CTN Hotline Studio A Marketing Strategy Project Final Presentation presented by University of Michigan’s Community Consulting Club December 9, 2002

Focus Questions Methods Survey Statistics Overview Statistics for Users Statistics for Non-Users Launch Plan Long-term Considerations Financial Implications Agenda

Focus Questions How well does the Hotline Studio meet the needs of nonprofit organizations? How can Hotline Studio’s participation process be as user friendly and streamlined as possible? What are the best means to increase participation in the Hotline Studio?

Methods Researched CTN offerings in order to position Hotline Studio Benchmarked similar studios Developed survey to assess needs of NPO

Number of surveys sent: 300 Total number respondents: 80 (23.7%) –Users: 43 (53.8%) –Non-users: 37 (46.2%) Survey Statistics Overview

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)

Statistics for Users How did you first hear about CTN?

Statistics for Users Which of the following CTN services do you use?

Statistics for Users What is your overall perception of CTN?

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

Statistics for Users How difficult do you think it would be to use Hotline STUDIO to produce a minute show? (1 not difficult, 5 very difficult)

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%

Statistics for Users Likes Friendly and helpful staff Effective and efficient means of reaching the community Free Dislikes Uncomfortable with technical process

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?

Statistics for Non-Users When promoting your organization, how effective do you find each of the following types of media?

Statistics for Non-Users How useful would a television program be to help your organization with the following activities? (1 not useful, 5 useful)

Statistics for Non-Users How difficult do you think it would be to use Hotline STUDIO to produce a minute show?

Statistics for Non-Users How interested is your organization in using Hotline STUDIO? (1 not interested, 5 interested)

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

Workshop Compression User Migration from Access Ann Arbor Website Promotion Public Service Announcement Hotline Studio Commercial Launch Plan

Special Invitation Reception and Tour Include Hotline Studio collateral in all direct mailings between now and next workshop Launch Plan continued…

Launch Plan Workshop Compression How much training would you expect to receive before using the new studio?

Workshop Compression User Migration from Access Ann Arbor Website Promotion Public Service Announcement Hotline Studio Commercial Launch Plan

User Migration from Access Ann Arbor Positioning Constraints of Access Ann Arbor CTN resources Appropriate Content

Workshop Compression User Migration from Access Ann Arbor Website Promotion Public Service Announcement Hotline Studio Commercial Launch Plan

Website Promotion Feature “New Star” on multiple pages Add text about Hotline Studio Develop Hotline Studio page New

Workshop Compression User Migration from Access Ann Arbor Website Promotion Public Service Announcement Hotline Studio Commercial Launch Plan

CTN Announces…. Hotline STUDIO

Available now to all Ann Arbor residents and Non- Profit Organizations. Call to register! It’s easy, let CTN show you how Need to recruit volunteers? Have a fundraiser coming up? Have a message you want to share? Be the star of your own show!!!!

Workshop Compression Switch to Hotline Studio from Access Ann Arbor Website Promotion Public Service Announcement Hotline Studio Commercial Launch Plan

Hotline Studio Commercial Who: Staff What: Tour, Components, Phone #/Website Where: Channel 17, Website

Special Invitation Reception and Tour Include Hotline Studio collateral in all direct mailings between now and next workshop Launch Plan continued…

Launch Plan Special Invitation Reception and Tour Introduction of concept Studio description Tour Idea generation Past examples Brainstorming

Special Invitation Reception and Tour Include Hotline Studio collateral in all direct mailings between now and next workshop Launch Plan continued…

Long Term Considerations Website enhancements Increase workshop flexibility Evaluation after production Semi-annual survey Create promotional video “Brand” Hotline Studio

Long Term Considerations Website Enhancements Streamline text Online interactive capabilities Video capabilities

Long Term Considerations Website enhancements Increase workshop flexibility Evaluation after production Semi-annual survey Create promotional video “Brand” Hotline Studio

Long Term Considerations Increase Workshop Flexibility Cross-train facilitator Contingency Alternate day/time Full day Saturday Other weekdays besides Wednesdays

Long Term Considerations Website enhancements Increase workshop flexibility Evaluation after production Semi-annual survey Create promotional video “Brand” Hotline Studio

Long Term Considerations Evaluation After Production Evaluate Studio – likes/dislikes Show – likes/dislikes Staff – assistance needed?

Long Term Considerations Website enhancements Increase workshop flexibility Evaluation after production Semi-annual survey Create promotional video “Brand” 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

Long Term Considerations Website enhancements Increase workshop flexibility Evaluation after production Semi-annual survey Create promotional video “Brand” Hotline Studio

Long Term Considerations Create Promotional Video Targeted to Nonprofits Includes: Testimonials How-to Intent: Promote Studio Stimulate Ideas

Long Term Considerations Website enhancements Increase workshop flexibility Evaluation after production Semi-annual survey Create promotional video “Brand” 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