1. 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.
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2. Leveraging Radio and (insert station name) for (Car Care Advertiser)
Presented by:
Insert your name and title
Leveraging Radio and (insert station name) for (Car Care Advertiser)
(Insert date of meeting)
INSERT RADIO STATION LOGO(S)

3. Agenda
Why radio
Insight based ideas for “insert advertiser”

4. 92% Weekly Reach Radio Reaches
Of all adults 18+ who purchased tune-up/spark plugs in the past 12 months. Radio reaches 93% of Hispanic consumers 18+ who purchased tune-up/spark plugs in the past 12 months.
Source: Scarborough USA Release 2 (August 2012-September 2013)

5. Weekly Reach
Radio Reaches adults 18+ households who purchased the following in the past 12 months:
Total AA
Hispanic
Auto glass replacement/repair
92%
95%
Oil filter/oil change
91%
Tires
92% 
93% 
Car battery
91% 
Service/repair on car radio/stereo
94% 
96% 
Muffler - past 12 months 
Transmission repair
Brake repair
Paint or body work
Service on shocks/struts
Anti-freeze/coolant
Source: Scarborough USA Release 2 (August 2012-September 2013)

6. Vehicle owners spend more time with radio than with any other medium.
Adults who own a vehicle spend 21.9% of their day with radio – 5.4% more time than any other media.
Source: The Media Audit Media Day Analysis Jan 2012-May 2013

7. 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

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

9. Leveraging Radio for insert Car Care Advertiser

10. Objectives Drive traffic and sales for Advertiser X.
Position Advertiser X as the premier car care company in the area.
Develop the customer base and build loyalty and referrals.

11. 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 featured offers/specials.
Deliver turn-key programs that integrate into the radio station content in a relevant way.

12. Leveraging Radio for Car Care Advertiser Insight Based Ideas

13. Your Daily Commute with Advertiser X
Advertiser X takes to the airwaves in a new custom :30 feature entitled “Your Daily Commute with Advertiser X.” Each daily feature will include a relevant car care tip introduced by station talent and voiced by a representative from Advertiser X.

14. Your Daily Commute with Advertiser X
How it works:
Radio station will create a regularly recurring :30 feature to run during morning and afternoon drive times entitled “Your Daily Commute with Advertiser X.”
Each feature will provide car care tips that are contextually relevant to the current road conditions (as it relates to weather or traffic).
Advertiser X representative will voice each feature by coming into the radio station studio each week (Friday or Monday morning) to record the :30 features for the week based on weather forecasts, typical traffic patterns, etc.

15. Your Daily Commute with Advertiser X
How it works:
Advertiser X will determine the tips that will be provided each day. Following are a few examples of what each feature could sound like.
Potholes: “Don't look now, but you're probably about to hit another pothole. This year's brutal winter weather has resulted in an unprecedented number of potholes appearing on roads. While tires and wheels can be visually checked, potholes can also cause considerable damage to the steering, suspension and alignment systems that you just can't see. We can check that for you at an upcoming event. Log on to the station website for details.”
“As commuters, driving thousands of miles each year to and from work, the primary number we think about is the price of gas. However, a whole slew of other cost considerations are relevant when calculating the true cost of your commute, the largest being the wear and tear. Checking on your vehicle’s fluids is paramount to its longevity. While some fluids like brake fluid, clutch fluid and coolant may not require attention as often as oil or transmission fluid, they’re just as important. Keep your commute safe and without problems. Visit, call or Advertiser X and schedule a personalized service schedule today.”
“Do what you can to proactively protect your car from all types of weather. While a garage is the ideal storage solution for your investment, other options exist to protect your vehicle from the sun’s UV rays, drastic temperature changes, water and salt. Look into inexpensive options like car covers. Small steps like those can go a long way to preserve the appearance and head off rust before it can get started, saving you repair costs and keeping the resale value of your car high. Protect your investment with Advertiser X – visit, call or us today.”

16. Your Daily Commute with Advertiser X
How it works:
Radio station will include a “Your Daily Commute with Advertiser X” feature on the traffic page of its website.
Unit will be updated daily with the audio feature that is presented on-air.
Listeners will be able to click through the ad to the Advertiser X website and/or to an Advertiser X feature page that includes coupons for services that relate to the tip and a listing of current events.

17. Your Daily Commute with Advertiser X
How it works:
As an extension to the campaign, radio station will host a series of “Your Daily Commute with Advertiser X” tire and oil check stop events.
Radio station and Advertiser X will visit commuter and parking lots along high trafficked routes providing on the spot, free tire and oil exams.

18. Car Care Month
During National Car Care Month in April and Fall Car Care Month in October, Radio station and Advertiser X present a series of events and special offers to listeners in an effort to bring attention to the importance of car care and preventative maintenance.

19. Car Care Month How it works:
Advertiser X sponsors all radio station hosted events during the months of April and October and provides on-the-spot check-ups, tune-ups and seminars about car care and safe driving.
Events would vary depending on station and format. As examples:
Concert event – Priority parking for concert goers who register in advance for a complimentary tune-up service before, during or after a concert event.
Sporting event – Advertiser X “garage” tailgate.
Business seminar – Car Care facts and tips that will drive you safely to your business.
High School event – Seminars for car care and safe driving.

20. Car Care Month How it works:
For each event sponsorship, Advertiser X would be integrated within the overall promotion of the event including:
Promotional announcements on-air and online.
Event Facebook, Twitter and Instagram posts and pages.
Specific Advertiser X activation details included on all printed materials such as program guides, fliers, press releases and more.
Logos included throughout the event venue (e.g., concert – television monitors, projection screens, etc. Sporting event – big screen, banners and other signage).

21. Car Care Month How it works:
In addition to inclusion in overall event promotion, radio station will create exclusive Advertiser X promotional spots that convey the importance of Car Care Month and detail the Advertiser X event activation.
Spots will run on-air and in station streams and direct listeners to the event promotional page on the radio station website.
Advertiser X branding on the event promotional page will link to the details of the Advertiser X event activation and a link to the Advertiser X website to learn more.

22. Idea: Prepare to Avoid Repair
Advertiser X and Radio station present listeners with time and money saving tips for preventative care for your car.

23. Prepare to Avoid Repair
How it works:
Radio station will create :30 and :60 vignettes that answer key questions and provide tips for car care based on the season for which it will air.
Vignettes will answer questions like: “What should you keep in the car with you? What parts should you check before driving? How important is gas and oil during the winter? Is there anything I can do with the tires?”
Topics to include:
Emergency kits - what you need and why
Make sure your 4WD works
Check your belts & hoses
Replace windshield wipers & fluids
Check your defrosting and heating units
Keep your fuel tank full
Put in the right amount of antifreeze
Check your oil and oil viscosity
Check your battery
Tires

24. Prepare to Avoid Repair
How it works:
Vignettes may be voiced by a spokesperson from Advertiser X in an interview format with the Radio station personality/reporter or recorded by the Radio station personality.
Prepare to Avoid Repair spots will air adjacent to traffic or weather with contextual lead-ins, for example:
Weather: “It may be a perfectly sunny day today, but winter is coming. Advertiser X has some ‘Prepare to Avoid Repair’ advice to be sure your car is ready….”
Traffic: “You think the pothole you just bounced through was bad, wait until after the first snow. Advertiser X has some ‘Prepare to Avoid Repair’ advice to be sure your tires don’t fail you….”

25. Prepare to Avoid Repair
How it works:
Mobile extension: Radio spots invite listeners to text an Advertiser X short code to the Radio station with a need for winterization to receive a bounce- back coupon for that service with Advertiser X.
Prepare to Avoid Repair podcasts will be archived on the Radio station website along with additional advice and downloadable coupons for Advertiser X.
Advertiser X and Radio station host a “Prepare to Avoid Repair” day at Advertiser location(s) where listeners are invited to come have their vehicle checked for winter and meet and greet Radio station talent.

26. Idea: Talent Field Trips
Listeners are connected to their DJs. The DJs are trusted implicitly; they are often the first voice a listener hears in the morning and a voice that travels with them throughout their day.
Advertiser X leverages this connection by inviting the station’s talent to enjoy a service for their personal vehicle and then discuss the experience with listeners over the air and online.

27. Talent Field Trips How it works:
Advertiser X works with the Radio station to identify the Radio personalities that have the most trusted relationships with Advertiser-targeted listeners.
Selected Radio personalities (and family members) receive service on their personal vehicles.
Camera crew follows the personality throughout the experience as the Radio personality speaks with technicians, sales and customer service representatives and work begins on the vehicle.

28. Talent Field Trips How it works:
On-air, talent will speak candidly to their listeners about the experience, mentioning the real things that matter, for example:
“They fixed my car right the first time.”
“I can trust them to do the job at a fair price.”
“They welcomed my questions and concerns and took the time to answer them.”
“They explained in plain speak what the problems were and my options…. Patiently.”
“I’d recommend them to ANYONE.”
Talent will direct listeners online to view the full experience, for example:
“If you don’t believe what I am saying, watch my experience online at the station website and see for yourselves – these guys are great!!”
Advertiser X can sponsor the station’s streaming player and run the video experience while online listening occurs.

29. Talent Field Trips How it works:
Talent will post endorsements along with a “click to watch the video and receive an Advertiser X offer” on their social networking pages (Facebook, Twitter, Blog and personality page on the station website).
Additional opportunity to allow the Radio personality to bring the station vehicle for service along with a producer and record that experience as well.
Advertiser X may sponsor the station vehicle via custom produced magnet or sticker that states the van was serviced by Advertiser X so the music continues to play!

30. Idea: Get Schooled on the Tools
Together, Advertiser X and Radio station host a series of free “Get Schooled on the Tools” workshops hosted at Advertiser X location(s) designed especially for teens. Each workshop will provide attendees with the knowledge and know-how of basic car parts and maintenance to keep everyone safe on the road.

31. Get Schooled on the Tools
How it works :
Advertiser X runs a series of :30 “What If” scenario messages to convey the importance for teen drivers to have an understanding of the “basics” when it comes to car care. For example:
“What if a teen driver is coming home late from football practice and their tire blows out? Do they know how to change the tire? Do they even know where the spare is? If the answer is no to either of these questions, sign them up for the Advertiser X “Get Schooled on the Tools” workshop – it’s Saturday, it’s free and all you need to do is stop by Advertiser X or log on to the station website to register today.”
“What if you left the light on inside the car and now it won’t start. You are stuck in the empty parking lot of the mall where you work because you had to close tonight. Do you know how to jump the battery? If not, you might want to sign up for the Advertiser X “Get Schooled on the Tools” workshop – it’s Saturday, it’s free and all you need to do is stop by Advertiser X or log on to the station website to register today.”

32. Get Schooled on the Tools
How it works:
:10 or :15 Radio on-air promos complement the “What if” spots with a drive for “Get Schooled on the Tools” weekly registrations.
“Don’t miss this week’s Advertiser X Get Schooled on the Tools – it’s focused on everything tires – where’s the spare, how to put it on, what’s a jack, you may know – I don’t, so I’m going!! It’s at Advertiser X on Saturday at 3pm. Log on to the station website and register today.”
Station will set up a registration area/page on the station’s website and all data collected will be shared with Advertiser X.
Advertiser X digital promotional ads will click through to the registration area/page.

33. Get Schooled on the Tools
How it works:
Radio station and Advertiser X discuss how many and when the “Get Schooled on the Tools” workshops would be scheduled.
Ideally, it would be a 4-6 week series to be scheduled for weekends or afternoons/early evenings (after school),
Each week would focus on one specific task and all the parts, knowledge and hands-on trial required for a teen to master the task. For example:
Week 1: Tires (how to change a tire – spares, jacks, checking the air, etc.)
Week 2: Dead battery (how to jump it, cables, where it is, etc.)
Week 3: Oil (how to test it, how to change it, different types, etc.)
Week 4: Windshields, windows and wipers (different kinds, changing them, fluids, etc.)
Week 5: Filters (what are they, where are they, how do you change them, etc.)
Week 6: Headlights/rear lights (what to do when they go out, keeping them clean, etc.)
All curriculum in the workshop is hands-on and provides attendees with when they should NOT do it themselves and call Advertiser X.

34. Get Schooled on the Tools
How it works:
Radio station personnel will be enrolled in all the “Get Schooled on the Tools” workshops.
Interspersed throughout the workshops and at the end of each one, Radio stations will host “pop quizzes” and reward perfect scores with Radio station prizing and offers from Advertiser X.
All attendees will be registered to win a grand prize from the station and Advertiser X that will be awarded at the conclusion of the series.

35. 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