Community Partnership Packages from County10
County10, a community radio station, has a media kit that is one of the favorites selected by Kenny Katzgrau of Broadstreet and Eric Shanfelt of Nearview Media in their 2024 webinar on creating a media kit that sells. In fact, it was built on Katzgrau’s template included in our resource center for those who want a great starting point.
Most elements in the media kit demonstrate standard recommended best practices, such as a compelling mission and vision statement, a full suite of well-visualized digital products, testimonials, and more.
The stand-out product: Community Partnerships
However, one product stands out in the product mix: a community partnership that includes radio and digital and offers partners a robust list of perks. What we loved about this package:
• The name and concept
Community partnership is a great name. It promises shared responsibility for content creation and results. Right away, the advertiser knows this is a different relationship than a simple advertiser would have with the station. They may not know yet, but they sure would be curious about what kind of relationship this would be.
• Three simple plans
The partnership program clearly delineates “what you get” as extra and what a non-partnering advertiser would need pay for.
While this type of grid format is typically not our favorite, it does allow for easy comparison, given the complexity of the program, some kind of check list is needed.
Below is a summary.
• Process is described
“All partnerships start with a creative meeting and include a no-cost Digital Health Check-up.” This implies, again, that not only are partners be removed from a la carte pricing, but that there is a different level of commitment to outcomes and participation in creative ideas. We wish this had been fleshed out even more!
• Comparison grid
The color-coded grid provides a greater level of detail about the partnership’s offerings versus “no commitment” advertising. Again, the name “community partnership” does some of the heavy lifting.
The next levels add value such as job listings, the digital check up and other features that client would otherwise pay for separately. 100,000 ad impressions is a minimum rather than a maximum.
The value-added perks are listed in blue. Some, such as “lunch n learn presentations” could be more valuable than, say, a free job listing, and may be worth of a separate section.
How to make it even better
- The “n/a” column in the “no-commitment advertising” column would have been strong with a simple “no.” Better yet, just put check marks instead of “yes” and leave the “n/a” column blank.
- We were not a fan of “no commitment advertising” language. It refers to the client not committing, but it equally applies to the station. Does this mean County10 does not commit its other advertisers? The point has been made; however, using language such as “non-partners” may have been a softer way to phrase how partners are prioritized, though other advertisers are not neglected.
- Lunch n Learn presentations and AtWork Membership sound interesting. We wish what this meant was explained and visualized somewhere in the kit.
All in all, a really nice media kit with a well-thought-out program. Congratulations to County10, this organization is well ahead of the pack.
This was one of the favorites selected by Kenny Katzgrau of Broadstreet and Eric Shanfelt of Nearview Media in their 2024 webinar on creating a media kit that sells.