2011 Communication Concepts Proposal for Keep Mercury From Rising

1. Plugged in to daily life. 2011 Communication Concepts Proposal for Keep Mercury From Rising.org Presented to Energy Recovery Council, Ted Michaels. Submitted by Metro Networks. Richard Flinn. Submitted July 2010.

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

3. Plugged in to daily life. 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 Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

4. Plugged in to daily life. 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. NATIONAL TRAFFIC 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. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

5. Plugged in to daily life. 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. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

6. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL BOSTON Metro TSA SPRINGFIELD WORCESTER/ 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. 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. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

7. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL 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. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

8. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL Metro Networks Affiliates Boston/Northeast MA WAFF 107.3FM Active Rock WATD 95.FM Adult Contemporary WBMX 104.1FM Hot AC WBOQ 104.9FM Oldies WBOS 92.9FM Alternative Rock WBZ 1030AM News WBZ 98.5FM Sports WCCM 1490AM Talk WCRB 99.5FM Classical WEEI 850AM Sports WERS 88.9FM Variety WILD 1090AM Talk WKLB 102.5FM Country WMJX 106.7FM Adult Contemporary WNNW 800AM Hispanic Tropical WODS 103.3FM Classic Hits WPLM 99.1FM Adult Standards WRKO 680AM News/Talk WROR 105.7FM Classic Hits WTKK 96.9FM Talk WXBR 1460AM News/Talk WXRV 92.5FM Album Alternative WZLX 100.7FM Classic Rock WXBR 1460AM News/Talk WXRV 92.5FM Album Alternative WZLX 100.7FM Classic Rock Cape Cod – Worcester/Southeast MA WARE 1250AM Oldies WCRN 830AM Talk WESO 970AM Talk WGFP 940AM Country WOCN 103.9FM Adult Contemporary WORC 98.9FM Oldies WORC 1310AM Spanish WPKZ 1280AM News/Talk WQRC 99.9FM Adult Contemporary WWFX 100.1FM Classic Hits WXLO 104.5FM Adult Contemporary WXTK 95.1FM News/Talk Springfield/Central MA WEIB 106.3FM Jazz WHLL 1450AM ESPN WHMP 1400AM News/Talk WMAS 94.7FM Adult Contemporary WRSI 93.9FM Rock Please note: Affiliates are subject to change without notice. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

9. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL Projected Reach of Proposed Radio Schedule. TOTAL A18+ Gross Impressions: 18,513,600 Net Reach of Population: 3,278,743 78.5% of total. TOTAL A25+ Gross Impressions: 17,364,000 Net 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. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

10. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL Metro Networks will add-in :30 second Television commercials on affiliates. Commercials will air within news programming. WSBK Boston Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

11. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL 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 OFF LOCATIONS. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

12. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL WBZTV.com 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. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

13. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL • 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 Please note: The information presented is proprietary to Westwood One and subject to approval by its management.

14. 5Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL Metro Networks can place existing ERC messages inside 381 retailer locations with the ability to target individual stores down to zip code levels. Please note: The information presented is proprietary to Westwood One and subject to approval by its management.