Gold Coast---Southern Cross Austereo

Southern cross Austereo

After we checked out, we headed to Southern Cross Austereo at 12.00 midday. The general manage Paul Barlett came and introduced SCA for us.

We are so lucky as Paul told us SCA moved to a new working place this year from an old, messy, dusty office. Paul show us around the company. It is modern, smell fresh and new. The red wall, yellow wood desks, brand new computers and facilitates make SCA a fantastic place to work. Paul also show us how radio show works, DJ records the radio show be forehead, and put it into a record system. The new equipments make things quick and easy. Paul and his colleague gave us a brief introduce for how marketing and branding work in SCA. As there are two 

kinds of customers SCA are trying to maintain. The first one is audience, the second one is companies who put their advertisements in the gap of radio shows. For the first type, SCA maintain them by producing high quality radio performance. Therefore, the content of each radio show is important for SCA. Before creating good radio show, it is also vital for SCA to know what audience’s lifestyle is. For example, Gold Coast people are outdoorsy, sporty. Hence, the radio content should have relevant stuff about travelling and sports. For the second type, SCA use sponsorship, events to attract the new customers. Paul and his colleague also mentioned website is a way to interact with people, different voice and comments from audiences give them various insights to improve the brand. Social media for SCA is a framework for them to engage people. But it also requires resource to use social media, such as people who should spend time to respond audiences comments, financial support to hold activities and giving financial reward for employees, audiences and clients. Social media helps to build a good brand for 

SCA, and a good brand also protect company’s image from inside. However, traditional channels should not be ignored. SCA still uses outdoors, billboards, radio advertisements to gain awareness from potential customers. All communication channels work intergrately to create the best communication effects.