KPCC+ Development Strategy

KPCC+ is a collaboration between Grad ID students at Art Center College of Design and the Peter F. Drucker Graduate School of Management. This is a systematic, multi-pronged growth strategy intended to increase listenership and maintain a long-term competitive advantage for Southern California Public Radio, turning non-listeners into listeners, listeners into members, and members into donors. One of the biggest insights from research was that listeners connected to the radio station and hosts, but not to other listeners who share their values. This strategy provides multiple ways for KPCC to focus more on the blue-ocean space of over-the-air and in-person public radio engagement, rather than focusing all their efforts on competing with an online news website. The strategy makes KPCC synonymous with positive change in local communities, creates brand equity by increasing listener touch points, creates content for on-air programming through projects that have positive impact in the community as well as individual stories that may emerge, and motivates listeners to become contributing members as they are able to see change in their communities. Above all, this plan fulfills KPPC's goal to appeal to Millennials, who identify themselves as being activists and change agents.