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Social Sponsorship Brings New and Powerful Recurring Revenue Stream for WTAP

WTAP3WTAP’s Digital Sales Director took one look at the SocialNewsDesk Fan of the Week App and had to have it. Les Patterson knew his local advertisers would jump at the chance, and he was right. His goal was to sell an annual sponsorship and SocialNewsDesk helped him make that goal a reality.

WTAP1What’s in it for the Sponsor?

The SocialNewsDesk “Fan of the Week” Facebook App collects new LIKES for WTAP and The News Center but also encourages participants to ‘Like’ the sponsor’s Page, showcases the sponsor’s logo and clicks through to the sponsor’s website. Any data collected from participants such as name, address, email, etc can be delivered to the sponsor in a spreadsheet.

A Package Deal

SocialNewsDesk provided WTAP’s Digital Sales Director with training and materials to help him approach potential advertisers with the Fan of the Week concept. SND recommended WTAP include the App as part of a “Package” since that tends to make advertisers more willing to try something new (social advertising). WTAP’s ‘Fan of the Week’ package included:

WTAP2

  • Exclusive naming rights of the ‘Fan of the Week’ Campaign.
  • 100% Share of all Ad Elements for Facebook ‘Fan of the Week’ section on WTAP Facebook Page.
  • Link to the sponsor’s Facebook Fan Page from Station’s Fan Page.
  • 120 Promos per week across “The News Center’s” 4 networks.
  • LIVE News Mention of the ‘Fan of the Week’ during 6pm Newscast once per week.

Getting Set Up

It took only a few minutes to launch the App to WTAP’s Fan Page. Viewers who visited the WTAP Fan Page on Facebook were required to ‘Like’ the WTAP Fan Page and then enter a name and email address in order to be considered in the drawing for ‘Fan of the Week.’ This data was collected into a spreadsheet for download.

Winning Results

WTAP has sold out the “Fan of the Week” Package for the rest of the year. Patterson is thrilled: “I have been looking for a way to interact with our clients and web visitors, from a social media standpoint. We tried doing a Q&A, but had only limited success, not to mention that it was a low revenue prospect. When I heard about the Social News Desk opportunities, I was skeptical. We had been down this road, but I was still in need of a program. I was invited to jump on a call that would explain the process in more detail. After I got about mid-way through the presentation, I found myself thinking about how I would price this out for my clients! We ended up selling it to an automotive client, in 15 minutes!” At $2,500/mo this is a significant recurring revenue stream for the station.


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