Brookings Radio is the premier radio broadcaster in the Brookings area. They are heavily involved with the community. They create all their radio ads locally and in the studio at the station.
I connected with the director, Cami Powers, and have listed below a series of questions and her responses to how Brookings radio sells ad space, promotes itself in the community, an dis working on its social media footprint.
1) How does Brookings Radio go about selling ad space?
For radio ads, we have a rate card that is priced according to when a business wants to run and how often. The longer commitment they make to us, the better we do on their rate. We also have packages available for promotional opportunities that include radio ads. For example, the SDSU Student Coupon Book is packaged so that a business gets a coupon in the coupon book along with a schedule of ads to promote their business. Average rate is around $12 for a :30 second ad, $15 for a :60 second ad. An average client spends about $500 a month.
2) Do you record ads for companies in the studio?
Yes! We do all of our production in house. There is no additional charge for this and it is included in their (the companies) advertising investment.
3) Do you have the same advertisers on-air as you do on your website?
Fro the most part, yes. Most of the time we create a marketing package where the business will get a schedule of radio ads plus an ad on our website for a certain investment level. We will have the pricing broken down so they can see how much they would be spending on radio and how much on website with a price break if they do both.
4) How are you working with social medias or blogging?
Definitely need to get better! Most of my announcers have Facebook pages. A few have Twitter accounts. We did set up blogs but they aren't blogging regularly. This is an area that we continue to work on as we feel it's an important means of communicating with our listeners in today's world.
5) How does Brookings Radio advertise itself?
Our biggest form of advertisement is through involvement in the community events. I am a big believer in being active in the community whether it would be my staff's individual involvement in organizations such as Optimist Club or Junior Achievement or putting on events such as the Citywide Easter Egg Hunt or Family Fourth of July. Other forms of advertising include remote broadcasts, banners at events, signage at venues, SDSU Student Coupon Book, and ads in the Register to promote what we're doing.
6) Does Brookings radio do a lot of promotions with advertisers and the community?
Yep! That is how we separate ourselves from other media. I feel we by far are most involved! I preach it every day! We donate thousands of dollars every year in free radio ads to promote all types of community related events...Special Olympics, American Cancer Society, Boys and Girls Club, etc. We usually have some sort of promotion happening every month.
7) What is the main goal of Brookings Radio's website?
Our website is an extension of our radio stations. It is a way for listeners to get our daily information, news, weather, sports, staff bio's, promotions, community events, etc. if they are unable to listen. We are currently working on adding streaming of the stations to our website. We currently stream one station-our goal is to have the remaining four available online within the next month.
*Cami Powers is a South Dakota State graduate and wanted to send a shout-out to her old advisor, Roxanne Luchesi! Thanks for the awesome insight in the world of radio advertising and telling us how you make it all happen at Brookings Radio everyday.
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