The next generation of AC
About fresh fm: In the past, AC radio consisted mostly of Mix and Light radio stations. fresh fm is the first revolutionary AC brand to be offered in over twenty years. Listeners understand that fresh means new, different and contemporary and fresh fm is only offered by Vallie•Richards•Donovan. Each client benefits from the attention of each member of the consulting firm, including Dan Vallie, Jim Richards, Mike Donovan, Harv Blain and Greg Dunkin, the format’s original creator and part of the team responsible for the success of Fresh 102.7 in New York City.
Click to listen to the Fresh FM demo below:
fresh fm delivers: The much sought after female 25-49 audience. Younger adult women need an at-work and lifestyle radio station that delivers the music that satisfies their music appetites – A radio station that is contemporary without being too loud or repetitious. A station that is appropriate for today’s modern work environment without being boring, sleepy or that plays music that is old, tired and out-of-date.
Women between the ages of 35-49 grew into adulthood listening to Hot AC and Top 40. These women grew accustomed to contemporary music, authentic personalities and entertaining promotions. Most of these women have deeply held perceptions of Soft or Mainstream AC’s as playing older styles of music from the 60s, 70s and 80s, even though many of these stations play a fair amount of contemporary music. Despite valiant programming efforts, Soft AC is stuck and has failed to evolve.
The fresh name: Unlike other radio brands or confusing alpha-numeric names that can be similar to competing stations, the word fresh effectively communicates the station’s programming position and differentiates it from competitors, making it much easier for listener recall. One catchy word – one syllable. Listeners understand that Fresh means new, different and contemporary. And in a competitive environment, a strong brand name that communicates the station’s attributes can be the difference between ‘just ok’ and winning performance.
fresh is customized: Unlike many nationally distributed formats, the Fresh brand is completely tailored to each market. By customized, we mean that every station is specifically designed to accommodate and exploit the opportunities that exist in your specific market. This customization includes target demographics, music, production elements and marketing campaigns. This process can yield different results in each market. As implied, one fresh fm station can sound dramatically different from another. Just one way the fresh fm brand is different from other nationally distributed formats!
Each fresh fm client station receives:
- Full use of federally protected trademarked slogans
- Consultation before, during and after research processes
- Customized target demographic assessment – core target demographics can vary from market to market.
- Customized market strategy including our exclusive “Station Constitution” - an easy to follow one page guide designed to make strategic decision making easy and painless.
- Complete and comprehensive development of the fresh fm brand debut strategy
- Customized format clocks for every daypart
- Copyrighted liners, sweepers and promotional announcements designed to differentiate the fresh fm brand from your competitors in a way that builds perceptual images that drive listener behavior.
- Customized music categories specific to your market’s music appetites
- Consultation for customized television, outdoor and direct marketing campaigns
- Consultation for interactive web activities
- Consultation and choice of 2 customized fresh fm jingle packages – Provided by Zone Radio Imaging and Wise Buddah Productions.
- Consultation and choice of several station voice-over talents
- Optional fresh fm image production library by AudioBitXchange
- Optional imaging production services of Audio Chop Shop
- Artist introductions of fresh fm music
- Open phone communication – you need us? We’re there.
- Quarterly market visits by Vallie-Richards-Donovan consultant
- Ratings analysis after each quarterly ratings period
- Subscription to monthly Radio Focus Newsletter
- Weekly Promotions eFax
