Project Overview

Senior Business Consulting Project (BUSN 484) in collaboration with Rana Fanous (MGMT, ’24), Blase Haynes (MGMT, ’24), Farah Naouar (MGMT, ’24), and Erin Wolfert (MGMT, ’24)

This project focused on revitalizing WKUF-LP 94.3, Kettering University’s student-run radio station, through comprehensive business consulting and innovative marketing initiatives designed to breathe new life into its operations. The station faced significant challenges, including declining engagement from both students and the surrounding community, which had been fueled by outdated recruitment strategies and a lack of brand awareness.

Recognizing the importance of a vibrant campus radio in fostering community connection, our consulting team was tasked with developing a comprehensive plan to boost listenership, increase student involvement, and improve operational efficiency. By strategically restructuring recruitment processes to target a diverse range of students, enhancing marketing efforts through modern digital channels, and introducing new engagement initiatives that encourage participation from both students and faculty, we aimed to revitalize the station’s brand identity and attract a broader audience in the Flint community.

Additionally, our plan included organizing events and workshops to not only promote the station but also provide valuable learning experiences for aspiring radio hosts and producers, creating a dynamic environment that fosters creativity, collaboration, and a sense of belonging.

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Key Skills

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Role & Responsibilities

As a lead consultant on this project, I collaborated closely with station managers and student volunteers to identify operational challenges and propose creative solutions that would enhance overall effectiveness and engagement.

Through detailed discussions and brainstorming sessions, I led the team in conducting a comprehensive SWOT analysis to assess the station’s strengths, weaknesses, opportunities, and threats, providing a clear framework for our strategic planning. Based on our findings, I developed an extensive marketing plan that included innovative social media engagement strategies aimed at boosting our online presence, coupled with the creation of both digital and physical community bulletins to disseminate important information.

Additionally, I organized on-campus events that not only aimed to increase awareness but also fostered a sense of community among students and local residents. To further improve our operations, I also worked to streamline the volunteer recruitment process by introducing a more efficient onboarding system, which included training sessions and mentorship opportunities, to attract new students and ensure they felt welcomed and valued from the start.

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Challenges

One of the primary challenges was modernizing a long-standing campus organization without alienating current members, many of whom had deep emotional ties and a strong sense of loyalty to its traditions and practices. This required a careful balance of innovation and respect for the past, actively involving existing members in the decision-making process to foster a sense of ownership and inclusion.

Additionally, the station faced limited funding, which significantly restricted our ability to launch large-scale marketing campaigns that could effectively reach our target audience and promote growth. We had to get creative with resource allocation, often relying on grassroots efforts and community engagement to generate interest.

Another obstacle was addressing the station’s reliance on traditional forms of media, which had less appeal to modern students who were more accustomed to streaming services and podcasts. In response, we began exploring new formats and platforms to better align with the preferences of our audience, such as integrating social media, interactive content, and on-demand listening options that catered to the habits of the current generation.

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Actions Taken

To overcome these challenges, I focused on implementing low-cost, high-impact marketing solutions that not only attracted attention but also fostered a strong community connection.

We introduced dynamic social media campaigns paired with engaging on-campus events that generated student interest while requiring minimal resources. These campaigns leveraged user-generated content and interactive elements to captivate our audience’s attention.

I also took the initiative to work closely with station managers to redesign the recruitment process, introducing a comprehensive digital onboarding system that allowed for more streamlined communication with new volunteers, ensuring they felt welcomed and informed right from the start. Furthermore, we revived a series of promotional events such as “Student Jam Sessions,” which served as a platform not only for showcasing local talent but also for increasing visibility and engagement within the student body, ultimately creating a vibrant atmosphere that encouraged participation and collaboration among students.

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Results

The initiatives we implemented resulted in a remarkable 25% increase in student involvement and a substantial 30% rise in social media engagement, showcasing the effectiveness of our strategic approaches.

The streamlined recruitment process attracted a diverse group of new volunteers, not only enhancing the station’s operations but also enriching its programming with fresh ideas and perspectives from individuals eager to contribute. Additionally, the station’s on-campus presence significantly improved, with more students attending promotional events and actively engaging in various station-related activities, thus fostering a greater sense of community.

These efforts successfully revitalized WKUF’s brand, bringing it back to the forefront of student life, and positioned it for long-term sustainability by creating an inclusive environment that encourages ongoing participation and collaboration. As we continue to build on this momentum, we are optimistic about future initiatives that will further strengthen our ties with the student body and expand our reach within the local community.

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