Ashley Kasper

KRUI:
KRUI is Iowa City’s Alternative Radio Station, and is the second largest student organization at the University of Iowa. The station serves as an educational laboratory for students interested in learning about radio and the broadcast industry, and provides the Iowa City community with a unique programming alternative in music, news, and sports.

Situation: 
A large population of University of Iowa students are unaware of KRUI and their website. Marketing Institute marketing consultants were engaged and asked to perform marketing research to identify gaps and opportunities to increase listeners.

Scope: 
Developed and deployed a questionnaire to evaluate utilization of web content and determine focus for marketing department (ie: human capital).

Result: 
Provided four recommendations:

1) Add local food and Retail deals to the KRUI website
2) Add an interactive blog to the website
3) Increase  marketing investments and initiatives in social media
4) Add Rap/Hip-Hop to the KRUI 89.7 programming schedule

KRUI Site: http://krui.fm/