Sample Radio Media Plan

Sample Radio Media Plan

Company Name: [Your Company Name]
Campaign Title: "Spring Sale Promotion"
Prepared by: [Your Name]
Date: November 2054

1. Campaign Overview

This campaign aims to increase awareness and drive sales for [Your Company Name] through targeted radio advertising. The plan will leverage popular radio stations in selected regions, combining on-air ads, sponsored content, and contests to engage listeners and encourage both store visits and online purchases. The goal is to enhance brand visibility and reach a larger, highly engaged audience.

2. Objectives

  • Increase foot traffic to physical store locations by 10%.

  • Boost online sales by 20% during the promotion period.

  • Raise awareness of the Spring Sale across key demographics (age 25-45, middle-income earners).

3. Target Audience

  • Demographics: Adults aged 25-45, primarily working professionals, and middle-income earners.

  • Geographics: Urban and suburban areas with a focus on New York City, Los Angeles, and Chicago.

  • Psychographics: Interested in shopping for seasonal clothing, tech gadgets, and home products.

4. Media Strategy

Media Strategy

Radio Station

Details

Ad Format

Frequency

Station 1: WNYC

Popular with the 25-45 age group, high listener engagement during the morning commute.

30-second spots, sponsored content, "Spring Sale" contest

3 ads per day (morning, mid-day, evening) for 3 weeks

Station 2: KROQ

Best reach in suburban areas offers prime afternoon time slots.

30-second spots, sponsored content, "Spring Sale" contest

3 ads per day (morning, mid-day, evening) for 3 weeks

Station 3: WGN

Excellent reach for mid-day and evening slots.

30-second spots, sponsored content, "Spring Sale" contest

3 ads per day (morning, mid-day, evening) for 3 weeks

5. Creative Elements

  • Ad Copy: Focus on discounts (up to 40%), limited-time offers, and special in-store events.

Example Script:

"Spring is here, and so are the biggest discounts of the season! Come down to [Your Company Name] for our Spring Sale. Save up to 40% on select items, plus enjoy exclusive in-store events. Hurry, these deals won’t last long – visit us today at [Your Company Address] or shop online at [Your Company Website]."

  • Jingles: Catchy, upbeat music featuring the brand’s name to create brand recognition and a sense of urgency.

  • Contests: Daily giveaways for store gift cards to encourage interaction with the audience.

6. Media Buying Strategy

Media Buying Strategy

Media Channel

Budget Allocation

Details

Station 1 (WNYC - New York City)

$12,000

30-second spots, contest sponsorship, and event promotion

Station 2 (KROQ - Los Angeles)

$10,000

Ads and additional sponsored segments during high-traffic times

Station 3 (WGN - Chicago)

$6,000

Ads, plus sponsored content during prime evening slots

Contingency Fund

$2,000

For unexpected additional ad purchases

Timing

Week

Focus

Week 1-2

Intensive coverage during morning and evening slots to maximize commuter reach

Week 3

Increased frequency of ads, focusing on last-minute sales and urgency

7. Measurement and Evaluation

Key Performance Indicators (KPIs):

  • Increase in-store visits (tracked via foot traffic analytics).

  • Online sales tracking via promo codes (using specific codes for each station).

  • Contest participation rates (aiming for at least 5,000 entries).

  • Radio station listener metrics (reach and frequency reports).

Expected Outcomes:

  • Achieve a 15% increase in overall sales during the promotion period.

  • Gain at least 5,000 contest entries.

  • Increase online traffic by 25% compared to previous months.

8. Approval & Execution Timeline

Milestone

Date

Approval

November 15, 2054

Campaign Launch Date

November 25, 2054

Campaign End Date

December 15, 2054

Post-Campaign Review

December 20, 2054

Plan Templates @ Template.net