As a Chef you already completed one phase — the Guías para una Sabrosa SOPA (the Underwriting Guidelines). Congratulations! Now it’s time to work on the Media Kit.
The Media Kit lets people know the options, costs and benefits of your SOPA. Before you start compiling it, do some brainstorming. How is your station’s media kit going to spread the word about your SOPA. Will it be through one-on-one meetings with potential sponsors, current corporate donors or corporations closer to the station, making presentations to advertising agencies, by allowing it to be downloaded from your station’s website.
The amount of time it takes to compile your station’s Media Kit depends on how simple or elaborate you want it. Remember that presentation is everything. How your Media Kit looks can make a powerful first impression or make your sales call an uphill battle. Use your station templates, logos, call letters and contact information so sponsors make an instant connection. For one-on-one meetings you may need printed materials, for agency presentations prepare a power point and make electronic versions of your Media Kit for your website and to disseminate via email.
You already have prepared all the ingredients essential to develop your station’s SOPA Media Kit.
- Support Message: Based on your station’s Mission, Vision and Values develop a message soliciting support in one to two paragraphs; the briefer, the better.
- Guía/SOPA Guidelines: The do & don’ts, the will and won’ts, the can and can’ts and the cost of your station’s underwriting program.
- Ratings: Some stations can get this information, others can not. But everyone has stories about the loyalty of their listeners and how the station ranks with their audiences.
- Radio Coverage: Your engineer can provide you with a map of your broadcast area. While it is important to note that not every single person living in the broadcast area listens to your station, it does indicate your geographical reach and what your potential is. If you stream on the web, your potential is augmented beyond your geographical reach but your audience measurement becomes more challenging.
- Program Schedule: Your sponsors need to know what you play so they can assess the desirability of their product by the type of person that listens to your format. The consumer habits of a classical music listener in Puerto Rico can be quite different from that of a farmworker in California.
- Demographic or Anecdotal Description of Your Audience: Tell potential sponsors what you know about your audience and how you know it. Age range, ethnic breakdown, loyalty to the station and what they care about are all important things to know. Did you get the information from the Census Bureau, the RRC, from interacting with your audience during pledge drive
- Testimonials/Success Stories: Quote past or current sponsors about how well the SOPA program works for them. Did their business increase because people love that they support the station? Did they get that great feeling that comes with supporting an institution as important as your station
- End of Year Report: While it can contain many of the highlights of the station, the Report should more formally include your financial status, governing structure and administrative protocols. This should also be on your website.
Get Ready for the Next Steps: Next week’s Receta will give you tips for seeking sponsors, ways to approach them and how to turn potential sponsors into friends.