Keep the “Community” in Community-Supported Public Media

Keep the “Community” in Community-Supported Public Media

Long before car dealerships and law firms discovered this well-kept marketing secret, local businesses put the “community” in community-supported public media. From immigrant-owned Ethiopian cafes to nonprofit diaper banks, local businesses, nonprofits and events were the original public radio sponsors. The educated, influential audience responded enthusiastically by shopping, volunteering, buying tickets, and dining out.

A majority of small businesses cite affinity for the station as a primary reason for wanting to market their business on public radio. These business owners are fans of their local stations. Many are listener-members, but they aren’t necessarily marketers.

According to Fundera, 47% of small business owners run marketing entirely on their own, and almost half spend less than two hours per week on marketing efforts. This lack of a marketing infrastructure results in a sales process that requires more time, attention, and handholding for a lower investment in the stations. In many instances, small, local business owners do not have the budget to generate a sufficient return from the station.

Enter the Community Accounts team!

The Community Accounts Team bridges this divide by focusing solely on locally owned and minority-owned businesses – the mom-and-pop shops, neighborhood nonprofits, and quirky events that brighten our communities and bring diverse voices to our airwaves. Our solution is three-fold:

  • Create minimum effective schedules to maximize client success on our stations.
  • Provide ongoing marketing coaching to act as an irreplaceable resource and top-of-mind advertising solution.
  • Reduce time spent on marketing through a streamlined, self-serve process.

This unique approach to public media marketing is mutually beneficial for both sponsors and stations.

Real Results

In one case study, a Milwaukee acupuncture clinic aired three messages per month over the course of six months with little-to-no response. Using historic data, the Community Accounts specialist shifted the clinic’s marketing strategy to a more targeted solution – airing one week per month for two months and running concurrently with World Acupuncture Day to maximize exposure. The solution doubled the clinic’s reach and increased its frequency by a third.

With standardized schedules across markets, the Community Accounts team can gather data on effectiveness to optimize offerings and drive results.

Community Outreach

The Campground newsletter is a curated monthly roundup of marketing tips and success stories from community businesses, nonprofit leaders, and event promoters around the country featuring best practices and low- and no-cost marketing solutions that small businesses can put into practice immediately. This includes the creation of an automated, self-serve system that enables businesses to maintain their marketing efforts with ease.

Community Accounts: Advertising Solutions for Small Businesses

By providing super-service to the original public radio sponsors – locally owned, independent businesses, small nonprofits, special events and minority-owned businesses – the Community Accounts team at Market Enginuity makes public media more accessible and increases diverse voices on our stations. We pioneer new systems that leave the industry better than we found it – keeping the “community” in community-supported public radio.

Download the Public Media Marketing 101 eBook