Creativity Case Study

7514 Turley Ridge Lane | Charlotte, NC 28273 | 704-726-9366 | [email protected] Bryan M. Richards, MBA Creativity All Campus Radio Network – Grassroots Baby!!! The Skinny The All Campus Radio Network (ACRN) was a student run commercial radio station on Ohio University’s campus. What made ACRN unique from the average dorm radio station was the fact that we were a com‐ mercial radio station. We were also unique in that we broadcast via cable and not the airwaves. When Time Warner bought out the local cable carrier, they informed us that we would no longer be broadcast via their services. This would eliminate our entire listening audience. So You Got What It Takes? At the time, I sat on the Board of Directors as the Marketing Director. I saw this as an oppor‐ tunity and not a threat. ACRN was beta testing an Internet radio format and Ohio University provided a computer to every freshman resident. I persuaded the Board to move the Internet radio out of beta and into production. I then organized teams of volunteers to go door to door in the campus dorms to teach students how to listen to ACRN on their computers. Action = Results ACRN’s audience tripled with the new Internet radio format. And commercial sales doubled, permitting ACRN to invest in and further enhance the educational radio experience of its student volunteers. In addition, we were able to be pioneers in the Inter‐ net radio space. The year was 1999. Skills Demonstrated • Guerilla Marketing • B2B Sales • E‐Commerce • Project Management • Media Management (Radio)

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Transcript of Creativity Case Study

7514 Turley Ridge Lane | Charlotte, NC 28273 | 704-726-9366 | [email protected]

Bryan M. Richards, MBA

Creativity

All Campus Radio Network – Grassroots Baby!!!

The Skinny The All Campus Radio Network (ACRN) was a student run commercial radio station on Ohio University’s campus. What made ACRN unique from the average dorm radio station was the fact that we were a com‐mercial radio station. We were also unique in that we broadcast via cable and not the airwaves. When Time Warner bought out the local cable carrier, they informed us that we would no longer be broadcast via their services. This would eliminate our entire listening audience.

So You Got What It Takes? At the time, I sat on the Board of Directors as the Marketing Director. I saw this as an oppor‐tunity and not a threat. ACRN was beta testing an Internet radio format and Ohio University provided a computer to every freshman resident. I persuaded the Board to move the Internet radio out of beta and into production. I then organized teams of volunteers to go door to door in the campus dorms to teach students how to listen to ACRN on their computers.

Action = Results ACRN’s audience tripled with the new Internet radio format. And commercial sales doubled, permitting ACRN to invest in and further enhance the educational radio experience of its student volunteers. In addition, we were able to be pioneers in the Inter‐net radio space. The year was 1999.

Skills Demonstrated • Guerilla Marketing • B2B Sales • E‐Commerce • Project Management • Media Management

(Radio)