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 (Veterinarian Advertiser) (Insert date of meeting) Presented by: Insert your name and title INSERT RADIO STATION LOGO(S)

3. Agenda Why radio Insight based ideas for “insert advertiser”

4. Weekly Reach Source: GfK MRI February 2015 86% Radio Reaches Of adults who visited a veterinarian in the past year.

5. Weekly Reach Source: GfK MRI February 2015 92% Radio Reaches Of adults who shopped a pet supply store in the past 3 months.

6. Source: The Media Audit National Report 2013 Pet owners spend more time with radio than with any other medium. Adults 18+ who own a pet spend 22.1% of their day with radio.

7. Why YOUR Radio Station Insert key facts as to why your radio station is the right medium for the Advertiser.

8. Leveraging Radio for insert Veterinarian Advertiser

9. Objectives Build awareness, trust and trial for Advertiser X. Increase visits through promotion of preventative pet care. Drive sales of products and services.

10. Strategies Leverage all radio station platforms to engage the core target audiences. –On-air –Online –Mobile –Social –Experiential (in-market/on-site) Develop marketing solutions that position Advertiser X as the trusted health care provider who shares deep passion for our pets. Deliver turn-key programs that integrate into the radio station content in a relevant way.

11. Leveraging Radio for Veterinarian Advertiser Insight Based Ideas

12. Idea: Ask the Pet Doc Radio station and Advertiser X partner to create a multi-platform program that allows listeners to get answers to their questions about how to care for their pets.

13. Ask the Pet Doc How it works: :10 and :15 promotional spots drive awareness of the Ask the Pet Doc program and invite listeners to submit their question for the Advertiser X veterinarian. For example: –I know many of you have a beloved pet and you probably have some questions that are left unanswered because you haven’t had time to make your appointment with the vet. Here’s your chance to get it answered while you are doing what you do. Dr. Jones from Advertiser X will be with me tomorrow morning on insert station name so text, call or log on to the station website with your question and Dr. Jones will be on hand with an answer!

14. Ask the Pet Doc How it works: Each hour incoming questions are provided to Advertiser X for the doctors to answer. Listeners who call in are taped and the Ask the Pet Doc advice is aired next day; questions submitted via text, online or email will be represented by the station talent and aired as follows: –For example: DJ introduces: “I am here with Dr. Jones, veterinarian for Advertiser X. Dr. Jones, Steve Roberts asks ‘my dog seems to have very dry skin – he keeps scratching himself uncontrollably. Can I try to use my body lotion to help soothe the itch or do you have other advice?” Dr. Jones answers. –DJ closes: “If you have a question for the Advertiser X veterinarian, log on and send us a note.”

15. Ask the Pet Doc How it works: Listeners who texted their questions will receive an auto response indicating the message was received, along with an Advertiser X special offer and an ETA for a return call or text. Station creates an Ask the Pet Doc page on the station website with an “Ask the Pet Doc form” for users to post questions to a message board or private email. –Answers are available on-air as described as well as online, and a direct email is sent back to the individual that asked the question.

16. Ask the Pet Doc How it works: Ask the Pet Doc feature page on the radio station website will also include: –Ask the Pet Doc FAQ’s covering an alphabetical list of common advice for which pet owners ask the vet. –Special offers and coupons accompanying some of the advice provided. –Advertiser X location information. –Opt in for an Ask the Pet Doc weekly e-newsletter focused on health and wellness for your pets.

17. Ask the Pet Doc How it works: Station will include an Advertiser X “Ask the Pet Doc” weekly feature that will be aired weekly as vignettes over the air and in the station streams. –Weekly feature will also be repurposed as an e-blast or feature within a station newsletter to be sent to all station loyal listeners and those that opt-in through the “Ask the Pet Doc” feature page. “Ask the Pet Doc” features will focus on a relevant health and wellness topic each week, such as: –Therapeutic massage for your pets Do you have a nervous or hyperactive pet? Massage may be the answer. Massage therapists use a stroke similar to petting to relax the nervous system. Lightly rest the flat palm of your hand on top of your dog’s head or neck. Make long, sweeping passes along the length of the spine and down the tail. Repeat this several times slowly. You can gradually increase your pressure if your dog likes it. Do not press straight down on the lower part of the back. To finish, allow one hand to rest at the base of your pet’s head and the other hand to rest over the high point over your dog’s hips.

18. Ask the Pet Doc How it works: Newsletter will focus on a relevant health and wellness topic each week, such as: (cont.) –Pets are good for your health, for example: Studies have shown that people with pets have lower heart rates and blood pressure. Studies show that owning a pet can lower cholesterol and triglycerides. Dogs and other pets can reduce levels of cortisol in children with autism and have been found to reduce behavioral incidents. Even as they age, pet owners stay more mobile, thanks to their furry friends. –Finicky eaters: Is your cat a picky eater that turns up his nose at almost everything you serve? In nature, cats are very open to trying new foods. So if a cat is finicky, something is wrong. And it’s a matter of figuring out what that is. It can be any number of things from it just doesn’t like the food to it’s too frightened to eat. Sometimes, just breaking a cat’s routine can put a cat off its food. This is especially true with indoor cats. They often perceive change as a threat.

19. Ask the Pet Doc How it works: Advertiser X Ask the Pet Doc booths may be set up to deliver advice and health and wellness tips for pets at radio station-hosted events. Street teams will visit high trafficked areas delivering Ask the Pet Doc seasonal advice cards that include a special offer from Advertiser X.

20. Idea: Caption This Cutie! Radio station presents a weekly caption contest for photos submitted by Advertiser X of their patients for a chance to win a free consultation/free rabies shot with Advertiser X and other prizes.

21. Caption This Cutie! How it works: Each week Advertiser X provides a picture of one of their patients to the radio station for listeners to provide a clever caption for. Radio station posts the picture in a fixed position, premium feature on the home page of the radio station website which clicks through to a caption contest page. Radio station also posts the picture to its social network pages with a hashtag - #CaptionThisAdvertiserXCutie.

22. Caption This Cutie! How it works: On-air promo spots will air in high frequency throughout all dayparts directing listeners to check out this week’s Advertiser X patient photo to provide a clever caption. Spots to be voiced by station talent and will describe the pet that is featured in the photo. For example: This week’s Advertiser X cutie is Sadie, a 12-year-young German Shepherd – she was in to see Dr. Smith yesterday and got a clean bill of health!! You have to see the beautiful smile on this girl – I have my caption in mind, but want to hear yours. Visit radio station website or our Facebook page and submit your entry with hashtag Caption This Advertiser X Cutie for a chance to win a free checkup and surprise treats for your special pet.

23. Caption This Cutie! How it works: Listeners will either view the photo on the station’s Facebook page, Advertiser X Facebook page or the home page of the radio station’s website. Caption entries may be submitted via comments on Facebook with the hashtag Caption This Advertiser X Cutie or click through to a custom created contest page on the radio station website. Contest page will allow listeners to enter their caption, see the other captions that they are competing against and view a gallery of previous photos and the winning captions. Contest page will also include: Appointment scheduling with Advertiser X. Relevant blogs and articles by the doctors at Advertiser X.

24. Caption This Cutie! How it works: Each week, the winning caption will be announced on-air, in station streams, on the home page of the radio station website and on the radio station and Advertiser X Facebook pages. Winners will receive a complimentary service from Advertiser X and a surprise treat for their pet. All runners-up will receive a special offer from Advertiser X and a coupon to redeem a premium item at Advertiser X.

25. Idea: Pet Events Radio station and Advertiser X make monthly holidays special for pets and their families through a multi- platform Pet Events program. From Halloween parties to the best Holiday gifts, Pet Events will celebrate the connection that pets have with their humans (and other pets).

26. Pet Events How it works: Each month, Advertiser X and radio station partner to identify a holiday or theme to be celebrated through the Pet Events platform. For example: –January: New Year’s –February: Valentine’s Day –March: National Puppy Day –April: World Veterinary Day –May: National Pet Week –June: Take Your Pet to Work Day –July: Make a Difference to Children Month –August: Fun in the Sun –September: Back to School –October: Halloween –November: Thanksgiving –December: Holiday

27. Pet Events How it works: Each holiday is celebrated slightly differently in accordance with the theme but all will include core elements, including: –On-air, online, in-app, loyal listener e-blasts and social media promotional announcements to encourage listeners to participate in the program and drive traffic to events and online. –Online Advertiser X branded feature page on the radio station’s website will be created and managed by the radio station and redecorated/programmed each month in accordance with the theme. –Radio personalities who are pet owners will participate by promoting the monthly activities on-air and in station streams and attend one event each month. –Live “pet event” to take place at the Advertiser X location or another relevant location each month.

28. Pet Events How it works – a few monthly examples: Halloween –Radio ads and promotional spots will encourage pet owners to create (or purchase) the most creative Halloween costumes for their pets. –Radio station will host a “Howl-o-ween” party and parade at and surrounding an Advertiser X location that will feature: Pets in costume marching in a Halloween parade. Best overall costume, scariest costume, most creative costume, etc. awards ceremony. Halloween themed pet toys and treats. –Photos and messages will be posted on the Advertiser X Pet Events feature page and radio station/Advertiser X social networks.

29. Pet Events How it works – a few monthly examples: Christmas: –Radio ads and promos will encourage listeners to write a letter to Santa (for their pet), and submit it through the Advertiser X branded feature page on the radio station website. –For every letter submitted, Advertiser X will donate a can of pet food to a pet charity or shelter. –Station personalities will read letters on-air and highlight key attributes of Advertiser X. –One lucky pet will get their wish granted by Santa.

30. Pet Events How it works – a few monthly examples: Back-To-School –Back-to-school can be a lonely time for pets. Their best buddies, the kids, have gone back to school and the house can be quite lonely! –Radio station will create an on-air feature called “Talk to the Animals” – a series of creative executions that speak directly to pets that are home alone. For example: Station personalities will talk directly to the pets – about things that would interest them (i.e., fire hydrants, catnip, tennis balls, how to remember where they hid their bone, teaching a new word to the cockatoo, etc.). Listeners can request songs and shout-outs to their pets at home. –Radio station hosts a “back to school night” meet & greet social at Advertiser X to mix, mingle and allow the pets and their owners to get to know each other.

31. How it works: Online Advertiser X branded feature page on the radio station’s website will archive all monthly Pet Events and showcase the current month’s pet events providing details and other engaging features such as: –Event details. –How to participate this month. –Information about Advertiser X. –Opt-in to receive eblasts about future events and more information from Advertiser X. –Photo galleries from pet events along with listener-submitted photos sharing how they are celebrating the monthly theme with their pets. Pet Events

32. Idea: Homemade Treats Radio station and Advertiser X present a platform that invites listeners to get creative and share their “recipes” for food, toys and other treats for their pets.

33. Homemade Treats How it works: Radio station creates a series of promotional spots that will invite listeners to submit and share their own recipes for homemade treats and toys each week: –“It’s time to treat your old pal to some awesome homemade pet recipes! Maybe your cat isn’t feeling great in its bed anymore – or maybe your dog won’t stop begging for a better meal. Whatever the case may be, you should always treat your furry friends like family! We have some ideas for you and we want YOUR ideas for the first annual ‘Advertiser X Homemade Treat Book.’ Winning entries win pet-alicious prizes, so log on to the radio station website to learn more.” These on-air :15 and :30 spots direct listeners to a custom-created Advertiser X- branded page on the station website where Homemade Treat ‘recipes’ can be uploaded and shared in a cookbook-style gallery.

34. Homemade Treats How it works: Radio station talent who are pet owners will endorse Advertiser X and record spots that include their own ideas for the Advertiser X Homemade Treat Book and mention some of the other treats and toys they found on the website submitted by listeners. –Each endorsement spot emphasizes the expert, trusted and caring attributes of Advertiser X and how amazing they are to celebrate the DIY, fresh ingredient, safe treats and toys through this Homemade Treats program.

35. Homemade Treats How it works: Radio station will create an Advertiser X-branded feature page on its website to house the Homemade Treats program and include: –Cookbook-style gallery of treats and toys searchable by the person who submitted, toy or treat, and type of pet (e.g., indoor cat, outdoor cat, big dog, small dog, etc.). –Each Homemade Treat idea includes a message board for listeners to share amongst each other their enhancements, ask for more instruction, etc. –Easy uploading instructions to submit a Homemade Treat to the gallery. Each Homemade Treat is submitted via a radio-created form with the story behind it and allows for accompanying photos/video. All submitted Homemade Treats will be reviewed by the radio station for content before being posted into the gallery.

36. Homemade Treats How it works: Radio station will create an Advertiser X-branded feature page on its website to house the Homemade Treats program and include (cont.): –Homemade Treats are posted with an ingredient list that can transform for download or “send to phone/email” as a shopping list. –All downloaded/send to phone/email recipes/shopping lists include an Advertiser X logo and potentially a special offer.

37. Homemade Treats How it works: Advertiser X can promote the Radio Station Homemade Treats program at their location(s) and have limited supply of “smaller” treats and toys available for patients to try. Radio street teams will distribute Homemade Treat postcards to promote the program at high trafficked areas of the community. Listeners will be able to share their favorite Homemade Treats via their social networks (Pinterest, Facebook, etc.) Stations/Advertiser X will pick the best, most economical and easy to make Homemade Treats to be featured on-air and in the Homemade Treats Book. –Anyone that has their Homemade Treat chosen will receive prizes from Advertiser X and radio station and (of course) a copy of the Homemade Treats Book.

38. 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