Branding, Mobile Apps, Web Presence, Web Radio Player
Passion Radio Network started in 1988 as a single radio station. Their mission is to broadcast quality family programming and hit music to Northern New Mexico.
Today Passion Radio has grown into three stations serving the entire Four Corners region of the USA, broadcasting in English, Spanish and Navajo. They reach hundreds of thousands of listeners with uplifting music and a message of hope every minute of every day.
As a listener supported station, fundraising and donations make up the bulk of the revenue stream and are critical to growth and development.
No Digital Strategy
While Passion Radio Network had grown through the '90s and '00s with new stations, towers, and new programs, their 21st century presence was non-existent. Their growth was stagnating along with the rest of the industry.
A key audience, the Millennial generation, is 60% more likely to listen to radio online, but Passion Radio had no easy to use streaming presence.
Donations and fundraising were also suffering as the donation workflow was confusing and, well, downright ugly.
Clearly Passion Radio needed to be brought into the 21st century or face decreasing revenues and audience decline.
A Fresh Look
The first step I took was to overhaul Passion Radio's branding. In the age of icons and apps, a strong visual identity is needed to differentiate yourself from the noise.
The heart and cross pictograph is visually distinctive and identifies Passion Radio with or without the accompanying title text.
To go along with the fresh look, I created a new website for Passion Radio containing brand new advertising spots opening up a new revenue stream.
600% Increase in Donations
Donations are the lifeblood of Passion Radio and is the most important interaction, second to listening, the audience has with the network. I combed through years of financial reports and made important discoveries:
- Monthly donors are the most valuable supporters
- Donations in the $35-$100 / month range are the most common
- Single donations accounted for less than 5% of donations
Armed with this information, I redesigned the workflow a user takes to make a donation. Rather than a single donation form, with every possible combination, I created three main monthly donation levels.
Monthly donations increased by over 600% in the months after launch. I was able to achieve this astounding increase by simplifying the user's choice, highlighting the monthly packages, and making the form easier to fill out.
Mobile is here. The great folks at Passion Radio Network knew they needed a mobile presence to retain and grow their audience as they begin consuming content on-the-go.
I created a native Android application and an HTML5 web-player to cover 96.3% of smartphone devices in the world. The web-player is built using modern technology allowing listeners to stream from their desktop and mobile devices.
The first month saw a 200% increase in listeners vs the old windows media player based stream.