Radio Advertising Services

The vendor is required to provide that radio advertising services to reach a broader demographic, highlight our unique offerings, and increase overall passenger traffic.
-To securing strategic airtime placements, the selected agency will assist in the production of engaging radio advertisements.
-Our goal is to enhance our brand presence and promote our services to a wider audience through targeted and effective radio campaigns
-Program objectives:
•Securing strategic radio media buys targeting key agency demographics within the catchment area to maximize reach and engagement.
•Crafting compelling and memorable radio ads with scripts from the agency marketing team, including production.
•Managing the scheduling and broadcasting of radio advertisements.
•Monitoring and analyzing campaign performance and providing detailed reports. - The successful execution of the radio advertising services for agency the following program parameters are essential:
•Tailored media buy strategy:
oIdentification and selection of radio stations with listener demographics that align with ith’s target
oCustomization of ad placements and messaging to resonate with the station's audience profile and maximize engagement.
•Creative content adaptation:
oProduction of engaging radio content, including ads, jingles, and interviews, that are suitable for the station’s format and audience.
oVariability in ad formats to maintain listener engagement and appeal.
•Audience engagement strategies:
oImplementation of engagement strategies, such as call-to-action prompts, contests, or interactive segments, tailored to the station’s audience.
oLeveraging station-specific features or popular programs to enhance engagement.
•Performance monitoring and analytics:
oUtilizing available station analytics tools to monitor campaign reach and effectiveness.
oPeriodic performance reviews to assess listener engagement and response rates.
•Budget allocation and management:
oEfficient allocation of the advertising budget of $12,000 specific to the station/group, ensuring maximum number of ads.
oDetailed accounting of expenditure for transparency and accountability.
•Regulatory compliance and brand integration:
oEnsuring all radio content complies with broadcasting standards and reflects ith’s brand identity consistently.
oAdherence to ethical advertising practices in all content.
•Community messaging:
oIncorporation of messages highlighting agency commitment to community engagement.
opromotion of agency role in local community initiatives and events through the station’s network.
•Collaborative communication:
oEstablishing a collaborative relationship with the radio station/group for ongoing communication and feedback.
oRegular updates and consultations with agency marketing team to ensure alignment and effective execution of the campaign.
-The identified key populations include:
•Local residents: Individuals living in and around the Ithaca region, who may use the airport for personal or professional travel. this group is essential for promoting local flights and services.
•Business travelers: Professionals who frequently travel for work and seek convenient and efficient flight options. this group values quick, accessible airport services and reliable scheduling.
•College and university students: This includes students from local and nearby institutions who travel for academic reasons or holidays. they often look for budget-friendly travel options and convenient schedules.
•Leisure travelers: Comprising families, couples, and individuals seeking travel for vacation, leisure, or to visit friends and family. they are typically attracted to promotional deals, vacation packages, and direct flights to popular destinations.
•Visiting academics and conference attendees: Scholars, researchers, and attendees of conferences or
academic events in the area. this population requires information on easy travel options and possibly extended stay services.
•Seasonal travelers: Individuals traveling specifically during peak seasons like summer vacations, winter
holidays, or special event periods. campaigns targeting this group should focus on seasonal promotions and travel packages.
-Contract Period/Term: 3 years