Market Your Business On Montana Public Radio Dave Dennis Ann McDowell Corporate Support Manager Corporate Support Coordinator [email protected] [email protected] 406-243-4219 406-243-4044 or 800-325-1565 Sponsorship can: • Inform: WHo you are and wHat you do. • Persuade: WHat would you liKe the listener to do? – purcHase something, aend an event, donate to a nonprofit, etc. • Remind: Build top of mind awareness with listeners or past customers wHo may not be thinKing about you now. SponsorsHip Helps Keep your favorite Montana Public Radio programming alive and thriving. • Educaonal • Informave • Entertaining But... SponsorsHip is not just a donaon. It is a very effecUve and cost-efficient marKeUng tool. Create AcAon: Sponsor announcements can Help bring listeners througH the A.I.D.A. process to take a desired acUon: make a purcHase, become a member, donate to your cause, etc. • Aenon • Interest • Desire • Acon How do you achieve A.I.D.A.? The Success Equaon: 1. Reach the Right people 2. With the Right Message 3. The Right number of ;mes 4. Track Results = SUCCESS! If you had promo;onal campaign that did not succeed, which of these elements were missing? Sponsor announcements are considered informave, not interrupons… • Only one sponsor per break • Two to seven announcements per Hour Tracking Know wHere your customers, members or donors are coming from: 1. AsK the rigHt quesUons: • “WHat is your favorite radio staon?” (most reliable ). • “How did you Hear about us?” (mucH less reliable). 2. Move budget from promoUonal tools that aren’t worKing to increase your exposure in tools that are worKing. 3. Give it enougH Ume to worK. About Montana Public Radio • Licensed to THe University of Montana • 70,000 weeKly listeners in western and central Montana • 122,000 page visits per month at MTPR.org… and growing! Statewide Western MT Eastern MT On the web: MTPR Audiences can access great content online at MTPR.org The Halo Effect 81% of listeners consider NPR "personally important to them" Listeners appreciate our Sponsors… 70% of listeners hold a more positive opinion of sponsors that support NPR Listeners choose our sponsors… 79% of listeners take action in response to an NPR sponsorship announcement Listener Profile: Income: 50% of NPR small-marKet listeners Have average HouseHold incomes of $75,000+ 82% are Homeowners Educaon - College Grads: NPR Listeners 68% U.S. Adults: 27% And 3 Umes more liKely to Hold a Master’s degree Age: 49% Age 25-54 42% Age 55+ Median Age: 43 Polics: 33% consider themselves Conservave 31% consider themselves Liberal 24% consider themselves “Middle of the Road” NPR Listeners: 42% more liKely to be professionals, owners, managers or execuves. Are more than twice as liKely to worK in educaon. 19% are employed in medical professions, from tecHnicians to surgeons. 58% more liKely to worK in tecHnical jobs. Decision Makers! Rank Report: MoSu 6a-Mdnt Weekly Cume Top-15 Market: Missoula/Hamilton, MT Demo: A25+ Pop: 105,900 Sample:819 Missoula/Bitterroot Valley radio stations ranked by total number of listeners during the week. KUFM is Montana Public Radio. MTPR has 10 additional transmitters Weekly Cume in central and western Montana that are not included in this total. KUFM FM MONTANA PUBLIC RADIO - (MTPR) 89.1 / 91.5 KGVO AM NEWSTALK 101.5 KZOQ FM Z100 - CLASSIC ROCK 107.5 KYSS FM KYSS-FM COUNTRY 94.9 KMSO FM MOUNTAIN - HOT-AC 102.5 KBAZ FM THE BLAZE - ACTIVE ROCK 96.3 KGGL FM EAGLE - COUNTRY 93.3 KDTR FM THE TRAIL - ADULT ALTERNATIVE 103.3 KYJK FM JACK-FM - ADULT HITS 105.9 KKVU FM U104.5 - TOP 40 104.5 KHKM FM THE HAWK - COUNTRY 98.7 KENR FM ZOO - TOP-40 107.5 KXDR FM STAR-FM -TOP 40 106.7 KDXT FM THE RANCH - COUNTRY 97.9 KBGA FM UM STUDENT RADIO - VARIETY 89.9 0 10,000 20,000 30,000 40,000 Rank Report: MoSu 6a-Mdnt Weekly Cume Market: Kalispell/Columbia Falls/Whitefi Demo: A25+ Pop: 70,200 Sample:510 Kalispell / Flathead Valley radio stations ranked by total number Weekly Cume of weekly listeners. KUFM/KUKL is Montana Public Radio KDBR FM The Bear - Country 106.3 KOFI AM News Talk - Oldies 1189 am KRVO FM The River Adult Alternative 103.1 MTPR: KUFM-KUKL Montana Public Radio 89.1 90.1 KJJR AM NewsTalk 880 am KBBZ FM B98 Classic Rock 98.5 KWOL FM KOOL Oldies 105.1 KZMN FM The Monster Classic Rock 103.9 KGEZ AM KGEZ Oldies 600 am KLKM FM K-Love Christian 88.7 KALS FM Network of Praise - Christian 97.1 KHNK FM Hank Country 95.9 KKMT FM Star 92 CHR (Top 40) 92/3 / 95.3 KOLK FM The Lake 94.3 Country KERR AM KERR - Country 750 am KIBG FM The Big 100 - Standards 100.7 0 10,000 20,000 30,000 Return on Investment Building brand awareness How many =mes does the listener need to hear your message? More Frequency = More Awareness and beer response Awareness of a Movie Title By # of Times Listened to Sponsored Programs in The Past Week 89% 78% 75% 1-2 mes 3 mes 4-5 mes MTPR "FREQUENCY" Listeners age 12+: If you run THIS many announcements in one week, the average listener will hear it THIS many :mes 4.6 4.3 4.0 3.7 3.4 2.9 2.6 2.3 2.0 1.7 1.4 1.0 1 3 5 7 9 11 13 17 19 21 23 25 MTPR "REACH" Listeners age 12+: If you run THIS many announcements in one week You will reach THIS many listeners 51,940 52,920 49,490 50,750 47,950 44,030 41,370 38,290 33,880 28,210 20,300 9,730 1 3 5 7 9 11 13 17 19 21 23 25 We make it easy! • One affordable price • One easy contract • ReacH all of western & central Montana plus online listeners Cross PlaUorm MarkeAng • Customized for you with care: • PacKages with our best pricing • On-air announcements • Website Banners • E-Newsleer Sponsor Announcements • 15 seconds long (maximum 24 words aer the name of the sponsor including your website) • Follow FCC guidelines • Recorded at the staon by our staff • Updated as needed • We Help you with the scripts Sponsor Announcements Example: MTPR is supported by Montana Community Foundaon, Helping Montanans support their favorite cHariUes and opUmize their Montana state tax deducUons. Informaon at M T C F dot org. (21 words aOer the sponsor name) Montana Public Radio Sponsorship Rates Effective 9/1/16 On-Air Per announcement Rates (15 seconds each) Digital – expand your reach! Weekday/Weekend News & Premium Shows $56/each Website Sponsor Buy in monthly bundles of Weekday Morning Edition only $58/each (300w x 250h pixels) 10,000 views. General Programming: $35/each Two sponsors per page. All bundles are run-of-site. On-Air and Digital Discount Packages: $140 per month. Copper – Entry level E-Newsletter Sponsor Your banner image with the tag line: “MTPR thanks this 15% discount off spot rates. (300w x 250h pixels) week’s email newsletter Packages from $1,820 - $5,999. sponsor.” Example: $1,820 gross – you pay $1,547 net after discount. $200 per month. (On-Air announcements only) Exclusive: One sponsor per week Copper – Recommended Level Packages from $3,640 - $5,999. Example: $3,640 gross – you pay $3,094 net after discount. (On-Air announcements only) Silver 20% discount off spot rates. Packages from $6,000 - $11,999 Example: $6,000 gross – you pay $4,800 net after discount. Custom mix of On-Air – Website – E-Newsletter Gold 25% discount off spot rates. Packages of $12,000 or more. Example: $12,000 gross – you pay $9,000 net after discount. Custom mix of On-Air – Website – E-Newsletter 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 aenUon and Helps them take acUon. ü We can Help you reacH them with an effecUve scHedule – the Right number of mes. Let’s get started today! Here’s how to reach us… Dave Dennis Ann McDowell Corporate Support Manager Corporate Support Coordinator [email protected] [email protected] 406-243-4219 243-4044 or 800-325-1565 .