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Project overview/background
WISH presented over a dozen opportunities to Shannon to promote CCA in community events and by
adding radio and online elements as well. The four events CCA opted to do partner with WISH have
never been done before but are in very targeted places, e.g. Science Center, Pittsburgh Zoo, and the
Home and Garden Show.
Strategy
Promote CCA event opportunities through on-air program
Perform branding opportunities in the community
Timeframe March – October 2013
WISH listeners
Family attendees of SpaceOut Weekend, Home and Garden Show, Kids ZooFari, and ChemFest
Pittsburgh Home and Garden Show package
- One day on-site opportunity
- Featured on-site space for item/product display during 10-day event
- Recognition in Dream Kitchen, Bath, and More Grand Prize Giveaway on-site signage
during 10-day event
- Exclusive ad page on Digital Message Board located at the WISH 99.7 FM booth area
for three days during event
- (84) :20 recorded on-air features to include sponsor recognition to air on WISH 99.7
FM for four weeks (features promote Home and Garden Show and general detail)
- (63) :20 recorded on-air features to include sponsor recognition to air on WISH 99.7
FM (features specifically promote WISH 99.7 FM Dream Kitchen, Bath, and More
Grand Prize Giveaway elements)
- Eight on-site sponsor recognition features during on-site personality appearances at
the show
- Four weeks WISH 99.7 FM website (www.wshh.com) on Pittsburgh Home and
Garden Show event channel – includes logo and URL
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- Four week tile ad on WISH 99.7 FM website (www.wshh.com) - ad will rotate
throughout site pages to provide maximum views
- Special edition of the WISH 99.7 FM Loyal Listener eNewsletter (11,600+)
- Exposure on social media: Facebook and Twitter
SpaceOut Weekend and ChemFest
- Featured on-site space at Carnegie Science Center for both events
- (112) :20 recorded on-air features to include sponsor recognition to air on WISH
99.7 FM for three weeks per event (features promote each targeted event and
general detail)
- (168) :20 recorded on-air features to include sponsor recognition to air on 1320
WJAS three weeks per event (features promote each targeted event and general
detail)
- (168) :20 recorded on-air features to include sponsor recognition to air on AM
Newstalk 1360 three weeks per event (features promote each targeted event and
general detail)
- WISH 99.7 FM website (www.wshh.com) on Carnegie Science Center event channel
– includes logo and URL for three weeks per event
- 1320 WJAS website (www.wshh.com) on Carnegie Science Center event channel – includes logo and URL for three weeks per event
- AM Newstalk 1360 website (www.wshh.com) on Carnegie Science Center event
channel – includes logo and URL for three weeks per event
- Two Special editions of the WISH 99.7 FM Loyal Listener eNewsletter (11,600+) one
time per event
- Exposure on social media: Facebook and Twitter
- Carnegie Science Center website event page (logo and URL)
- Carnegie Science Center eBlasts (12,000+) includes logo and URL
Kids ZooFari Grey Kangaroo Sponsor
- Featured on-site table space at Pittsburgh Zoo
- (56) :20 recorded on-air features to include sponsor recognition to air on WISH 99.7FM for four weeks (features promote event and general detail)
- Four weeks WISH 99.7 FM website (www.wshh.com) on Kids ZooFari event channel,
includes logo and URL
- Two special editions of the WISH 99.7 FM Loyal Listener eNewsletter (11,600+)
- Exposure on social media: Facebook and Twitter
Jan. 16, 2013: Sponsorship was presented
Jan. 25, 2013: Proposal signed
Feb. 1 – 28, 2013: Recorded on-air features and web placement run for Home and Garden Show
Mar. 1 – 22, 2013: Recorded on-air features run for SpaceOut Weekend Mar. 9, 2013: On-site at Home and Garden Show
Mar. 23 – 24, 2013: On-sites for SpaceOut Weekend at Carnegie Science Center
July 19 – Aug. 16, 2013: Recorded on-air features and web placement run for Kids ZooFari
Aug. 18, 2013: On-site for Kids ZooFari at Pittsburgh Zoo and PPG Aquarium
Oct. 3 – 24, 2013: Recorded on-air features run for ChemFest
Oct. 25 – 26, 2013: On-sites for ChemFest at Carnegie Science Center
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Cost was $6,375 for all parts of the sponsorship.
A total of 7,000 small brochures mailed to WISH to include in giveaway bags to distribute during
ten days of the Home and Garden Show
CCA logo and URL submitted
Mentions of being sponsor/on-site for SpaceOut Weekend, Home and Garden Show, Kids
ZooFari, and ChemFest Families will receive small brochures, program guides, cross-promos, and face-to-face time with
teachers and staff
Ultimate goal for the families to enroll or participate in more events to learn more about CCA
Since this is a new sponsorship and opportunity, we hope to collect information in November from the
Analytics department that can show if this sponsorship provided good exposure and also if we received
any conversions as a result of CCA being on-site at events we’ve never been before.
We hope to analyze the results of this sponsorship in November when the Analytics team pulls the
numbers from those who clicked from the leads generated at each of the on-site events. Although we
can’t specifically measure the success of the radio/tile ads since there was no targeted phone
number/landing page provided in the ad, we can take a look at enrollments in the Pittsburgh area and
also rely on feedback provided from Angela and her team when they do their research to see how
people heard about Commonwealth Connections Academy.
APPENDIX:
Proposal Attached