market your business or organization with montana public...

Dave DennisSponsor Support Manager

Dave.Dennis@umontana.edu406-243-4219 or 406-207-4363

Market Your Business or OrganizationWith

Montana Public Radio2018-2019 Media Kit

• MTPR is western and central Montana’s NPR affiliate station

• 72,000+ weekly listeners in western and central Montana

• 178,000 page visits per month at MTPR.org … and growing!

About Montana Public Radio

• Licensed to the University of Montana

• Over 9000 subscribers to the MTPR weekly e-Newsletter

Your sponsorship:Helps keep your favorite Montana Public Radio programming alive and thriving.

But...Sponsorship is not just a donation. It is a very effective and cost-efficient marketing tool.

Grants245,000

10%

Univ. of Montana371,000

15%

Donors and Sponsors1,825,000

75%

MTPR FY 2019 Revenue

• Inform• Persuade• Remind

MTPR Sponsorship will:

Create Action:

How do you achieve A.I.D.A.?The Success Equation

(“ The four R’s”):

1. Reach the Right People2. With the Right Message3. The Right Number of Times (”Frequency”)4. Track Results

= SUCCESS!

Any promotional campaign that did not succeed was missing one or more of these elements.

1) Track page views on your website (analytics). Start now!

2) Survey your customers – radio example:• “What is your favorite radio station?” (more reliable)• “Where did you hear about us?” (less reliable)

3) Keep track –• Use Survey Monkey or a paper survey and enter answers in a

spreadsheet.• Look at the difference in answers to the two questions.

Tracking: Know where your customers, members or donors are coming from.

Return on Investment

• Give it enough time and number of exposures to work.

• Maximize your exposure in media that is working the best for you.

• Don’t be tempted to spread your budget into too many things.

Making it Work

• Ad agencies often use 3 exposures per listener per week as a minimum.

• 3 announcements does not equal 3 exposures per person (we don’t all listen all day long, but MTPR listeners do listen an average of 13 hours per week!)

• More frequency = more awareness and better response.

Building Brand Awareness with Frequency:

How many times does the listener need to hear your message to make it effective?

7,632

17,352

24,840

30,38434,704

38,23241,040

43,41645,432 47,160 48,672 49,968

1 3 5 7 9 11 13 15 17 19 21 23

MTPR "REACH" Listeners age 12+:If you run THIS many announcements in one week

You will reach THIS many listeners

1.01.3

1.51.8

2.02.2

2.42.6

2.93.1

3.33.5

1 3 5 7 9 11 13 15 17 19 21 23

MTPR "FREQUENCY" Listeners age 12+:If you run THIS many announcements in one week, the

average listener will hear it THIS many times

Rank Report: MoFr 6a-9a Weekly Cume Top-15

Market: Missoula/Hamilton, MT Demo: A25+ Pop: 108,000 Sample:796

Source: Eastlan Fall 2017

Ver: 2017.0.2

Generated by: Radius Radio Scheduling System © 1993-2008, 2009 microtherapy inc.Data: © 2017 Eastlan Ratings. Subject to the limitations and restrictions stated at www.eastlanratings.com

Fa17% Wght 100.0

Pop (000) A25+ 108.0Sample: A25+ 796

0 10,000 20,000 30,000 40,000

KUFM FM

KGVO AM

KYSS FM

KDTR FM

KBAZ FM

KGGL FM

KZOQ FM

KMSO FM

KKVU FM

KMZL FM

KENR FM

KHKM FM

KYJK FM

KXDR FM

KAMM FM 2,207

9,769

8,603

14,736

31,492

8,097

7,832

6,601

5,610

5,602

3,837

3,686

3,588

2,770

2,569

MONTANA PUBLIC RADIO - (MTPR) 89.1 / 91.5

KISS FM - COUNTRY 93.3

THE TRAIL ADULT ALTERNATIVE 103.3

NEWSTALK 1290AM

EAGLE COUNTRY 93.3

Z100 CLASSIC ROCK 100.1

MOUNTAIN HOT-AC 102.5

U104.5 TOP 40 104.5

THE HAWK COUNTRY 98.7

SOS-RADIO CHRISTIAN 91.1

ZOO TOP-40 100.1

JACK-FM ADULT HITS 105.9

NOW 106.7 TOP-40

ALT 101.5 ALTERNATIVE ROCK 101.5

THE BLAZE ACTIVE ROCK 96.3

Missoula/Bitterroot Valley radio stations ranked by total number

of listeners during the week. KUFM is Montana Public Radio.

MTPR has 11 additional transmittersin central and western Montana that

are not included in this total.

MORNING EDITION - TOTAL LISTENERS IN THIS AREA

Rank Report: MoFr 6a-9a Weekly Cume Top-15

Market: Kalispell/ColumbiaFalls/Whitefis Demo: A25+ Pop: 71,100 Sample:498

Source: Eastlan Fall 2017

Ver: 2017.0.2

Generated by: Radius Radio Scheduling System © 1993-2008, 2009 microtherapy inc.Data: © 2017 Eastlan Ratings. Subject to the limitations and restrictions stated at www.eastlanratings.com

Fa17% Wght 100.0

Pop (000) A25+ 71.1Sample: A25+ 498

0 5,000 10,000 15,000 20,000

KDBR FM

KOFI AM

KBBZ FM

KJJR AM

KGEZ AM

KUKL FM

KRVO FM

KZMN FM

KWOL FM

KHNK FM

KLKM FM

KALS FM

KKMT FM

KOLK FM

KERR AM

3,129

3,498

4,361

4,380

5,784

5,901

6,205

14,466

11,878

8,998

6,879

1,661

1,237

578

343

MONTANA PUBLIC RADIO - (MTPR) 89.1 / 91.5 Kalispell / North Valley radio stations ranked by total

number of listeners during the week. KUKL is Montana

Public Radio.

MTPR has 11 additional transmitters in central and

western Montana that are not included in this total.

MORNING EDITION - TOTAL LISTENERS IN THIS AREA

Statewide

Eastern MTWestern MT

Your message airs on all 13 transmitters in 11 cities

Why Public Radio Sponsorship Works

Traditional advertising continues to lose people’s willingness to consume and believe the message.(Anyone can say: “We have the BEST prices, quality and service!!)

Montana Public Radio sponsorship messages are about a business that cares enough to support their public radio station.

CredibilityTrustworthiness, Reliability, Integrity

“The best ads today are non-ads, which clearly communicate the benefits of a product in a style that does not seem like advertising.” Source: Roy Williams – The Wizard of Ads

Content is Why People Love MTPRMTPR provides at least 54 minutes per hour of

content. Providing news, information and entertainment to the public is our mission.

We take only a couple of minutes per hour to thank the sponsors who assist in our delivery of “News you can trust and hand-picked music”.----------• Commercial Radio provides about 45 minutes of

content per hour. • Commercial Television provides about 44 minutes per

hour.• Print provides 50% content.

MTPR listeners consider sponsor credits to be informative, not interruptions…

• Only one sponsor per break

• Two to seven announcements per hour

• No political advertising

• No political preemptions

The Public Radio Halo Effect

Listeners Appreciate MTPR Sponsors

MTPR listeners feel that sponsors care about the community.

Source: NPR Audience Insight Research

Listeners Patronize MTPR Sponsors…

Source: NPR Audience Insight Research

Listeners Patronize MTPR Sponsors…

Derek VandebergFrame of Reference Fine Art Whitefish

“Nearly every week someone mentions they heard me on MTPR, and most open

the conversation by thanking me for supporting public radio. No other form of

advertising so clearly reaches my target audience, and I get great radio to boot”

Demographics:

54% Men (MTPR 49.82%)46% Women (MTPR 50.18%)

52% Aged 25 to 5421% Aged 18 to 3436% Aged 35 to 54

70% College degree or beyond3 times as likely to have a graduate degree

77% Household Income $50,000+60% HHI $75,000+

61%Married23% Never married

71% Employed

18% Involved in business purchases of $1,000 or more

Over twice as likely to be “Top management”

Listener Profile:

Source: GfK MRI Doublebase 2017

Listeners are choice consumers, savvy business leaders, and influentials who are active in their communities.

Lifestyles92% Involved in public activities67% Vote24% Fundraising23% Donated $500+ to charity

65% Attended theatre or concert or dance performance62% Dine out49% Read books40% Went to zoo or museum

53% Regular fitness program36% Walk for exercise21% Swim

31% Own any financial securities22% Own stock or bond mutual funds16% Own common or preferred stocks

88% Own a smartphone

70% Domestic travel in past 12 months41% Foreign travel over past three years

We have many more statistics upon request.

Listener Profile:

Source: GfK MRI Doublebase 2017

Congratulations! You are now an expert media buyer.

So what’s next?

We make it easy!• Affordable packages• One easy contract• Reach all of western & central

Montana plus online listeners

Customized for you with hand-picked scheduling

• Packages with efficient pricing• On-air announcements• Website Banners• E-Newsletter

On MTPR.orgBlocks of 10,000 impressions per month – 300x250 banner

Sponsor MTPR.orgVoted Best Media Website in Montana Montana Broadcaster’s Association 2017 & 2018

August 2017 – July 2018Over 2 million page views

43% New visitors57% Returning visitors

E - Newsletter• Exclusive sponsor for one week

Sponsor Announcements

• 15 seconds long (maximum 24 words after the name of the sponsor including your website)

• Follow FCC guidelines• Recorded at the station by our staff• Updated as needed• We help you with the scripts

The Right Message:MTPR Sponsor Announcements

Example:"MTPR is supported by Rick's Auto Body, Serving the Missoula community for over 35 years. ricks auto body missoula dot com”(23 words after the sponsor name)

üHalo effect: Your message is heard and appreciated. Are Montana Public Radio listeners the Right People for you to reach?

üWe can help you reach with them with the Right Message – one that gets their attention and helps them take action.

üWe can help you reach them with an effective schedule – the Right Number of Times (frequency).

Public radio advantages:

Let’s get started today!Please contact:

Dave DennisSponsor Support Manager

Dave.Dennis@umontana.edu406-243-4219