From the first time I spoke with Tracy, I could tell he was different from other morning show coaches.  He is highly engaged and passionately wants every one of his morning shows to win!   He’s available whenever I need him to pick his brain or gut-check a decision I have to make.  He’s become an invaluable advisor and partner to me in growing Tad and Drex on B98.5

Chris Eagan, VP/Programming
Working with Tracy Johnson has been pretty fantastic. He helped our show level up in the way we focus and present our content as well as helped us hone in on our character development.  Emotion is the key! Tracy is always super responsive and has personally given me more confidence in my writing, storytelling, and presentational skills.
Kara Wilson, Producer & Cohost, B98.5/Atlanta

Tracy started by helping us identify our characters based on who we actually are.  He has since guided our show to be more relatable and consumable to the audience.  The exciting by-product of working with Tracy is that our show now has incredible chemistry and is actually easier to perform now that we are all rowing in the same direction! 

Tad Lemire, Host, B98.5/Atlanta

Tracy isn’t just a consultant, he’s the 4th member of our show! He helped us identify our strange, fun and unique personality traits. It turns out, that’s exactly what our listeners were looking for!

Drex Rener, Cohost, B98.5/Atlanta

The Challenge

Tad & Drex (and cohost Kara) work hard, prepare in-depth every day, and execute with precision. So what could possibly be the problem? The show was technically near-perfect, but was not connecting on an emotional level. To grow, this show had to become less perfect and more excellent, which is at the center of the philosophy to Prepare Tight But Perform Loose. That’s a hard message to deliver to a group of talented, dedicated folks. But this show would reach their potential by focusing less on being a better show, and more on being more relatable personalities.

The Process

We focused on digging deeper into topics to find emotional connections and building stories through the things listeners will most respond to. This is a difficult process that changes how a show gathers, curates, and performs content. We didn’t change much about the execution of the show, but changed everything about the way it was performed and presented. One of those adjustments was getting producer and cohost Kara more involved on-air. She’s the ideal voice of the audience and fits perfectly with the guys.

The Growth

This was like changing a golf swing after years of swinging the sticks the same way. The show was good, but wasn’t special. But with the leadership of PD Chris Eagan, the show figured out how to create more relatable stories by allowing their personality traits to resonate. This sounds simple, but is incredibly difficult. The show has transitioned from focusing on trying to be perfect to being relatable with emotionally-charged touch points. Now it’s becoming a destination show, providing another reason to listen to this market-leading AC station best known for at-work listening.

 

Tad & Drex: Having a Kid In The Delivery Room

 

 

 

Read More Case Studies: