Brand Tone

The brand's tone is overwhelmingly authentic, community-centric, and passionate. It is friendly and familiar, like a trusted friend who knows good music. The on-air presence of live DJs who announce every track adds a human element that is often missing from corporate radio. The language used is casual, knowledgeable, and deeply connected to the local Mendocino Coast lifestyle, creating a sense of shared identity with its listeners.

Brand Values

• •Musical Integrity
• •Community First
• •Authenticity and Passion
• •Independence
• •Sense of Place

Best Practices

• •Speak Like a Local: Use language that reflects the community. Reference local landmarks, events, and the general vibe of the Mendocino Coast. This reinforces the "we're one of you" value.
• •Prioritize Music over Hype: The copy should always reflect a genuine passion for the music. Focus on the artists, the stories behind the songs, and the feeling the music evokes rather than generic, hype-filled language.
• •Be the Community Bulletin Board: Actively share and promote local events, fundraisers, and news. The brand's strength is its community connection, so the copy should consistently reflect that supportive role.
• •Embrace Your Independence: Don't be afraid to poke fun at the repetitive nature of mainstream radio. Highlight the "No Repeat" policy and the freedom of the DJs to show that the station offers a superior, more authentic listening experience.
• •Maintain a Human Voice: Whether on-air or online, the tone should always be personal and approachable. Address the audience directly (using "you" and "we"), respond to comments genuinely, and let the personalities of the DJs shine through in the writing.

Social Perception

The public perceives the station as a cultural treasure and a cornerstone of the Mendocino County community. Listeners, both local and remote, express a strong sense of ownership and loyalty. They are seen as "the coolest radio station in America" by some, praised for their diverse playlists that include deep cuts and B-sides, a stark contrast to mainstream commercial radio. The station is viewed as a reliable companion and a genuine voice for its community, a "breath of fresh (coastal) air." This strong positive perception has built a fiercely loyal audience that spans decades and geographical boundaries.

Copy Examples

• •Some record labels said radio wasn't ready for this track. We disagree. Here's the new release from [Artist Name]. Not algorithm-approved, but 100% Coast-approved. Turn it up and tell us what you think. #TheCoast #MendocinoRock #RealMusic
• •Corporate playlists are for cubicles. Our playlist is for the Coast. Live DJs, deep tracks, and the authentic sound of Mendocino. Listen live, from anywhere.
• •(Sound of crashing waves, fades into a classic rock guitar riff) From the redwood forests to the Pacific shores, The Coast brings you the music that moves you. Don't miss [Band Name], live at [Local Venue]. Tickets and details at KOZT.com. We'll see you there.
• •Power outage in the Anderson Valley? We've got you covered. We're on-air and will stay on to keep you updated with the latest from the Mendocino County Sheriff's Office. Stay safe, neighbors. We're in this together. #MendoStrong
• •We're not just a radio station; we're a part of the community. We've been the soundtrack for Mendocino County for over 30 years because we believe in two things: great rock & roll and our neighbors. No corporate suits, just real DJs playing real music for the best place on Earth.