Market Enginuity personnel shared expertise and ideas in these corporate support sessions of the PMDMC 2016
Selling Digital Audio = Podcasts + Streaming + Apps?
Thursday, August 11, 9:45am-11:00am
Ross Yaeger | Digital Director, Market Enginuity
Many in public radio consider digital audio to have the potential to build our audience and corresponding digital revenue stream(s), and it can encompass a lot of different platforms (podcasts, on-demand, streaming, mobile apps). How do we prioritize when it comes to monetization? We discuss and explore what some stations are doing to increase their digital revenue opportunities, as well as strategies and lessons learned from colleagues already actively selling and measuring digital audio content. Radio only.
Determining Value and Process for Your Digital Ad Inventory
Thursday, August 11, 11:30am-12:30pm
Laura Landress | Manager of Corporate Support, Nashville Public Radio
From web banners and pre-roll to email and mobile platforms, we explore the digital ad products being used successfully in public media today. We present a primer on how to prioritize the implementation of ad products and forecast revenue, including the roll-out of newer ad units and less-defined platforms like social media. We discuss how to support digital sales; the infrastructure, workflow, tools and scalable recommendations for different sized/resourced stations.
Marketing the Public Media Value Proposition
Thursday, August 11, 2:30pm-3:45pm
Donna Fuhrman | Creative Services Director, Market Enginuity
How effective are we in marketing our stations to potential customers? We offer tips for leveraging websites, email marketing, social media and other assets to effectively communicate our value proposition to our clients. We also share recent field research conducted with agencies in multiple markets that informs practical steps we can take to present media kits and presentations that resonate.
Growing Your Corporate Account List and Revenue
Friday, August 12, 2:30pm-3:45pm
Brian Benschoter | Corporate Support Manager, KUT and KUTX, Austin, Texas
Evolving technologies and communications platforms make effective prospecting more complex than it used to be. We share tips for adapting to the changing forms of communication to cultivate and grow your account list. We cover tactics for increasing your account list in areas both known and new to public media, whether you’re operating on a shoestring budget or have access to subscription-based tools to help.
Networking Session: The Best Worst Ideas
Friday, August 12, 4:15pm-5:15pm
Bob Dea | Vice President Corporate Underwriting, PBS SoCal, Los Angeles
Bring your humility and share what you wish you hadn’t done this year. We all make mistakes; it’s learning from them that counts. In this interactive end-of-conference session we take the chance to laugh with and learn from each other. We break into groups for networking and discussion, and then reconvene to award prizes for the best worst ideas of 2016!
KCRW Renews Sponsorship Services Contract
with Market Enginuity
KCRW and Market Enginuity renew their sponsorship services contract which takes effect January 1, 2016.
Since Market Enginuity began representing KCRW in 2011, revenue from corporate support has increased 11% annually on average. Market Enginuity will continue to maximize KCRW’s diverse programs, offering strong, meaningful solutions for local corporate supporters, including multiple media platforms and one-of-a-kind events providing engagement and activation.
Going forward, under the direction of Harry Clark, Market Enginuity Executive Vice President and Market Manager, the underwriting department based in Santa Monica will expand its capacity with the addition of a national sales manager, a digital ad operations manager to optimize digital trafficking for KCRW’s expansive digital offerings, and additional account managers, all of which position KCRW for sustained underwriting growth.
KCRW creates and curates a unique mix of content centered around music discovery, NPR news, cultural exploration and informed public affairs. KCRW is driven by the spirit of Los Angeles and delivers in innovative ways – on the radio, digitally and in person – to diverse, curious communities around the corner and around the world. A community service of Santa Monica College, KCRW can be found on the air in Los Angeles, Santa Barbara, Ventura, Mojave, Palm Springs, and via five KCRW-developed smartphone apps and online at KCRW.com.
KCRW.com extends the station’s profile globally, with three streams featuring web-exclusive content: an original, 24-hour music channel, an all-news channel and the live station simulcast, as well as an extensive list of podcasts and archived video performances. The non-commercial broadcast signal reaches 500,000 listeners weekly and is supported by 51,000 members.
WAMU 88.5 Awards Sponsorship Services Contract
to Market Enginuity
WAMU 88.5 has selected Market Enginuity as their exclusive provider for corporate underwriting, effective January 1, 2016.
“We are pleased to partner with Market Enginuity to strengthen our underwriting efforts,” said Carey Needham, Associate General Manager at WAMU. “The media industry is changing rapidly. In order to invest in content and new platforms for content delivery, we are restructuring our underwriting department to enable growth. Adding Market Enginuity’s expertise allows us to deliver greater opportunities to corporate sponsors, generate more revenue, and help achieve WAMU’s mission of connecting listeners with each other and the world.”
Market Enginuity will maximize WAMU’s presence in the seventh largest U.S. radio market to offer strong, meaningful solutions for local corporate supporters. “I’m happy to announce our new partnership with WAMU,” said Jim Taszarek, Managing Director of Market Enginuity. “We’re excited by the opportunity to secure multiplatform underwriting partnerships that help WAMU grow their revenue and fulfill their mission. We look forward to working with the WAMU staff to build their revenue and continue to share best practices across all of our markets in order to achieve excellence in corporate support for our client stations.”
Market Enginuity will apply best practices from corporate underwriting support experience representing 16 other public media clients. Under the direction of Market Enginuity’s Managing Director Jim Taszarek and a director of sales, the underwriting team will continue to work from WAMU’s offices. A digital sales manager will be added to the team to service WAMU’s expansive digital offerings.
About WAMU 88.5
WAMU 88.5 is licensed to American University and began broadcasting in 1961. It is the leading public radio station for NPR news and information in the greater Washington, D.C., area. In addition to its flagship frequency, WAMU 88.5 operates WAMU’s Bluegrass Country, 88.3 Ocean City, 89.5 Fredericksburg, and the digital platform wamu.org.
About Market Enginuity
Market Enginuity’s mission is to link public media clients and corporate supporters in a mutually beneficial partnership that enables each to fulfill its mission.
Market Enginuity is a privately owned business that has been providing outsourced local corporate sponsorship sales for public radio and television stations since 1999, currently serves 17 public media clients, and is headquartered in Phoenix, Arizona.