Radio Advertising Best Practices for Colleges and Universities

Radio Advertising Best Practices for Colleges and Universities

A good friend of mine is getting married next weekend and his bachelor party was this past Saturday. He wanted nothing too crazy, just a grillout and a nightclub afterwards. He began to ask me for suggestions. I thought in my head and something quickly came to mind, the new Boogie Nights 80's dance club at the Hollywood Casino (Lawrenceburg, Indiana). Now you are asking me why did that come to mind? The answer is radio advertising. I am a big fan of rock music and this particular station was airing ads for this club multiple times per day during the drive home slot (3-7), which typically has the highest listenership as well. Due to this suggestion, the club made over $1000 on drinks/food from our group.

If you are a marketer for higher education, consider radio advertising. If you are trying to draw a local audience, radio advertising is a must, especially if you are trying to attract graduate students. I say even for a national draw, you research your top markets and get the ads on the top stations, radio advertising is so effective!

Here are some tips for radio advertising. First, maximize radio ads with a call to action by giving your website at least two times and the 800 number or local number once. Second, advertise during the morning commute or evening commute (FM if you are just trying to draw high school students). If possible buy ads on two or more stations and never let them exceed 30 seconds. Certainly do not accept overnight or late evening ads, unless its summer time when kids are off school. Lastly, buy ads on radio stations that reach your target audience (the FM station worked for me :) )

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