1 / 45

Underwriting Sales Management Across Platforms

Underwriting Sales Management Across Platforms. Jim Taszarek, President Kirk Nelson, CRMC, VP Sales and Marketing. Public Radio Partners Principals. Jim Taszarek, Jr . – President Television – 4 yrs Magazines – 3 yrs Public Radio – 7 yrs MBA, University of Southern California

tanek
Download Presentation

Underwriting Sales Management Across Platforms

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Underwriting Sales Management Across Platforms Jim Taszarek, President Kirk Nelson, CRMC, VP Sales and Marketing

  2. Public Radio Partners Principals • Jim Taszarek, Jr. – President • Television – 4 yrs • Magazines – 3 yrs • Public Radio – 7 yrs • MBA, University of Southern California • Kirk Nelson – Vice President • Professional Musician – 10 yrs • Retailing – 4 yrs • Commercial Radio Management – 17 yrs • Public Radio – 7 yrs • Taz, Sr. – Prupster #1, Idea Slave, Guru w/o Portfolio • Broadcasting (TV/Radio) – 30+ yrs • PRUP & PR Consulting – 7+ yrs

  3. Link stations and corporate supporters in a mutually beneficial relationship that enables the station to better serve the community and helps the underwriter grow their business PRP Mission

  4. PRP Philosophy Public Broadcasting’s • Quality Programming • Non-commercial nature are what the audience appreciates and provides underwriters marketing value Respect and protect that nature in order to make underwriting a significant and sustainable revenue source

  5. Session Title Underwriting Sales Management Across Platforms

  6. Outcomes • Multiple Platforms Management • Available Platforms • Concepts & Strategies • Management Focus • Expectations

  7. PBS Platforms Include • Underwriting credits • Web • E-Newsletter • Station events/outreach • Print ads/member magazine

  8. Concepts & Strategies • Engine • Bundling • Concentration of Force • Supply & Demand • The Flywheel Effect • Path of Least Resistance • Expectations

  9. Engine Theory

  10. Identifying Station Engines • Sell with little or no effort • Sold out for months in advance • Waiting list to support • Can’t seem to raise the rate enough

  11. Bundling

  12. PBS Television Genre • Prime Time & Specials • PBS Kids • News & Current Affairs • How To, Home Improvement/Travel

  13. Children's programsEvery week more than 145,000 Valley families watch children's shows on KAET/Channel 8.Parents rank Barney & Friends, Sesame Street and Arthur among their top 5 children's shows in a recent study.

  14. News and Current AffairsEach week more than 324,000 business leaders watch Channel 8's news and public affairs programs.PBS news viewers are 57% more likely to have homes valued at $200,000

  15. Concentration of Force

  16. Flywheel Effect

  17. Supply & Demand The theory of supply and demand describes how prices vary as a result ofa balance between product availabilityat each price (supply)and the desires of those with purchasing powerat each price (demand). Alfred Marshall

  18. Supply & Demand

  19. Path of Least Resistance

  20. Path of Least Resistance • Alignment • Station GM • Board of Directors • Development • Traffic • Accounting • Member Services • Special Events • Volunteers

  21. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

  22. PBS Platforms Include • Underwriting credits • Web • E-Newsletter • Station events/outreach • Print ads/member magazine

  23. Weekly Units News Genre Rate Card Weekly Revenue Annual Revenue Pledge Drives Annual Revenue Net of Pledge 72 $500 $36,000 1,872,000 8 $1,584,000 Underwriting Unit Potential

  24. Total Weekly Avails ROS Spot Rate Weekly Revenue Annual Revenue Pledge Drives Total Annual Revenue 74 $100 $7,400 $384,800 0 $384,800 Web Unit Potential

  25. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

  26. Media Kit

  27. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

  28. Rate Card

  29. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

  30. Bundling Your Inventory • On-air Underwriting Genre • Multi-Media • PBS Event

  31. Weekly Units/News Genre Units Per Package Packages Available Package Spot Rate Package Cost Weekly Revenue Annual Revenue Pledge Drives Total Annual Revenue 72 8 9 $340 $2,720 $24,480 $1,272,960 8 $1,077,120 On-Air Genre Bundling

  32. Per Wk/Month News Genre 500/340 Web Units 200/100 Mag Ad 2,610/2,000 Monthly Pkg Total Value Package Cost 9 Package Available Annual Revenue Pledge Drives Total Annual Revenue 8/32 3/12 1/1 $21,010 $14,080 $1,520,640 8 $1,438,020 Bundling – Credits/Web/Mag

  33. Expectations

  34. Expectations • Engines • Most in demand • Bundling • Use to maximize/leverage your engines/platforms • Concentration of Force • Prioritize platforms • Supply & Demand • Price inventory to sell • Flywheel Effect • Allow projects/programs to germinate & grow • Path of Least Resistance • Do those things underwriting department is good at

  35. Expectations • TV dollars • Shift to marketing • “Don’t ask what they can do for you, ask what you can do for them” • Account focus

  36. ?? Questions ?? Thank You

More Related