2011 Communication Concepts Proposal for Keep Mercury From Rising.org Presented to Energy Recovery...

2011 Communication Concepts Proposal 2011 Communication Concepts Proposal for Keep Mercury From Rising.orgfor Keep Mercury From Rising.org

Presented to Energy Recovery Council, Ted Michaels.Presented to Energy Recovery Council, Ted Michaels.

Submitted by Metro Networks. Richard Flinn.Submitted by Metro Networks. Richard Flinn.

Submitted July 2010.Submitted July 2010.

Plugged inPlugged in to daily life. to daily life.

Program Objectives We Will Meet:

• Target Boston, Cape Cod and Worcester Massachusetts general consumers, opinion leaders, elected officials and ERC members & their stakeholders.

• Break through ad clutter and maximize a limited budget that enhances perception of ERC member companies who are actively engaged in the issue.

• Educate the public to mercury containing items and how to properly dispose of these items.

• Introduce new capabilities that lets consumers locate and promote disposal locations.

• Create a positive perception of ERC, its member companies and Keep Mercury from Rising.org.

• Incorporate consistent measurement of persons reached and changes in perceptions & behavior.

Plugged in to daily life.Plugged in to daily life.

Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

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Who Westwood One – Metro Networks Is.

• America’s largest audio content provider of local, national & international News, Weather, Sports & Traffic content delivered to the broadcasting, mobile and online industries … exceptional resources that ensures your message is heard within timely, accurate & credible content.

• Operates around-the-clock services for Massachusetts affiliates through our state-of-the-art Boston Operations Center so we ensure complete coverage and real-time delivery of urgently needed information.

• Maintains the largest fleet of airborne and mobile units & surveillance technology infrastructure in order to deliver real-time accurate traffic information.

• An 5-Platform network of affiliations provides empowers your message to surrounds consumers:

• With our “live” reads you gain exceptional message credibility and the ability to target your messages by each station’s audience.

• All of your investment goes “on-the-air” since there are no production costs and delays.

RADIO ONLINE TELEVISION MOBILE IN STORES



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How Metro Networks Will Meet the Program Objectives:

• Massachusetts residents rely daily on up-to-the-minute Traffic-News-Weather-Sports Reports. More residents get this high-interest content from Metro Networks than any other source.

• Reports are delivered “live” one-at-a-time to each Metro Networks affiliate, allowing ERC messages to break through ad clutter.

• Reports and ERC messages are delivered by locally well-known & trusted Reporters, bringing enhanced credibility to ERC messages.

• A variety of ERC messages can be rotated, allowing for messages that target various program targets.

• New messages can be introduced the same day on most affiliates and since messages are read live the program will not incur any production costs, talent fees or production delays.

• Metro Networks can enhance and expand the program’s overall ERC messaging reach and frequency by multiplying the exposure gained in television, spot radio, digital and social networking advertising but also enhancing direct marketing, earned media/PR and cross-promotional exposure.


NATIONALTRAFFIC STUDY

FINDINGS:

92% CONSIDER TRAFFIC

INFORMATION TO BE “IMPORTANT,

CRITCALLY NEEDED”

INFORMATION.

64% “WANT A TRAFFIC REPORT

AT LEAST EVERY 15 MINUTES.”

46% WILL “SWITCH FROM THEIR

FAVORITE RADIO STATION TO SEEK OUT AND LISTEN

TO A TRAFFIC REPORT.”

The Research Group, Seattle, WA.



Recommendations:

• The key concept is delivering easy-to-take steps & facts to consumers using well-known trusted Massachusetts personalities.

• Ensure complete coverage of the diverse Massachusetts population by including all Radio formats, (religious, ethnic, news, sports, talk, all varieties of music).

• Eliminate production costs and allow unlimited creation of different messages afforded by using live radio.

• Incorporate Massachusetts broadcasters and local interest websites.

• Include a significant number of retailers who sell CFL products.

• Incorporate mobile applications recognizing the growing use of mobile devices.




Commuting Conditions:

Region Weekly Commute Considering Traffic

To/From Work/Home Reports “Important,

Critically Needed”__

Boston DMA 4.66 Hours 92% of Commuters

4,261,440 People

Sources: “Weekly Commute” U.S. Census Bureau, 2000 Census, Washington, D.C. “Consider …” The research Group, National Traffic Study, Seattle, WA.

55 Platform Messaging.Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL

BOSTONMetroTSASPRINGFIELDWORCESTER/CAPE COD

Metro Networks will provide a 24-week high visibility high frequency public education campaign through sponsorship of Traffic – News – Weather – Sports Reports.

Reports will be delivered “live” one-at-a-time to each affiliate from our state-of-the-art broadcast facilities. Each report offers a customized message based on the station’s location and listener demographic.

Each sponsored report will open with a “call-to-listen” Billboard and an embedded 45 word message.

Metro Networks is the home of leading respected on-air talent like Rick Kirkland, Scott Pike, Rick Simonson and Scott Montminy.



How Metro Networks Will Empower Earned Media, Event & Cross-Promotional Opportunities:

• Metro Networks has a powerful News Network of 41 Radio affiliates across the state.

• As in the past, Metro Networks will arrange, conduct and disseminate news interviews with ERC spokespersons that can be embedded within News Reports and content on Radio and Web affiliates. (Please note: we do not make any implicit assurance of how, if, when and where such content will be delivered and cannot affect the editorial judgment of our news gathering and reporting).

• Metro Networks can highlight Trade Shows, Events and Promotions of ERC partners within our messages and selectively across all or part of our Radio network.

• Metro Networks can drive further interest to digital elements like Facebook, MySpace and program web-sites.




Metro Networks Affiliates

Boston/Northeast MAWAFF 107.3FM Active RockWATD 95.FM Adult ContemporaryWBMX 104.1FM Hot ACWBOQ 104.9FM OldiesWBOS 92.9FM Alternative RockWBZ 1030AM NewsWBZ 98.5FM SportsWCCM 1490AM TalkWCRB 99.5FM ClassicalWEEI 850AM SportsWERS 88.9FM VarietyWILD 1090AM TalkWKLB 102.5FM CountryWMJX 106.7FM Adult ContemporaryWNNW 800AM Hispanic TropicalWODS 103.3FM Classic HitsWPLM 99.1FM Adult StandardsWRKO 680AM News/TalkWROR 105.7FM Classic Hits

WTKK 96.9FM TalkWXBR 1460AM News/TalkWXRV 92.5FM Album AlternativeWZLX 100.7FM Classic RockWXBR 1460AM News/TalkWXRV 92.5FM Album AlternativeWZLX 100.7FM Classic Rock Cape Cod – Worcester/Southeast MAWARE 1250AM OldiesWCRN 830AM TalkWESO 970AM TalkWGFP 940AM CountryWOCN 103.9FM Adult ContemporaryWORC 98.9FM OldiesWORC 1310AM SpanishWPKZ 1280AM News/TalkWQRC 99.9FM Adult ContemporaryWWFX 100.1FM Classic HitsWXLO 104.5FM Adult ContemporaryWXTK 95.1FM News/TalkSpringfield/Central MAWEIB 106.3FM JazzWHLL 1450AM ESPNWHMP 1400AM News/TalkWMAS 94.7FM Adult ContemporaryWRSI 93.9FM Rock

Please note: Affiliates are subject to change without notice.





TOTAL A18+ Gross Impressions: 18,513,600 Net Reach of Population: 3,278,743 78.5% of total.

TOTAL A25+ Gross Impressions: 17,364,000Net Reach of Population: 2,945,034 80.4% of total.

Source: Arbitron STRATA: Boston MSA, May10 PPM; Cape Cod MSA, SP09+FA09; Worcester MSA FA09.

Projected Reach of Proposed Radio Schedule.


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Metro Networks will add-in :30 second Television commercials on affiliates. Commercials will air within news programming.



WSBK Boston


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We can enhance the capability of Keep Mercury From Rising.org’s website by embedding an interactive map that shows locations of drop-off sites and provides driving directions to those locations from a consumer’s home address.

DROP OFFLOCATIONS.


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We can deliver more web Traffic and impressions for ERC through ads placed on high-traffic Broadcaster website network and their high interest Traffic pages.


WBZTV.com

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Metro Networks will embed ERC messages within Smart Phone applications:

• Customized traffic route information.

• Real-time mapping software and traffic incident displays.

• Text-based Traffic Reports customized by the user, (138 characters).

• Rich-media, hyper-link capabilities. KeepMercuryFromRising.org


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Metro Networks can place existing ERC messages inside 381 retailer locations with the ability to target individual stores down to zip code levels.




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2011 Communication Concepts Proposal for Keep Mercury From Rising.org Presented to Energy Recovery...

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