1. Advanced Packaging Kirk Nelson, Public Radio Partners

2. Session Will Cover Evaluating Product Potential Evaluating Product Potential Packaging Principles & Guidelines Packaging Principles & Guidelines Media Materials Design Media Materials Design Package Examples Package Examples Demonstrate how you can best maximize your stations underwriting Inventory

3. Where’s the Money? Broadcast radio Broadcast radio Station web site Station web site Station Events Station Events Corporate Challenge Grants Corporate Challenge Grants E-Newsletters E-Newsletters

4. Where’s the Money? Product Broadcast Broadcast Web Web Station Events Station Events Challenge Grants Challenge Grants E-Newsletters E-NewslettersEvaluation Conversion Ratio Conversion Ratio CPM, Classified, Rich Media, Performance CPM, Classified, Rich Media, Performance Broadcast, Signage, Promos, Tickets, newspaper, web, event Broadcast, Signage, Promos, Tickets, newspaper, web, event Broadcast promos, promotion Broadcast promos, promotion CPM CPM

5. Product Potential Broadcast Web Events Challenge E-Newsletters Values in thousands

6. Conversion Ratio Current Conversion - Conversion Potential

7. Market Revenue Resource Investing in Radio BIA Financial Investing in Radio BIA Financial J.C. Patrick NPR Station Development Manager 1.800.329.5380, ext. 2736 stations 281.494.6577 direct 281.494.6578 fax jcpatrick@npr.org J.C. Patrick NPR Station Development Manager 1.800.329.5380, ext. 2736 stations 281.494.6577 direct 281.494.6578 fax jcpatrick@npr.org

8. Packaging Principals & Guidelines

9. Packaging Principles & Guidelines 1. Concentration of Force 2. Marketing 3. Laws of Influence 4. Supply & Demand 5. Engine Theory 6. Bundling Concept 7. Considerations Intention Drives Attention

10. Concentration of Force Maintain Concentration on Greatest Revenue Producers

11. Be a Marketer Reach & Frequency Reach & Frequency Turnover Turnover Optimum Effective Scheduling Optimum Effective Scheduling Share Of Voice Share Of Voice Share Of Wallet Share Of Wallet Branding Branding Media Factors Media Factors Marketing Factors Marketing Factors Creative Factors Creative Factors

12. 6 Weapons of Influence 1. Reciprocation 2. Commitment & Consistency 3. Liking 4. Authority 5. Social Proof 6. Scarcity

13. 6 Weapons of Influence 1. Reciprocation 2. Commitment & Consistency Commit to long-term schedulesCommit to long-term schedules 3. Liking 4. Authority Quote industry expertsQuote industry experts 5. Social Proof Site usersSite users 6. Scarcity Establish demandEstablish demand

14. Supply & Demand The theory of supply and demand describes how prices vary as a result of a balance between product availability at each price (supply) and the desires of those with purchasing power at each price (demand). Alfred Marshall

15. Supply & Demand

16. Engine Theory

17. Identifying Station Engines Customer’s ask for it Customer’s ask for it Sells with little effort Sells with little effort Can’t raise rate enough Can’t raise rate enough Sold out for months in advance Sold out for months in advance Waiting list to support Waiting list to support

18. Evaluating Station Engines Demand Level Highest Highest High High Medium Medium Moderate Moderate Low Low None None

19. Bundling Demand Level Demand Level Highest Highest High High Medium Medium Moderate Moderate Low Low None None Retailing Retailing Price Quality Selection Public Radio Public Radio Price Value Selection

20. Bundling Math Broadcast Spot Broadcast Spot Web Banner Web Banner E-Newsletter E-Newsletter Challenge Grant Challenge Grant Total Total 20% Discount 20% Discount Total Investment Total Investment Driver Variance Driver Variance $1,500 (Driver) $1,500 (Driver) $ 250 $ 250 $ 100 $ 100 $ 500 $ 500 $2,350 $2,350 470 470 $1,880 $1,880 $ 380 $ 380

21. How can the Engine Theory & Bundling concept drive Supply & Demand?

22. It’s the Audience Stupid!

23. Considerations Packages should: Packages should: Drive staff focusDrive staff focus Brand product valueBrand product value Provide greatest revenue potentialProvide greatest revenue potential Move unsold inventoryMove unsold inventory Create inventory demandCreate inventory demand Promote expectationPromote expectation Sustainable revenueSustainable revenue Create opt-outsCreate opt-outs

24. Media Materials Design

25. Reflection of our industry Reflection of our industry Sequentially tell your story Sequentially tell your story Sales staff focus Sales staff focus Greatest revenue potential Greatest revenue potential Create inventory demand Create inventory demand Effective spending levels Effective spending levels Buy-ability Buy-ability Sustainable revenue Sustainable revenue No bonus spot No bonus spot

26. Rate Card Exercise Promoting Inventory Spread

27. Rate Cards

29. KUHF Rate Card Promotes rate structure based on annual spending levels Promotes rate structure based on annual spending levels The higher the spending level, the better the rate The higher the spending level, the better the rate

30. KUHF Higher Average Spending $6,602 $6,602 $9,066 Houston $9,066 Houston $7,830 $7,830 $8,182 $8,182 $6,145 $6,145

31. Media Kit

32. Emma

33. Online Underwriting Elements Attain unprecedented online presence and dominant share of voice with… Attain unprecedented online presence and dominant share of voice with… 50,000 impressions with 125x125 web button 50,000 impressions with 125x125 web button Monthly Cost $1000Monthly Cost $1000 KUT Online Live Streaming Player (launches in new window) KUT Online Live Streaming Player (launches in new window) Pre Roll :15 introductory audio Announcement for all web stream listeners (65k/month)Pre Roll :15 introductory audio Announcement for all web stream listeners (65k/month) Copy Suggestion: “Support for live streaming on KUT comes from BMW. KUT and KUT2 can be heard in HD Radio, a factory option in all new BMWs.Copy Suggestion: “Support for live streaming on KUT comes from BMW. KUT and KUT2 can be heard in HD Radio, a factory option in all new BMWs. 300x250 Persistent MPU banner in media player300x250 Persistent MPU banner in media player Monthly Cost $2000Monthly Cost $2000

34. Splash Page LISTEN TO KUT NOW IN HD IN ALL NEW BMWs In a milestone for the rollout of HD Radio, BMW will be the first auto maker to offer HD Radio receivers as a factory installed option. The technology promises enhanced sound fidelity and clear, noise-free reception. HD radio eliminates the static, hisses and crackles that hamper conventional broadcasts today. Digital HD radio signals give analog FM and AM stations upgraded CD-quality sound. HD Radio also provides data features, including station, song and artist identification. The new HD Radio receivers also will be able to receive analog signals. KUT has broadcasted in HD Radio since 2005 with KUT1 simulating the regular broadcast in HD, KUT2 all news with NPR shows not heard in regular broadcast, and soon KUT3 with all the music you love from KUT in HD Radio! See the schedule for: KUT1KUT1 KUT2KUT2 Learn more about BMWs innovations in vehicle design, zero-emission concepts and future technologies, and efficiency dynamics at www.bmwusa.comwww.bmwusa.com

35. Schedule Page

38. Custom Templates

39. Standard Broadcast Packaging Maximize inventory Maximize inventory Easiest to sell & buy Easiest to sell & buy Speed modification Speed modification

40. Maximum Audience Plan Standard Plan Greatest available discountGreatest available discount – Easiest to sell and buy Schedule turnover (50% reach, one + times)Schedule turnover (50% reach, one + times) – Not too much frequency Promotes inventory spreadPromotes inventory spread – Mon-Sun, 5am-12 midnight Bundles webBundles web Marketing valueMarketing value – Great starting point

41. Seasonal Offerings

42. Package Examples

43. Think Seasonal Inventory Mgmt Inventory Mgmt Soft seasonal periods Flexible pricing Maintain inventory demand

44. Summer Package A s summertime temperatures increase in Nashville, demand WPLN decreases as performing arts organizations – our largest category - conclude their seasons. Thus, we offer a hot deal for underwriters who want to beat the heat.

45. Summer Package Largest category - performing arts goes away so lots of inventory Largest category - performing arts goes away so lots of inventory It allows us to keep pressure on inventory without reducing rates on the rate card It allows us to keep pressure on inventory without reducing rates on the rate card Make deep discount off rate card Make deep discount off rate card Limit the number available per week Limit the number available per week Make it fun Make it fun

46. Think Efficiency Less: Less: Energy Sales time Copywriting Production Paperwork

47. Independent Retailer Package Four Marketing Legs Broadcast schedule Broadcast schedule Station promos Station promos Window sticker Window sticker Web section Web section

48. Independent Retailer Package Designed to honor small retailers Designed to honor small retailers Efficient sell for smaller schedules Efficient sell for smaller schedules Accustom to buying packages Accustom to buying packages Quick decision Quick decision

49. Packaging Sponsorships A Prairie Home Companion A Prairie Home Companion Opening CommentOpening Comment Media ExposureMedia Exposure On-Site ExposureOn-Site Exposure HospitalityHospitality Promotional ValuePromotional Value Sponsor InvestmentSponsor Investment

50. Opening Comment

51. Media Exposure

52. On-Site Exposure

53. Hospitality

54. Promotional Value

55. Promotional Value Detail

56. Sponsor Investment

57. sponsorship.com

58. Says Thanks to its 2008 PRDMC Platinum Sponsors