PERSONAL LOGO EXPLAINED USING ROBIN LANDA’S 10 QUESTIONS

Challenge

Kenyans enjoy listening to the radio for entertainment, news and talk show conversations that allow them to continue with their normal activities. For this very reason, the number of radio stations is skyrocketing to meet the high demand. As the Kenyan media landscape is getting more diversified, broadcasters and brands have to use the latest information in decision-making in order to hook as many listeners as they possibly can.  Each radio station has its purpose as to why it was started and each works tooth and nail to stay on top of the rest.

Audience analysis is very important because it will help us to make good choices in topics, language, style of presentation, and other aspects of our programming. Being a Christian radio station, its primary audience therefore, will be Christians from all denominations of ages 25 and above.  People in this age bracket are either married or in a serious relationship looking forward to settling down in marriage. These people too, are thought to be mature and can make serious decisions as to what they really need in life. The secondary audience will be people of other faiths who will, probably feel attracted by one or two of our programs.

In starting a radio station which is actually a brand, our goal is to create a memorable brand program. We want to stand out, be recognized and generate response. But we also realize that we cannot be all things to all people, so the first step is to understand more and more the people we’re trying to reach (mentioned above).

In choosing to listen to Cordis FM, we want them to get that feeling of a station that knows and discusses their issues so as to get a feeling of a radio that cares for their wellbeing.

Creative Brief

The upcoming Cordis FM will be a Christian radio station that will operate within Nairobi and its environs. It will have a clear signal to Thika, Kiambu, Machakos, Naivasha and Ngong and will be managed by a Board of Directors and headed by a Director who will be myself as the owner, four experienced producers/presenters, 2 technicians, 2 reporters and interns. From the program producers we shall get the studio manager who will also be the programs manager.

As a broadcasting media house, we shall broadcast in English and Kiswahili languages so that the audience can switch in anytime of the day depending on the language at that particular time. In this digital age, being connected to the internet is critical. So the link to our website will be www.cordis.org. We shall also engage our listeners through facebook, twitter, text messages and call-in sessions.

As a radio station, we shall endevour to be different by the type of content we shall produce which will appeal to the listeners. We shall be the only radio station that advocates for the rights of the marginalized that is girls or women that might have been raped and do not know how to handle the situation due to stigma, children abuse either through rape or hard labour, or mercilessly beaten by either parent, all those crying for justice especially with land issues etc. In other words, we shall be the voice for the voiceless in action.

Brand Identity –Cordis is a Latin word for Heart. In the heart there is love and warmth which is the emotional identity of all staff. The primary corporate colours to be used are blue and turquoise. Blue stands for trust, peace and integrity. The young media house will strive to thrive and position itself in the market as the most trusted broadcast media which stands for its integrity. As a media house turquoise is the colour for communication and clarity of mind. Black in this case is the colour of the people.

Mission: To uphold Christian values and at the same time strive to celebrate the rich diversity of contemporary Kenya, affirming all that is life giving, as we promote human development, justice, peace, reconciliation and solidarity.

Vision: To be the leading National Christian Social communication tool for evangelization through radio broadcast.

Objectives:

To create awareness of the new brand

To  reduce the number of human rights violations

To increase awareness of online presence

Cordis FM competitors are the Christian radio stations in Kenya. Just like ourselves, they offer Christian gospel music. Very few of them offer choir music like us. The greatest difference between them and us is that we shall not only offer content to those denied of their rights but we shall go that extra mile to help them find justice by connecting them with human rights groups in Kenya – for example FIDA for girls who have been abused in whichever way.

The time frame for the project from planning to implementation is six months – January 2020 to 30th June 2020.

Budget

There is already an existing building to set up the radio station. We therefore need finances for:

2 Mixtures …………………………………………………………… 2,000000

6 Microphones ……………………………………………………    200,000

6 Headphones ……………………………………………………        60,000         

4 Recorders ……………………………………………………….         40,000

6 Personal Computers ………………………………………..     200,000

4 laptops …………………………………………………………         200,000

Transmission equipment (Mast) ……………………..     2,000,000

Acoustics ……………………………………………………….         100,000

DJ Pro & Cool Edit softwares ………………………….        200,000

Miscellaneous ……………………………………………….         100,000

Total …………………………………………………………         5,100,000

Key Stakeholders

These include employees, board members, listeners, human rights groups, sponsors and advertisers. Through our stakeholders we shall be able to know how our audience think of us because in one way to another, they interact with them.  We shall encourage feedback on our performance by sending out questionnaires through survey monkey.

The core of Cordis FM personality is Sincerity which is associated with kindness, thoughtfulness, and an orientation toward family values.

Joy we instill in our listeners because we believe there’s nothing more contagious than a smile, which explains why happiness is one of the strongest emotional desires. That’s also why our content is shared so widely — in an effort to portray the idea of ourselves as approachable, fun-loving people, we do our best to create personas that reflect that idea. Joy is also one of the most addictive emotions. When we experience happiness, we want that feeling to continue and will seek opportunities to feel that way again. By tying our programs to this feeling, we create a sense of instant gratification that our listeners and those we assist won’t be able to imagine themselves without. This will bring them back to tune to Cordis FM.

Brand Execution Elements

Social media like facebook, twitter, a whatsapp image nowadays spreads like fire and our website. We shall also use promotional materials like T-shirts, caps, mugs, and umbrellas.

All these are meant to get as many listeners as we possibly can tuned to Cordis FM.