Waikato Community Broadcasting Charitable Trust and Free FM Strategic Plan brief version

Transcription

1 Waikato Community Broadcasting Charitable Trust and Free FM Strategic Plan brief version July Introduction 2.0 Vision 3.0 Mission 4.0 Values 5.0 Brand Attributes 6.0 Commentary on SWOT Analysis 7.0 Goals headlines only 1.0 Introduction The Waikato Community Broadcasting Charitable Trust [ The Trust ] governs the operation of the Waikato s Community Access radio station Free FM [formerly Community Radio Hamilton ]. The Trust and station staff last formulated a new strategic plan in March 2009 with reviews undertaken in May 2010 and May A considerable portion of that plan was based on achieving a high power FM broadcast licence and relaunching the radio station, which was achieved throughout This year the Trust scheduled the development of a new strategic plan to drive the direction of the organisation forward through to The origin of this plan lies in a full-day workshop held in March 2013 attended by Trustees, the station s GM and Keith Collins from NZ on Air. Later station staff members were given the opportunity to comment on the outcomes of this workshop and their ideas have been incorporated into this plan. 2.0 Vision Free FM is valued as the inclusive media voice for everyone in our region. 3.0 Mission Free FM is by the people for the people we champion a platform for direct involvement in the media by the region s diverse communities. 4.0 Values Ethics o We demonstrate and act with honesty and respect for others, and expect transparency of actions at all levels of the organisation Diversity o We celebrate diversity by strongly endorsing and practicing the principles inherent in Section 36[c] of the broadcasting Act which states that Access stations will 1

2 "- ensure that a range of broadcasts is available to provide for the interests of women, youth, children, persons with disabilities and minorities in the community, including ethnic minorities" Proactive and innovative o We embrace change and seek opportunities to better meet our community s needs o We engage with our community by active involvement in community events and spaces Accessibility o We believe that every member of our community is a potential programme-maker, and we work with people to develop stimulating and engaging content that fits with our programming principles. o We do our best to remove barriers to participation. Despite the current funding model which expects all programme makers to contribute financially, we strive to maintain free access where possible. o We believe that disability and language should be no barrier to participation and strive to support all potential programme-makers. Safety o We maintain a safe environment for all stakeholders safe from verbal and physical abuse, and in which each individuals right to freedom of expression is upheld. Employment o We recognise that our staff members are a valuable asset and we will always be a good and responsible employer. o We endeavour to retain staff through fair remuneration. Champions o We act as champions for our organisation we are able and proud to stand for Access Radio principles and Free FM s activities 5.0 Brand Attributes o We publicly demonstrate our Values by endorsing Free FM s key brand attributes We serve our community in three parts: CONNECT listeners can hear what their community has to say, every day. Tune in on 89FM Waikato-wide, or listen online with live streaming and on-demand podcasts at 2

3 CELEBRATE the community can share their stories here, and in their own words, through on-air interviews/notices. Contact us by phone or CHALLENGE people can make their voice heard as a volunteer broadcaster and represent their own interests, culture, or beliefs. Free FM provides free training and support for volunteer broadcasters. 6.0 Commentary on SWOT Analysis One of the tools used in developing this plan was an analysis of perceived Strengths, Weaknesses, Opportunities and Threats [SWOT]. A number of issues arose but most can be grouped into four areas;: o Technological developments, transmission and alternative delivery platforms o Financial trends, stability, revenue models and sustainability o Staffing turnover, structure and remuneration levels o Diversity and overall sound of our broadcast output It is from the SWOT analysis outcomes that the following key Goals have been developed. 7.0 Goals The previous Strategic Plan contained many actions around lobbying for, and planning ahead in the hope of the allocation of a high power FM frequency. This long term goal was achieved with the allocation of 89FM and subsequent launch of Free FM. Our goals aim to progress community access broadcasting across our region in a sustainable and relevant way. Goal areas 7.1 Diversity Diversity is the raison d etre of Access radio it underpins our philosophy, drives our activities and forms the basis of our current funding model. Build migrant community involvement through; o Increasing marketing emphasis on opportunities for ethnic and new migrant communities to participate in the media o Reiteration of our fostering of free speech and fostering of multi-lingual programming Foster the development of more radical social and political discourse o Overcome the perception of Access radio as being limited to safe and mainstream community radio programming o Reiteration of our fostering of free speech and willingness to host controversial or challenging viewpoints o Directly solicit programme makers interested in hosting political commentary programming that complements existing programming. 3

4 7.2 Programming Review programming practices to ensure traditional Access radio sector values, and Free FM brand attributes are reinforced. Take practical steps to reach NZ on Air targets regarding Section 36(c) targets are met o Increase use of repeated priority Section 36[c] content. Ensure music selection reflects core Access values and Brand Attributes o Enhance focus on new New Zealand music and promotion via social media to strategically align with NZ on Air strategies. o Ensure diversity of music selection is used to protect our unique flavour and distance Free FM from mainstream commercial radio stations. Music used strategically to support Free FM brand as an alternative to mainstream radio. 7.3 Outreach and Collaboration o Develop and deliver 2014 Ethnic Community Broadcasting Project using identified project leader, developed project plan and targets, budget. Specific focus on new migrant communities [Colombian, Afghani] and unrepresented communities including Somali, and pan-cultural content. o Increase visibility in the community, including areas within Free FM s broadcast footprint. Goal purchase Free FM vehicle to support event attendance and be visible billboard for the station. Goal develop remote-towns involvement on air, initially through Free Breakfast interviews [ what s on in Te Awamutu etc segments], with a view to possible show development. Goal work with remote-town info centres on potential programme development. o Collaboration with key local organisations Goal: direct approaches to identified organisations o Expansion of Access Radio services to new region 4

5 Goal: Signal willingness and ability to oversee the development of, and govern, a new Access station in one key unrepresented market. 7.4 Financial management o Increase traditional revenue sources from airtime sponsorship, grants, donations, advertising Goal: Work with key staff on improving sponsorship revenue develop clear targets and performance measures Goal: Develop advertising campaign options for local and central govt candidates Goal: Explore option of compulsory financial contribution by programme makers o Develop non-traditional revenue sources Goal: Promote option of podcast output sponsorship including option of breaking into genre categories by time period Goal: conduct fundraising event/s including options such as Art Grab o Plan for asset replacement Goal: Develop medium term asset replacement schedule for office assets, studio equipment Goal: develop longterm asset replacement schedule for big ticket items including transmission equipment, premises Goal: Establish dedicated asset replacement bank account to hold funds sufficient to achieve documented asset replacement schedule 7.5 Technology o Lead Access radio sector in development and delivery of technology 5