Market Your Business or Organization With Montana Public Radio 2018-2019 Media Kit - Dave Dennis
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Market Your Business or Organization
With
Montana Public Radio
2018-2019 Media Kit
Dave Dennis
Sponsor Support Manager
Dave.Dennis@umontana.edu
406-243-4219 or 406-207-4363
About Montana
Public Radio
• MTPR is western and central Montana’s NPR
affiliate station
• Licensed to the University of Montana
• 72,000+ weekly listeners in western and
central Montana
• 178,000 page visits per month at MTPR.org …
and growing!
• Over 9000 subscribers to the MTPR
weekly e-Newsletter
Your sponsorship:
Helps keep your favorite Montana
Public Radio programming alive and
thriving.
But...
Sponsorship is not just a donation.
It is a very effective and cost-
efficient marketing tool.
MTPR FY 2019 Revenue
Grants
245,000
10%
Univ. of Montana
371,000
15%
Donors and Sponsors
1,825,000
75%
MTPR Sponsorship will:
• Inform
• Persuade
• Remind
Create Action:
How do you achieve A.I.D.A.?
The Success Equation
(“ The four R’s”):
1. Reach the Right People
2. With the Right Message
3. The Right Number of Times (”Frequency”)
4. Track Results
= SUCCESS!
Any promotional campaign that did not
succeed was missing one or more of these
elements.Tracking: Know where your customers,
members or donors are coming from.
1) Track page views on your website (analytics). Start now!
2) Survey your customers – radio example:
• “What is your favorite radio station?” (more reliable)
• “Where did you hear about us?” (less reliable)
3) Keep track –
• Use Survey Monkey or a paper survey and enter answers in a
spreadsheet.
• Look at the difference in answers to the two questions.Return on Investment
Making it Work • Give it enough time and number of exposures to work. • Maximize your exposure in media that is working the best for you. • Don’t be tempted to spread your budget into too many things.
Building Brand Awareness
with Frequency:
How many times does the listener
need to hear your message to make it effective?
• Ad agencies often use 3 exposures per
listener per week as a minimum.
• 3 announcements does not equal 3
exposures per person (we don’t all
listen all day long, but MTPR listeners
do listen an average of 13 hours per
week!)
• More frequency = more awareness
and better response.MTPR "REACH" Listeners age 12+:
If you run THIS many announcements in one week
You will reach THIS many listeners
48,672 49,968
47,160
45,432
43,416
41,040
38,232
34,704
30,384
24,840
17,352
7,632
1 3 5 7 9 11 13 15 17 19 21 23MTPR "FREQUENCY" Listeners age 12+:
If you run THIS many announcements in one week, the
average listener will hear it THIS many times
3.5
3.3
3.1
2.9
2.6
2.4
2.2
2.0
1.8
1.5
1.3
1.0
1 3 5 7 9 11 13 15 17 19 21 23MORNING EDITION - TOTAL LISTENERS IN THIS AREA
Rank Report: MoFr 6a-9a Weekly Cume Top-15
Market: Missoula/Hamilton, MT Demo: A25+ Pop: 108,000 Sample:796
KUFM FM MONTANA PUBLIC RADIO - (MTPR) 89.1 / 91.5 31,492
KGVO AM 14,736 NEWSTALK 1290AM
KYSS FM 9,769 KISS FM - COUNTRY 93.3
KDTR FM 8,603 THE TRAIL ADULT ALTERNATIVE 103.3
KBAZ FM 8,097 THE BLAZE ACTIVE ROCK 96.3
KGGL FM 7,832 EAGLE COUNTRY 93.3
KZOQ FM 6,601 Z100 CLASSIC ROCK 100.1
Missoula/Bitterroot Valley radio
KMSO FM 5,610 MOUNTAIN HOT-AC 102.5
stations ranked by total number
KKVU FM 5,602 U104.5 TOP 40 104.5 of listeners during the week.
KMZL FM 3,837 SOS-RADIO CHRISTIAN KUFM is Montana Public Radio.
91.1
KENR FM 3,686 ZOO TOP-40 100.1 MTPR has 11 additional transmitters
KHKM FM 3,588 THE HAWK COUNTRY 98.7 in central and western Montana that
are not included in this total.
KYJK FM 2,770 JACK-FM ADULT HITS 105.9
KXDR FM 2,569 NOW 106.7 TOP-40
KAMM FM 2,207 ALT 101.5 ALTERNATIVE ROCK 101.5
0 10,000 20,000 30,000 40,000
Source: Eastlan Fall 2017
Fa17
% Wght 100.0
Pop (000) A25+ 108.0 Ver: 2017.0.2
Sample: A25+ 796
Generated by: Radius Radio Scheduling System © 1993-2008, 2009 microtherapy inc.
Data: © 2017 Eastlan Ratings. Subject to the limitations and restrictions stated at www.eastlanratings.comMORNING EDITION - TOTAL LISTENERS IN THIS AREA
Rank Report: MoFr 6a-9a Weekly Cume Top-15
Market: Kalispell/ColumbiaFalls/Whitefis Demo: A25+ Pop: 71,100 Sample:498
KDBR FM 14,466
KOFI AM 11,878
KBBZ FM 8,998
KJJR AM 6,879
KGEZ AM 6,205
KUKL FM MONTANA PUBLIC RADIO - (MTPR) 89.1 / 91.55,901 Kalispell / North Valley radio
KRVO FM 5,784 stations ranked by total
KZMN FM 4,380 number of listeners during the
KWOL FM 4,361
week. KUKL is Montana
Public Radio.
KHNK FM 3,498
KLKM FM 3,129 MTPR has 11 additional
KALS FM 1,661 transmitters in central and
KKMT FM 1,237 western Montana that are not
included in this total.
KOLK FM 578
KERR AM 343
0 5,000 10,000 15,000 20,000
Source: Eastlan Fall 2017
Fa17
% Wght 100.0
Pop (000) A25+ 71.1 Ver: 2017.0.2
Sample: A25+ 498
Generated by: Radius Radio Scheduling System © 1993-2008, 2009 microtherapy inc.
Data: © 2017 Eastlan Ratings. Subject to the limitations and restrictions stated at www.eastlanratings.comYour message airs on all 13 transmitters in 11 cities
Statewide
Western MT
Eastern MTWhy Public Radio Sponsorship Works Traditional advertising continues to lose people’s willingness to consume and believe the message. (Anyone can say: “We have the BEST prices, quality and service!!) Montana Public Radio sponsorship messages are about a business that cares enough to support their public radio station.
Credibility
Trustworthiness, Reliability, Integrity
“The best ads today are non-ads, which
clearly communicate the benefits of a
product in a style that does not seem like
advertising.”
Source: Roy Williams – The Wizard of AdsContent is Why People Love MTPR MTPR provides at least 54 minutes per hour of content. Providing news, information and entertainment to the public is our mission. We take only a couple of minutes per hour to thank the sponsors who assist in our delivery of “News you can trust and hand-picked music”. ---------- • Commercial Radio provides about 45 minutes of content per hour. • Commercial Television provides about 44 minutes per hour. • Print provides 50% content.
The Public Radio Halo Effect MTPR listeners consider sponsor credits to be informative, not interruptions… • Only one sponsor per break • Two to seven announcements per hour • No political advertising • No political preemptions
Listeners Appreciate MTPR Sponsors
MTPR listeners feel that
sponsors care about
the community.
Source: NPR Audience Insight ResearchListeners Patronize MTPR Sponsors…
Source: NPR Audience Insight ResearchListeners Patronize MTPR Sponsors…
Derek Vandeberg
Frame of Reference Fine Art Whitefish
“Nearly every week someone mentions
they heard me on MTPR, and most open
the conversation by thanking me for
supporting public radio. No other form of
advertising so clearly reaches my target
audience, and I get great radio to boot”Listener Profile:
Listeners are choice consumers, savvy business leaders, and influentials
who are active in their communities.
Demographics:
54% Men (MTPR 49.82%) 77% Household Income $50,000+
46% Women (MTPR 50.18%) 60% HHI $75,000+
52% Aged 25 to 54 61%Married
21% Aged 18 to 34 23% Never married
36% Aged 35 to 54
71% Employed
70% College degree or beyond
3 times as likely to have a graduate 18% Involved in business
degree purchases of $1,000 or more
Over twice as likely to be “Top
Source: GfK MRI Doublebase 2017 management”Listener Profile:
Lifestyles
92% Involved in public activities 31% Own any financial securities
22% Own stock or bond mutual funds
67% Vote
16% Own common or preferred stocks
24% Fundraising
23% Donated $500+ to charity 88% Own a smartphone
65% Attended theatre or concert
or dance performance 70% Domestic travel in past 12 months
62% Dine out 41% Foreign travel over past three years
49% Read books
40% Went to zoo or museum We have many more statistics upon
request.
53% Regular fitness program
36% Walk for exercise
21% Swim
Source: GfK MRI Doublebase 2017Congratulations!
You are now an expert media buyer.
So what’s next?We make it easy! • Affordable packages • One easy contract • Reach all of western & central Montana plus online listeners
Customized for you with
hand-picked scheduling
• Packages with efficient pricing
• On-air announcements
• Website Banners
• E-NewsletterOn MTPR.org Blocks of 10,000 impressions per month – 300x250 banner
Sponsor MTPR.org
Voted Best Media Website in Montana
Montana Broadcaster’s Association 2017 & 2018
August 2017 – July 2018
Over 2 million page views
43% New visitors
57% Returning visitorsE - Newsletter • Exclusive sponsor for one week
Sponsor Announcements
• 15 seconds long (maximum 24 words after
the name of the sponsor including your
website)
• Follow FCC guidelines
• Recorded at the station by our staff
• Updated as needed
• We help you with the scriptsThe Right Message:
MTPR Sponsor Announcements
Example:
"MTPR is supported by Rick's Auto Body, Serving
the Missoula community for over 35 years. ricks
auto body missoula dot com”
(23 words after the sponsor name)Public radio advantages: ü Halo effect: Your message is heard and appreciated. Are Montana Public Radio listeners the Right People for you to reach? ü We can help you reach with them with the Right Message – one that gets their attention and helps them take action. ü We can help you reach them with an effective schedule – the Right Number of Times (frequency).
Let’s get started today!
Please contact:
Dave Dennis
Sponsor Support Manager
Dave.Dennis@umontana.edu
406-243-4219You can also read
