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Thanks in large part to our long-standing and strong relationships with the media, we have been fortunate to secure a variety of really great (and creative!) additional coverage for our clients--allowing us to expand the reach of their messages in a way that their paid advertising may not have allowed on its own. What you see here are examples of both our Creative Partnership and Promotional potential.
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State of Washington, Secretary of State, Voter Education
Media Plus+ client, 2008 |
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Media Plus+ was charged with educating the voter about the new Top Two primary. Because of a limited budget, we provided media with facts sheets and copy points and allowed their station talent to air our Top Two messages. Paid advertising sounded like news/information messages delivered by on-air personalities viewers know, watch and often times believe.
And it worked. Elway research conducted right before the primary indicated that 95% were aware of the Top Two primary and 75% recalled messages pertaining to it.
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Washington State Department of Licensing,
Enhanced ID Campaign |
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In addition to their paid creative, Media Plus+ negotiated the production of additional spots featuring station talent. This was intended to create awareness of the new availability of Washington's Enhanced ID, and appears as a news piece, or PSA. This campaign was extremely successful, resulting in a filled appointment schedule to receive the new ID months before their goal date.
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| Seattle Auto Show |
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To support the Seattle Auto Show Media Plus+ negotiated station promotions called 'drive and plugs'. A list of cars featured at the Auto Show was supplied to selected station talent who picked a car to drive for a week and talk about on-air. These endorsements were a different way to support the show by utilizing station talent and incorporating 'drive and plugs' into station content and contesting. This is an example from the KPLZ-FM morning show with Alan Budwill and Kent Phillips.
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| Washington State Beef Commission |
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Annually, Media Plus+ negotiates and arranges a Healthy Beef Cooking Class with a radio station group as a way of promoting beef, cooking with lean beef and The Healthy Beef Cookbook. On-air personalities conduct a contest and personalities and contest winners attend the class. As part of this package, heavy contest exposure is negotiated and station personalities record promo spots. In this example, a KRWM-FM (WARM 106.9) DJ voiced a LIVE message promoting the Healthy Beef Cooking Class.
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Sleep Country USA
Media Plus+ client from 2001-2008 |
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In support of their annual charity event, the Sleep Country Foster Kids Pajama Bowl, securing coverage (and participation!) by both local TV and radio stations was crucial to the event's year-over-year growth. Media Plus+ has negotiated incredible amounts of added value exposure for this event, and the Sleep Country Foster Kids program, making it the great corporate charity success story that it is today. Following is one example, of many, that incorporated the occasion as part of an evening news story.
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