Northwestern Media

  • 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.

  • Takeaways

    •​ ​Converted​ ​new​ ​listeners​ ​to​ ​fans
    •​ ​Increased​ ​donor​ ​support​ ​to​ ​one​ ​station
    •​ ​Delivered​ ​timely,​ ​customized​ ​messages

Northwestern​ ​Media and​ ​Journity: Making​ ​the​ ​Right​ ​Connections

When​ ​Carl​ ​Bliss,​ ​Interactive​ ​Media​ ​Manager​ ​at​ ​Northwestern​ ​Media,​ ​couldn’t​ ​find the​ ​technology​ ​to​ ​strategically​ ​connect​ ​with​ ​listeners​ ​of​ ​his​ ​organization’s​ ​radio stations,​ ​he​ ​decided​ ​to​ ​build​ ​it​ ​himself. Fortunately,​ ​he​ ​didn’t​ ​get​ ​too​ ​far​ ​into​ ​the​ ​process​ ​before​ ​finding​ ​Journity.
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:
Personalize Content That Drives Long Term Connections
“The​ ​ability​ ​to​ ​personalize​ ​messages​ ​with​ ​Journity​ ​changes​ ​the​ ​way​ ​we’re looking​ ​at​ ​our​ ​sites,”​ ​says​ ​Bliss.​ ​“With​ ​Journity​ ​we’re​ ​able​ ​to​ ​make connections​ ​at​ ​just​ ​the​ ​right​ ​moment.”