When we start putting together a promotion at the Z, we look for three things…Is it a win for the listener, the station as well as the partner we are working with on the promotion (if one is involved)?
If we can see a win for all three, we start brainstorming and planning. In that session we are looking to figure out not just the on-air piece, but also all the off air components, too. We are also looking at seasons…I’m always trying to figure out and be where she (the listener) is…where is her head at the moment? It doesn’t make sense to try to make her do something outside of the routine she currently lives in.
Whether you are like us wearing multiple hats (Promotions, Social Media, Volunteers and Donor Love are all run out of my department with three full timers including me:) ) or you have multiple people running those departments, I’d encourage you to put everyone in a room together from the beginning of a campaign to create. For us, it’s my team of three sitting in a room with our Mornings Team and separately our Afternoons Team once a week working together to create our promotions and campaigns.
When brainstorming an idea, we’re looking to fill in the following areas with a plan before it ever hits the air: On-air, Social Media, Website, Outside Marketing, Artwork, Events, Donors and Volunteers. Also, there has to be a strategy for what we are doing.
Thinking about each of these pieces from the beginning, we are able to create a promotion that encompasses all areas of the radio station, not just the programming side. The 360 degree approach honestly allows us to work smarter instead of finding ourselves frustrated with trying to fit pieces back into the pie later. This happened a lot before we started pre-planning each piece…we would have donor realize they need something after the ticket count was negotiated or we were exhausted after an event and didn’t have a followup plan for on air or social, so we missed opportunities. All of these extra frustrations could have been avoided if handled from the beginning and pre-planned all at once.
Here’s an example…with summer rapidly approaching, we found ourselves with a lot of great ideas, but how do we execute all of it? We decided to put these ideas together under an umbrella campaign we are calling Ellis and Tyler’s Best Summer Ever.
The strategy is simple…give her a reason to keep coming back to our morning show this summer because schools out, the kids no longer have to be up early and her regular car routine won’t start up again until the fall.
You can check out our summer umbrella campaign for yourself here: zradio.com/BestSummerEver. Below you will find a few pieces of the artwork we used to promote on social and web. We’ve already planned every piece, which made for a lot of hard work and meetings up front, but now it’s off and running and we don’t have to worry about it all. Time to move on to the next campaign brainstorming and planning meeting.
We live in a 24/7 content driven society. I’ve heard many of us say (myself included) that it’s not possible to create that much content with the small staff we have. Our air staff is already creating it, so it becomes much easier to accomplish if we harness their creativity, and turn it into web, social, podcasts and touch points for volunteers and donors from the very beginning.
At the core, we are using social media and all of the tools off air to create relationships between the listener and our air staff. As we have been learning at Momentum and through CMB Summits, it’s not enough to just do radio anymore. We live in a two way communication world, so if we let our listener be part of the conversation instead of just talking at them, they are more likely to keep coming back and turning your radio station on in the car. It’s our way of building brand loyalty in this crazy world that we live in that offers hundreds of billions of options. 🙂 It’s honestly why we spend just as much time creating the off the air elements as we do creating the on air elements. It’s hard to make the switch, but if we start doing this planning from the beginning, it becomes a whole lot easier to achieve.
Hoping that helps change your perspective on how much work we have as promotions people. 😉 Not a lot of people understand, but we have to stick together…there is so much work and strategy that pours into everything we do. I pray daily for everyone who holds the title Promotions Director. There’s never enough time in the day or enough people on payroll. 🙂 I’m also praying that you take the time to start meeting together up front with all departments present inside your building to create some pretty powerful campaigns. I always think of it like this…Separately we are working against each other, but together we are a force. It might feel clunky and a lot of extra work at first, but it’s really worth it in the end. Happy promoting! 😉
98.5 KTIS strives to point people in the Twin Cities to Jesus on the air, online, and on the street. Through remarkable service projects, 98.5 KTIS listeners are the hands and feet of Jesus to multiply the KTIS impact in our community. The first Friday of each month was 98.5 KTIS Drive-thru Difference Day, as listeners shared God’s love by paying for the order of the person behind them in the drive-thru. Moms overcame health, financial, and family difficulties through 98.5 KTIS’ Heart of a Mom initiative; meeting needs for a kitchen update, fulfilling a missed honeymoon with a cruise to Alaska, securing a reliable vehicle, and more. 98.5 KTIS’ Christmas Blessing resulted in remarkable stories of goodwill in the community, meeting needs by blessing people battling cancer, overcoming miscarriage, and recovering from financial devastation. Collecting thousands of Operation Christmas Child shoeboxes filled with toys for kids around the world, the 98.5 KTIS Shoebox Showdown shared the hope of Jesus from the Twin Cities to children around the world. Listeners continued that generosity by working together to collect over 11,000 pencils for boys and girls in the Dominican Republic. 98.5 KTIS listeners ‘Shared the Warmth’ as a local business paid listener heating bills during the cold winter months, and listeners used those funds to bless their favorite Twin Cities nonprofits. 98.5 KTIS’ Ministry of the Month connected listener passions and talents to local ministries, highlighting the good being done in our community by these organizations on-air and online.
Through intentional, community focused service initiatives, Spirit 92.9 partners with listeners and businesses to help make their community better, together. The station’s first “Community Spirit” project in 2022 focused on showing God’s love to children entering foster care in the area after the ministry learned that there were more children than ever before in the system. During a weeklong collection drive, Spirit 92.9 listeners and business partners generously helped provide a new pair of pajamas and a stuffed animal for over 1,100 kids. Hoping to lead by example through serving, the Spirit 92.9 team helped prepare over 800 free meals for individuals and families in need for Easter, prepared and served a meal at the local homeless shelter, and helped clean up trash at an abandoned property near their studios. Hundreds of women in the community were served and uplifted in January at the station’s first Ladies’ Night Out-an opportunity to worship, laugh, receive support and prayer. In the fall, listeners and business partners joined together to help three local organizations provide free homemade, holiday meals to those in need. This ‘More Than A Meal’ on-air and online fundraiser helped feed over 3,000 in Central Minnesota. At the end of the year, Spirit 92.9’s “Share The Joy” promotion offered listeners the opportunity to nominate someone to receive a financial blessing. Single mothers, elderly homeowners, and the family of a father badly injured and hospitalized out of state were among the 12 people granted a $500-$1000 gift.
From entertaining the airwaves on KFRC-FM in San Francisco, to dancing away the late 90s on WKTU-FM in New York City, to encouraging and uplifting Atlanta on WFSH-The Fish every afternoon, Beth Bacall’s three decades on the air have had a lot to say. In 2003, she embraced CMB and the CCM sphere when she started working at Star 99.1 FM in NY/NJ. Since 2005, she has served on the Momentum Leadership Team while also offering mentorship to CMB’s Women in Radio community. Beth is a champion for others, taking a sincere stance of integrity and leading by example with her on air work, community engagement, and show prep. As a top talent coach, she equips multidisciplinary broadcasters and artists to embrace their authentic self, grow awareness, share stories effectively, and create meaningful Christ-centered content with all audiences. Beth specializes in moments that matter and is a driving force behind The Fish Christmas Wish Program and Fish Acts of Love. Working on all aspects of creating promotional, reward-based content, including research and execution, Beth is a dot connector that the Lord uses to bring joy and experiences into the lives of others. Even after these promotional seasons, she’s always looking for the next opportunity to be a blessing.
For over four decades, Rick Dunham has been at the forefront of marketing and fundraising for Christian nonprofits. In 2002, he founded Dunham+Company, which has become a global leader in providing multi-channel strategies across some of the world’s most influential sectors. Through radio and television, local churches and overseas missions, medical relief and philanthropic initiatives, Dunham+Company is multiplying the reach of the Gospel. The company currently serves nearly 100 clients in the United States, Canada, United Kingdom, Australia, and New Zealand – whose collective effort is reaching nearly every corner of the globe. Rick is the author of Secure: Discovering True Financial Freedom and If God Will Provide, Why Do We Have to Ask for Money? He serves as a member of the board of The Giving Institute and is a former chair of the Giving USA Foundation, which publishes the most widely respected annual report on giving in the U.S. He has been published and quoted in the Wall Street Journal, USA Today, Washington Post and more. From devotionals to blogs, webinars to books, Rick’s personal faith in Jesus and his Biblical training are the driving conviction of his communication.
Over the decades, Jacobs Media has become known for advising broadcasters on strategic planning and digital transformation, championing forward thinking of the in-car audio experience, developing its innovative Techsurveys, and driving research initiatives with some of the most influential companies in media. In partnership with Radio Ink, the Jacobs duo created the DASH Conferences in 2013-15, bringing together leadership from both automotive and radio broadcasting industries. Working with CMB, Jacobs Media launched the first of its annual tech surveys for Christian music radio in 2014. Working in collaboration with the NAB’s Connected Car Committee, they developed the original “Best Practices” report in 2017. Fred Jacobs, a 2018 Radio Hall of Fame inductee, is credited with the creation of the Classic Rock radio format in the mid-80’s. Paul Jacobs specializes in revenue generation for Jacobs Media’s clients including heading up jācapps – the industry’s first, and now largest, mobile application development company with more than 1,300 apps worldwide. In 2022, Fred and Paul were recipients of the National Radio Award, the highest honor from the National Association of Broadcasters. They were the first duo to receive the award as well as the first consultants.
Jim Leightenheimer has passionately pursued the mission of teaching, mentoring, and preparing college students to serve Christ in radio since 1982. A 30-year radio veteran, Jim implemented and developed a student radio station that started as an AM carrier current, transitioned to a low power FM, and is currently streaming as Resound Radio. Under his leadership, student radio has served to jump-start the careers of many current leaders in Christian radio stations and networks across the United States. His students, both past and present, credit Jim for being the catalyst in building their love for radio. Throughout his career, Jim has enlisted graduates and other professionals to serve as mentors to his student radio staff. He has introduced scores of students to CMB by bringing them to Momentum and, more recently, CMB University. Jim currently serves on the board of directors at WCVO (104.9 The River) in Columbus and continues to be a resource not only for his current students, but for those who are living out his legacy in radio.
Joe Paulo has served as the President and Chief Executive Officer of Hope Media Group since 2018. With an extensive background in media and leadership, he began at KSBJ (now Hope Media Group) as Vice-President of Operations in 2017 after serving at Educational Media Foundation (K-LOVE/Air1) as the Director of Donor Stewardship and Communications. Prior to that, he led a division of Columbia International University as Director of Broadcasting until 2014, overseeing the growth of successful radio stations in Charlotte, NC and Columbia, SC. Joe has also provided volunteer leadership at the board of directors and advisory levels for other nonprofits such as Youth Commission International, CMB, and Crime Stoppers of Houston. In addition to speaking on leadership, fundraising and media, Joe and Kelly, his wife, have spoken at marriage and parenting events to share their passion for marriage, parenting and adoption.