As an NPR affiliate radio station operated by the University of Georgia, WUGA offers Athens and the larger Northeast Georgia area residents quality local news, reporting, entertainment, and a wide variety of broadcast programming from a trustworthy source without commercials. WUGA came to Kaptiv8 searching for a way to connect with all audiences, diversify its listener base, and tell more stories that represent a fuller picture of Athens.
We knew from the start that a campaign centered around boosting awareness and drawing new eyes was the name of the game while ensuring longtime listeners stayed on board. A well-designed, multi-faceted campaign was required.
By working to identify an overarching campaign that highlights WUGA’s unique brand attributes – the core foundational elements that make them who they are – in a way that would resonate with long-time listeners and prospective new ones alike, we were able to build a platform for messaging that would power this brand campaign. “LISTEN.” encourages the prospective listener to not only ask why, but to discover for themselves.
A combination of social media strategy, print & digital advertising, and environmental marketing helped not only tap into non-traditional NPR listeners but also met potential new listeners both where they were and at a point to tune into WUGA. The high exposure and visibility these ads and social posts generated helped reach a greater cross-section of the general Athens population. Now well into the awareness campaign and later phases of the marketing rollout, WUGA has seen a major increase in app downloads, social media engagement, and new listeners.
