Q4 Sales Training Webinar: Local Political Advertising Featuring 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. ii.NAB Booklet for current candidate information iii. iv. v. vi.Google Alerts vii.Political Blogs viii.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 Windows Political 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: (“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 Rates Political 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. ii. iii. iv. v. Political Resources
Questions?