Boost Mobile Rockcorps Boost Mobile with Miles Ahead Entertainment

What is BMRC?  A concert series launched in June  Created an incentive for local youth to give back to their community  Give four hours of community service get one ticket  Traveled to six cities across the United States:  Houston  Chicago  Minneapolis  Detroit  Los Angeles  Washington, D.C.

You Earned It! – L.A., BMRC Video

SUMMARY By the end of the 2006 tour, BMRC volunteers contributed approximately 40,000 hours of community service and transformed close to 125 project sites in 8 cities across the country

RESEARCH Marketing Research Service, Inc. Wagner Research & Consulting Concluded: Today’s youth are willing to give four hours of community service to earn a free concert ticket

You Got 2 Give 2 Get According to Teenage Research Unlimited, Inc., in spring 2006, 56% of youth aged thought volunteering was the “in thing” as opposed to the 54% in spring 2005 Examples of community service: Building playgrounds Renovating schools Distributing food Preserving the environment

PLANNING  In BMRC’s second year, it remained the only community program of its kind  Expanded across the nation and added an additional reward concert in Atlanta  Collaborated with Miles Ahead Entertainment public relations agency to develop a twofold public relations strategy

TWOFOLD OBJECTIVES  PART 1:  To continue to drive awareness of and participation in the program within targeted communities through tactical media relations highlighting the uniqueness and goals of the program  PART 2:  To drive specific coverage of the exclusive Atlanta and New York concerts.

TARGET AUDIENCES  Boost Mobile Customers and Potential Customers  Street-Savvy, Active and Irreverent youth ages  Strategic partners  BMRC Media List  Goals were set at 4,000 youth volunteers and 50 million media impressions

EXECUTION/ TACTICS  In April 2006, BMRC movement started its second year in Atlanta  By the end of 2006 tour, transformed close to 125 project sites

PRE-EVENT  Hard and soft media materials  News Releases, Fact Sheets, Media Alters, Electronic Press Kits, B-roll production and photowire  Reached out to multiple genres of media  Entertainment, Marketing Trades, Philanthropic Trades, Lifestyle, Urban, Alternative, Fashion, Music and many more.  Hosted a launch event in NYC  Invited local and national media to interview host, artist, RockCorps cofounder and Boost Mobile Executive

POST-EVENT  During Concert:  Created media rooms.  A Location for photo ops against a BMRC-branded step and repeat, live audio interviews with artist, live streaming of concert, and internet feeds  After each concert:  Serviced media with post-event news release, copy of B-roll, and concert photos with the BMRC branding

EVALUATION  Huge Success  All Objectives and Goals were exceeded  Had 10,000 youth volunteers, expected 4,000  Had 376 million media impressions, expected 50 million

MEDIA IMPRESSIONS  11 network TV segments, included coverage on:  MTV, CNN, BET, WNYW FOX, WXYZ ABC, WJBK FOX, WDIV NBC and WXTA NBC  National and Local print media coverage  Washington Sun, Vibe Magazine, Chicago Tribune- City, Detroit News, Houston Style Magazine, Fairfax Times  Heavily promoted on many radio stations  BET Radio, American Urban Radio, Premiere Radio and etc.

FUN FACTS  69% of RockCorps volunteers say they can make time to volunteer versus 44% of non- participants  Close to 80% of BMRC volunteers are likely to volunteer again in the future – without a concert ticket  38% have reported volunteering again in the 6-12 months after their RockCorps concert experience.  More than 90% enjoyed volunteering with RockCorps and attending the RockCorps Concert  73% said that attending the RockCorps concert gave them a sense of how powerful volunteer work can be