I am not a fan of Spring cleaning. Who came up with this? I did some research, and it appears this ridiculous, deviously premeditated plan, created solely to stir up a frenzy of scrubbing and tidying, was invented by some guy named Vernon Equinox.
Interestingly, his sister, Autumn, created a much cooler tradition. Her’s is an outdoor festival with hot cider, pumpkin bowling, and a corn maze. My guess is the horror of pumpkin bowling cleanup scarred Vernon for life.
It's not that cleaning is bad, but who wants to be forced into it? The mention of Spring cleaning makes me think of being reminded to change the smoke detector batteries on the day we spring ahead one hour for daylight saving time. Are you kidding? I had to take an online course to change the time on my microwave, and now you want to pile on? I'll get to it when the smoke detectors start beeping.
Unfortunately, procrastinating makes cleaning and organizing harder and can create problems that could have been avoided. That smoke detector beep isn't a reminder; it's a warning. I propose you kick spring cleaning to the curb in favor of a station monthly tactical audience engagement cleanse. It rolls right off the tongue, doesn't it?
Every person at your station responsible for creating or managing content and information knows a handful of tactical issues that need attention to improve your audience's experience. Nearly all those people can fix the problem or at least know where to start and what could help.
When viewed through a positive lens, this is a natural-born opportunity. Eject blame and fault for all issues. They happen. People get busy, and then they get busier or just plain forget. Direct responsibility for the cause of a problem may never have been assigned or is unclear. It's not a problem to have a problem; it's a problem to ignore it.
Creating a running list of items that can be fixed or significantly improved in a single day. Schedule time to update the list and take action on at least one item every week. Sustaining a habit like that can have a more significant impact than you imagine.
We're not talking about flipping the format or rebranding the station here. Those are strategies. Focus on tactics—the actions and elements you use to make your strategy work. Strategy is the 'what,' and tactics are the 'how.' That's important to remember because taking a day to fix or improve a tactic could mean outlining a recurring plan.
Here's a basic list of examples to help you consider how you'd approach a plan like this at your station.
Social Media
Analytics - Are regular reviews helping duplicate success?
Replies - Who's replying? When? Is it enough?
What's the plan for weekends, holidays, breaking news, etc.?
What's missing? Why?
In-Car
Rate your station's look/presence in different manufacturers' dashboards.
What’s possible? What’s missing? Who can help?
What can be done to earn the ‘last listen’?
Streaming/Mobile
Listen online and in your app for two hours, and rate the experience.
What's unique, different, or exclusive?
How are they promoted? Is that working?
Station Imaging
What elements need to be refreshed?
Are you creating an emotional connection?
Is your copy timely and relevant?
On Location
What’s your plan to get people talking after meeting your crew?
Why should listeners make the effort to show up?
What content or digital platform is promoted on site?
The value of the time you dedicate to tactical improvement cannot be underestimated. On any given day, no matter what’s on your schedule, you’ll have to pivot to deal with an immediate issue. That means placing a high priority on an organized plan for continuous tactical improvement. Keep it simple, adopt the habit, and evolve your plan for consistency.
Stay mindful that the best strategy in the world doesn’t mean a thing if the tactics are sloppy. History favors skilled tacticians. The greats on the field, boardrooms, and battlefields understood this. Listeners don't see your strategy deck or buy your brand mission. Your station's tactical execution shapes your audience’s experience. Tactics are where strategy becomes real. That’s why refining them isn’t optional. It’s how the game is actually won.
A lesson Vernon Equinox could learn from.
