Broad Radio
Broad is an independent radio station for women, by women. After two years of live broadcasts, they’re gearing up for live podcast-style radio and our new app. They offer no holes barred real-talk about fully lived lives.
Problem:
Jo Stanley has been writing content for 30 years. She was Melbourne’s number 1 breakfast show host for a loooooong time, so she knows what to write. But, as the founder and CEO of the new station, she’s a lot on her plate. And she wanted the copy for her station and the new app about to launch to connect better with the ‘women over 35’ audience.
She needed a copywriter who got that group and could create a genuine and ballsy persona to speak to them. She wanted a tone of voice brand bible so the rest of her team could pick it up and be like ‘Jo’. (We gave her a kick-ass new name and voice, but it’s top secret. Ssshh).
Solution:
Dove into a tone of voice audit to harvest the awesomeness that was there and to figure out how great could be greater. We drilled down into who’s listening to Broad Radio and what women want in their 30s, 40s, 50s and beyond to create a bold and brave voice to represent them. The finished brand bible has everything in it that the team needs to get into Broad’s shoes, using her tone, figures of speech and attitude to connect with the audience.
“I was drawn to Suze because I love word nerds! I love someone who cares about the tiniest of adjustments to a sentence or idea. And she also cares - a lot! About getting it exactly right, but also about our goals and vision for the business. She gets marketing and loves connecting with an audience. I learned heaps from her and just love our Tone of Voice Guide. It will empower our team to share our brand with our audience in exactly the right way. Suze is fun, clever and supportive and I loved working with her.” Founder & CEO - Broad Radio