sustainability & innovation in public...
TRANSCRIPT
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SUSTAINABILITY&INNOVATION
INPUBLICRADIO2019WBURBIZLABSUMMIT
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NEXT:LIGHTNINGTALKS
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WAMU- DCistWASHINGTON,DC
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PROBLEMSTATEMENT
Howdowedevelopadistinctmembershipprogramforadigitalnewssitewithinalargerlegacypublicradiostation?
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DiscoveryresearchWesurveyedreadersandhostedtwofocusgroupswherewelearnedaboutreadersmotivationsandbehaviorsaroundDCist,alongwithwhattheyhopedtogetfromamembershipprogram.Weusedanalyticstocaptureusagebehavior.
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Proposedsolution
WelaunchedmembershipinbetaandranA/Btestsarounddifferenttypesofmembershipoffers.
Specifically,welookedatconversionratesforsustainingvs.one-timedonations,thankyougifts,andeventinvitesonconversion.
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Conclusionandmainfinding
LaunchedasustainingonlymembershipprogramwithdistinctperksforDCistreadersonNov1st.
Ourgoal:reach500foundingmembersbytheendof2019.
Currentlywehave427members!
Raisingatotalof$6,538.
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LouisvillePublicMediaLOUISVILLE,KY
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PROBLEMSTATEMENT2017:LPMpurchasedDo502,aneventlistingplatform.
Plan:IntegrateDo502intoLPM’sprogramming.
Problem:Do502userswereunawarethatDo502isconnectedtoLPM,isanonprofitandneedssupport.
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Discoveryresearch
Qualitativeresearch
Quantitativeresearch
Facetofaceinterviews
LouisvilleMusicAwards
WFPK’sLiveLunch
Donorlunches Indepth1:1phoneinterviews
Timeofdaydata
Mobilevsdesktopaccess
Userlocationdata
Do502users
Survey
Do502analytics
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ProposedsolutionDo502events
Newsletterwithmemberperks
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Conclusionandmainfinding
Findings• FolksdocometoDo502events• Wecanconvertthemintomembers• SinceAprilwe’vegrowntheDo502membersby500%
Sinceendofproject• ContinuingtobuildtheDo502membershipprogram• Creating“lowlift”Do502eventsprogramfor2020
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WDETDETROIT,MI
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PROBLEMSTATEMENTWDEThasmanyloyal,localsmallbusinesseswhocannotaffordtypicalradiopromotions.
It’scostlyforanunderwritingreptogoaftersmallbusinesses.
CanWDETprovideasimplemarketingsolutionforsmallbusinessesandbringinadditionalunderwritingrevenues?
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Discoveryresearch
In-personinterviewswith5localsmallbusinesses• Scriptpluscardstoguideconversation• Capturedstrengths,weaknessesandneeds.
Businessprofilesincluded:• Limitedmarketingbudgetandresources• Notraditionalmedia• Valuethelocalcommunity,beingpartoftheculture• AlignwithWDET’scultureandmission• Successfullyusesocialmediaforpromotion• Targetlocalresidents,businessesandworkerpopulation• WDET’saudienceagoodcustomermatch
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Discoveryresearch
Objective:CreateasocialmediaproducttopromoteDetroit’ssmallbusinessestoWDET’sloyalandengagedaudience.
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Conclusionandmainfinding
Whatwelearned:• ThenuancesofFacebookandhowtheirAIaffectsresults• Howtointeractwithournews/editorialteamto“sell”thisconceptinternally• Solutionstoeditorialobjectionsbeforelaunchingtests• Facebook’slookalikefilterwasthemosteffectiveaudienceforreachandcost
Recommendation:• Continuetodevelopsalescollateral,basicP&Lrevenueprojectionsandidentifybusinessleadliststosellthisserviceat$200to$300• Nextstepsincludeaneffective,scalablesemi-automatedprocesstosellandproduce
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CapitalPublicRadioSACRAMENTO,CA
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PROBLEMSTATEMENT
CPRNisanetworkofNPRstationsthroughoutCaliforniawhoreceiveStateCapitolreportinginexchangeforunderwritingunits.Itssuccessfulrevenuemodeldiminishedovertime.
HowcanCapRadiorestartandreinventthispotentialsourceofrevenue?
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Discoveryresearch
• Backgroundresearchonthestatusofthepartnerstations• InterviewedprospectstocapturetheirperceptionofNPRandthenetwork• Builtoutthecomplexworkflowrequiredtomanagethenetwork
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Currentexperiments• Testedamulti-regionmodeltoenablegeo-targetedunderwriting• NorthCalifornia• CentralCalifornia• SouthCalifornia
• Builtanewpricingmodel
• Metwithkeyprospectivebuyers
• Experimentedwithideasandsupportsoftwaretomanageworkflow,inventory,andprospects
Test sales deck
Final sales deck
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Conclusionandstatus
Experimentsresultedinanentirelynewnetworkmodelwithnewlyestablishedregions,geographicallyappropriatepricing,internalstructuresforinventorymanagement,insertionorders,andunderwritingprocesses.
Todatewehaveachieved:• 8Meetingswithkeystakeholders• 3meetingsresultinginsales• Newrevenueof$65,000• Renewalrateof66%• Pendingrevenueof$104,000todate• Firstyearsalestargetof$250,000
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WLRNMIAMI,FL
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PROBLEMSTATEMENT
WLRNneedsanewcontentdeliverysystem/producttoattractandengagenewaudiences,deliverspecificcommunityissuefocusedcontent,andgeneratenewrevenuethroughthisproduct.
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DiscoveryresearchQualitative
• Interceptinterviewsatanenvironmentconference
• 3mini-surveystodiscoverinterestlevelinenvironmentalcoverageusingQRcodesforeasyaccess
Quantitative
• Analyzedsurveydata
• CapturedbehavioroftheWLRNwebsitewithenvironmentalnews
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SolutionPhase1: Developanenvironmentalnewsletter
Sixweeks:6newslettertestssentto120individuals
Conceptstested:• Subjectlines• Newslettertone• Buttondesign,labels&graphics• IncludingaNewsletterAnchor
Phase2: PartnershipwithNewsRevenueHub(NRH)• Audiencesurvey• SetupNRH’splatform:MailChimp,Salesforce&Stripe• ScrubandimportexistingdatabasetoMailChimp• Signupforms,landingpagesandnewsletterbestpractices• Continueexperimentationwithbestsendtimes• Launchasoftdonationcampaign
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ConclusionandmainfindingSuccess!• LaunchedasoftdonorcampaignwithNewsRevenueHub• Newsletterperformancedataispositive:• Averageopenrateof30%• Averageclickthroughrateof2.5%.• Audienceisengaged:surveys/questionsarehighestclickedlinks• AudiencelikespersonalizedtoneandNewsletterAnchorKatieLepri• Feedbackemail– 100%positiveresponsesComingup:• WLRN’sgoalistobea“hub”- combiningjournalismandcommunityengagement• Generatenewdonations• Developevents• Exploreunderwritingopportunities
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VermontPublicRadioCOLCHESTER,VT
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VPR’svisionis‘ExploringTheWholeVermontStory,Together’- butasastatewideservice,listenersconstantlyaskformorecoverageoftheirlocalcommunities- especiallyinareasfarremovedfromVermont’sfewpopulationcenters,suchasWindhamCounty.
HowcanVPRconnectmoredeeplywithaudiencesinWindhamCountyandfeel"morelocal",andwillthatincreaseengagementandrevenuefromthatarea?
PROBLEMSTATEMENT
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DiscoveryResearchResearchbeforeBizLab• 2018PublicServiceAssessment:
Surveyandfocusgroups• 2018TellMeMoreTour:
Eventsinall14VermontcountiesBizLabResearch• Regionalinterviewswithindividuals&businesses• GoogleAnalytics:VPR.organdsocialmediausagebySouthernVT• Feedbackduringexperiments:emails,surveys
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SolutionFacebook
Website
Newsletter
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Conclusionandmainfinding
Success!• “FeelingMoreLocal”works!• NeedtopublishANDpromotecontent• Practicescanbeeasilyreplicatedaroundthestate
Waitingtolearn• Doesincreasedengagementincreaserevenue?
UsersvisitingVPR’swebsite