Harrisonburg, VA
Radio & Podcast
Our client that we created a radio and podcast advertising campaign for was Mercy House, a non-profit organization that works to combat poverty. Our goal was to encourage people to donate to them during the holiday season.
Creative Brief
Radio
Script
Produced Spot
Creative Approach Rational
The direction chosen for the radio ad was to pull on the heart strings of mothers around the Harrisonburg area. The sound effects include jolly instrumental holiday music and the tone is happy, yet pulls at the emotions of the listener. The disappointment in the child’s voice is meant to make the listener want to donate items right away.
Medium Placement Rationale
This ad will be played on three different radio stations that are local to Harrisonburg and surrounding locations to reach our target audience. WMRA 90.7 FM is known as “the valley’s home for classical music.” The majority of classical music fans are in their mid-50s, which is part of our target demographic (Watson, 2019). The second radio station, WOTC 88.3 FM is a religious formatted broadcast station serving the Shenandoah county. In general, people who are more religious are involved in donating during the holiday season. Lastly, WXJM 88.7, a student-run radio station, supports local musicians as well as local businesses.
Podcast
Script
Produced Spot
Creative Approach Rational
The direction chosen for the podcast ad is a very informative but informal conversation. The aim was to make the listener feel connected to the host like they are sitting at a table having a conversation together and the host is telling them about Mercy House. The tone of the ad is happy and persuasive and the instrumental holiday music playing in the background gives a festive feeling which is perfect for the holiday season.
Medium Placement Rationale
The podcast will be played on three different podcast stations. WMRA Local News reports on current events and issues in the Shenandoah Valley and Charlottesville area. The Mercy House advertisement could work because people who are interested in what is going on in their community will feel the need to help out. The second podcast, Harrisonburg First Assembly is a religious podcast based in Harrisonburg. This would be fitting for the spot because Mercy House is a faith-based organization, so individuals that believe in the same faith will feel more inclined to donate with an organization that aligns with their beliefs. Lastly, James Madison Center for Civic Engagement: Democracy Matters targets an audience of JMU students and alumni. The audience will want to contribute to an organization that’s part of a city they are familiar with.