United States Agency for Global Media

Sales and Marketing Training for East African Broadcasters

September 2016

Sales and marketing staff from VOA affiliates in Kenya, South Sudan and Tanzania participated in a training in Nairobi. Participants included Royal Media Group, Pwani TV, Lake Victoria TV, Radio/TV Sayare, Kaya FM, Classic FM Juba, Maridi FM, Azam Media Group and Sahara Media Group.

Topics covered included:

  • Marketing and advertising
  • Mission statements
  • SWOT(Strength, Weakness, Opportunity and Threats) analysis
  • Market segmentation and opportunities
  • Market research and analysis
  • Programming and sponsorships
  • Benefits and selling points for TV and radio
  • Understanding the selling environment
  • Writing and presenting proposals
  • Setting and measuring sales targets and performance
  • Digital and social media as a sales tool
  • BBG
  • Simon Milne
    Institute for the Advancement of Journalism