LA MEGA 105.7FM
DISCIPLINES
Brand Strategy
Graphic Design
Social Media Marketing & Strategy
Website Edits & Creative
Problem
When Michael Sciore purchased the radio station La Mega 105.7FM in Philadelphia, he had one goal in mind: to make the station hot and fresh again. Previous ownership of the station left it stagnant in the market for many years and it struggled to attract large audiences to its events.
In August 2016, La Mega hired me to help integrate the American and Spanish cultures together to reach a broader audience.
Their goal: Keep their core Latino demographic of listeners from age 35-44 while growing their younger segment of 25-34 and introducing more Americans to their station through events.
I conducted lifestyle and demographic research and found that younger listeners prefer different styles of Spanish music compared to older listeners. Through suggested changes to their radio programming and song choice, coupled with an 8-month social media campaign, I was able to increase their fan base and drive more diverse audiences to their weekend events and concerts.
As a result, La Mega is now one of the top Spanish radio stations in Philadelphia.
Social Media Campaign Results
September 2016 - June 2017
Station Listeners: +20%
Impressions: +140.9%
Post Engagements: +66%
Social Media Fan Base: +159.5%
25-34 Age Segment Growth: +5.8%
STREAMING IMPROVEMENTS
September 2016 - June 2017
54% increase in average listener sessions/month
25% increase in unique listeners/month
Web Development
I worked with Intertech Media to develop and build a new website for La Mega. Layout, brand colors, and design were provided by me, and the build-out was led by Intertech Media.
Other Design Projects Include:
Social Media Posts
Event Flyers & Banners
Vehicle Decals
Partners with Cuba Libre
Through my work with La Mega, they landed a partnership with Cuba Libre in Atlantic City to host their Friday Night Events. I developed engaging Instagram stories leading up to their events and other marketing collateral.
Office Modifications
I worked hand in hand with La Mega's office contractors to create an office environment consistent with their brand. This included selecting everything from paint colors, to furniture, accessories, pictures, and creating and installing this one-of-kind featured mural wall:
FINAL WORDS
Although it can be challenging to work with a non-native language, I was able to collaborate with their staff to create content and campaigns that resonated with both American and Spanish audiences alike.
