OPPORTUNITY
After purchasing radio stations WIND and WOJO in Chicago, Tichenor Media System (currently Univision Radio) entered the third largest media market in the U.S., a market already saturated with six other competing Spanish-language radio stations.
SJPR was brought in with a mandate to make WIND and WOJO the leading Spanish-language radio stations in the Chicagoland market in terms of audience shares and advertising revenues …while not relying upon the Hispanic market’s inaccurate systems for measuring listenership.
STRATEGY
After initial research and testing we applied our learned insights and creatively targeted the stations among across five distinctive publics; Our audience, the local and national supporting media, largest agency media planners/buyers, and politicians and community leaders as:
- Pillars of community involvement and public service.
- The most innovative and effective advertising vehicles in Chicago …with promotional proof points.
- Leaders in the Spanish-language broadcast industry.
On a weekly basis, SJPR nationally disseminated thousands of news releases on all station promotions and events to major media, political leaders, advertising agencies and all of Tichenor's key internal publics.
RESULTS
For over fifteen years, WIND and WOJO achieved positive top-of-mind awareness among all of their target publics and maintained leadership positions in both the Hispanic community and the national Spanish-language radio market.
More importantly, the stations secured 95 percent of all national Spanish-language radio dollars spent in Chicago– the only Spanish-language media market in the U.S. led by radio.
- 2.6 million impressions generated annually
- 75 community grass roots-based programs and special events
Our award accomplishments:
- 1989 WINDY CITY Award - Best Foreign Language Radio Commercial
- 1990 Founders Award - Station Excellence
- 1991 NAB Crystal Radio Award - Outstanding Community Service
- 1991 WINDY CITY Award - Best Foreign Language Radio Commercial
- 1991 NAB Marconi Award - Spanish-language Radio Station of the Year
- 1992 IBA Silver Dome Award - Best Producer of Client Commercials
- 1992 Gabriel Award - Station and Broadcast Excellence
