–NPR Teams up with Baltimore Firm to Engage Listeners in Four Major US Markets–
Baltimore, Md. (February 11, 2013) — Planit announces that it has been selected by National Public Radio (NPR) to develop and execute a campaign to increase its loyal listener base and mobilize them to tune in to NPR member stations. The teams will join forces to launch the four-month campaign for NPR affiliate stations in four pilot U.S. markets—Dallas/Fort Worth (KERA-FM), Indianapolis (WFYI-FM), Orlando (WMFE-FM) and San Diego (KPBS-FM).
The marketing campaign is funded by a $750,000 grant from the Ford Foundation, long a supporter of NPR and public radio stations across the nation.
Planit’s integrated campaign strategy, based on the idea of “RadioTypes”—that in fact there is something for everyone’s interests on NPR—will enable NPR to engage with both new and loyal listeners through creative advertising development, digital marketing, media planning and buying and outdoor marketing
“Pairing a bold, creative approach with an integrated new media strategy helps clients to communicate compelling messages to new audiences while staying relevant to current ones,” said Matt Doud, president of Planit. “Our work with the NPR affiliate here in Baltimore transformed the brand of the station, significantly increasing its loyal listener base. I’m confident we can continue this trend of success in these new target markets.”
As the radio industry shifts toward online listening, the tune-in campaign is helping NPR become even more relevant by attracting new listeners and inspiring them to tune in to their local stations for NPR’s renowned educational and cultural news stories.
NPR is an award-winning multimedia news organization and an influential force in American life. In collaboration with more than 900 independent public radio stations nationwide, NPR strives to create a more informed public—one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures