Q4 Sales Training Webinar: Local Political AdvertisingFeaturing Special Guests Milt McConnell, Torden Wall, & Bob McCurdy

Local Political Playbook

Corporate Support:- Present Political Playbook & Identify Local Market Contact- Post PDX materials on the blog under category expert - Global report for all traffic systems- Bob McCurdy will provide assistance to the markets to help build stories around the opportunities. Bob is also working

closely with Katz to ensure we get a fair shake at all opportunities-Conduct political calls every 3 weeks to review updates, discuss trends and opportunities -We are working with James in Richmond to establish a partnership with Statenet’s which should help us scoop dollars that need to be placed fast

- Finally, we are considering hiring a consultant to help us forge key relationships

Local Market Execution:- Political point person assigned in each market.- Pull billing from ’12 and ’14 -Map out the political landscape in their states from U.S. senate on down-Set strategy, covering off incumbent constituent services offices, incumbents, identifying ways to deepen the relationships (understanding we need to give before we get), while penetrating the challengers campaigns

Political Strategy Overview

Local Political Playbook

Landscape Political market Prospect and Develop Relationships Craft Story and Pitch Establish Local Political Team Track Progress Legal and Rate Cards

Political Strategy Discussion Points

Mapping the Political Landscape

Identify incumbents up for re-election- Senate, congress, gubernatorial, state house, state senate, etc.

i. http://ballotpedia.org/ ii. NAB Booklet for current candidate informationiii.http://www.uselections.com/iv. www.politics1.comv. https://www.fec.gov/ vi.Google Alertsvii.Political Blogsviii.Your State Broadcaster Association (ID Lobbyist)

Find Local Democratic and Republican committee offices (example: Portland’s office is in Salem, OR)

Political Landscaping

Mapping the Political Landscape

Update Political Tracker with Prospects and Pay Attention to Key Election WindowsPolitical Landscaping

Mapping the Political Landscape

Create your own story based on demo of your market and radio brand Pull Scarborough Data and craft your local story

Political Strategy

Establishing Relationships

Identify local agencies that historically land political business- pull wide orbit report for last 3 political years

Networking with Local Agencies

Establishing Relationships

Look up local TV contracts on FCC Web site from last political season to identify:https://stations.fcc.gov/for-broadcasters/ (“For Broadcasters”, Find a Station, Political Files (Star/Medal Icon))

Networking with Local Agencies

Establishing Relationships

Look up local TV contracts on FCC Web site from last political season to identify agencies that placed that we missed out on

Networking with Local Agencies

Rates

Setting Rates

Sales Managers and Rate Approval Process during election window

LUR pre-emptible class

Keep track of your LUR Treat all clients the

same and BUMP!

Political Rate Card

Rate classes LUR Preempt w notice Non preempt Issue

RatesPolitical Rate Card

Your Team

Team Sales Managers and Rate Approval Process during election window Regular meetings/check-in’s

Develop Local Political Team

Monitor Process

Wide Orbit (etc.) Reports Excel Tracker hosted cloud based (likely Drop Box)

Tracking

Tools

RAB Political Playbook Alpha Media Corporate Political Slides Bob McCurdy Google Alerts NAB Booklet for current candidate information Websites

i. http://ballotpedia.org/ ii. http://www.uselections.com/iii.www.politics1.comiv. https://www.fcc.gov/ v. http://fec.gov/

Political Resources

Questions?