BAPPG & AMOR

1. BAPPG & AMOR Marketing Partnership Recap Produced By: Roberto B. Hernandez HBC/San Francisco November 2002

2. PUBLIC EDUCACION COMMITTEE’S SUMARY Promotion Re-Cap BACKGROUND In 1996-97 the Bay Area Pollution Prevention Group (BAPPG) piloted a radio campaign to educate Bay Area Spanish speaking community about how things get into our sewer systems and how things may ultimately end up in our Bay Area waters and have a negative impact on our environment, our lives, our families, and our children. The BAPPG hired a consultant to develop and produce a radio spot to help secure paid air time and public service announcements radio broadcast and also designed an on air contest. This project is valued at over $20,000 and the cost to BAPPG was $10,000. Participating agencies felt that the pilot project was a huge success. They want to continue educating the Spanish speaking community and therefore approved $15,000 to implement a second year of Spanish Outreach for 1997-98. In gathering ideas and developing the project for the Spanish Outreach Year 2, the Public Education Committee considered hiring a consultant again. But after exploring their options, the committee decided to contract directly with KSOL Radio. The attached summary presents the results of the 2002 radio campaign, which included four 60-second radio spots, The campaign partnership aired on radio AMOR 98.9fm-fm99.1 and included on air contests and promotions.

3. CONCLUSIONS • Radio AMOR • The committee decided to implement a radio campaign because it is the most efficient and effective media to reach the Spanish speaking Bay Area community. According to the strategy Resource Corporation, Spanish is the most effective way to deliver a message to the Hispanic market. • 1.- 78% (average quarter hour composition) prefer to • communicate in Spanish. • 2.- 57% nationally (including assimilated) prefer their ads in • Spanish • 3.- 51% nationally find commercials in Spanish simply more • persuasive and more effective. • KEMR (AMOR) 98.9fm-fm99.1 • It is the highest ranking Spanish Contemporary radio station in the Bay • Area Market. • Its radio signal reaches all 9 Bay Area Counties • (Alameda,Contra Costa, Marin, Napa, San Francisco, San Mateo, • Santa Clara, Solano, and Sonoma Counties), • It averages 194.000 listeners between the ages of 18-49 during the day, • It agreed to produce 4 different spots, and to develop and conduct a series • of on-air contests as part of the advertising partnership and investment.

4. PROMOTIONAL ELEMENTSSep 09 – Oct 06 four week Campaign • 4 weeks high frequency broadcast campaign at • AMOR 98.9-99.1fm! • (1) One 30 minute live interview during prime-time • with Charo Martinez Ecos de la Bahia aired 7am- • 7:30am Sunday • Multi On-air Prize package give-away. • (1 amor t-shirt, Control de las Ormigas en tu Casa guide, Key • Chain, Note-pad, Pencil from BAPPG) • 1- Live mentions on the air from different AMOR van visit locations in Bay Area locations • 2- Ninth caller winner live from studio. • 3- Internet Contest (Net-Mio) Llevate el Super Paquete • de BAPPG. • 34 (60 second) commercials per week • 10 (15 Second) public service announcements per • week

5. 3 (10 second) promotional announcements for • Netmio traffic News. • Two Month on Netmio.com promoting the • BAPPG web-site.

6. HBC & AMOR 98.9fm-fm99.1 Delivered for BAPPG BAPPG Investment: $10,000 Multi-faced Promotional Program Value $25,000 That’s over a 2:1 r.o.i.

7. Hispanic Broadcasting Corporation San Francisco thank you for your partnership with Roberto B. Hernandez Hispanic Broadcasting Corp./ San Francisco Ph: 415/733-5715 Fa: 415/733-5766 Robertohernandez@hispanicbroadcasting.com