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Tea and Masterpiece

Tea and Masterpiece. TRAC January 2012. Challenges…. Shrinking member base Low renewal rate Member favorites often pre-empted during drives And…. (from someone who loves it) too much pledge…. Masterpiece…. Followed the Milwaukee model

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Tea and Masterpiece

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  1. Tea and Masterpiece TRAC January 2012

  2. Challenges… • Shrinking member base • Low renewal rate • Member favorites often pre-empted during drives • And…

  3. (from someone who loves it) too much pledge…

  4. Masterpiece… • Followed the Milwaukee model • 2-3 minute open (prior to the program) explaining the concept • Masterpiece runs in its entirety • 15 – 17 end break

  5. Messaging… • We’d love to offer Masterpiece every Sunday of the year – even during pledge - but fund raising around the program hasn’t met the costs of acquiring and airing the program 52 weeks a year • It’s baffling, because Masterpiece viewing is sky high • The specials we air when the program is pre-empted essentially pay for Masterpiece

  6. So we’re trying an experiment… The conventional wisdom is… it won’t work

  7. The offer, 1st night… Goal: 296 calls or clicks of support over the next four Sundays, which will fund Masterpiece through February • When we hit 296, we’re done, and Masterpiece will run uninterrupted for the next three months. We’ll revisit this experiment during the March drive • When you call or click in your investment, be sure to vote for the Masterpiece(s) you’d like to see in March.

  8. Results • Goal: 296 over four nights • Actual: 331 over two (37 minutes) • Revenue: $23,446 • DPM: $633.68 • Ave pledge $70.83 • Premiums: Less than 20%

  9. and we hear about it…

  10. The offer… • Tea will run uninterrupted during December • No pledge breaks • Goal: 462 calls or clicks of support by Dec 9 • If we hit it, no interruptions through February, and we’ll try this again in March • We’re going on faith • Conventional wisdom: It won’t work (yes, its a theme)

  11. promotion • 1/3rd of a page, November guide • E-mail and Facebook • :30 second and :45 second on-air spots, the GM and the programmer

  12. Zvi…

  13. Tea results • Introduced online December 5 • Daily updates, online / on-air • Deadline December 9 • Goal: 462 • Actual: 491 • Revenue: $24,678 • Ave pledge: $50.26 • Premiums: None

  14. number crunch… • Tea & Masterpiece ~ 832 pledges for $48,124 (14.6% and 6.8% of total, respectively) Masterpiece: • New: 218 pledges 65.9% • Renew / rejoin: 39 11.8% • Add: 74 22.3% Tea: • New: 110 22.4% • Renew / rejoin 203 44.9% • Add 161 32.7%

  15. Impact on the drive… (compared to December 2010) • Revenue up 11% • Minutes decreased by 12% • DPM up 24.7% • Premium costs down • Online revenue increased 103% • Happy viewers, new traditions

  16. questions… rlore@mpt.org (410) 581-4274

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