To increase the awareness about the KIX Cares for Kids Radiothon pre and post event.
1. Information: To increase awareness of the Radiothon pre-event and post-event by 15% by
October 10th, 2010.
2. Behavioral: To increase readership of pre and post Radiothon materials by 15% by October 10th,
3. Attitudinal: To increase positive responses from donors, volunteers and sponsors pre and post
Radiothon by October 10th, 2010.
1. Hand out information media kits about the Radiothon to media avenues that support non-profits
throughout the local area.
2. Pitch Radiothon participant scripts or stories to KREM and KIX 96.1. Measure readership
through these media outlets.
3. To set up a social media campaign with frequent updates for pre-event awareness. Update social
mediums as event is going on.
Instigate an advertising campaign that helps to increase the awareness of the Radiothon pre-event.
To increase awareness about the KIX Cares for Kids Radiothon pre-event, we propose an
advertising campaign to be implemented in August of 2010. We suggest running a combination of radio
advertisements, magazine advertisements and a billboard.
This cross-medium advertising campaign will reach a variety of targeted audiences and increase
awareness of the Radiothon by 15%. Given that the Radiothon is hosted by KIX 96, a series of 30 second
radio commercials would be successful at reaching the active audience for Children’s Miracle Network.
The 30 second commercial spots would feature emotional stories about children who have been helped by
Children’s Miracle Network and a call to listen in and donate on the date of the Radiothon.
Children’s Miracle Network could purchase small advertisements from local magazines that
could be purely informational (indicating the time and date of the Radiothon) or story-based (using the
same stories as the radio commercials). Magazines to include would be The Inlander, Journal of Business
or Spokane Living Magazine. These magazines are read demographic as the current Children’s Miracle
Network donors. Children’s Miracle Network could appeal to these magazines and ask that a child’s story
(with the specific mention of the Radiothon) could be “donated”. If a “donated” advertisement is rejected,
the Children’s Miracle Network can choose one magazine to run a specified ad for the month during the
The third component of the advertising campaign would include a billboard. According to Lamar
Advertising, a four week run of billboards would cost approximately $6,000. The cost of this billboard
could be offset by a trade partnership with Lamar; they would be included as Children’s Miracle Network
sponsors in all printed materials. If the message is clear enough and the billboards placed accurately, the
level of awareness and donor dollars achieved will increase by 15%. The average viewership for a $6,000
four week billboard campaign is 14,500 people. Each billboard would focus on a child and describe
statistics about how each dollar helps a child. Then the billboard will offer the viewer the direct donor
opportunity of the Radiothon. A four week campaign would be most successful the four weeks leading up
to the event. Enough viewership of these billboards will increase the awareness of the event.
These three components together will greatly increase the awareness of the Radiothon prior to the