Target Customers
Urban One's primary target audience consists of multicultural consumers who interact with the company's radio, digital media, event programming, and streaming services.
Customer Table
Category Customers Percentage
Radio Listeners 400 33.3%
Digital App Users 300 25.0%
Event Attendees 250 20.8%
Streaming Subscribers 250 20.8%
Total 1200 100%
Estimated Promotion Budget
Item Cost
Hawaii Trip $5,000
Social Media Advertising $3,500
Radio Advertising $4,000
Digital Campaign Setup $2,500
Administrative Costs $1,000
Total Cost $16,000
Cost Justification
If the campaign generates 200 new streaming subscribers at $10 per month, annual revenue would be:
200Γ10Γ12=$24,000
Expected revenue exceeds campaign costs by approximately $8,000 annually.
Visualization: Treemap by Customer Segment
References
American Marketing Association. (2024). Marketing research and consumer analytics. https://www.ama.org
Barney, J. B., & Hesterly, W. S. (2021). Strategic management and competitive advantage: Concepts and cases (7th ed.). Pearson.
Center for Audience Research. (2024). Consumer engagement and promotional effectiveness. https://www.audienceresearch.org
Sharda, R., Delen, D., & Turban, E. (2023). Business intelligence, analytics, and data science: A managerial perspective (5th ed.). Pearson.
Urban One, Inc. (2025). Annual report 2024. https://urban1.com
Urban One. (2025). Urban One, Inc. reports fourth quarter 2024 results. PR Newswire. https://www.prnewswire.com/news-releases/urban-one-inc-reports-fourth-quarter-2024-results-302412648.html
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