1. Go on the radio
Need Ideas? Radio ads #1 | Radio ads #2 | Radio ads #3
Radio ads on the Graphics Toolkit 3.0 may be e-mailed directly to your local station. Two ads, "We don’t sing ‘Come some of ye faithful’," and "Fashion Show"* provide a 30 second message and 15 seconds for local church customization. Or you can buy a CD with 2 radio spots at The Stillspeaking Store for $10 (cannot be emailed to radio station). Listen to the radio spots at stillspeaking.com/media/
*Think of "Fashion Show" for Easter or back to school season
Placing Your Commercials on Local Radio
• Find a local radio station that appeals to the demographics you are trying to attract in your welcoming campaign. You will find local radio stations listed in the Yellow Pages under the heading "Radio Stations & Broadcast Companies."
• Ask for the advertising/sales department.
• Tell the advertising representative that you have a 60-second spot that you would like to place. Confirm the format requirements (many stations will accept your ad via CD or even over the Internet).
• Ask about minimum order requirements and request a rate card.
• Choose one of the spots on the CD. Add your own locally produced, customized tag line to the spot.
From The Power of Invitation and Welcome in the Stillspeaking Training Manual
(Stillspeaking 101)
Radio ads #1
Contact your local station right away. Choice narrows in early December. Purchase a package with drive time and popular show distribution.
Some stations provide 24 or 36 hours of uninterrupted Christmas music. A sponsorship gives you "This hour of commercial-free Christmas music is brought to you by [your church, location, and worship time]." In this case, our ad would not be played.
Radio ads #2
Who? Pastor Molly Baskette, First Congregational Church of Somerville, MA
What? Radio ad on Air America
When? Various times throughout the day
Where? AM radio, but the station is also broadcast on satellite radio nationally
Why? Air America is getting lots of press and is often aligned with the church’s views. Advertising on AM radio is much cheaper than on FM
How? Research the options, the demographics, the technical requirements, etc.
More… In radio, First Congregational of Somerville, UCC advertised on Air America, the new progressive AM talk radio station (also broadcast on satellite), where the ads give mass transit directions and the web address, and were often run free due to open slots.
Phone: 617-625-6485
E-mail: fcs@firstchurchsomerville.org
Link: www.firstchurchsomerville.org
Source: www.macucc.org/communication/experiences.htm
Radio ads #3
Who? Hal Chorpenning & Sharon Benton, Plymouth Congregational, Ft. Collins, CO
What? Public radio ads
When? Friday and Saturday during high-profile NPR broadcasts
Where? Public radio station
Why? To appeal to curious thinkers, socially concerned types and the LGBT community
How? Appeal to congregation to sponsor 15-second spots (not using evangelism budget), work with the station’s corporate development department, and gauge the feedback and visitor response.
More… Many members listen to the local public radio station, and have coworkers who do as well, so it becomes a conversation point. Most often, visitors say they heard about Plymouth on the radio. The station covers the largest geographical area so we feel many listeners at least have an idea that we are a progressive church, which helps distinguish us from others in the region.
Phone 970-482-9212
Try this variation from Stillspeaking for a big impact:
Pool your members’ NPR gifts and turn them into a sponsorship. Getting your members or the members from several congregations together and buying a sponsorship that runs during December at the same time as the television ad could be powerful. Imagine hearing this message on your way to work, "Morning Edition, brought to you by United Church of Christ congregations of the XYZ area who say, ‘No matter who you are or where you are on life’s journey, you’re welcome.’"
From Stillspeaking 102 (Stillspeaking Training Manual revised and reissued Summer 2005. Chapter contains 18 more tried and tested ideas from local churches.
