Situation: Small retailers monopolized valuable morning-drive spots at low rates, making it difficult for the station to maximize its revenue through reasonable inventory management.

Solution: PRP created a meaningful, comprehensive marketing program for independent retailers, including:

1. Full-rotation underwriting schedule
2. Special “independent retailers” page on station web site
3. Station promos highlighting web page (with station permission, of course)
4. “Station Supporter” window sticker signifying retailer as annual supporter of local public radio station

Results: By creating a program that capitalized on community support for small businesses, PRP moved small retailers into all day-parts, improving inventory management and freeing up valuable drive-time for higher-paying underwriters.

Case Studies
Outsourcing overcomes hiring obstacles.
More >>

Category initiative improves inventory management, wins local support.
More >>

Innovative offerings jumpstart sales staff, increase demand.
More >>

Nontraditional revenue streams build bridge for underwriting.
More >>

Recruiting the right people secures strong team.
More >>