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CTN Hotline Studio. A Marketing Strategy Project Final Presentation presented by University of Michigan’s Community Consulting Club December 9, 2002. Agenda. Focus Questions Methods Survey Statistics Overview Statistics for Users Statistics for Non-Users Launch Plan

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Ctn hotline studio

CTN Hotline Studio

A Marketing Strategy Project

Final Presentation

presented by University of Michigan’s Community Consulting Club

December 9, 2002


Ctn hotline studio

Agenda

  • Focus Questions

  • Methods

  • Survey Statistics Overview

  • Statistics for Users

  • Statistics for Non-Users

  • Launch Plan

  • Long-term Considerations

  • Financial Implications


Focus questions

Focus Questions

  • How well does the Hotline Studio meet the needs of nonprofit organizations?

  • What are the best means to increase participation in the Hotline Studio?

  • How can Hotline Studio’s participation process be as user friendly and streamlined as possible?


Ctn hotline studio

Methods

  • Researched CTN offerings in order to position Hotline Studio

  • Benchmarked similar studios

  • Developed survey to assess needs of NPO


Ctn hotline studio

Survey Statistics Overview

  • Number of surveys sent: 300

  • Total number respondents: 80 (23.7%)

    • Users: 43 (53.8%)

    • Non-users: 37 (46.2%)


Ctn hotline studio

Statistics for Users

  • Have you used Community Television Network (CTN) in the last? (One month, three months, six months, one year, more than a year)


Ctn hotline studio

Statistics for Users

  • How did you first hear about CTN?


Ctn hotline studio

Statistics for Users

  • Which of the following CTN services do you use?


Ctn hotline studio

Statistics for Users

  • What is your overall perception of CTN?


Ctn hotline studio

Statistics for Users

  • Would you recommend CTN to other Nonprofit Organizations?(1 definitely not, 5 definitely)


Ctn hotline studio

Statistics for Users

  • How difficult do you think it would be to use Hotline STUDIO to produce a 20-30 minute show? (1 not difficult, 5 very difficult)


Ctn hotline studio

Statistics for Users

  • Based on this description, could Hotline STUDIO be used to produce your current programs?

    • Yes 54%

    • No 46%

  • Do you see an opportunity to use Hotline STUDIO for programs that your organization is not currently producing?

    • Yes 54%

    • No 46%


Ctn hotline studio

Statistics for Users

  • Likes

    • Friendly and helpful staff

    • Effective and efficient means of reaching the community

    • Free

  • Dislikes

    • Uncomfortable with technical process


Ctn hotline studio

Statistics for Non-Users

  • Prior to receiving this survey had you ever heard of Community Television Network (CTN) before?

    • Yes 71%

    • No29%

  • If your answer to #4 was yes, how did you first hear about CTN?


Ctn hotline studio

Statistics for Non-Users

  • When promoting your organization, how effective do you find each of the following types of media?


Ctn hotline studio

Statistics for Non-Users

  • How useful would a television program be to help your organization with the following activities? (1 not useful, 5 useful)


Ctn hotline studio

Statistics for Non-Users

  • How difficult do you think it would be to use Hotline STUDIO to produce a 20-30 minute show?


Ctn hotline studio

Statistics for Non-Users

  • How interested is your organization in using Hotline STUDIO? (1 not interested, 5 interested)


Ctn hotline studio

Statistics for Non-Users

  • Benefits

    • Public exposure

    • Community outreach

    • Easier to use than full studio

  • Drawbacks

    • Time is a major factor even after describing the Hotline Studio


Ctn hotline studio

Launch Plan

  • Workshop Compression

  • User Migration from Access Ann Arbor

  • Website Promotion

  • Public Service Announcement

  • Hotline Studio Commercial


Ctn hotline studio

Launch Plan continued…

  • Special Invitation Reception and Tour

  • Include Hotline Studio collateral in all direct mailings between now and next workshop


Ctn hotline studio

Launch Plan

Workshop Compression

  • How much training would you expect to receive before using the new studio?


Ctn hotline studio

Launch Plan

  • Workshop Compression

  • User Migration from Access Ann Arbor

  • Website Promotion

  • Public Service Announcement

  • Hotline Studio Commercial


Ctn hotline studio

Launch Plan

User Migration from Access Ann Arbor

  • Positioning

  • Constraints of Access Ann Arbor

  • CTN resources

  • Appropriate Content


Ctn hotline studio

Launch Plan

  • Workshop Compression

  • User Migration from Access Ann Arbor

  • Website Promotion

  • Public Service Announcement

  • Hotline Studio Commercial


Ctn hotline studio

Launch Plan

Website Promotion

  • Feature “New Star” on multiple pages

  • Add text about Hotline Studio

  • Develop Hotline Studio page

New


Ctn hotline studio

Launch Plan

  • Workshop Compression

  • User Migration from Access Ann Arbor

  • Website Promotion

  • Public Service Announcement

  • Hotline Studio Commercial


Ctn hotline studio

CTN Announces….

Hotline STUDIO


Ctn hotline studio

Have a fundraiser coming up?

Need to recruit volunteers?

Have a message you want to share?

Be the star of your own show!!!!

It’s easy, let CTN show you how

Available now to all Ann Arbor residents and Non-Profit Organizations. Call 734-769-7422 to register!

www.a2ctn.org


Ctn hotline studio

Launch Plan

  • Workshop Compression

  • Switch to Hotline Studio from Access Ann Arbor

  • Website Promotion

  • Public Service Announcement

  • Hotline Studio Commercial


Ctn hotline studio

Launch Plan

Hotline Studio Commercial

  • Who:

    • Staff

  • What:

    • Tour, Components, Phone #/Website

  • Where:

    • Channel 17, Website


Ctn hotline studio

Launch Plan continued…

  • Special Invitation Reception and Tour

  • Include Hotline Studio collateral in all direct mailings between now and next workshop


Ctn hotline studio

Launch Plan

Special Invitation Reception and Tour

  • Introduction of concept

    • Studio description

    • Tour

  • Idea generation

    • Past examples

    • Brainstorming


Ctn hotline studio

Launch Plan continued…

  • Special Invitation Reception and Tour

  • Include Hotline Studio collateral in all direct mailings between now and next workshop


Ctn hotline studio

Long Term Considerations

  • Website enhancements

  • Increase workshop flexibility

  • Evaluation after production

  • Semi-annual survey

  • Create promotional video

  • “Brand” Hotline Studio


Ctn hotline studio

Long Term Considerations

Website Enhancements

  • Streamline text

  • Online interactive capabilities

  • Video capabilities


Ctn hotline studio

Long Term Considerations

  • Website enhancements

  • Increase workshop flexibility

  • Evaluation after production

  • Semi-annual survey

  • Create promotional video

  • “Brand” Hotline Studio


Ctn hotline studio

Long Term Considerations

Increase Workshop Flexibility

  • Cross-train facilitator

    • Contingency

  • Alternate day/time

    • Full day Saturday

    • Other weekdays besides Wednesdays


Ctn hotline studio

Long Term Considerations

  • Website enhancements

  • Increase workshop flexibility

  • Evaluation after production

  • Semi-annual survey

  • Create promotional video

  • “Brand” Hotline Studio


Ctn hotline studio

Long Term Considerations

Evaluation After Production

  • Evaluate

    • Studio – likes/dislikes

    • Show – likes/dislikes

    • Staff – assistance needed?


Ctn hotline studio

Long Term Considerations

  • Website enhancements

  • Increase workshop flexibility

  • Evaluation after production

  • Semi-annual survey

  • Create promotional video

  • “Brand” Hotline Studio


Ctn hotline studio

Long Term Considerations

Semi-Annual Survey

  • Targeted to Hotline Studio users

  • Capture any change in attitude after production and airing

  • Measure

    • Satisfaction

    • Intent to use again


Ctn hotline studio

Long Term Considerations

  • Website enhancements

  • Increase workshop flexibility

  • Evaluation after production

  • Semi-annual survey

  • Create promotional video

  • “Brand” Hotline Studio


Ctn hotline studio

Long Term Considerations

Create Promotional Video

  • Targeted to Nonprofits

  • Includes:

    • Testimonials

    • How-to

  • Intent:

    • Promote Studio

    • Stimulate Ideas


Ctn hotline studio

Long Term Considerations

  • Website enhancements

  • Increase workshop flexibility

  • Evaluation after production

  • Semi-annual survey

  • Create promotional video

  • “Brand” Hotline Studio


Ctn hotline studio

Long Term Considerations

“Brand” Hotline Studio

  • Tagline to emphasize “outreach”

  • Emphasize benefits

    • Promotion, Recruitment, Community Connection

  • De-emphasize Fear Factors

    • Live, Call-in


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