Arts and Graphics: All the banners found on the One-Sheets can now be found in our Arts and Graphics section on myPBS! We'll be posting other graphic elements as they become available, alerting you to the latest promotional assets such as the 2016 Election graphics package.
2016 Election: As we gear up for the 2016 Election, we've created talking points around PBS's coverage of the various political events, including our partnership with NPR and election-specific programming. Also, available is the 2016 Election graphics package.
Season of Giving: Looking for simple, ready-to-use resources to boost your current year-end campaign? Click the interactive tool-kit to find turnkey assets and strategy for year-end fundraising in the areas of corporate support, membership and philanthropy. By diversifying your fundraising techniques, you'll increase your chances for successful seasonal giving opportunities.
TRAININGS THAT INFORM
MRI, Erdos & Morgan and IPSOS Research Webinar - How To Utilize this Data as a Corporate Support Professional: Join us for a webinar with PBS Research on January 27 at 1:00 PM ET to discuss the MRI, Erdos & Morgan, and IPSOS research data. Using this data effectively allows you to make your sales pitches stronger by customizing the story you tell with information that speaks to your clients’ goals and needs. The data is vast and sometimes overwhelming; we'll show you how to efficiently sort through the information to get you what you need to build a compelling case for your sponsor.
Election 2016 Planning Webinar: Learn about plans for covering the 2016 Elections, from conventions to special digital projects, when you join us for the Election 2016 Planning Webinar on Wednesday, December 9 at 4:00 PM ET.Marie Nelson, VP of News & Public Affairs, will run through the slate of programs and content that will be made available across all platforms, and representatives from PBS Communications, Marketing, Digital and Education will preview what assets will be available to help you customize the Election 2016 to your market. Click here to register.
Primetime Audience Update 2014-15 Webinar: This presentation on Dec 15, 2015 at 2:00 PM ET will cover primetime Nielsen ratings for the 2014-15 broadcast season, with comparisons to previous seasons, including PBS time periods, programs, competitive ratings and the latest TV landscape picture. Join presenters Beth Walsh and Steve McGowan from PBS Research. Click here to register.
Downton Abbey Webinar Slides and Recording Now Available: On November 19th, the MASTERPIECE and PBS teams hosted an an in-depth webinar to learn more about the Downton Abbey series finale and the breadth of assets that will be available for your local station to activate your audiences. They covered content and scheduling, marketing, publicity, social, digital, pledge, station relations and outreach, research, and development. To listen to the webinar, view slides, and the paid media plan, click here.
MERCY STREET WebinarSlides and Recording Now Available:On October 29, various teams across PBS joined together on a webinar about the upcoming POP-OUT, MERCY STREET. This webinar featured an introduction by Chief Programming Executive Beth Hoppe and presenters from Programming, Station Relations, Marketing, Publicity, Social Media, Digital, LearningMedia, Development and PBSd. In the deck you’ll find details on the cast, scheduling and suggested repeats, the paid and social media plans, screening event kit availability, and available sales resources. The final slide contains contact information for each presenter, please feel free to reach out to them or anyone here in Development Services with any questions. Click to view slides and recording. Also newly available is a companion reading list; pair it with the screening kit to create a dynamic event sponsors will love!
CSPI: Corporate Support Performance Initiative (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. If you’re interested in attending future sessions or would like more information about CSPI, please contact Lauren Cummings.
HERE'S LOOKING AT YOU . . .
PBS SoCaL's Kim Roberson, Curious George, and Bob Dea at the LA Zoo.
Today’s post features an interview with a dynamic duo – Bob Dea (VP, Corporate Underwriting) and Kim Roberson (Account Manager, Kids Corporate Sponsorship) of PBS SoCaL. Bob and the rest of the team sell PBS SoCAL’s General Audience programming while Kim sells exclusively PBS KIDS. What’s unique about them is how they leverage their KIDS programming to sell GA content.
Kim, I understand you were hired about a year and a half ago to focus exclusively on securing sponsorship for PBS KIDS programming on PBS SoCaL. Can you tell me what your experience has been? Kim: “I started selling KIDS underwriting to support our KIDS programming. From the beginning it was exciting and fun. I came from a print background, yet the process is still the same. The challenge was looking for organizations that could support PBS SoCaL KIDS’ packages. We primarily have two KIDS packages available – a $60K Caregivers and $20K Partners. I cast my net out big and focused only on key prospects.”
How did you go about determining what clients to target? Kim: “I focused on prospects that have the budget, need, and fit. My station had some existing relationships and I leveraged them. I gave my prospects everything they needed to say yes. My prospect list isn’t huge, but all of my prospects are targeted and thus very important. I spent lots of time qualifying them one by one, and thus my rejection rate is very small.”
What types of organizations do you target? Kim: “I like to keep it rounded out. I targeted a large children’s museum focused on Science & STEM (Discovery Cube). I also focused on a more historical type of museum (Natural History Museum). And then a zoo (LA Zoo). I have to have a zoo as an underwriter; it’s a perfect fit! Finally, a hospital was missing so I targeted Children’s Hospital Los Angeles (CHLA).”
Who did you target within those organizations? Kim: “Anywhere I could get my foot in the door. It took me over a year to get into Children’s Hospital. With CHLA I finally got in by doing research on Scarborough. I found some additional contacts to target, and did an email blast to approximately five to six key contacts. I received a response from a gal in the Foundation. She was willing to meet me - in the lobby that is. (I never got to actually get inside!) I gave her my Caregivers presentation and shared what I learned about local hospitals on Scarborough. She said she had a marketing meeting coming up and would share my information.”
Bob interjects: “The great advantage is that Kim has turnkey packages to sell. The packages are no brainers and easy to use. Plus Kim is stellar and perfectly tailored for KIDS.”
Bob: “She is the ideal person to be selling our PBS KIDS sponsorship packages. I started when Kim started; if Kim can do this with no broadcast sales background than we can do this with our adult programming. We have the tools in place to do really well. We found the right person in Kim.”
Bob, how does it work with Kim focused on KIDS? How does this integrate with your general audience sales team? Bob: “Kim and I are a great team. I helped Kim get her foot in the door with Natural History Museum. I had previously pitched them on general audience programming instead, and introduced Kim. We loop each other in on what clients we’re targeting. We try to partner on meetings whenever it is appropriate. We offered CHLA category exclusivity in PBS KIDS (the only hospital in KIDS) in exchange for purchasing a general audience primetime sponsorship schedule. This worked well as we were discussing their funding initiative targeting towards our evening audience. We developed a package for them and they bought it.”
I have heard that there was another instance where a contact Kim initiated for KIDS sponsorship actually turned into a general audience contract. Can you tell me about that? Kim: “Healthy Smiles for KIDS of Orange County which is a Partner at $20K. I invited them to a station event – gala, and the client loved Bob. That’s cool. The next week we both got a lunch invite from the client. During lunch, the client asked if Bob to be on their Board!”
Bob, did you join their Board? Bob: “Yes! In fact, I just dressed up as Darth Vader for one of their fundraising events.”
Back to the client…. Bob: “I developed a GA package for them around News. Originally when they were working with Kim they wanted to target kids through branding and community awareness. They then decided that once that was established, they needed community leaders (dentists, politicians) to notice them. So they switched their buy from KIDS to GA. While they serve kids, they’re looking to get their message to adults. And now, they’re looking for donors so it was a logical step.”
Kim, how do you retain your clients? Kim: “Once I have these clients signed and on our air, I give them really good service. I try to keep them engaged any way I can including multiple follow up points and going the extra mile on spot production. I want to make sure their underwriting message is giving them a good ROI. In addition, we offer a PBS KIDS character appearance as a part of our Caregivers and Partners packages. Also, I conduct a 6 month review during a client meeting. I deliver a cookie basket, and give the client numbers and impressions. I make sure they feel appreciated. I think everyone is satisfied.”
They must be because… Bob: “She nearly sold out her packages creating a demand in our market, and a feeling that others were left out. Agencies don’t like missing out.
Kim: “They’re renewing now. Two of my four Caregivers have recently renewed, and now I’m talking with the third.”
Our quick takeaways from Kim & Bob are the importance of trusting your colleagues, sharing client information, and partnering to grow the overall sponsorship dollars raised at your station. Kudos to Kim & Bob on their success!
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.
CET/ThinkTV's Underwriting Committee: Sue Ellen Stuebing, V.P. & Chief Development Officer of CET/Think TV knew that her Corporate Support team would be stronger if they had advocates in the community championing their mission. Therefore, she asked a Board of Trustee Member to Chair an Underwriting Committee to serve this purpose, and to help create sponsorship opportunities for CET/ThinkTV. To read more about ThinkTV's Underwriting Committee, click here.
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.
WE NEED YOU . . .
YEAR IN REVIEW SURVEY
As 2015 comes to a close, we have been reflecting on the tools and resources we created, and the great work we've seen by stations around the country. We want 2016 to be even more successful for everyone, but that means completing a review of 2015. We want to take this opportunity to get your feedback on all things Corporate Support. What resources, tools, and assets do you rely on? Where can we improve? What do you think of this Spotlight? We've created a short survey; you would make our holiday season if you took the time to let us know your thoughts (the good, the bad, and the ugly). We'll enter all participants into a raffle for three fabulous prizes. Please complete the survey by January 5th to be entered in the prize drawing. Thank you in advance for sharing your feedback!
CALL FOR SAMPLE SPOTS
Corporate support professionals consistently ask us, "Do you have local sponsorship spots that you could share?" While we have a few posted in our Videos section of myPBS (a massive thank you to those stations who have shared their spots!), we could use more. Therefore, we're putting out a call for additional spots; it's so helpful for colleagues across the system to see what's being done in other markets. As an incentive, we'll send you 50 Downton Abbey Tea Kits for your participation! If you have sample spots you're willing to share, please email Beth Drake.
HERE'S WHAT'S HAPPENING . . .
AROUND THE WATER COOLER
PBS Research on the Rentrak and comScore Merger
By Beth Walsh, Senior Director, PBS Research
PBS Research has long been a Nielsen subscriber, for both national (NTI) and local station (NSI) ratings. PBS also subscribes to both Google Analytics and comScore. In our reports and presentations, we strive to aggregate these dissimilar data to create a total audience picture, while knowing that the number of people watching during an average minute is very different from streams or views, and even if we could add them together there’s no way to remove duplication across different samples. Having the average time spent for each person across all platforms from a single-source sample would truly be the Holy Grail of total audience measurement. Although PBS has heard multiple informational sessions from Rentrak, we have not entertained signing up for the service. Our primary concern is that 37% of our KIDS audience and 20% of our primetime audience comes from broadcast only homes and Rentrak relies on cable set-top box data, leaving the important broadcast only homes unmeasured. The lack of broadcast only homes aside, Rentrak doesn’t even measure all cable operators. Further, set-top boxes are problematic in that they can’t identify individual people, and they stay on even when the set is off.
In PBS Research we were interested to hear about the Rentrak-comScore merger, but there has been very little detail released about what kind of cross-platform measurement solution a merged service would provide, and whether it could get anywhere near the Holy Grail. We know that Rentrak uses a census of millions of set-top boxes from their cable-operator partners, while comScore maintains a panel of about 2 million people to track online behavior and recently introduced a product that measures content consumption across all digital platforms and TV in a single metric. The concept of another company providing combined cross-platform measurement certainly represents more of threat to Nielsen than any other in recent years, primarily because the threat is coming from two established services that have made great inroads into media companies and ad agencies with their services. It increases the pressure on Nielsen to finally release their total audience measurement service, and get it right. It remains to be seen whether this merger can produce a viable alternative to Nielsen. Regardless, it’s no small challenge to get these apples and oranges into one comparable metric from a combined source, especially when the ways we can consume video content are expanding and changing so rapidly.
Related and newsworthy: PBS has signed on for Nielsen’s cross-platform VOD measurement service beginning in January 2016. Under this service, PBS will add the ability to measure PBS content on Comcast VOD, PBS programs viewed through an internet-connected device such as a Roku box, Apple TV or Google Chromecast, and selected PBS programs on Netflix and Amazon Prime. The VOD and connected-device viewing will rely on watermarks read by the PeopleMeter for any content passing through the TV, while the viewing to Netflix and Amazon Prime will be captured using Nielsen’s unique audio signature mapping. Measurement of mobile apps is also on the plan with Nielsen but will follow later. Through this enhanced service, we are aiming to measure PBS viewing wherever and whenever it occurs.