Sponsorship Blog

The Core Values of a Michigan Radio Listener

Michigan Radio’s audience growth in 2016 was unprecedented.  More important, perhaps, than knowing that more people are listening, is understanding WHY they are listening.

Michigan Radio listeners have a commitment to core values that translate to a level of support for the station that goes far beyond their financial membership. Michigan Radio listeners are more likely to highly recommend the station in general, and their favorite programs in particular, to others.

The Public Radio Techsurvey from Jacobs Media helps to provide an understanding of why our audience listens to Michigan Radio in the first place and underscores the values-based nature of the relationship between stations and listeners.

Learning, credible and objective programming, new perspective, respecting the listener’s intelligence, and balance are all key components in explaining the appeal of Michigan Radio to those who value it most.  The programs, the hosts and the specific content are, of course, important, but it’s the core value that Michigan Radio stands for that make it the most appealing to our listeners.

Simon Sinek discusses in his TED Talk why it’s essential for brands to “start with why.”

“People don’t buy what you do, they buy why you do it,” says Sinek.

This is where the value to your brand comes in.

Our listeners are loyal to Michigan Radio because they value what we provide – they value it enough that they recommend it to their friends and family, and they value it enough that they pay for it, even though they don’t HAVE to.

Your sponsorship message on Michigan Radio lets our listeners know that you value what they value.  Your association with Michigan Radio creates the halo effect, which lends YOUR brand credibility, just by association with us!

Contact your account executive today to reach listeners who are passionate about Michigan Radio!

Featured Sponsor: Calvin College

By Gail Heffner, Ph.D., Director of Community Engagement

Guest Blogger

gail-heffner-headshotCalvin College, a Christian liberal arts college ranked #1 in the Midwest*, has called Michigan home since its founding in 1876. We are rooted in this vibrant state, with branches of influence across Michigan and around the globe. Indeed, our continuing partnership with Michigan Radio—an organization that reaches communities in Michigan and beyond—is a natural fit.

Over half of the students that Calvin serves are from households in Michigan. We are proud to educate so many students and families from our great state alongside students from 47 other states, 5 Canadian provinces and 61 other countries.

dsc_0097Calvin is committed to investing deeply in the “mitten state,” from community nursing to business partnerships, ACT tutoring to low-income tax assistance, service-learning with nonprofits to environmental stewardship of our land and resources.  Our Plaster Creek Stewards initiative is one example. Calvin College faculty, students and community partners have been working together to restore health and beauty to the Plaster Creek waterway in West Michigan.

It makes sense that Michigan Radio is the place Calvin turns to get the word out about our world-class concerts, in-depth conferences and seminars, and the January Series: an annual lecture lineup deemed “fifteen days of a free liberal arts education.” We welcome many Michigan Radio listeners to our events, listeners who join us in being inquisitive about new ideas, hungry for truth, and passionate about solutions.

Thank you, Michigan Radio and listeners statewide, for participating in our community, whether through an hour-long event, four years of study, or a lifetime of learning.

Learn more about Calvin College

Learn more about becoming a Michigan Radio Sponsor

Michigan Radio Keeps Growing!

Radio is once again America’s number one reach medium. Even as the media landscape has become more crowded, radio has remained relevant and its ‘average audience per minute’ is growing^.

“This isn’t a medium that is only growing in one area (of listeners). All audiences are spending more time with radio,” Katz Media Group executive VP of strategy Stacey Lynn Schulman told Inside Radio.

Furthermore, public radio news and information programs in particular are seeing a large increase in ratings nationwide*.  Morning Edition, NPR’s morning drive program, grew by 26% in the adults 25-54 age demographic, while the afternoon drive program All Things Considered hit an all-time weekly audience high of 13.3 million.

Michigan Radio has experienced impressive audience growth this year as well, in our entire geographic area and particularly in the Metro Detroit region. Our weekly cume in the Detroit market has increased by 25%, to approximately 200,000 listeners per week since November of 2015. In addition, our total audience share (the percent of people listening to Michigan Radio) for the morning drive, including Morning Edition, is up by more than 250%.**

Now is the perfect time to make your organization’s message well known to the growing ranks of engaged public radio listeners. Contact us to plan your 2017 marketing schedule with Michigan Radio! Our Director of Corporate Support, Kathy Agosta, is available to help you take the first steps to a successful sponsorship campaign on Michigan Radio.

^‘Average audience per minute’, a metric used by Nielsen to track how much time users spend with a media platform, is showing that the average minutes spent with radio per week is growing among all age groups, from Millennials to Boomers.
*Source: http://www.npr.org/2016/10/18/498390457/npr-sees-large-ratings-increase
**Source: Nielsen Ranker, Detroit, Metro PPM. October 2016, multiple dayparts, P 6+      Michigan Radio is: WUOM-Detroit. WUOM/WFUM-Ann Arbor. WVGR/WUOM/WFUM-Grand Rapids. WFUM/WUOM/WVGR- Lansing. WFUM/WUOM-Flint.

Converting Obstacles to Opportunities: Timing Your Message by Buying Cycle

buying-cycle-11-1At any given time, Michigan Radio listeners are thinking about making important purchases.  Researching is the first step of the ‘buying cycle’, and according to marketing studies, most people research major purchases for several weeks before buying.

We’ve listed some top categories of purchases along with the average number of days a consumer spends in the buying cycle before the purchase is made.

Michigan Radio reaches an educated and affluent demographic across the state, Both our members, who support the station financially, and our listeners in general, tend to patronize Michigan Radio sponsors.

Your long-term sponsorship campaign on Michigan Radio keeps your brand top-of-mind with our listeners, no matter where they are in the buying cycle.

In addition, the public radio halo effect also ensures that our listeners have positive feelings about your brand – feelings that only get stronger the longer your message runs on Michigan Radio!

 Contact us to plan your messages for 2017!

Featured Sponsor: Allergy & Immunology Associates of Michigan

By Jeff Leflein, MD, Allergy & Immunology Associates of Michigan

Guest Blogger

AIA LefleinJeffreyFor over 30 years Allergy & Immunology Associates of Michigan has been a part of the medical community in southeast Michigan and has supported Michigan Radio since 2007.  Through sponsorship, Michigan Radio has allowed us to share throughout its listening audience that relief is available through diagnosis and advanced treatment for individuals suffering from allergies and asthma at our offices in West Bloomfield, Livonia, Novi, Brighton, Canton, Chelsea, and Ann Arbor.

 Our board certified physicians are dedicated to making life with allergies and asthma as comfortable and manageable as possible for our adult and pediatric patients.  This commitment is demonstrated in our community services, cutting edge clinical research team, and as well as in our clinical offices.

 Michigan matters to us. For years we have been working with local public and private schools and child care facilities to provide food allergy education by speaking to teachers and staff to provide safe school environments.   Our doctors played a major role in “EpiPens for School Program” so every public school throughout Michigan has life-saving doses of epinephrine.  Our physicians have remained active in both local and national events investigating the latest research discoveries and treatments.

 Michigan Radio is important to us as well.  As listeners, we are well aware of the profoundly valuable service that their journalism provides to the citizens of this state.  Using Michigan Radio to spread the word about our services just makes sense: we are able to reach an audience that is receptive and in need of our service while at the same time providing financial support to a cause that we care about.  There is no doubt that our relationship with Michigan Radio has nurtured the growth of this practice.

 As we expand, adding offices and physicians to serve our patients, we can be confident that our message on Michigan Radio is being heard across the state, in all the areas that we provide service.  When we open a new space in a community, the residents there have already heard our message on Michigan Radio, since we have been a long time sponsor.

 We expect to continue our mutually favorable relationship with Michigan Radio going forward, as Allergy & Immunology Associates grows to reach and serve the needs of our state’s citizens.

Learn more about Allergy & Immunology Associates of Michigan

Learn more about becoming a Michigan Radio Sponsor

Industry Spotlight: Educational Services

A Michigan Radio sponsorship will allow your school’s message to reach an audience that is interested in investing in the future of their children.

Because our audience is 58% more likely than the average American to be the parents of children under 6 years old, your message is reaching an audience that is currently on the brink of deciding on the future of their education of their children.

Also, because our audience is 176% more likely to have an individual income of over $150,000, they are financially capable of empowering their children by providing them with a strong education.

 

Contact us to find out more about how a Michigan Radio Corporate Sponsorship can help your educational services business grow!

Featured Sponsor: Flint Institute of Arts

By Kathryn K. Sharbaugh, Director of Development, Flint Institute of Arts

Guest Blogger

Founded in Michigan in 1928, the Flint Institute of Arts (FIA) proudly holds the rank of the second largest art museum in the state and runs one of the largest museum art schools in the entire nation. Demonstrating the power of the visual arts, the FIA provides lifelong learning opportunities to engage and educate an ever-growing diverse and regional audience.

Dedicated to making art available, approachable, and accessible to everyone, we offer a broad range of interpretive programs that allow people to access information on the permanent collection and temporary exhibitions that reach more than 160,000 people each year. This includes guided tours, lectures and community dialogues, art classes, workshops, and studio demonstrations. Also, every weekend from September through June, we screen independent films presented by the Friends of Modern art whose selections are tailored to reach all audiences.

The Flint Institute of Arts in Flint Michigan

The Flint Institute of Arts in Flint Michigan

For well over a decade, the FIA has participated in supporting Michigan Radio. Through sponsorship, Michigan Radio has generously shared its vast audience of dedicated listeners with us.

“Over the past several years, the staff has worked hard to reshape the FIA’s role in the community and the success we’ve experienced would not have been possible without our ongoing relationship with Michigan Radio and its listeners,” expressed John B. Henry, Executive Director of the FIA.

The station of choice of many patrons and an effective component to our advocacy, Michigan Radio helps the FIA to fulfill our mission statement: to advance the understanding and appreciation of art for all through collections, exhibitions, and educational programs.

Thank you, Michigan Radio.

Learn more about Flint Institute of Arts

Learn more about becoming a Michigan Radio Sponsor

Converting Obstacles to Opportunites: Sponsorship Copy & The Halo Effect

As you consider Michigan Radio sponsorship as a way to promote your business, mission or event, you should also be considering the copy message you’d like to air.

Your copy message is an important consideration: not just any message, but the right kind of message.

An appropriately worded sponsorship message is one that resonates with the listeners and fits in with the sound of the station.

Just as you wouldn’t pair brown shoes with a black tuxedo at a formal event, you don’t want a message that strikes listeners like an out-of-tune piano in a symphony orchestra. You want copy that fits in with the sound of the station.

The things that make Michigan Radio unique in sound and substance are why our listeners tune-in. In addition to providing exceptional programming, it’s important that we maintain an uncluttered environment, so that listeners are engaged during breaks, stay tuned to the station, and hear our sponsor’s messages.

That’s why crafting underwriting messages that are in keeping with our programming values is important.

When it comes time for writing copy, there are important questions to keep in mind:

  • Does the copy focus on brand and community messages instead of just a list of the sponsor’s products?

  • Is the length of the message appropriate?

  • Is the tone appropriate? Is it produced in a calm, authentic voice?

  • Is the copy reinforcing a trust relationship?

We’ll take a look at two ways an sponsorship message can be written for the same sponsor. Here’s an example of a credit for a business that’s in the finance category.

 

The first of the two is a good message, FCC-compliant, and written with the focus on the product:

Support for Michigan Radio comes from Wealth Investment Advisors, providing a wide range of investment options, from stocks, bonds and mutual funds, to comprehensive portfolio management since 1995. On the web at Wealth Investment Advisors dot com.

Here’s a second version, also a good message and FCC-compliant. It’s also a message that’s locally oriented and supportive of the local community:

Support for Michigan Radio comes from Wealth Investment Advisors, helping local families navigate the investment landscape since 1995. On the web at Wealth Investment Advisors dot com.

Both examples are good copy and FCC-compliant. The second is to-the-point, an example that makes for a clear, uncluttered message that resonates with the listener. When fewer words are used, it’s easier for a listener to remember the details, compared with a longer list of product or service offerings.

Information in shorter spots is easier for the listener to remember. That’s a good guide to use when choosing the wording that will resonate with the listener. The second credit is poised to deliver on the halo effect, creating the image of the business that supports the station.

Sponsorship messages should resonate with the listeners. When you’re listening to the radio everything that comes out of the speakers is heard as programming, and that includes the sponsorship messages.

Contact us for more information about how we can help you get your clear, concise message out to our audience with a Michigan Radio sponsorship.

Looking Beyond Ratings

Marketing professionals, like gourmet chefs, are on the lookout for key ingredients when they are planning their strategy.

Specifically, when buying radio, those in the know are looking at things like reach, frequency and ratings.

Michigan Radio has the numbers that the professionals are looking for. As the most listened-to public radio station in the state, we reach more than a half a million listeners per week with our on-air broadcast – and that’s not counting our streaming or web audience.

Beyond the ratings, marketers today know they should also be looking at audience engagement. Put simply, audience engagement = how much the audience takes action as a result of the content produced by the station.

Taking action or audience engagement could look like:

  • social media interaction: liking, sharing, commenting on content;

  • web interaction: commenting on stories on the web or going to the web to follow up on a story they heard on-air;

  • calling the station with feedback;

  • contacting sponsors or advertisers;

For Michigan Radio, audience engagement also includes listeners who become donors/members of the station.  This is the ultimate in audience engagement: our listeners value our content enough to contribute financially.

This means that sponsorship messages aired and associated with our high-quality content, are HEARD by our audience.  Since we don’t have commercials and limit our sponsorship messages to only a few an hour, our listeners don’t change the station during sponsorship messages.

As a marketing professional, we know that you recognize the value in what Michigan Radio sponsorship has to offer – contact us to find out how to put your marketing dollars to work in our high-quality, content-rich environment!

Industry Spotlight: Arts & Culture

A Michigan Radio Sponsorship gives you access to an audience that is educated, affluent and engaged. Our listeners are 173% more likely to attend an art gallery or art show and 214% more likely to contribute towards the arts, meaning your message will reach an audience that has both an interest in what you have to offer and the ability to support your programs.

Contact us to find out more about how a Michigan Radio Corporate Sponsorship can help your arts and culture programs and events grow!