STATION BRAND BLUEPRINT

Ligwalagwala FM brand positioning

The station builds, inspires and empowers siSwati speaking people through exciting programming that is informative, entertaining and educates This station reaches out, supports and betters the lives of siSwati speaking supporters This radio brand is about positive afro-urban lifestyle without apology. This brand appeals to young, upwardly mobile siSwati speaking people

Ligwalagwala FM Target Audiences

It’s a group of people who live in a modern society without shedding their traditional values Listeners enjoy social activities and like to be informed about issues of national priority They seek to better their lives through tertiary education They are progressive and brand conscious

LIGWALAGWALA FM BACKGROUND

STATIONS’ BRAND LOOK AND

FEEL

BRAND BLUEPRINT

Competitive Environment

Commercial music driven radio stations, Capricorn FM and MPower FM

Target Markets Primary: Now Generation, 16 – 34 SiSwati speaking and understanding people

Target Market to believe The only radio station that takes pride in broadcasting in SiSwati, informs, educates and entertains SiSwati speaking and understanding people

Benefits :

Functional

Emotional

Sensory

Ligwalagwala FM is the only radio station that informs, educates and entertains me in my home language - SiSwati

Ligwalagwala FM is the pride of the SiSwati nation, yet modern it does not shed its traditional values I am proud to be Swati, no matter where I am in South Africa when I tune into Ligwalagwala FM, I am at home, my culture, my tradition, my values.

Proof Ligwalagwala FM speaks to me in SiSwati, It carries content that empowers and inspires me to be progressive in lifeIt reaches out, supports and betters the lives of SiSwati speaking supporters

Like-minded brands Nelspruit 60s (Mpumalanga based and Big) Reed Dance (culture and quality) BMW (Prestigious) Bolojo (Jazz Siswati Musician, international), Selati, Super B, MTN, Vodacom

SABC brands partners SABC News, SABC Sport, SABC Education, Ikwekwezi FM, SABC 1

Values

Personality

Balanced, Compassionate, Fair, Respectful, Reliable and Ethical.

Aspiration, Progressive, cultured and Traditional

Differentiator The cultural home for SiSwati speakers

Essence Pride and Respect

Operations

Marketing and

Promotions

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