Nov. 6, 2012 DENVER BUSINESS CENTER RAM 1500 LD RADIO MARKETING CAMPAIGN Nov. 6, 2012 Background The new RAM 1500 LD is significantly upgraded for the 2013 model year, with many of the key upgrades under the hood, including a lighter frame, a more efficient V6 engine, and more horsepower and torque. However, the average consumer does not truly understand how those features will translate into benefits. UM has asked CRN to design a campaign to get in-market consumers into dealer showrooms to see and learn more about the new RAM UM has also asked for inclusion of a drive-to-web component for contest entry. Competitive set: Chevy Silverado, Ford F-150 Primary Target: Truck GuysMen 2554 who need a tough truck to handle both professional and recreational pursuits. Their truck embodies their lifestyle and attitude. They thrive in the outdoors, are passionate about sports, and are hands-on both at work and at play. Quality, reliability, and durability are the most important influences on their purchase consideration. 2 Nov. 6, 2012 Objectives Educate Truck Guys about the new RAM 1500 LDs features and how they benefit the consumer. Increase purchase consideration for RAM. Drive consumers online to perform LFAs. 3 CRN has designed a campaign that will break through competitive clutter, grab listener attention, and deliver brand features and benefits in ways that go beyond advertising. The campaign will: Give consumers incentives to learn about the vehicle. Use radio personalities and online assets to educate the consumer. Drive Truck Guys into the showroom to see and experience the new vehicle. Strategy Nov. 6, 2012 Campaign Overview CRN has created an integrated campaign that uses contests to incent consumers to learn about the new RAM 1500 LD and on-air station personality endorsements, on-air messaging, and vehicle appearances as engaging education tools. On-Air Personality Endorsements Contests with Lifestyle Prizes Supported by Announcements with Brand Language On-Air Messaging Directly Linking Features to Benefits Station Appearances with the RAM On-site Online contest with LFA capture 4 Nov. 6, RAM Truck Fishing Adventure In each market, listeners will have the opportunity to win a guided fishing adventure for two with a local expertsimply for learning about the new 2013 RAM 1500 LD. Nov 6, 2012 Nov. 6, 2012 Example Trips For Each Market Minneapolis Trying to find a fully guided bass fishing trip in Minneapolis? Well look no further than Mike Finke Outdoors considered by many to provide the best guided tours of Lakes Minnetonka, Waconia, Calhoun and White Bear. Denver Colorado Trout Hunters is the absolute finest fly fishing guide service in Colorado. With top-quality, fully guided tours on some of Colorados premier waters this experience is sure to reel in Truck Guys. Kansas City Experience the ultimate fishing adventure with Captain John Trager Kansas Citys top catfish guide. Better known as Captain Catfish, this master angler promises you a trip you'll never forget. Omaha Whether youre looking for northern pike, largemouth bass, walleye or wiper, pro angler Steve Lytle can provide you with one of the finest fishing experiences Nebraska has to offer. 6 Nov. 6, 2012 And RAM will offer two ways to win this outdoor experience 7 Nov. 6, 2012 RAM will give listeners who perform an LFA and find the dealer nearest them the chance to win a Fishing Adventure for two. To enter, listeners will visit the station website and click on the RAM logo. From there, listeners will be redirected to a custom-built RAM landing page where they will be able to locate the nearest RAM dealer through RAMtrucks.com Listeners will then share the nearest RAM dealer location with the station and be entered to win a daily lifestyle prize and a shot at the fishing adventure for two. RAM 101: Find a Dealer and Win 8 Nov. 6, RADIO STATION WEBSITE SWEEPS WEB ENTRY PAGE THANKS PAGE FIND A DEALER PAGE For your chance to get outdoors and fish with a pro, just tell us which RAM truck dealer is nearest you. WIN A FISHING ADVENTURE FOR TWO in the RAM TRUCK FISHING ADVENTURE SWEEPSTAKES! CLICK HERE TO FIND THE RAM TRUCK DEALER NEAREST YOU Nearest Dealer: __________________________ Your Name: ______________________________ Your ______________________________ Etc: ____________________________________ SUBMIT ENTRY This link opens the RAM Dealer Finder page in a separate window that overlays the sweeps entry page. Thanks for entering and good luck! Youre being redirected to the RAM Build & Price web page so you can build your own RAM truck. BUILD & PRICE PAGE Auto Redirect to RAM Build & Price Page Nov. 6, 2012 RAM 102: Personality Endorsements/Appearances/Listen and Win In addition, CRN will source personalities that best match the Truck Guy profile, give each of them a RAM 1500 LD to drive, and thoroughly train them on the trucks features and benefits. These personalities will: Endorse the RAM on-air throughout the entire campaign, talking up the features and benefits in a natural way that the Truck Guy can relate to. Voice 10 to 15-second RAM Tough Truck Facts, focusing on individual key features and translating them into benefits for the consumer. Invite Truck Guys to join them at key dealership locations to take a peek under the hood of a new RAM 1500 and win prizes for answering questions based on the RAM Tough Truck Facts. Listeners who attend the appearance and correctly answer the questions will be put in the running to win a lifestyle prize such as fishing/outdoor equipment and qualify for the RAM Truck Fishing Adventure. 10 Nov. 6, Ram LD 1500 Numbers Buying Demo:Men 2554 MarketsDenver, Minneapolis, Kansas City, Omaha Timing:FebruaryMarch 2013 Duration4 weeks Est. Total GRPs300400 Est. Units by Market470 Total Package Net Cost $82,400 Above are estimates only and subject to review and revision after 11/30/12 Nov. 6, 2012 Summary 12 The campaign outlined will: Create in-market excitement about the RAM 1500 LD Use radio personalities and online assets to educate the RAM 1500 consumer in engaging, non-traditional ways Incentivize consumers to learn about the RAM 1500 Raise the brand out of the clutter of competitors Drive consumers to dealerships to see and learn more about the vehicle Nov. 6, 2012 Next Steps A response from UM is requested by 11/30/12 in order to move forward with station negotiations to secure the RAM promotion. Upon DBC budget approval, CRN will confirm availability of station- recommended talent in each market, negotiate the buy, execute contesting details and provide airchecks. DBC will provide one vehicle with all necessary insurance information per station in each market for the 30-day promotion duration, beginning approximately three days in advance of campaign start date. Ideally, vehicles should be Uconnect equipped and activated. In markets where vehicles are not available to stations for the 30-day duration, CRN/UM/DBC will need to agree on length of time station talent will have access to vehicles in order to optimize endorsements accordingly. A CRN representative will be present to facilitate pick-up/delivery of the vehicles to station representatives and for station appearances. CRN representatives will be fully versed on RAMs key features and benefits and will convey this information to station talent during training. 13 Nov. 6, 2012 Scope of Services 14 Campaign Administration Turnkey execution Project management Status reporting Media Services Strategic media planning Station recommendations based on format, market rank and demographics Qualitative research Station negotiations and schedule placement Trafficking and receipt verification Creative and Production Services Creative concept development Talent management and payment in accordance with SAG/AFTRA Copy development and customization Translation services Contest/Sweepstakes Administration Contest rules and regulations development and legal review Liability insurance and waivers Copywriting and copy customization Prize research, sourcing, and procurement Promotional production Entry management Winner selection, eligibility review, notification, prize fulfillment and legal/tax documentation Event Management In-market event scheduling, dealer coordination and management Compliance and Business Services Review of on-air/online content In-flight compliance monitoring Station performance tracking Procurement of notarized affidavits and airchecks Digital compliance monitoring Station makegoods and disbursements Post-promotion station delivery report of all campaign elements Post-Campaign Analysis Post-promotion reports Key learnings analysis Nov. 6, Nov. 6, 2012 Appendix A: Sample Scripts (Previous RAM HD Promotion For Example Only) Appearance Promo :15 Test drive the truck thatll blow you away the all-new RAM Heavy Duty. (STATION) will be at (PLACE/DATE/TIME) celebrating the arrival of the 2010 Motor Trend Truck of the Year the RAM Heavy Duty. This truck is awesome. Appearance Promo :30 We know youre a busy guy but trust us here at (STATION), you gotta make some time on (DATE/TIME) to check out the 2010 Motor Trend Truck of the Year the all-new RAM Heavy Duty. This is THE truck. It comes with a Turbo Diesel OR gas engine. The new crew cab fits up to six so your buddies wont be all packed in. The interior is amazing. You can get heated seats. Its the all-new RAM Heavy Duty. You. (STATION). (PLACE/DATE/TIME). See you there. Contest Promo :30 The 2010 Motor Trend Truck of the Year is here. Its the all-new RAM Heavy Duty. Maybe youve heard legendary sportscaster Dick Stockton bring you the RAM Heavy Duty Moment right here on (STATION). The show captivates us with moments from the sports world that are truly amazing. Now its your turn. Tell US what YOUR favorite RAM Heavy Duty Moment is, and you can win a $___ gift card. 16 Nov. 6, Nov. 6, 2012 Danny Boi started his career in radio at KRBZ a decade ago, but he didnt stay long. While listeners loved his hilarious antics and musical parodies, Danny decided to take a break from radio to do some traveling and soul- searching. Luckily for him and listeners in Kansas City, when he decided to rejoin the station that gave him his start, he was welcomed back with open arms! Danny is part of Afentras Big Fat Morning Buzz radio show. He and Afentra have the kind of chemistry that makes listeners feel like they are part of the show. Whenever these personalities talk about a new product, you can be sure their fans are listening! Danny Boi AM Drive KRBZ-FM (#2) Kansas City Chris Hoffman is the ironman of Kansas City radio, and it all started when he got a job at a college radio station while he was still in high school! Throughout his 25 years in radio, Chris has played the role of program director, operations manager, and midday host while also pulling in three awards for Marconi Station of the Year from the National Association of Broadcasters. Hes worked hard with formats all across the spectrum, showing just how versatile and dedicated to the craft he is. Chris has been happily married for over 20 years and is the proud father of two teenagers. As a family man, he is comfortable with his life and wants things to be safe and reliable but still likes going on the occasional adventure to make memories with his loved ones. Chris Hoffman Midday KCFX-FM (#3) 17 Appendix B: Station Personality Bios Nov. 6, Nov. 6, 2012 Station Personality Bios Contd During the 13 years that Brian Zepp has been with the KQRS morning show, he has become one of the most highly sought-after sponsorship voices in Minneapolis. While he now calls Minneapolis home, Brian is a motorcycle enthusiast who grew up in South Dakota, which speaks to his life-loving personality. Every day above ground is a good one, says Brian, who is also an Army veteran. Brians other hobbies, including hunting, fishing, and camping, require a vehicle that can carry everything he needs to remote locations across Minnesota. Hes been a truck guy his whole life and is far from bashful when it comes to telling people! Brian Zepp AM Drive KQRS-FM (#1) Minneapolis Josh Bittney is a longtime co-host and the production brains behind the KXXR morning show. Known for having the quickest wit on the dial, Josh has a charming and clever style thats instantly recognizable and memorable to all of the morning radio listeners in the Twin Cities. And if the topic is sports or nature trips, Josh always has plenty of opinions to share. Joshs passion for sports and nature comes out even more when hes with his three kids. When hes not coaching their soccer or basketball teams, youll find him piling his family into the pickup truck to go on a weekend camping or fishing trip. Josh Bittney AM Drive KXXR-FM (#2) Nov. 6, Nov. 6, 2012 Shark knows that most listeners of Classic Rock love the music because its been the soundtrack to their lives. They have experiences related to those songs, so its more than just music to them. Shark keeps the history of Classic Rock in the forefront, sharing music industry stories listeners may have never heard about, including the past, present, and future of bands. Putting listeners first has created a bond between Shark and his audience that is unparalleled in Denver. When hes not behind the microphone, youll find Shark riding around town on one of his Harleys or helping out at his sons hockey games. But every once in a while, when the mood is right, youll catch Shark playing drums, harmonica, or singing with whatever band may be playing around town. Shark PM Drive KRFX-FM (#1) Denver Willie B has two passions: cars and radio. He grew up in Kentucky spending time with his father at the local drag strip. At the age of 15, after mowing lawns and saving his money, Willie B purchased his first car a 1971 Dodge Charger. From that point on, he was hooked on the brand and never looked back. When he got to KBPI, he built a loyal following for the morning show with his excitable personality and quick wits. Willie B is known for his regular appearances on the popular car show PINKS All Out. He first came to fame by building and racing a 1968 Dodge Super Bee. His friends, family, and followers all know him as a Dodge man, an identity that he is proud to have created for himself. Willie B AM Drive KBPI-FM (#4) Station Personality Bios Contd Nov. 6, Nov. 6, 2012 Jason Bickham has one of the busiest radio careers in Omaha. Thats because right after he finishes his afternoon radio show on KEZO, he pops over to a sister station to record an evening showevery day! This has allowed Jason to expand his listenership across state borders, and makes him one of the best-known names in the community. Jason spends his spare time playing guitar and also drums for a three-piece rockabilly band called The Blacktop Ramblers. Jason is an avid golfer and all-around sports enthusiast, and he talks about these topics on air every day. Jason Bickham PM Drive KEZO-FM (#1) Omaha As the morning host on the most popular sports talk station in Omaha, its safe to say that sports run through Gary Sharps veins. With more than 16 years of sports marketing experience before becoming a radio personality, Gary brings a level of credibility and experience to sports talk radio that other personalities cant compete with. When it comes to sports, Gary loves attention to detail. His listeners connect with the passion he brings to the airwaves, which is why they continue tuning in to hear his always thought-provoking opinions. Gary Sharp AM Drive KOZN-AM (#4) Station Personality Bios Contd