The difference between radio advertising that drives response and radio advertising that wastes budget often comes down to creative execution. After analyzing thousands of radio campaigns, industry research has identified consistent patterns in spots that generate calls, website visits, and sales versus spots that get ignored.

This comprehensive guide breaks down the proven 30-second radio formula, explains why each element matters, provides category-specific examples, and shares common creative mistakes that kill response rates.

Whether you’re writing your first radio spot or optimizing existing creative, this framework will improve your results.

Why 30 Seconds? The Attention Economics

Standard radio advertising lengths:

• 60 seconds: Longer storytelling, higher cost
• 30 seconds: Industry standard, best cost-per-message ratio
• 15 seconds: Brief reminders, usually supplements 30s
• 10 seconds: Sponsorship mentions, brand reminders

Why 30 seconds dominates:

✅ Sufficient time to deliver complete message (problem → solution → offer → CTA)
✅ Cost-efficient (60s typically costs 2x but doesn’t double response)
✅ Attention span match (captures attention before tune-out)
✅ Inventory flexibility (easier to schedule than 60s)

Word count guideline: 30 seconds = approximately 75-85 words when read naturally. Tight writing essential.

The Proven 30-Second Formula: Four Critical Components

After analyzing high-performing radio campaigns across categories, Radio Advertising Bureau research documents this four-part structure consistently outperforms alternatives:

Component 1: Hook (Seconds 0-5)

Purpose: Immediately identify target audience and capture attention

What makes a great hook:

✅ Relevant problem statement the target audience currently experiences
✅ Provocative question that creates curiosity
✅ Timely/seasonal reference that feels immediate
✅ Emotional trigger that resonates with target’s current state

❌ Poor hooks:

• Company name alone (“Smith Plumbing…”)
• Generic greetings (“Hello Calgary…”)
• Talking about yourself before establishing relevance (“We’ve been in business…”)

Hook Examples by Category:

Home Services (HVAC):

✅ “Furnace making strange noises before winter hits?”

✅ “Last thing you need is your AC dying during the next heat wave.”

✅ “Your energy bills keep climbing—but your furnace keeps getting older.”

Healthcare/Dental:

✅ “Looking for a dentist who actually explains what’s happening?”

✅ “Finding a family doctor in Calgary who’s accepting new patients?”

✅ “Putting off that dental checkup because you hate the experience?”

Automotive:

✅ “Vehicle lease ending but you’re not sure what comes next?”

✅ “Family growing and the sedan just isn’t cutting it anymore?”

✅ “Wondering if now’s the right time to buy or lease?”

Financial Services:

✅ “Retirement closer than you expected—but savings not where they should be?”

✅ “Paying too much tax and wondering what you’re missing?”

✅ “Insurance policies scattered across five different companies?”

Professional Services:

✅ “Business taxes getting complicated as you grow?”

✅ “Legal question keeping you up at night?”

✅ “Marketing budget spent but no idea what’s actually working?”

What these hooks have in common:

• Immediately relevant to specific audience segment
• Problem-focused (creates tension)
• Uses “you” language (second person)
• No wasted words on company introduction

Source: Radio Advertising Bureau creative best practices, rab.com

Component 2: Value Proposition + Proof (Seconds 5-15)

Purpose: Present your solution and establish credibility

What to include in 10 seconds:

1. Who you are (briefly)
2. What you do (specific solution)
3. Why you’re credible (proof elements)

Proof Elements That Build Trust:

✅ Years in business: “23 years serving Calgary families”
✅ Credentials: “All licensed and bonded technicians”
✅ Ratings/Reviews: “4.9 stars from over 400 Google reviews”
✅ Guarantees: “100% satisfaction guarantee or we’ll make it right”
✅ Speed: “Same-day service or your service call is free”
✅ Quality indicators: “Factory-certified, warranty-backed work”
✅ Local connection: “Calgary-owned and operated since 2001”

Value Proposition Examples:

HVAC Example: “Mountain View Heating has kept Calgary homes comfortable for 24 years. All technicians licensed and bonded. Same-day emergency service. Every job backed by our satisfaction guarantee—4.9-star rating from over 300 families.”

Analysis:

• Company name + service (7 words)
• Credibility #1: 24 years (longevity)
• Credibility #2: Licensed/bonded (qualification)
• Credibility #3: Same-day service (speed/convenience)
• Credibility #4: Guarantee (risk reversal)
• Credibility #5: 4.9 stars + 300 reviews (social proof)

Five credibility markers in 10 seconds—that’s the density needed.

Dental Example: “Viewpoint Dental serves three generations of Calgary families. Modern tech, gentle approach, and appointments that actually fit your schedule. Over 2,000 five-star reviews. Accepting new patients in all locations.”

Financial Services Example: “Peterson Financial Planning—helping Calgary professionals retire confidently for 18 years. Certified Financial Planner, fiduciary standard, comprehensive planning. No commissions, just advice you can trust.”

Professional Services (Legal): “Morrison Family Law exclusively practices family law in Calgary. 15 years experience, collaborative approach, and fixed-fee packages so you know costs upfront. Evening consultations available.”

Common Mistakes:

❌ Listing services without differentiation: “We do heating, cooling, plumbing, and electrical”
❌ Vague claims: “Quality service at fair prices” (everyone says this)
❌ Too much company history: Full founding story wastes precious seconds
❌ Technical jargon: “SEER ratings and BTU calculations”—audience doesn’t care

Golden Rule: Every word must either advance the story or build credibility. Zero fluff.

Component 3: Offer (Seconds 15-25)

Purpose: Create urgency and provide clear reason to act NOW

What makes a compelling radio offer:

✅ Time-limited: Creates urgency (“This week only,” “Book by Friday”)
✅ Valuable: Meaningful discount or bonus
✅ Specific: Clear dollar amount or percentage
✅ Easy to understand: No complex terms or conditions
✅ Tied to season/event: Feels timely, not arbitrary

Offer Types That Work:

1. Dollar-Amount Discount “Schedule your furnace tune-up this week and save $85.”

Why it works: Specific number = tangible value

2. Percentage Discount “New patients: 20% off your first comprehensive cleaning and exam.”

Why it works: Clear, understood value

3. Value-Add Bonus “Free home energy assessment with every new furnace installation—$300 value.”

Why it works: Feels like getting extra versus discount (loss aversion psychology)

4. Multi-Component Offer “Book your tune-up by Friday: Save $75 PLUS free carbon monoxide test—$125 total value.”

Why it works: Stacking increases perceived value

5. Risk Reversal “First visit free if you’re not completely satisfied.”

Why it works: Removes barrier to trying your service

6. Limited Availability “We’re accepting 15 new families this month—call today to secure your spot.”

Why it works: Scarcity creates urgency (but must be genuine)

Offer Examples by Category:

Home Services:

• “Pre-winter tune-up just $79—normally $150. Book by Sunday and we’ll include free furnace filter.”
• “Spring AC checkup: $65 (save $45). Plus, free duct inspection with every service call.”

Healthcare/Dental:

• “New patients: Comprehensive exam, cleaning, and X-rays—just $99. That’s $180 off regular pricing.”
• “Book your annual physical this month: Free blood pressure monitor with every complete checkup.”

Automotive:

• “Test drive any new model this weekend: Enter to win $500 towards your lease or purchase.”
• “Winter tire installation: $50 off when you buy four tires. Book before first snowfall.”

Financial Services:

• “Free retirement readiness analysis—normally $300. Limited to 10 families this month.”
• “First-year financial planning: Save $400 when you mention this ad.”

Professional Services:

• “30-minute initial consultation free—no obligation, just honest advice.”
• “New clients: Fixed-fee package $500 off when you book before month-end.”

Critical Elements:

Deadline/Urgency: Every offer needs a timeframe:

• “This week only”
• “Book by Friday”
• “Limited to first 20 callers”
• “Until September 30th”
• “While inventory lasts”

Why urgency matters: Without deadline, procrastination wins. “I’ll call later” = never calls.

Simplicity: Complex offers kill response:

❌ “10% off services over $500, 15% off over $1,000, and 20% off over $2,000 when booked Tuesday through Thursday during non-peak hours”

✅ “Save $100 when you book this week”

Source: Radio Advertising Bureau, Direct Marketing Association research on urgency and offer structure

Component 4: Call to Action (Seconds 25-30)

Purpose: Tell listener exactly what to do next and make it easy to remember

CTA Best Practices:

1. Single Action

Choose ONE primary action:

• Visit website
• Call phone number
• Text keyword
• Visit location

Don’t offer multiple options—creates decision paralysis.

Exception: Can include secondary action as alternative: “Visit Company.ca or call 403-555-HEAT”

2. Repetition

Critical finding: RAB research shows repeating contact information twice improves unaided recall by 34-42%.

How to repeat naturally:

Method 1: Standard Repeat “Visit MapleHeating.ca—that’s Maple Heating dot C-A.”

Method 2: Alternate Format “Call 403-BEST-HVAC. That’s 403-237-8482.”

Method 3: Spell It “Visit V-I-E-W-P-O-I-N-T-Dental.ca.”

3. Memorable Contact Methods

Phone Numbers:

✅ Good: Vanity numbers (403-555-HEAT, 403-555-ROOF)
✅ Good: Repeating digits (403-555-5555)
✅ Acceptable: Regular numbers repeated twice

❌ Poor: Complex numbers said once

Websites:

✅ Good: YourCompanyName.ca
✅ Good: SimpleKeyword.ca (if you own it)
✅ Acceptable: YourCompanyName.ca/offer

❌ Poor: YourCompany-Calgary-Services.ca/special-promotions
❌ Poor: Any URL with ambiguous spelling

Text Keywords:

✅ Good: “Text HEAT to 55444”
✅ Good: “Text VIEWPOINT to 55444”

Benefits: Easy to remember, enables SMS marketing, tracks attribution

4. Why/What Language

Don’t just say WHERE to go—hint at WHAT happens next:

Weak CTA: “Visit MapleHeating.ca or call 403-555-HEAT.”

Stronger CTA: “Visit MapleHeating.ca to book your tune-up, or call 403-555-HEAT—our team’s standing by.”

Why stronger: “Book your tune-up” = clear action, “team’s standing by” = human connection

CTA Examples:

Home Services: “Call MapleHeating.ca—M-A-P-L-E Heating dot C-A—or phone 403-555-HEAT. Book your pre-winter checkup today.”

Healthcare: “Visit ViewpointDental.ca for new patient special, or call 403-555-CARE. Three Calgary locations—we’re accepting new families.”

Automotive: “Stop by Mountain Mazda this weekend for test drives and our $500 lease bonus. That’s Mountain Mazda on McLeod Trail, or MountainMazda.ca.”

Financial Services: “Call Peterson Financial at 403-555-PLAN—that’s 403-555-7526—for your free retirement analysis. Limited to 10 families, so call today.”

Professional Services: “Visit MorrisonFamilyLaw.ca—Morrison Family Law dot C-A—or call 403-555-LEGAL for your free 30-minute consultation.”

Source: Radio Advertising Bureau, rab.com

Complete 30-Second Script Examples

Example 1: HVAC Company

Word count: 82 words
Time: 30 seconds at natural reading pace

Example 2: Dental Practice

Word count: 79 words

Example 3: Financial Services

Word count: 84 words

Advanced Creative Techniques

Technique 1: The “Imagine” Hook

Instead of problem statement, paint desirable outcome:

“Imagine your family room 5 degrees warmer—for 30% less on your heating bill.”

“Picture yourself retiring at 60 instead of 65.”

“What if your next dental visit was actually… pleasant?”

Why it works: Positive framing + aspirational = higher engagement

Technique 2: Social Proof Integration

Weave testimonial-style language throughout:

“Over 500 Calgary families trust us with their home comfort—and after 24 years, we’ve learned exactly what works.”

Why it works: Third-party validation reduces skepticism

Technique 3: Local Connection

Reference specific Calgary neighborhoods, landmarks, weather:

“From Okotoks to Airdrie, from Cochrane to Chestermere—we serve the entire Calgary area with same-day service.”

“You know Calgary winters—harsh on your furnace, hard on your heating bills.”

Why it works: Local specificity builds credibility and relevance

Technique 4: Conversational Tone

Write like you’re talking to a friend, not reading corporate copy:

❌ “Our organization provides comprehensive HVAC solutions”
✅ “We fix furnaces. Fast. And we do it right the first time.”

❌ “We facilitate financial planning optimization”
✅ “We help you retire when YOU want to—not when you have to.”

Why it works: Conversational = authentic = trustworthy

Technique 5: Pattern Interrupt

Start with unexpected statement that breaks through mental autopilot:

“Most HVAC companies will sell you the most expensive furnace they stock…”

“Here’s what your dentist won’t tell you…”

“The retirement industry has a dirty secret…”

Caution: Must deliver on intrigue without being misleading. Pattern interrupt without payoff = distrust.

Common Creative Mistakes That Kill Response

Mistake 1: Talking About Yourself First

❌ Bad Opening: “We’re Calgary’s premier HVAC company. Founded in 1998 by John Smith, we’ve grown to become…”

✅ Good Opening: “Furnace acting up right before winter? Here’s how we can help…”

Why bad: Listener doesn’t care about your history until you’ve established you solve their problem.

Mistake 2: Vague Offers

❌ “Special pricing this month”
❌ “Great deals available”
❌ “Call for details”

✅ “Save $85 when you book this week”
✅ “$99 new patient special—regularly $279”

Why bad: Vague offers don’t create urgency or perceived value.

Mistake 3: Multiple CTAs

❌ “Visit our website, follow us on Facebook, stop by our showroom, call our office, or email us at…”

✅ “Visit YourCompany.ca or call 403-555-XXXX”

Why bad: Multiple options = decision paralysis = no action taken.

Mistake 4: Jargon and Technical Language

❌ “We specialize in SEER-rated multi-stage variable-speed HVAC systems with MERV filtration…”

✅ “We install efficient furnaces that cut your heating bills by 30%.”

Why bad: Listeners tune out complexity. Benefits > features.

Mistake 5: No Urgency

❌ “Call us anytime” or “Visit our website when you get a chance”

✅ “Book by Friday” or “Limited to first 20 callers”

Why bad: Without urgency, “later” = never.

Mistake 6: Weak Proof Elements

❌ “Quality service at affordable prices” (everyone claims this)

✅ “4.9 stars from 347 Google reviews” (specific, verifiable)

Why bad: Generic claims dismissed as marketing fluff.

Mistake 7: Trying to Be Too Clever

❌ Complex puns, obscure references, inside jokes

✅ Clear, direct, benefit-focused language

Why bad: Cleverness that confuses doesn’t convert. Clarity > creativity.

Mistake 8: Reading Too Fast

Problem: Cramming 100 words into 30 seconds = incomprehensible

Solution: 75-85 words at natural pace allows comprehension

Why bad: Fast-talking = desperation = distrust

Production Quality Considerations

Voice Talent Selection

Options:

1. Professional Voice Talent

• Pros: Polished delivery, multiple takes, consistent quality
• Cons: Less authentic, costs $150-500
• Best for: Large budgets, need flexibility for revisions

2. Station Personality

• Pros: Trust transfer from known voice, often included in package
• Cons: Limited revision ability, personality-dependent
• Best for: Building on station loyalty, budget-conscious

3. Business Owner

• Pros: Authentic, personal connection, free
• Cons: Amateur sound, multiple takes needed, risk of poor delivery
• Best for: Personal brands, professional services, when authenticity > polish

Recommendation: Test owner voice—if natural and engaging, authenticity often outperforms professional polish. If owner sounds uncomfortable, invest in talent.

Music Selection

Background music considerations:

✅ Use music that:

• Matches your brand energy
• Doesn’t overpower voice
• Enhances emotional tone
• Feels current (dated music = dated business)

❌ Avoid music that:

• Competes with voice for attention
• Uses lyrics (extremely distracting)
• Feels generic corporate elevator music
• Doesn’t match your brand personality

Shine FM Production Note: Touch Canada Broadcasting provides production services including music library access. IDMD helps coordinate production logistics.

Sound Effects

Use sparingly and purposefully:

✅ Good use: Door chime for retail, phone ring for service call, car door for automotive
❌ Poor use: Random effects for “interest,” overwrought production

Golden rule: If sound effect doesn’t advance the story or create relevant atmosphere, cut it.

FAQ Section: Radio Creative

Q: Should I write my own radio script, or hire a professional?

A: Start by writing it yourself using this formula, then get professional feedback.

Why write your own first:

• You know your business best
• You know what objections customers raise
• You understand what differentiates you
• First draft captures authentic voice

When to get professional help:

• You’re struggling to get below 90 words
• Script feels flat or generic
• You’re too close to the business (can’t identify what’s unique)
• Budget allows ($300-800 for professional script)

Hybrid approach (recommended):

1. Write draft using this formula
2. IDMD reviews and refines (included in our service)
3. Test with small audience (staff, loyal customers)
4. Revise based on feedback
5. Produce and launch

Most successful radio spots blend:

• Business owner’s authentic knowledge (you)
• Marketing messaging expertise (IDMD)
• Creative production quality (Touch Canada)

Q: How many different versions should I create, or can I run the same spot for weeks?

A: Start with ONE spot, run it consistently for 4-6 weeks minimum.

Why single-spot consistency works:

1. Frequency builds recall

• Hearing same message repeatedly = memorability
• Changing creative resets awareness building
• Consistency compounds over time

2. Testing clarity

• One creative = clear attribution
• Multiple versions = can’t tell what worked
• Prove the formula before complicating

3. Budget efficiency

• Multiple productions cost more
• Better to invest in frequency than variety

When to create multiple versions:

After initial 4-6 weeks, consider variations if:

• Extending campaign beyond 8 weeks (avoid fatigue)
• Testing different offers (A/B testing)
• Seasonal changes require updated message
• Adding new services/products

Recommended progression:

Weeks 1-6: Single core spot, high frequency
Weeks 7-12: Introduce 1-2 variations of same core message
Weeks 13+: Rotate 2-3 spots emphasizing different benefits/offers

Exception: 15-second “reminder” spots can supplement core 30-second spot from day one—shorter spot reinforces main message at lower cost for frequency building.

Q: My competitor has a funny/memorable radio ad. Should I try to be funny too?

A: Humor is high-risk in radio advertising—proceed with extreme caution.

Why humor often fails:

1. Subjectivity

• What’s funny to you may not be funny to target audience
• Humor across demographics is challenging
• Risk of being offensive/off-putting

2. Recall vs. Response

• Funny ads often remembered… but for the joke, not the brand
• “What was that funny ad about again?”
• Humor without clear connection to benefit = wasted awareness

3. Difficult execution

• Requires exceptional writing and delivery
• Most attempts fall flat
• Failed humor is worse than straightforward message

4. Longevity

• Jokes get old quickly (wearing out factor)
• Straight benefit-focused ads have longer shelf life

When humor CAN work:

✅ If it’s authentic to your brand personality
✅ If it directly relates to the problem/solution
✅ If you have professional comedy writing/delivery
✅ If everyone on your team agrees it’s funny (not just you)

Examples of humor that works:

• Self-deprecating about industry stereotypes (honest + relatable)
• Mild exaggeration of customer pain points (empathy + entertainment)
• Playful positioning versus competitors (confidence + personality)

Recommendation: Unless you’re naturally funny and your brand is built on humor, focus on engaging storytelling rather than comedy. Engaging ≠ boring, but it doesn’t require jokes.

Better question: “Is my ad engaging and relevant?” not “Is it funny?”

Q: How do I write a compelling radio ad when my business is ‘boring’ (like accounting or insurance)?

A: No business is boring—only boring marketing. Every business solves real problems for real people.

Reframe from features to feelings:

❌ Boring approach (feature-focused): “We provide comprehensive accounting services including bookkeeping, tax preparation, and financial statement preparation.”

✅ Engaging approach (outcome-focused): “You started a business to do what you love—not to wrestle with spreadsheets and CRA deadlines. We handle the numbers so you can focus on growth.”

Formula for “boring” businesses:

1. Start with the pain/frustration:

• Insurance: “Shopping for insurance is confusing, and you never know if you’re actually covered when something happens.”
• Accounting: “Tax deadline approaching and you’re not sure if you’re missing deductions?”
• Legal: “Legal document in front of you—and you have no idea if you should sign it.”

2. Humanize the solution:

• Don’t talk about “services”—talk about what life looks like AFTER using your services
• “Imagine knowing exactly what you’re covered for—in plain English”
• “Picture filing taxes confidently, knowing you’ve captured every legitimate deduction”

3. Make it conversational:

• Write like you’re explaining your business to a friend at a backyard BBQ
• Use contractions (you’re vs you are)
• Ask questions
• Be human, not corporate

Examples of engaging “boring” business ads:

Accounting: “Tax season doesn’t have to mean stress season. Peterson Accounting has handled thousands of Calgary small business returns—and we’ve learned exactly where CRA looks. We’ll find every legitimate deduction, file on time, and keep you audit-proof. Book your consultation by Friday and pay nothing until your taxes are done. Call 403-555-BEAN or visit PetersonAccounting.ca.”

Insurance: “Your family’s protected—or so you think. Until you actually need to file a claim and discover those policy gaps. Morrison Insurance speaks plain English—no insurance jargon, no hidden exclusions. Free policy review this month: We’ll show you exactly where you’re covered… and where you’re not. Call 403-555-SURE. That’s Morrison Insurance—coverage you actually understand.”

See the difference?

• Leads with relevant problem
• Uses emotional language
• Speaks directly to listener (“you”)
• Clear benefit
• Strong call to action

No business is boring when you focus on the problems you solve and the outcomes you create.

Q: Should I mention my competitor’s names in my radio ad?

A: Generally no—with rare exceptions.

Why competitive mentions usually fail:

1. Free advertising for competitors

• You’re using your budget to promote their name
• Some listeners may hear their name and call them instead

2. Sounds defensive

• “We’re better than XYZ” implies insecurity
• Confidence comes from stating your benefits, not attacking others

3. Legal risks

• Comparative claims must be provable
• Risk of defamation if claims are false
• Competitor may respond with their own ads attacking you

4. Missed opportunity

• Those 5 seconds spent on competitor name could be spent on YOUR benefits

Better approach—indirect comparison:

Instead of: “Unlike Other Company, we actually show up on time”

Say: “We show up exactly when we say we will—or your service call is free. It’s that simple.”

The exception—when competitive mentions work:

✅ Category creation/disruption: “Tired of the big telecom companies? Here’s a better way…”

✅ Market leader positioning: “The three things OTHER HVAC companies won’t tell you…”

✅ Overcoming objections: “Most financial advisors earn commissions on what they sell you—we don’t. Flat fee. Fiduciary standard. Period.”

These work because:

• Generic reference to “others” (not specific names)
• Establishes clear differentiation
• Positions you against industry norm, not specific competitor

Golden rule: Focus 90% on why YOU’RE great, maximum 10% on industry problems others create. Let your benefits speak louder than competitor weaknesses.

Q: Can I use testimonials in my radio ad?

A: Yes, but executed carefully—testimonials can be powerful or painfully awkward.

When testimonials work:

1. Authentic delivery

• Real customer voice (not voice actor reading scripted testimonial)
• Natural speech patterns (ums, ahs, pauses okay—shows authenticity)
• Genuine enthusiasm (forced excitement is obvious)

2. Specific stories

• NOT: “They did a great job”
• INSTEAD: “They showed up at 7 AM like they promised, diagnosed the problem in 10 minutes, and had us back up and running by lunch”

3. Relatable situations

• Listener should think “That’s exactly my situation”
• Specific problem → specific solution → specific outcome

4. Brief clips

• 5-10 seconds maximum
• Full testimonial = too long, loses impact
• Best line only

Testimonial spot structure:

Example 1: Customer-First Approach

Why this works:

• Real problem with emotional stakes
• Clear solution with specific benefit (2-hour response)
• Real outcome (“Fixed it that night”)
• Professional framing with customer voice

Example 2: Problem-Solution with Social Proof

Why this works:

• Multiple voices = broader appeal
• Quick cuts = energy and variety
• Specific benefits in customer words

When testimonials DON’T work:

❌ Voice actor reading “testimonial” (sounds fake)
❌ Vague praise (“Best service ever!”)
❌ Too long (loses listener attention)
❌ Poor audio quality (customers recorded on phone without cleanup)

Production tip: If using real customer audio, invest in cleanup (remove background noise, normalize levels). Poor audio quality undermines authenticity.

Alternative to testimonials: Instead of actual customer voices, use third-person success stories:

“Last winter, we helped the Morrison family in Okotoks stay warm when their 20-year-old furnace finally gave out—new unit installed in 6 hours, and they qualified for $1,200 in government rebates we helped them claim. That’s the Mountain View difference.”

Gets social proof without production complexity of real testimonial audio.

Q: How far in advance do I need to provide my script before the campaign starts?

A: Minimum 2-3 weeks; ideal is 4 weeks for quality production.

Timeline breakdown:

Week 1: Script Development

• Initial draft based on brief
• Review and revisions
• Approval of final script

Week 2: Production

• Voice talent scheduling
• Recording session
• Music selection and mixing
• Revisions if needed

Week 3: Traffic & Scheduling

• Station uploads spot to system
• Campaign schedule finalized
• Final approvals

Week 4: Campaign Launch

• Spots begin airing
• Monitoring and optimization

Expedited timeline possible:

• 1-week turnaround achievable for simple productions
• Rush fees may apply
• Less time for revisions
• Risk of compromised quality

Best practice for seasonal campaigns:

Plan 6-8 weeks ahead:

• Furnace tune-ups: Start promoting in August for September rush
• Tax services: December planning for January-April season
• Back-to-school: June planning for August/September
• Holiday retail: September planning for November/December

Early planning = better daypart selection (popular times book early) and quality creative without rush.

Working with IDMD: We streamline this process by:

• Developing scripts before formal campaign kickoff
• Pre-coordinating with Touch Canada production
• Managing revision cycles efficiently
• Enabling faster launch when you’re ready to commit

Call to Action

Need help crafting a high-converting 30-second spot for your Calgary business?

Contact Jodi Morel at IDMD Brand Management
We’ll develop custom creative based on your unique value proposition and target audience.