MARKETING STRATEGY         Key to the success of this venture will be an extensive market research project, to be commenced immediately on acceptance of Shewbop Entertainment’s offer to purchase W###.         We propose to employ questionnaire and focus group research to determine the current perceptions of the station. The research will also identify areas in which its audience perceives it is under-served by the television stations in the area. The combination of these results will be used to craft a strategic plan which includes a program schedule and a marketing campaign aimed at establishing and maintaining an image in the community that fulfills a perceived need of the viewing audience.         Mass appeal is not necessarily either a desirable or achievable result of this research. In the end, a clearly defined identity, rather than an attempt to appeal to some average middle ground, is what will enable W### to compete profitably.         We propose to take full advantange of researching and marketing in all three of the primary population centers in the station’s coverage area. We envision establishing advertising trade relationships with print, radio and outdoor advertising media in those cities in order to cost-effectively blanket the marketplace with well-researched image advertising immediately upon assuming control of the station. Return to CONTENTS | Proceed to BUSINESS GOALS