Local Link

This page is for sharing the great ideas, campaigns, proposals, audio, commercials, sales tips and experiences of Connect member stations.

We know that out of our hundreds of member stations, thousands of proposals and campaigns, sales tips, ideas, commercials are being successfully run each week: here's where we'd like to hear about and share these stories and ideas with other stations, to work together to make the industry as strong as possible.

If you've run a campaign - for any kind of advertiser - that has worked, let us know.

If you've created a commercial that got a great response, let us know.

If you came up with a programing idea that sold locally and got results, let us know.

If you have a tip on managing sales teams, getting the best out of sellers or handling your sales manager - let us know.

The more we can share our ideas and resources, the better of we'll all be and the better prepared we'll be to survive and prosper through the next few quarters.

Submissions we receive will be posted up to this page. Users will also get a chance to leave comments as well. (For a full set of legal stuff about submitting your ideas / content, click here)

To submit any kind of content or idea, just click this link. Don't forget to:

a) include your name, your title and your station call-sign
b) include the script for any commercials you send us as a Word or text document if you have it.
c) include any information you think is relevant about your submission - who the client was, how you came by the idea, who was involved, what the results were; the more useful info the better.

Thanks,
The ARIA Team.


Buy Local Campaign: LaCrosse, Wisconsin

Here's an example of a local radio station who created a 'buy local' campaign and ran it free, in support of local businesses. The reaction was extremely positive and has lead to an increase in sales as well as benefiting the community and the local economy. This kind of campaign can also be run in conjunction with our 'Free Plug Friday' campaign, which you can get from the Creative Proposal Workshop inside Connect. Here are the details:

The Situation: At the turn of the year it was evident that the economy was suffering, and this would have a deep impact on local businesses. The folks at the radio station decided not to sit on their hands, and understood that all the negative publicity coming from the national media needed to be countered with positive messages coming from the local media, and specifically these 5 radio stations.

The Solution: Mid-West Family Broadcasting in LaCrosse, Wisconsin built a series of “Shop Local” commercials to keep a positive light on why to shop and specifically why to shop on a local level. Commercials were scheduled, at no charge as a public service to the local business community, each and every day on all of their radio stations.

The Results: Local businesses were ecstatic about the campaign, with dozens sending letters, emails or calling the General Manager to thank the radio stations for doing this. The local chamber of commerce asked to spread the campaign into other media, which led to similar commercials being found on all the radio stations in the market, TV and newspaper…all based on the campaign built by Mid-West Family Broadcasting. This has had a few specific effects. Advertisers who were already on but thinking of cutting back chose not to do so. Past advertisers who had cut, now were calling in asking to get back on the air. And call in levels for requests of advertising information have increase from 3 per week to 10! And this local radio group is seen as the hero during tough times!

You can download examples of the promotions used in this campaign here, here and here.