MODERN AUTOMOTIVE IS GOING GREEN WITH….
SUSTAINABILITY PROGRAM
Cyndi Byrom, Marketing Consultant 336-387-7169 February 28, 2012 [email protected]
1 Who We Are Entercom Communications Corp. (NYSE: ETM) is one of the five largest radio broadcasting companies in the United States, with a nationwide portfolio of 110 stations in 23 markets.
Locally, we represent six very diverse and popular radio stations that reach over half a million Piedmont Triad residents on a weekly basis.
What We Do Entercom’s team of marketing consultants focuses on creating effective integrated marketing solutions for its customers that incorporate the company’s audio, digital and experiential assets. Additionally, the company has a long standing commitment to responsible corporate citizenship and environmental stewardship. Entercom stations play a vital, hands on role in improving their communities, providing over $100 million in annual support for local charitable organizations and over $3 million locally in the Piedmont Triad.
How We Do It Today’s media landscape and the modes of communication are shifting, technology is booming and consumers are savvier than ever .
We pay careful attention to the changing face of advertising and marketing, and pride ourselves in creating experiences , not just creative advertising messages. We go where your customers are , and speak to them in a common language with relevancy that delivers results.
The following page itemizes the tools Entercom uses to provide intergrated marketing solutions for our clients.
2 What is Sustainability?
Ask five people what sustainability means, and you'll likely discover their answers are as varied as the ways to help support green living. When itcomes to living sustainably, many of us want to take action, but we often don't know where to begin.
To help our listeners and the Piedmont Triad get a jump-start on livingmore eco-friendly lives, Entercom Greensboro is introducing the [1 THING] initiative.
What is [1 THING] ?
The goal of [1 THING] , is to provide approachable, relevant ways to start living green – including everything from hints on buying energy efficient appliances, to everyday actions that support sustainability, such as turning the water off when brushing your teeth. With rising concerns about the environment, Entercom is taking a leadership position to educate, motivate and ultimately affect change among the Piedmont Triad’s listening community.
Through [1 THING] , our community will be inspired to adopt sustainability as a way of life. By committing to change just [1 THING] over a given period of time (monthly, quarterly, yearly) everyone can make a difference.
3 Why [1 THING] ?
What this means to our COMMUNITY: • As a radio station group we have been entrusted by our listeners to deliver honest, relevant entertainment and information • Our on-air talent establishes relationships with their listeners based on trust. To that end, we find ourselves in a position to educate, motivate and ultimately affect change with our listening audience • It is a powerful responsibility and one we do not take lightly • As good corporate citizens, Entercom feels it is important we utilize what we do well to help contribute to the community in which we work and play
What this means to YOU: • An opportunity to expand your message further into the community at large • To align yourselves with other like businesses and help educate in a more mainstream, mass appeal forum • Create new customers with individuals who want to support the efforts of the [1 THING] initiative
4 Program Objectives
1. Focus outreach to build consumer awareness: Our group of six Piedmont Triad radio stations reaches over 844,000 people per week; messaging will be segmented to match each unique consumer lifestyle group;
2. Educate consumers on the benefits of sustainability and living green. We will speak in a language that is easily understood and will prompt action, and sales, for our partners.
3. Activate consumers to embrace & practice 1 THING; this will be measured by: • Web traffic to http://greensboro.1thingus.com/ • Database growth, • Coupon redemption, • Event participation
4. Provide comprehensive updates and recaps to our partners to monitor program’s effectiveness based on unique needs.
5 Our Partners Will Receive: On Air: Pre-produced :60/:30 messages . This content will be updated quarterly and tied to seasonality for heavier impact and relevance.
On line: Dynamic micro site http://greensboro.1thingus.com with [1 THING] tools, giving the consumer everything they need to change just one thing . Promotional materials, education, resources, “checklists” and advertorial content also included. Partners’ advertising and messaging to be a large supporting component, with site hyper-linked from all participating Entercom stations’ main URLs.
Online Radio streaming audio messages designed to reach each participating stations’ captive listening audience online, including hyperlink to micro site.
Direct e-Mail marketing sent quarterly to participating stations’ extensive user databases; these will mirror community programming message
Sustainability Starter Kits : Redeemable partner coupons distributed by e-mail database marketing, will include in store or e- commerce redemptions (e.g. 15% off green building materials, free fluorescent light bulbs) 1x per quarter
On site: We’ll utilize a community outreach [1 THING] team to serve as ambassadors of the campaign message. • A street marketing campaign , utilizing partner giveaways and education materials, will be activated at our key community events including:
WJMH - 102Jazm SuperJam Concert WPAW - Hometown Handshake Tour / Ten Events WQMG - Stone Soul Picnics / One Events WSMW - Picnics In The Plaza / Six Events 6 Format: Adult Hits / Variety Format: Urban Adult Contemporary Demographic: Adults 25-54 Demographic: Women 25-54 Slogan: “We Play Everything.” Slogan: “The Best R&B and Old School.”
With a play list of over 4000 songs 98-7 Simon The best R&B ,Old School, Classic Soul and Gospel Hits from the 70’s, 80’s, 90’s and Today. is the most diverse radio station in the Triad. Playing top hits from the 60’s, 70’s, 80’s, 90’s www.wqmg.com and today. www.987simon.com Format: Country Demographic: Adults 18-54 Format: Rhythmic CHR / Hip Hop Slogan: “ The All New 93.1 The Wolf ” Demographic: Persons 12-44 93.1 The Wolf plays 50 minutes of Country every Slogan: “The Hip Hop Station.” hour. Since their launch in October of 06, the Wolf has grown their core audience and replaced Plays only the most current top testing Hip-Hop their “heritage” competition. The Triad now has a music. Nationally recognized as a top Hip-Hop new Country Music Leader. station in the nation by R&R and Billboard magazines. www. 931wolfcountry.com www.102jamz.com Format: Urban Gospel Demographic: Adults 35+ Format: Southern Gospel Slogan: “Big WEAL Gospel” Demographic: Adults 55+ Slogan: “The Inspiration Station.” Triad’s #1 Gospel station playing Contemporary and Traditional Gospel Music. Serving the Triad WPET has been the Triad’s Inspiration station for over 39 years WEAL has multiple Dove Award since 1967 programming Southern Gospel and R&R nominations. Music, programs and local sports. www.1510weal.com www.wpetam950.com 7 Campaign Overview
• Campaign creation & implementation
• :60/:30 On Air and Online community messages
• Micro site with advertorials and hyperlinks
• Microsite hyperlink from all station Web sites
• Clickable web banner during streaming messages
• Street marketing at key events
• Comprehensive recap
8 SPONSORSHIP OPPORTUNITIES CONTINUED
QUARTERLY PACKAGE
• 120 :60 vignettes w/ :15 commercial highlighting your support of [1 THING] (over 6 stations)** • 200 :60 streaming vignette commercials** • 100 :60 commercial spot bank (across all stations)** • Advertorial on micro site • Inclusion in two (2) events • Opportunity for incentive distribution through database
Monthly investment: $8,000 Quarterly: $24,000.00 ** equal rotation not guaranteed, based on inventory availability
Confidentiality Notice
The proceeding pages contain proprietary information of Entercom Communications Corp and is to be used by the recipient solely for the purpose of evaluating a transaction or business relationship with Entercom Communications Corp. This Proprietary Information should be kept confidential and is not to be distributed, disclosed or disseminated to third parties. 9