effective packaging across platforms - pmdmc · effective packaging across platforms ... manager of...
TRANSCRIPT
Effective Packaging Across Platforms
Laura Landress- Nashville Public
Radio
Manager of Corporate Support
Liz Larkin- South Dakota Public
Broadcasting
Director of Corporate Development
Mia Fernandez- KCRW
Director, Corporate Sponsorship
Nashville Public Radio
3 Stations — 200,000+ Unique Weekly Listeners
• WPLN 90.3 FM News/Talk,
• WPLN 1430AM BBC News/Talk
• Classical 91.1 FM
Newsroom — 8 Reporters, 80 Local Weekly Newscasts
• Multiple PRNDI awards
• AP - Best Radio Newscast in Tennessee, 5 consecutive years
Corporate Sponsorship
6 Account Executives
• Broadcast, Digital, Events
• Must include Digital in all proposals
• FY18: Monthly Digital Revenue Goal in addition to Broadcast Revenue Goal
FY17 Total Revenue — $2,225,000
• Digital — $82K
• FY18 Digital Goal — $160K, +95%
NPR® Core Publisher Platform
215,000 Monthly Page Views
81,000 Unique Page Views
202,000 Monthly Audio Streaming Sessions
35,000 Unique Visitors
nashvillepublicradio.org
Podcasts
305,000 Monthly Average Downloads
nashvillepublicradio.org
Newsletter Subscribers
25,000 Weekly | 20% Open Rate
6,000 Daily News Update | 26% Open Rate
Social Media
31,000 Connections — Facebook, Twitter, Instagram
970X300 EXPANDED AD
300x250
BANNER AD
970X50 EXPANDING AD
nashvillepublicradio.org
Award-winning
Content Across
Multiple Digital
Platforms
Effectiveness of Cross Platform Ads
48% increase in brand awareness when desktop
and mobile ads included in a campaign
77% increase in recollection of product attributes
Source: Nielsen / Google
970X50
EXPANDING AD
Top center, above the fold,
expands to 970x300
300X250
BANNER ADS
Right rail
320X50 SMARTPHONE
BANNER AD
Top center, above the fold 320x50 BANNER AD
nashvillepublicradio.orgExpanding In-
Banner Video Ad
Provides Video
and Accompanying
Text / Imagery
970X50 EXPANDING AD
300x250 VIDO
970X50 EXPANDED VIDEO
970X50 EXPANDING AD
300x250 VIDEO
970X50 EXPANDED VIDEO
970X50 EXPANDING
IN-BANNER VIDEO AD
Top center, above the fold,
expands to 970x300 with
space for clickable text or
imagery to the right of
the video
300X250
IN-BANNER VIDEO ADS
Right rail, space for clickable text
beneath the video
When rich media is used in place of standard
banners, site visitors are
43% more likely to have their attention drawn to an ad
23% more likely to remember brand messaging
Source: comScore / IAB
nashvillepublicradio.org24/7 Audio
Streaming Audio Ads
and Media Player
Banner Ads
AD UNITS
• 15-second pre-roll
• 728x90 banner (desktop only),
above the fold
728x90 BANNER
:15
nashvillepublicradio.orgNewsletters 150x150
BANNER Ads
Right rail
728x90 BANNER
150x150 BANNER
AD
150x150 BANNER
AD
PodcastsCurious Nashville — answers to listener questions about
the city and the region submitted to curious.wpln.
Sold by Quarter (2 episodes), CPM
Movers & Thinkers - part TED Radio Hour, part Fresh Air
— mixed with Nashville flavor, Movers & Thinkers takes you
into the minds of Nashville's most interesting innovators.
Sold by episode, includes taping event
Neighbors — a show about what connects us by
Jakob Lewis, tells stories about neighbors — you just
might find yourself in some of them.
Sold by CPM
Versify — Nashville Public Radio's newest podcast, the
show puts a poetic twist on storytelling. Listeners hear a
story being told to a poet — and then that poet’s
composition that turns the life story into poetry.
To be sold by CPM
Effective Packaging “Advertising on multiple platforms substantially increases a consumer’s
ability to remember an ad campaign” - Nielsen
Multi-station Broadcast + Expanding
Pencil Ad w/Ibvideo + 320x50 Mobile• Arts, Healthcare, Education: College
Graduate & MBA
Local Podcast Sponsorship • Internet-based companies / institutions,
business software, coding schools,
graduate schools
• Vehicle for clients to reach
educated millennials
Multi-station Broadcast + 300x250 Banner
+ 320x50 Mobile Banner• Events, B2C, Best Reach + Frequency
Multi-station Broadcast + Audio Pre-roll
+ 320x50 Mobile Banner• B2B, Professionals, Healthcare, Architects…
Effective Packaging – Schedule GridMonthly Plan – Broadcast + Digital
Daypart Day | Time
WPLN
News/Talk
90.3 FM
WPLN
News/Talk
1430 AM
WFCL
Classical
91.1 FM
Morning Drive Mon – Su, 5 – 10AM 9x 6x 6x
Mid-Day Mon – Su,10AM – 3PM 9x 6x 6x
Afternoon Drive Mon – Su, 3– 7PM 9x 6x 6x
Run of Schedule Mon – Su, 5AM – 10PM 9x 6x 6x
Monthly Message 36x 24x 24x
Digital 300x250 Banner Ad – Run of Site 20,000 Impressions
320x50 Mobile Banner 20,000 Impressions
Total Monthly Impressions: 331,600
Great Add-on for Larger Supporters
Sold 385 tickets vs. goal of 250
Podcast Party Sponsorship
Effective Packaging - Takeaways
• Add Digital to largest and oldest supporters
o Strengthen your relationship
o Refresh the client’s marketing plan
• Sell Digital as a stand-alone platform to prospects with creative
you can not air on your broadcast station
• Sell multiple touchpoints by adding Digital and anchor asset to
the appropriate category
• Sell Podcast sponsorship to internet-based companies and
those targeting millennials
Liz Larkin
South Dakota Public Broadcasting
Director of Corporate Development East River
Friends of SDPB & SDPB NetworkFriends of SDPB – SDPB fundraising, 501(c)3SDPB – Public media, not commercial – “dual licensee”
- 2 Radio Services (SDPB & SDPB Classical 24/7) (Also available as TV audio only)
- 6 TV Channels
- SDPB 1 – PBS Main
- SDPB Create
- SDPB World
- SDPB Kids 24/7
- SD.Net (Website & Mobile App)
- SDPB Mobile App
- SDPB Magazine (Monthly; Hardcopy & Online)
South Dakota
• Total Population – 833,354 – 2012 Census
• 77,184 square miles
Strategic Plan Rolled out January 2017
– Only locally owned, statewide multi-media organization
– Owen DeJong – Retired, Morning Classics replaced by On Point and In The Moment
– Introduction of “Beat Reporters” - experts in news topics across SD:
Sports and Recreation; Fine Arts & Literature; Politics & Policy
Business and Community Development; Technology and Innovation;
Health and Education; Places and Community
– Strategic change to “Digital First” content production, includes distribution through:
• TV, Radio, Documentaries, Events, Social Media, etc.
– More Locally TV Produced Programming (> 450 hrs TV)
– Bureaus: Black Hills, Autumn 2017; Sioux Falls, 2019
Beat Reporters Sponsorships
• Business and Community Development
• Education and Health Care
• Fine Arts, Literature and Entertainment
• Places and Community
• Sports and Recreation
• Technology and Innovation
(Implemented July 1, 2017)
Executive Producer - 1 spot per reporter
• Name the In The Moment with Lori Walsh studio after the sponsor for one month
– Signage during live In The Moment broadcasts
• Recognized weekly during beat reporters segment on In The Moment with Lori Walsh
– In The Moment with Lori Walsh airs from 11:00 – 1:00 pm CST
• Recognition of sponsor will follow the beat reporters’ stories [digital, radio & TV (All Things Considered, South Dakota
Focus), social media, etc.]
• All sponsors will be recognized in a full-page color ad in SDPB’s monthly magazine
– Approximately 12,000 copies and available online, Month TBD
• Four - :15 TV Underwriting spot during week – Run of Schedule
– Total of 192 TV spots annually
• Recognized in 2 radio promotional spots a week
• Logo and hyperlink to sponsor in SDPB e-newsletter for 6 months
• Digital Ad on SDPB.org
– 250x300 Brand Ad for 3 months
The Shift• Example of beat reporters providing content across all platforms
– Facebook, Radio, TV, Blog, Digital Shorts
Sponsorship Opportunities:Content Beat Sponsors – 6 categories
Science Steve
PBS Kids 24/7
Buddy’s Health Habits
Podcasts
High School Sports Activities – Wait list
High School Arts Activities
High School Club Rodeo
Digital Ads
Documentaries
Statehouse – Sponsorships are December -
March
– TV
– Radio
– Podcast
– Video Shorts
SD.Net – Mobile App and Live Stream
Images of the Past
Annual Photo Contest
Pre-Roll (Radio)
MaximizingMedia SponsorshipsMia Fernandez
Director,
Corporate Sponsorship
Connect with LA’s Creative Class
Unique mix of content centered around music discovery,
NPR® news, cultural exploration and informed public affairs
690,000+ Weekly Southern California listeners
55,000+ Members from the U.S. and 37 countries
4.2M+ Monthly downloads / starts
2M+ Monthly stream starts
Signature
Programs
Left, Right & Center, To The Point, Bookworm, DnA: Design & Architecture,
Good Food, The Business, The Treatment
Media Partnerships | Impact
• Support station marketing / branding
• Align with community service mission
• Benefit non-profit arts partners, increase media buying power
• Provide stickiness to broadcast sponsorship
• Provide access to events, create donor / sponsor touchpoint
• Community engagement
Media Partnerships | Common Path
KCRW is the Media Sponsor for XYZ Event.
In exchange, XYZ Event Organizers
provides KCRW the following “benefits”:
• KCRW logo on THIS
• KCRW logo on THAT
• KCRW logo on THIS.com
• KCRW table at XYZ Event
• Tickets to XYZ Event
What? Who? Why?
• What is the real value of
logo placements?
• Who confirms logos are in
place as agreed?
• Who maximizes table
opportunity at the event?
• Who coordinates ticket
distribution?
Media Partnerships | “Cash” Opportunities
• Match station needs with offered benefits
o VIP passes / tickets to entertain other high-level sponsors or donors
o A larger onsite presence
o Event space for future station / partner events
o Services for future station / partner events
• Solicit membership/pledges onsite
• Find a partner to sponsor station activation
• Leverage your team’s ability to negotiate sponsorship sales with partners
o Often requires revenue split
2016
Multiplatform Sale
In addition to broadcast, DSC purchased a digital campaign
directing KCRW fans to a special offer page at
trydollarshaveclub.com/kcrw
DSC Proof of Performance
DSC
• Fun way to demonstrate support for the community via support of KCRW
• Multiplatform package aligned with direct response marketing – special
offer messaging via digital/onsite offerings + trackable
• Leverage KCRW’s event footprint across Southern California
KCRW
• Multiplatform sponsorship from a prospect not interested in “traditional”
advertising
• Enhanced offerings at Street Team table for membership acquisition
2017
Metro Proof of Performance
LA Metro
• Leveraged KCRW’s event footprint across Southern California
• Metro Trip Planner for each event, great messaging vehicle for current/future
projects that change how our audience will get to these events
KCRW
• Deepens relationship with LA Metro, positions KCRW as a long-term partner
• Demonstrates increased value by securing sponsorship dollars for Sound in Focus
partner – helps offset LA Metro costs
• Enhanced offerings at Street Team table for membership acquisition
Takeaway | Trade Doesn’t Always Mean No Cash• Know your station’s needs — marketing,
membership, sponsorship
• Align needs with media partner benefits offered
and what could be offered
• Investigate opportunities to leverage trade
media sponsorships for cash outcomes
Speaker Information
Laura Landress – Nashville Public RadioManager of Corporate Support
615-760-2015/[email protected]
Liz Larkin – South Dakota Public BroadcastingDirector of Corporate Development East River
605-367-7273/[email protected]
Mia Fernandez- KCRW Los AngelesDirector, Corporate Development
310-581-5844/[email protected]
Special thanks to our Platinum Sponsors!