Branding a radio station on limited $
Situation.
The public radio station of Winston-Salem State University (WSSU) found itself in a position typical to lots of non-profits. It lacked a branding identity, and no advertising budget. Its small group of listeners enjoyed the jazz, gospel and information programming and were very loyal to the station.
Solution.
Reaching out to different groups in the community who already supported the station provided the best solution. With help from the local newspaper, CampCreative developed three different mailers for three different groups: the faith community; WSSU alumni; and known supporters of the station. Each appealed to the group to support what they loved about the station.
Results.
Through the direct mail campaign, the station avoided turning off its signal and gained support from the community for its very special programming.
