business committee for the arts

Radio Group Enhances Listener Loyalty By Investing in the Arts

Company: Manchester Radio Group
Headquarters: Manchester, New Hampshire
Industry: Broadcasting
Company Size: Small (annual revenues of less than $50 million)

"Can you imagine life without the arts? Someone has to promote it and propagate it because the last thing we want is for our town to be without culture. There is no question that we all win by virtue of that association."
                – Ray Garon, General Manager

Objectives
To build listener loyalty and broaden its listener base, to create broader knowledge and appreciation of the arts and to enhance the quality of life of the community.

Process

• Manchester Radio Group’s three radio stations provide the "broadcast lifeline" for the Currier Museum of Art and the Palace Theatre by promoting exhibitions, performances, and educational and fundraising events.
• One of the group’s three stations is chosen to be the "sponsor" for a given event depending on the listener profile for that station and the subject of the exhibition or performance.
• The Radio Group promotes exhibitions by broadcasting live from the steps of the Currier Museum and has produced more than 1,300 radio-advertising spots, at no cost, to promote exhibitions.
• For the Palace Theatre, the Radio Group provides free advertising spots, interviews with performers, daily public announcements and on-air ticket giveaways.

Results
Manchester Radio Group’s involvement with the arts has heightened its name recognition in the community, broadened its listener base, and created a culturally active environment for its employees. This support reduces marketing and advertising costs for the Currier Museum and the Palace Theatre, increases attendance, and enables both to leverage new business sponsors.