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- 1. LOKALRUNDFUNKTAGE ZusätzlicheEinnahmendurch RegionalHelpWanted.com PraesentiertDadurch: Krista Benedetti Dale Mulder
- 2. Neue Einnahmen ohne Kopfweh Search for new revenue is constant Typical NTR: Concerts/Events/Vendor/Digital Expensive, More man hours, Uses more prime inventory A need for a turn-key program that generates new money Recruitment category untapped by radio New trend in online job searches Make it local Make it better: promote it with radio! Unsold inventory is wasted-use it to promote the local job board
- 4. Make it easy: A “Self-service” website
- 5. Job seekers hear the job and look for a job for free
- 6. Recruiters hear the ad and post a job—Money !
- 7. Radio builds the brand, so what about the other radio stations?
- 8. Cooperate with the competition build the brand more quickly
- 10. Der Anteil des Radios Stations run 24 commercials every week on every station 52 weeks per year Commercials can air Monday-Sunday 6am-6am
- 11. Das Geld Stations receive 70% of the net revenues generated by the ads For example: $100 in revenue $20 (20%) is deducted for expenses Credit card fees, server fees, customer service $80 remains 70% goes to the station partners Example: Two broadcast partners would split 35%/35% 30% goes to RHW/Broadcast Future
- 12. Zusammenfassung Run the commercials…cash the checks. Es its das einfach.
Notas del editor
- Vielen Dank fur die Gelegenheit, mit Ihnen heute zu sprechen. Ich sprech nur ein kleiner Deutscher--acht Jahre in US –Schulen halfen mir viel fur heaute nicht! I appreciate your patience with my German-before I found out I was to speak here, the only thing I could remember from German class was eins, zwei, zuffa! (My German teacher was a huge fan of Oktoberfest.)Dale Mulder and I are with RegionalHelpWanted.com, and we’re excited to introduce you a program designed for local radio stations to create entirely new revenue streams from classified advertising that is usually spent in the local newspaper. Over the past ten years, our company has developed local recruitment websites are promoted with primarily with unsold inventory on radio stations, who then share in the profits. The technology and business model have been so successful, we are now billing over 300 million dollars in 350 markets across the US and Canada. We are here today to present the concept and bring it to Germany.
- Trying to come up with German titles wasn’t easy, so I decided that New Revenue without the Headache would hopefully be understood by everyone?Having worked in radio stations for over 20 years, I know there is always a search for new revenue, up-tapped budgets and garnering share of dollars from other industries. We always had one consultant or another that was going to bring us the latest and greatest way to make more non-traditional revenue. From Concerts to events vendor programs with the grocery store chains, digital platforms--all either required a large amount of capital, man-power to execute, inventory to promote it and it inevitably took the sales people off their daily focus of selling radio.This very issue is what lead our founder, Eric Straus, to come up with the idea of RegionalHelpWanted.com. Recruitment advertising was one of the categories that radio had always tried to tap into, but never really successfully pulled huge dollars away from the traditional classified ads in the newspaper. He knew the local newspaper was making millions of dollars selling 3 and 4 line ads. Not even particularly effective ads, but employers didn’t have an alternative. Online job search was becoming a popular trend, and Eric thought, what if he could create a local website where the station listeners could go to look for jobs? He owned 10 stations in small community of Poughkeepsie, NY a region of about 300,000 people. What better way to promote a local classified ad website than with his 10 radio stations? He knew his stations weren’t sold out 24 hours a day, so he decided to use his unsold inventory to promote the new site.
- He found a website designer to help build the site and in 1999, HudsonValleyHelpWanted was born. He knew his sales people didn’t have time to sell the classified ads, so they made the site an easy “self-service” site. The goal was to make the site as simple as ordering a book on amazon.com. People can search for jobs and post resumes, and companies are able to post jobs and look for new employees with the click of a mouse. They also created compelling, creative commercials that would drive both employers and people looking for a new job to the site. The radio spots drove people to the site, and employers placed their ads. One is was up and running and began making money, Eric realized that his competition-other radio stations-would want to do this too. So he thought, rather than have a bunch of different sites competing against each other, what not join together and promote one site and share in the revenue. So he called his arch-enemies and offered them a part of the business he had already built and they grew it together. It worked so well in the Hudson Valley, he took it to Albany, and the Rochester. Today, this model is working in 350 markets across the US and Canada.
- Let me show you how the sites work:The model is the same everywhere:Someone hears the ad and they go to the site. When they log in they see this page. Lets go there and I can show it to you live.When they get to the site, no matter the market, this is what it looks like. You can look for jobs, search for a specific job, and post your resume for companies to see.If you are looking for a job, you can search several different ways:By city, by companyHere are the companiesI’m sure you’ll recognize some of these larger companies, and we do work with them. But this business was really built by the smaller companies, like the Bridgeway Credit Union or Adams Fairacre Farms. The site gives them as big of a voice as the larger companies, and they can recruit people that live in the area more effectively and inexpensively than the two line ad in the newspaper. Click and go through the posting.We don’t make money on the job seekers—they are just bait for the employers. But the more the radio ads run, the more traffic comes to the site, and the more local companies want to be on our site. It’s up to date, its has active job-seekers, and most importantly, it’s local-they already live in the area where employers need to fill a position.Employer section: 1-4880 SFH241New employer can see the rate card and all the upgrades that are available to make their ad more effective.Also, you can see we take all major credit cards-we have recently added invoicing at a nominal monthly fee for our clients that don’t have a company credit card, but all collections are taken care of by RegionalHelpWanted.com. From here, as a returning client they can post a new job, Pay bill and check all their postings to see how they are doing. As you scroll down, the employer can see all their active jobs. Click on Medical assistant.This technology has been developed over the past 10 years and allows companies to track their results and see in real time their return on investment.
- So you can see how it works for job seekers and employers. Let’s take a look at how the Media Partners can use the site.Go to sponsor log-in: ADM-RHW RWH+OTJOf course, as a partner you can post unlimited jobs for your company on the site at no charge.What’s most important to the station? The money-of course. Transaction reportThe site is completely transparent. Every single transactions is listed by date, amount and what kind of ad. You can see new ads and the renewals. We are sharing in every ad dollar.Revenue since launch report. This graph shows how the site build over time. Every month is shown since the beginningIt builds over timeThis also shows the seasonal nature of the recruitment business. 4th quarter is slow-holidays and focus on family, but 1st qtr is strong again, when people start to focus on bettering their lives and getting new jobs. This is advantageous with radio’s seasons though, where as Oct and November are usually strong months and avails are limited, 1st qtr is usually softer, so the RHW spots get better placement. IT’s a win-win. you can see how the first few years are steady, but as the brand builds, and more stations participate, it grows exponentially.Another important thing to remember about the growth of the site is that we are changing they way companies advertise for recruitment. They have been advertising one way-in the newspaper, for years and years. But 85% of the business on the returning sites is renewal-once they see the ROI, they buy again and again. And the stations share in all revenue equally, whether it’s a new or returning ad.Obviously, we are in a bit of a recession right now, but this site is still extremely successful. As is 2,3,60,144You might think that the larger the market the more money the site makes. But this is not the case. The market size is not a factor, we actually do our best in secondary markets. Since it takes time and a long term commitment by the partners to get the revenue where some of our largest site are, this is not a “quick fix” for next quarter. But give it time, and it will be a local revenue line you won’t have access to without the site, and one you will not want to live without! RADIO’s part:So you’re thinking-what hoops do I have to jump through to be a partner? None whatsoever,
- So you run the spots. Here’s what everyone really cares about. Das Geld? How do you make it?Revenue share of the local sites ad sales by quarter. Split only works if everyone is equally unhappyExample $100Stations are paid during the month following the end of each quarter.
- Questions?