How would you like to endear your show to parents and encourage tune in at a specific time? Do it with this reading at school idea.
This article is about how to implement a Reading At School campaign. Including:
- What it is and how it works.
- How to do it.
- How often to do it.
- Ways to promote your show.
- Options and alternatives.
Reading at School
The basic premise is to go to local classrooms and read books to the children. It works best for the younger grades, like 1st-4th.
Try to start a relationship with school districts, principals, and teachers. They are the gatekeepers for getting promotions through classrooms.
The goal is to offer a free promotion that gets children to force their parents to tune in. Yes, it’s bribing them, but it generates cume!
Here are several ideas for basic execution. Mix and match these tactics to fit the campaign.
How To Do It
The concept is quite simple. The show visits a classroom to read a book and talk about school, education, and answer questions about being on the radio.
Usually, teachers love having entertaining guests add variety to their teaching, and an air personality that emphasizes the importance and fun of reading is a great message for the class.
It’s best to choose a book in advance or ask the teacher to provide a book that fits what he/she is teaching.
Try to do it every week if possible. If not, try every two weeks. If that’s still too much do it once a month. But remember, the more you get out there, the greater the impact.
Try to get permission to record the session to use online and on-air and bring back audio with the kids talking if possible. Be sure to get permission for this:
- Get responses to the book.
- Testimonials for the station.
- Ask them to read or repeat a positioning liner or an intro for a specific feature.
- Ask questions that could make a funny/interesting segment later. For example, check out this idea.
Promote The Show
The goal is to get to parents! Here are ways to do it:
- Record the show reading the book on video in advance. Post it online and send home a message to parents with the link to watch it together with their kids. This can also be promoted to other listeners! Be sure to include tune-in information at the end of the video.
- Include a note inviting parents to listen at a specific time the next day to hear you talk about their child’s classroom, and they may even hear their child on the air (if you’ve gathered audio from the kids during your visit). If possible, shedule this short segment in a quarter-hour most parents will be driving their kids to school (or driving to work) the next day.
Add A Contest
Turn the appearance into a call-in contest for the kids in the class. The morning after the appearance, ask a question from the story. The first kid calling with the correct answer wins a small prize. Free pizza is a greatr prize. If it can be free pizza for the whole class, courtesy of the kid, it’s even better.
For an added touch, give $100 in office supplies for their teacher (every teacher needs more budget for school/teaching supplies).
This can become a competition between schools to get kids calling to win. Some may even hand out flyers to parents promoting your show.
This is a natural way to get more credit for the appearances, and to promote the online video!
It’s difficult to make this work in some markets because the city is too large or the schools are hard to work with. That’s okay.
The promotion works via video only.
Record a video each week (or each month) and try to promote it through the schools (if possible).
Reading At School can have a strong appeal, espcially for shows that target adult women with kids.