... Public Television. Online Underwriting. Online video ..

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Selling Across MultiplePlatformsIntegrity vs.
Dollars
John Kwak, WFSU, Tallahassee Jay Boeding, Iowa
Public Television
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What is Underwriting?

• UNDERWRITING is a message of corporate support
  for the quality programs found only on public
  broadcasting
• Usually 15 in length, these underwriting credits
  can be placed before and after a program or in
  the break between two programs

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UnderwritingISNOTAdvertising!!!
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Marketing Benefits

• Businesses have discovered underwriting yields
  significant MARKETING BENEFITS
• 71 OF PBS VIEWERS ARE ABLE TO RECALL SPONSORING
  COMPANIES

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Marketing Benefits

• Underwriting helps to build BRAND AWARENESS by
  linking your business with high-quality programs
• Underwriting generates COMMUNITY GOODWILL through
  support of public television/radio
• Underwriting positions your business before an
  EDUCATED, INFLUENTIAL AUDIENCE

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Marketing Benefits

• Underwriting promotes your offerings to a BROAD
  AUDIENCE AT AN AFFORDABLE PRICE
• Underwriting markets your brand in an environment
  FREE OF COMMERCIAL CLUTTER

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Marketing Benefits

• UNDERWRITING is the best way to reach
• . . .BUSINESS LEADERS
• . . .DECISION MAKERS
• . . .HIGH INCOME HOUSEHOLDS
• . . .EDUCATED CITIZENS

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Relationship Building

• KEEP SPONSORS HAPPY!!!
• PERSONAL RELATIONSHIPS MATTER
• When you're beginning a new business relationship
  with a prospective underwriting client, it's
  critical to establish your personal value with
  that individual. Why? Because people like to do
  business with people they like. They tend to
  like people who, through their actions, bring
  value to them or their company.

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Relationship Building

• How do you build a strong relationship?
• . . .Be CREDIBLE
• . . .Be RESPONSIVE
• . . .Anticipate NEEDS
• . . .Become a VALUED RESOURCE

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Relationship Building

• CREDIBLE
• Do what you say you are going to do deliver on
  your promises.
• Always be prepared to back up your research and
  claims with proof cite specific sources when
  quoting data.
• Know the industry only make claims you know to
  be true.

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Relationship Building

• RESPONSIVE
• Set your own internal deadline for returning
  calls and stick with it.
• For example, many people make a pledge to return
  all calls within one business day. If you
  need time to respond to a specific need or
  problem your customer is having, say so, and
  set the expectation up front as to when you will
  be getting back to them. If you promise to
  deliver materials or a proposal within a
  time-frame, do it.

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Relationship Building

• ANTICIPATE NEEDS
• One of the best ways to do this is by always
  doing your homework and continuing to do so
  after the sale.
• Do a periodic news search on your clients
  business, competition and industry. Learn their
  seasonal business cycles, etc. If you know they
  always call needing an affidavit, set a reminder
  on your calendar and send it before they ask.
  These things can go a long way to help you
  anticipate your clients needs.

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Relationship Building

• BECOME A VALUED RESOURCE
• Send your client updates on relevant research.
• Share your network of contacts with them.
  Do they have a favorite program? Keep them
  abreast of specials and other station special
  events.

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Turning Underwriters into Partners

• Created a formal package of value-added benefits
  with the goal of solidifying relationships with
  your sponsors
• These are not just value-added give-a-ways, but a
  well thought out program designed to make the
  sponsors feel more a part of the station.

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Turning Underwriters into Partners

• Special Event Invitations
• Offer the opportunity to meet public
  broadcasting personalities and network with
  other sponsors.
• Partnership Promotion
• Offer the opportunity to promote support of
  public television/radio in your sponsors
  materials.

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Turning Underwriters into Partners

• Web site Opportunities
• Recognize your sponsors on your Web site with a
  hyper-link to their home page.
• Member Guide
• Be sure to include your sponsors on your member
  guide mailing list. Recognize your sponsors in
  your member guide.

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Turning Underwriters into Partners

• Thank You Ad
• Secure trade and thank your sponsors once a year
  in your local newspaper or business journal.
• Membership Discount
• Offer your sponsors employees a discount on
  membership to your station.

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Turning Underwriters into Partners

• Participation in Membership Drives
• Encourage sponsors to answer phones during your
  membership drives thank them on air.
• Exclusive Events for Sponsors
• Create a program where quarterly events are held
  for sponsors only. They can be hosted by
  sponsors, giving them the opportunity to show
  their support for public radio and showcase their
  business in front of other sponsors.

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Turning Underwriters into Partners

• Lunch with the GM or Station Personality
• Host lunches at the station for underwriters and
  the GM or on-air personalities of your station.
  Give the sponsors an insiders look at whats
  happening in public broadcasting.

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Packaging Underwriting

• By packaging underwriting you create a GREAT
  VALUE FOR SPONSORS
• TV RADIO WEB PRINT ????

John Kwak
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Selling Across MultiplePlatformsIntegrity vs.
Dollars
John Kwak, WFSU, Tallahassee Jay Boeding, Iowa
Public Television
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Online Underwriting

• Online video advertising is exploding
• By 2012, annual growth of online video
  advertising will peak at 78.9.

• In 2008, the of total
• TV ad spending for
• online video is
• expected to be 0.7
• by 2013, 7.6.
• Total online video
• advertising expected
• to be 505M in 2008
• 3.4B by 2012.

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Online Underwriting

• Gains are expected at the local level as well
• Total local online video in 2007 was 10.9M
  expected to be 1.5B by 2012.
• Online video ads
• to account for 11.6
• of the online ad
• budgets of small
• and medium-sized
• businesses by 2012.

Source The Kelsey Group, U.S. Local Video
Forecast June 2008.
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Video on Iptv.org

• Video capability launched with redesign in 2007
• Video pageviews 62,000 in Dec. 2008
• More than 2,000 videos online
• Top Content Market to Market, College Wrestling

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Video on Iptv.org

• Top Content Market to Market

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Video on Iptv.org

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

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Next Phase 2009

• Goal Video on BOTH program Web site and video
  page
• Goal Sponsorship on program page carries over to
  the video page
• Goal Video page only sponsorships

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Next Phase 2009

• Example College Wrestling

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Next Phase 2009

• Example College Wrestling

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Next Phase 2009

• C.O.V.E.

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Next Phase 2009

• C.O.V.E.

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COVE Integration

• Iptv.org has a lot of video. So what does COVE
  do for our station?
• Metadata
• Extend Genre or Topic buys to the Web.
• Instead of Health Wellness, now can sell
  keywords.
• Could underwriters bid for keywords?

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COVE Integration

• National/Local sponsorship opportunities
• Geo-targeting.
• Be mindful of underwriter category exclusivity.
• Up-sell local acquisition underwriters.
• Local program underwriters may or may not have
  interest in their messages moving beyond Iowas
  borders.

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COVE Thoughts

• For stations without video COVE is a good
  solution because of the integration of local
  content with national
• For stations already providing video Leverage
  this new content for new sponsorship dollars
• For all stations Something new and unique to
  present to underwriters and prospects!

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Best Practices

• Online fundraising
• Building a network of supporters advocates
  online
• Whos the most successful right now?

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FACEBOOK

• 3.7 million supporters on Facebook!

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Social Media

• Facebook
• Personal profiles
• Groups
• Twitter
• Messages in 140 characters or less
• Following/Followers

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FACEBOOK

• Groups

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Summary

• Viewers, and potential advocates and donors, are
  telling the world they like you!
• They are congregating on social networks
• Most of them are not donors!

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To-Do List

• Establish groups and fan pages around your
  station and local programs
• Find someone to do the work. Intern? Interested
  staff member? Program host?
• Dont spend a lot of resources, because you dont
  need to!

Jay Boeding
58
Selling Across Multiple PlatformsIntegrity vs.
Dollars
Questions?
John Kwak, WFSU, Tallahassee Jay Boeding, Iowa
Public Television