K-Life Gains ROI with Advocace

KLFF's pioneering efforts with local underwriting and sponsorship are legendary. With case law victories, K-Life has a clear understanding of the legal aspects of underwriting. But getting a good return on investment was a bit more challenging.

From San Simeon to Santa Barbara to Thousand Oaks, KLFF's signals covers the population centers for the central California coast.

When K-Life's parent organization (Logos Broadcasting, a non-profit organization) began operating 890 am as a Christian teaching and talk radio station, local business development became even more important--especially in a small town that has a large state university.

Business development struggled to deliver

General Manager Jon Fugler hired business development representatives, but they either acquired too little funding or left their position too soon. Jon wondered if business development could ever generate more money than it cost to field a representative.

The solution: K-Life and 890 AM grow local business with Advocace

Jon asked Advocace to train and coach a new business development representative. Advocace heard the historic challenges and designed a program to train and coach the new representative in a new way. Within a week the new representative discovered a strong prospect with a budget and within another week the representative won a committment for more than double the original budget.

The keys to business development success for 890 AM and K-Life made sense:

Early training of new representatives help launch the business development habits
Continuing training helped the representative uncover new business relationships
Regular coaching guided the station representative and leadership toward new business opportunities and away from costly distractions

The results

The new representative went on to prospect and grow income at a fast clip throughout Advocace's engagement, making the representative very profitable in a relatively short period of time.