Ramar Communications Inc., the parent company of five television and four radio stations, is integrating mobile into its CRM initiatives to deliver sponsored news alerts, weather forecasts and other offers to its audience.

The company has extended its contract with Hipcricket to provide an expanding number of mobile marketing programs. Additionally, Ramar is using Hipcricket to further engage audiences and deliver opportunities for additional advertising revenue via hyper-local mobile offers.

?SMS is an effective channel because it has the highest reach,? said Ivan Braiker, cofounder/CEO of Hipcricket, Kirkland, WA.

?Also, it allows audiences to opt-in for push alerts, which statistics show are opened within four minutes the great majority of time,? he said.

Ramar Communications has deep roots in Lubbock, TX. RAMAR is the parent company of KJTV-TV, FOX 34.

Hipcricket is the one-stop mobile marketing and advertising company that empowers brands, agencies and media properties to engage customers, drive loyalty and increase sales.

Mobile extension
The extension of the contract enables Ramar Communications to use Hipcricket?s SaaS-based mobile marketing platform to deliver a wide range of mobile programs to its audiences.

Users can text the keyword WEATHER to a short code to receive the day?s weather forecast in their area.

According to Ramar, the program has averaged 2,000 entries per month, sending out more than 29,000 sponsored messages each month.

Additionally, during election season, voters can provide their ZIP code to locate their assigned polling location.

Radio stations KXTQ and KLZK are using mobile to increase listenership through contests and messages to club members asking them to tune in to the radio station or visit a destination for a special on-site radio event.

In additionally, Texas Tech Red Raider fans can opt in to receive scores, breaking news, and programming alerts for Double T 104 3.

?Ramar?s television and radio stations are promoting their mobile programs on-air, via email and through the stations? Web sites,? Mr. Braiker said.

Viewership
The company is continuously using mobile to target new and existing listeners.

During every Texas Tech Red Raider football game, Double T 104 3 broadcasts a live pregame show on Fox 34 NewsNow in which viewers can have their messages crawl along the bottom ticker of the screen.

Ramar has also had success in increasing revenue from hyper-local ad dollars with advertisers including Soup or Salad, George?s and Tejas Motors.

?Mobile marketing is a great fit for broadcasters like Ramar Communications because it allows them to stay connected to audiences even when the TV or radio is turned off,? Mr. Braiker said.