How-to Guide: Prospecting creatively

Prospecting is a foundational sales activity. But it’s not always easy, and a creative approach to prospecting can make a big difference in how much revenue your team is able to bring in. In this guide, we’ll share actionable tips on brainstorming prospective clients.

What is prospecting and why does it matter?

Prospecting is the act of identifying, researching, and contacting potential clients. Advertising and business teams tend to get hung up on prospecting, often reaching out to the same clients over and over again. Unfortunately, an “if it isn’t broke, don’t fix it” mentality doesn’t always work when it comes to finding potential clients for your advertising products. So, frequently stopping to research and brainstorm new prospects can open you up to new opportunities.

Consider your offerings and audience

Advertising works best when you and your client share a common interest: your readers. Before reaching out to anyone, think about your audience segments — students, faculty, locals, tourists — and ask yourself what businesses genuinely serve their needs. That's your starting point.

How to brainstorm new prospects

Take a look around.

• Walk around campus and note any companies or organizations on flyers, posters, or promotional materials on bulletin boards and walls.
• Look for new businesses (or new to you!) near campus — restaurants, shops, or services that students need or want.
• Think back on where you've personally spent money recently. Check your bank statements if needed. 
• Then, do the same activity with your friends. Where have they eaten or spent money lately?

Use directories and community resources

• Check your local chamber of commerce — many publish member directories, and membership sometimes includes networking events that surface new leads.
• Contact university communications or PR offices — some departments (graduate admissions, summer programs) actively want a campus presence and may not know how to reach you.
• Reach out to government offices for filings, public hearing notices, and meeting minutes. Many of these are available online.

Search online and on social

• Use Google Maps to search by business type near your campus (e.g., "coffee shops near [your university]").
• Search by hashtag or location on social media. Check Facebook groups for locals and parents, or platforms like Yik Yak.

Check what's already being published

• Look at other local publications to see who's advertising and who's been featured recently — grand openings and press releases are especially useful.
• Review your own publication for any organizations covered in the past year or two. A warm opener like "our team featured you a few months ago — how are things going?" goes a long way.

Building your prospect list

Be realistic. Assign teammates a manageable number of prospects and make sure everyone is prepared to put in the legwork for harder-to-reach contacts. Balance new prospects with existing clients and anyone overdue for a follow-up. Don't skip that check before chasing something new. Keep a prospecting list separate from your CRM, so you have a clear, trackable record of your activity and progress.

[Use our prospect list template]

Making contact

When you're ready to reach out, always try to address a specific person by name — even if only a generic inbox address (like "hello@" or "info@") is available. If you're stuck, don't overthink it. Starting with just 2–3 solid prospects is fine. Carve out time in recurring team meetings to brainstorm together — a fresh set of eyes often surfaces leads you'd have missed.  And don't self-select out of prospects you think won't advertise. You could leave revenue on the table.

What's next

Start local, start small, and build from there. Questions? Reach out to your account manager to schedule a local ad sales training session.