Media marketing plan for radio stations in the Vezza project
In the framework of the VEZZA project, managers, owners and directors of local radio stations from B-H started writing marketing plans for their respective media outlets in a workshop held at Mediacentar Sarajevo on 29 May – 1 June 2007.
The workshop “Effective Marketing Plan for Radio Stations” is one in a series of workshops in areas in which VEZZA project members expressed a need for education.
Nine managers, owners and directors of B-H radio stations, members of the VEZZA project since 2003, attended the program. The lead lecturer, Business Consultant Gordana Svirac, worked with them on writing a marketing plan for the media outlets they come from.
“We did 40-50% of the marketing plan for each outlet, but we went through the whole plan so that participants can continue to write the plan upon returning to their media outlets,” said Ms. Svirac. When she was asked what the participants were interested in the most, she answered:
“I devoted most attention to the modules they need the most in terms of a media outlet’s marketing operation, such as marketing strategy, promotion, sales plan. Each participant suggested a specific marketing goal they want to achieve and I gave instructions, actually steps that need to be taken to accomplish that goal. I think this approach is the most effective for participants because it gives them a clear picture of their errors in work.”
The participants agreed the workshop was very useful for their future work.
“A marketing plan is very important for my radio station and this workshop encompassed all elements I need to make a marketing plan. What was most beneficial for me was developing the plan strategy, as well as media positioning and promotion,” said Azra Borovčanin, Director of “Free radio” from Prijedor.
Guest lecturers, Reof Kljajić, Director of MIB agency (Mareco Index Bosnia), and Senad Zaimović, Director of the marketing agency “Fabrika,” spoke to participants on listener rating research, using research results in program sale, as well as media planning standards.
Link for Joint Engagement (VEZZA) is a project designed for private broadcasters in B-H, supported by the Swiss Office for Development and Cooperation (SDC). The main goal of the project is to help and enable private radio and TV stations to provide quality coverage of the most relevant social issues. The ultimate aim is for citizens to take an active part and influence what happens in their communities.
The workshop is organized by NetNovinar – Center for Investigative Reporting and Media Education (founders: Mediacentar Sarajevo & Investigative Journalism Center, Zagreb).