Here's a quick story to get you moving on your podcast. We begin QueensCast.com as an idea of helping more people connect to Women's Soccer — from there it was just blood, sweat and tears.
9. The following elements make up the core pillars of that DNA:
• Brand Essence: The culmination and sum of a consumer’s opinion of your company.
• Self-Expression: How a brand is portrayed visually, culturally and competitively. This expression
often shares consistency with the primary brand to provide some flexibility in campaigns, alternate
products and sub-brands.
• Brand Promise: A commitment made to consumers and representatives of the brand. It is shaped
by a range of factors including values, character and consistency.
• Brand Voice and Size: Voice is the emotional and implied quality exhibited within a brand’s
framework and activities. Size is the depiction of power in terms of penetration and density within
that voice.
• Brand Touch-points: The physical and digital locations that reinforce the brand essence,
preeminence and positioning.
• Exclusivity: A mindset constructed by the brand to express a level of quality, service, aptitude,
accessibility, and commitment to a relationship.
Brand Breakdown
10. Brand Mapping
PAID: Media
Earned: Media
SOCIAL
Owned: IP
INTELLIGENCE DATA
ADVERTISING
Online
Traditional
Endorsements
Programmatic
Outreach
CONTENT
UGC
Created
Curated
Streaming / Casting
Ranks / Reviews
INFLUENCER
Celebrity
Ambassador
Recruiter
Moderators
PARTNERSHIPS
Co-Branding
White Labeling
Partnerships
Sponsorships
INTELLIGENCE
Testing
Support
Forecasting
Prototyping
Monitoring
Optimization
Analysis
Crisis
PROPERTIES
Content: Blogs
Websites
Data & Lists
Mobile/Tablet
Applicational
Product
Email
CHANNELS
Facebook
Twitter
YouTube
LinkedIn
Google+
Instagram
etc.
COMMUNITY
Subscribers
Forums
Groups
Boards
Chat/Live
AFFILIATES
Relationships
Ambassadors
Brand-jacking
15. Language
Women Youth Soccer NWSL Orlando
Lasik Fun Cool Orlando Pride Conversational
Supported Familiarity Educational Family Charitable
Positive Fans for Fans A Manual Scores Eyesight
Community Positive Helpful LGBTQ USWNT
24. • The show open
• Scripting
• A year of content (52 shows)
• Hosting your podcast
• Connecting to all the podcast channels
• Gain audience
• Competitors
• Networking
• Figuring out a business model for your
content
• Building relationships with competitors
• Reviews & ratings
• To stream or not to stream!
• Monetizing
• Living your brand (IRL)
• Extending your shows with social
• Motivating talent
• Creative block
• Content publishing calendar
• Making nice with fans, followers and
possible partners
• Mobile gear
• Live events
• Swag
• Stalkers, trolls and
• “WTF do you do with your life – fact
checkers”
• Growing pains
• Reskinning your look and feel
• Asking vs. telling
• Audience loyalty
• “Drill Teams”
• Personality conflicts
All the other shit no one tells you about
33. • Orlando Locals
• Orlando Pride Fans (season ticket holders)
• Orlando City SC Fans (season ticket holders)
• Millennials
• Hispanic/Latino
• Families with Youth Soccer Involvement
• Mothers and “Heads of Household”
• Family friendly entertainment
• LGBTQ friendly
• Enthusiasts
Reach
34. • Established podcast with over 40 original shows
• Weekly shows* during season
• Bi-Weekly shows off season
• Same-day news coverage of the Orlando Pride
• Daily content programming
• Complete coverage of the 2016 inaugural season
• Exclusive content, Interviews & Reviews
• Weekly Facebook LIVE content
• Ongoing seasonal contests & giveaways
• Original photos, video and content authors
• Central Florida Youth Soccer coverage
• UCF Women’s College Soccer coverage
• Daily Social media: Facebook, Twitter & Instagram
• Weekly emails
Content
35. Hyper-local metrics:
• Averages over 10000** views month
• 60% Mobile viewership
• Extremely low bounce rate
• High dwell time of 3-5 pages per visitor
• 60% retention rate on return visitors
• Very high brand loyalty
• Family friendly (no profanity)
• Distribution of free swag at live events
• The propensity of our content is positive
• We avoid negative and directed media
We invest and advertise ourselves:
• Queenscast media placement on
• OrlandoCitySC.com
• Ongoing internal SEO
• Google Ad Words
Why Queenscast?
38. • Email
• Banners (stick with IAB standards)
• Social media post from QC
• Article ad
• bannerSponsored calendar event
• Footer banner
• Sponsor banner
• Sponsored “Native” Post
• Top Ten post presenter
• Column ads
• End-show (client submitted) audio ad
• Mid-show (client submitted) audio ad
• “in-show” spot“Brought to you by” spot(s)
• Billboard sponsor
and more … also use “bundles” to incentivize potential new business that’s on the fence
Monetization Types