We had challenges getting our print PSAs and other coverage donated. They were not really willing to give us too much time or space for PSAs. We developed media sponsorships to help increase our visibility. Basically our media sponsors donate triple the normal cash value of our sponsorships in ad space. They like this because they get cross promotion on the other media outlets as well as exposure at the event.
We have a radio, news paper and cable provider as a media sponsor. We do utilize many of the items from the publicity cd provided by ACS, but we customize it with local shots and footage from our event. During different times we focus on specific things (team recruitment, survivors, general relay fund raising & a thank you ad).
Of course, this also provides us with a valuable tool to recruit cash sponsors since it also increases their visibility. Since adding media sponsors three years ago our event has quadrupled in the amount of teams and donations.
We did coordinate with the State staff communications person before pitching this idea to make sure it did not conflict with anything they were doing. Also, if you have a team that spends alot of money with this media sources have them involved in "the ask." It's hard to turn down a customer!
This has worked great for us...hope it helps someone!
Joined: 2006-12-04