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2. INSERT RADIO STATION LOGO(S)
Presented by:
Insert your name and title
Leveraging Radio and (insert station name) for (insert Consumer Banking company name)
(Insert date of meeting)
INSERT RADIO STATION LOGO(S)

3. Agenda Radio’s reach and relevance
Insight based ideas for “insert advertiser”
Relevant case studies  

4. Radio reaches 93% of all U.S. consumers every week…
Weekly Reach
Radio reaches 93% of all U.S. consumers every week…
241,600,000
Listeners continue to turn to Radio for news, information and entertainment, despite an ever-increasing selection of media options.
Source: RADAR® 111, December 2011 © Copyright Arbitron (Persons 12+ Monday-Sunday 24-Hour Weekly Cume Estimate)

5. Weekly Reach By Daypart
Radio reach is consistently high through all dayparts
Weekdays and weekends, Americans young and old find reasons to tune in to Radio at all hours of the day and night. To make sure their messages get maximum exposure, smart advertisers run ads throughout the broadcast day.
76.9%
81.8%
81.3%
56.4%
25.5%
Source: RADAR ® 111, December 2011, © Copyright Arbitron
(Persons 12 + Monday-Sunday Weekly Cume Estimate for Daypart)

6. Radio Dominates the Retail Day
Next Day
Source: Gfk MediaDay 2009 Single Year (Fieldwork 08-09/Spring Respondents) weighted to population (000) Base All

7. Consumer Banking Consumer
Portrait of a typical Consumer Banking consumer:
Male & Female with slight female skew
Media target is traditionally Adults 18+ with household income of $50K+ but varies by product
For example: College students for a free checking offer vs year old target for mortgages.
40 is the median age of consumers who used a bank service in past year
37 is the median age of consumers who opened a checking or savings account in the past year
Approximately 61% are married, 22% single and 17% widowed or divorced
Typically loyal to their bank, but the most common reason for switching is a change in life circumstances followed by fees and rates, unmet expectations and poor service.
Sources: The NPD Group 2009; MRI/Mediamark Research & Intelligence 2008; Aftermarket Business 2008

8. Radio is Relevant
83%
81%
95%
Adults that have used a banking service or opened a checking or savings account in the past year
HH who opened a checking or savings account in the past year through FM Radio
Households that plan to buy a primary home or condo within the next year
Source: GfK MRI Doublebase – 2011 – Weighted to Population.

9. Radio is Relevant
Consumers who have used a banking service or opened a checking or savings account in the past year:
Over 80% listen to FM Radio
Over 24% have listened to Radio online in the past month
Over 31% have visited a Radio station, Radio program or Radio personality website in the past month
65% are listening to the Radio in their car during the week
50% listen to traffic reports
50% listen to morning drive, 46% listen to afternoon drive
60% are listening to the Radio in their car during the weekend with the peak hours being 10a-3p
Hurban, Hot Country, Urban AC, Alternative, Rock and CHR are all heavily listened to formats
Source: MRI/Mediamark Research & Intelligence 2009

10. Radio Drives Local Behavior & Sales
“Brands are consumed locally, Radio influences local behavior better than any other medium.” 
John Mittnacht
Director Global Advertising
Citi Global Wealth
A consumer bank opened a record number of accounts in a single day and up 353% over the course of a 6 week personality endorsement campaign
“Utilizing the DJ endorsements proved to be a tremendously effective consumer contact point for the brand.” Head of Marketing Communications for the Bank
Radio formats target specific listener groups far better than TV channels target specific viewer groups
TV’s high cost structure necessitates attracting broad audiences to be successful and is programmed with that goal in mind
Radio – with lower costs and many stations – can focus on narrow segments that are carefully designed for their specific appeal to different age and socio-economic groups

11. Leveraging Radio for Insert Consumer Banking advertiser name here Insight Based Ideas

12. Insight #1 Lack of confidence & relationships
“I have been with Bank X for 6 months and
they have used every way possible to collect fees from us!”
“I would rather keep my money under the mattress than bank with these thieves!”
These are common remarks and thoughts that consumers have about their banks. There is a real trust and relationship issue at stake and in a web 2.0 world where thoughts and experiences are publically shared, the banking industry is working to change that by offering more personal experiences and consumers are open to building the relationships.

13. Idea #1: Breakfast with the Bankers
Together, Radio and (insert advertiser name) will invite listeners to join them for an early morning breakfast seminar series focused on topics of interest for various consumer groups (e.g. first checking account, retirement savings, first time home buying, refinancing, etc.) The seminar series will be complemented by a continuity program on-air, online and via mobile messaging.
How it works:
Radio station will host monthly “Breakfast with the Bankers” seminars that can be located at the bank’s retail location or offsite at a local venue
Topics include but are not limited to banking 101, saving for retirement, home buying 101, small business banking, saving for milestones, etc.
Radio talent opens the event, bank representatives along with local guest speakers provide the content
Networking breakfast will be provided before the seminar begins
Creation of an on-air “Breakfast with the Bankers” feature that provides excerpts from the seminars for the month following each seminar
Promotional units drive seminar RSVP’s on the Radio station website with a link to the bank’s website (if desired)
and mobile blasts with invitations to “Breakfast with the Bankers” series via Radio station loyal listener data base
Opt-in online to receive weekly tips on a specific subject matter from the bank

14. Insight #2
Curious people ask better questions, listen carefully, and find better answers.
The true definition of curiosity is an eager desire to know.
Consumers care about their finances more than most anything else and have an innate desire to trigger curiosity when it comes to making them grow.

15. Idea #2: Financial Trivia
Bank X has the opportunity to trigger the curiosity button and further engage their target consumer in a fun way through a multi-platform trivia contest that runs across all Radio platforms.
How it works:
Creation of a daily on-air financial related trivia question that runs in a fixed position sponsored by the bank
Questions will include fun general financial facts, local information, questions specific to the bank and more. For example: Whose face is on the $2 bill? What does it mean to be upside down? What is the average cost of a wedding in the local market? How many bank branches are there in the state?
Listeners can answer the trivia question via text message to the station or log on to the station website and click the Financial Trivia button sponsored by the bank
For text responses, Radio station will create a short code and include in the trivia question spot (e.g. to answer, text 1067 with your response and we’ll let you know if you’re a winner.) All texts received will receive an automatic bounce back text thanking the listener for participating with a message from the bank
Online responses, will click, answer and be notified if they are a winner or not. The listener must opt-in as a registered user to earn “bank points” for correct responses
Each correct response will earn the listener “bank points” that they will be able to redeem at the end of the promotion for prizes
Bank will have access to the database of participating listeners once the promotion has concluded

16. Insight #3 Who doesn’t want to make the most of their money?
Regardless of how much money you have everyone can benefit from financial advice from the experts but many don’t know the advice is readily available to them and don’t necessarily know where to turn.
Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

17. Idea #3: Ask the Expert
In this fast paced, multi-tasking world that we live in, consumers don’t often have the time to stop in to their local bank or the means to hire a personal financial adviser to ask the questions that have been weighing on their mind about their money.
Ask the Expert is a program where listeners are invited to ask questions about personal finance and local experts/financial advisors from the bank answer directly on-air and online.
How it works:
:10 and :15 promotional spots drive awareness of the Ask the Expert program and invite listeners to submit their question for the bank’s financial advisors. For example: Do you have a question about investing, saving or retirement? Let Bank’s Jim Smith tackle it for you – log on to the stations website today and send us a note.
Each question is provided to the bank for the most appropriate person to answer. That person is taped and the Ask the Expert advice is aired the next week.
For example: DJ introduces, I am here with Jim Smith senior financial advisor from the bank. Jim, Wendy Johnson asked… Jim Smith answers
DJ closes: If you have a question for our banking experts, log on and send us a note.
Station creates an Ask the Expert page on the station website with an “ form” for users to post questions. Answers are available on-air as described as well as online and a direct back to the individual that asked the question
Sources: Wall Street Journal, 3/7/12. New York Times, 3/7/12

18. 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