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.


Not For Profits Making You Profitable

As you prospect for new clients, are you looking at not-for-profit organizations? One of our Account Executives did just that and developed just over $38,000 in new business in three months. As the economy groans and contracts are your people looking in areas where the competition fears to go?

One of those not-for-profit businesses was the local blood center. Our Account Executive met with the Director of the local blood center and quickly found their pain. They did not have a cohesive marketing strategy that reached the local community and surrounding areas. With the help of our Creative Services Director, the Account Executive was able to diagnose and create a strategic marketing plan to bring all the key areas of the blood center together, and to create key strategy words. At the end of every commercial the words are always the same: “One hour…. Every two months. That’s all. Not a big deal for you but for somebody else… it’s life”. It is then followed by their name, website and tag line: “Please, give what’s in your heart”.

The Account Executive created a hybrid marketing campaign. The brand based schedule has a frequency of eight commercials each day Sunday through Monday over a twelve month period. Those commercials talk about how easy it is to donate blood and relates it to volunteering your time. The direct response portion of the campaign consists of remotes to help promote local blood drives. They also created thirty second commercials that address the urgent need for each blood type. These commercials were recorded over the phone so that it sounds like the blood center is calling in at a moments notice. All the blood center needs to do is call the station when there is an urgent need, and that commercial will be put in rotation for a very short window of time. The thirty second commercials have the same ending as the brand based commercials.

The Account Executive and Creative Services Director are also working with the blood center to help them with the strategy for their television production to ensure the message stays consistent.

Each month the Account Executive and the team from the blood center are tracking donors at area blood drives and the donor room. They have set the benchmark for success and will continue to monitor those results each month.

You can download the commercials by right-clicking here and here and choosing 'save link as...' or 'save target as...'

Dave Doetsch