KPCC+
Positioning our local radio station as a catalyst of positive change
Positioning our local radio station as a catalyst of positive change
Winner of a Bronze IDSA International Design Excellence Award in the Student Design Category in 2012
THE CHALLENGE
In looking to the future of public radio, KPCC needed to bridge the ever-widening gap between their aging loyal donor base and the next generation of listers. Compounded by the shift from terrestrial to digital media consumption, KPCC was in search of ways to broaden and strengthen its brand reach and equity without diluting its mission of being a trusted local news source in Southern California.
In looking to the future of public radio, KPCC needed to bridge the ever-widening gap between their aging loyal donor base and the next generation of listers. Compounded by the shift from terrestrial to digital media consumption, KPCC was in search of ways to broaden and strengthen its brand reach and equity without diluting its mission of being a trusted local news source in Southern California.
THE SOLUTION
KPCC+ is a systematic, multi-pronged growth strategy intended to increase listenership and maintain a longterm competitive advantage.
KLIK - digital application allowing the user to participate in a realtime conversation with other listeners that share their interests.
VOICES - recording device disseminated into the listening area to capture local stories and opinions. It gets passed from person to person like chain mail.
NIGHTS OF THE ROUND TABLE - multi-venue curated conversation around local issues hosted by KPCC, encouraging local listeners to connect and share their opinions in person.
CHANGE AGENCY - mobilizes and connects the listening community with opportunities for community service.
CONSERVATORY - social incubator / think tank that leverages the affluence and ideas of the listening community for creating positive change.
KPCC+ is a systematic, multi-pronged growth strategy intended to increase listenership and maintain a longterm competitive advantage.
KLIK - digital application allowing the user to participate in a realtime conversation with other listeners that share their interests.
VOICES - recording device disseminated into the listening area to capture local stories and opinions. It gets passed from person to person like chain mail.
NIGHTS OF THE ROUND TABLE - multi-venue curated conversation around local issues hosted by KPCC, encouraging local listeners to connect and share their opinions in person.
CHANGE AGENCY - mobilizes and connects the listening community with opportunities for community service.
CONSERVATORY - social incubator / think tank that leverages the affluence and ideas of the listening community for creating positive change.
ROLLOUT PLAN
This is the roll-out plan for the five components of KPCC+ target several parts of the listener chain in order to drive awareness and increase engagement with KPCC.
This is the roll-out plan for the five components of KPCC+ target several parts of the listener chain in order to drive awareness and increase engagement with KPCC.
KPCC+ PROMOTIONAL VIDEO
CREATING COMPETITIVE ADVANTAGE THROUGH DESIGN THINKING
