Leveraging Radio for Home Improvement Advertiser

1. This presentation was created on a blank, basic PowerPoint templateto allow you the ability to add graphics and branding (logos) for your station(s). You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as “Advertiser X” – please replace those with the name of the advertiser you are pitching. In addition, we refer to your station(s) as “Radio Station” – please fill in your call letters or station ID. Please delete this slide prior to your presentation.   Need assistance? View in slide show mode and click on the ask rab logo.

2. Presented by: Insert your name and title Leveraging Radio and (insert station name) for (Home Improvement Advertiser) (Insert date of meeting) INSERT RADIO STATION LOGO(S)

3. Agenda • Why radio • Insight based ideas for “insert advertiser”

4. Weekly Reach Radio Reaches 92% Of all adults 18+ who spent $5,000+ on any home improvement in the past year. Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)

5. Weekly Reach Radio reaches households who took on home improvement projects in the past year: Source: Scarborough USA+ 2013 Release 2 (August 2012-September 2013)

6. Those planning to remodel spend more time with radio than with any other medium. Adults 18+ who are planning to remodel their home in the next 12 months spend 22.6% of their day with radio – nearly 6% more time than with any other medium. Source: The Media Audit Media Day Analysis Jan 2012-May 2013

7. Radio Ads Drive Response % Who Have Ever Done the Following After Hearing an Ad on AM/FM Radio Base: Total Population 12+ Source: The Infinite Dial 2013 – Arbitron Inc./Edison Research

8. Why YOUR Radio Station • Insert key facts as to why your radio station is the right medium for the Advertiser.

9. Leveraging Radio for insert Home Improvement Advertiser

10. Objectives • Drive traffic and sales for home improvement projects at Advertiser X. • Increase awareness of the full suite of product offerings provided by Advertiser X • Promote seasonally relevant products and services.

11. Strategies • Leverage all radio station platforms to engage and appeal to consumers who want to improve their current homes. • On-air • Online • Mobile • Social • Experiential (in-market/on-site) • Create marketing solutions that will inspire projects, drive interest, traffic and sales for featured offers/specials. • Deliver turn-key programs that integrate into the radio station content in a relevant way.

12. Leveraging Radio for insert Home Improvement advertiser.Insight Based Ideas

13. DIY Awards According to the RAB Finding Consumer Trends report focused on Home Improvement, 75% of radio listener respondents identify themselves as DIYers and at least 25% of respondents said radio station personalities increased their trust in home improvement commercials. Together, radio station and Advertiser X rewards, celebrates and shines a spotlight on the community’s best DIY projects through a quarterly DIY Awards program.

14. DIY Awards How it works: • Each quarter, radio station and Advertiser X partner to create a multi-media series of “how to” content for a pre-set list of DIY projects relevant to the next quarter (e.g., 1Q would focus on Spring projects, 2Q, Summer, 3Q, Fall, 4Q Winter). • Listeners will be invited to participate in each quarter’s DIY Awards competition through on-air promotional spots voiced by station talent that will run throughout dayparts over the air and in station streams. • Spots will instruct listeners to take on a project from the pre-set list and complete it and post their before/after photos and videos before the contest entry period ends. • Spots will include examples of projects, the “how to” assistance that will be provided by Advertiser X and will direct listeners to a feature page on the radio station’s website to gain all the tools and information they need to get started and enter to win.

15. DIY Awards How it works: • Radio station will create a DIY Awards feature page on its website to house all content related to the contest. • List of projects for the current promotion. • Advertiser X “how to” audio podcasts and video vignettes for each project featured. • Blogs written by Advertiser X experts featuring step by step instructions. • Shopping list for each project and Advertiser X coupons (e.g., buy all “ingredients and tools” for this project at Advertiser X and receive 10% off the total). • Inspirational photo galleries to showcase all design elements, hardware choices, etc. • “Ask Advertiser X” feature to click to ask questions specific to the listener’s project. • Entry point for project submissions. • Gallery of all entries.

16. DIY Awards How it works: • Project lists for each quarter will include simple to complex projects with categories of entry and prizing opportunities associated with each. For example, Spring: • Category: Building • Build a deck • Install an enclosed porch (or Florida room) • Remodel a bathroom • Category: Updating • Spruce up your kitchen cabinets • Update the siding on your house • Paint and redecorate a room • Category: Maintaining • Organize your closets • Makeover your mailbox • Re-grouting bathroom tile

17. DIY Awards How it works: • Station talent will regularly voice “endorsement” spots to check in with listeners to see how they’re doing on their projects and invite them to post their progress via social media and any questions they may have for Advertiser X via #DIYAwardsHelp @AdvertiserXRadioStation. • All questions posed to Advertiser X will be answered via text, social media, email or phone call depending. • Listeners will submit their projects along with before and after photos and video for a chance to win Advertiser X gift cards (level of gift cards will vary based on category complexity). • Select submissions will also be highlighted across social media by the radio station.

18. DIY Awards How it works: • All projects will be judged by a panel from the radio station and Advertiser X and winners will be announced across all radio station platforms via roadblocking. • At the end of the year, all projects will be honored at the first annual Advertiser X DIY Awards ceremony hosted by the radio station. • Event will include guest speakers and a music performance.

19. Love your Lav & Kitchen Central According to the RAB Finding Consumer Trends the top 2 projects for inside the house are bathrooms and kitchens and more than half of those interested in improving their kitchen are thinking the same about their bathroom and vice versa. Love your Lav and Kitchen Central are new, Advertiser X branded features that will provide the inspiration and the how-to to move these listeners from planners to doers with Advertiser X.

20. Love your Lav & Kitchen Central How it works: • Radio station will create a :30 - :60 feature that will air in fixed position spots each day over the air and in station streams brought to listeners by Advertiser X. • Each “Love your Lav” and “Kitchen Central” feature will include tips, things to think about and inspirational ideas as listeners take on bathroom or kitchen remodeling projects. • All features will conclude by directing listeners to an Advertiser X feature page on the radio station website for more information, inspiration and Advertiser X special offers.

21. Love your Lav & Kitchen Central How it works: “Love your Lav” Features: • Depending on radio station’s format, the “Love your Lav” feature can be straight “how to” create a bathroom that’s right for you and your family or can be presented with some tongue and cheek bathroom humor. Example of content: “It’s a spa getaway, a calming retreat, a small slice of serenity where you can shut out the world and exhale. We're not talking about an exotic resort, here. The bathroom—that room with a toilet, bathtub, sink and shower—is an ideal space to create a happy place you can visit a few times each day without ever leaving your home. Despite its importance, the bathroom is still often the smallest space in a home and the second most vital and expensive part of the house. Want to save some big bucks remodeling your bathroom? Advertiser X recommends considering refinishing existing items such as your bathtub, shower, sink or tile. With refinishing, you’ll only pay a small fraction (as little as 10%) of the cost of replacement. Your bathroom won’t be torn up for weeks, you'll avoid the big renovation mess and you’ve put one less big ol’ tub in the landfill! For more information, inspiration, photos and more, log on to radio station website and click Love your Lav.”

22. Love your Lav & Kitchen Central How it works: Kitchen Central Features: • Example of content: “The kitchen is the heart of your home and most of you would agree that it is the most important room in your house. It’s the place where the family comes together. It’s the room we spend the most time in together and there is a constant amount of activity taking place at any given time in the kitchen. That’s why Advertiser X recommends that if you are considering a kitchen remodel or rebuild, consider the pathways. Paths throughout a kitchen should be at least 36 inches wide. Paths within the cooking zone should be 42 inches wide for a one-cook kitchen and 48 inches wide for a two-cook configuration. When planning, adjust kitchen islands and peninsulas accordingly. For more information, inspiration, photos and more, log on to radio station website and click Kitchen Central.”

23. Love your Lav & Kitchen Central How it works: • Radio station will create an Advertiser X branded feature page on its website with Love your Lav& Kitchen Central distinct sections that include: • Audio podcasts of all Love your Lav and Kitchen Central tips. • Photo gallery accompanied by how-to instructions for each tip. • Ask Advertiser X widget to get “live” help from Advertiser X. • Links to Advertiser X recommended contractors. • Advertiser X special offers and the ability to browse various featured items currently on promotion at Advertiser X. • Link to Advertiser X website to purchase/schedule appointment.

24. Idea: Seasonal Countdowns Radio and Advertiser X present 1-month, simple, easy-to-follow, countdowns of the 30/31 ways to prepare your home for the upcoming season.

25. Seasonal Countdowns How it works: • Each month, Advertiser X and radio station will partner to determine seasonally relevant themes of focus for a 30/31-day countdown that includes 30/31 easy-to-follow home tips brought to listeners exclusively by Advertiser X. Themes may include: • Winterizing your home • Spring clean up • Summer-ize to keep your yard lush and your home cool • Prepare for Fall • On-air :30 - 1:20 segments (length depends on content for each tip) will be created and sponsored exclusively by Advertiser X.

26. Seasonal Countdowns How it works: • Station personality introduces each segment with verbiage such as: • “So you've pulled your sweaters out of mothballs and found your mittens at the bottom of the coat closet. But what about your house? Is it prepared for the cold months ahead? It’s the Advertiser X official countdown to winter including 30/31 days of tips for winterizing your home to save up to 20% on energy costs this year. So listen up! Here’s today’s tip…” • Following the DJ intro, tips may be presented by an Advertiser X voice-over or an expert representative from Advertiser X. Tips include (not limited to): • Winterize your home: • Caulking and weather stripping to prevent air leaks • Replacement of furnaces older than 15 years and cleaning of filters • Insulation blankets for the water heater tank • Attic insulation • Programmable thermostats

27. Seasonal Countdowns How it works: • Tips include (not limited to) cont.: • Spring clean-up • Clean gutters and downspouts.  • Inspect roof and chimney for cracks and damage. • Touch up peeling or damaged paint. Watch our video for ideas on troubleshooting exterior paint problems. • Test smoke and carbon monoxide detectors when you set clocks forward. • Summer-ize to keep your yard lush and your home cool • Change or clean heating, ventilating and air conditioning filters. Consult manufacturer instructions for your furnace to determine whether you need to change filters more frequently. • Drain or flush water heater. • Prune trees and shrubs. • Remove lint from dryer exhaust vent with a long, flexible brush. • Prepare for Fall • Close or install storm windows. • Remove hoses from spigots and drain and store indoors, coiled and flat. • Store outdoor furniture and cushions. • Check windows and doors for weather-tightness and install weather stripping where it's needed. • Have furnace professionally inspected.

28. Seasonal Countdowns How it works: • Following the Countdown to “theme” tip, on-air personality closes the spot and verbiage may include: • “Advertiser X has all the supplies you need to take on this easy-to-handle project that will save you money all season long. Visit stationwebsite.com/Advertiser to hear the tip again, get step-by-step instructions and find other ways to save with Advertiser X during the countdown to winter.” • Station website includes an Advertiser X branded section that hosts podcasts of each Countdown to “theme” segment as well as: • Step-by-step DIY instructions to take on the project featured. • Coupons for the supplies for each project from Advertiser X. • Links to Advertiser X for more information about the project and products.

29. Idea: Improving Homes Radio station and Advertiser X present a campaign designed to help local listeners make a difference in the lives of needy families in their community. Together, we will encourage listeners to nominate families in need of home improvements that they otherwise could not afford. For every $X amount purchased in that community, Radio station will donate $X in merchandise to the nominated families in need.

30. Improving Homes How it works: • Drive awareness • Heavy media schedules and DJ live reads promote: • The Advertiser X product offerings to help listeners save money and improve their homes’ efficiency. • Opportunity to help needy families in each community. • Family nominations • Radio station creates a simple application to nominate families in the community who are in need of assistance. • Applications could be submitted online via station website, Advertiser X website, mailed in or dropped off at local Advertiser X store(s) or the radio station. • Nominated family stories are read on-air to encourage greater participation.

31. Improving Homes How it works: • Giving • Radio station will donate merchandise based on preset amounts to be determined. • Listeners invited to contribute donated merchandise to help families they select from the nominees. • Blankets, portable heaters, fans, water, etc. which could be dropped off at Advertiser X location(s) or the Radio station studio. • Families that benefited based on this campaign are invited to share their story on-air and online.

32. Next Steps • Gain feedback on ideas • Station to revise based on feedback and propose schedules and costs • Plan activation timeline including commercial creative and station produced spots (if required) • Discuss how campaign success will be measured • Launch campaign