Every marketing strategy begins with one question:
Who are we talking to?
For Shine FM, that listener has a name: Jessica.
She’s more than a demographic — she’s a real representation of the Alberta consumer powering household decisions.
Who Is Jessica?
The Shine FM research paints a clear picture of who listens:
Female, 35–49
Household income of $90,000+
89.5% have post-secondary education
61% of household purchases are influenced or decided by her
47% of big-ticket purchases
74.5% are employed, often in professional roles
Busy, time-strapped, family-focused
She’s making decisions about:
Family healthcare
Home repairs
Cars and insurance
Education
Vacations
Financial planning
Professional services
If you want to reach the person who controls household spending in Alberta… this is her.
Why Jessica Listens to Shine FM
Jessica chooses Shine for three reasons:
1. It’s Safe for the Whole Family
74% of listeners say they value Shine being appropriate for all ages .
2. It Uplifts Her Day
82% report Shine FM makes them feel better emotionally.
3. It Fits Her Life
She’s in her car, juggling work, kids, and commitments.
Only radio stays with her all day.
Why Jessica Converts Better Than Average Listeners
Because she trusts Shine, she trusts Shine advertisers.
75% say Shine advertisers are trustworthy
82% trust the advertising messages (vs. 24% general media)
This trust dramatically increases the likelihood she will:
Visit your website
Book an appointment
Call your business
Become a long-term customer
How to Market to Jessica Effectively
If you want your message to resonate with Jessica, follow this structure:
Speak to family value and emotional benefit
Use a clear, single call to action
Pair radio with a mobile-friendly landing page
Use quick follow-up (email/SMS)
Offer convenience, clarity, and trust-building proof
This is exactly the system IDMD builds:
👉 https://idmd.ca/radio-digital
