RADIO & PODCAST
Shelter for Help In Emergency
Ride with Pride is a therapy-based non-profit organization located in Staunton, Virginia. It was founded in 1989 and has been helping clients for over two decades with therapeutic horsemanship programs.
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We creatively designed a magazine and billboard advertisement to raise brand awareness and attract its target audience.
Creative Brief
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Radio
Rationale
The Shelter for Help in Emergency radio advertisement begins with a chime that signifies the beginning of an advertisement in a lot of audio-only media. This chime will alert the listener that they are about to hear something important. The chime will be followed by a calm jazz tune to help set up the serious tone of the jingle advertisement. The ad will be produced prior to air and will be one voice to keep the advertisement as straightforward as possible. The ad mentions the company name four times and includes a fact about the amount of people they help each year in addition to what the nonprofit is all about. Finally, the website URL is included in the copy, since the URL is the same as the name of the nonprofit it will easily stick in peoples minds while listening.
Media Placement
Shelter for Help in Emergency’s office is located in Charlottesville, VA where WNRN Radio is the most popular radio station. In addition to being extremely popular in Charlottesville, listeners can tune in throughout Central Virginia, including, Richmond, Lynchburg, Harrisonburg, Staunton/Waynesboro, Lexington, and Nelson County. Not only does WNRN have such a vast reach, but it also provides a “Community Connection” during most commercial breaks. This segment provides a 30-second PSA of a 501 nonprofit in the area, this segment would be perfect for Shelter for Help in Emergency. VPM Radio would be another good program to include the Shelter for Help in Emergency advertisement. VPM has scheduled radio shows each week and reaches the broader Richmond area. These radio shows are relatively educational so a PSA about a nonprofit would fit in well with their programming. Since VPM’s demographic is men and women ages 30-50, this station would align well with the people we intend to reach. Finally, the advertisement would run on WCVL-FM, also known as Cville Country. In addition to their radio programming, Cville Country provides local news. Since this station is based in Charlottesville and reports local news, this station would be perfect for Shelter for Help in Emergency’s advertisement.
Podcast
Rationale
The Shelter for Help in Emergency podcast advertisement begins with a chime that signifies the beginning of an advertisement in a lot of audio-only media. This chime will alert the listener that they are about to hear something important. The chime will be followed by a calm jazz tune to help set up the serious tone of the advertisement. The scripted advertisement is placed in the middle of the podcast, about thirty minutes in. Starting with an immediate call to action “help change a life” grabs the audience's attention to further listen about what that could entail. By introducing a shocking statistic early on, the goal is to keep the audience intrigued so they continue to listen to the advertisement It aims to persuade the audience in a personal way using words like “you” and “your donation”. By keeping the podcast SFX and voice the same as the radio advertisement we want to establish recognition when hearing the chimes and the same woman's voice. Since the organization does not have a number that is easy to recite, we added the website URL that is easy to remember since the organization is mentioned six times throughout the advertisement for a direct response.
Media Placement
This advertisement will be featured in Shell Fischer’s Podcast. Shell Fischer is a founder of Mindful Shenandoah Valley and her podcast features weekly talks about meditation practice, kindness, joy, and how to live a more calm life. We chose this podcast because her target audience is aimed at the Shenandoah Valley which is very close to The Shelter for Help in Emergency in Charlottesville, Virginia. Another podcast this advertisement will be featured in is Stuff Mom Never Told You. This podcast addresses what it is like to identify as a female and the intricacies around feminism through research-based discussion. Our advertisement's target audience aligns perfectly with this podcast's target audience because they are both aimed at middle-aged women. Our final advertisement will be placed in Unladylike hosted by Cristen Conger. This podcast is a feminist lifestyle podcast aimed at empowering women to speak up and fight stereotypes. Similar to the other podcasts, our target audience aligns seamlessly with Unladylike’s target audience.