Tarifario/Rate Card – Part 2
Ingredients: Remember that el Tarifario es un ingrediente necesario for your station Guidelines of la Sabrosa SOPA. The following steps will help you continue creating the rate card, el Tarifario, that must be included in your SOPA Guidelines.
Mix and Stir: Start mixing up the ingredientes for the SOPA rate card by developing a table that includes all the previous ingredientes. You already have a) sponsors you will consider (corporations, non-profits, individuals or any other); b) the spot lengths your station will be using (30, 45, 60 seconds or less); c) labels/names for your timeframes (Prime Time, ROS, Basic our Enhanced Underwriting, etc); d) rate options for the time frames; e) combinations or special offers including any bonuses; f) possible additional fees for the production and post-production services for creating the spots. Remember to stir well, you want people to enjoy your SOPA flavor. Now let’s see what else you can add into an already delicious SOPA.
Other areas to consider:
- Social Media: In the station Tarifario/Rate Card you can consider including rates for posts on Internet Website, Twitter, Facebook or any other social media your station has available. Also you may have tarifas/rates for banners for your sponsors on the station’s Webpage. Since our technological world is evolving more each day, these options could be included to enhance your SOPA. Even though there are no restrictions for Internet posts, you must always consider your station’s MVV (Mission, Vision, and Values) and stick to them every time. Remember the Chef and Cooking Staff along with each person at your Latino Public Radio Station must always reflect your MVV.
- Program Interviews: Another thing you might include in the station Tarifario are interviews or program participation by your sponsors. Some stations do not include this because of their editorial policies. But if you do include it, make sure your station makes a pre-production script of the possible questions to ask. The Chef should have a meeting with the producer so they can review the script carefully using your SOPA Guidelines as a reference and keeping in mind the Do’s and Dont’s for Underwriting.
- Program Spot Acceptance: Some programs cannot accommodate spots. Oftentimes programs that are not locally produced either don’t have the breaks to include local spots or already come with announcements in the breaks as part of that program’s contract with their own sponsors. As a Chef you must be aware of this information before having conversations with your sponsors.
- Be open to having new sponsors: Anyone can be a supporter and you must be ready for them. The more alternatives, the better SOPA you will have.
- As a Chef it is important that you always keep in mind the service you provide and the importance of showing who you represent: your Latino Public Radio Station. So review and share with your Cooking Staff the station’s MVV, station’s highlights, goals and results. Emphasize to them the importance of your Outreach work. This will help you preserve community support and sponsors. As you know, they go together hand in hand.
Get Ready for the Next Steps: Along with the rate card, you need to think about a way to reach your Supporters and Sponsors. It is time to look at the station’s Case for Support documents: Mission, Vision and Values; the station’s signal coverage, the ratings. Also, review the highlights of your station, the Station’s End of Year Reports and any other document that express your station’s community outreach. Next week’s Receta will help you continue developing a delicious SOPA.