Meeting Date: 10/14/2020 211 Williams Street Royal Oak, MI 48067 Phone: 248-246-3286 downtownroyaloak.org

MEMORANDUM

Date: October 8, 2020 To: DDA Board of Directors Subject: Media Placement for Audio/Streaming Commercial

The board may recall that at the September 16th DDA meeting, the board referred to the Consumer Marketing Committee the issue of developing an advertising program for the ‘Royal Open’ radio commercial developed by Factory as well as communicating other promotional items.

The board allocated $48,000 to the prospective media placement. Staff contacted three media placement agencies. Two of them responded with proposals. The Consumer Marketing Committee reviewed proposals from Entercom and Red Shovel Media at its October 5th committee meeting.

After careful consideration, the Consumer Marketing Committee recommends that the DDA approve a $28,000 proposal from Red Shovel Media to place audio commercials and other promotional material on iHeart Radio. Further, the committee recommends that $10,000 be placed with Entercom’s Radio.com proposal and the remaining $10,000 be devoted to Entercom’s Social Conquest program, which allows advertisers to reach consumers through geo-fenced targeting. The committee further recommends that the Entercom programs have a duration of 30 days, allowing the committee to review performance next month and determine if the programs merit extensions.

Should the DDA concur with these recommendations, the following resolution has been prepared for its consideration.

Be it resolved, the DDA approves the Consumer Marketing Committee’s recommendation regarding radio/audio streaming advertising and authorizes the Executive Director to execute an agreement with the advertising partners, which is subject to any revisions by the city attorney.

Respectfully submitted,

Sean Kammer Downtown Manager

AMERICA'S #1 AUDIO COMPANY REACHING 9 OUT OF 10 AMERICANS EVERY MONTH

RADIO • DIGITAL • SOCIAL • PODCASTS • INFLUENCERS • DATA • EVENTS

Source: Royal Oak DDA Q4

Your Objective Reach desirable consumers in and surrounding communities of Royal Oak to share message about the businesses and events in Downtown Royal Oak

Our Solution Have a high frequency campaign to reach the consumers and share your message. • On-air through recored commercials Wednesday through Saturday • WKQI October to December • WNIC November to December • Hourly sponsorship WNIC 7p – midnight from November 6th to December 23rd

2 STATION SNAPSHOT CHANNEL 95.5 - DETROIT

WKQI-FM | Format: Pop CHR GENDER COMPOSITION AGE COMPOSITION ETHNIC COMPOSITION

P6 5+ 5% P5 5- 64 13% 34 18% P4 5- 54 19% Median Age P3 5- 44 12% Black P2 5- 34 18% Other P1 8- 24 14% P1 2- 17 9% 82% 54% 46% P6 -1 1 11% Female Male 0% 5% 10% 15% 20%

MONTHLY REACH HOUSEHOLD INCOME PROFILE PERSONS IN HOUSEHOLD

80% 60% 53% 59% BROADCAST 60% 1,398,600 40% 40% 23% 18% MOBILE STREAMING 16% 16% 20% 52,800 20% 9% 6%

0% 0% CHANNEL955.COM 334,400 <$25K $25- 50K $50- 75K $75K+ 1 2 3 4+

Source: Nielsen Audio/Act 1 4-Week Broadcast Reach, composition by AQH, Detroit Metro, Jun-Jul-Aug20; Omniture, internal data, JUN20, mobile figures do not include 3 streaming on desktop/other platforms STATION SNAPSHOT 100.3 WNIC - DETROIT

WNIC-FM | Format: Mainstream Adult Contemporary GENDER COMPOSITION AGE COMPOSITION ETHNIC COMPOSITION

P6 5+ 21% P5 5- 64 23% 52 10% P4 5- 54 24% Median Age P3 5- 44 10% Black P2 5- 34 9% Other P1 8- 24 6% P1 2- 17 5% 58% 43% P6 -1 1 2% 90% Female Male 0% 10% 20% 30%

MONTHLY REACH HOUSEHOLD INCOME PROFILE PERSONS IN HOUSEHOLD

60% 52% 40% 34% 36% 1,673,500 BROADCAST 30% 40% 19% 22% 20% 11% 20% 11% 15% 19,000 MOBILE STREAMING 10%

0% 0% WNIC.COM 177,100 <$25K $25- 50K $50- 75K $75K+ 1 2 3 4+

Source: Nielsen Audio/Act 1 4-Week Broadcast Reach, composition by AQH, Detroit Metro, Jun-Jul-Aug20; Omniture, internal data, JUN20, mobile figures do not include 4 streaming on desktop/other platforms 100.3 WNIC Consistently Delivers More Customers During the Holiday Season

Weekly Cume Persons AQH Persons

687,700 15,900

487,300

349,400 8,800 +41% 7,700 269,500 +106% 5,100 +30% +73%

Persons 25-54 Women 25-54 Persons 25-54 Women 25-54

JAN-NOV 2019 HOL 2019

5 Source: Nielsen Audio, Jan-Nov19, Hol19 PPM, Metro, Weekly Cume/AQH Persons, Mon-Sun 6a-Mid; WNIC-FM started all-Holiday programming on Nov. 01, 2019 Evening Hourly Sponsor Holiday 2020

WNIC celebrates 21years as the official station! On-air, online, and on-site across Metro Detroit, 100.3 is the official home for the holidays! What better place to be than on WNIC for the holidays! Own your hour of holiday music (between 7p-Midnight) from the time we switch to Holiday to December 23rd) •40x :05 personalized Holiday mentions, one in an hour of your choice every day for forty days •40x (:30) commercials that will air in your hour for forty days •100,000 iHR streaming impressions

FREQUENCY THAT STICKS You can’t want what you don’t remember. A high frequency campaign across multiple touchpoints ensures your brand remains top-of-mind. POWER OF MOMENT Timely content reported when it matters most, to break through the noise and reinforce your brand message. MARKETING STRATEGY DAY DAYPART COMMERCIALS

Wednesday – Friday WKQI 6a – 10a 6x Recorded :30

Wednesday – Friday WKQI 10a-7p 15x Recorded :30 : Saturday WKQI 9a – 9p 12x Recorded :30

Total Commercials Per Week 10/12 to 12/21 33x

DAY DAYPART COMMERCIALS

Wednesday – Friday WKQI 6a – 10a 6x Recorded :30

Wednesday – Friday WKQI 10a-7p 15x Recorded :30

Total Commercials Per Week of 12/28 21x

DAY DAYPART COMMERCIALS

Wednesday – Friday WNIC 6a – 10a 5x Recorded :30

Wednesday – Friday WNIC 10a-7p 15x Recorded :30

Saturday WNIC 9a – 9p 12x Recorded :30

Total Commercials Per Week 11/19 to 12/21 32x

DAY DAYPART COMMERCIALS

Wednesday – Friday WNIC 6a – 10a 5x Recorded :30

Wednesday – Friday WNIC 10a-7p 15x Recorded :30

Total Commercials Per Week of 12/28 20x Radio Schedule Total commercials 465 (30 sec) 2,528,500 Gross Impressions via Radio Schedule Freq of 4.3%

Added Value: Own your hour of holiday music (between 7p-Midnight) from the time we switch to Holiday to December 23rd) 40x :05 personalized Holiday mentions, one in an hour of your choice every day for forty days 40x (:30) commercials that will air in your hour for forty days 100,000 iHR streaming impressions

Total Gross Investment: $28,000

8 DIGITAL MEDIA PLAN NOVEMBER 2020 Why Work With Us Agenda Entercom Offers Unparalleled Custom Marketing Solutions to Help You Achieve Your Growth Goals Mass Reach Digital Marketing Programs: Audience Targeting Capabilities 1. RADIO.com; digital audio streaming and podcast Creative Ideation & Execution • Flight Dates: 11/1/20-11/30/20 • Total Net Investment: $10,000 Branded Content

Integrated Campaigns 2. Foot Traffic Attribution: Social Conquest that Deliver ROI • Flight Dates: 11/1/20-11/30/20 Media Strategy & Planning • Total Net Investment: $10,000

Tracking, Analytics, Optimization and Attribution

2 November 2020

* Please note: Podcasting can only be targeted by age, gender, and geo. Recommended Foot Attribution Media Plan

CONTRACTED MONTHLY PRODUCT MONTHLY DELIVERABLES START DATE END DATE CYCLES NET COST

500,000 monthly impressions targeted within a 20 mile radius around Downtown Royal Oak; client to determine geographical locations

Targeting consumers who have visited your competitors within a 20 mile radius; client to determine the target retailers/areas Social Conquest 30 days 11/1/20 11/30/20 $10,000 Adding Dweltime: 30 mins – 4 hours to get rid of people who are just driving through the downtown area and/or to cancel out employees of retailers/restaurants.

Foot Traffic Attribution included

Total Net Investment: $10,000 APPENDIX Platform allows multiple ways to reach our listeners.

StationWebsites RADIO.COMWebsite

RADIO.COM Smart App Speakers Where our listeners are RIGHT NOW!

1 Source: Nov 2019 – Splunk>enterprise monitoring Delivers DETROIT DIGITAL LISTENING AUDIENCE

Fastest Growing Digital Audio platform in the U.S. *comScore 750+ 2500+ 1,764,309 Streaming Stations Podcasts Monthly Audience 150MM Downloads/Month

The Best Collection of Original, Live and On-Demand Content Across News, Sports, Entertainment, and Music

Audience Composition MOBILE – 47% P 18-24 7% P 25-54 67% P 55+ 27% DESKTOP/LAPTOP – 29% P 65+ 9% College+ 66% Grad School 18% SMART SPEAKER – 23% HHI 100k+ 25% HHI 150k+ 10% HHI 50K+ 58% DIGITAL MEDIA PLAYER – 1%% Hispanic 4% AfAm 10% Multicultural 17% 8 Source: Google Analytics and Triton Webcast metrics. August 2020 A Leader in Premium

Podcasting The Most Top 100 Ranked Shows of 26 1 3 12 Any Podcast Network. TOP 100 TOP 10 TOP 25 TOP 50

TRITON DIGITAL OFFICIAL US PODCAST REPORT

RANK PODCAST NETWORK AVERAGE WEEKLY DOWNLOADS

1 NPR 42,473,000 2 RADIO.COM/Cadence13 21,120,000 3 Stitcher 20,026,000 4 Wondery 16,065,000 5 / 11,835,000 6 NBC News 6,105,000 7 FOX News Podcasts 2,686,000 8 Beasley Media Group 507,000 9 CBC/Radio-Canada 476,000 10 Focus On the Family 312,000

*Triton US Podcast Rankers 3/16-4/12/20 Distributed Across Multiple Platforms with Anytime, Anywhere Access

CURRENT LAUNCHING SOON

10 Transparent Reporting for Exemplary Results

We set high standards for integrity and performance; that’s why we’ve built a fully integrated dashboard with our full Entercom Digital suite.

We always follow through on our commitments and Fully integrated into the offer a transparent dashboard with key business metrics Reporting Dashboard to hold us accountable for delivering exemplary results.

screenshot TBD Reporting Metrics That Matter ✓ Impressions ✓ Video Completion Rate ✓ Household Reach/Frequency ✓ Daypart ✓ Device Types ✓ Channel Level Reporting And Many More 11 Highlights & Valuable Differences

Highlights: •Measured with Triton •750+ Streaming Stations •2500+ Podcasts •68 MM Monthly Uniques •Geo-target (Hot zips, states and/or regions) •Behavioral Targeting •No subscription required

How Radio.com is different from Pandora & : •Pro: Entirely ad-supported and ad based, we are not heading towards a subscription model. Consumers tune out when they hear “Subscribe for $.9.99 a month…” (passive not active listening) Feedback we hear is that advertisers cannot reach those willing to pay for Spotify/Pandora Entirety of our audience is reachable! •Pro: We can run any length spot - :10, :15, :30, :60, :90, :120 w/ synced companion •Pro: No minimum spend levels •Pro: We have great reporting and good info – with the capability to cross reference third and first party data to create listener profiles based off of device IDs/IP addresses •Pro: Growth of our Network and Platform. Partnerships with Waze, Apple, Samsung, the purchase of Podcast Firm and Pineapple Street Media, etc. •Pro: Fastest growing digital audio app in the US based off download data for the past 12 months •Con: No self-made playlists Social Conquest SOCIAL CONQUEST Why Social Conquest?

Entercom’s Social Conquest offering is exclusive to us, meaning you can’t get it anywhere else. Entercom can retarget your competitor’s customers with our three Social Conquest tactics:

- Social Conquest Basic: retargeting users who have physically visited local competitor locations

- Social Conquest Premium: retargeting users who have physically visited regional and national competitor locations

- Social Conquest Arrival: Social Conquest Premium targeting + attribution

14 AE + Client Social Conquest Arrival

Social Conquest Arrival is a ​first of its kind footfall attribution solution​ within Facebook that is ​100% deterministic visits​ with dwell time filtering for qualified visits. Facebook’s own footfall solution is probabilistic.

Key Benefit to Advertiser: Driving store visits from competitor customers on Facebook, Instagram and Audience Network.

*Entercom will need access to your FB page to run this campaign.

15 Social Conquest Arrival

We’re one of the only solutions in the marketplace that can measure footfall within the Walled Gardens of Facebook, precisely due to 1st party data.

GEO-TARGETING GEO-FENCE ARRIVAL Address, City, State, Nationwide targeting Your business location(s) to be geo-fenced to Competitive conquesting, first party data of where campaign will be served to collection. Address locations with radius measure arrival footfall attribution that can be geo-fenced to collect device • MAX 200 locations • MAX 200 locations IDs for targeting. • Radius around address 1-50 miles • MAX 200 locations • Radius around city 5-50 miles • Radius range 50 meters to 1000 *PAGE ENGAGEMENT LOOKALIKES meters Target users who share the same actions/characteristics of those who have already engaged with your FB Business page. INTERESTS/BEHAVIORS Target additional interests and behaviors of users *GEO-FENCE LOOKALIKES • Examples: Pizza, car mechanic, exercise, etc. Identifying users statistically similar to those visiting your competitors *FACEBOOK PIXEL TARGETING Retarget your website visitors and users who look like those users GENDER & AGE Male, Female, Ages 18-65 • Entercom will provide a FB pixel if you do not already have one/cannot grant access to existing

*Lookalikes, Facebook Pixel and Page Engagement Retargeting recommended based on inventory of geofenced audience Case Study: Home Improvement

Campaign Objective Flight Duration Budget Drive store visits across $13,000* 2 Months 41 locations with weekly digital flyers

Impressions Clicks CTR 656,951 18,757 2.86%

Engagement **Footfall Attribution Platform 120,511 7,023 Facebook & Instagram

Client received 7,023 unique in-store visits from one month of Entercom’s Social Conquest Arrival offering. Cost per visit at $1.13 with a $8K monthly budget!

17