Boost Mobile Rockcorps

1. Boost Mobile Rockcorps Boost Mobile with Miles Ahead Entertainment

2. What is BMRC? • A concert series launched in June 2005. • Created an incentive for local youth to give back to their community • Give four hours of community service get one ticket • Traveled to six cities across the United States: • Houston • Chicago • Minneapolis • Detroit • Los Angeles • Washington, D.C.

3. You Earned It! – L.A., BMRC Video

4. SUMMARY By the end of the 2006 tour, BMRC volunteers contributed approximately 40,000 hours of community service and transformed close to 125 project sites in 8 cities across the country

5. RESEARCH Marketing Research Service, Inc. Wagner Research & Consulting Concluded: Today’s youth are willing to give four hours of community service to earn a free concert ticket

6. You Got 2 Give 2 Get According to Teenage Research Unlimited, Inc., in spring 2006, 56% of youth aged 12-19 thought volunteering was the “in thing” as opposed to the 54% in spring 2005 Examples of community service: Building playgrounds Renovating schools Distributing food Preserving the environment

7. PLANNING In BMRC’s second year, it remained the only community program of its kind Expanded across the nation and added an additional reward concert in Atlanta Collaborated with Miles Ahead Entertainment public relations agency to develop a twofold public relations strategy

8. TWOFOLD OBJECTIVES • PART 1: • To continue to drive awareness of and participation in the program within targeted communities through tactical media relations highlighting the uniqueness and goals of the program • PART 2: • To drive specific coverage of the exclusive Atlanta and New York concerts.

9. TARGET AUDIENCES • Boost Mobile Customers and Potential Customers • Street-Savvy, Active and Irreverent youth ages 14-24 • Strategic partners • BMRC Media List • Goals were set at 4,000 youth volunteers and 50 million media impressions

10. EXECUTION/ TACTICS In April 2006, BMRC movement started its second year in Atlanta By the end of 2006 tour, transformed close to 125 project sites

11. PRE-EVENT • Hard and soft media materials • News Releases, Fact Sheets, Media Alters, Electronic Press Kits, B-roll production and photowire • Reached out to multiple genres of media • Entertainment, Marketing Trades, Philanthropic Trades, Lifestyle, Urban, Alternative, Fashion, Music and many more. • Hosted a launch event in NYC • Invited local and national media to interview host, artist, RockCorps cofounder and Boost Mobile Executive

12. POST-EVENT • During Concert: • Created media rooms. • A Location for photo ops against a BMRC-branded step and repeat, live audio interviews with artist, live streaming of concert, and internet feeds • After each concert: • Serviced media with post-event news release, copy of B-roll, and concert photos with the BMRC branding

13. EVALUATION • Huge Success • All Objectives and Goals were exceeded • Had 10,000 youth volunteers, expected 4,000 • Had 376 million media impressions, expected 50 million

14. MEDIA IMPRESSIONS • 11 network TV segments, included coverage on: • MTV, CNN, BET, WNYW FOX, WXYZ ABC, WJBK FOX, WDIV NBC and WXTA NBC • National and Local print media coverage • Washington Sun, Vibe Magazine, Chicago Tribune-City, Detroit News, Houston Style Magazine, Fairfax Times • Heavily promoted on many radio stations • BET Radio, American Urban Radio, Premiere Radio and etc.

15. FUN FACTS 69% of RockCorps volunteers say they can make time to volunteer versus 44% of non-participants Close to 80% of BMRC volunteers are likely to volunteer again in the future – without a concert ticket 38% have reported volunteering again in the 6-12 months after their RockCorps concert experience. More than 90% enjoyed volunteering with RockCorps and attending the RockCorps Concert 73% said that attending the RockCorps concert gave them a sense of how powerful volunteer work can be