KX 93.5 Case Study

1. KX 93.5
Max Stohler, Nicole Haynes, Seth Edwards,
Tuyen Dinh, Taylor Gray, Steven James King
LAGUNA’S ONLY
FM
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2. deck overview
Background …………..3
Situation Analysis …....4
Competition ……….....6
Demographics ….....…7
Target Market ……..…9
2
Objectives ……...…10
Budget …………….11
Strategy ………...…14
Metrics …………....20
Conclusion …….....21

3. background
Mission Statement
To connect Laguna Beach and worldwide listeners with an open-door policy that allows the exposure of “Generational Alt Rock” musicians,
non-profits, and community causes.
Vision
Locally focused FM radio is vital to a community.
Value Statements
● We believe our audience can be connected through a local radio station that immerses itself into the arts, culture, events, and music of a
community.
● We believe talented, under-recognized musicians deserve exposure, and we strive to be a resource for them.
● We believe that our audience is witty, intelligent, and sophisticated in their musical taste. We aim to entertain at a level that exceeds that of
commercial radio.
● Responsiveness, availability, and communication are a priority for our staff and volunteers
● We are dedicated to developing the talents of on-air hosts, student interns, and special needs volunteers.
● We strive to bring people together through real-time, live announcing about local news, weather, traffic, and emergency preparedness.
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4. 4
Strengths
➔ Limited competition as the only FM radio station in
Laguna Beach
➔ Commercial free: attractive listening
➔ Involved in community events
➔ Unique, upcoming musicians
➔ Membership opportunity
➔ Online presence
Weaknesses
➔ Commercial free: no revenue from ads
➔ Weak membership base
➔ Young, unknown company/startup
➔ Appeals to younger crowd rather than the majority of
Laguna
➔ Manpower to “sell”/admin
➔ Value proposition for advertisers without listener metrics &
results
➔ Value proposition for members more clearly
targeted/articulated
situation analysis - internal

5. situation analysis - external
5
Opportunities
➔ Strengthen membership base
➔ Outreach to past advertisers
➔ Product line expansion to appeal to broader
tastes
➔ Build awareness of online presence
Threats
➔ Satellite/Internet radio domination
➔ Potential expansion of larger radio stations
into Laguna Beach
➔ Economic downturn

6. competition
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➔ Pandora, Spotify, Soundcloud, Itunes Radio,
and, of course, conventional radio
➔ So how can we get more people to listen to KX
93.5?

7. demographics
Laguna Beach
Laguna Niguel
Laguna Beach
7

8. demographics
Laguna locals are…
➔Hip, artistic, rich, relaxed, eccentric.
➔Willing to spend money or donate it to the arts.
➔Passionate about local causes and social actions.
➔Appreciate higher quality activities and events.
➔Appreciative of appearance and lifestyle.
➔Older in age, in part, due to valuable real estate.
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9. target market
Members/Donators: men and women ages 35 to 74 in Laguna Beach.
Listeners/Supporters: college-age young adults, ages 25 to 34 who are
interested in “Laguna culture” ie. art, crafts, wine, and other finer things.
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10. objectives
➔ To increase awareness of KX 93.5 throughout Laguna
Beach by 15% by the end of 2016.
➔ To increase the amount of listeners of KX 93.5 by 15% by
the end of 2016.
➔ To increase members and donors to KX 93.5 by 20% by
the end of 2016.
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11. budget
8% of 2015 projected budget…………….$34,951.
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12. kx 93.5 overview
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13. content
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KX 93.5 “npr”
transparent,
progressive
news
diverse,
cultural
stories
trendy, quality,
contemporary
music, unique to KX
93.5
“The KX 93.5 listener is
cultured, upper-class,
articulated, progressive, &
open-minded.”
local, artistic,
cultural,
“higher-end”
events
community
interaction

14. the event
“The Laguna Lagoon”
Mini-objectives:
1. Spread awareness of KX 93.5 by having an exciting & popular event that will
draw target audience & promote the station among the community (3000 people who
know about KX 93.5)
2. Increase listeners by showcasing/sampling quality target market content i.e.
live music, culture, personalities, identity (390 new listeners)
3. Acquire donations & memberships by having a prominent KX 93.5 presence
at the event for recruiting & preferred ticket packages (over $100,000)
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15. the event
“The Laguna Lagoon”
Timing & location:
July-August:
Pageant of the Masters, Sawdust Festival, tourism, people on vacation, out of
school, Summer celebration vibe, etc.
Laguna Festival of Arts Irvine Bowl:
2,600 people capacity, “scenic” with food/beverage installations, hospitality,
parking, load-in for bands, sound system, production, etc.
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16. the event
“The Laguna Lagoon”
Budget & logistics:
1. House: venue, event mgmt/staff, insurance, permit, setup, crew $20,000 w/volunteers
2. Live music: main act “deal” $50,000, other bands support cause receive exposure
3. Art & culture: local artists receive exposure and sales space
4. Food & beverage: local business keep all of their on premise profits plus gain exposure
5. Promotion: mostly “grass roots,” volunteers, and online advertising $10,000
Revenue:
1. Tickets:
$45 (gen. seating) $175 (pref. seating, free close parking) $500 (+ meet mid-level bands + merch)
$1000 (+ lim. backstage access) total ticket rev. $ [2600: 2230 | 200 | 100 | 20 ] = $205,350
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17. tools
Membership
Focusing on the social value and “charitable” qualities of KX 93.5, member support is crucial and viable for
cash flow.
➔ $45 exclusive access to online content, live “in the studio,” DJ mixes + more
➔ $100 + entered to win free tickets to a local concert
➔ $500 + box set of DJ 10 favorite new albums
➔ $750 + 2 free general admission tickets to next “event” ie. “Laguna Lagoon”
➔ $1000 + opportunity to DJ for a night
➔ $2500 + 2 passes to an extremely exclusive “Neil Young-style” house party 17

18. tools ● App Redesign
○ Make it more interactive
○ Add an option to request a song
○ Add a support/donate button
○ Polls
● YouTube live streaming
○ Stream bands that come in
○ In-studio performances
○ Interviews with bands
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19. metrics & measurement
1. Increase awareness of KX 93.5 throughout Laguna Beach by 15% by the end of
2016
Use “soundscan-like” media tracking to track listener data along with App metrics &
web analytics (i.e. social media ‘likes’ and ‘follows’ as a metric). If desired, online or in
person surveys can be carried out.
1. Increase members and donors to KX 93.5 by 20% by the end of 2016
Financial assessment and CRM database tracking of donor activity.
1. Increase the amount of listeners of KX 93.5 by 15% by the end of 2016
Use “soundscan-like” media tracking to track listener data along with App metrics.
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20. closing
● The biggest competition right now is internet and satellite radio, so emphasize
using the app to stream the show anywhere you go
● Going global is not a realistic goal as of right now
● Use campaigns/giveaways to generate awareness
● Utilize “Laguna Lagoon” as the main event
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