BROADCAST CONTENT DEVELOPMENT &

MARKETING. HOW IT WORKS

TOKUNBO OJEKUNLEAPRIL 2015

INTRODUCTION

WE BEGIN EVERY PROCESS WITH THE END IN MIND.OUR THOUGHT PROCESS ALREADY HINGED ON THE VISION AND MISSION OF OUR CALLING.IN THE DAYS/YEARS TO COME, WE SHALL BE SADDLED WITH WHAT CHALLENGES US WITHIN OUR SPHERE OF PROFESSIONAL INTEREST, RATHER THAN WHAT THE BOOKS STATE.BROADCAST PRACTITIONERS WE ARE; THAT WE SHALL REMAIN AS LONG AS WE TIE THE LOOSE ENDS OF OUR CLASSROOM EFFORTS TO PRACTICAL EXPERIENCES LIFE PROVIDES.THIS REMAINS OUR CALL!

INTRODUCTION

MOTIVATION IS WHAT GETS YOU STARTED; HABIT IS WHAT KEEPS YOU GOING.

…. JIM ROHN

SCENE SETTERCONTENT

• CONTENT IS SETTLED WHEN A VACUUM HAS BEEN FILLED

• ‘AIRTIME’ IS ASSESSED BASED ON ITS CONTENT

• CONTENT ENGAGES THE EARS/EYEBALLS

• IT WALKS THE BRANDS’ TALK• WE OFFER CONTENT; GOOD/BAD

THE BOX IDEOLOGY

THINKING ‘HEADS’ARE USUALLY IN A BOX WHERE THE NOISE NEVER ENDSTO THINK OUT OF THE BOX IS NOT ENOUGHBREAKING THE BOX ALLOWS A GUSH OF FRESH AIRREMAINING IN THE BOX, WONT CHANGE YOUR THINKINGSTEPPING OUT GIVES HUGE SUCCESS.

BRANDS/CONTENT:CASE STUDY .. COKE

BRANDS/CONTENT:CASE STUDY .. COKE

BRANDS/CONTENT:CASE STUDY .. COKE

MISSION/VISION VIEWS

BUILDING CONTENT REQUIRES A TEMPLATE DRIVEN BY ITS VISION/MISSIONTO LAUNCH A RE-BRAND, THE M/V AS AGREED FROM INCEPTION MUST BE RE-VISITEDCURRENT RE-EVALUATION OF THE PRODUCT MUST BE EXECUTEDWHAT DO THE PEOPLE WANT?ACCOMMODATE THEIR ‘VOICES’

STRATEGY

HAVE A HOLD ON THE VISIONUNDERSTAND THE MISSIONAIM FOR THE GOALREASON OUT THE STRATEGYDRAW UP AND ACTIVATE THE PLANCREATIVITY+PLAN+PEOPLE= CONTENT X2

CONTENT/RE-BRANDING

• ANTECEDENT• FEEDBACK• HEADS UP• CHANGE• REHEARSE• TEST RUN• LAUNCH

CONTENT/REBRANDING

• SUSTAIN PUBLIC INTEREST• ELIMINATE BOREDOM• ERADICATE MONOTONY• VALUE [PLUS] TO BRAND• STRENGTHEN CONCEPT LONGEVITY• SUPPORT WORLD CLASS APPROACH• HIGHER PROFIT/PROFICIENCY

CONTENT MARKETING

STRATEGIC MARKETING APPROACH FOCUSED ON CREATING AND DISTRIBUTING VALUABLE, RELEVANT AND CONSISTENT CONTENT TO ATTRACT AND RETAIN A CLEARLY DEFINED AUDIENCE AND ULTIMATELY TO DRIVE PROFITABLE CUSTOMER ACTION.IT IS TO CHANGE OR ENHANCE CUSTOMER BEHAVIOUR. IT IS PEOPLE FOCUSED.

BENEFIT TO ……

PEOPLE STAND TO GAIN WHEN CONTENT IS RE-JIGGEDOFFERED IRRESISTIBLE CHOICESSATISFACTION GUARANTEES BRAND STANDING/LOYALTYPEOPLE APPRECIATE NEW CONCEPTS AND SPEND TO GET MORE!AN IMPETUS TO MORE CONCEPT BRANDS

TEAM WORK:STRENGTH IN THE WHEEL

NOTHING WORKS WITHOUT TEAM WORKNEEDED TO COORDINATE THE ‘HEADS UP’EVERYONE HAS A ‘KEY’ ROLE TO PLAYEACH STRENGTH IS ENGAGED TO PULL TORTIT’S A ‘WE’ RATHER THAN AN ‘I’ PROJECTNEEDED TO BRING OUT BRAND’S BEST PRODUCT

CONTENT DEVELOPMENT:PROCESSES

production

research

personnel

rehearsal

marketing

PRODUCTION CREW EVALUATE REASONS FOR A RE-BRANDRESEARCH INDICATES PUBLIC OPINION, NEEDS AND EXPECTATIONPERSONNEL TO DRIVE NEW CONCEPT SOUGHTREHEARSAL ON NEW IDEAMARKETING INPUTS AND BRIEFS FOR SALE

SUMMARY

WHICHEVER WAY WE LOOK AT IT, OUR MISSION IS BASED ON KEEPING OUR EYES ON THE GOAL. A STEP AWAY FROM WHERE WE ARE AND WHERE WE ARE COMING FROM HELPS GUIDE OUR STEPS UP THE LADDER. CONTENT DEVELOPMENT IS A CONTINOUS PROCESS..IT NEVER ENDS..IT SCORES EVERY MINUTE OF THE DAYSPECIALLY WHEN THERE IS …………………

TEAM WORK

THANK YOU!