Background - KFI-AM-640 was Cox Radio's top-billing and most listened-to station. As a Producer for Cox Interactive's "brand extension" group, my job was to leverage KFI's distinct brand onto the internet. KFI had invested over $10 million in promoting it's "more stimulating" brand of talk radio (ie, tell-it-like-it-is, irreverant, controversial, informative, entertaining). The website had to embody this attitude, but in a new visual media. Overall, the site had two goals: 1) to be a useful and entertaining destination in it's own right, and 2) to promote the radio station.

• Awards - The KFI site received both Project Cool Sighting and Cool Site of the Day awards within six months of launch.

• Web production - Armed with some design comps and FTP access to a web server, had just under seven weeks to build out the site before launch. Researched and wrote all copy, created graphics and built the pages in HTML. The site launched on schedule and was well received by listeners and the station management.

• Product Development - Analysed website logs (Analog software) and filed weekly reports. Developed new content features, expanded existing features and eliminated some content based on log reports.

• CRM: Email - Conceived and launched the "Stimuletter", a bi-monthly opt-in CRM email newsletter (Listserv) to KFI's listeners. Promoted station programming, events and new content on website.

• Marketing & Promotions - Worked with every local show to promote the website as much as possible. Made sure the website was featured on station vehicles, at station events and on all station marketing materials. Negotiated with the program director to receive live website promos in local shows. Six months after launch, website traffic had tripled to over one million page views per month.

• Publicity - Posted a bogus home page on April Fools Day. It created a buzz about the station, increased calls to the local shows and was designed to get people to tune in at noon (the beginning of our highest-rated show). It also happened to fool a Wall Street analyst, who called the President of Cox Radio and wanted to know what effect the transaction would have on Cox Radio's quarterly earnings forecast. Yes, this almost got me fired!

• Management - Hired, trained and managed one Associate Producer. I was the only Producer in the company invited to the Winter 1998 Senior Management Conference at the corporate headquarters in Atlanta.