RADIO DAYS SCRIPT – 5 SECRETS TO OUR SUCCESS (FOR FAR) PARK SCREEN 702 is a talk station in Gauteng targeting an upper LSM audience, 35+. Currently we have around 900 000 listeners - 64% “black” and 36% “white”. To set the scene 702 started as an adult contemporary music station broadcasting on MW with the slogan “Your Rainbow of Sound” with a diverse line-up.We like to think we were a little ahead of our time with that narrative because 10 years later people like Tutu speaking about the “Rainbow Nation”. Then in mid-1980’s, when then Radio 5 took over the Springbok Radio frequency, Channel 702 tactically changed format and evolved to become a talk station. We remain Gauteng’s talk brand of choice – and we do that by staying close to the realities, the passions, the aspirations, the problems, thepsycheof those who listen and interact with us. 702 thrives on the community it serves. We have 35 years refining that role. And believe it or not – we regularly soulsearch how to do it better. We spend a lot of time monitoring what is coming through on our telephone lines, our sms lines and on our social channels – and what is happening around us. And our producers are instructed to escalate content that might reveal itself on air and which is pertinent to the station’s community. But beyond those processes, I thought I’d share with you 5 basic secrets to our success SO FAR… ** CLICK ** SECRET # 1: TAKE OUR LEAD FROM ON AIR Reflecting, representing – SERVING our community is not something we plan for like Youth Day or Heritage Month… This is something that is integral to the 702 brand – you measure if something MATTERS by watching for it on the phonelines or in our channels. Early examples of this are the 702 Helpline and the 702 Crisis Centre in Hillbrow. The 702 Helpline was operated by Channel 702 – set up as a resource where listeners could get help for problems like depression… The Crisis Centre was established as a walk-off-the-street where abused or vulnerable people could go for help. As times have changed we have moved on from these projects – but I am proud to say we aren’t far removed – this photo was taken just last year as we delivered a truckload of goodies to the nuns that still run the home.
CLICK ON REDI MINISKIRT MARCH In my time as station manager nothing has been as driven by listener anger as Redi’s march in Noord Street Taxi Rank… CLICK ON AURORA MINERS Radiothons were BIG in the 80’s – but they aren’t so much now. We still leverage radio’s ability to emotionally connect with an audience– but in a far more strategic way. Most recently we raised money for the SAPS Widows and Orphans Fund… and moved by the heartbreaking stories around their circumstances,JennyCrwys- Williams raised almost R300 000 for Carletonville families left destitute by mismanagement at the Aurora Mine. To get to this event today many of you would have come by car, through traffic lights that may not have been working, or through suburbs that are being loadshed – you would have benefitted from a project we are VERY proud of – one that touches more lives than any other on a daily basis… CLICK ON OUTSURANCE POINSTMEN (PAUSE FOR VIDEO) ** CLICK ** SECRET # 2: GIVE. RATHER THAN GET CLICK ON TRUCK OF LOVE We have just emerged from 702’s birthday week. But instead of a lavish event treating ourselves, we have chosen to rather give more of our time to make a difference to those also making a difference in our community. This year Spar partnered with us on the now-legendary Truck of Love. Probably the most poignant example of giving rather than getting was the #NoToXenophobia campaign we ran in conjunction with LeadSA. It was huge in social – but it was made even more powerful when the 702 Presenters – those pillars of our brand – stood up, and spoke out against the mistreatment of foreigners… because they too are part of our community! This is from a Vigil we held at Con Hill… CLICK ON LEADSA VIGIL (PAUSE FOR VIDEO) ** CLICK ** LESSON #3: EVOLVE! CLICK ON @RIVONIARAID (PAUSE FOR VIDEO) We’re having a lot of fun in this space right now… especially historic milestones. We innovated with a realtime twitter timeline leading up to the 50th anniversary of the
raid at Liliesleaf Farm culminating in an outside broadcast - the highlight of which was a re-telling of the raid at the time and on the day it happened, by John Kani. CLICK ON #702KLIPTOWN Our digital team turned the 60 th anniversary of the Freedom Charter signing last Friday intomore than just a radio interview… The resultant photowalk means that the history will spread to new places and potentially reach people who know nothing about it. CLICK ON LEADSA67 CHALLENGE Evolving regular events like Mandela Day is important to keep the energy up among the listeners. Unable to visit all the Mandela Day projects around Gauteng, last year 702 partnered with sister station 947 for something quite fun. We packaged the day as a Challenge – to see which team could visit their half of the 67 projects. Dedicated digital teams driving content to a live blog and interactive map meant all the shows on both channels drove interest and became aware of project they otherwise may have known nothing about! ** CLICK ** SECRET #4: CELEBRATE THE HEART A big part of what we do is put the spotlight on those improving our community. Not only should their vision be celebrated but often these visionaries need help – people’s time, or money. A lot of these stories we tell by means of awarding LeadSA Heroes and Youth Heroes… yes, it makes a great radio interview – but it’s also so much more! CLICK ON LEADSA HEROES (PAUSE FOR VIDEO) ** CLICK** SECRET #5: SHOOT FOR THE STARS! It’s always tough to make a call on something when success isn’t guaranteed. But this is where brand building takes on a new level. CLICK ON 2010 WORLD CUP MARCH (PAUSE FOR VIDEO) Cast your mind back to 2010 and the lead-up to the FIFA World Cup. You might recall the amazing ticker tape parade held in Sandton – giving everyday South Africans a chance to show their support for BafanaBafana. Who would have known then that the parade would be such a success? We didn’t. All we knew is that our community needed something to galvanise them ahead of the global event.
What when an agency comes to 702 with a REALLY BRAVE, REALLY UNIQUE concept encourage reading in schools? It resonated with our brand tone and messaging responsibility, it resonated with the largess of our brand… CLICK ON ONE SCHOOL AT A TIME (PAUSE FOR VIDEO) A message from space to a rural school in South Africa. If you can dream it, technology can deliver it. CLICK ON CEO SLEEPOUT Similarly, the 702 Sun International CEO SleepOut was a concept that was untested on these shores… a mega-event which frankly, was a long shot in tough economic times. Success was FAR from guaranteed. It ended up raising R25 million for a very worthy cause within our community, despite what some detractors might have said. This event should serve as a recent reminder to all that you will have to go a long way to find a brand that can galvanise its community quite like 702 can. ** CLICK** WHY COMMUNITY PROJECTS? • It’s the right thing to do . • As a corporate citizen in a transforming country riddled with inequality 702 has a responsibility to do the right thing and make a difference. • It inspires and hopefully motivates. • It’s easy to sit back and moan about problems and challenges facing the country. Can make depressing and soul destroying radio though. By doing something positive, 702makse that difference. Hopefully inspire others to act and become active citizens. • Makes a difference in the lives of our listeners . • Some of our projects impact directly on the lives of most of our listeners, eg the 702 OutsurancePointsmen • Engages our listeners . • Radio is about connecting with listeners, and these sorts of community projects have proved to be excellent way of engaging and connecting with listeners. Promotes loyalty. • Makes good radio ! • Gives us great content that’s positive, hopeful and constructive. One can only listen to so many hours of depressing radio highlighting problems. Getting involved in positive solution driven projects inspires and creates hope. People listenfor longer.
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