Local TV & Radio Advertising
TV and radio ads can help your school stand out in a crowded market—especially when you’re looking to reach a broad, local audience quickly. These traditional media channels offer credibility, scale, and repeated exposure during daily commutes or popular programs.
✅ Pros of TV & Radio Advertising:
Broad reach: Ideal for raising awareness across a large geographic area.
High frequency: Repeated exposure builds familiarity and trust.
Credibility: Appearing on well-known stations enhances your school's public profile.
🚫 Cons of TV & Radio Advertising:
Cost: Typically more expensive than digital or print options.
Harder to target: Reaches a general audience, not just prospective families.
Requires production: You’ll need a quality video or audio script and recording.
🏫 Should Your School Use TV or Radio?
TV and radio may be a good fit if:
You’re opening a new campus or need to fill a large number of seats.
You have room in your budget for top-of-funnel awareness marketing.
You want to support a broader campaign with multiple media types (OOH, digital, events).
They may not be a good fit if:
You’re working with a limited budget and need immediate leads.
Your enrollment goals are modest or very grade-specific.
🛠️ Getting Started with TV & Radio
Define Your Objective:
- Are you building brand awareness or promoting a specific enrollment deadline or event?
Choose Your Media Outlets:
Identify local stations with strong community presence (TV, radio, or both).
Ask your families what stations they watch or listen to during commutes.
Request Media Kits:
- Ask for pricing, audience demographics, time slot availability, and any nonprofit discounts.
Develop Your Ad Creative:
For TV: Submit a Marketing Request to request a new ad spot.
For radio: Write a simple script with a clear call to action and school website or phone number.
Launch and Monitor:
Confirm your run dates and request a copy of your ad airing schedule.
Watch for spikes in web traffic or inquiries during the campaign window.
💸 Budget Considerations:
Recommended Allocation: ~10–20% of your traditional media budget.
Typical Cost:
- TV ads: $1,000–$5,000 depending on market and frequency.
- Radio ads: $500–$2,000+.
- Production costs (audio/video): $0–$1,500 depending on approach.
📈 How to Measure Success:
Ask families during tours or inquiries how they heard about your school.
Track unique landing pages or phone numbers used in the ad.
Monitor web traffic during and after the campaign run.
🚫 Common Mistakes to Avoid:
No clear call-to-action in your message.
Using too much jargon or unclear language in scripts.
Running one-time spots instead of consistent rotations.
Not asking stations for reporting or playback confirmation.
📝 Workspace & Notes:
Set a clear objective
What do you want this campaign to achieve?
Identify your audience & channels
Which stations or programs are a good fit for your families?
Contact vendors and collect quotes
Who did you contact? What were the estimated costs?
Select a vendor and confirm run date
Station or vendor info and run date:
Submit a script or video request to Concept Schools
Date submitted:
Obtain tracking URL or phone number
Include link or number:
Launch campaign and monitor performance
Website traffic increase? Yes / No
Inquiries mentioning ad? Yes / No