While working in radio marketing, I helped lead the transition of WGTZ-FM from its former identity to a complete rebrand as Soft Rock 92.9. The shift followed extensive market research indicating a change in positioning would better serve listeners and advertisers, and it presented a rare opportunity: launching an entirely new station identity into a competitive market.
I was involved across the full lifecycle of the rollout — from creative development to marketing execution — helping bring the new brand to life across both physical and digital channels.
What I Built
My work on the launch included:
- Designing the station logo suite and visual identity
- Producing print-ready collateral, apparel marks, and signage
- Securing URLs and social handles discreetly to avoid tipping competitors
- Ordering merchandise, promotional materials, and in-station branding assets
- Planning and executing targeted Facebook and Google ad campaigns
- Preparing press releases, press kits, and media materials
- Supporting television spot development and marketing coordination
The goal was a synchronized debut — ensuring listeners, clients, and search engines all encountered the new brand clearly and consistently on launch day.
Digital Campaign & Media Production
As part of the campaign, I created a promotional sizzle video describing the station and its sound. While the video itself is not included here due to the use of copyrighted music, it showcased my ability to produce multimedia assets under tight resource constraints.
Working with limited equipment, I handled:
- Original artwork and photography
- Video capture and editing
- Audio editing
- Motion graphics and compositing in Adobe After Effects
- Final assembly in Premiere
To elevate production quality, I:
- Converted still photography into simulated 3D motion sequences
- Used green screen compositing for on-air personality segments
- Relied on animation and editing techniques to enhance visual impact
The video ultimately reached thousands of viewers across platforms and was deployed as part of a highly efficient paid social campaign that achieved exceptionally low cost-per-view performance.
Why This Project Mattered
Station launches require precision: brand identity, discoverability, public relations, advertising, and internal confidence all have to align simultaneously.
This project gave me the opportunity to contribute across every layer — research interpretation, design, digital marketing, media production, and press outreach — and to see how cohesive execution shapes audience perception from day one.
It remains one of the most comprehensive brand launch experiences I’ve worked on and a formative example of how integrated marketing efforts come together in practice.
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