September 2014

$14,078,400The Value Of Being Known Among Our Community Of

16,800 Listeners

thetavernsportsgrill.com

Our Objectives For The Tavern Sports Grill

• We’ve discussed some of your marketing goals and what is needed to maximize the impact of your brand.

This Is What You Get

• Cumulus will introduce your business to our loyal community of <<XXX,XXX>> listeners who spend $<< ,000,000>> locally each year on <<category>>.

• We’ll show you how to make your business known and used by this impressive community.

Why? To Be Known Before You’re Needed

If you’re waiting to be found, the odds of winning new customers are slim.

When a need arises, 80% of consumers pick a brand that already they’re familiar with.* The other 20% will go to the competitor that they find first.

You need to be known before the need arises!

“Known”“Known”

Or Waiting To Be Found?

Or Waiting To Be Found?

“Triggering Events” Stimulate Need

But Whose Business Gets

Chosen?

The Brand. The One That Is Already Known

*2005 Research America Brand Affinity Study of 12,000 US Adults

How Do You Get Known?

1 We Reach enough people with your message to make a real difference. More than most other local media.

2 We reach them Frequently. Our loyal audiences allow us to deliver more repetition than other media. This is essential to make your business known before its needed.

3 Because radio is so affordable, you can afford to reach them Consistently. Mindshare is fleeting – you must maintain it or it will disappear.

4 We’ll use high-quality, emotional & Compelling Creative. Nothing can kill a marketing investment more quickly than poor-quality or flat creative.

CONSISTENCYREACH FREQUENCY CREATIVE

The Value Of Being Known

• Our community of <<000,000>> loyal listeners will spend about $<<,000,000>> on <<category>> this year.

• Just a fraction more of this spending can represent significant growth to your business.

• The first and essential step to winning more of this spending is becoming known to this large pool of potential customers.

• And we’re close to being ready:

– We’ve drafted a custom radio commercial for your business.

– We also have a marketing plan with the reach, frequency, and $$$ efficiency needed to activate and maintain your brand.

Your Brand Message

• We’ve drafted a commercial using key inputs we learned during our last meeting. It includes:

– The Problem that you solve

– The thing(s) that make your brand special

– What’s on your prospect’s mind? How do we connect?

– Is there a website we can drive traffic to?

• Because we know that creative execution is the key…

– Our Award Winning in-house creative agency, Sound Solutions℠, has designed this campaign (and we’re happy to adjust it as needed).

Your First Commercial Could Sound Like This

• Insert copy

Audio Link

Your Branding Campaign

• Our experts have created a schedule to optimize cost-effective brand-building for you using several combinations of reach and frequency, as well as differing consistency objectives:

– For committed brand-building, 28 commercials per week, M – Sun 6am – 12pm for 52 weeks. (this is what we use to market our own businesses).

– For ultra-efficient brand-building, 21 commercials per week, M – F 7pm – 12M & Saturday/Sunday 6am – 12m for 52 weeks.

– For seasonal or businesses with several distinct ‘peaks,’ 21 spots M-F and 20 spots Sat-Sun, for a minimum of 2 months preceding the season/peak.

– For event-related effectiveness, a special ‘Domination Plan’ of hourly spots for a minimum of 72 hours preceding the event, coupled with a trademarked copy-writing technique to leverage this frequency.

Campaign Details

• <<Stations>>

• <<Key demographic performance>>

• <<Cumulative reach>>

• <<Expected frequency>>

• <<Scheduling specifics (separate doc if needed)>>

Investment And Terms

• $ per week, or an average monthly investment of $_______.

• Credit terms are Net 30 days to approved credit.

• Contract may be cancelled with 10-day written notice.

• Approved credit application required for credit terms.

• All commercials to be approved by client prior to broadcast.

*See separate Proposal Acceptance document for complete description of Cumulus Marketing Solution.

Solutions For Other Needs

• Special Promotions/On-Site Events

• Additional frequency & reach through Internet Radio

• Sponsorships and other special campaigns.

• Internet advertising/sponsorship opportunities.

• Radio recruitment & retention to help you hire & hold onto the best in your field.

Next Steps

• Confirm campaign objectives.

• Contract

• Refine on-air campaign/client sign off

• At 30-days: First campaign review/effectiveness assessment.

• Ongoing Monthly reviews (campaign, scheduling, tactical programs, & adjustments)

To Turn On Your Marketing Power:

Business Office:

1234 Main Street, Suite 200

Poughkeepsie, NY 00055

202-555-1212 phone

202-555-1213 fax

www. UpstateRadioResults.com

Jane SmithCertified Branding Consultant

Jane.smith@cumulus.com

202-555-1212 x213 office

202-555-1213 fax

202-555-5454 mobile

Insert market station branding hereInsert market station branding here

About Cumulus

• Our company was founded in 1997 on the belief that there was a large, unmet need for brand-building services among local businesses in medium and small-sized cities across the U.S.

• Everything we do, from the way we are trained to the valuable services that we offer, is designed to create actionable brand awareness and help your businesses realize its full potential.

• We’ve chosen radio because we believe that radio is the best and most cost-effective means for helping local businesses reach this potential.

• We’re now the second largest radio company in America. We’ve been helping thousands of businesses just like yours succeed for over a decade.

• We’d like the chance to help you grow as well.

Instructions

• This is a presentation for a second, proposal-oriented call, and assumes that you have already delivered an introduction to Cumulus and the value of branding (miniPres).

• The tone of this presentation is no longer about Cumulus and radio: its about a specific solution for a specific client. Most of the points reference ‘your…’ or ‘we will…’ It’s a CUSTOM solution, delivered by you, the branding specialist.

• Complete the customization for the proposal, outlined in AREAS FOR YOUR INPUT.

• Please limit the customization to these areas. We tried to provide ample room to customize for the client, but we require message and branding elements to remain constant across the chain. It’s critical to maintaining the high level of training and selling execution that we strive for.

• Make sure that the file is saved with a specific client name and presentation date to your shared drive (local or network).

• Obviously, delete the first instruction/example slides as you save a version for this prospect.