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Planning: Station personnel urge AAFRD to include the media in the planning of the event for
several of reasons production time, budgeting, and finding sponsors
More Lead Time for Production: Staff at the stations urge AAFRD to involve the media
at the planning stage A 2- year lead time would be ideal, so that they can plan their own
schedules, secure adequate sponsorship, and develop any matenals necessary
More Lead Time for Budgeting: Sponsors budget a year ahead of time, coming to a
sponsor even three or four months ahead of time often means that " Alberta Agnculture
is Picking up the Crumbs" of the sponsor's advertising dollar
More Lead Time for Finding Sponsors Stations need more lead time to find appropnate
sponsors, for example, large equipment dealers do not always see safety contests as a
significant way to increase their sales For example, CFRN's finding Chevy Farm for this
contest was serendipity, since the message and approach just happened to match what the
sponsor was already doing in its own advertising
The onginal approach to the stations suggested that there would be a lot of money
involved, so the stations built their own proposal on that assumption The reality of the
budget meant that they were sometimes placed in an embarrassing position of having to
re- cycle matenals developed the year before They need more lead time to secure
appropnate sponsorship for pnzes Without a clear idea of the final budget or shape of
the campaign, the sales staff has difficulty in secunng sponsors
An example of this situation is taken from CFCW, which based its initial planning
for the 1998 campaign on the assurance that their portion of the project would be in the
order of $ 61,000 In the late spnng they discovered that this portion was actually
$ 15,000 Having already committed to a proposed involvement, the station had to
scramble to find sponsors to cover the costs The station would appreciate receiving more
accurate information earlier in order that they can contribute properly to the campaign
Make Use of Existing Networks: The media outlet personnel urge AAFRD to make better use
of its longstanding relationships with certain sponsors and existing partnenng networks One
effect of this strategy would be that stations would not have to scramble every year to find new
sponsors Another effect would be more effective marketing
Contest Management: Staff indicate that contests are a lot of work, they had originally been
asked to contact every school in their distnct The dozens of call backs to pnncipals and teachers,
explaining details of the contest took a great deal of staff time
Many of the submissions arrived in non- standard format ( e g two 11" x 17" boards taped
together), which made storage a problem for the station and which also made it difficult for the
station to provide copies of the submissions to the evaluation team
Object Description
| Rating | |
| Title | Project Evaluation |
| Language | en |
| Date | March 1999 |
Description
| Title | Page 40 |
| Language | en |
| Transcript | Planning: Station personnel urge AAFRD to include the media in the planning of the event for several of reasons production time, budgeting, and finding sponsors More Lead Time for Production: Staff at the stations urge AAFRD to involve the media at the planning stage A 2- year lead time would be ideal, so that they can plan their own schedules, secure adequate sponsorship, and develop any matenals necessary More Lead Time for Budgeting: Sponsors budget a year ahead of time, coming to a sponsor even three or four months ahead of time often means that " Alberta Agnculture is Picking up the Crumbs" of the sponsor's advertising dollar More Lead Time for Finding Sponsors Stations need more lead time to find appropnate sponsors, for example, large equipment dealers do not always see safety contests as a significant way to increase their sales For example, CFRN's finding Chevy Farm for this contest was serendipity, since the message and approach just happened to match what the sponsor was already doing in its own advertising The onginal approach to the stations suggested that there would be a lot of money involved, so the stations built their own proposal on that assumption The reality of the budget meant that they were sometimes placed in an embarrassing position of having to re- cycle matenals developed the year before They need more lead time to secure appropnate sponsorship for pnzes Without a clear idea of the final budget or shape of the campaign, the sales staff has difficulty in secunng sponsors An example of this situation is taken from CFCW, which based its initial planning for the 1998 campaign on the assurance that their portion of the project would be in the order of $ 61,000 In the late spnng they discovered that this portion was actually $ 15,000 Having already committed to a proposed involvement, the station had to scramble to find sponsors to cover the costs The station would appreciate receiving more accurate information earlier in order that they can contribute properly to the campaign Make Use of Existing Networks: The media outlet personnel urge AAFRD to make better use of its longstanding relationships with certain sponsors and existing partnenng networks One effect of this strategy would be that stations would not have to scramble every year to find new sponsors Another effect would be more effective marketing Contest Management: Staff indicate that contests are a lot of work, they had originally been asked to contact every school in their distnct The dozens of call backs to pnncipals and teachers, explaining details of the contest took a great deal of staff time Many of the submissions arrived in non- standard format ( e g two 11" x 17" boards taped together), which made storage a problem for the station and which also made it difficult for the station to provide copies of the submissions to the evaluation team |
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