PROMOTION S BEST PRACTICES. What My Dept is Responsible For
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1 PROMOTION S BEST PRACTICES -Teri Sullivan, WKNO Promotions Manager Memphis, TN Media Relations P.R. Viewer Services Advertising Social Media Promos Listings E-newsletter Monthly Schedule for Members Web content Other duties as assigned... What My Dept is Responsible For 1
2 My Top Five Promotions Tools & Tactics My notebook 2
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5 December 2011 KNO Newsletter Production Schedule Date: 10/03/11 To: Phil Bateman, Charles McLarty, Linda Philpot, Debi Robertson, Sally Stover, Kristi Wilkes From: Teri Sullivan November Sunday Monday Tuesday Wednesday Thursday Friday Sat Dec sched to Linda and Teri 4 Debi: Dec WKNO grid to PI for listings Debi: Dec WKNO2 grid to PI for listings Design 8 Dummy Due 15 2pm: Thumbnails 9 Linda: listings proof 16 Final proof Teri out Spotlights/ Photos/Listin gs to Phil 17 Print newsletters on copier 24 HOLIDAY 11 Design 18 Stamp and mail newsletters 25 HOLIDAY
6 WEB PRODUCTION SCHEDULE As of 09/15/11 September Sunday Monday Tuesday Wednesday Thursday Friday Sat B: BTH topic; Local Color events 16 B: Local Color video; SFGC topic; Family Plot topics B: BTH video T: 3 main photos to Phil P: 3 main- Mast Mystery/ Good Samarit/LFLC B: BTH video T: 3 main photos to Phil P: 3 main- Prohibition/ Wild Nova/ Class Gospel 20 B: Family Plot video T: info to P for nat l web pg P: update nat l web pg 27 B: Family Plot video 21 B: SFGC video 28 B: SFGC video T: Conv With for Oct to Bard; Class of 2025 pg 22 B: BTH topic; Local Color events 29 B: BTH topic; Local Color events; update Conv With pg P: update events pg 23 B: Local Color video; SFGC topic; Family Plot topics 30 B: Local Color video; SFGC topic; Family Plot topics P: Update Gall web pg 24 1 October 6
7 WKNO ONLINE HOLIDAY AUCTION 2011 objective: to attract bidders the new Online Holiday Auction and raise funds for the station Target Audience All Mid-South adults When: November 3-20 at wkno.org PROMOTION ELEMENTS: Print: Spotlight in November KNO Previews Featured in six issues of KNO e-newsletter Print ads (trade) in MBJ, Daily News, and Best Times On-air: TV spots highlighting some of the items WKNO-FM spot for bidding IDs Half-hour preview show on WKNO to Web: Banner on home page Web banner (trade) on commercialappeal.com November (change closing now for 18-20) Other: Facebook & Twitter postings signatures 7
8 (INTERNAL DOCUMENT ONLY) OCTOBER 2011 PROMOTION PRIORITIES POP-OUT PBS Arts Festival Spotlight in magazine; High rotation of tv spots; one of 3 main web photos; Focus in WKNO-FM Radio Copy; Highlight in e-newsletter; Facebook & Twitter posts; ads in CA and MBJ; press release; Faebook ads; press release; info to ArtsMemphis; info to theater call board see full promo plan KEY (in order of priority- promotion-wise) Prohibition Featurette & cover in magazine; High rotation of tv spots; one of 3 main web photos; Focus in WKNO-FM Radio Copy; Highlight in e-newsletter; Facebook & Twitter posts; ads in CA & Best Times; press release; screening event Sep 29 Sponsor: Great Wines and Spirits Classic Gospel Season Five Premiere Spotlight in magazine; one of 3 main web photos; Focus in WKNO-FM Radio Copy; Highlight in e-newsletter; Facebook & Twitter posts; press release to Christian publications; rotation of series generic promos America in Primetime Back cover of magazine; High rotation of tv spots; one of 3 main web photos; WKNO- FM Radio Copy; Highlight in e-newsletter; Facebook & Twitter posts; ad in CA The Urban Child Institute: The Class of 2025 High rotation of tv spots; one of 3 main web photos; Focus in WKNO-FM Radio Copy; Highlight in e-newsletter; Facebook & Twitter posts; info to urban child inst; press release; info to Memphis Parent and parenting bloggers; info to CA Tune in See full promo plan KNO Movie Nite Facebook and Twitter updates; high rotation of tv spots (weekly movies); focus in WKNO-FM radio copy; highlight in enewsletter; occasionally one of 3 main web photos; info to John Beifuss; info to CA Tune in Sponsor: Malco Theatres The Family Plot Highlight in e-newsletter; info to CA Tune in; Facebook postings; web pg update; high rotation of tv promos and ID; occasionally one of 3 main web photos; info to listings services; info to gardening writers, Master Gardeners, underwriter and more; info to CA Tune in; ad in CA Production Sponsor: Good Winds Landscape and Garden Center 8
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11 My Top Five Promotions Tools & Tactics My notebook Social Media- Hootsuite.com- contests 11
12 My Top Five Promotions Tools & Tactics My notebook Social Media- Hootsuite- contests Constant Contact and Picnik 12
13 My Top Five Promotions Tools & Tactics My notebook Social Media- Hootsuite- contests Constant Contact and Picnik Target Marketing The Little Things signature Calendars of events 13
14 Your Top Promotions Tools & Tactics Not just print press contacts- professors, organization- repost content, put in their enewsletters, etc Social media- make sure posts are engaging- have supplemental info on website to send them to for more info. bitly to measure impact of posts Promote exclusivitity with press contacts- promote their media outlet on social media- tag posts Google grants- paid search advertising Facebook advertising??? large amt of hits, but ROI?, percentage of opens and responses to FB ads is minimal. Internet advertising with our local paper Breaking through clutter on a budget? Fewer ads but in color? Calendars of events on local radio stations do giveaways on the radio stations Your Top Promotions Tools & Tactics Promoting on local commercial tv/radio station- careful not to go to the well too often. Commercial tv- better success with service-related/education-related things Working with students studying social media Trade agreements with local cable org Vertical response for enewsletter e-marketing, etc another good resource Ad trades Simulcast agreements with pub radio stations Soundbytes from pub affairs show- embed codes to political writers Bitly- metrics work Cookies andmilk at breaks 14
15 Your Top Promotions Tools & Tactics Facebook pages for different brands or one voice and one facebook page? Multiple facebook pages should have particular voices and individuals who keep up with them Hosts of shows (radio and tv) should respond to some posts and make their own posts 15
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