Interning at CBS Boston - WBZ NewsRadio 1030

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Sales and Promotions Intern, Fall 2011

Sales and Promotions Intern, Fall 2011

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  • 1. Interning at CBS BostonPromotions and Sales at WBZ NewsRadio
  • 2. •WBZ is an AM radio station in inBoston owned by CBS Radio•WBZ was the first commercial radiostation in the United States•The station has long been one of thehighest-rated stations in the Bostonarea, and covers much of theeastern United States with its 50,000-watt clear-channel signal
  • 3.  WBZ currently runs news, traffic and weather throughout the day At night it features a talk radio format with hosts including Dan Rea, Steve LeVeille, and Jordan Rich
  • 4. Different Departments that make up WBZ
  • 5. The Promotions Department Help achieve station strategic marketing goals and objectives of the station Develop and execute news topics and event series Maintain station image and think of ways to increase brand awareness and sales Communicate effectively with the media, community groups, and the public Coordinate with PR so they can put together publicity elements of special events and broadcasts including telethons, network and syndication talent
  • 6. Who can intern at CBS Boston? Internships at CBS Boston are offered to college sophomores, juniors and seniors, as well as graduate students who are interested in a career in broadcasting Typically participants major in communications or journalism, but broadcasting is comprehensive enough to interest students who major in English, History, Political Science, Fine Arts, Marketing, and Computer Science
  • 7. What I do… Work with account executives to plan weekly radio contests and manage contest prize distribution Regulate contact/contest-winner database to maintain client and listener relationships and records. Update weekly spreadsheets with upcoming contests and alert sales team if a contest slot is open Write and edit copy that is read on-air and contribute to weekly internal newsletter Assist the Sales and Promotion Departments with the creation, development and execution of promotion campaigns for radio advertisers Contribute to weekly internal newsletter to showcase what our department has been doing in the community Assist in planning station events and community outreach efforts Attend weekly sales meetings and assist in developing new ways to create revenue
  • 8. My Linkedin…
  • 9. Writing at WBZ
  • 10. Writing at WBZ
  • 11. The significance of what I do Situation  Write and edit copy that is read on-air Action  Satisfy client needs by working directly with account executives to produce creative copy for our on-air giveaways Results  Pleased advertisers and clients of CBS by writing copy that clearly communicates the message of what the client wanted to get across to their target audience  Produced on air copy that increased press coverage on their upcoming events and increased ticket sales
  • 12. The significance of what I do Situation  Manage contest prize distribution Action  Provide exceptional customer service and build lasting relationships with our audience. Go a step further in customer service by calling all the winners directly to congratulate them on their prize and thank them for listing to WBZ Results  Increase brand loyalty by providing memorable customer service contributing to the strength of WBZ as a station and our consistent high ratings throughout the region. High ratings create value for advertisers and therefore lead to generating more revenue
  • 13. The significance of what I do Situation  Help plan and execute station events Action  Help choose the topic of the business breakfast (the trending theme of social media to garner interest of small business owners in Boston region)  Researched potential panelists, businesses to invite and competition  Sent out special invitations to targeted guests Results  Increased brand awareness by successfully producing a large scale event for CBS.  Gained media coverage on boston.com and cbs local pages  Generated conversations on twitter live from the event
  • 14. Controversy in the newsroom…  In the news…  Earthquake  Gaddafi’s death  Behind the scenes…  Making Q4 sales goals  Events  Happy listeners  Angry listeners  Is radio dying?
  • 15. Key things I have learned at BZ How departments work together to develop and produce news stories How sales teams generate new leads, put together sales pitches and create new ways to generate revenue How sales teams build and maintain client relationships Database entry and organization is essential to maintain client relationships How large scale events are successfully put together The importance of being attentive to detail