Long-Term Care Imperative

SUPPORTING SUPPORTERS INITIATIVE Marketing Objective The goal of this campaign is to support legislators in the current election campaign who have supported aging care reform advocated by Face Aging in the past and to help keep them in the office for the next term.

Creative Strategy Know your candidates and where they stand on ensuring that Minnesotans have access to the senior care they need when they need it.

2 Radio Script MUSIC

Sparse, emotional track (slightly patriotic)

ANNCR

Face it, Minnesota, we aren’t getting any younger.

Every year, another 60,000 Minnesotans turn 65. At this pace, one in four adults will be senior citizens in less than 15 years.

These are your grandparents and your parents. If you are lucky, one day it will also be you.

We need to prepare for the aging of Minnesota. When your legislative candidates come to ask for your vote, start by asking them what THEY are doing to face aging.

To learn more, go to FaceAgingMN.org

3 Radio Buy Summary: • 10-day run, from September 26 to October 7 • About four runs of a :30 second ad a day • The go-to ‘Information Station’ for each location was selected :: Most of the requested markets are unrated so there is no way to provide official ratings with this schedule :: While some of these buys’ locations overlap, we believe that these specific stations are the best way to reach people in these specific cities/towns • Purchased timeframes focused on popular commute times: 6am-10am and 3pm-7pm • All requested markets are covered by this plan, except for Aitkin. This is currently a “dead spot” for talk radio. We do get close to Aitkin with WNMT 650 out of Hibbing. :: Currently looking into options/cost for a newspaper buy instead • When targeting Browns Valley, the best station is KFGO out of Fargo, ND. This is a very popular station, with coverage covering western Minnesota, through Canada, and into North Dakota (see map below). Given its popularity and its coverage, it’s more expensive (see buy, below). :: It’s worth considering only running digital in this area in reallocating the budget to increase frequency of ads in other areas, or purchasing a newspaper ad in a local Browns Valley paper (currently looking into options/cost). • Best if buy is placed by EOD Friday.

Radio Buy Breakdown:

City Station Ttl Spots Cost Albert Lea KATE 1450 AM 50 $1,529.50 Willmar KWLM 1340 AM 40 $1,660.00 Faribault KDHL 920 AM 40 $1,440.00 Browns Valley KFGO 790 AM 20 $2,705.80 Red Wing KWNG 106 FM 40 $1,108.00 Balsam Township WMNT 650 AM 40 $1,176.40 Northfield KYMN 1080 AM 45 $1,165.05 Clara City KDMA 1460 AM 45 $715.05 Clearbrook KTRF 94.1 FM 40 $564.80 Owatonna KRFO 1390 AM 40 $1,280.00 Total 400 $13,344.60

4 Map of Radio Buy

5 Station Summaries:

Willmar: KWLM 1340 AM is a local news/talk station focusing on the community and local news. Every market seems to have one strong AM station; the dominant AM station for Willmar is KWLM, a Heritage Radio Station. The average listening audience is 25- to 54-years-old. From 6am to 10am, Monday through Friday, is The Morning Brew with Bill Dean. Bill is a local radio personality who was born and raised in the area. His show consists of News with J.P. Cola, Todd Bergeth Sports, ABC News/ MNN News, Birthdays/Anniversaries and Ask the Expert. The afternoon line-up consists of Sports Talk with Patrick Reusse and Joe Soucheray from 3pm to 4pm, Patrick Reusse continues his broadcast from 4pm to 5pm. Live @ Five with Pau

Albert Lea: KATE 1450 AM is a news/talk station serving the Albert Lea to the Austin area. The Monday through Friday line up includes Darrel and Courtnay in the Mornings from 5am to 9am, a local morning show with area personalities. Darrel was raised in the area. Courtnay is the Regional Farm Director. PartyLine follows them from 9am to 10am. The afternoon hosts the shows the Shea-ke Down with Paul Shea from 3pm to 4pm, Problems & Solutions with Cathy Blythe from 4pm to 5pm, (a show which is broadcast across a series of sister stations) and News/Weather/Markets/Sports from 5pm to 5:30pm.

Faribault: KDHL is a full-service radio station serving Southern Minnesota and surrounding areas for over 65 years. KDHL features local news, sports and community information. The Morning Team hosted by John Anderson, Gordy Kosfeld and Jerry Groskreutz is on weekday mornings from 7am to 9:30am. They cover News, Weather, Sports, Farm Markets, Community News and offer features like the Birthday Club and more. AM Minnesota is then scheduled from 9:30am to 10am. AM Minnesota is KDHL’s weekday informational program featuring interviews with a variety of guests ranging from community members to nationally known authors. The afternoon block from 3pm to 6pm is entitled Afternoon Delights with Kelly Krage. Kelly first brings “Old Tyme Afternoons” from 1pm to 3pm featuring Old Tyme Polka and radio favorites. Then she “kicks the country into high gear” from 3pm to 6pm.

6 Balsam Township: WNMT AM 650 bills itself as Northern Minnesota Talk. The station broadcasts a number of syndicated shows throughout the weekday including Glenn Beck and Rush Limbaugh. From the time of 5am to 8am on weekdays Doug Stephan’s Good Day is scheduled. From 8am to 11am is the Glenn Beck Program, followed by The Rush Limbaugh Show from 11am to 2pm. There are a number of shows within the afternoon focus of 3pm to 7pm. Garage Logic airs from 2pm to 4pm. Sportstalk is on from 4pm to 5pm. Reusse & Mackey go from 5pm to 6pm, followed by the Joe Pags Show from 6pm to 9pm.

Northfield: KYMN 1080 has been helping area businesses “get the word out” since 1968. They have a large, loyal and local listening audience over the airwaves and on the internet. Their morning lineup starts with the KYMN Morning Show with Jeff Johnson from 6am to 7:40am, followed by Tim McNiff—News with a Side of Sports. Monday through Thursday the station airs the Wayne Eddy Affair from 9am to 11am. On Friday mornings the 9am slot hosts ArtZany! with Paula Granquist. Weekdays at 4pm All Wheel Drive with Jessica Paxton airs. Throughout their schedule there are a number of sporting events and local shows focused on the surrounding community.

Owatonna: KRFO AM 1390 is billed as Your Hometown Station. KRFO-AM plays the best of the oldies with a full-service community feel. KRFO-AM covers news, weather and local issues like no other station in Steele County. KRFO is the home of Owatonna High School sports, the Minnesota Twins and other local sporting events. From 6am to 10 am Mornings with Loren Hart is on the air with community news and events. Afternoons with Roy Koenig airs from 2pm to 6pm, covering local sports while playing some “golden oldies.” This is often followed up with a sports broadcast ranging from high school to professional.

Clara City: KDMA AM 1460 is a traditional “full-service” AM radio station, meaning the programming is locally produced and has a local focus. KDMA boasts local news at 7, 8, 9 & 11am as well as ABC/MNN News each hour. They are “Your Community Connection” with Dwight, Perry and Darin. They have Linder Farm Market Updates, Agri-Talk, and Market Ralley.

7 Red Wing: Bluff Country 1250 KCUE traces its roots to 1949 when it signed on as Red Wing’s first radio station with the call letters oh KAAA (K-Triple A) radio. Sports Director “Action” Jack Colwell (KCUE career 2000-present) is the morning show host from 6am to 10am Monday through Friday. Jack mixes in music, news, sports reports, weather and various community programs such as Partyline to give listeners a well-balanced way to start their day. The Partyline call-in show is a KCUE staple. You’ll also hear Roseanne Grosso’s Community Focus Show, the radio auction and shows such as the Valley Outdoors, Outdoor News Radio, Mayo Clinic Medical Edge Radio, Senior Smarts Show and Sunday morning church-themed programming. KCUE also boasts a big time line-up of sports programming.

Clearbrook: KTRF 1230 AM went on the air in March of 1947. KTRF is a true broadcast pioneer in Northwest Minnesota. KTRF was the first radio station to broadcast from the Minnesota State High School Hockey Tournament in 1948. KTRF currently broadcasts 24 hours a day, seven days a week, with a full-service News, Sports, Weather, Information, Agriculture and Talk format.

8 Digital Media Buy:

GOALS/CONVERSIONS • Send users to faceaging.org • Then, ask them to click a button to learn if their legislator supports Face Aging’s initiatives. (Put event tracking on button) • Encourage engagement on Facebook Ads/boosts (likes, comments, shares)

RECOMMENDED DIGITAL CHANNELS #1 Facebook Ads - Clicks to Website #2 Google Search (has been running since February 2016) We recommend adding one to two additional ads and political-like keywords that are geared more towards the intent of this campaign #3 Facebook Ads - Promoted Posts #4 Google Display Ads Targeting news sites, weather apps, sports sites, political topics; Minnesota-focused

CAMPAIGN START/END DATES September 26 - October 11, 2016 (Campaign will be running seven to 10 days within these dates)

CAMPAIGN MEDIA BUDGET Facebook - Clicks to Website Ads: $355/day (includes all 10 districts, see breakdown below)

Facebook - Promoted Posts: $300/post (two posts)

Google Display: $50/day (bucket all districts under one campaign)

Google Search: $15/day (no change from current plan)

Total Projected Spend: $3,540 - $4,800 9

DESIRED RESPONSE/BENEFITS We want voters to prioritize aging as an important campaign issue, and to support the legislators who have supported aging care issues in the past.

COMPETITION A lot of political messaging will be promoted during this time of year and it may become overwhelming to users or completely ignored. (We can track “negative feedback” on these ads to make sure users are responding positively during this brief campaign.)

TARGET AUDIENCE Residents, ages 40+ living in the Face Aging Supporters’ districts

TARGETING PER PLATFORM Google Display Demographics: M+F living in Minnesota, ages 35+

Placements: Weather.com, startribune.com, foxnews.com, cbsnews.com, cnn.com, usatoday.com, nbcsports.com, forbes.com, nbcnews.com, washingtonpost. com, businessinsider.com, bbc.com, google.com, mail.google.com, wunderground.com, theguardian.com

Facebook Ads Recommended targeting: Facebook users living in each district, males and females, ages 40+

1. District 17B: Rep. Dave Baker, Willmar Facebook potential reach: 8,200 or 560-1,500/day Recommended Facebook spend: $45/day

2. District 12A: Rep. Jeff Backer, Browns Valley Facebook potential reach: <1,000 or 100-190/day Recommended Facebook spend: $15/day

10 3. District 27A: Rep. Peggy Bennett, Albert Lea Facebook potential reach: 8,800 or 400-1,000/day Recommended Facebook spend: $45/day

4. District 24B: Rep. Brian Daniels, Faribault Facebook potential reach: 9,000 or 980-2,600/day Recommended Facebook spend: $45/day

5. District 10B: Rep. Dale Lueck, Aitkin Facebook potential reach: 2,400 or 300-790/day Recommended Facebook spend: $30/day

6. District 05B: Rep. Tom Anzelc, Balsam Township (55787) Facebook potential reach: <1,000 Recommended Facebook spend: $15/day

7. District 20: Sen. Kevin Dahle, Northfield Facebook potential reach: 6,100 or 850-2,300/day Recommended Facebook spend: $30/day

8. District 24: Sen. Vicki Jensen, Owatonna Facebook potential reach: 11,000 or 1,200-3,200 Recommended Facebook spend: $60/day

9. District 17: Sen. Lyle Koenen, Clara City Facebook potential reach: <1,000 or 250-660/day Recommended Facebook spend: $15/day

10. District 21: Sen. Matt Schmit, Red Wing Facebook potential reach: 7,100 or 620-1,600/day Recommended Facebook spend: $40/day

11. District 02: Sen. Rod Skoe, Clearbrook Facebook potential reach: <1,000 or 140-370/day Recommended Facebook spend: $15/day

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