ANNEX 3

 

 

 

  

OVERALL GOAL/ IMPACT:          A seamless and competitive network pursuing its role as the Church Media, providing products and services that create national and local impact.

 

PURPOSE:

           

1.      To bring a new slant to radio programming with the establishment of an effective and efficient communication backbone within the network;

 

2.      To strengthen and boost the spirit and capability of personnel and radio station members for efficiency;

 

3.      To broadcast nationwide program campaigns and promotion for massive consumption;

 

4.      To convert in greater commercial value important events at the national and local level.

 

5.      To offer CMN services and establish necessary linkages with various institutions / organizations which may need media exposure, promotions, or plain advertisement.

 

 

IMPLEMENTING PLAN:

 

I.        Products and Services

 

A.     Airtime Syndication:

 

1.      Program simulcast to part of or the whole radio network

 

2.      Two way interaction from one member station to any of the network stations for

 

·        immediate interview

·        news broadcast

·        interactive communication

 

3.      Data or interview downloading from any member station to be broadcasted from one point or for regional or national simulcast airing

 

4.      News uploading and downloading with voice input to a regional and national central resource center

                             

 

B.     Institutional Resources and Facilities

 

1.      Physical infrastructure

·        Offices

·        Warehouses (big or small)

·        Buildings

 

2.      Paid Personnel in each area linked with church institutions

 

 

C.     Networking  and Linkaging Capability

 

Established linkage locally with:

Ø      Schools and business organizations

Ø      Parishes, NGO’s and cooperatives

 

 

 

 

 

II.  Target Market

 

A.     Advertising Clients by direct sales or through advertising agencies

B.     Church institutions and organizations who may need media exposure, promotions or plain advertising

C.     NGO’s, development institutions who need rural media exposure and promotions

 

III.  Market Analysis

 

A.     Customer benefit: Once the communication backbone is installed, there will be nationwide exposure from a seamless network, both national and regional. Upon request, CMN can provide services to create localized impact using local language translations in any and all productions coming from English or Tagalog.  CMN has 10 production studios for sound spread across the archipelago.

 

B.     Market trends: Market now demand on site sales coupled with advertising. Events-marketing is in vogue; creative means in promoting products like contests, interactive communication, nationwide clout and exposure are needed to attract advertisers. The key to airtime sales or airtime sponsorship is to hold events to gather crowds and consumers. The demands of these trends can truly be responded to with a CMN linked network.

 

C.     Market competitors: Other big networks may have ratings but they cannot provide the services that CMN can, especially once the communication backbone is in place.

 

D.     Comparative Edge  of CMN:

 

In year 2003: The Catholic World will converge in Manila come January 22-26, 2003, to celebrate the 4^th World Meeting of Families which will be participated in by millions coming from different countries of the world and different provinces of the Philippines. CMN, has been endorsed and certified by the CBCP as the official radio network of the Catholic Church to promote the event and cover the events in Manila and the provinces. CMN as a Catholic Radio network has the best knowledge and information being part of the Church itself. . This is CMN’s chance to promote the Church while maximizing the opportunity to be recognized as an efficient and effective medium as a competitive network.   

 

In year 2004, Presidential, Senatorial, Congressional, Gobernatorial and Mayoral elections will again demand for a nationwide clout and promotion, which have a national, regional and provincial face. CMN can then use its full capability to compete with other networks.  If in 2002-2003, CMN can prove that it is indeed a seamless network, and can perform effectively to its advantage--being the credible network, potential commercial gains can be translated into reality in 2004’s being an election year. CMN has a national scope with the installation of a communications backbone. Connectivity then is a must for marketing.

 

 IV.  Marketing Strategy

 

A.     Clients and Agencies saturation promotions drive of CMN

(from June up to last quarter of 2002)

 

1.      Creation and distribution of new brochure

2.      Formulation of packages for the forthcoming 4^th World Congress of Families (events, regular spot buys to be executed by all 8 Account Executives of FTD for CMN)

3.      Re- introduction of CMN to all Clients and Agencies as a “seamless network”

4.      Strengthening of the sales force (through regular meetings with close monitoring for concrete outputs)

 

 

 

B.      Utilization of existing clout as a network, individual station

 

Gather all Church and Church related institutions, Religious Congregations and societies, Organizations and Associations of Catholic Lay persons. In the gathering, CMN will be discussed at length and its services offered to create the CMN images in the minds of the Church representatives and leadership providing them with avenues for the utilization of the network for their media needs. This gathering is intended to enlighten prospective clients and supporters of CMN, still uninformed of CMN’s services.  Promote locally through the schools, NGO’s Cooperatives, parishes and local institutions, the local radio stations per area of coverage.

 

C.     Nationwide events

 

Come up with nationwide programs related to the Catholic World Event

 

Ø      e.g. amateur contests in 27 am stations dedicated and related to children and family life.

Ø      Regular daily interviews of noted Catholic Families and or witnessing of family members, experts like Doctors, psychologists, sociologists, psychiatrists, teachers, and others on what are the threats to family life in the modern world. Success stories on how families were able to hurdle the threats will be air to show God’s  unending love ever open to receive those who failed in their commitment but are willing to turn their backs to sin.

Ø      Production of Modules and if possible, daily drama in the last quarter of 2002.

 

These programs are in preparation for budgets for 2003.

 

ACTIVITIES AND TIMEFRAME (2002)

 

Activities	Jun	Jul	Aug	Sep	Oct	Nov	Dec
1.       FTD-TBGI Contract signing on Network Connectivity	XX
2.       Information dissemination to all participating radio stations on the FTD-TBGI connectivity contract; secure CMN stations’ agreement with FTD through contract signing		XX
3.       Construction of base for installation of equipment in all participating stations		XX	XX
4.       Installation of network connectivity plan and making it operational		XX	XX	XX	XX
5.       Mapping of prospective clients and agencies by 8 Account Executives of FTD	XX	XX	XX
6.       Syndicated network execution to facilitate program airing and maximization of other business models				XX	XX	XX	XX
7.       Promotion of TBGI connectivity in the local areas for other business modeling		XX	XX	XX	XX	XX	XX
8.       Delivery of promised packaged products / services to clients for vital revenues			XX	XX	XX	XX	XX