The National Association of Broadcasters held its annual meeting of the Small Market Television Exchange (SMTE) last month in San Antonio, Texas. TV stations from 23 markets made campaign presentations and four ideas were selected as finalists. Of those, one idea was named Best of the Best. All this week, I’ll be profiling each of […]
The National Association of Broadcasters held its annual meeting of the Small Market Television Exchange (SMTE) last month in San Antonio, Texas. TV stations from 23 markets made campaign presentations and four ideas were selected as finalists. Of those, one idea was named Best of the Best.
All this week, I’ll be profiling each of the finalists, talk to the local sales executives, show their promos and examples from their campaign.
The SMTE is the only meeting for small market group executives and station broadcasters in DMAs 75 and above. The SMTE focuses on innovative ways to attract emerging and non-traditional advertisers, suggestions to enhance a station’s position in the local marketplace and tips on turning good ideas into revenue-generating plans.
Here are the finalists:
Proud to be Local
KOLO Reno, Nev. (DMA 107)
How do you turn small businesses into big businesses? Get them to advertise on TV. The campaign’s goal is to make new local clients with a small budget more successful through a start-up on TV and digital.
Proud to be Local combines an entry level TV schedule with rotating internet ads.
KOLO did in-station group presentations for potential new clients as well as selling the campaign on the street.
Every Pet Deserves a Home
WISE Fort Wayne, Ind. (DMA 109)
Fort Wayne has the dubious distinction of having the highest kill rate of pets in the state. To combat the problem, WISE launched a campaign to increase awareness about spay and neutering programs and to increase pet adoptions.
First, the station adopted a “spokesdog” named Scoop who makes frequent appearances on the news, at local public events and at sponsor locations. The campaign includes PSAs, monthly news features, contests, and special program segments. All elements of the promotion are sponsorable.
Not in My Town: An Anti-Littering Campaign
KWES Midland, Texas (DMA 150)
Midland is experiencing one of its worst littering problems in years. So KWES put together a media plan to take to the city that included TV, radio and Web with a message to get people to open their eyes to the eyesore of litter.
The campaign included news updates on the issue, and stories highlighting local business working to improve the problem.
Midland loved the idea, approved the media buy and supported it with bumper stickers and signs for local businesses to display.
Anti-Bullying PSA Contest
WNCT Greenville, N.C. (DMA 99)
How do you get teenagers involved in solving the problem of bullying? Encourage them to create their own PSAs and hold an online contest for viewers to vote on their favorite.
WNCT worked with local school systems to make sure students knew about the contest.
The winning PSA will be introduced by the campaign’s sponsor during an NFL game and the sponsor also gets an on-air and online schedule for his business.
So which of these finalists was named the Best of the Best? We’ll let you know this week.
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