How an Australian Small-Town Radio Station Cut Podcast Static

CASE STUDY: COMPANY BRAND OF A LOCAL RADIO STATION

FOCUS: Brand Drift | AUDIENCE: Stewards of Plateaued Brands

I helped an Australian small-town radio station rediscover community pulse—to cut out podcast static.

The Brand Challenge

In a small town on Australia’s southern coast, a radio station had been a beloved part of local life for decades. Known for its live community coverage, local news, and conversational hosts, it was once the town’s most trusted media voice.

But in recent years, the station was losing ground. On-demand podcasts and streaming platforms were pulling away both younger and older listeners. The station’s fixed programming and linear format seemed frozen in time, while media habits had moved on. Advertising revenue dropped sharply. The brand faced a difficult truth: it was at risk of becoming irrelevant in its own hometown.

The Brand Insight

When I examined the challenge, one clear insight emerged: the station still owned something no podcast could match—live immediacy and local connectedness. Yet the station was not fully leveraging this advantage.

In trying to modernise, it had begun diluting its identity, chasing podcast polish and pre-produced formats. But what its community valued most was shared moments in real time. The opportunity wasn’t to become a better podcast—it was to become the town’s most alive, most dynamic real-time voice.

The Big Brand Idea

I gave the station one big idea: stop trying to be “radio competing with podcasts”—and instead become the “real-time pulse of the town.”

This meant positioning the brand as a hybrid platform where live immediacy drives community experience, while podcasts and digital content extend that experience beyond the moment. The metaphor was clear: podcasts deliver stories; live radio delivers presence. The brand had to fully reclaim its role as the platform where the town’s life was happening.

The Brand New Strategy

The new strategy called for a bold content model shift: move from scheduled, linear broadcasting to always-on community storytelling—led by live experiences.

I helped them redesign their programming and content pipeline to create a seamless flow: live broadcasts as the heartbeat, podcast clips as the long tail, and social media as the amplification layer. The website was reimagined as a “live-first” hub rather than a static station site. Every touchpoint reinforced the station’s identity as the now of the town.

10 New Content Directions

Here are 10 strategic ideas developed (and several executed) to support the new brand direction:

#TownPulseLive — a branded live stream showcasing local happenings, weather, and urgent updates as they unfolded.
“Now Playing in Town” widget — a dynamic section on the website showing what was live on air and the latest podcast episodes.
Local history podcast series — co-created with community elders and the town museum, deepening cultural connection.
Live coverage from farmers’ markets — bringing real-time sounds, interviews, and atmosphere to both radio and digital audiences.
Youth voices program — short segments by students, aired live and clipped for podcast and social.
Pop-up live radio booths — installed at town fairs and festivals, broadcasting live and capturing on-the-spot podcast content.
Weekly community call-in themes — promoted via social and email to encourage audience participation in live broadcasts.
Mobile-first streaming hub — redesigned site optimised for live listening and rapid podcast access on smartphones.
“Voice of the Community” segments — short live interviews with local citizens, rotated weekly, also used as podcast content.
Sponsored daily email digest — “5 Things Happening in Town Today,” curated from that day’s live and podcast content and sent to subscribers.

Results Within 6 Months

Live radio listenership increased by 34%, driven by both younger and mobile listeners.
Podcast downloads exceeded 12,000 per month—remarkable for the town’s population size.
Social media engagement around live-first content rose by 4.5X.
Advertiser demand returned, with sponsored live segments becoming the most sought-after inventory.

CONFIDENTIALITY CAVEAT: This case study represents a confidential engagement. For privacy, specific brand identifiers, campaign names, and project phases have been withheld. It has been shared with permission while preserving client discretion.

Extra Tip for Broader Perspective

If you’re an investor seeking momentum for your portfolio brands, here is one of my case studies that could interest you: “How an Eco-Fashion Brand Wrapped Its Vision to Spark Desire.“

And if you’re a solo expert looking to sharpen traction, this case study I worked on may resonate: “How an Interior Designer Saw That Voice Tone Isn’t Brand Colour.“

Take your brand from stuck to full throttle − with one bold strategic shift

"One BIG IDEA can turn brand stagnation into unstoppable movement. Spots are limited each week—book your breakthrough session now."

Shobha Ponnappa

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