2011 Communication Concepts 2011 Communication Concepts Proposal for Keep Mercury From Proposal for Keep Mercury From Rising.org Rising.org Presented to Energy Recovery Council, Ted Michaels. Presented to Energy Recovery Council, Ted Michaels. Submitted by Metro Networks. Richard Flinn. Submitted by Metro Networks. Richard Flinn. Submitted July 2010. Submitted July 2010. gged in ged in to daily lif to daily lif
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2011 Communication Concepts Proposal for Keep Mercury From Rising.org Presented to Energy Recovery Council, Ted Michaels. Submitted by Metro Networks.
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2011 Communication Concepts Proposal 2011 Communication Concepts Proposal for Keep Mercury From Rising.orgfor Keep Mercury From Rising.org
Presented to Energy Recovery Council, Ted Michaels.Presented to Energy Recovery Council, Ted Michaels.
Submitted by Metro Networks. Richard Flinn.Submitted by Metro Networks. Richard Flinn.
Submitted July 2010.Submitted July 2010.
Plugged inPlugged in to daily life. to daily life.
Program Objectives We Will Meet:
• Target Boston, Cape Cod and Worcester Massachusetts general consumers, opinion leaders, elected officials and ERC members & their stakeholders.
• Break through ad clutter and maximize a limited budget that enhances perception of ERC member companies who are actively engaged in the issue.
• Educate the public to mercury containing items and how to properly dispose of these items.
• Introduce new capabilities that lets consumers locate and promote disposal locations.
• Create a positive perception of ERC, its member companies and Keep Mercury from Rising.org.
• Incorporate consistent measurement of persons reached and changes in perceptions & behavior.
Plugged in to daily life.Plugged in to daily life.
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.
• America’s largest audio content provider of local, national & international News, Weather, Sports & Traffic content delivered to the broadcasting, mobile and online industries … exceptional resources that ensures your message is heard within timely, accurate & credible content.
• Operates around-the-clock services for Massachusetts affiliates through our state-of-the-art Boston Operations Center so we ensure complete coverage and real-time delivery of urgently needed information.
• Maintains the largest fleet of airborne and mobile units & surveillance technology infrastructure in order to deliver real-time accurate traffic information.
• An 5-Platform network of affiliations provides empowers your message to surrounds consumers:
• With our “live” reads you gain exceptional message credibility and the ability to target your messages by each station’s audience.
• All of your investment goes “on-the-air” since there are no production costs and delays.
RADIO ONLINE TELEVISION MOBILE IN STORES
Plugged in to daily life.Plugged in to daily life.
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.
How Metro Networks Will Meet the Program Objectives:
• Massachusetts residents rely daily on up-to-the-minute Traffic-News-Weather-Sports Reports. More residents get this high-interest content from Metro Networks than any other source.
• Reports are delivered “live” one-at-a-time to each Metro Networks affiliate, allowing ERC messages to break through ad clutter.
• Reports and ERC messages are delivered by locally well-known & trusted Reporters, bringing enhanced credibility to ERC messages.
• A variety of ERC messages can be rotated, allowing for messages that target various program targets.
• New messages can be introduced the same day on most affiliates and since messages are read live the program will not incur any production costs, talent fees or production delays.
• Metro Networks can enhance and expand the program’s overall ERC messaging reach and frequency by multiplying the exposure gained in television, spot radio, digital and social networking advertising but also enhancing direct marketing, earned media/PR and cross-promotional exposure.
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NATIONALTRAFFIC STUDY
FINDINGS:
92% CONSIDER TRAFFIC
INFORMATION TO BE “IMPORTANT,
CRITCALLY NEEDED”
INFORMATION.
64% “WANT A TRAFFIC REPORT
AT LEAST EVERY 15 MINUTES.”
46% WILL “SWITCH FROM THEIR
FAVORITE RADIO STATION TO SEEK OUT AND LISTEN
TO A TRAFFIC REPORT.”
The Research Group, Seattle, WA.
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.
• The key concept is delivering easy-to-take steps & facts to consumers using well-known trusted Massachusetts personalities.
• Ensure complete coverage of the diverse Massachusetts population by including all Radio formats, (religious, ethnic, news, sports, talk, all varieties of music).
• Eliminate production costs and allow unlimited creation of different messages afforded by using live radio.
• Incorporate Massachusetts broadcasters and local interest websites.
• Include a significant number of retailers who sell CFL products.
• Incorporate mobile applications recognizing the growing use of mobile devices.
Plugged in to daily life.Plugged in to daily life.
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.
Sources: “Weekly Commute” U.S. Census Bureau, 2000 Census, Washington, D.C. “Consider …” The research Group, National Traffic Study, Seattle, WA.
55 Platform Messaging.Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL
BOSTONMetroTSASPRINGFIELDWORCESTER/CAPE COD
Metro Networks will provide a 24-week high visibility high frequency public education campaign through sponsorship of Traffic – News – Weather – Sports Reports.
Reports will be delivered “live” one-at-a-time to each affiliate from our state-of-the-art broadcast facilities. Each report offers a customized message based on the station’s location and listener demographic.
Each sponsored report will open with a “call-to-listen” Billboard and an embedded 45 word message.
Metro Networks is the home of leading respected on-air talent like Rick Kirkland, Scott Pike, Rick Simonson and Scott Montminy.
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.
How Metro Networks Will Empower Earned Media, Event & Cross-Promotional Opportunities:
• Metro Networks has a powerful News Network of 41 Radio affiliates across the state.
• As in the past, Metro Networks will arrange, conduct and disseminate news interviews with ERC spokespersons that can be embedded within News Reports and content on Radio and Web affiliates. (Please note: we do not make any implicit assurance of how, if, when and where such content will be delivered and cannot affect the editorial judgment of our news gathering and reporting).
• Metro Networks can highlight Trade Shows, Events and Promotions of ERC partners within our messages and selectively across all or part of our Radio network.
• Metro Networks can drive further interest to digital elements like Facebook, MySpace and program web-sites.
55 Platform Messaging.Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.
55 Platform Messaging.Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL
We can enhance the capability of Keep Mercury From Rising.org’s website by embedding an interactive map that shows locations of drop-off sites and provides driving directions to those locations from a consumer’s home address.
DROP OFFLOCATIONS.
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.
55 Platform Messaging.Platform Messaging. RADIO - TV – DIGITAL - MOBILE - RETAIL
We can deliver more web Traffic and impressions for ERC through ads placed on high-traffic Broadcaster website network and their high interest Traffic pages.
Please note: The information presented is proprietary to Westwood One and subject to approval by its management.