Selling Across MultipleSelling Across MultiplePlatformsPlatforms

Integrity vs. DollarsIntegrity vs. Dollars

John Kwak, WFSU, TallahasseeJay Boeding, Iowa Public Television

What is Underwriting?What is Underwriting?

UNDERWRITING is a message of UNDERWRITING is a message of corporate support for the quality corporate support for the quality programs found only on public programs found only on public broadcastingbroadcasting

Usually :15 in length, these Usually :15 in length, these underwriting credits can be placed underwriting credits can be placed before and after a program or in the before and after a program or in the break between two programsbreak between two programs

UnderwritingUnderwritingISIS

NOTNOTAdvertising!!!Advertising!!!

Marketing BenefitsMarketing Benefits

Businesses have discovered Businesses have discovered underwriting yields significant underwriting yields significant MARKETING BENEFITSMARKETING BENEFITS

71% OF PBS VIEWERS ARE ABLE TO 71% OF PBS VIEWERS ARE ABLE TO RECALL SPONSORING COMPANIESRECALL SPONSORING COMPANIES

Marketing BenefitsMarketing Benefits

Underwriting helps to build BRAND Underwriting helps to build BRAND AWARENESSAWARENESS by linking your business by linking your business with high-quality programswith high-quality programs

Underwriting generates COMMUNITY Underwriting generates COMMUNITY GOODWILLGOODWILL through support of public through support of public television/radiotelevision/radio

Underwriting positions your business Underwriting positions your business before an EDUCATED, INFLUENTIAL before an EDUCATED, INFLUENTIAL AUDIENCEAUDIENCE

Marketing BenefitsMarketing Benefits

Underwriting promotes your offerings to Underwriting promotes your offerings to a BROAD AUDIENCE AT AN a BROAD AUDIENCE AT AN AFFORDABLE PRICEAFFORDABLE PRICE

Underwriting markets your brand in an Underwriting markets your brand in an environment FREE OF COMMERCIAL environment FREE OF COMMERCIAL CLUTTERCLUTTER

Marketing BenefitsMarketing Benefits

UNDERWRITINGUNDERWRITING is the best way to is the best way to reach reach . . .. . .BUSINESS LEADERSBUSINESS LEADERS

. . .DECISION MAKERS. . .DECISION MAKERS

. . .HIGH INCOME HOUSEHOLDS. . .HIGH INCOME HOUSEHOLDS

. . .EDUCATED CITIZENS. . .EDUCATED CITIZENS

Relationship BuildingRelationship Building

KEEP SPONSORS HAPPY!!!KEEP SPONSORS HAPPY!!!

PERSONAL RELATIONSHIPS MATTERPERSONAL RELATIONSHIPS MATTER When you're beginning a new business When you're beginning a new business

relationship with a prospective relationship with a prospective underwriting client, it's critical to establish underwriting client, it's critical to establish your personal value with that individual. your personal value with that individual. Why? Because people like to do business Why? Because people like to do business with people they like. They tend to like with people they like. They tend to like people who, through their actions, bring people who, through their actions, bring value to them or their company.value to them or their company.

Relationship BuildingRelationship Building

How do you build a strong relationship?How do you build a strong relationship?

. . .Be CREDIBLE. . .Be CREDIBLE

. . .Be RESPONSIVE. . .Be RESPONSIVE

. . .Anticipate NEEDS. . .Anticipate NEEDS

. . .Become a VALUED RESOURCE. . .Become a VALUED RESOURCE

Relationship BuildingRelationship Building

CREDIBLECREDIBLE Do what you say you are going to do – Do what you say you are going to do –

deliver on your promises.deliver on your promises. Always be prepared to back up your Always be prepared to back up your

research and claims with proof – cite research and claims with proof – cite specific sources when quoting data.specific sources when quoting data.

Know the industry – only make claims you Know the industry – only make claims you know to be true.know to be true.

Relationship BuildingRelationship Building

RESPONSIVERESPONSIVE Set your own internal deadline for returning Set your own internal deadline for returning

calls and stick with it. calls and stick with it. For example, many people make a pledge to For example, many people make a pledge to

return all calls within one business day. If return all calls within one business day. If you need time to respond to a specific you need time to respond to a specific need or problem your customer is having, need or problem your customer is having, say so, and set the expectation up front as say so, and set the expectation up front as to when you will be getting back to them. If to when you will be getting back to them. If you promise to deliver materials or a you promise to deliver materials or a proposal within a time-frame, do it. proposal within a time-frame, do it.

Relationship BuildingRelationship Building

ANTICIPATE NEEDSANTICIPATE NEEDS One of the best ways to do this is by always One of the best ways to do this is by always

doing your homework – and continuing to do doing your homework – and continuing to do so after the sale.so after the sale.

Do a periodic news search on your client’s Do a periodic news search on your client’s business, competition and industry. Learn business, competition and industry. Learn their seasonal business cycles, etc. If you their seasonal business cycles, etc. If you know they always call needing an affidavit, know they always call needing an affidavit, set a reminder on your calendar and send it set a reminder on your calendar and send it before they ask. These things can go a long before they ask. These things can go a long way to help you anticipate your clients’ needs.way to help you anticipate your clients’ needs.

Relationship BuildingRelationship Building

BECOME A VALUED RESOURCEBECOME A VALUED RESOURCE Send your client updates on relevant Send your client updates on relevant

research.research. Share your network of contacts with them. Share your network of contacts with them.

Do they have a favorite program? Keep Do they have a favorite program? Keep them abreast of specials and other station them abreast of specials and other station special events. special events.

Turning Underwriters into PartnersTurning Underwriters into Partners Created a formal package of value-Created a formal package of value-

added benefits with the goal of added benefits with the goal of solidifying relationships with your solidifying relationships with your sponsorssponsors These are not just value-added give-a-These are not just value-added give-a-

ways, but a well thought out program ways, but a well thought out program designed to make the sponsors feel more a designed to make the sponsors feel more a part of the station. part of the station.

Turning Underwriters into PartnersTurning Underwriters into Partners Special Event InvitationsSpecial Event Invitations

Offer the opportunity to meet public Offer the opportunity to meet public broadcasting personalities and network broadcasting personalities and network with other sponsors.with other sponsors.

Partnership PromotionPartnership Promotion Offer the opportunity to promote support of Offer the opportunity to promote support of

public television/radio in your sponsor’s public television/radio in your sponsor’s materials. materials.

Turning Underwriters into PartnersTurning Underwriters into Partners Web site OpportunitiesWeb site Opportunities

Recognize your sponsors on your Web Recognize your sponsors on your Web site with a hyper-link to their home site with a hyper-link to their home page.page.

Member GuideMember Guide Be sure to include your sponsors on your Be sure to include your sponsors on your

member guide mailing list. Recognize member guide mailing list. Recognize your sponsors in your member guide. your sponsors in your member guide.

Turning Underwriters into PartnersTurning Underwriters into Partners Thank You AdThank You Ad

Secure trade and thank your sponsors once Secure trade and thank your sponsors once a year in your local newspaper or business a year in your local newspaper or business journal.journal.

Membership DiscountMembership Discount Offer your sponsors’ employees a discount Offer your sponsors’ employees a discount

on membership to your station. on membership to your station.

Turning Underwriters into PartnersTurning Underwriters into Partners Participation in Membership DrivesParticipation in Membership Drives

Encourage sponsors to answer phones during Encourage sponsors to answer phones during your membership drives – thank them on air.your membership drives – thank them on air.

Exclusive Events for SponsorsExclusive Events for Sponsors Create a program where quarterly events are Create a program where quarterly events are

held for sponsors only. They can be hosted by held for sponsors only. They can be hosted by sponsors, giving them the opportunity to show sponsors, giving them the opportunity to show their support for public radio and showcase their support for public radio and showcase their business in front of other sponsors.their business in front of other sponsors.

Turning Underwriters into PartnersTurning Underwriters into Partners Lunch with the GM or Station Lunch with the GM or Station

PersonalityPersonality Host lunches at the station for underwriters Host lunches at the station for underwriters

and the GM or on-air personalities of your and the GM or on-air personalities of your station. Give the sponsors an “insider’s station. Give the sponsors an “insider’s look” at what’s happening in public look” at what’s happening in public broadcasting.broadcasting.

Packaging UnderwritingPackaging Underwriting

By packaging underwriting you create a By packaging underwriting you create a GREAT VALUE FOR SPONSORSGREAT VALUE FOR SPONSORS

TV + RADIO + WEB + PRINT + ????TV + RADIO + WEB + PRINT + ????

John Kwak

Selling Across MultipleSelling Across MultiplePlatformsPlatforms

Integrity vs. DollarsIntegrity vs. Dollars

John Kwak, WFSU, TallahasseeJay Boeding, Iowa Public Television

Online UnderwritingOnline Underwriting

Online video advertising is explodingOnline video advertising is exploding By 2012, annual growth of online video By 2012, annual growth of online video

advertising will peak at 78.9%.advertising will peak at 78.9%. In 2008, the % of In 2008, the % of total total TV ad spending forTV ad spending for online video is online video is expected to be expected to be 0.7%;0.7%; by 2013, 7.6%.by 2013, 7.6%. Total online videoTotal online video advertising advertising expectedexpected to be $505M in to be $505M in 2008;2008; $3.4B by 2012.$3.4B by 2012.

Online UnderwritingOnline Underwriting

Gains are expected at the local level as Gains are expected at the local level as wellwell Total local online video in 2007 was $10.9M; Total local online video in 2007 was $10.9M;

expected to be $1.5B by 2012.expected to be $1.5B by 2012. Online video ads to account for 11.6%

of the online adbudgets of small and medium-sizedbusinesses by 2012*.

*Source: The Kelsey Group, U.S. Local Video Forecast – June 2008.

Video on Iptv.orgVideo on Iptv.org Video capability launched with redesign Video capability launched with redesign

in 2007in 2007

Video pageviews: 62,000+ in Dec. 2008Video pageviews: 62,000+ in Dec. 2008

More than 2,000 videos onlineMore than 2,000 videos online

Top Content: Market to Market, College Top Content: Market to Market, College WrestlingWrestling

Video on Iptv.orgVideo on Iptv.org Top Content: Market to MarketTop Content: Market to Market

Video on Iptv.orgVideo on Iptv.org Online Sponsorship To DateOnline Sponsorship To Date

Display badges on program Web sites only.Display badges on program Web sites only. Underwriting messages on full episode videos only.Underwriting messages on full episode videos only. No display sponsorship on video pages! No display sponsorship on video pages! Some display on program pages!Some display on program pages!

Next Phase 2009Next Phase 2009 Goal: Video on BOTH program Web site Goal: Video on BOTH program Web site

and video pageand video page

Goal: Sponsorship on program page Goal: Sponsorship on program page carries over to the video pagecarries over to the video page

Goal: Video page only sponsorshipsGoal: Video page only sponsorships

Next Phase 2009Next Phase 2009 Example – College WrestlingExample – College Wrestling

Next Phase 2009Next Phase 2009 Example – College WrestlingExample – College Wrestling

Next Phase 2009Next Phase 2009

C.O.V.E.C.O.V.E.

Next Phase 2009Next Phase 2009

C.O.V.E.C.O.V.E.

COVE IntegrationCOVE Integration

Iptv.org has a lot of video. So what Iptv.org has a lot of video. So what does COVE do for our station?does COVE do for our station?

MetadataMetadata Extend “Genre” or “Topic” buys to the Web.Extend “Genre” or “Topic” buys to the Web. Instead of “Health & Wellness,” now can sell Instead of “Health & Wellness,” now can sell

keywords.keywords. Could underwriters bid for keywords?Could underwriters bid for keywords?

COVE IntegrationCOVE Integration

National/Local sponsorship National/Local sponsorship opportunitiesopportunities Geo-targeting.Geo-targeting. Be mindful of underwriter category exclusivity.Be mindful of underwriter category exclusivity. Up-sell local acquisition underwriters.Up-sell local acquisition underwriters. Local program underwriters may or may not Local program underwriters may or may not

have interest in their messages moving beyond have interest in their messages moving beyond Iowa’s borders.Iowa’s borders.

COVE ThoughtsCOVE Thoughts

For stations without video: COVE is a For stations without video: COVE is a good solution because of the integration good solution because of the integration of local content with nationalof local content with national

For stations already providing video: For stations already providing video: Leverage this new content for new Leverage this new content for new sponsorship dollarssponsorship dollars

For all stations: Something new and For all stations: Something new and unique to present to underwriters and unique to present to underwriters and prospects!prospects!

Best PracticesBest Practices

Online fundraisingOnline fundraising

Building a network of supporters & Building a network of supporters & advocates onlineadvocates online

Who’s the most successful right now?Who’s the most successful right now?

FACEBOOKFACEBOOK

3.7 million supporters on Facebook!3.7 million supporters on Facebook!

Social MediaSocial Media

FacebookFacebook Personal profilesPersonal profiles GroupsGroups

TwitterTwitter Messages in 140 characters or lessMessages in 140 characters or less Following/FollowersFollowing/Followers

FACEBOOKFACEBOOK

GroupsGroups

SummarySummary

Viewers, and potential advocates and Viewers, and potential advocates and donors, are telling the world they like donors, are telling the world they like you!you!

They are congregating on social They are congregating on social networksnetworks

Most of them are not donors!Most of them are not donors!

To-Do ListTo-Do List

Establish groups and fan pages around your Establish groups and fan pages around your station and local programsstation and local programs

Find someone to do the work. Intern? Find someone to do the work. Intern? Interested staff member? Program host?Interested staff member? Program host?

Don’t spend a lot of resources, because you Don’t spend a lot of resources, because you don’t need to!don’t need to!

Jay Boeding

Selling Across Multiple PlatformsSelling Across Multiple PlatformsIntegrity vs. DollarsIntegrity vs. Dollars

John Kwak, WFSU, TallahasseeJay Boeding, Iowa Public Television

Questions?Questions?