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Local Advertising& Marketing
About

Practical advertising help, based in Rapid City.

Local Advertising & Marketing helps businesses get more value from their advertising. We plan and run campaigns that combine digital precision with the trust and reach of local radio — and we report on what actually works. Campaigns are planned and run by Jarrett Phillips on Haugo Broadcasting’s platform — its stations, its programmatic desk, production and trafficking.

Being rooted in a real local market is the point. Running campaigns here every week — watching what actually produces calls, leads, and foot traffic for actual business owners — is the kind of local know-how most agencies do not have. That hands-on operator perspective is exactly what we bring to your market, whether that’s here or anywhere else.

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Mount Rushmore National Memorial in the Black Hills of South Dakota
Based here · Working with you

The Black Hills is home.
Your customers are right here.

And if your customers are somewhere else, the same operator-level local know-how comes with us — the channels, targeting, creative, and budgets that actually move people in any market.

Mount Rushmore · Keystone, SD
Who builds your plan

Jarrett Phillips

Account Executive, Haugo Broadcasting · Built localadvertisingandmarketing.com

Jarrett is an Account Executive at Haugo Broadcasting — he builds advertising plans for businesses every day, across radio and every digital channel, on real rate cards. He built this site and its calculator to do that planning in the open: the calculator runs on the actual rate cards, and every performance number published here traces to a documented source.

The plan you get is judged by what works for your goal and budget, not by what any station needs to sell. That’s built into the tool — it’s sourced end to end and allocates by merit, so a channel earns a place only when the numbers say it should. Jarrett sells advertising for Haugo Broadcasting, including its Rapid City radio stations, and earns a commission when a plan runs. That is exactly why the tool is built this way: every number traces to a published source, and the channel mix comes from a rules-based allocator — so the recommendation is the math, not the sale. When something is not working, you will hear it from him first. Every article on this site is written under the same rule: every stat has a source.

What we believe

Strategy first. Channels second.

Most businesses do not need more random ads. They need a campaign that puts the right message in front of the right people, often enough to matter, with honest measurement of what worked.

That's what we build — campaigns that point at your goal instead of at whatever inventory needs clearing.

How we're different

  • Digital and radio under one roof — not just one or the other.
  • Rapid City and Black Hills knowledge built in.
  • Local digital campaigns for businesses anywhere in the U.S. — not just our backyard.
  • Strategy first. We'll tell you what NOT to spend on too.
  • Honest monthly reporting, in plain English.
  • Local for local clients. Regional for regional clients. National for national clients.
Capabilities

What we can build for you

A short list of what most clients use — but every campaign is sized to the goal and the budget.

Campaign strategy and planning

Goal definition, channel mix, budget, timing, creative direction, measurement — built before a dollar is spent.

Digital advertising across all major platforms

Display, video, geofencing, CTV/OTT, search, social, YouTube, retargeting, and email — measured monthly.

Local Black Hills radio placements

Access to KICK 104, 95.1 KSKY, HITS 102.7, and ESPN Rapid City.

Streaming audio, CTV, OTT, YouTube

Audio + premium video on streaming platforms with cross-device retargeting.

Geofencing and location-based retargeting

Target physical locations and follow up with display + video for 30 days.

Search engine marketing (Google + Bing)

High-intent keyword campaigns with conversion tracking and disciplined optimization.

Meta, Instagram, and LinkedIn campaigns

Native social creative, audience-based targeting, and clean conversion measurement.

Display, video, and creative production

Banner sets, animated HTML5, video spots, audio scripts — sized for every platform.

Monthly reporting and analytics

Clear reports with recommendations — not boilerplate dashboards.

How we think about advertising

Two things most business owners get wrong about advertising

Most advertising decisions stall on two old habits — treating advertising like an expense to minimize, and concentrating the entire budget on one channel. Both of those habits make your business smaller. Here is how we think about it instead.

Pillar 1 · Advertising is an asset

Advertising is an investment, not just an expense.

The IRS treats advertising as an ordinary and necessary business expense under Internal Revenue Code §162 — meaning it is 100% deductible in the year you spend it (per Publication 535). Unlike trucks, equipment, or furniture, you do not depreciate it over five or seven years. Every advertising dollar reduces your taxable income the same year.

  • Tax-favored capital deployment. A $10,000 truck depreciates over 5+ years. $10,000 in advertising deducts in full this year. After tax, every $1,000 of ad spend effectively costs $700–$750 in most brackets.
  • Builds brand equity over time. The audience you reach this quarter is still in your retargeting pool next year. Brand recognition compounds. Cost per acquisition typically falls in year 2+ as the audience warms.
  • Recorded as goodwill at sale. When a business is acquired, the brand premium is recognized as a real intangible asset (§197). The value was always there — selling the business just makes it visible on the balance sheet.
  • Pausing has a long tail. Businesses that stop advertising "for one quarter to save money" usually see results lag 2–3 quarters afterward — not from the pause itself, but from the equity that bled out during it.
Read the full breakdown →IRC §162 · IRS Pub 535 ↗
Pillar 2 · Diversified channel portfolio

One channel is fragile. A portfolio is durable.

Putting an entire ad budget on one platform is the marketing equivalent of putting an entire 401(k) into one stock — it might work, but it is exposed. A diversified mix across complementary channels reaches more of your audience, hits the 5–7 exposure threshold consumers need before they act, and protects against single-platform risk.

  • No single channel reaches everyone. Facebook, Google, radio, CTV — each touches a different slice of your market at different times of day. A diversified mix covers more of the day, more devices, and more decision contexts.
  • Effective frequency without burnout. Stacking radio + audio + search + retargeting + geofence delivers 6–8 weekly touches across fresh contexts — without one channel becoming repetitive enough to annoy.
  • Channels compound each other. Radio raises branded search volume — making Google Ads cheaper. Display retargeting converts better on audio-warmed audiences. Geofencing converts better when followed by search. The portfolio is worth more than the sum of its channels.
  • Platform-risk reduction. Algorithm shifts, ad-account flags, CPM spikes, policy changes — any of these can cut a single-channel program off overnight. Diversification means a bad month on one platform is tolerable, not a crisis.
  • Full-funnel coverage. Every channel does a different job: brand-equity (radio, streaming audio, CTV), audience-building (geo, social, display), and conversion (search, retargeting, email). A real plan funds all three layers.
Read the full breakdown →Krugman · Nielsen · Westwood One ↗
How we apply both pillars

Every plan we build is a portfolio of complementary channels, treated as a tax-favored investment in your brand asset.

Three layers: direct-response infrastructure (search, retargeting, email) for in-month return · audience-building (geofencing, social, display, video) for reusable reach · brand equity (radio, streaming audio, CTV/OTT) for the asset that compounds over years. Every dollar produces measurable response and adds to the long-term brand. That is the difference between advertising-as-cost and advertising-as-investment.

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Get in touch

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Tell us a little about your business and your goals. We will follow up with practical campaign recommendations within one business day.

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Real rate cards. Every number sourced. See the references →

Black Hills · South Dakota · Local digital anywhere in the U.S.