Boston’s original alternative rock station, 88.9 WERS, wanted to boost awareness of the station and reinvigorate their brand and turned to an uncommon resources for the solution in order to reach active, independent thinkers according to WERS General Manager, Jack Casey.
WERS turned to a team of creative and media freelancers led by Peter Alemian of PinSeeker Consulting who served as strategy lead on the project.
“WERS is an iconic brand in the Boston Market. It was Boston’s original alternative rocker,” says Alemian. The solution, is about connecting with those in a much more competitive Boston radio market who are independent thinkers. This is not a demographic play It's about a mindset. . . and mindsets are age agnostic. It's about making a connection with those who avoid things that are "mainstream". It’s about finding those who celebrate and seek out the uncommon and make sure that they know there’s a radio station in Boston who thinks like they do.”
Casey added, “What has defined WERS over the years is that is anything but mainstream. PinSeeker Consulting's research showed that, our core listener was anything but mainstream as well. They were leaders not followers and individuals who prided themselves on their individualism. The campaign affirms the decision to be an WERS listener among current listeners while also connecting with like-minded people.”
WERS adopted a new moniker, “Uncommon Radio” and combined that with a creative effort that finds a common thread between uncommon groupings of artists on billboards, online and Captivate Media in the Boston market. Sample seemingly unrelated combinations including “Kings of Leon / Queens of the Stone Age / Prince” and “ FUN / XTC / NIRVANA”.
The spring campaign will run on billboards and on Captivate Media throughout Eastern/South Eastern Mass along with a digital display effort that drive new online listening on a broad selection of geo-targeted sites including YouTube, USAToday.com, BostonHerald.com and others, according to Alemian.
WERS is a commercial-free, listener-supported station broadcasting from Emerson College to Boston and beyond. WERS is student-run with the guidance of a professional staff, who, together, produce award-winning programs. We have consistently been cited as the mostly highly rated and critically acclaimed college radio station in the country.
PinSeeker Consulting is a marketing consultancy dedicated to maximizing marketing ROI for its clients through brand strategy/positioning development and market consulting services. For more information: www.pinseekerconsulting.com.
