Digital media has changed our media landscape, allowing users 24 hour access to content and giving advertisers another avenue to reach consumers.
As a result, consumers are now the target of more advertising than any other time in history. There has been a 500% increase in commercial ads over the past 20 years.
Despite $200 billion being spent on advertising each year, businesses are only reporting a 2% growth.
Advertising burn out is causing the opposite of the intended effect of marketing. For example, digital ads experienced as intrusive are inadvertently causing consumers to stop using those very brands.
So, how can your brand break through the noise?
Michigan Radio sponsorship offers a solution to this marketing conundrum. Your message takes on value to your customers and prospects when you attach it to something that’s important to them.
Our audience is tuned in to Michigan Radio because they care about the programming that we provide. They listen longer than commercial radio listeners and they don’t change the station during breaks.
Our listeners don’t skip our breaks because our sponsorship messages are part of the programming and they’re brief. The Michigan Radio audience is curious to know who is supporting us and they want to support our sponsors.
Your message can reach an audience that is engaged, both with our programming and sponsors.
Lift your brand above advertising overload with a Michigan Radio sponsorship.
Running a balanced schedule on Michigan Radio means that your spots will be placed in multiple dayparts, which means you can reach more Michigan Radio listeners.
Here’s why that matters:
Quality: The Michigan Radio audience is high quality all the time: No matter when you run your schedule, your sponsorship messages will reach the most educated, affluent, influential and engaged audience in the state.
Quantity: Drive times aren’t the only time that people listen to Michigan Radio. Some of our most popular programming is in the evenings and on the weekends, like Fresh Air, The Moth, This American Life and On Being.
Value: Placing your spots in broader and more varying dayparts helps you get more spots for your budgeted marketing bucks, helping increase your reach and frequency without increasing your financial investment.
Don’t miss out on reaching as many of our listeners as possible! Contact us today to request a customized sponsorship schedule!
By Carolyn Bloodworth, Secretary and Treasurer, Consumers Energy Foundation
Every hour of every day, Michigan Radio links communities across Michigan by sharing information and stories about our state and the people who make it a great place to live. The Consumers Energy Foundation is proud to continue our support of Michigan Radio because it shares our mission of building and bringing our state’s communities together.
The Consumers Energy Foundation is the philanthropic arm of Consumers Energy, Michigan’s largest energy provider. We fulfill our company’s mission to deliver hometown service by investing in and supporting good, thoughtful work that goes on across the state.
That takes many forms, whether it’s dollars to help Flint high school students attend college, to preserve environmental habitats, or to build recreational trails that get people outdoors. We’ve put our support behind initiatives that enhance the culture of the places we live, from expanding children’s museums to renovating historic theaters. Our impact touches all of our state’s residents, even the penguins and polar bears at the Detroit Zoo!
We value Michigan Radio’s efforts to inform people, to give a voice to everyone in our communities and to shape public policy. Michigan Radio and its listeners can count on us to continue our support for their important mission.
Learn more about Consumers Energy Foundation
Learn more about becoming a Michigan Radio Sponsor
From Steve Schram,
Michigan Radio Executive Director and General Manager
We are beginning 2018 with enthusiasm and appreciation for the success you helped to build for Michigan Radio in the past year.
Our corporate support sponsors are a vital component in providing the financial support that allows Michigan Radio to serve its primary allegiance– to our audience– as a most trusted source of journalism, focused on the state of Michigan. We know that you, too, care about our state and want trustworthy journalism to thrive and expand.
Our mission statement articulates those core values and focus:
The mission of Michigan Radio is to produce and distribute trusted content to inform, educate and entertain people who care about the State of Michigan and the world around them.
In 2017, we experienced our most successful year yet with corporate sponsorship participation, representing 24% of the station’s annual revenue. Audiences have found public radio news and information content to be more essential than ever. Over 524,000 weekly broadcast listeners tune in across the state, once again positioning Michigan Radio as the state’s most listened to public radio service. (Nielsen Audio, Spring 2017, National Regional Database, Persons 12+, Mon-Sun 6a-12M)
Also, our continued audience development and growth in Grand Rapids set a new record as our WVGR 104.1 FM service is now the # 1 station in the market with Adults 25-54. (Nielsen Audio, Grand Rapids, MI – Spring 2017, Adults 25-54, Mon-Sun 6a-12M). In addition to the station’s over-the-air broadcast audience, more than 100,000 people across the state listen to Michigan Radio’s online audio stream each month, available at michiganradio.org and our station app.
We share these results with you proudly because they demonstrate the positive momentum and prospects for continued growth for Michigan Radio. The increases in broadcast and digital platform listeners place our corporate sponsors in a receptive, clutter-free environment, to communicate their services and products to our highly engaged and influential audience.
If you were part of the Michigan Radio corporate sponsorship family in past year, I thank you for your support and welcome you to expand your presence this coming year. If we have yet to host your corporate message on the station, I invite you to make that commitment for a better, brighter and prosperous year ahead. Thank you for your support of Michigan Radio.
As we embark on a new year, we pause to reflect on the highs and lows of the past 12 months and make our pledges to positive change and greater growth. Jump start your New Year’s resolutions with a conversation about how Michigan Radio can help make the next year the best yet for your organization.
Resolution 1: Set Goals
What are you trying to accomplish in 2018?
Perhaps increasing your new business, or bringing back repeat customers? Are you looking to consistently sell-out your event tickets? Increase traffic to your website?
Whatever your goal may be, start working backwards from there.
Resolution 2: Reach the Right Audience
Creating a profile of the perfect client for your organization is an excellent way to evaluate if your marketing efforts are targeting the right people and directing them to take action. In creating this user persona, you and your team will hone in on what makes your organization special.
Resolution 3: Follow Through
Making a plan is only the first part of a real marketing effort. Next is putting it into action, tracking its effectiveness and course correcting when needed. Making sure that your organization is consistently perceived positively by the audience that you are trying to reach is essential.
This is where Michigan Radio comes in.
As the most listened to public radio station in Michigan, we are in a unique position to deliver your message to an audience that is engaged, educated and affluent. With a weekly cume of more than a half million listeners from Grand Rapids to Detroit, we also reach a lot of these highly sought after Michiganders.
Once you come up with your customer profile, ask us how that matches up with our audience – we can make sure Michigan Radio is the right fit for you before you commit to a schedule with us.
From our own research of NPR listeners, we know that public radio sponsorship continues to convey strong benefits for sponsors, including improved brand perceptions and consideration. Associating your brand with Michigan Radio will help you take full advantage of The Halo Effect.
If you’re ready to make this the best year for your organization, to have clients thank you for supporting a public service, and put a little altruism in your marketing efforts, contact us to become a sponsor on Michigan Radio.
Michigan Radio’s audience growth in 2016 and 2017 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!
By Terry Carella, Director of Communications, Western Michigan University Cooley Law School
Western Michigan University Cooley Law School was established in 1972 to provide an opportunity to those who share the dream of becoming a lawyer. We excel in teaching not only the law but how to practice it competently and ethically so students can succeed in today’s – and tomorrow’s – world.
We are proud to be a part of Western Michigan University, one of the nation’s top 100 public universities. WMU is rated by the Carnegie Research Foundation as a “high research” institution, by U.S. News as a top-tier university, and by Washington Monthly as a “best buy” and top-100 university.
In WMU we have a partner that enthusiastically shares our access, teaching, service, and professionalism philosophies. With three shared-degree programs already in place, we are now building many new opportunities for learning, research, and job placement.
Cooley has always been a leader in innovative legal education by providing students with knowledge of the law, the skills they need to practice it competently, and the ethics they must observe while doing so. WMU-Cooley’s philosophy of knowledge, skills, and ethics prepares students well to practice law.
WMU-Cooley Law School has been a proud partner with Michigan Radio for more than a decade. We collaborate with Michigan Radio to connect with prospective students and alumni across the state. Sponsoring Michigan Radio allows us to reach an educated, affluent audience.
Learn more about Western Michigan University Cooley Law School
Learn more about becoming a Michigan Radio Sponsor
Michigan Radio’s audience is intelligent, affluent and engaged…and they are interested in what you have to offer!
By putting your message directly in front of your target audience, you will be able to showcase your product and build brand awareness with a broader scope of consumers.