Business Plan

Diana Lepe
Director of Marketing, Sales, and Trade
5500 University Parkway
San Bernardino, CA 92407

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Table of Contents
1. Executive Summary....pg 3
2. The History of Coyote Radio......pg 4
3. Situational Analysis.. pg 13
4. The Target Market..pg 36
5. Problems and Opportunities....pg 37
6. Marketing Objectives and Goals..pg 38
7. Marketing Research.pg. 38
8. Marketing Strategy......pg 40
9. Marketing Tactics.pg 40
10. Implementation and Control.pg 41
11. Summary...pg 41
12. Appendicespg 42
13. Works Cited...pg 43

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Executive Summary:
Coyote Radio is a student, staff, and faculty operated internet radio station. The purpose of
the radio station is to serve the students of California State University of San Bernardino,
with a variety of music, talk, and news entertainment that is sure to appeal to every listener.
The driving force behind Coyote Radio has been the diverse minds of the ingenuity and
expertise of the department of Academic Computing and Media at CSUSB. The marketing
department has implemented a new and innovative ways to reach out to Coyote Radios
targeted audience. In assessing our marketing strategies we hope to increase the awareness
and exposure to the students of CSUSB.
In order to expand our knowledge in radio in general, we explored the different types of
radio stations and assessed its historical background, strengths, weaknesses, and niche. We
were able to come to a clear understanding of what radio is all about, and its different
avenues. We then gained valuable and insightful information on the governmental issues that
surround radio. There are many laws and regulations that radio broadcasters must follow;
especially internet radio stations like Coyote Radio. Exploring different media environments,
special interest environments, competitor environs, and the company environs associated
with Coyote Radio proved to be very beneficial as well.
It is important to grasp a better understanding of your target market. We conducted a survey
to implement our strategies accordingly. By developing a survey we were able to be more
acquainted with our target market, and we were able to develop objectives and goals for
Coyote Radio. After translating all of the results of the surveys, we were able to tailor
different advertising objectives, and determine our goals based on the survey answers. Based
on our statistics, we concluded that we to increase the student awareness by 5% in the first
year. By doing so, we have come up with many different ideas.
We came up with four different marketing strategies to compensate for the issues that
Coyote Radio is facing. The first plan we came up with was to have a local vendors (ex.
Office Max, or similar business) sponsor Coyote Radio by providing approximately 2,000
headphones. We would then implement the headphones throughout the computer labs of
CSUSB. In this way people will have access to Coyote Radio while they are working in the
lab areas. Another marketing strategy is to implement Coyote Radios music into the Santos
Manuel Student Union and the dorm hallways to create more of an exposure throughout the
campus of CSUSB. Our third marketing strategy entails implementing Coyote Radio banners
throughout the Coyote Bookstore and the Santos Manuel Student Union. The last marketing
strategy that we came up with was to create an innovating and eye-catching logo on the
CSUSB homepage that would entice internet users to click on our banner. We are convinced
that our marketing efforts will bring satisfaction to Coyote Radio.

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I.

The History of Coyote Radio

The Beginning of Coyote Radio

Coyote Radio was founded in 1987 as a campus-only cable FM outlet.
The first faculty member to oversee the station was Dr. Fred Jandt, and stayed
involved through 1989.
John Cloud, a transfer student from University of Redlands, was involved with Dr.
Jandt in buying the equipment and designing the space that is now Coyote Radio.
Dave Bennett was the faculty advisor for the Coyote Radio station in 1988.
Jon Brian Peterson served as the faculty advisor in 1989.
Advancements
Television engineer, Tom Richards, connected the radio station to Comcast
Cablevision by telecircuit, and was the background on Channel 3.
In 1988, the station was also broadcast in the dorms over a carrier current
system on an AM channel.
In October 1988, Coyote Radio broadcast from Humanities Day; an event
devoted to displaying CSUSBs fine arts.

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The station also involved itself with night events in the pub, and held its
weekly Video Night where students could watch bands and music videos, win
records, posters, and concert tickets.
Downfalls
In, 1989, the station broadcast to the dorms was disconnected because the
system was too noisy.
The holes in the programming that made it difficult to maintain listeners.
During this period, the radio station ceased to operate on a regular basis.
The radio station was not allocated enough money to broadcast for the entire
year.
Joel Bump, a consultant, was hired in 1989 to search for available radio
frequencies, but the outlook of obtaining a frequency was not good.
The radio showed a lack of student participants, and therefore the radio went
off the air in 1989.
1990-1991
Brian Murphy served as the student station manager in 1990.
Rob McKenzie served as the faculty advisor in 1990, and had strong radio
background.

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McKenzies goal was to make the student radio station as diverse as possible. He
changed the stations format, arguing that trying to get the biggest audience is a
mistake in college radio.
Advancements
In 1990, the radio was known as KSSB 106.3 FM, and went on the air as a
one-watt station, as permitted by the FCC. The transmitter was placed atop
John Pfau library, and the signal could be heard within a one-mile radius.
KSSB 106.3 FM broadcasted various formats including Country, Classical,
Sports, Talk, Rave, and Top 40. Programming schedules were published in The
Coyote Chronicle so students could follow their favorite shows and disc
jockeys.
Downfalls
On September 20, 1991, $3,000 worth of equipment was stolen from the
station and forced a temporary closure. The station went back on the air on
September 30th with equipment loaned from McKenzie, the Audiovisual
Department, and the Music Department.
1991-1993
Sherwin Smith was the student station manager in 1991.

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April 1992, Professor Kevin Lamude took over after Rob McKenzie, as faculty
advisor. He had no radio experience, and chose to focus on what he did know--Marketing and Public Relations.
In 1993, Robin Diamond was the student station manager.
In October 1993 Cris Wiley, student station manager, helped the station begin to
focus on organizing the programming trying to attract more students
In 1993, radio station students were required to enroll in the practicum class,
Communication 243B.
Advancements
In 1992, management positions were created at KSSB in which students
could learn other aspects of radio.
Open houses were held in which CSUSB students could visit, tour the
station, and receive free CDs. The goal was to increase interest in the
station
New shows were emerging. DJs took their shows to all parts of the campus
and even to off-campus places like Jerseys Pizza.
In January 1993, KROQ morning DJs Kevin and Bean came to visit and
give a lecture on a career in radio.

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The station also had two Vice-Presidents visit from FOX, and gave
information on careers in radio.
Downfalls
In 1992, IRP funding was cut from $14,000 per year to $6,000 per year, and
Lamude had to come up with other ways to get money and support. For this
reason, they incorporated many fundraising projects to acquire more
money.
In 1992, Lamude also chose to focus on sponsorships from local
businesses, but ran into problems because the businesses could not pickup
the broadcast since the station could only be heard from a one-mile radius.
In 1993, the station had the capability to be a 10-watt station, but it was
prohibited by the FCC.
In 1993, it was reported that the student radio station had received some
complaints from local residents claiming to be collecting donations for the
station. The station was not guilty of this matter.
In 1993, it became known by the FCC that sponsors could only be
mentioned in promotional activities, but would not have commercials
played on the air.
1994-1996
John Lyons was appointed student station manager in 1994.

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In 1996, Brad Lemonds took over after Lamude left as the faculty advisor position.
Lemonds background was in television, but he tried to keep the station going despite
its off-air status.
Advancements
February 1994, the radio station adopted an official new nameCoyote
Radio. The name had always been the nickname of the station; however, FCC
regulations stated that a Part 15, non-licensed, non-commercial, educational
station is not permitted to use call letters.
Downfalls
In the spring of 1994, according to Lamude, the FCC claimed that Coyote
Radio could be heard in downtown San Bernardino, overstepping its one-watt
power by quite a bit. Coyote Radio was also charged with other minor
infractions, among which were being unable to locate information about the
station that the FCC requested.
In 1994, he station had to pay an $8,000 fine and it was recommended by the
campus attorney that the station be pulled from the air to avoid further
complications. Thus, Coyote Radio went off the air.
In that same year, not only did the station lose broadcasting privileges, but also
it had lost its cable access in prior months when cable companies were forced

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to diversify their programming. Thus, it lost its ability to broadcast to other

areas, and student interest began to decline.
1997-1999
Bruce Page was next brought on as a faculty advisor to the radio station. He tried to
maintain the station despite its inability to be broadcast.
Keith Clifton was student station manager in 1998.
Downfalls
Another break-in occurred in 1997 when the mini-disc player that had been
purchased for the station was stolen.
1999 new equipment was purchased and stolen as soon as it was set up in the
station.
1999-2001
In 1999 Heather Hundley was hired as a tenure-track assistant professor and faculty
advisor to the student-operated station. She has provided more structure for
Communications 243B class so that students can learn about the off-air aspects of
radio.
Hundley worked with Tom Richards in devising a new plan for the station in which all
programming is done digitally.

Steven Hay served as student station manager in 1999.

Alise Clouser served as student station manager in 2001.

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Advancements
The ability to broadcast online was implemented in Fall 2000. Since no FCC
license is necessary this method is the best way to broadcast to the entire world.
The Department of Academic Computing and Media, especially with the help of
Steve Burdick has created what is now known as Coyote Radio On-Line. The
address for the station is http://coyoteradio.csusb.edu.
In 2000, station leaders requested that speakers be installed outside the Student
Union so that they can be turned on separately from the inside speakers. Yet, when
the union underwent construction for the expansion and renovation, the speakers
came down.
In 2000, research and planning was underway for the station to move into the
renovated and expanded student union with the hope to increase student awareness
and make the station a more visible entity on campus.
During the spring quarter 2001, Coyote Radio students applied with ASI and
Student Leadership and Development to become a recognized student club on
campus.
Downfalls
As the newly renovated and expanded Student Union was finished in Spring 2006,
Coyote Radio was not given enough space to operate the station in the union.

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In 2000, the FCC under Docket 99-25 allowed any educational institution
broadcasting for non-commercial purposes to apply for a license to broadcast as a
low power station. CSUSB applied for a license, which, if granted, will allow
Coyote Radio to have 100 watt FM station, which would reach approximately a 10
mile radius.
While this application was under the FCCs review and was pending approval, the

National Association of Broadcasters opposed the low power licensing to Coyote

Radio. The FCC declined the application because the station had violated
guidelines several years ago, and as a result was unable to operate like traditional
radio.
2002-2004
In 2002, Heather Bishop was appointed as student station manager.
In 2003, Robin Lloyd served as student station manager.
In 2004, the Department of Communication Studies handed Coyote Radio over to the
Department of Academic Computing and Media, under Mike Ross.
Advancements
In 2002, Coyote Radios Promotion Director, Angelika Harper hosted a
fundraising barbeque.
In 2002, the Coyote Radio held an Infotainment Night, which featured
BETs Executive Producer Andre Barnwell, Jamie Foxxs Assistant Clyde

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Ashley Sherman and comics, including Toni Ward and Howie Bell. Together
they performed and informed the student population of the entertainment
industry focusing on television, comedy, and music.
In 2003, the remote location equipment for Coyote Radio was finally put to the
test with students announcing home basketball and baseball games.
2005-2007
In 2005, Mike Ross Jr. took over the student station manager position and helped with
the advancement of Coyote Radio.
On January 3, 2007, Lacey Kendall was hired as station manager, and brings with her
over 20 years of radio broadcasting experience.
Advancements
The Coyote Radio staff maintained student interest through internships,
volunteers, and gained faculty and staff interest as well.
In 2006, Heather Hundley made communications 243B more valuable to
students, as they gained experience in fields such as promotions, marketing,
music/equipment technicians, news writing and reporting, and radio
announcing.
In 2007, Coyote Radios music was played inside of the Coyote Bookstore, and
we later began to sell Coyote Radio merchandise to benefit the Coyote Radio
Club.

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Since April 5, 2007, Coyote Radio has been featured on Inland Empire TV
Channel 3, via Charter Communications and Time Warner Cable.
In April of 2007, KCAL FM 96.7 was presented to the Communication
students of CSUSB. The radio personalities of The Morning Stiffy spoke to
students interested in the radio industry and encouraged them to make a headstart at Coyote Radio.
On June 5, 2007, Coyote Radio held its annual Coyote Radio Showcase,
which served as a fundraiser for Ronald McDonald House of Loma Linda and
the Coyote Radio Club.
Projects in Process
In 2007, the marketing department, along with Lacey Kendall, spoke to
building manager, Aaron Burgess, of the Santos Manuel Student Union
about wiring Coyote Radio into the building. Coyote Radio and Santos
Manuel Student Union came to the agreement that they would play
Coyote Radios music temporarily in the Bay Area until it would
obtain the necessary equipment to install Coyote Radios music
throughout the whole building.
In 2007, Lacey Kendall and the marketing department held another
meeting with Director, Rick Craig, about wiring the music of Coyote

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Radio into the new Recreational Center of CSUSB. He assured us that

they would incorporate Coyote Radios music in the near future.
II.

Situational Analysis

A. S.W.O.T Analysis
Strengths:
Campus specific news and events
Daily giveaways Monday through Friday
Easy access to listen and find
Diversity of music
Student and faculty based
Weaknesses:
Internet based
Need software to tune in
Small budget/nonprofit
New DJs each quarter
Reruns on weekends and after 6:00pm
Opportunities:
Getting a frequency
Exposure
Participation in more campus events
Internship experience for students
Threats:

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Other university radio stations

Popularity of alternative technology, like MP3s and iPods
Lack of resident students
Computer virus and other technical difficulties
Patience and attention span

B. The Situational Environs

History on Radio Broadcasting
An audio broadcasting service, traditionally broadcast through air as radio waves (a
form of electromagnetic radiation) from a transmitter to an antenna, and thus to a
receiving device.
Stations can be linked in radio networks to broadcast common programming, either in
syndication or simulcast or both.
Audio broadcasting also can be done via cable, FM, local wire networks, satellite and
the Internet.
Types of Radio Broadcasting:
AM
Began in the 1920s as the earliest broadcasting station to be developed.
AM is referred to as amplitude modulation (a mode of broadcasting radio waves by
varying the amplitude of the carrier signal in response to the amplitude of the signal to
be transmitted).

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AM broadcast occur in North America airwaves in the medium-wave frequency range

of 530 to 1700 kHz. Channels are spaced every 10 kHz in the Americas, and 9 kHz
everywhere else.
AM signals exhibit diurnal variation, travelling much longer distances at night.
AM radio transmitters can transmit audio frequencies of up to 20 kHz, but most
receivers are only capable of reproducing frequencies up to 5 kMx or less.
AM stereo broadcasts have declined with the advent of HD Radio.
FM
FM radio was invented by Edwin H. Armstrong in the 1930s for the specific purpose
of overcoming the interference (static) problem of AM radio.
FM is referred to as frequency modulation.
Occurs on VHF airwaves in the frequency range of 88 to 108 MHz everywhere with
the exception of Japan and Russia.
FM stations are much more popular in economically developed regions, such as
Europe and the United States.
200 kHz apart the difference between the lowest current FM frequency in the United
States, 88.1 MHz and the next lowest, 88.3 MHz.
Internet Radio

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The first internet Radio Station was internet talk radio, developed by Carl Malamud in
1993.
He used a technology call MBONE (IP Multicast Backbone on the Internet).
WXYC 89.3 FM was the first radio station to announce broadcasting on the Internet
on November 7, 1994.

In 1995, Radio HK was the first full-time Internet-only radio station. Radio HK,
began broadcasting the music of independent bands. Netradio (Net.radio, NetRadio,
and NetRadio Network) founded by Scott Bourne and radio veteran Scot Combs in
1994.

Net radio began the first all internet radio network using RealAudio 1.0 in November
of 1995.
a) Changes made in the industry
In 1998 President Clinton signed the Digital Millennium Copyright Act
This law forbids internet operators from allowing professional recordings to be
available for free digital download on the internet without the permission of the
copyright owner.
The act caused debates in the years to come between the copyright office, record
labels and internet radio operators as to what webcasters should pay in royalty fees to
the labels, who owned the recordings, and the songwriters, who owned the songs. The
parties finally agreed on a fraction of a penny rate per song, depending on amount of
spins and audience size.

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Many webcasters simply started playing unsigned or small indie label music to avoid
paying royalty fees. SacLive was example of the kind of behavior. SacLive played the
local music of Sacramento, CA nonstop all day from the years 1999-2000.
b) Internet radio expand

By the end of the 1990s there were thousands of internet radio stations and music sites
online. The most popular became Napster, the online file-swapping site that allowed
users to trade music files for free. Mp3.com was another popular site that allowed
users to consume music for free.
New legal models of electronic music distribution emerged. The labels themselves,
such as Sony, began to issue their own online music services.

Apple Computer ultimately changed the face of the music industry in April 2003 with
the iTunes Music Store, offering legal digital downloads of individual songs for 99
cents.

Napster began offering a similar service after the legal smoke had cleared and the
name was bought by a software company called Roxio.
In the mid-2000s internet radio has become a growing phenomenon, with the number
of stations at five figures.
Strengths
Maximum reach to target audiences
A lot cheaper and easier than the tremendous equipment and electricity required to
generate a proper FM broadcast. All you need is a net connection, some software, and
to pay some licensing fees.

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It allows you to listen to your favorite radio even if you move out of the city where it
is located.
Can listen across the world
Almost always free to listen to.
You can listen or find any kind of genre of music
Weakness

Anyone can really start up there own internet radio station broadcast with a PC and
an Internet connection (no real standards) due to the lack of programming and skills

No host of real radio experience

If the website is not user friendly it will make the listeners experience really bad.
Internet radio stations do not distribute perfect digital copies of the original
copyrighted performance; instead, they use formats such as MP3 and WMA.
Songs are segueing together, and broadcasters make announcements over the
beginnings and ends of songs.
Niche
Internet radio is targeted mainly to people that are exposed to computer access at
work.

75% Internet radio listeners listen to online radio during work hours 5 a.m. Pacific
and 5 p.m. This percentage is down from 81% in the year 2005.

At home listeners from 5a.m to 5p.m are 25% and 79% at 7p.m Monday Friday.
15% of weeks listening activities took place over the weekend.

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35% of Internet radio listeners were between the ages of 25 and 34. 60% were
younger than 35, 33% were younger than 25, and 5% were older than 55.
In 2005 75% of listeners were men; 25% were women. By the end 2006 60% were
men
Satellite Radio
Strengths
Fast growing trend with two major competitors XM and Sirius
Sound quality is superior to broadcast radio
Uncensored radio
Commercial free music channels
Offer a great variety of music
The acquisition of Howard Stern on October 6, 2004 helped boost Sirius subscriptions
and also helped promote the industry
Satellite Radio include Sports channels like the NFL, MLB, NBA, and NASCAR
Car manufactures now include built in satellite radios in vehicles.
Weaknesses
The monthly subscription of $12.95
Cost of the radio docking station
New technology for the industry can make subscribers uneasy about their investment

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Expensive satellites make it difficult for the industry to have satellite signals in all
parts of the country and world
Niche
Satellite radio DARS (Digital Audio Radio Service) was established by the FCC in
1992
In 2001 XM Radio successfully launched its two broadcast satellites Rock and
Roll in two markets Dallas/Ft.Worth and San Diego
In 2002 Sirius satellite radio successfully launched its service in four markets Denver,
Houston, Phoenix, and Jackson, Mississippi
Satellite radio attracts listeners who enjoy commercial free,
College Radio
The beginning of College Radio came from the actual development of the FM band.
College radio provided their audience with variety of shows covering news, sports,
and music along with educational shows.
In the mid 20th century U.S stations began to play college rock later known as
alternative rock.
Many college stations in the U.S. have been folded into National Public radio and
affiliated regional networks.

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Other main stream station who were growing in a rapped pace forces many college
station to be shut down.
Today there are limited additions to the college radio station across the country.
C. The Neutral Environs
1. Government Environment
a. The Federal Radio Commission
The Federal Radio Commission (FRC) was a government body that regulated radio
use in the United States from its creation in 1927.
The Commission was created to regulate radio use "as the public convenience,
interest, or necessity requires."
The Radio Act of 1912 regulated all radio communication, and required all amateur
radio operators to be licensed to prevent them from transmitting signal to unapproved
areas. This law failed to mention broadcasting and limited all private radio
communications, or AM band, and was later replaced by the Radio Act of 1927.
The Radio Act of 1927 had given regulatory powers over radio communication to the
Secretary of Commerce and Labor. It was able to grant, deny, and revoke people with
radio licenses, and assign frequencies.
b. The Federal Communications Commission

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1. In 1934 the Communications Act of 1934 came into effect, and abolished the Federal
Radio Commission and transferred jurisdiction over radio licensing to a new Federal
Communications Commission (FCC).
2. The Federal Communications Commission is in charge of governing all radio and
television broadcasting. It is appointed by the United States government agency and
Congressional Statute.
3. The FCC has the power to revoke licenses if they are not in compliance with the rules
and regulations of the government.
4. It has the sole responsibility to offer broadcast license renewals to broadcasters every
eight years if they meet the requirement that the station meets the public interest,
convenience, or necessity.
c. Internet Radio in Danger
On March 2, 2007 the Copyright Royalty Board (CRB), the body guaranteed authority
by the Congress to determine rates paid by certain users of certain copyrights, issued a
higher fee structure for internet radio.
The Copyright Royalty Board (CRB) mandated fee increases by as much as 1,200
percent in royalties paid every time webcasters stream a song online.
The CRB has ruled that all webcasters must pay per performance, meaning any time
one listener hears a song.
Most internet radio stations will not be able to generate enough revenue to avoid
bankruptcy, especially small internet radio stations.

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d. The Unfriendly Rates

Under the new guidelines, rates for commercial stations will be set retroactively for
2006 at 0.08 cents per performance, climbing to 0.19 cents by 2010.
The CRB has set a flat annual fee of $500 per radio channel for tax exempt,
noncommercial webcasters for up to 159,140 aggregate tuning hours per month. If
they exceed that number, noncommercial webcasters must pay the commercial rate.
The CRB decision to increase the royalties that Internet Webcasters pay to play music
by nearly 300% for large webcasters and up to 1200%.
In March 2007, the Copyright Royalty Board, issued a ruling allowing
SoundExchange, (an industry that collects royalties for 90 percent of all songwriters)
to charge all Webcasters on a per-song basis and raise the cost of playing a song from
$.0008 to $.0019 by 2010. Thus, internet radio station fees can go from $120 a month
to $6,500 a month.
Our royalty in 2007 is now likely to reach over $6 million, almost 50 percent of our
total revenue. And per listener per track royalty rates for Internet radio are scheduled
to climb an additional 27 percent in 2008, and 29 percent more in 2009.
e. Internet Radio Equality Act
H.R. 2060 would set a fee structure for 2006-2010 that puts Internet radio royalties on
an equal footing with satellite radio, protects the mission of public broadcasting by
creating a separate rate for noncommercial webcasters, and ensures a reasonable and

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fair payment of royalties to artists by all webcasters. (This act is still in the judiciary
committee as of November 2007).
2. Media Environments
a) Advertising Mediums
Billboards
Newspapers
Cable-TV
Direct Mail
Phone Dial Direct System
Transit Advertisements
Promotion Events (school events, torments, sport events, job fairs, college expos,
charity events, business promotional events etc.)
Giveaways, contest, and sweepstakes promotion
b) Coyote Radio Advertising Mediums
Wire music into the Coyote Bookstore
Post paper bullions and ads around campus and inside buildings
Electronic Marquee in front of the school
Coyote Chronicle ads and articles

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Advertisement in ASI Student Planner

Banners
Promotional Events (ASI programs, Basketball games, Clubs and organization
programs, and Coyote Radio/ACM sponsored events)
CSUSB school home page website
Giveaways and contest promotions
Email blasts
c) Publicity That Does Not Favor This Project
Many students on campus dont know who Coyote Radio is and what they do.
Many students dont have school sprit
Many students dont go to school functions to listen to Coyote Radio.
It may not easy for students to access Coyote Radio because of computer technical
difficulties.
A lot of older students are afraid of using the computer
If a student does not recognize who is sending them emails, they delete them and view
them as junk mail
Many students dont know that theyre listening to Coyote Radio in the Coyote
Bookstore; they just know music is playing and they may hear their favorite songs.
The focus is taken off of Coyote Radio).

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Many students dont listen to Coyote Radio to know that coyote radio is giving away
free stuff.
3. Special Interest Environment
a) Cons

Public radio enjoyed an inspiring start, but public radio has struggled for funding in an
environment devoted to commercialism.
Public broadcasting was strapped for resources, both financial & human. These
shortages meant an increased reliance on volunteers to staff tightly budgeted college
stations.
For example, the University of Wisconsin began broadcasting WHA, and is among
the eldest educational broadcasters, yet WHA only aired three days a week. These
resource shortages resulted in scaled back amateurish appearing programs.
The Radio Division of the U.S. Department of Commercea precursor to the Federal
Communication Systems issued several educational broadcasting licenses to improve
instruction.
Approximately 30 % of licenses that were administered to educational institutions
were held for less than one year.
Known educators who had initially embraced radio, were disappointed they had hoped
that enrollment to their institutions would increase with radio technology.

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Parents that prohibited their kids from listening to elicit broadcasting radio or just
because they believe that radio manipulates and encourages the wrong type of
enforcement. Example: Howard Stern
Free speak groups ban radio for the leading society into misconception regarding
radios and the different genres.
b) Pros
Special interest groups who services and networking for
broadcasters and civil society organizations who are interested in using radio/audio
for the promotion of human rights, sustainable development and democracy.
D. The Competitor Environs
We analyzed the strengths, weaknesses, and niche of the top four radio stations in the
Inland Empire.
KIIS FM
KIIS-FM is the brand name of a Top 40 music format heard on FM radio stations in
many cities in the United States.
Clear Channel Communications claims ownership of the KIIS-FM brand and operates
most KIIS-FM formatted stations.
Has used the "KIIS-FM" brand name since 1979.
The Logo for KIIS-FM is a blue ball with KIIS-FM in red lettering with yellow
around the lettering and the radio frequency at the bottom in yellow.

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Clear Channel's main competitor, CBS Radio, owns two "KIIS" FM stations that are
formatted as Top-40: WNKS in Charlotte, North Carolina, and KBKS in Seattle,
Washington, but neither station uses the KIIS ball logo.
Strengths
Known for their brand name of Top 40 music.
Up dates on music and news on demand and celebrity gossip.
On-air interaction with listeners.
Cites the success of KIIS-FM radio station, which mirrors the television success of
MTV and exploits the station's ambition to be viewed as a way of life in order to
create effective sponsorships and promotions.
Weakness
Clear Channel has pursued legal claims against some station owners using branding
similar to KIIS-FM.
In May 1999, Radio One station WENZ in Cleveland changed format from modern
rock over to mainstream urban as "KIIS 107.9". Clear Channel flipped the format of
recently acquired WZLE-FM in Lorain to "KIIS 104.9", with a CHR format
emulating KIIS. Following a long legal fight with Clear Channel, Radio One abruptly
dropped the "KIIS" moniker in October 1999 for "Z-107.9", a play of the WENZ
calls, which were never changed. WZLE then changed their calls to WAKS three days
later. To this day, both stations still feature the same formats, nicknames and call
letters.

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In 2001, Clear Channel went to federal court to force American General Media
(AGM) to give up the "KIIS" slogan that was used as the on-air moniker for Rhythmic
Top 40 KISV in Bakersfield, California. Clear Channel wanted to use the slogan for
its then-recent acquisition KKXX in 2000. AGM argued they had the rights to the
"KIIS" slogan three years before Clear Channel came to Bakersfield; Clear Channel
said otherwise and claimed AGM used it without permission.
In Chicago, Clear Channel sent a Cease And Desist letter to former CHR-Dance
WKIE. Clear Channel sued WKIE and successfully won the case, causing WKIE to
drop the KIIS name and re-brand itself as Energy 92.7. Clear Channel changed their
Rhythmic Oldies 103.5 The Beat to CHR-Pop as 103.5 KIIS-FM with call letters
WKSC respectfully meaning KSC (KIIS Chicago).
KGGI 99.1
KGGI was established August 8, 1997.
Before it was KGGI it was K-Bible a religious radio station.
K-Bible was bought out; the new owner had a new vision. He changed the radio
station to KGGI and he changed the radio station genre of music.
The new owner came up with the name KGGI. If you turn the KGGI up side down,
the two Gs looks like 9s and the I look like the number one.
KGGI is current owned by Clear Channel.
Strengths
Broadcasted a variety of music for a variety of people

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The DJs and there air time has been the same for over six years. People are very
familiar with the DJs
The stuff on the air, like the DJs is very funny and between music that is being played
on the air, the stuff make jokes. The stuff is fun to listen to
KGGI has developed many loyal listeners
The brand name that KGGI has made for them is respect. When people associated the
name KGGI, its associated with good things (brand name).
KGGI has the top tone cumulative tone in listeners (people that check out there radio
station)
Weaknesses
Funding for advertising and marketing
Bigger budget for advertising
KGGI web site could be more user friendly than what it is. Its could also provide
some information about KGGI on there website
Niche
KKGI radio station target market is Hispanic females from the ages of 25 to 35 years
of age.
KGGI plays a variety of different genres of music which a variety of people will enjoy
listening to.
KKGI mostly play hip hop and R&B, but they also play oldies, pop and etc. KGGI
allows variety of listeners to tune in, and enjoy there favorite songs.
KFROG 95.1

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Strengths
Has two other major sister stations. (KXFG 92.9 Sun City, CA and KVFG 103.1, CA)
Huge listening base
Became first country radio station in Los Angeles to be heard (by default)
Focuses on news and traffic
First to bring a full powered country radio station to the second largest radio market
after a sixth month absence.
Weaknesses
Is still behind two other leading stations within this radio market
Country music popularity is not as strong as other radio markets in the country.
Niche
The radio station appeals to a more country Midwestern audience.
KCXX 103.9
For the past 12 years KCXX - X103.9 has been serving the Inland Empire with
Alternative Rock music (modern rock).
The station is owned and operated by former Green Bay Packer and NFL Hall of
Famer Willie Davis.

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Has a variety of new alternative and modern rock music play lists; the station also
features a variety of program s with the leading DJs covering; traffic reports, news,
weather, sports, entertainment reports and, comic relief shows.
X103.9 also promotes and sponsors concerts all across California.
Strength
Of the only Alternative Modern Rock broadcasting station in the metro area.
Diversified with verity of shows and featured music.
Diversified broadcasting DJs.

Has been around for 12 years.

Weakness
Relatively small broadcasting studio.
Has not fully taken over the Alternative Rock broadcasting segment.
Niche
Serving the Alternative Modern Rock Community of the Inland Empire.
KFI AM 640
Strengths
One of the most listened to AM radio station in the San Bernardino and Riverside
area.
It is the highest-rated talk radio station in the United States.
KFI is affiliated with other radio stations such as: KBIG, KHHT, KIIS, KLAC, KOST,
KTLK, and KYSR.

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It carries sporting events like the World Series and the Rose Bowl.
KFI can be heard throughout Southern California and some in Nevada, Arizona, and
Northwestern Mexico. At night, it can be heard in some parts of Hawaii and most of
the western United States.
KFI has an intensive news department and produces news updates for other Clear
Channel stations in the Los Angeles market.
Weakness
KFI is an AM radio station which may not be popular based on their low frequency.
There is not a lot of promotion around the San Bernardino and Riverside area like
billboards, events, flyers, etc.
KFI is only a talk radio station and does not play any music.
Niche
KFI is local-only, now nationally syndicated via Clear Channels Premiere Radio
Networks since February 2007.
The talk radio station KFI has a reputation for political conservatism.
The local hosts on the station are tending towards libertarianism.
E. The Company Environs
What Coyote Radio Offers

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Coyote Radio is an Internet-based radio station as well as a student club organization,

at California State University, San Bernardino (CSUSB).
Coyote Radio, available at http://coyoteradio.csusb.edu, streams live talk, live sports
and music direct to the listener.
Utilizing advanced streaming technology, Coyote Radio offers diverse genres of music
in its radio programming with high quality sound, and can be heard online worldwide.
Coyote Radio streams live music 24/7.
Coyote Radio is featured on Inland Empire's Channel 3, every Tuesday through
Thursday from 9 a.m. to 12 p.m.
People Who Run the Station
Coyote Radio is under the leadership of full-time manager Lacey Kendall.
There are currently four student assistants that help with directing the station.
Interns and Coyote Radio Club members also assist in daily operations.
The students provide entertainment and programming from the Communications 243b
and 387 classes.
Programming
Today at Cal State: Hosted by Ashley Baugh-Vice President of University Affairs and
co-host Nikki. Award-winning journalist Jim Ness handles Inland Empire news and

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weather and the dynamic duo serve up information on all upcoming cultural and
sporting events at Cal State San Bernardino.
Tays Tribute to Motown: Hosted by DJ Tay, and features Motown music. You won't
want to miss this! This program can also be heard on simultaneously on channel 3 for
Time Warner and Charter Communication Television customers.
Coyote Radio Live: Hosted by DJ Kyle, Mo and Yon, Samantha, Anne, Phil, Jake,
Chuck, Tinar,Kalen, Khorry, Geoffery, Josh, Dave, and Marcella. They play Indie,
Alternative, Rock, Reggae and R&B music.
Sports Madness: Hosted by DJ Eric, and plays everything from the world of sports to
CSUSB sports.
Coyote Radio en Espanol: Hosted by DJ Aries, and offers all of the usual great music
and information you expect from Coyote Radio in Spanish.
Game Break: Hosted by DJ Kalen and Andrewski, and includes everything you need
to know about the world of gaming!
The Smooth Jazz Show: Hosted by Mr. Jazz, playing all of the best Jazz Music.
Sponsors
Coyote Radio has various outside sponsors: Farmer Boys, Rosa Marias, Regal
Entertainment Group, Quiznos Sub, Thai Place, Pacos Taco I and II, Jerseys Pizza,
Fiesta Village, and Scandia, Hollywood Tans, Zendejas Bar and Grill, Redbrick Pizza,
Louisiana Fried Chicken, and Baguette Express.

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Also, the radio station has on campus sponsors that include the Coyote Bookstore, the
Theatre Arts Dept., and the Coussoulis Arena.
Giveaways:
On-Air Giveaways
Coyote Radio does two forms of giveaways. One form designates our DJs specific
giveaways to promote on specific hours of the day.
Promotions are tailored to audiences by utilizing rich and distinct programming of the
radio station.
The radio station has a specific theme for each day of the week.
o Monday Madness: Features giveaways from: Farmer Boys restaurant, Baguette
Express, Quiznos Sub, Thai Place, and Hollywood Tans.
o Tasty Tuesday: Features giveaways from: Redbrick Pizza, Farmer Boys
Restaurant, and Zendejas Bar and Grill.
o World Wide Wednesday: Quiznos Sub, Pacos Tacos, Louisiana Fried Chicken
o Thriller Thursday: Scandia, Farmer Boys Restaurant, Regal Entertainment
Cinemas, and Fiesta Village.
o Fun Friday: Regal Entertainment Cinemas, Hollywood Tans, and Fiesta Village
Promotional Giveaways

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Coyote Radio gives away signature merchandise like t-shirts, coffee mugs, pencils, mouse
pads, beach balls, etc. at promotional events at CSUSB. Coyote Radio also give out
prizes for contests.
Coyote Radio Sales Merchandise
Coyote Radio sells merchandise at the Coyote Bookstore. They sell products like hats,
t-shirts, and water bottles.
III.

The Target Market

Coyote Radios emphasis is not only to provide listeners with todays hits, but also
bands that are trying to break through the industry, through Indie music. In other
words, Coyote Radio gives new bands the chance for themselves to be discovered.
Demographics
Age: According to our survey majority of responses were in the 20-24 age groups
(54.5%).
Gender: Both females and males are considered in the demographic profile. There is
not a significant differentiation between levels of involvement of both genders Females (51.5%) and Male (48.5%).
Income: Range of 0 to $5,000 of annual income represents (26.5%).
Education: Current students who are college seniors, or below.
Geographics

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Students and faculty on campus Media labs, Computer labs, Wi-Fi on campus
transmission.
Private Homes around the Inland Empire district such as San Bernardino, Riverside,
Moreno Valley, Rancho Cucamonga, Etc.
International- Mexico and Switzerland as primarily locations and Canada, Netherland,
Germany, Brazil, and Nigeria as secondary.
Psychographics
Cultural: Hip Hop Culture (among highest), Rock, Alternative, Country.
Ethnic: Latino, African American, Asian, and Caucasian.
IV.

Problems and Opportunities

Problems
Not enough listeners
Coyote Radio needs exposure
The station can be difficult to access
Opportunities
Increasing student population every year leads to future potential listeners.
Future Promotional events, Coyote Radio icons on the web and Coyote Radio logos
on merchandise will help increase awareness among listeners.
Visible links to Coyote Radio on CSUSB desktops, will be important for easier
navigation and logging on to Coyote Radio

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Future Coyote Radio Marketing and Promotions will create advertising profit from
advertising clients. This will allow Coyote Radio to have an actual income which can
be used for future promotion.
Involvement in student life through cultural/religious associations on campus.
Creating opportunities to represent through broadcasting.
Involvement in the business programs on campus. Create on the air fast pitch
competitions, business discussion forums, and awareness to awarded programs.
V.

Marketing Objectives and Goals

Increase student awareness by 5% in the first year.

VI.

Marketing Research
We conducted a survey to identify the level of involvement and the attitudes
students have towards Coyote Radio. The following is a summary of the results:
Q1: In average, how many hours per week do you listen to the radio?
59 out of 200 responses indicated they listen 0-1 hours per week to the radio. This
represents 29. 5% of total responses.
Q2: Do you listen to radio on the internet?
110 out of 200 responses specified they never listen to internet radio. This
represents 55% of total responses.
Q3: Have you ever listened to the online broadcast of Coyote Radio?
158 responses out of 200 indicated they do not listen to Coyote Radio on their
computer. This represents 79% of total responses.
Q4: Do you listen to any college radio stations other than Coyote Radio?
183 people out of 200 indicated they do not listen to other radio stations other than
Coyote Radio. This represents 91.5% of total responses.
Q5: Do you subscribe to satellite radio?

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177 out of 200 indicated they do not subscribe to satellite radio. This represents
88.5% of total responses.
Q6: What top rated radio stations do listen to the most?
KGGI FM 73 KISS FM 69 KFRG FM 34 KOLA FM 14 KCXX FM
17 KFI FM 23.
The two dominant radio station that were selected were KGGI FM with 36.5% of
total responses and KISS FM with 34.5%.
Q7: What radio programs to you enjoy the most?
Contemporary -25 Rock-91 Alternative-75 College Electric -12 Country- 34
Oldies- 39 Cultural 11 Jazz/Blues-31 Sports-32 Foreign-19 Religious - 22 News/
Talk 42 Hip Hop -112 Other- 43.
According to these results the most predominant programs are Hip Hop, Rock, and
alternative.
Q8: What would encourage you to listen to Coyote Radio?
Give a Way-40 Publicity-39 Availability-48 Broadcast Quality-42 Programming/
Music selection-77 other-19.
The Confidence interval of these results is 2.6 making each element significant.
Q9: Where would you most likely be listening to the radio?
Work- 50 Car- 170 Home- 77 Exercising- 70 Studying- 49 Other- 14
Majority of responses indicated they listen to the radio in there car.
Q10: Would any emotional state dictate your listening habits?
Love- 66 Anger-42 Hate-31 Boredom-86 Frustration-57 Depression-48
Other-70
Q11: How often do you eat fast food per week?
78 out of 200 indicated they eat fast food 1-2 times per week. This represents 39%
of total responses.
Q12: How many times a month do you go to the movie theatre?
126 out of 200 indicated they go to the movie theatre 1-2 times per week. This
represents 63% of total responses.
Q13: How many times a year do you go to an amusement park?
115 out 200 indicated they go to an amusement park 1-2 times a year. This
represents 57.5% of total responses.
Q14: How many hours per day do u spend on the internet?

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70 out of 200 indicated they spend 1-2 hours per day on the internet. This
represents 35% of total responses.
Q15: Do you own an MP3 player/iPod?
143 out of 200 indicated they own an MP3 Player/iPod. This represents 71.5% of
total responses.
Q16: Gender
Female- 103 Male 97
There is a fairly even distribution of gender among the responses, where there were
only six more female surveys then men.
Q17: Age

0-15 16-19 20-24

4

40

109

25-34

35-44

45-54

55-64

65 up

37

The dominant age group is the 20-24 range with 109 completions out of 200.
Q18: Annual Income
5k-9.9 10k-1 15k-24 25k-34. 35k-49. 50k-74. 75k-99.
K
4.9k
.9k
9k
9k
9k
9k
100k

5K
53

29

35

30

24

11

The majority of responses indicated that their annual income is $5,000 or bellow a
year. However, the remaining indicates a consistency with economic dispersal.
Q19: What is your level of education?

Fresh.
20

Soph. Junr.
15

24

Senr.

HS

SCo.

Grad

PhD

91

21

25

91 out of 200 indicated they are seniors. This is 45.5% of total responses.
Q20: What is your marital status?
Single
174

Marri. Divor.
19

Sepr.

Widow

A distinctive majority of 174 out of 200 responses indicated they are single. This
represents 87% present of total responses.
VII.

Marketing Strategy

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Have local vendors (ex. Office Max) ,or similar business sponsor Coyote Radio
by providing 2,000 approx. (minimum run) headphones for advertising
Provide the CSUSB book store with Coyote Radio banners. By placing banners
around the store, we will let students know Coyote Radio is being played in the
book store.
Implement Coyote Radios music throughout the Student Union and the dorm
hallways
We will create a more innovative logo of the Coyote Radio on main home page of
CSUSB to get students attention.

VIII. Marketing Tactics

Coyote Radio will implement the marketing strategy through promotional
products, which will be:
1.

Headsets

2.

Banners

3.

Advertising our logo through our C.S.U.S.B. homepage

Coyote Radio will implement marketing tactics through price by negotiating with
Office Max and ASI to exchange our products and services with one another
Coyote Radio will implement marketing tactics through our distribution in
working with special engagements such as sport events, charity events, and
working with campus stores.
IX.

Implementation and Control

Implementation

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We will distribute the head phones as a gift through charity donations to a

specific organization.
We will distribute head phones in the Wedge computer lab, and people will
obtain the headphones through a checkout system.
Control
We will keep track of our marketing strategies by making sure that Coyote
Radios listenership increases. We will keep track of this by using the Google
Analytics database.
Conduct surveys.
X.

Summary

College radio is a valuable and ever most exciting part of student life on campus. Through
this medium, the spirit of a college can grow and become part of the marching endeavors on
campus. It is important to recognize this force and invest our time, efforts, and talent to
improve and develop our College radio experience.
Throughout the years, Coyote Radio has provided a limited but still vibrant opportunity for
students to experience College radio. With a quite voice the station has survived through
many barriers but still holds the spirit of becoming a dominant force on campus. With the
aim of growth, Coyote Radio can make this vision become a reality by introducing and
implementing these marketing strategies.

XI.

Appendices

Survey Statistics

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Min

Median

Max

Sig.
Level

Sdv.

Smple size

Confidence

Q1

24

28.5

59

0.05

13.337

200

1.848379931

Q2

17

110

0.05

42.573

200

5.900208351

Q3

42

100

158

0.05

82.024

200

11.36773753

Q4

17

100

183

0.05

117.38

200

16.26773909

Q5

22

99.5

177

0.05

109.6

200

15.18950591

Q6

14

28.5

73

0.05

26.242

200

3.636888816

Q7

11

33

112

0.05

30.082

200

4.169075884

Q8

19

41

77

0.05

18.841

200

2.611181395

Q9

14

60

170

0.05

52.933

200

7.336004713

Q10

42

57

86

0.05

18.587

200

2.575979438

Q11

14

31

78

0.05

26.081

200

3.614575764

Q12

20

126

0.05

50.299

200

6.970957646

Q13

28

115

0.05

44.215

200

6.127773759

Q14

45

70

0.05

25.163

200

3.487349793

Q15

57

100

143

0.05

60.811

200

8.427819746

Q16

97

100

103

0.05

4.2426

200

0.587983557

Q17

109

0.05

36.857

200

5.108025725

Q18

24

53

0.05

16.606

200

2.301431891

Q19

20.5

91

0.05

28.173

200

3.904506844

Q20

174

0.05

75.42

200

10.45248664

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XII. Works Cited

1. http://en.wikipedia.org/wiki/Fcc
2. www.savenetradio.org/press_room/ press_releases/070416-press_fast_pack.pdf/
3. www.freepress.net/docs/netradio_statement.pdf\
4. www.freepress.net/netradio/
5. www.money.cnn.com/2007/03/14/ technology/radio_streaming/index.htm
6. www.savenetradio.org
7. http://en.wikipedia.org/wiki/KISS_FM
8. http://en.wikipedia.org/wiki/Top40radio
9. http://en.wikipedia.org/wiki/Entertainment_industry
10. http://www.kfi640.com/main.html, KFI AM 640
11. http://en.wikipedia.org/wiki/KFI, KFI History
12. http://coyoteradio.csusb.edu/sponsors/, Wikipedia

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13. http://en.wikipedia.org/w/index.php?title=KGGI&printable=yes, Radio and Records

14. http://www.ontheradio.net/PrintMatchingStationsaspx, 10/11/2007
15. http://www.radioandrecords.com/RRRatings/DetailsPage.aspx?
MID=216&RY=2007&R, Whats New At Bridge Ratings
16. http://bridgeratings.com/press_02.21.07.Internet%20RadioUpd-.htm, 10/18/2007
17. http://en.wikipedia.org/w/index.php?title=College _radio&oldid=42490463, "College
Radio." Wikipedia, the Free Encyclopedia. 6 Mar 2006, 15:40 UTC.
18. http://www.x1039.com, Radio Data Group. Inc. X103.9
19. http://www.satelliteradiousa.com
20. http://en.wikipedia.org/w/index.php?title=KFRG_%28FM%29&printable=yes