Sample Radio Media Plan Template
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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 |
Templates
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