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May 6, 2010
Public Radio Partners (PRP) has partnered with Marlene Schneider to expand its services, as well as updated its identity to Market Enginuity. Market Enginuity will continue to provide outsourced underwriting representation to public media clients, and will broaden service to the industry through collaborations on new revenue initiatives.
Two divisions will conduct these distinct underwriting services: Enginuity Outsourcing and Enginuity Workshop.
“Maximizing local underwriting revenue for public media stations remains our core focus,” stated Jim Taszarek, Jr., “The name Market Enginuity ultimately represents our commitment to local stations and systematizing revenue solutions that advance with the changing times.”
Jim Taszarek, Jr. and Kirk Nelson will operate Enginuity Outsourcing, which currently employs more than 50 representatives responsible for selling $17 million in local underwriting for seven public radio stations and three public television stations.
Marlene Schneider will oversee Enginuity Workshop. Enginuity Workshop will orchestrate collaboration among stations to expedite new local revenue initiatives to market, multiplying wins for all collaborators whether they are down the hall or across the country. Enginuity Workshop will evaluate and leverage the underwriting opportunities for stations that best fit public media values. By tapping into this independent resource, stations can defray the time, energy and capital it costs to pursue initiatives alone.
“We are honored to partner with Marlene to offer this new service to stations. She brings more than 15 years of direct underwriting expertise to Enginuity Workshop. Her work with DEI has been extremely valuable to us and our client stations,” remarked Taszarek.
Via Enginuity Workshop, Schneider will continue to oversee corporate support services for DEI member stations.
Enginuity Workshop’s debut project is underway. “During the recession of ’09,we realized an opportunity to weave corporate sponsorship into existing member card programs and generate incremental underwriting revenue. Underwriting and membership departments worked together under Marlene’s direction to overhaul and launch the new programs at three outsourced client stations: Cincinnati Public Radio, KPLU and Capital Public Radio”, said Taszarek. Improvements include an online directory of benefits and station branded membership apps available in the iTunes store. Success at these three stations has lead to the formation of a station advisory group that will continue to shape the branded program, called Publink. If you are interested in participating in this program, please contact Marlene Schneider at (541) 549-1519.
Market Enginuity’s mission is to link public media clients and corporate supporters in a mutually beneficial relationship that enables each to fulfill their mission.
Market Enginuity is a privately owned business that has been providing outsourced underwriting sales to public media stations since 1999. Current outsourced sales representation clients include: KJZZ & KBAQ, KPLU, Nashville Public Radio, KUT, Capital Public Radio, Cincinnati Public Radio, Twin Cities Public Television, Georgia Public Broadcasting, WVIZ/PBS and 90.3 WCPN ideastream®.
Since 2002, Marlene Schneider has provided corporate support consultation at public media stations, as well as national organizations such as DEI and PBS. Projects have included the PBS Best Practices in Corporate Support, Corporate Support Performance Initiative (CSPI), Morning Edition Graduate School and all DEI member services relating to corporate support.
Market Enginuity has served as an industry resource through annual presentations at conferences, webinar training through associations and financial commitment to industry initiatives.