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.


Re-Discovering Your Local Downtown

Here's another real-life example of radio getting the job done! The concept of the campaign was designed to focus on bringing life and traffic back to the downtown area. The campaign was not designed for tourists, but for the community to support its local downtown businesses. The campaign was framed around what is available in the downtown area.

Downtown Springfield Inc. covers businesses in a twenty block radius. The local perception is the downtown area businesses only consist of about a six block radius. One of the biggest obstacles for downtown businesses is the perception of a lack of parking. There are four parking garages within a six block area. However, with Springfield being a smaller city, customers want to park right outside of the business.

The global advertising campaign was funded by a grant from the city. With this grant, Downtown Springfield Inc. purchased two kiosks that will be placed downtown for shoppers to find local DSI members. A website was also created to list the local merchants by category with links to their websites, as well as directions to the business.

The goal of the radio campaign was to use three of the four radio stations and create enough frequency to have an impact over a three month period. The radio station is also a downtown member and has a local studio within the downtown area, so there was a commitment to work with DSI and provide added value to the campaign.

The campaign included an editorial from the radio stations' General Manager addressing the importance of shopping in the downtown area and supporting the local merchants. A link was placed on the three radio stations' home pages to the Re-discover Downtown website. The radio commercials were built as donuts with an intro and exit on the campaign. The middle of the commercial was inserted with a local merchant talking about their business. We rotated the commercials to offer equal exposure. In addition, the radio stations offered an opportunity for DSI members to do free interviews on the station of their choice over the course of the three months. This was a huge success and many of the businesses chose to participate.

An ad-lib package was built to gain additional revenue during the campaign. The merchants had the option to purchase one ad-lib, or could purchase them in groups of three. A local popcorn shop chose to buy adlibs on all three stations and used them to promote their popcorn Easter Bunnies as a test. The previous year they sold 300 and this year they had orders for 1,100. This is an advertiser who did not previously use the radio stations, and is now working with the station to create an annual campaign.

The response from the merchants who participated has been tremendous. They report seeing an increase in traffic during the campaign and gave the radio station high praise for their partnership.

Dave Doetsch