As classical music devotees remember, it was a hot night in July 2010 when Beethoven’s Symphony No. 9 served as KFUO’s (Classic 99 FM) swan song after a 62-year run on the St. Louis airwaves. Radio Arts Foundation-St. Louis is dedicated to bringing classical music back to St. Louis’ public airwaves. Organized as a nonprofit, 501(c)(3) entity, the station will offer a broad and invigorating arts format beginning on April 8, 2013, both on analog radio at 107.3 FM and in hybrid digital at KIHT 96.3 HD2. Content will also be streamed live at www.rafstl.org.
RAF-STL is committed to filling the void left in the region’s arts and cultural community with its new, one-of-a-kind station that will not only “bring Bach back,” but will build a nucleus for the entire arts and performing arts community of St. Louis to connect, grow and flourish for years to come.
There were multiple audiences for the project. These included those who are avid listeners of classical music and supporters of the arts in the St. Louis region, business leaders within the St. Louis region who can help to fund and underwrite the station, and the station’s board and advocacy council.
RAF-STL retained Schumacher Creative to act as the station’s marketing and public relations partner. This included planning and executing all of the station’s promotions, advertising and public relations plans prior to launch and post launch. Specific projects included the development of both plans and creative work for all advertising, direct marketing, e-mail marketing,
social media and media materials.