NPR had never executed an ad campaign before and was seeking the guidance of an experienced agency that understood the unique problems faced by member stations.
NPR had received a grant from the Ford Foundation with the goal of growing listenership in four key markets as a test to see if advertising would be effective in raising the profile of NPR and the member stations in those markets.
It can be extraordinarily difficult to take small radio stations that run NPR programs and raise awareness significantly if they’ve never advertised before. Through versatile and super-smart creative, Planit was able to move the needle and grow the number of listeners for these stations over the duration of the campaign.
Arbitron cume increased
+ 40%
in Dallas during the duration of the campaign.