Market Your Business or Organization With Montana Public Radio 2018-2019 Media Kit
Dave Dennis Sponsor Support Manager [email protected] 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 23 MTPR "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 23 MORNING 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.com
MORNING 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 week. KUKL is Montana KWOL FM 4,361 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.com
Your message airs on all 13 transmitters in 11 cities
Statewide
Western MT Eastern MT Why 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 Ads Content 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 Research Listeners Patronize MTPR Sponsors…
Source: NPR Audience Insight Research Listeners 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 67% Vote 22% Own stock or bond mutual funds 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 2017 Congratulations! 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-Newsletter On 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 visitors E - 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 scripts The 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 [email protected] 406-243-4219