Listener Engagement Case Study
Challenge
A Christian radio station with country-style programming, faced declining engagement, confusion around its faith-based identity, and a shift in listener habits toward streaming. The station needed to understand why lapsed and non-listeners tuned out and how to reengage them.
Initial Findings
A mixed qualitative methodology of in-person focus groups, online triads and in-depth interviews was conducted to reach this audience and reveal these key issues;
- Lapsed listeners perceived a shift from Christian to secular country music, weakening spiritual connection.
- Many non-listeners were unaware of KJIC’s Christian focus and desired more genre variety.
- Streaming habits and lifestyle changes reduced traditional radio usage.
- Both groups wanted diverse programming, clearer branding, and improved digital accessibility.
- Transparency and emotional connection were key to donation motivation.
Ads were tested for multiple key shipping seasons, including back-to-school and the winter holidays, with additional focus on messaging that addressed the unique needs of small Hispanic-owned businesses.
Actionable Insights
Based on audience feedback, the following strategies were identified to guide the radio stations’ ongoing improvement efforts:
- Reaffirm spiritual branding through content and communication.
- Diversify music and introduce special segments like devotionals and artist interviews.
- Invest in digital tools, app notifications, and streaming to reach mobile users.
- Collaborate with local faith organizations to build community relevance.
- Create tiered donation models with clear impact stories and recognition for supporters.
Outcome
The research led to several meaningful outcomes that revitalized the radio station’s engagement strategy and strengthened its listener base:
- Renewed clarity around the radio station’s Christian identity helped reestablish audience trust.
- New programming formats introduced, including genre variety, devotionals, and local content.
- Enhanced app and streaming capabilities increased digital accessibility.
- Strengthened relationships with churches and communities through faith-based event promotion.
- Fundraising strategies improved with transparent messaging and donor recognition.
