Get Your Guide
Our Planning Calendar is an interactive workbook designed to help you create a month-by-month promotions plan, so you can reach (and maybe surpass!) your goals. The workbook covers how to track revenue and progress towards annual goals and email database growth.
Key Takeaways
National Sweepstakes
Second Street is providing six national sweepstakes – FREE – for all of our customers. These campaigns have big prizes, attract a large audience, and are ideal for selling to advertisers looking for a lot of branding, database growth, and lead-gen!
Recurring Revenue
Now more than ever, it’s important to have consistent income all year long. This is one of the most efficient ways to sell. You sell the campaign one time, and you have checks coming in every month – freeing your sales team up to sell other sponsorships.
Best Of
A Citywide Ballot (Viewers’ Choice, Best Of) is a perfect opportunity to highlight the businesses and advertisers in your community and keep them top of mind with your viewers. This exposure is something they need even more right now, and they’re eager to participate. These campaigns generate huge revenue and audience engagement for both your newspaper and your advertisers.
Lead-Gen Campaigns
Your advertisers need leads. Creating a campaign optimized to deliver quality leads will establish your credibility with an advertiser. When they’re confident in your abilities, they’ll be eager to continue to work with you on future campaigns.
Station Initiatives
Start by looking at the big initiatives your station already has on your calendar like high school football, Christmas, a local hometown celebration, or even a station-wide goal of list growth. Then, see where you can add in a promotion. Optimize the experience for your sponsors with an email opt-in and lead-generating questions.
Holiday
This is normally the biggest spending season of the year, but the 2020 holiday season looks a bit different. Promotions are a great way to help advertisers retain and grow their business this season. Whether they’re trying to tell people about their new pandemic-friendly services (curbside pickup, online ordering, etc.) or just looking to stay top-of-mind, promotions deliver results.
List-Builders
Promotions are great list-builders – whether you have a sponsor or not. Running highly engaging campaigns like voting brackets, ballots, and sweepstakes are perfect for engaging with your listeners and growing your database.
Editorial & News Content
Whether it’s the 5:00 news or a hit new sitcom, your content is important to your viewers. See how you can incorporate promotions into your current content and use this as an opportunity to drive email opt-ins for your newsletters.
Newsletter Strategy
You should host a variety of newsletters such as breaking news, daily headlines, weather updates, and personality or talent-driven newsletters. Consider limited-series newsletters for specific events or moments relevant to your audience for a designated length of time.
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Liz is the Senior Director of Customer Success and has an extensive background in media. She is a huge advocate of the power of promotions for every department within an organization, including sales, marketing, audience development, and editorial.