Here's a tactic focusing on showcasing your unconventional approach and recent success:
Direct Mail Tactic: "Experience the Unconventional"
Objective:
To acquire new listeners and convert them into new members by highlighting NWPB's unique programming and recent growth.
Target Audience:
Individuals in your broadcast area who are likely to appreciate alternative programming, video game enthusiasts, and those seeking a different kind of radio experience. You might consider demographic data and potentially even look at overlaps with gaming communities or fans of specific music genres you play.
Key Elements of the Direct Mail Piece:
Eye-Catching Visual Design
I used bold colors and imagery that reflected the blend of music and video games—vibrant, playful, and perhaps a little bit unexpected—and incorporated visual elements hinting at the video game aspect, like pixel art and controller motifs, ensuring I didn't alienate those primarily interested in the music. Furthermore, I made sure our station branding was prominent yet integrated seamlessly into the overall design, aiming for a cohesive and engaging visual experience.
Compelling Headline:
The Radio Revolution is Here: Tune into NWPB
Highlighting the Unconventional Programming:
We highlighted the unconventional programming by clearly and concisely explaining the unique blend of music and video game elements within our classic program format. We used evocative language to paint a picture of what listeners could expect, suggesting, for example, the experience of discovering a new indie track while reliving a classic gaming moment.
Clear Call to Action:
Tune in now: new episodes air every week on Fridays at 3 PM and repeat on Saturdays at 6 PM on our classical service or our podcast.
Success:
In the last pledge drive, we exceeded our goal by 40 %, and 20% of donations came from new members. We were also selected and published by NPR in their newsletter for the creativity and originality of our program.
