| Carr Communications |
ON-AIR CAMPAIGN PLANNER
Prepared By
Carr Communications
The following comprehensive membership device has been developed as a hands-on tool for organizing and monitoring all aspects of an on-air drive. It was created out of frustration and a desire to never make another list of all the things that have to happen around an on-air drive.
It has been designed so that after the initial planning has been done, the manager and development director will have an instant guide and status report. All tasks associated with an on-air campaign, the person responsible for each, and the due dates are at one’s fingertips. As a result, in a glance one knows the status of any element of the campaign. The On-Air Campaign Planner is a 36-page tool that can be used to produce each drive. Because of its length, only the first few pages are portrayed here to provide a sense of the style and what might be expected in the remaining text.. The full Planner is free and can be obtained by emailing Carr Communications . It will be sent as a file and can then be personalized by adding and deleting elements that are or are not used by your station. As such, it can be used year after year as an ongoing membership tool.
ON-AIR CAMPAIGN PLANNER
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| Check significant community events occurring around proposed dates. | |||
| If applicable, check with other area public radio and TV stations so that you aren't competing with one another | |||
| As On-The-Air (OAC) plans progress, keep checking calendars of other organizations to make sure a major event isn't rescheduled so as to conflict with your fundraiser | |||
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(Something flexible enough for use both in print and on-air) |
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| Set brainstorming session with staff and volunteers | |||
| Note: If there is an existing advertising campaign, theme should reinforce that concept | |||
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Monetary goal? New members, equipment, etc.? Remember, the more tangible, the better. The audience can better identify with it |
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| PROGRAMMING | |||
| Schedule preliminary on-air staff meeting to determine nature and extent
of special programming during your fundraiser.
Keep in mind that it is more effective to leave your schedule intact during your on-air drive. Include special music, special interviews, etc. within the context of existing programs so as not to offend loyal listeners. Bill it as a gift to existing members and an introduction/enticement to potential members |
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| Schedule staff meeting to finalize special programming. Request that each on-air host provide a written synopsis of his/her OAC programming for promotional purposes | |||
| Special programming synopses to promotions manager or person in charge of promotion by this date | |||
| If special interviews and/or live entertainment are to be a part of the OAC, all individuals and groups scheduled by this date | |||
| Prepare a list of any special equipment that may be required for the OAC | |||
| All arrangements for equipment made by this date | |||
| Call several days prior to taping of interviews, etc. to ensure guests arrive at appointed times | |||
| Pick up equipment, if necessary | |||
| All special programming taped by this date | |||
| All OAC programming scripted and fully produced | |||
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| Press Releases: | |||
| Press Release Schedule and Potential Topics: | |||
| #1: 4 weeks lead time: general overview of upcoming OAC | |||
| #2: 3 weeks: plea for volunteers | |||
| #3: 2 weeks: special programming | |||
| #4: 1 week: special guests/on-air hosts from community (if there is one special guest, such as an NPR personality, send bio and picture to media) | |||
| #5: On the Sunday (or highest circulation day) prior to your OAC, send the final "pump up" release with quotes from the manager. This release should be an emotional appeal; but be careful always to come from a successful stance. Nobody wants to support a loser | |||
| #6: Optional: a midpoint update if pledge totals are significant and in order to keep momentum building | |||
| #7: Send post fundraiser results to media no later than the morning after your OAC. If local newspapers accept Letters to The Editor, you can reap increased exposure by thanking supportive media and key individuals via that vehicle as well | |||
| Program Guide/Newsletter, etc.: | |||
| Too often stations under utilize their own resources--both on and off the air. Any regular print vehicle that you have at your disposal, such as a program guide, should be utilized to its fullest both prior to the OAC and afterward. Advertise your upcoming OAC; use it as your lead article; and under no circumstances should you apologize for your on-air fund raiser | |||
| Electronic Marquees: | |||
| Select sites | |||
| Determine copy limitations and reserve dates | |||
| Draft copy | |||
| Send letter confirming dates, along with information to go on marquees; also include a thank you to avoid a mailing after the OAC | |||
| NOTE: Keep a running list of people you will need to thank later in print and on air, along with their addresses. Require all staff to do the same. It is imperative that no one be forgotten | |||
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| Set meeting with on-air staff to brainstorm for promotional ideas that are in keeping with the OAC theme | |||
| Encourage those hosts of live programs to mention the OAC often in their commentary one week prior to the fundraiser. It should sound like a celebration. (It is essential that on-air staff be enthusiastic in their delivery, both in promoting the event and during actual OAC pledge breaks.) In addition, immediately after the OAC, they should continue talking about the drive for several days, stating that you made your goal (let's assume here), giving the total dollar figure and thanking your listeners for helping you achieve yet another success. To assure this happens, supply on-air staff with copy immediately after the OAC | |||
| Promos: | |||
| On-air staff creates copy in keeping with the OAC theme | |||
| If it is decided that a musical theme is to be used for the OAC, select music bed | |||
| Promos are fully produced by this date | |||
| Schedule promos | |||
| On-Air Testimonials: (15-20 testimonials minimum) | |||
| Schedule session with Board and/or volunteers to brainstorm for prospective names of individuals to record testimonials | |||
| Note: those invited to do testimonials should include Board members, members who represent your demographics, business leaders, arts reps., city and state officials (being careful of the equal time requirements, if applicable) along with underwriters and volunteers. By the way, it is much more effective if they actually listen to your station... | |||
| Make master list of potential guests to tape testimonials and duplicate for on-air staff use | |||
| Schedule meeting for on-air staff to expand and/or cull existing testimonial list. Each on-air staff member then chooses those people he/she will schedule and subsequently record. (Ideally, each person should receive an equal or similar number of names) | |||
| Purchase and create scheduling calendar on erasable plastic, to accommodate testimonial scheduling changes and to be used for following OAC's | |||
| On-air staff begins calling to schedule testimonials. Alert on-air staff to keep careful lists of those accepting invitations so that those names and addresses can be added to the thank you list to receive letters of appreciation later. Be sure that any "no-shows" are deleted from the list. Remember. Eye to detail can mean the difference between success and failure of your OAC | |||
| All testimonials scheduled for recording | |||
| All testimonials on tape | |||
| Testimonials fully produced | |||
| Schedule testimonials for rotation to begin no later than one week prior to OAC | |||
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| Posters/Fliers: | |||
| Once theme is established, contact ad agency/local artist for creation of design on a trade out basis, if necessary | |||
| Concept created | |||
| Design/copy finalized in photo-ready form | |||
| Volunteers recruited to distribute posters/fliers | |||
| Flier/poster sent to printer (obtain firm date for pick up) | |||
| Call several days prior to pick up date to assure that the material will, indeed, be ready. Remember. Eye to detail. Printers have been the downfall of many | |||
| Fliers picked up from printer | |||
| Volunteers distribute fliers. Ask that volunteers keep an accurate list of those businesses in their assigned areas which will accept fliers--also pertinent comments, such as those expressing interest in underwriting --for station's future use. (Provide volunteers with special reporting form if it will facilitate matters) | |||
| PSA's: | |||
| Check to see if commercial radio, TV, PBS will accept PSA's | |||
| If so, is cost and time frame feasible? | |||
| If yes, who will produce? Producer(s) contacted by this date | |||
| Production completed | |||
| PSA's mailed to media (hand delivered, if possible) | |||
| Banner(s): | |||
| Determine if banner(s) is feasible in terms of time frame and expense | |||
| If yes, decide on number(s) and location(s) | |||
| Determine copy | |||
| Contact supplier for price quotes and 1) schedule production; 2) or try to secure a trade out; or 3) create yourself, using a professionally made banner as a guide (If not done properly to allow for wind penetration, they'll be torn to shreds) | |||
| Secure city approval | |||
| Contact utility company or whomever is responsible for such tasks, to schedule the hanging and removal dates of your banner(s). If reusable, make pickup arrangements | |||
| Deliver banners for hanging purposes | |||
| Shopping Center Kiosks: | |||
| Compile a list of those malls that are most likely to be frequented by your target audience | |||
| Decide on optimum dates as well as alternative dates for kiosks | |||
| Call for permission/scheduling | |||
| Decide if materials are to be distributed/sold, i.e., balloons, suckers or anything (in good taste) that can have the logo printed on it | |||
| If handouts are to be used, call for price quotes and place order. Follow up the conversation with a letter confirming items, quantities and date of delivery | |||
| Will you have special entertainment there? If so, who will it be and is/are he/she available on needed date(s) | |||
| If yes, confirm dates in writing (The operative phrase is: Leave nothing to chance!) | |||
| Schedule staff and volunteers to host the kiosks (2-4 hour shifts) | |||
| Note: Make complete list of materials to go to malls: handouts (don't forget helium tank if balloons are used); name tags, program guides/station literature, station display, broadcast equipment, etc. As a result, if other tasks necessitate, someone else can be assigned to supervise the kiosk | |||
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| Schedule interviews on local commercial radio and TV shows, if you're fortunate enough to have established a good relationship with those media. If you haven't as yet established a good media relationship, there's no time like the present... | |||
| Note: Any promotional ideas in addition to the aforementioned are fine, as long as 1) they are in good taste; 2) are in keeping with the station's image; and 3) are done in a professional manner--the more creative, the better | |||
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| If the membership is to be the recipient of direct mail, draft letters (new, renewal and/or targeted programming interests such as classical, jazz, etc.) along with accompanying materials, premium sheet, return envelope, etc. | |||
| If you are sending outside your membership, target those groups to receive mailing(s); estimate number to be sent; and draft those letters | |||
| Compile lists and cross check for duplicates (a fine task for volunteers) | |||
| Send materials to printer. Either have them folded and stuffed or recruit volunteers to do so | |||
| Note: A materials list is included later in this treatise. However, to underscore, make sure you have enough stationery, along with outside and inside envelopes, to cover all mailing needs. This is one of the most common errors made during planning for an OAC | |||
| Recruit volunteers for mailing | |||
| Once again--and always--call the printer several days prior to the pick up date to assure timely delivery | |||
| Pick up materials from printer | |||
| Volunteers arrive to do mailing | |||
| Direct mail(s) completed and mailed | |||
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(These are not a luxury. They are a must!) |
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| Set a realistic goal | |||
| If volunteers are to help solicit, schedule a meeting to 1) determine primary targets; to 2) compile a prospect list; and to 3) assign prospects. Allow volunteers to choose whom they'll solicit | |||
| Develop challenge grant print materials | |||
| Appointments are scheduled by this date. By the way, challenge grant solicitation of large amounts is much more successful if done on a face-to-face basis | |||
| Note: Challenge grant solicitation is a part of the ongoing underwriting process throughout the year. A challenge grant is an option, and an attractive one, especially given the exposure underwriters receive during OAC's. It is also acceptable to ask an underwriter if new/renewal contracts that fall close to an OAC may be used as a challenge. Simply be careful in how it's presented on air. For example, the ABC Corporation has pledged $1,000 to KXXX. It challenges our listeners to meet that amount in the next two hours." It is also a good idea to have the corporate representatives issue the challenge. It reinforces their involvement with the station | |||
| If volunteers are soliciting, call or meet with each one several times prior to deadline for status reports | |||
| Challenge grant solicitation completed (a minimum of one week prior to OAC) | |||
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(Employee or customer mailings by major corporations or utility companies) |
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| Determine logistics: cost, acceptability, requirements by the company, lead time, size and number of pieces | |||
| As with all elements of an OAC, after receiving permission to include your stuffer in one of their mailings, follow-up with a letter of confirmation to your corporate contact to avoid any confusion or reneging after your materials are printed | |||
| Create copy and layout | |||
| Copy to printer | |||
| Pick up from printer and deliver to designated company(s) | |||
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| Compile a list of the corporations in your coverage area that will match contributions-- a fine task for volunteers. | |||
| List compiled | |||
| Make posters and/or fliers listing participating corporations to display in air control and in pledge central | |||
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| Decide what item(s) are to be offered at which level. Keep it simple and a rule of thumb is not to exceed 10% of the amount of any pledge category when paying for a given premium | |||
| Decision is made as to whether special premiums, vacation packages, art work, etc., will be used | |||
| If yes, who will solicit what? | |||
| Call suppliers for quotations and price quotes of purchased premiums | |||
| Select suppliers; place orders well in advance of the OAC; and request photo ready artwork of premiums for premium sheet (if needed) and/or use in guide | |||
| As a part of the criteria for selection, ask if the manufacturer will hold up production of premiums until after the OAC. In this way, you can have an accurate count of the premiums needed, thereby avoiding a large amount of money being tied up in unnecessary inventory. That supplier must, however, be able to assure quick turn around if handled in this manner | |||
| Follow up with a letter to each supplier stating which items were ordered, the amounts, costs and mutually agreed upon delivery dates (In other words, once again, leave NOTHING to chance and keep copies of all correspondence.) | |||
| Special premiums solicited by this date | |||
| Any necessary mailing containers obtained, i.e. for coffee cups, t-shirts, etc. | |||
| Premium inventory sheet created or updated and information entered on Master Premium Sheet for tracking purposes | |||
| Will donated premiums be accepted during the OAC? If yes, what are the parameters so that staff and phone volunteers may be alerted? | |||
| Premium sheet drafted | |||
| Premium sheet to typesetter | |||
| Pick up premium sheet | |||
| Mailing of premiums begins (those charging their pledges should receive their premiums and thank you letters immediately) | |||
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| Schedule session with on-air staff to create list of potential on-air guest hosts (well-known, verbal people). Make sure all guest hosts on the list are assigned by the end of the meeting. Each on-air host should be responsible for contacting his/her own guest host | |||
| All guest hosts contacted by this date | |||
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Print Materials Developed (for use by on-air staff and volunteer hosts) |
The Table of Contents follows so that you can see the topics that are covered in the On-Air Campaign Planner.
TABLE of CONTENTS
BASICS
Set On-air Fundraiser DatePROGRAMMING
Establish OAC (On-Air-Campaign) Name or Theme
Set Goal
PROMOTION
Off-Air PromotionDEVELOPMENT
Press Releases
Program Guide/Newsletter
Electronic Marquees
On-Air Promotion
Promos
On-Air Testimonials
Optional Promotional Ideas
Posters/Fliers
PSA's
Banner(s)
Shopping Center Kiosks
Media Interviews with Board/Staff
Direct MailPLEDGE BREAKS
Challenge Grants
Envelope Stuffers
Corporate Matching
Premiums
On-Air Guest HostsVOLUNTEERS
Print Materials Developed
Volunteer CoordinatorLOGISTICS
Promotions Assistant (PA)
Other Potential Volunteer Needs
Pledge Week Food
Training Party for Volunteers
Pledge CentralPOST FUNDRAISER ACTIVITIES
Pledge Telephones
Supplies
Directional Signs
Security
Facilities
EVALUATION
SUPPLY LIST
FORMS
ADDITIONAL PRINTED MATERIALS
SYNOPSIS