How Salem’s Christmas Mortgage Miracle Campaign Drove $190K In New Revenue

Objective

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Salem Media Group sought to boost nationwide community engagement and drive substantial sponsorship revenue through a premium promotion. The Christmas Mortgage Miracle campaign aimed to provide financial relief to families by covering their mortgage for a month. The campaign also aimed to open new sponsorship opportunities, convert listeners into profiles, and drive incremental revenue through increased website traffic.

Strategy

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Salem’s Christmas Mortgage Miracle promotion has become a hallmark event since its launch in 2018. It runs nationwide, with participating stations offering new sponsorship opportunities.

Each station has the option to sell sponsorships ranging from $1,500 to $3,500. In larger markets, stations can bundle the promotion across multiple stations, leading to sales as high as $15,000 per market.

How Users Participated

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The Christmas Mortgage Miracle was structured as a sweepstakes promotion, a popular campaign type known for engaging wide audiences with large, appealing incentives.

• Entry Mechanics: Users entered by visiting a dedicated webpage on the station’s website and filling out a form. They could enter daily or weekly to improve their chances.
• Incentive for Entry: The chance to have their mortgage paid for a month, with potential bonuses for sharing the contest on social media.
• Bonus Participation: Sharing the contest on social platforms such as Facebook and X resulted in additional entries, driving social media engagement.

Data Collection

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Through the entry forms and surveys, Salem Media collected valuable data that was shared with sponsors, including:

• Names
• Email addresses
• Demographic details
• Survey responses specific to the sponsor

This allowed sponsors to receive qualified leads, helping them tailor future campaigns to a more targeted audience.

How Was the Campaign Promoted?

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It was supported by multi-channel promotions, including social media pushes, on-air mentions, and digital advertising across the Salem network.

Sponsorship Model

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Salem utilized a tiered sponsorship structure, offering a title sponsorship alongside two secondary sponsor slots. This allowed stations to sell sponsorships between $1,500 and $3,500, depending on market size. In larger markets, stations bundled sales across multiple stations, with sponsorships going for up to $15,000 per market.

• Sponsor Benefits: Sponsors received billboard advertising, logo exposure, website interaction opportunities, and access to survey data, providing actionable leads for future marketing.
• Lead Generation: Sponsors benefitted from qualified lead data collected through entry forms and surveys, giving them access to engaged audiences.

Results

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The Christmas Mortgage Miracle delivered impressive results across Salem Media’s network, consistently generating $180,000 to $190,000 in annual revenue. Each station contributed between $1,500 and $3,500, with larger markets bundling station sales up to $15,000.

Key metrics include:

• Revenue Generation: Up to $190,000 during peak years.
• Engagement & Lead Generation: Sponsors gained significant exposure through billboards, website traffic, and survey responses, providing actionable, qualified leads.
• Nationwide Reach: The promotion spanned all participating stations, offering unparalleled exposure to sponsors.

Additional metrics:

• New Users: 24,770
• App Downloads: 7,209
• Facebook Follows: 14,361
• Survey Data Collected: Household income data from 50,582 users

A Proven Sponsorship Model

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The Christmas Mortgage Miracle campaign demonstrates how Salem Media Group successfully generates revenue and valuable leads for sponsors. Through tiered sponsorships, surveys, and website engagement, the promotion consistently delivers strong results, driving up to $190,000 annually.