Objective

WFMT Radio Network was looking to turn a long-standing radio program into an interactive online experience. Be One worked with the client to deliver on the following requirements.

Increase the engagement of current listeners (400,000) as well as grow its audience through Exploring Music, a new outlet for the show.
Allow users to stream their favorite programs 24/7 through an intuitive, user-friendly website that extends the Exploring Music brand.
Become a resource for classical music students, as well as others interested in the genre, by developing an interactive system for research into classical music.
Build revenue by driving new membership registrations.

Solutions

Developed brand personas of the target audiences. Developed brand positioning and tested key messages. Designed and developed website including streaming media player which had to comply with legal and technical requirements of the US Library of Congress. Designed and developed by-subscription based ecommerce platform.

Target Audience

Students, University Professors, Music Enthusiasts and Composers.

Results

The initiative exceeded goals by more than 160%. In just six weeks, Exploring Music saw 300 new memberships and 3,858 engaged visitors. And within three months of launching, the website accomplished its year long goal of 1,000 new members. Additionally, 10% of those who signed up had never heard the radio show before.