CAMPAIGN
INCREASING WAER 88.3 FM
PUBLIC RADIO MEMBERSHIP
Please note that this case study is for academic purposes only, created for a PR Cases and Campaigns course in the S.I. Newhouse School of Communications at Syracuse University (October 2021).
WAER 88.3 FM is Syracuse University’s commercial-free public radio station. The station’s mission is to “enlighten, engage and entertain through multimedia experiences,” and it operates under the overarching tagline of “keeping our community connected”. Since its establishment in 1947, WAER had been student-run but is now staffed by both full-time trained industry professionals and student reporters. The station is supported by over 1,800 members, 874 of which have renewed their memberships for a sustained period of time.
For this reason, Lucy Blue Public Relations has been tasked with developing a communications campaign oriented toward achieving the goal of increasing WAER's membership.
Campaign Objectives
#1: Increase sustaining memberships (upgraded from standard memberships) by 7% to 1,000 sustained members by April 30, 2022
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#2: Increase alumni membership by 18% by April 30, 2022
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#3: Increase membership within WAER’s DMA by 3% by April 30, 2022
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#4: Increase membership of WAER student employee’s families (15 families) by 18% by April 30, 2022
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#5: Convert 5% of student listeners to members by April 30, 2022
Campaign Strategies
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Alumni Testimonial Promotion
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Corporate Partnerships
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Direct Mail
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eCommunications
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Email Newsletter
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Mail Care Packages
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Social Media Campaign
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Student Promotions
TACTICS AND DELIVERABLES
Tote Bag
Direct Mail, Mail Care Packages and Student Promotions: Send a WAER tote bag to members 30+, and offer a WAER tote bag for student members beginning their second month of membership.
TikTok and Instagram Reels Podcast Preview
Social Media Campaign: Utilize TikTok to share clips and sneak peaks from upcoming, not-yet-released podcasts episodes to amplify anticipation.
Famous Alumnus
YouTube Interview
Social Media Engagement, Social Media Campaign, Alumni Testimonial Promotion: Utilize WAER YouTube channel to post alumni interviews and tag alumni.
Cafe Kubal
Coffee Sleeve
Corporate Partnerships: Offer a specialty cappuccino at Cafe Kubal served with a cup sleeve customized with WAER promotion and a QR code that directs customers to special membership tab on the WAER website (waer.org/kubal).
Athletics Marketing Partnership
Corporate Partnerships: Partner with Syracuse University Athletics Department for integrated marketing campaign, featuring branded "team spirit" graphics on the Dome jumbotron during football and basketball games, specifically.
Produced by Lucy Blue Public Relations, December 2022