Please delete this slide prior to your presentation. 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.

INSERT RADIO STATION LOGO(S) Presented by: Insert your name and title Leveraging Radio and (insert station name) for (Lawn & Garden Advertiser) (Insert date of meeting) INSERT RADIO STATION LOGO(S)

Agenda Why radio Insight based ideas for “insert advertiser”

93% Weekly Reach Radio Reaches Households who contracted for any landscaping in the past year. Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)

84% Weekly Reach Radio Reaches Adults 18+ who bought any property and garden maintenance items in the past year. Source: GfK MRI 2015

83% Weekly Reach Radio Reaches Adults 18+ who engaged in gardening activities (including lawn care) in the past year. Source: GfK MRI 2015

Lawn & Garden prospects spend more time with radio than with any other medium Adults18+ who participated in lawn and gardening activity in the past 12 months spend 22.2% of their time with radio every day. Source: The Media Audit Media Day Analysis Jan 2012-May 2013

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

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

Leveraging Radio for insert Lawn & Garden Advertiser

Objectives Drive purchase intent, store traffic and sales for Advertiser X. Position Advertiser X as the premier residential lawn and garden company. Develop the customer base and build loyalty and referrals.

Strategies Leverage all radio station platforms to engage and appeal to consumers who want to improve their current homes. On-air Online Mobile Social Experiential (in-market/on-site) Create marketing solutions that are relevant to all “gardeners” – from the consumer interested to potted plants on an apartment balcony to someone with an acre and a large vegetable garden. Deliver turn-key programs that integrate into the radio station content in a relevant way.

Leveraging Radio for insert Lawn & Garden advertiser Leveraging Radio for insert Lawn & Garden advertiser. Insight Based Ideas

Garden Therapy There is no question that the act of gardening is therapeutic. There is also no question that providing the gift of a garden to a family or community that needs one is therapeutic for the giver and the receiver. Together, Advertiser X and Radio Station invite listeners to join them in creating a garden for those community members who are in need.

Garden Therapy Radio station and Advertiser X partner to identify the recipients of a garden that the community will help to build. Recipients may include: Hospitals Nursing homes Assisted living residences Subsidized housing areas/projects Families in need of help Once the recipients are identified, radio station will create, produce and run promotional spots announcing the partnership between Advertiser X and the radio station and inviting listeners to participate in one or more of the Garden Therapy events scheduled throughout the spring season.

Garden Therapy Radio station will post a Garden Therapy calendar of events on the home page of its website and listeners will click to “join” and will have the ability to share and invite friends through their social networks. Each event will include radio station talent and staffers, Advertiser X employees and listeners coming together to plant and care for the gardens. Advertiser X will provide all tools and supplies for the Garden Therapy events. Radio station will broadcast live via remote from each Garden Therapy event and post photos on its website.

Garden Therapy Listeners will also be reminded to create their own therapeutic gardens at home through a series of short form “Gardening Zen” trivia liners brought to them by Advertiser X that will run in high frequency throughout all dayparts. For example: “Did you know that gardening can provide children with a sense of responsibility and independence? That’s today’s Gardening Zen brought to you by Advertiser X. Join us for Garden Therapy, log on to the station website and click Advertiser X.” “Did you know that gardening can support development in planning, processing, concentration, sequencing and expression of thoughts? That’s today’s Gardening Zen brought to you by Advertiser X. Join us for Garden Therapy, log on to the station website and click Advertiser X.” “Did you know that a recent study proved that gardening can fight stress even better than other relaxing leisure activities? That’s today’s Gardening Zen brought to you by Advertiser X. Join us for Garden Therapy, log on to the station website and click Advertiser X.” “Did you know that studies of after-school gardening programs suggest that kids who garden are more likely to eat fruits and vegetables. And they're a lot more adventurous about giving new foods a try! That’s today’s Gardening Zen brought to you by Advertiser X. Join us for Garden Therapy, log on to the station website and click Advertiser X.”

Lawn & Garden Challenge Caring for your lawn and creating a garden is simple and it’s an opportunity to strut creative and artistic talents that we all have buried deep inside! Together, Advertiser X and Radio Station will inspire listeners to take on a lawn & garden challenge. Everyone/anyone in the entire neighborhood/community of [insert market] has the chance to participate and be rewarded by pure enjoyment of their work all season, display of their work for the entire community to see, and winners will receive Advertiser X and radio station prizing. .

Lawn & Garden Challenge How it works: :30 and :60 promotional spots announce the Advertiser X Lawn & Garden Challenge and provide instructions on how to participate. Promotional spots will be voiced by station talent and run throughout dayparts on weekdays and weekends. Select station talent that live in the community will also take part in the challenge and discuss their progress on-air, online and through social media. The Lawn & Garden Challenge is open to anyone and everyone in the community. All they have to do is visit the Advertiser X contest page on the radio station website or an Advertiser X retail location, choose a category and get started!

Lawn & Garden Challenge How it works: Radio station will create an Advertiser X “Lawn & Garden Challenge” contest page that will include: Listing of the 6 or more categories to make participation easy for all consumers of all skills and home types and to generate awareness for all of the types of Lawn & Garden supplies and services that Advertiser X provides. Categories include but are not limited to: Overall back yard Overall front yard Curb appeal Container garden Rock garden Vegetable garden Greenest and best kept lawn Manicured shrubs Entry point to register for the Lawn & Garden Challenge along with rules and any restrictions.

Lawn & Garden Challenge How it works: Radio station will create an Advertiser X “Lawn & Garden Challenge” contest page that will include (cont.): Inspirational photo galleries for each category. Photo gallery of consumer contestant works in progress from social network posts. Downloadable lawn signs for each category to post on their property indicating they are participating in the challenge. For example: Lawn & Garden Challenge – you’re ON! Curb appeal project in progress. Advertiser X Lawn & Garden Challenge WINNING Vegetable garden grows here! Shhhhh. Manicuring in progress. Advertiser X Lawn & Garden Challenge Link to the Advertiser X website, special Lawn & Garden Challenge participant offers and discounts, etc.

Lawn & Garden Challenge How it works: Listeners and radio station talent will post photos and video of their project’s progress via social networks and tagging the radio station and Advertiser X. All photos/videos and updates posted will also appear on the radio station’s website on an Advertiser X “Lawn & Garden Challenge” contest page. At the conclusion of the campaign a panel of judges including experts from Advertiser X and the Radio station visit every contestant’s home to judge and select the winners. Radio station will do live call-ins for on-air as they are judging each entry. The entire judging process will be videotaped to air on the station’s website with outtakes posted to social network outlets. Overall back yard and front yard grand prize winners will each win a $2,500 gift card to Advertiser X. Winners from all other categories will receive lower value gift cards from Advertiser X and honorable mentions will receive “gifts” from Advertiser X and radio station.

Home Grown Recipes Most consumers want to include fresh from the garden produce in their kitchens, but often space and time may limit them from taking it on. Together, Radio and Advertiser X provide simple ideas to create a garden and recipes that use the home harvests.

Home Grown Recipes How it works: Radio station will create and produce a series of weekly (or daily) “Home Grown Recipes” vignettes that will run over the air and in streams. Each vignette will direct listeners to an Advertiser X Home Grown Recipes feature page on the radio station website for more information. Vignettes will run as :30 or :60 spots throughout dayparts on weekdays and weekends.

Home Grown Recipes How it works: Example vignettes: “Welcome to Home Grown Recipes sponsored by Advertiser X. I must admit that the garden is really not my territory but I plant a few of my favorite herbs and enjoy watching everything grow. I don’t have much space, but I’ve found it’s quite simple to maintain a small windowsill planter for a couple varieties of herbs. I gotta tell you the first time I harvested from this little garden, I was SO glad I did it. You can find everything you need to start at Advertiser X and visit the station website to see the home grown recipe of the day and the veggies and herbs that you can grow to make them!” “Hi! It’s time for Home Grown Recipes sponsored by Advertiser X. Yesterday I told you about the windowsill planter trick – if you haven’t started yet – I promise – it’s well worth the effort. Even if all you do is tend a little basil plant this summer, picking that fresh basil to garnish your favorite summer pasta changes the way you think about your food. Stop by Advertiser X, they have everything you need to keep you eating healthy all summer long. Don’t forget to visit the station website to see the home grown recipe of the day and the veggies and herbs that you can grow to make them!”

Home Grown Recipes How it works: Radio station will create an Advertiser X branded “Home Grown Recipes” feature online that will include: Recipes that use ingredients that can be grown in your own backyard (or windowsill). Ability for listeners to share their own home grown recipes via social networks with hashtag home grown with Advertiser X and the radio station. (All posts will also appear on the radio station online feature page.) At the end of the campaign, listeners will be asked to vote on the best Home Grown listener- submitted recipe (in two categories: Windowsill and Greenhouse) and the recipes with the most votes will win soil/seeds for the following year.

Planting Tips Consumers tend to get overwhelmed by the thought of starting a lawn and garden project. They have no idea how much it should cost, not sure if they will do it right, feel stupid asking basic questions and don’t even know what the right question is. To top it off, there are so many sources of information, they don’t know who to trust. Advertiser X and Radio to the rescue. Together, we will provide seasonal and location based planting tips throughout the Spring, Summer and Fall - on-air, online and via mobile applications.

Planting Tips How it works: Radio station creates daily, on-air, informative and educational “Planting Tips” that run adjacent to weather reports. :15 or :30 units provide information on when to plant what, how to care for various types of plants based on the zone in which you live and the weather conditions that day or week. Units may be voiced by an expert from Advertiser X or a station personality. Call to action includes a drive to online to view all the planting tips and opt-in to receive text alerts, shopping lists, coupons and more.

Planting Tips How it works: An online “Ask the Garden Guru” widget will be housed on the home page of the radio station’s website. Best question of the week will be broadcast each week over the air and in station stream along with the answer from Advertiser X. Listener that submitted the question will win a radio station prize and a gift from Advertiser X. Listeners will also be able to click the “Ask the Garden Guru” widget to opt-in to receive text or email alerts with weather information along with planting tips associated with that information.

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