MARKETINGPROPOSAL

Presented To:

Clayton Elliott

Presented by: Casey Dailey, Account Manager

2015 Proposal

Louisville Metro Police Department

Louisville Metro is trying to recruit new police officers with a focus on minorities (females, African Americans, Hispanics). Accepting applications year round, with classes scheduled for February & June. Currently 1700-1800 applications per year and about 70-80 new officers per year. Several programs for educating community: Citizen’s Academy & Explorers. Last Class was considered a success and it consisted of: 24 people; 29.16% were minorities and 50% were minorities + females! This is our goal!

Business Overview: Louisville Metro Police Department

Campaign Target: Recruitment for new police officers, ages 25-34 with a focus on

minorities including females, African Americans, Latinos, Asians, etc.

Campaign Objective: Utilize Alpha Media’s radio stations to target the minorities. Showcase how great the Louisville Metro Police Department is by using

the copy to send a good PR message! Motivate and retain existing officers by utilizing the recognition program

while also making it sound like a wonderful place to work.

Campaign Target & Objective

Radio Schedule

RECRUITMENT

4 in 10 employers plan to hire seasonal workers this season.

A global poll conducted by Monster reveals that 76% of respondents in the US report having “really bad” Sunday night blues.

64% of Millennials would rather make $40K a year at a job they love, than $100K a year at a job they think is boring.

60% of Millennials consider the most attractive perk to be growth opportunities.

84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation.

The weekly reach of radio includes 87.9% of adults 18+ who say they are "very likely" to change jobs during the next year, and 88.2% of employment seekers who

searched online career websites in the last 30 days. (Source: GfK MRI, 2014 )

*Statistics from NASrecruitment.com

“Today’s Hit Music”

Target Demographic: Adults 18-34

Leader with key female adult demo

WDJX

WDJX Total Weekly Commercials: 29WDJX Weekly Spot Cost: $885

WDJX Spots + Phone App = $1,0178 Weeks Total = $8,136

Day-part Sun Mon Tue

6a – 10a 1 2 2

10a – 3p 1 1 1

3p – 7p 1 1 1

7p-12m 2 2 2

12mid – 4a 4 4 4

#1 for Hip Hop and R&B

Target Demographic: Adults 18-34

Very loyal and responsive audience

WGZB

WGZB Total Weekly Commercials: 29WGZB Weekly Spot Cost: $885

WGZB Spots + Phone App = $1,0178 Weeks Total = $8,136

Day-part Sun Mon Tue

6a – 10a 1 2 2

10a – 3p 1 1 1

3p – 7p 1 1 1

7p-12m 2 2 2

12mid – 4a 4 4 4

Louisville’s only Old School Hip Hop

Target Demographic: Adults 25-49

Only station playing this new format

WGHL

WGHL Total Weekly Commercials: 36WGHL Weekly Spot Cost: $720

WGHL Spots + Phone App = $8288 Weeks Total = $6,624

Day-part Sun Mon Tue

6a – 10a 2 2 2

10a – 3p 2 2 2

3p – 7p 2 2 2

7p-12m 2 2 2

12mid – 4a 4 4 4

Commercial Copy

Copy Ideas

Public Service Announcements – Focus on public image of Louisville Metro Police Department

Personal Testimonials – Female and Male tell about what being a police office means to them

“This is your police department, be a part of it”

Focus on 3 elements: Recruitment, PR & Employee Recognition

ANNOUNCER:

THE LOUISVILLE METRO POLICE DEPARTMENT IS CHANGING…AND YOU CAN BE A PART OF THAT CHANGE!  THE LOUISVILLE METRO POLICE DEPARTMENT IS CURRENTLY ACCEPTING APPLICATIONS FOR POLICE RECRUITS.  WOMEN, MINORITIES, AND MILITARY VETERANS ARE STRONGLY ENCOURAGED TO APPLY.  TO BE CONSIDERED, YOU’LL NEED TO MEET THE FOLLOWING REQUIREMENTS: A U-S CITIZEN; AT LEAST 21 YEARS OF AGE; POSSESS A VALID DRIVER’S LICENSE; HAVE AT LEAST 60 COLLEGE CREDIT HOURS OR COMPLETION OF ACTIVE MILITARY DUTY OR BE A MEMBER OF THE NATIONAL GUARD OR RESERVE UNIT FOR THE PAST 4 YEARS OR BE EMPLOYED IN THE PAST 12 MONTHS AS A LAW ENFORCEMENT OFFICER.  A DISHONORABLE DISCHARGE; FELONY CONVICTION; OR A MISDEMEANOR CONVICTION INVOLVING DOMESTIC ABUSE WILL BE GROUNDS FOR DISQUALIFICATION.  STARTING PAY IS $32,900 WHICH RISES TO $36,900 AFTER RECRUIT SCHOOL WHILE POLICE OFFICER PAY BEGINS AT $42,400.  TO GET ALL THE DETAILS, CALL 502-574-78-64.  THAT’S 502-574-78-64 OR GO TO LOUISVILLE K, Y DOT GOV SLASH METRO POLICE.  …EQUAL OPPORTUNITY EMPLOYER.

Script Idea #1

Script Idea #2ANNOUNCER:THE LOUISVILLE METRO POLICE DEPARTMENT IS CHANGING…AND YOU CAN BE A PART OF THAT CHANGE! THE LOUISVILLE METRO POLICE DEPARTMENT IS CURRENTLY ACCEPTING APPLICATIONS FOR POLICE RECRUITS. WOMEN, MINORITIES, AND MILITARY VETERANS ARE STRONGLY ENCOURAGED TO APPLY. REQUIREMENTS INCLUDE: BEING A U-S CITIZEN; AT LEAST 21 YEARS OF AGE; POSSESSING A VALID DRIVER’S LICENSE; HAVING AT LEAST 60 COLLEGE CREDIT HOURS OR COMPLETION OF ACTIVE MILITARY DUTY OR BE A MEMBER OF THE NATIONAL GUARD OR RESERVE UNIT FOR THE PAST 4 YEARS OR BE EMPLOYED IN THE PAST 12 MONTHS AS A LAW ENFORCEMENT OFFICER. STARTING PAY IS $32,900 WHICH RISES TO $36,900 AFTER RECRUIT SCHOOL WHILE POLICE OFFICER PAY BEGINS AT $42,400. TO GET ALL THE DETAILS, CALL 502-574-78-64 OR GO TO: LOUISVILLE K, Y DOT GOV SLASH METRO POLICE. LOUISVILLE METRO POLICE…AN EQUAL OPPORTUNITY EMPLOYER…WOULD ALSO LIKE TO CONGRATULATE OFFICER OF THE YEAR…SERGEANT L WATSON…A MEMBER OF THE L, M, P, D’S BOMB SQUAD! THANK YOU FOR CHOOSING TO SERVE AND PROTECT!

Script Idea #3*POLICE SIRENS* *DOOR SLAMS* *OFFICER SAYING “GET ON THE GROUND”* FOR MANY CHILDREN IN THE LOUISVILLE METRO AREA, THEIR FIRST IMPRESSION OF A LOUISVILLE METRO POLICE OFFICER IS CLOSE TO THE ONE YOU JUST HEARD, LEAVING MANY FEARFUL OF THEIR NEXT ENCOUNTER WITH THE POLICE. THE LMPD IS WORKING HARD TO CHANGE THAT BY INTRODUCING “PREVENTION IS BETTER THAN PROSECUTION” INTO LOCAL SCHOOL SYSTEMS. POLICE FROM ALL OVER THE METRO AREA ARE SPENDING TIME IN LOUISVILLE METRO CLASSROOMS TO SHOW THESE KIDS THAT THEY’RE HERE TO HELP! MAKING A DIFFERENCE IN CHILDRENS’ LIVES AT SUCH A YOUNG AGE COULD SAVE THEIR LIFE! THE LOUISVILLE METRO POLICE DEPARTMENT IS CHANGING IN A POSITIVE WAY AND THEY WANT YOU TO BE APART OF THAT CHANGE! IF YOU’RE OF 21 YEARS OF AGE AND HAVE COMPLETED 60 COLLEGE CREDIT HOURS OR ARE AN ACTIVE MEMBER OF THE MILITARY, YOU COULD MAKE BE APART OF THIS CHANGE! LMPD IS GIVING YOU THE CHANCE TO SERVE YOUR COMMUNITY WHILE GIVING YOU A JOB TO BE PROUD OF! THEY OFFER SPECIAL BENEFITS AND A STARTING SALARY OF ABOUT 33 THOUSAND A YEAR! IF YOU’RE INTERESTED IN BEING A PART OF THIS CHANGE CALL 502-574-7864 OR VISIT LOUISVILLE KY DOT GOV SLASH METRO POLICE FOR MORE INFO!

Digital & Mobile Assets

Case Study: Job Recruitment

Campaign OverviewHines Growers ran a tap-to-call advertisement informing app users that they were hiring for short and long term positions. The campaign ran for seven weeks across one Regional Mexican station in Portland and produced great results. Hines Growers kept their messaging simple and only used one ad type for the duration of the campaign. Out of the 100 engagements (direct calls), 70 of them were unique.

Insights• Leveraging the tap to call ad type provides the

advertiser with qualified leads and gives the user an easy way to act on a radio spot ad rather than having to remember a phone number

• Running this promotion before the Spring gave the advertiser enough time to gain leads and higher employees in time for the peak season

Job RecruitmentCampaign

Performance Metrics

Impressions 58,420

Opens 420

Open Rate 0.7%

Engagements 100

Engagement Rate 24%

Tap to CallAllows users to immediately act on an advertisement they hear on the radio. Tap to call puts a user in direct contact with the company, and provides advertisers with real-time leads.

Ad Capabilities• Enables users to call an advertiser right from

the app when they hear their ad on the radio• Provides users the ability to share the offer on

Facebook and Twitter, or by email or text message

Leverage Interactive Radio• Gain quality, real-time leads• Provides a direct path to engage with an

advertiser the moment a listener hears the ad on the radio

• Talk to users directly when they show interest in the product of service

INTERACTIVE AD: TAP TO CALL

3 Week Schedule Repeated 4 Times= 12 Weeks= 752 Spots= $22,896

Total Week 1 Week 2 Week 3

WDJX WGHL WGHL

WGZB WGZB WDJX

Spots 58 65 65

Cost $2,034 $1,845 $1,845

PSA (Public Service Announcement) = 5 Per Station Per Flight Week= 120 Total PSA’s to run Mon-Sun 6a-12a

Campaign Summary

Thank you!

Casey Dailey: Account Manager

Office: 502.625.1271Cell: 502.648.0494

520 S. 4th Street, 2nd FloorLouisville, KY 40202