Promotion Title - National Association of Broadcasters

Transcription

1
TABLE OF CONTENTS
1.
Pamper ME! ............................................................................................................ 7
2.
What Maine Thinks! ................................................................................................ 9
3.
Proud To Serve ..................................................................................................... 11
4.
Delmarva Life ........................................................................................................ 12
5.
Cinco de Mayo ...................................................................................................... 13
6.
2012 Red Sox Pet Photo Contest ......................................................................... 14
7.
ABC/Fox Internet Auction ...................................................................................... 15
8.
4 Your House ........................................................................................................ 17
9.
UFC and John “Bones” Jones ............................................................................... 19
10. Take Me Out To the Ballgame .............................................................................. 20
11. Veterans Notes (TOPPER) ................................................................................... 21
12. Oregon's FOX Free Lunch Fridays........................................................................ 22
13. 2012 United Way................................................................................................... 24
14. Tim‟s Cascade Snacks Hoopfest Promotion ......................................................... 26
15. 2 Minute Take ....................................................................................................... 28
16. Weather Lab (TOPPER)........................................................................................ 30
17. Morning 7 Day Weather Sponsorship ................................................................... 31
18. Shifting Gears into Mobile ..................................................................................... 32
19. Pay It Forward (TOPPER) ..................................................................................... 33
20. Go Texan Restaurant Round-Up........................................................................... 35
21. Three Screen Approach to Healthcare (TOPPER) ................................................ 37
22. Baby Faces (TOPPER) ......................................................................................... 39
23. Girls Ultimate Weekend Escape ............................................................................ 41
24. Fans Choice Game of the Week ........................................................................... 43
25. Wear Red Fridays ................................................................................................. 45
26. You and Me on 3 ................................................................................................... 46
27. Sprint Tech Talk Tuesdays .................................................................................... 48
28. Sleep Awareness .................................................................................................. 50
29. Signature Series .................................................................................................... 51
30. Dull Meetings ........................................................................................................ 52
31. Kids Service 4 Savings.......................................................................................... 53
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32. ExtraCo Eagle Eye Network .................................................................................. 54
33. Baby of the Week .................................................................................................. 56
34. Hit the Green Outdoor Golf Fest & Demo Days .................................................... 58
35. The Face of Fox .................................................................................................... 61
36. Keepin' It Local ...................................................................................................... 62
37. OnlineRugDesign.com .......................................................................................... 65
38. Law Connect ......................................................................................................... 66
39. The Whole Health Experience (TOPPER)............................................................. 67
40. Good Day Columbia "Road Show" ........................................................................ 68
41. News Camera Sponsorship-Revamp .................................................................... 69
42. Coulee Coffee Club (TOPPER) ............................................................................. 71
43. HIre a Veteran, It's Good For Business ................................................................. 73
44. Web that Works..................................................................................................... 74
45. Marvelous Milestones............................................................................................ 75
46. In Your Hometown ................................................................................................ 76
47. Racing Tonight ...................................................................................................... 77
48. The Fifth Quarter ................................................................................................... 78
49. The Ugliest Kitchen Makeover Contest ................................................................. 79
50. Attracting Visitors to Marquette County 2012 ........................................................ 81
51. WAFB Birthday Club ............................................................................................. 83
52. Bolton Camaro Giveaway...................................................................................... 84
53. Farm To Fork (TOPPER) ...................................................................................... 85
54. Text To Win ........................................................................................................... 86
55. Shape Up Showdown (TOPPER).......................................................................... 87
56. Holiday Extravaganza ........................................................................................... 89
57. 15 Days of Christmas ............................................................................................ 90
58. $50 a Day of Gas in the Month of May .................................................................. 91
59. Annual Social Media Leverage Promotion ............................................................ 92
60. Money Matters ...................................................................................................... 93
61. Sports Spectacular (TOPPER) .............................................................................. 94
62. NBC33's Health Source ........................................................................................ 96
63. Street Tweets ........................................................................................................ 97
64. Hoops Contest ...................................................................................................... 98
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65. Single News Sponsor (TOPPER) ........................................................................ 100
66. Lexington Medical Center Mobile Sponsorship Campaign (TOPPER) ................ 102
67. Operation Hired ................................................................................................... 103
68. Weather Call for Schools (TOPPER)................................................................... 104
69. Companies That Care ......................................................................................... 106
70. CNY Home Remodeling Guide (TOPPER) ......................................................... 107
71. What Matters (TOPPER) ..................................................................................... 109
72. Heartland Heroes ................................................................................................ 110
73. Pizza Hut Mobile Lovers Giveaway (TOPPER) ................................................... 111
74. Jingle Promotion ................................................................................................. 113
75. Text L8R.............................................................................................................. 114
76. Where Life Is "Sew" Fun ..................................................................................... 115
77. Your Beautiful Bath (TOPPER) ........................................................................... 116
78. Medal Count ........................................................................................................ 118
79. Innovations in Agriculture .................................................................................... 119
80. Let Gordon Chevrolet be your Chauffeur for the Day .......................................... 120
81. National Ice Cream Month................................................................................... 121
82. Hands on Hearts (TOPPER) ............................................................................... 122
83. St. Jude Dream Home Giveaway ........................................................................ 124
84. TXT L8R .............................................................................................................. 126
85. The O-Zone (TOPPER) ....................................................................................... 128
86. WDAM's Mother's Day Giveaway ........................................................................ 130
87. News Snipes ....................................................................................................... 132
88. Pet Connections .................................................................................................. 133
89. The SWX Carhartt Sport Studio .......................................................................... 135
90. Pro Football Frenzy ............................................................................................. 136
91. Stuff the Bus........................................................................................................ 137
92. Parade of Homes Plus 2012 (TOPPER) ............................................................. 138
93. Beat The Summer Hunger Blues! ....................................................................... 140
94. Family Finance .................................................................................................... 141
95. Clemson Coach's Show ...................................................................................... 142
96. Recycle a Ride (TOPPER) .................................................................................. 143
97. WDFX's Adoptable Pets ...................................................................................... 144
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98. Toyota Tuesdays ................................................................................................. 145
99. Community Green ............................................................................................... 146
100. Extra Point........................................................................................................... 148
101. Spotlight Game of the Week ............................................................................... 149
102. Bair's 30 Burger Countdown ............................................................................... 150
103. Loud & Proud ...................................................................................................... 152
104. News Sponsorship .............................................................................................. 154
105. A Picture's Worth 1000 Words (TOPPER) .......................................................... 155
106. Time Waits for No One ........................................................................................ 156
107. Savor The Good Life (TOPPER) ......................................................................... 157
108. Love The Locals .................................................................................................. 159
109. 2012 College Tournament ................................................................................... 160
110. Community Champions ....................................................................................... 161
111. Live Smart (TOPPER) ......................................................................................... 163
112. Pay it 4Ward (TOPPER)...................................................................................... 164
113. Sun Sense........................................................................................................... 166
114. 100 Days of Summer Giveaway .......................................................................... 167
115. Trophy Link ......................................................................................................... 169
116. High School Football Play-off .............................................................................. 170
117. Dental Ark Online Appointments ......................................................................... 171
118. Charleston's Ugliest Roof .................................................................................... 172
119. Stormtracker 13 Weather Book ........................................................................... 173
120. The Pledge of Allegiance .................................................................................... 175
121. Safe Summer ...................................................................................................... 177
122. Double Diamond Giveaway ................................................................................. 178
123. Name the Baby Panda! ....................................................................................... 179
124. The UpNorthLive Golf Card ................................................................................. 181
125. Classroom Salute ................................................................................................ 182
126. Joy of Sharing ..................................................................................................... 183
127. Just Let It Ring .................................................................................................... 184
128. Our Town ............................................................................................................ 186
129. LA Ley 10th Anniversary Celebration .................................................................. 187
130. Better Business Club ........................................................................................... 188
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131. Project Family ..................................................................................................... 190
132. Morning News Franchise Ideas ........................................................................... 192
133. Junior Forecaster ................................................................................................ 193
134. Big Event ............................................................................................................. 194
135. End of Summer Best Seat In The House ............................................................ 195
136. Dream Wedding .................................................................................................. 196
137. Local Biggest Loser Competition ......................................................................... 198
138. Great Day to do Business ................................................................................... 199
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Pamper ME!
Station:
Group:
City:
State:
DMA:
Promotion Type:
WPXT-TV
New Age Media Broadcast Group
Portland
ME
78
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: We are always looking for revenue-generating opportunities that offer viewers
exclusive, engaging, locally-focused entertainment. Of particular interest to us are services and
local direct accounts.
Building on our CW brand as a young women's station, we created a 30-minute local program
series that combines elements of a make-over show with elements of a shopping spree show.
The key to our success was getting local advertisers to pay to participate in this program. We
also wanted an annual stream of revenue as opposed to just a quick hit. Finally, our goal was to
find new advertisers to insure that we weren't trading dollars.
Overview: Pamper ME! consists of three, eight-week "arcs" that air on weekend afternoons on
WPXT-TV over a 12 month period. Each arc features different "contestants" but the same
sponsors, that way the sponsors are on for three of the four quarters each year. One arc
generates one 30-minute show which we broadcast each Saturday and Sunday for eight
consecutive weeks for a total of 16 broadcasts.
In the first year we sold five local sponsors. All five sponsors were new to our station (and most
were new to TV)! The sponsors received category exclusivity and included an earring store, a
limo company, a high-end restaurant, a fancy hair stylist and a spa.
Implementation: We started by running a promotional campaign in which we solicited entries
for "contestants" to participate in Pamper ME! The promos asked female viewers to nominate a
friend who would really appreciate a make-over and a "girls' day on-the-town."
From the entries, we contacted several of the most interesting applicants and invited them in for
an interview. Ultimately we selected our "winner" and she and the friend who nominated her
were declared our contestants for the first arc.
While the selection process was taking place we lined-up advertisers. The annual package was
divided into three shows which were spread over six months (two months for each arc). We
charged $3,600 for the package with the billing being split over six months. However… we
agreed to purchase $200 in merchandise or services from each advertiser during each arc. So
with three arcs, each advertiser was guaranteed to receive $600 in sales (a check, not a credit)
from us. The "net-net" (there were no agency commissions since everything was sold to local
direct accounts) was $3,000 from each of the five businesses.
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The show opened at the limo facility and the winners selected their limo for the day. They then
went to the earrings store and each went on a $100 shopping spree. Next came the spa where
they each had a treatment (the spa owner gave them more than the budgeted $100-per-person
treatment because he wanted to show several of his treatments). From the spa they went to the
hair salon for cuts, coloring, make-up, etc., then on to the fancy dinner where they enjoyed the
food and drink while chatting about their day-on-the-town. Going from one business to another
they enjoyed being driven in their stretch limo.
We set aside two days for shooting. We had two shooters and the host/producer, plus the two
contestants. We did have to adhere to an organized shooting schedule since the hair and makeovers changed the winners' appearances and would have caused continuity problems if they
appeared in one scene with a new look before we actually getting their make-over!
The sponsors loved being part of a local TV show. The contestants understood that they were
getting everything for free and were wonderful in cooperating with the sponsors.
In addition to the TV show we also created a custom website where all of the segments could
be viewed and visitors could link to the sponsors' websites.
Results: $15,000 net-net of new business, spread out over three quarters of the year. We
received dozens of entries from all over the state. The advertisers felt like they were part of a
Hollywood production. We created an exclusive, local, program that supported our brand.
Everyone involved had fun!
Partners:
Advertisers:
None
Atlantic Limousine, Earrings & Company, Jonathan Douglas Spa,
CoCo Cheveux, Eve's At The Garden
Net Revenue (1-10 scale): 8
Repeat Business?
Yes
Contact:
Jennifer Lutz, 207-774-0051 x144, [email protected]
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What Maine Thinks!
Station:
Group:
City:
State:
DMA:
Promotion Type:
WPME-TV
New Age Media Broadcast Group
Portland
ME
78
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: One of our goals was to develop more business from the financial sector. We
targeted credit unions and locally-owned banks as the best prospects. While many of them used
advertising agencies, we wanted to develop a new revenue stream that was above and beyond
what the agencies were spending. We also wanted to develop a closer working relationship with
these financial services businesses. Obviously we wanted to generate either new business from
a bank/credit union that wasn't advertising with us, or incremental dollars if they were already on
the air. Our dollar goal was at least $20,000 in new revenue.
Overview: We had to find a bank that was open to "interesting" ideas. While the first few we
approached were steeped in traditional bank-thinking, we finally found a banker who was
curious about what we might offer. He and his marketing person agreed to meet with us to hear
our ideas.
We presented a plan based on the TV show, Family Feud. We would work with the bank to ask
a weekly question of Maine residents and then show the five most popular answers in a special,
one-minute feature broadcast on WPME-TV. The feature ran in a fixed position each day.
Implementation: The bank creates the questions and uses their weekly newsletter, their
website and their branch offices to post the questions and ask for answers. At the end of the
week the bank tabulates the hundreds of entries and sends us the question and the top five
answers.
We create a one-minute feature entitled “What Maine Thinks.” There is a brief billboard open
followed by the question. Then we show the 5th, 4th and 3rd most popular answers. A
commercial break for the bank's :10 spot is followed by a restating of the question and the
unveiling of the #2 and #1 answer. Viewers are encouraged to visit the bank's website to see all
of the questions and answers.
What Maine Thinks airs once per day on WPME-TV. It has a fixed position each day of the
week so there is consistency.
Our Creative Services team built the graphic template for the feature and each week the new
question and results are typed in and the feature is automatically created.
The bank's spot is a stand-alone unit so they can change the creative without having to change
the content or the template.
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We charge a small fee for changing the content each week plus we charge for a :60 unit each
day for the broadcast of each What Maine Thinks.
The bank has original content, a reason for people to visit their website, a reason for people to
sign up for and/or read their weekly newsletter, and an exclusive content-rich feature that airs
on a daily basis on TV.
Results: This program generated $23,000 for the year (that includes the production fee and the
airtime). There were no costs of any kind.
Each week the bank has been receiving between 100-200 responses and sees this as a
combination public service initiative as well as a branding and marketing opportunity. They like
the fact that they own a custom-made, content feature that supports the image they are seeking.
While we put this deal together with the banker and his marketing person, we still had to present
it to the ad agency. Fortunately the banker and the marketing person attended our presentation.
The agency had some questions but basically supported the idea and our execution.
Partners:
None
Advertisers:
Gorham Savings Bank
Repeat Business?
Yes
Contact:
Jennifer Lutz, 207-774-0051 x144, [email protected]
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Proud To Serve
Station:
Group:
City:
State:
DMA:
Promotion Type:
WBOC
Draper Holdings
Salisbury
MD
144
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: The goal was twofold. First to find a news franchise that brings together our three
state viewing area in Delmarva (Delaware-Maryland-Virginia) and which also generates
significant six-figure revenue to offset the cost of our ENG Helicopter.
Overview: The Proud To Serve Campaign places an advertiser logo behind our chopper pilot
when he is seen on air and the logo also appears on screen for the duration of a 45-60 second
feature story that airs INSIDE our newscasts part of our content. It has become both a
significant revenue generator AND one of the best-loved parts of our newscasts.
Implementation: We first worked with the local United Way and placed their logo behind our
chopper pilot who flew over a different town each day telling a story about the town, including
population and history. The United Way logo was also on screen the entire time. We ended with
the pilot saying "WBOC is proud to serve Anytown, and proud to partner with the United Way.
I'm Captain Willie in Chopper 16."
The franchise airs in our 6 am and 11 pm show. Once established and well known among our
viewers we knew that businesses would want the same type of publicity we gave to the United
Way for three months So we offered the sponsorship to key advertisers by sending out
promotional packages via FedEx and letting them know by phone they would receive the
package.
The sponsorship was available by quarter on a first come-first served basis with a right of first
refusal. We priced it at $50k per quarter. We sold it out to one advertiser (furniture store) for a
full year. That advertiser is now in the third year of the sponsorship.
You don‟t need a helpcopter to pull this off. Any weather, sports or feature talent can go to a
town and do the same thing on the ground and be proud to serve a town with a sponsor.
Results: You do the math. Six figures per year and in our third year
Partners:
News department
Advertisers:
Furniture store
Repeat Business?
Yes
Contact:
Craig Jahelka, 443-880-9090, [email protected]
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Delmarva Life
Station:
Group:
City:
State:
DMA:
Promotion Type:
WBOC
Draper Holdings
Salisbury
MD
144
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
No
Objective: The goal was to replace the loss of Oprah with a locally produced non-news
program that generated significant revenue through a variety of revenue streams
Overview: Delmarva Life is a daily local talk show with a live studio audience, two cohosts and
a field correspondent. The show airs at 4 pm weekdays and features local events and local
businesses. The program has won the time period in every book since it was launched in
January.
Implementation: We promoted our news executive producer to a department head position and
let her hire six people, built a set and launched a local daily talk show. Our morning news
coanchor also cohosts this show which is taped at 10 am and replayed at 4 pm each weekday.
In addition to doing content on local and fun things, we offer up to four paid segments in each
program for advertisers to buy. These are sold either by our legacy AEs to existing clients, or to
mom and pop advertisers by our telesales team, which also sells our interactive products.
Advertisers can purchase four levels of appearances, each three to five minutes in length. The
least expensive option is to appear on set and talk about the business. The most expensive is
an edited profile of the business shot in advance. The key is to tell a story and not hard sell a
business or product and our folks do a great job of understanding this. Further we sold both
premiere sponsorships and supporting sponsorships on an annual basis. These sponsors get
commercials in the program logos, audio billboards and appearances once per quarter.
Results: The program wins the time period and in six months surpasses our revenue
projections for year one
Partners:
Numerous
Advertisers:
Numerous
Repeat Business?
Yes
Contact:
Craig Jahelka, 443-880-9090, [email protected]
12
Cinco de Mayo
Station:
Group:
City:
State:
DMA:
Promotion Type:
KTXQ
Ramar Communications
Lubbock
TX
143
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: For the last 22 years our company has hosted a Cinco de Mayo event to connect
Hispanics in our community to our stations. Of course the revenue potential is a primary goal as
well.
Overview: Cinco de Mayo is a celebration of the Hispanic culture and heritage. We have
approximately 10 bands that play throughout the day. We also have a children's area with
activities for the kids as this is a family oriented event. In addition to the popular bands,
attendees enjoy entertainment such as Ballet Folklorico to connect the cultural flavor of the
celebration. We sell sponsorships for the event including stage sponsors, logoed items, food
and vendor booths, auto showcase and more. We also sell text to win campaigns for viewers to
win tickets and pick up at sponsor locations.
Implementation: Sponsor packages are sold for the different opportunities such as stage
sponsor, ticket sponsors, Text to Win sponsor, T-Shirt sponsor, logoed items such as koozies,
key chains, bottle openers, Free Tickets for children under 12 sponsor, food and vendor booths
and an auto showcase. All sponsor packages include a 3 month television schedule. We begin
selling the event in February and the TV schedules air March, April and May. Day of the event
station employees work in Coke booths which brings additional revenue for the event. We work
with our local Knights of Columbus group to help with ticket sells at the gate, parking and taking
pre-sale tickets at the gate. Prior to event tickets are available for a discount "Ten Bands for Ten
Bucks". Day of event the ticket price increases to $15. Ticket and beverage sales cover the cost
of the bands.
Results: This is a very successful event for our station, which is why we have continued to host
for 22 years. Attendance ranges from 10,000-15,000 based on the name recognition of the
bands. Revenue averages $95,000.
Partners:
Radio Partner from our station group that plays Tejano Music
Advertisers:
All product categories
Repeat Business?
Yes
Contact:
Sherry Saffle, 806-798-8545, [email protected]
13
2012 Red Sox Pet Photo Contest
Station:
Group:
City:
State:
DMA:
Promotion Type:
WPFO
Max Media
Portland
ME
78
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The goal was to find a way to sell an MLB package that would include a contest.
MLB restrictions are some of the most difficult to navigate. We are not allowed to promote
tickets as a prize. To circumvent this we worked with a tickets and tour company and gave away
tickets to a "Boston Area Professional Sporting Event."
The contest was also a challenge in that there are so many games/teams each week. If we
asked our viewers to pick the winner of a Red Sox game the vast majority would always pick the
Sox. So, the question was how do you engage MLB fans without doing a pick the winner
contest. To accomplish this we combined the sports angle and one of the top two online contest
ideas (pets and kids). The end result was a Red Sox Pet Photo contest.
Overview: The campaign runs the entire MLB season with paid spots in every Saturday Fox
Game of the Week including the Red Sox games. Promos direct viewers to enter on our
website. Weekly prizes are given away to a randomly chosen entry. On August 27th the grand
prize will be awarded.
Implementation: The contest included a minimum of 20 tagged promotional announcements
per week running April 2nd through August 26th and a "web presence" on our contest page.
The web presence was a logo on the Red Sox Pet Photo Contest page which contained a click
through URL. The web presence did not take any additional inventory and we were able to build
in web dollars to our packages. We also run online banner ads promoting the contest. We use
UPickem which is part of Second Street to facilitate our online contesting needs. The online
contesting portion is completely turn key. We then ran a paid schedule with spots in each Fox
Saturday Game of the Week.
Results: We sold 4 season-long packages. The station had only sold one complete season
package (every game) previously. I had never sold one in my career. We got one completely
new advertiser, one advertiser that hadn't been on in a year, and the other two usually bought
OTOs in the Red Sox games only. We generated over $20,000 in revenue.
Partners:
Advertisers:
Second Street for online contesting
Palmer Springs, Bill Dodge Auto Group, York County Community
College, and Town Faire Tire
Repeat Business?
Yes
Contact:
Eric Turner, 207-347-7308, [email protected]
14
ABC/FOX Internet Auction
Station:
Group:
City:
State:
DMA:
Promotion Type:
KFBB/NFBB
Max Media Montana
Great Falls
MT
190
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
No
Objective: Increase revenue in a traditionally down quarter. Gather that revenue from clients
that have already maxed their marketing budget, are non-traditional advertisers and advertisers
that have not tried our stations before.
These goals must be achieved without impacting traditional revenue streams.
Overview: We trade advertising for goods and services, retail for retail. We then own those
items and sell them to viewers in a three-day internet auction that is supported by a TV
schedule. Ultimately we collect 30-40% of retail value in cash.
Implementation: Sales hits the street with the auction information about three months before
the scheduled date of the auction. Each AE is required to get photos of the items and complete
and detailed descriptions. The pictures and items are entered into an auction site, in our case,
we used Auctionanything.com.
The week before the auction, we start a promotional schedule to promote the coming auction
and tease with some of the more desirable items. In this case, it was our first auction so we
didn‟t have an auction database. However, the next time we do this we will have an email
database so we can start with email notifications to let previous participants know.
The auction runs Tuesday morning through Thursday night. At the conclusion of the auction,
invoices are sent to each auction winner with directions explaining how to pick up and pay for
items. We give a deadline for invoices to be paid, typically 2-3 work days. Most of the invoices
are paid within two.
Handling the trade side of the promotion, we give a time frame within which the trade
advertising must be used. The only exception is if we make this a part of an annual agreement
and have a specific plan in place to use the trade within the year. Production costs are not
available for trade.
The benefit of the promotion for us is revenue that we would not have secured in any other
fashion. The benefit for our client depends on the client. Existing advertisers have the
opportunity to supplement their campaign with additional advertising at a smaller cost. For nonadvertisers, this is an inexpensive way to try TV for the first time (we also now have a
commercial on hand and can sell them later on for specific events that we know they would be
15
interested in, e.g., the Little League World Series). For clients that are advertising but not on our
station, this gives us a chance to show them success with us!
Results: For the first auction, we did very well pulling in 35% of retail value and a 200% ROI
Partners:
None
Advertisers:
all categories
Repeat Business?
Yes
Contact:
Keith Teske, 406-453-4377, [email protected]
16
4 Your House
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXLY
Morgan Murphy Media
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Create a four month campaign that was straight forward, immediate, and got new
direct business. This is a four month campaign (spring/summer) that focused on the Home and
Garden industry (April-July) and was category exclusive.
Overview: First come-first served... first two clients in each Home & Garden industry to sign up
had their spot reserved (DMA covers two states, so we had one from each state). For example:
Heating & Cooling, Siding, Kitchen Remodel, etc. It only cost $500/mo so it was a great way to
get NEW clients. We had 20 clients in the program.
The commercials were doughnuts. Everyone had the same opening and same close. We had
two groups of 10. Each group had their logo on the close of the commercial. So, lots of
branding. Each client had their own middle :18 insert. Their spots rotated 1/10th in the schedule.
We had a notable talent open the commercial. The talent, the price, category exclusivity made
this effective and different and gave 20 new clients an opportunity to be on TV since they all
contributed to the schedule vs. taking on the whole brunt. No one stepped on each other's toes
since it was first come-first served for their industry.
Implementation: Multi-media. This program included TV and internet. We had a virtual Home &
Garden section on www.kxly.com where everyone's commercials were loaded as well as their
logos, web sites, contact information and links to their site. We had a $1500 gift card from a
local appliance store we were giving away and ran their own schedule promoting the contest as
well as online contesting.
In the first 6 weeks we had over 1,000 entries on line for the gift card. This was huge success
on our Google analytic report and drove many people to our news site as well as our splash
page dedicated to 4 Your House.
Fellow AE and I took the 4 Your House package out to the numerous Home & Garden clients in
our market and showed them all the industries and they signed up on the spot. The price was
very affordable at $500/mo. We had 10 to a group, so the campaign was $5,000/mo schedule.
This gave the clients an opportunity to be on a great schedule with a fraction of the price.
Our production made one doughnut and everyone had the same open and close. The close
drove viewers to our website and showed all 10 logos in the program. Every client had their own
:18 vignette insert. Each :30 spot rotated 1/10th of the time. A great deal of branding with this
campaign.
17
Results: We sold this in less than a month and the station made 40,000 in NEW DIRECT
business. Fellow AE and I got 20 new clients on air. Because of success we are now going to
launch a fall/winter campaign and update our open and close to make it reflect the new season.
Lots of interest once this hit the airways and we look forward to a great second round.
Partners:
Fellow ae, Ryan Johnson.
Advertisers:
Had 20 advertisers in the group
Repeat Business?
Yes
Contact:
Katie Elliott, 208-819-4282, [email protected]
18
UFC and Jon “Bones” Jones
Station:
Group:
City:
State:
DMA:
Promotion Type:
WICZ-TV
Northwest Broadcasting
Binghamton
NY
157
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: Our news department wanted to send a crew to Atlanta to cover the UFC fight (in
April 2012). However, the expenses for this were not included in the news department's 2012
budget. So, they came to the sales department, asking if we could put our heads together to
come up with a way to accomplish this. The sales department saw the value of being the only
local station to send a crew and happily got on board to generate money for news expenses
(and for themselves!). Jon "Bones" Jones is a native of our area, so there was a natural interest
in additional local coverage of this event, which was not shown on broadcast TV (it was a Pay
Per View event).
Overview: This sponsorship promotion was quickly sold to seven local (non-competitive) clients
at $2,500 each ($17,500 total generated). Each client received their logo on all promos (we
produced 30 second promos which aired in all dayparts), each client received billboards in our 6
pm and 10 pm newscasts leading up to the UFC fight, leaderboard banners on our website
(WICZ.com) and received sponsorship IDs in all live segments of UFC coverage in our news,
both 6pm and 10pm.
Implementation: We produced and aired 30 second promotional announcements (in all
dayparts, approx. 10 per day) leading up to the actual UFC fight in April, with sponsors' logos
appearing on all (about 7 days prior to the event). We incorporated a website element, with
sponsor banners on a dedicated page, exclusive content and a live Twitter feed. Sponsors aired
30 second (paid) ads in our 6 pm and 10 pm newscasts, and received billboards and live
sponsor identification during the live segments of interviews before the fight, and in live
segments after the fight. Live segments aired starting Thursday and continued through Sunday.
Results: With little lead-time, this was put together quickly and sold quickly. Our promotion
department produced a spot which incorporated all sponsor logos, traffic scheduled the 30
second promos, and the news department had the competitive edge as we were the only station
in the market to have live coverage! We over-achieved the original dollar goal, by selling this to
7 clients in a matter of a few hours.
Partners:
Advertisers:
see list of advertisers
Matthews Auto Group, Bobby's Place (bar], Don's Automotive (auto
parts), CNYMMA (Mixed Martial Arts), Shortline Coach USA, Visions
Federal Credit Union, Plato's Closet (clothing store)
Repeat Business?
Yes
Contact:
Mary Ann Harkness, 607-770-4040 x314, [email protected]
19
Take Me Out To the Ballgame
Station:
Group:
City:
State:
DMA:
Promotion Type:
WICZ-TV
Binghamton
NY
157
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: Our primary goal was to pre-sell and sell-out our 2012 Major League Baseball
inventory, which features the Fox Saturday game of the week, and also our synidcated NY
Yankees games (which air on our sister station, WBPN-TV My8). Altogether, we have almost 50
games.
Overview: The promotion is based on a WICZ-TV night with the Binghamton Mets, our local
Double-A franchise. Our clients, with their spending commitment, were each a "designated free
ticket outlet" for the promotion that aired on WICZ-TV and WBPN-TV. Viewers were instructed
to go to any of the sponsor locations to pick up free tickets to that night's game. Additionally,
each sponsor received up to 100 free tickets for their employees and/or customers. We
produced and aired over 200 promotional ads (in all dayparts) to drive traffic to our participating
sponsors. Our sponsors not only got a great promotion, free tickets for their employeees and
customers, and also many new potential customers who came through their doors for the free
baseball tickets.
Implementation: We approached the Binghamton Mets with this great opportunity to put more
fans in their stadium, on a weekday night (when attendance is usually quite low). The average
cost of a ticket to a Binghamton Mets game is $7.50. We were able to work a deal where every
ticket coupon redeemed for that specific game the Mets received $1 in trade advertising
(instead of the normal $7.50 price per ticket). This kept our out-of-pocket costs to a minimum.
(Example: if 2,000 tickets are redeemed for this game, we provide $2,000 in trade advertising to
the Binghamton Mets, instead of paying $15,000 cash.) This is a great deal for the Binghamton
Mets because they compute 1 seat generates $16 in concession revenue. So, they stand to
receive over $30K and up to $50K in spending, depending on the number of free tickets
redeemed. This promotion has been so successful we have done it many years in a row. One
year, over 3,000 tickets were redeemed.
Results: This promotion pre-sold over $70K in baseball before the first game was played, and
gave us a great start for selling-out all games in 2012!
Partners:
Advertisers:
see advertiser list below
car dealers, credit union, home repair, hosptials, cable company, auto
repair & parts shops, banks, jewelry, restaurants, furniture store, etc.
Repeat Business?
Yes
Contact:
20
Veterans Notes
Station:
Group:
City:
State:
DMA:
Promotion Type:
WAGM-TV
none
Presque Isle
ME
205
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: Presque Isle has a large number of Veterans in our area, so we wanted to have a
place for the local veterans to turn to to find out about important events that were happening in
our area for them. Veterans Notes is a listing of activities and events that are happening in our
area that involve our local Veterans.
Overview: A local AE, a Veteran himself, came up with the idea of "Veteran's Notes." Bernie
saw the need for a central posting place for all of the Veteran activities that were happening in
our area. He found that Veterans were not aware of programs and events that were happening
and that would be beneficial for all Veterans to know about.
Implementation: This was a fairly easy project to get started, Bernie started by contacting the
local VFWs and Veteran Centers in our area to make them aware of the new project and how
they can submit events and activities that they wanted other Veterans to know about. We then
created a “Veteran‟s Notes” segment for air; this was going to change every other week so we
created a template so we could insert the new information quickly and easily.
We then went to local businesses to sponsor the airings of the Veteran's Notes. We were able
to secure three local sponsors who were thrilled to step up and make this important campaign a
reality.
Results: We were able to secure three sponsors for $22,620, all of which was new money to
the station. Each sponsor was thrilled to be able help with such an important project for our
Veterans.
Partners:
NA
Advertisers:
Pelletier Ford, St Joseph's Nursing Home, Quigleys' True Value
Repeat Business?
Yes
Contact:
Kelly Landeen, 207-764-4461 x253, [email protected]
21
Oregon's FOX Free Lunch Fridays
Station:
Group:
City:
State:
DMA:
Promotion Type:
KLSR
California Oregon Broadcasting
Eugene
OR
121
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
Yes
Objective: We were looking for a long-term, perpetual contest that would grow our website and
VIP Club, generate revenue for our station and increase business for our clients; Free Lunch
Friday met all of those goals for our station.
Overview: Each week, a different restaurant partners with our station to provide one viewer with
a Free Lunch, and also offer discounts to other contest entrants. Viewers are directed to sign up
for the contest to win the free lunch through our website and are also given the option to receive
a discount at the featured restaurant. The contest is promoted throughout the week on-air on
both of our stations (KLSR and KEVU), as well as on our homepage and our social media
outlets. Then, on Friday the winner is drawn and announced.
This campaign was inspired by a "Topper" from a previous year. Our campaign differs from this
previous idea in two main ways. First, we‟ve added the ability to give away coupons, which
generates more customer traffic for the restaurants and helps increase the effectiveness of the
campaign. Also, we‟ve tied in the contest to our “VIP Club” on our website which has allowed us
to grow our membership, which we use for other marketing purposes.
Implementation: The Free Lunch Fridays campaign utilizes our on-air, website and social
media capabilities. For the first month we hit on-air hard with a :30 promo at least 8x per day (all
dayparts) per station. Now we are only committing 3x :30s per day per station and are still
averaging more than 100 hundred entries per week, which for our market size is a great
response. Our website has functioned as the portal for entering the contest and has also
promoted the contest as well, with banner ads throughout the site that link to the contest page.
Our Facebook and Twitter accounts are updated every day and each mentions the current
week's partner, and links to the contest page.
Once at the contest page, viewers can enter the contest to win the Free Lunch, and can also
choose to join our VIP Club which would make them eligible for the additional discount from the
restaurant partner. Each restaurant provides a $25 gift certificate for the winner and an optional
discount for non-winning entrants. The discounts have been for items such as a percentage off
total bill, money off of the total bill, free drinks, etc. The client also pays a $250/week cash
schedule.
The gift certificates and additional coupons are mailed out or delivered electronically, depending
on the individual contest and how the partner has chosen to provide the prizes.
22
Once the contest ends on Friday, we start promoting the next week‟s contest the following
Saturday. Since Free Lunch Fridays is a contest that practically runs itself, we simply change
out the voiceover and logo, are ready to run the next campaign and viewers keep tuning in to
see what Free Lunch we‟re giving away this week!
Results: Since implementing Free Lunch Fridays, we've already generated over $2,000 in
additional revenue in the few months we‟ve been running the contest. Additionally, our VIP club
has grown from a little over 200 to well over 1,000 and we are averaging 15,000 more
impressions per month on our site. The added web traffic and VIP Club membership has also
helped us to provide more value to our clients who are involved in advertising on our website
and utilizing our club membership for promotional purposes.
Partners:
Advertisers:
n/a
Subway, Centennial Steakhouse, 6th St Grill, Agate Alley Bistro,
Agate Alley Laboratory, Sol Picante
Repeat Business?
Yes
Contact:
Matt Hilton, 541-681-3165 [email protected]
23
2012 United Way
Station:
Group:
City:
State:
DMA:
Promotion Type:
WICZ-TV
Binghamton
NY
157
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: The primary goal of this campaign is to approach non-traditional businesses in our
primary Metro County who are major contributors to the Broome County United Way. We feel
that very often, the companies and their employees who contribute the most are not recognized
in the general community, and until now, have no real way to tout their generosity. Also, most
are not interested in "tooting their own horn" as it relates to supporting the United Way. We have
come up with a campaign to showcase these businesses in a manner that encourages and
inspires other corporate citizens to increase their support of the Broome County United Way.
Not only does it provide recognition to the corporate donors, but also creates awareness for the
largest fund-raising event of the year for many not-for-profit organizations who receive funding
from the United Way.
Overview: We offer non-traditional United Way supporting businesses three different
participation levels: all at heavily discounted prices, and each schedule is matched 100% by
WICZ-TV/WBPN-TV. The 100% match is my company's very generous donation to guarantee
heavy saturation and wide reach and frequency of the messages. Also, we provide free
production to these participating clients.
Implementation: I have 4 different commercials to share: these were produced for the 2011
campaign and each one illustrates how this program works.
Once a client chooses their participation level, we begin working on a script based on
information they have provided. Spots can be created in studio or at the business location, or
multiple locations. Very often the company wants to show groups of their employees donating
their time to a variety of charitable organizations: collecting children's books for free distribution,
helping build a Habitat for Humanity house, helping a flood victim clean out a basement and
remove a destroyed furnace, walking for a cause, etc.
The spokesperson for the business (often the CEO or President of the company) speaks about
the needs of the community, the company's commitment to the community in which it operates,
and the generosity of the company's employees. We also encourage the spokesperson to talk
about some of the charitable organizations that rely for all or part of their annual funding from
the Broome County United Way, making it very local.
We've received very positive feedback from many spokespeople (whose companies have
participated in prior years) saying their employees feel proud to play an important role in helping
24
the community and are more willing to donate their time and money for even more needed
projects. In essence, this campaign has inspired area employees to give more.
Results: We are in the midst of presenting the 2012 campaign to about 100 local corporate
entities, but response so far has been better than we expected!
Partners:
Advertisers:
see below
every major corporation and business whose employees contribute to
the United Way
Repeat Business?
Yes
Contact:
25
Tim’s Cascade Snacks Hoopfest Promotion
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXLY
Morgan Murphy Media
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: The primary goal was to drive consumers on air to register for the possibility to win
one of three team registrations to the largest 3 on 3 basketball tournament in the world –
Hoopfest in Spokane Washington.
Yokes Fresh Market Stores was the grocery and outlet partner for registrations along with our
web site KXLY.com. Sampling at the NCAA Finals kickoff party for Hoopfest on April 2nd the
sponsor had sampling opportunities at the actual event on June 30 and July 1 at center court.
Over 200,000 people attend the event each year. The sponsor gave away 10,000 bags of 3
ounce Tim‟s Chips.
Overview: The campaign started mid March around the NCAA basketball tournament time. The
station drove consumers to Yokes Fresh Market stores to register for the chance to win a team
registration for Hoopfest along with team jerseys and recongnition. Consumers were also driven
to our web site KXLY.com for registration and other information about the contest. Yokes Frsh
Market stores gave Tim's front aisle displays in all of their stores in our region and in the three
stores in the Tri Cities Washington area. The grocery chain also ran ads supporting the
campaign and exposure. Tim‟s was given sampling opportunities at both the kickoff party for
Hoopfest which was the night of the NCAA Championship basketball game and again at center
court both days at the actual premier games. They gave away 10,000 bags of chips at our booth
at center court. The exposure for the client came over the air, via our web, sampling at events,
and displays in the Yokes Fresh Market Chain.
Implementation: The campaign was excuted in two tiers:
Enter to win boxes at all Yokes Fresh Market stores in Eastern Washington and North Idaho.
Forms were available online with our contest page on KXLY.com. Tim's displays were set up in
all Yokes stores throughout the promotion. Over 150-15 second promotional spots ran over a
three week period of time coinciding with the beginning of Hoopfest registration. The value of
each team registration and jerseys was about $350 per team.
The week of the actual event the station ran another 40+ 15 second spots driving consumers to
Tim's booth at center court at the basketball tournament. The total value of the campaign was
$10,000 to the station in new NTR. Tim‟s was a non-traditional advertiser and it was a great fit
bringing a consumer product company together with a major grocery chain in the market place.
26
Results: The entire campaign was a hit for Tim‟s Cascade Snacks both in terms of product
sales during the promotion along with sampling opportunities before 200,000 players, families,
and visitors. I am expecting Tim's Cascade Snacks will be back next year in 2013.
Partners:
Tim‟s Cascade Snacks, Yokes Fresh Market and Hoopfest Spokane
Advertisers:
Tim‟s, KXLY and Hoopfest Spokane
Repeat Business?
Yes
Contact:
Thomas Greene, 509-329-4209, [email protected]
27
2 Minute Take
Station:
Group:
City:
State:
DMA:
Promotion Type:
WKBT-TV
Morgan Murphy Media
La Crosse
WI
128
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: Primary goal was to offer advertisers an "interview format" to deliver their advertising
message. This would also be a way for us to compete for radio remote business and to offer
something "completely new" to the local marketplace. Another goal was to have an interview
format available that would allow advertisers access to our airwaves about a subject our news
department didn't deem newsworthy.
Overview: 2 Minute Take is a two minute long paid interview segment that airs M-F at either
7:58am or 12:28pm. In both cases, this segment immediately follows news content on WKBTTV. The segment is hosted by a WKBT-TV staff member who is free to say positive things about
the client‟s business or service. Her job is to ensure that the client communicates their message
effectively in this interview format.
Implementation: WKBT hired a former news reporter to handle setting-up, conducting and
editing of a daily "live-to-tape" interview for WKBT advertisers.
Host will post all segments to a 2 Minute Take page on our website and 2 Minute Take
Facebook page.
WKBT spent about $600 to develop graphic panel inserts which allows us to shoot these
segments on one of our news interview sets thus saving big expense of creating a new set in
our studio. We occasionally shoot these segments on-site for additional production charge.
Our host created an introductory video that explained the concept and our sales department hit
the streets to fully explain and sell this new concept which launched in Sept 2011.
We try very hard (for the appropriate clients) to use this segment in a direct response way i.e.,
"come in this weekend for something special" or "for the first 50 people who call..."
You must have a disclaimer at the end of each segment to meet Sponsor ID requirements of
FCC since this is a paid segment.
Results: Our average monthly revenue for 2 Minute Take has been $6,000 for the 10 months
we have been airing this segment. Our expenses for talent and production are about $3,000 per
month. Our clients LOVE having this format to tell their story, LOVE that it looks like a real
interview, LOVE the effort we put into making them look good and LOVE the fact that our host
can brag up/sample their product on air! Makes for good client relationships! Our sales
28
department loves to prospect with this format and we are starting to get call-in inquiries about
the segment. If a position is un-sold, we run a free 2 Minute Take for local non-profits. Nonprofits pay for the segment if they want to schedule a segment to air on a specific day. We have
had at least two non-profits pay to air segments.
Partners:
Advertisers:
none
Hospital, Retailers, Auto, Financial, Resort, Restaurants, Grocery,
Dentist, Non-Profits
Repeat Business?
Yes
Contact:
Scott Chorski, 608-793-4513, [email protected]
29
Weather Lab
Station:
Group:
City:
State:
DMA:
Promotion Type:
WLIO
Block Communications
Lima
OH
201
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The primary goal of this campaign was to drive traffic to our website and drive
revenue to both online and on air. This has also served as a great way to give people
information about weather prepardness and dangers.
Overview: Our Chief Meteorologist created 1:30 to 2 minute packages on weather related
issues to post on our website. We secured sponsors and promoted the Weather Lab on our air
and online.
Implementation: Our Chief Meteorologist developed several long form video segments about
weather related issues and preparedness. We created a video page on our weather tab where
these videos have created a library of weather topics that people can view. We run a series of
thirty second promos on air to drive people to the site to view these topics. Once there, viewers
are able to select the appropriate video topics to view and learn more. The sponsors receive on
air promos, pre-roll video, and a companion ad on our Weather Lab page. Topics are uploaded
monthly and promos are changed to reflect the new information.
Results: We secured sponsorship of $18,000 annually and have increased our visits and views
on our website.
Partners:
Your News Now Weather and hometownstations.com
Advertisers:
TSC (local cable company) and Cornerstone Basement Solutions
Repeat Business?
Yes
Contact:
David Cook, 419-228-8835, [email protected]
30
Morning 7 Day Weather Sponsorship
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXLY
Morgan Murphy Media
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: Initially the local AE came up with this idea to create a revenue source/sources that
would not be susceptible to pre-empts during this year‟s political campaigns.
Overview: KXLY was currently placing a client‟s logo in the top left corner on all of our 7 Day
Weather Forecasts. (am, pm, late night, weekend newscasts).
Implementation: Instead of "giving" the logo placement away as "added value" or "share" we
sold it.
Example: In the AM newscast we sold 5 clients one day of the week (M,T,W,Th,F) in the AM
newscast. Client was asked to commit to a full quarter with first right of refusal for the following
quarter. The client's logo is placed in the top left hand corner of the screen when the 7 Day
Forecast is on air. Each client is consistently on the same day of the week for the entire quarter.
Each client receives approximately 12 logo sponsorships between the 5-9 am hour during local
and national news (only when the 7 day forecast tile is on screen).
We decided to charge what the cost of one news spot averaged out to be during the 5-9 am
window. ($100). Client receives an invoice for $100 per week – 13 weeks per quarter totaling
$1,300. Multiply this by 5 clients each week, totaling $26,000 a year in new money for your
station.
Results: AE made only nine phone calls to new and existing clients. By adding a logo to an
already existing tile we created an additional $26,000 a year for the station using only the AM
news. (PM, Late and Weekend News would be additional income.)
The station has also received additional revenue from new clients. Once the client hears from
friends, family, customers seeing their logo on TV they come to realize the power of TV and
what it can do for their advertising, creating more revenue!
Partners:
Sales/News/Promotions Departments
Advertisers:
Htg Cooling Co, Credit Union, Lawyer, Physical Therapist, Car Dealer
Repeat Business?
Yes
Contact:
Candice Smith, 208-771-1203, [email protected]
31
Shifting Gears into Mobile
Station:
Group:
City:
State:
DMA:
Promotion Type:
WISC
Morgan Murphy Media
Madison
WI
85
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: Since mobile activity has grown so much for both news delivery and automotive
dealers and shoppers, we presented the concept of "you're on the go, and we're on the go" to a
local auto dealer. We were looking to harness the power of our mobile platform with a business
who shared the same goals. Our goal was to establish a connection with an auto dealer who
had expressed hesitation about traditional media.
Overview: In addition to an annual campaign that runs online and on our mobile platform, we
offered the sponsor the opportunity to become a part of all of our station's mobile promotion.
The auto dealer felt the connection to mobile delivery was critical to the growth of their mobile
audience as well. When the partnership began, we identified the sponsor across our television,
magazine and internet promotion which is designed to help us grow our mobile users.
Implementation: The campaign was broken down into two parts. The first was the promotion.
We produced fifteen second promo spots which were tagged with the sponsor's logo which
currently run on both WISC-TV3 and TVW. We designed magazine ads which promote our
mobile platform and include the sponsor. Finally, we produced internet ads encouraging our
online viewers to download our mobile apps, which also recognized our sponsor.
Part two was the multifaceted campaign that the sponsor recieved to promote themselves. The
campaigns included customized online ad solutions such as hover ads, leaderboards, medium
rectangles and a fixed position on our auto page. Also included was a substantial presence on
our mobile platform, including ads on both smart phones and tablets and across all operating
systems.
Results: The concept of connecting the auto dealer with our mobile content platform was so
well recieved that they created a corporate budget to particpate. The typical buying pattern for
this company was that each of the 11 rooftops buy independently and no company-wide money
exists. When this concept was presented to all the General Managers, they voted unanimously
to create a budget. The sponsor agreed to a one year partnership for $66,000.
Partners:
Zimbrick Auto Group, Channel3000.com, Madison Magazine, TVW
and WISC-TV3
Advertisers:
Zimbrick Auto Group
Repeat Business?
No
Contact:
Susie Taylor, 608-277-5123, [email protected]
32
Pay It Forward
Station:
Group:
City:
State:
DMA:
Promotion Type:
KCBD
Raycom Media
Lubbock
TX
143
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Times are tough and many people need a helping hand. KCBD wanted to help West
Texas residents help others. KCBD‟s Cary Allen stands at various locations – offering strangers
the opportunity to share $300 in cash with someone who is not a member of their family and
could use some extra cash. This is an integrated, multi-platform campaign designed to
showcase our sponsor, Shropshire Insurance, as a company that cares about our community
and those in need.
Overview: Randomly one of KCBD‟s weather personalities offers a “playmaker” an opportunity
to give someone of their choice $300. There are no rules on how the money is used, but the
“playmaker” usually chooses someone who is down on their luck and needs a hand-up. It‟s all
very heartwarming!!
Implementation: One of our meteorologists, Cary Allen, takes a Pay It Forward sign and stands
in various locations around our DMA. The first person who sees the sign and stops can become
the “playmaker” and go with our weather personality to deliver $300 to someone in need. There
are two rules - the recipient cannot be a family member and the money must be delivered within
an hour.
Our photo-journalist rides with the “playmaker” and along the way will ask why this person would
be a great recipient. Upon arrival at the recipient‟s location, the money is given to the
“playmaker” and that person approaches the recipient and presents the money.
There have been many heart-warming stories – people just out of the hospital or just lost their
job, had family deaths, births – all kinds of human interest stories. The whole philosophy is to
encourage viewers to share when they see someone in need.
The segment airs in our 10 pm news on Monday nights and is followed immediately by a
commercial for our sponsor and identifies him as the sponsor of the segment. The sponsor
provides the $300 as well as pays weekly for the sponsorship of Pay It Forward. Previous
stories are housed at kcbd.com and our sponsor has a :15 pre-roll that airs before the online
segments.
Results: Our sponsor is an independent insurance agency and has shared that they write 1-2
policies each week that are a direct result of customers moving their business to his agency
because of the Pay It Forward segment. They have also shared that both recipients and viewers
have sent thank you notes. This advertiser has gone from spending nothing with us in 2010 to
33
spending over $40,000 a year with us now. I believe we have also developed a life-long
customer relationship.
Partners:
News, Sales, Online
Advertisers:
Shropshire Insurance Agency
Repeat Business?
Yes
Contact:
Diane Harlan, 806-761-4204, [email protected]
34
Go Texan Restaurant Round-Up
Station:
Group:
City:
State:
DMA:
Promotion Type:
KCBD
Raycom Media
Lubbock
TX
143
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
Yes
Objective: The Texas Department of Agriculture has a program they promote called “Go
Texan.” This is a member-driven program and it promotes food, wines and other Texas products
and services. One week a year the Department of Agriculture promotes the Go Texan program
and its members by hosting a Go Texan Restaurant Round-Up. KCBD partnered with local
restaurants, wine growers, wineries and the Texas Department of Agriculture to host our very
own Go Texan Restaurant Round-Up.
Overview: KCBD started promoting the Go Texan Restaurant Round-Up the week before the
actual event with a dedicated website section and TV commercials offering viewers to log on the
kcbd.com or text Go Texan to a vanity code. There they could either print off the Go Texan
Super Pass or show their text to participants of the program for special discounts and offers the
week before and the week of the actual round up.
The week of the roundup, KCBD offered participants the opportunity to do actual live shots and
interviews in their business during KCBD‟s morning show - Daybreak. KCBD also ran TV
commercials promoting the event and the members who were involved. It is very likely the
Department of Agriculture has similar programs in other states.
Implementation: We sold one major advertiser - the Texas Department of Agriculture and
several other restaurants, wineries and Go Texan members. It was a requirement that all
participants be Go Texan members.
The first five members that signed up to participate in the Restaurant Round-Up received the
live interview positions on KCBD. The members that wanted to take advantage of the Super
Pass received commercials the week before the event, a texting opportunity and a future Deals
option. All participants received commercials the week of the event. The dollars received from
the Department of Agriculture helped to offset the costs of the interviews, the website section
and the texting campaign.
Results: We added $10,000 ($3,000 from Department of Agriculture) in non-traditional revenue
and introduced some smaller advertisers to the power of television advertising. The Texas
Department of Agriculture was very pleased with the event and looks forward to growing the
program in our DMA.
Partners:
Texas Dept. of Agriculture, News, Online
35
Advertisers:
Texas Dept. of Agriculture, West Texas Wine Growers, Llano
Estacado Winery, Overton Hotel, Gorditos, Glazed Honey Ham,
McPherson Cellars
Repeat Business?
Yes
Contact:
Diane Harlan, 806-761-4204, [email protected]
36
Three Screen Approach to Healthcare
Station:
Group:
City:
State:
DMA:
Promotion Type:
KCCI
Hearst Television
Des Moines
IA
72
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Heathcare is a growing category, and Dr. Oz (M-F 4-5p) is a favorite, so the station
decided to use every single break within the program on a specific day to do LIVE cut-ins to
answer health questions from our viewers. The package consists of TV, Internet, and Mobile.
The station sets up a phone bank in Studio B to take calls during a full episode of Dr. Oz. The
client pays to own every break in the show that day with each break being moderated by outside
talent. The phone bank is staffed by the sponsors healthcare professionals.
Promotion is on-air, on-line and on-mobile encouraging viewers to "tune in" to get their
questions answered locally during Dr. Oz about a given health topic.
At the same time KCCI.com hosts a live web chat to collect questions for the on-air breaks and
to answer questions via the web providing another way to interact with viewers.
An easy, turn-key, one week campaign ending in a one hour finale garnering hundreds of leads!
$11,000 in revenue to the station for one week! It has been so successful we landed an annual
doing one per month for $120,000!
Overview: A one week campaign ending in a one hour live phone bank during a syndicated
program. One week out TV spots (:10s and :30s) run to promote the LIVE event, and hover ads
and leaderboards are on KCCI.com and KCCI Mobile.
The client pays for the pre-promotion online and on-air and for the one hour of breaks in Dr. Oz.
Production is needed to create the ads and to run the live phone bank.
Implementation: Find a reputable partner/sponsor to provide information to viewers (outside of
news programming).
Price your package on how much revenue you earn in one day in a specific program, plus a one
week promotional schedule and digital media.
Have ad units created 2 weeks out from the phone bank date. Make sure the sponsor has a
moderator and a panel of trusted professionals who can answer viewer questions in studio that
day. The Station Digital Specialist helps moderate the on-line web chat and administer
questions via the web.
37
On-air, on-line (leaders and hover ads), and mobile bannners run one week out to encourage
viewers to save the date.
Production staff to run camera and mics during the one hour phone bank. For us, this is one
hour before our 5p news making it easy for the crew to start one hour early.
Results: $11,000 per campaign (one week) which resulted in an annual of $120,000 (doing one
per month for a year). Plus, we plan on selling more Three Screen Approach campaigns to
noncompeting business!
Partners:
Iowa Health Hospital, Hy-Vee Dieticians, TMS of Iowa
Advertisers:
Iowa Health Hospital, Hy-Vee Dieticians, TMS of Iowa
Repeat Business?
Yes
Contact:
Amanda Hull, 515-247-8833, [email protected]
38
Baby Faces
Station:
Group:
City:
State:
DMA:
Promotion Type:
WLBT
Raycom Media
Jackson
MS
93
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Baptist Hospital is a leading hospital in our area; however, their market share in birth
deliveries was low. Our primary goal of the Baby Faces campaign is to grow market share for
Baptist for women's newly remodeled birthplace by increasing deliveries. In addition, Baby
Faces enhanced the images of the OBGYNs featuring them in a more exciting approach than
their previous choice of advertising which was the newspaper. Doctors love to be the in the
spotlight and doctors help bring patients to the hospital. This campaign will help grow market
share in other branches of the hospital as well, because research shows that if a hospital can
get a patient at delivery then the hospital is more likely to have a lifelong patient.
Overview: Baby Faces is a weekly television birth announcement featuring photos of the babies
delivered at Baptist for Women and photos of the OBGYNs who delivered them. We use
delightful music that the viewers have come to easily recognize. WLBT features new
commercials weekly highlighting the special deliveries at Baptist from the week prior. The
commercials are seen on-air every Wednesday. By using the same day, everyone knows what
day to look for the birth announcements. Viewers are also able to watch the videos on-line.
Baby Faces provides great publicity for the hospital, the doctors and the families love seeing
their new arrivals on broadcast television! This represents a true "Win Win Win!"
Implementation: Like many hospitals, Baptist has a contracted photographer who takes
newborn pictures every week. After meeting with the photographer and the hospital, WLBT
created a parental consent/release form for the mothers to sign that would give us permission to
feature their newborn babies on-air and on-line for the Baby Faces campaign.
The hospital provides pictures of each OBGYN on staff. Every Wednesday, we air :30
commercials featuring the babies delivered at Baptist from the week prior, as well as the
OBGYNs who delivered them.
Each commercial will feature 4 to 5 babies max, so depending on how many babies are
delivered will determine how many spots will be created on a weekly basis. The production team
creates a template to help expedite the production time each week, so only the pictures of the
babies and their first names are changed out weekly. A Baby Face micro-site is housed on
wlbt.com and features a video player where viewers can easily find the current and past weekly
commercials as well as information about the hospital. There are promotional ads on-line and
on our mobile site that link to the Baby Faces micro-site.
Results: The Baby Faces campaign delivered incremental dollars in the amount of $82,000.
39
Partners:
(In Kind) photographer at hospital
Advertisers:
Baptist for Women Hospital
Repeat Business?
Yes
Contact:
Peggy Jeter, 601-960-4417, [email protected]
40
Girls Ultimate Weekend Escape
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXLY
Morgan Murphy Media
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: This campaign's goal is to drive traffic to River Park Square, the Downtown
Shopping Mall in Spokane, Wa. This mall battles with the outlying malls in our area because of
parking. Parking of course is free in the outlying malls. The goal is to reach women to shop
River Park Square Mall for the Christmas season instead of the strip malls by offering an
incentive of a Girls Ultimate Weekend Getaway including a shopping spree.
Overview: The Girls Ultimate Weekend begins with a :15 promo we developed inviting viewers
to go to www.kxly.com and enter to win the weekend escape. The contest page on our website
(kxly.com) then has a place to enter to win and a description of the contest and prizes. The Girls
Ultimate Prize was a weekend getaway to Northern Quest Resort and Casino and a $1,000
shopping spree for the winner. The winner chosen will win the getaway for one woman and
three of her friends. They stay at the resort (dinner included at a 5-star restaurant) plus a limo
ride to the shopping mall to recieve the $1,000 gift certificates to the mall merchants.
Implementation: The contest was easily executed, and I was able to use our broadcast station,
our sister station (KXMN MyNetwork TV) and our website www.kxly.com. The great thing is that
we were also able to give promotion to some of our other great station clients.
The campaign began with a series of 40x :15 promos airing on KXLY ABC-4 to drive traffic to
our website (www.kxly.com) to enter to win the contest and 100x :15 on KXMN MyNetwork TV.
In addition to the contest page on our website, we also provided (and sold) tile ads on kxly.com
with the url link to River Park Square Shopping Mall.
The best part of this contest is it raised new dollars for both the station as well as our website.
Even though the prize was for a girls‟ get away, several men entered and were going to give it
to their wives or significant others.
To make the campaign even bigger and better, the station executed one of our 4 Free Fridays
at the shopping mall to kick off the campaign. This resulted in the mall giving away 100 $10 gift
cards that could be used at the mall as a discount or for merchandise.
Mark Peterson, our illustrious Weather person on Good Morning Northwest, did the weather
from the mall, gave away the 100 gift cards and promoted the contest and told people to go to
our website to enter. The best part of this contest is that it drove a ton of new people to visit
kxly.com and hopefully cause them to use it frequently in the future.
41
KXLY provided one enter-to-win box at the concierge desk at the mall as well as the :15 promo,
the airtime for the promo, tiles and contest page on our website. The station also secured the
hotel/dinner stay and the 4 Free Friday remote. The Client provided the 100 $10 gift cards,and
the $1,000 shopping spree.
Results: The station reaped an overall increase in spending over previous years, developed
new customers that now go to kxly.com, totally promoted third party partners (Northern Quest
Resort and Casino) and we had thousands of entries for the prize. This was an easily executed
promotion and could be done in any size market.
Partners:
Northern Quest Resort and Casino, The KXLY Radio Group and River
Park Square Shopping Mall
Advertisers:
River Park Square Shopping Mall
Repeat Business?
Yes
Contact:
Bill Long, 509-991-3253, [email protected]
42
Fans Choice Game of the Week
Station:
Group:
City:
State:
DMA:
Promotion Type:
WWTV/WWUP-TV
Heritage Broadcasting
Traverse City/Cadillac/Sault Ste. Marie
MI
120
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: We had a client come to us looking for a partnership that would inform our area of its
support of high school sports, help get its foot in the door at schools all while creating
awareness of the business (recycling metals).We created a promotion that reached schools
(parents/students) and community members with on air, web and social media elements.
Overview: 9&10 News and Louis Padnos Recycling teamed up to give our viewers the chance
to feature their favorite varsity high school football and basketball game (girls and boys) on
9&10 News Sports Overtime on Friday nights.
Viewers voted for their favorite team on 9and10news.com to become the Fans‟ Choice Game of
the Week. To make the promotion even more of a slam dunk Louis Padnos donated $100 to the
athletic department of the school with the most votes each week and invested $8500 on our
station for the campaign (this package also included running their spot).
Implementation: 9&10 Sports choose 6-12 games each week on which to vote. The game
choice was dependent on games scheduled each week and varied throughout the season. Fans
were required to vote Monday (beginning at 6 pm) through Thursday (until 11:59:59 pm) of each
week. The Fans Choice Game of the Week aired during 9&10 News Sports Overtime on Friday.
The promotions team called the winning school each week and the client contacted the school
to set up a check presentation.
A generic :30 promotional spot aired along with a web and social media element. The web
element included the promotional blurb on our contest page with a link to the client‟s business
along with a rotating banner promoting/linking to the contest page (ROS). The social media
element included a Facebook post and tweet for each week‟s games reminding people to vote
along with a posting of the client presenting the check to each school (if it was sent it to us on
time).
Results: We had a web spike one week (5 days) with almost 11,500 page views on our contest
page due to the school sending out information to parents and students on how to vote. The
promotion was a huge success with excited and grateful schools and a very impressed client.
The promotion started with football then continued for basketball and even led to a separate
summer promotion with our station along with more creative as well. We had to make some
adaptations after running the football promotion to make it run smoothly for basketball.
43
Partners:
Advertisers:
Padnos Recycling
Padnos Recycling
Repeat Business?
Yes
Contact:
Tessia Klix,, 231-876-9730, [email protected]
44
Wear Red Fridays
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXLY
Morgan Murphy Media
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: The Primary Goal was to find a client to partner with on the "Arklatex Red Fridays"
promotion that was seen at last years Exchange.
Overview: KXLY proposed a similar promotion to a local credit union. At the time we were not
currently receiving buys from this client. We changed the promotion to be sponsored by one
client, the local credit union. We changed up the campaign by using only one sponsor and also
using our radio stations to promote this initiative.
Implementation: We created local TV and radio ads using key personnel from the credit union
and our morning and evening news anchors to create a spot encouraging the Spokane DMA to
Wear Red on Fridays to support our local troops and their families.
To create some traffic for the credit union, the ads also encouraged viewers and listeners to
come by the local credit unions and/or the station to pick up a red bracelet saying "Wear Red on
Fridays sponsored by Global Credit Union". The Credit Union paid for the spots to air on both
TV and radio from Memorial day through the Friday after the 4th of July. During the campaign
the credit union offered a special rate for military personnel or their families to refinance or buy a
vehicle at a discounted percentage rate.
The credit union was thrilled with the response to the two week campaign. The VP of lending felt
the finance campaign was very successful. The campaign had positive feedback from viewers
and listeners from the day it started. The station and credit union received mulitple letters,
emails and comments.
Results: We ordered 8,000 bracelets to start – they were gone within 3 weeks. We had to order
another 10,000. Over 80 pictures were submitted by viewers and listeners in the first week to
our website. The client and the station were thrilled with the promotion. The credit union is
committed to running this again next year. We have had other clients ask how they can be a
part of the campaign and we are looking at secondary sponsorships for next year.
Partners:
Local Credit Union, KXLY TV and KXLY Radio Group
Advertisers:
Local Credit Union
Repeat Business?
Yes
Contact:
Candice Smith, 208-771-1203, [email protected]
45
You and Me on 3
Station:
Group:
City:
State:
DMA:
Promotion Type:
WHSV
Gray Television
Harrisonburg
VA
178
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: To generate a campaign for the local hospital to become the cancer experts. Each
month, we remind viewers to have a "buddy" and do their cancer screenings. This sets the
hospital up as the expert and the TV station as the "community involved" good neighbor. We
gave the hospital the authority and also generated $48,000 in revenue on a two year contract.
Overview: You and Me on 3 is branded as Rockingham Memorial Hospital and WHSV (TV3)
helping people in the valley screen for cancer and know warning signs. This program is a
unique public service and marketing initiative aimed at improving early detection of cancer in
valley residents.
On the third of each month, viewers are encouraged to perform self-exams for cancer; including
breast, testicular, and skin. The promos for this run heavily the 1st through the 3rd then also
over the month as a reminder. Then, on the third of each month, in a commercial break,set up
as a "news interview", an RMH Oncologist/specialist comes on to talk about a certain type of
cancer/early detection/screening. Viewers go to the station website to see the videos and click
through to the hospital's section with how-tos for the screenings, prevention, etc.
Implementation: We have shot the promo with one of our news anchors. The promo explains
You and Me on 3: Everyone should get an accountability buddy. On the third of each month,
remind your buddy to do their cancer checks. Go to the website for information on how to do
these and to get information on the warning signs. Then, also be sure to tune in on the third
during the news for an RMH Cancer Special Topic Interview. These are also housed on the
specialty page.
We scheduled and shot 4 different specialists for RMH oncology all at once. This helped us
have the lineup ready for the next four months at a time. Once the interviews were done and
edited, the promos were put on air, the interviews placed during commercial time, and the
specialty site just needed to be maintained.
The program is very simple to run itself at that point. This could be used in any market where
hospitals have a competitive nature. You could also use this for other smaller medical practices.
Results: The program has just gotten underway but with great enthusiasm. We are looking
forward to our first success story where a viewer detected cancer early on thanks to the
program. RMH is thrilled to have their name tied to such a strong community driven program in
a more non-traditional way of advertising themselves as the Oncology experts. They have
46
signed a two year annual for this program, generated an extra $48,000 in revenue for the
station.
Partners:
RMH (Rockingham Memorial Hospital)
Advertisers:
RMH (Rockingham Memorial Hospital)
Repeat Business?
No
Contact:
Erin Overstreet, 540-383-2229, [email protected]
47
Sprint Tech Talk Tuesdays
Station:
Group:
City:
State:
DMA:
Promotion Type:
WHSV
Gray Television
Harrisonburg
VA
178
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: The goal of this program is to set up the local Sprint company as the "expert" on all
things mobile. They need to pull ahead of Verizon and make themselves the authority to go to,
even if the customer is not currently with Sprint. The station gained valuable "mobile" content as
well as a two year $77,000 revenue deal.
Overview: Every Tuesday, during the news, however, in a commercial break, there is a new
Sprint Tech Talk Tuesday piece. This is a :60 commercial, set up to look like a news segment. It
is shot in the TV studio and the talent is a Sprint Training Specialist. The segment spends 45
seconds talking about the new app of the moment or something up and coming or exciting in the
mobile world. The spot directs viewers to go to their local Sprint stores, even if they aren't Sprint
customers, to get help with downloading or working the app or to learn more about the topic.
Viewers can also go to the TV website to see the clip.
Implementation: The locally owned Sprint company, Shentel, sent us 4 different apps and
information on those apps that they would like to talk about. We took those notes and put them
in to 4 separate scripts. The Sprint spokesperson came in to the studio and shot all four at once.
The "Tech Talk" is :45 seconds with a :15 promo for Sprint at the end, making these :60 spots
which run every Tuesday in set commercial breaks during news programming. This program set
Sprint up as the local authority for all things mobile. The segments are housed on whsv.com as
well.
The goal of this program is to get customers to go visit their local Sprint store with questions and
for help with apps, etc., even if they aren't customers yet. The store has ramped up their training
for their associates to accommodate the program.
At the same time, we launched Sprint as the mobile sponsor for WHSV Mobile's WAP, iPhone,
iPad and Android apps. These load on devices by our users, regardless of carrier: very valuable
to Sprint. It further ties them in to WHSV as the local authority for all things mobile.
Finally, we added a text message component where 6 times a year, Sprint will send out a text
message, coinciding with Sprint Tech Talk Tuesdays that reminds viewers of a special deal and
to get help on apps at the local store.
Results: The campaign has just kicked off. Sprint has signed a two year annual for this
program. Store traffic is up and there is definite buzz about where to turn locally for help with
48
your mobile device. We are battling the "corporate" mentality of Verizon and helping Sprint
stand out as the authority.
Partners:
Advertisers:
Sprint / Shentel Communitcations
Sprint / Shentel Communitcations
Repeat Business?
Yes
Contact:
Erin Overstreet, 540-383-2229, [email protected]
49
Sleep Awareness
Station:
Group:
City:
State:
DMA:
Promotion Type:
KTVQ
Cordillera Communications
Billings
MT
168
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Our goal was to use a topic that is valuable to viewers and create a custom
promotion for an annual contract prospect.
Overview: During the month of March we did a multi-platform promotion around Sleep
Awareness Month. We aired promotional commercials during the month with sleep tips, did a
three day news series on sleep awareness, and had a page on our website for stories.
Implementation: One mattress store was secured as the exclusive sponsor. Their logo and
mention was placed on all on-air promotional commercials. We did a three day news series in
our local morning news with stories. One of the stories had our reporter in the store going
through a Sleep to Live demonstration. During these three days, the advertiser purchased whole
commercial breaks to air two minute videos they had already produced. Our website had a
dedicated page where all the stories and videos were available for the month and the sponsor
had ad messages surrounding it. We also posted the story headlines on Facebook.
Results: Sponsor was thrilled with the concept and has signed two consecutive years of
$55,000 annual contracts as the exclusive sponsor.
Partners:
KTVQ/ktvq.com
Advertisers:
Mattress King
Repeat Business?
Yes
Contact:
Katie Schwend, 406-672-5496, [email protected]
50
Signature Series
Station:
Group:
City:
State:
DMA:
Promotion Type:
KTVQ
Cordillera Communications
Billings
MT
168
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: To generate online revenue by offering a value to viewers and a format for golf
courses in our area to get exposure. We tied sales into a Father's Day theme by putting the
cards on sale leading up to Father's Day.
Overview: The multi-platform promotion includes golf courses agreeing to honor 100 rounds of
golf for us to sell through our half off venue. Each golf course received one interview at their
Signature Hole with one of our sports broadcasters during the evening news, one week of
exclusive promotional announcements the week of their interview, listing on our website side rail
and banner ads.
Implementation: We had six golf courses participate and we built a golf card with all six listed
in boxes with their specific details. We then promoted the sale of the cards leading up to and
after Father's Day at a price of $65 which was 50% off retail value. We posted the sale on
Facebook and put banner ads and side rail ads on our website promoting the offer. We aired
promotional commercials on both of our networks for promoting sales of the cards plus each
golf course had a week‟s worth of exclusive promo spots for tuning into the interview that week.
Each golf course had a sports broadcaster visit to do an interview at their signature hole. This
aired in our evening news.
Results: We generated $6,500 of online revenue in one month. This is year two and sales are
still in progress.
Partners:
KTVQ/ktvq.com/CW Billings/Second Street Media
Advertisers:
Six different golf courses
Repeat Business?
Yes
Contact:
Katie Schwend, 406-672-5496, [email protected]
51
Dull Meetings
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXMB
Reiten Television
Bismarck
ND
152
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: The goal was to reach the business community and instill the idea that the riverboat
on the Missouri River was not just for evenings and weekends with family and friends but was
also a great environment for businesses to use as a corporate meeting place for comradery,
training and team building.
Overview: Business owners and employees log on to kxnet.com to register to win an hour and
a half lunch cruise on the Missouri River for their business and thirty employees.
Implementation: Using both our CBS and ABC affiliates and our website, we ran :30 promos /
banners on the premise of "Have your company meetings gotten a bit dull?” We encouraged
businesses to log on to kxnet.com and register for the chance for their company to win an hour
and a half cruise on the Missouri River and lunch for up to 30 employees. Lunch was provided
by the supporting sponsor at no additional cost to the station or the riverboat. Over the summer
a total of five businesses were selected for the weekly cruise that ran from noon until 1:30 pm.
Results: The results were great. The riverboat was exposed to new clientele and it allowed
them to reach customers who had lived in the market for years but had never been aboard the
riverboat and increased their word of mouth advertising. With the influx of new residents moving
into the community it also allowed the riverboat to reach newcomers in the market. The
supporting sponsor benefited greatly as they had just added a new chef and restaurant to their
bar establishment on the river and it allowed them to promote their menu items to existing and
new customers.
Partners:
Two
Advertisers:
Two
Repeat Business?
Yes
Contact:
Tammy Blumhagen, 701-355-9121, [email protected]
52
Kids Service 4 Savings
Station:
Group:
City:
State:
DMA:
Promotion Type:
KAPP/KVEW
Morgan Murphy Media
Kennewick
WA
123
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: An educational sponsorship that recognizes children volunteering time to the
community. This year long promotion is exclusive to KAPP/KVEW and Global Credit Union
which closed an $18,000 annual committment with a new direct financial institution. Sponsor
donates $100 Certificate of Deposit and savings account to each monthly winner.
Overview: A multi-media advertising platform that includes:




40x Promotional spots in our Morning News, driving viewers to post a picture of their child
on our Facebook or Twitter page and how they volunteer in the community.
On air mentions in morning news that solicit sign-up every Wednesday 3x per month and
last week of the month recognizes the monthly winner.
Weekly posts 3x per week on Facebook and Twitter.
Rotating web banner linking to Facebook contest page.
Implementation: Our production staff produced shared station promotional mentions (a mix of
:30s and News BBs), that run throughout the month.
Our Social Media Manager sends out (3x per week each) promotional pushs on Twitter and
Facebook directing viewers to contest page. Last week of the month an announcement of the
winner is sent. All Facebook and Twitter mentions include "Kids Service 4 Savings brought to
you by Global Credit Union."
Our Web manager built a landing page/contest page that links web page to Facebook and
Twitter, so viewers can register 3 different ways depending on what they are following.
Results: Sold for $18,000 annually or $1500 per month.
Partners:
KAPP/KVEW
Advertisers:
Global Credit Union
Repeat Business?
Yes
Contact:
Xiomara Rainey, 509-735-8369, [email protected]
53
ExtraCo Eagle Eye Network
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXXV
Drewry Group
Waco
TX
88
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
Yes
Objective: The goal was to provide central Texas viewers with a network of High Definition
cameras that would have the ability to track storms across the DMA as they developed, at the
same time providing revenue to the station not using traditional inventory.
Overview: Using on air mentions and the views from the cameras as a back drop in our
weathercasts in all newscasts we give our sponsor exclusive rights to include naming rights. It is
the "ExtraCo Eagle Eye Network" ExtraCo bank signed a 5 year deal with the station that will
make the station $500,000+ using on air mentions and promotional spots but no real paid
inventory so it has not touched the avails we have to sell.
The network currently consists of 6 cameras strategically placed. Promotional spots run in open
inventory and cameras are available on our website as well as we rotate them into our 24/7
Weather Channel with the maps. Every newscast features station weather team saying
something like "...and the view from our ExtraCo Eagle eye camera over Waco..."
Implementation: ExtraCo Bank actually purchased all cameras and other hardware for the
project. ExtraCo Bank also pays for the internet access at each location. Station engineers
installed at each location and we rolled out the campaign.
The campaign is supported by promo spots including a mix of 10s 15s and 30s. It uses open
inventory and there is no use of regular station paid inventory. The value for the campaign is
that every time we have a newscast at least one camera is featured. Each time a camera comes
up the "ExtraCo Eagle Eye Network" logo is prominently displayed, and the Meteorologist
mentions the network audibly.
The station benefits by having the only HD camera network of its kind in central Texas and
pushes the station brand as the weather coverage leader in our DMA. ExtraCo is billed an even
amount of money starting year 2 as the 1st year they paid upfront the entire cost to buy
equipment. This is a $500,000 and a 5 year commitment from ExtraCo Bank. They have the
right of first refusal but all equipment remains the property of the station so if they, for some
reason, do not want to renew we can go and resell to another sponsor.
Results: This was a process of many meetings from the president of the bank all the way to
branch managers. Once we introduced the idea to ExtraCo, to include the proposed name of
the network, they were excited. It took multiple meetings but the first bank we pitched it to
bought it. The result is we are in year one of a 5 year contract. The station will net $500,000
54
when all is said and done and we will have all of the equipment paid for so we can resell in case
our current partner does not renew. The real win is that it is designed to take NO regular
inventory. It does not touch available station sale-able inventory.
Partners:
ExtraCo Bank
Advertisers:
ExtraCo Bank
Repeat Business?
Yes
Contact:
Jeff Armstrong, 254-754-2525, [email protected]
55
Baby of the Week
Station:
Group:
City:
State:
DMA:
Promotion Type:
KAPP/KVEW
Morgan Murphy Media
Kennewick
WA
123
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Lourdes Health Network has sponsored our “Baby of the Week" news segment to
highlight their "Pampered Pregnancy" program, the new arrivals to their maternity ward and the
doctors who deliver them.
This is a Monday segment in Good Morning Northwest. The news anchor announces the
newborn‟s name, birth date and time, weight, length and delivery doctor with a photo that has
been submitted by the medical staff at Lourdes Health Network.
Overview: Sponsor receives:





1x every Monday Good Morning Northwest live mention in "Baby of the Week" segment
between 6:30-7. The sponsor logo is included at bottom of the screen during the segment.
A news BB is placed during same Monday segment, "A portion of the News is brought to
you by Lourdes Health Network."
30x Pampered Pregnacy commercials run monthly and produced by Lourdes Health
Network agency of record.
A Lourdes Health Network web page is also dedicated in our Health Plus Web directory,
highlighting the "Baby of the Week" winner.
Total $1500 per month booked direct and funded by a NTR fund from the Lourdes Doctor
Recruitment budget and does not run through their agency of record.
Implementation: Good Morning Northwest news sponsorship by Lourdes Health Network.
Every Monday GMNW anchors give a live mention to sponsoring party Lourdes Health Network
in the "Baby of the Week" segment between 6:30-7.




A logo is included at bottom of the screen during the segment between 6:30-7.
30x Pampered Pregnacy commercials run monthly and produced by Lourdes Health
Network agency of record.
A news BB is placed during same Monday segment, "A portion of the News is brtought to
you by Lourdes Health Network."
A Lourdes Health Network web page is also dedicated in our Health Plus Web directory,
highlighting the "Baby of the Week" winner.
Results: Sold - $18,000 annually, $1500 per month
Partners:
Good Morning Northwest
56
Advertisers:
Lourdes Health Network
Net Revenue (1-10 scale):
Repeat Business?
Yes
Contact:
Xiomara Rainey, (509) 735-8369, [email protected]
57
Hit the Green Outdoor Golf Fest & Demo Days
Station:
Group:
City:
State:
DMA:
Promotion Type:
KAYU
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
Yes
Objective: "Hit the Green" was developed to answer a need within the local golf community to
grow the number of rounds played and to generate new interest in golf. Modeled after the PGA
Golf 2.0 initiative, the nontraditional event will attract both core, casual and newbies to the game
and include activities for all.
The station strengthens their relationship with the golf community, course ownership and PGA
golf professionals. In addition it gives the station the ability to offer a unique opportunity to
advertisers and secure NTR dollars not previously available. The effort also complements
existing station golf efforts.
In addition the event meets the station objective of developing unique, rich content for our
website, showcasing digital products, building awareness of our "daily deals" site and providing
an unbudgeted boost to July revenues while raising money for a good cause (City of Spokane
Parks Foundation).
Overview: The cornerstone of the promotion was an outdoor "golf show" event. We did not
want just another tournament. To meet our objectives we needed to develop a unique event that
would appeal to a large range of people. A sort of "golf-a-poolooza" party with lots of
interactives - similar to an indoor consumer golf show - this uses the same elements but is at an
actual green grass location. The event featured golf hard goods/demo day, interactive contests
(long drive, sand shot, flop shot, long putt, putting challenge, closest to the pin), PGA Golf 2.0,
and The First Tee. Subway sponsored a "par 3 challenge" on the back 9 with two levels of
competition and great prizes. In addition the full course assets are used to include food and
beverage, live music on a stage and a beer garden.
We treated "Hit the Green" as the primary event/campaign, featuring the "Subway Par 3
Challenge" as a stand-alone secondary event. Both events received event splash pages on
myfoxspokane.com, mention in e-mail blasts, banner ads and on-air campaigns.
Sponsors received mention in all campaign elements. Advertising was sold on the event pages.
Booths at the event were sold to golf/non-golf segment merchants.
Implementation: The first step in promotion execution was the development of a partnership
with a qualified outdoor sports agency and event planner. We worked with local golf expert,
Vision Marketing LLC, who produces the Spokane Golf Show each year. With the help of their
experience and relationships in the golf segment, we were able to secure 10 major
58
manufacturers for the event to provide the product demos. It was agreed that they would
provide event staffing, set-up and operations for the event and interactives, key golf industry
relationships, as well as providing a brain trust of "golf lifestyle" enthusiasm and experience. An
agreement was negotiated for the actual event to come "turn key" with our strengths - event
promotion, sponsorship and advertising sales - being the station‟s primary area of responsibility.
We secured the entire Indian Canyon golf course for a full day. Parking, the beer garden, stage,
booths and interactives took up the clubhouse area and front 9. The Subway Par 3 Challenge
was held on the back 9.
After securing the particpation of the city golf courses and establishing the charitable tie-ins
(30% of proceeds donated), we worked to secure a primary "title" sponsor (Northern Quest
Casino), and "major" sponsor (Toyota). We then developed a list of fun, interactive contests to
be made available for sponsorship - Subway becoming the secondary event sponsor with the
Par 3 Challenge.
We promoted the event through e-mail blasts, print ads in a local magazine through an event
partnership, and on air. Tickets were $10 in advance for the "Hit the Green" and $10 to enter the
"Subway Par 3 Challenge".
:30 Commercials for "Hit the Green" drove people to the myfoxspokane.com home page where
a full page reducable "pencil ad" promoted both events and drove people to event splash pages
- where advertisers were represented.
:30 Commercials for the Subway Par 3 Challenge promoted the event, a free drawing, and free
entry into the Par 3 Challenge if they visited a Subway store for the secret code. Viewers
received a voucher at local Subways printed with the secret code that could be entered on
myfoxspokane.com/subway to receive a free tee time for the Par3 contest. The tee time was
automatically generated by our system and a notice was sent to us and Vision Marketing upon
entry. Visitors to the contest page could opt to enter the drawing only if they so chose. Posters
at Subway and other retailers, golf courses, etc. promoted the event as well.
Click throughs from the "Hit the Green" splash page went to a turn key site hosted by Vision
Marketing with event information.
After the first two sponsors were secured, a variety of opportunities were made available.
Sponsorships ranged from $5,000 as beer garden or stage sponsor to $300 as a hole sponsor.
Booths were $300-$500.
The station ran several ticket giveaway promotions. A buy one get one admission deal ran 4
times as our "daily deal", as well as on our print partner‟s deals page. Tickets were available
online, at a city course location or at one of our participating sponsors retail locations.
Both "events" were featured on the station‟s Facebook page.
Admission includes one complimentary beverage, 3 interactive "tickets", and a coupon book of
over $100 in City Golf course values.
On air-campaign ran from July 7 through July 27th.
5000 admission tickets have been printed.
59
Results: The event is in two weeks so results aren't known yet. To date we have nearly
$30,000 in revenue and anticipate additional booth and online ad sales. Expected ticket revenue
is roughly $30,000 or more. This event has exceeded all initial revenue expectations.
With additional planning time for 2013 we look to build upon our starting point this year and fully
integrate both the sales staff and the advertising partners into the mix to leverage the high value
demographic audience who golf.
Several of the major sponsors and partners have renewed for next year‟s event.
Partners:
Advertisers:
Vision Marketing, City of Spokane Parks Golf Courses
Subway, Toyota, Hooters, Budweiser, Bluz at the Bend, The Park Inn,
Krav Maga, Savory Restaurant & Lounge, Northern Quest Casino &
Resort, Signs for Success
Repeat Business?
Yes
Contact:
Rob Holman, 509-448-2828 x216, [email protected]
60
The Face of Fox
Station:
Group:
City:
State:
DMA:
Promotion Type:
WTLH
New Age Media
Tallahassee
FL
106
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: The primary goal of the campaign was to marry a client with a limited budget and
unrealistic expectations of being associated with high profile programs which run throughout the
day on our FOX affiliate. At the same time, we were having difficulty establishing a local
presence in our outlying counties due to the fact that we did not produce our own local news.
Simply put, we needed to marry a client, a need, and an established entity and generate income
without taking up inventory.
Overview: Sponsored legal IDs... The client would be incorporated in legal IDs which promoted
the program which was "coming up next." The client paid a flat fee per month to have an audio
and video tag associated with the ID. To help give us a local presence, each "coming up next"
was done by our "Face of Fox" in various, identifiable locations throughout our DMA.
Implementation: First, we sent our on air personality, the "Face of Fox", into all parts of the
DMA once every two months to cut 10-15 "coming up next" promos. We then presented it to the
client that we would charge them $1500 a month and guarantee them ROS a minimum of 10
times per day. We run the promos only on the top or bottom of a particular hour and include our
call letters and city of license in text (fulfilling our legal ID requirement), all the dollars went on
the tagged promos, and the sponsor received ownership for an annual commitment.
Results: We are seven months into our second year commitment with the same client. Year
one commitment was $12,000 and year two was $18,000. The client is ridiculously happy that
he can be married with shows in access, primetime, news, and also has a presence in sports.
Partners:
None
Advertisers:
America's Home Place
Repeat Business?
Yes
Contact:
Lisa Smith, 850-504-2114, [email protected]
61
Keepin' It Local
Station:
Group:
City:
State:
DMA:
Promotion Type:
KVII-TV
Barrington Broadcasting
Amarillo
TX
130
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: Keepin‟ It Local was designed to promote the role locally owned business plays in
our community and generate new and incremental revenue for the station. The secondary goal
was to find the best viewer business concept, and provide them with a prize package that would
help them launch their new business. We did this through a 30-minute original program called
the Keepin‟ It Local Business Challenge.
Overview: We ran a sponsored campaign composed of 30-second promotions titled Keepin‟ It
Local. A station representative gave a brief on camera introduction, and then we featured one of
our sponsors giving their perspective on the importance of locally owned business. After six
months of the promotional spots, we opened up the Keepin‟ It Local contest.
We invited the public to submit an idea for a new business in the community. We also allowed
existing new businesses to enter the contest. We narrowed the finalists down to five. The five
finalists went through a 5-week intensive boot camp with the West Texas A&M University
Enterprise Center, a business incubator and partner in the program. They focused on honing
their idea into a 3-minute investor pitch.
We brought in our program sponsors along with community leaders to be the show panel. The
contestants made their pitch, and then fielded questions from our panel. The panel accounted
for 50% of the vote, and the remaining 50% was decided by public vote. The winner received a
prize package of business services and promotion geared to help them thrive as a new local
business.
Implementation: Keepin‟ It Local was put together by the sales department as a team. We
began with a group analysis of needs expressed from business owners in our markets. We
chose to create a sponsored promotion that would give local business owners a platform to tell
how they got their start, and elaborate on the critical role local business plays in our community.
After reviewing the nuts and bolts of the program, we saw a need for more viewer engagement
with our product and with the sponsors. We then created the Keepin‟ It Local Business
Challenge. We put together a prize package consisting of one year of accounting and
bookkeeping service, business incorporation and legal consultation, website design and social
media consultation and, of course, advertising solutions. We are in the business of
broadcasting; not starting businesses, which is why we partnered with the West Texas A&M
Enterprise Center. The WT Enterprise Center has the experience and expertise to help
business owners learn how to successfully launch and operate their own business. We were
62
able to tie into the enterprise center‟s newly launched program called the Idea Village. The Idea
Village is designed to hone a business concept into an investor pitch, perfect for what we
wanted to do. This was the last piece of the puzzle - to round out a unique program that would
make a broad difference in the community, and a very big change in one viewer‟s life.
With the idea in place, we began selling to fund the program. We had three levels of
sponsorship, and the judges during our 30-minute special were pulled from our sponsors and
program partners. Three top-level sponsors would be on the front panel, ten mid-level sponsors
would also be panelists and our lower level sponsors would only participate in the on-air
promotions. We knew we had a unique and relevant idea, but didn‟t know how well it would sell
in the community. The program launch date was November 28, 2011. We started sales two
months out. We sold all three top levels in the first week, and soon thereafter the mid- and
lower-level sponsors began to jump on board. We logged $92k+ new and incremental business
in sponsorships in the first six months of the campaign, all sold before the end of 2011. After six
months, when it was time for renewal, all but one top-level and one lower-level partner renewed,
and they were immediately replaced with new sponsors. In the first twelve months, we are
approaching $200k from this program.
Six months into the program, we launched our contest calling for public entries for the Business
Challenge. We promoted the contest on air, with in-house and partner email blasts, through our
website, with social media, and through the news department. Contestants followed a
submission format pulled from the classroom material the finalists would later follow in Idea
Village. When the contest closed, we pulled five finalists to go through Idea Village. Five weeks
of intensive business training later, there were three finalists left and it was time to produce the
show.
The Keepin‟ It Local Business Challenge 30-minute special was produced at West Texas A&M
University in their HD Studio. We taped the show on July 21, 2012. Our evening anchor hosted
and moderated, and we had eight panelists comprised of sponsors and community business
leaders. Our contestants had three minutes to present, and then fielded questions from the
panel. At the end of the show, the judges voted on their favorite. In the show close, the
audience was directed to our website to see the judge‟s results, watch the finalist segments,
and vote for their choice to be Amarillo‟s next business star; the winner of the Keepin‟ It Local
Business Challenge.
As this was written, we are in post-production on the show. The show will air on August 4, 2012.
We are currently promoting the show heavily. Public voting begins at 6:30 pm on August 4, and
closes at 11:59 pm on August 11.
All online media is on our website, ConnectAmarillo.com. The contestant pages allow for easy
sharing through Facebook and other channels. The finalists are making plans for their own
social media blitz in addition to our ongoing promotional efforts. We will have the web metrics
from the program as of August 13.
On August 13, the three contestants will appear on our morning news program, ProNews 7
DayBreak. We will feature each business concept and recap the show. On August 14, we will
announce the winner and have them appear live to receive their prize package from our
sponsors. Following the show, we will do an extensive POP campaign featuring the winning
business concept.
63
Throughout this process, we have continued to run our 30-second promos featuring our
sponsors‟ take on the importance of local business. The program has gained notoriety, and will
continue as a franchised piece for us.
Results: This program performed above expectation in revenue. We logged $92k+ in the first
six months, and are on track to do nearly $200k in the first 12 months. All of the revenue is new
and incremental money. We are looking forward to the voting process, and seeing how that will
help to spike our online traffic. In addition, we have been able to tell a positive story about local
business to the community. This has built a great deal of good will with our viewers and our
sponsors. One of the most positive responses we received came from the panelists on our 30minute special. They were impressed with the format, the contestants, and the execution. We
are very excited to track the results as the online voting process kicks off. This is the first time
we have attempted an original program on this scale; and to see it grow, produce revenue, and
come to fruition has been fun and exciting for the whole team.
Partners:
WTAMU Enterprise Center, Brown Graham & Co. CPA's, Attorney
Jason Rahlfs, 887 Media, Amarillo Ecomomic Development
Corporation
Advertisers:
Big State Remodeling, Gowdy Flooring, Amarillo College, Amarillo
National Bank, Education Credit Union, Broome Optical, Specialized
Therapy Services, Buzula Furniture, The Knife Guys
Repeat Business?
Yes
Contact:
Ross White, 806-626-7129, [email protected]
64
OnlineRugDesign.com
Station:
Group:
City:
State:
DMA:
Promotion Type:
WECT
Raycom Media
Wilmington
NC
132
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The primary goal of the campaign is to draw viewers to the Gallery of Oriental Rugs
website while giving clients an easy way to shop Gallery of Oriental Rugs.
Overview: The client needed to promote his knowledge, expertise and the incredibly high
quality of his merchandise – many carpets bearing $20,000 to $50,000 price tags. The client‟s
highest end business was being hurt not so much by local competition, but by the internet. He
needed to both keep his highest end clients shopping locally with him, while promoting his
international connections, selection and industry-wide known expertise to high end clients
outside of Wilmington. We are promoting OnlineRugDesign.com with a $2000/month on-,air
schedule and a $1000/month online schedule.
Implementation: A three step mobile splash page build out from a mobile ad that allowed
people to take a picture of the room they wanted a carpet for with their phone, select a price
range from a drop down box and send off instantly to the Gallery of Oriental Rugs (GOR) along
with the customer‟s email address. GOR would then have two business days to sort through
their tens of thousands of rugs on inventory in Wilmington as well as on hand with suppliers and
send back three tailored rug selections just for that client, that room and that price range. Along
with the TV schedule, OnlineRugDesign.com would allow GOR to display its expertise, its range
of merchandise (from affordable to priceless) and show off their interior design sensibilities. Any
home improvement prospect can “steal” the concept of creating a splash page where clients can
upload photos of a certain room that they want improved. Clients can then respond to their
customers with their options.
Results: The client has extended his original 3 month campaign to an annual investment. When
asked about his sales, his comment was "We're having an awesome summer!"
Partners:
Advertisers:
none
Gallery of Oriental Rugs
Repeat Business?
Yes
Contact:
Jessica Kirk, 910-791-8070, [email protected]
65
Law Connect
Station:
Group:
City:
State:
DMA:
Promotion Type:
WECT
Raycom Media
Wilmington
NC
132
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: There was an opportunity in Wilmington to attract small, local law firms who currently
spend money in print advertising to use television. The goal was to attract lawyers in Wilmington
to shift money from Yellow Pages, newspaper and print to an on-air and online schedule with
WECT.
Overview: We wanted to reach smaller, local law firms who were not using television, so we set
meetings at the station to present the advantages of using television. We offered the lawyers a
category exclusive partnership with WECT that would give them prominent online presence at
WECT.com and a customized on-air schedule. We then push all our news crime and legal
content to the same page to drive website traffic.
Implementation: We built out the Law Connect page at WECT.com. Each legal client received
a customized build out on WECT.com featuring their practice. They could link to this via a tab on
the main Law Connect page. Clients are also offered the opportunity to have us post content or
video on the main page of Law Connect. We then run ROS banner ads and a customized
commercial schedule promoting the client's practice. We also have a promotional schedule
running on air that drives viewers to visit Law Connect. We also drive viewers to visit Law
Connect during the news if the story is a legal or crime story.
Results: We launched Law Connect in January 2012. We currently have 5 partners
representing $150k in new direct revenue. We already have 2 clients that have committed to
2013. All of the clients have been thrilled with the results.
Partners:
Advertisers:
none
White and Hearne, Atty Vondreau, Nettleman Law Offices, Alley,
Register and McEachern, Atty Scott boyles
Repeat Business?
No
Contact:
Jessica Kirk, 910-791-8070, [email protected]
66
The Whole Health Experience
Station:
Group:
City:
State:
DMA:
Promotion Type:
KCCI
Hearst Television
Des Moines
IA
72
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Educate viewers on healthy eating habits and healthier food options, drive viewers
to our sponsor's location(s) to buy these healthier options through spot TV, and to interact with
viewers one-on-one engaging them in living healthier lifestyles through the power of the web.
Overview: Promoting healtier eating habits through TV and web. Includes :60 vignettes running
weekends and Mondays, hover ads, displays and leaderboards promoting the web chat on the
first Wednesday of each month with the dietician, and a one hour live web chat hosted by
KCCI.com.
Implementation: KCCI landed an annual commercial production contract producing a :60
vignette starring one of Hy-Vee's dieticians in their health section of the store, who focused on
one brand of food item, how to prepare it, recipes to use, and the health benefits of that product
(a mini-cooking/diet tip).
KCCI aired these vignettes on KCCI during weekend morning news and throughout the day on
Monday (when everyone starts a new diet). Hy-Vee arranged product placement and displays
in-store that coordinated with the monthly vignette.
Once per month, KCCI.com hosted a live web chat with the same dietician to answer questions
live during the noon hour while people are at work and on their computers. The vignettes and
web chat topic would be coordinated, and a different topic covered each month.
Educate viewers through the vignettes, drive them to Hy-Vee to buy the featured product, take it
one step further and interact with the viewer doing a live Q&A on KCCI.com driving more traffic
to the store(s)!
Results: Annual campaign resulting in $9k/mo TV schedule, and $4k/mo web campaign
including the web chats. $156k total!
Partners:
Hy-Vee Grocery Stores
Advertisers:
Hy-Vee Grocery Stores
Repeat Business?
Yes
Contact:
Amanda Brink Hull, 515-247-8833, [email protected]
67
Good Day Columbia "Road Show"
Station:
Group:
City:
State:
DMA:
Promotion Type:
WACH
Columbia
SC
77
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: The goal of the promotion is to connect local Columbia businesses with their current
and potential customers with a "live tour" airing in our locally produced morning show, Good
Day Columbia. The live cut-ins during the news allow for businesses to market their
products/services in a more complete and compelling way. Clients can be seen as "experts" in
their field, differentiating themselves from the competition. From the station side, it provides
new, fresh and most importantly local information/content to our viewers. The live factor makes
for a more engaging program.
Overview: Good Day Columbia Road Shows air Friday mornings. A series of live cut-ins run
from the sponsor throughout the program. Promotional announcements are run the week prior
letting viewers know where our host, Tyler Ryan, will be and what he will be talking about. It is
also promoted with news mentions, on our website and through social media.
Implementation: Local businesses were targeted by the sales staff. The news and sales teams
worked together to come up with a profile of the types of businesses we felt could work in the
live setting. Once a partner is signed on and their date is scheduled, we predetermine the
content for each cut-in to ensure the talent and the client are comfortable and have a plan for
the live day. Production shoots some B roll for the promotion to run the week prior to the live
shooting while engineering visits the client to ensure that there are not any technical
considerations at the location. The news/interactive/social teams promote the event that week
by seeding the event among our viewers/followers. The day of the event, representatives from
the station go to the shot to support the advertiser and act as extras if needed. Each client
receives a POP packet after the event including a copy of the segment. We have seen success
with local furniture stores, car dealers, restaurants, homebuilders and retail shops.
Results: Business owners and their staffs are thrilled. Not only do they get the chance to stand
out from their competition but they get to be a "celebrity for a day." Many of the participants
have turned into regular advertisers. Our news ratings in the morning have increased and we
have received great feedback from viewers.
Partners:
Advertisers:
Various
Repeat Business?
Yes
Contact:
John Farmer, 803-212-7317, [email protected]
68
News Camera Sponsorship-Revamp
Station:
Group:
City:
State:
DMA:
Promotion Type:
WMTV
Gray Television
Madison
WI
85
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: If advertisers want to create a sponsorship with local news stations…get in line.
The number of sponsorships any news can provide is limited. Other than 2-3x :05 billboards, the
news is comprised of content and local commercial insertion. Due to ethical boundaries created
between news and advertising sales, local advertisers don‟t automatically get a green light for
inclusion on news stories. Creating additional sponsorships that provide viewer content, while
maintaining ethical integrity, is crucial to a station-advertiser partnership. NBC 15 has created a
news camera partnership that will result in increased name recognition and will provide more
opportunities to grow revenue now, and in the future.
Overview: Television stations constantly create new advertising programs and sponsorships,
but rarely look at retooling existing products that seem no longer relevant to your sales staff.
The current camera sponsorship was rarely sponsored, and the clients who had sponsored the
cameras were no longer interested in the advertising property. The problem was simple,
accountability and execution. Camera usage fluctuated from news telecast to news
telecast…which means sponsor logos fluctuated. WMTV changed the sponsorship, by simply
changing the way the clients viewed and measured their involvement. This simple change
resulted in large revenue increases, and long term sponsors.
Implementation: The traditional camera sponsorship places an advertiser logo on screen when
used. Our camera sponsorship changes the view point of the advertiser by placing the core
sponsorship at the end of every newscast.
The real estate at the end of a traditional news telecast is reserved for station ownership
identification and a client logo for hair and make-up. This space still allowed for the inclusion of
camera sponsor logos. By placing the sponsor logos at the end of each news telecast, the
station is able to sell a sponsorship that is measurable, executable, and accountable to the
clients‟ needs.
Client logos are still shown during newscasts when their sponsored cameras are used, but
clients no longer measure their sponsorship based on the number of in-news views. They have
been deemphasized due to the large number of logo mentions at the end of the news.
Pricing Success
To show value, the pricing of the camera sponsorship was broken down as follows:
69
Camera Sponsorship:
Client Schedule:
Total Sponsorship:
66% of total dollars
33% of total dollars
100%
The sponsorship was configured this way to protect the station and maximize revenue. By
placing 66% of the sponsor investment on the camera, the station has clearly demonstrated
product value to the advertiser. If the client wants to buy the camera only, and not the airschedule, the station just made a very efficient pure non-airtime sale. The 66% investment is
very healthy, and worthy of selling as a stand alone at that price.
The Real Sale
The typical advertiser will want to buy the total sponsorship (100% of total dollars), but requests
the entire sponsorship investment level be used for their own schedule.
The campaign pricing has been set up to have that very question asked. I provide clients an
option based on switching the camera and air-time investment level. Now 66% of the
sponsorship is directed towards the client‟s air-schedule, and 33% towards the camera.
A pure win.
Results: Based on the change in focus and selling strategy, all three camera sponsorships
were sold. Each advertiser was presented the camera sponsorship. All three requested more
commercial air-time based on the sizable investment increase. The total investment remained
the same, but the total investment for the camera and airtime switched. The airtime (66%) and
camera (33%) helped secure new station advertisers.
Partners:
None
Advertisers:
1x Direct and 2x Agency
Repeat Business?
Yes
Contact:
Don Vesely, 608-443-0212, [email protected]
70
Coulee Coffee Club
Station:
Group:
City:
State:
DMA:
Promotion Type:
WKBT
Morgan Murphy Media
La Crosse
WI
128
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: The goal of the Coulee Coffee Club was to find a way to generate meaningful
revenue and promote all of the unique coffee shops in the area. In addition, we wanted to give
the morning show team something fun to work with that encouraged interaction with our
morning viewers and would give soft viewers a reason to watch more regularly and become our
steady fans.
Overview: The Coulee Coffee Club is a merchant group focused specifically on coffee shops in
the area. The campaign consists of a tie-in with the morning show engaging viewers to submit a
“Mug Shot” picture. The coffee shops get sponsorship billboards and mentions in the morning
show every time a picture is shown. Sponsors have on-air commercials paired with an AM News
Coulee Coffee Club Promo as well as a web page linked to our Morning Show and Mug Shot
Submission web pages.
We created Stamp Cards and made them available at each sponsor location. The station
encourages customers to visit each shop and have their card stamped to win a gift basket
loaded with free coupons and gifts from all of the sponsors.
The Coulee Coffee Club also has a Facebook page that is linked with our Morning News
Facebook Page and we regularly post updates with winners of gift baskets and updates from
the sponsors.
Implementation: We had one rep focus on this project as it was the brainstorm between her
and the sales manager. We took a two week window to go out and present to all of the coffee
shops in the area, explaining that we needed a minimum of 8 shops to sign on in order to
execute on the promotion. We signed up 9 shops and a coffee roaster - 10 total sponsors.

Sponsors received :15 commercial featuring the unique qualities of their shop

Station developed a :15 promo featuring the Coulee Coffee Club's AM News feature, Mug
Shot of the Day

The two :15s were always paired together so an individual coffee shop commercial piggybacked a coulee Coffee Club Mug Shot of the Day promo.

Developed a Coulee Coffee Club Web Page that includes logos, links, contact info of all
shops, coffee trivia, etc.
71

Developed a Facebook page that linked to the Coffee Club page and to our Morning News
page. We cross promote between the two making announcements and posting the mug shot
pictures as well as pictures of the gift basket winners.

We developed the Coulee Coffee Club Stamp Cards and table tents for their shops.
Results: We have sold 9 shops and 1 coffee bean roaster and have a annual comittment for
$24,000. This is revenue that wouldn't have been realized due to the small shops' individual
budgets. We have had many many people complete the entire coffee shop circuit that includes
a shop that is located about 30 miles outside of the city of La Crosse. The viewer engagement
with the morning show has been great.
Partners:
Advertisers:
See Advertiser List
Coulee Coffee Roastery, Java Vino, Cabin Coffee, Jacki O's Coffee,
Bean Juice, River Rocks, Grounded Specialty Coffee, McCaffrey's
Coffee, Moka, Sip N Surf
Repeat Business?
Yes
Contact:
Cindy Taerud, 608-793-4553, [email protected]
72
HIre a Veteran, It's Good For Business
Station:
Group:
City:
State:
DMA:
Promotion Type:
WISC-TV
Morgan Murphy Media
Madison
WI
85
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: The goal was two fold:
1. Promote the benefits of hiring veterans to business owners, human resource professionals
and the public.
2. Educate veterans about employment and agencies that provide support.
Overview: We wanted to make sure our veterans reintegrate into civilian society with housing,
education, health care and meaningful jobs. Sponsored thirty-second television messages
encourage the hiring of veterans and promote a web site that provides information for hiring
veterans, as well as support information for veterans.
Implementation: With all of the troops returning, we first met with the Wisconsin Workforce
Development to determine the needs. The second step was to meet with the adjutant general's
office to determine the message. The campaign is being sold quarterly to different sponsors. A
thirty-second televison message was produced with a sponsor tag. Televison messages
promoted supporting our vetetans and the benefits of hiring veterans. Since 2012 was
procalimed "The Year of The Veteran" we asked people to go to yearoftheveteran.com for more
information.
We produced an internet ad campaign with sponsor logo that allowed click through to the Year
of The Veteran site. The sponsor also received a 1/3 page ad in Madison Magazine promoting
support of veterans.
Results: Sold one sponsor at $10,000 and still in selling mode.
Partners:
Utility Company
Advertisers:
Utility Company
Repeat Business?
No
Contact:
Beverly Walsh, 608-277-5123, [email protected]
73
Web that Works
Station:
Group:
City:
State:
DMA:
Promotion Type:
KJCT
News-Press Gazette
Grand Junction
CO
184
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: In a market where clients are slow to adapt to web advertising, I put this together to
help them understand how easy and effective web could be and to help sales people get more
comfortable selling web, and/or solicit small budget, new directs that need a way to keep their
name out there. The concept was easy: give back up research on why web is an important and
effective component of a client's marketing mix.
Overview: It is simple and basic. Clients would receive a web banner or tile on our station's
website with a guaranteed number of impressions delivered each month, with a 3-6 month
commitment. The rate had a "limited time only" price for quick sale.
Implementation: I scheduled a phone/fax/email blitz on a Friday after going over the statistics,
how-to, and possible questions/objections. The sales team worked on getting the information
out to their prospects on Friday, setting appointments for Monday through Wednesday, the
following week. The sales staff realized quickly that it was an easy pitch, and since have seen
the monthly results - which garnered higher results in most cases than the guaranteed
inpressions. We did not charge for ad production, which required keeping the ads static and
included no bells or whistles. Clients wanting more production value in their ads, were asked to
pay a higher CPM for their impressions.
Results: The staff sold 7 web contracts the first time around and continue to use it in their
pitches with broadcast or as a stand-alone (updated numbers and increased rate adjusted
accordingly). The staff likes this program because it is easy for them to explain and for the
customer to understand. It's simple and to the point. Plus, it's effective, even more so with a
broadcast schedule. It also helped to jump start clients that weren't quite ready for a broadcast
schedule investment, or while we completed broadcast production.
Partners:
Advertisers:
www.KJCT8.com
Razzmatazz, Steve Kendrick - State Farm, Just Right Mattress Outlet,
Dealtime Vegas, Canytime Shoppe,Curbside Recycling, Gold Mine
Bingo, JP Dental, Unifirst Mortgage
Repeat Business?
Yes
Contact:
LuAnn Hasbrouck, 970-245-8880, [email protected]
74
Marvelous Milestones
Station:
Group:
City:
State:
DMA:
Promotion Type:
WWBT
Raycom Media
Richmond
VA
57
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
No
Objective: -Increase awareness of Lakewood Manor (assisted living). Help change the
perception that assisted living homes are dull, drab places to live. Show that Lakewood Manor is
about celebrating life, no matter what age.
Overview: Lakewood Manor is an upscale assisted living facility that experienced a decline in
the normal pace of new residents as a result of the economy. Our team developed a campaign
to raise awareness of Lakewood Manor and position assisted living facilities in a positive light.
They wanted to demonstrate that Lakewood Manor is about celebrating life. So, in early 2012,
we launched Marvelous Milestones. This campaign is about celebrating our viewers‟ milestones
from the birth of a child, to graduations, weddings, and even soldiers returning home from
abroad. All entries are posted on nbc12.com, where there is a client specific landing page, with
scrolling entries where Lakewood Manor is featured as the sponsor. Then we air one chosen
milestone each week in our Sunday morning news, which is a great fit for Lakewood‟s target
demographic.
Implementation: In early 2012, we launched Marvelous Milestones. This campaign is about
celebrating our viewers‟ milestones from the birth of a child, to graduations, weddings, and even
soldiers returning home from abroad. Every week we air promos that rotate throughout the day
that ask viewers to send in their family or friend's marvelous milestone to nbc12.com. All entries
are posted on nbc12.com, where there is a specific landing page, with scrolling entries where
Lakewood Manor is featured as the sponsor. Then we air one chosen milestone each week in
our Sunday morning news, which is a great fit for Lakewood‟s target demographic. Very easy
concept to execute and can be used across a variety of different industies.
Results: We added an additional $24,000 to their yearly buy! The client is very pleased and is
receiving a boost in calls, residents AND the current residents love it as well!
Partners:
None
Advertisers:
Lakewood Manor
Repeat Business?
Yes
Contact:
Rodney Bryant, 804-230-2743, [email protected]
75
In Your Hometown
Station:
Group:
City:
State:
DMA:
Promotion Type:
KLAX
Pollack Belz Communication Co Inc
Alexandria
LA
179
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: Attract first time local advertisers with a low cost entry program designed to deliver
measurable results. When agreed results are reached, move them to a low cost 90 day
agreement with an ultimate goal of making them an annual customer.
Overview: "In Your Hometown" has been promoted and postioned as a KLAX Product Brand.
Customer gets a week long schedule of (25) :60 spots that hit the Client's top (3) value
statements and ends with a "call to action".
Implementation:
1. General roll out of the "One Week" campaign to sales staff.
2. Sales reps assigned a target number of new businesses to prospect with a minimum
number of sales required.
3. Targeted geographic focus. First priority was at the City level ("In Your Hometown is in XXX
city this week, today we're visiting with...). Then we moved to the "neighborhood" level of
larger cities. Currently we are focusing on product category. September will promote
"Restaurants in your Hometown."
4. After 90 days of results and ensuring profitability of campaign, added an "In Your
Hometown" (90) day follow up schedule.
5. Product is positioned as a "low cost" experiment to see if TV advertising will work.
6. ROI analysis is done with customer, we agree on result required to deem a successful
campaign.
7. Product is positioned as a 4 month campaign with a 30-day "out" clause. "If we don't deliver
agreed results in the first month, we agree to cancel the follow up schedule. If results are
delivered, you‟re automatically set for your 90 day follow up schedule.”
8. We post our most recent "In Your Hometown" clients :60 spot on our web site www.klaxtv.com under the "In Your Hometowm" tile ad.
Results: Since January 2012 we have signed up 72 new customers that have generated close
to $50,000 in incremental revenue. Since we have rolled out the follow up schedule, we are
seeing a 40% take rate, with these cusomers averaging $2400 in campaign revenue.
Partners:
None
Advertisers:
None
Repeat Business?
Yes
Contact:
John Le Boeuf, 318-473-0031, [email protected]
76
Racing Tonight
Station:
Group:
City:
State:
DMA:
Promotion Type:
WDSI
New Age Media
Chattanooga
TN
86
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
No
Objective: Our goals with Racing Tonight are:
1. Capitalize on the popularity of NASCAR by bringing Chattanooga a local NASCAR racing
show.
2. Produce, sell and air a racing show that further brands the FOX station locally as a place to
find local sports shows.
3. Allow local advertisers a means to tie themselves to the big NASCAR brand.
Overview: Racing Tonight is a half hour show hosted by 3 local sports anchors. The show airs
on Monday nights at 10:35pm following our 10pm news. The show looks at the previous
weekend of racing highlights and also takes a look forward to the upcoming weekend. The show
is hosted by 3 anchors - 1 is our own Dave Keylon and the other two are radio anchors for
ESPN and Sport Talk radio stations. We are in our 8th season.
Implementation: The sales staff sells a combination of Title and segment sponsorships.
Depending on the sponsorship, each sponsor receives a combination of segment :05 opens and
closes; a :30 commercial in the show; 15 :30 promotional announcements each week during the
season and production of all the sponsor graphic elements. The title sponsor may also receive
:30 commercials in some NASCAR races based on the availability and at the discretion of the
station. Our primary run of the show is on our FOX station. Our secondary runs are on CW and
Mynet stations on different days and times. Sponsors are also included in those re-airings.
Results: We sell the show out and generate approximately $27,750 in revenue each season.
We only air it during the FOX NASCAR season February through June.
Partners:
ESPN and Sport Talk Radio
Advertisers:
EPB, McDonalds, Road Master Drivers School, Window World
Repeat Business?
Yes
Contact:
Tere Manresa, 423-386-2354, [email protected]
77
The Fifth Quarter
Station:
Group:
City:
State:
DMA:
Promotion Type:
WDSI
New Age Media
Chattanooga
TN
86
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
No
Objective: Our goals are :
1. Bring Chattanooga the only prime time high school/college football show.
2. Continue to brand our FOX station with local sports.
3. Generate revenue.
Overview: The Fifth Quarter, a half hour high school and college football show airs every
Wednesday night at 10:35 pm coming out of our 10 pm News cast. The show looks at the last
weekend‟s games and looks forward to the upcoming match ups. The Chattanooga and North
Georgia areas cannot get enough of high school and college sports. Our own producer and
host, Dave Keylon, and 2 well known radio hosts from ESPN and Sports Talk bring us complete
football coverage and headlines.
Implementation: The original airing is on the FOX station Wednesday nights at 10:35pm. We
re-air the show on our CW and Mynetwork stations on Thursday each week for 15 weeks. Our
sponsors receive :05 segment opens and closes; :30 commercials in the half hour show; 15-20
:30 promotional announcements pushing viewers to the show and tagging our sponsors. They
are also included in all the re-airings of the show. Production of all the graphic elements are
included in the price. The title sponsor also receives additional commercials in SEC, ACC and
NFL games placed at the station‟s discretion. The show segments are archived on the
Myfoxchattanooga website for the season.
Results: We generate approximately $17,500 - $20,000
Partners:
Advertisers:
ESPN and Sport Talk Radio
Goss Company Jewelers, Walkers Oak and More Furniture,
McDonalds
Repeat Business?
Yes
Contact:
Tere Manresa, 423-386-2354, [email protected]
78
The Ugliest Kitchen Makeover Contest
Station:
Group:
City:
State:
DMA:
Promotion Type:
WISC
Morgan Murphy Media
Madison
WI
85
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: The client came to us looking for a creative way to showcase their retail kitchen
supplies and services during the spring remodeling season. The goal was to elevate the
remodeling division of their more established lumber company.
The client expressed a strong desire to have the promotion not only increase their media
awareness and build business, but also to boost their social media following. As with most
clients, we were trying to show the ROI by providing tangible and measurable results. The
contest provided solutions to all three goals: increased awareness, social media growth and an
opt-in database for future e-marketing.
Overview: We invited our TV viewers and our web visitors to submit a photo of their ugly
kitchen and tell us why they should be voted to win a $10,000 kitchen makeover from Marling
Homeworks. We received 206 submissions, 4,512 people voted and the contest generated
21,886 impressions and page views for the client.
The submission period took place over a 6 week period followed by a 3 week voting period. At
the conclusion of the contest, the prize was awarded to the submission which yielded the most
votes.
Implementation: The submission and voting promotion was done through 360 :15 on air spots
and high profile positioning on our website. Specifically, we targeted TV shows and web
sections that appeal to homeowners. We positioned the contest on our station's Facebook page
and we assisted the client in using its Facebook page as a promotional tool as well.
We administered the contest from start to finish to make the promotion turn-key and so they
could focus on serving their customers.
The client also promoted the Ugliest Kitchen Makeover Contest in-store, on radio and in print, all
of which drove people to Channel3000.com. In addition to the $10,000 first prize, the client also
gave the second place winner a $500 card for retail merchandise in their store. Third place
received a $100 gift card. After the prizes were awarded, we also sent all people who
particpated but did not win a money saving offer from the sponsor. A database of opt-in users
was given to the client for future e-marketing commuincation.
Results: We had a total of 206 submissions, 4,512 unique voters whcih generated 21,866
pageviews to our website. The promotion forced INTERACTION between the client and 4,152+
79
people. The client was overjoyed with the traffic to their website, the buzz in social media and
the measurable ROI.
Partners:
Marling Homeworks
Advertisers:
Marling Homeworks
Repeat Business?
Yes
Contact:
80
Attracting Visitors to Marquette County 2012
Station:
Group:
City:
State:
DMA:
Promotion Type:
WLUC
Marquette
MI
180
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Attract visitors to the area to fill hotel rooms. Get visitors from small towns in the
area to spend the day and the night in Marquette County. Attract more visits to the Convention
and Visitors Bureau (CVB) web site. Increase Facebook likes and increase traffic on Twiter.
Overview: The problem the CVB director expressed to me is that she was not getting up to date
information to populate her events calendar. Also, she was not happy handing out money to
event organizers. We came up with a form each event organizer had to complete if they wanted
to receive marketing for their event. We used this information to update the event calendar. We
then decided what events to promote.
We developed a donut commercial with the opening and the close the same for every event –
“There is always something happening in Marquette County.” The middle of the donut was
event information - where, what, when, with exciting pictures, font and grapics. The end was,
“This message brought you by Marquette County Convention and Visitors Bureau.”
We up sold the CVB on the launch of our mobile app for $6,000. With this they received on-air
and on-line exposure. This account has generated over $46,000 in business this year.
CVBs have a lot of cash they usually spend outside the area. Using Quantcast I was able to
share the cities our site reaches and they were sold.
Implementation: The AE met with the CVB director and was told that she only spends money
outside the area to attract visitors. Using Quantcast we were able to share with her the number
of visitors from outside the area that regularly visit our web site.
We linked banner ads directly from our site to the Marquette County Convention and Visitors
Bureau events calendar. We then formulated a plan to drive traffic from surrounding towns to
Marquette County using a donut commercial. The opening of the commercial was: "There is
Always Something Happening In Marquette County." The middle of the spot was where, what,
when, etc. event information with exciting graphics font, etc. The end of the spot was, “This
message is sponsored by Marquette County CVB”.
They supported over 20 events in Marquette County. We are now working on a Christmas
shopping idea for this holiday season.
81
This is a win for everyone. The station got a nice multi-platform marketing plan. The CVB
director was a hero because she attracted more visitors to the area. The hotels were happy
because they were able to fill more rooms at higher rates. This in turn gives the CVB more
money and, viola, we have been able to upsell them often. We are working on more ideas for
Christmas, New Year, etc.
Results: We have generated over $46,000 in new business. The CVB director did a testimonal
spot we are now airing. We have had calls from other CVBs in the area asking how they can do
what Marquette did. The CVB director has already told me she will renew again next year for
more money. This will work in any market because the CVBs have a lot of cash and they need
help spending it. Do you want to help them spend it with you?
Partners:
Advertisers:
Marquette CVB, 20 Events and organizers, TV6, FoxUP,
Uppermichiganssource.com
Marquette CVB
Repeat Business?
Yes
Contact:
David McNamee, 906-360-1831, [email protected]
82
WAFB Birthday Club
Station:
Group:
City:
State:
DMA:
Promotion Type:
WAFB
Raycom Media
Baton Rouge
LA
94
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Goal was to come up with a feel good campaign for a local car dealer. The client
wanted to capitalize on something focusing on either birthdays or anniversaries. They really
wanted to separate themselves from their competition. Our AE discovered this need by calling
on the general manager of the car dealership.
Overview: Every morning in 9 News Early Editon, we post on our Facebook page birthday
wishes for all celebrities celebrating a birthday that day. We ask viewers to post their birthday
wishes on WAFB's Facebook page as well. A couple of viewers are picked at random and
menitoned on the air in the morning show.
Implementation: Execution is fairly easy. News makes the call out on Facebook every morning
for viewers to post their birthday wishes on WAFB's Facebook page. News then selects a
couple of viewers at random and mentions them on air. Our client receives two 30 second spots
with billboards each day Monday through Friday near the annoucements. We also mention the
sponsor (a car dealer) on our Facebook page each morning with a hyperlink to their Facebook
page. Our client also promotes our birthday club on their Facebook page. We also included a
mobile impressions element in the package. The campagin blends tradtional TV with Facebook
and mobile.
Results: The campaign has been very successful. Client added $1250 per week to their
schedule and signed up for the first 13 weeks in June. We expect a renewal in September
through the end of the year.
Partners:
Advertisers:
Richard's Honda
Richard's Honda
Repeat Business?
Yes
Contact:
Ellen Salmon, 225-215-4702, [email protected]
83
Bolton Camaro Giveaway
Station:
Group:
City:
State:
DMA:
Promotion Type:
KLBK/KAMC
Nexstar
Lubbock
TX
143
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Client had a new location opening - the goal was to create traffic and awareness of
the new location along with promoting their 13 other locations and both television stations and
the website.
Overview: The client bought a brand new red Camaro and had the vehicle wrapped, including
both station‟s logos (one on each side with the web on the trunk). We began with a teaser
campaign which ran for approximately two weeks. The teaser campaign was followed by
promos running on both stations and website for the "register and win." We pulled names from
the registration boxes from each location along with the web registrations and the "watch and
win" at 10 pm. From those names 5 finalists were drawn. The day of the giveaway each winner
was given a key and the opportunity to try to start the vehicle. We had a camera set up inside
the car to tape the contestants‟ reactions. This promotion sealed an annual to double the
advertiser‟s budget and the market wide attention was huge! Our promotion department did an
outstanding job with promos and the customer was "wowed."
Implementation: There were lots of details involved with great care being taken with rules and
regs and attention to all of the potential pitfalls and how to avoid those. We had multiple
meetings with the client to make sure they were on board with how the promotion would be
executed. We planned the actual giveaway to occur a week after the new location was open.
We had safeguards in place with the "dummy" keys to make sure they would not start the
vehicle. The keys were numbered and contestants had to draw numbers to see what key they
were given. We held live weather shots at different store locations where the car would be
randomly parked, along with executing the "watch and win" portion of the promotion in the 10
pm newscasts on both stations. We also included the web portion of registering online - all
names were randomly drawn for the five finalists.
Results: The promotion went without a hitch. We doubled the advertiser‟s budget, gave a car
away right before the holidays to a needy student who just happened to be the LAST person to
try her key. We followed up with promos showing the winning moment.
Partners:
Bolton Oil, KAMCTV, KLBKTV, and Everythinglubbock.com
Advertisers:
Bolton Oil Company
Repeat Business?
Yes
Contact:
Cindy Gilstrap, 806-745-2345, [email protected]
84
Farm To Fork
Station:
Group:
City:
State:
DMA:
Promotion Type:
KION/KCBA
Cowles Media
Salinas
CA
125
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: To create awareness of a local multi-billion dollar industry and the effect that it has
on the local community and the public as a whole. In other words, "What Apple Computer is to
Silicon Valley, the Ag Industry is to Central Coast of California."
Overview: Agriculture is a multi-billion dollar industry in Monterey County. Growers are
producing food for up to 94% of the U.S. Our local community and viewers do not have a
connection with the Ag Industry. Farm To Fork allows local growers to use television and the
Internet to educate the public on what happens when a seed is placed in the ground all the way
to the produce we eat from our plates.
Does the general public understand and appreciate the process by which this needed industry
operates and thrives? We say, "not yet." Hence, we launched Farm To Fork. It is a
comprehensive series of 30 and 60 second vignettes to educate and create awareness of the
process by which food is grown and consumed in our marketplace. Through strategic
partnerships, we have met and sold a large local grower (Dole Fresh Vegetables) and a major
Commission (Strawberry). Vignettes are also archived on-line on www.kionrightnow.com.
Implementation: Identify key prospects. Meet potential clients with presentation and Farm To
Fork spec spot on iPad. Isolate objections, if any. Once commitment is secured, creative scripts
are produced, on-location shoot, and edit session to complete the vignettes. Online archive of
all creative pieces for placement on our website. It involves multiple departments at our stations
to work together, primarily sales, creative production, traffic, business and news. One of the key
factors in our success of this project was for each of the departments to brainstorm together and
reach a consensus on campaign look and feel on air and on line. We accomplished that.
Results: We have closed $80,640 of NTR (new business) to date.
Partners:
Dole Fresh Vegetables, The Strawberry Commission
Advertisers:
Dole Fresh Vegetables, The Strawberry Commission
Repeat Business?
No
Contact:
Robert Martinez, 831-229-0600, [email protected]
85
Text To Win
Station:
Group:
City:
State:
DMA:
Promotion Type:
KVEO
Communications Corp. of America
Brownsville
TX
87
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: Use Social Media to generate leads and increase traffic for a specific client. Promote
the value of education in the market and enable interested students to start school and one
person to receive a full scholarship.
Overview: The campaign encouraged viewers to "Text To Win" an automatic $500 scholarship
and possibly a "Two Year Degree" at a local trade school. This was a great opportunity for
individuals wanting to better themselves educationally and drive interested leads to the trade
school.
Implementation: Starting 4 weeks prior to the Fall semester the station initiated a three week
on-air schedule of 30 second spots explaining the promotion and promoting the value of
education. Participation in the promotion was simple; any person could text to an assigned
number at which time the interested person would receive an automatic $500 tuition scholarship
to Southwest Schools and then all entrants were entered into the grand prize drawing of a full
two year degree. We also offered online registration if the entrant preferred online to text. The
promotion was heavily mentioned in newscasts and posted consistently on our website and
Facebook. The grand prize drawing was "live" on air during a 10 pm newscast.
Results: Results were outstanding. The school granted $500 tuition to over 300+ interested
students and the grand prize winner started school that same week. $6800 - NTR / Social Media
(new revenue) and an agreement to do the promotion again in 6 months.
Partners:
None
Advertisers:
Southwest Schools
Repeat Business?
Yes
Contact:
William Jorn, 956-544-2323, [email protected]
86
Shape Up Showdown
Station:
Group:
City:
State:
DMA:
Promotion Type:
KAIT
Raycom Media
Jonesboro
AR
181
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: A local hospital was launching a new health and wellness facility and we needed a
big project for the launch. The market is saturated with gyms so we were challenged to come up
with a campaign that established them as a total wellness facility, created buzz about the grand
opening and drove membership.
Overview: KAIT and the client selected eight participants to participate in the Shape Up
Showdown. Each participant received a six month comprehensive, medical based weight loss
plan - complete with a personal trainer. KAIT profiled each participant and then followed them
every step of the way - from initial health assessments to the big on-stage reveal at a local
expo.
This project was a regular feature in our news programs with stories airing a minimum of once
per month. We had several other on-air components: meet the participant vignettes, progress
update vignettes, exercise tips and text to save commercials.
On kait8.com we created a special section dedicated to SUSD. We profiled each participant and
had monthly "blog style" updates from the participants. Our creative team provided videos from
their original interviews to be included in the get to know the candidates section. We also
created a Facebook page for the project and encouraged interaction from our participants and
others.
Implementation: We accepted applications from our viewers detailing why they wanted to lose
weight, what their special challenges were, etc. We combed through hundreds of entries then
did phone interviews to narrow the list further. A committee from the sponsor and from KAIT
interviewed the top 20 candidates to select the final eight lucky participants. The eight
participants were announced at the Grand Opening Ceremony for the new facility.
The participants then received a six month membership to the new facility, a personal trainer 3
times/week, support classes, nutrition counseling, psychological counseling and unlimited
access to classes. KAIT profiled each participant on our website and on a special Shape Up
Showdown Facebook page. Our on-air campaign consisted of vignettes to meet the
participants, vignettes to follow their progress, exercise tips from the trainers, news stories and
a text to save campaign.
We coordinated special classes for the participants (healthy cooking, emotional, motivational,
etc.) and then shared the information on Facebook when appropriate.
87
We had one point person for KAIT and one point person for the client who worked together to
coordinate the various departments involved on both ends. We conducted monthly meetings to
follow the progress of each partipant, identify issues and brainstorm new ideas.
Results: Great campaign and the client is renewing for a second year! Six of the eight
participants extended their membership with the St. Bernards Health and Wellness Institute. Of
the eight participants, two of them have really become poster children for the facility. They have
continued their programs and both have now lost over 100 pounds. They are treated as
celebrities in the gym and everyone knows them as the Shape Up Showdown girls. The client is
extremely pleased with the campaign, the recognition and their new poster children. They are
nearing membership capacity after only being open one year.
Partners:
St. Bernards Health and Wellness Institute
Advertisers:
St. Bernards Medical Center
Repeat Business?
Yes
Contact:
Tory Shirley, 870-336-1805, [email protected]
88
Holiday Extravaganza
Station:
Group:
City:
State:
DMA:
Promotion Type:
WRBL
Media General
Columbus
GA
127
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Generate digital revenue for 4th quarter around holiday season. Generate high
volume of website traffic. Position WRBL as a community leader.
Overview: The Holiday Extravaganza provided clients a promotional online, on-air and text
opportunity to showcase their products. WRBL directed viewers to search for the holiday icon of
the day on WRBL.com, once the viewer located it and clicked on it they were directed to the
registration page where they registered to win one of up to three weekly prizes to be provided
by the client's business. Viewers also have the option to text to enter through the on-air
promotional code. WRBL will announce the winner once a week during news cast. Client
recieved logo insertion on promos, banners and impressions on .com, text code with sponsor.
Client provided weekly prize.
Implementation: WRBL local account executives secured seven sponsors to advertise and
offer gifts over a five week holiday campaign. Production department produced weekly
promotional spots that reflected the clients‟ logo, prizes and text code, icons were selected for
.com and promotional text code for mobile. Legal provided entry rules that each entry would opt
to accept or decline. Weekly prizes were awarded to winning entries leading up to a grand prize
week at the finale of Holiday Extravaganza. WRBL News 3 on your side.
Results: Great - generated an extra $10k in digital revenue for 4th quarter.
Partners:
Advertisers:
WRBL
Virginia College, Billy Lawrence Chevrolet, WWE, Durty Works,
Rivertown Ford, Better Jewelers, Wood You, Action Building.
Repeat Business?
Yes
Contact:
Kimberly Byrd, 706-323-3333, [email protected]
89
15 Days of Christmas
Station:
Group:
City:
State:
DMA:
Promotion Type:
WANE
Lin Media
Fort Wayne
IN
109
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Generate TV and digital dollars at the end of the year when ad buying demand
softens. Vehicle was designed to primarily impact digital sales and new business.
Overview: Holiday multi-platform marketing opportunity that will bring in an early holiday for
sales. Multi-platform includes online, mobile and TV contest, as well as product tie-in to Morning
News.
Implementation: Each of the 15 sponsors (some bought multiples) received a spot TV ad
schedule, online display ad schedule, contest online and mobile, advertiser spotlighted in
Morning News by anchors and spotlighted in station promotional schedule. Each promotional
spot hightlighted 3 advertisers. Each ad schedule was targeted specifically to lighter inventory
areas. Advertisers supplied a prize worth $100 or more beyond the cost of the package. We
utilized Upickem for contest widget that appeared on desktop, mobile and Facebook platforms.
Morning News talent was part of the sales promotional spot that helped tie in WANE and
Morning News product to the campaign.
Results: 15 Sponsors. $33,250 November/December money.
Partners:
Advertisers:
WANE
Parkview Trauma, East Allen Ag & Turf, American Health & Fitness,
ES Deicing, Stematic, Katie's Kountry Corner, Harmony Outdoor,
Grabill Country Sales, Wild Birds Unlimited and Dar's
Repeat Business?
Yes
Contact:
Tom Antisdel, 260-481-1510, [email protected]
90
$50 a Day of Gas in the Month of May
Station:
Group:
City:
State:
DMA:
Promotion Type:
WANE
Lin Media
Fort Wayne
IN
109
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Drive viewership to WANE-TV and wane.com durning the May Sweep. Also,
generate new opportunity dollars for TV and digital durning May. Gas was focused on due to
high gas prices at the time of the promotion. This was a daily giveaway designed to generate
return viewership to both platforms.
Overview: Online contest utilzing upickem. This was driven by TV, desktop, Facebook and
mobile platforms. Contests could enter once and be eligible for the entire month to win a $50
gas card from Speedway each day.
Implementation: Three sponsors received audible and visual mentions in the promotional
schedule. Each received an on online digital campaign. Each advertiser received a spot buy to
run May or June. These months were picked to impact weaker ad months. Morning News was
targeted to generate incremental dollars. Specifically utilized First News Saturday and Sunday
to drive dollars to new show. Finally, we utilized new D2 station to help drive promotion. Also,
this promotion brought new viewers to the D2. Advertisers were able to ask a marketing
question during the contest registration. Speedway partnership leveraged our station to a
majority position on 2nd quarter buy.
Results: Three sponsors generated over $16,000.
Partners:
Advertisers:
Speedway
Preferred Auto, Summit Transmission and Three Rivers Federal
Credit Union
Repeat Business?
Yes
Contact:
Tom Antisdel, 260-481-1510, [email protected]
91
Annual Social Media Leverage Promotion
Station:
Group:
City:
State:
DMA:
Promotion Type:
WNTZ
Communications Corp. of America
Alexandria
LA
179
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: Our primary goals of this campaign are to build traffic to our website and likes on our
Facebook page and to create NTR revenue from social media.
Overview: This promotion was sold as an annual campaign from January 2012 through
January 2013. The station conducts a monthly viewer giveaway via station's website and
Facebook page. Viewers register in an online form. Prizes vary monthly, and have included a
crawfish boil party, furniture/appliances, tablet computers, and tickets to tourist attractions.
Implementation: The station secured an annual sponsorship from a local furniture store, Five
Star Furniture in Alexandria, LA. An on air promotion schedule is given to the client along with
an in-house produced promo which includes verbal and visual mention of the sponsor. Prizes
are selected on seasonal demand. Monthly creative includes a landing page on the station
website, a tabbed link on our Facebook page, accompanying graphics for the contest and entry
form for viewer registration. Contests dates of execution range from 2 to 4 weeks. Prize winners
are awarded daily, weekly or monthly based upon value and quantity of prizes available.
Results: The station‟s Facebook subscriptions have grown by 410% since the start of 2012, our
website traffic has grown substantially, and the station gained an annual NTR revenue stream.
Partners:
None
Advertisers:
Five Star Furniture
Repeat Business?
Yes
Contact:
Aleece Way, 318-443-4700 x204, [email protected]
92
Money Matters
Station:
Group:
City:
State:
DMA:
Promotion Type:
WEYI
Flint
MI
68
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: Promote local client, Retirement Resources, as the "financial" expert in our area and
add solid financial advice and tips to the information available during NBC25 News.
Overview: NBC25 and minbcnews.com formed a partnership with Retirement Resources
making them our financial expert in a multi faceted campaign that covers both television and
web advertising.
Implementation: We accomplished this by doing the following:
1. Stock, Gold, Dow etc. daily numbers are presented on a billboard within our 6 pm and 11
pm news daily. These numbers are given to our news department daily after the market
closes. Retirement Resources‟ logo and photo of the principal owner are also shown on
screen.
2. The client cuts a :30 weekly wrap-up from their office studio and downloads it our FTP site
on Thursday. This :30 “commercial” runs every Friday, airing adjacent to the billboard. It
looks like part of the news but actually comes out of sales inventory.
3. Retirement Resources also airs a branding :30 commercial 2 weeks of every month
exclusively in the 6 pm News.
4. Money Matters web page is a full page on MiNBCNews.com devoted exclusively to Money
Matters topics. Weekly commercials can be housed here, financial articles, meet the client,
seminar info, etc. There is a link on NBC25 home page so that viewers can easily access
this page. Everything on this page links directly back to Retirement Resources web page.
5. Branding web ad also airs at 50% SOV on NBC25 News Home page. Creative is branding
with Free Report, get a second opinion.
6. News looks to Retirement Resources to interview as a local expert whenever there is
financial news such as tax time, investing, 401K or when the Dow goes up or down
significantly.
Results: This was a success. We have had the client renew their sponsorship with an annual
contract.
Partners:
none
Advertisers:
Retirement Resources
Repeat Business?
Yes
Contact:
Becky Butcher, 810-687-1000 x225, [email protected]
93
Sports Spectacular
Station:
Group:
City:
State:
DMA:
Promotion Type:
KLKN
Citadel Communications
Lincoln
NE
105
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The original goal was to solidify a relationship with an existing client by helping him
fulfill a personal dream. This then created a secondary goal of creating an online campaign that
would increase traffic on klkntv.com while bringing a new on-air and on-line advertiser to the
station.
Overview: One of our advertisers has a personal passion - sports photography - and asked if
we could help him secure credentials so he could take photos at area high school sporting
events. T
his 'want' sparked an idea with KLKN Account Executive Gina Cotton. Gina approached the
KLKN management team with the idea of helping a good client fulfill his dream to become a
more known sports photographer while helping the station increase web traffic by posting his
photos on our website.
She took the plan one step further and approached a local frame shop, Hangups Gallery, that
was looking for an unusual idea and way to market framing sports memorabilia. Gina put
together an advertising campaign that gave Hangups Gallery exclusive sponsorship rights of
Sports Spectacular and website presence on klkntv.com. In addition they receive an on-going
advertising schedule on KLKN.
The idea was well received by all parties. Sports Spectacular helped an existing client on a
personal level, helped get a new business on an annual agreement and helped the station
increase web traffic. An additional benefit - viewers enjoy seeing their kids photos on
klkntv.com!
Implementation: Gina's contact had a cache of sports photos which he provided to KLKN. We
selected the ones we wanted to introduce on Sports Spectacular and posted them on the sports
page on klkntv.com. We started the campaign in May to capture the end of the high school
season. We also created a click through ad for the sponsor, Hangups Gallery.
KLKN‟s Sports Director promoted Sports Spectacular through live mentions during his
sportscasts. Also in May, KLKN Creative Services wrote and produced a :30 second television
spot that started airing in June.
94
We will continue to promote Sports Spectacular throughout the academic year and change
photos weekly showcasing various sports and athletes from different schools. The idea has
grown so quickly we are adding photo coverage of Nebrasaka Wesleyan games this fall.
Results: The campaign generated $18,000 in direct revenue from a new client, Hangups
Gallery. The results were beyond our wildest expectation. One live mention by Sports Director
Brett Edwards during the sports coverage in the 10 pm news resulted in over 7,000 hits on our
website. The site will continue to grow as we get back into the school year and with the addition
of Nebraska Wesleyan coverage. To date, all parties are very happy with Sports Spectacular
and all the original goals have been met.
Partners:
Dr. Ryan Whitney, TickerPictures/Bryan LGH Heart Institute
Advertisers:
Hangups Gallery
Repeat Business?
Yes
Contact:
Peg Schoen, 402-436-2234, [email protected]
95
NBC33's Health Source
Station:
Group:
City:
State:
DMA:
Promotion Type:
WVLA
Communications Corporation of America
Baton Rouge
LA
94
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Our primary goal for this sales initiative was to generate new local direct revenue in
the medical category while serving our community with educational information on a variety of
health related specialties with both on-air and online health care related information.
Overview: We launched a sales campaign to a wide range of medical specialties. The
partnership offered category exclusivity, on-air, a customized partner page on our website and
additional support with station promos for our new local healthcare related online resource.
Implementation: We assigned categories to our sales team and delivered presentations to a
wide variety of specialists. The partnerships included on-air commercials with at least 60% to
run in our local news programs, long form internet videos and custom web content about each
medical practice and issues that were important to them. We also included on-air NBC33 Health
Source promos branding our newly created resource, further enhancing our local brand in the
community. The partnerships also included updated on-air and online production throughout the
12 month term of the program as well as web content updates whenever necessary.
Results: We closed partnerships generating over $100,000 in new annual spot and internet
revenue.
Partners:
Advertisers:
NBC33 News, Promotions, Online and Sales
Bariatric Surgeon, Family Practice Specialists, Orthopedic Hand
Specialist, Hearing Aid/Audiologist and Aesthetics.
Repeat Business?
Yes
Contact:
Trista Griffin, 225-766-3233, [email protected]
96
Street Tweets
Station:
Group:
City:
State:
DMA:
Promotion Type:
KMSS
Shreveport
LA
83
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: The primary goal of our campaign was to drive viewership to our 9 pm newscast,
build traffic on our station website and build web revenue.
Overview: We developed a "man on the street" type segment for our 9 pm newscast. Two days
each week our reporters ask random people on the streets their opinion on a hot topic. That
night at 9 pm we play one or two of the opinions and direct viewers to go to our website to see
the rest of the comments. Our sole sponsor receives sponsor tag on both the news segment
and web elements.
Implementation: Our GM came up with the concept. We told everyone in the station what our
plans were and that we needed a name for the campaign. Employees submitted entries and
from those entries we chose STREET TWEETS capitalizing on the social media tie in.
Production developed an animated Street Tweets logo where little chirping (or tweeting) birds fly
through the air carrying our logo in their feet and then land next to the words Street Tweets. The
whole concept was coming together nicely.
Then we decided to go ahead and launch the campaign without a sponsor to generate buzz. It
worked. We launched Street Tweets without a sponsor some time in November of 2011 and had
an annual sponsor secured by December of 2011 for the calendar year 2012 generating
$30,000 in web revenue.
The sponsor is a long time annual advertiser but the revenue generated was new revenue over
and above previous spending levels and came directly from dollars previously spent on cable in
previous years. We got our asking price and will look to grow revenue on this campaign in 2013.
I visited with the client earlier this month and he is very happy with the project and the exposure
that it has gotten his law firm.
Results: We found a sponsor to pick the promotion up for the entire year and he paid our
asking price. That made us happy and most importantly, the client feels good about his
involvement in the project. We were very pleased.
Partners:
N/A
Advertisers:
Norman R. Gordon & Associates
Repeat Business?
Yes
Contact:
Glynn Duncan, 318-671-7266, [email protected]
97
Hoops Contest
Station:
Group:
City:
State:
DMA:
Promotion Type:
WHEC
Hubbard Broadcasting
Rochester
NY
79
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: The goal was to reach a male online and on-air audience during one of the sports
world's biggest events: post-season college basketball. A secondary goal was to build up an
email and SMS list.
Overview: We created a multi-platform campaign using on-air, an online contest, email, texting
and mobile to provide great visibility to our client and build a database for future commercial
use.
Implementation: Using on-air promotions and mentions by our sports anchors, we directed
viewers to our sports section and a standalone site to participate in a basketball bracket contest.
Users were also prompted to text in "hoops" to our short code, at which time they would receive
a reply message with a link directing them to enter and participate on their smartphone. Once
they created their bracket (either "up-front" or "round-by-round") they could create user groups
of friends to play against, and go up against our "VIP" players, consisting of local college and
high school coaches, public figures, and radio and TV personalities.
During the sign up process, we collected information such as age, gender, zip code, email
address and phone number. We used Facebook Connect for account creation as well, which
made it very easy for viewers to become participants.
During the contest phase, we sent weekly reminder emails and text messages to participants,
which were branded for the sponsor and often included special offers. All contest pages
included the sponsor's branding, and they had consistent promotional mentions during 5 pm
and 11 pm sports, a fixed-position banner on our homepage and sports page, 10 second
promotional commercials, and 10 second pre-roll video commercials.
At the close of the contest, we sent out thank you emails to participants with a special offer from
the sponsor, our sports anchors gave a wrap up of the top local winners, and a picture of the
sponsor presenting the top prize (a big screen HDTV) to the top winner was sent out and used
on both our and the sponsor's Facebook pages.
Results: We had over 700 consistent contest participants, from whom we were able to gather
demographic info and email addresses, we built up our contest SMS list by over 300 users, and
delivered over 500k ad impressions for our sponsor.
98
The sponsor saw a large uptick in their website traffic, got great feedback from current
customers of theirs who participated, as well as foot traffic from new participants who came to
redeem the special offers. In reviewing some of the analytics of the contest, we confirmed that
over 70% of all users were in their target demo, and spent an average of over 10 minutes per
visit on the sponsor's branded contest page.
We were able to put this sponsor on all platforms using this interactive approach, and they were
very pleased with the level of participation and positive feedback they received from it.
Partners:
Advertisers:
Second Street Media, Inergize Digital
Ralph Honda
Repeat Business?
Yes
Contact:
Nathan Kauffman, 585-546-0715, [email protected]
99
Single News Sponsor
Station:
Group:
City:
State:
DMA:
Promotion Type:
WFIE
Raycom Media
Evansville
IN
104
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: There was a highly anticipated golf event coming to our market. News was
interested in having a signficant on air presence during the event. Our goal was to sell a single
newscast sponsor in an effort to reduce commercial time for more news coverage, and obtain
an ROI that would allow us to cover the extra manpower/labor to send the news department on
location to broadcast the entire newscast live from the event. Additionaly, we wanted to
introduce the concept of "single news sponsorships" with "limited commercial interruption" to our
local advertising community in hopes of doing such additional sponsorships in the future.
Overview: 14 News will broadcast LIVE from the Nationwide Tour at Victoria National Golf Club
on Wednesday June 27th for the 6 pm news. 14 News wishes to partner EXCLUSIVELY with
Romain Cross Pointe Auto Park to bring a “special edition with limited interruptions” newscast.
Sponsorship Elements
 Sponsor Open – “This Nationwide Tour special edition of 14 News at 6… LIVE at Victoria
National, with limited commercial interruption brought to you exclusively to Romain Cross
Pointe Auto Park.”
 Sponsor promos to air one week prior to newscast (10x minimum) – “Tune in to 14 News at
6 this Wednesday night LIVE from Victoria National at the Nationwide Tour, brought to you
with limited commercial interruption, exclusively by Romain Cross Pointe Auto Park.”
 All “commercial breaks” exclusive to Romain (4x 2-min breaks)
 Ron on camera for :90 endorsing the event followed by a :30 Romain spot
 2:00 test drive/preview of the “hot” vehicle for 2013
 Amy on camera talking about the Romain Value Promise/Lifetime Powertrain Warranty
 Tour of new Cadillac showroom
Implementation: WFIE produced the 2:00 vignettes and aired them as the "commercial breaks"
in between news segments. The news department did a fantastic job putting up a set at the golf
course. During the newscast, talent interviewed the owner of the dealership who talked about
the importance of bringing this event to our community and economy. Promotions department
produced the promo telling viewers about the special newscast that aired in a fixed promotional
schedule leading up to the event.
This was a very simple promotion to produce and execute. Other than producing the open,
promos and vignettes, the news department was fantastic at helping our client get the additional
exposure during the newscast. This idea took no additional inventory and generated a great
ROI.
100
Results: It was a fantastic promotion. We are in the process of closing our next "exclusive,
single sponsor newscast" highlighting the unveiling of our new riverfront in Owensboro, KY.
Partners:
The news and promotions departments internally.
Advertisers:
Romain Crosspoint Auto Park
Repeat Business?
No
Contact:
Brook Arnold, 812-759-7248, [email protected]
101
Lexington Medical Center Mobile Sponsorship
Station:
Group:
City:
State:
DMA:
Promotion Type:
WIS
Raycom Media
Columbia
SC
77
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: The goal of the mobile sponsorship for Lexington Medical Center was to secure
digital dollars from a large hospital group that invested money into development of a robust
mobile site. They were promoting their site in print and outdoor. WIS wanted to capture those
dollars.
Overview: Lexington Medical Center is the exclusive healthcare advertiser on all WIS mobile
products. This includes news and weather apps, tablet apps and mobile website. They are one
of four sponsors receiving banners on mobile and recognition as a WIS mobile sponsor in on-air
and online promotion. Their campaign was signed for 6-months.
Implementation: The sales team at WIS captured the ads that were running in print and
outdoor. We used these to get the appointment with the marketing department at Lexington
Medical Center. At the meeting, we inquired about the success of their mobile campaign
promotion in the other media. They were satisfied with the results, but we presented research
data that showed using WIS' mobile products was a more effective use of their marketing
dollars.
The campaign includes 600,000 monthly mobile banner impressions along with 25-15 second
monthly on-air promos that identify them as a mobile sponsor. The banner ads that run on
mobile click directly through to the client's mobile site. It is a category exclusive sponsorship,
which allows Lexington Medical Center to lock out their competition from this platform.
Results: The 6-month campaign has been extremely successful for the client. Within the last
year, Lexington Medical Center has taken over the #1 lead in the hopsital category in Columbia,
SC. Their click-through ratio on mobile has averaged 1.11%. The real success measurement is
that the client has signed on for another 6-month agreement.
The total 12-month spend for this sponsorship is $90,000. These are incremental dollars that
were captured from other media.
Partners:
WIS
Advertisers:
Lexington Medical Center
Repeat Business?
Yes
Contact:
Debbie Johnson, 803-758-1286, [email protected]
102
Operation: Hired
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSTM/WTVH/WSTQ
Syracuse
NY
84
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: To assist veterans in finding meaningful employment after leaving their time in the
service. To raise awareness about the number of unemployed veterans in our region and to
educate veterans and employers on the VOW act. To provide interview tips, resume critiques
and more through on site seminars for veterans attending the job fair. To bring those qualified
applicants together with over 60 employers in an effort to help veterans become gainfully
employed.
Overview: CNY Central executed an on-air, online and social media campaign to promote the
event to veterans, businesses and veterans‟ families. Significant news support was put behind
this extremely important issue of assiting veterans and the job fair event. Prominent web
promotion on CNYCentral.com featured a special “Operation: Hired” splash page. Booth space
during the 1 day veterans only job fair was provided to sponsors and sold to over 60
businesses.
Implementation: Meetings originated between our business development manager, the NYS
Department of Labor and the Syracuse VA Medical Center to discuss the recent Obama Vow to
Hire Heroes Act and the potential partnership of executing a veterans only job fair. The stations
secured the SRC Arena & Events Center and the local sales team began pursuing sponsors.
Vendor booths were sold by the business development manager and a small team of interns. A
pre-campaign focused on recruiting businesses to sign up for the job fair launched in late
December while also educating our region on the veteran unemployment rate and the value in
hiring veterans. Several news stories were done in support of this important topic. An event
promotion campaign began in January inviting veterans to attend the event on January 31.
Results: Over 500 veterans attended and over 60 businesses participated. We made over $35k
for this one day event between sponsors and booth participants. Many veterans were placed as
a result. The NYS Department of Labor and Syracuse VA Medical Center, Congresswoman Ann
Marie Buerkle could not have been more pleased with the contribution this made to veterans in
CNY.
Partners:
Advertisers:
NYS Department of Labor and the Syracuse VA Medical Center
NTTS/National Tractor Trailor School, Ryder, C&S Companies, CNY
Works
Repeat Business?
Yes
Contact:
Amy Collins, 315-477-9611, [email protected]
103
Weather Call for Schools
Station:
Group:
City:
State:
DMA:
Promotion Type:
WAAY
Calkins Media
Huntsville
AL
80
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Weather Call for Schools is a program that delivers storm warning messages via
phone or email to the targeted warning area. Weather Call for Schools puts a protective 1 mile
radius for severe weather warnings and a 6 mile protective radius for lightning around each
school in our DMA. This gives administrators enough lead time to make critical safety decisions
for their students. The primary goal for this campaign was to give each school in our DMA
targeted weather information that was more specific than they could receive from county
notifications. WAAY 31 wanted to offer this program at no charge to ensure the safety of
students in our area.
Overview: Storm Force 31 has expanded our Weather Call program in an effort to make a
significant impact on school safety in the Tennessee Valley. Weather Call for Schools creates
virtual protective zones around each school's location and alerts them electronically and via
phone when their school is in an area where a tornado or dangerous storm warning is within
close proximity.
Implementation: To offer Weather Call for Schools to each school in our DMA for no charge
and to devote the appropriate amount of air time and web promotion, we found community
partners willing to support the campaign.
A collaboration between WAAY 31 management, the Storm Force 31 team, and Weather Call
executives allowed us to create a strong presentation to deliver to all Superintendents in the
Tennessee Valley. School participation was crucial in making sure the information was being
delivered to a significant portion of students in the Tennesse Valley and ensures excellent
exposure for our community partners.
WAAY 31's Chief Meteorlogist uses Weather Call for Schools as one of his platforms on-air and
during school visits. Our community partner had the opportunity to customize their own
message about Weather Call for Schools and why they feel it is an important program.
Our community partners are also visible in all promo spots explaining the program and on
waaytv.com where viewers are directed to visit for information and to sign-up. Printed materials
created by Weather Call and by WAAY 31 includes all community partners.
This is a long running campaign with no end date so it is a long term committment from our
sponsors that attaches them to a life saving program for our area.
104
Results: The potential for this campaign is ongoing so it has not reached its peak as far as
maximum revenue and participation. Currently, we have reached approximately 1/3 of our
coverage area with other districts preparing to sign-on. We are receiving high participation from
schools as they are notified of the program. With Virginia College as a community partner, this
is now a revenue generator for our station with room to grow. So far, we have reached $100,000
and are expecting to gain two additional community partners within the next year.
Partners:
Weather Call, Tennesse Valley area schools
Advertisers:
Virginia College
Repeat Business?
Yes
Contact:
Ed Groves, 256-533-8105, [email protected]
105
Companies That Care
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSTM/WTVH/WSTQ
Syracuse
NY
84
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
No
Objective: To provide a cause marketing, community driven platform for those community
conscious businesses that don't advertise traditionally, while generating a nontraditional
revenue stream for the stations. Additionally, this program positions CNY Central as a
concerned citizen in our community.
Overview: Companies That Care is a campaign that aligns community conscious businesses
with positive goodwill and community initiatives. It is an annual campaign that involves ongoing
'Salutes,' promotional mentions, quarterly charitable PSAs tagged with our partners,
personalized Holiday Greetings, an online component and customized on-air campaign if
desired.
Implementation: Companies That Care is an annual campaign that involves ongoing 'Salutes'
for our Companies That Care partners recognizing them for their contributions to the
community.
In addition we air quarterly charitable PSAs tagged with the partner‟s logo such as Breast
Cancer Awareness month in October or American Red Cross Go Red for Women. We also
highlight these partners on our website.
Holiday Greetings air to thank their staff, customers, partners and the community. Some
partners have used these to salute the troops during the holiday season.
Finally, we provide a portion of the investment in a customized commercial air schedule to
promote the cause of their choice or brand their business.
Results: We secured two sponsors in NAPA Auto Care Centers and Seniors Helping Seniors
for $36k in annual dollars. Both clients were seeking a way to brand their companies in a
postive, non-commercial format.
Partners:
NAPA Auto Care Centers and Seniors Helping Seniors
Advertisers:
NAPA Auto Care Centers and Seniors Helping Seniors
Repeat Business?
Yes
Contact:
106
CNY Home Remodeling Guide
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSTM/WTVH/WSTQ
Syracuse
NY
84
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: In an effort to target the home builders, real estate and remodeling category in a
time when that industry was struggling, we created a multi-platform campaign that positioned
our partners as experts in their field and provided a 'newsy' feel for them to tell a longer story
about their business.
Overview: The CNY Home Remodeling Guide involves a half hour 'Home' special airing on
NBC, CBS and CW as well as 4 minute vignettes and :30 commercials along with an online
presence.
Implementation: The CNY Home Remodeling Guide is truly multi platform in that each
category exclusive partner receives a 4 minute vignette with open/close bumps and billboard
inclusion in the half hour special that we air on our 3 networks and Digital channel. That 4
minute vignette also runs on our Digital station as a standalone over the course of several
weeks in heavy rotation. We create a :30 spot as well to air on NBC, CBS and CW with a call to
action. The show is promoted in advance to create interest in watching this locally produced
special. Online we feature their vignette, logo and link.
While production is a bit more than a traditional :30 shoot, we have been able to do this in a
pretty turn key fashion. We pay a nominal talent fee for a host to shoot the open/close bumps at
each location along with a brief 1 to 1 1/2 minute interview with the business owner. Our
production crew shoots additional B-roll while on site to produce the full 4 minutes and :30 call
to action spot. We set up the shoots over a period of 3-4 days, shooting 2 a day.
We air the half hour specials in paid programming time periods and bill a portion of non-spot
revenue from each of the 6 partners to cover the cost of the show's airing. This generates more
than the normal paid programming rate for that time period. Shows air in good time periods like
at 7 pm and weekend daytime.
We find that this program gives us the ability to provide that 'news story' feel that clients are
always asking for, but with the benefit of controlled advertorial content and they are ultimately
viewed as credible resources in these specials.
The clients always sign on because they like the show element, but then see the value in
traditional Televison advertising as well.
107
Results: We have done this show twice (Spring/Fall) and are currently selling our next program
for this Fall. We sold 10 sponsors across 2 shows, generating over $50k and have turned
several of them into more regular spot advertisers as a result.
Partners:
Advertisers:
Vallars Tile & Marble, Olum's Appliance, Ashley Furnitue, Green
Homes, Hearth & Home, Angelo Chiodo Heating & Cooling,
Adirondack Colonial Furniture, Victory Lifts, Best Tile and Stanley
Steemer
Vallars Tile & Marble, Olum's Appliance, Ashley Furnitue, Green
Homes, Hearth & Home, Angelo Chiodo Heating & Cooling,
Adirondack Colonial Furniture, Victory Lifts, Best Tile and Stanley
Steemer
Repeat Business?
Yes
Contact:
108
What Matters
Station:
Group:
City:
State:
DMA:
Promotion Type:
KLTV
Raycom Media
Tyler
TX
107
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: This interactive campaign was designed to target multiple categories who can offer
education and services to our community. Our goal was to generate $180K for the year.
Overview: This campaign was executed in a :60 second format. We focused on health, legal
and financial businesses. We designated time in key dayparts, primarily News, where an
advertiser can highlight something useful in their area of expertise to the public in a :30 vignette
followed by a :30 spot promoting their business. This is utilized on-air and online, setting the
advertiser up as an expert advisor. We put everything under the umbrella of "What Matters"
which gives the campaign a consistent look promoting KLTV along the way. Once the spot airs,
it is put on the What Matters page on kltv.com along with additional information provided by the
advertiser and a place for viewers to post questions that can be answered in an interactive way.
Implementation: We designed a look and brand for our What Matters campaign which is seen
at the beginning and end of each vignette. The commercial comes immediately after the
vignette to maximize the advertiser‟s message. We shot each vignette with a designated look
according to the category. In most cases we shot multiple topics for each sponsor so they could
be rotated throughout the year. The messages were all placed on kltv.com in order to be easily
accessible to viewers. We wanted to make sure the advertiser's message was geared toward
providing useful information that the everyday consumer may not be aware of. In each case the
sponsor began seeing immediate results.
Results: This has resulted in $189K in revenue for the station with a new brand that is
beneficial to the community and our advertisers.
Partners:
Advertisers:
KLTV and KLTV.com
Tefteller Law, Copeland Group Insurance, Citizens State Bank,
Dentistry for Children, Mayfield & Weedon Law
Repeat Business?
Yes
Contact:
Cory Bowler, 903-510-7710,
109
[email protected]
Heartland Heroes
Station:
Group:
City:
State:
DMA:
Promotion Type:
KFVS
Raycom Media
Cape Girardeau
MO
81
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The primary goal is to highlight Heroes in our market based on viewer nominations.
The station gains high profile community accolades and the public is allowed to feel good about
someone they know by nominating them as a Hero. The revenue goal is to also increase
revenue for the station during months where dollars are typically needed.
Overview: Heartland Heroes is a community involvement opportunity. Advertisers join KFVS12
in this high profile, community service campaign by spending incremental dollars to be a part of
the promotion. The campaign recognizes individuals that go “above and beyond” and give so
much of themselves. These are the people who you never forget, they touch your life in some
way by giving of themselves, they are HEROES… Because of the positive footprints they leave
behind, KFVS proudly presents their stories through feature segments which honor people who
stand out as our “Heartland Heroes.”
Implementation: The campaign was kicked off with promotional commercials asking viewers to
visit kfvs12.com to nominate their favorite Heartland‟s Heroes. Sponsors were included in
promotions with logos. They received mention as a sponsor BOTH on-air and on-line.
Nominations were accepted online and by mail for three weeks. The 4 judges met to select the
winners. Four primary winners were chosen with a couple of back up winners in case News had
a hard time contacting the primary winners. Stories of the 4 winners were aired over a 4-week
period. A “thank you” promo aired after the story series was completed with client logos on
those as well. Story pages for each of the winners were also created on-line with client logos
and links on the page.
Results: $24,000 in incremental spending from 4 advertisers ($6000) each. We were pleased
with this first year's results. Viewers appreciated the opportunity to nominate heroes and the
station came across as a hero too.
Partners:
Life Care Centers, Brewer Monument, Cornerstone Countertops,
Missouri Farm Bureau
Advertisers:
Life Care Centers, Brewer Monument, Cornerstone Countertops,
Missouri Farm Bureau
Repeat Business?
Yes
Contact:
Karen Wade, 573-335-1212, [email protected]
110
Pizza Hut Mobile Lovers Giveaway
Station:
Group:
City:
State:
DMA:
Promotion Type:
KTUU
Schurz Communications
Anchorage
AK
148
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: The Pizza Hut Mobile Lover's Giveaway had a great deal to love about it. What did
we want the campaign to do?
For the station we wanted to increase our data base and push the download of our new news
apps. Creating a new digital revenue stream for a client who was not active in second quarter
was a big plus.
Client goals were to brand Pizza Hut ordering and delivery with a young, hip mobile demo... And
to put on-line coupons for the product on their phones, iPads and computers so that they can
order from anywhere. Also the client needed positive branding with our station and increased
top of mind awareness on multiple platforms.
Overview: The Pizza Hut Mobile Lovers Giveaway awarded 200 large pizzas to contest
entrants in 30 days. People were required to order via mobile to enter, from our news app. We
used upickem software to manage the contest, and we had a coupon for free breadsticks and a
thank you for entering response automatically sent to every entrant.
Implementation: :30 and :15 television commercials featured animated pizza boxes flying over
Anchorage (as if it was a new weather pattern blowing in to town). Young hipsters on iPads and
iPhones look up to see the flying UFOs. Soon they are devouring a pizza feast.
Product video of the pizza was also incorporated into the creative promos to drive desire for the
product. Music is dramatic, then turns to happy. "A New day is dawning in Anchorage, one filled
with... pizza." “It's the Pizza Hut Mobile Lover's giveaway, and we‟re giving away 300 pizzas in
30 days.”
The :15 spot was used in pre-rolls which clicked through to the contest site. Branding elements
for the television campaign were carried through on mobile banner, and the news app had a
contest entry tile on the home page which worked for iPads and smartphones. The certificate for
the Large Pizza Prize was pasted on 200 pages on PowerPoint, automatically numbered, and
saved as a pdf. That way each winning certificate that was emailed to a winner had a different
number and was trackable. 1210 Entrants had a choice to opt in for more information, 62%
opted in for a total of 749 people added to our deals database and the client's mailing list. Click
through rates were high for the smartphone and iPad tiles, roughly .45%.
111
Results: News app downloads were up 76% from 12 months before. The client experienced the
first growth in monthly sales for the past year. The increase carried into the following month.
Partners:
Pizza Hut
Advertisers:
Pizza Hut
Repeat Business?
Yes
Contact:
Jennie Smelker, 907-762-9220, [email protected]
112
Jingle Promotion
Station:
Group:
City:
State:
DMA:
Promotion Type:
KIFI/KIDK
News-Press Gazette
Idaho Falls
ID
160
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Our campaign was to get our staff and clients excited about using creative ideas to
sell their products and services. We are training our AEs that creative is key in their clients‟
success. Using a jingle would help set the client apart from their competition and get us an
advertising contract with the client.
Overview: We found an outside vendor who specializes in this field introduced them to our staff
and began setting up appointments.
To kick off the event we set aside a week where we could conduct client meetings targeting new
advertisers who we felt could benefit from the strength of our television stations along with some
great marketing and branding strategies from our outside vendor.
Implementation: We conducted 12 meetings over a 4 day period each one lasting an hour.
During the meeting we did a Client Needs Analysis that lasted 30 minutes, followed by a station
video presentation that was 15 minutes in length and then a full sing music and image
campaign. What's unique is we did this using video conferencing. The client felt no pressure
and they were able to hear the jingle right there during the presentation. The jingle was not a
finished product but the clients really got excited about it being put together right there and it
was put together just for them.
Results: We have 5 contracts so far and have two more very close being closed!
Partners:
Jeff Arthur Productions
Advertisers:
We closed some new direct business and increased exsisting clients.
Repeat Business?
Yes
Contact:
Monte Young, 208-528-2188, [email protected]
113
Text L8R
Station:
Group:
City:
State:
DMA:
Promotion Type:
WEVV
Evansville
IN
104
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
Yes
No
Objective: The statistics are staggering: More than 200,000 car crashes a year are blamed on
texting and driving. WEVV CBS 44 and FOX 44 are launching a campaign to encourage viewers
to stop texting and driving and text later.
Overview: Called Text L8r, this ongoing promotion includes pre recorded messages, web
pledges and giveaways to help promote the idea that drivers should wait to text later.
Implementation: The promotion includes promos that share information and statistics
encouraging viewers to text later and will direct them to the WEVV websites for more
information. Viewers will also be encouraged to go online to "take the Text L8r pledge", where
pledgers will receive a fast food coupon for pledging and be entered into a weekly drawing for
other prizes. Viewers are also invited to submit their reasons for waiting until after they have
finished driving to text. Sponsors will receive logos on Text L8r t-shirts, individual sponsorships
in statistic promos, tags on Text L8r story promos, web links and individual streaming promos
on the website.
Results: We currently have $60,000 booked between 2 clients and have room to add two more
at this time.
Partners:
None
Advertisers:
personal injury attorney, local police/prosecutor, fast food restaurant
Repeat Business?
No
Contact:
Greg Murdach, 812-464-4444, [email protected]
114
Where Life Is "Sew" Fun
Station:
Group:
City:
State:
DMA:
Promotion Type:
KETK
Tyler/Longview
TX
107
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: To grow a small client who we felt had potential to be a larger advertiser. Feeling like
we could help bring the client more business and sell higher priced tickets by leveraging our
related programming and multi-platform company.
Overview: By leveraging our program "Fashion Star" and allowing A Nimble Thimble to locally
sponsor it. We drove viewers to register with a "Text To Win" a Bernina Sewing Machine. The
package included the sponsorship, Text To Win, web banners promoting the sponsorship, and a
Jingle with "A Nimble Thimble, Were Life Is "Sew" Fun".
Implementation: We started by running promotion announcements driving viewers to text to
win a new Bernina Sewing Machine. Once viewers sent the text they received a text back from
A Nimble Thimble with a discount. We also ran promos promoting "Fashion Star" and locally
sponsoring it by "A Nimble Thimble, Where Life Is "Sew" Fun." The promotion included a
television schedule focusing on programming targeting Females 25-54 and Females 35+. Also a
spot running in Fashion Star each week. The sponsorship required an annual commitment,
which included Olympics and even NFL. The creative was a large part even going after the Male
Demo, saying "Hey guys you want to score this football season, give her what she really wants".
And tied it all together with her new Jingle throughout the year "A Nimble Thimble, Where Life Is
Sew Fun."
Results: Fantastic! Grew her budget to $65,000 annual. The client is selling many high price
machines and her 1Q12 was up 38% over 1Q11, and is very happy!
Partners:
KETK/KFXK
Advertisers:
A Nimble Thimble - Sewing Store
Repeat Business?
Yes
Contact:
David Bailey, 903-581-5656, [email protected]
115
Your Beautiful Bath
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSFA
Raycom Media
Montgomery
AL
119
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: This campaign was designed for an existing client who remodels bathrooms and
wanted to do something new to further develop market share in the remodeling market. The
goal for the station was to secure incremental revenue and grow an already successful client to
spending $200,000 over the course of the year.
Through the entire campaign we wanted to increase him one share point in the market which
was an estimated value of $5,190,000 annually yielding very high returns for him.
Overview: Your Beautiful Bath is a series of educational 60 second spots that were helpful tips
on how to make affordable home repairs that played on the popularity of DIY concepts. Topics
covered everything from cleaning your shower head for better water pressure to making your
grout sparkle.
The segments aired once a week on Tuesdays and were positioned as a news segment in our 4
pm News broadcast and were followed by a 30 second commercial for NewBath. The segments
were also housed on a Your Beautiful Bath page on WSFA.com for viewers to refer back to
which also had clickable ad units on the page for the client. In addition to increase visibility for
the segments a 300x250 ad circulated ROS on WSFA.com. This campaign positioned NewBath
as a resource for home owners and increased inquiries for bathroom renovations.
Implementation: The first step in executing this project was to come up with the topics that we
wanted to cover and how we would produce them. With only 60 seconds to cover a topic it had
to be well thought out.
After coming up with a slate of topics open and close graphics were created to give it a
professional news segment feel. Once completed a day long shoot was scheduled with the
client at an agreed on location/home. At the first shoot, 6 segments were shot, brought back to
the station and edited and the 30 second commercial was attached to the end.
The contract was entered in the system to reflect a fixed time for each Tuesday and this was
clearly communicated to the traffic department on how it needed to be executed. The micro-site
was the last to be developed as well as the digital ad units. This was launched after the first
airing of the segments. To maintain the content of the page without doing an early reveal of the
segments, testimonials for NewBath were posted. The launch of the project was that first
Tuesday where the segment aired and then the site went live after the 5 pm news aired.
116
Results: Received $30,000 in incremental revenue that was for online and on air as well as
secured the total spending obligation of $200,000.
Partners:
None
Advertisers:
NewBath of Alabama
Repeat Business?
Yes
Contact:
Marnie Nowicki, 334-613-8272, [email protected]
117
Medal Count
Station:
Group:
City:
State:
DMA:
Promotion Type:
WHEC
Hubbard Broadcasting
Rochester
NY
79
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: The goal was to give a high level of exposure to our sponsor during our Olympic
coverage through traditional and non-traditional components and highlighting the sponsor as a
committed member of our community.
Overview: This campaign put the sponsor in nearly every Olympic-oriented placement possible.
We knew that to make it stand out we would need to include elements that were exclusive and
maximized our NBC-only opportunity of Olympic coverage throughout the day.
Implementation: The campaign included full on-air production of commercials highlighting local
landmarks for each of the auto dealer's brands, online production of a customized "medal count"
widget for our homepage, a full-screen on-air billboard highlighting the Medal Count update and
the sponsor, :04 second Olympic IDs, design and printing of on-site medal-count posters to be
placed in the sponsor's lobbies, a season-long billboard at Frontier Field (baseball) through a
station partnership, and of course, a full on-air schedule that included multiple dayparts of
Olympic coverage on NBC. All of the placements positioned the sponsor as a community
partner and provided either exclusivity or a large share of voice in each position.
Results: The client is extremely happy! They received a lot of very positive feedback from the
community, current customers and employees. The on-air creative was so well received that
they are now using it exclusively in the market. They are having an excellent sales month and
attribute this campaign in particular to their success by covering all the bases during this
exclusive event.
Partners:
various
Advertisers:
Garber Automotive
Repeat Business?
Yes
Contact:
Nathan Kauffman, 585-546-0715, [email protected]
118
Innovations in Agriculture
Station:
Group:
City:
State:
DMA:
Promotion Type:
WABG
Commonwealth Broadcasting
Greenville
MS
187
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: In June of 2012 , we launched a new local agriculture segment called Innovations in
Agriculture. The segments are produced in-house, in high definition and sold to local clients.
Our sponsors receive commercial schedules, shared billboards and shared promotional
announcements. The content includes the latest in technology, equipment, seed varieties, grain
storage, research and development. We currently have three sponsors and have generated
over $11,000 in new local revenue. We will continue the segments through the end of the year
and additional sponsors will be sold. This campaign has generated new business revenue from
our local agriculture industry.
Overview: In June of 2012 , we launched a new local agriculture segment called Innovations in
Agriculture. The segments are produced in-house, in high definition and sold to local clients.
Our sponsors receive commercial schedules, shared billboards and shared promotional
announcements. The content includes the latest in technology, equipment, seed varieties, grain
storage, research and development. We currently have three sponsors and have generated
over $11,000 in new local revenue. We will continue the segments through the end of the year
and additional sponsors will be sold.
Implementation: The segments are produced in-house, in high definition and sold to local
clients. Our local Account Executive is the host for the segments. Each week, he conducts short
interviews with local businesses involved in providing the latest products and services to the
agriculture market. The segments are edited to two minutes and air in our Sunday 10 pm
evening newscast and in Monday‟s local morning shows; ABC Good Morning Mississippi and
NBC33 First at Five. Our sponsors receive commercial schedules, shared billboards and shared
promotional announcements. The content includes the latest in technology, equipment, seed
varieties, grain storage, research and development.
Results: We currently have three sponsors and have generated over $11,000 in new local
revenue. We will continue the segments through the end of the year and additional sponsors will
be sold.
Partners:
Big D Irrigation, Palmer Construction, DeltaAg
Advertisers:
Big D Irrigation, Palmer Construction, DeltaAg
Repeat Business?
Yes
Contact:
Sarah Zepponi, 662-332-0949, [email protected]
119
Let Gordon Chevrolet Be Your Chauffeur For the Day
Station:
Group:
City:
State:
DMA:
Promotion Type:
WFXG
Raycom Media
Augusta
GA
111
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: My goals were to show this advertiser the value of using our texting platform which
was a brand new product to our station at that time. I also wanted to drive traffic to the
advertiser's website to increase their page views.
Overview: This was a category exclusive multi-platform campaign. It incorporated texting, a
content page, display ads on our website as well as a spot bank. Viewers were asked to text
Mom or Dad to 95454 to be entered to win a chauffeur for the day provided by Gordon
Chevrolet. WFXG provided the prizes given to the winner (brunch, flowers, etc.).
Implementation: WFXG ran promos encouraging viewers to "text-2-win." The promos pushed
viewers to our website where they could view all the details on our Mother's Day content page
(or click on any of the rotating display ads on the homepage).
The promos also encouraged viewers to text MOM to enter their mothers into a contest to be
chauffeured by Gordon Chevrolet to brunch and also receive a bouquet of flowers. We also
used our social networks like Facebook to push the message to our friends to register. Vibes
was programmed to choose the winner and send out the notification on a specific date. The
winner called in and we finalized the details of the pick up time and date.
Results: Results were great. The client, Gordon Chevrolet, was extremely pleased with the
exposure they received and the number of text applicants. They had 249 total entries and now
have 249 new potential customers to whom they can market.
Partners:
Ladybug's Flowers and Gifts and Crums Restaurant
Advertisers:
Gordon Chevrolet and WFXG
Repeat Business?
Yes
Contact:
Courtney Renew, 706-755-5783, [email protected]
120
National Ice Cream Month
Station:
Group:
City:
State:
DMA:
Promotion Type:
WXTX
Raycom Media
Columbus
GA
127
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: To garner additional dollars from the local Nissan dealership that they had pulled off
two other networks in the market. They were considering banking the money, but gave WXTX
and another station the chance to create something special to go for it. The budget was an
additional $12,000 for one month.
Overview: WXTX went to the ice cream shop closest to the Headquarter Nissan store and
asked if they would be willing to give up 100 free coupons for being included on $5,000 worth of
advertising. They agreed and we created a promo sending people to the Headquarter Nissan
Service department to pick up their free coupons. They had to leave their address when they
did, so Headquarter Nissan had lots of foot traffic and a new database.
Implementation: We ran :10 and :15 promos that we created in house very simply, in as much
open inventory as we could find and cleared almost 300 promos! Most of this was unused
inventory that was just odd lengths. We also had the promotion listed on our website with their
website connected. It went so well that we had to go back to the ice cream shop and purchase
more coupons twice (they only agreed to give us 100), and the dealer was so pleased they
invited us to do it again in August. This month we created a back to school lunchbox give-away,
and believe it or not, the lunch boxes were cheaper than the ice cream, and our logos are on
them!
Results: All in total, we garnered an $34,500 from this client for 2 months, $22,000 more than
the previous year.
Partners:
Bruster's Ice Cream
Advertisers:
Headquarter Nissan
Repeat Business?
Yes
Contact:
Jackie Lynch, 706-568-2883, [email protected]
121
Hands on Hearts
Station:
Group:
City:
State:
DMA:
Promotion Type:
WISC
Morgan Murphy Media
Madison
WI
85
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: The goal of the Hands on Hearts promotion was to publicize the American Heart
Association's new method of CPR called COCPR (Compression Only CPR). Instead of simply
producing and airing spots and web ads, we created an interactive community event where we
trained community members to do COCPR at 12 area locations. Another goal was to position
our anchors and managers as leaders in our community who contibute to the safety and
wellness of the viewers we serve.
Overview: Our television station and website teamed up with a local hospital to do a community
event called Hands on Hearts. Since being trained on COCPR only takes 15 minutes, we
wanted to engage as many of our viewers as possible to take time out of their day to learn the
technique.
Before the event, we ran promos and news stories featuring real local citizens who performed
the technique and stabilized a victim until the ambulance arrived. The powerful promotion
featured teenage twin girls who learned the technique when they took babysitting training,
saving their grandfather's life when he had a heart attack.
The event was held on a Wednesday in May at 12 locations in our viewing area, including our
television station. Not only were our viewers able to come to our station and be trained by their
favorite news anchor, we sent our anchors to locations throughout the city.
We trained 1,074 people on the technique during the day-long event. As a side note, we likely
could have trained more people, but training requires the use of a mannequin and between the
hospital and The Red Cross, we had a finite number available.
Implementation: One month leading up to the event, we produced a landing page for the event
with all the details on where, why and how to get trained. This was positioned on our website as
well as the website of our sponsor. We also began web promotion at that time with
leaderboards, medium rectangles, content integration and countdown clock ads which asked
people to "save the date." We also promoted the save the date concept to our Facebook fans
and our Twitter followers as did the hospital as well.
Two weeks out, we began television promotion on both our CBS and My Network stations. A
week out we had guests on our morning show and also ran very compelling news stories to
make sure that we explained how easy the training is and how critical it could be to saving a life.
122
To set the tone for how important this event was, our General Manager encouraged all our staff
members to learn the technique and we adopted it as a full company project.
To accomodate the consistent flow of people coming to our station to be trained, we had a large
group of people who got involved. The hospital used all their internal communication resources
to elevate the awareness and importance of the event as well.
To increase community engagement, we reported the number of people trained throughout the
day on our website as well as on our noon, 5 ,6 and 10 o'clock broadcasts. We also sent
reminder messages via text to people who signed up ahead of time (signing up ahead of time
was not a requirement). During and after the event, we posted pictures on our Facebook page
and let them know how to get training if they missed our event.
Results: We trained 1,074 people in COCPR. Our goal was 500.
Partners:
Advertisers:
St. Mary's Hospital
St. Mary's Hospital, Edgerton Medical Center, St. Clare Hospital
Repeat Business?
Yes
Contact:
123
St. Jude Dream Home Giveaway
Station:
Group:
City:
State:
DMA:
Promotion Type:
WLOX
Raycom Media
Biloxi
MS
162
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Generate raffle ticket sales for St. Jude Research Hospital by offering a chance to
win a $415,000 Dream Home. To benefit the advertisers, we designed a campaign and telethon
around them. They served as the on-camera soliciters to provide maximum exposure for their
companies.
Overview: Multi-platform campaign ran from March 15 to June 17 in four phases. On air and on
line sponsor-driven promotions encouraging the public to purchase tickets at various outlets to
win the dream home and to win secondary prizes such as:











A seven-night stay in a two-bedroom condo along Northwest Florida or Alabama's beautiful
Gulf Coast, courtesy of ResortQuest
$1,000 shopping spree at Sports Shack
$1,000 shopping spree at Chevron
$1,000 gift certificate to Allen Automotive service center
$1,000 shopping spree at Home Depot, courtesy of Allen Beverages
Talo SmartTouch kitchen faucet and accessories package, courtesy of Brizo
$1,000 shopping spree at Edgewater Mall
$1,000 shopping spree at JC Penney
MS Coast Coliseum prize package including four season tickets to the MS Surge hockey
2012-2013 season
a one-night stay in Hard Rock Biloxi's Glamour Suite and an Aveda couples massage and
pedicure, coutesy of Hard Rock Hotel & Casino Biloxi
Mary Mahoney's gumbo for a year
Implementation:
Phase 1: March 15-April 12 (4 Weeks)
:30 creative content features Sponsor representatives on camera promoting St. Jude “Tickets
On Sale & Prize Promotional” with supporting footage provided by St. Jude Children‟s Hospital.
75 total promotional announcements for each sponsor
Phase 2: May 3-May 31 (4 Weeks)
:30 creative content features Sponsor representatives on camera promoting St. Jude “Open
House in the Tradition Subdivision” with supporting footage provided by St. Jude Children‟s
Hospital.
124
70 total promotinal announcements per sponsor
Phase 3: June 4-16 (2 weeks)
:30 creative content features Sponsor representatives on camera promoting St. Jude “Last
Chance for tickets/10-day Countdown to the Telethon” with supporting footage provided by St.
Jude Children‟s Hospital.
28 total promotional announcements per sponsor
Sponsor Logos prominently displayed on television station web page throughout campaign.
Special splash page promoted supporting sponsors, giveaway items, and video vignettes from
the sponsors and on the St. Jude Research Hospital.
Phase 4: Sunday, June 17 from 12pm – 2pm
WLOX hosted a live telethon encouraging viewers to support St. Jude. We broadcast from the
studio with a bank of telephones for last minute donations and raffle ticket purchasing. During
the two hour telethon, we broadcast live remotes from the home and provided tours using our
meteorologist and sportscaster on camera. Sponsors were invited to make a guest appearance
during the Live Telethon.
During the telethon broadcast, each of the two sponsors received:
Recognition on all Open and Close Billboards and 3 x :30 commercials
Results: St. Jude raised $609,800 from raffle ticket sales. WLOX garnered $17,000 in
incremental revenue from two sponsors and increased "Time on Site" on the wlox.com website.
Partners:
Allen Toyota and Allen Beverages (Pepsi Cola)
Advertisers:
Allen Toyota and Allen Beverages (Pepsi Cola)
Repeat Business?
Yes
Contact:
Jenny Lucas, 228-896-0720, [email protected]
125
TXT L8R
Station:
Group:
City:
State:
DMA:
Promotion Type:
KWWL
Quincy Newspapers Inc.
Waterloo
IA
89
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
No
Objective: KWWL decided that they wanted to inform the community about the dangers of
texting and driving in Eastern Iowa. Due to the high number of accidents this was a concern for
our teenagers and young adults in the area. Although it is against the law in our state to text and
drive, it is however considered a secondary enforcement under distracted driving so there has
to be another offense to cite texting and driving. The goal of the station was to raise awareness
of this important issue and get our viewers to take the pledge to "TXT L8R."
Overview: KWWL began to prepare for this campaign in October of 2011 and formally launched
it January 1, 2012 on-air and online, coupled with a news story that aired the first week of
January. Our main female anchor has a personal relationship with U.S. Transportation
Secretary Ray LaHood. We were able to get him to be part of our promotional ads that we
created along with ads by local law enforcement. TXT L8R promotional ads also ran on
KWWL.com.
To make sure the campaign is front and center there is a large homepage TXT L8R graphic so
viewers can easily find the information and take the pledge. The viewers are instructed to text to
take the pledge and they then receive a confirmation text back.
Implementation: KWWL has seen an increase in accidents involving texting. Two of our
Account Executives brought the idea to station management and began to put the elements
together. Working with our main female anchor, Tara Thomas, who would be be the
spokesperson for this campaign, they began to create all of the elements which included the
involvement of Ray LaHood, local police, sheriffs and state patrol officers.
Promotional spots were created urging people to TXT L8R and take the pledge. These were
used to launch the campaign along with extensive news coverage about the dangers of texting
and driving. Our main anchor, Tara, appears with Ray LaHood in one of these promotional
spots. KWWL created a special TXT L8R page with the custom url of www.kwwl.com/txtl8r
where interested viewers can get information and stats and see the promotion. The page shows
the number of people who have taken the pledge and it also allows people to share their stories
of why they have taken the pledge to TXT L8R, we also have a featured poll question. Once
people have taken the pledge they are encouraged to share this on Facebook and Twitter using
the hash tag #TXTL8R.
126
The next step was to get local businesses involved in this very important campaign. Cassill
Motors came on as a primary sponsor, they have taken this and made it much more through
their involvement.
While they received several ads on the TXT L8R page and their own promotional spots with
owner Jay Cassill encouraging people to take the pledge they have taken this opportunity to
make it part of their business.
They have giant TXT L8R boards in their showrooms that they encourage people to sign
committing to TXT L8R when they are driving. Every month Jay puts on a car care class and as
part of it he talks about the dangers of texting and driving and provides a small TXT L8R sticker
that looks like a license plate for people to put in the corner of their rear view mirror to remind
them to TXT L8R.
KWWL has added a second sponsor, Jerry Rolling Motors, who is airing additional promotional
spots about texting and driving.
The station created window clings that look like license plates that say TXT L8R these have
been distributed to local law enforcement to give out to people. In addition, whenever Tara
Thomas speaks to civic or community groups she brings the TXT L8R clings to give out and
also takes time to talk about her commitment to this campaign and how she has taken the
pledge while encouraging others to do so as well.
KWWL covers football and will bring stickers to games weekly. We are continuing to add
sponsors to this campaign and are working to confirm a cellular company in addition to our
automotive partners. In addition to running the promotional spots the station continues to talk
about TXT L8R in newscasts and on our website.
Results: The campaign has now completed the seventh month and we have had a lot of
success with the community. Our business partners have seen the benefits of being aligned
with a very important issue. We are currently working to bring on additional partners and will be
creating new promos featuring students who have takent he pledge.
Partners:
Black Hawk County Sheriffs, Waterloo Police and Iowa State Patrol
Advertisers:
Cassill Motors and Jerry Rolling Motors
Repeat Business?
No
Contact:
Abbie Vandenakker, 319-291-1228, [email protected]
127
The O-Zone
Station:
Group:
City:
State:
DMA:
Promotion Type:
KYTV
Springfield
MO
75
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: KY3, Inc. has set the following goals for the largest sports effort in the Ozarks.
Introducing...The O-Zone!








Create the first multi-platform sports infomation site in the Ozarks.
Bring the most in-depth coverage of all high school and college sports in the Ozarks.
Become the largest sports news team in the market featuring an entire staff of reporters,
editors, writers and photographers, on air talent and digital gurus.
The O-Zone will kick off with total sports coverage of 20 high schools and 5 colleges.
Coverage of all 100+ high schools by the end of 2013.
All-screen efforts include on-air (4 stations), online (3 sites), and apps (mobile and tablet).
Use all social media outlets (Facebook, twitter, LinkedIn) to create awareness and continued
interest.
All-station collaboration between news (sports) and sales.
Create a locally produced 30-minute O-Zone show to drive viewership and ratings across
the 31 county viewing area, to air 3 nights a week for 9 months out of the year.
Overview: The O-Zone brings the most exciting and thorough coverage of high school and
college sports in the Ozarks. This collaborative effort will cover all of the KY3, Inc. products - on
air, online and mobile. News, Sales and Promotions will all drive the O-Zone to become the #1
source for sports information in the Ozarks. The site will offer scores, schedules, photo
galleries/videos and stories.
The O-Zone show will air 3 times each week to feature stories, videos, updates and standings
and in-depth coverage of all favorite sports teams in the area. KY3, Inc. will be the market
leader in sports!
Implementation: Our GM created the O-Zone. We hired a dedicated staff of reporters, editors,
photographers and writers to design and run the site year round. We also included on air
elements in the news and promotions.
The O-Zone show will air 3 times a week for 9 months out of the year. The on air sales team
handles the majority of the selling since the packages include on air schedules with increased
annual expenditures. The digital department will sell online opportunities. The O-Zone product
crosses all KY3, Inc. platforms while the work and efforts cross all departments. The O-Zone will
be the #1 sports news source in the Ozarks!
128
Results: We sold out of all 5 annual sponsorships in less than a month!
Partners:
KY, Inc stations (KY3, KSPR, CW and 24/7) Sales, News, Digital and
Promotions Dept.
Advertisers:
Helathcare, sporting goods, financial, automotive and fast food
Repeat Business?
No
Contact:
Mary Chalender, 417-268-3036, [email protected]
129
WDAM's Mother's Day Giveaway
Station:
Group:
City:
State:
DMA:
Promotion Type:
WDAM TV
Raycom Media
Hattiesburg
MS
167
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: We wanted a promotion that viewers and clients both could respond to warmly for
Mother's Day. We asked sponsoring partners to thank all viewing mothers for their contributions
by giving them a chance to win gifts provided by those partners.
We wanted a "feel good" promotion that would place the client in the spot telling a few
sentences about their Mom, wife, grandmother to place a face with the name of the business. Of
course, we mainly wanted to help build some excitement from clients and viewers about the
capabilities of our texting platform.
Overview: We wanted 3 sponsoring partners so that it could be personalized without too many
logos on this type of promotion. We typically do some sort of Mother's Day promotion every
year, but we really needed to start utilizing our texting platform so this showed our viewers how
much fun it could be.
Implementation: Promotion package for clients included on-air :30 promos on WDAM, Bounce
TV and This TV; a sponsorship bounceback message/offer via a mobile splash page; shared
billboards that aired during weather segments during our Morning Show; and clients' logos on a
pencil pushdown promotional ad on wdam.com on Friday, May 11 (Mother's Day was Sunday,
May 13). Each sponsorship was $2,000.
WDAM provided a Text-to-Win campaign calling for viewers to text in WDAM MOM to 78464 for
a chance to win a prize from one of the 3 sponsors. When every person entered, they got a
bounce back message with a link to a Mobile site that offered a discount or some type of special
offer from the 3 participating sponsors. This way, even the viewers who didn't win one of the 3
main prizes would have a "prize".
The 3 winning mothers received a prize with a value of at least $100 or greater. The promotion
ran for 12 days. Winners were announced on Monday, May 14 via News 7 Today and via text to
the 3 randomly chosen winners (losers got confirmation too of not winning).
Results: Of course we sold our 3 sponsors for a total of $6,000 in digital dollars, but it went so
well that we repeated it for Father's Day also. The Mother's Day contest was also very
successful from a viewership angle. We had 1,316 entries with 235 clicks on the Mobile offer.
Clients loved all the exposure and viewers loved it too. We felt it was very successful for our first
foray into texting and contesting for clients.
130
Partners:
The Stepping Stone, Adcock Pools & Spas and Lovie's Gifts
Advertisers:
The Stepping Stone, Adcock Pools & Spas and Lovie's Gifts
Repeat Business?
Yes
Contact:
Cindy Smith, 601-450-4717, [email protected]
131
News Snipes
Station:
Group:
City:
State:
DMA:
Promotion Type:
KSLA
Raycom Media
Shreveport
LA
83
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: The Louisiana Highway Safety Commission runs a Buckle Up... It's The Law
campaign each year around Memorial Day. Louisiana Highway Safety targets M18-34 which is
a difficult demo for a CBS station (in May). The goal of the news snipes was to meet the
agency's cost per point goals without discounting the news rates, and get a very important
message out.
Overview: The station was not meeting the CPP goals of the agency and risked not being
included on the buy. The AE offered an alternative to a traditional spot buy - snipes. The snipes
consisted of an animated seat belt that appeared during the newscasts. The station was able to
meet the CPP goals and get the buy without using any sales inventory.
Implementation: During the newscast, an animated seat belt appeared over the lower third of
the screen and buckled. As the seat belt unbuckled, the client logo was displayed. The snipes
were aired during the news bumps with the station music in the background. There was no VO.
The station's graphics department built the animation and production control executed the
snipes. The client purchased snipes five days per week for two weeks in the 5 pm, 6 pm and 10
pm news, as well as the Saturday and Sunday 10 pm news. This was an easy to execute
campaign and would work well for any non-profit business in any market.
Results: $6,750 revenue
Partners:
KSLA and Louisiana Highway Safety
Advertisers:
Louisiana Highway Safety Commission
Repeat Business?
No
Contact:
Tonia Henderson, 318-677-6742, [email protected]
132
Pet Connections
Station:
Group:
City:
State:
DMA:
Promotion Type:
KHNL
Raycom Media
Honolulu
HI
71
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: The primary goals of the campaign were to bring public awareness to the need to
adopt pets and match people to the pets we highlighted from the shelters. The station goal was
to develop a program that added revenue to our digital line.
Overview: Every week we air a 2 minute segment inside our morning show. It is an interview
type format with our title sponsor, someone from the animal shelter (along with an animal,
usually a dog or cat) and one of the supporting Veterinarians. The 2 minute segment talks about
the animal that the shelter is trying to get adopted and the need to find this pet a home. The
campaign also has a website element. We created a "Pet Connection" page where we listed the
supporting vets. Each vet got their own listing complete with a splash page that listed
information about their individual practice. We also promote the program with on-air 15 second
promos.
Implementation: We developed a program where we secured one Title Sponsor and 4
Supporting Sponsors. We gave the presentation to the sales department and gave them a
deadline to sell it. We divided the island on a geographical basis and went cold calling.
We tape one segment for each week to be on-air and the Title Sponsor, who happens to be an
avid supporter of pet adoptions, is showcased in the spot. We rotate the 4 different veterinarians
in the spot each week. We made these 4 vets exclusive to their respective geographical areas
on the island of Oahu. Each vet donates their services to the animal that is showcased on air for
the initial vaccinations and checkups.
We then created the website page that was exclusive to "Pet Connections" that showcased
each vet and their individual practices. Each vet received one on-air appearance minimum per
month and a website splash page inside the "Pet Connection" page.
We are currently in the process of renewing this program for a second year and have enhanced
the program by adding a pet "lost & found" area on the "Pet Connection" page as well as a pet
slide show area for owners to send in photos of their pets. We are asking for more money this
year!
Results: We received excellent response. We sold out the 4 vet slots as well as the Title
Sponsor for a one year.
133
Partners:
Hawaiian Humane Society, Joey's Feline Friends, Hawaii Dog
Foundation, K9 Kokua
Advertisers:
McKenna's Windward Ford, Feather n Fur Animal Clinic, Waipahu
Leeward Vet Clinic, Animal Clinic of Honolulu, Arm & Hammer
Repeat Business?
Yes
Contact:
David Nola, 808-847-9360, [email protected]
134
The SWX Carhartt Sport Studio
Station:
Group:
City:
State:
DMA:
Promotion Type:
KHQ
Cowles Company
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: Product Placement in sports studios is a proven winner on the national level and
now the SWX Carhartt Sports Studio is proof it can work on the small market local level as well.
This year the KHQ-SWX sales staff sold the naming rights to our studio using a creative,
collaborative effort to benefit the Carhartt national brand as well as its local retailers.
Overview: The overall goal of Carhartt was outreach to their local retailers. We covered over 60
of their local clients. We included a way to highlight all the dealers who bought into the program
and it has become one of our largest success stories to date.
Implementation: The new studio features both virtual and physical Carhartt logo placement.
The Carhartt logo is included on the virtual set in pre-produced opens every night in our
newscasts when we go to sports. Carhartt also is on the signage marking the studio entrance. In
addition, a scroll of local retailers runs every night, providing value for all those participating.
This also has an online element as we created display ads as well as a landing page featuring
every dealer. The last element to be executed is a promotional campaign that will follow their
national efforts on a local level. This will include a schedule to drive traffic to participating
retailers with a grand prize to secure engagment.
Results: This was a HUGE success for us. It ended up being $8300/month with a long term
commitment. We believe this could be done in every market out there. It is one that you would
like to see the elements of in person!
Partners:
Carhartt, KHQ, SWX and Partipating retailers in our DMA
Advertisers:
Carhartt
Repeat Business?
No
Contact:
Jennifer Petruso, 509-448-4611, [email protected]
135
Pro Football Frenzy
Station:
Group:
City:
State:
DMA:
Promotion Type:
KHQ
Cowles Company
Spokane
WA
73
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
Yes
No
Objective: We know that Pro Football is America's favorite sport - more than twice as popular
than the 2nd most popular: baseball (Harris poll). We also know it is the most watched sport, so
how do we interact with these "avid fans" and bring them something that would excite them and
at the same time connect a sponsor who could benefit from these viewers and create a synergy.
We had the perfect tools from our partner Second Street with U-Pick Em. They provide a great
game online that allows you to follow and pick winning teams all in the NFL each week. Now all
we need is the perfect sponsor.
Overview: We targeted a casino to sponsor this campaign as we know they have sports
budgets but cannot be in NFL broadcast. The idea was to align them with their audience while
advertising online.
Implementation: The engagement was promoted on TV, online drivers as well as our 32,000+
Facebook fans who can now play through any mobile device as well. We looked for a overall
sponsor that includes logos on home welcome page. We also generated an ad/coupon to
provide extra engagement and results. Web drivers were "powered by" Company to provide
enough impressions and exposure. Every week a new player can participate and a tie breaker is
picked by guessing the Monday night score. A winner is drawn weekly and a prize is awarded. A
grand prize was awarded by the presenting partner. The great thing is you can get co-sponsors
to participate and provide weekly prizes.
Results: We have renewed this idea for 2012 with an online outcome of $14K as well as copied
it for college with another local pizza company for $7K all web $.
Partners:
KHQ, SWX and Northern Quest Resort & Casino
Advertisers:
Northern Quest Resort and Casino
Repeat Business?
Yes
Contact:
Jennifer Petruso, 509-448-4611, [email protected]
136
Stuff the Bus
Station:
Group:
City:
State:
DMA:
Promotion Type:
KWKT
Waco
TX
88
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
No
Objective: Increase NTR and commercial dollars by adding clients who do not advertise on
KWKT FOX 44 or increase share of business for current advertisers.
Overview:
Phase 1 - On Air promotion for viewers to go to Salvation Army to register for those who may
need assistance with school supplies.
Phase 2 - Promote drop off locations; 2 Wal-mart locations, Richard Karr Motors, Raising Kanes
during TAX Free Weekend August 17 and 18.
Combined promotion with radio partners, promote on kwkt.com.
Implementation: Produce two :30 on air promotional spots along with web. Radio partners
produced on air promtional spots and designed splash page on station websites. Television on
air promotion in two phases, four radio partners on air and website. Promoted at Richard Karr
Motors dealership and Raising Kanes. Salvation Army collection point. Website splash page
with information which includes rules, drop off locations, partners. Hand outs will be passsed out
during event along with product coupons from participating partners. Proof of Performance
spots to be produced and to air on KWKT and on radio partners after promotion thanking the
community for supporting our school children.
Results: Raised $12,000 ($6,000 NTR, $6,000 cause marketing) share increase from current
advertiser.
Partners:
Richard Karr Motors, Raising Kanes, Wal-Mart, Salvation Army,
American Classified, Four Radio partners
Advertisers:
all of the above
Repeat Business?
Yes
Contact:
Debora Fowler, 254-776-3844, [email protected]
137
Parade of Homes Plus 2012
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSBT
Mishawaka
IN
97
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The goal of The Parade of Homes Plus Co-op Package was to generate attendance
at 12 new homes, two whole house remodels and one kitchen remodel sponsored by the
Builders Association of Elkhart County. The package not only showcased the builders' houses,
but also highlighted supplier products in the home such as carpeting, hardwood flooring,
windows, plumbing fixtures, kitchen cabinets, granite countertops, trim and moulding, brick,
stone and landscaping.
Another important goal of the advertising message was to generate excitement for consumers
to improve the home they own or build the home of their dreams with the professionals of the
Builders Association of Elkhart County (BAEC).
The third goal was to drive viewers to the BAEC website for an online coupon good for a
discount ticket to the Parade.
Overview: The multi-platform campaign for the Parade of Homes Plus 2012 included
advertising on WSBT-TV, SBT2, StormTracker Channel and wsbt.com. Attendance at the event
was strong during the 9-day campaign period and the builders were pleased with the image the
campaign created and the solid leads they obtained. The campaign resulted in new advertisers
on all platforms and repeat business for WSBT. Relationships were established with clients that
I hope to have for many years. All 20 businesses thought the campaign was a success and they
plan to participate again next year!
Implementation: In February 2012, I created and presented this co-op advertising campaign to
the builders participating in the June 2012 Parade of Homes Plus. I started out by explaining the
purpose of taking the Association's budget to promote the Parade and combining it with the
participating builders' budget to create a co-op of funds. This allowed me to achieve a greater
frequency of the advertising message to generate and ensure a larger attendance for this
annual 9-day event and showcase the work of the builders' and suppliers' products and
services.
After I started building the foundation of the co-op program, I needed to persuade the builders to
participate and spend additional money to showcase their homes after they had already
invested in the cost of building and the entry fee for the Parade. I explained that when you walk
into a home you see the carpet, cabinets, trim, etc., that makes the home complete. I asked
them, "Why not co-op with the suppliers in your Parade home?" Then, I explained that if the
builder would commit to participating in a co-op package, I would contact the suppliers they
138
wanted to include, present the package and secure their participation. The WSBT production
department would create and produce their commercial.
Only 5 builders could participate with the funds available from the Association. I was able to
secure 4 builders in the Parade and one builder not in the Parade. With the builders'
commitment, I was able to get 15 suppliers to participate with several suppliers participating with
more than one builder.
The TV spots were produced by Josh Taylor from the WSBT production department. Josh was
able to capture my vision of the commercials. He then took the finished commercials and
inserted them into the Parade of Homes template which included the date, time and website for
the event.
The internet element included two 300 x 250 ads which rotated. I worked with one supplier
whose business was featured in the ad along with the message for the Parade of Homes. By
combining the funds, I was able to increase impressions for the Parade and the supplier.
This is how the co-op campaign was executed. Suppliers needed to be members of the Builders
Association of Elkhart County to participate in the multi-platform co-op campaign.
Results: The campaign was a total success! Builders and suppliers were very happy with the
attendance and solid leads they received. The multi-platform campaign, featuring high quality
production, generated excitement for consumers to attend the Parade of Homes Plus event.
The advertising campaign generated $15,665 in a 10-day flight, and featured 20 local
businesses in the home builder category that traditionally does not advertise. The campaign
generated new clients for WSBT-TV.
Partners:
None
Advertisers:
20 members of the Builders Association of Elkhart County
Repeat Business?
No
Contact:
Brian Levan, 574-247-4535, [email protected]
139
Beat The Summer Hunger Blues!
Station:
Group:
City:
State:
DMA:
Promotion Type:
WFXG
Raycom
Augusta
Georgia
111
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
0
1
0
0
Objective: This campaign seeks to raise awareness of the need for food to support locals,
including families and children, and ensuring they have the proper nutrition they need.
Overview: Partnering with a local restaurant owner, we would use their three locations as dropoff locations for food goods. We would run promos at various day parts to drive viewers to the
restaurants, and our website and Facebook page, which would act to support the food drive.
Implementation: While this is not a brand new concept, this is an idea that has not yet been
finalized. Any number of local partners could be found, including local food banks, restaurants,
grocery stores, etc. At the start of the campaign, we would hold a kickoff event at the flagship
restaurant location, with news coverage. Preceding the kickoff event, TV promos would run for
two weeks to raise awareness of the event. Simultaneously, the restaurant owner would be
running their own spot schedule with a theme supporting the food drive and showcasing their
product. All of the food collected over the drive would be donated to the local food bank.
Results: We have not yet executed this event
Partners:
Local Food Bank
Advertisers:
Local Restaurant Chain
Repeat Business?
Yes
Contact:
Noah Utne, 706-650-5400, [email protected]
140
Family Finance
Station:
Group:
City:
State:
DMA:
Promotion Type:
WTOC-TV
Raycom
Savannah
GA
97
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Family Finance was developed as the result of a STAR speaker session with the
president of a local bank. The bank president indicated that his most popular product is a nohassle checking account designed to appeal to working women ages 25-54, the bank's primary
target demographic. Attracting and retaining this target demo, identified in WTOC's Smith
Geiger research as "The Female Switchable," is also a priorty audience for the station. Family
Finance was developed to provide what this viewer is looking for - a practical, concise delivery
of information she wants and needs through a weekly news feature focusing on financial advice.
The Family Finance sponsorship meets objectives for both the local sponsor bank and the
station.
Overview: Family Finance is a weekly news feature airing in WTOC's 5:30 pm. The promotion
was designed to reach the target F25-54 demographic of locally-owned First Chatham Bank.
The feature brings local viewers practical financial information they can use every day. The
reports will focus on topics including the family budget, couponing, affordable family
entertainment and saving for college.
Implementation: The Family Finance campaign is set for a September 1 start. The weekly
news feature will air during WTOC's 5:30 pm newscast on Thursdays. The sponsor receives an
opening billboard and :30 commercial message within the newscast. A total of twelve (12) :15
announcements will air during the first two weeks of each month to promote the feature. The
digital element of the sponsorship will include an impressions-based ad campaign providing a
link to both the partner website and the archived Family Finance reports. The information will be
accessible through the "Solution Center" tab on the site navigation bar.
Results: Promotion was sold for 52-weeks for a total of $18,200 (@$350 per week).
Partners:
WTOC and First Chatham Bank
Advertisers:
First Chatham Bank
Repeat Business?
No
Contact:
Marsha Fogarty, 912-238-8370, [email protected]
141
Clemson Coach's Show
Station:
Group:
City:
State:
DMA:
Promotion Type:
WFXG
Raycom
Augusta
GA
111
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: My goal with this campaign is to align a local car dealer with the Clemson Football
program. The local car dealer had not placed any of his ad budget on our station for quite some
time. I knew that the owner of the dealership is a huge Clemson fan so I put together a
sponsorship to get this advertiser on our air.
Overview: Our station airs a Clemson Coach's program every Sunday morning at 10:00 am that
features the coach talking about the team's performance that week. The program runs during
football and basketball season. The campaign brands the dealership with the Clemson Coach's
Program.
Implementation: The advertiser receives the following:




A :05 billboard going into each program.
A :30 commercial at the end of each program.
Inclusion on five promos each week driving viewers to watch the program. The promo gives
a quick recap of the previous week's game and gives date and time information for the
upcoming coach's show. The promo features a "brought to you by" tag.
A:commercial every Saturday night in our late news following the sportscast.
I had to be creative in executing this campaign. There are no local breaks in the program. This
is a 26 week campiagn.
Results: So far the results have been very positive. We are early into the campaign but the auto
dealer is pleased with the results thus far.
Partners:
Triangle Dodge
Advertisers:
Triangle Dodge
Repeat Business?
Yes
Contact:
Waylon Cawley, 706-650-5400, [email protected]
142
Recycle a Ride
Station:
Group:
City:
State:
DMA:
Promotion Type:
WFXG
Raycom
Augusta
GA
111
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The primary goal of this campaign was to give back to the community in a nontradtional way.We targeted the area's largest auto repair business, Kendrick Paint & Body,
whose huge advertising budget included no TV. Because Kendrick's has been in the
Augusta/Aiken area for 60 years they did not see the need to use broadcast TV as an outlet to
attract new business. We knew it would take a BIG idea like 'Recycle a Ride' to close them.
Overview: Recycle a Ride is a multi-platform promotion that includes a TV spot bank and a
texting component. The campaign is designed to give a recycled vehicle to an individual or
family in need of transportation in the community. WFXG partnered with the area's largest
collision repair shop, Kendrick Paint & Body to make it happen.
Implementation: Recycle a Ride is a 2 month campaign. During the first month of the
campaign viewers were encouraged to nominate deserving individuals and tell us why the
nominee deserved to receive the 'Recycled Ride.' Nominations could be submitted by texting
'RECYCLE' to 95454 or on Kendrick's Facebook page. Throughout the nomination period there
was also heavy coverage by our MMJ's driving nominations to both outlets. After more than 700
submissions a panel of three individuals (not affiliated with Kendrick's) selected a winner. A
secret reveal took place at Kendrick's main location. Our News crew was there to capture the
moment when this deserving family found out they won a refurbished 2007 GMC Sierra truck.
The reveal was part of a News package that night. After the reveal, WFXG ran a commercial for
a month to inform the community who won.
Results: This two month promotion brought in $15,600 in local direct revenue for WFXG.
Kendrick's is thrilled to participate and has signed on to do another 'Recycle a Ride' during the
winter 2012/2013 months. They are making this campaign one of their giving back projects for
the community and plan on doing two a year for the years to come.
Partners:
Kendrick Paint and Body
Advertisers:
Kendrick Paint and Body
Repeat Business?
Yes
Contact:
Lauren Chavous, 706-836-9782, [email protected]
143
WDFX's Adoptable Pets
Station:
Group:
City:
State:
DMA:
Promotion Type:
WDFX Fox 34
Raycom Media
Dothan
Alabama
169
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: This is a call to action to adopt animals from the local Humane Shelter. This
campaign promotes the station and sponsor as being part of a local community effort to help the
local Humane Society while bringing in increased non-traditional revenue for the station.
Overview: Each week we run promos for this campaign featuring dogs and cats supplied by the
local Humane Shelter and tagged with local sponsor information.
Implementation: Each week our local humane shelter sends us 5 dogs and 5 cats with a short
write up of each animal. We have a template built so we only have to change out audio and
pictures each week. This makes production of these spots very simple. It usually only takes 10
or 15 minutes to change out these spots each week. We create 5 spots each week with each
spot featuring one dog and one cat that needs adopting. These spots also include station and
client sponsorship information. These spots run multiple times throughout the day. Sales has a
package they sell for 6 month periods for a sponsorship of WDFX's Adoptable Pets. For the last
year our local Pet Supermarket has sponsored this promotion, but you can have up to 5
sponsors if you would like to feature a different sponsor on each spot. We only have one
sponsor for the campaign at this time. This campaign doesn't require a great deal of work but
receives a great response from viewers and the sponsors.
Results: WDFX Fox 34 gets increased NTR from the sponsorship sales of this campaign. The
humane shelter gets a great response from this promotion due to calls for adoptions of animals
viewers saw on WDFX Fox 34. Also, the clients gets extra exposure for their sponsorship due to
multiple runs of the spots. The sponsor and the station are viewed in a positive light by the
community through their efforts to help the local humane shelter.
Partners:
Save a Pet and Wiregrass Humane Shelter
Advertisers:
Pet Supermarket
Repeat Business?
Yes
Contact:
Magan Anderson McTear, 334-794-3434, [email protected]
144
Toyota Tuesdays
Station:
Group:
City:
State:
DMA:
Promotion Type:
KGNS-TV
Sagamorehill
Laredo
Texas
187
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: Our local Toyota dealer was very inconsistent with his advertising on our station.
Therefore, we wanted to create a unique partnership to gain their repeat business and
strengthen our business relationship. The ultimate goal was to have them commit to a
consistent, long term agreement with our station.
Overview: "Toyota Tuesdays" was created to showcase various Toyota models for our local
dealer on a weekly basis. Each week, one Toyota model is featured in a 30 second commercial
during our morning news (at exactly 6:57 am) and again during our 10 pm local news (at exactly
10:13 pm). Each segment highlights various aspects of the vehicle. It's an efficent yet in-depth
way to introduce the public to the car's every detail along with performance and safety features.
Additionally, approximately ten weekly promos help drive viewers to these time periods to catch
"Toyota Tuesdays" each week.
Implementation: The Toyota dealership provides us with all the primary elements needed to
produce the weekly segment. Each segment is 30 seconds in length and is pre-produced by the
car dealer. In-station production is limited to only tagging the completed spot with the "Toyota
Tuesdays" logo at the beginning and end of the commercial along with a tagline. For example,
"Powell Watson presents Toyota Tuesdays..." and "Tune in next week for another edition of
Toyota Tuesdays brought to you by your friends at Powell Watson motors." The accompanying
promos are produced in house and do not change for the entirety of the promotion. It's fast,
easy, and effective.
Results: Our client is very satisfied with this innovative approach to advertising. It's a refreshing
departure from the standard commercial. As a result, our Toyota dealer has been consistently
on the air with us for ten months and is going strong. The "Toyota Tuesdays" promotion has
yielded an incremental $1500/month ($18,000 annually) from our advertiser.
Partners:
KGNS-TV
Advertisers:
Powell Watson Toyota
Repeat Business?
Yes
Contact:
Juan Cue, 956-727-8888, [email protected]
145
Community Green
Station:
Group:
City:
State:
DMA:
Promotion Type:
WLTZ
SagamoreHill
Columbus
GA
127
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Maximize revenue on NBC, CW and online, while making our community a cleaner,
safer and better place to live through the promotion of "Going Green" for our environment. This
is a SagamoreHill Broadcasting initiative.
Overview:
1. We run promotional spots informing viewers of tips and advantages of going green. Every
aspect of the promotion includes our sponsor tags, logos,etc.
2. We air promotional spots asking viewers to submit nominations for someone worthy of being
recognized for their "local green" efforts.
3. We air news stories once per month highlighting a Community Green Winner, as submitted
by the public.
4. We air proof of performance spots of the winners each month.
5. We air a spot bank for the sponsors of the Community Green promotion.
6. We developed a special website for the project.
Implementation:
1. We produce local spots with the client promoting tips to go green. We also tag some of the
NBC "The More You Know" spots to give a bigger celebrity feel to the ads. These run on our
NBC and CW stations. All spots are tagged with our sponsors. These air heavily on ROS
schedules and are supported by fixed promotional times as well.
2. Viewers can go to our website or send letters/emails to nominate a local person who is
doing "Green" things in our community.
3. Our "Community Green Committee" meets once per month to select the next month‟s
winner. The winner is given an award (which our News covers) and a feature on each
winner airs during our Newscasts each month.
4. Our promotion department produces a monthly POP featuring the previous month‟s winner,
and encouraging our viewers to keep sending nominations.
5. Part of the promotion includes a spot bank allowing the clients to run a schedule that is
customized for their needs.
Results: In 2011, we made $86,000 with just two clients. We wanted three sponsors. To date,
the Community Green promotion has made us over $140k in developed new business.
Partners:
Advertisers:
Keep Columbus Beautiful, Ducks Unlimited, GA State Parks
Diverse Power & Acura/BMW of Columbus
146
Repeat Business?
Yes
Contact:
Fred Steppe, 706-507-7141, [email protected]
147
Extra Point
Station:
Group:
City:
State:
DMA:
Promotion Type:
WMBF
Raycom Media
Myrtle Beach
SC
103
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: To capitalize on the intense interest in high school football in our area in a way that
reflects the fantasy football craze associated with the NFL. This method increases visibility
across platforms in a way that the average viewer is very comfortable with: following their
fantasy football team or brackets.
Overview: Tie high profile clients with the high school football scene through branding in our
"Extra Point" TV program and use that to get them into billboards, news TV schedule, text to win
campaign and website page dedicated to bracket contest. Contest winners will get prizes
provided by sponsors;
Implementation: Each week, WMBF News will:






Cover the local high school football games and have cheerleaders toss out client branded
footballs to the crowd during the Extra Point game of the week which will ALSO include
client Text to Win info.
Air football highlights during 11 pm news each night, opening and closing each segment
with audio billboard "Extra Point sponsored by..." followed by :30 fixed position client spot
Provide pre-roll video on special EXTRA POINT secion of Sport page of WMBFNEWS.com
with bracket competition
Provide pre-roll video ad on Sports Page under Extra Point
Provide fixed position banner ad under bracket competition
Promote Extra Point branded with sponsors in 40 on air station promos.
Results: Have closed $12,000 package in College/University category and are about to close
another in the fast food category.
Partners:
none
Advertisers:
Horry Georgetown Tech College
Repeat Business?
Yes
Contact:
Blaire Postman, 843-839-7908, [email protected]
148
Spotlight Game of the Week
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSIL
Mel Wheeler, Inc
Harrisburg
IL
80
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: Our primary goal of Spotlight Game of the Week is to create a weekly, local Sports
feature that highlights local high school football teams and appeals to many of our local towns in
our region, while increasing non-traditional revenue without selling airtime during the peak
demand of 4th quarter.
Overview: Every Friday evening during our 6 pm newscast, WSIL Sports features one high
school football match-up. This Sportscast is immediately preceded with a sponsorship billboard.
Sponsors also receive their logo on promotional merchandise (often t-shirts or tumblers), their
linkable logo on our website's Sports page, and their logo with audio mention on all promos that
air promoting each week's rivalry.
Implementation: As is the attitude in a lot of small markets, our many small-towns are deeply
steeped in tradition and pride in their high school sports. WSIL News 3 Sports has a longstanding reputation of great, in-depth coverage of our local high school sports teams and local
rivalries. Local businesses are invited to sponsor this coverage both on-air and on our website.
On-air coverage includes interviews of rival coaches and team members, highlights of their
practices, and preparation for that week's game. Sponsors receive logo and audio mention on a
billboard next to this sportscast as well as on all promos that we air to highlight that week's
match-up. Our website's Sports page features the stories from the sportscast as well as other
web only stories and highlights, plus all of the stories from previous weeks' match-ups.
Sponsors receive a linkable logo on this Sports page of our website. Our Sports reporters will be
on hand covering the action during the Spotlight Game. While at the Spotlight Game of the
Week, we toss out merchandise featuring our Spotlight logo and the logos of our sponsors to
both sides of the field; which, by the end of the season, totals well over a thousand! This
merchandise is often t-shirts, tumblers, or water bottle snuggies. This has been a very wellreceived staple promotion for our station for many years now.
Results: Every year, we are pleased with our sales and our clients seem to be pleased as well,
as many of the same businesses sponsor this feature year after year after year.
Partners:
none
Advertisers:
banks, restaurants, internet provider, auto, hospital
Repeat Business?
Yes
Contact:
Steve Wheeler, 618-985-2333, [email protected]
149
Bair's 30 Burger Countdown
Station:
Group:
City:
State:
DMA:
Promotion Type:
KYTV
Springfiled
MO
75
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Our goal was to reach potential customers with a promotion that encouraged
continual brand interaction, and provided high potential for long term interaction. We set out to
grow ours and the customer's email database and social media platforms following in a very
short amount of time.
We used data collection and contest entry as a hook for the broadcast campaign. We linked the
“offline” advertising to an online experience where the brand was continually exposed to the
customer. We set out to create a campaign that benefited our loyal viewers AND grew the
client's business.
Overview: The Bair's 30 Burger Countdown began with a series of bookend :15 spots that
drove viewers to a customized URL. The client was willing to give away 30 burgers a day for 30
days. (The client offers 30 different burgers on their menu.)
During the commercial message we drove viewers to sign up at the custom URL. Once there,
we captured their demographic data as well as email and personal address for the station's and
client's database. We also drove viewers to a custom short-code text message sign up which
also sent to the data capture page.
Implementation: We targeted one specific program, our 9 pm news product on the CW
network. We ran the bookend commercials 5 nights a week for 4 weeks.
This allowed us to build a quick frequency and track viewer engagement on a daily basis from
the custom URL and text message short code. This was very valuable for us to show the client
a quick ROI as customers brought in their coupons. We were also able to show the client how
many people were willing to act on their message in the minutes following the time the spot
aired. We were also able to deliver the email and text club database to the client for future
marketing opportunities.
Results: The Bair‟s 30 Burger Countdown is one of the most successful interactive campaigns
in KY3 history. There were over 4300 entries to the contest in just 30 days. 700 + Email Club
Entries. 200+ New Facebook followers for the client. 800% increase on Like Addition Trends.
83% Increase in Feedback (engagement). 350+ Entries into Bair‟s Text Club.
The client was VERY happy with the response. The response more than covered his initial
investment. Based on the results, the client signed an annual advertising agreement with our
150
company. From KY3, Inc.'s point of view, we were able to track audience interaction with a
commercial message in real time. We also gained people into our email and marketing
database.
Partners:
Advertisers:
Bair's All American Sports Grill, KY3, Inc. stations, television and
digital sales.
Bair's All American Sports Grill
Repeat Business?
Yes
Contact:
Mary Chalendar, 417-268-3036, [email protected]
151
Loud & Proud
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXRM-KXTU
Colorado Springs
Colorado
90
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
Yes
Objective: The primary goal of the "Loud and Proud" partnership is to provide one local
business a unique platform to brand their name and connect with local area schools, while
fostering community relationships and building awareness.
Loud & Proud allows students and school faculty an outlet to express their school pride with
energy and enthusiasm. This gives the sponsor an amazing opportunity to align their business
behind the excitement of this promotion.
From a station perspective, the "Loud & Proud" segment is beneficial to the ratings as it
increases viewership during news time periods. In addition, "Loud & Proud" drives an immediate
increase of online traffic with a wide range of visitors locally and across the Country (i.e.
students, parents, friends and family, faculty, etc.). Finally, from a sales perspective, the goal of
"Loud & Proud" is to generate a healthy mix of television and internet revenues.
Overview: FOX21 features one area school in Southern Colorado's "Loud & Proud" segment
per week to showcase their school pride. Each week, FOX21 Morning News Reporter Craig
Coffey reports from a different school in Southern Colorado. The 3-4 minute segments consist
of student spirit, school pride, academic accolades, and special interest stories. Because of the
versatility of the sponsorship, it can be featured in multiple news time periods in conjunction with
a variety of interactive components.
Implementation: The first priority was to build a database of local area schools to contact for
the "Loud & Proud" promotion. At the same time, the Sales, Promotions, and News departments
came together to develop the components of the campaign to ensure cohesiveness throughout
the sponsorship.
Once the concept was solidified, the Sales team hit the streets to secure a sponsor; the
Promotions team built the creative concepts; the News team coordinated specific dates and
times for the "Loud and Proud" segments with local area schools. Because of the unique nature
of this promotion in our market, it was relatively easy for the Sales team to secure an annual
sponsor.
We then focused our efforts on the specific components of the campaign, which include the
following:
152





:15 second promotional spot driving viewers to submit entries online for their respective
school to participate in the "Loud and Proud" segment.
:30 second customized commercial spot for the sponsor to highlight their business.
:05 second billboard spot to run in conjunction the on designated day that the "Loud &
Proud" segment is set to air.
Fixed 300 X 250 static or flash video banner ads on the "Loud & Proud" registration page.
:10 second pre-roll online prior to archived "Loud & Proud" segments.
The News team worked directly with school officials to gain access to school grounds and
coordinate participation for the filming of the "Loud & Proud" segments.
Results: In summary, this has been not only a profitable promotion, but an extremely
successful campaign for our community. In the beginning stages of this promotion, we were
pursuing participation on all levels (i.e. sponsorships and school involvement). However, with
subsequent "Loud & Proud" campaigns, this has not been the case.
Initially, this program was geared toward high schools only. Due to the overwhelming response
from the community, we felt it necessary to open up this opportunity to all area schools (i.e.
elementary, middle, charter, and private). From a station profitability standpoint, we have had to
place potential sponsors on a waiting list. We are now entertaining the idea of making this a
multiple sponsorship opporunity.
Partners:
Local Southern Colorado Schools
Advertisers:
Pikes Peak Community College
Repeat Business?
Yes
Contact:
Corey Bishop, 719-955-3024, [email protected]
Karen Donels, 719-955-3025, [email protected]
153
News Sponsorship
Station:
Group:
City:
State:
DMA:
Promotion Type:
WUPW
American Spirit
Toledo
OH
74
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: On June to, we introduced a morning news. To help bring our advertisers into the
show we put together a package with the new morning news, our 6:30 pm news and our 10 pm
news.
Overview: The campaign consists of spots in all 3 newscasts but the sponsorship does not
consist of billboards. We will make a 20 second promo pushing our viewers to all 3 of our
newscasts. The promo gives our sponsors an audio and video mention. We also made this
category exclusive to promote some fear of loss with our advertisers.
.
Implementation: We looked at who was buying our news and then pulled Kantar reports on
who was buying our competitors news - especially 11 pm and morning news. We then put a list
together of prospects. We are using fear of loss and the strength of our 10 pm news to help sell
this package. We also put together a short video on the changes at our station since we were
sold in April of 2012 and have a Shared Services Agreement with the CBS station which gives
us access to their news staff and news support people which greatly enhanced our news
product.
Results: The project just started. We believe that it will bring us revenue and help promote our
new morning newscast.
Partners:
NA
Advertisers:
NA
Repeat Business?
No
Contact:
Bob Silver, 419-244-2397, [email protected]
154
A Picture's Worth 1000 Words
Station:
Group:
City:
State:
DMA:
Promotion Type:
WTVM
Raycom
Columbus
GA
127
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: The primary goal of this campaign was and is to switch pitch radio clients to
television advertising. We also wanted a way to address the large amount of radio advertising
dollars spent in our market.
Overview: WTVM recognized that there were many businesses advertising on radio and either
weren't advertising on television or were spreading budgets way too thin. We also realized there
was a signficant amount of radio advertising money being spent in the market. We wanted a
focused campaign to target the many radio advertisers. We call the promotion 'A Picture's Worth
a Thousand Words.' We armed our team with competitive info and created several levels of
advertising packages. We then created a contest for the AEs rewarding those that switch pitched the most.
Implementation: First, each Account Executive is required to monitor a different radio station
weekly and turn in 10 leads. The Manager then assigns the leads. Each AE contacts assigned
leads and makes presentations within the next week. On-air promos were created to generate
other leads. The presentation was geared toward making it easy for the AEs who were given
goals. A contest was also created rewarding the AEs switching the most dollars from radio to
televison. AEs then report the results to management. The campaign is ongoing and will most
likely continue into 2013. New to WTVM clients have been cultivated and we have been pleased
with the results.
Results: Very good. $80k in 2012. This is an ongoing initiative and we will continue throughout
the rest of the year.
Partners:
WTVM
Advertisers:
auto aftermarket, men's clothing, hvac, auto dealers, furniture
Repeat Business?
Yes
Contact:
Maureen Akers, 706-494-5419, [email protected]
155
Time Waits for No One
Station:
Group:
City:
State:
DMA:
Promotion Type:
WTOL-TV
Raycom Media
Toledo
Ohio
74
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
No
Objective: To take a successful :30 vignette campaign and turn it into a half-hour locally
produced program with medical information that would related to viewers of all ages.
Overview: In 2007 Dr. Ameer Kabour (President and CEO of Toledo Cardiology Consultants)
launched a :30 educational campaign related to cardiac health with the tag line "time waits for
no one". Due to the sucess of the campaign and testimotionals from his patients and viewers,
we explored the possiblitiy of a half-hour locally produced program titled "Time Waits for No
One."Dr. Kabour interviews experts in their area of speciality.
Dr. Kabour's show is sponsored by a prominent entities including Toledo Cardiology
Consultants, Cardiovascular Research Center, Mercy System, and The Blade. It targets all ages
hoping to spread medical education to the public, concentrating on different important subjects.
The program airs two Saturdays per month at 7:30 pm.
Implementation: Dr. Kabour is the executive producer of the program. WTOL-TV produces all
graphics and shoots and edits the program. Our production team spends about 10 hours per
show doing the shooting and editing. WTOL runs ten second promotional announcements one
week prior to the airing of each program. In addition WTOL promotes each show on their
website ToledoNewsNow.com. The Account Exectuive meets with the client weekly to go over
show topics and keep Dr. Kabour on task. We have signed a one year contract with this client to
ensure each party‟s commitiment to this campaign. We are in the fourth month of a twelve
month commitment.
Results: Results of the program have been outstanding. Dr. Kabour has received many e-mails
and letters from viewers stating the program has made them aware of the importance of good
cardic care including diet, exercise, medication and the effects of smoking. This is exclusive to
WTOL-TV and we are continuing with the program into 2012
Partners:
na
Advertisers:
30 minute program is owned by Dr. Kabour
Repeat Business?
Yes
Contact:
Linda Blackburn, 419-248-1133, [email protected]
156
Savor The Good Life
Station:
Group:
City:
State:
DMA:
Promotion Type:
WALB
Raycom
Albany
GA
145
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: We wanted to pull money out of a glossy high-end magazine. Advertisers ran inside
this publication because they wanted to be associated with a feel good, community oriented
product. The magazine focused on food, travel and décor from local houses and patios in and
around South Georgia. Our goal was to take these dollars and turn them into TV accounts by
giving them the same high end look and feel. This would give non-tradional advertisers a place
to advertise and give us revenue we wanted to capture. We created a 30 minute show called
Savor the Good Life. This show has three segments. Visit somewhere local, cooking and décor.
Overview: The show focuses on things to see and do here in the 39 counties of South Georgia
that are in our viewing area. We travel to interesting locations and explore decorating,
gardening, and cooking ideas with the people and places right here in our own backyard. We
selected a host and have really taken an HGTV spin on our production. Each month we try to
cover a different city and select items to cover that are relevant to the season. We interview a
variety of different guests but make money from all our sponsors who love being part of this
LOCAL lifestyle show.
Implementation: We started with a pre sell. We sold 8 different advertisers. We had 1 major
sponsor, 2 gold sponsors and 5 minor sponsors totaling $7,750 per month. All advertisers were
asked to commit for 6 months/ $46,500 in 6 months.
All sponsors were part of the show through props they contributed, commercials inside the
show, logos and verbal mentions before, during and after the show. Sponsors even received
tips inside the show so it never looks like paid advertising. For example, during a cooking
segment we may say, “Pairing this red wine from The Warehouse Package Store goes great
with steaks off the grill,” showing the logo of the store and providing instant branding. Or, we
may say, “These fresh tomatoes from Tommy Mac Produce just make this dish complete.”
Once advertisers were sold we began planning where we wanted to film and who we wanted to
interview. Just look around. Every city has great history and great places of which they are
proud. We cover 39 counties and it is our goal to do a show from all 39 counties. So far, we are
off to a great start. All shows are aired the last Thursday at 7:30 pm and are housed online 24/7
at http://www.walb.com/category/234863/savor-the-good-life.
Each month we promote when the show airs and brought to you by… our sponsors. Each show
runs three times – first at 7:30 pm and two times over the following weekend. The web element
and all the advertising are inside the show.
157
Results: We did great. We got 8 new accounts on air. We had 1 major sponsor, 2 gold
sponsors and 5 minor sponsors. Totaling $7750 per month. All advertisers were asked to
commit for 6 months.Total of $46,500 in 6 months. we are renewing Now and should break
$100K in New business for 2012.
Partners:
Advertisers:
8 accounts - see below
The Warehouse Package Store, Kay Fuller Interiors, Jeff Cox Home
inspections, Moore Clark Attorney at Law, Tommy Mac Produce,
Green Envy Flowers, Strategic Kitchen Supplies, Hidden Lake
Plantation
Repeat Business?
Yes
Contact:
Liz Knight, 229-446-4071, [email protected]
158
Love The Locals
Station:
Group:
City:
State:
DMA:
Promotion Type:
KALB
Hoak Media
Alexandria
LA
178
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Primary goal was to create an on-air and online sales initiative that was relevant in
our market. For every dollar spent in the local market, 68 cents is returned directly back to the
local market. Our goal was to create a program that advertisers would identify with and benefit
from.
Overview: Love the Locals is a multi-platform marketing campaign branded on-air and online. It
includes on-air spots, web, online video and many other components. The purpose is keep
dollars spent in the market. Advertisers receive on-air announcements, promos, position in the
Love the Locals directory with a splash page, content, long form video, coupons and the
opportunity to use text campaigns and partipicate in other events during the year.
Implementation: Love the Locals was heavily branded for several months on-air and online.
The idea was to promote local shopping. By branding Love the Locals, we created interest and
curiosity in the market. We created a package with two levels - $1700 and $900. We used local
business owners in each promo to to create awareness and credibility for the program.
Each Love the Locals sponsor received their own spot, plus a 15 second promo with our
advertisers participating in the first 10 seconds. The last five seconds tell viewers to visit the
Love the Locals online directory for more information. Once on the page, viewers find the logo,
information, phone number and short form video with the advertiser showcasing their business.
Also included are text messaging, a Facebook push and printable coupons. We created a Love
the Locals "Mothers Day" sales event held the day before Mothers Day. Several businesses
said it was as big as Christmas. During the course of the year we will tie in other special events.
Results: Love the Locals has become a household phrase. We have 3 calls a week from
potential advertisers asking for more information. In January we had a sell week asking clients
to come into the station to be presented the full program one on one. We sold over $350,000
that week. We continue to have advertisers call weekly for infromation and have over 40 in our
directory at different levels.
Partners:
Advertisers:
no
Campaign included many advertisers such as Restaurants, Sewing
Centers. Pest Control, etc.
Repeat Business?
Yes
Contact:
Rusty Kirkland, 318-483-4252, [email protected]
159
2012 College Tournament
Station:
Group:
City:
State:
DMA:
Promotion Type:
KVIA
News-Press Gazette
El Paso
TX
91
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: To build up client‟s Facebook likes and reach with a multiple platform campaign that
included broadcast spots, web presence, social media content and mobile access of both
content and contest.
Overview: Multiple platform sponsorship campaign and contest that included broadcast, web,
social media and mobile content to promote the 2012 College Basketball Tournament section
and Bracket contest on station‟s website and client‟s Facebook page.
Implementation: Multiple platform campaign used broadcast on-air and online pre-roll 15
second spots to drive viewers and website users to college tournament section on station‟s
website. Once on the website section, users were allowed to enter the college basketball
tournament contest after liking the client‟s Facebook page.
Station administered client‟s Facebook page throughout the campaign to post on client‟s behalf
and configure the Facebook contest application that used like-gating to build Facebook "likes".
Station posted updated scores and schedules on both Facebook pages, always mentioning
client in post. This mentioning increased the reach of client‟s Facebook presence during the two
week campaign.
Results: Station generated $3,000 and client saw an increase of 500 Facebook likes and an
increased reach by using station‟s 10,000+ likes.
Partners:
Second Street Media and Internet Broadcasting
Advertisers:
Brew Sports Pub
Repeat Business?
Yes
Contact:
Rene Santana, 915-496-1769, [email protected]
160
Community Champions
Station:
Group:
City:
State:
DMA:
Promotion Type:
KVIA
News-Press Gazette
El Paso
TX
91
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
No
Objective: Community Champions is a news segment driven sponsorship that seeks to
recognize local students and athletes that are representing the El Paso / Las Cruces area in a
positive way. Typically, these are groups that have advanced to higher levels of competition, out
of the area and are achieving great things. KVIA looks to recognize these groups, as well as the
coaches, teachers and other administrators that have made these achievements possible.
The goal is also to inform our viewers and web users when and where to see these reports as
well as give sponsorship attribution to our partner, El Paso Electric. We framed El Paso Electric
as a committed presence in the local community and showed their dedication to athletic and
academic achievements in the area.
Overview: We created a promotional schedule that clearly explained what Community
Champions was and where it could be seen. When a Community Champion was selected, the
report featured a custom graphic with our sponsor‟s logo on it as well as a verbal mention of El
Paso Electric by the on-air talent. The current Community Champion was worked into the
station promo and our creative services and promotions departments kept the promo updated
and current.
We also featured each report on a Community Champions microsite on station‟s website which
also served as a repository for past segments. We provided a full build out for our sponsor‟s
content on the microsite as well.
Implementation: We began the campaign by consulting with our sponsor for potential
Community Champions. We sent solicitation letters to all the school districts in our DMA and
clearly explained what Community Champions is and what types of submissions we were
looking for.
The news department conferred with these and other sources, including direct viewer
suggestions to select the subjects for their segments. Once a subject was selected, our station
promo was updated to recognize the groups to be featured on the current report. After the on-air
segment ran, it was uploaded to the Community Champions microsite. The station promo ran
throughout the month as recognition of the current Community Champion and as a reminder of
where and when the reports can be viewed on-air and online.
Results: Community Champions generated $30,000 over a 10 month period and was a huge
success from the viewer engagement perspective as well as the value provided to the sponsor.
161
We were able to over deliver in the substance of the campaign as well as the number of reports
provided. We enlisted several departments to promote and execute the campaign and truly
provided value to our partner.
Partners:
El Paso Electric
Advertisers:
El Paso Electric
Repeat Business?
Yes
Contact:
162
Live Smart
Station:
Group:
City:
State:
DMA:
Promotion Type:
WTVM
Raycom
Columbus
GA
127
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Live Smart is a health campaign focused on healthy living for the community. The
goal is to educate the community about powerful health topics that may not be covered as much
as other forms of advertising, or community awareness programs.
Overview: Live Smart is a health campaign focused on healthy living for the community. Every
month, different members of the health community highlight a subject in a multi-platform
marketing plan including on-air and digital. We have be doing this program for over 5 years. We
generate topic ideas using National Health Awareness calendars. This gave us a starting point
to generate topics.
Implementation: Clients are provided an on-air campaign that runs promoting the client and the
topic with a tag line leading back to the Live Smart page on the website. On the website, the
client gets a custom built microsite housing information of the featured health topic, location
information, practice information, and the Live Smart segment that runs on-air as well as a long
form video vignette. All is supported by station promotional ads on WTVM, Bounce and
WTVM.com. We have 1 per month sold, but have the capability to sell 2 per month. Potential
revenue for this campaign would be $84,000.
Results: $42,000
Partners:
Health Care
Advertisers:
Hospitals, Allied Health, Physcians
Repeat Business?
Yes
Contact:
Maureen Akers, 706-494-5419, [email protected]
163
Pay it 4Ward
Station:
Group:
City:
State:
DMA:
Promotion Type:
KGBT
Barrington
Harlingen
TX
87
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Pay it 4Ward is a new Action 4 initiative that grew from the countless stories we hear
from our viewers about the selfless acts of kindness performed by ordinary, but extraordinary,
people every day. We want to acknowledge and reward these people while encouraging others
to “Pay it 4Ward” with their own acts of kindness.
Our goal was to create a positive news franchise that speaks to our Action brand and that
viewers can relate to and engage in. In addition, we wanted to align the franchise with a sponsor
to give them the opportunity to build their brand by connecting with our viewers and to
underwrite the awards, while generating revenue both on-air and on-line.
Overview: We use all of our resources: KGBT Action 4, valleycentral.com, Action 4 Facebook
page, and twitter to create a buzz and get the community talking to their friends and neighbors
about this “good news” initiative.
Our viewers have the opportunity to nominate someone, other than a relative, who they feel has
committed an inspirational Act of Kindness. We choose a recipient of the “Pay It 4Ward Reward”
weekly and feature their story on Action 4 News at 10PM. We also announce and feature the
recipient online and in our social media outlets.
We have a sponsor Partner with Action 4 to promote the spirit of giving while branding their
business in a positive and unique way.
Implementation: Sponsorship Elements:




News Interview featured the sponsor spokesperson to help introduce the initiative and the
sponsor‟s endorsement and involvement. We air Promotional Announcements introducing
the initiative and calling for nominations.
We air a weekly feature in Action 4 News at 10PM. These stories highlight the winner and
feature their Act of Kindness. Our sponsor presents the recipient with a cash reward.
We feature the nomination form and past recipients‟ information on our website and also
feature our Sponsor Partner. Their logo and link to the website is featured on the
Valleycentral.com nomination page.
We also push the initiative with our social media outlets. At the end of year we plan to
produce a Pay it 4Ward Special where viewers pick “best” story of the year.
164
Results: The results are great! Our viewers responded with positive input regarding the
initiative. They gave us positive feedback and interacted with us on-line and in our social media
outlets. Our Sponsor responded favorably as well. Our sponsor committed to an annual airtime
schedule of $50K. They also contribute and present the weekly prize amount of $400 to the
recipient.
Partners:
Pronto Insurance
Advertisers:
Pronto Insurance
Repeat Business?
Yes
Contact:
Colleen Willis, 956-366-4461, [email protected]
165
Sun Sense
Station:
Group:
City:
State:
DMA:
Promotion Type:
KOMU
University of Missouri
Columbia
MO
138
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
No
Objective: The primary goal of this campaign was to generate NTR on all platforms from a local
dermatology/skin care medical practice. At the same time we are providing a message
regarding the dangers of skin cancer and overexposure to the sun. KOMU was able to wrap this
promotion as part of our weather brand, generating ongoing revenue during the traditionally
slow summer months.
Overview: KOMU partnered with a local dermatology/skin care medical practice to educate
viewers on the dangers of skin cancer by providing a Daily UV rating during select newscasts
from Memorial Day to Labor Day.The campaign includes daily on-air mentions during weather
segments and a substantial online, mobile and social media presence.
Implementation: KOMU produced a series of promotional messages featuring our on-air
weather talent and the sponsor doctors. Our sponsor aired aired these paid promotional
messages educating viewers on the dangers overexposure to the sun can cause during the
summer and encourage them to use "Sun Sense" by applying sun screen prior to going outside,
wearing hats, and limiting time outside during peak exposure hours of 10-4. KOMU updates the
daily UV Index Number each day during our morning news and previews the next day‟s UV
Index during our late newscast mentioning our partners. We've created a Sun Sense page on
our website that features the data provided on-air and also includes tips from our sponsors
which we embed from a YouTube page. We've also embeded our sponsor‟s Facebook posts
onto the webpage. We text the daily Sun Sense UV number to viewers who have signed up for
our weather texting. We post the Sunsense number to our Facebook page daily as well. KOMU
staff has handed out samples of sunscreen provided by our sponsor at Women's Expos,
parades and other summer time events the station is involved in.
Results: We've just completed our 10th year of Sun Sense with the same partner. The doctors
involved are viewed as experts in the area of preventative skin care. We've been able to adapt
the promotion as technolgy has advanced allowing additonal exposure for our partner and
increased revenue opportunities for the station.
Partners:
Advertisers:
DeSapin Cayce Dermatology and Medical Spa
DeSapin Cayce Dermatology and Medical Spa and Break Time
Convenience Stores
Repeat Business?
Yes
Contact:
Tom Dugan, 573-884-2381, [email protected]
166
100 Days of Summer Giveaway
Station:
Group:
City:
State:
DMA:
KGBT
Barrington
Harlingen
TX
87
Promotion Type:
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Action 4 gave away a brand new 2012 Chevy Sonic for our six-week “Action 4 News
at 10 pm Watch and Win Promotion” sponsored by Stripes Convenience Stores.
Our objectives were to:




push fountain drinks for our sponsor/partner by launching the 100 Days of Summer
Promotion
draw Facebook Fans
draw Twitter Followers
increase viewership for Action 4 News at 10
Overview: Action 4 gave away a brand new 2012 Chevy Sonic for the six-week “Action 4 News
at 10 pm Watch and Win Promotion” sponsored by Stripes Convenience Stores. Stripes
Convenience Stores agreed to partner and the Stripes Cool Summer Giveaway on Action 4 was
initiated with promo spots and emails encouraging viewers and e-mail subscribers to go to
valleycentral.com to register for multiple entries to win the car.
Implementation: Almost every department in the station was involved: Sales, News, Creative
Services, News Production, and our business office. The initiative had many parts to it that
required attention to detail and adherence to our partners marketing guidelines and goals. We
kicked off the promotion with email blasts, social media pushes, on-air promotion, and on-line
promotion.
We developed an integrated program consisting of our “Plus One” contesting feature, Action 4‟s
75,000+ e-mail database at the time, Action 4‟s 32,000 Facebook fans at the time, Action 4‟s
8,500 Twitter followers at the time, valleycentral.com, on-air promotional spots and news
support through daily news mentions and weekly live shots.
We featured the car in our studio with our morning anchors encouraging viewers to register to
win.
Our sponsors contributed promotional items and breakfast tacos to our viewers during the
course of the promotion. We also took the car out into the community at our sponsors‟ locations
for live shots in our 5 pm and 6 pm newscasts. Viewers came by the Stripes Convenience
Stores to view the car and to win prizes. We pushed these live shots as “Tweet-ups”, engaging
our Twitter followers.
167
Each week finalists were chosen to compete for the car by guessing the number of Stripes cups
in the car. The finalists were invited to our studio to view the vehicle, make their guess, and the
winner was announced live in our 10 pm Newscast. We followed the promotion with POP spots.
Results: It was a huge success. The viewers loved the promotion, our partners were extremely
happy with the results. We generated over $65,000 in revenue with over $8000 of that in
interactive revenue.
We increased our Facebook likes by over 3,800. Our Twitter followers increased by over 1,500.
Likewise, our partners were very happy with the increases they realized. Stripes Convenience
Stores went from 9,600 FB likes to 15,378, with Twitter followers growing from 980 to 2331. Our
automotive partner saw their Facebook likes grow from 70 to over 2300!
In addition, our title sponsor was very pleased with the way the station executed the promotion,
making it possible for us to continue as partners in the future.
Partners:
Stripes Convenience Stores and Tipotex Chevrolet
Advertisers:
Stripes Convenience Stores and Tipotex Chevrolet
Repeat Business?
Yes
Contact:
168
Trophy Link
Station:
Group:
City:
State:
DMA:
Promotion Type:
KPLC
Raycom
Lake Charles
LA
175
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Activate a boat/marine dealer in our market on a consistent basis in order to seed
the category as none of the marine businesses in the DMA used broadcast television.
Overview: Trophy Link is an on-air and on-line promotion where viewers snap a photo of the
big fish they caught and upload it to our website. A single advertiser "owns" the sponsorship and
runs paid for promotional spots informing viewers about the website.
Implementation: The advertiser, Lake Area Marine, committed to be the sponsor for a year.
We built a custom webpage to showcase the viewer pictures using our UGC platform. Marketing
created a campaign logo and a promotional spot featuring the business owner and one of their
boat/motor combinations. The promo spot invites viewers to "Catch it, Post it, Prove it" on the
Trophy Link page. Viewers submit their photos to our celljournalist user generated content page,
and that particular "channel" is embedded in the Trophy Link web page. Once created the
project is on autopilot and requires no further work from station personnel. The advertiser gets
all of the premium ad space on the Trophy Link Web Page. The revenue is split between
internet for the web page and local airtime to run the promotional spots.
Results: We generated $18,000 for the first year, and the advertiser has already renewed for a
second year. In addition we were successful in getting other boat dealers to advertise as a
result of Lake Area Marine's exposure which generated an additional $9,500. The advertiser is
so pleased that they have now had T-shirts printed out to give away to a weekly winner.
Partners:
Cell Journalist, Wide Orbit
Advertisers:
Lake Area Marine
Repeat Business?
Yes
Contact:
John Ware, 337-439-9071, [email protected]
169
High School Football Play-off
Station:
Group:
City:
State:
DMA:
Promotion Type:
KGBT
Barrington
Harlingen
TX
87
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
Yes
Objective: In the Rio Grande Valley, high school football is king! Each year we cover the
season extensively and we pride ourselves on being known as the station where “Local Sports
Always Comes First.” It was only fitting that we that we be the station to broadcast and stream
the game LIVE when one of our local high school football teams made it to play-offs in the
district finals. The team made the finals on a Saturday, and by Tuesday we had all the wheels in
motion. All station departments were involved: engineering, news, sales, creative services, etc.
Our primary goals were to provide our viewers access to view the BIG game, and to generate
quick revenue in a very short amount of time.
Overview: The promotion included on-air /online mentions of the big game. News mentions
occurred daily leading up the game. Sales personnel quickly determined inventory availability
and created sponsorship packages that practically flew out the door. We even had potential
advertisers calling in to the station wanting to know how they could participate.
Implementation: Once we determined that we would pursue the live broadcast, our
President/GM met with the district superintendant of the Harlingen Independent School District,
and a partnership was formed. We would have the sole rights to broadcast and stream the
game live. As a show of community support, we offered a percentage of sponsor revenue back
to the school district. We promoted the initiative with on-air spots, news mentions, online
mentions and through our social media outlets. The sales department spent a day and a half
selling this must-have sponsorship, selling out in record time, and creating a lot of excitement
for our clients and viewers.
Results: We did great! We aired the BIG game live and had over 250,000 page views that night
on our website to watch our streaming video of the game. We generated over $32,000 in
revenue, gave revenue to the school district, and created great buzz with our viewers.
Partners:
HCISD and various sponsors
Advertisers:
HCISD and various sponsors
Repeat Business?
Yes
Contact:
170
Dental Ark Online Appointments
Station:
Group:
City:
State:
DMA:
Promotion Type:
KVIA
News-Press Gazette
El Paso
TX
91
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: The primary goal of this multiple platform campaign was to promote the dental
office‟s ability to accept dental appointments online using on-air, online and social media.
Overview: Dental Ark is a direct client that was coming up on their one year anniversary of
advertising with the station. Along with the help of the doctors and their office manager, we
evaluated the number of new patients since the beginning of their advertising. What we found
was that 4th and 1st quarter flat lined. It was time to change our message. We wanted to come
up with something that would have more of a call to action, rather just branding.
Dental Ark recently instated the application to make your child‟s dental appointment via their
website or on Facebook. We used a combination of TV commercials, banner ads and social
media to promote this easy way for parents to make their children‟s dental appointments.
Implementation: The multiple platform campaign used a combination of broadcast, web and
social media to get the Dental Ark‟s new clientele base up by promoting the online appointment
feature. The broadcast portion included :15 second spots encouraging „busy parents‟ to make
their appointments online by showing the easy steps from the Dental Ark‟s webpage. The
station ran banner ads on the station‟s website promoting Dental Ark‟s Facebook page and
website along with the fact that you could make appointments online. Finally the station posted
on its Facebook page weekly dental facts and a link to set your dental appointments online.
Results: This 3-month campaign generated $15,000 of direct money. The advertiser saw an
increase of online appointments as well as „likes‟ on their Facebook page and users of their
website.
Partners:
The Dental Ark
Advertisers:
The Dental Ark
Repeat Business?
No
Contact:
171
Charleston's Ugliest Roof
Station:
Group:
City:
State:
DMA:
Promotion Type:
WCSC
Raycom Media
Charleston
SC
98
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: To replace or repair the roof and sub-structure of a needy individual or family in
Charleston or the Lowcountry of South Carolina. The roof would be repaired or replaced during
the Christmas holiday season.
Overview: Viewers submitted photos and an explanation of why they or a needy family in their
community deserved a new roof for their home. Submissions were received through the
station's website.
Implementation: WCSC produced and ran a traditional spot, web, mobile and social media
campaign promoting Charleston's Ugliest Roof. Campaign elements included 30 second
commericals, 5 second billboards, digital banners and web-based pencil pushdowns. The social
media push was generated via Facebook, Twitter and YouTube.
Submissions were funneled through the station's website (Live5News.com) and shared digitally
with the client. Eligible submissions were reviewed by the client and vetted for need. The client
and their staff quietly visited all of the finalists homes and ultimately selected the winner.
The winner, a war veteran, had his roof replaced during the Christmas Holiday season.
Results: Submissions were overwhelming and the client will be returning in 2012 for the third
straight year.
Partners:
We flew solo!
Advertisers:
Williford Roofing and Construction
Repeat Business?
Yes
Contact:
Michael Fanning, 843.402.5777, [email protected]
172
Stormtracker 13 Weather Book
Station:
Group:
City:
State:
DMA:
Promotion Type:
KRDO
NPG
Colorado Springs
CO
92
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: This is a local sponsor supported marketing effort for the station. It exists to promote
our weather coverage and meteorologists via a custom printed school textbook distributed to all
area schools. The schools do not have specific weather textbooks and have openly accepted
ours into their system.
The campaign uses a combination of on-air and online, and print ads in the textbook. The
textbooks are family friendly and home use is encouraged. Our weathercasts note and identify
weather information relative to the Weather Book use. Fulfilling the local sponsorships allows us
to generate revenue to offset the cost of production.
Overview: The station creates promos using our meteorologists that identify the Weather Books
and their arrival in the schools. We produce 16,000 books that are delivered to the 5th grade
classes throughout our DMA. They arrive at the start of the school year and are promoted for 6
months. Some schools use them in the Fall and some in the Spring.
Implementation: We sell various sized Weather Book sponsorships to local advertisers. The
variation comes in the size of the print ad, their specific amount of exposure on our website and
their inclusion in promotional announcements.
Sponsors may use either a 1/4, 1/2, or full page ad. We offer different levels of web exposure to
include banners and specific weather page placement. Once sold, all art goes out for printing
and books are shipped to schools when complete.
The station receives a great marketing tool and the sales revenues are designed to cover costs
and generate profits.
The promotional structure can vary as needed. We like the combined use of print, online, and
on-air. We print 16,000 books to cover our DMA. Sponsorships include a front and back cover
option. Clients support it from a market goodwill perspective and also to gain the varied
exposure. Station promos ID and thank local sponsors for their support.
Results: We are in the final stages of completing the sales for the second year of the
promotion. Client response has been great with many second year renewals. School response
has been terrific with many pictures emailed in showing students holding and using the Weather
Book. We have made those images part of the collateral for the second year sales effort.
173
Based on our initial success and market response we have increased the sponsorship
investment for the second year. Overall we are very pleased with the result.
Partners:
Advertisers:
Local Utility
by category - Fast Food, Overhead Door, Allergy Clinic, Handyman,
Plumbing, Tourism, School District
Repeat Business?
Yes
Contact:
Phill Emmert, 719-575-6253, [email protected]
174
The Pledge of Allegiance
Station:
Group:
City:
State:
DMA:
Promotion Type:
KXRM-KXTU
Colorado Springs
CO
90
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
Yes
Objective: The primary goal of the "Pledge of Allegiance" sponsorship is to give two businesses
a unique platform to join the FOX21 News team and local elementary students as they wake up
Southern Colorado with the Pledge of Allegiance each weekday morning.
This campaign fosters community relationships while instilling patriotic support. The Pledge of
Allegiance allows students and school faculty an outlet to express their sense of pride for our
country and our local military presence.
This gives the two sponsors a great opportunity to reach a targeted audience which typically
comprises of a younger "family-starter" demographic.
From a station perspective, the "Pledge of Allegiance" segment is beneficial to the ratings as it
increases viewership during the morning news time period. The "Pledge of Allegiance"
sponsorship drives immediate online traffic with a wide range of visitors locally and across the
country (i.e. students, parents, friends and family, teachers, etc.). This campaign is specifically
geared toward driving internet revenue.
Overview: The "Pledge of Allegiance" promotion features two or three children from local
elementary schools in Southern Colorado each weekday who say the Pledge of Allegiance onair. The segment is then placed online not only for parents and teachers to view, but also for
loved ones in the military that are in overseas locations. This sponsorship has been very
successful in bringing together a sense of community, as well as support for our country and
military.
Implementation: The first priority was for the FOX21 News team to reach out to local
elementary schools and give them the opportunity to come into the station and record students
saying the Pledge of Allegiance.
After building a strong foundation of elementary schools wishing to participate in the campaign,
the sales team then took the components of the sponsorship opportunity to local businesses
which consisted of:


5 second billboard each weekday morning immediately following the Pledge of Allegiance
300 x 250 banner ad equally shared between the two sponsors on the Pledge of Allegiance
page
175

728 x 90 bookend banner ads shared equally between the two sponsors on the Pledge of
Allegiance page
Results: This has been a profitable promotion for the station. In addition, it has given children
an exciting opportunity to be on television while also showing their pride and support for the
country. This campaign has been consistently supported by sponsors, in turn making this a very
profitable promotion.
Partners:
Local Southern Colorado Elementary Schools
Advertisers:
Louie's Pizza and American Furniture Warehouse
Repeat Business?
Yes
Contact:
Corey Bishop, 719-955-3024m [email protected]
Karen Donels, 719-955-3025, [email protected]
176
Safe Summer
Station:
Group:
City:
State:
DMA:
Promotion Type:
KBAK/KBFX
Fisher Communications
Bakersfield
CA
126
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
No
Objective: Our goal was to create relevant news content and partner with local businesses to
create a Safe Summer Community Awareness Campaign for Kern County.
Overview: We set out to create a water/summer safety campaign that could support our goals
to create content for our platforms, create public awareness and generate non-traditional
revenue.
Implementation: Focusing on the dangers that reoccur summer after summer we selected
stories relevant to our market. The stories were then assigned to reporters/anchors. The specific
summer safety topics that we included were pool safety, beach safety, river hazards, sun safety
and skin protection and boat/lake safety.
In addition to the stories, reporters/anchors also created PSAs, allowing us to extend our public
service campaign. With so much valuable content available to us, we were able to create a 30
minute Summer Safety Special that aired across both KBAK and KBFX. Reporters/anchors also
directed viewers to our website and social network pages for the stories.
Results: The campaign met all the goals for content and we were able to secure a sponsor,
bringing non-traditional revenue to the stations.
Partners:
Local Agencies
Advertisers:
San Joaquin Community Hospital
Repeat Business?
Yes
Contact:
Tracy Peoples, 661-237-7955, [email protected]
Teresa Burgess, 661-327-7955,[email protected]
177
Double Diamond Giveaway
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSJV
Quincy
South Bend
IN
97
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: To bring in revenue for the station by driving fans to a minor league baseball game,
by driving viewers to FOX 28, and by driving consumers to the sponsor.
Overview: Double Diamond Giveaway is exactly that. The local minor league baseball team
gave away season tickets (diamond #1) a local jeweler gave away $5k worth of diamond
earrings (diamond #2). The giveaway happened during the 5th inning in front of 5,000 people.
Contest entrants were qualified by watching FOX 28 News, getting a keyword and submitting
online. The jeweler paid $4k for the promos and the team kicked in $1,000. The team also
added this contest to all of their media in the market that week (radio, outdoor, TV, etc). The
team recently had a $10 million stadium renovatin and is trying to get people back out to the
games.
Implementation: I, along with Creative Services, did all the heavy lifting. We qualified 14
entries in our early morning news product, one per day. The campaign was used for our July
ratings watch-n-win contest. The 15th qualifier came from someone in attendance the day of the
giveaway (so we could drive people to the game). During the second inning, we announced the
15th qualifier. During the fifth inning, we lined up three tables on the field in front of a full house
(5,000 people). In front of each person was a FOX 28 hat with a jewelry box inside. The box
either had the earrings and tickets inside, or, they didn't. The Client got to throw out the first
pitch of the game and so did our early morning news anchor. Just to reiterate… this promotion
got picked up and placed in ALL the local media worth the team ran that week (they placed
trade contracts all over the market). All of the other media mentioned the FOX 28 Double
Diamond Giveaway.
Results: We did great. All goals were satisfied. The team got a sold out game and traffic driven
to the their website. The client got great publicity and traffic to their website. They also gave $50
gift cards to everyone who lost. FOX 28 was branded with a unique audience with a valuable
giveaway (not to mention the additional $5k in cash revenue from the promotion).
Partners:
South Bend Silverhawks
Advertisers:
Kenneth G Rare Coins
Repeat Business?
Yes
Contact:
Ben Van Ness, 574-343-5377, [email protected]
178
Name the Baby Panda!
Station:
Group:
City:
State:
DMA:
Promotion Type:
WDBJ7
Schurz Communication Inc
Roanoke
VA
66
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
No
Objective: Mill Mountain Zoo was home to an adorable baby panda that had captured the
attention of zoo-goers and WDBJ7 viewers. They had watched the panda grow on WDBJ7.com
through our streaming “Panda Cam” and this adorable cub needed a name.
Mill Mountain Zoo wanted to reach the community in a creative and interactive way and Boxley
Materials wanted to support Mill Mountain Zoo through cause marketing. This inspired a contest
to allow our viewers to help name the Baby Red Panda.
Through the contest we hoped to spread awareness about the zoo and create an excitement
about this baby panda that would drive foot traffic to the Zoo and to give viewers a personal
connection to Mill Mountain Zoo.
Overview: The contest was promoted on WDBJ7 with bookend commercials. In these spots,
Ray Correria, Mill Mountain Zoo‟s Executive Director and Ab Boxley of Boxley Materials
Company explained the parameters of the contest and showed video of the panda.
Several e-mail blasts were sent out to WDBJ7.com Deals and Contest subscribers inviting them
to participate in the contest. Social media was used to promote the contest on both WDBJ7‟s
and Mill Mountain Zoo‟s Facebook pages. The contest page was also branded to showcase the
cause marketing supporters, Boxley Materials, and linked to WDBJ7‟s Panda Cam so viewers
could watch the baby panda while thinking of a name to submit.
Implementation: This campaign was unique because it truly involved efforts from all across
WDBJ7. WDBJ7 engineers worked hard to install the Panda Cam shortly after the cub was
born. As soon as they were finished our digital team launched the Panda Cam page on
WDBJ7.com and saw an overwhelming response with video views. Our sales team then
developed the contest idea in a brainstorming session with Mill Mountain Zoo and worked
together to secure the cause marketing sponsor.
The creative production team shot video and photos so the panda could be showcased in the
contest promotion to help create excitement. Even the TV spots were a team effort between our
sales team, commercial production, Mill Mountain Zoo, and Boxley Materials. Together several
spots were created that helped promote the contest and bring awareness about Mill Mountain
Zoo.
179
The WDBJ7 digital team created a user-friendly contest that would allow viewers to see photos
and live video of the panda and submit their idea for a name for an adorable cub. Banner ads
were run on WDBJ7.com and the contest was promoted across social media.
During this time, Mill Mountain Zoo also worked with WDBJ7 to create a mobile website to the
zoo. The zoo hoped to drive additional foot traffic to their location so having a mobile friendly
site was important. Once the news team saw this contest the baby panda got some air time on
WDBJ7 Mornin‟ to bring awareness about the zoo and the unique experience it offers.
This campaign was about more than advertising. It was a chance for a local business to support
a local non-profit and get the community involved. Mill Mountain Zoo is a great example of one
of the amazing wonders found in the Roanoke Valley. This zoo is a beautiful home for animals
from all over the world. It offers family programs, breathtaking views, and strong educational
programs for children. However because it is a non-profit it relies on community support to keep
it going strong. This campaign brought awareness to just one of the unique animals you can see
when you visit the zoo. Allowing viewers to help name the panda created a sense of ownership
and community connection to Mill Mountain Zoo.
Results: One loved panda! Over 500 names were submitted and over 800 participants voted on
a name. The winning name was announced with a live shot from Mill Mountain Zoo on WDBJ7
Mornin‟. After the announcement an invitation was sent out from WDBJ7 deals offering half off
family four pack passes to the zoo so viewers could head to the zoo to meet the Baby Panda.
Partners:
Mill Mountain Zoo
Advertisers:
Boxley Material Company
Repeat Business?
Yes
Contact:
Kim Sokolik, 540-777-3222, [email protected]
180
The UpNorthLive Golf Card
Station:
Group:
City:
State:
DMA:
Promotion Type:
WPBN/WGTU
Barrington
Traverse City
MI
120
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
Yes
Yes
Objective: To use the strength of our Deals program to garner revenue from the huge number
of golf courses in Northern Michigan who do not traditionally advertise on television, instead
favoring radio, print and outdoor.
Overview: We solicited the participation of 57 golf courses and offered three different regional
cards which entitled the bearer to golf one time at each of 19 courses. The cost was $99 and
the buyer got somewhere around $800 in golf value. Our stations kept 100% of the revenue and
we netted nearly $100,000 in interactive revenue.
Implementation: In exchange for participation, courses were tagged on promo spots and
featured during Sports and also received their own landing page and course description with
photos on our website. We used our Deals database of 56,000 e-mail addresses to launch the
promotion and ran a heavy schedule of on-air promo spots, online banner ads and used
Facebook and Twitter. Second Street handled the credit card processing and fulfillment so
administration was simple. We netted $100,000 in new interactive revenue and strengthened
our Deals database with many new users.
Results: We netted $100,000 in new interactive revenue and strengthened our Deals database
with many new users. We also had some of the courses do additional TV and Deals with us as
a result of forging this relationship.
Partners:
57 Golf Courses
Advertisers:
57 Golf Courses
Repeat Business?
No
Contact:
Shawn Wilcox, 231-409-0452, [email protected]
181
Classroom Salute
Station:
Group:
City:
State:
DMA:
Promotion Type:
WPBN/WGTU
Traverse City
MI
120
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
Yes
Objective: Our goal was to create a marketing campaign which helped our both our station and
our client develop relationships with local schools and at the same time branded their products
in our market.
Overview: Every Monday through Friday in our Morning News (6 am-7 am) our Meteorologist,
Joe Charlevoix, salutes a classroom from Northern Michigan. Each Friday Joe draws a
classroom from the week to win an ice cream social from Prairie Farms! The segment is
promoted in the news, on our website and in commercial breaks with our client sponsorship. A
representative from our client (Prairie Farms) visits the winning school on Friday giving the
classroom an ice cream social.
Implementation: Daily News segments and commercial promotions drive viewers to our
website to register their classroom to win the Ice Cream Social. Teachers and students have the
opportunity to elect their own classroom. We built a splash page on UpNorthLive.com to show
people how to register and also to see the video segments of each winning class. Our client had
great brand presence on this page.
Our client was branded in the news segments, classroom visits, television promotions, website
splash page and videos featured online. This generates significant exposure. They were also
able to use the segment videos on their website, YouTube, Facebook, etc.
Results: The campaign produced fantastic results for both the station and the client. The client
received brand growth and built strong sales relationships within the schools that they provide
milk and ice cream. Our station also built branding within schools and produced a feel-good and
entertaining segment.The students and teachers were thrilled to participate in the program and
look forward to its continuation year after year.There have been countless people who have
called in asking if they could pay for other classrooms just because there was so much
excitement leading up to the results. This is a campaign our station as well as our client plans
on continuing for a long, long time.
Partners:
Prairie Farms
Advertisers:
Prairie Farms
Repeat Business?
Yes
Contact:
Chase Cornelius, 231-944-4356, [email protected]
182
Joy of Sharing
Station:
Group:
City:
State:
DMA:
Promotion Type:
WAFF
Raycom Media
Huntsville
AL
80
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Bank Independent wanted WAFF to create a campaign that gained the company
branding throughout the community and not just a schedule of commercials. The client wanted
to show their customers that they were not like any other bank chain in the area. They strongly
felt that their bank was closer to their customers and the community where the locations were
than any other competitor. The challenge for WAFF was to find a way to include every location
and to brand the business in a 3 week campaign.
Overview: WAFF and Bank Independent partnered for the Joy of Sharing program. This
program will bring toys to local kids and families in need this Christmas Season to help all of us
experience the Joy of Sharing.
Implementation: Joy of Sharing started Thanksgiving Day and ran for three weeks during the
holiday season. The promotional schedule included morning news, The Today Show, and noon
news. WAFF provided production of promotional messages encouraging viewers to donate and
bring unwrapped toys to any Bank Independent Branch location. These messages included :30,
:15, and :05 formats. These promotional messages featured a spokesperson from each bank
location. WAFF designated an official "Joy of Sharing" day to kick off the campaign. News
teams went to the locations to show an anchor helping with the donations or showing bank
employees working to help fill the donation boxes. There were a total of 5 LIVE segments that
aired in the morning and noon news. A digital element was also included in the package.
Promotional messages, banner ads, and information on WAFF.com, WAFF mobile apps, WAFF
Facebook, and WAFF twitter were all included. Our station guaranteed the messages would
reach 97% of the homes in our DMA and the client received 81 messages.
Results: The client immediately started to receive positive feedback from customers and people
calling the bank about the campaign. They had a lot of calls to the locations asking what toys
they can donate and the hours they were going to be open so people could come by after work.
At the end of the campaign; over 3,000 toys were collected and passed out by the branches to
local children‟s charities and families. The client immediately began to ask about repeating the
campaign the next holiday season.
Partners:
WAFF
Advertisers:
Bank Independent
Repeat Business?
Yes
Contact:
Lindsey Wells-Putt, 256-564-5626, [email protected]
183
Just Let It Ring
Station:
Group:
City:
State:
DMA:
Promotion Type:
KHQA
Quincy
IL
171
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The primary goal was to raise awareness of the dangers of distracted driving, but
focused mainly on not texting while driving. We reached out to the entire community to get on
board and 'pledge' to Drive Now, Text Later - or "Just Let It Ring".
The outreach part of the campaign was mainly targeted to young new drivers - high school
seniors and college age drivers at first, but the message certainly encompassed all drivers
regardless of age. The best texters are our young drivers, but they aren't the best drivers. Our
more experienced drivers are the older drivers, who certainly aren't the best texters. Our goal
was to see what we could do to get the message out regarding the dangers of texting, and
hopefully save some lives in the process.
Overview: We saw the Talk Not Text campaign at NAB Small Market in 2010, and decided to
expand it and make it our signature image campaign. We launched the campaign in April of
2011, during Distracted Driving Awareness Month. The campaign included news stories,
promos, a dedicated web page for on-line pledging, presentations at schools, civic and
community organizations, appearances at major events in our communities, plus major prize
giveaways to those who pledged.
Community leaders from four major cities in our DMA were included in the on-going planning of
this campaign. We partnered with area law enforcement, schools and government leaders to get
the message out.
Three main advertising sponsors committed to an annual expenditure (over and above last
year's spending) to be included. We then followed up throughout the year and secured smaller
monthly sponsors. Eight months into the campaign, we gave away a brand new Kia Soul LIVE
to a lucky person who pledged to "Just Let it Ring". We secured smaller prizes - cash, iPads,
etc. and gave those away monthly. We printed t-shirts and cooler cups and thumb bands that
promoted our message and gave these away at our community events as well.
Implementation: Just Let It Ring promos were run mulitple times each day with different
messages. Some were designed to simply to raise awareness of the risks associated with
distracted driving. Others were designed to promote the car giveaway or monthly smaller prize
giveaways. Sponsors‟ CEO promos were created to let them tell the public why they chose to be
a partner in the Just Let it Ring campaign. We used local and state law enforcement, city
mayors and elected officials, Miss Illinois, local sports teams and celebrities, etc. to create
promos asking viewers to take the pledge. Some of these contained educational messages as
184
well. Weekly news stories were aired to continue to keep the issue front and center. These were
housed on a web page that also served as our online pledge center. We ran bumpers and ID's
throughout the day as well.
We created a 20 minute presentation to take to area high schools and organizations that
described the campaign and the benefits of pledging to Just Let It Ring. This included a live
demonstration of what it might be like to text while driving. We asked for two great texting
volunteers, brought them on stage, blindfolded them, and asked them to walk 15 feet while
texting a message on a phone. Once they were blindfolded, we placed obstacles (people) in
their path so we could create a live simulation of what kind of crash could happen if texting while
driving. That always brought huge laughs. A law enforcement officer and each of our sponsors
had a quick part in the presentation as well. This was presented to over 35 area high schools as
well as many more civic and community organizations over the course of the year long
campaign.
We partnered with or attended several other community events and took our grand prize (2011
Kia Soul) and registered people live at those events. These included parades, high school
football games, local festivals, etc. throughout the year. T-shirts, cooler cups and thumb bands
were purchased, imprinted with Just Let It Ring, and thrown out to participants at these events.
On 11/11/11, we had thousands of pledges and drew 77 semi-finalists who we invited to a BBQ
party at the Kia Dealership. We then narrowed that to 7 finalists who were each given a key to
use to try and start the 2011 Kia Soul. Live on air in our 6 pm news, we watched them try their
key until one lucky viewer won after starting the car. That day, 11/11/11 was also declared
KHQA's Just Let It Ring Day by proclamation of 3 cities' mayors. We continued the campaign
giving away various prizes monthly, including several iPads and cash prizes.
In the end we had nearly 10,000 pledges and numerous people who thanked us for the constant
reminder of the risks of distracted driving.
Results: Nearly 10,000 pledges of viewers to Just Let it Ring. One lucky winner of a brand new
2011 Kia Soul. Eight winners of smaller prizes worth $500 or more. Goodwill by being
associated with hundreds of lives touched and potentially saved by their awareness of the
dangers of distracted driving. $200,000 in new revenue to the station.
Partners:
Local Law Enforcement, High School Administrators, City Mayors,
Sheriff's Departments, State Troopers
Advertisers:
Shottenkirk Kia, Kennedy Wealth Group, Simmetry Wireless, various
smaller
Repeat Business?
Yes
Contact:
Mara Clingingsmith, 217-222-6200, [email protected]
185
Our Town
Station:
Group:
City:
State:
DMA:
Promotion Type:
KRCG
Barrington Broadcasting Group
Jefferson City
MO
138
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: The goal is to showcase local area businesses within specific communities through
multi-merchant (4 per) commercials, often centered around fairs, festivals or other events. This
campaign provides KRCG's sales team the opportunity to get to know businesses in smaller
communities better, represent KRCG "face to face" in areas off the beaten path, so to speak,
and develop excellent relationships. More seasoned AEs mentor newer team members which
results in them gaining experience on the streets sooner with less rejection and positive sales
experience sooner than usual.
Overview: KRCG resurrected an older campaign showcasing local communities, typically
surrounding a popular event. Thirty second commercials are shared by four businesses. There
are usually 2-3 Our Towns per month throughout the entire year.
Implementation: Our Town is led by one AE who coordinates the team of approximately six
others. A calendar of events is predetermined and teams of two canvas area communities prior
to their specific event, fair, festival, etc. A typical campaign entails eight advertisers resulting in
revenue of $4,000. When possible, KRCG's news team executes a live broadcast at the event
or conducts a news story. The station created an Our Town logo which appears in each
commercial as well as on the "landing page" on ConnectMidMissouri.com. The TV schedule
typically airs 10-14 days. The landing page hosts a media player with current commercials.
Results: Results are threefold. First, revenue realized from July 2011 through July 2012 was
$112,000. Second, this campaign provides excellent training ground for newer AEs by giving
them a highly sellable product in smaller communities where KRCG is very well received. (less
initial rejection!). Senior AEs mentor the newer ones through the sales and production process.
Third, AEs have obtained additional business from participating Our Town businesses.
Partners:
none
Advertisers:
approx 16 per month
Repeat Business?
Yes
Contact:
Deb Valvo, 573-443-1300 x205, [email protected]
186
LA Ley 10th Anniversary Celebration
Station:
Group:
City:
State:
DMA:
Promotion Type:
KWES/KTLE
Drewry
Midland/Odessa
TX
151
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: Generate revenue for the Hispanic radio and Television stations and create
partnerships with local business that don't historically target the Hispanic consumer. Midland/
Odessa has a 45% Hispanic population and most advertisers seem to forget they are part of the
group that has the NBC affiliate.
Overview: A concert celebration in conjunction with a local club to highlight 10 years of the
Hispanic Regional Mexican format of LA Ley radio. Utilized the Telemundo station to promote
the event. Aired promos in local news, prime and daytime to alert viewers to go online to
register to win prizes that would be given away at the event.
Implementation: Partnered with local business and highlighted partners in all promos on air
and online. The local business partners also donated major prizes that viewers went online to
register to win. Local business partners received on-air promos as well as on line exposure with
their prize highlighted.
The local parners had VIP status at the event and we introduced them to the viewers at the
event as station partners which is what resonates with the Hispanic consumer. Each local
partner was given the stage to invite the audience at the celebration to visit their retail
establishment and had a specific offer for those that attended the celebration.
Results: The station had a net NTR revenue of $18,000.
Partners:
CD Trucking, Woods Boots, Graham's Central Station, Texas
Finance, HQ Chiropractic
Advertisers:
HQ Chiropractic, Woods Boots, Texas Finance
Repeat Business?
Yes
Contact:
Cristine Couldridge, 432-567-9999 x124, [email protected]
187
Better Business Club
Station:
Group:
City:
State:
DMA:
Promotion Type:
WJHL
Media General
Johnson City
TN
96
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: This is a new business development program. We accept 25 clients a year and then
move them to a target account for growth and finally to a key account. We have used this
program for 5 years and have clients at all stages of the program.
Overview: Club Package: For a weekly investment of $301.13 net, each client receives the
minimum schedule because all Better Business Club members share in unused inventory every
week!
Minimum Monthly Investment Details
Mon-Sun
Mon-Sun (24-7 Digital Weather Channel)
Mon-Sun (MeTV)
5am-135am - 30x
5am-5am - 50x
5am-137am – 35x
Total spots - 115
Minimum* Average Investment per spot - $11.57 Net
(*BBC Members share in unused inventory)




Production of one :30 spot is included in package with 12 month commitment.
TriCities.com included in package.
Station reserves the right to place in days/weeks at station discretion at time periods
ordered.
Station reserves right to upgrade client.
Implementation: WJHL-TV 11 Connects provides the highest quality news, information and
entertainment for the viewers in the Tri-Cities region. Reaching 17 counties in Tennessee,
Virginia and Kentucky. 11 Connects features the dominant programming of CBS, plus the
region‟s up to the minute local news and weather coverage. 11 Connects offers to the
businesses in our market area the consumer group most sought by advertisers, adults in the 2554 age group. Utilize the power of 11 Connects and the buying power offered by the 337,600 TV
Households. We allow 25 new business a year to participate in our BBC program.
188
Results: We continue to sell out this program every year. We generate between $350,000 and
$400,000 dollars. Clients join throughout the year always adding new business to each month.
Partners:
None
Advertisers:
All categories
Repeat Business?
Yes
Contact:
James Crout, 423-202-5262, [email protected]
189
Project Family
Station:
Group:
City:
State:
DMA:
Promotion Type:
WCYB
Bonten Media Group
Bristol
VA
96
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: The goals of the promotion are to provide a quality local interest component within
our newscast that is part of our community and offer local advertisers the chance to be part of it
through sponsorship.
Overview: This promotion was designed to provide our local advertisers with a means to be
part of our news while supporting a strong community interest program. The news portion of this
promotion is directed as community interest in three facets including faith, education and region
topics.
Faith Focus is directed to the strong spiritual connection that our viewers share and hold in high
regard for news content in this region.
Education Focus takes our viewers into area schools to see how the building blocks are shaping
our future.
Region Focus reports on the history and heritage that makes our region special to the people
who live there.
We also produce 4 programs each year that we air per quarter in Prime Access that also deal
with the focus subjects listed above.
The Focus segments air in our 6 pm and 6 am newscasts weekly and are sponsored by our
partcipating advertisers. This provides our advertisers with a content segment inside the news,
of quality content that is important to our community, where they can sponsor.
Implementation: First week: Select targets appropriate for the promotion sponsorships. Plan
the presentation to pitch Project Family for each of the targets.
Weeks 2-4: Present the presentation to each target or until annual sponsorships are secured.
News was responsible for providing the content of story topics and the Prime Access specials.
Commitment: Minimum $40,000 advertising plan for the year plus $35,100 for the promotion.
Included:
Four Prime Access Specials (3x sponsorship spots in each special)
190
One week each month a sponsorship segment in the 6 pm and 6 am news totally sponsored
with Billboard in opening of segment and 1x :30 commerical adjacent to segment.
150x Sponsorship promos annually.
Only 4 sponsorships available.
Results: 4 Sponsors sold for a total of $300,400
Partners:
none
Advertisers:
Attorney, Hospital, Automotive and Dentist
Repeat Business?
Yes
Contact:
Dan Howard, 276-821-9283, [email protected]
191
Morning News Franchise Ideas
Station:
Group:
City:
State:
DMA:
Promotion Type:
KFYR TV
Hoak Media
Bismarck
ND
151
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: In our morning news program, Country Morning Today we are looking for more
viewer-friendly content that can be sponsored. It is a 90-minute newscast and our goal is always
to make sure we are not just re-racking news stories from the night before.
Overview: We created three franchises based on topics we felt would be universal enough to
engage our viewers of Country Morning Today. The first franchise is called Do It Yourself. Each
week we have the owner of the local Ace Hardware do a taped "how to" tip on anything from
installing a toilet to installing flooring. The second one is called Pet of the Day. Viewers email
photos of their pets which we showcase four days per week, the other day we actually bring a
pet on set from the local animal shelter asking viewers to consider adopting this dog or cat. The
shelter has given us credit for hundreds of successful adoptions. The third is called Healthy
Living Today and includes stories from our health reporter on anything from eating right, how to
stay fit with a busy schedule, etc.
Implementation: We are DMA with four stations/four towers that make one NBC group. Our
server allows us to run these segments in Country Morning Today but have a different
billboard/sponsor in each of our four cities that form our DMA. Our news department loves the
content, we make sure the sponsors are showcased in a classy way so they are not too overt as
if they are controlling news content. Each week one of our reporters ensures the Do It Yourself
and Healthy Living Today are executed, Pet of the Day kind of takes care of itself by viewers
sending in photos.
Results: $35,250.
Partners:
Ace Hardware, both Hospitals in town.
Advertisers:
Ace Hardware, Valley Bariatrics, Animal Kingdom
Repeat Business?
Yes
Contact:
Barry Schumaier, 701-255-8124, [email protected]
192
Junior Forecaster
Station:
Group:
City:
State:
DMA:
Promotion Type:
KREX
Hoak Media
Grand Junction
CO
184
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
No
No
No
Objective: Every Friday, Newschannel 5 meteorogist John Carroll gets a little help with his
Weekend Weather Planner from a local kid. This is a great opportunity to connect with the
community while getting your business noticed as a sponsor of the popular segment.
Overview: We ask sponsors to give us at least a 13 week schedule. We air promotional spots
for the weekly event. We include promotion in a web banner and link to a coloring sheet on our
web site. The segment includes on- air mentions of our sponsors. We include the sponsor logo
on the weather planner on-air for the segment. We also ask sponsors to provide a certificate or
prize for each week's winner.
Implementation: Local sellers pitched this concept to advertisers that have a keen interest in
kids - especially if they have a service or product targeted to young customers. The target ages
are third to fifth graders. A “Color the Weather” sheet is available online and at the sponsor
business. Kids send in or bring in their completed sheets and a weekly winner arrives at the
station on Friday afternoon to tape the segment. It airs in the 5 pm Weather. I covered the
details on this promotion in the brief overview section of this submission. The advertisers agree
to an on-air schedule of $300 per week.
Results: We offer this to three category exclusive sponsors at $300 each per week, generating
$900 per week.
Partners:
Advertisers:
Weather Staff and local advertisers
a local Dentist, pet store, computer store, local toy store, local kids
educational supply store
Repeat Business?
Yes
Contact:
Randy Stone, 970-242-5000, [email protected]
193
Big Event
Station:
Group:
City:
State:
DMA:
Promotion Type:
WDHN
Nexstar
Dothan
AL
169
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: Multiplatform project that utilizes broadcast, emedia, Facebook and eblasts. This
project is designed to get the "word" out for an upcoming big event. This will cover the bases
and make sure it reach a wide audience.
Overview: Broadcast schedule, eblast, Facebook blasts, prerolls on website. Put package
together that incorporates broadcast, emedia prerolls, eblasts, Facebook blasts. Broadcast
involves free production of fifteen second commercials which also run on website as prerolls.
Implementation: We put package together that incorporates broadcast, emedia prerolls,
eblasts and Facebook blasts. Broadcast involves free production of fifteen second commercials
which also run on website as prerolls. Thirty fifteen second commercials, production included,
two eblasts that go to everyone signed up to receive emails from the station, two Facebook
blasts that reach everyone on WDHN and Dothanfirst Facebook pages and 100 prerolls that run
before each news story on Dothanfirst.com. The fifteen second preroll is the same fifteen
second commercial that we produced to run on broadcast. This package is designed to run over
a two week period.
Results: Sold 8 packages in the first month.
Partners:
none
Advertisers:
eight different advertisers
Repeat Business?
No
Contact:
Janie Hinson, 334-793-1818, [email protected]
194
End of Summer Best Seat In The House
Station:
Group:
City:
State:
DMA:
Promotion Type:
WILM
Capital Broadcasting
Wilmington
NC
132
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
No
No
Yes
Objective: Our goal was to increase foot traffic into the Home Show Galleria of homeowners
who could afford to make home improvements and would bring new leads to the 32 vendors
within the retail establishment.
Overview: HomeShow Galleria, which is a year-round home improvement expo with more than
32 vendors, wanted to increase their foot traffic. We worked with Odds On Promotions to secure
two insurance policies to give away a Toyota Prius and a porch conversion, both worth $25,000.
Contest registration is open for two weeks and they had to be present to roll dice that spelled
out "WINS". We drew 20 total qualifiers. All qualifiers received secondary prizes ranging from $5
to $200.
Implementation: Odds On Promotions provided us with the dice and the insurance policy. Our
client also partnered with Toyota to set the Prius in front of their building. The client did a cross
promotional on two different TV stations and two radio stations and complemented it with
newspaper. The bulk of the money was spent on WILM. The client had two wooden boxes
made with locks. We helped with the eligibility rules and the client posted these on their website
and directed people to read them carefully. The day of we called the 20 qualifiers who could
only roll the dice for one prize. The first prize that they were called for was the prize they would
roll for. However, because of the odds of giving away the grand prizes were so high, we had 20
secondary prizes that we drew randomly from the qualifiers themselves ranging from $5-$200 in
value. The dice were rolled with excitement. Two people had two letters come up.
Results: More than 350 people attended the drawing and on average 20 people a day
registered. All of the vendors received leads and made appointments with new clients. The
client was so happy that we have scheduled another giveaway in September.
Partners:
N/A
Advertisers:
Porch Conversions, Home Show Galleria
Repeat Business?
Yes
Contact:
Melissa Walton, 910-332-7004, [email protected]
195
Dream Wedding
Station:
Group:
City:
State:
DMA:
Promotion Type:
KRIS Communications
Cordillera
Corpus Christi
TX
129
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
Yes
No
Objective: The primary goal of the campaign is to give a Dream Wedding away to one lucky
couple. By doing this promotion we are able to drive more traffic to both of our websites as well
as cause a buzz throughout the community. We basically took the same premise as the Today
Show wedding giveaway. We were able to use all of our platforms including TV, web, mobile,
texting and Facebook posts to promote the Dream Wedding.
Overview: Beginning in June, KRIS-TV 6 and KRISTV.com kicked off our 2012 Your Dream
Wedding Promotion by asking engaged couples to email or mail KRIS Communications a letter
expressing how they met, why they should win the Dream Wedding and any other information
that is unique to their relationship. After selecting a couple, KRIS Communications, along with
the viewers of the Coastal Bend helped them plan their wedding.
For seven weeks, viewers went online to select the wedding dress, the rings, the cake, the
reception menu and many other items related to a wedding.
KRIS Communications 2012 Dream Wedding has been one of the most talked about events in
the Coastal Bend. The special promotion includes the power of television, interactive elements
and, most of all, the viewers.
Implementation:
June 4-June 22
KRIS Communications will promote Your Dream Wedding by asking viewers to send in letters
expressing why they would like to win. Their story must include how they met and any other
information they consider unique to their relationship as well as a photograph of themselves.
June 25
A committee, which will include all sponsors, will review all letters and select ten semi-finalists.
June 27
The committee will interview the ten semi-finalists and select three finalists to be voted on by the
viewers to receive Your Dream Wedding.
June 29
KRIS-TV 6 will announce the three finalists during KRIS-TV 6 News at Noon.
196
July 9
KRIS-TV 6 News at Noon introduces the three couples to the viewers. Each couple is
interviewed daily, sharing the letter they sent to KRIS-TV as well as other information about
themselves.
July 12
All three couples‟ pictures and information appear on the KRIS-TV 6 News at Noon for a last
look before voting begins. After the segment, the voting will begin.
July 12-27
Viewers are asked to go on-line to vote for their favorite couple.
July 30
KRIS-TV 6 News at Noon announces the winner of Your Dream Wedding.
July 31-September 14
For 7 weeks viewers will vote on-line to select the invitations, bride‟s dress, bridesmaids‟
dresses, rings, cake, flowers, reception menu and the honeymoon.
September 22
KRIS-TV will recap the 7 weeks of voting and organize Your Dream Wedding. The wedding will
take place at Port Royal on November 10.
November 10
The wedding will take place at Port Royal. KRIS-TV will broadcast highlights of the wedding on
6 News at Noon.
Results: The promotion is currently running. This is our last week of voting for the tuxedo that
the groom will be wearing.
Partners:
Advertisers:
KRIS-TV & KRISTV.com
Port Royal, Rental World, Gold Master, Bridal Boutique, Tuxedo
Junction, M&J Photography, Sugarbakers, Hollywood Buses
Repeat Business?
Yes
Contact:
Shelly Paquette, 361-654-1684, [email protected]
197
Local Biggest Loser Competition
Station:
Group:
City:
State:
DMA:
Promotion Type:
WSMV
Meredith
Nashville
TN
29
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
No
Yes
No
No
Objective: To get the national Subway agency to spend money on integration and digital
platforms. We went to local franchise group and sold them on the idea. They pushed the
Biggest Loser idea to the corporate agency dictating that they wanted their local franchise
dollars to go to this campaign. The goal of the franchise owners and our station was to make the
promotion more local in scope rather than a cookie cutter promotion from the national agency.
Overview: We are an NBC affliate and played off of the Biggest Loser programming and the
Subway National Get Fit Challenge concept. We conducted a biggest loser Nashville contest
sponsored by Subway promoting their Get Fit Challenge. We partnered with a local gym that
provided facilities and trainers to coach our 10 local contestants. All culminating with a 2 minute
spot in the Biggest Loser showcasing the winner.
Implementation: We had a pre-promote window starting in December that ran through
January. Promotion was paid spots from Subway and Athletic Club Gyms. Ten local contestants
were chosen from those entries. From February through May, the contestants came into the
studio every two weeks for a "weigh-in" to see their progress and it allowed us to use integrated
long format segments in our local interview style show. The contestants were also given a video
camera and we set them up with a video blog page that they were required to update weekly.
We conducted on-site wellness expos at each of the Athletic Clubs during the peak winter
months and handed out Subway coupons. The entire promotion was promoted through spot TV,
long format segments, website and mobile app sponsorship banners. The event culminated with
a local 2 minute spot that aired in the final episode of the Biggest Loser. Jared was also flown in
to announce and congratulate winner in the two minute spot.
Results: Increased foot traffic to Subway and Athletic Clubs. Plus provided local branding to
both companies with unique and engaging content. We secured their partnership for two years
and took the largest share of business for both companies.
Partners:
Biggest Loser
Advertisers:
Subway & The Athletic Clubs
Repeat Business?
Yes
Contact:
Jon Reames, 615-353-2230, [email protected]
198
Great Day to do Business
Station:
Group:
City:
State:
DMA:
Promotion Type:
WKPT
Holston Valley Broadcasting Corp.
Kingsport
TN
96
NTR
Multi-Platform
Web/Social/Mobile
Turnkey
Yes
Yes
No
No
Objective: The goal of the Great Day to do Business was to allow small businesses to combine
their resources to create traffic both to their business and to their particular community,
shopping center, etc.
Overview: It started as a promotion for businesses in Downtown Kingsport. The mayor opened
the one minute spot by saying "It's a great day to do business in downtown Kingsport and
business is good." Then three downtown businesses had :15 each to run their 'spot' and we
closed out each segment with the LSM who is a former sports director and Tri-Cities TV
personality. Each business paid $500 each for the Great Day spots that ran a minimum of 50
times during the month. It was so successful that other cities and shopping areas called to
schedule Great Day to do Business in their locations.
Implementation: We shot several opens and closes for the spots to keep it fresh then lined up
small businesses to participate. We had 15 businesses in the first one for Downtown Kingsport.
Each business got a :15 spot and we encouraged each business to be on camera so people
knew both who and where they were. It gave each business a sense of pride in their business
and in their community - the first of which was downtown Kingsport, Tennessee. Once the first
series was complete with 15 businesses in downtown Kingsport, we were deluged with phone
calls from other cities and we used the same structures there.
Results: We did outstanding getting 15 clients the first time. Then the promotion went to two
other locations in Kingsport as well as two locations in Johnson City, TN two locations in Bristol,
VA, Abingdon, VA, Greeneville, TN and Rogersville, TN.
Partners:
WKPT/WAPK/RTV
Advertisers:
various
Repeat Business?
Yes
Contact:
Bob Haywood, 423-426-3060, [email protected]
199

Promotion Title - National Association of Broadcasters

Transcription

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