Nonprofit Marketing Case Study – Public Media

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The Client

A Shifting Landscape for Public Media Brands

KING FM 98.1 has been the Pacific Northwest’s home for classical music since 1948. As the media landscape has shifted, so has the nonprofit radio station’s distribution strategy. While it continues to deliver on-air programming, the organization’s leadership recently pivoted towards a digital-first approach. That’s included a full rebrand, the recent launch of its native application, and an expanded effort to connect with listeners across the new media ecosystem.
The Challenge

Building a Digital Footprint

While the station had established a presence in the digital space, it wanted to build a toehold by engaging with and attracting listeners there more fully. However, stakeholders didn’t want to manage the type of in-house marketing department they would need to do it at scale — including strategic, creative, technical, and marketing operations resources. Classical KING needed the power and skill of an integrated marketing team to foster the next generation of classical music fans, without the overhead.

The Solution

Bridging the Resource Gap

Our strategy positioned the station as a community for Pacific Northwest classical music lovers that operated seamlessly across the analog and digital ecosystems. Our work went beyond promoting a transition to Classical KING’s new app; our team used rich media to communicate the station’s origins, personalities, and impact, as well as the relevance of classical music for younger audiences. Our goal was to build identification with the station’s mission and message through interactive storytelling.
Collaboration

Omnichannel Marketing Support

Branding

Catalyst worked with the organization’s senior leadership to refine, document, and put its brand into action. Our work included a newly refined brand book and an overhaul of the organization’s existing collateral to ensure brand compliance.

Content

We offered creative strategy and production support that allowed the organization to deliver better storytelling across all digital channels. Our work included a wide range of multimedia content, from graphic design to video editing and motion graphics.

Digital

We optimized the organization’s digital footprint, making it easier for fans of the genre to discover and engage with the brand online. Our work included landing page development, search optimization, analytics, and integration of its communications tools.

Communications

We helped shape the organization’s persona and reputation with ongoing communications, including social media and email marketing programs and public relations. Our work included strategic media pitching to help shape the overarching brand.

Dovetale has been a great solution for us. They're responsive, professional, and creative. It's wonderful to have such a wide pool of resources within arm's reach. I can't recommend them enough for nonprofit organizations.

Roger Levesque

Executive Director, Washington Youth Soccer

The Collaboration

Establishing a Workflow

We built a communications team tailored to support the strategy and embedded within the organization’s in-house team. Our collaborative approach included ongoing monthly sprint meetings, as-needed email communications, and real-time data visualization and reporting on our progress. Our team also conducted occasional on-site meetings to ensure clear communication.
The Outcome

A Long-Term Partnership

While many legacy media brands have struggled to adapt to the new media ecosystem, Classical KING has only accelerated its growth — reaching more listeners, as well as a greater diversity of new audiences. Catalyst continues to use integrated marketing communication to drive the next generation of classical music fans.
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