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.

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

Agenda Why radio Insight based ideas for “insert advertiser”

Weekly Reach Source: GfK MRI % Radio Reaches Of all adults 18+ who participated in skiing on any domestic vacation in the past year.

Weekly Reach 89% Radio Reaches Of all adults 18+ who participated in skiing or snowboarding in the past year. Source: GfK MRI 2015

Weekly Reach 85% Radio Reaches Of all adults 18+ who participated in bird-watching as a leisure activity in the past year. Source: GfK MRI February 2015

Source: The Media Audit Media Day Analysis Ski and Snowboard enthusiasts spend more time with radio than with any other medium. Adults 18+ who participated in skiing/snowboarding in the past 12 months spend 21.4% of their day with radio – more than DOUBLE the time than they spend with broadcast or cable television.

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

Leveraging Radio for insert Ski Area Advertiser

Objectives Build awareness and desire for ski/snowboard trips to Advertiser X. Drive traffic and sales for Advertiser X. Develop a customer base and build loyalty and continued engagement.

Strategies Leverage all radio station platforms to engage the core target audiences. –On-air –Online –Mobile –Social –Experiential (in-market/on-site) Create marketing solutions that will drive interest, traffic and sales for Advertiser X seasonal activities, amenities, offers and specials. Deliver turn-key programs that integrate into the radio station content in a relevant way.

Leveraging Radio for Ski Area Advertiser Insight Based Ideas

Ski & Snowboard Reports Radio-created, Advertiser X-branded Ski & Snowboard Reports with an emphasis on snow and trail conditions and other information as relevant to Advertiser X.

How it works: Reports air adjacent or integrated within regularly scheduled sports, weather or traffic reports. Ski & Snowboard Reports will run as :30 features over the air and on station streams and may also run on the Advertiser X website. –Reports include current conditions, number of trails and lifts open, amount of snow, forecast and more. Radio station will recruit Advertiser X guest reporters through a consumer promotion/contest. Ski & Snowboard Reports

How it works: Guest reporters may be Advertiser X employees and Radio station will host a series of on-location reports to give skiers/snowboarders the opportunity to record an on-air “reporter’s notebook feature.” Adults with children in the house participate in outdoor recreation at a higher rate than adults without children, so within this platform kids have a chance to report from their experience at Advertiser X as well as through a contest that invites children to submit photos and essays about their experience at Advertiser X. Select kid-submitted “reports” will rotate within the on-air/in-stream Ski & Snowboard Reports. All kid-submitted photos and essays will be uploaded to an Advertiser X feature page on the radio station website. Prizes for kid-submitted projects will be provided by Advertiser X and the radio station. Ski & Snowboard Reports

How it works: Guest reporter examples: SNOWBOARDING: This is Kevin L. First time snowboarder here. Really enjoying our stay at Advertiser X. Wife and kids are having a blast. Great ski instructors/school. I had Kate and Tom for instructors. I was able to do some intermediate trails today and the snow is like sinking into fresh baby powder. Kids were skiing down the large magic carpet an hour ago – the trails are well maintained and lifts are quick as lightning. You’re probably not interested in seeing my family’s photo album, but go to the radio station hashtag Advertiser X and see for yourself what I’m talking about. XC SKIING: This is Sue B. and let me tell you about the Cross Country conditions at Advertiser X! Dramatic rocks, interesting trails, big views, unique trees, and mountain lakes – it’s SO special but you really have to be fit and skilled to handle the ungroomed trails after the 12” that hit this morning. The ski area is clear now but it’s DEEP! If you can handle it, it’s one of the great cross-country skiing experiences in the world. I took a picture and posted it on the radio station website hashtag Advertiser X. You gotta check it out! Ski & Snowboard Reports

How it works: All reports (guest reporters and station reports) close by directing listeners to an Advertiser X branded feature page on the radio station website. Radio station will create an Advertiser X branded feature page on its website to include: –Transcribed reports (with click to listen to the audio version). –Accompanying photos and relevant tips. –Relevant offers from Advertiser X. –Opt-in to apply to be a guest reporter. –“Kids Only” section to house the Ski & Snowboard reports submitted by children and downloadable activities; e.g., coloring pages, ski & snowboard word search, etc. Ski & Snowboard Reports

Idea: It’s Better on Skis Radio station will create a series of short-form “It’s Better on Skis” liners that are created for relevance to the format and the audience composition and focus on why you really would be better off on skis (or boards) with Advertiser X.

It’s Better on Skis How it works: Radio station will create and produce a series of :10-:15 short-form announcements that will be time-triggered and contextual based on common annoyances that occur among the target audience base. :10-:15 short-form spots will run in high frequency throughout dayparts adjacent to weather, traffic and relevant station programming in conjunction with :30/:60 Advertiser X brand spots. In addition, radio station will tag each announcement inviting listeners to share their clever quip as to why “It’s Better on Skis” for a chance to win Advertiser X gift cards.

It’s Better on Skis Examples of “It’s Better on Skis” short form creative: –(adjacent to weather) Blizzard expected tonight through tomorrow – would you rather ski towards that hot toddy in the Advertiser X ski lodge or shovel your walk? It’s Better on Skis! Why do you think it’s better on skis? Most clever liner gets you closer to the slopes with a gift from Advertiser X! Enter by texting the station. –(adjacent to traffic) Ever wonder about using your cross country gear to sashay through the 2-hour backup on the bridge? It’s Better on Skis! Why do you think it’s better on skis? Most clever liner gets you closer to the trails with a gift from Advertiser X! Enter by texting the station.

It’s Better on Skis Examples of “It’s Better on Skis” short form creative: –(adjacent to a football or basketball report) My air’s better than (insert player’s name) air. It’s Better on a Snowboard! Why do you think it’s better on a board? Most clever liner gets you closer to the halfpipe with a gift from Advertiser X! Enter by texting the station. –(run of schedule) Hmmm, the slushy puddles in the city or the quiet swoosh of the skis touching snow? It’s Better on Skis! Why do you think it’s better on skis? Most clever liner gets you closer to the slopes with a gift from Advertiser X! Enter by texting the station.

It’s Better on Skis How it works: All listeners who text the station with a clever “It’s Better on Skis” quip will receive a bounce-back message alerting them to listen for their liner on-air along with a coupon or special offer from Advertiser X. One winner will be selected each week to receive a gift card from Advertiser X. –Winner will be notified via text message and announced on-air along with their “It’s Better on Skis” short-form announcement.

Idea: 50 Days of Advertiser X Throughout the ski season, Advertiser X and radio station partner to encourage listeners to take selfies enjoying Advertiser X and all the activities it offers for a chance to win DAILY Advertiser X and radio station prizes.

How it works: Radio station creates, produces and airs promotional spots that present a different subject each day for listeners to snap and post a selfie from Advertiser X. Listeners must use #Advertiser Xphotocontest and to enter. Daily winners will be selected and announced/posted every Saturday throughout the promotion. Winners will be featured on Advertiser X and Radio Station social channels and entered to win an Advertiser X season’s pass for the following year. 50 Days of Advertiser X

How it works: Examples of daily subjects might include: –Selfie on the slopes. –Snow tubing on Advertiser X. –A lesson (instructor and their class). –Photo of you with an Advertiser X employee. –Most creative food (and/or beverage) photo from the Advertiser X lounge. –Photo bomb on the slopes. –Sunset photo. –Photo from a ski lift. Photos can be taken any day/time, but will only be considered if they are uploaded on the specific day the subject matter is the topic of the day. Winners will be selected by a small panel of judges based on the best interpretation of the given subject. 50 Days of Advertiser X

How it works: Listeners will further be instructed to persuade their friends to “like” their selfie (tag or share with friends). –Number of likes could influence judges’ decisions on daily prizes. Throughout the promotional period, all selfies posted and tagged will also appear on a “50 Days of Advertiser X” contest page on the radio station website. Radio station and Advertiser X will share a “50 Days of Advertiser X” photo each day on their social networking pages with the daily subject and a link back to the “50 Days of Advertiser X” contest page to view all submissions. 50 Days of Advertiser X

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