atcc 2006 j-berg 初賽提報(icrt)
DESCRIPTION
當年就是這份簡報讓ICRT的主管們都跟我們說：你們中ICRT的毒太深了@@TRANSCRIPT
Learning in Breathing
J-berg
Jeff Bamboo Edgar Reach Gloria
Outline
Introduction
Market analysis
Program design
Promoting activities
Implement schedule
Proposal evaluation
The cost and profit analysis
Introduction
Introduction
Goals：
Enhance the market share of ICRT
Operating Strategy：
1. Build a new orientation
2. Make new popular programs
3. Create the listening environment
4. Attract the internet users
Market Analysis
Market Analysis
Market position
Market Analysis
Target User Analysis
Target User Analysis
Therefore, the target user should be
1. 15 ~ 26 years old
→ Students
2. 22 ~ 44 years old
→ salary men
Target User Analysis
SWOT Analysis
Strength：1. The only one English radio
station in Taiwan
2. High power transmitter
3. Many foreign DJs
SWOT Analysis
Weakness：1. Most people don’t understand
English
2. Not many interactions
3. Orientation is not very clear
SWOT Analysis
Opportunity：1. To be leading broadcast
in English learning tendency
2. To be information exchange
platform
SWOT Analysis
Threat：1. Audiences are running off
2. Vicious circle
New Orientation
Learning in Breathing
New Orientation
What is Learning in breathing?
Strategy Development
Strategy Development
Strategy Development
Program Design
Program Analysis(1)
Gettyknowledge
Internationalization
Sharing experiences
Program Analysis(2)
Travel Abroad
Study Abroad
Women get more interests about learning
languages than men do.
Program Analysis(3)
Program Analysis(4)
Travel Program
Time : 17:00~18:00
Target audience: Salary woman,
Female student
The Secret of Flight Attendant
Study Program
Time : 19:00~20:00
Target audience : Students,
Young salary people
Easy to study abroad
I C youR Teeth
I C youR Teeth
Time: Embedded in programs
Target audience : All audience
Program orientation(1)
Program orientation(2)
Promoting Activities
People are using internet :
Internet Popularization
Listening radio through internet :
50%↑
39%
How many people are listening
50% x 39% x 23,000,000p
= 4,600,000p
Advantages
www.icrt.com.tw
What we suggest…
Why people don’t click…
SongsNewsInteractivity
Disadvantages
Songs
Homepage
ICRT Current Player
ICRT New Player
Music information
ICRT New Player
Interactivity
ICRT New Player
Program record
ICRT New Player
MSN voice download
Radio hardware degenerate
The overflow of multimedia information
The popularization of mobile 3C product
EARth
EARth
Radio - earphone
Other Promotions
ICRT Athletic Game
Sportsman
Placement marketing
Other Promotions
ICRT Discussion Group
Reader
Bilateral benefit
Other Promotions
MRT Circle
Commuter
Kill-time
promotion
Other Promotions
ICRT balloon
Old / new audience
What you see
is what you hear
Implement Schedule
We shall do now (2006/Apr. ~ May.)
How We Reach the Goal
Program Modification
EARth
production
Outdoor Activities Preparation
How We Reach the Goal
The next step (2006/Jun. ~ Jul.)
Shining in Taipei
Program in Summer Vacation
Reading Books Discussion
How We Reach the Goal
Our vision (2006/Aug. ~ Sep.)
EARth
Fasion
Listen to ICRT
ICRT Listenership ↑
Gantt Chart
Proposal Evaluation
The Questionnaire
Sample Size (N) = 501
Students (Nst) = 501
We assume :
Most of people are willing to learn English.
The equipment people use
Internet : 46%
Radio Player : 41%
When people listen to radio
Stay home at night – 49%
Rush hour – 38%
Internet
Transportation
Equipment
People are interested in…
Traveling aboard – 71%
Studying aboard – 52%
New Field
Why people listen to ICRT
Practicing listening – 61%
Foreign Music – 30%
Why NOT ?
too difficult!
New Way
People think about the EARth
Attracting Parts
1. Convenience
2. Innovation
3. Usability & Price
Version 1
Function
Version 2
Not just a radio,
but …
Can do better
The Cost & Profit Analysis
Let ICRT connected with sports
Hardware
600,000
•EARth
Dynasty
•English is on Air
•ICRT Athletics Meet
50,000
10,000
Bring ICRT into the crowds
Let ICRT connected with sports
Sharing experience with people
Software
200,000
•Discussion Group
•Take DJs Home
200,000
Total Cost : $1,260,000•Others
310,000
Promote ICRT through funny voice
Dining Hull, Ads, English Songs Competitions, etc.
Think about that,
What life it would be when ICRT is everywhere …
Your best friend,
ICRT
J-berg