Rapidly build your foundation in public media sponsorship sales for bigger and faster revenue success.
Public media sponsorship/underwriting is a business to business (B2B) sales type which is very different from business-to-consumer marketing like development or membership. Sales professionals who are new to this role or new to public media sponsorship often struggle with making the shift to proactive cold-calling or, if they have B2B sales experience, they may not know how to quickly choose the right public media prospects and how to approach them.
This transformational program pairs small group, expert-led training with personalized coaching to help you quickly build your foundation in public media sponsorship sales. Participants can expect to build confidence, choose better prospects, ask for larger orders, and close quicker. This class will move quickly and requires participants to complete worksheets ahead of time and be prepared to interact.
Program details
Who is this program for?
Corporate support account executives or managers who are new or in their first 18 months working in public media sponsorship. If you don’t meet this criteria you can email the teacher and pitch your case. Professionals with previous sales experience outside of public media will benefit from this specialized training that focuses on the unique attributes of public media sponsorship.
What exactly will I learn?
- Leverage and understand your station’s unique assets and properties
- Create a strong unique value proposition pitch
- Understand the best business categories for public media sponsorship
- Workshop FCC compliant copy
- Choose great prospects and populate your sales funnel
- Get a sponsor’s attention and write strong email subject lines
- How to structure prospect calls, use a needs analysis, and close quicker
- Create a winning four-point proposal
What does it cost? Are there scholarships?
We have worked to keep the fee accessible for all-sized stations and do not have scholarships available at this time.
Greater Public member rate, per person
Early registration (on or before March 21) $895
Standard registration (after March 21): $995
Non-Greater Public member rate, per person
Early registration (on or before March 21): $1295
Standard registration:(after March 21) $1395
When does it start? How long does it last?
The Spring 2025 “Express” program is 5 weeks long and runs from Tuesday, April 1st through Tuesday, April 29th.
The interactive group classes are every Tuesday at 4pm ET / 1pm PT (5 classes) and will last up to 75 minutes.
Each student will receive a one hour 1:1 personal coaching session scheduled during the 5 week class period. A sign-up sheet with available times will be provided at the first class session.
What is the time commitment?
- One interactive group meeting each week lasting up to 75 minutes (Tuesdays, 4pm ET)
Note: Before each group meeting there will be a couple of worksheets to complete in advance to be prepared for the meeting and to find the information needed for discussion - One personalized scheduled coaching session with the trainer
How many people will be in each cohort?
Each training cohort is limited to 15 people.
Will I work independently or must I participate on a schedule?
This program is designed for interactive group discussion and real-time training on Zoom. It is not pre-recorded and cannot be watched later. It requires participation and will offer the chance to participate in a cohort with other sponsorship sales professionals in the class. Each student will have the opportunity to practice “pitching” to other students and sharpen their skills. It is designed for only those sponsorship sales professionals seeking to be the top performers at their station.
Will I get personal attention?
This program includes the opportunity for a one-on-one individual coaching session with the trainer. A sign up sheet will be available.
I’m not at a station, can I register?
Yes, there are rates available for non-member stations.
Who is the Sponsorship trainer?
Laura Landress is a Corporate Support Advisor for Greater Public. She previously was the Corporate Support Manager at Nashville Public Radio for 16 years and won Market Enginuity’s market Standard of Excellence Award in 2014. She has been a speaker at several PMDMC conferences and has recently presented at PRPD and PMWL. You can learn more about Laura here.
