First Strike Radio
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Who We Are

FirstStrike Advertising is an advertising and marketing consultancy, headquartered in Pullman, Washington, the creative services division of Grace Broadcast Sales, content provider to thousands of radio and television stations across the USA and Canada.

“Why do you call it FirstStrike?”  Glad you asked. It’s a mashup of two metaphors, one military and one natural:

  • In military use, first strike refers to a preemptive action taken to prevent an adversary from gaining some strategic advantage. Preemptive advertising is a strategy that gives the audacious advertiser an enormous advantage over his competitors, with a view toward establishing category dominance in the market.
  • The nature metaphor is that of a lightning strike, a brilliant flash of extreme power that’s impossible to ignore. These are attributes we admire and strive to achieve for our clients. Messages that compel attention, that carry emotional voltage, and that penetrate deep into the human brain.

FirstStrike Advertising is Rod Schwartz−advertising strategist, writer, and producer−and the gifted cadre of voice actors, jingle singers, graphic designers, video and digital wizards, with whom I collaborate. We’re here to help you become the leading brand, business, or organization in your category and market.

You have a story to tell. We can help you tell it, truly and memorably. It’s what we’re known for.

Ready to start sharing your story?  Let’s talk!


MEET ROD SCHWARTZ

I embarked on a lifelong career in radio advertising in 1973, rising through the ranks at stations in Illinois, Minnesota, and Washington.  In 1991, with the support of my wife and daughters, I founded Grace Broadcast Sales (GBS), a content-creation company specializing in short-form syndicated radio features for holidays, seasonal celebrations, and special events. Our features have aired on thousands of radio stations across the United States and Canada. Some of the first stations we served remain our customers to this day.

I was born and raised in Chicago. In my youth, I sang in the famed Paulist Choir, where early exposure to the rudiments of music and strict choral discipline helped me to acquire a discerning ear, a terrific asset for someone who creates spoken-word advertising for a living.

Professionally, I’m a radio advertising veteran of more than four decades’ experience. I’ve helped hundreds of businesses, professionals, and organizations grow their enterprises through the effective use of radio advertising. I’ve contributed to radio industry trade publications including Radio Business Report, Radio World, Radio INK, and Small Market Radio Newsletter.  Since 2009, I have been an administrator of Radio Sales Café, the premier networking site for radio advertising sales professionals worldwide. It was my daughter Rebecca’s brainchild, conceived and created as a service to our industry. Today, more than 5000 radio advertising professionals and creatives belong to RSC.

In 2004, I entered my first advertising competition and came away with the $5000 Radio Mercury Award for best radio-station produced commercial in America for my client Keeney Bros. Music Centers. Others followed. But the “award” I’ve always prized highest of all is hearing from a client that their advertising is working.

Choosing the right words and wielding them skillfully is as exciting a challenge for me today as it was more than forty years ago, when I took on my very first radio advertising client. I still feel like a kid in a candy store whenever someone asks me to help them with their advertising and marketing.

Enough about me. Let’s talk about you.

If you’re looking for a media and marketing expert to help you tell your story effectively and memorably, call me at (509) 334-1111 (my studio office) or (509) 592-0148 (my cell). And let’s have that conversation.

Let’s Talk

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Our Storytelling Testimonial Ads Earn High Praise from The Wizard of Ads®

Success Stories

Rod’s talents and experience shine through when working with him on any project, small or large. His ideas are forward thinking, innovative, and very creative. I’ve enjoyed my working and personal relationship with Rod and look forward to many more projects with him.
Marie DymkoskiPullman Chamber of Commerce
This guy is good! His product is as good as it gets. I strongly recommend Rod.
Rick MurphyMad Dog Wireless, Inc.Lake Havasu City, AZ
Rod Schwartz is a consummate leader in the Radio Industry. His work with Grace Broadcast Sales is legendary and his innovative Radio Sales Café (a social outlet for Radio Sales Professionals) is rapidly becoming one of the finest resources for Radio Sales Professionals looking to teach, learn and share. Whether you’re a broadcaster or a businessperson looking to connect listeners to your cash register, if you have an opportunity to work with Mr. Schwartz, I suggest you take it.
Blake MesserNewfangled Commerce
Rod is a trusted creative partner and experienced resource for developing memorable radio copy and campaigns for us. He knows how to effectively translate our brand and story for radio.
Megan GuidoPullman Regional Hospital
I’ve known and worked with Rod in various ways for many years, and never will you find a more talented, resourceful, principled fellow. Rod always puts his clients and customers first, walking the walk while others merely talk it. I cannot recommend Rod more strongly. He’s a great human being and a genuine pleasure to work with.
Jay MitchellSmall Market Radio Newsletter
Many may know Rod as a silky radio intonation which can lull you into buying almost anything. As he’s helped me with radio productions his skill in sound engineering is presented, unspoken. Have you ever seen an artist take something as rough and awkward has a log and as unruly as a chain saw and watched him fashion something as imperial as a Kodiak, as mystic as a wizard, or as beautiful as an eagle. That’s Rod Schwartz on a sound board. But. That’s the least of it. He has the seemingly uncanny knowledge of knowing when and where to apply and imply emphasis to the public ear. Radio knowledge is the least of it. He’s helped me understand when to use internal marketing – not to mention even more subtle ways of offering oneself, one’s ideas, one’s wares.
Dr. Dan DavidFamily Eye Clinic
We have worked with numerous vendors and experienced various levels of radio spot production. Rod Schwartz, hands down, produced the highest converting advertising radio spots for our company. The attention to detail and content is unmatched by anyone we have worked with in the past.
Nik RusaAdvanced Hair Restoration
Rod is a creative, ideas-oriented advertising person who sincerely wants to help his clients succeed.
Ralph PlankPlank Productions, Inc.
Within 3-4 months of the campaign kicking off, I began to see clients reaching out specifically for me, realtors upset with me because I was “stealing their clients” and most importantly increased listings and sales. In addition, I was typically introduced at Chamber events, Rotary meetings and WSU events as “Pullman’s Real Estate Expert” not by my choice but because the person doing the introduction decided to include that description on their own. The campaign was launched in about 2010 and in 2013 I was number 3 in the market and voted as Whitman County Association of Realtors “Realtor of the Year.” Today’s real estate market quite challenging and competitive; it is extremely difficult for a Realtor entering a new community. Rod’s expertise in marketing helped me build a brand for my business. From the creative radio campaign to his assistance with carrying the brand through all other mediums, he has helped me build a successful business. I highly recommend Rod to anyone that is looking to build their business.
Chud Wendle, Realtor®Hutton SettlementSpokane, WA
When I first moved to this community I was surprised at the quality and  creativity that I was hearing on some local commercials.  Frankly, I thought they were produced in a large market and then sent here. I’ll admit it.  I was biased towards large media markets after doing talent work in Sacramento and San Francisco.   Then I met Rod Schwartz. He’s a creative genius and a consummate professional.  He could work in any market but he prefers the non-urban environment and I don’t blame him, especially since I’m the mayor of Pullman.  Over the years, Rod and I have had a chance to do a number of commercials and public service spots and it’s been a great experience and it’s been fun. He takes time to understand his client and his work reflects that.  Give him a listen. It’s well worth your time!
Glenn A. Johnson, Ph.DProfessor Emeritus, Edward R. Murrow College of Communication, Washington State University
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