This is NPR. A Proven Halo Effect for Sponsors

Transcription

1 This is NPR A Proven Halo Effect for Sponsors

2 Enhanced Halo Effect for Sponsors Rhode Island Public Radio Sponsors Perceived as Supporting the Rhode Island Community Sponsors will likely experience a HALO EFFECT when they create a partnership with Rhode Island Public Radio. That is, the goodwill that RIPR shares with its listeners will be transferred to the sponsor via association. This is because Rhode Island Public Radio is a mission-driven, membership organization which the public sees as contributing to the local community - and the sponsor benefits from RIPR s standing in the community. What Do We Mean? Audience sees sponsor in a favorable light due to its support of a community asset they value. Our audience is highly loyal and actually PAYS to support public radio - our audience APPRECIATES the sponsor s support. Sponsorship on public radio will enable sponsor to visibly invest in their community. Association with public radio creates a positive emotional bond between the listener and the sponsor. Sponsorship influences decision makers to choose public radio sponsors over competitors. Local or regional legislators may associate sponsor with good citizenship. Sponsor s employees feel good about working for a company that supports the community. 2

3 What we represent to Rhode Island At RIPR we are committed to capturing the everyday challenges and triumphs of Rhode Islanders. Our features and daily local news briefs cover everything from education to health care. RIPR is one of Rhode Island s premier media institutions of journalistic excellence a valued resource for the over 65,000 Rhode Islanders listening across the state each week. We strongly believe that with awareness and understanding of important issues, change and progress is possible. We believe that local journalism of the highest integrity encourages civic participation and strengthens democracy. RIPR brings fresh, local, national, and international perspectives; informs listeners so they can make educated decisions; and carries Rhode Island s voice to the nation through National Public Radio. What sets Rhode Island Public Radio apart from the other local media in the state is the strength of our news room. From day one creating a robust newsroom filled with talented, experienced journalists has been our focus. We currently have reporters covering the political, education, health care and, the newly added, environmental beats. Our stories are making a difference in the lives of Rhode Islanders. Rhode Island Public Radio and its reporters lead the way in apprising the people of Rhode Island what s happening in their community, and exactly what s at stake. Our in-depth stories and series educate, inform, and inspire people to make a difference, get involved, or simply be aware of and understand what is happening in our local communities.

4 RIPR Audience Profile Who We Are Rhode Island s National Public Radio Station reaching 65,000 listeners each week throughout the state on 88.1 FM Providence, Narragansett, and 91.5 Coventry We provide quality journalism and compelling storytelling that informs, educates, and inspires community. We seek to become the most trusted multimedia source for news in the state of Rhode Island. Who Is Listening The Average NPR Listener s Household Income is $93,100 (Average US Household Income is $59,900) 43% of NPR listeners make more than $100,000 NPR Listeners Are. 155% more likely to have a college degree 104% more likely to be a business owner or partner 92% more likely to use a financial planner 75% more likely to have HH income between $150,000 and $199,999 67% more likely to own a passport NPR Listeners Are independent consumers and highly discriminating shoppers who research their purchases carefully. They are highly brand-loyal and nearly three-fourths tend to privilege quality over price. Sponsoring Rhode Island Public Radio Is Good for Your Business Public radio has a unique strategic advantage over other media A concentrated, affluent audience predisposed to align with your business About three in four public radio listeners have a more positive opinion of a company when they find out it supports public radio. (Halo Effect Study 2010) Credibility Association with Public Radio raises your stature with listeners Loyalty Listeners give to us ($1.5 Million last year) so they will support you Separate yourself from your competition Increase sales Break through the clutter short breaks, exclusive placement, live reads by trusted hosts

5 Public Radio Sponsors Are Valued in the Community Quotes from Public Radio Listeners About Sponsors When I can, I try to shop at [public radio] sponsors. I assume we re all like-minded. It keeps the circle going. It s gratitude for being a sponsor. A sponsor is someone who donates money and doesn t expect anything in return. An advertiser is banking off the sales its going to get. They come off as sponsors rather than advertisers, and that has a different air. They like the cause. They want to be part of the community. To me, it s that they care about the community It obviously shows a community interest and we all need to be community fish. And I m sure that many of them have an altruistic belief in public radio. 5

6 Listeners Connect with Public Radio Sponsors The Halo Effect of NPR PERCENT PERCENT PERCENT Hold a more positive opinion of sponsors that support NPR Agree NPR is selective about companies that sponsor its programming 52 Prefer to buy products or services from NPR sponsors Source: Lightspeed Research, NPR Sponsorship Survey, November Percentages based on respondents who agreed with each statement, where agree =7-10 on a 0-10 point scale. 6

7 RIPR Delivers Results for Sponsors RHODE ISLAND PUBLIC RADIO UNDERWRITING SPRING PACKAGE The weekly cash schedules below must run before June 30, OPTION #1: 36 Messages per Week for 6 Weeks + Promotion 12, 10-second underwriting messages per week, 5a-10a 12, 10-second underwriting messages per week, 10a-3p 12, 10-second underwriting messages per week, 3p-8p 6 weeks--banner Ad Above the Fold on RIPR.org (25,000 page views/week) Logo and Sponsorship Message in RIPR Membership Direct Mail up to 4,000 pieces Logo and Sponsorship Message in RIPR Newsletter 8,800 Recipients Six-week Promotional Program: $10,000 (total value=$19,000) OPTION #2: 24 Messages per Week for 6 Weeks + Promotion 8, 10-second underwriting messages per week, 5a-10a. 8, 10-second underwriting messages per week, 10a-3p. 8, 10-second underwriting messages per week, 3p-8p. 6 weeks--banner Ad Above the Fold on RIPR.org (25,000 page views/week) Logo and Sponsorship Message in RIPR Membership Direct Mail up to 4,000 pieces Logo and Sponsorship Message in RIPR Newsletter 8,800 Recipients Six-week Promotional Program: $7,500 (total value=$15,000) 7

8 RIPR Delivers Results for Sponsors OPTION #3: 15 Messages per Week for 6 Weeks + Promotion 5, 10-second underwriting messages per week, 5a-10a. 5, 10-second underwriting messages per week, 10a-3p. 5, 10-second underwriting messages per week, 3p-8p. 4 weeks--banner Ad Above the Fold on RIPR.org (25,000 page views/week) Logo and Sponsorship Message in RIPR Newsletter 9,000 Recipients Six-week Promotional Program: $5,000 (total value=$8,500) OPTION #4: 9 Messages per Week for 6 Weeks + Promotion 3, 10-second underwriting messages per week, 5a-10a. 3, 10-second underwriting messages per week, 10a-3p. 3, 10-second underwriting messages per week, 3p-8p. 4 weeks--banner Ad Above the Fold on RIPR.org (25,000 page views/week) Six-week Promotional Program: $3,000 (total value=$4,800) Contact: Donna M. Bannon Manager of Corporate Underwriting dbannon@ripr.org Melissa Martin Corporate Support melissa@ripr.org 8