We were thrilled to celebrate the official launch of Avanza 88.3 FM and proud to have played a part from day one.
RC2 Communications lead multigenerational focus groups (Gen X, Millennials, Gen Z) during the exploratory phase, translating qualitative insights into audience, content, and programming strategy for launch and long-term growth.
Why now
Utah’s demographics are changing fast. Post-pandemic growth in bilingual households and a vibrant multicultural flair created both a need and an opportunity: a public-media home that sounds like the community it serves. Enter Avanza 88.3, Utah’s first bilingual public radio station—officially launched with a community celebration on October 2, 2025—to amplify voices and build bridges through music and storytelling. avanzautah.org+2avanzautah.org+2
Avanza is a public-media initiative supported by KUER and PBS Utah at the University of Utah—rooted in the mission of service, access, and community. PBS+1
Our role
RC2 Communication was engaged early to help Avanza identify its audience, content, and programming. Led by founder Rossina Lake—a community strategist with two decades of experience working alongside Utah’s diverse populations—RC2 designed and facilitated a qualitative research track focused on multigenerational focus groups (Gen X, Millennials, Gen Z). From this “listen first” approach, we built the strategic scaffolding for Avanza’s brand voice, content pillars, and engagement roadmap for launch and beyond.
The research: Focus groups as the exploratory engine
Objective: Generate deep, qualitative insight into preferences, media habits, and cultural interests across three generations to guide a bilingual content mix that is authentic, inclusive, and scalable.
Method: Exploratory Phase: Diverge/Converge.
We widened the lens to surface themes, then tightened to prioritize actions. Sessions mixed moderated discussion, artifact prompts (audio clips, sample segments), and rapid co-creation exercises to test resonance and tone.
Who we listened to:
- Gen X — values in-depth analysis, authenticity, cultural memory; comfortable with long-form and live radio; appreciates direct, respectful communication.
- Millennials — seeks a blend of entertainment and utility (personal development, technology, social issues); highly active across platforms; values interactivity and multimedia.
- Gen Z — prefers quick, visually led, shareable content; prioritizes authenticity and social justice; expects omnichannel access and mobile-first experiences.
What we heard (cross-cutting needs):
- A trusted, bilingual source that reflects both Latin American heritage and Utah life; 2) practical, everyday utility (local news, events, resources) alongside music discovery; 3) a space that invites participation through embracing listener stories, local talent, and community spotlights.