Northwestern Media

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Challenge
Northwestern Media owns 15 radio stations in six states reaching almost one
million listeners each week. The challenge was building enduring connections with
listeners of each station. -
Solution
Use Journity to reach the right listeners at the right time with the right message.
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Takeaways
• Converted new listeners to fans
• Increased donor support to one station
• Delivered timely, customized messages

The Goal:
Help Northewestern Media Build Stronger Connections With Their Listeners
Carl Bliss manages digital properties for the Christian radio network which owns 15 stations around the Midwest. To boost awareness and engagement for the stations, he needed to make stronger connections with listeners. “ We knew we were collecting a lot of information about our website visitors, but we were leaving much of that on the table. I saw Journity as a platform that we could use to act on that data and get the most appropriate call to action in front of each site visitor.”
The Strategy:
Use Geotargeting to Connect Listeners to the Right Stations
In one campaign, Bliss used Journity to reach prospective listeners in Madison, Wisconsin who were looking for traditional Christmas music on the radio. First, he created a Google adwords campaign targeting people in Madison who were searching online for streaming Christmas music. The ads pointed prospects to Northwestern’s local station LIFE 102.5 which was playing Christmas music around the clock. Journity handled the next step. When people clicked on the Google ad and landed on the LIFE 102.5 site, Journity delivered a customized message with a “listen now” button so visitors could hear the station immediately. That instant gratification helped build the station’s audience. “Journity was great at putting that connection together on our website,” comments Bliss. “And it didn’t take a lot of finagling to get it done.”
The Result: