The Lion 90.7fm�Campaign Book | Spring 2023

Client Account Team

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Account

Executive

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Rachel Padnis

Advertising Major

DMTA Minor

Digital Art Certificate

Junior

Parkland, FL

Account

Associate

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An-Chi Chan

Advertising Major

DMTA Minor

Junior

Singapore, Singapore

Account

Associate

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Shizelle David

Public Relations Major

Sociology Minor

Junior

Brooklyn, NY

Client Overview

• The Lion 90.7FM is Penn State’s student-run radio station operated independently by and for Penn State students and members of the community.

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• The Lion hosts a wide variety of shows on music, pop culture, entertainment, and campus life, which reaches an audience of 125,000 listeners.

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• Members of The Lion have an opportunity to gain real-world radio experience, carrying on a long-standing student radio tradition here at PSU and show hosts have complete creative freedom with their radio shows.

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CLIENT GOALS:

1. Setting up recruitment efforts for the Fall 2023 Involvement Fair
2. Creating awareness & generating more radio listeners
3. Increasing social media presence through Instagram

Primary Research Survey

We conducted a survey of 107 Penn State students to learn more firsthand about our target audience of music listeners.

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When asked to select which genres of music students listen to:

Do you listen to the Radio?

What hours/part of the day do you listen to music/radio shows most consistently? (Select all that apply)

Secondary Research

• 55% of Gen Z in the U.S. listen to AM/FM radio every day
• 89% of their radio listening is done through traditional radio receivers and 11% is through streaming.

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• College-aged students listen to music for roughly 4 hours a day
• Radio industry sees growth through smart speakers and online listening.

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• These numbers help to establish that there is an audience for radio listening among college-aged students

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Competitor Analysis

WTUL New Orleans 91.5FM

University: Tulane University

Link to Website: https://www.wtulneworleans.com

Link to Instagram: @wtul

Follower Count: 3,451

Status: Very active, average of 50 likes on posts

How do they recruit/promote themselves?

Graphics are unique, bright colors, flashy and catered towards audience. Thye make posts about applications. They have a unique feed and do not follow any branding guidelines strictly. Engage in some collaborations and giveaways.

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Competitor Analysis

UCLA Radio

University: University of California Los Angeles

Link to Website: https://uclaradio.com

Link to Instagram: @uclaradio

Follower Count: 8,217

Status: Very active, anywhere from 100-300 likes on average post

How do they recruit/promote themselves?

The page features highlights that cater to different topics, bright colors, and very eclectic. There is a lot going on and lost of different colors in the graphics made. They do a lot of features for both radio hosts and entertainment groups and post about when they hire.

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Competitor Analysis

CommRadio

University: Penn State University

Link to Website: https://psucommradio.wordpress.com

Link to Instagram: @psucommradio

Follower Count: 1,072

Status: Very active, like count turned off

How do they recruit/promote themselves?

Elaborate branded graphics that follow a very consistent color scheme. They have voice clips of broadcasts and features of their staff members.

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SWOT Analysis

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GOAL 1

Setting Up Recruiting Efforts for the Fall 2023 Involvement Fair

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Recruit Persona

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Recruitment Flyer

We designed flyers to be implemented during the Fall 2023 involvement fair to answer three likely questions from potential new members:

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1. WHAT IS THE LION?

2. WHAT POSITIONS ARE AVAILABLE?

3. WHY SHOULD YOU JOIN?

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Recruiting:

• Radio Hosts/DJs
• Sports Broadcasters
• Social Media Manager(s)
• A Public Relations Chair
• A Finance Chair

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Branding Guidelines

• Implemented to establish a branded presence for promotional materials

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• This is important so that branding stays consistent throughout the years and with changes of leadership as well

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Email Recruitment Pitch

In order to reach a broader amount of Penn State students, we developed email pitches to the Deans of several colleges where our target audience may reside

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1. Bob Martin

(Assistant Dean for Internships and Career Placement)

2. Clarence Lang

(Liberal Arts dean)

3. Charles H. Whiteman

(Smeal Business School dean)

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We aim to have them send out this involvement opportunity to all students affiliated with their colleges or departments.

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Recruitment Posts

Instagram Stories

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Recruitment Posts

Instagram Posts

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Streamline Application

• In order to create a simple and more organized member intake process, we developed two applications.

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• The first one is to be utilized by students with an interest in hosting a talk show, music show, or sports broadcast.

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• The second is for anyone interested in applying for Social Media, Public Relations, or Finance Chair positions with The Lion.

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• Both these forms will be utilized in the Fall when it is time to recruit new members for this organization

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GOAL 2

Creating Awareness and Generating More Radio Listeners

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Music Listener Persona

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Linktree Development

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Problem: The Lion 90.7fm website proved to be difficult to navigate in order to listen to their services. We wanted to streamline this process and make tuning in online extremely simple and accessible.

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Now with Linktree, we have included a “Listen Live” button that takes users directly to the pop-up player for online streaming.

We have also condensed all important links, social media profiles, a website link, and song request form.

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Lifetime results:

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Allowing Audience Input

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• In order to increase the number of radio listeners, we recognized the importance of accommodating music to choices to our audience

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• We created lists of the top 30 songs for the four most popular music genres that were revealed in our survey

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• Additionally developed a song request survey that can be accessed within the LinkTree

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• Although we do not want to diminish the freedom show hosts have to play whatever they would like, we recommended taking some consideration of what the audience favors as well

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Collaborations

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• Collaborating with other Penn State and State College music and entertainment groups is beneficial to increase awareness of the station.

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• We pitched, organized, and promoted a mutually beneficial collaboration between The Lion and The Coda Conduct Acapella Group.

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• Deliverables: Pitch template, graphic template, and contact sheet of other groups to leave our client the tools to do this in the future with other groups.

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GOAL 3

Increasing Social Media Presence Through Instagram

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Instagram Before HVC

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• After discovering that the target audience for our client resided primarily on Instagram, it was necessary to review the Instagram account (@thelion907fm)

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• There had been no posts in over a year
• Logo in profile picture inconsistent with the brand overall
• Most of the followers were Penn State organizations instead of students
• Instagram bio was too generalized and lacked specificity as to what The Lion really is or has to offer to students
• Photos posted were heavily filtered

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Client Photoshoot

• Organized a photoshoot in the studio to generate updated Instagram content that is not just graphic-heavy

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Show of the Week

• “Show of the Week” is a campaign created to highlight individual radio shows once every other week during the school year
• Graphics were developed in both post and story format, with multiple versions to choose from in order to achieve a variety
• DJ’s have an opportunity to use the Instagram story graphics as their promotional material through their personal Instagram accounts as an awareness tactic

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New Music Friday

• ”New Music Friday” is a second campaign launched through Instagram, where one song is featured every other week
• This is a way to further connect to our audience and provide music recommendations for songs that are trending
• The New Music Friday template is easily customizable for future usage

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Instagram Results

Before HVC

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Now

Other Posts

• These are some other examples of content developed for the Instagram page, including:
• Top Hits Monthly
• The Lion executive board features
• Final exam post

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Instagram Results

Before HVC

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Now

Instagram Analytics

• Through Instagram efforts alone, the Instagram follower count has increased by 79 (+10.4%)

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• 53.9% of our engaged audience is in the state college area
• 61.9% are in the 18-24 target age range

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• Since the start of our social media calendar, +2,617% more accounts were being reached

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• 130 accounts are continuously engaging in the content (+12,900%)

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• Created a comprehensive social media calendar to sustain these efforts beyond HVC

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Social media Calendar

Transition Plan

What has HVC provided your client for future usage?

HVC has provided the client with templates for a variety of uses. There are social media templates for specific campaigns that can be utilized, templates for brand collaboration emails and recruitment pitches. The client will have access to a social media calendar that will be useful through the summer and fall 2023 semester to continue the campaigns through social media.

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How has HVC improved their communication efforts?

HVC has established The Lion as a presence through social media and updated their content to align with themselves and where they stand now.

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Overall, The Lion was very satisfied with the work that HVC produced and have been handed off all of the tools to pick up right where HVC left off.

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