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Video, Web Design, Ad Campaign, Social Media

WYSO, a listener supported local radio station, was searching for new listeners and wanted to broaden their reach. Even with a loyal base of supporters throughout most of the Miami Valley, some parts of the region were unaware of their local listener-supported radio stations. Wilderness Agency wanted to ensure their messaging would get the best results and maximize their exposure. Being a non-profit organization, this work would be done on a trade basis, with Wilderness receiving 20 hours of marketing services every month.


Wilderness Agency was able to create a new direction with WYSO’s message through the creation of the “Find Your WYSO” campaign. This would promote the idea to find what part of WYSO any listener would find valuable. Whether you were a fan of bluegrass music, hip-hop, or news, you  could find what you were searching for at WYSO.


It was important to leverage voices from the community to share their experience with WYSO. Using multiple events from an outdoor concert to a live performance at the Dayton Art Institute as a backdrop, listeners and supporters would come to share what they love and why they support their local radio station in front of a pair of video cameras. These videos would live on social media and a landing page, working to inform the public about what kind of programming they might enjoy.

Find your WYSO
Find your WYSO bike

The landing page allows users to input their interests before returning a schedule of programs they would want to seek out. This gave the uninformed listeners a schedule they could participate in and would lead to more new people to tune in and support.

In an effort to broaden their audience, a collaboration with RTA would lead to WYSO being played at the transportation hub in downtown Dayton. This gave more people an opportunity to listen to what WYSO has to offer. The transportation hub would now have a way to inform the public what was happening in their community and their world.

Another aspect of the collaboration led to billboards on the buses that would spread WYSO’s message to the neighborhoods in the Miami Valley. While targeting the people riding on the bus, the exposure could also be sent to those on their way home, or from work from their car. This would lead to more people discovering the benefits of having a radio station like WYSO in their community.

To continue that idea on a smaller scale, ads were placed on LINK bikes, the downtown Dayton bike share program. These ads would be seen all over the downtown area from the University of Dayton to Riverscape and beyond. It also shows WYSO’s commitment to community programs that promote positive impact such as public transportation and cutting back on dependence upon car pollution.

As the campaign continued to spread, new eyes and ears of the public are exposed to WYSO every day.

Indy mockup