ALPHA MEDIA AMARILLO MARKETING STRATEGY: Buffalo Wild Wings Amarillo Locations JAKE MITCHELL MARKETING CONSULTANT DIGITAL SPECIALIST

The purpose of the presentation is to demonstrate the effectiveness of Alpha Media in helping Bufflalo Wild Wings’ Amarillo Locations establish a manageable and measurable degree of growth in their customer base through effective branding and marketing.

Buffalo Wild Wings has 2 locations in the Amarillo Market, one at 5416 South Coulter, and a 2nd at 9511 I-40 East. Offering “the ultimate place to get together with your friends, watch sports, drink beer and eat wings” with taglines such as: Half Full? Half Empty? Who Cares! Free Refills™, Smilin’, Sizzlin’, Screamin’®, Something Wild Has Come to Town!®, Take the Flavor Home®, Wings. Beer. Sports.™, Wall-to-Wall-Sports®, You have to be here.®, and Tablegating®.

CONCERNS 1. Lack of new Customers and community Awareness. 2. Specific lunch and dinner days are slower than others 3. Direct competition with local and national brands

CURRENT MARKETING STRATEGY Radio – National and Limited Local Townsquare Media Newspaper – none or limited Direct Mail – none or limited Television – National Digital Advertising - National Billboards - none or limited Website – Social Media Facebook & Twitter Word of Mouth/Referrals/Rewards Program

SOLUTIONS 1. Lack of New Customers and Awareness  While you have been successful in gaining a steady stream of new business, the current rate at which new customers discover your business makes growth slow and difficult. There are many factors that work against us in the business world. 1. Customers move away 2. Customers become dissatisfied for any number of reasons 3. Customers are lured away by your competition 4. Death 5. Change in Lifestyle 2. Specific lunch and dinner days are slower than others  With the number of choices and options available to today’s consumer, and the propensity towards a consistent routine, your competition is gaining a heavy foothold during your slower times due to inadequate LOCAL awareness 3. Consumers aren’t aware of the solutions you offer  Consumer education is the most important thing in any field. A consumer that is not Aware, does not Understand, and therefore cannot Trust your business will never be able to do business with you. 4. Direct competition with local and national brands.  Consumers are bombarded by new and changing information about the people and companies they do business with on a daily basis. It is imperative that we make an effort to educate the potential/existing consumer base about what you offer that nobody can compete with.

The Plan  Conservative  Weekly Investment = $360  Concept:  Music Sponsor  Top of the hour :30 spot: This hour of music brought to you by Buffalo Wild Wings on (address) come join us today for lunch and enjoy (special).  :10 Sweeper in bottom of the hour: This hour of music is being brought to you by….  9a, 10a, 11a  9 Terrestrial Spots per week  Schedule Station Reach:  29,100 listeners 2.1 times weekly  48,100 listeners 39.8 times annually  Schedule Population Reach:  5.0% ALL PERSONS Weekly  13.7% ALL PERSONS Annually DaypartMTuWThFSaSu Music Sponsor 333

The Plan  Moderate  Weekly Investment = $510  Concept:  Music Sponsor  Top of the hour :30 spot: This hour of music brought to you by Buffalo Wild Wings on (address) come join us today for lunch and enjoy (special).  :10 Sweeper in bottom of the hour: This hour of music is being brought to you by….  9a, 10a, 11a  Radio/Streaming Schedule  15 Terrestrial Spots per week  Schedule Station Reach:  29,100 listeners 2.9 times weekly  48,100 listeners 65.8 times annually  Schedule Population Reach:  6.0% ALL PERSONS Weekly  13.9% ALL PERSONS Annually DaypartMTuWThFSaSu Music Sponsor a-3p222

The Plan  Aggressive  Weekly Investment = $825  Concept:  Music Sponsor  Top of the hour :30 spot: This hour of music brought to you by Buffalo Wild Wings on (address) come join us today for lunch and enjoy (special).  :10 Sweeper in bottom of the hour: This hour of music is being brought to you by….  10a, 11a, 12p, 1p, 2p  Radio/Streaming Schedule  24 Terrestrial Spots per week  Schedule Station Reach:  29,100 listeners 4.2 times weekly  48,100 listeners times annually  Schedule Population Reach:  6.8% ALL PERSONS Weekly  13.9% ALL PERSONS Annually DaypartMTuWThFSaSu Music Sponsor a-3p333

Summary OPTION 1 - Conservative $18,720 ANNUALLY $360 WEEKLY OPTION 2 - Moderate $26,520 ANNUALLY $510 WEEKLY OPTION 3 - Aggressive $42,900 ANNUALLY $825 WEEKLY Option for short term sponsorships throughout the year (ticket giveaways, concerts, etc) become available at relatively short notice. Recommend setting aside 3-5k annually for these promotions.

Advertising Agreement Business Representative agrees to regularly scheduled campaign assessment meetings to follow up on the effectiveness of this campaign. Business Representative agrees to remit all monies due for advertising in a timely manner (no later than the 15 th day of the month following broadcast, or sooner as required by the Amarillo Radio Group) The Amarillo Radio Group agrees to provide accurate reporting and invoicing upon request or at regular intervals. Business Representative agrees to abide by the KGNC/The Eagle Production Standards and Procedures for all commercials and recorded content. The Amarillo Radio Group will make reasonable accommodation to provide initial production, free of charge or cost. Unless a specific advertising rate is attached hereto and agreed to by and between the parties and signed by the parties, the advertiser agrees to pay the current posted advertising rates of the Amarillo Radio Group at the time of the advertising, which may be changed from time to time without notice to the advertiser. Either the Amarillo Radio Group or the advertiser may terminate this agreement with a two week advance notice. The advertiser agrees to pay for all broadcasted advertising, without exception. ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ ___________________________________________________________________________________ _______________________________________________ Total Investment _____________________ Campaign Follow-up Date_________________ Campaign Start Date __________________ Campaign End Date ___________________ Accepted for Advertiser ___________________________________________ Name of Business/Advertiser/Company ___________________________________________ Print Name and Title ___________________________________________ Signature Amarillo Radio Group Representative ___________________________________________ Print Name ___________________________________________ Signature