323A First Colonial Rd. • Beach, VA 23454 • 757.437.1185 RedChalkStudios.com • [email protected] • [email protected] MEDIA PLAN & CREATIVE LAWN CARE CAMPAIGN BUDGET APPROVED APPROVED

CLIENT HRPDC / askHRgreen.org JOB # COMMITTEE Stormwater CAMPAIGN Lawn Care — "mulch, mowing, leaves, fertilizer" — MEDIA BUY: "MINOR" CAMPAIGN CREATIVE: BUDGET MEDIA: $9000 PICK UP FLIGHT DATES 2020: 09.28 - 10.04 TARGET DEMO CAMPAIGN PAGE LINK https://askhrgreen.org/campaign/lawn-care/

PURCHASED ACHIEVED AD CLICK VIDEO PAID MEDIA LOCATION/TY NUMBER OF CLICKS/ACTIO THROUGH COMPLETION CHANNEL PE SPOTS REACH % FREQUENCY IMPRESSIONS ACTIONS IMPRESSIONS NS RATE (CTR) S SIZE(S) MEDIA BUY TOTAL RADIO EXPOSURE (A25-54, targeted demographics) 100 20.20% 2.4 313,000 TOTAL RADIO EXPOSURE (A18+) 100 17.60% 2.3 513,000 TOTAL RADIO EXPOSURE (M18+) 100 28.00% 2.7 245,000 WNOB 25 :60 WNOR 37 :60 WAFX 38 :60 :60 RADIO SUMMARY 100 17.60% 2.3 513,000 513,000 $4,750.00 TOTAL TV EXPOSURE (A25-54, targeted demographics) TOTAL TV

Attachment 2 Attachment EXPOSURE (A18+) TOTAL TV EXPOSURE (M18+) ABC - WVEC-TV Facebook Posts TBD TBD 33,800 105 0.31% Facebook (3 postings) TELEVISION SUMMARY 0 33,800 105 0.31% $750.00 Retargeted and 320x50, WTKR's AD Behavioral 300x50, SERVER Targeted 300x250, NETWORK Display 2-weeks 30,000 35,295 40 0.11% 728x90 WTKR.com - 320x50, Mobile App Digital Ads 2-weeks 5,000 5,885 4 0.07% 300x250 WTKR-Weather Channel Display Static Ad 2-weeks 29,800 35,067 65 0.19% WTKR.com Native Content Ad #DIV/0! SOCIAL NETWORKS (Purchased based on actions, not impressions. 1200x628 pixels Results are visual actual imps +copy for ad +: delivered) Facebook/Instagram2-weeks 550 83,382 1,052 1.26% 60 video PreRoll Short form video 2-weeks 40,000 47,080 50 0.11% :30/15 Digital Advanced TV (stats represent 100% video completions, OTT TV not CTR) (Over The Top) #DIV/0! Digital Advanced TV (stats represent 100% video completions, CTV TV not CTR) (TV Connected) #DIV/0! ONLINE / DIGITAL SUMMARY 104,800 550 206,709 1,211 0.59% $3,500.12 SUBTOTAL: Media Buy $9,000.12 ADDED VALUE Added Value for Stations $4,350.00 Added Value for Digital 101,909 $1,690.33 ADDED VALUE SUBTOTAL: SUMMARY 0 101,909 Added Value $6,040.33

TOTAL VALUE OF SCHEDULE 100 617,800 753,509 1,316 $15,040.45 Attachment BUDGET MEDIA $9,000.12 PROJECT MANAGEMENT + CREATIVE TOTAL TOTAL BUDGET $9,000.12

2 TOTAL VALUE (MEDIA BUDGET + CREATIVE BUDGET + ADDED VALUE) $15,040.45

TOTAL IMPRESSIONS 753,509 COST PER THOUSAND IMPRESSIONS (campaign total spend ÷ total impressions x 1000, including added value) $11.94 RETURN ON INVESTMENT (total value ÷ campaign total spend) $1.67

PAGES/SESSI AVG NEW RETURNING ANALYTICS SESSIONS USERS PAGE VIEWS ON DURATION VISITORS VISITORS Google

WAFX and Digital Road This is a new platform for WAFX and WNOR. Through the Digital Road Show, WAFX WNOR Show and WNOR will highlight lawncare best practices. WAFX/WNOR would come to the 2,950 (Promotion to AskHRGreen offices with an on-air personality (Dave Taylor or Rod Fitzwell) and chat run the week of with different AskHRGreen personnel about lawncare bst practices. The video will go 10/5 to extend out across all website/social platforms for both radio stations. the campaign) 1-2 videos recorded on-location (2-min max) Video(s) posted to FM99 and WAFX Facebook, YouTube, Twitter, Instagram and FM99.com/WAFX.com Inclusion in an e-blast sent to the listener database to promote the video post Promotional announcements on both stations

WNOB 9@9 with Eric Worden the week of 9/28. Includes 10 :10-second liners on BOB-FM 1,000 Bonus Commercials 400 Attachment 2