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As part of the Campaign for Culture, the Cultural Alliance is pleased to offer a cooperative advertising campaign exclusively for its members. With key support from The Pew Charitable Trusts, we have developed a program to make cultural advertising in the Greater Philadelphia media market extremely affordable for Cultural Alliance members, both large and small. Using “PhillyFunGuide.com” as an umbrella, Cultural Alliance members have an opportunity to participate in both radio and print advertising at rates significantly less than what they could purchase on their own.
What is cooperative advertising?
Cooperative advertising is a joint effort between two or more businesses (in this case, Cultural Alliance member organizations) to pool advertising money for more buying power. Ads feature all of the participants’ information under one umbrella that promotes the common benefits of all of the companies’ products or services.
How does cooperative advertising advance the goals of the Campaign for Culture?
Cooperative advertising, first launched in January 2004 and now in its third year, is one of the Cultural Alliance’s most popular member services. It represents a major step in the fulfillment of the awareness-building portion of its Campaign for Culture. Our research identified a number of barriers to greater consumer participation in arts and culture events, including a lack of consistent, easily recognizable information. In addition to its online effort, PhillyFunGuide.com, the Cultural Alliance’s co-op advertising packages in major media leverage in-region media buys to develop an advertising presence for institutions that cannot afford it on their own, or to help extend the reach of other members’ advertising efforts.
What can my organization purchase?
The cooperative ad campaign will offer members both radio and print options for the Fall 2007 campaign. The Radio Package includes a weekly flight of spots on KYW, WHYY-FM, WRTI, and WXPN. Participants must purchase all four stations for each week. Two participants can sign up for the radio co-op each week. The Print buys include the Philadelphia City Paper and New York Times, where advertisers share the space with 3 to 8 advertisers, and can be purchased separately.
How much will it cost to participate in cooperative advertising?
The cost of one week’s participation is $2,982 for Radio, $187 for the Philadelphia City Paper and $1,491 for the New York Times Sunday insert. The cost of each package has been substantially subsidized by our Campaign for Culture grant from The Pew Charitable Trusts. The total advertising value of the campaign, including media and production, is $275,000. Cultural Alliance members will only pay $170,000 of that total.
When does the Co-op run?
The Fall 2007 Campaign runs from September 9-November 18, 2007. Exact dates are available on the buy sheets.
How do I sign up?
You sign up to participate in the Fall 2007 campaign by going to our brand new online system. Questions? Please call Kendra Lawton at 215-557-7811, ext. 38.
When do I need to register, pay, and send copy for my ads?
You must register online to participate by July 9, 2007 for the Fall 2007 Campaign. At that time all copy and images are due. Payments can also be made at that time, with a credit card, or check. You may also request a payment plan.
Can I submit different copy for different weeks?
Yes. We expect that organizations will want to promote different events in different weeks. The online registration process allows you to submit for multiple weeks.
Can we include photography or logos in our ads?
Yes, print ads include space for a graphic element and they are in full color!!! Images should be 3” wide x 2.5” high, 300 dpi, and saved as a jpeg or gif file.
How often can my organization be included in the campaign?
There is no limit to the number of ads you may request, though if there are more requests than space for any given week, first preference will be given to first-time advertisers and single placement buyers. After that, space is on a first-come, first-served basis.
Do we control ad copy or does the Cultural Alliance?
To ensure quality and consistency of presentation, equity among participants, and compliance with public radio underwriting guidelines, final copyediting and listing order are at the discretion of the Cultural Alliance. However, the Cultural Alliance will make every effort to use copy as submitted.
Will I see my ad before it goes to print?
Yes! Last year we implemented a proofing stage for participating organizations to fact-check ads. As the ad co-op operates on a tight timeline, this is not an opportunity to redesign an ad, but provides you with an opportunity to ensure that your information is correct.
What about radio?
You will be sent a final text version of your radio copy to ensure that the information is correct.
Will the weekly advertising run if some of the available portions are not reserved?
In the event of inadequate participation, the Cultural Alliance reserves the right to withdraw ads and refund participation fees for that week(s) to members.
The ad subsidy sounds too good to be true—are the rates inflated first and then discounted?
The rates are real. The subsidy is a direct result of our foundation and corporate support and is designed to encourage cultural organizations to advertise for the first time, or to stretch their current advertising buy into new media.
The Cultural Alliance is committed to improving the business climate in which arts and culture organizations operate. Cooperative advertising is another way to help members increase earned income through bolstering attendance.
For more information about this project, contact Kendra Lawton at kendral@philaculture.org or (215) 557-7811, ext. 38
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