Summer 2023
ENC96RADIO, Greenville’s emerging community radio platform, stands at a crucial juncture. While its grassroots appeal and community-centric vision hold immense potential, the internet radio station grapples with two significant challenges. Firstly, its self-funded model poses constraints on growth initiatives, content quality, and technological advancements, making sustainability an uphill battle. Secondly, differentiation in an industry crowded with giants like Sirius XM Radio Inc. and iHeartMedia, Inc., as well as other local competitors, is imperative. The station’s task is not merely to exist as a community radio, but to craft a unique value proposition that resonates deeply with Greenville’s residents, ensuring loyalty and regular engagement, all while transitioning from a self-financed passion project to a financially sustainable community cornerstone.
NCGrowth conducted an extensive study on the evolving dynamics of the broadcast industry, North Carolina’s demographic changes, and the influence of educational institutions on Greenville’s population. Based on these insights, a strategic roadmap was developed which included focusing on youth and minority groups, tailoring content to their interests, exploring online advertising and fostering community engagement through partnerships and events. Deliverables included actionable recommendations, industry data analytics, and a forward-looking content strategy.
Armed with these new insights, ENC96RADIO hopes to drive listener engagement, bolster community ties, and open sustainable revenue streams, ultimately influencing the radio’s position in the Greenville community. NCGrowth analyst and UNC Kenan-Flagler MBA candidate, Mary Paul Msemwa, worked directly with ENC96RADIO founder, Branson Edwards. The project provided Mary Paul the opportunity to understand the challenges and opportunities in smaller media markets. Prof. Emily Yeager, ECU-Crisp Small Business Resource Center, Greg Hedgepeth, President-Substantial Magazine both contributed to this project as external reviewers.
