Executive Summary

Bess100FM is a promising radio station in Jamaica that is dedicated to connecting with listeners

at home and abroad. This facilitates an understanding of listener preference regarding music,

news and topics in a friendly environment for the presentation of programs. However, in an

interview conducted with the manager and also a producer at the station, it was revealed that an

effective social media strategy geared towards promoting the brand and interactivity with young

potential listeners is lacking. The #BessSelfie campaign with the catchy slogan ‘Think Great’ is,

therefore, focused on building, boosting and sustaining a consistent brand identity across social

media platforms, specifically Instagram through increasing awareness of the brand and the

services offered by the company while also fostering interactivity with the target audience.

Furthermore, since millennials are heavy Instagram users, the campaign will offer college

students an opportunity to enter a #BessSelfie picture contest. Entrants will be drawn from

individuals who participate during the campaign. BESSFM will ask users to first follow the

Instagram page and then post pictures of themselves that represent “greatness”. One weekly

winner will be chosen randomly and presented with a prize. This will generate traffic to the

company’s social media page building on the company’s initial following through new and

creative means.

Due to the type of radio station and what needs to be achieved, the #BessSelfie

Campaign’s target audience will be college students. An increased number of these individuals

are using online and digital devices to access entertainment information that they are interested

in. Thus, through the implementation of an effective social media strategy, the company will be

able gain more young followers and capture young potential listeners who form part of their

target audience.
 A substantial portion of the budget will be allocated towards the payment of online social

media adverts, a photographer who will be charged with the responsibility of producing high-

quality pictures, a graphic designer who will be creating the Instagram advert graphics and the

weekly posting of contents for the Social Media Manager and the Content Creator to use update

the Instagram page during the promotional period until the campaign is launched. Also, there

will be giveaway prizes. To further publicize the company’s efforts to go social a radio station

takeover will be done where the company will collaborate with the UWI, Mona Guild and Taylor

Hall as well as a social media take over with a social media influencer. Also, an outside

broadcast will be done at Taylor Hall during their Founder’s Week. Summative evaluation will

be conducted after the completion of the campaign to assess the campaign’s effectiveness.
 Situational Analysis

Competitive Analysis
The market for Jamaican radio stations vary depending on demographics resulting in

intense competition for attracting young listeners. College students are mostly tuned to RootsFM,

MelloFM, Suncity104.9FM and Stylz96FM. The company can be easily called Jamaican

Authentic Radio station with ten years’ experience having withstood competition of vast growth

of radio stations over the years. The geographic location offers convenience as it is centrally

positioned on Bloomsbury Road and is easily accessed by surrounding residential areas and a

myriad of businesses. FAME95FM is the company’s geographic competition. This station

reflects themselves as the most incredible radio station in the universe with personalities to die

for, fresh hot and very entertaining. Suncity Radio on the other hand is considered to be the

company's main competitor. They market themselves as delivering high quality, innovative radio

broadcasting engineered to liberate and strengthen the Jamaican culture while providing first

class promotional and advertising solutions both locally and internationally. The market trend for

this industry is mobile sensibilities and inspired local stations. In keeping with our modern urges

for individualism and tailored content, local radio will enjoy a continuing swell in popularity.

Radio stations do very well by bringing on guests from a regional community, or those who have

some link to their immediate listener base. Thus, discussions have a close impact on the

audience, and investigative reporting can explore things that are relevant to them. Innovatively

repositioning itself and its listener’s demographics, Bess100 FM has delved into what attracts the

younger listeners by adding young influencers to their program as presenters to improve

convenience and satisfy current potential listeners’ wants. However, as the industry becomes

more engulfed in technological developments and more versed in the “internet of things” an
active social profile is increasingly becoming an essential component to maintaining a good

reputation and increasing market share.

SWOT Analysis

Strengths
 Strong professional and personal relationships within the company.

 A friendly offering of services that is currently unmatched in the area in terms of

proficiency in broadcasting

 Diversified listeners that are treated like family on all programs

 Strong brand reputation

Weaknesses
 Weak online/social media presence
 Limited listeners interaction on Instagram

 Lack of public relations effort

 Limited outdoor marketing

 Poor radio station-college rapport

Opportunities
 Collaborate with colleges, providing sponsorship for events

 Increase followers through online promotions

 Update/redesign website

Threats

 Market Consolidation
 Increased competition from equally established companies
Campaign Goal
We want to increase our followers on Instagram to drive social traffic to the website. We want to

garner a following of 3,000 followers on Instagram alone over the span of six weeks.

Target Publics
Targeting 18-25 year olds Bess100FM is a great radio station in Jamaica that is dedicated to

connecting with their listeners at home and abroad through which they can understand what their

listeners actually like regarding their choice of music, news and talk by creating a friendly

environment with their presentation during all their shows.

Demographics:
 Age: 18- 25
 Location: Kingston and St. Andrew
 Preferred mode of communication: Social Media

Psychographics
 Hobbies: love listening music, listening to current affairs and entertainment news
and healthy lifestyle practices
 Favorite sources of information: Social Media, Radio

Campaign Objectives

 To improve consumers’ opinions of our organization significantly within 6 weeks

 To improve communication with our consumers via prompt responses on Instagram

within the first 2 weeks

 Building a stronger online presence by expanding our Instagram page to college

students and sharing page links in contents on social networking sites to increase

traffic flow to the Instagram page by 15% by the end of September

 To acquire 3000 new Instagram followers by October, 2017

 Implementation

Strategy: The primary focus of this campaign plan is to build, boost and sustain a consistent

brand identity on Instagram. This will increase the awareness of the different shows aired on the

station while, fostering interaction with customers. Additionally, with the effective use of social

media, Bess100FM may experience a boost in their market share as the number of potential

customers become increasingly exposed to content that is frequent content posted online.

Tactics- Instagram- Bess100 FM currently has 1,273 Instagram followers which does not

include a strong college student following. As a result, this campaign plan will seek to create an

active Instagram account among college students. To achieve this, Denyque will be the

ambassador for the #BessSelfie campaign where she will help execute the campaign by

frequently announcing and promoting the campaign on her IG page by doing IG Live stories and

posting content on her page. Denyque as a social media influencer will help drive traffic to the

company’s IG page where she will direct users to go follow the page and participate in the

competition. She will also be the one to announce the weekly winners by telling users on her

personal page to go to the company’s IG page where she will be doing an IG live takeover to

reveal the weekly winners for the six weeks. The other presenters and employees will also help

to boost interactivity by having an IG take over by posting at a certain time the different

promotional materials leading up to the launching of the campaign and also sharing them on their

other social media platforms. A Social Media Manager and Content Creator will work closely

together to ensure attractive and creative contents are posted weekly to attract users to the

company’s IG page.
Strategy: Liaison with UWI, Mona to build a brand relationship with students

Tactic- The company will be collaborating with the UWI, Mona Guild Councilors, in doing so

the Bess100FM will power Integration Thursdays by providing hosts for the event as well as

providing Deejays for the night. Denyque and/or Badda Bling will be the hosts. During this event

the host will make mention of the #BessSelfie competition. The Guild EAC will be having an

upcoming k run around the Ring Road and Kamp Kamila will be a part of this movement. This

will help in brand awareness along with widening the Kamp Kamila show’s audience. To attract

potential listeners, develop customer relationship and facilitate the grounds for brand loyalty, an

outdoor broadcast will be aired at Taylor Hall during their Founder’s Week in October. This kind

of platform is great for the company as it gives direct contact with the potential audience the

company is aiming to capture. Giveaways will be done for engagement.

Strategy: #BESSSELFIE picture contest. Utilizing hashtags will also bring more people to the

social media account hence, allowing more people to interact and get familiar with the brand. An

example of a hashtag that will be used in this campaign on social media platforms are

#BESSSELFIE and #BESSPIC. These hashtags combine the company’s name and the essence of

the promotion.

Tactics- For daily posts and updates on the campaign during the execution period, posts with

employees will be posted. The utilization of Instagram Live for campus invasion will also be

done. Entrants will be drawn from any individual who participates during the campaign.

BESSFM will ask people to first follow their Instagram page and then post pictures of
themselves that represents “greatness”. One person with the most likes will be chosen every

week to win a prize.

The following is what will be required of individuals:

1. Follow @bess100fm
2. Post & tag @bess100fm in a selfie photo which represents ‘greatness’ with a great
caption using hashtags #BessSelfie #BessPic
3. Photo will be reposted on @bess100fm page
4. Gain the most likes!!!
A winner will be selected every Sunday @ 6PM for six weeks

Advertising

Advertising efforts will include:

 Radio – 30 sec. Advertisements and Features (Bess100 FM)

 Social Media – Facebook, Instagram, Twitter, Snapchat (Posters, 10 secs. story video for

Snapchat, Whatsapp and IG stories and a 60 secs. IG promo video)

 Word-of-Mouth
 Media Objectives

 Reach at least 40 per cent of the target audience where they have an opportunity to

interact with the brand and other users affiliated with the brand.

 To influence social media influencers in a way that will motivate them to initiate

measurable word-of- mouth (WOM) and other positive brand messages.

 Reach a maximum percentage of target audience a minimum of four times within the first

two weeks of advertising.

Media Selection and Scheduling

2017

Task August September October

Develop Ad(s)

Public Relations

(Outdoor Broadcast)

Radio

Social Media

Key:

Ad Timing

Hiatus (No Advertising)

 MESSAGE PLACEMENT
Audio Audio Visual

Visual

Medium

Social Media (Facebook, Instagram, X

Twitter, Snapchat, Whatsapp)

Radio X

Message Objectives
 To persuade social media users to join the competition by having selfie videos.

 To situate the brand socially by creating slice-of-life and spokesperson advertisements.

 To promote brand recall by creating repetitive ads with catchy slogans.

 Summative Evaluation

Production Measure

Through the production measure, the following will be ascertained:

 Number of additional followers generated on Instagram for the duration of the

scheduled 6 weeks campaign.

 Number of likes, comments, impressions, reach and engagement after adverts have

been posted on Instagram (This can be done at any time and can be classified as a

formative evaluation technique).

Awareness and Attitude Measure

Through the awareness and attitude measure, a post-campaign focus group study,

involving members of the target audience, will be conducted to ascertain whether or not there

was increased awareness of the company’s brand brought about the company’s efforts to

implement an effective social media strategy. Also, information will be obtained as to whether

the campaign has helped to fortify the relationship between the company and the college

community and has changed previous attitudes that the college community once had about the

company.

The study will include a moderator and twenty individuals from UWI and also from

UTECH of the target audience. No outside observers (that is, someone who is neither a

participant nor a facilitator), including stakeholders of the company, will be allowed to attend or
observe the discussion. Their presence might intimidate participants and inhibit them from

speaking freely.
 Appendices

Radio Scripts

Item Description
Gender Female
Length :30
Target Demographic College Students
Character/Narrator Social Media Influencers
Vocal Direction Cheerful, excited, 30s – 55s sounding
Suggested Music Hip-Hop instrumental style
After we go to the bathroom, can we get a bottle of water? I really need one but first,

let me take a selfie. Can you guys help me pick a filter? I don't know if I should go with X-ProII

or Valencia, I wanna look spotless. Oh wait, let’s use Snapchat! They have the most awesome

filters! What should my caption be? I want it to be clever How about "Enjoying the betta vibes,

Hashtag Bess Selfie" I got 30 likes in the last 5 minutes do you think I should put up another

one? Let me take another selfie. Wait, pause, BessFM just liked my selfie!

Enter the #BessSelfie Competition for a chance to win weekly prizes! Starting September 11 to
October 22nd! Think Great! Brought to you by Bess100FM your Bess radio station.
 Item Description
Gender Male
Length :30
Target Demographic College Students
Character/Narrator Social Media Influencers
Vocal Direction Confident, excited, 30s – 55s sounding
Suggested Music Dancehall/Hip-Hop instrumental style

Who go out on Mondays? Let's go take some shots, I feel like going to the Car Mart. I'm in need

of a new ride, Oh wait, let’s go to the car race a Vernam Field in Clarendon or the car show in

Mandeville. You know anywhere else we could take great shots? Mi adi greatest enuh Likkle

Rich! Yeah Yeah Yeah Yeah Yeah! Yow dawg, Kimberly just texted me. Mi soon come. I guess

I took a good selfie!

Enter the #BessSelfie Competition for a chance to win weekly prizes! Starting September 11 to

October 22nd! Think Great! Brought to you by Bess100FM your Bess radio station.
Sample Teaser Idea (similar background but a bit more of a shocking blue colour)

‘#BessSelfie competition’ (This could be BessFM logo then the word competition
at the top as on this flyer. No location is needed.)
‘It’s coming very soon 11-09 Sept. 2017’
Another sample Teaser Idea. Background could be in the middle of a busy road with bright
colour clothing (yellow/mustard as that of the other photo) captured taking a selfie. Blurred
moving vehicles could also be captured in the photo or a high way background.
Subject: Denyque

‘#BessSelfie Competition’ wording on graphic.

Sample of Official poster
‘#BessSelfie’
‘Participate in the competition today & WIN weekly prizes!’
Subjects: Presenters and DJs
 Budget

TYPES OF MEDIA SPECIFICATIONS TOTAL UNIT COST ($) NOTES

Outdoors Broadcast Venue $0 Venue will be free at Taylor Hall
Tent $12,000 Square shaped tent
Photography $10,000 Photographer at O.B.

Creative Production Instagram Adverts 12,812 US $200 but only US 100 might be approved
Photoshoot 15,000 Photoshoot for promotional materials
Graphic Designer $12,797 Package for teasers, videos and offical posters
Miscellaneous Give away prizes $30,000 6 @ $5000 each

Total Costs 92,609

#BessSelfie Social Media Campaign Calendar 2017

Social Channel Status Copy Image

Instagram #BessSelfie competition IG Teaser Advert

August It’s coming very soon
Sept. 11, 2017
Think Great!

Instagram Here’s how to enter: Official Poster

1st week 1. Follow @bess100fm
2. Post & tag @bess100fm
in a selfie photo which
represents ‘greatness’
with a great caption
using hashtags
#BessSelfie #BessPic
3. Photo will be reposted
on @bess100fm page
4. Gain the most likes!!!
A winner will be selected every
Sunday @ 6PM

Instagram Want to put your Poster w/ Presenters

#BessSelfie skills to the
2nd week With slogan
test? Enter and win ‘name
of prize’ this week!!
 Here’s how to enter:
5. Follow @bess100fm
6. Post & tag @bess100fm
in a selfie photo which
represents ‘greatness’
with a great caption
using hashtags
#BessSelfie #BessPic
7. Photo will be reposted
on @bess100fm page
8. Gain the most likes!!!
A winner will be selected every
Sunday @ 6PM

Want to put your

#BessSelfie skills to the
Instagram Posters w/ DJs
test? Enter and win ‘name
3rd week of prize’ this week!! With slogan

Want to put your

#BessSelfie skills to the
Instagram Posters w/ members of
test? Enter and win ‘name
staff
4th week of prize’ this week!!
With slogan

Want to put your

#BessSelfie skills to the
Instagram Posters w/ majority of
test? Enter and win ‘name
employees together
5th week of prize’ this week!!
With slogan
Instagram Want to put your Poster with
#BessSelfie skills to the instructions on How to
6th week
test? Think Great! Enter Competition
A winner will be selected every
Sunday @ 6PM