TABLE OF CONTENTS - National Association of TABLE OF CONTENTS 1. Pamper ME! ... Morning 7 Day...

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TABLE OF CONTENTS

1. Pamper ME! ............................................................................................................ 7

2. What Maine Thinks! ................................................................................................ 9

3. Proud To Serve ..................................................................................................... 11

4. Delmarva Life ........................................................................................................ 12

5. Cinco de Mayo ...................................................................................................... 13

6. 2012 Red Sox Pet Photo Contest ......................................................................... 14

7. ABC/Fox Internet Auction ...................................................................................... 15

8. 4 Your House ........................................................................................................ 17

9. UFC and John “Bones” Jones ............................................................................... 19

10. Take Me Out To the Ballgame .............................................................................. 20

11. Veterans Notes (TOPPER) ................................................................................... 21

12. Oregon's FOX Free Lunch Fridays ........................................................................ 22

13. 2012 United Way ................................................................................................... 24

14. Tim‟s Cascade Snacks Hoopfest Promotion ......................................................... 26

15. 2 Minute Take ....................................................................................................... 28

16. Weather Lab (TOPPER)........................................................................................ 30

17. Morning 7 Day Weather Sponsorship ................................................................... 31

18. Shifting Gears into Mobile ..................................................................................... 32

19. Pay It Forward (TOPPER) ..................................................................................... 33

20. Go Texan Restaurant Round-Up ........................................................................... 35

21. Three Screen Approach to Healthcare (TOPPER) ................................................ 37

22. Baby Faces (TOPPER) ......................................................................................... 39

23. Girls Ultimate Weekend Escape ............................................................................ 41

24. Fans Choice Game of the Week ........................................................................... 43

25. Wear Red Fridays ................................................................................................. 45

26. You and Me on 3 ................................................................................................... 46

27. Sprint Tech Talk Tuesdays .................................................................................... 48

28. Sleep Awareness .................................................................................................. 50

29. Signature Series .................................................................................................... 51

30. Dull Meetings ........................................................................................................ 52

31. Kids Service 4 Savings.......................................................................................... 53

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32. ExtraCo Eagle Eye Network .................................................................................. 54

33. Baby of the Week .................................................................................................. 56

34. Hit the Green Outdoor Golf Fest & Demo Days .................................................... 58

35. The Face of Fox .................................................................................................... 61

36. Keepin' It Local ...................................................................................................... 62

37. OnlineRugDesign.com .......................................................................................... 65

38. Law Connect ......................................................................................................... 66

39. The Whole Health Experience (TOPPER)............................................................. 67

40. Good Day Columbia "Road Show" ........................................................................ 68

41. News Camera Sponsorship-Revamp .................................................................... 69

42. Coulee Coffee Club (TOPPER) ............................................................................. 71

43. HIre a Veteran, It's Good For Business ................................................................. 73

44. Web that Works ..................................................................................................... 74

45. Marvelous Milestones............................................................................................ 75

46. In Your Hometown ................................................................................................ 76

47. Racing Tonight ...................................................................................................... 77

48. The Fifth Quarter ................................................................................................... 78

49. The Ugliest Kitchen Makeover Contest ................................................................. 79

50. Attracting Visitors to Marquette County 2012 ........................................................ 81

51. WAFB Birthday Club ............................................................................................. 83

52. Bolton Camaro Giveaway ...................................................................................... 84

53. Farm To Fork (TOPPER) ...................................................................................... 85

54. Text To Win ........................................................................................................... 86

55. Shape Up Showdown (TOPPER) .......................................................................... 87

56. Holiday Extravaganza ........................................................................................... 89

57. 15 Days of Christmas ............................................................................................ 90

58. $50 a Day of Gas in the Month of May .................................................................. 91

59. Annual Social Media Leverage Promotion ............................................................ 92

60. Money Matters ...................................................................................................... 93

61. Sports Spectacular (TOPPER) .............................................................................. 94

62. NBC33's Health Source ........................................................................................ 96

63. Street Tweets ........................................................................................................ 97

64. Hoops Contest ...................................................................................................... 98

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65. Single News Sponsor (TOPPER) ........................................................................ 100

66. Lexington Medical Center Mobile Sponsorship Campaign (TOPPER) ................ 102

67. Operation Hired ................................................................................................... 103

68. Weather Call for Schools (TOPPER)................................................................... 104

69. Companies That Care ......................................................................................... 106

70. CNY Home Remodeling Guide (TOPPER) ......................................................... 107

71. What Matters (TOPPER) ..................................................................................... 109

72. Heartland Heroes ................................................................................................ 110

73. Pizza Hut Mobile Lovers Giveaway (TOPPER) ................................................... 111

74. Jingle Promotion ................................................................................................. 113

75. Text L8R .............................................................................................................. 114

76. Where Life Is "Sew" Fun ..................................................................................... 115

77. Your Beautiful Bath (TOPPER) ........................................................................... 116

78. Medal Count ........................................................................................................ 118

79. Innovations in Agriculture .................................................................................... 119

80. Let Gordon Chevrolet be your Chauffeur for the Day .......................................... 120

81. National Ice Cream Month ................................................................................... 121

82. Hands on Hearts (TOPPER) ............................................................................... 122

83. St. Jude Dream Home Giveaway ........................................................................ 124

84. TXT L8R .............................................................................................................. 126

85. The O-Zone (TOPPER) ....................................................................................... 128

86. WDAM's Mother's Day Giveaway ........................................................................ 130

87. News Snipes ....................................................................................................... 132

88. Pet Connections .................................................................................................. 133

89. The SWX Carhartt Sport Studio .......................................................................... 135

90. Pro Football Frenzy ............................................................................................. 136

91. Stuff the Bus ........................................................................................................ 137

92. Parade of Homes Plus 2012 (TOPPER) ............................................................. 138

93. Beat The Summer Hunger Blues! ....................................................................... 140

94. Family Finance .................................................................................................... 141

95. Clemson Coach's Show ...................................................................................... 142

96. Recycle a Ride (TOPPER) .................................................................................. 143

97. WDFX's Adoptable Pets ...................................................................................... 144

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98. Toyota Tuesdays ................................................................................................. 145

99. Community Green ............................................................................................... 146

100. Extra Point ........................................................................................................... 148

101. Spotlight Game of the Week ............................................................................... 149

102. Bair's 30 Burger Countdown ............................................................................... 150

103. Loud & Proud ...................................................................................................... 152

104. News Sponsorship .............................................................................................. 154

105. A Picture's Worth 1000 Words (TOPPER) .......................................................... 155

106. Time Waits for No One ........................................................................................ 156

107. Savor The Good Life (TOPPER) ......................................................................... 157

108. Love The Locals .................................................................................................. 159

109. 2012 College Tournament ................................................................................... 160

110. Community Champions ....................................................................................... 161

111. Live Smart (TOPPER) ......................................................................................... 163

112. Pay it 4Ward (TOPPER)...................................................................................... 164

113. Sun Sense ........................................................................................................... 166

114. 100 Days of Summer Giveaway .......................................................................... 167

115. Trophy Link ......................................................................................................... 169

116. High School Football Play-off .............................................................................. 170

117. Dental Ark Online Appointments ......................................................................... 171

118. Charleston's Ugliest Roof .................................................................................... 172

119. Stormtracker 13 Weather Book ........................................................................... 173

120. The Pledge of Allegiance .................................................................................... 175

121. Safe Summer ...................................................................................................... 177

122. Double Diamond Giveaway ................................................................................. 178

123. Name the Baby Panda! ....................................................................................... 179

124. The UpNorthLive Golf Card ................................................................................. 181

125. Classroom Salute ................................................................................................ 182

126. Joy of Sharing ..................................................................................................... 183

127. Just Let It Ring .................................................................................................... 184

128. Our Town ............................................................................................................ 186

129. LA Ley 10th Anniversary Celebration .................................................................. 187

130. Better Business Club ........................................................................................... 188

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131. Project Family ..................................................................................................... 190

132. Morning News Franchise Ideas ........................................................................... 192

133. Junior Forecaster ................................................................................................ 193

134. Big Event ............................................................................................................. 194

135. End of Summer Best Seat In The House ............................................................ 195

136. Dream Wedding .................................................................................................. 196

137. Local Biggest Loser Competition ......................................................................... 198

138. Great Day to do Business ................................................................................... 199

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Pamper ME! Station: WPXT-TV Group: New Age Media Broadcast Group City: Portland State: ME DMA: 78

Objective: We are always looking for revenue-generating opportunities that offer viewers exclusive, engaging, locally-focused entertainment. Of particular interest to us are services and local direct accounts. Building on our CW brand as a young women's station, we created a 30-minute local program series that combines elements of a make-over show with elements of a shopping spree show. The key to our success was getting local advertisers to pay to participate in this program. We also wanted an annual stream of revenue as opposed to just a quick hit. Finally, our goal was to find new advertisers to insure that we weren't trading dollars. Overview: Pamper ME! consists of three, eight-week "arcs" that air on weekend afternoons on WPXT-TV over a 12 month period. Each arc features different "contestants" but the same sponsors, that way the sponsors are on for three of the four quarters each year. One arc generates one 30-minute show which we broadcast each Saturday and Sunday for eight consecutive weeks for a total of 16 broadcasts. In the first year we sold five local sponsors. All five sponsors were new to our station (and most were new to TV)! The sponsors received category exclusivity and included an earring store, a limo company, a high-end restaurant, a fancy hair stylist and a spa. Implementation: We started by running a promotional campaign in which we solicited entries for "contestants" to participate in Pamper ME! The promos asked female viewers to nominate a friend who would really appreciate a make-over and a "girls' day on-the-town." From the entries, we contacted several of the most interesting applicants and invited them in for an interview. Ultimately we selected our "winner" and she and the friend who nominated her were declared our contestants for the first arc. While the selection process was taking place we lined-up advertisers. The annual package was divided into three shows which were spread over six months (two months for each arc). We charged $3,600 for the package with the billing being split over six months. However… we agreed to purchase $200 in merchandise or services from each advertiser during each arc. So with three arcs, each advertiser was guaranteed to receive $600 in sales (a check, not a credit) from us. The "net-net" (there were no agency commissions since everything was sold to local direct accounts) was $3,000 from each of the five businesses.

Promotion Type: NTR Yes Multi-Platform No Web/Social/Mobile No Turnkey No

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The show opened at the limo facility and the winners selected their limo for the day. They then went to the earrings store and each went on a $100 shopping spree. Next came the spa where they each had a treatment (the spa owner gave them more than the budgeted $100-per-person treatment because he wanted to show several of his treatments). From the spa they went to the hair salon for cuts, coloring, make-up, etc., then on to the fancy dinner where they enjoyed the food and drink while chatting about their day-on-the-town. Going from one business to another they enjoyed being driven in their stretch limo. We set aside two days for shooting. We had two shooters and the host/producer, plus the two contestants. We did have to adhere to an organized shooting schedule since the hair and make-overs changed the winners' appearances and would have caused continuity problems if they appeared in one scene with a new look before we actually getting their make-over! The sponsors loved being part of a local TV show. The contestants understood that they were getting everything for free and were wonderful in cooperating with the sponsors. In addition to the TV show we also created a custom website where all of the segments could be viewed and visitors could link to the sponsors' websites. Results: $15,000 net-net of new business, spread out over three quarters of the year. We received dozens of entries from all over the state. The advertisers felt like they were part of a Hollywood production. We created an exclusive, local, program that supported our brand. Everyone involved had fun! Partners: None Advertisers: Atlantic Limousine, Earrings & Company, Jonathan Douglas Spa,

CoCo Cheveux, Eve's At The Garden Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Jennifer Lutz, 207-774-0051 x144, [email protected]

mailto:[email protected]

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What Maine Thinks! Station: WPME-TV Group: New Age Media Broadcast Group City: Portland State: ME DMA: 78

Objective: One of our goals was to develop more business from the financial sector. We targeted credit unions and locally-owned banks as the best prospects. While many of them used advertising agencies, we wanted to develop a new revenue stream that was above and beyond what the agencies were spending. We also wanted to develop a closer working relationship with these financial services businesses. Obviously we wanted to generate either new business from a bank/credit union that wasn't advertising with us, or incremental dollars if they were already on the air. Our dollar goal was at least $20,000 in new revenue. Overview: We had to find a bank that was open to "interesting" ideas. While the first few we approached were steeped in traditional bank-thinking, we finally found a banker who was curious about what we might offer. He and his marketing person agreed to meet with us to hear our ideas. We presented a plan based on the TV show, Family Feud. We would work with the bank to ask a weekly question of Maine residents and then show the five most popular answers in a special, one-minute feature broadcast on WPME-TV. The feature ran in a fixed position each day. Implementation: The bank creates the questions and uses their weekly newsletter, their website and their branch offices to post the questions and ask for answers. At the end of the week the bank tabulates the hundreds of entries and sends us the question and the top five answers. We create a one-minute feature entitled “What Maine Thinks.” There is a brief billboard open followed by the question. Then we show the 5th, 4th and 3rd most popular answers. A commercial break for the bank's :10 spot is followed by a restating of the question and the unveiling of the #2 and #1 answer. Viewers are encouraged to visit the bank's website to see all of the questions and answers. What Maine Thinks airs once per day on WPME-TV. It has a fixed position each day of the week so there is consistency. Our Creative Services team built the graphic template for the feature and each week the new question and results are typed in and the feature is automatically created. The bank's spot is a stand-alone unit so they can change the creative without having to change the content or the template.


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We charge a small fee for changing the content each week plus we charge for a :60 unit each day for the broadcast of each What Maine Thinks. The bank has original content, a reason for people to visit their website, a reason for people to sign up for and/or read their weekly newsletter, and an exclusive content-rich feature that airs on a daily basis on TV. Results: This program generated $23,000 for the year (that includes the production fee and the airtime). There were no costs of any kind. Each week the bank has been receiving between 100-200 responses and sees this as a combination public service initiative as well as a branding and marketing opportunity. They like the fact that they own a custom-made, content feature that supports the image they are seeking. While we put this deal together with the banker and his marketing person, we still had to present it to the ad agency. Fortunately the banker and the marketing person attended our presentation. The agency had some questions but basically supported the idea and our execution. Partners: None Advertisers: Gorham Savings Bank Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Jennifer Lutz, 207-774-0051 x144, [email protected]


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Proud To Serve Station: WBOC Group: Draper Holdings City: Salisbury State: MD DMA: 144

Objective: The goal was twofold. First to find a news franchise that brings together our three state viewing area in Delmarva (Delaware-Maryland-Virginia) and which also generates significant six-figure revenue to offset the cost of our ENG Helicopter. Overview: The Proud To Serve Campaign places an advertiser logo behind our chopper pilot when he is seen on air and the logo also appears on screen for the duration of a 45-60 second feature story that airs INSIDE our newscasts part of our content. It has become both a significant revenue generator AND one of the best-loved parts of our newscasts. Implementation: We first worked with the local United Way and placed their logo behind our chopper pilot who flew over a different town each day telling a story about the town, including population and history. The United Way logo was also on screen the entire time. We ended with the pilot saying "WBOC is proud to serve Anytown, and proud to partner with the United Way. I'm Captain Willie in Chopper 16." The franchise airs in our 6 am and 11 pm show. Once established and well known among our viewers we knew that businesses would want the same type of publicity we gave to the United Way for three months So we offered the sponsorship to key advertisers by sending out promotional packages via FedEx and letting them know by phone they would receive the package. The sponsorship was available by quarter on a first come-first served basis with a right of first refusal. We priced it at $50k per quarter. We sold it out to one advertiser (furniture store) for a full year. That advertiser is now in the third year of the sponsorship. You don‟t need a helpcopter to pull this off. Any weather, sports or feature talent can go to a town and do the same thing on the ground and be proud to serve a town with a sponsor. Results: You do the math. Six figures per year and in our third year Partners: News department Advertisers: Furniture store Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Craig Jahelka, 443-880-9090, [email protected]



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Delmarva Life Station: WBOC Group: Draper Holdings City: Salisbury State: MD DMA: 144

Objective: The goal was to replace the loss of Oprah with a locally produced non-news program that generated significant revenue through a variety of revenue streams Overview: Delmarva Life is a daily local talk show with a live studio audience, two cohosts and a field correspondent. The show airs at 4 pm weekdays and features local events and local businesses. The program has won the time period in every book since it was launched in January. Implementation: We promoted our news executive producer to a department head position and let her hire six people, built a set and launched a local daily talk show. Our morning news coanchor also cohosts this show which is taped at 10 am and replayed at 4 pm each weekday. In addition to doing content on local and fun things, we offer up to four paid segments in each program for advertisers to buy. These are sold either by our legacy AEs to existing clients, or to mom and pop advertisers by our telesales team, which also sells our interactive products. Advertisers can purchase four levels of appearances, each three to five minutes in length. The least expensive option is to appear on set and talk about the business. The most expensive is an edited profile of the business shot in advance. The key is to tell a story and not hard sell a business or product and our folks do a great job of understanding this. Further we sold both premiere sponsorships and supporting sponsorships on an annual basis. These sponsors get commercials in the program logos, audio billboards and appearances once per quarter. Results: The program wins the time period and in six months surpasses our revenue projections for year one Partners: Numerous Advertisers: Numerous Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Craig Jahelka, 443-880-9090, [email protected]

Promotion Type: NTR Yes Multi-Platform Yes Web/Social/Mobile Yes Turnkey No


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Cinco de Mayo Station: KTXQ Group: Ramar Communications City: Lubbock State: TX DMA: 143

Objective: For the last 22 years our company has hosted a Cinco de Mayo event to connect Hispanics in our community to our stations. Of course the revenue potential is a primary goal as well. Overview: Cinco de Mayo is a celebration of the Hispanic culture and heritage. We have approximately 10 bands that play throughout the day. We also have a children's area with activities for the kids as this is a family oriented event. In addition to the popular bands, attendees enjoy entertainment such as Ballet Folklorico to connect the cultural flavor of the celebration. We sell sponsorships for the event including stage sponsors, logoed items, food and vendor booths, auto showcase and more. We also sell text to win campaigns for viewers to win tickets and pick up at sponsor locations. Implementation: Sponsor packages are sold for the different opportunities such as stage sponsor, ticket sponsors, Text to Win sponsor, T-Shirt sponsor, logoed items such as koozies, key chains, bottle openers, Free Tickets for children under 12 sponsor, food and vendor booths and an auto showcase. All sponsor packages include a 3 month television schedule. We begin selling the event in February and the TV schedules air March, April and May. Day of the event station employees work in Coke booths which brings additional revenue for the event. We work with our local Knights of Columbus group to help with ticket sells at the gate, parking and taking pre-sale tickets at the gate. Prior to event tickets are available for a discount "Ten Bands for Ten Bucks". Day of event the ticket price increases to $15. Ticket and beverage sales cover the cost of the bands. Results: This is a very successful event for our station, which is why we have continued to host for 22 years. Attendance ranges from 10,000-15,000 based on the name recognition of the bands. Revenue averages $95,000. Partners: Radio Partner from our station group that plays Tejano Music Advertisers: All product categories Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Sherry Saffle, 806-798-8545, [email protected]



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2012 Red Sox Pet Photo Contest Station: WPFO Group: Max Media City: Portland State: ME DMA: 78

Objective: The goal was to find a way to sell an MLB package that would include a contest. MLB restrictions are some of the most difficult to navigate. We are not allowed to promote tickets as a prize. To circumvent this we worked with a tickets and tour company and gave away tickets to a "Boston Area Professional Sporting Event." The contest was also a challenge in that there are so many games/teams each week. If we asked our viewers to pick the winner of a Red Sox game the vast majority would always pick the Sox. So, the question was how do you engage MLB fans without doing a pick the winner contest. To accomplish this we combined the sports angle and one of the top two online contest ideas (pets and kids). The end result was a Red Sox Pet Photo contest. Overview: The campaign runs the entire MLB season with paid spots in every Saturday Fox Game of the Week including the Red Sox games. Promos direct viewers to enter on our website. Weekly prizes are given away to a randomly chosen entry. On August 27th the grand prize will be awarded. Implementation: The contest included a minimum of 20 tagged promotional announcements per week running April 2nd through August 26th and a "web presence" on our contest page. The web presence was a logo on the Red Sox Pet Photo Contest page which contained a click through URL. The web presence did not take any additional inventory and we were able to build in web dollars to our packages. We also run online banner ads promoting the contest. We use UPickem which is part of Second Street to facilitate our online contesting needs. The online contesting portion is completely turn key. We then ran a paid schedule with spots in each Fox Saturday Game of the Week. Results: We sold 4 season-long packages. The station had only sold one complete season package (every game) previously. I had never sold one in my career. We got one completely new advertiser, one advertiser that hadn't been on in a year, and the other two usually bought OTOs in the Red Sox games only. We generated over $20,000 in revenue. Partners: Second Street for online contesting Advertisers: Palmer Springs, Bill Dodge Auto Group, York County Community

College, and Town Faire Tire Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Eric Turner, 207-347-7308, [email protected]

Promotion Type: NTR No Multi-Platform Yes Web/Social/Mobile No Turnkey No


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ABC/FOX Internet Auction Station: KFBB/NFBB Group: Max Media Montana City: Great Falls State: MT DMA: 190

Objective: Increase revenue in a traditionally down quarter. Gather that revenue from clients that have already maxed their marketing budget, are non-traditional advertisers and advertisers that have not tried our stations before. These goals must be achieved without impacting traditional revenue streams. Overview: We trade advertising for goods and services, retail for retail. We then own those items and sell them to viewers in a three-day internet auction that is supported by a TV schedule. Ultimately we collect 30-40% of retail value in cash. Implementation: Sales hits the street with the auction information about three months before the scheduled date of the auction. Each AE is required to get photos of the items and complete and detailed descriptions. The pictures and items are entered into an auction site, in our case, we used Auctionanything.com. The week before the auction, we start a promotional schedule to promote the coming auction and tease with some of the more desirable items. In this case, it was our first auction so we didn‟t have an auction database. However, the next time we do this we will have an email database so we can start with email notifications to let previous participants know. The auction runs Tuesday morning through Thursday night. At the conclusion of the auction, invoices are sent to each auction winner with directions explaining how to pick up and pay for items. We give a deadline for invoices to be paid, typically 2-3 work days. Most of the invoices are paid within two. Handling the trade side of the promotion, we give a time frame within which the trade advertising must be used. The only exception is if we make this a part of an annual agreement and have a specific plan in place to use the trade within the year. Production costs are not available for trade. The benefit of the promotion for us is revenue that we would not have secured in any other fashion. The benefit for our client depends on the client. Existing advertisers have the opportunity to supplement their campaign with additional advertising at a smaller cost. For non-advertisers, this is an inexpensive way to try TV for the first time (we also now have a commercial on hand and can sell them later on for specific events that we know they would be


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interested in, e.g., the Little League World Series). For clients that are advertising but not on our station, this gives us a chance to show them success with us! Results: For the first auction, we did very well pulling in 35% of retail value and a 200% ROI Partners: None Advertisers: all categories Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Keith Teske, 406-453-4377, [email protected]


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4 Your House Station: KXLY Group: Morgan Murphy Media City: Spokane State: WA DMA: 73

Objective: Create a four month campaign that was straight forward, immediate, and got new direct business. This is a four month campaign (spring/summer) that focused on the Home and Garden industry (April-July) and was category exclusive. Overview: First come-first served... first two clients in each Home & Garden industry to sign up had their spot reserved (DMA covers two states, so we had one from each state). For example: Heating & Cooling, Siding, Kitchen Remodel, etc. It only cost $500/mo so it was a great way to get NEW clients. We had 20 clients in the program. The commercials were doughnuts. Everyone had the same opening and same close. We had two groups of 10. Each group had their logo on the close of the commercial. So, lots of branding. Each client had their own middle :18 insert. Their spots rotated 1/10th in the schedule. We had a notable talent open the commercial. The talent, the price, category exclusivity made this effective and different and gave 20 new clients an opportunity to be on TV since they all contributed to the schedule vs. taking on the whole brunt. No one stepped on each other's toes since it was first come-first served for their industry. Implementation: Multi-media. This program included TV and internet. We had a virtual Home & Garden section on www.kxly.com where everyone's commercials were loaded as well as their logos, web sites, contact information and links to their site. We had a $1500 gift card from a local appliance store we were giving away and ran their own schedule promoting the contest as well as online contesting. In the first 6 weeks we had over 1,000 entries on line for the gift card. This was huge success on our Google analytic report and drove many people to our news site as well as our splash page dedicated to 4 Your House. Fellow AE and I took the 4 Your House package out to the numerous Home & Garden clients in our market and showed them all the industries and they signed up on the spot. The price was very affordable at $500/mo. We had 10 to a group, so the campaign was $5,000/mo schedule. This gave the clients an opportunity to be on a great schedule with a fraction of the price. Our production made one doughnut and everyone had the same open and close. The close drove viewers to our website and showed all 10 logos in the program. Every client had their own :18 vignette insert. Each :30 spot rotated 1/10th of the time. A great deal of branding with this campaign.


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Results: We sold this in less than a month and the station made 40,000 in NEW DIRECT business. Fellow AE and I got 20 new clients on air. Because of success we are now going to launch a fall/winter campaign and update our open and close to make it reflect the new season. Lots of interest once this hit the airways and we look forward to a great second round. Partners: Fellow ae, Ryan Johnson. Advertisers: Had 20 advertisers in the group Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Katie Elliott, 208-819-4282, [email protected]


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UFC and Jon “Bones” Jones Station: WICZ-TV Group: Northwest Broadcasting City: Binghamton State: NY DMA: 157

Objective: Our news department wanted to send a crew to Atlanta to cover the UFC fight (in April 2012). However, the expenses for this were not included in the news department's 2012 budget. So, they came to the sales department, asking if we could put our heads together to come up with a way to accomplish this. The sales department saw the value of being the only local station to send a crew and happily got on board to generate money for news expenses (and for themselves!). Jon "Bones" Jones is a native of our area, so there was a natural interest in additional local coverage of this event, which was not shown on broadcast TV (it was a Pay Per View event).

Overview: This sponsorship promotion was quickly sold to seven local (non-competitive) clients at $2,500 each ($17,500 total generated). Each client received their logo on all promos (we produced 30 second promos which aired in all dayparts), each client received billboards in our 6 pm and 10 pm newscasts leading up to the UFC fight, leaderboard banners on our website (WICZ.com) and received sponsorship IDs in all live segments of UFC coverage in our news, both 6pm and 10pm.

Implementation: We produced and aired 30 second promotional announcements (in all dayparts, approx. 10 per day) leading up to the actual UFC fight in April, with sponsors' logos appearing on all (about 7 days prior to the event). We incorporated a website element, with sponsor banners on a dedicated page, exclusive content and a live Twitter feed. Sponsors aired 30 second (paid) ads in our 6 pm and 10 pm newscasts, and received billboards and live sponsor identification during the live segments of interviews before the fight, and in live segments after the fight. Live segments aired starting Thursday and continued through Sunday.

Results: With little lead-time, this was put together quickly and sold quickly. Our promotion department produced a spot which incorporated all sponsor logos, traffic scheduled the 30 second promos, and the news department had the competitive edge as we were the only station in the market to have live coverage! We over-achieved the original dollar goal, by selling this to 7 clients in a matter of a few hours.

Partners: see list of advertisers Advertisers: Matthews Auto Group, Bobby's Place (bar], Don's Automotive (auto

parts), CNYMMA (Mixed Martial Arts), Shortline Coach USA, Visions Federal Credit Union, Plato's Closet (clothing store)

Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Mary Ann Harkness, 607-770-4040 x314, [email protected]

Promotion Type: NTR No Multi-Platform Yes Web/Social/Mobile Yes Turnkey No


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Take Me Out To the Ballgame Station: WICZ-TV Group: Northwest Broadcasting City: Binghamton State: NY DMA: 157

Objective: Our primary goal was to pre-sell and sell-out our 2012 Major League Baseball inventory, which features the Fox Saturday game of the week, and also our synidcated NY Yankees games (which air on our sister station, WBPN-TV My8). Altogether, we have almost 50 games. Overview: The promotion is based on a WICZ-TV night with the Binghamton Mets, our local Double-A franchise. Our clients, with their spending commitment, were each a "designated free ticket outlet" for the promotion that aired on WICZ-TV and WBPN-TV. Viewers were instructed to go to any of the sponsor locations to pick up free tickets to that night's game. Additionally, each sponsor received up to 100 free tickets for their employees and/or customers. We produced and aired over 200 promotional ads (in all dayparts) to drive traffic to our participating sponsors. Our sponsors not only got a great promotion, free tickets for their employeees and customers, and also many new potential customers who came through their doors for the free baseball tickets. Implementation: We approached the Binghamton Mets with this great opportunity to put more fans in their stadium, on a weekday night (when attendance is usually quite low). The average cost of a ticket to a Binghamton Mets game is $7.50. We were able to work a deal where every ticket coupon redeemed for that specific game the Mets received $1 in trade advertising (instead of the normal $7.50 price per ticket). This kept our out-of-pocket costs to a minimum. (Example: if 2,000 tickets are redeemed for this game, we provide $2,000 in trade advertising to the Binghamton Mets, instead of paying $15,000 cash.) This is a great deal for the Binghamton Mets because they compute 1 seat generates $16 in concession revenue. So, they stand to receive over $30K and up to $50K in spending, depending on the number of free tickets redeemed. This promotion has been so successful we have done it many years in a row. One year, over 3,000 tickets were redeemed. Results: This promotion pre-sold over $70K in baseball before the first game was played, and gave us a great start for selling-out all games in 2012! Partners: see advertiser list below Advertisers: car dealers, credit union, home repair, hosptials, cable company, auto

repair & parts shops, banks, jewelry, restaurants, furniture store, etc. Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Mary Ann Harkness, 607-770-4040 x314, [email protected]

Promotion Type: NTR No Multi-Platform Yes Web/Social/Mobile Yes Turnkey Yes


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Veterans Notes Station: WAGM-TV Group: none City: Presque Isle State: ME DMA: 205

Objective: Presque Isle has a large number of Veterans in our area, so we wanted to have a place for the local veterans to turn to to find out about important events that were happening in our area for them. Veterans Notes is a listing of activities and events that are happening in our area that involve our local Veterans. Overview: A local AE, a Veteran himself, came up with the idea of "Veteran's Notes." Bernie saw the need for a central posting place for all of the Veteran activities that were happening in our area. He found that Veterans were not aware of programs and events that were happening and that would be beneficial for all Veterans to know about. Implementation: This was a fairly easy project to get started, Bernie started by contacting the local VFWs and Veteran Centers in our area to make them aware of the new project and how they can submit events and activities that they wanted other Veterans to know about. We then created a “Veteran‟s Notes” segment for air; this was going to change every other week so we created a template so we could insert the new information quickly and easily. We then went to local businesses to sponsor the airings of the Veteran's Notes. We were able to secure three local sponsors who were thrilled to step up and make this important campaign a reality. Results: We were able to secure three sponsors for $22,620, all of which was new money to the station. Each sponsor was thrilled to be able help with such an important project for our Veterans. Partners: NA Advertisers: Pelletier Ford, St Joseph's Nursing Home, Quigleys' True Value Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Kelly Landeen, 207-764-4461 x253, [email protected]

Promotion Type: NTR No Multi-Platform No Web/Social/Mobile No Turnkey Yes


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Oregon's FOX Free Lunch Fridays Station: KLSR Group: California Oregon Broadcasting City: Eugene State: OR DMA: 121

Objective: We were looking for a long-term, perpetual contest that would grow our website and VIP Club, generate revenue for our station and increase business for our clients; Free Lunch Friday met all of those goals for our station. Overview: Each week, a different restaurant partners with our station to provide one viewer with a Free Lunch, and also offer discounts to other contest entrants. Viewers are directed to sign up for the contest to win the free lunch through our website and are also given the option to receive a discount at the featured restaurant. The contest is promoted throughout the week on-air on both of our stations (KLSR and KEVU), as well as on our homepage and our social media outlets. Then, on Friday the winner is drawn and announced. This campaign was inspired by a "Topper" from a previous year. Our campaign differs from this previous idea in two main ways. First, we‟ve added the ability to give away coupons, which generates more customer traffic for the restaurants and helps increase the effectiveness of the campaign. Also, we‟ve tied in the contest to our “VIP Club” on our website which has allowed us to grow our membership, which we use for other marketing purposes. Implementation: The Free Lunch Fridays campaign utilizes our on-air, website and social media capabilities. For the first month we hit on-air hard with a :30 promo at least 8x per day (all dayparts) per station. Now we are only committing 3x :30s per day per station and are still averaging more than 100 hundred entries per week, which for our market size is a great response. Our website has functioned as the portal for entering the contest and has also promoted the contest as well, with banner ads throughout the site that link to the contest page. Our Facebook and Twitter accounts are updated every day and each mentions the current week's partner, and links to the contest page. Once at the contest page, viewers can enter the contest to win the Free Lunch, and can also choose to join our VIP Club which would make them eligible for the additional discount from the restaurant partner. Each restaurant provides a $25 gift certificate for the winner and an optional discount for non-winning entrants. The discounts have been for items such as a percentage off total bill, money off of the total bill, free drinks, etc. The client also pays a $250/week cash schedule. The gift certificates and additional coupons are mailed out or delivered electronically, depending on the individual contest and how the partner has chosen to provide the prizes.

Promotion Type: NTR Yes Multi-Platform Yes Web/Social/Mobile Yes Turnkey Yes

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Once the contest ends on Friday, we start promoting the next week‟s contest the following Saturday. Since Free Lunch Fridays is a contest that practically runs itself, we simply change out the voiceover and logo, are ready to run the next campaign and viewers keep tuning in to see what Free Lunch we‟re giving away this week! Results: Since implementing Free Lunch Fridays, we've already generated over $2,000 in additional revenue in the few months we‟ve been running the contest. Additionally, our VIP club has grown from a little over 200 to well over 1,000 and we are averaging 15,000 more impressions per month on our site. The added web traffic and VIP Club membership has also helped us to provide more value to our clients who are involved in advertising on our website and utilizing our club membership for promotional purposes. Partners: n/a Advertisers: Subway, Centennial Steakhouse, 6th St Grill, Agate Alley Bistro,

Agate Alley Laboratory, Sol Picante Net Revenue (1-10 scale): 5 Repeat Business? Yes Contact: Matt Hilton, 541-681-3165 [email protected]


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2012 United Way Station: WICZ-TV Group: Northwest Broadcasting City: Binghamton State: NY DMA: 157

Objective: The primary goal of this campaign is to approach non-traditional businesses in our primary Metro County who are major contributors to the Broome County United Way. We feel that very often, the companies and their employees who contribute the most are not recognized in the general community, and until now, have no real way to tout their generosity. Also, most are not interested in "tooting their own horn" as it relates to supporting the United Way. We have come up with a campaign to showcase these businesses in a manner that encourages and inspires other corporate citizens to increase their support of the Broome County United Way. Not only does it provide recognition to the corporate donors, but also creates awareness for the largest fund-raising event of the year for many not-for-profit organizations who receive funding from the United Way. Overview: We offer non-traditional United Way supporting businesses three different participation levels: all at heavily discounted prices, and each schedule is matched 100% by WICZ-TV/WBPN-TV. The 100% match is my company's very generous donation to guarantee heavy saturation and wide reach and frequency of the messages. Also, we provide free production to these participating clients. Implementation: I have 4 different commercials to share: these were produced for the 2011 campaign and each one illustrates how this program works. Once a client chooses their participation level, we begin working on a script based on information they have provided. Spots can be created in studio or at the business location, or multiple locations. Very often the company wants to show groups of their employees donating their time to a variety of charitable organizations: collecting children's books for free distribution, helping build a Habitat for Humanity house, helping a flood victim clean out a basement and remove a destroyed furnace, walking for a cause, etc. The spokesperson for the business (often the CEO or President of the company) speaks about the needs of the community, the company's commitment to the community in which it operates, and the generosity of the company's employees. We also encourage the spokesperson to talk about some of the charitable organizations that rely for all or part of their annual funding from the Broome County United Way, making it very local. We've received very positive feedback from many spokespeople (whose companies have participated in prior years) saying their employees feel proud to play an important role in helping


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the community and are more willing to donate their time and money for even more needed projects. In essence, this campaign has inspired area employees to give more. Results: We are in the midst of presenting the 2012 campaign to about 100 local corporate entities, but response so far has been better than we expected! Partners: see below Advertisers: every major corporation and business whose employees contribute to

the United Way Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Mary Ann Harkness, 607-770-4040 x314, [email protected]


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Tim’s Cascade Snacks Hoopfest Promotion Station: KXLY Group: Morgan Murphy Media City: Spokane State: WA DMA: 73

Objective: The primary goal was to drive consumers on air to register for the possibility to win one of three team registrations to the largest 3 on 3 basketball tournament in the world – Hoopfest in Spokane Washington. Yokes Fresh Market Stores was the grocery and outlet partner for registrations along with our web site KXLY.com. Sampling at the NCAA Finals kickoff party for Hoopfest on April 2nd the sponsor had sampling opportunities at the actual event on June 30 and July 1 at center court. Over 200,000 people attend the event each year. The sponsor gave away 10,000 bags of 3 ounce Tim‟s Chips. Overview: The campaign started mid March around the NCAA basketball tournament time. The station drove consumers to Yokes Fresh Market stores to register for the chance to win a team registration for Hoopfest along with team jerseys and recongnition. Consumers were also driven to our web site KXLY.com for registration and other information about the contest. Yokes Frsh Market stores gave Tim's front aisle displays in all of their stores in our region and in the three stores in the Tri Cities Washington area. The grocery chain also ran ads supporting the campaign and exposure. Tim‟s was given sampling opportunities at both the kickoff party for Hoopfest which was the night of the NCAA Championship basketball game and again at center court both days at the actual premier games. They gave away 10,000 bags of chips at our booth at center court. The exposure for the client came over the air, via our web, sampling at events, and displays in the Yokes Fresh Market Chain. Implementation: The campaign was excuted in two tiers: Enter to win boxes at all Yokes Fresh Market stores in Eastern Washington and North Idaho. Forms were available online with our contest page on KXLY.com. Tim's displays were set up in all Yokes stores throughout the promotion. Over 150-15 second promotional spots ran over a three week period of time coinciding with the beginning of Hoopfest registration. The value of each team registration and jerseys was about $350 per team. The week of the actual event the station ran another 40+ 15 second spots driving consumers to Tim's booth at center court at the basketball tournament. The total value of the campaign was $10,000 to the station in new NTR. Tim‟s was a non-traditional advertiser and it was a great fit bringing a consumer product company together with a major grocery chain in the market place.


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Results: The entire campaign was a hit for Tim‟s Cascade Snacks both in terms of product sales during the promotion along with sampling opportunities before 200,000 players, families, and visitors. I am expecting Tim's Cascade Snacks will be back next year in 2013. Partners: Tim‟s Cascade Snacks, Yokes Fresh Market and Hoopfest Spokane Advertisers: Tim‟s, KXLY and Hoopfest Spokane Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Thomas Greene, 509-329-4209, [email protected]


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2 Minute Take Station: WKBT-TV Group: Morgan Murphy Media City: La Crosse State: WI DMA: 128

Objective: Primary goal was to offer advertisers an "interview format" to deliver their advertising message. This would also be a way for us to compete for radio remote business and to offer something "completely new" to the local marketplace. Another goal was to have an interview format available that would allow advertisers access to our airwaves about a subject our news department didn't deem newsworthy. Overview: 2 Minute Take is a two minute long paid interview segment that airs M-F at either 7:58am or 12:28pm. In both cases, this segment immediately follows news content on WKBT-TV. The segment is hosted by a WKBT-TV staff member who is free to say positive things about the client‟s business or service. Her job is to ensure that the client communicates their message effectively in this interview format. Implementation: WKBT hired a former news reporter to handle setting-up, conducting and editing of a daily "live-to-tape" interview for WKBT advertisers. Host will post all segments to a 2 Minute Take page on our website and 2 Minute Take Facebook page. WKBT spent about $600 to develop graphic panel inserts which allows us to shoot these segments on one of our news interview sets thus saving big expense of creating a new set in our studio. We occasionally shoot these segments on-site for additional production charge. Our host created an introductory video that explained the concept and our sales department hit the streets to fully explain and sell this new concept which launched in Sept 2011. We try very hard (for the appropriate clients) to use this segment in a direct response way i.e., "come in this weekend for something special" or "for the first 50 people who call..." You must have a disclaimer at the end of each segment to meet Sponsor ID requirements of FCC since this is a paid segment. Results: Our average monthly revenue for 2 Minute Take has been $6,000 for the 10 months we have been airing this segment. Our expenses for talent and production are about $3,000 per month. Our clients LOVE having this format to tell their story, LOVE that it looks like a real interview, LOVE the effort we put into making them look good and LOVE the fact that our host can brag up/sample their product on air! Makes for good client relationships! Our sales


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department loves to prospect with this format and we are starting to get call-in inquiries about the segment. If a position is un-sold, we run a free 2 Minute Take for local non-profits. Non-profits pay for the segment if they want to schedule a segment to air on a specific day. We have had at least two non-profits pay to air segments. Partners: none Advertisers: Hospital, Retailers, Auto, Financial, Resort, Restaurants, Grocery,

Dentist, Non-Profits Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Scott Chorski, 608-793-4513, [email protected]


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Weather Lab Station: WLIO Group: Block Communications City: Lima State: OH DMA: 201

Objective: The primary goal of this campaign was to drive traffic to our website and drive revenue to both online and on air. This has also served as a great way to give people information about weather prepardness and dangers. Overview: Our Chief Meteorologist created 1:30 to 2 minute packages on weather related issues to post on our website. We secured sponsors and promoted the Weather Lab on our air and online. Implementation: Our Chief Meteorologist developed several long form video segments about weather related issues and preparedness. We created a video page on our weather tab where these videos have created a library of weather topics that people can view. We run a series of thirty second promos on air to drive people to the site to view these topics. Once there, viewers are able to select the appropriate video topics to view and learn more. The sponsors receive on air promos, pre-roll video, and a companion ad on our Weather Lab page. Topics are uploaded monthly and promos are changed to reflect the new information. Results: We secured sponsorship of $18,000 annually and have increased our visits and views on our website. Partners: Your News Now Weather and hometownstations.com Advertisers: TSC (local cable company) and Cornerstone Basement Solutions Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: David Cook, 419-228-8835, [email protected]



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Morning 7 Day Weather Sponsorship Station: KXLY Group: Morgan Murphy Media City: Spokane State: WA DMA: 73

Objective: Initially the local AE came up with this idea to create a revenue source/sources that would not be susceptible to pre-empts during this year‟s political campaigns. Overview: KXLY was currently placing a client‟s logo in the top left corner on all of our 7 Day Weather Forecasts. (am, pm, late night, weekend newscasts). Implementation: Instead of "giving" the logo placement away as "added value" or "share" we sold it. Example: In the AM newscast we sold 5 clients one day of the week (M,T,W,Th,F) in the AM newscast. Client was asked to commit to a full quarter with first right of refusal for the following quarter. The client's logo is placed in the top left hand corner of the screen when the 7 Day Forecast is on air. Each client is consistently on the same day of the week for the entire quarter. Each client receives approximately 12 logo sponsorships between the 5-9 am hour during local and national news (only when the 7 day forecast tile is on screen). We decided to charge what the cost of one news spot averaged out to be during the 5-9 am window. ($100). Client receives an invoice for $100 per week – 13 weeks per quarter totaling $1,300. Multiply this by 5 clients each week, totaling $26,000 a year in new money for your station. Results: AE made only nine phone calls to new and existing clients. By adding a logo to an already existing tile we created an additional $26,000 a year for the station using only the AM news. (PM, Late and Weekend News would be additional income.) The station has also received additional revenue from new clients. Once the client hears from friends, family, customers seeing their logo on TV they come to realize the power of TV and what it can do for their advertising, creating more revenue! Partners: Sales/News/Promotions Departments Advertisers: Htg Cooling Co, Credit Union, Lawyer, Physical Therapist, Car Dealer Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Candice Smith, 208-771-1203, [email protected]



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Shifting Gears into Mobile Station: WISC Group: Morgan Murphy Media City: Madison State: WI DMA: 85

Objective: Since mobile activity has grown so much for both news delivery and automotive dealers and shoppers, we presented the concept of "you're on the go, and we're on the go" to a local auto dealer. We were looking to harness the power of our mobile platform with a business who shared the same goals. Our goal was to establish a connection with an auto dealer who had expressed hesitation about traditional media. Overview: In addition to an annual campaign that runs online and on our mobile platform, we offered the sponsor the opportunity to become a part of all of our station's mobile promotion. The auto dealer felt the connection to mobile delivery was critical to the growth of their mobile audience as well. When the partnership began, we identified the sponsor across our television, magazine and internet promotion which is designed to help us grow our mobile users. Implementation: The campaign was broken down into two parts. The first was the promotion. We produced fifteen second promo spots which were tagged with the sponsor's logo which currently run on both WISC-TV3 and TVW. We designed magazine ads which promote our mobile platform and include the sponsor. Finally, we produced internet ads encouraging our online viewers to download our mobile apps, which also recognized our sponsor. Part two was the multifaceted campaign that the sponsor recieved to promote themselves. The campaigns included customized online ad solutions such as hover ads, leaderboards, medium rectangles and a fixed position on our auto page. Also included was a substantial presence on our mobile platform, including ads on both smart phones and tablets and across all operating systems. Results: The concept of connecting the auto dealer with our mobile content platform was so well recieved that they created a corporate budget to particpate. The typical buying pattern for this company was that each of the 11 rooftops buy independently and no company-wide money exists. When this concept was presented to all the General Managers, they voted unanimously to create a budget. The sponsor agreed to a one year partnership for $66,000. Partners: Zimbrick Auto Group, Channel3000.com, Madison Magazine, TVW

and WISC-TV3 Advertisers: Zimbrick Auto Group Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Susie Taylor, 608-277-5123, [email protected]



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Pay It Forward Station: KCBD Group: Raycom Media City: Lubbock State: TX DMA: 143

Objective: Times are tough and many people need a helping hand. KCBD wanted to help West Texas residents help others. KCBD‟s Cary Allen stands at various locations – offering strangers the opportunity to share $300 in cash with someone who is not a member of their family and could use some extra cash. This is an integrated, multi-platform campaign designed to showcase our sponsor, Shropshire Insurance, as a company that cares about our community and those in need. Overview: Randomly one of KCBD‟s weather personalities offers a “playmaker” an opportunity to give someone of their choice $300. There are no rules on how the money is used, but the “playmaker” usually chooses someone who is down on their luck and needs a hand-up. It‟s all very heartwarming!! Implementation: One of our meteorologists, Cary Allen, takes a Pay It Forward sign and stands in various locations around our DMA. The first person who sees the sign and stops can become the “playmaker” and go with our weather personality to deliver $300 to someone in need. There are two rules - the recipient cannot be a family member and the money must be delivered within an hour. Our photo-journalist rides with the “playmaker” and along the way will ask why this person would be a great recipient. Upon arrival at the recipient‟s location, the money is given to the “playmaker” and that person approaches the recipient and presents the money. There have been many heart-warming stories – people just out of the hospital or just lost their job, had family deaths, births – all kinds of human interest stories. The whole philosophy is to encourage viewers to share when they see someone in need. The segment airs in our 10 pm news on Monday nights and is followed immediately by a commercial for our sponsor and identifies him as the sponsor of the segment. The sponsor provides the $300 as well as pays weekly for the sponsorship of Pay It Forward. Previous stories are housed at kcbd.com and our sponsor has a :15 pre-roll that airs before the online segments. Results: Our sponsor is an independent insurance agency and has shared that they write 1-2 policies each week that are a direct result of customers moving their business to his agency because of the Pay It Forward segment. They have also shared that both recipients and viewers have sent thank you notes. This advertiser has gone from spending nothing with us in 2010 to


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spending over $40,000 a year with us now. I believe we have also developed a life-long customer relationship. Partners: News, Sales, Online Advertisers: Shropshire Insurance Agency Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Diane Harlan, 806-761-4204, [email protected]


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Go Texan Restaurant Round-Up Station: KCBD Group: Raycom Media City: Lubbock State: TX DMA: 143

Objective: The Texas Department of Agriculture has a program they promote called “Go Texan.” This is a member-driven program and it promotes food, wines and other Texas products and services. One week a year the Department of Agriculture promotes the Go Texan program and its members by hosting a Go Texan Restaurant Round-Up. KCBD partnered with local restaurants, wine growers, wineries and the Texas Department of Agriculture to host our very own Go Texan Restaurant Round-Up. Overview: KCBD started promoting the Go Texan Restaurant Round-Up the week before the actual event with a dedicated website section and TV commercials offering viewers to log on the kcbd.com or text Go Texan to a vanity code. There they could either print off the Go Texan Super Pass or show their text to participants of the program for special discounts and offers the week before and the week of the actual round up. The week of the roundup, KCBD offered participants the opportunity to do actual live shots and interviews in their business during KCBD‟s morning show - Daybreak. KCBD also ran TV commercials promoting the event and the members who were involved. It is very likely the Department of Agriculture has similar programs in other states. Implementation: We sold one major advertiser - the Texas Department of Agriculture and several other restaurants, wineries and Go Texan members. It was a requirement that all participants be Go Texan members. The first five members that signed up to participate in the Restaurant Round-Up received the live interview positions on KCBD. The members that wanted to take advantage of the Super Pass received commercials the week before the event, a texting opportunity and a future Deals option. All participants received commercials the week of the event. The dollars received from the Department of Agriculture helped to offset the costs of the interviews, the website section and the texting campaign. Results: We added $10,000 ($3,000 from Department of Agriculture) in non-traditional revenue and introduced some smaller advertisers to the power of television advertising. The Texas Department of Agriculture was very pleased with the event and looks forward to growing the program in our DMA. Partners: Texas Dept. of Agriculture, News, Online


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Advertisers: Texas Dept. of Agriculture, West Texas Wine Growers, Llano Estacado Winery, Overton Hotel, Gorditos, Glazed Honey Ham, McPherson Cellars

Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Diane Harlan, 806-761-4204, [email protected]


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Three Screen Approach to Healthcare Station: KCCI Group: Hearst Television City: Des Moines State: IA DMA: 72

Objective: Heathcare is a growing category, and Dr. Oz (M-F 4-5p) is a favorite, so the station decided to use every single break within the program on a specific day to do LIVE cut-ins to answer health questions from our viewers. The package consists of TV, Internet, and Mobile. The station sets up a phone bank in Studio B to take calls during a full episode of Dr. Oz. The client pays to own every break in the show that day with each break being moderated by outside talent. The phone bank is staffed by the sponsors healthcare professionals. Promotion is on-air, on-line and on-mobile encouraging viewers to "tune in" to get their questions answered locally during Dr. Oz about a given health topic. At the same time KCCI.com hosts a live web chat to collect questions for the on-air breaks and to answer questions via the web providing another way to interact with viewers. An easy, turn-key, one week campaign ending in a one hour finale garnering hundreds of leads! $11,000 in revenue to the station for one week! It has been so successful we landed an annual doing one per month for $120,000! Overview: A one week campaign ending in a one hour live phone bank during a syndicated program. One week out TV spots (:10s and :30s) run to promote the LIVE event, and hover ads and leaderboards are on KCCI.com and KCCI Mobile. The client pays for the pre-promotion online and on-air and for the one hour of breaks in Dr. Oz. Production is needed to create the ads and to run the live phone bank. Implementation: Find a reputable partner/sponsor to provide information to viewers (outside of news programming). Price your package on how much revenue you earn in one day in a specific program, plus a one week promotional schedule and digital media. Have ad units created 2 weeks out from the phone bank date. Make sure the sponsor has a moderator and a panel of trusted professionals who can answer viewer questions in studio that day. The Station Digital Specialist helps moderate the on-line web chat and administer questions via the web.


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On-air, on-line (leaders and hover ads), and mobile bannners run one week out to encourage viewers to save the date. Production staff to run camera and mics during the one hour phone bank. For us, this is one hour before our 5p news making it easy for the crew to start one hour early. Results: $11,000 per campaign (one week) which resulted in an annual of $120,000 (doing one per month for a year). Plus, we plan on selling more Three Screen Approach campaigns to noncompeting business! Partners: Iowa Health Hospital, Hy-Vee Dieticians, TMS of Iowa Advertisers: Iowa Health Hospital, Hy-Vee Dieticians, TMS of Iowa Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Amanda Hull, 515-247-8833, [email protected]


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Baby Faces Station: WLBT Group: Raycom Media City: Jackson State: MS DMA: 93

Objective: Baptist Hospital is a leading hospital in our area; however, their market share in birth deliveries was low. Our primary goal of the Baby Faces campaign is to grow market share for Baptist for women's newly remodeled birthplace by increasing deliveries. In addition, Baby Faces enhanced the images of the OBGYNs featuring them in a more exciting approach than their previous choice of advertising which was the newspaper. Doctors love to be the in the spotlight and doctors help bring patients to the hospital. This campaign will help grow market share in other branches of the hospital as well, because research shows that if a hospital can get a patient at delivery then the hospital is more likely to have a lifelong patient. Overview: Baby Faces is a weekly television birth announcement featuring photos of the babies delivered at Baptist for Women and photos of the OBGYNs who delivered them. We use delightful music that the viewers have come to easily recognize. WLBT features new commercials weekly highlighting the special deliveries at Baptist from the week prior. The commercials are seen on-air every Wednesday. By using the same day, everyone knows what day to look for the birth announcements. Viewers are also able to watch the videos on-line. Baby Faces provides great publicity for the hospital, the doctors and the families love seeing their new arrivals on broadcast television! This represents a true "Win Win Win!" Implementation: Like many hospitals, Baptist has a contracted photographer who takes newborn pictures every week. After meeting with the photographer and the hospital, WLBT created a parental consent/release form for the mothers to sign that would give us permission to feature their newborn babies on-air and on-line for the Baby Faces campaign. The hospital provides pictures of each OBGYN on staff. Every Wednesday, we air :30 commercials featuring the babies delivered at Baptist from the week prior, as well as the OBGYNs who delivered them. Each commercial will feature 4 to 5 babies max, so depending on how many babies are delivered will determine how many spots will be created on a weekly basis. The production team creates a template to help expedite the production time each week, so only the pictures of the babies and their first names are changed out weekly. A Baby Face micro-site is housed on wlbt.com and features a video player where viewers can easily find the current and past weekly commercials as well as information about the hospital. There are promotional ads on-line and on our mobile site that link to the Baby Faces micro-site. Results: The Baby Faces campaign delivered incremental dollars in the amount of $82,000.


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Partners: (In Kind) photographer at hospital Advertisers: Baptist for Women Hospital Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Peggy Jeter, 601-960-4417, [email protected]


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Girls Ultimate Weekend Escape Station: KXLY Group: Morgan Murphy Media City: Spokane State: WA DMA: 73

Objective: This campaign's goal is to drive traffic to River Park Square, the Downtown Shopping Mall in Spokane, Wa. This mall battles with the outlying malls in our area because of parking. Parking of course is free in the outlying malls. The goal is to reach women to shop River Park Square Mall for the Christmas season instead of the strip malls by offering an incentive of a Girls Ultimate Weekend Getaway including a shopping spree. Overview: The Girls Ultimate Weekend begins with a :15 promo we developed inviting viewers to go to www.kxly.com and enter to win the weekend escape. The contest page on our website (kxly.com) then has a place to enter to win and a description of the contest and prizes. The Girls Ultimate Prize was a weekend getaway to Northern Quest Resort and Casino and a $1,000 shopping spree for the winner. The winner chosen will win the getaway for one woman and three of her friends. They stay at the resort (dinner included at a 5-star restaurant) plus a limo ride to the shopping mall to recieve the $1,000 gift certificates to the mall merchants. Implementation: The contest was easily executed, and I was able to use our broadcast station, our sister station (KXMN MyNetwork TV) and our website www.kxly.com. The great thing is that we were also able to give promotion to some of our other great station clients. The campaign began with a series of 40x :15 promos airing on KXLY ABC-4 to drive traffic to our website (www.kxly.com) to enter to win the contest and 100x :15 on KXMN MyNetwork TV. In addition to the contest page on our website, we also provided (and sold) tile ads on kxly.com with the url link to River Park Square Shopping Mall. The best part of this contest is it raised new dollars for both the station as well as our website. Even though the prize was for a girls‟ get away, several men entered and were going to give it to their wives or significant others. To make the campaign even bigger and better, the station executed one of our 4 Free Fridays at the shopping mall to kick off the campaign. This resulted in the mall giving away 100 $10 gift cards that could be used at the mall as a discount or for merchandise. Mark Peterson, our illustrious Weather person on Good Morning Northwest, did the weather from the mall, gave away the 100 gift cards and promoted the contest and told people to go to our website to enter. The best part of this contest is that it drove a ton of new people to visit kxly.com and hopefully cause them to use it frequently in the future.


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KXLY provided one enter-to-win box at the concierge desk at the mall as well as the :15 promo, the airtime for the promo, tiles and contest page on our website. The station also secured the hotel/dinner stay and the 4 Free Friday remote. The Client provided the 100 $10 gift cards,and the $1,000 shopping spree. Results: The station reaped an overall increase in spending over previous years, developed new customers that now go to kxly.com, totally promoted third party partners (Northern Quest Resort and Casino) and we had thousands of entries for the prize. This was an easily executed promotion and could be done in any size market. Partners: Northern Quest Resort and Casino, The KXLY Radio Group and River

Park Square Shopping Mall Advertisers: River Park Square Shopping Mall Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Bill Long, 509-991-3253, [email protected]


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Fans Choice Game of the Week Station: WWTV/WWUP-TV Group: Heritage Broadcasting City: Traverse City/Cadillac/Sault Ste. Marie State: MI DMA: 120

Objective: We had a client come to us looking for a partnership that would inform our area of its support of high school sports, help get its foot in the door at schools all while creating awareness of the business (recycling metals).We created a promotion that reached schools (parents/students) and community members with on air, web and social media elements. Overview: 9&10 News and Louis Padnos Recycling teamed up to give our viewers the chance to feature their favorite varsity high school football and basketball game (girls and boys) on 9&10 News Sports Overtime on Friday nights. Viewers voted for their favorite team on 9and10news.com to become the Fans‟ Choice Game of the Week. To make the promotion even more of a slam dunk Louis Padnos donated $100 to the athletic department of the school with the most votes each week and invested $8500 on our station for the campaign (this package also included running their spot). Implementation: 9&10 Sports choose 6-12 games each week on which to vote. The game choice was dependent on games scheduled each week and varied throughout the season. Fans were required to vote Monday (beginning at 6 pm) through Thursday (until 11:59:59 pm) of each week. The Fans Choice Game of the Week aired during 9&10 News Sports Overtime on Friday. The promotions team called the winning school each week and the client contacted the school to set up a check presentation. A generic :30 promotional spot aired along with a web and social media element. The web element included the promotional blurb on our contest page with a link to the client‟s business along with a rotating banner promoting/linking to the contest page (ROS). The social media element included a Facebook post and tweet for each week‟s games reminding people to vote along with a posting of the client presenting the check to each school (if it was sent it to us on time). Results: We had a web spike one week (5 days) with almost 11,500 page views on our contest page due to the school sending out information to parents and students on how to vote. The promotion was a huge success with excited and grateful schools and a very impressed client. The promotion started with football then continued for basketball and even led to a separate summer promotion with our station along with more creative as well. We had to make some adaptations after running the football promotion to make it run smoothly for basketball.


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Partners: Padnos Recycling Advertisers: Padnos Recycling Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Tessia Klix,, 231-876-9730, [email protected]


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Wear Red Fridays Station: KXLY Group: Morgan Murphy Media City: Spokane State: WA DMA: 73

Objective: The Primary Goal was to find a client to partner with on the "Arklatex Red Fridays" promotion that was seen at last years Exchange. Overview: KXLY proposed a similar promotion to a local credit union. At the time we were not currently receiving buys from this client. We changed the promotion to be sponsored by one client, the local credit union. We changed up the campaign by using only one sponsor and also using our radio stations to promote this initiative. Implementation: We created local TV and radio ads using key personnel from the credit union and our morning and evening news anchors to create a spot encouraging the Spokane DMA to Wear Red on Fridays to support our local troops and their families. To create some traffic for the credit union, the ads also encouraged viewers and listeners to come by the local credit unions and/or the station to pick up a red bracelet saying "Wear Red on Fridays sponsored by Global Credit Union". The Credit Union paid for the spots to air on both TV and radio from Memorial day through the Friday after the 4th of July. During the campaign the credit union offered a special rate for military personnel or their families to refinance or buy a vehicle at a discounted percentage rate. The credit union was thrilled with the response to the two week campaign. The VP of lending felt the finance campaign was very successful. The campaign had positive feedback from viewers and listeners from the day it started. The station and credit union received mulitple letters, emails and comments. Results: We ordered 8,000 bracelets to start – they were gone within 3 weeks. We had to order another 10,000. Over 80 pictures were submitted by viewers and listeners in the first week to our website. The client and the station were thrilled with the promotion. The credit union is committed to running this again next year. We have had other clients ask how they can be a part of the campaign and we are looking at secondary sponsorships for next year. Partners: Local Credit Union, KXLY TV and KXLY Radio Group Advertisers: Local Credit Union Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Candice Smith, 208-771-1203, [email protected]



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You and Me on 3 Station: WHSV Group: Gray Television City: Harrisonburg State: VA DMA: 178

Objective: To generate a campaign for the local hospital to become the cancer experts. Each month, we remind viewers to have a "buddy" and do their cancer screenings. This sets the hospital up as the expert and the TV station as the "community involved" good neighbor. We gave the hospital the authority and also generated $48,000 in revenue on a two year contract. Overview: You and Me on 3 is branded as Rockingham Memorial Hospital and WHSV (TV3) helping people in the valley screen for cancer and know warning signs. This program is a unique public service and marketing initiative aimed at improving early detection of cancer in valley residents. On the third of each month, viewers are encouraged to perform self-exams for cancer; including breast, testicular, and skin. The promos for this run heavily the 1st through the 3rd then also over the month as a reminder. Then, on the third of each month, in a commercial break,set up as a "news interview", an RMH Oncologist/specialist comes on to talk about a certain type of cancer/early detection/screening. Viewers go to the station website to see the videos and click through to the hospital's section with how-tos for the screenings, prevention, etc. Implementation: We have shot the promo with one of our news anchors. The promo explains You and Me on 3: Everyone should get an accountability buddy. On the third of each month, remind your buddy to do their cancer checks. Go to the website for information on how to do these and to get information on the warning signs. Then, also be sure to tune in on the third during the news for an RMH Cancer Special Topic Interview. These are also housed on the specialty page. We scheduled and shot 4 different specialists for RMH oncology all at once. This helped us have the lineup ready for the next four months at a time. Once the interviews were done and edited, the promos were put on air, the interviews placed during commercial time, and the specialty site just needed to be maintained. The program is very simple to run itself at that point. This could be used in any market where hospitals have a competitive nature. You could also use this for other smaller medical practices. Results: The program has just gotten underway but with great enthusiasm. We are looking forward to our first success story where a viewer detected cancer early on thanks to the program. RMH is thrilled to have their name tied to such a strong community driven program in a more non-traditional way of advertising themselves as the Oncology experts. They have


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signed a two year annual for this program, generated an extra $48,000 in revenue for the station. Partners: RMH (Rockingham Memorial Hospital) Advertisers: RMH (Rockingham Memorial Hospital) Net Revenue (1-10 scale): 7 Repeat Business? No Contact: Erin Overstreet, 540-383-2229, [email protected]


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Sprint Tech Talk Tuesdays Station: WHSV Group: Gray Television City: Harrisonburg State: VA DMA: 178

Objective: The goal of this program is to set up the local Sprint company as the "expert" on all things mobile. They need to pull ahead of Verizon and make themselves the authority to go to, even if the customer is not currently with Sprint. The station gained valuable "mobile" content as well as a two year $77,000 revenue deal. Overview: Every Tuesday, during the news, however, in a commercial break, there is a new Sprint Tech Talk Tuesday piece. This is a :60 commercial, set up to look like a news segment. It is shot in the TV studio and the talent is a Sprint Training Specialist. The segment spends 45 seconds talking about the new app of the moment or something up and coming or exciting in the mobile world. The spot directs viewers to go to their local Sprint stores, even if they aren't Sprint customers, to get help with downloading or working the app or to learn more about the topic. Viewers can also go to the TV website to see the clip. Implementation: The locally owned Sprint company, Shentel, sent us 4 different apps and information on those apps that they would like to talk about. We took those notes and put them in to 4 separate scripts. The Sprint spokesperson came in to the studio and shot all four at once. The "Tech Talk" is :45 seconds with a :15 promo for Sprint at the end, making these :60 spots which run every Tuesday in set commercial breaks during news programming. This program set Sprint up as the local authority for all things mobile. The segments are housed on whsv.com as well. The goal of this program is to get customers to go visit their local Sprint store with questions and for help with apps, etc., even if they aren't customers yet. The store has ramped up their training for their associates to accommodate the program. At the same time, we launched Sprint as the mobile sponsor for WHSV Mobile's WAP, iPhone, iPad and Android apps. These load on devices by our users, regardless of carrier: very valuable to Sprint. It further ties them in to WHSV as the local authority for all things mobile. Finally, we added a text message component where 6 times a year, Sprint will send out a text message, coinciding with Sprint Tech Talk Tuesdays that reminds viewers of a special deal and to get help on apps at the local store. Results: The campaign has just kicked off. Sprint has signed a two year annual for this program. Store traffic is up and there is definite buzz about where to turn locally for help with


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your mobile device. We are battling the "corporate" mentality of Verizon and helping Sprint stand out as the authority. Partners: Sprint / Shentel Communitcations Advertisers: Sprint / Shentel Communitcations Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Erin Overstreet, 540-383-2229, [email protected]


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Sleep Awareness Station: KTVQ Group: Cordillera Communications City: Billings State: MT DMA: 168

Objective: Our goal was to use a topic that is valuable to viewers and create a custom promotion for an annual contract prospect. Overview: During the month of March we did a multi-platform promotion around Sleep Awareness Month. We aired promotional commercials during the month with sleep tips, did a three day news series on sleep awareness, and had a page on our website for stories. Implementation: One mattress store was secured as the exclusive sponsor. Their logo and mention was placed on all on-air promotional commercials. We did a three day news series in our local morning news with stories. One of the stories had our reporter in the store going through a Sleep to Live demonstration. During these three days, the advertiser purchased whole commercial breaks to air two minute videos they had already produced. Our website had a dedicated page where all the stories and videos were available for the month and the sponsor had ad messages surrounding it. We also posted the story headlines on Facebook. Results: Sponsor was thrilled with the concept and has signed two consecutive years of $55,000 annual contracts as the exclusive sponsor. Partners: KTVQ/ktvq.com Advertisers: Mattress King Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Katie Schwend, 406-672-5496, [email protected]



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Signature Series Station: KTVQ Group: Cordillera Communications City: Billings State: MT DMA: 168

Objective: To generate online revenue by offering a value to viewers and a format for golf courses in our area to get exposure. We tied sales into a Father's Day theme by putting the cards on sale leading up to Father's Day. Overview: The multi-platform promotion includes golf courses agreeing to honor 100 rounds of golf for us to sell through our half off venue. Each golf course received one interview at their Signature Hole with one of our sports broadcasters during the evening news, one week of exclusive promotional announcements the week of their interview, listing on our website side rail and banner ads. Implementation: We had six golf courses participate and we built a golf card with all six listed in boxes with their specific details. We then promoted the sale of the cards leading up to and after Father's Day at a price of $65 which was 50% off retail value. We posted the sale on Facebook and put banner ads and side rail ads on our website promoting the offer. We aired promotional commercials on both of our networks for promoting sales of the cards plus each golf course had a week‟s worth of exclusive promo spots for tuning into the interview that week. Each golf course had a sports broadcaster visit to do an interview at their signature hole. This aired in our evening news. Results: We generated $6,500 of online revenue in one month. This is year two and sales are still in progress. Partners: KTVQ/ktvq.com/CW Billings/Second Street Media Advertisers: Six different golf courses Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Katie Schwend, 406-672-5496, [email protected]



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Dull Meetings Station: KXMB Group: Reiten Television City: Bismarck State: ND DMA: 152

Objective: The goal was to reach the business community and instill the idea that the riverboat on the Missouri River was not just for evenings and weekends with family and friends but was also a great environment for businesses to use as a corporate meeting place for comradery, training and team building. Overview: Business owners and employees log on to kxnet.com to register to win an hour and a half lunch cruise on the Missouri River for their business and thirty employees. Implementation: Using both our CBS and ABC affiliates and our website, we ran :30 promos / banners on the premise of "Have your company meetings gotten a bit dull?” We encouraged businesses to log on to kxnet.com and register for the chance for their company to win an hour and a half cruise on the Missouri River and lunch for up to 30 employees. Lunch was provided by the supporting sponsor at no additional cost to the station or the riverboat. Over the summer a total of five businesses were selected for the weekly cruise that ran from noon until 1:30 pm. Results: The results were great. The riverboat was exposed to new clientele and it allowed them to reach customers who had lived in the market for years but had never been aboard the riverboat and increased their word of mouth advertising. With the influx of new residents moving into the community it also allowed the riverboat to reach newcomers in the market. The supporting sponsor benefited greatly as they had just added a new chef and restaurant to their bar establishment on the river and it allowed them to promote their menu items to existing and new customers. Partners: Two Advertisers: Two Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Tammy Blumhagen, 701-355-9121, [email protected]



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Kids Service 4 Savings Station: KAPP/KVEW Group: Morgan Murphy Media City: Kennewick State: WA DMA: 123

Objective: An educational sponsorship that recognizes children volunteering time to the community. This year long promotion is exclusive to KAPP/KVEW and Global Credit Union which closed an $18,000 annual committment with a new direct financial institution. Sponsor donates $100 Certificate of Deposit and savings account to each monthly winner. Overview: A multi-media advertising platform that includes:

40x Promotional spots in our Morning News, driving viewers to post a picture of their child on our Facebook or Twitter page and how they volunteer in the community.

On air mentions in morning news that solicit sign-up every Wednesday 3x per month and last week of the month recognizes the monthly winner.

Weekly posts 3x per week on Facebook and Twitter.

Rotating web banner linking to Facebook contest page. Implementation: Our production staff produced shared station promotional mentions (a mix of :30s and News BBs), that run throughout the month. Our Social Media Manager sends out (3x per week each) promotional pushs on Twitter and Facebook directing viewers to contest page. Last week of the month an announcement of the winner is sent. All Facebook and Twitter mentions include "Kids Service 4 Savings brought to you by Global Credit Union." Our Web manager built a landing page/contest page that links web page to Facebook and Twitter, so viewers can register 3 different ways depending on what they are following. Results: Sold for $18,000 annually or $1500 per month. Partners: KAPP/KVEW Advertisers: Global Credit Union Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Xiomara Rainey, 509-735-8369, [email protected]



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ExtraCo Eagle Eye Network Station: KXXV Group: Drewry Group City: Waco State: TX DMA: 88

Objective: The goal was to provide central Texas viewers with a network of High Definition cameras that would have the ability to track storms across the DMA as they developed, at the same time providing revenue to the station not using traditional inventory. Overview: Using on air mentions and the views from the cameras as a back drop in our weathercasts in all newscasts we give our sponsor exclusive rights to include naming rights. It is the "ExtraCo Eagle Eye Network" ExtraCo bank signed a 5 year deal with the station that will make the station $500,000+ using on air mentions and promotional spots but no real paid inventory so it has not touched the avails we have to sell. The network currently consists of 6 cameras strategically placed. Promotional spots run in open inventory and cameras are available on our website as well as we rotate them into our 24/7 Weather Channel with the maps. Every newscast features station weather team saying something like "...and the view from our ExtraCo Eagle eye camera over Waco..." Implementation: ExtraCo Bank actually purchased all cameras and other hardware for the project. ExtraCo Bank also pays for the internet access at each location. Station engineers installed at each location and we rolled out the campaign. The campaign is supported by promo spots including a mix of 10s 15s and 30s. It uses open inventory and there is no use of regular station paid inventory. The value for the campaign is that every time we have a newscast at least one camera is featured. Each time a camera comes up the "ExtraCo Eagle Eye Network" logo is prominently displayed, and the Meteorologist mentions the network audibly. The station benefits by having the only HD camera network of its kind in central Texas and pushes the station brand as the weather coverage leader in our DMA. ExtraCo is billed an even amount of money starting year 2 as the 1st year they paid upfront the entire cost to buy equipment. This is a $500,000 and a 5 year commitment from ExtraCo Bank. They have the right of first refusal but all equipment remains the property of the station so if they, for some reason, do not want to renew we can go and resell to another sponsor. Results: This was a process of many meetings from the president of the bank all the way to branch managers. Once we introduced the idea to ExtraCo, to include the proposed name of the network, they were excited. It took multiple meetings but the first bank we pitched it to bought it. The result is we are in year one of a 5 year contract. The station will net $500,000

Promotion Type: NTR Yes Multi-Platform Yes Web/Social/Mobile No Turnkey Yes

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when all is said and done and we will have all of the equipment paid for so we can resell in case our current partner does not renew. The real win is that it is designed to take NO regular inventory. It does not touch available station sale-able inventory. Partners: ExtraCo Bank Advertisers: ExtraCo Bank Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Jeff Armstrong, 254-754-2525, [email protected]


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Baby of the Week Station: KAPP/KVEW Group: Morgan Murphy Media City: Kennewick State: WA DMA: 123

Objective: Lourdes Health Network has sponsored our “Baby of the Week" news segment to highlight their "Pampered Pregnancy" program, the new arrivals to their maternity ward and the doctors who deliver them. This is a Monday segment in Good Morning Northwest. The news anchor announces the newborn‟s name, birth date and time, weight, length and delivery doctor with a photo that has been submitted by the medical staff at Lourdes Health Network. Overview: Sponsor receives:

1x every Monday Good Morning Northwest live mention in "Baby of the Week" segment between 6:30-7. The sponsor logo is included at bottom of the screen during the segment.

A news BB is placed during same Monday segment, "A portion of the News is brought to you by Lourdes Health Network."

30x Pampered Pregnacy commercials run monthly and produced by Lourdes Health Network agency of record.

A Lourdes Health Network web page is also dedicated in our Health Plus Web directory, highlighting the "Baby of the Week" winner.

Total $1500 per month booked direct and funded by a NTR fund from the Lourdes Doctor Recruitment budget and does not run through their agency of record.

Implementation: Good Morning Northwest news sponsorship by Lourdes Health Network. Every Monday GMNW anchors give a live mention to sponsoring party Lourdes Health Network in the "Baby of the Week" segment between 6:30-7.

A logo is included at bottom of the screen during the segment between 6:30-7.

30x Pampered Pregnacy commercials run monthly and produced by Lourdes Health Network agency of record.

A news BB is placed during same Monday segment, "A portion of the News is brtought to you by Lourdes Health Network."

A Lourdes Health Network web page is also dedicated in our Health Plus Web directory, highlighting the "Baby of the Week" winner.

Results: Sold - $18,000 annually, $1500 per month Partners: Good Morning Northwest


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Advertisers: Lourdes Health Network Net Revenue (1-10 scale): Repeat Business? Yes Contact: Xiomara Rainey, (509) 735-8369, [email protected]


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Hit the Green Outdoor Golf Fest & Demo Days Station: KAYU Group: Northwest Broadcasting City: Spokane State: WA DMA: 73

Objective: "Hit the Green" was developed to answer a need within the local golf community to grow the number of rounds played and to generate new interest in golf. Modeled after the PGA Golf 2.0 initiative, the nontraditional event will attract both core, casual and newbies to the game and include activities for all. The station strengthens their relationship with the golf community, course ownership and PGA golf professionals. In addition it gives the station the ability to offer a unique opportunity to advertisers and secure NTR dollars not previously available. The effort also complements existing station golf efforts. In addition the event meets the station objective of developing unique, rich content for our website, showcasing digital products, building awareness of our "daily deals" site and providing an unbudgeted boost to July revenues while raising money for a good cause (City of Spokane Parks Foundation). Overview: The cornerstone of the promotion was an outdoor "golf show" event. We did not want just another tournament. To meet our objectives we needed to develop a unique event that would appeal to a large range of people. A sort of "golf-a-poolooza" party with lots of interactives - similar to an indoor consumer golf show - this uses the same elements but is at an actual green grass location. The event featured golf hard goods/demo day, interactive contests (long drive, sand shot, flop shot, long putt, putting challenge, closest to the pin), PGA Golf 2.0, and The First Tee. Subway sponsored a "par 3 challenge" on the back 9 with two levels of competition and great prizes. In addition the full course assets are used to include food and beverage, live music on a stage and a beer garden. We treated "Hit the Green" as the primary event/campaign, featuring the "Subway Par 3 Challenge" as a stand-alone secondary event. Both events received event splash pages on myfoxspokane.com, mention in e-mail blasts, banner ads and on-air campaigns. Sponsors received mention in all campaign elements. Advertising was sold on the event pages. Booths at the event were sold to golf/non-golf segment merchants. Implementation: The first step in promotion execution was the development of a partnership with a qualified outdoor sports agency and event planner. We worked with local golf expert, Vision Marketing LLC, who produces the Spokane Golf Show each year. With the help of their experience and relationships in the golf segment, we were able to secure 10 major


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manufacturers for the event to provide the product demos. It was agreed that they would provide event staffing, set-up and operations for the event and interactives, key golf industry relationships, as well as providing a brain trust of "golf lifestyle" enthusiasm and experience. An agreement was negotiated for the actual event to come "turn key" with our strengths - event promotion, sponsorship and advertising sales - being the station‟s primary area of responsibility. We secured the entire Indian Canyon golf course for a full day. Parking, the beer garden, stage, booths and interactives took up the clubhouse area and front 9. The Subway Par 3 Challenge was held on the back 9. After securing the particpation of the city golf courses and establishing the charitable tie-ins (30% of proceeds donated), we worked to secure a primary "title" sponsor (Northern Quest Casino), and "major" sponsor (Toyota). We then developed a list of fun, interactive contests to be made available for sponsorship - Subway becoming the secondary event sponsor with the Par 3 Challenge. We promoted the event through e-mail blasts, print ads in a local magazine through an event partnership, and on air. Tickets were $10 in advance for the "Hit the Green" and $10 to enter the "Subway Par 3 Challenge". :30 Commercials for "Hit the Green" drove people to the myfoxspokane.com home page where a full page reducable "pencil ad" promoted both events and drove people to event splash pages - where advertisers were represented. :30 Commercials for the Subway Par 3 Challenge promoted the event, a free drawing, and free entry into the Par 3 Challenge if they visited a Subway store for the secret code. Viewers received a voucher at local Subways printed with the secret code that could be entered on myfoxspokane.com/subway to receive a free tee time for the Par3 contest. The tee time was automatically generated by our system and a notice was sent to us and Vision Marketing upon entry. Visitors to the contest page could opt to enter the drawing only if they so chose. Posters at Subway and other retailers, golf courses, etc. promoted the event as well. Click throughs from the "Hit the Green" splash page went to a turn key site hosted by Vision Marketing with event information. After the first two sponsors were secured, a variety of opportunities were made available. Sponsorships ranged from $5,000 as beer garden or stage sponsor to $300 as a hole sponsor. Booths were $300-$500. The station ran several ticket giveaway promotions. A buy one get one admission deal ran 4 times as our "daily deal", as well as on our print partner‟s deals page. Tickets were available online, at a city course location or at one of our participating sponsors retail locations. Both "events" were featured on the station‟s Facebook page. Admission includes one complimentary beverage, 3 interactive "tickets", and a coupon book of over $100 in City Golf course values. On air-campaign ran from July 7 through July 27th. 5000 admission tickets have been printed.

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Results: The event is in two weeks so results aren't known yet. To date we have nearly $30,000 in revenue and anticipate additional booth and online ad sales. Expected ticket revenue is roughly $30,000 or more. This event has exceeded all initial revenue expectations. With additional planning time for 2013 we look to build upon our starting point this year and fully integrate both the sales staff and the advertising partners into the mix to leverage the high value demographic audience who golf. Several of the major sponsors and partners have renewed for next year‟s event. Partners: Vision Marketing, City of Spokane Parks Golf Courses Advertisers: Subway, Toyota, Hooters, Budweiser, Bluz at the Bend, The Park Inn,

Krav Maga, Savory Restaurant & Lounge, Northern Quest Casino & Resort, Signs for Success

Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Rob Holman, 509-448-2828 x216, [email protected]


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The Face of Fox Station: WTLH Group: New Age Media City: Tallahassee State: FL DMA: 106

Objective: The primary goal of the campaign was to marry a client with a limited budget and unrealistic expectations of being associated with high profile programs which run throughout the day on our FOX affiliate. At the same time, we were having difficulty establishing a local presence in our outlying counties due to the fact that we did not produce our own local news. Simply put, we needed to marry a client, a need, and an established entity and generate income without taking up inventory. Overview: Sponsored legal IDs... The client would be incorporated in legal IDs which promoted the program which was "coming up next." The client paid a flat fee per month to have an audio and video tag associated with the ID. To help give us a local presence, each "coming up next" was done by our "Face of Fox" in various, identifiable locations throughout our DMA. Implementation: First, we sent our on air personality, the "Face of Fox", into all parts of the DMA once every two months to cut 10-15 "coming up next" promos. We then presented it to the client that we would charge them $1500 a month and guarantee them ROS a minimum of 10 times per day. We run the promos only on the top or bottom of a particular hour and include our call letters and city of license in text (fulfilling our legal ID requirement), all the dollars went on the tagged promos, and the sponsor received ownership for an annual commitment. Results: We are seven months into our second year commitment with the same client. Year one commitment was $12,000 and year two was $18,000. The client is ridiculously happy that he can be married with shows in access, primetime, news, and also has a presence in sports. Partners: None Advertisers: America's Home Place Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Lisa Smith, 850-504-2114, [email protected]



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Keepin' It Local Station: KVII-TV Group: Barrington Broadcasting City: Amarillo State: TX DMA: 130

Objective: Keepin‟ It Local was designed to promote the role locally owned business plays in our community and generate new and incremental revenue for the station. The secondary goal was to find the best viewer business concept, and provide them with a prize package that would help them launch their new business. We did this through a 30-minute original program called the Keepin‟ It Local Business Challenge. Overview: We ran a sponsored campaign composed of 30-second promotions titled Keepin‟ It Local. A station representative gave a brief on camera introduction, and then we featured one of our sponsors giving their perspective on the importance of locally owned business. After six months of the promotional spots, we opened up the Keepin‟ It Local contest. We invited the public to submit an idea for a new business in the community. We also allowed existing new businesses to enter the contest. We narrowed the finalists down to five. The five finalists went through a 5-week intensive boot camp with the West Texas A&M University Enterprise Center, a business incubator and partner in the program. They focused on honing their idea into a 3-minute investor pitch. We brought in our program sponsors along with community leaders to be the show panel. The contestants made their pitch, and then fielded questions from our panel. The panel accounted for 50% of the vote, and the remaining 50% was decided by public vote. The winner received a prize package of business services and promotion geared to help them thrive as a new local business. Implementation: Keepin‟ It Local was put together by the sales department as a team. We began with a group analysis of needs expressed from business owners in our markets. We chose to create a sponsored promotion that would give local business owners a platform to tell how they got their start, and elaborate on the critical role local business plays in our community. After reviewing the nuts and bolts of the program, we saw a need for more viewer engagement with our product and with the sponsors. We then created the Keepin‟ It Local Business Challenge. We put together a prize package consisting of one year of accounting and bookkeeping service, business incorporation and legal consultation, website design and social media consultation and, of course, advertising solutions. We are in the business of broadcasting; not starting businesses, which is why we partnered with the West Texas A&M Enterprise Center. The WT Enterprise Center has the experience and expertise to help business owners learn how to successfully launch and operate their own business. We were


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able to tie into the enterprise center‟s newly launched program called the Idea Village. The Idea Village is designed to hone a business concept into an investor pitch, perfect for what we wanted to do. This was the last piece of the puzzle - to round out a unique program that would make a broad difference in the community, and a very big change in one viewer‟s life. With the idea in place, we began selling to fund the program. We had three levels of sponsorship, and the judges during our 30-minute special were pulled from our sponsors and program partners. Three top-level sponsors would be on the front panel, ten mid-level sponsors would also be panelists and our lower level sponsors would only participate in the on-air promotions. We knew we had a unique and relevant idea, but didn‟t know how well it would sell in the community. The program launch date was November 28, 2011. We started sales two months out. We sold all three top levels in the first week, and soon thereafter the mid- and lower-level sponsors began to jump on board. We logged $92k+ new and incremental business in sponsorships in the first six months of the campaign, all sold before the end of 2011. After six months, when it was time for renewal, all but one top-level and one lower-level partner renewed, and they were immediately replaced with new sponsors. In the first twelve months, we are approaching $200k from this program. Six months into the program, we launched our contest calling for public entries for the Business Challenge. We promoted the contest on air, with in-house and partner email blasts, through our website, with social media, and through the news department. Contestants followed a submission format pulled from the classroom material the finalists would later follow in Idea Village. When the contest closed, we pulled five finalists to go through Idea Village. Five weeks of intensive business training later, there were three finalists left and it was time to produce the show. The Keepin‟ It Local Business Challenge 30-minute special was produced at West Texas A&M University in their HD Studio. We taped the show on July 21, 2012. Our evening anchor hosted and moderated, and we had eight panelists comprised of sponsors and community business leaders. Our contestants had three minutes to present, and then fielded questions from the panel. At the end of the show, the judges voted on their favorite. In the show close, the audience was directed to our website to see the judge‟s results, watch the finalist segments, and vote for their choice to be Amarillo‟s next business star; the winner of the Keepin‟ It Local Business Challenge. As this was written, we are in post-production on the show. The show will air on August 4, 2012. We are currently promoting the show heavily. Public voting begins at 6:30 pm on August 4, and closes at 11:59 pm on August 11. All online media is on our website, ConnectAmarillo.com. The contestant pages allow for easy sharing through Facebook and other channels. The finalists are making plans for their own social media blitz in addition to our ongoing promotional efforts. We will have the web metrics from the program as of August 13. On August 13, the three contestants will appear on our morning news program, ProNews 7 DayBreak. We will feature each business concept and recap the show. On August 14, we will announce the winner and have them appear live to receive their prize package from our sponsors. Following the show, we will do an extensive POP campaign featuring the winning business concept.

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Throughout this process, we have continued to run our 30-second promos featuring our sponsors‟ take on the importance of local business. The program has gained notoriety, and will continue as a franchised piece for us. Results: This program performed above expectation in revenue. We logged $92k+ in the first six months, and are on track to do nearly $200k in the first 12 months. All of the revenue is new and incremental money. We are looking forward to the voting process, and seeing how that will help to spike our online traffic. In addition, we have been able to tell a positive story about local business to the community. This has built a great deal of good will with our viewers and our sponsors. One of the most positive responses we received came from the panelists on our 30-minute special. They were impressed with the format, the contestants, and the execution. We are very excited to track the results as the online voting process kicks off. This is the first time we have attempted an original program on this scale; and to see it grow, produce revenue, and come to fruition has been fun and exciting for the whole team. Partners: WTAMU Enterprise Center, Brown Graham & Co. CPA's, Attorney

Jason Rahlfs, 887 Media, Amarillo Ecomomic Development Corporation

Advertisers: Big State Remodeling, Gowdy Flooring, Amarillo College, Amarillo National Bank, Education Credit Union, Broome Optical, Specialized Therapy Services, Buzula Furniture, The Knife Guys

Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Ross White, 806-626-7129, [email protected]


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OnlineRugDesign.com Station: WECT Group: Raycom Media City: Wilmington State: NC DMA: 132

Objective: The primary goal of the campaign is to draw viewers to the Gallery of Oriental Rugs website while giving clients an easy way to shop Gallery of Oriental Rugs. Overview: The client needed to promote his knowledge, expertise and the incredibly high quality of his merchandise – many carpets bearing $20,000 to $50,000 price tags. The client‟s highest end business was being hurt not so much by local competition, but by the internet. He needed to both keep his highest end clients shopping locally with him, while promoting his international connections, selection and industry-wide known expertise to high end clients outside of Wilmington. We are promoting OnlineRugDesign.com with a $2000/month on-,air schedule and a $1000/month online schedule. Implementation: A three step mobile splash page build out from a mobile ad that allowed people to take a picture of the room they wanted a carpet for with their phone, select a price range from a drop down box and send off instantly to the Gallery of Oriental Rugs (GOR) along with the customer‟s email address. GOR would then have two business days to sort through their tens of thousands of rugs on inventory in Wilmington as well as on hand with suppliers and send back three tailored rug selections just for that client, that room and that price range. Along with the TV schedule, OnlineRugDesign.com would allow GOR to display its expertise, its range of merchandise (from affordable to priceless) and show off their interior design sensibilities. Any home improvement prospect can “steal” the concept of creating a splash page where clients can upload photos of a certain room that they want improved. Clients can then respond to their customers with their options. Results: The client has extended his original 3 month campaign to an annual investment. When asked about his sales, his comment was "We're having an awesome summer!" Partners: none Advertisers: Gallery of Oriental Rugs Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Jessica Kirk, 910-791-8070, [email protected]



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Law Connect Station: WECT Group: Raycom Media City: Wilmington State: NC DMA: 132

Objective: There was an opportunity in Wilmington to attract small, local law firms who currently spend money in print advertising to use television. The goal was to attract lawyers in Wilmington to shift money from Yellow Pages, newspaper and print to an on-air and online schedule with WECT. Overview: We wanted to reach smaller, local law firms who were not using television, so we set meetings at the station to present the advantages of using television. We offered the lawyers a category exclusive partnership with WECT that would give them prominent online presence at WECT.com and a customized on-air schedule. We then push all our news crime and legal content to the same page to drive website traffic. Implementation: We built out the Law Connect page at WECT.com. Each legal client received a customized build out on WECT.com featuring their practice. They could link to this via a tab on the main Law Connect page. Clients are also offered the opportunity to have us post content or video on the main page of Law Connect. We then run ROS banner ads and a customized commercial schedule promoting the client's practice. We also have a promotional schedule running on air that drives viewers to visit Law Connect. We also drive viewers to visit Law Connect during the news if the story is a legal or crime story. Results: We launched Law Connect in January 2012. We currently have 5 partners representing $150k in new direct revenue. We already have 2 clients that have committed to 2013. All of the clients have been thrilled with the results. Partners: none Advertisers: White and Hearne, Atty Vondreau, Nettleman Law Offices, Alley,

Register and McEachern, Atty Scott boyles Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Jessica Kirk, 910-791-8070, [email protected]



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The Whole Health Experience Station: KCCI Group: Hearst Television City: Des Moines State: IA DMA: 72

Objective: Educate viewers on healthy eating habits and healthier food options, drive viewers to our sponsor's location(s) to buy these healthier options through spot TV, and to interact with viewers one-on-one engaging them in living healthier lifestyles through the power of the web. Overview: Promoting healtier eating habits through TV and web. Includes :60 vignettes running weekends and Mondays, hover ads, displays and leaderboards promoting the web chat on the first Wednesday of each month with the dietician, and a one hour live web chat hosted by KCCI.com. Implementation: KCCI landed an annual commercial production contract producing a :60 vignette starring one of Hy-Vee's dieticians in their health section of the store, who focused on one brand of food item, how to prepare it, recipes to use, and the health benefits of that product (a mini-cooking/diet tip). KCCI aired these vignettes on KCCI during weekend morning news and throughout the day on Monday (when everyone starts a new diet). Hy-Vee arranged product placement and displays in-store that coordinated with the monthly vignette. Once per month, KCCI.com hosted a live web chat with the same dietician to answer questions live during the noon hour while people are at work and on their computers. The vignettes and web chat topic would be coordinated, and a different topic covered each month. Educate viewers through the vignettes, drive them to Hy-Vee to buy the featured product, take it one step further and interact with the viewer doing a live Q&A on KCCI.com driving more traffic to the store(s)! Results: Annual campaign resulting in $9k/mo TV schedule, and $4k/mo web campaign including the web chats. $156k total! Partners: Hy-Vee Grocery Stores Advertisers: Hy-Vee Grocery Stores Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Amanda Brink Hull, 515-247-8833, [email protected]



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Good Day Columbia "Road Show" Station: WACH Group: Barrington Broadcasting City: Columbia State: SC DMA: 77

Objective: The goal of the promotion is to connect local Columbia businesses with their current and potential customers with a "live tour" airing in our locally produced morning show, Good Day Columbia. The live cut-ins during the news allow for businesses to market their products/services in a more complete and compelling way. Clients can be seen as "experts" in their field, differentiating themselves from the competition. From the station side, it provides new, fresh and most importantly local information/content to our viewers. The live factor makes for a more engaging program. Overview: Good Day Columbia Road Shows air Friday mornings. A series of live cut-ins run from the sponsor throughout the program. Promotional announcements are run the week prior letting viewers know where our host, Tyler Ryan, will be and what he will be talking about. It is also promoted with news mentions, on our website and through social media. Implementation: Local businesses were targeted by the sales staff. The news and sales teams worked together to come up with a profile of the types of businesses we felt could work in the live setting. Once a partner is signed on and their date is scheduled, we predetermine the content for each cut-in to ensure the talent and the client are comfortable and have a plan for the live day. Production shoots some B roll for the promotion to run the week prior to the live shooting while engineering visits the client to ensure that there are not any technical considerations at the location. The news/interactive/social teams promote the event that week by seeding the event among our viewers/followers. The day of the event, representatives from the station go to the shot to support the advertiser and act as extras if needed. Each client receives a POP packet after the event including a copy of the segment. We have seen success with local furniture stores, car dealers, restaurants, homebuilders and retail shops. Results: Business owners and their staffs are thrilled. Not only do they get the chance to stand out from their competition but they get to be a "celebrity for a day." Many of the participants have turned into regular advertisers. Our news ratings in the morning have increased and we have received great feedback from viewers. Partners: Advertisers: Various Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: John Farmer, 803-212-7317, [email protected]



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News Camera Sponsorship-Revamp Station: WMTV Group: Gray Television City: Madison State: WI DMA: 85

Objective: If advertisers want to create a sponsorship with local news stations…get in line. The number of sponsorships any news can provide is limited. Other than 2-3x :05 billboards, the news is comprised of content and local commercial insertion. Due to ethical boundaries created between news and advertising sales, local advertisers don‟t automatically get a green light for inclusion on news stories. Creating additional sponsorships that provide viewer content, while maintaining ethical integrity, is crucial to a station-advertiser partnership. NBC 15 has created a news camera partnership that will result in increased name recognition and will provide more opportunities to grow revenue now, and in the future. Overview: Television stations constantly create new advertising programs and sponsorships, but rarely look at retooling existing products that seem no longer relevant to your sales staff. The current camera sponsorship was rarely sponsored, and the clients who had sponsored the cameras were no longer interested in the advertising property. The problem was simple, accountability and execution. Camera usage fluctuated from news telecast to news telecast…which means sponsor logos fluctuated. WMTV changed the sponsorship, by simply changing the way the clients viewed and measured their involvement. This simple change resulted in large revenue increases, and long term sponsors. Implementation: The traditional camera sponsorship places an advertiser logo on screen when used. Our camera sponsorship changes the view point of the advertiser by placing the core sponsorship at the end of every newscast. The real estate at the end of a traditional news telecast is reserved for station ownership identification and a client logo for hair and make-up. This space still allowed for the inclusion of camera sponsor logos. By placing the sponsor logos at the end of each news telecast, the station is able to sell a sponsorship that is measurable, executable, and accountable to the clients‟ needs. Client logos are still shown during newscasts when their sponsored cameras are used, but clients no longer measure their sponsorship based on the number of in-news views. They have been deemphasized due to the large number of logo mentions at the end of the news. Pricing Success To show value, the pricing of the camera sponsorship was broken down as follows:


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Camera Sponsorship: 66% of total dollars Client Schedule: 33% of total dollars Total Sponsorship: 100% The sponsorship was configured this way to protect the station and maximize revenue. By placing 66% of the sponsor investment on the camera, the station has clearly demonstrated product value to the advertiser. If the client wants to buy the camera only, and not the air-schedule, the station just made a very efficient pure non-airtime sale. The 66% investment is very healthy, and worthy of selling as a stand alone at that price. The Real Sale The typical advertiser will want to buy the total sponsorship (100% of total dollars), but requests the entire sponsorship investment level be used for their own schedule. The campaign pricing has been set up to have that very question asked. I provide clients an option based on switching the camera and air-time investment level. Now 66% of the sponsorship is directed towards the client‟s air-schedule, and 33% towards the camera. A pure win. Results: Based on the change in focus and selling strategy, all three camera sponsorships were sold. Each advertiser was presented the camera sponsorship. All three requested more commercial air-time based on the sizable investment increase. The total investment remained the same, but the total investment for the camera and airtime switched. The airtime (66%) and camera (33%) helped secure new station advertisers. Partners: None Advertisers: 1x Direct and 2x Agency Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Don Vesely, 608-443-0212, [email protected]


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Coulee Coffee Club Station: WKBT Group: Morgan Murphy Media City: La Crosse State: WI DMA: 128

Objective: The goal of the Coulee Coffee Club was to find a way to generate meaningful revenue and promote all of the unique coffee shops in the area. In addition, we wanted to give the morning show team something fun to work with that encouraged interaction with our morning viewers and would give soft viewers a reason to watch more regularly and become our steady fans. Overview: The Coulee Coffee Club is a merchant group focused specifically on coffee shops in the area. The campaign consists of a tie-in with the morning show engaging viewers to submit a “Mug Shot” picture. The coffee shops get sponsorship billboards and mentions in the morning show every time a picture is shown. Sponsors have on-air commercials paired with an AM News Coulee Coffee Club Promo as well as a web page linked to our Morning Show and Mug Shot Submission web pages. We created Stamp Cards and made them available at each sponsor location. The station encourages customers to visit each shop and have their card stamped to win a gift basket loaded with free coupons and gifts from all of the sponsors. The Coulee Coffee Club also has a Facebook page that is linked with our Morning News Facebook Page and we regularly post updates with winners of gift baskets and updates from the sponsors. Implementation: We had one rep focus on this project as it was the brainstorm between her and the sales manager. We took a two week window to go out and present to all of the coffee shops in the area, explaining that we needed a minimum of 8 shops to sign on in order to execute on the promotion. We signed up 9 shops and a coffee roaster - 10 total sponsors.

Sponsors received :15 commercial featuring the unique qualities of their shop

Station developed a :15 promo featuring the Coulee Coffee Club's AM News feature, Mug Shot of the Day

The two :15s were always paired together so an individual coffee shop commercial piggy-backed a coulee Coffee Club Mug Shot of the Day promo.

Developed a Coulee Coffee Club Web Page that includes logos, links, contact info of all shops, coffee trivia, etc.


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Developed a Facebook page that linked to the Coffee Club page and to our Morning News page. We cross promote between the two making announcements and posting the mug shot pictures as well as pictures of the gift basket winners.

We developed the Coulee Coffee Club Stamp Cards and table tents for their shops. Results: We have sold 9 shops and 1 coffee bean roaster and have a annual comittment for $24,000. This is revenue that wouldn't have been realized due to the small shops' individual budgets. We have had many many people complete the entire coffee shop circuit that includes a shop that is located about 30 miles outside of the city of La Crosse. The viewer engagement with the morning show has been great. Partners: See Advertiser List Advertisers: Coulee Coffee Roastery, Java Vino, Cabin Coffee, Jacki O's Coffee,

Bean Juice, River Rocks, Grounded Specialty Coffee, McCaffrey's Coffee, Moka, Sip N Surf

Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Cindy Taerud, 608-793-4553, [email protected]


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HIre a Veteran, It's Good For Business Station: WISC-TV Group: Morgan Murphy Media City: Madison State: WI DMA: 85

Objective: The goal was two fold: 1. Promote the benefits of hiring veterans to business owners, human resource professionals and the public. 2. Educate veterans about employment and agencies that provide support. Overview: We wanted to make sure our veterans reintegrate into civilian society with housing, education, health care and meaningful jobs. Sponsored thirty-second television messages encourage the hiring of veterans and promote a web site that provides information for hiring veterans, as well as support information for veterans. Implementation: With all of the troops returning, we first met with the Wisconsin Workforce Development to determine the needs. The second step was to meet with the adjutant general's office to determine the message. The campaign is being sold quarterly to different sponsors. A thirty-second televison message was produced with a sponsor tag. Televison messages promoted supporting our vetetans and the benefits of hiring veterans. Since 2012 was procalimed "The Year of The Veteran" we asked people to go to yearoftheveteran.com for more information. We produced an internet ad campaign with sponsor logo that allowed click through to the Year of The Veteran site. The sponsor also received a 1/3 page ad in Madison Magazine promoting support of veterans. Results: Sold one sponsor at $10,000 and still in selling mode. Partners: Utility Company Advertisers: Utility Company Net Revenue (1-10 scale): 7 Repeat Business? No Contact: Beverly Walsh, 608-277-5123, [email protected]



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Web that Works Station: KJCT Group: News-Press Gazette City: Grand Junction State: CO DMA: 184

Objective: In a market where clients are slow to adapt to web advertising, I put this together to help them understand how easy and effective web could be and to help sales people get more comfortable selling web, and/or solicit small budget, new directs that need a way to keep their name out there. The concept was easy: give back up research on why web is an important and effective component of a client's marketing mix. Overview: It is simple and basic. Clients would receive a web banner or tile on our station's website with a guaranteed number of impressions delivered each month, with a 3-6 month commitment. The rate had a "limited time only" price for quick sale. Implementation: I scheduled a phone/fax/email blitz on a Friday after going over the statistics, how-to, and possible questions/objections. The sales team worked on getting the information out to their prospects on Friday, setting appointments for Monday through Wednesday, the following week. The sales staff realized quickly that it was an easy pitch, and since have seen the monthly results - which garnered higher results in most cases than the guaranteed inpressions. We did not charge for ad production, which required keeping the ads static and included no bells or whistles. Clients wanting more production value in their ads, were asked to pay a higher CPM for their impressions. Results: The staff sold 7 web contracts the first time around and continue to use it in their pitches with broadcast or as a stand-alone (updated numbers and increased rate adjusted accordingly). The staff likes this program because it is easy for them to explain and for the customer to understand. It's simple and to the point. Plus, it's effective, even more so with a broadcast schedule. It also helped to jump start clients that weren't quite ready for a broadcast schedule investment, or while we completed broadcast production. Partners: www.KJCT8.com Advertisers: Razzmatazz, Steve Kendrick - State Farm, Just Right Mattress Outlet,

Dealtime Vegas, Canytime Shoppe,Curbside Recycling, Gold Mine Bingo, JP Dental, Unifirst Mortgage

Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: LuAnn Hasbrouck, 970-245-8880, [email protected]

Promotion Type: NTR No Multi-Platform No Web/Social/Mobile Yes Turnkey No


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Marvelous Milestones Station: WWBT Group: Raycom Media City: Richmond State: VA DMA: 57

Objective: -Increase awareness of Lakewood Manor (assisted living). Help change the perception that assisted living homes are dull, drab places to live. Show that Lakewood Manor is about celebrating life, no matter what age. Overview: Lakewood Manor is an upscale assisted living facility that experienced a decline in the normal pace of new residents as a result of the economy. Our team developed a campaign to raise awareness of Lakewood Manor and position assisted living facilities in a positive light. They wanted to demonstrate that Lakewood Manor is about celebrating life. So, in early 2012, we launched Marvelous Milestones. This campaign is about celebrating our viewers‟ milestones from the birth of a child, to graduations, weddings, and even soldiers returning home from abroad. All entries are posted on nbc12.com, where there is a client specific landing page, with scrolling entries where Lakewood Manor is featured as the sponsor. Then we air one chosen milestone each week in our Sunday morning news, which is a great fit for Lakewood‟s target demographic. Implementation: In early 2012, we launched Marvelous Milestones. This campaign is about celebrating our viewers‟ milestones from the birth of a child, to graduations, weddings, and even soldiers returning home from abroad. Every week we air promos that rotate throughout the day that ask viewers to send in their family or friend's marvelous milestone to nbc12.com. All entries are posted on nbc12.com, where there is a specific landing page, with scrolling entries where Lakewood Manor is featured as the sponsor. Then we air one chosen milestone each week in our Sunday morning news, which is a great fit for Lakewood‟s target demographic. Very easy concept to execute and can be used across a variety of different industies. Results: We added an additional $24,000 to their yearly buy! The client is very pleased and is receiving a boost in calls, residents AND the current residents love it as well! Partners: None Advertisers: Lakewood Manor Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Rodney Bryant, 804-230-2743, [email protected]



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In Your Hometown Station: KLAX Group: Pollack Belz Communication Co Inc City: Alexandria State: LA DMA: 179

Objective: Attract first time local advertisers with a low cost entry program designed to deliver measurable results. When agreed results are reached, move them to a low cost 90 day agreement with an ultimate goal of making them an annual customer. Overview: "In Your Hometown" has been promoted and postioned as a KLAX Product Brand. Customer gets a week long schedule of (25) :60 spots that hit the Client's top (3) value statements and ends with a "call to action". Implementation: 1. General roll out of the "One Week" campaign to sales staff. 2. Sales reps assigned a target number of new businesses to prospect with a minimum

number of sales required. 3. Targeted geographic focus. First priority was at the City level ("In Your Hometown is in XXX

city this week, today we're visiting with...). Then we moved to the "neighborhood" level of larger cities. Currently we are focusing on product category. September will promote "Restaurants in your Hometown."

4. After 90 days of results and ensuring profitability of campaign, added an "In Your Hometown" (90) day follow up schedule.

5. Product is positioned as a "low cost" experiment to see if TV advertising will work. 6. ROI analysis is done with customer, we agree on result required to deem a successful

campaign. 7. Product is positioned as a 4 month campaign with a 30-day "out" clause. "If we don't deliver

agreed results in the first month, we agree to cancel the follow up schedule. If results are delivered, you‟re automatically set for your 90 day follow up schedule.”

8. We post our most recent "In Your Hometown" clients :60 spot on our web site www.klax-tv.com under the "In Your Hometowm" tile ad.

Results: Since January 2012 we have signed up 72 new customers that have generated close to $50,000 in incremental revenue. Since we have rolled out the follow up schedule, we are seeing a 40% take rate, with these cusomers averaging $2400 in campaign revenue. Partners: None Advertisers: None Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: John Le Boeuf, 318-473-0031, [email protected]



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Racing Tonight Station: WDSI Group: New Age Media City: Chattanooga State: TN DMA: 86

Objective: Our goals with Racing Tonight are: 1. Capitalize on the popularity of NASCAR by bringing Chattanooga a local NASCAR racing

show. 2. Produce, sell and air a racing show that further brands the FOX station locally as a place to

find local sports shows. 3. Allow local advertisers a means to tie themselves to the big NASCAR brand. Overview: Racing Tonight is a half hour show hosted by 3 local sports anchors. The show airs on Monday nights at 10:35pm following our 10pm news. The show looks at the previous weekend of racing highlights and also takes a look forward to the upcoming weekend. The show is hosted by 3 anchors - 1 is our own Dave Keylon and the other two are radio anchors for ESPN and Sport Talk radio stations. We are in our 8th season. Implementation: The sales staff sells a combination of Title and segment sponsorships. Depending on the sponsorship, each sponsor receives a combination of segment :05 opens and closes; a :30 commercial in the show; 15 :30 promotional announcements each week during the season and production of all the sponsor graphic elements. The title sponsor may also receive :30 commercials in some NASCAR races based on the availability and at the discretion of the station. Our primary run of the show is on our FOX station. Our secondary runs are on CW and Mynet stations on different days and times. Sponsors are also included in those re-airings. Results: We sell the show out and generate approximately $27,750 in revenue each season. We only air it during the FOX NASCAR season February through June. Partners: ESPN and Sport Talk Radio Advertisers: EPB, McDonalds, Road Master Drivers School, Window World Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Tere Manresa, 423-386-2354, [email protected]



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The Fifth Quarter Station: WDSI Group: New Age Media City: Chattanooga State: TN DMA: 86

Objective: Our goals are : 1. Bring Chattanooga the only prime time high school/college football show. 2. Continue to brand our FOX station with local sports. 3. Generate revenue. Overview: The Fifth Quarter, a half hour high school and college football show airs every Wednesday night at 10:35 pm coming out of our 10 pm News cast. The show looks at the last weekend‟s games and looks forward to the upcoming match ups. The Chattanooga and North Georgia areas cannot get enough of high school and college sports. Our own producer and host, Dave Keylon, and 2 well known radio hosts from ESPN and Sports Talk bring us complete football coverage and headlines. Implementation: The original airing is on the FOX station Wednesday nights at 10:35pm. We re-air the show on our CW and Mynetwork stations on Thursday each week for 15 weeks. Our sponsors receive :05 segment opens and closes; :30 commercials in the half hour show; 15-20 :30 promotional announcements pushing viewers to the show and tagging our sponsors. They are also included in all the re-airings of the show. Production of all the graphic elements are included in the price. The title sponsor also receives additional commercials in SEC, ACC and NFL games placed at the station‟s discretion. The show segments are archived on the Myfoxchattanooga website for the season. Results: We generate approximately $17,500 - $20,000 Partners: ESPN and Sport Talk Radio Advertisers: Goss Company Jewelers, Walkers Oak and More Furniture,

McDonalds Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Tere Manresa, 423-386-2354, [email protected]

Promotion Type: NTR Yes Multi-Platform Yes Web/Social/Mobile No Turnkey No


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The Ugliest Kitchen Makeover Contest Station: WISC Group: Morgan Murphy Media City: Madison State: WI DMA: 85

Objective: The client came to us looking for a creative way to showcase their retail kitchen supplies and services during the spring remodeling season. The goal was to elevate the remodeling division of their more established lumber company. The client expressed a strong desire to have the promotion not only increase their media awareness and build business, but also to boost their social media following. As with most clients, we were trying to show the ROI by providing tangible and measurable results. The contest provided solutions to all three goals: increased awareness, social media growth and an opt-in database for future e-marketing. Overview: We invited our TV viewers and our web visitors to submit a photo of their ugly kitchen and tell us why they should be voted to win a $10,000 kitchen makeover from Marling Homeworks. We received 206 submissions, 4,512 people voted and the contest generated 21,886 impressions and page views for the client. The submission period took place over a 6 week period followed by a 3 week voting period. At the conclusion of the contest, the prize was awarded to the submission which yielded the most votes. Implementation: The submission and voting promotion was done through 360 :15 on air spots and high profile positioning on our website. Specifically, we targeted TV shows and web sections that appeal to homeowners. We positioned the contest on our station's Facebook page and we assisted the client in using its Facebook page as a promotional tool as well. We administered the contest from start to finish to make the promotion turn-key and so they could focus on serving their customers. The client also promoted the Ugliest Kitchen Makeover Contest in-store, on radio and in print, all of which drove people to Channel3000.com. In addition to the $10,000 first prize, the client also gave the second place winner a $500 card for retail merchandise in their store. Third place received a $100 gift card. After the prizes were awarded, we also sent all people who particpated but did not win a money saving offer from the sponsor. A database of opt-in users was given to the client for future e-marketing commuincation. Results: We had a total of 206 submissions, 4,512 unique voters whcih generated 21,866 pageviews to our website. The promotion forced INTERACTION between the client and 4,152+


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people. The client was overjoyed with the traffic to their website, the buzz in social media and the measurable ROI. Partners: Marling Homeworks Advertisers: Marling Homeworks Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Susie Taylor, 608-277-5137, [email protected]


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Attracting Visitors to Marquette County 2012 Station: WLUC Group: Barrington Broadcasting City: Marquette State: MI DMA: 180

Objective: Attract visitors to the area to fill hotel rooms. Get visitors from small towns in the area to spend the day and the night in Marquette County. Attract more visits to the Convention and Visitors Bureau (CVB) web site. Increase Facebook likes and increase traffic on Twiter. Overview: The problem the CVB director expressed to me is that she was not getting up to date information to populate her events calendar. Also, she was not happy handing out money to event organizers. We came up with a form each event organizer had to complete if they wanted to receive marketing for their event. We used this information to update the event calendar. We then decided what events to promote. We developed a donut commercial with the opening and the close the same for every event – “There is always something happening in Marquette County.” The middle of the donut was event information - where, what, when, with exciting pictures, font and grapics. The end was, “This message brought you by Marquette County Convention and Visitors Bureau.” We up sold the CVB on the launch of our mobile app for $6,000. With this they received on-air and on-line exposure. This account has generated over $46,000 in business this year. CVBs have a lot of cash they usually spend outside the area. Using Quantcast I was able to share the cities our site reaches and they were sold. Implementation: The AE met with the CVB director and was told that she only spends money outside the area to attract visitors. Using Quantcast we were able to share with her the number of visitors from outside the area that regularly visit our web site. We linked banner ads directly from our site to the Marquette County Convention and Visitors Bureau events calendar. We then formulated a plan to drive traffic from surrounding towns to Marquette County using a donut commercial. The opening of the commercial was: "There is Always Something Happening In Marquette County." The middle of the spot was where, what, when, etc. event information with exciting graphics font, etc. The end of the spot was, “This message is sponsored by Marquette County CVB”. They supported over 20 events in Marquette County. We are now working on a Christmas shopping idea for this holiday season.


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This is a win for everyone. The station got a nice multi-platform marketing plan. The CVB director was a hero because she attracted more visitors to the area. The hotels were happy because they were able to fill more rooms at higher rates. This in turn gives the CVB more money and, viola, we have been able to upsell them often. We are working on more ideas for Christmas, New Year, etc. Results: We have generated over $46,000 in new business. The CVB director did a testimonal spot we are now airing. We have had calls from other CVBs in the area asking how they can do what Marquette did. The CVB director has already told me she will renew again next year for more money. This will work in any market because the CVBs have a lot of cash and they need help spending it. Do you want to help them spend it with you? Partners: Marquette CVB, 20 Events and organizers, TV6, FoxUP,

Uppermichiganssource.com Advertisers: Marquette CVB Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: David McNamee, 906-360-1831, [email protected]


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WAFB Birthday Club Station: WAFB Group: Raycom Media City: Baton Rouge State: LA DMA: 94

Objective: Goal was to come up with a feel good campaign for a local car dealer. The client wanted to capitalize on something focusing on either birthdays or anniversaries. They really wanted to separate themselves from their competition. Our AE discovered this need by calling on the general manager of the car dealership. Overview: Every morning in 9 News Early Editon, we post on our Facebook page birthday wishes for all celebrities celebrating a birthday that day. We ask viewers to post their birthday wishes on WAFB's Facebook page as well. A couple of viewers are picked at random and menitoned on the air in the morning show. Implementation: Execution is fairly easy. News makes the call out on Facebook every morning for viewers to post their birthday wishes on WAFB's Facebook page. News then selects a couple of viewers at random and mentions them on air. Our client receives two 30 second spots with billboards each day Monday through Friday near the annoucements. We also mention the sponsor (a car dealer) on our Facebook page each morning with a hyperlink to their Facebook page. Our client also promotes our birthday club on their Facebook page. We also included a mobile impressions element in the package. The campagin blends tradtional TV with Facebook and mobile. Results: The campaign has been very successful. Client added $1250 per week to their schedule and signed up for the first 13 weeks in June. We expect a renewal in September through the end of the year. Partners: Richard's Honda Advertisers: Richard's Honda Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Ellen Salmon, 225-215-4702, [email protected]



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Bolton Camaro Giveaway Station: KLBK/KAMC Group: Nexstar City: Lubbock State: TX DMA: 143

Objective: Client had a new location opening - the goal was to create traffic and awareness of the new location along with promoting their 13 other locations and both television stations and the website. Overview: The client bought a brand new red Camaro and had the vehicle wrapped, including both station‟s logos (one on each side with the web on the trunk). We began with a teaser campaign which ran for approximately two weeks. The teaser campaign was followed by promos running on both stations and website for the "register and win." We pulled names from the registration boxes from each location along with the web registrations and the "watch and win" at 10 pm. From those names 5 finalists were drawn. The day of the giveaway each winner was given a key and the opportunity to try to start the vehicle. We had a camera set up inside the car to tape the contestants‟ reactions. This promotion sealed an annual to double the advertiser‟s budget and the market wide attention was huge! Our promotion department did an outstanding job with promos and the customer was "wowed." Implementation: There were lots of details involved with great care being taken with rules and regs and attention to all of the potential pitfalls and how to avoid those. We had multiple meetings with the client to make sure they were on board with how the promotion would be executed. We planned the actual giveaway to occur a week after the new location was open. We had safeguards in place with the "dummy" keys to make sure they would not start the vehicle. The keys were numbered and contestants had to draw numbers to see what key they were given. We held live weather shots at different store locations where the car would be randomly parked, along with executing the "watch and win" portion of the promotion in the 10 pm newscasts on both stations. We also included the web portion of registering online - all names were randomly drawn for the five finalists. Results: The promotion went without a hitch. We doubled the advertiser‟s budget, gave a car away right before the holidays to a needy student who just happened to be the LAST person to try her key. We followed up with promos showing the winning moment. Partners: Bolton Oil, KAMCTV, KLBKTV, and Everythinglubbock.com Advertisers: Bolton Oil Company Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Cindy Gilstrap, 806-745-2345, [email protected]



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Farm To Fork Station: KION/KCBA Group: Cowles Media City: Salinas State: CA DMA: 125

Objective: To create awareness of a local multi-billion dollar industry and the effect that it has on the local community and the public as a whole. In other words, "What Apple Computer is to Silicon Valley, the Ag Industry is to Central Coast of California." Overview: Agriculture is a multi-billion dollar industry in Monterey County. Growers are producing food for up to 94% of the U.S. Our local community and viewers do not have a connection with the Ag Industry. Farm To Fork allows local growers to use television and the Internet to educate the public on what happens when a seed is placed in the ground all the way to the produce we eat from our plates. Does the general public understand and appreciate the process by which this needed industry operates and thrives? We say, "not yet." Hence, we launched Farm To Fork. It is a comprehensive series of 30 and 60 second vignettes to educate and create awareness of the process by which food is grown and consumed in our marketplace. Through strategic partnerships, we have met and sold a large local grower (Dole Fresh Vegetables) and a major Commission (Strawberry). Vignettes are also archived on-line on www.kionrightnow.com. Implementation: Identify key prospects. Meet potential clients with presentation and Farm To Fork spec spot on iPad. Isolate objections, if any. Once commitment is secured, creative scripts are produced, on-location shoot, and edit session to complete the vignettes. Online archive of all creative pieces for placement on our website. It involves multiple departments at our stations to work together, primarily sales, creative production, traffic, business and news. One of the key factors in our success of this project was for each of the departments to brainstorm together and reach a consensus on campaign look and feel on air and on line. We accomplished that. Results: We have closed $80,640 of NTR (new business) to date. Partners: Dole Fresh Vegetables, The Strawberry Commission Advertisers: Dole Fresh Vegetables, The Strawberry Commission Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Robert Martinez, 831-229-0600, [email protected]



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Text To Win Station: KVEO Group: Communications Corp. of America City: Brownsville State: TX DMA: 87

Objective: Use Social Media to generate leads and increase traffic for a specific client. Promote the value of education in the market and enable interested students to start school and one person to receive a full scholarship. Overview: The campaign encouraged viewers to "Text To Win" an automatic $500 scholarship and possibly a "Two Year Degree" at a local trade school. This was a great opportunity for individuals wanting to better themselves educationally and drive interested leads to the trade school. Implementation: Starting 4 weeks prior to the Fall semester the station initiated a three week on-air schedule of 30 second spots explaining the promotion and promoting the value of education. Participation in the promotion was simple; any person could text to an assigned number at which time the interested person would receive an automatic $500 tuition scholarship to Southwest Schools and then all entrants were entered into the grand prize drawing of a full two year degree. We also offered online registration if the entrant preferred online to text. The promotion was heavily mentioned in newscasts and posted consistently on our website and Facebook. The grand prize drawing was "live" on air during a 10 pm newscast. Results: Results were outstanding. The school granted $500 tuition to over 300+ interested students and the grand prize winner started school that same week. $6800 - NTR / Social Media (new revenue) and an agreement to do the promotion again in 6 months. Partners: None Advertisers: Southwest Schools Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: William Jorn, 956-544-2323, [email protected]



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Shape Up Showdown Station: KAIT Group: Raycom Media City: Jonesboro State: AR DMA: 181

Objective: A local hospital was launching a new health and wellness facility and we needed a big project for the launch. The market is saturated with gyms so we were challenged to come up with a campaign that established them as a total wellness facility, created buzz about the grand opening and drove membership. Overview: KAIT and the client selected eight participants to participate in the Shape Up Showdown. Each participant received a six month comprehensive, medical based weight loss plan - complete with a personal trainer. KAIT profiled each participant and then followed them every step of the way - from initial health assessments to the big on-stage reveal at a local expo. This project was a regular feature in our news programs with stories airing a minimum of once per month. We had several other on-air components: meet the participant vignettes, progress update vignettes, exercise tips and text to save commercials. On kait8.com we created a special section dedicated to SUSD. We profiled each participant and had monthly "blog style" updates from the participants. Our creative team provided videos from their original interviews to be included in the get to know the candidates section. We also created a Facebook page for the project and encouraged interaction from our participants and others. Implementation: We accepted applications from our viewers detailing why they wanted to lose weight, what their special challenges were, etc. We combed through hundreds of entries then did phone interviews to narrow the list further. A committee from the sponsor and from KAIT interviewed the top 20 candidates to select the final eight lucky participants. The eight participants were announced at the Grand Opening Ceremony for the new facility. The participants then received a six month membership to the new facility, a personal trainer 3 times/week, support classes, nutrition counseling, psychological counseling and unlimited access to classes. KAIT profiled each participant on our website and on a special Shape Up Showdown Facebook page. Our on-air campaign consisted of vignettes to meet the participants, vignettes to follow their progress, exercise tips from the trainers, news stories and a text to save campaign. We coordinated special classes for the participants (healthy cooking, emotional, motivational, etc.) and then shared the information on Facebook when appropriate.


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We had one point person for KAIT and one point person for the client who worked together to coordinate the various departments involved on both ends. We conducted monthly meetings to follow the progress of each partipant, identify issues and brainstorm new ideas. Results: Great campaign and the client is renewing for a second year! Six of the eight participants extended their membership with the St. Bernards Health and Wellness Institute. Of the eight participants, two of them have really become poster children for the facility. They have continued their programs and both have now lost over 100 pounds. They are treated as celebrities in the gym and everyone knows them as the Shape Up Showdown girls. The client is extremely pleased with the campaign, the recognition and their new poster children. They are nearing membership capacity after only being open one year. Partners: St. Bernards Health and Wellness Institute Advertisers: St. Bernards Medical Center Net Revenue (1-10 scale): Repeat Business? Yes Contact: Tory Shirley, 870-336-1805, [email protected]


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Holiday Extravaganza Station: WRBL Group: Media General City: Columbus State: GA DMA: 127

Objective: Generate digital revenue for 4th quarter around holiday season. Generate high volume of website traffic. Position WRBL as a community leader. Overview: The Holiday Extravaganza provided clients a promotional online, on-air and text opportunity to showcase their products. WRBL directed viewers to search for the holiday icon of the day on WRBL.com, once the viewer located it and clicked on it they were directed to the registration page where they registered to win one of up to three weekly prizes to be provided by the client's business. Viewers also have the option to text to enter through the on-air promotional code. WRBL will announce the winner once a week during news cast. Client recieved logo insertion on promos, banners and impressions on .com, text code with sponsor. Client provided weekly prize. Implementation: WRBL local account executives secured seven sponsors to advertise and offer gifts over a five week holiday campaign. Production department produced weekly promotional spots that reflected the clients‟ logo, prizes and text code, icons were selected for .com and promotional text code for mobile. Legal provided entry rules that each entry would opt to accept or decline. Weekly prizes were awarded to winning entries leading up to a grand prize week at the finale of Holiday Extravaganza. WRBL News 3 on your side. Results: Great - generated an extra $10k in digital revenue for 4th quarter. Partners: WRBL Advertisers: Virginia College, Billy Lawrence Chevrolet, WWE, Durty Works,

Rivertown Ford, Better Jewelers, Wood You, Action Building. Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Kimberly Byrd, 706-323-3333, [email protected]



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15 Days of Christmas Station: WANE Group: Lin Media City: Fort Wayne State: IN DMA: 109

Objective: Generate TV and digital dollars at the end of the year when ad buying demand softens. Vehicle was designed to primarily impact digital sales and new business. Overview: Holiday multi-platform marketing opportunity that will bring in an early holiday for sales. Multi-platform includes online, mobile and TV contest, as well as product tie-in to Morning News. Implementation: Each of the 15 sponsors (some bought multiples) received a spot TV ad schedule, online display ad schedule, contest online and mobile, advertiser spotlighted in Morning News by anchors and spotlighted in station promotional schedule. Each promotional spot hightlighted 3 advertisers. Each ad schedule was targeted specifically to lighter inventory areas. Advertisers supplied a prize worth $100 or more beyond the cost of the package. We utilized Upickem for contest widget that appeared on desktop, mobile and Facebook platforms. Morning News talent was part of the sales promotional spot that helped tie in WANE and Morning News product to the campaign. Results: 15 Sponsors. $33,250 November/December money. Partners: WANE Advertisers: Parkview Trauma, East Allen Ag & Turf, American Health & Fitness,

ES Deicing, Stematic, Katie's Kountry Corner, Harmony Outdoor, Grabill Country Sales, Wild Birds Unlimited and Dar's

Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Tom Antisdel, 260-481-1510, [email protected]



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$50 a Day of Gas in the Month of May Station: WANE Group: Lin Media City: Fort Wayne State: IN DMA: 109

Objective: Drive viewership to WANE-TV and wane.com durning the May Sweep. Also, generate new opportunity dollars for TV and digital durning May. Gas was focused on due to high gas prices at the time of the promotion. This was a daily giveaway designed to generate return viewership to both platforms. Overview: Online contest utilzing upickem. This was driven by TV, desktop, Facebook and mobile platforms. Contests could enter once and be eligible for the entire month to win a $50 gas card from Speedway each day. Implementation: Three sponsors received audible and visual mentions in the promotional schedule. Each received an on online digital campaign. Each advertiser received a spot buy to run May or June. These months were picked to impact weaker ad months. Morning News was targeted to generate incremental dollars. Specifically utilized First News Saturday and Sunday to drive dollars to new show. Finally, we utilized new D2 station to help drive promotion. Also, this promotion brought new viewers to the D2. Advertisers were able to ask a marketing question during the contest registration. Speedway partnership leveraged our station to a majority position on 2nd quarter buy. Results: Three sponsors generated over $16,000. Partners: Speedway Advertisers: Preferred Auto, Summit Transmission and Three Rivers Federal

Credit Union Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Tom Antisdel, 260-481-1510, [email protected]



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Annual Social Media Leverage Promotion Station: WNTZ Group: Communications Corp. of America City: Alexandria State: LA DMA: 179

Objective: Our primary goals of this campaign are to build traffic to our website and likes on our Facebook page and to create NTR revenue from social media. Overview: This promotion was sold as an annual campaign from January 2012 through January 2013. The station conducts a monthly viewer giveaway via station's website and Facebook page. Viewers register in an online form. Prizes vary monthly, and have included a crawfish boil party, furniture/appliances, tablet computers, and tickets to tourist attractions. Implementation: The station secured an annual sponsorship from a local furniture store, Five Star Furniture in Alexandria, LA. An on air promotion schedule is given to the client along with an in-house produced promo which includes verbal and visual mention of the sponsor. Prizes are selected on seasonal demand. Monthly creative includes a landing page on the station website, a tabbed link on our Facebook page, accompanying graphics for the contest and entry form for viewer registration. Contests dates of execution range from 2 to 4 weeks. Prize winners are awarded daily, weekly or monthly based upon value and quantity of prizes available. Results: The station‟s Facebook subscriptions have grown by 410% since the start of 2012, our website traffic has grown substantially, and the station gained an annual NTR revenue stream. Partners: None Advertisers: Five Star Furniture Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Aleece Way, 318-443-4700 x204, [email protected]



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Money Matters Station: WEYI Group: Barrington Broadcasting City: Flint State: MI DMA: 68

Objective: Promote local client, Retirement Resources, as the "financial" expert in our area and add solid financial advice and tips to the information available during NBC25 News. Overview: NBC25 and minbcnews.com formed a partnership with Retirement Resources making them our financial expert in a multi faceted campaign that covers both television and web advertising. Implementation: We accomplished this by doing the following: 1. Stock, Gold, Dow etc. daily numbers are presented on a billboard within our 6 pm and 11

pm news daily. These numbers are given to our news department daily after the market closes. Retirement Resources‟ logo and photo of the principal owner are also shown on screen.

2. The client cuts a :30 weekly wrap-up from their office studio and downloads it our FTP site on Thursday. This :30 “commercial” runs every Friday, airing adjacent to the billboard. It looks like part of the news but actually comes out of sales inventory.

3. Retirement Resources also airs a branding :30 commercial 2 weeks of every month exclusively in the 6 pm News.

4. Money Matters web page is a full page on MiNBCNews.com devoted exclusively to Money Matters topics. Weekly commercials can be housed here, financial articles, meet the client, seminar info, etc. There is a link on NBC25 home page so that viewers can easily access this page. Everything on this page links directly back to Retirement Resources web page.

5. Branding web ad also airs at 50% SOV on NBC25 News Home page. Creative is branding with Free Report, get a second opinion.

6. News looks to Retirement Resources to interview as a local expert whenever there is financial news such as tax time, investing, 401K or when the Dow goes up or down significantly.

Results: This was a success. We have had the client renew their sponsorship with an annual contract. Partners: none Advertisers: Retirement Resources Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Becky Butcher, 810-687-1000 x225, [email protected]



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Sports Spectacular Station: KLKN Group: Citadel Communications City: Lincoln State: NE DMA: 105

Objective: The original goal was to solidify a relationship with an existing client by helping him fulfill a personal dream. This then created a secondary goal of creating an online campaign that would increase traffic on klkntv.com while bringing a new on-air and on-line advertiser to the station. Overview: One of our advertisers has a personal passion - sports photography - and asked if we could help him secure credentials so he could take photos at area high school sporting events. T his 'want' sparked an idea with KLKN Account Executive Gina Cotton. Gina approached the KLKN management team with the idea of helping a good client fulfill his dream to become a more known sports photographer while helping the station increase web traffic by posting his photos on our website. She took the plan one step further and approached a local frame shop, Hangups Gallery, that was looking for an unusual idea and way to market framing sports memorabilia. Gina put together an advertising campaign that gave Hangups Gallery exclusive sponsorship rights of Sports Spectacular and website presence on klkntv.com. In addition they receive an on-going advertising schedule on KLKN. The idea was well received by all parties. Sports Spectacular helped an existing client on a personal level, helped get a new business on an annual agreement and helped the station increase web traffic. An additional benefit - viewers enjoy seeing their kids photos on klkntv.com! Implementation: Gina's contact had a cache of sports photos which he provided to KLKN. We selected the ones we wanted to introduce on Sports Spectacular and posted them on the sports page on klkntv.com. We started the campaign in May to capture the end of the high school season. We also created a click through ad for the sponsor, Hangups Gallery. KLKN‟s Sports Director promoted Sports Spectacular through live mentions during his sportscasts. Also in May, KLKN Creative Services wrote and produced a :30 second television spot that started airing in June.


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We will continue to promote Sports Spectacular throughout the academic year and change photos weekly showcasing various sports and athletes from different schools. The idea has grown so quickly we are adding photo coverage of Nebrasaka Wesleyan games this fall. Results: The campaign generated $18,000 in direct revenue from a new client, Hangups Gallery. The results were beyond our wildest expectation. One live mention by Sports Director Brett Edwards during the sports coverage in the 10 pm news resulted in over 7,000 hits on our website. The site will continue to grow as we get back into the school year and with the addition of Nebraska Wesleyan coverage. To date, all parties are very happy with Sports Spectacular and all the original goals have been met. Partners: Dr. Ryan Whitney, TickerPictures/Bryan LGH Heart Institute Advertisers: Hangups Gallery Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Peg Schoen, 402-436-2234, [email protected]


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NBC33's Health Source Station: WVLA Group: Communications Corporation of America City: Baton Rouge State: LA DMA: 94

Objective: Our primary goal for this sales initiative was to generate new local direct revenue in the medical category while serving our community with educational information on a variety of health related specialties with both on-air and online health care related information. Overview: We launched a sales campaign to a wide range of medical specialties. The partnership offered category exclusivity, on-air, a customized partner page on our website and additional support with station promos for our new local healthcare related online resource. Implementation: We assigned categories to our sales team and delivered presentations to a wide variety of specialists. The partnerships included on-air commercials with at least 60% to run in our local news programs, long form internet videos and custom web content about each medical practice and issues that were important to them. We also included on-air NBC33 Health Source promos branding our newly created resource, further enhancing our local brand in the community. The partnerships also included updated on-air and online production throughout the 12 month term of the program as well as web content updates whenever necessary. Results: We closed partnerships generating over $100,000 in new annual spot and internet revenue. Partners: NBC33 News, Promotions, Online and Sales Advertisers: Bariatric Surgeon, Family Practice Specialists, Orthopedic Hand

Specialist, Hearing Aid/Audiologist and Aesthetics. Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Trista Griffin, 225-766-3233, [email protected]



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Street Tweets Station: KMSS Group: Communications Corporation of America City: Shreveport State: LA DMA: 83

Objective: The primary goal of our campaign was to drive viewership to our 9 pm newscast, build traffic on our station website and build web revenue. Overview: We developed a "man on the street" type segment for our 9 pm newscast. Two days each week our reporters ask random people on the streets their opinion on a hot topic. That night at 9 pm we play one or two of the opinions and direct viewers to go to our website to see the rest of the comments. Our sole sponsor receives sponsor tag on both the news segment and web elements. Implementation: Our GM came up with the concept. We told everyone in the station what our plans were and that we needed a name for the campaign. Employees submitted entries and from those entries we chose STREET TWEETS capitalizing on the social media tie in. Production developed an animated Street Tweets logo where little chirping (or tweeting) birds fly through the air carrying our logo in their feet and then land next to the words Street Tweets. The whole concept was coming together nicely. Then we decided to go ahead and launch the campaign without a sponsor to generate buzz. It worked. We launched Street Tweets without a sponsor some time in November of 2011 and had an annual sponsor secured by December of 2011 for the calendar year 2012 generating $30,000 in web revenue. The sponsor is a long time annual advertiser but the revenue generated was new revenue over and above previous spending levels and came directly from dollars previously spent on cable in previous years. We got our asking price and will look to grow revenue on this campaign in 2013. I visited with the client earlier this month and he is very happy with the project and the exposure that it has gotten his law firm. Results: We found a sponsor to pick the promotion up for the entire year and he paid our asking price. That made us happy and most importantly, the client feels good about his involvement in the project. We were very pleased. Partners: N/A Advertisers: Norman R. Gordon & Associates Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Glynn Duncan, 318-671-7266, [email protected]



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Hoops Contest Station: WHEC Group: Hubbard Broadcasting City: Rochester State: NY DMA: 79

Objective: The goal was to reach a male online and on-air audience during one of the sports world's biggest events: post-season college basketball. A secondary goal was to build up an email and SMS list. Overview: We created a multi-platform campaign using on-air, an online contest, email, texting and mobile to provide great visibility to our client and build a database for future commercial use. Implementation: Using on-air promotions and mentions by our sports anchors, we directed viewers to our sports section and a standalone site to participate in a basketball bracket contest. Users were also prompted to text in "hoops" to our short code, at which time they would receive a reply message with a link directing them to enter and participate on their smartphone. Once they created their bracket (either "up-front" or "round-by-round") they could create user groups of friends to play against, and go up against our "VIP" players, consisting of local college and high school coaches, public figures, and radio and TV personalities. During the sign up process, we collected information such as age, gender, zip code, email address and phone number. We used Facebook Connect for account creation as well, which made it very easy for viewers to become participants. During the contest phase, we sent weekly reminder emails and text messages to participants, which were branded for the sponsor and often included special offers. All contest pages included the sponsor's branding, and they had consistent promotional mentions during 5 pm and 11 pm sports, a fixed-position banner on our homepage and sports page, 10 second promotional commercials, and 10 second pre-roll video commercials. At the close of the contest, we sent out thank you emails to participants with a special offer from the sponsor, our sports anchors gave a wrap up of the top local winners, and a picture of the sponsor presenting the top prize (a big screen HDTV) to the top winner was sent out and used on both our and the sponsor's Facebook pages. Results: We had over 700 consistent contest participants, from whom we were able to gather demographic info and email addresses, we built up our contest SMS list by over 300 users, and delivered over 500k ad impressions for our sponsor.


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The sponsor saw a large uptick in their website traffic, got great feedback from current customers of theirs who participated, as well as foot traffic from new participants who came to redeem the special offers. In reviewing some of the analytics of the contest, we confirmed that over 70% of all users were in their target demo, and spent an average of over 10 minutes per visit on the sponsor's branded contest page. We were able to put this sponsor on all platforms using this interactive approach, and they were very pleased with the level of participation and positive feedback they received from it. Partners: Second Street Media, Inergize Digital Advertisers: Ralph Honda Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Nathan Kauffman, 585-546-0715, [email protected]


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Single News Sponsor Station: WFIE Group: Raycom Media City: Evansville State: IN DMA: 104

Objective: There was a highly anticipated golf event coming to our market. News was interested in having a signficant on air presence during the event. Our goal was to sell a single newscast sponsor in an effort to reduce commercial time for more news coverage, and obtain an ROI that would allow us to cover the extra manpower/labor to send the news department on location to broadcast the entire newscast live from the event. Additionaly, we wanted to introduce the concept of "single news sponsorships" with "limited commercial interruption" to our local advertising community in hopes of doing such additional sponsorships in the future. Overview: 14 News will broadcast LIVE from the Nationwide Tour at Victoria National Golf Club on Wednesday June 27th for the 6 pm news. 14 News wishes to partner EXCLUSIVELY with Romain Cross Pointe Auto Park to bring a “special edition with limited interruptions” newscast. Sponsorship Elements

Sponsor Open – “This Nationwide Tour special edition of 14 News at 6… LIVE at Victoria National, with limited commercial interruption brought to you exclusively to Romain Cross Pointe Auto Park.”

Sponsor promos to air one week prior to newscast (10x minimum) – “Tune in to 14 News at 6 this Wednesday night LIVE from Victoria National at the Nationwide Tour, brought to you with limited commercial interruption, exclusively by Romain Cross Pointe Auto Park.”

All “commercial breaks” exclusive to Romain (4x 2-min breaks)

Ron on camera for :90 endorsing the event followed by a :30 Romain spot

2:00 test drive/preview of the “hot” vehicle for 2013

Amy on camera talking about the Romain Value Promise/Lifetime Powertrain Warranty

Tour of new Cadillac showroom Implementation: WFIE produced the 2:00 vignettes and aired them as the "commercial breaks" in between news segments. The news department did a fantastic job putting up a set at the golf course. During the newscast, talent interviewed the owner of the dealership who talked about the importance of bringing this event to our community and economy. Promotions department produced the promo telling viewers about the special newscast that aired in a fixed promotional schedule leading up to the event. This was a very simple promotion to produce and execute. Other than producing the open, promos and vignettes, the news department was fantastic at helping our client get the additional exposure during the newscast. This idea took no additional inventory and generated a great ROI.


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Results: It was a fantastic promotion. We are in the process of closing our next "exclusive, single sponsor newscast" highlighting the unveiling of our new riverfront in Owensboro, KY. Partners: The news and promotions departments internally. Advertisers: Romain Crosspoint Auto Park Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Brook Arnold, 812-759-7248, [email protected]


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Lexington Medical Center Mobile Sponsorship Station: WIS Group: Raycom Media City: Columbia State: SC DMA: 77

Objective: The goal of the mobile sponsorship for Lexington Medical Center was to secure digital dollars from a large hospital group that invested money into development of a robust mobile site. They were promoting their site in print and outdoor. WIS wanted to capture those dollars. Overview: Lexington Medical Center is the exclusive healthcare advertiser on all WIS mobile products. This includes news and weather apps, tablet apps and mobile website. They are one of four sponsors receiving banners on mobile and recognition as a WIS mobile sponsor in on-air and online promotion. Their campaign was signed for 6-months. Implementation: The sales team at WIS captured the ads that were running in print and outdoor. We used these to get the appointment with the marketing department at Lexington Medical Center. At the meeting, we inquired about the success of their mobile campaign promotion in the other media. They were satisfied with the results, but we presented research data that showed using WIS' mobile products was a more effective use of their marketing dollars. The campaign includes 600,000 monthly mobile banner impressions along with 25-15 second monthly on-air promos that identify them as a mobile sponsor. The banner ads that run on mobile click directly through to the client's mobile site. It is a category exclusive sponsorship, which allows Lexington Medical Center to lock out their competition from this platform. Results: The 6-month campaign has been extremely successful for the client. Within the last year, Lexington Medical Center has taken over the #1 lead in the hopsital category in Columbia, SC. Their click-through ratio on mobile has averaged 1.11%. The real success measurement is that the client has signed on for another 6-month agreement. The total 12-month spend for this sponsorship is $90,000. These are incremental dollars that were captured from other media. Partners: WIS Advertisers: Lexington Medical Center Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Debbie Johnson, 803-758-1286, [email protected]



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Operation: Hired Station: WSTM/WTVH/WSTQ Group: Barrington Broadcasting City: Syracuse State: NY DMA: 84

Objective: To assist veterans in finding meaningful employment after leaving their time in the service. To raise awareness about the number of unemployed veterans in our region and to educate veterans and employers on the VOW act. To provide interview tips, resume critiques and more through on site seminars for veterans attending the job fair. To bring those qualified applicants together with over 60 employers in an effort to help veterans become gainfully employed. Overview: CNY Central executed an on-air, online and social media campaign to promote the event to veterans, businesses and veterans‟ families. Significant news support was put behind this extremely important issue of assiting veterans and the job fair event. Prominent web promotion on CNYCentral.com featured a special “Operation: Hired” splash page. Booth space during the 1 day veterans only job fair was provided to sponsors and sold to over 60 businesses. Implementation: Meetings originated between our business development manager, the NYS Department of Labor and the Syracuse VA Medical Center to discuss the recent Obama Vow to Hire Heroes Act and the potential partnership of executing a veterans only job fair. The stations secured the SRC Arena & Events Center and the local sales team began pursuing sponsors. Vendor booths were sold by the business development manager and a small team of interns. A pre-campaign focused on recruiting businesses to sign up for the job fair launched in late December while also educating our region on the veteran unemployment rate and the value in hiring veterans. Several news stories were done in support of this important topic. An event promotion campaign began in January inviting veterans to attend the event on January 31. Results: Over 500 veterans attended and over 60 businesses participated. We made over $35k for this one day event between sponsors and booth participants. Many veterans were placed as a result. The NYS Department of Labor and Syracuse VA Medical Center, Congresswoman Ann Marie Buerkle could not have been more pleased with the contribution this made to veterans in CNY. Partners: NYS Department of Labor and the Syracuse VA Medical Center Advertisers: NTTS/National Tractor Trailor School, Ryder, C&S Companies, CNY

Works Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Amy Collins, 315-477-9611, [email protected]



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Weather Call for Schools Station: WAAY Group: Calkins Media City: Huntsville State: AL DMA: 80

Objective: Weather Call for Schools is a program that delivers storm warning messages via phone or email to the targeted warning area. Weather Call for Schools puts a protective 1 mile radius for severe weather warnings and a 6 mile protective radius for lightning around each school in our DMA. This gives administrators enough lead time to make critical safety decisions for their students. The primary goal for this campaign was to give each school in our DMA targeted weather information that was more specific than they could receive from county notifications. WAAY 31 wanted to offer this program at no charge to ensure the safety of students in our area. Overview: Storm Force 31 has expanded our Weather Call program in an effort to make a significant impact on school safety in the Tennessee Valley. Weather Call for Schools creates virtual protective zones around each school's location and alerts them electronically and via phone when their school is in an area where a tornado or dangerous storm warning is within close proximity. Implementation: To offer Weather Call for Schools to each school in our DMA for no charge and to devote the appropriate amount of air time and web promotion, we found community partners willing to support the campaign. A collaboration between WAAY 31 management, the Storm Force 31 team, and Weather Call executives allowed us to create a strong presentation to deliver to all Superintendents in the Tennessee Valley. School participation was crucial in making sure the information was being delivered to a significant portion of students in the Tennesse Valley and ensures excellent exposure for our community partners. WAAY 31's Chief Meteorlogist uses Weather Call for Schools as one of his platforms on-air and during school visits. Our community partner had the opportunity to customize their own message about Weather Call for Schools and why they feel it is an important program. Our community partners are also visible in all promo spots explaining the program and on waaytv.com where viewers are directed to visit for information and to sign-up. Printed materials created by Weather Call and by WAAY 31 includes all community partners. This is a long running campaign with no end date so it is a long term committment from our sponsors that attaches them to a life saving program for our area.


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Results: The potential for this campaign is ongoing so it has not reached its peak as far as maximum revenue and participation. Currently, we have reached approximately 1/3 of our coverage area with other districts preparing to sign-on. We are receiving high participation from schools as they are notified of the program. With Virginia College as a community partner, this is now a revenue generator for our station with room to grow. So far, we have reached $100,000 and are expecting to gain two additional community partners within the next year. Partners: Weather Call, Tennesse Valley area schools Advertisers: Virginia College Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Ed Groves, 256-533-8105, [email protected]


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Companies That Care Station: WSTM/WTVH/WSTQ Group: Barrington Broadcasting City: Syracuse State: NY DMA: 84

Objective: To provide a cause marketing, community driven platform for those community conscious businesses that don't advertise traditionally, while generating a nontraditional revenue stream for the stations. Additionally, this program positions CNY Central as a concerned citizen in our community. Overview: Companies That Care is a campaign that aligns community conscious businesses with positive goodwill and community initiatives. It is an annual campaign that involves ongoing 'Salutes,' promotional mentions, quarterly charitable PSAs tagged with our partners, personalized Holiday Greetings, an online component and customized on-air campaign if desired. Implementation: Companies That Care is an annual campaign that involves ongoing 'Salutes' for our Companies That Care partners recognizing them for their contributions to the community. In addition we air quarterly charitable PSAs tagged with the partner‟s logo such as Breast Cancer Awareness month in October or American Red Cross Go Red for Women. We also highlight these partners on our website. Holiday Greetings air to thank their staff, customers, partners and the community. Some partners have used these to salute the troops during the holiday season. Finally, we provide a portion of the investment in a customized commercial air schedule to promote the cause of their choice or brand their business. Results: We secured two sponsors in NAPA Auto Care Centers and Seniors Helping Seniors for $36k in annual dollars. Both clients were seeking a way to brand their companies in a postive, non-commercial format. Partners: NAPA Auto Care Centers and Seniors Helping Seniors Advertisers: NAPA Auto Care Centers and Seniors Helping Seniors Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Amy Collins, 315-477-9611, [email protected]



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CNY Home Remodeling Guide Station: WSTM/WTVH/WSTQ Group: Barrington Broadcasting City: Syracuse State: NY DMA: 84

Objective: In an effort to target the home builders, real estate and remodeling category in a time when that industry was struggling, we created a multi-platform campaign that positioned our partners as experts in their field and provided a 'newsy' feel for them to tell a longer story about their business. Overview: The CNY Home Remodeling Guide involves a half hour 'Home' special airing on NBC, CBS and CW as well as 4 minute vignettes and :30 commercials along with an online presence. Implementation: The CNY Home Remodeling Guide is truly multi platform in that each category exclusive partner receives a 4 minute vignette with open/close bumps and billboard inclusion in the half hour special that we air on our 3 networks and Digital channel. That 4 minute vignette also runs on our Digital station as a standalone over the course of several weeks in heavy rotation. We create a :30 spot as well to air on NBC, CBS and CW with a call to action. The show is promoted in advance to create interest in watching this locally produced special. Online we feature their vignette, logo and link. While production is a bit more than a traditional :30 shoot, we have been able to do this in a pretty turn key fashion. We pay a nominal talent fee for a host to shoot the open/close bumps at each location along with a brief 1 to 1 1/2 minute interview with the business owner. Our production crew shoots additional B-roll while on site to produce the full 4 minutes and :30 call to action spot. We set up the shoots over a period of 3-4 days, shooting 2 a day. We air the half hour specials in paid programming time periods and bill a portion of non-spot revenue from each of the 6 partners to cover the cost of the show's airing. This generates more than the normal paid programming rate for that time period. Shows air in good time periods like at 7 pm and weekend daytime. We find that this program gives us the ability to provide that 'news story' feel that clients are always asking for, but with the benefit of controlled advertorial content and they are ultimately viewed as credible resources in these specials. The clients always sign on because they like the show element, but then see the value in traditional Televison advertising as well.


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Results: We have done this show twice (Spring/Fall) and are currently selling our next program for this Fall. We sold 10 sponsors across 2 shows, generating over $50k and have turned several of them into more regular spot advertisers as a result. Partners: Vallars Tile & Marble, Olum's Appliance, Ashley Furnitue, Green

Homes, Hearth & Home, Angelo Chiodo Heating & Cooling, Adirondack Colonial Furniture, Victory Lifts, Best Tile and Stanley Steemer

Advertisers: Vallars Tile & Marble, Olum's Appliance, Ashley Furnitue, Green Homes, Hearth & Home, Angelo Chiodo Heating & Cooling, Adirondack Colonial Furniture, Victory Lifts, Best Tile and Stanley Steemer

Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Amy Collins, 315-477-9611, [email protected]


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What Matters Station: KLTV Group: Raycom Media City: Tyler State: TX DMA: 107

Objective: This interactive campaign was designed to target multiple categories who can offer education and services to our community. Our goal was to generate $180K for the year. Overview: This campaign was executed in a :60 second format. We focused on health, legal and financial businesses. We designated time in key dayparts, primarily News, where an advertiser can highlight something useful in their area of expertise to the public in a :30 vignette followed by a :30 spot promoting their business. This is utilized on-air and online, setting the advertiser up as an expert advisor. We put everything under the umbrella of "What Matters" which gives the campaign a consistent look promoting KLTV along the way. Once the spot airs, it is put on the What Matters page on kltv.com along with additional information provided by the advertiser and a place for viewers to post questions that can be answered in an interactive way. Implementation: We designed a look and brand for our What Matters campaign which is seen at the beginning and end of each vignette. The commercial comes immediately after the vignette to maximize the advertiser‟s message. We shot each vignette with a designated look according to the category. In most cases we shot multiple topics for each sponsor so they could be rotated throughout the year. The messages were all placed on kltv.com in order to be easily accessible to viewers. We wanted to make sure the advertiser's message was geared toward providing useful information that the everyday consumer may not be aware of. In each case the sponsor began seeing immediate results. Results: This has resulted in $189K in revenue for the station with a new brand that is beneficial to the community and our advertisers. Partners: KLTV and KLTV.com Advertisers: Tefteller Law, Copeland Group Insurance, Citizens State Bank,

Dentistry for Children, Mayfield & Weedon Law Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Cory Bowler, 903-510-7710, [email protected]



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Heartland Heroes Station: KFVS Group: Raycom Media City: Cape Girardeau State: MO DMA: 81

Objective: The primary goal is to highlight Heroes in our market based on viewer nominations. The station gains high profile community accolades and the public is allowed to feel good about someone they know by nominating them as a Hero. The revenue goal is to also increase revenue for the station during months where dollars are typically needed. Overview: Heartland Heroes is a community involvement opportunity. Advertisers join KFVS12 in this high profile, community service campaign by spending incremental dollars to be a part of the promotion. The campaign recognizes individuals that go “above and beyond” and give so much of themselves. These are the people who you never forget, they touch your life in some way by giving of themselves, they are HEROES… Because of the positive footprints they leave behind, KFVS proudly presents their stories through feature segments which honor people who stand out as our “Heartland Heroes.” Implementation: The campaign was kicked off with promotional commercials asking viewers to visit kfvs12.com to nominate their favorite Heartland‟s Heroes. Sponsors were included in promotions with logos. They received mention as a sponsor BOTH on-air and on-line. Nominations were accepted online and by mail for three weeks. The 4 judges met to select the winners. Four primary winners were chosen with a couple of back up winners in case News had a hard time contacting the primary winners. Stories of the 4 winners were aired over a 4-week period. A “thank you” promo aired after the story series was completed with client logos on those as well. Story pages for each of the winners were also created on-line with client logos and links on the page. Results: $24,000 in incremental spending from 4 advertisers ($6000) each. We were pleased with this first year's results. Viewers appreciated the opportunity to nominate heroes and the station came across as a hero too. Partners: Life Care Centers, Brewer Monument, Cornerstone Countertops,

Missouri Farm Bureau Advertisers: Life Care Centers, Brewer Monument, Cornerstone Countertops,

Missouri Farm Bureau Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Karen Wade, 573-335-1212, [email protected]



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Pizza Hut Mobile Lovers Giveaway Station: KTUU Group: Schurz Communications City: Anchorage State: AK DMA: 148

Objective: The Pizza Hut Mobile Lover's Giveaway had a great deal to love about it. What did we want the campaign to do? For the station we wanted to increase our data base and push the download of our new news apps. Creating a new digital revenue stream for a client who was not active in second quarter was a big plus. Client goals were to brand Pizza Hut ordering and delivery with a young, hip mobile demo... And to put on-line coupons for the product on their phones, iPads and computers so that they can order from anywhere. Also the client needed positive branding with our station and increased top of mind awareness on multiple platforms. Overview: The Pizza Hut Mobile Lovers Giveaway awarded 200 large pizzas to contest entrants in 30 days. People were required to order via mobile to enter, from our news app. We used upickem software to manage the contest, and we had a coupon for free breadsticks and a thank you for entering response automatically sent to every entrant. Implementation: :30 and :15 television commercials featured animated pizza boxes flying over Anchorage (as if it was a new weather pattern blowing in to town). Young hipsters on iPads and iPhones look up to see the flying UFOs. Soon they are devouring a pizza feast. Product video of the pizza was also incorporated into the creative promos to drive desire for the product. Music is dramatic, then turns to happy. "A New day is dawning in Anchorage, one filled with... pizza." “It's the Pizza Hut Mobile Lover's giveaway, and we‟re giving away 300 pizzas in 30 days.” The :15 spot was used in pre-rolls which clicked through to the contest site. Branding elements for the television campaign were carried through on mobile banner, and the news app had a contest entry tile on the home page which worked for iPads and smartphones. The certificate for the Large Pizza Prize was pasted on 200 pages on PowerPoint, automatically numbered, and saved as a pdf. That way each winning certificate that was emailed to a winner had a different number and was trackable. 1210 Entrants had a choice to opt in for more information, 62% opted in for a total of 749 people added to our deals database and the client's mailing list. Click through rates were high for the smartphone and iPad tiles, roughly .45%.


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Results: News app downloads were up 76% from 12 months before. The client experienced the first growth in monthly sales for the past year. The increase carried into the following month. Partners: Pizza Hut Advertisers: Pizza Hut Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Jennie Smelker, 907-762-9220, [email protected]


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Jingle Promotion Station: KIFI/KIDK Group: News-Press Gazette City: Idaho Falls State: ID DMA: 160

Objective: Our campaign was to get our staff and clients excited about using creative ideas to sell their products and services. We are training our AEs that creative is key in their clients‟ success. Using a jingle would help set the client apart from their competition and get us an advertising contract with the client. Overview: We found an outside vendor who specializes in this field introduced them to our staff and began setting up appointments. To kick off the event we set aside a week where we could conduct client meetings targeting new advertisers who we felt could benefit from the strength of our television stations along with some great marketing and branding strategies from our outside vendor. Implementation: We conducted 12 meetings over a 4 day period each one lasting an hour. During the meeting we did a Client Needs Analysis that lasted 30 minutes, followed by a station video presentation that was 15 minutes in length and then a full sing music and image campaign. What's unique is we did this using video conferencing. The client felt no pressure and they were able to hear the jingle right there during the presentation. The jingle was not a finished product but the clients really got excited about it being put together right there and it was put together just for them. Results: We have 5 contracts so far and have two more very close being closed! Partners: Jeff Arthur Productions Advertisers: We closed some new direct business and increased exsisting clients. Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Monte Young, 208-528-2188, [email protected]



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Text L8R Station: WEVV Group: Communications Corporation of America City: Evansville State: IN DMA: 104

Objective: The statistics are staggering: More than 200,000 car crashes a year are blamed on texting and driving. WEVV CBS 44 and FOX 44 are launching a campaign to encourage viewers to stop texting and driving and text later. Overview: Called Text L8r, this ongoing promotion includes pre recorded messages, web pledges and giveaways to help promote the idea that drivers should wait to text later. Implementation: The promotion includes promos that share information and statistics encouraging viewers to text later and will direct them to the WEVV websites for more information. Viewers will also be encouraged to go online to "take the Text L8r pledge", where pledgers will receive a fast food coupon for pledging and be entered into a weekly drawing for other prizes. Viewers are also invited to submit their reasons for waiting until after they have finished driving to text. Sponsors will receive logos on Text L8r t-shirts, individual sponsorships in statistic promos, tags on Text L8r story promos, web links and individual streaming promos on the website. Results: We currently have $60,000 booked between 2 clients and have room to add two more at this time. Partners: None Advertisers: personal injury attorney, local police/prosecutor, fast food restaurant Net Revenue (1-10 scale): 9 Repeat Business? No Contact: Greg Murdach, 812-464-4444, [email protected]

Promotion Type: NTR Yes Multi-Platform No Web/Social/Mobile Yes Turnkey No


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Where Life Is "Sew" Fun Station: KETK Group: Communications Corporation of America City: Tyler/Longview State: TX DMA: 107

Objective: To grow a small client who we felt had potential to be a larger advertiser. Feeling like we could help bring the client more business and sell higher priced tickets by leveraging our related programming and multi-platform company. Overview: By leveraging our program "Fashion Star" and allowing A Nimble Thimble to locally sponsor it. We drove viewers to register with a "Text To Win" a Bernina Sewing Machine. The package included the sponsorship, Text To Win, web banners promoting the sponsorship, and a Jingle with "A Nimble Thimble, Were Life Is "Sew" Fun". Implementation: We started by running promotion announcements driving viewers to text to win a new Bernina Sewing Machine. Once viewers sent the text they received a text back from A Nimble Thimble with a discount. We also ran promos promoting "Fashion Star" and locally sponsoring it by "A Nimble Thimble, Where Life Is "Sew" Fun." The promotion included a television schedule focusing on programming targeting Females 25-54 and Females 35+. Also a spot running in Fashion Star each week. The sponsorship required an annual commitment, which included Olympics and even NFL. The creative was a large part even going after the Male Demo, saying "Hey guys you want to score this football season, give her what she really wants". And tied it all together with her new Jingle throughout the year "A Nimble Thimble, Where Life Is Sew Fun." Results: Fantastic! Grew her budget to $65,000 annual. The client is selling many high price machines and her 1Q12 was up 38% over 1Q11, and is very happy! Partners: KETK/KFXK Advertisers: A Nimble Thimble - Sewing Store Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: David Bailey, 903-581-5656, [email protected]



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Your Beautiful Bath Station: WSFA Group: Raycom Media City: Montgomery State: AL DMA: 119

Objective: This campaign was designed for an existing client who remodels bathrooms and wanted to do something new to further develop market share in the remodeling market. The goal for the station was to secure incremental revenue and grow an already successful client to spending $200,000 over the course of the year. Through the entire campaign we wanted to increase him one share point in the market which was an estimated value of $5,190,000 annually yielding very high returns for him. Overview: Your Beautiful Bath is a series of educational 60 second spots that were helpful tips on how to make affordable home repairs that played on the popularity of DIY concepts. Topics covered everything from cleaning your shower head for better water pressure to making your grout sparkle. The segments aired once a week on Tuesdays and were positioned as a news segment in our 4 pm News broadcast and were followed by a 30 second commercial for NewBath. The segments were also housed on a Your Beautiful Bath page on WSFA.com for viewers to refer back to which also had clickable ad units on the page for the client. In addition to increase visibility for the segments a 300x250 ad circulated ROS on WSFA.com. This campaign positioned NewBath as a resource for home owners and increased inquiries for bathroom renovations. Implementation: The first step in executing this project was to come up with the topics that we wanted to cover and how we would produce them. With only 60 seconds to cover a topic it had to be well thought out. After coming up with a slate of topics open and close graphics were created to give it a professional news segment feel. Once completed a day long shoot was scheduled with the client at an agreed on location/home. At the first shoot, 6 segments were shot, brought back to the station and edited and the 30 second commercial was attached to the end. The contract was entered in the system to reflect a fixed time for each Tuesday and this was clearly communicated to the traffic department on how it needed to be executed. The micro-site was the last to be developed as well as the digital ad units. This was launched after the first airing of the segments. To maintain the content of the page without doing an early reveal of the segments, testimonials for NewBath were posted. The launch of the project was that first Tuesday where the segment aired and then the site went live after the 5 pm news aired.


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Results: Received $30,000 in incremental revenue that was for online and on air as well as secured the total spending obligation of $200,000. Partners: None Advertisers: NewBath of Alabama Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Marnie Nowicki, 334-613-8272, [email protected]


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Medal Count Station: WHEC Group: Hubbard Broadcasting City: Rochester State: NY DMA: 79

Objective: The goal was to give a high level of exposure to our sponsor during our Olympic coverage through traditional and non-traditional components and highlighting the sponsor as a committed member of our community. Overview: This campaign put the sponsor in nearly every Olympic-oriented placement possible. We knew that to make it stand out we would need to include elements that were exclusive and maximized our NBC-only opportunity of Olympic coverage throughout the day. Implementation: The campaign included full on-air production of commercials highlighting local landmarks for each of the auto dealer's brands, online production of a customized "medal count" widget for our homepage, a full-screen on-air billboard highlighting the Medal Count update and the sponsor, :04 second Olympic IDs, design and printing of on-site medal-count posters to be placed in the sponsor's lobbies, a season-long billboard at Frontier Field (baseball) through a station partnership, and of course, a full on-air schedule that included multiple dayparts of Olympic coverage on NBC. All of the placements positioned the sponsor as a community partner and provided either exclusivity or a large share of voice in each position. Results: The client is extremely happy! They received a lot of very positive feedback from the community, current customers and employees. The on-air creative was so well received that they are now using it exclusively in the market. They are having an excellent sales month and attribute this campaign in particular to their success by covering all the bases during this exclusive event. Partners: various Advertisers: Garber Automotive Net Revenue (1-10 scale): Repeat Business? Yes Contact: Nathan Kauffman, 585-546-0715, [email protected]



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Innovations in Agriculture Station: WABG Group: Commonwealth Broadcasting City: Greenville State: MS DMA: 187

Objective: In June of 2012 , we launched a new local agriculture segment called Innovations in Agriculture. The segments are produced in-house, in high definition and sold to local clients. Our sponsors receive commercial schedules, shared billboards and shared promotional announcements. The content includes the latest in technology, equipment, seed varieties, grain storage, research and development. We currently have three sponsors and have generated over $11,000 in new local revenue. We will continue the segments through the end of the year and additional sponsors will be sold. This campaign has generated new business revenue from our local agriculture industry. Overview: In June of 2012 , we launched a new local agriculture segment called Innovations in Agriculture. The segments are produced in-house, in high definition and sold to local clients. Our sponsors receive commercial schedules, shared billboards and shared promotional announcements. The content includes the latest in technology, equipment, seed varieties, grain storage, research and development. We currently have three sponsors and have generated over $11,000 in new local revenue. We will continue the segments through the end of the year and additional sponsors will be sold. Implementation: The segments are produced in-house, in high definition and sold to local clients. Our local Account Executive is the host for the segments. Each week, he conducts short interviews with local businesses involved in providing the latest products and services to the agriculture market. The segments are edited to two minutes and air in our Sunday 10 pm evening newscast and in Monday‟s local morning shows; ABC Good Morning Mississippi and NBC33 First at Five. Our sponsors receive commercial schedules, shared billboards and shared promotional announcements. The content includes the latest in technology, equipment, seed varieties, grain storage, research and development. Results: We currently have three sponsors and have generated over $11,000 in new local revenue. We will continue the segments through the end of the year and additional sponsors will be sold. Partners: Big D Irrigation, Palmer Construction, DeltaAg Advertisers: Big D Irrigation, Palmer Construction, DeltaAg Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Sarah Zepponi, 662-332-0949, [email protected]



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Let Gordon Chevrolet Be Your Chauffeur For the Day Station: WFXG Group: Raycom Media City: Augusta State: GA DMA: 111

Objective: My goals were to show this advertiser the value of using our texting platform which was a brand new product to our station at that time. I also wanted to drive traffic to the advertiser's website to increase their page views. Overview: This was a category exclusive multi-platform campaign. It incorporated texting, a content page, display ads on our website as well as a spot bank. Viewers were asked to text Mom or Dad to 95454 to be entered to win a chauffeur for the day provided by Gordon Chevrolet. WFXG provided the prizes given to the winner (brunch, flowers, etc.). Implementation: WFXG ran promos encouraging viewers to "text-2-win." The promos pushed viewers to our website where they could view all the details on our Mother's Day content page (or click on any of the rotating display ads on the homepage). The promos also encouraged viewers to text MOM to enter their mothers into a contest to be chauffeured by Gordon Chevrolet to brunch and also receive a bouquet of flowers. We also used our social networks like Facebook to push the message to our friends to register. Vibes was programmed to choose the winner and send out the notification on a specific date. The winner called in and we finalized the details of the pick up time and date. Results: Results were great. The client, Gordon Chevrolet, was extremely pleased with the exposure they received and the number of text applicants. They had 249 total entries and now have 249 new potential customers to whom they can market. Partners: Ladybug's Flowers and Gifts and Crums Restaurant Advertisers: Gordon Chevrolet and WFXG Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Courtney Renew, 706-755-5783, [email protected]



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National Ice Cream Month Station: WXTX Group: Raycom Media City: Columbus State: GA DMA: 127

Objective: To garner additional dollars from the local Nissan dealership that they had pulled off two other networks in the market. They were considering banking the money, but gave WXTX and another station the chance to create something special to go for it. The budget was an additional $12,000 for one month. Overview: WXTX went to the ice cream shop closest to the Headquarter Nissan store and asked if they would be willing to give up 100 free coupons for being included on $5,000 worth of advertising. They agreed and we created a promo sending people to the Headquarter Nissan Service department to pick up their free coupons. They had to leave their address when they did, so Headquarter Nissan had lots of foot traffic and a new database. Implementation: We ran :10 and :15 promos that we created in house very simply, in as much open inventory as we could find and cleared almost 300 promos! Most of this was unused inventory that was just odd lengths. We also had the promotion listed on our website with their website connected. It went so well that we had to go back to the ice cream shop and purchase more coupons twice (they only agreed to give us 100), and the dealer was so pleased they invited us to do it again in August. This month we created a back to school lunchbox give-away, and believe it or not, the lunch boxes were cheaper than the ice cream, and our logos are on them! Results: All in total, we garnered an $34,500 from this client for 2 months, $22,000 more than the previous year. Partners: Bruster's Ice Cream Advertisers: Headquarter Nissan Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Jackie Lynch, 706-568-2883, [email protected]



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Hands on Hearts Station: WISC Group: Morgan Murphy Media City: Madison State: WI DMA: 85

Objective: The goal of the Hands on Hearts promotion was to publicize the American Heart Association's new method of CPR called COCPR (Compression Only CPR). Instead of simply producing and airing spots and web ads, we created an interactive community event where we trained community members to do COCPR at 12 area locations. Another goal was to position our anchors and managers as leaders in our community who contibute to the safety and wellness of the viewers we serve. Overview: Our television station and website teamed up with a local hospital to do a community event called Hands on Hearts. Since being trained on COCPR only takes 15 minutes, we wanted to engage as many of our viewers as possible to take time out of their day to learn the technique. Before the event, we ran promos and news stories featuring real local citizens who performed the technique and stabilized a victim until the ambulance arrived. The powerful promotion featured teenage twin girls who learned the technique when they took babysitting training, saving their grandfather's life when he had a heart attack. The event was held on a Wednesday in May at 12 locations in our viewing area, including our television station. Not only were our viewers able to come to our station and be trained by their favorite news anchor, we sent our anchors to locations throughout the city. We trained 1,074 people on the technique during the day-long event. As a side note, we likely could have trained more people, but training requires the use of a mannequin and between the hospital and The Red Cross, we had a finite number available. Implementation: One month leading up to the event, we produced a landing page for the event with all the details on where, why and how to get trained. This was positioned on our website as well as the website of our sponsor. We also began web promotion at that time with leaderboards, medium rectangles, content integration and countdown clock ads which asked people to "save the date." We also promoted the save the date concept to our Facebook fans and our Twitter followers as did the hospital as well. Two weeks out, we began television promotion on both our CBS and My Network stations. A week out we had guests on our morning show and also ran very compelling news stories to make sure that we explained how easy the training is and how critical it could be to saving a life.


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To set the tone for how important this event was, our General Manager encouraged all our staff members to learn the technique and we adopted it as a full company project. To accomodate the consistent flow of people coming to our station to be trained, we had a large group of people who got involved. The hospital used all their internal communication resources to elevate the awareness and importance of the event as well. To increase community engagement, we reported the number of people trained throughout the day on our website as well as on our noon, 5 ,6 and 10 o'clock broadcasts. We also sent reminder messages via text to people who signed up ahead of time (signing up ahead of time was not a requirement). During and after the event, we posted pictures on our Facebook page and let them know how to get training if they missed our event. Results: We trained 1,074 people in COCPR. Our goal was 500. Partners: St. Mary's Hospital Advertisers: St. Mary's Hospital, Edgerton Medical Center, St. Clare Hospital Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Susie Taylor, 608-277-5137, [email protected]


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St. Jude Dream Home Giveaway Station: WLOX Group: Raycom Media City: Biloxi State: MS DMA: 162

Objective: Generate raffle ticket sales for St. Jude Research Hospital by offering a chance to win a $415,000 Dream Home. To benefit the advertisers, we designed a campaign and telethon around them. They served as the on-camera soliciters to provide maximum exposure for their companies. Overview: Multi-platform campaign ran from March 15 to June 17 in four phases. On air and on line sponsor-driven promotions encouraging the public to purchase tickets at various outlets to win the dream home and to win secondary prizes such as:

A seven-night stay in a two-bedroom condo along Northwest Florida or Alabama's beautiful Gulf Coast, courtesy of ResortQuest

$1,000 shopping spree at Sports Shack

$1,000 shopping spree at Chevron

$1,000 gift certificate to Allen Automotive service center

$1,000 shopping spree at Home Depot, courtesy of Allen Beverages

Talo SmartTouch kitchen faucet and accessories package, courtesy of Brizo

$1,000 shopping spree at Edgewater Mall

$1,000 shopping spree at JC Penney

MS Coast Coliseum prize package including four season tickets to the MS Surge hockey 2012-2013 season

a one-night stay in Hard Rock Biloxi's Glamour Suite and an Aveda couples massage and pedicure, coutesy of Hard Rock Hotel & Casino Biloxi

Mary Mahoney's gumbo for a year Implementation: Phase 1: March 15-April 12 (4 Weeks) :30 creative content features Sponsor representatives on camera promoting St. Jude “Tickets On Sale & Prize Promotional” with supporting footage provided by St. Jude Children‟s Hospital. 75 total promotional announcements for each sponsor Phase 2: May 3-May 31 (4 Weeks) :30 creative content features Sponsor representatives on camera promoting St. Jude “Open House in the Tradition Subdivision” with supporting footage provided by St. Jude Children‟s Hospital.


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70 total promotinal announcements per sponsor Phase 3: June 4-16 (2 weeks) :30 creative content features Sponsor representatives on camera promoting St. Jude “Last Chance for tickets/10-day Countdown to the Telethon” with supporting footage provided by St. Jude Children‟s Hospital. 28 total promotional announcements per sponsor Sponsor Logos prominently displayed on television station web page throughout campaign. Special splash page promoted supporting sponsors, giveaway items, and video vignettes from the sponsors and on the St. Jude Research Hospital. Phase 4: Sunday, June 17 from 12pm – 2pm WLOX hosted a live telethon encouraging viewers to support St. Jude. We broadcast from the studio with a bank of telephones for last minute donations and raffle ticket purchasing. During the two hour telethon, we broadcast live remotes from the home and provided tours using our meteorologist and sportscaster on camera. Sponsors were invited to make a guest appearance during the Live Telethon. During the telethon broadcast, each of the two sponsors received: Recognition on all Open and Close Billboards and 3 x :30 commercials Results: St. Jude raised $609,800 from raffle ticket sales. WLOX garnered $17,000 in incremental revenue from two sponsors and increased "Time on Site" on the wlox.com website. Partners: Allen Toyota and Allen Beverages (Pepsi Cola) Advertisers: Allen Toyota and Allen Beverages (Pepsi Cola) Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Jenny Lucas, 228-896-0720, [email protected]


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TXT L8R Station: KWWL Group: Quincy Newspapers Inc. City: Waterloo State: IA DMA: 89

Objective: KWWL decided that they wanted to inform the community about the dangers of texting and driving in Eastern Iowa. Due to the high number of accidents this was a concern for our teenagers and young adults in the area. Although it is against the law in our state to text and drive, it is however considered a secondary enforcement under distracted driving so there has to be another offense to cite texting and driving. The goal of the station was to raise awareness of this important issue and get our viewers to take the pledge to "TXT L8R." Overview: KWWL began to prepare for this campaign in October of 2011 and formally launched it January 1, 2012 on-air and online, coupled with a news story that aired the first week of January. Our main female anchor has a personal relationship with U.S. Transportation Secretary Ray LaHood. We were able to get him to be part of our promotional ads that we created along with ads by local law enforcement. TXT L8R promotional ads also ran on KWWL.com. To make sure the campaign is front and center there is a large homepage TXT L8R graphic so viewers can easily find the information and take the pledge. The viewers are instructed to text to take the pledge and they then receive a confirmation text back. Implementation: KWWL has seen an increase in accidents involving texting. Two of our Account Executives brought the idea to station management and began to put the elements together. Working with our main female anchor, Tara Thomas, who would be be the spokesperson for this campaign, they began to create all of the elements which included the involvement of Ray LaHood, local police, sheriffs and state patrol officers. Promotional spots were created urging people to TXT L8R and take the pledge. These were used to launch the campaign along with extensive news coverage about the dangers of texting and driving. Our main anchor, Tara, appears with Ray LaHood in one of these promotional spots. KWWL created a special TXT L8R page with the custom url of www.kwwl.com/txtl8r where interested viewers can get information and stats and see the promotion. The page shows the number of people who have taken the pledge and it also allows people to share their stories of why they have taken the pledge to TXT L8R, we also have a featured poll question. Once people have taken the pledge they are encouraged to share this on Facebook and Twitter using the hash tag #TXTL8R.


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The next step was to get local businesses involved in this very important campaign. Cassill Motors came on as a primary sponsor, they have taken this and made it much more through their involvement. While they received several ads on the TXT L8R page and their own promotional spots with owner Jay Cassill encouraging people to take the pledge they have taken this opportunity to make it part of their business. They have giant TXT L8R boards in their showrooms that they encourage people to sign committing to TXT L8R when they are driving. Every month Jay puts on a car care class and as part of it he talks about the dangers of texting and driving and provides a small TXT L8R sticker that looks like a license plate for people to put in the corner of their rear view mirror to remind them to TXT L8R. KWWL has added a second sponsor, Jerry Rolling Motors, who is airing additional promotional spots about texting and driving. The station created window clings that look like license plates that say TXT L8R these have been distributed to local law enforcement to give out to people. In addition, whenever Tara Thomas speaks to civic or community groups she brings the TXT L8R clings to give out and also takes time to talk about her commitment to this campaign and how she has taken the pledge while encouraging others to do so as well. KWWL covers football and will bring stickers to games weekly. We are continuing to add sponsors to this campaign and are working to confirm a cellular company in addition to our automotive partners. In addition to running the promotional spots the station continues to talk about TXT L8R in newscasts and on our website. Results: The campaign has now completed the seventh month and we have had a lot of success with the community. Our business partners have seen the benefits of being aligned with a very important issue. We are currently working to bring on additional partners and will be creating new promos featuring students who have takent he pledge. Partners: Black Hawk County Sheriffs, Waterloo Police and Iowa State Patrol Advertisers: Cassill Motors and Jerry Rolling Motors Net Revenue (1-10 scale): 7 Repeat Business? No Contact: Abbie Vandenakker, 319-291-1228, [email protected]


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The O-Zone Station: KYTV Group: Schurz Communications City: Springfield State: MO DMA: 75

Objective: KY3, Inc. has set the following goals for the largest sports effort in the Ozarks. Introducing...The O-Zone!

Create the first multi-platform sports infomation site in the Ozarks.

Bring the most in-depth coverage of all high school and college sports in the Ozarks.

Become the largest sports news team in the market featuring an entire staff of reporters, editors, writers and photographers, on air talent and digital gurus.

The O-Zone will kick off with total sports coverage of 20 high schools and 5 colleges. Coverage of all 100+ high schools by the end of 2013.

All-screen efforts include on-air (4 stations), online (3 sites), and apps (mobile and tablet).

Use all social media outlets (Facebook, twitter, LinkedIn) to create awareness and continued interest.

All-station collaboration between news (sports) and sales.

Create a locally produced 30-minute O-Zone show to drive viewership and ratings across the 31 county viewing area, to air 3 nights a week for 9 months out of the year.

Overview: The O-Zone brings the most exciting and thorough coverage of high school and college sports in the Ozarks. This collaborative effort will cover all of the KY3, Inc. products - on air, online and mobile. News, Sales and Promotions will all drive the O-Zone to become the #1 source for sports information in the Ozarks. The site will offer scores, schedules, photo galleries/videos and stories. The O-Zone show will air 3 times each week to feature stories, videos, updates and standings and in-depth coverage of all favorite sports teams in the area. KY3, Inc. will be the market leader in sports! Implementation: Our GM created the O-Zone. We hired a dedicated staff of reporters, editors, photographers and writers to design and run the site year round. We also included on air elements in the news and promotions. The O-Zone show will air 3 times a week for 9 months out of the year. The on air sales team handles the majority of the selling since the packages include on air schedules with increased annual expenditures. The digital department will sell online opportunities. The O-Zone product crosses all KY3, Inc. platforms while the work and efforts cross all departments. The O-Zone will be the #1 sports news source in the Ozarks!


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Results: We sold out of all 5 annual sponsorships in less than a month! Partners: KY, Inc stations (KY3, KSPR, CW and 24/7) Sales, News, Digital and

Promotions Dept. Advertisers: Helathcare, sporting goods, financial, automotive and fast food Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Mary Chalender, 417-268-3036, [email protected]


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WDAM's Mother's Day Giveaway Station: WDAM TV Group: Raycom Media City: Hattiesburg State: MS DMA: 167

Objective: We wanted a promotion that viewers and clients both could respond to warmly for Mother's Day. We asked sponsoring partners to thank all viewing mothers for their contributions by giving them a chance to win gifts provided by those partners. We wanted a "feel good" promotion that would place the client in the spot telling a few sentences about their Mom, wife, grandmother to place a face with the name of the business. Of course, we mainly wanted to help build some excitement from clients and viewers about the capabilities of our texting platform. Overview: We wanted 3 sponsoring partners so that it could be personalized without too many logos on this type of promotion. We typically do some sort of Mother's Day promotion every year, but we really needed to start utilizing our texting platform so this showed our viewers how much fun it could be. Implementation: Promotion package for clients included on-air :30 promos on WDAM, Bounce TV and This TV; a sponsorship bounceback message/offer via a mobile splash page; shared billboards that aired during weather segments during our Morning Show; and clients' logos on a pencil pushdown promotional ad on wdam.com on Friday, May 11 (Mother's Day was Sunday, May 13). Each sponsorship was $2,000. WDAM provided a Text-to-Win campaign calling for viewers to text in WDAM MOM to 78464 for a chance to win a prize from one of the 3 sponsors. When every person entered, they got a bounce back message with a link to a Mobile site that offered a discount or some type of special offer from the 3 participating sponsors. This way, even the viewers who didn't win one of the 3 main prizes would have a "prize". The 3 winning mothers received a prize with a value of at least $100 or greater. The promotion ran for 12 days. Winners were announced on Monday, May 14 via News 7 Today and via text to the 3 randomly chosen winners (losers got confirmation too of not winning). Results: Of course we sold our 3 sponsors for a total of $6,000 in digital dollars, but it went so well that we repeated it for Father's Day also. The Mother's Day contest was also very successful from a viewership angle. We had 1,316 entries with 235 clicks on the Mobile offer. Clients loved all the exposure and viewers loved it too. We felt it was very successful for our first foray into texting and contesting for clients.


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Partners: The Stepping Stone, Adcock Pools & Spas and Lovie's Gifts Advertisers: The Stepping Stone, Adcock Pools & Spas and Lovie's Gifts Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Cindy Smith, 601-450-4717, [email protected]


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News Snipes Station: KSLA Group: Raycom Media City: Shreveport State: LA DMA: 83

Objective: The Louisiana Highway Safety Commission runs a Buckle Up... It's The Law campaign each year around Memorial Day. Louisiana Highway Safety targets M18-34 which is a difficult demo for a CBS station (in May). The goal of the news snipes was to meet the agency's cost per point goals without discounting the news rates, and get a very important message out. Overview: The station was not meeting the CPP goals of the agency and risked not being included on the buy. The AE offered an alternative to a traditional spot buy - snipes. The snipes consisted of an animated seat belt that appeared during the newscasts. The station was able to meet the CPP goals and get the buy without using any sales inventory. Implementation: During the newscast, an animated seat belt appeared over the lower third of the screen and buckled. As the seat belt unbuckled, the client logo was displayed. The snipes were aired during the news bumps with the station music in the background. There was no VO. The station's graphics department built the animation and production control executed the snipes. The client purchased snipes five days per week for two weeks in the 5 pm, 6 pm and 10 pm news, as well as the Saturday and Sunday 10 pm news. This was an easy to execute campaign and would work well for any non-profit business in any market. Results: $6,750 revenue Partners: KSLA and Louisiana Highway Safety Advertisers: Louisiana Highway Safety Commission Net Revenue (1-10 scale): 8 Repeat Business? No Contact: Tonia Henderson, 318-677-6742, [email protected]



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Pet Connections Station: KHNL Group: Raycom Media City: Honolulu State: HI DMA: 71

Objective: The primary goals of the campaign were to bring public awareness to the need to adopt pets and match people to the pets we highlighted from the shelters. The station goal was to develop a program that added revenue to our digital line. Overview: Every week we air a 2 minute segment inside our morning show. It is an interview type format with our title sponsor, someone from the animal shelter (along with an animal, usually a dog or cat) and one of the supporting Veterinarians. The 2 minute segment talks about the animal that the shelter is trying to get adopted and the need to find this pet a home. The campaign also has a website element. We created a "Pet Connection" page where we listed the supporting vets. Each vet got their own listing complete with a splash page that listed information about their individual practice. We also promote the program with on-air 15 second promos. Implementation: We developed a program where we secured one Title Sponsor and 4 Supporting Sponsors. We gave the presentation to the sales department and gave them a deadline to sell it. We divided the island on a geographical basis and went cold calling. We tape one segment for each week to be on-air and the Title Sponsor, who happens to be an avid supporter of pet adoptions, is showcased in the spot. We rotate the 4 different veterinarians in the spot each week. We made these 4 vets exclusive to their respective geographical areas on the island of Oahu. Each vet donates their services to the animal that is showcased on air for the initial vaccinations and checkups. We then created the website page that was exclusive to "Pet Connections" that showcased each vet and their individual practices. Each vet received one on-air appearance minimum per month and a website splash page inside the "Pet Connection" page. We are currently in the process of renewing this program for a second year and have enhanced the program by adding a pet "lost & found" area on the "Pet Connection" page as well as a pet slide show area for owners to send in photos of their pets. We are asking for more money this year! Results: We received excellent response. We sold out the 4 vet slots as well as the Title Sponsor for a one year.


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Partners: Hawaiian Humane Society, Joey's Feline Friends, Hawaii Dog Foundation, K9 Kokua

Advertisers: McKenna's Windward Ford, Feather n Fur Animal Clinic, Waipahu Leeward Vet Clinic, Animal Clinic of Honolulu, Arm & Hammer

Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: David Nola, 808-847-9360, [email protected]


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The SWX Carhartt Sport Studio Station: KHQ Group: Cowles Company City: Spokane State: WA DMA: 73

Objective: Product Placement in sports studios is a proven winner on the national level and now the SWX Carhartt Sports Studio is proof it can work on the small market local level as well. This year the KHQ-SWX sales staff sold the naming rights to our studio using a creative, collaborative effort to benefit the Carhartt national brand as well as its local retailers. Overview: The overall goal of Carhartt was outreach to their local retailers. We covered over 60 of their local clients. We included a way to highlight all the dealers who bought into the program and it has become one of our largest success stories to date. Implementation: The new studio features both virtual and physical Carhartt logo placement. The Carhartt logo is included on the virtual set in pre-produced opens every night in our newscasts when we go to sports. Carhartt also is on the signage marking the studio entrance. In addition, a scroll of local retailers runs every night, providing value for all those participating. This also has an online element as we created display ads as well as a landing page featuring every dealer. The last element to be executed is a promotional campaign that will follow their national efforts on a local level. This will include a schedule to drive traffic to participating retailers with a grand prize to secure engagment. Results: This was a HUGE success for us. It ended up being $8300/month with a long term commitment. We believe this could be done in every market out there. It is one that you would like to see the elements of in person! Partners: Carhartt, KHQ, SWX and Partipating retailers in our DMA Advertisers: Carhartt Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Jennifer Petruso, 509-448-4611, [email protected]



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Pro Football Frenzy Station: KHQ Group: Cowles Company City: Spokane State: WA DMA: 73

Objective: We know that Pro Football is America's favorite sport - more than twice as popular than the 2nd most popular: baseball (Harris poll). We also know it is the most watched sport, so how do we interact with these "avid fans" and bring them something that would excite them and at the same time connect a sponsor who could benefit from these viewers and create a synergy. We had the perfect tools from our partner Second Street with U-Pick Em. They provide a great game online that allows you to follow and pick winning teams all in the NFL each week. Now all we need is the perfect sponsor. Overview: We targeted a casino to sponsor this campaign as we know they have sports budgets but cannot be in NFL broadcast. The idea was to align them with their audience while advertising online. Implementation: The engagement was promoted on TV, online drivers as well as our 32,000+ Facebook fans who can now play through any mobile device as well. We looked for a overall sponsor that includes logos on home welcome page. We also generated an ad/coupon to provide extra engagement and results. Web drivers were "powered by" Company to provide enough impressions and exposure. Every week a new player can participate and a tie breaker is picked by guessing the Monday night score. A winner is drawn weekly and a prize is awarded. A grand prize was awarded by the presenting partner. The great thing is you can get co-sponsors to participate and provide weekly prizes. Results: We have renewed this idea for 2012 with an online outcome of $14K as well as copied it for college with another local pizza company for $7K all web $. Partners: KHQ, SWX and Northern Quest Resort & Casino Advertisers: Northern Quest Resort and Casino Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Jennifer Petruso, 509-448-4611, [email protected]



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Stuff the Bus Station: KWKT Group: Communications Corporation of America City: Waco State: TX DMA: 88

Objective: Increase NTR and commercial dollars by adding clients who do not advertise on KWKT FOX 44 or increase share of business for current advertisers. Overview: Phase 1 - On Air promotion for viewers to go to Salvation Army to register for those who may need assistance with school supplies. Phase 2 - Promote drop off locations; 2 Wal-mart locations, Richard Karr Motors, Raising Kanes during TAX Free Weekend August 17 and 18. Combined promotion with radio partners, promote on kwkt.com. Implementation: Produce two :30 on air promotional spots along with web. Radio partners produced on air promtional spots and designed splash page on station websites. Television on air promotion in two phases, four radio partners on air and website. Promoted at Richard Karr Motors dealership and Raising Kanes. Salvation Army collection point. Website splash page with information which includes rules, drop off locations, partners. Hand outs will be passsed out during event along with product coupons from participating partners. Proof of Performance spots to be produced and to air on KWKT and on radio partners after promotion thanking the community for supporting our school children. Results: Raised $12,000 ($6,000 NTR, $6,000 cause marketing) share increase from current advertiser. Partners: Richard Karr Motors, Raising Kanes, Wal-Mart, Salvation Army,

American Classified, Four Radio partners Advertisers: all of the above Net Revenue (1-10 scale): 3 Repeat Business? Yes Contact: Debora Fowler, 254-776-3844, [email protected]



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Parade of Homes Plus 2012 Station: WSBT Group: Schurz Communications City: Mishawaka State: IN DMA: 97

Objective: The goal of The Parade of Homes Plus Co-op Package was to generate attendance at 12 new homes, two whole house remodels and one kitchen remodel sponsored by the Builders Association of Elkhart County. The package not only showcased the builders' houses, but also highlighted supplier products in the home such as carpeting, hardwood flooring, windows, plumbing fixtures, kitchen cabinets, granite countertops, trim and moulding, brick, stone and landscaping. Another important goal of the advertising message was to generate excitement for consumers to improve the home they own or build the home of their dreams with the professionals of the Builders Association of Elkhart County (BAEC). The third goal was to drive viewers to the BAEC website for an online coupon good for a discount ticket to the Parade. Overview: The multi-platform campaign for the Parade of Homes Plus 2012 included advertising on WSBT-TV, SBT2, StormTracker Channel and wsbt.com. Attendance at the event was strong during the 9-day campaign period and the builders were pleased with the image the campaign created and the solid leads they obtained. The campaign resulted in new advertisers on all platforms and repeat business for WSBT. Relationships were established with clients that I hope to have for many years. All 20 businesses thought the campaign was a success and they plan to participate again next year! Implementation: In February 2012, I created and presented this co-op advertising campaign to the builders participating in the June 2012 Parade of Homes Plus. I started out by explaining the purpose of taking the Association's budget to promote the Parade and combining it with the participating builders' budget to create a co-op of funds. This allowed me to achieve a greater frequency of the advertising message to generate and ensure a larger attendance for this annual 9-day event and showcase the work of the builders' and suppliers' products and services. After I started building the foundation of the co-op program, I needed to persuade the builders to participate and spend additional money to showcase their homes after they had already invested in the cost of building and the entry fee for the Parade. I explained that when you walk into a home you see the carpet, cabinets, trim, etc., that makes the home complete. I asked them, "Why not co-op with the suppliers in your Parade home?" Then, I explained that if the builder would commit to participating in a co-op package, I would contact the suppliers they


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wanted to include, present the package and secure their participation. The WSBT production department would create and produce their commercial. Only 5 builders could participate with the funds available from the Association. I was able to secure 4 builders in the Parade and one builder not in the Parade. With the builders' commitment, I was able to get 15 suppliers to participate with several suppliers participating with more than one builder. The TV spots were produced by Josh Taylor from the WSBT production department. Josh was able to capture my vision of the commercials. He then took the finished commercials and inserted them into the Parade of Homes template which included the date, time and website for the event. The internet element included two 300 x 250 ads which rotated. I worked with one supplier whose business was featured in the ad along with the message for the Parade of Homes. By combining the funds, I was able to increase impressions for the Parade and the supplier. This is how the co-op campaign was executed. Suppliers needed to be members of the Builders Association of Elkhart County to participate in the multi-platform co-op campaign. Results: The campaign was a total success! Builders and suppliers were very happy with the attendance and solid leads they received. The multi-platform campaign, featuring high quality production, generated excitement for consumers to attend the Parade of Homes Plus event. The advertising campaign generated $15,665 in a 10-day flight, and featured 20 local businesses in the home builder category that traditionally does not advertise. The campaign generated new clients for WSBT-TV. Partners: None Advertisers: 20 members of the Builders Association of Elkhart County Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Brian Levan, 574-247-4535, [email protected]


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Beat The Summer Hunger Blues! Station: WFXG Group: Raycom City: Augusta State: Georgia DMA: 111

Objective: This campaign seeks to raise awareness of the need for food to support locals, including families and children, and ensuring they have the proper nutrition they need. Overview: Partnering with a local restaurant owner, we would use their three locations as drop-off locations for food goods. We would run promos at various day parts to drive viewers to the restaurants, and our website and Facebook page, which would act to support the food drive. Implementation: While this is not a brand new concept, this is an idea that has not yet been finalized. Any number of local partners could be found, including local food banks, restaurants, grocery stores, etc. At the start of the campaign, we would hold a kickoff event at the flagship restaurant location, with news coverage. Preceding the kickoff event, TV promos would run for two weeks to raise awareness of the event. Simultaneously, the restaurant owner would be running their own spot schedule with a theme supporting the food drive and showcasing their product. All of the food collected over the drive would be donated to the local food bank. Results: We have not yet executed this event Partners: Local Food Bank Advertisers: Local Restaurant Chain Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Noah Utne, 706-650-5400, [email protected]

Promotion Type: NTR 0 Multi-Platform 1 Web/Social/Mobile 0 Turnkey 0


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Family Finance Station: WTOC-TV Group: Raycom City: Savannah State: GA DMA: 97

Objective: Family Finance was developed as the result of a STAR speaker session with the president of a local bank. The bank president indicated that his most popular product is a no-hassle checking account designed to appeal to working women ages 25-54, the bank's primary target demographic. Attracting and retaining this target demo, identified in WTOC's Smith Geiger research as "The Female Switchable," is also a priorty audience for the station. Family Finance was developed to provide what this viewer is looking for - a practical, concise delivery of information she wants and needs through a weekly news feature focusing on financial advice. The Family Finance sponsorship meets objectives for both the local sponsor bank and the station. Overview: Family Finance is a weekly news feature airing in WTOC's 5:30 pm. The promotion was designed to reach the target F25-54 demographic of locally-owned First Chatham Bank. The feature brings local viewers practical financial information they can use every day. The reports will focus on topics including the family budget, couponing, affordable family entertainment and saving for college. Implementation: The Family Finance campaign is set for a September 1 start. The weekly news feature will air during WTOC's 5:30 pm newscast on Thursdays. The sponsor receives an opening billboard and :30 commercial message within the newscast. A total of twelve (12) :15 announcements will air during the first two weeks of each month to promote the feature. The digital element of the sponsorship will include an impressions-based ad campaign providing a link to both the partner website and the archived Family Finance reports. The information will be accessible through the "Solution Center" tab on the site navigation bar. Results: Promotion was sold for 52-weeks for a total of $18,200 (@$350 per week). Partners: WTOC and First Chatham Bank Advertisers: First Chatham Bank Net Revenue (1-10 scale): 7 Repeat Business? No Contact: Marsha Fogarty, 912-238-8370, [email protected]



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Clemson Coach's Show Station: WFXG Group: Raycom City: Augusta State: GA DMA: 111

Objective: My goal with this campaign is to align a local car dealer with the Clemson Football program. The local car dealer had not placed any of his ad budget on our station for quite some time. I knew that the owner of the dealership is a huge Clemson fan so I put together a sponsorship to get this advertiser on our air. Overview: Our station airs a Clemson Coach's program every Sunday morning at 10:00 am that features the coach talking about the team's performance that week. The program runs during football and basketball season. The campaign brands the dealership with the Clemson Coach's Program. Implementation: The advertiser receives the following:

A :05 billboard going into each program.

A :30 commercial at the end of each program.

Inclusion on five promos each week driving viewers to watch the program. The promo gives a quick recap of the previous week's game and gives date and time information for the upcoming coach's show. The promo features a "brought to you by" tag.

A:commercial every Saturday night in our late news following the sportscast. I had to be creative in executing this campaign. There are no local breaks in the program. This is a 26 week campiagn. Results: So far the results have been very positive. We are early into the campaign but the auto dealer is pleased with the results thus far. Partners: Triangle Dodge Advertisers: Triangle Dodge Net Revenue (1-10 scale): 6 Repeat Business? Yes Contact: Waylon Cawley, 706-650-5400, [email protected]



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Recycle a Ride Station: WFXG Group: Raycom City: Augusta State: GA DMA: 111

Objective: The primary goal of this campaign was to give back to the community in a non-tradtional way.We targeted the area's largest auto repair business, Kendrick Paint & Body, whose huge advertising budget included no TV. Because Kendrick's has been in the Augusta/Aiken area for 60 years they did not see the need to use broadcast TV as an outlet to attract new business. We knew it would take a BIG idea like 'Recycle a Ride' to close them. Overview: Recycle a Ride is a multi-platform promotion that includes a TV spot bank and a texting component. The campaign is designed to give a recycled vehicle to an individual or family in need of transportation in the community. WFXG partnered with the area's largest collision repair shop, Kendrick Paint & Body to make it happen. Implementation: Recycle a Ride is a 2 month campaign. During the first month of the campaign viewers were encouraged to nominate deserving individuals and tell us why the nominee deserved to receive the 'Recycled Ride.' Nominations could be submitted by texting 'RECYCLE' to 95454 or on Kendrick's Facebook page. Throughout the nomination period there was also heavy coverage by our MMJ's driving nominations to both outlets. After more than 700 submissions a panel of three individuals (not affiliated with Kendrick's) selected a winner. A secret reveal took place at Kendrick's main location. Our News crew was there to capture the moment when this deserving family found out they won a refurbished 2007 GMC Sierra truck. The reveal was part of a News package that night. After the reveal, WFXG ran a commercial for a month to inform the community who won. Results: This two month promotion brought in $15,600 in local direct revenue for WFXG. Kendrick's is thrilled to participate and has signed on to do another 'Recycle a Ride' during the winter 2012/2013 months. They are making this campaign one of their giving back projects for the community and plan on doing two a year for the years to come. Partners: Kendrick Paint and Body Advertisers: Kendrick Paint and Body Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Lauren Chavous, 706-836-9782, [email protected]



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WDFX's Adoptable Pets Station: WDFX Fox 34 Group: Raycom Media City: Dothan State: Alabama DMA: 169

Objective: This is a call to action to adopt animals from the local Humane Shelter. This campaign promotes the station and sponsor as being part of a local community effort to help the local Humane Society while bringing in increased non-traditional revenue for the station. Overview: Each week we run promos for this campaign featuring dogs and cats supplied by the local Humane Shelter and tagged with local sponsor information. Implementation: Each week our local humane shelter sends us 5 dogs and 5 cats with a short write up of each animal. We have a template built so we only have to change out audio and pictures each week. This makes production of these spots very simple. It usually only takes 10 or 15 minutes to change out these spots each week. We create 5 spots each week with each spot featuring one dog and one cat that needs adopting. These spots also include station and client sponsorship information. These spots run multiple times throughout the day. Sales has a package they sell for 6 month periods for a sponsorship of WDFX's Adoptable Pets. For the last year our local Pet Supermarket has sponsored this promotion, but you can have up to 5 sponsors if you would like to feature a different sponsor on each spot. We only have one sponsor for the campaign at this time. This campaign doesn't require a great deal of work but receives a great response from viewers and the sponsors. Results: WDFX Fox 34 gets increased NTR from the sponsorship sales of this campaign. The humane shelter gets a great response from this promotion due to calls for adoptions of animals viewers saw on WDFX Fox 34. Also, the clients gets extra exposure for their sponsorship due to multiple runs of the spots. The sponsor and the station are viewed in a positive light by the community through their efforts to help the local humane shelter. Partners: Save a Pet and Wiregrass Humane Shelter Advertisers: Pet Supermarket Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Magan Anderson McTear, 334-794-3434, [email protected]



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Toyota Tuesdays Station: KGNS-TV Group: Sagamorehill City: Laredo State: Texas DMA: 187

Objective: Our local Toyota dealer was very inconsistent with his advertising on our station. Therefore, we wanted to create a unique partnership to gain their repeat business and strengthen our business relationship. The ultimate goal was to have them commit to a consistent, long term agreement with our station. Overview: "Toyota Tuesdays" was created to showcase various Toyota models for our local dealer on a weekly basis. Each week, one Toyota model is featured in a 30 second commercial during our morning news (at exactly 6:57 am) and again during our 10 pm local news (at exactly 10:13 pm). Each segment highlights various aspects of the vehicle. It's an efficent yet in-depth way to introduce the public to the car's every detail along with performance and safety features. Additionally, approximately ten weekly promos help drive viewers to these time periods to catch "Toyota Tuesdays" each week. Implementation: The Toyota dealership provides us with all the primary elements needed to produce the weekly segment. Each segment is 30 seconds in length and is pre-produced by the car dealer. In-station production is limited to only tagging the completed spot with the "Toyota Tuesdays" logo at the beginning and end of the commercial along with a tagline. For example, "Powell Watson presents Toyota Tuesdays..." and "Tune in next week for another edition of Toyota Tuesdays brought to you by your friends at Powell Watson motors." The accompanying promos are produced in house and do not change for the entirety of the promotion. It's fast, easy, and effective. Results: Our client is very satisfied with this innovative approach to advertising. It's a refreshing departure from the standard commercial. As a result, our Toyota dealer has been consistently on the air with us for ten months and is going strong. The "Toyota Tuesdays" promotion has yielded an incremental $1500/month ($18,000 annually) from our advertiser. Partners: KGNS-TV Advertisers: Powell Watson Toyota Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Juan Cue, 956-727-8888, [email protected]



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Community Green Station: WLTZ Group: SagamoreHill City: Columbus State: GA DMA: 127

Objective: Maximize revenue on NBC, CW and online, while making our community a cleaner, safer and better place to live through the promotion of "Going Green" for our environment. This is a SagamoreHill Broadcasting initiative. Overview: 1. We run promotional spots informing viewers of tips and advantages of going green. Every

aspect of the promotion includes our sponsor tags, logos,etc. 2. We air promotional spots asking viewers to submit nominations for someone worthy of being

recognized for their "local green" efforts. 3. We air news stories once per month highlighting a Community Green Winner, as submitted

by the public. 4. We air proof of performance spots of the winners each month. 5. We air a spot bank for the sponsors of the Community Green promotion. 6. We developed a special website for the project. Implementation: 1. We produce local spots with the client promoting tips to go green. We also tag some of the

NBC "The More You Know" spots to give a bigger celebrity feel to the ads. These run on our NBC and CW stations. All spots are tagged with our sponsors. These air heavily on ROS schedules and are supported by fixed promotional times as well.

2. Viewers can go to our website or send letters/emails to nominate a local person who is doing "Green" things in our community.

3. Our "Community Green Committee" meets once per month to select the next month‟s winner. The winner is given an award (which our News covers) and a feature on each winner airs during our Newscasts each month.

4. Our promotion department produces a monthly POP featuring the previous month‟s winner, and encouraging our viewers to keep sending nominations.

5. Part of the promotion includes a spot bank allowing the clients to run a schedule that is customized for their needs.

Results: In 2011, we made $86,000 with just two clients. We wanted three sponsors. To date, the Community Green promotion has made us over $140k in developed new business. Partners: Keep Columbus Beautiful, Ducks Unlimited, GA State Parks Advertisers: Diverse Power & Acura/BMW of Columbus


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Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Fred Steppe, 706-507-7141, [email protected]


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Extra Point Station: WMBF Group: Raycom Media City: Myrtle Beach State: SC DMA: 103

Objective: To capitalize on the intense interest in high school football in our area in a way that reflects the fantasy football craze associated with the NFL. This method increases visibility across platforms in a way that the average viewer is very comfortable with: following their fantasy football team or brackets. Overview: Tie high profile clients with the high school football scene through branding in our "Extra Point" TV program and use that to get them into billboards, news TV schedule, text to win campaign and website page dedicated to bracket contest. Contest winners will get prizes provided by sponsors; Implementation: Each week, WMBF News will:

Cover the local high school football games and have cheerleaders toss out client branded footballs to the crowd during the Extra Point game of the week which will ALSO include client Text to Win info.

Air football highlights during 11 pm news each night, opening and closing each segment with audio billboard "Extra Point sponsored by..." followed by :30 fixed position client spot

Provide pre-roll video on special EXTRA POINT secion of Sport page of WMBFNEWS.com with bracket competition

Provide pre-roll video ad on Sports Page under Extra Point

Provide fixed position banner ad under bracket competition

Promote Extra Point branded with sponsors in 40 on air station promos. Results: Have closed $12,000 package in College/University category and are about to close another in the fast food category. Partners: none Advertisers: Horry Georgetown Tech College Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Blaire Postman, 843-839-7908, [email protected]



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Spotlight Game of the Week Station: WSIL Group: Mel Wheeler, Inc City: Harrisburg State: IL DMA: 80

Objective: Our primary goal of Spotlight Game of the Week is to create a weekly, local Sports feature that highlights local high school football teams and appeals to many of our local towns in our region, while increasing non-traditional revenue without selling airtime during the peak demand of 4th quarter. Overview: Every Friday evening during our 6 pm newscast, WSIL Sports features one high school football match-up. This Sportscast is immediately preceded with a sponsorship billboard. Sponsors also receive their logo on promotional merchandise (often t-shirts or tumblers), their linkable logo on our website's Sports page, and their logo with audio mention on all promos that air promoting each week's rivalry. Implementation: As is the attitude in a lot of small markets, our many small-towns are deeply steeped in tradition and pride in their high school sports. WSIL News 3 Sports has a long-standing reputation of great, in-depth coverage of our local high school sports teams and local rivalries. Local businesses are invited to sponsor this coverage both on-air and on our website. On-air coverage includes interviews of rival coaches and team members, highlights of their practices, and preparation for that week's game. Sponsors receive logo and audio mention on a billboard next to this sportscast as well as on all promos that we air to highlight that week's match-up. Our website's Sports page features the stories from the sportscast as well as other web only stories and highlights, plus all of the stories from previous weeks' match-ups. Sponsors receive a linkable logo on this Sports page of our website. Our Sports reporters will be on hand covering the action during the Spotlight Game. While at the Spotlight Game of the Week, we toss out merchandise featuring our Spotlight logo and the logos of our sponsors to both sides of the field; which, by the end of the season, totals well over a thousand! This merchandise is often t-shirts, tumblers, or water bottle snuggies. This has been a very well-received staple promotion for our station for many years now. Results: Every year, we are pleased with our sales and our clients seem to be pleased as well, as many of the same businesses sponsor this feature year after year after year. Partners: none Advertisers: banks, restaurants, internet provider, auto, hospital Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Steve Wheeler, 618-985-2333, [email protected]



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Bair's 30 Burger Countdown Station: KYTV Group: Schurz Communications City: Springfiled State: MO DMA: 75

Objective: Our goal was to reach potential customers with a promotion that encouraged continual brand interaction, and provided high potential for long term interaction. We set out to grow ours and the customer's email database and social media platforms following in a very short amount of time. We used data collection and contest entry as a hook for the broadcast campaign. We linked the “offline” advertising to an online experience where the brand was continually exposed to the customer. We set out to create a campaign that benefited our loyal viewers AND grew the client's business. Overview: The Bair's 30 Burger Countdown began with a series of bookend :15 spots that drove viewers to a customized URL. The client was willing to give away 30 burgers a day for 30 days. (The client offers 30 different burgers on their menu.) During the commercial message we drove viewers to sign up at the custom URL. Once there, we captured their demographic data as well as email and personal address for the station's and client's database. We also drove viewers to a custom short-code text message sign up which also sent to the data capture page. Implementation: We targeted one specific program, our 9 pm news product on the CW network. We ran the bookend commercials 5 nights a week for 4 weeks. This allowed us to build a quick frequency and track viewer engagement on a daily basis from the custom URL and text message short code. This was very valuable for us to show the client a quick ROI as customers brought in their coupons. We were also able to show the client how many people were willing to act on their message in the minutes following the time the spot aired. We were also able to deliver the email and text club database to the client for future marketing opportunities. Results: The Bair‟s 30 Burger Countdown is one of the most successful interactive campaigns in KY3 history. There were over 4300 entries to the contest in just 30 days. 700 + Email Club Entries. 200+ New Facebook followers for the client. 800% increase on Like Addition Trends. 83% Increase in Feedback (engagement). 350+ Entries into Bair‟s Text Club. The client was VERY happy with the response. The response more than covered his initial investment. Based on the results, the client signed an annual advertising agreement with our


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company. From KY3, Inc.'s point of view, we were able to track audience interaction with a commercial message in real time. We also gained people into our email and marketing database. Partners: Bair's All American Sports Grill, KY3, Inc. stations, television and

digital sales. Advertisers: Bair's All American Sports Grill Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Mary Chalendar, 417-268-3036, [email protected]


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Loud & Proud Station: KXRM-KXTU Group: Barrington Broadcasting City: Colorado Springs State: Colorado DMA: 90

Objective: The primary goal of the "Loud and Proud" partnership is to provide one local business a unique platform to brand their name and connect with local area schools, while fostering community relationships and building awareness. Loud & Proud allows students and school faculty an outlet to express their school pride with energy and enthusiasm. This gives the sponsor an amazing opportunity to align their business behind the excitement of this promotion. From a station perspective, the "Loud & Proud" segment is beneficial to the ratings as it increases viewership during news time periods. In addition, "Loud & Proud" drives an immediate increase of online traffic with a wide range of visitors locally and across the Country (i.e. students, parents, friends and family, faculty, etc.). Finally, from a sales perspective, the goal of "Loud & Proud" is to generate a healthy mix of television and internet revenues. Overview: FOX21 features one area school in Southern Colorado's "Loud & Proud" segment per week to showcase their school pride. Each week, FOX21 Morning News Reporter Craig Coffey reports from a different school in Southern Colorado. The 3-4 minute segments consist of student spirit, school pride, academic accolades, and special interest stories. Because of the versatility of the sponsorship, it can be featured in multiple news time periods in conjunction with a variety of interactive components. Implementation: The first priority was to build a database of local area schools to contact for the "Loud & Proud" promotion. At the same time, the Sales, Promotions, and News departments came together to develop the components of the campaign to ensure cohesiveness throughout the sponsorship. Once the concept was solidified, the Sales team hit the streets to secure a sponsor; the Promotions team built the creative concepts; the News team coordinated specific dates and times for the "Loud and Proud" segments with local area schools. Because of the unique nature of this promotion in our market, it was relatively easy for the Sales team to secure an annual sponsor. We then focused our efforts on the specific components of the campaign, which include the following:


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:15 second promotional spot driving viewers to submit entries online for their respective school to participate in the "Loud and Proud" segment.

:30 second customized commercial spot for the sponsor to highlight their business.

:05 second billboard spot to run in conjunction the on designated day that the "Loud & Proud" segment is set to air.

Fixed 300 X 250 static or flash video banner ads on the "Loud & Proud" registration page.

:10 second pre-roll online prior to archived "Loud & Proud" segments. The News team worked directly with school officials to gain access to school grounds and coordinate participation for the filming of the "Loud & Proud" segments. Results: In summary, this has been not only a profitable promotion, but an extremely successful campaign for our community. In the beginning stages of this promotion, we were pursuing participation on all levels (i.e. sponsorships and school involvement). However, with subsequent "Loud & Proud" campaigns, this has not been the case. Initially, this program was geared toward high schools only. Due to the overwhelming response from the community, we felt it necessary to open up this opportunity to all area schools (i.e. elementary, middle, charter, and private). From a station profitability standpoint, we have had to place potential sponsors on a waiting list. We are now entertaining the idea of making this a multiple sponsorship opporunity. Partners: Local Southern Colorado Schools Advertisers: Pikes Peak Community College Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Corey Bishop, 719-955-3024, [email protected] Karen Donels, 719-955-3025, [email protected]



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News Sponsorship Station: WUPW Group: American Spirit City: Toledo State: OH DMA: 74

Objective: On June to, we introduced a morning news. To help bring our advertisers into the show we put together a package with the new morning news, our 6:30 pm news and our 10 pm news. Overview: The campaign consists of spots in all 3 newscasts but the sponsorship does not consist of billboards. We will make a 20 second promo pushing our viewers to all 3 of our newscasts. The promo gives our sponsors an audio and video mention. We also made this category exclusive to promote some fear of loss with our advertisers. . Implementation: We looked at who was buying our news and then pulled Kantar reports on who was buying our competitors news - especially 11 pm and morning news. We then put a list together of prospects. We are using fear of loss and the strength of our 10 pm news to help sell this package. We also put together a short video on the changes at our station since we were sold in April of 2012 and have a Shared Services Agreement with the CBS station which gives us access to their news staff and news support people which greatly enhanced our news product. Results: The project just started. We believe that it will bring us revenue and help promote our new morning newscast. Partners: NA Advertisers: NA Net Revenue (1-10 scale): 5 Repeat Business? No Contact: Bob Silver, 419-244-2397, [email protected]



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A Picture's Worth 1000 Words Station: WTVM Group: Raycom City: Columbus State: GA DMA: 127

Objective: The primary goal of this campaign was and is to switch pitch radio clients to television advertising. We also wanted a way to address the large amount of radio advertising dollars spent in our market. Overview: WTVM recognized that there were many businesses advertising on radio and either weren't advertising on television or were spreading budgets way too thin. We also realized there was a signficant amount of radio advertising money being spent in the market. We wanted a focused campaign to target the many radio advertisers. We call the promotion 'A Picture's Worth a Thousand Words.' We armed our team with competitive info and created several levels of advertising packages. We then created a contest for the AEs rewarding those that switch - pitched the most. Implementation: First, each Account Executive is required to monitor a different radio station weekly and turn in 10 leads. The Manager then assigns the leads. Each AE contacts assigned leads and makes presentations within the next week. On-air promos were created to generate other leads. The presentation was geared toward making it easy for the AEs who were given goals. A contest was also created rewarding the AEs switching the most dollars from radio to televison. AEs then report the results to management. The campaign is ongoing and will most likely continue into 2013. New to WTVM clients have been cultivated and we have been pleased with the results. Results: Very good. $80k in 2012. This is an ongoing initiative and we will continue throughout the rest of the year. Partners: WTVM Advertisers: auto aftermarket, men's clothing, hvac, auto dealers, furniture Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Maureen Akers, 706-494-5419, [email protected]



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Time Waits for No One Station: WTOL-TV Group: Raycom Media City: Toledo State: Ohio DMA: 74

Objective: To take a successful :30 vignette campaign and turn it into a half-hour locally produced program with medical information that would related to viewers of all ages. Overview: In 2007 Dr. Ameer Kabour (President and CEO of Toledo Cardiology Consultants) launched a :30 educational campaign related to cardiac health with the tag line "time waits for no one". Due to the sucess of the campaign and testimotionals from his patients and viewers, we explored the possiblitiy of a half-hour locally produced program titled "Time Waits for No One."Dr. Kabour interviews experts in their area of speciality. Dr. Kabour's show is sponsored by a prominent entities including Toledo Cardiology Consultants, Cardiovascular Research Center, Mercy System, and The Blade. It targets all ages hoping to spread medical education to the public, concentrating on different important subjects. The program airs two Saturdays per month at 7:30 pm. Implementation: Dr. Kabour is the executive producer of the program. WTOL-TV produces all graphics and shoots and edits the program. Our production team spends about 10 hours per show doing the shooting and editing. WTOL runs ten second promotional announcements one week prior to the airing of each program. In addition WTOL promotes each show on their website ToledoNewsNow.com. The Account Exectuive meets with the client weekly to go over show topics and keep Dr. Kabour on task. We have signed a one year contract with this client to ensure each party‟s commitiment to this campaign. We are in the fourth month of a twelve month commitment. Results: Results of the program have been outstanding. Dr. Kabour has received many e-mails and letters from viewers stating the program has made them aware of the importance of good cardic care including diet, exercise, medication and the effects of smoking. This is exclusive to WTOL-TV and we are continuing with the program into 2012 Partners: na Advertisers: 30 minute program is owned by Dr. Kabour Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Linda Blackburn, 419-248-1133, [email protected]



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Savor The Good Life Station: WALB Group: Raycom City: Albany State: GA DMA: 145

Objective: We wanted to pull money out of a glossy high-end magazine. Advertisers ran inside this publication because they wanted to be associated with a feel good, community oriented product. The magazine focused on food, travel and décor from local houses and patios in and around South Georgia. Our goal was to take these dollars and turn them into TV accounts by giving them the same high end look and feel. This would give non-tradional advertisers a place to advertise and give us revenue we wanted to capture. We created a 30 minute show called Savor the Good Life. This show has three segments. Visit somewhere local, cooking and décor. Overview: The show focuses on things to see and do here in the 39 counties of South Georgia that are in our viewing area. We travel to interesting locations and explore decorating, gardening, and cooking ideas with the people and places right here in our own backyard. We selected a host and have really taken an HGTV spin on our production. Each month we try to cover a different city and select items to cover that are relevant to the season. We interview a variety of different guests but make money from all our sponsors who love being part of this LOCAL lifestyle show. Implementation: We started with a pre sell. We sold 8 different advertisers. We had 1 major sponsor, 2 gold sponsors and 5 minor sponsors totaling $7,750 per month. All advertisers were asked to commit for 6 months/ $46,500 in 6 months. All sponsors were part of the show through props they contributed, commercials inside the show, logos and verbal mentions before, during and after the show. Sponsors even received tips inside the show so it never looks like paid advertising. For example, during a cooking segment we may say, “Pairing this red wine from The Warehouse Package Store goes great with steaks off the grill,” showing the logo of the store and providing instant branding. Or, we may say, “These fresh tomatoes from Tommy Mac Produce just make this dish complete.” Once advertisers were sold we began planning where we wanted to film and who we wanted to interview. Just look around. Every city has great history and great places of which they are proud. We cover 39 counties and it is our goal to do a show from all 39 counties. So far, we are off to a great start. All shows are aired the last Thursday at 7:30 pm and are housed online 24/7 at http://www.walb.com/category/234863/savor-the-good-life. Each month we promote when the show airs and brought to you by… our sponsors. Each show runs three times – first at 7:30 pm and two times over the following weekend. The web element and all the advertising are inside the show.


http://www.walb.com/category/234863/savor-the-good-life

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Results: We did great. We got 8 new accounts on air. We had 1 major sponsor, 2 gold sponsors and 5 minor sponsors. Totaling $7750 per month. All advertisers were asked to commit for 6 months.Total of $46,500 in 6 months. we are renewing Now and should break $100K in New business for 2012. Partners: 8 accounts - see below Advertisers: The Warehouse Package Store, Kay Fuller Interiors, Jeff Cox Home

inspections, Moore Clark Attorney at Law, Tommy Mac Produce, Green Envy Flowers, Strategic Kitchen Supplies, Hidden Lake Plantation

Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Liz Knight, 229-446-4071, [email protected]


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Love The Locals Station: KALB Group: Hoak Media City: Alexandria State: LA DMA: 178

Objective: Primary goal was to create an on-air and online sales initiative that was relevant in our market. For every dollar spent in the local market, 68 cents is returned directly back to the local market. Our goal was to create a program that advertisers would identify with and benefit from. Overview: Love the Locals is a multi-platform marketing campaign branded on-air and online. It includes on-air spots, web, online video and many other components. The purpose is keep dollars spent in the market. Advertisers receive on-air announcements, promos, position in the Love the Locals directory with a splash page, content, long form video, coupons and the opportunity to use text campaigns and partipicate in other events during the year. Implementation: Love the Locals was heavily branded for several months on-air and online. The idea was to promote local shopping. By branding Love the Locals, we created interest and curiosity in the market. We created a package with two levels - $1700 and $900. We used local business owners in each promo to to create awareness and credibility for the program. Each Love the Locals sponsor received their own spot, plus a 15 second promo with our advertisers participating in the first 10 seconds. The last five seconds tell viewers to visit the Love the Locals online directory for more information. Once on the page, viewers find the logo, information, phone number and short form video with the advertiser showcasing their business. Also included are text messaging, a Facebook push and printable coupons. We created a Love the Locals "Mothers Day" sales event held the day before Mothers Day. Several businesses said it was as big as Christmas. During the course of the year we will tie in other special events. Results: Love the Locals has become a household phrase. We have 3 calls a week from potential advertisers asking for more information. In January we had a sell week asking clients to come into the station to be presented the full program one on one. We sold over $350,000 that week. We continue to have advertisers call weekly for infromation and have over 40 in our directory at different levels. Partners: no Advertisers: Campaign included many advertisers such as Restaurants, Sewing

Centers. Pest Control, etc. Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Rusty Kirkland, 318-483-4252, [email protected]



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2012 College Tournament Station: KVIA Group: News-Press Gazette City: El Paso State: TX DMA: 91

Objective: To build up client‟s Facebook likes and reach with a multiple platform campaign that included broadcast spots, web presence, social media content and mobile access of both content and contest. Overview: Multiple platform sponsorship campaign and contest that included broadcast, web, social media and mobile content to promote the 2012 College Basketball Tournament section and Bracket contest on station‟s website and client‟s Facebook page. Implementation: Multiple platform campaign used broadcast on-air and online pre-roll 15 second spots to drive viewers and website users to college tournament section on station‟s website. Once on the website section, users were allowed to enter the college basketball tournament contest after liking the client‟s Facebook page. Station administered client‟s Facebook page throughout the campaign to post on client‟s behalf and configure the Facebook contest application that used like-gating to build Facebook "likes". Station posted updated scores and schedules on both Facebook pages, always mentioning client in post. This mentioning increased the reach of client‟s Facebook presence during the two week campaign. Results: Station generated $3,000 and client saw an increase of 500 Facebook likes and an increased reach by using station‟s 10,000+ likes. Partners: Second Street Media and Internet Broadcasting Advertisers: Brew Sports Pub Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Rene Santana, 915-496-1769, [email protected]



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Community Champions Station: KVIA Group: News-Press Gazette City: El Paso State: TX DMA: 91

Objective: Community Champions is a news segment driven sponsorship that seeks to recognize local students and athletes that are representing the El Paso / Las Cruces area in a positive way. Typically, these are groups that have advanced to higher levels of competition, out of the area and are achieving great things. KVIA looks to recognize these groups, as well as the coaches, teachers and other administrators that have made these achievements possible. The goal is also to inform our viewers and web users when and where to see these reports as well as give sponsorship attribution to our partner, El Paso Electric. We framed El Paso Electric as a committed presence in the local community and showed their dedication to athletic and academic achievements in the area. Overview: We created a promotional schedule that clearly explained what Community Champions was and where it could be seen. When a Community Champion was selected, the report featured a custom graphic with our sponsor‟s logo on it as well as a verbal mention of El Paso Electric by the on-air talent. The current Community Champion was worked into the station promo and our creative services and promotions departments kept the promo updated and current. We also featured each report on a Community Champions microsite on station‟s website which also served as a repository for past segments. We provided a full build out for our sponsor‟s content on the microsite as well. Implementation: We began the campaign by consulting with our sponsor for potential Community Champions. We sent solicitation letters to all the school districts in our DMA and clearly explained what Community Champions is and what types of submissions we were looking for. The news department conferred with these and other sources, including direct viewer suggestions to select the subjects for their segments. Once a subject was selected, our station promo was updated to recognize the groups to be featured on the current report. After the on-air segment ran, it was uploaded to the Community Champions microsite. The station promo ran throughout the month as recognition of the current Community Champion and as a reminder of where and when the reports can be viewed on-air and online. Results: Community Champions generated $30,000 over a 10 month period and was a huge success from the viewer engagement perspective as well as the value provided to the sponsor.


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We were able to over deliver in the substance of the campaign as well as the number of reports provided. We enlisted several departments to promote and execute the campaign and truly provided value to our partner. Partners: El Paso Electric Advertisers: El Paso Electric Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Rene Santana, 915-496-1769, [email protected]


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Live Smart Station: WTVM Group: Raycom City: Columbus State: GA DMA: 127

Objective: Live Smart is a health campaign focused on healthy living for the community. The goal is to educate the community about powerful health topics that may not be covered as much as other forms of advertising, or community awareness programs. Overview: Live Smart is a health campaign focused on healthy living for the community. Every month, different members of the health community highlight a subject in a multi-platform marketing plan including on-air and digital. We have be doing this program for over 5 years. We generate topic ideas using National Health Awareness calendars. This gave us a starting point to generate topics. Implementation: Clients are provided an on-air campaign that runs promoting the client and the topic with a tag line leading back to the Live Smart page on the website. On the website, the client gets a custom built microsite housing information of the featured health topic, location information, practice information, and the Live Smart segment that runs on-air as well as a long form video vignette. All is supported by station promotional ads on WTVM, Bounce and WTVM.com. We have 1 per month sold, but have the capability to sell 2 per month. Potential revenue for this campaign would be $84,000. Results: $42,000 Partners: Health Care Advertisers: Hospitals, Allied Health, Physcians Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Maureen Akers, 706-494-5419, [email protected]



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Pay it 4Ward Station: KGBT Group: Barrington City: Harlingen State: TX DMA: 87

Objective: Pay it 4Ward is a new Action 4 initiative that grew from the countless stories we hear from our viewers about the selfless acts of kindness performed by ordinary, but extraordinary, people every day. We want to acknowledge and reward these people while encouraging others to “Pay it 4Ward” with their own acts of kindness. Our goal was to create a positive news franchise that speaks to our Action brand and that viewers can relate to and engage in. In addition, we wanted to align the franchise with a sponsor to give them the opportunity to build their brand by connecting with our viewers and to underwrite the awards, while generating revenue both on-air and on-line. Overview: We use all of our resources: KGBT Action 4, valleycentral.com, Action 4 Facebook page, and twitter to create a buzz and get the community talking to their friends and neighbors about this “good news” initiative. Our viewers have the opportunity to nominate someone, other than a relative, who they feel has committed an inspirational Act of Kindness. We choose a recipient of the “Pay It 4Ward Reward” weekly and feature their story on Action 4 News at 10PM. We also announce and feature the recipient online and in our social media outlets. We have a sponsor Partner with Action 4 to promote the spirit of giving while branding their business in a positive and unique way. Implementation: Sponsorship Elements:

News Interview featured the sponsor spokesperson to help introduce the initiative and the sponsor‟s endorsement and involvement. We air Promotional Announcements introducing the initiative and calling for nominations.

We air a weekly feature in Action 4 News at 10PM. These stories highlight the winner and feature their Act of Kindness. Our sponsor presents the recipient with a cash reward.

We feature the nomination form and past recipients‟ information on our website and also feature our Sponsor Partner. Their logo and link to the website is featured on the Valleycentral.com nomination page.

We also push the initiative with our social media outlets. At the end of year we plan to produce a Pay it 4Ward Special where viewers pick “best” story of the year.


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Results: The results are great! Our viewers responded with positive input regarding the initiative. They gave us positive feedback and interacted with us on-line and in our social media outlets. Our Sponsor responded favorably as well. Our sponsor committed to an annual airtime schedule of $50K. They also contribute and present the weekly prize amount of $400 to the recipient. Partners: Pronto Insurance Advertisers: Pronto Insurance Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Colleen Willis, 956-366-4461, [email protected]


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Sun Sense Station: KOMU Group: University of Missouri City: Columbia State: MO DMA: 138

Objective: The primary goal of this campaign was to generate NTR on all platforms from a local dermatology/skin care medical practice. At the same time we are providing a message regarding the dangers of skin cancer and overexposure to the sun. KOMU was able to wrap this promotion as part of our weather brand, generating ongoing revenue during the traditionally slow summer months. Overview: KOMU partnered with a local dermatology/skin care medical practice to educate viewers on the dangers of skin cancer by providing a Daily UV rating during select newscasts from Memorial Day to Labor Day.The campaign includes daily on-air mentions during weather segments and a substantial online, mobile and social media presence. Implementation: KOMU produced a series of promotional messages featuring our on-air weather talent and the sponsor doctors. Our sponsor aired aired these paid promotional messages educating viewers on the dangers overexposure to the sun can cause during the summer and encourage them to use "Sun Sense" by applying sun screen prior to going outside, wearing hats, and limiting time outside during peak exposure hours of 10-4. KOMU updates the daily UV Index Number each day during our morning news and previews the next day‟s UV Index during our late newscast mentioning our partners. We've created a Sun Sense page on our website that features the data provided on-air and also includes tips from our sponsors which we embed from a YouTube page. We've also embeded our sponsor‟s Facebook posts onto the webpage. We text the daily Sun Sense UV number to viewers who have signed up for our weather texting. We post the Sunsense number to our Facebook page daily as well. KOMU staff has handed out samples of sunscreen provided by our sponsor at Women's Expos, parades and other summer time events the station is involved in. Results: We've just completed our 10th year of Sun Sense with the same partner. The doctors involved are viewed as experts in the area of preventative skin care. We've been able to adapt the promotion as technolgy has advanced allowing additonal exposure for our partner and increased revenue opportunities for the station. Partners: DeSapin Cayce Dermatology and Medical Spa Advertisers: DeSapin Cayce Dermatology and Medical Spa and Break Time

Convenience Stores Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Tom Dugan, 573-884-2381, [email protected]



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100 Days of Summer Giveaway Station: KGBT Group: Barrington City: Harlingen State: TX DMA: 87

Objective: Action 4 gave away a brand new 2012 Chevy Sonic for our six-week “Action 4 News at 10 pm Watch and Win Promotion” sponsored by Stripes Convenience Stores. Our objectives were to:

push fountain drinks for our sponsor/partner by launching the 100 Days of Summer Promotion

draw Facebook Fans

draw Twitter Followers

increase viewership for Action 4 News at 10 Overview: Action 4 gave away a brand new 2012 Chevy Sonic for the six-week “Action 4 News at 10 pm Watch and Win Promotion” sponsored by Stripes Convenience Stores. Stripes Convenience Stores agreed to partner and the Stripes Cool Summer Giveaway on Action 4 was initiated with promo spots and emails encouraging viewers and e-mail subscribers to go to valleycentral.com to register for multiple entries to win the car. Implementation: Almost every department in the station was involved: Sales, News, Creative Services, News Production, and our business office. The initiative had many parts to it that required attention to detail and adherence to our partners marketing guidelines and goals. We kicked off the promotion with email blasts, social media pushes, on-air promotion, and on-line promotion. We developed an integrated program consisting of our “Plus One” contesting feature, Action 4‟s 75,000+ e-mail database at the time, Action 4‟s 32,000 Facebook fans at the time, Action 4‟s 8,500 Twitter followers at the time, valleycentral.com, on-air promotional spots and news support through daily news mentions and weekly live shots. We featured the car in our studio with our morning anchors encouraging viewers to register to win. Our sponsors contributed promotional items and breakfast tacos to our viewers during the course of the promotion. We also took the car out into the community at our sponsors‟ locations for live shots in our 5 pm and 6 pm newscasts. Viewers came by the Stripes Convenience Stores to view the car and to win prizes. We pushed these live shots as “Tweet-ups”, engaging our Twitter followers.


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Each week finalists were chosen to compete for the car by guessing the number of Stripes cups in the car. The finalists were invited to our studio to view the vehicle, make their guess, and the winner was announced live in our 10 pm Newscast. We followed the promotion with POP spots. Results: It was a huge success. The viewers loved the promotion, our partners were extremely happy with the results. We generated over $65,000 in revenue with over $8000 of that in interactive revenue. We increased our Facebook likes by over 3,800. Our Twitter followers increased by over 1,500. Likewise, our partners were very happy with the increases they realized. Stripes Convenience Stores went from 9,600 FB likes to 15,378, with Twitter followers growing from 980 to 2331. Our automotive partner saw their Facebook likes grow from 70 to over 2300! In addition, our title sponsor was very pleased with the way the station executed the promotion, making it possible for us to continue as partners in the future. Partners: Stripes Convenience Stores and Tipotex Chevrolet Advertisers: Stripes Convenience Stores and Tipotex Chevrolet Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Colleen Willis, 956-366-4461, [email protected]


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Trophy Link Station: KPLC Group: Raycom City: Lake Charles State: LA DMA: 175

Objective: Activate a boat/marine dealer in our market on a consistent basis in order to seed the category as none of the marine businesses in the DMA used broadcast television. Overview: Trophy Link is an on-air and on-line promotion where viewers snap a photo of the big fish they caught and upload it to our website. A single advertiser "owns" the sponsorship and runs paid for promotional spots informing viewers about the website. Implementation: The advertiser, Lake Area Marine, committed to be the sponsor for a year. We built a custom webpage to showcase the viewer pictures using our UGC platform. Marketing created a campaign logo and a promotional spot featuring the business owner and one of their boat/motor combinations. The promo spot invites viewers to "Catch it, Post it, Prove it" on the Trophy Link page. Viewers submit their photos to our celljournalist user generated content page, and that particular "channel" is embedded in the Trophy Link web page. Once created the project is on autopilot and requires no further work from station personnel. The advertiser gets all of the premium ad space on the Trophy Link Web Page. The revenue is split between internet for the web page and local airtime to run the promotional spots. Results: We generated $18,000 for the first year, and the advertiser has already renewed for a second year. In addition we were successful in getting other boat dealers to advertise as a result of Lake Area Marine's exposure which generated an additional $9,500. The advertiser is so pleased that they have now had T-shirts printed out to give away to a weekly winner. Partners: Cell Journalist, Wide Orbit Advertisers: Lake Area Marine Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: John Ware, 337-439-9071, [email protected]



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High School Football Play-off Station: KGBT Group: Barrington City: Harlingen State: TX DMA: 87

Objective: In the Rio Grande Valley, high school football is king! Each year we cover the season extensively and we pride ourselves on being known as the station where “Local Sports Always Comes First.” It was only fitting that we that we be the station to broadcast and stream the game LIVE when one of our local high school football teams made it to play-offs in the district finals. The team made the finals on a Saturday, and by Tuesday we had all the wheels in motion. All station departments were involved: engineering, news, sales, creative services, etc. Our primary goals were to provide our viewers access to view the BIG game, and to generate quick revenue in a very short amount of time. Overview: The promotion included on-air /online mentions of the big game. News mentions occurred daily leading up the game. Sales personnel quickly determined inventory availability and created sponsorship packages that practically flew out the door. We even had potential advertisers calling in to the station wanting to know how they could participate. Implementation: Once we determined that we would pursue the live broadcast, our President/GM met with the district superintendant of the Harlingen Independent School District, and a partnership was formed. We would have the sole rights to broadcast and stream the game live. As a show of community support, we offered a percentage of sponsor revenue back to the school district. We promoted the initiative with on-air spots, news mentions, online mentions and through our social media outlets. The sales department spent a day and a half selling this must-have sponsorship, selling out in record time, and creating a lot of excitement for our clients and viewers. Results: We did great! We aired the BIG game live and had over 250,000 page views that night on our website to watch our streaming video of the game. We generated over $32,000 in revenue, gave revenue to the school district, and created great buzz with our viewers. Partners: HCISD and various sponsors Advertisers: HCISD and various sponsors Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Colleen Willis, 956-366-4461, [email protected]

Promotion Type: NTR No Multi-Platform Yes Web/Social/Mobile No Turnkey Yes


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Dental Ark Online Appointments Station: KVIA Group: News-Press Gazette City: El Paso State: TX DMA: 91

Objective: The primary goal of this multiple platform campaign was to promote the dental office‟s ability to accept dental appointments online using on-air, online and social media. Overview: Dental Ark is a direct client that was coming up on their one year anniversary of advertising with the station. Along with the help of the doctors and their office manager, we evaluated the number of new patients since the beginning of their advertising. What we found was that 4th and 1st quarter flat lined. It was time to change our message. We wanted to come up with something that would have more of a call to action, rather just branding. Dental Ark recently instated the application to make your child‟s dental appointment via their website or on Facebook. We used a combination of TV commercials, banner ads and social media to promote this easy way for parents to make their children‟s dental appointments. Implementation: The multiple platform campaign used a combination of broadcast, web and social media to get the Dental Ark‟s new clientele base up by promoting the online appointment feature. The broadcast portion included :15 second spots encouraging „busy parents‟ to make their appointments online by showing the easy steps from the Dental Ark‟s webpage. The station ran banner ads on the station‟s website promoting Dental Ark‟s Facebook page and website along with the fact that you could make appointments online. Finally the station posted on its Facebook page weekly dental facts and a link to set your dental appointments online. Results: This 3-month campaign generated $15,000 of direct money. The advertiser saw an increase of online appointments as well as „likes‟ on their Facebook page and users of their website. Partners: The Dental Ark Advertisers: The Dental Ark Net Revenue (1-10 scale): 8 Repeat Business? No Contact: Rene Santana, 915-496-1769, [email protected]



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Charleston's Ugliest Roof Station: WCSC Group: Raycom Media City: Charleston State: SC DMA: 98

Objective: To replace or repair the roof and sub-structure of a needy individual or family in Charleston or the Lowcountry of South Carolina. The roof would be repaired or replaced during the Christmas holiday season. Overview: Viewers submitted photos and an explanation of why they or a needy family in their community deserved a new roof for their home. Submissions were received through the station's website. Implementation: WCSC produced and ran a traditional spot, web, mobile and social media campaign promoting Charleston's Ugliest Roof. Campaign elements included 30 second commericals, 5 second billboards, digital banners and web-based pencil pushdowns. The social media push was generated via Facebook, Twitter and YouTube. Submissions were funneled through the station's website (Live5News.com) and shared digitally with the client. Eligible submissions were reviewed by the client and vetted for need. The client and their staff quietly visited all of the finalists homes and ultimately selected the winner. The winner, a war veteran, had his roof replaced during the Christmas Holiday season. Results: Submissions were overwhelming and the client will be returning in 2012 for the third straight year. Partners: We flew solo! Advertisers: Williford Roofing and Construction Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Michael Fanning, 843.402.5777, [email protected]



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Stormtracker 13 Weather Book Station: KRDO Group: NPG City: Colorado Springs State: CO DMA: 92

Objective: This is a local sponsor supported marketing effort for the station. It exists to promote our weather coverage and meteorologists via a custom printed school textbook distributed to all area schools. The schools do not have specific weather textbooks and have openly accepted ours into their system. The campaign uses a combination of on-air and online, and print ads in the textbook. The textbooks are family friendly and home use is encouraged. Our weathercasts note and identify weather information relative to the Weather Book use. Fulfilling the local sponsorships allows us to generate revenue to offset the cost of production. Overview: The station creates promos using our meteorologists that identify the Weather Books and their arrival in the schools. We produce 16,000 books that are delivered to the 5th grade classes throughout our DMA. They arrive at the start of the school year and are promoted for 6 months. Some schools use them in the Fall and some in the Spring. Implementation: We sell various sized Weather Book sponsorships to local advertisers. The variation comes in the size of the print ad, their specific amount of exposure on our website and their inclusion in promotional announcements. Sponsors may use either a 1/4, 1/2, or full page ad. We offer different levels of web exposure to include banners and specific weather page placement. Once sold, all art goes out for printing and books are shipped to schools when complete. The station receives a great marketing tool and the sales revenues are designed to cover costs and generate profits. The promotional structure can vary as needed. We like the combined use of print, online, and on-air. We print 16,000 books to cover our DMA. Sponsorships include a front and back cover option. Clients support it from a market goodwill perspective and also to gain the varied exposure. Station promos ID and thank local sponsors for their support. Results: We are in the final stages of completing the sales for the second year of the promotion. Client response has been great with many second year renewals. School response has been terrific with many pictures emailed in showing students holding and using the Weather Book. We have made those images part of the collateral for the second year sales effort.


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Based on our initial success and market response we have increased the sponsorship investment for the second year. Overall we are very pleased with the result. Partners: Local Utility Advertisers: by category - Fast Food, Overhead Door, Allergy Clinic, Handyman,

Plumbing, Tourism, School District Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Phill Emmert, 719-575-6253, [email protected]


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The Pledge of Allegiance Station: KXRM-KXTU Group: Barrington Broadcasting City: Colorado Springs State: CO DMA: 90

Objective: The primary goal of the "Pledge of Allegiance" sponsorship is to give two businesses a unique platform to join the FOX21 News team and local elementary students as they wake up Southern Colorado with the Pledge of Allegiance each weekday morning. This campaign fosters community relationships while instilling patriotic support. The Pledge of Allegiance allows students and school faculty an outlet to express their sense of pride for our country and our local military presence. This gives the two sponsors a great opportunity to reach a targeted audience which typically comprises of a younger "family-starter" demographic. From a station perspective, the "Pledge of Allegiance" segment is beneficial to the ratings as it increases viewership during the morning news time period. The "Pledge of Allegiance" sponsorship drives immediate online traffic with a wide range of visitors locally and across the country (i.e. students, parents, friends and family, teachers, etc.). This campaign is specifically geared toward driving internet revenue. Overview: The "Pledge of Allegiance" promotion features two or three children from local elementary schools in Southern Colorado each weekday who say the Pledge of Allegiance on-air. The segment is then placed online not only for parents and teachers to view, but also for loved ones in the military that are in overseas locations. This sponsorship has been very successful in bringing together a sense of community, as well as support for our country and military. Implementation: The first priority was for the FOX21 News team to reach out to local elementary schools and give them the opportunity to come into the station and record students saying the Pledge of Allegiance. After building a strong foundation of elementary schools wishing to participate in the campaign, the sales team then took the components of the sponsorship opportunity to local businesses which consisted of:

5 second billboard each weekday morning immediately following the Pledge of Allegiance

300 x 250 banner ad equally shared between the two sponsors on the Pledge of Allegiance page


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728 x 90 bookend banner ads shared equally between the two sponsors on the Pledge of Allegiance page

Results: This has been a profitable promotion for the station. In addition, it has given children an exciting opportunity to be on television while also showing their pride and support for the country. This campaign has been consistently supported by sponsors, in turn making this a very profitable promotion. Partners: Local Southern Colorado Elementary Schools Advertisers: Louie's Pizza and American Furniture Warehouse Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Corey Bishop, 719-955-3024m [email protected] Karen Donels, 719-955-3025, [email protected]



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Safe Summer Station: KBAK/KBFX Group: Fisher Communications City: Bakersfield State: CA DMA: 126

Objective: Our goal was to create relevant news content and partner with local businesses to create a Safe Summer Community Awareness Campaign for Kern County. Overview: We set out to create a water/summer safety campaign that could support our goals to create content for our platforms, create public awareness and generate non-traditional revenue. Implementation: Focusing on the dangers that reoccur summer after summer we selected stories relevant to our market. The stories were then assigned to reporters/anchors. The specific summer safety topics that we included were pool safety, beach safety, river hazards, sun safety and skin protection and boat/lake safety. In addition to the stories, reporters/anchors also created PSAs, allowing us to extend our public service campaign. With so much valuable content available to us, we were able to create a 30 minute Summer Safety Special that aired across both KBAK and KBFX. Reporters/anchors also directed viewers to our website and social network pages for the stories. Results: The campaign met all the goals for content and we were able to secure a sponsor, bringing non-traditional revenue to the stations. Partners: Local Agencies Advertisers: San Joaquin Community Hospital Net Revenue (1-10 scale): 6 Repeat Business? Yes Contact: Tracy Peoples, 661-237-7955, [email protected] Teresa Burgess, 661-327-7955,[email protected]




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Double Diamond Giveaway Station: WSJV Group: Quincy City: South Bend State: IN DMA: 97

Objective: To bring in revenue for the station by driving fans to a minor league baseball game, by driving viewers to FOX 28, and by driving consumers to the sponsor. Overview: Double Diamond Giveaway is exactly that. The local minor league baseball team gave away season tickets (diamond #1) a local jeweler gave away $5k worth of diamond earrings (diamond #2). The giveaway happened during the 5th inning in front of 5,000 people. Contest entrants were qualified by watching FOX 28 News, getting a keyword and submitting online. The jeweler paid $4k for the promos and the team kicked in $1,000. The team also added this contest to all of their media in the market that week (radio, outdoor, TV, etc). The team recently had a $10 million stadium renovatin and is trying to get people back out to the games. Implementation: I, along with Creative Services, did all the heavy lifting. We qualified 14 entries in our early morning news product, one per day. The campaign was used for our July ratings watch-n-win contest. The 15th qualifier came from someone in attendance the day of the giveaway (so we could drive people to the game). During the second inning, we announced the 15th qualifier. During the fifth inning, we lined up three tables on the field in front of a full house (5,000 people). In front of each person was a FOX 28 hat with a jewelry box inside. The box either had the earrings and tickets inside, or, they didn't. The Client got to throw out the first pitch of the game and so did our early morning news anchor. Just to reiterate… this promotion got picked up and placed in ALL the local media worth the team ran that week (they placed trade contracts all over the market). All of the other media mentioned the FOX 28 Double Diamond Giveaway. Results: We did great. All goals were satisfied. The team got a sold out game and traffic driven to the their website. The client got great publicity and traffic to their website. They also gave $50 gift cards to everyone who lost. FOX 28 was branded with a unique audience with a valuable giveaway (not to mention the additional $5k in cash revenue from the promotion). Partners: South Bend Silverhawks Advertisers: Kenneth G Rare Coins Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Ben Van Ness, 574-343-5377, [email protected]



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Name the Baby Panda! Station: WDBJ7 Group: Schurz Communication Inc City: Roanoke State: VA DMA: 66

Objective: Mill Mountain Zoo was home to an adorable baby panda that had captured the attention of zoo-goers and WDBJ7 viewers. They had watched the panda grow on WDBJ7.com through our streaming “Panda Cam” and this adorable cub needed a name. Mill Mountain Zoo wanted to reach the community in a creative and interactive way and Boxley Materials wanted to support Mill Mountain Zoo through cause marketing. This inspired a contest to allow our viewers to help name the Baby Red Panda. Through the contest we hoped to spread awareness about the zoo and create an excitement about this baby panda that would drive foot traffic to the Zoo and to give viewers a personal connection to Mill Mountain Zoo. Overview: The contest was promoted on WDBJ7 with bookend commercials. In these spots, Ray Correria, Mill Mountain Zoo‟s Executive Director and Ab Boxley of Boxley Materials Company explained the parameters of the contest and showed video of the panda. Several e-mail blasts were sent out to WDBJ7.com Deals and Contest subscribers inviting them to participate in the contest. Social media was used to promote the contest on both WDBJ7‟s and Mill Mountain Zoo‟s Facebook pages. The contest page was also branded to showcase the cause marketing supporters, Boxley Materials, and linked to WDBJ7‟s Panda Cam so viewers could watch the baby panda while thinking of a name to submit. Implementation: This campaign was unique because it truly involved efforts from all across WDBJ7. WDBJ7 engineers worked hard to install the Panda Cam shortly after the cub was born. As soon as they were finished our digital team launched the Panda Cam page on WDBJ7.com and saw an overwhelming response with video views. Our sales team then developed the contest idea in a brainstorming session with Mill Mountain Zoo and worked together to secure the cause marketing sponsor. The creative production team shot video and photos so the panda could be showcased in the contest promotion to help create excitement. Even the TV spots were a team effort between our sales team, commercial production, Mill Mountain Zoo, and Boxley Materials. Together several spots were created that helped promote the contest and bring awareness about Mill Mountain Zoo.


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The WDBJ7 digital team created a user-friendly contest that would allow viewers to see photos and live video of the panda and submit their idea for a name for an adorable cub. Banner ads were run on WDBJ7.com and the contest was promoted across social media. During this time, Mill Mountain Zoo also worked with WDBJ7 to create a mobile website to the zoo. The zoo hoped to drive additional foot traffic to their location so having a mobile friendly site was important. Once the news team saw this contest the baby panda got some air time on WDBJ7 Mornin‟ to bring awareness about the zoo and the unique experience it offers. This campaign was about more than advertising. It was a chance for a local business to support a local non-profit and get the community involved. Mill Mountain Zoo is a great example of one of the amazing wonders found in the Roanoke Valley. This zoo is a beautiful home for animals from all over the world. It offers family programs, breathtaking views, and strong educational programs for children. However because it is a non-profit it relies on community support to keep it going strong. This campaign brought awareness to just one of the unique animals you can see when you visit the zoo. Allowing viewers to help name the panda created a sense of ownership and community connection to Mill Mountain Zoo. Results: One loved panda! Over 500 names were submitted and over 800 participants voted on a name. The winning name was announced with a live shot from Mill Mountain Zoo on WDBJ7 Mornin‟. After the announcement an invitation was sent out from WDBJ7 deals offering half off family four pack passes to the zoo so viewers could head to the zoo to meet the Baby Panda. Partners: Mill Mountain Zoo Advertisers: Boxley Material Company Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Kim Sokolik, 540-777-3222, [email protected]


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The UpNorthLive Golf Card Station: WPBN/WGTU Group: Barrington City: Traverse City State: MI DMA: 120

Objective: To use the strength of our Deals program to garner revenue from the huge number of golf courses in Northern Michigan who do not traditionally advertise on television, instead favoring radio, print and outdoor. Overview: We solicited the participation of 57 golf courses and offered three different regional cards which entitled the bearer to golf one time at each of 19 courses. The cost was $99 and the buyer got somewhere around $800 in golf value. Our stations kept 100% of the revenue and we netted nearly $100,000 in interactive revenue. Implementation: In exchange for participation, courses were tagged on promo spots and featured during Sports and also received their own landing page and course description with photos on our website. We used our Deals database of 56,000 e-mail addresses to launch the promotion and ran a heavy schedule of on-air promo spots, online banner ads and used Facebook and Twitter. Second Street handled the credit card processing and fulfillment so administration was simple. We netted $100,000 in new interactive revenue and strengthened our Deals database with many new users. Results: We netted $100,000 in new interactive revenue and strengthened our Deals database with many new users. We also had some of the courses do additional TV and Deals with us as a result of forging this relationship. Partners: 57 Golf Courses Advertisers: 57 Golf Courses Net Revenue (1-10 scale): 10 Repeat Business? No Contact: Shawn Wilcox, 231-409-0452, [email protected]



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Classroom Salute Station: WPBN/WGTU Group: Barrington Broadcasting City: Traverse City State: MI DMA: 120

Objective: Our goal was to create a marketing campaign which helped our both our station and our client develop relationships with local schools and at the same time branded their products in our market. Overview: Every Monday through Friday in our Morning News (6 am-7 am) our Meteorologist, Joe Charlevoix, salutes a classroom from Northern Michigan. Each Friday Joe draws a classroom from the week to win an ice cream social from Prairie Farms! The segment is promoted in the news, on our website and in commercial breaks with our client sponsorship. A representative from our client (Prairie Farms) visits the winning school on Friday giving the classroom an ice cream social. Implementation: Daily News segments and commercial promotions drive viewers to our website to register their classroom to win the Ice Cream Social. Teachers and students have the opportunity to elect their own classroom. We built a splash page on UpNorthLive.com to show people how to register and also to see the video segments of each winning class. Our client had great brand presence on this page. Our client was branded in the news segments, classroom visits, television promotions, website splash page and videos featured online. This generates significant exposure. They were also able to use the segment videos on their website, YouTube, Facebook, etc. Results: The campaign produced fantastic results for both the station and the client. The client received brand growth and built strong sales relationships within the schools that they provide milk and ice cream. Our station also built branding within schools and produced a feel-good and entertaining segment.The students and teachers were thrilled to participate in the program and look forward to its continuation year after year.There have been countless people who have called in asking if they could pay for other classrooms just because there was so much excitement leading up to the results. This is a campaign our station as well as our client plans on continuing for a long, long time. Partners: Prairie Farms Advertisers: Prairie Farms Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Chase Cornelius, 231-944-4356, [email protected]



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Joy of Sharing Station: WAFF Group: Raycom Media City: Huntsville State: AL DMA: 80

Objective: Bank Independent wanted WAFF to create a campaign that gained the company branding throughout the community and not just a schedule of commercials. The client wanted to show their customers that they were not like any other bank chain in the area. They strongly felt that their bank was closer to their customers and the community where the locations were than any other competitor. The challenge for WAFF was to find a way to include every location and to brand the business in a 3 week campaign. Overview: WAFF and Bank Independent partnered for the Joy of Sharing program. This program will bring toys to local kids and families in need this Christmas Season to help all of us experience the Joy of Sharing. Implementation: Joy of Sharing started Thanksgiving Day and ran for three weeks during the holiday season. The promotional schedule included morning news, The Today Show, and noon news. WAFF provided production of promotional messages encouraging viewers to donate and bring unwrapped toys to any Bank Independent Branch location. These messages included :30, :15, and :05 formats. These promotional messages featured a spokesperson from each bank location. WAFF designated an official "Joy of Sharing" day to kick off the campaign. News teams went to the locations to show an anchor helping with the donations or showing bank employees working to help fill the donation boxes. There were a total of 5 LIVE segments that aired in the morning and noon news. A digital element was also included in the package. Promotional messages, banner ads, and information on WAFF.com, WAFF mobile apps, WAFF Facebook, and WAFF twitter were all included. Our station guaranteed the messages would reach 97% of the homes in our DMA and the client received 81 messages. Results: The client immediately started to receive positive feedback from customers and people calling the bank about the campaign. They had a lot of calls to the locations asking what toys they can donate and the hours they were going to be open so people could come by after work. At the end of the campaign; over 3,000 toys were collected and passed out by the branches to local children‟s charities and families. The client immediately began to ask about repeating the campaign the next holiday season. Partners: WAFF Advertisers: Bank Independent Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Lindsey Wells-Putt, 256-564-5626, [email protected]



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Just Let It Ring Station: KHQA Group: Barrington Broadcasting City: Quincy State: IL DMA: 171

Objective: The primary goal was to raise awareness of the dangers of distracted driving, but focused mainly on not texting while driving. We reached out to the entire community to get on board and 'pledge' to Drive Now, Text Later - or "Just Let It Ring". The outreach part of the campaign was mainly targeted to young new drivers - high school seniors and college age drivers at first, but the message certainly encompassed all drivers regardless of age. The best texters are our young drivers, but they aren't the best drivers. Our more experienced drivers are the older drivers, who certainly aren't the best texters. Our goal was to see what we could do to get the message out regarding the dangers of texting, and hopefully save some lives in the process. Overview: We saw the Talk Not Text campaign at NAB Small Market in 2010, and decided to expand it and make it our signature image campaign. We launched the campaign in April of 2011, during Distracted Driving Awareness Month. The campaign included news stories, promos, a dedicated web page for on-line pledging, presentations at schools, civic and community organizations, appearances at major events in our communities, plus major prize giveaways to those who pledged. Community leaders from four major cities in our DMA were included in the on-going planning of this campaign. We partnered with area law enforcement, schools and government leaders to get the message out. Three main advertising sponsors committed to an annual expenditure (over and above last year's spending) to be included. We then followed up throughout the year and secured smaller monthly sponsors. Eight months into the campaign, we gave away a brand new Kia Soul LIVE to a lucky person who pledged to "Just Let it Ring". We secured smaller prizes - cash, iPads, etc. and gave those away monthly. We printed t-shirts and cooler cups and thumb bands that promoted our message and gave these away at our community events as well. Implementation: Just Let It Ring promos were run mulitple times each day with different messages. Some were designed to simply to raise awareness of the risks associated with distracted driving. Others were designed to promote the car giveaway or monthly smaller prize giveaways. Sponsors‟ CEO promos were created to let them tell the public why they chose to be a partner in the Just Let it Ring campaign. We used local and state law enforcement, city mayors and elected officials, Miss Illinois, local sports teams and celebrities, etc. to create promos asking viewers to take the pledge. Some of these contained educational messages as


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well. Weekly news stories were aired to continue to keep the issue front and center. These were housed on a web page that also served as our online pledge center. We ran bumpers and ID's throughout the day as well. We created a 20 minute presentation to take to area high schools and organizations that described the campaign and the benefits of pledging to Just Let It Ring. This included a live demonstration of what it might be like to text while driving. We asked for two great texting volunteers, brought them on stage, blindfolded them, and asked them to walk 15 feet while texting a message on a phone. Once they were blindfolded, we placed obstacles (people) in their path so we could create a live simulation of what kind of crash could happen if texting while driving. That always brought huge laughs. A law enforcement officer and each of our sponsors had a quick part in the presentation as well. This was presented to over 35 area high schools as well as many more civic and community organizations over the course of the year long campaign. We partnered with or attended several other community events and took our grand prize (2011 Kia Soul) and registered people live at those events. These included parades, high school football games, local festivals, etc. throughout the year. T-shirts, cooler cups and thumb bands were purchased, imprinted with Just Let It Ring, and thrown out to participants at these events. On 11/11/11, we had thousands of pledges and drew 77 semi-finalists who we invited to a BBQ party at the Kia Dealership. We then narrowed that to 7 finalists who were each given a key to use to try and start the 2011 Kia Soul. Live on air in our 6 pm news, we watched them try their key until one lucky viewer won after starting the car. That day, 11/11/11 was also declared KHQA's Just Let It Ring Day by proclamation of 3 cities' mayors. We continued the campaign giving away various prizes monthly, including several iPads and cash prizes. In the end we had nearly 10,000 pledges and numerous people who thanked us for the constant reminder of the risks of distracted driving. Results: Nearly 10,000 pledges of viewers to Just Let it Ring. One lucky winner of a brand new 2011 Kia Soul. Eight winners of smaller prizes worth $500 or more. Goodwill by being associated with hundreds of lives touched and potentially saved by their awareness of the dangers of distracted driving. $200,000 in new revenue to the station. Partners: Local Law Enforcement, High School Administrators, City Mayors,

Sheriff's Departments, State Troopers Advertisers: Shottenkirk Kia, Kennedy Wealth Group, Simmetry Wireless, various

smaller Net Revenue (1-10 scale): 10 Repeat Business? Yes Contact: Mara Clingingsmith, 217-222-6200, [email protected]


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Our Town Station: KRCG Group: Barrington Broadcasting Group City: Jefferson City State: MO DMA: 138

Objective: The goal is to showcase local area businesses within specific communities through multi-merchant (4 per) commercials, often centered around fairs, festivals or other events. This campaign provides KRCG's sales team the opportunity to get to know businesses in smaller communities better, represent KRCG "face to face" in areas off the beaten path, so to speak, and develop excellent relationships. More seasoned AEs mentor newer team members which results in them gaining experience on the streets sooner with less rejection and positive sales experience sooner than usual. Overview: KRCG resurrected an older campaign showcasing local communities, typically surrounding a popular event. Thirty second commercials are shared by four businesses. There are usually 2-3 Our Towns per month throughout the entire year. Implementation: Our Town is led by one AE who coordinates the team of approximately six others. A calendar of events is predetermined and teams of two canvas area communities prior to their specific event, fair, festival, etc. A typical campaign entails eight advertisers resulting in revenue of $4,000. When possible, KRCG's news team executes a live broadcast at the event or conducts a news story. The station created an Our Town logo which appears in each commercial as well as on the "landing page" on ConnectMidMissouri.com. The TV schedule typically airs 10-14 days. The landing page hosts a media player with current commercials. Results: Results are threefold. First, revenue realized from July 2011 through July 2012 was $112,000. Second, this campaign provides excellent training ground for newer AEs by giving them a highly sellable product in smaller communities where KRCG is very well received. (less initial rejection!). Senior AEs mentor the newer ones through the sales and production process. Third, AEs have obtained additional business from participating Our Town businesses. Partners: none Advertisers: approx 16 per month Net Revenue (1-10 scale): Repeat Business? Yes Contact: Deb Valvo, 573-443-1300 x205, [email protected]



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LA Ley 10th Anniversary Celebration Station: KWES/KTLE Group: Drewry City: Midland/Odessa State: TX DMA: 151

Objective: Generate revenue for the Hispanic radio and Television stations and create partnerships with local business that don't historically target the Hispanic consumer. Midland/ Odessa has a 45% Hispanic population and most advertisers seem to forget they are part of the group that has the NBC affiliate. Overview: A concert celebration in conjunction with a local club to highlight 10 years of the Hispanic Regional Mexican format of LA Ley radio. Utilized the Telemundo station to promote the event. Aired promos in local news, prime and daytime to alert viewers to go online to register to win prizes that would be given away at the event. Implementation: Partnered with local business and highlighted partners in all promos on air and online. The local business partners also donated major prizes that viewers went online to register to win. Local business partners received on-air promos as well as on line exposure with their prize highlighted. The local parners had VIP status at the event and we introduced them to the viewers at the event as station partners which is what resonates with the Hispanic consumer. Each local partner was given the stage to invite the audience at the celebration to visit their retail establishment and had a specific offer for those that attended the celebration. Results: The station had a net NTR revenue of $18,000. Partners: CD Trucking, Woods Boots, Graham's Central Station, Texas

Finance, HQ Chiropractic Advertisers: HQ Chiropractic, Woods Boots, Texas Finance Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Cristine Couldridge, 432-567-9999 x124, [email protected]



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Better Business Club Station: WJHL Group: Media General City: Johnson City State: TN DMA: 96

Objective: This is a new business development program. We accept 25 clients a year and then move them to a target account for growth and finally to a key account. We have used this program for 5 years and have clients at all stages of the program. Overview: Club Package: For a weekly investment of $301.13 net, each client receives the minimum schedule because all Better Business Club members share in unused inventory every week! Minimum Monthly Investment Details Mon-Sun 5am-135am - 30x Mon-Sun (24-7 Digital Weather Channel) 5am-5am - 50x Mon-Sun (MeTV) 5am-137am – 35x Total spots - 115 Minimum* Average Investment per spot - $11.57 Net (*BBC Members share in unused inventory)

Production of one :30 spot is included in package with 12 month commitment.

TriCities.com included in package.

Station reserves the right to place in days/weeks at station discretion at time periods ordered.

Station reserves right to upgrade client. Implementation: WJHL-TV 11 Connects provides the highest quality news, information and entertainment for the viewers in the Tri-Cities region. Reaching 17 counties in Tennessee, Virginia and Kentucky. 11 Connects features the dominant programming of CBS, plus the region‟s up to the minute local news and weather coverage. 11 Connects offers to the businesses in our market area the consumer group most sought by advertisers, adults in the 25-54 age group. Utilize the power of 11 Connects and the buying power offered by the 337,600 TV Households. We allow 25 new business a year to participate in our BBC program.


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Results: We continue to sell out this program every year. We generate between $350,000 and $400,000 dollars. Clients join throughout the year always adding new business to each month. Partners: None Advertisers: All categories Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: James Crout, 423-202-5262, [email protected]


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Project Family Station: WCYB Group: Bonten Media Group City: Bristol State: VA DMA: 96

Objective: The goals of the promotion are to provide a quality local interest component within our newscast that is part of our community and offer local advertisers the chance to be part of it through sponsorship. Overview: This promotion was designed to provide our local advertisers with a means to be part of our news while supporting a strong community interest program. The news portion of this promotion is directed as community interest in three facets including faith, education and region topics. Faith Focus is directed to the strong spiritual connection that our viewers share and hold in high regard for news content in this region. Education Focus takes our viewers into area schools to see how the building blocks are shaping our future. Region Focus reports on the history and heritage that makes our region special to the people who live there. We also produce 4 programs each year that we air per quarter in Prime Access that also deal with the focus subjects listed above. The Focus segments air in our 6 pm and 6 am newscasts weekly and are sponsored by our partcipating advertisers. This provides our advertisers with a content segment inside the news, of quality content that is important to our community, where they can sponsor. Implementation: First week: Select targets appropriate for the promotion sponsorships. Plan the presentation to pitch Project Family for each of the targets. Weeks 2-4: Present the presentation to each target or until annual sponsorships are secured. News was responsible for providing the content of story topics and the Prime Access specials. Commitment: Minimum $40,000 advertising plan for the year plus $35,100 for the promotion. Included: Four Prime Access Specials (3x sponsorship spots in each special)


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One week each month a sponsorship segment in the 6 pm and 6 am news totally sponsored with Billboard in opening of segment and 1x :30 commerical adjacent to segment. 150x Sponsorship promos annually. Only 4 sponsorships available. Results: 4 Sponsors sold for a total of $300,400 Partners: none Advertisers: Attorney, Hospital, Automotive and Dentist Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Dan Howard, 276-821-9283, [email protected]


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Morning News Franchise Ideas Station: KFYR TV Group: Hoak Media City: Bismarck State: ND DMA: 151

Objective: In our morning news program, Country Morning Today we are looking for more viewer-friendly content that can be sponsored. It is a 90-minute newscast and our goal is always to make sure we are not just re-racking news stories from the night before. Overview: We created three franchises based on topics we felt would be universal enough to engage our viewers of Country Morning Today. The first franchise is called Do It Yourself. Each week we have the owner of the local Ace Hardware do a taped "how to" tip on anything from installing a toilet to installing flooring. The second one is called Pet of the Day. Viewers email photos of their pets which we showcase four days per week, the other day we actually bring a pet on set from the local animal shelter asking viewers to consider adopting this dog or cat. The shelter has given us credit for hundreds of successful adoptions. The third is called Healthy Living Today and includes stories from our health reporter on anything from eating right, how to stay fit with a busy schedule, etc. Implementation: We are DMA with four stations/four towers that make one NBC group. Our server allows us to run these segments in Country Morning Today but have a different billboard/sponsor in each of our four cities that form our DMA. Our news department loves the content, we make sure the sponsors are showcased in a classy way so they are not too overt as if they are controlling news content. Each week one of our reporters ensures the Do It Yourself and Healthy Living Today are executed, Pet of the Day kind of takes care of itself by viewers sending in photos. Results: $35,250. Partners: Ace Hardware, both Hospitals in town. Advertisers: Ace Hardware, Valley Bariatrics, Animal Kingdom Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Barry Schumaier, 701-255-8124, [email protected]



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Junior Forecaster Station: KREX Group: Hoak Media City: Grand Junction State: CO DMA: 184

Objective: Every Friday, Newschannel 5 meteorogist John Carroll gets a little help with his Weekend Weather Planner from a local kid. This is a great opportunity to connect with the community while getting your business noticed as a sponsor of the popular segment. Overview: We ask sponsors to give us at least a 13 week schedule. We air promotional spots for the weekly event. We include promotion in a web banner and link to a coloring sheet on our web site. The segment includes on- air mentions of our sponsors. We include the sponsor logo on the weather planner on-air for the segment. We also ask sponsors to provide a certificate or prize for each week's winner. Implementation: Local sellers pitched this concept to advertisers that have a keen interest in kids - especially if they have a service or product targeted to young customers. The target ages are third to fifth graders. A “Color the Weather” sheet is available online and at the sponsor business. Kids send in or bring in their completed sheets and a weekly winner arrives at the station on Friday afternoon to tape the segment. It airs in the 5 pm Weather. I covered the details on this promotion in the brief overview section of this submission. The advertisers agree to an on-air schedule of $300 per week. Results: We offer this to three category exclusive sponsors at $300 each per week, generating $900 per week. Partners: Weather Staff and local advertisers Advertisers: a local Dentist, pet store, computer store, local toy store, local kids

educational supply store Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Randy Stone, 970-242-5000, [email protected]



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Big Event Station: WDHN Group: Nexstar City: Dothan State: AL DMA: 169

Objective: Multiplatform project that utilizes broadcast, emedia, Facebook and eblasts. This project is designed to get the "word" out for an upcoming big event. This will cover the bases and make sure it reach a wide audience. Overview: Broadcast schedule, eblast, Facebook blasts, prerolls on website. Put package together that incorporates broadcast, emedia prerolls, eblasts, Facebook blasts. Broadcast involves free production of fifteen second commercials which also run on website as prerolls. Implementation: We put package together that incorporates broadcast, emedia prerolls, eblasts and Facebook blasts. Broadcast involves free production of fifteen second commercials which also run on website as prerolls. Thirty fifteen second commercials, production included, two eblasts that go to everyone signed up to receive emails from the station, two Facebook blasts that reach everyone on WDHN and Dothanfirst Facebook pages and 100 prerolls that run before each news story on Dothanfirst.com. The fifteen second preroll is the same fifteen second commercial that we produced to run on broadcast. This package is designed to run over a two week period. Results: Sold 8 packages in the first month. Partners: none Advertisers: eight different advertisers Net Revenue (1-10 scale): 7 Repeat Business? No Contact: Janie Hinson, 334-793-1818, [email protected]



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End of Summer Best Seat In The House Station: WILM Group: Capital Broadcasting City: Wilmington State: NC DMA: 132

Objective: Our goal was to increase foot traffic into the Home Show Galleria of homeowners who could afford to make home improvements and would bring new leads to the 32 vendors within the retail establishment. Overview: HomeShow Galleria, which is a year-round home improvement expo with more than 32 vendors, wanted to increase their foot traffic. We worked with Odds On Promotions to secure two insurance policies to give away a Toyota Prius and a porch conversion, both worth $25,000. Contest registration is open for two weeks and they had to be present to roll dice that spelled out "WINS". We drew 20 total qualifiers. All qualifiers received secondary prizes ranging from $5 to $200. Implementation: Odds On Promotions provided us with the dice and the insurance policy. Our client also partnered with Toyota to set the Prius in front of their building. The client did a cross promotional on two different TV stations and two radio stations and complemented it with newspaper. The bulk of the money was spent on WILM. The client had two wooden boxes made with locks. We helped with the eligibility rules and the client posted these on their website and directed people to read them carefully. The day of we called the 20 qualifiers who could only roll the dice for one prize. The first prize that they were called for was the prize they would roll for. However, because of the odds of giving away the grand prizes were so high, we had 20 secondary prizes that we drew randomly from the qualifiers themselves ranging from $5-$200 in value. The dice were rolled with excitement. Two people had two letters come up. Results: More than 350 people attended the drawing and on average 20 people a day registered. All of the vendors received leads and made appointments with new clients. The client was so happy that we have scheduled another giveaway in September. Partners: N/A Advertisers: Porch Conversions, Home Show Galleria Net Revenue (1-10 scale): 7 Repeat Business? Yes Contact: Melissa Walton, 910-332-7004, [email protected]



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Dream Wedding Station: KRIS Communications Group: Cordillera City: Corpus Christi State: TX DMA: 129

Objective: The primary goal of the campaign is to give a Dream Wedding away to one lucky couple. By doing this promotion we are able to drive more traffic to both of our websites as well as cause a buzz throughout the community. We basically took the same premise as the Today Show wedding giveaway. We were able to use all of our platforms including TV, web, mobile, texting and Facebook posts to promote the Dream Wedding. Overview: Beginning in June, KRIS-TV 6 and KRISTV.com kicked off our 2012 Your Dream Wedding Promotion by asking engaged couples to email or mail KRIS Communications a letter expressing how they met, why they should win the Dream Wedding and any other information that is unique to their relationship. After selecting a couple, KRIS Communications, along with the viewers of the Coastal Bend helped them plan their wedding. For seven weeks, viewers went online to select the wedding dress, the rings, the cake, the reception menu and many other items related to a wedding. KRIS Communications 2012 Dream Wedding has been one of the most talked about events in the Coastal Bend. The special promotion includes the power of television, interactive elements and, most of all, the viewers. Implementation: June 4-June 22 KRIS Communications will promote Your Dream Wedding by asking viewers to send in letters expressing why they would like to win. Their story must include how they met and any other information they consider unique to their relationship as well as a photograph of themselves. June 25 A committee, which will include all sponsors, will review all letters and select ten semi-finalists. June 27 The committee will interview the ten semi-finalists and select three finalists to be voted on by the viewers to receive Your Dream Wedding. June 29 KRIS-TV 6 will announce the three finalists during KRIS-TV 6 News at Noon.


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July 9 KRIS-TV 6 News at Noon introduces the three couples to the viewers. Each couple is interviewed daily, sharing the letter they sent to KRIS-TV as well as other information about themselves. July 12 All three couples‟ pictures and information appear on the KRIS-TV 6 News at Noon for a last look before voting begins. After the segment, the voting will begin. July 12-27 Viewers are asked to go on-line to vote for their favorite couple. July 30 KRIS-TV 6 News at Noon announces the winner of Your Dream Wedding. July 31-September 14 For 7 weeks viewers will vote on-line to select the invitations, bride‟s dress, bridesmaids‟ dresses, rings, cake, flowers, reception menu and the honeymoon. September 22 KRIS-TV will recap the 7 weeks of voting and organize Your Dream Wedding. The wedding will take place at Port Royal on November 10. November 10 The wedding will take place at Port Royal. KRIS-TV will broadcast highlights of the wedding on 6 News at Noon. Results: The promotion is currently running. This is our last week of voting for the tuxedo that the groom will be wearing. Partners: KRIS-TV & KRISTV.com Advertisers: Port Royal, Rental World, Gold Master, Bridal Boutique, Tuxedo

Junction, M&J Photography, Sugarbakers, Hollywood Buses Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Shelly Paquette, 361-654-1684, [email protected]


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Local Biggest Loser Competition Station: WSMV Group: Meredith City: Nashville State: TN DMA: 29

Objective: To get the national Subway agency to spend money on integration and digital platforms. We went to local franchise group and sold them on the idea. They pushed the Biggest Loser idea to the corporate agency dictating that they wanted their local franchise dollars to go to this campaign. The goal of the franchise owners and our station was to make the promotion more local in scope rather than a cookie cutter promotion from the national agency. Overview: We are an NBC affliate and played off of the Biggest Loser programming and the Subway National Get Fit Challenge concept. We conducted a biggest loser Nashville contest sponsored by Subway promoting their Get Fit Challenge. We partnered with a local gym that provided facilities and trainers to coach our 10 local contestants. All culminating with a 2 minute spot in the Biggest Loser showcasing the winner. Implementation: We had a pre-promote window starting in December that ran through January. Promotion was paid spots from Subway and Athletic Club Gyms. Ten local contestants were chosen from those entries. From February through May, the contestants came into the studio every two weeks for a "weigh-in" to see their progress and it allowed us to use integrated long format segments in our local interview style show. The contestants were also given a video camera and we set them up with a video blog page that they were required to update weekly. We conducted on-site wellness expos at each of the Athletic Clubs during the peak winter months and handed out Subway coupons. The entire promotion was promoted through spot TV, long format segments, website and mobile app sponsorship banners. The event culminated with a local 2 minute spot that aired in the final episode of the Biggest Loser. Jared was also flown in to announce and congratulate winner in the two minute spot. Results: Increased foot traffic to Subway and Athletic Clubs. Plus provided local branding to both companies with unique and engaging content. We secured their partnership for two years and took the largest share of business for both companies. Partners: Biggest Loser Advertisers: Subway & The Athletic Clubs Net Revenue (1-10 scale): 8 Repeat Business? Yes Contact: Jon Reames, 615-353-2230, [email protected]



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Great Day to do Business Station: WKPT Group: Holston Valley Broadcasting Corp. City: Kingsport State: TN DMA: 96

Objective: The goal of the Great Day to do Business was to allow small businesses to combine their resources to create traffic both to their business and to their particular community, shopping center, etc. Overview: It started as a promotion for businesses in Downtown Kingsport. The mayor opened the one minute spot by saying "It's a great day to do business in downtown Kingsport and business is good." Then three downtown businesses had :15 each to run their 'spot' and we closed out each segment with the LSM who is a former sports director and Tri-Cities TV personality. Each business paid $500 each for the Great Day spots that ran a minimum of 50 times during the month. It was so successful that other cities and shopping areas called to schedule Great Day to do Business in their locations. Implementation: We shot several opens and closes for the spots to keep it fresh then lined up small businesses to participate. We had 15 businesses in the first one for Downtown Kingsport. Each business got a :15 spot and we encouraged each business to be on camera so people knew both who and where they were. It gave each business a sense of pride in their business and in their community - the first of which was downtown Kingsport, Tennessee. Once the first series was complete with 15 businesses in downtown Kingsport, we were deluged with phone calls from other cities and we used the same structures there. Results: We did outstanding getting 15 clients the first time. Then the promotion went to two other locations in Kingsport as well as two locations in Johnson City, TN two locations in Bristol, VA, Abingdon, VA, Greeneville, TN and Rogersville, TN. Partners: WKPT/WAPK/RTV Advertisers: various Net Revenue (1-10 scale): 9 Repeat Business? Yes Contact: Bob Haywood, 423-426-3060, [email protected]



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