassee forums. • This specific outlet was chosen because the preferred target market age fits Reddit’s specific segment

  7. General Radio Listenership

  8. Where do you listen to the radio?

  9. V89 Awareness and Listenership

  10. How have you heard of V89?

  11. V89 Web Traffic

  12. V89 Social Media • 88% of respondents do not follow V89 on social media.

  13. V89 program awareness and likely listenership

  14. V89 Event Participation

  15. V89 Participation

  16. How can V89 improve? “Less segmented hours-very mixed genres at all times would be great. Better speaking by the DJs, sometimes it's hard to hear what song it was and who it was by. For the more out there names, it would be great if they'd quickly spell them. Maybe they are on the website, I'll have to check it out. I just assumed it would be shitty and hard to navigate like every other FSU website.” “Best improvement would probably come from someone analyzing other ‘public’ or college radio stations that are successful. Not every programmer is a unique sparkleberry and V89 suffers from some of the worst cohesiveness of any station I've listened to. It's possible to retain the individuality of the DJs and be cohesively programmed. Not all the same music.”

  17. How can V89 improve? Cont. “I have heard the F-word several times from punk songs. Radio silence happens often. It seems like many of the DJs aren't trained on how to be a radio personality. And often music is played that is almost un-listenable. Also the news segments are too small and not very well done.” “V89 could profit from original programming. Each radio station has at least one unique programming that sets itself apart from other stations. WHYY has Fresh Air. WNYC has Studio 360 and Radiolab. WAMU has The Diane Rehm Show. So on and so forth.”

  18. Final Analysis • Currently, most of V89’s listeners come from word of mouth transactions • V89 needs to utilize this information and encourage listeners to share V89 with friends • V89 should encourage listeners to request songs, or, make the act of requesting a song less tedious • V89 needs better inform potential listeners of their radio program. • V89 needs to work on a strong social media presence • V89 needs to better train their DJs to be more personable • V89 needs to promote events better

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