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THE GEORGIA CLASSICS
OBJECTIVE
Our team was tasked to help increase overall brand awareness for a local Athens, GA radio station, The Georgia Classics. As radio is on the decline and users are shifting to streaming platforms, this campaign was more important than ever. We aimed to position The Georgia Classics Radio as a more desirable platform to listen to your favorite songs.
THE CAMPAIGN
The Georgia Classics targets UGA Alumni and bringing back the memories of college years. The station focuses on playing college classics for adults ages 50-70. We wanted to build our campaign around how music can transport you back to the time you listened. This idea created our slogan: Get the Band Back Together.
CONSUMER PERSONAS
METHODOLOGIES
SECONDARY
Researched radio industry websites, blogs, and various competitor stations
PRIMARY
Issued a survey to over 1,000 participants and conducted 40 interviews
INDUSTRY FINDINGS
INDUSTRY SHIFTS
In-home smart speakers and mobile devices take attention away from radio
Streaming platforms are used more than radio
Spotify, Sirius XM, Apple and Prime
CREATIVE EXECUTIONS
BILLBOARDS
We want to focus our advertising towards billboards lining major highways heading into Athens during football season.
FACEBOOK GROUPS
Through our research, we learned Facebook is the
preferred social media for the target market.
We want to create different groups based on
alumni locations for listeners to connect.
MERCHANDISE
Vintage-inspired band t-shirts to
generate word of mouth marketing.
CAR STUNT
Drive a vintage car around Athens with
TGC blaring through the speakers
to provide a unique and newsworthy story to local outlets
TAILGATE
Host a tailgate on campus with TGC
playing music to increase brand awareness.
TGC will pass out these buttons.
MEDIA FLIGHT PLAN
MEDIA BUDGET
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