Paid & Free Advertising
Paid Advertising
When to use – when you have a very specific, brief, easy-to-understand message. Also when you want to be sure you can control the message as well as where and when it will appear.
Benefits – you control the content and the appearance, and you can guarantee your message won't be bumped by any local or national events.
Cautions – ads can be very expensive, and given that an ad needs to be repeated to be successful, running an "ad campaign" for an event may not be practical.
How to use:
- Watch your timing – an ad is most effective when it's well-timed. Also, media costs can increase if you purchase close to deadline. Be aware of the following standard lead times as you develop, create, purchase and place your ad:
- Newspaper – 1 month
- City/community magazine – 1 to 3 months
- Local radio – 6 to 8 weeks (add 1 month for major promotions)
- Outdoor ad/billboard – 4 to 6 months
- Plan ahead – Run your ad at least 10 days before the event, so people can reserve the date on their calendars.
- Mix it up, and repeat – A mix of media will help you reach more of your target audience. Keep information brief and easy to understand. If possible, run more than one newspaper ad and as many radio or television ads as you can afford.
Go big – To capture attention, run the largest print ad you can afford. Use a large headline. Run a large photograph of people in action. (Run as large an ad as you can afford – but keep in mind that it's better to repeat your message several times.)
Free Advertising – Public Service Announcement (PSA)
Radio and TV stations and cable companies provide a form of free advertising – public service announcements, or "PSAs" – for not-for-profit organizations. PSAs are often used on "community billboards" and are effective ways to communicate chapter activities.
Benefits – A great (and free) way to reach a larger audience. Contact us before creating your own PSA, send an email to MARKETING@thrivent.com or call 888-422-5737, ext. 34699, before you begin developing it.
We'll give you tips for a successful PSA. We will also ensure that the Thrivent Financial for Lutherans logo is used properly.
Cautions – There's no guarantee your announcement will be made when you want it, or that it will be made at all. While running a public service announcement is free, producing your message can still incur expenses.
How to Use:
- Tap into your network – call each outlet in your market to ask about deadlines and the name of the person who should receive your PSA material.
- Have your story ready – submit your PSA with a cover letter explaining that you represent a local group of Thrivent Financial volunteer members.
- Keep it simple and direct – describe your activity and explain why listeners or viewers will benefit from the information. (Sample PSA)
Sample public service announcement
The Dane County Chapter of Thrivent Financial for Lutherans invites you to a pie-tasting party and pie auction at 7:30 p.m. Friday, Sept. 7, at Trinity Lutheran Church, 5200 Spencer St.
All proceeds will be used to help build a playground at the church. Admission is $15