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