RADIO PROOF OF PERFORMANCE
Mindshare Promotions negotiated local radio promotions in 22 Markets on all 47 Stations purchased for the opening of "Cesar Chavez" on Friday, March 28, 2014. Since many of these stations did multiple promotions, there were 82 promotions for Cesar Chavez on the 47 stations.
There were three separate promotional elements.
There were three separate promotional elements.
COMMUNITY HERO
To celebrate the spirit of Cesar Chavez, we asked stations to run a series of on-air mentions asking listeners to nominate someone in their community that has made a huge impact. The nominees were recognized and the announced winner received a $1,000.00 donation (or $500.00 in smaller markets) to their favorite charity or school. LEAVE YOUR MARK Cesar Chavez left his mark on the United States and there are many streets, schools and buildings that commemorate his life’s work. We asked stations to run a promotion where listeners submit a photo of themselves in front of a Cesar Chavez street sign, Cesar Chavez School or public building, monument, etc. and briefly describe their life’s work and what they would like to be known for. One winner will be awarded a $1,000 scholarship (or $500.00 in smaller markets)to help them work towards and achieve their goals in life. NATIONAL DAY OF SERVICE “Our world is a better place because Cesar Chavez decided to change it.” – President Obama Stations were asked to get their listeners to help make March 31st “The Cesar Chavez Day of Service” by running a series of on-air mentions asking listeners to log onto http://www.takepart.com/chavez to sign the petition to make Cesar Chavez’s birthday a national day of service. Stations included the link and information on their website and social media platforms. This promotion began as soon as stations were able to begin instead of waiting until the week of the opening. RESULTS The 82 negotiated on air promotionsgenerated 3227 mentions of Cesar Chavez and generated 39,748,850 Gross Impressions. 36 stations participated in the Grand Prize giveaways of $1000.00 or $500.00 through the "Leave Your Mark" or "Community Hero" promotion. $27,000.00 was awarded as prizing through these promotions.* There was at least one station in each market that executed the larger promotion. 47 stations included digital elements on their websites and e-mail blasts while 44 stations generated a social promotion through Facebook, Twitter or Instagram. These generated 5,644,450 digital impressions for Cesar Chavez. The entire contest generated $436,612.07 in Radio Promotion Value for Cesar Chavez and Pantelion in addition to the purchased schedule See the summary along with proof of performance elements from all participating stations. * two stations did not receive entries and awarded their prize money to deserving local charities in the name of Pantelion Films and Cesar Chavez. |
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