Proposals: You may have heard about the new Get Them While They’re Thinking national sales trade-facing campaign. We hosted a session at PMDMC that introduced the branding and research, the materials we presented are archived on myPBS. In that session we mentioned that as resources and assets for the national effort are created, we would be making them available for stations. As such, we've created a template of the national deck that can be customized for local sales efforts. This deck includes place holders where member station information should be inserted to highlight metrics specific to each market and client. Don't forget about out the various proposal builders available, which are full of proof to help reinforce the value of PBS.
Sponsorship Guidelines Video Featuring Steve Goldbloom: Do you need a tongue-in-cheek way to walk your sponsors through our (ahem - restrictive) sponsorship guidelines? We've created a humorous video featuring #BriefButSpectactular and #EBTN's Steve Goldbloom to address why sometimes what works on other networks looks awkward on PBS.
Local Underwriting Guidelines: In addition to the national guidelines, many stations have a set of local rules they abide by for on-air and online sponsorship messages. We have suggested local guidelines posted on myPBS, and we'd like to share member station samples as well. Does your station have guildelines that you're willing to share? If so, please email us. Also, we've posted Quick Reference Guides to help you navigate the sponsorship guidelines: Overview & On-Air Sponsorship, FAQ, and Online Sponsorship.
TRAININGS THAT INFORM
CSPI: PBS Development Services – Corporate Support offered two Corporate Support Performance Initiative (CSPI) Trainings this Summer. Thank you to our host stations - ValleyPBS/Fresno, CA and WTTW/Chicago, IL. CSPI is a two-part series; In Program 1, participants learn how to articulate the PBS Value Proposition, and build a foundation of fundamental knowledge about the PBS product, market and media environment. Program 2 expands on the principles from Program 1 to build discrete selling skills, from the initial customer engagement to securing a commitment from the sponsor. Our next CSPI session will be at PBS/Arlington, VA (Program 1, Dec. 1-3; Program 2, Jan. 12-14). If you’re interested in attending or hosting CSPI at your station, please contact Lauren Cummings.
Prezi Webinar: A New Look For Your Sales Pitches: Are you looking to spice up your presentations? Prezi gives you a limitless zoomable canvas and the ability to show relationships between the big picture and fine details. The added depth and context makes your message more likely to resonate, motivate, and get remembered. Save the date for a webinar with Wesley Hennings of Prezi on Wednesday, November 4 at 1:00 PM EST. (An invite will be sent later this month.) Wes will be walking us through our customizable PBS Prezi sales deck, and how to best utilize this interactive software platform.
PBS Fact Sheet – October 2015: Every day, PBS and more than 350 member stations fulfill our essential mission to the American public, providing trusted programming that is uniquely different from commercial broadcasting, treating audiences as citizens, not simply consumers. In fact, PBS has been rated as the most trustworthy institution among nationally known organizations for 12 consecutive years. This fact sheet gives a snapshot of: Primetime Audience Growth & Children’s Content, Innovation & Growth on Digital Platforms, Helping to Close the Achievement Gap.
HERE'S LOOKING AT YOU . . .
Now in its 24th year, WYES’ Season of Good Taste, a four course dinner followed by a wine and coffee pairing, is a must-attend event in the New Orleans community. With each of the 6-8 dinners being hosted by a local restaurant partner and featuring a menu of mouth-watering foods and delectable libations, it is no wonder The Season usually sells out.
WYES features the host restaurant in on-air spots leading up to the week of that host restaurant’s event. Tickets sell for an average of $95 per person, 85% of which is pure profit to WYES with the remaining 15% going to restaurants to help cover costs. Guests purchase tickets directly from the station (or are placed on the waiting list as is the case with many of these hot restaurants). This guest list has a dual function – not only does it track registrants, but it serves as a great way for WYES to add to its prospective member list. Guests are automatically added to WYES’ e-communications to further engage them with the WYES community.
Sponsorship opportunities are diverse, including an almost ten year partnership with lead sponsor Community Coffee. Community Coffee provides coffee at every event and receives top billing on the menu which features the logos of all Season of Good Taste sponsors. The restaurants are also encouraged to cook a course using Community Coffee; dishes are judged and a winning chef is announced at the end of the season and highlighted on WYES. Other sponsors include a spice company, grocery store, meat distributor and wine distributor who are natural fits for this foodie event. In addition, sponsors are able to provide product samples at each seat. One of the major draws for local sponsors is that they receive tickets to each event, allowing them to speak about their product and interact with potential customers.
While Season of Good Taste yields a high profit it does take time to coordinate; Jim Tapley of WYES warns that they’ve learned over the years to keep it simple. This is sound advice from someone working in The Big Easy. WYES has found a good balance by cutting back on the number of participating restaurants, making it even more exclusive. This event is scalable to markets of all sizes plus it naturally ties in with our multitude of PBS Food programming.
To learn more about WYES’ Season of Good Taste, contact Sharon Snowdy, Special Events Manager or Jim Tapley, Corporate Support Representative.
Have a great corporate support story to share? Email us! We are always looking for innovative and unique success around corporate sales that can help spark ideas in the system.
WELCOME TO CORPORATE SUPPORT
Do you have a new Corporate Support staff member at your station? If so, let us know! PBS Corporate Support has a welcome packet full of information about PBS and where to find sales resources to help your new hire hit the ground running hit the ground running! Contact Lauren Cummings to receive a packet.
PBS CORPORATE SUPPORT CALENDAR
November 4, 1:00 PM ET: Prezi Webinar - A New Look For Your Sales Pitches December 1-3: CSPI, Program 1 – PBS/Arlington, VA January 12-14: CSPI, Program 2 – PBS/Arlington, VA