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Presented by:
Insert your name and title
Black History Month
“At the Crossroads of Freedom and Equality:
The Emancipation Proclamation and the March on Washington”
(Insert Advertiser & Radio Station)
(Insert date of meeting)
INSERT RADIO STATION LOGO(S)
Source: 2013 Black History Theme from the Association of the Study of African American Life and History
Agenda
• Power of the African American Market
• Radio is relevant
• Insight based ideas
African-American Market Overview
• African-American consumers now represent almost 14%
of the U.S. population (or 43MM people.)
– African-Americans represent the majority (89%) of the Black US
population.
– Nearly half of the African-American population is younger than
30 (Black Millennials).
Source: “Black America Today” study, Black Still Matters in Marketing by Pepper Miller
African-American Market Overview
• When asked which term they prefer to describe
themselves:
– 44% prefer Black
– 43% prefer African-American
– 11% do not care
Source: “Black America Today” study, Black Still Matters in Marketing by Pepper Miller
African-American Market Overview
2012 Buying Power:
$1Trillion
By 2015 the African American buying power is estimated to gain 35%,
and hitting $1.2 Trillion, up from $913 billion in 2008.
Source: Nielsen 2011 State of the African American Consumer
African-American Market Overview
• African-Americans embody a unique history, experience and cultural
behavior:
– 73% of African-Americans age 16-24 agree that their roots and heritage
are more important to them now vs. five years ago.
– 83% agree that being part of the African-American community is
extremely important to them.
– Across all African-American generational segments, affinity for ethnic
identity is strong.
• Nearly three-quarters of Millennials are equally as proud of their ethnicity as
older age groups.
Sources: Burrell: Project 40, Yahoo Ethnodynamics: Marketing to African Americans.
African-American Market Overview
• Driving Pop-Culture:
– 73% of Whites and 67% of Hispanics believe African-Americans influence
mainstream American culture.
– Advertisers consistently stress that to engage the African-American audience,
you must be culturally relevant and authentic.
– Because of the effect African-Americans have on pop-culture, many advertisers
develop general market strategies based on African-American insights.
Sources: 2012 Nielsen African-American Consumers: Still Vital, Still Growing. 2012 Advertising Age Supplement.
Radio is Extremely Relevant
93
%
Black Consumers 12+
95
%
Black Consumers 25-54
96
%
Black Consumers 35-64
Black consumers listen to radio for an average
of 15 hours and 15 minutes per week.
Source: RADAR ® 114, September 2012 © Copyright Arbitron (Monday-Sunday 24-Hour Weekly Cume and TSL Estimates)
Leveraging Radio to help Advertisers join the
celebration of Black History Month
Insight Based Ideas
Insight #1
Influence of African-Americans on Mainstream American Music
It has been well noted that Africans in America used
music in their labor, sorrow, communication and
resistance against slavery. Even though AfricanAmerican music has evolved through various eras and
styles, the powerful melodic lines and the rhythm
remains prominent and influential.
The imprint that African-Americans have made in music
is significant and has influenced virtually every format
heard on the radio today – from Gospel to Jazz to R&B
to Rock & Roll, Country, Disco/Dance, Hip Hop and
more.
Source: Arthur Powell Miller African Centered Academy. The Music of Black Americans: A History. Eileen Southern
Idea: Behind the Music
A Celebration of Black History’s influence on Today’s Music
Radio station and Advertiser X partner to celebrate AfricanAmerican life in music and Radio. Station will create a
unique, multi-dimensional program that aims to applaud the
culture that has influenced the quality audio entertainment
that is heard on the Radio, at concerts, in churches, in
schools, on the street and about town today.
Behind the Music
A Celebration of Black History’s influence on Today’s Music
•
Radio station will create and produce a vignettes series that highlights the
outstanding achievements of Black music makers who have shaped the way listeners
of all ages and demographics experience the music they love today.
•
Each :60 vignette will be sponsored by Advertiser X, include a local DJ introduction
and rotate in prime day parts Monday – Friday, 6am-7pm on the station.
•
Music makers and their achievements will specifically call-out the influence they had
on the format and songs that are currently played on the station.
Behind the Music
A Celebration of Black History’s influence on Today’s Music
•
For example:
–
Rock format station: Focus on the Rhythm & Blues style of African-American originated
music featuring artists such as Ma Rainey, Chuck Berry, Big Joe Turner, Jimmy Reed, Little
Richie and others who captivated audiences and laid the groundwork for what is now known
as Rock & Roll.
–
Oldies/AC: Might focus on the influence that an artist such as Aretha Franklin brought by
bringing gospel into pop-culture.
–
A series on Motown – the company founded by Berry Gordy that produced music for young
America.
–
Hip Hop: A focus on the importance of expressing opinion through lyrics – could include
Marvin Gaye speaking out against the Vietnam War and racial injustice in America through
song (“What’s Going On”) or Common’s passion for putting an end to inner-city violence.
Behind the Music
A Celebration of Black History’s Influence on Today’s Music
•
Each vignette can be followed by a set of songs that are inspired by the history
featured in the piece.
•
Play set will be sponsored exclusively by Advertiser X with :30 or :60 spots
bookending the programming content and interstitial messaging between songs
(:05’s, :10’s)
•
In addition, the DJ that introduces each vignette will call-out to listeners and ask them
to submit their stories and their music with a description of how Black history has
influenced them.
Behind the Music
A Celebration of Black History’s Influence on Today’s Music
•
Submissions from local choirs, up and coming/emerging artists, songwriters among
others will all have the chance to make history by becoming the next pop-culture icon
to be inspired by Black music.
•
Station will create an Advertiser X branded Behind the Music promotional page on it’s
website that will be linked from the home page and Advertiser X website where
listeners can:
–
–
–
•
Submit their stories and clips of performances.
Listen to the entire series of vignettes as well as additional detail, photos and video
Listen, view and vote on listeners’ stories and performances
Radio station and Advertiser X will review all submissions and select the best ones to
be featured on the Radio station both on-air and in-streams.
Behind the Music
A Celebration of Black History’s Influence on Today’s Music
Program extensions may include:
• Radio station can create an audio product (CD, download, etc.) of
the entire Behind the Music Vignettes series that could potentially be
sold exclusively by Advertiser X with % of proceeds going to a local
charity or music related organization. (*Pending rights/licenses)
• In-market/On-premise Behind the Music concert events, jazz fests,
local gospel choir competitions and appearances at Advertiser X
locations.
Insight #2
Black History Month. Just the Beginning.
Marketers celebrate diversity 365 days a year. Coming
as it does in February, Black History Month presents the
first opportunity of the calendar year to demonstrate that
commitment.
Black History Month is an annual launch and a time to
reflect, celebrate and raise consumer awareness of the
many current and historical achievements made by
African-Americans and the central role they have played
and will continue to play in U.S. history.
Idea: Leaders & Legends
Radio station and Advertiser X partner to shine a
spotlight on the many current and historical
achievements made by African-Americans. Each day,
during Black History Month, we will educate, enlighten
and enthrall listeners by sharing the true meaning of
legendary leadership by example.
Leaders & Legends
• Radio station will create a new segment or feature entitled “Leaders
& Legends” sponsored exclusively by Advertiser X.
• Throughout the month of February, each day, the “Leaders &
Legends” profiled will be those individuals who have made their
mark in Black History by successfully demonstrating leadership,
steering change, standing up for their principles and making
profound contributions for the better of all people.
• The “Leaders & Legends” segment/feature may continue throughout
the year with emphasis on “Leaders & Legends” from all categories
(National, International, Local, Politics, Business, Arts, etc.)
Leaders & Legends
Example of a Leaders & Legends feature presented by Advertiser X:
•
He's still the most recognizable man on earth. And over forty years after he burst onto the scene
as a gold-medal winner at the 1960 Rome Olympics, Muhammad Ali remains a legendary figure,
known and loved throughout the world. Born on January 17, 1942 in Louisville, Kentucky,
Muhammad Ali (aka Cassius Clay) is best known as a boxer, Olympic Champion, Humanitarian
and Activist. Ali defeated every top heavyweight boxer in his era and was named "Fighter of the
Year" by 'Ring' magazine. As a boxer, Muhammad Ali brought unprecedented speed and grace to
his sport, while his charm and wit changed forever what the public expected a champion to be. His
accomplishments in the ring are the stuff of legends – two fights with Sonny Liston, where he
proclaimed himself "The Greatest" and proved he was; three epic wars with Joe Frazier; the
stunning victory over George Foreman in the Rumble in the Jungle; and dethroning Leon Spinks
to become heavyweight champion for an unprecedented third time. But there was always far more
to Muhammad than what took place in a boxing ring. If you really want to be enthralled, go to
radiostation.com and understand why “The Greatest” is an understatement and see all the other
Leaders & Legends who make their mark during Black History Month and every day. Leaders &
Legends, Presented by Advertiser X.
•
Feature followed by a :60 Advertiser X spot.
Leaders & Legends
Example of a Leaders & Legends feature presented by Advertiser X:
•
Rosa Parks was an African-American civil rights activist whom the U.S. Congress called "the first
lady of civil rights", and "the mother of the freedom movement”. On December 1, 1955, in
Montgomery Alabama, Parks refused to obey a bus driver’s order that she give up her seat in the
colored section to a white passenger after the white section was filled. Parks' act of defiance and
the Montgomery Bus Boycott became important symbols of the modern Civil rights movement.
She became an international icon of resistance to racial segregation. Parks received national
recognition, including the NAACP's 1979 Spingarn Medal, the Presidential Medal of Freedom, the
Congressional Gold Medal, and a posthumous statue in the United States Capitol's National
Statuary Hall. Upon her death in 2005, she was the first woman and second non-U.S. government
official to lie in honor at the Capitol Rotunda.
•
Feature followed by a :60 Advertiser X spot.
Source: Wikipedia.com
Leaders & Legends
Example of a Leaders & Legends feature presented by Advertiser X::
•
Dr. Maya Angelou is one of the most renowned and influential voices of our time.
Hailed as a global renaissance woman, Dr. Angelou is a celebrated poet, memoirist,
novelist, educator, dramatist, producer, actress, historian, filmmaker, and civil rights
activist. Born on April 4th, 1928, in St. Louis, Missouri, Dr. Angelou was raised in St.
Louis and Stamps, Arkansas. In Stamps, Dr. Angelou experienced the brutality of
racial discrimination, but she also absorbed the unshakable faith and values of
traditional African-American family, community, and culture. She is often quoted as
saying "Hold fast to your dreams, for without them life is a broken winged bird that
cannot fly.“ She lives her dream and inspires others to do so every single day. Go to
radiostation.com and indulge in the work of Dr. Maya Angelou and other Leaders &
Legends who make their mark during Black History Month and every day. Leaders &
Legends, Presented by Advertiser X.
•
Feature followed by a :60 Advertiser X spot.
Leaders & Legends
• A new “Leaders & Legends” feature will be introduced each day
during Black History month and air during 3 fixed positions time slots
over the course of each day.
• All features will be streamed and available via podcast on the radio
station website and can be made available on the Advertiser X
website as well.
• :60 Advertiser X spots immediately precede and follow each feature.
Leaders & Legends
• To help the schools in the community be inspired by the leaders and
legends of Black History, Radio and Advertiser X will make the
features downloadable for classroom presentation.
• Radio station and Advertiser X will host a contest for those
participating schools for students to nominate Leaders & Legends
from their own, local world.
• In order to enter the contest, students are required to write a
nomination essay as to how this person has demonstrated
legendary leadership.
Leaders & Legends
• All essays are reviewed by school faculty, Advertiser X and Radio
station and posted on the station, school and Advertiser X websites.
• On-air “shout outs” to all nominated Leaders & Legends will be
made by station talent.
• The top 5 Leaders & Legends essays as judged by the school,
Advertiser X and Radio station will win a TBD enrichment
scholarship or similar prize package.
Insight #3
Pop-Culture
American popular culture is one of the
most valuable exports to the world and
for decades African-Americans have
been the pivotal influencers on it.
Idea: Top 28
There is so much rich history to be consumed during
Black History Month. In the spirit of sound bites and
Radio’s equity in countdown programming, together
Radio station and Advertiser X partner to present a 28
day countdown of the Top 28 Pop Culture Icons and
Iconic Events in Black History.
Top 28
•
Each day during Black History Month will be devoted to the individuals or times in
history that made it on to the Top 28 Pop Culture Moments countdown.
•
Examples of individuals and events that may be included are:
–
–
–
–
–
–
–
–
–
–
–
–
Barack Obama
Rosa Parks
Sydney Poitier
Michael Jackson/The Jackson Five
Denzel Washington
Halle Berry
The Jeffersons
Will Smith
The Cosby Show
Soul Train
Michael Jordon
Muhammad Ali
Top 28
•
Every day will include top of the hour “Advertiser X sound bites” of trivia related to the
iconic individual or event that reinforces their contribution to pop-culture.
– Example: It’s 10am on Day 22 of our Top 28 Black History Month Pop Culture
countdown brought to you by Advertiser X. #22 is Bill Cosby and the Cosby
Show. Did you know…… Check back with us for the 11am sound bite on the
Cosby Show and log-on to radiostation.com to play the “Pop Culture in Black
History” trivia contest brought to you by Advertiser X.
•
Each sound bite is followed by an Advertiser X commercial.
Top 28
•
“Pop Culture in Black History” trivia contest will be housed on the station site and promoted
on-air alongside the 28 Day countdown messaging.
•
Questions in the trivia contest will not be exclusive to the Top 28 featured on air in an effort to
convey and raise awareness of the breadth and depth that exists in Black History and it’s
influence on pop culture.
•
Examples of questions include:
– What was the first black newspaper?
– Who was the first black astronaut to walk in space?
– Who was the first African American Supreme court justice?
– When and where did Martin Luther King Jr. make his “I Have a Dream” speech.
– How many times did Jesse Jackson run for the US Presidency?
– Who was the first black woman Senator?
– Who was the first black actor to win an Oscar?
– Who was the first black artist to win a Grammy?
Top 28
• To further extend the Top 28 program into the schools, radio station
and Advertiser X present an opportunity to participate in a Top 28
t-shirt design contest.
– Design entries will focus on African-American contributions to local and national
community pop-culture.
– Designs will be judged by the Radio station and Advertiser X representatives.
– The winner’s school will be recognized on-air, Radio station will produce the
t-shirts and distribute at Radio hosted events and at Advertiser X locations.
– All students at the winning school will receive a t-shirt.
Next Steps
• Gain feedback on ideas.
• Station to revise based on feedback and propose schedules and
costs.
• Plan activation timeline including commercial creative and station
produced spots (if required).
• Discuss how campaign success will be measured.
• Launch campaign.