CIELO MARKETING CASE STUDIES

Ruby Radio Corporation:
Coyote FM Website Build

Background:
Ruby Radio Corporation is a family of radio stations operating in Elko, Nevada. They run Mix 96, a Top 40 format, BIG Country 103.9 FM and 94.5 Coyote FM, a Classic Rock format. The company has been operating without a site for Coyote and wants to develop another dimension for engaging users in promotions and for generating additional revenue from advertisers. The Coyote audience is loyal to their music, though some enthusiasm may be fading with the same music for three years and little other interaction. Having a dedicated audience is valuable for selling ad time on air.

Challenges:
The audience is primarily young men who are technically savvy working class guys, though not inclined to join chatrooms or offer a lot of feedback unless the topic is exciting and relevant. Expecting this audience to help us create content with their comments and discussion wasn't something the client could count on. They rarely call in on air and, by it's definition, the music is 15-30 years old so there is little new information about the music base to create excitement.

Solutions:
As designer and site builder for Ruby Radio, Cielo built a site focused on the station's various daily and weekly content features such as "Coyote Trax" featuring a whole classic rock album played without interruption, "Rock Report" and their syndicated morning show, "Bob & Tom Show". We also offered an RSS news feed on the home page from Rolling Stone to capitalize on news about favorite rock stars, and indicate that the station is up-to-date (rather than stuck in the 70's). The station also formed a partnership with a regional concert venue to feature live performances of singers and bands within or near the format. The site needed to be easy for the client to maintain so we built it in HTML with simple CSS parameters in Dreamweaver, a readily-available WYSIWYG editor. The site also needed to convey a "Rock-n-Roll Attitude" so we designed it with a dark metal motif to fit in with the dark colors the audience chooses for itself, but highlighted with brushed metal and colorful promo boxes to balance the heavy feeling of the dark background. We also opted to use promo boxes to keep the high volume of daily and weekly features in a fast rotation for the audience to find and act on quickly.

Results:
The new website was launched February 2008 and site traffic is building from zero through on-air mentions to drive traffic. Sponsors are included in the site where the specific features they sponsored are discussed, but the plan is to add a column and row for additional ads in the next three months as the increased traffic presents a desirable audience to reach.

Call today for your free marketing evaluation: (619) 347-9970