Failing Forward: Learning From Mistakes on the Journey to Anti-Racism

Membership, Corporate Support, Major Giving, leadership, diversity & inclusion

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So often we spend a lot of time thinking about the mistakes that we make, both those we realize on our own and those that others point out. We can spend days replaying a scenario particularly when it is related to race or gender identity. Some describe it as minefields that they are fearful of saying the wrong thing. I want to liberate you and tell you that you WILL make a mistake and you will offend someone. When working in equity and inclusion and striving to build knowledge while moving forward it is important to have a framework of what to do when you make a mistake. This strategy allows you to make amends, to learn and to feel more courage to take risks and make mistakes in the future. 

During a webinar I was once asked this question: “I have run into situations where a name is unfamiliar to me (e.g. I recently hosted a panel and one of the panelists had a Vietnamese name I hadn’t heard before). I struggle with having to ask someone multiple times to pronounce their name because it feels disrespectful but I am asking because I genuinely want to get it right. Any tips on how to handle this situation?”

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Maximize Streaming Audio Sponsorship Now More Than Ever

Corporate Support, digital sponsorship

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If you have been thinking about adding streaming audio pre-rolls to your mix of digital sponsorship offerings, now is the time to jump in and  jump in all the way.  If you have just been offering a “baked in” single or dual streaming audio sponsorship and are only selling it to one or two sponsors,  it’s time to change to dynamic pre-roll insertion and sell to multiple sponsors.  

Stations can more than make up the monthly service cost for dynamically inserted streaming audio pre-rolls through added sponsorship sales and increased digital revenue.  Borrell Associates recently released “The 2021 Mindset of Streaming Audio Advertisers,” including their survey of 2,262 local advertisers and agencies conducted in Q2 and Q3 2020.  The results showed that almost half of local agencies were buying streaming audio, while only 11% of local advertisers were doing the same. This may indicate that streaming audio is currently bought by more sophisticated marketers, but is starting to gain traction on direct buys, too.  With smart speakers now in over 87.7 million U.S. households (up over 32% year over year) and the ubiquitous use of smart phones, it just makes sense to capture the most sponsorship revenue you can with streaming audio.

The Borrell Associates study mentioned above goes on to show that half of streaming audio sponsorship buyers are in arts & entertainment, retail, civic organizations, and health care.  Most of these are strong public media sponsorship categories. And indicators suggest that streaming audio buyers have bigger budgets.

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Finding Ways to Meet Sponsors’ Needs During a Pandemic

event sponsorship, Corporate Support, marketing, COVID-19

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Greater Public spoke with Joyce Cotton, director of marketing and community partnership at WEDU/PBS TV. During the COVID-19 pandemic, Cotton has relied on many of the techniques she’s honed over decades in the industry, combined with inspiring new ideas for how to serve sponsors, her station, and the community. Here are some of the practices - old and new - that have helped her meet sponsors’ needs in valuable ways. 

Lean into Sponsor Relationships During Hard Times

Over the years, I have been involved in the Tampa Bay community which has given me the opportunity to have a greater understanding of the issues that are of concern in the local community. At the start of the pandemic, I realized that this was going to be a time of change and uncertainty for everyone. I was a natural at adapting and adjusting to change. We have a relatively small underwriting team and I handle most of the arts venues which were shut down immediately. So, maybe two thirds of my business was impacted. I reached out to each community partner in an email. I said, “I understand your situation, if you need help with something, just let me know. We are all in this together.”

Because of the relationship that I have with my clients, some of them reached out to me, including an area restaurant that’s long supported WEDU. They asked if we could produce a spot to let their customers know that, although the restaurant was closed, their chef was preparing family dinners for curbside pick-up. A family-owned catering company changed their on-air message to encourage the donation of catered meals to the doctors, nurses and other healthcare providers who were caring for COVID-19 patients in area hospitals. 

I am fortunate to have developed ongoing community partnerships. For example, since the opening of the Glazer Children’s Museum 10 years ago, we, along with our education department, host bi-monthly “Free Tuesday” events on-site that include PBS Kids activities, character appearances, mobile labs with iPads featuring PBS Kids games apps, take-home educational resources for families, and free books for the kids. We have 2,000 - 3,000 people at each event. The museum recently reopened with a Wild Kratts exhibit in March [of this year] and will have the Daniel Tiger exhibit opening in the summer. Although we are not hosting the “Free Tuesday” events due to the limited capacity, the marketing director contacted me about this natural tie-in to continue our partnership and the museum is recognizing WEDU PBS as a sponsor of both exhibits. They have committed a $10,000 cash underwriting schedule to promote the reopening and assure families that they can come back safely.

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WXPN's Virtual 5k Brings Surprising Results

event sponsorship, Membership, Corporate Support, Major Giving, marketing, Audience Engagement

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Since the start of the COVID-19 pandemic, events have gone virtual. From screenings to concerts and 5k runs, we’ve all been scrambling to figure out the best way to transition to this new model.

Last fall, WXPN successfully did just that, for its Musicians on Call campaign, in partnership with a national organization by the same name. The results were impressive, particularly when it came to participation. With approximately 200 more participating in its annual 5k fundraiser this time, many were listeners who lived too far from Philadelphia to join past runs, but were signing up now.

“We’re a big supporter of the local music community,” says WXPN’s Director of Marketing, Kimberly Winnick, who is responsible for raising funds for the program. “It’s one of the reasons we got involved with Musicians on Call. Our mission is to connect artists and audiences, and build, serve and engage the community. With a large community of local musicians and passionate volunteers, we knew we could build and sustain the volunteer staffing needs for this program. It’s a perfect fit for us.”

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Boost Staff Motivation One Year into the Pandemic

Corporate Support, General Management, COVID-19

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The question on everyone’s lips just a month ago was “how do I keep my staff motivated one year into the pandemic”?

Due to the effects of the COVID-19 pandemic, businesses have had to overcome so many extra challenges, boosting employee morale and keeping employees motivated when they’re working remotely.

We’ve become a Zoom society. Working from home almost daily, we’re Zooming with our sponsorship prospects and clients, our coworkers, and station managers. It’s not always easy. Zoom meetings bring technical glitches, dropped connections, and interruptions from our pets or family members which can be an embarrassing situation. And there’s the often-heard, “you need to unmute yourself.”

Trying to motivate employees after months of being away from an office environment can be challenging. We're so focused on rebuilding relationships and revenue streams that a mental health break is in order. Without time to blow off some steam, a person can become bored, frustrated, and unmotivated.

Here are some ideas to lift your staff's spirits and morale, or offer them a break from their challenges and struggles.

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Possibly the Most Compelling Reason to Sponsor Public Media

Corporate Support

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Reaching the public radio and television audience has always been a selling point with sponsors, and is the unique value proposition of all stations. The public media audience is unparalleled in reaching decision-makers and is an ideal highly qualified audience for sponsors. But as listening and viewing habits change, as well as behaviors due to the COVID-19 Pandemic, there may also be another reason to sponsor public media that is even more compelling.

A recent study reported by Annette Malave, SVP/Insights, RAB in her blog post “Radio Covers Auto Insurance,” showed attribution data analysis by Analytic Owl on the recent large ad spends by insurance companies like Progressive Insurance. The data showed that of nearly 36,000 radio ads throughout 2020, radio increased web traffic by 12%, according to NumericOwl data (powered by AnalyticOwl). For every radio ad aired, it generated 2.2 new website visits for a total of over 135,000 visits.

Everyone wants increased web traffic! Think of all the professional service companies, attorneys, healthcare, and others that have spent a lot of money updating their websites to make them current and user-friendly. If you can increase their web traffic it can help make that investment worthwhile. Oh, and what about automotive dealerships? Driving traffic to their website is exactly what they want.

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More "Share of Wallet" Can Deliver More Revenue and Better Results

sales strategy, Corporate Support

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BIA Advisory Services, which tracks the local advertising spend for 16 different media, half of which are traditional and half of which are digital/online, is reporting that radio advertising spends will be up slightly this year. To get more revenue, and deliver stronger sponsor results, we in public radio sponsorship can work on getting more “share of wallet.” 

“Share of wallet” is defined in this context as the dollar amount a client spends with a particular advertising media. Radio, historically, has not asked for enough “share of wallet” compared to the unparalleled reach that radio offers. This year, if you change your expectations and your “ask," you can change your sponsorship revenue results.

The Radio Advertising Bureau reports the total number of radio listeners from Nielsen’s RADAR data every year.  92% of all Americans over the age of 18 listened to radio in 2019. As of August 2020, in Nielsen’s Total Audience Report, approximately 91% of all Americans over the age of 18 were listening to radio. According to Nielsen  this means that Radio is America’s #1 reach media. 241.6 million people listen to radio each week. How does this compare to TV? Television reaches 80% of Americans over the age of 18 according to the same Nielsen data. 

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Corporate Support Strategy in the Coming Year: Telling a Client “No”

sales strategy, Corporate Support

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After a recent lively one-on-one conversation with Greater Public CEO Joyce MacDonald, Vice President and General Manager of Jacobs Media, Paul Jacobs, answered some additional questions from station colleagues across the system about corporate support efforts in the wake of challenges from the past year.

Q: What if you love the client, their passion, and idea, but you know their promotion will fail, which might damage their faith in the public radio audience or spread the virus. How would you handle that?

Jacobs: I have always believed that good news travels fast, but so does bad news. So if you allow a client to do the wrong thing, or something you believe won’t work, it’s incumbent on you to say something for a few reasons.

First, of course you want it to work for them. Second, if a credit sounds bad or inappropriate or simply doesn’t fit, all of your listeners will hear it, which reflects badly on the station. Third, if it fails, don’t assume the client won’t share that experience with others. Business people talk to other business people, and word spreads. So even if a client insists on doing it their way, you need to be on record as warning them, so in the event it doesn’t work, you might get a second bite of the apple to do it your way. If you don’t, it’s likely they will conclude that public radio doesn’t work and move on.

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Corporate Support Strategy in the Coming Year: Shopping Guides to Support Local Businesses

sales strategy, Corporate Support

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After a recent lively one-on-one conversation with Greater Public CEO Joyce MacDonald, Vice President and General Manager of Jacobs Media, Paul Jacobs, answered some additional questions from station colleagues across the system about corporate support efforts in the wake of challenges from the past year.

Q. You suggested on the webinar that stations should "promote local business.” I don't disagree, but is it legal for public stations to say 'shop local' on the air? And, even if legal, is it wise? Doesn't that undercut the messages from most if not all our national underwriters? 

Jacobs: I’m the last person you should ask about legalities so I’ll leave that up to other smart people. Let’s face it, Amex does a ton of business with Target and Wal-Mart, and they just sponsored “Small Business Saturday.” Shopping local not only appeals to local businesses, it is in sync with your local audience. As media becomes more nationalized, there’s benefit to reminding the audience you are local and care about the community where you both live.

“Shop Local” can also take many forms. It doesn’t necessarily have to be on the air. It can be an online initiative. For example, Louisville Public Media calls their effort the “Sponsor Market.”

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Corporate Support Strategy in the Coming Year: Sponsorship Pricing and Packaging

pricing, Corporate Support

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After a recent lively one-on-one conversation with Greater Public CEO Joyce MacDonald, Vice President and General Manager of Jacobs Media, Paul Jacobs, answered some additional questions from station colleagues across the system about corporate support efforts in the wake of challenges from the past year.

Q: Should I be selling digital packages via SOV (Share of Voice) or CPM (Cost Per Thousand) models? 

Jacobs: In my experience, I always prefer SOV. (Do you see a pattern of my desire to stay away from ratings pricing?) Unless a digital package has a hefty number of impressions, it’s hard to generate a good rate and make it worthwhile. I prefer multi-channel digital packages that are long on concept and heft, and short on delivery pricing, whenever possible. Now, with agencies, that can be a challenge. CPMs work best for display ads, and less so for higher concept packages.

So to me, the best digital packages are those that are based on a concept that’s perceived as valuable by the client, not because of the numbers it delivers primarily, but the concept is in alignment with the brand’s values. And then the concept is supported with multi-pronged support, like email, website, push messaging, social media, etc., that features the sponsor. It’s the combination of the heft of support and the value of the concept that drives value.

In other words, I like fewer, bigger SOV-type packages than trying to sell a bunch of smaller ones based on CPM.

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