Sunny 104.5

Becomes a top

Mid-Missouri

station 

Challange

In 2012 Sunny 104.5 was targeted incorrectly for the market and struggling as a Soft AC station. The station was unfocused, and its programming strategy was lackluster. The music was inconsistent, and the morning show was weak. The station needed a strategic plan, a new morning show and great execution. Sunny 104.5’s ultimate goal was to build a brand and increase listenership.

Case Study #3

Company: KUMR - A Mid-Missouri Media Inc. station

Location: Mid-Missouri

Client From: 2012 to 2021

Solution

Radio Consulting Services began as Sunny 104.5’s programming and consulting partner in late 2012. We created a strategic plan and through on-going implementation and execution support, drove the station to become one of the most popular stations in the market. Our relationship continued for nearly a decade.

Timeline

2012: Performed Competitive Analysis to find the best strategic position

2012: Conducted Online Music Research

2013: A new Mainstream AC format was created and launched

2013: Positioning updated to “Sunny 104.5, Today’s Best Variety”

2013: Station begins contesting; marketing includes a TV campaign

2014: A new morning team show is added.

2014: Station becomes more active in the community and with events

2015: KUMR audience and revenue increases

2016: KUMR becomes a popular station in Mid-Missouri

2017: KUMR continues to grow

2018: KUMR becomes one of the most popular stations

2019: KUMR maintains its popularity

2020: KUMR continues to be a popular station

2021: KUMR and its sister station ESPN 107.3 are sold to new owners

“One of the best business decisions I made was to work with Jon Holiday and Radio Consulting Services. Jon and his team are real programming pros who make our stations sound like big market stations. Jon and his company were deeply knowledgeable about everything regarding the programming of our radio stations.”

– Dennis Wallace, Former President – Mid-Missouri Media Incorporated

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