1. This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s). You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as “Advertiser X” – please replace those with the name of the advertiser you are pitching. In addition, we refer to your station(s) as “Radio Station” – please fill in your call letters or station ID. Please delete this slide prior to your presentation. Need assistance? View in slide show mode and click on the ask rab logo.

2. Leveraging Radio and (insert station name) for (Assisted Living/Elder Care Advertiser) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)

3. Agenda Radio –Reach –Relevance –Results Insight based ideas for “insert advertiser”

4. Radio reaches 92% of all U.S. consumers every week… Listeners continue to turn to radio for news, information and entertainment, despite an ever-increasing selection of media options. 243,177,000 Weekly Reach Source: March 2013, RADAR® 116 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)

5. Radio reach is consistently high through all dayparts Weekdays and weekends, Americans young and old find reasons to tune in to radio at all hours of the day and night. To make sure their messages get maximum exposure, smart advertisers run ads throughout the broadcast day. Weekly Reach By Daypart Source: RADAR® 116, March 2013 © Copyright Arbitron (Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)

6. Radio Ads Drive Response % Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research Base: Total Population 12+

7. Source: Gfk MRI, 2012 Doublebase Radio is Relevant Radio reaches more than 78% of adults 18+ who are caregivers or caretakers of a patient over the age of 65. Their format preferences include: 18% listen to Country. 15% listen to Adult Contemporary. 13% tune-in to sports play-by-play and 13% listen to News/Talk. 12% listen to CHR/Top 40. 10% listen to Urban radio (all-formats). More than 60% tune in regularly to traffic reports.

8. Radio is Relevant Listening habits of adults 18+ who are caregivers or caretakers of a patient over the age of 65 include: More than 45% listen to the radio during morning drive, weekdays 6A-10A. Nearly 36% are listening during the day 10A-3P weekdays. 40% tune in during the afternoon commute, weekdays 3P-7P. More than 41% listen during the day on the weekends. 58% most often listen to the radio in their car during the weekdays and 56% on the weekend. 22% listen at home during the week and weekend. 74% are regular FM radio listeners and 23% listen to AM radio. Source: Gfk MRI, 2012 Doublebase

9. Radio is Relevant Listening habits of adults 18+ who are caregivers or caretakers of a patient over the age of 65 include: 69% think advertising on the radio provides them with meaningful information about the product use of other consumers. 41% agree that advertising on the radio provides them with useful information about new products and services. 40% agree that radio provides them with useful information about bargains. Source: Gfk MRI, 2012 Doublebase

10. Radio Works for Senior Care Objectives: Build awareness for the ElderWood brand and the advantages it offered over its competitors. Ultimate goal was to increase the number of residents at their newly converted locations in Western and Central New York. Source: skmgroup.com/case-studies

11. Radio Works for Senior Care Target Audience: Children of 65+ parents in need of care giving. Primarily women ages 45-64, who may have awareness but not in-depth knowledge of what assisted living means for the parent and family. Source: skmgroup.com/case-studies

12. Radio Works for Senior Care Solution: ElderWood engaged advertising agency skm group to help them develop a plan to reach the greatest number of target audience members and generate the most impact with their current “upbeat” brand campaign. Source: skmgroup.com/case-studies

13. Radio Works for Senior Care Solution: As part of a significant local effort, radio stations in the Central and Western New York regions ran the campaign within programming that scored high within the desired demographics. In addition, ElderWood hosted open houses with tours of the facilities for which live radio remotes were secured to drive increased participation. Source: skmgroup.com/case-studies

14. Radio Works for Senior Care Results: The campaign was very successful in that website response increase was immediate, with more traffic and requests for additional information. ElderWood logged more telephone activity when both the radio and TV spots were on-air. The new assisted living facilities were completely full by the end of the campaign. Source: skmgroup.com/case-studies

15. Radio Works for Premium Assisted Living “Throughout the integrated, multi-media campaign, the radio ads have generated the most calls to Windsor Place. The radio spots get the details across in a positive, memorable way with taste and light humor.” Greg Robertson PowerFlite Owner and Creative Director Agency of Record for Windsor Place Source: PowerFlite Communications

16. Leveraging Radio for insert Assisted Living/Elder Care Advertiser Insight Based Ideas

17. Insight #1 There is a growing body of scientific and anecdotal evidence that is helping seniors capture their life stories. While not a formally recognized therapy it is a powerful medicine for the client, family, and caregiver. Research shows that family history writing or reminiscing improves self- esteem, enhances feelings of control and mastery over life, and often results an a new or expanded vision of one's life. For very advanced-age seniors, the chance to tell their stories improves cognition, lessens depression and dementia, and improves behavioral functioning. A Wonderful Life Sources: AgingCare.com, Dr. Robert Butler, founder of the New York-based International Longevity Center

18. Idea: Life Stories A partnership that leverages the true power of radio through a story telling campaign based on the interesting, passionate, inspiring, and real life stories of Advertiser X residents’ lives.

19. Life Stories How it works: Radio station will visit Advertiser X and interview select residents that are interested in sharing their stories. Each story may include comments from family members as well as staff from Advertiser X. Each interview will be edited for :60 vignettes to run over the air and in station streams. Longer form vignettes will include edited versions of the full interview via podcasts and/or video.

20. Life Stories How it works: Station personalities will introduce each interview to include key Advertiser X sell points. For example: –During his remarkable career, Frank Smith, Sr., has held positions ranging from shoemaker to political appointee. While Frank’s job titles are impressive, they don’t reveal his incredible work ethic. His lifelong commitment to service is best reflected by the wide array of awards that adorn the walls of his apartment at Advertiser X. Advertiser X offers xxxx. Frank made the move to Advertiser X after a series of illnesses left him hospitalized and he just celebrated his 98th birthday. Here’s Frank’s story… –One of Trudy Chester’s earliest memories is of caring for her siblings. Nearly a century has passed since that time. Now 100 years old, Trudy proved to be a natural caregiver, and she still puts the needs of others first. Trudy’s eldest daughter started searching for an assisted living community near both her home and her sister’s and chose Advertiser X 13 years ago because the facilities, the staff and the program were everything they were looking for. Here’s Trudy’s story….

21. Life Stories How it works: Radio station will create an Advertiser X branded feature page that will house the longer form interviews (podcasts and/or video interviews.) Feature page will also include: –Photo journal that brings each life story to life in pictures. –Message board for visitors to post comments, notes to the residents and sharing of information related to moving a loved one into a long term care facility. –Video and photo gallery tour of Advertiser X facilities and the opportunity to “meet the staff.” –Opt-in forms to request additional information or a tour of the Advertiser X facilities (or to meet the featured residents.)

22. Insight #2 Forgotten Ones Unfortunately, loneliness, helplessness, and boredom are very common issues among aging populations. According to the Geriatric Mental Health Foundation, approximately 15 out of every 100 adults over age 65 in the U.S. are affected by depression. The disorder affects a much higher percentage of people in hospitals and nursing homes. Sources Geriatric Mental Health Foundation

23. Every Day Joy Together, radio station and Advertiser X celebrate lives well-lived through a multi-platform program designed to bring generations together to experience and share every day joy.

24. Every Day Joy How it works: There is a reason why Willard Scott receives thousands of requests for birthday announcements on the Today Show each day. The reason is that these incredible milestones are worth applauding, celebrating and sharing and the individuals are deserving of the recognition. Radio station invites listeners to submit a senior for a birthday greeting that will be aired in a fixed position unit adjacent to news, traffic or weather each morning during AM Drive.

25. Every Day Joy How it works: Each “shout out” will be exclusively sponsored by Advertiser X and announces the individual(s) name, their age and a liner to describe who they are. For example: –Radio station and Advertiser X wish Marlena Garden a very happy 95 th birthday today. The joy Marlena gets from her passion for reading is only exceeded by the extreme joy that comes from her 8 grandkids and 2 great grand babies. We wish Marlena a great day and many more. Advertiser X, Tagline. Each announcement will be followed by an Advertiser X commercial to be tagged with information for listeners to submit a loved one for a birthday message on the radio station.

26. Every Day Joy How it works: Birthday wishes will run online via a scrolling ticker on the bottom of the station’s website or via a rich media/animated banner on the station’s home page. Users may click through the banner or ticker to submit seniors for future messages. Birthday messages will also appear in the same format on the Advertiser X website.

27. Every Day Joy How it works: Radio station will also host Every Day Joy events at Advertiser X locations designed to bring generations from the community together to experience and share every day joy. Events will be themed across a variety of holidays, seasons and passions that cross generations, including: –Holidays (July 4th BBQ/Fireworks/Carnival) –Birthdays (Monthly or quarterly birthday parties/celebrations) –Back to School Fashion Show (Children come in and walk the runway for the residents to enjoy) –Book Clubs (Author Visits/Poetry Readings) –Concerts –School play previews –Silly dog tricks (people of all ages are asked to bring in their dogs and show their tricks)

28. Every Day Joy How it works: Station will run high frequency promotional spots to drive listener participation in Every Day Joy events. –Listing of upcoming events to be highlighted on the station website as well as the Advertiser X website. Each event provides Advertiser X with the opportunity to schedule facility tours.

29. Insight #3 Music & Memory Music has a powerful impact on everyone, but can release a tripwire of powerful memories to the elderly. This is why music therapy is one of the most effective treatments for the elderly. In 2012, Alive Inside, a documentary film that explores the power music has to awaken deeply locked memories among the elderly stricken by Alzheimer’s and dementia, was first released. The film encourages widespread adoption of personalized music programs in nursing homes and outpatient therapy and inspires and educates the millions of people burdened by diseases that affect memory. Source: A Place for Mom, Senior Living News and Trends

30. Idea: The Music & The Memories There’s always that song that brings back memories and Advertiser X wants radio station’s listeners to remember them both. Through an interactive “song dedication” program, Advertiser X will communicate the therapeutic benefits of music while giving listeners the opportunity to shout out their memories for the ones they love.

31. The Music & The Memories How it works: Radio station creates a daily block of song request programming where listeners are able to dedicate a song to the person or event that the memories trigger. To drive awareness of the dedication program, radio station will run high frequency promotional announcements that announce the program, identify the days/times that the programming block will air and instruct listeners to text, email or log on to the station website to submit their song dedication request. Each promotional announcement will indicate that Advertiser X is a sponsor of The Music & The Memories.

32. The Music & The Memories How it works: Radio station will create an Advertiser X branded feature page on their website where listeners can submit a song accompanied by the memory that it evokes and the recipient for the dedication (ideally a senior person in their life.) Feature page will also include: –Information with regards to the therapeutic benefits of music from a variety of sources. –Video tour of Advertiser X facilities. –Link to the Advertiser X website and contact information. –Ability to opt-in to receive information or be contacted by a representative from Advertiser X.

33. The Music & The Memories How it works: The Music & The Memories programming block may take the form of a playset of song dedications, a ‘commercial free’ hour or individual songs airing throughout a day part. Regardless of the format, The Music & The Memories ‘block’ will include the following: –Station personality introducing the dedication (to include the dedicator, the recipient and the memory the song triggered.) –Air play of the song. –Message from Advertiser X that includes a fact about the therapeutic benefits of music. –Drive to the station website to learn more and submit dedications.

34. Next Steps Gain feedback on ideas. Station to revise based on feedback and propose schedules and costs. Plan activation timeline including commercial creative and station produced spots (if required). Discuss how campaign success will be measured. Launch campaign.