A Multi-Platform Marketing Concept Presented by Entercom Kathryn Kercher Sandy Smallens June 5, 2007 A Multi-Platform Marketing Concept Presented by Entercom.

A Multi-Platform Marketing Concept Presented by Entercom

Kathryn KercherSandy Smallens

June 5, 2007

A Multi-Platform Marketing Concept Presented by Entercom

Kathryn KercherSandy Smallens

June 5, 2007

Confidentiality Notice

The following pages contain proprietary information of Entercom Communications Corp. and is to be used by the recipient solely for the purpose of evaluating a transaction or business relationship with Entercom Communications Corp. This Proprietary Information should be kept confidential and is not to be distributed, disclosed or disseminated to third parties.

Fans used to hoist lighters to demand an encore. Now they brandish back-lit cell phones. Bands used to rely on “Rolling Stone” and “American Bandstand” for media exposure. Now it’s MySpace and YouTube.

But bootlegs – unauthorized recordings – remain the earmark of the true fan. While digital technology and media sharing sites have brought bootlegs to the masses, the fact remains: you can’t record what you don’t see.

That’s where Scion Bootleg comes in. Partnering with Entercom’s network of cutting-edge stations, Scion Bootleg empowers die-hard fans to see, shoot and share unique performances from today’s coolest artists.

The fan as auteur; the artist as accomplice to their own exploitation. A platform built on fan-shot video, fan-recorded podcasts, and fan-snapped photos, Scion Bootleg is also its own radio station, streaming 24/7 for all to hear.

Fans used to hoist lighters to demand an encore. Now they brandish back-lit cell phones. Bands used to rely on “Rolling Stone” and “American Bandstand” for media exposure. Now it’s MySpace and YouTube.

But bootlegs – unauthorized recordings – remain the earmark of the true fan. While digital technology and media sharing sites have brought bootlegs to the masses, the fact remains: you can’t record what you don’t see.

That’s where Scion Bootleg comes in. Partnering with Entercom’s network of cutting-edge stations, Scion Bootleg empowers die-hard fans to see, shoot and share unique performances from today’s coolest artists.

The fan as auteur; the artist as accomplice to their own exploitation. A platform built on fan-shot video, fan-recorded podcasts, and fan-snapped photos, Scion Bootleg is also its own radio station, streaming 24/7 for all to hear.

The Concept The Concept

• Bootleg Video – real video of live performances and behind-the-scenes action captured by our listeners

• Bootleg Podcasts – high quality audio recorded by our listeners of exclusive performances and live concerts

• Bootleg Mobile – video and photos captured on a mobile phone and posted to a community blog

• Bootleg Radio – a custom streaming music channel produced for Scion featuring bootlegged audio

• ...broadcast and promoted across the Entercom Community Network and shared with the world

• Bootleg Video – real video of live performances and behind-the-scenes action captured by our listeners

• Bootleg Podcasts – high quality audio recorded by our listeners of exclusive performances and live concerts

• Bootleg Mobile – video and photos captured on a mobile phone and posted to a community blog

• Bootleg Radio – a custom streaming music channel produced for Scion featuring bootlegged audio

• ...broadcast and promoted across the Entercom Community Network and shared with the world

Platform OverviewPlatform Overview

• Videocasts of private recording sessions or live performances

• Recorded by listeners who are selected by OnAir contest

• “Bootlegged” Artists: Keane, Snow Patrol, She Wants Revenge, Silversun Pickups, The Killers

• Scion featured in video pre-roll and display ads

• Promoted OnAir and OnLine with display ads and emails

• Videocasts of private recording sessions or live performances


• “Bootlegged” Artists: Keane, Snow Patrol, She Wants Revenge, Silversun Pickups, The Killers



Bootleg VideoBootleg Video

• Audio podcasts of private recording sessions or live performances


• “Bootlegged” Artists: Eagles of Death Metal, The Raconteurs, Snow Patrol, The Decemberists



• Audio podcasts of private recording sessions or live performances


• “Bootlegged” Artists: Eagles of Death Metal, The Raconteurs, Snow Patrol, The Decemberists



Bootleg PodcastsBootleg Podcasts

Bootleg MobileBootleg Mobile

• Listeners contribute video and photos recorded on their mobile phones to a community blog

• OnAir contesting incorporated to build excitement

• Promoted to listener club through email and text messages

• Scion featured in display ads and tagged in text replies


• Listeners contribute video and photos recorded on their mobile phones to a community blog

• OnAir contesting incorporated to build excitement

• Promoted to listener club through email and text messages

• Scion featured in display ads and tagged in text replies


Bootleg RadioBootleg Radio

• Complete Scion streaming music channel -- OR -- commercial-free segments “Powered By Scion”

• Features bootlegged audio, Scion artists and selections, and independent music

• Streamed on all participating Entercom stations

• Ability to insert Scion-branded long-form content (:90s to 2:00m)


• Complete Scion streaming music channel -- OR -- commercial-free segments “Powered By Scion”

• Features bootlegged audio, Scion artists and selections, and independent music

• Streamed on all participating Entercom stations

• Ability to insert Scion-branded long-form content (:90s to 2:00m)


• Music Tab Takeover -- section features bootlegs and Scion content, plus thousands of music videos



• User-generated top 10 lists and reviews, ecommerce, and full search functions

• Daily & weekly updates and exclusive features & promotions

• Music Tab Takeover -- section features bootlegs and Scion content, plus thousands of music videos



• User-generated top 10 lists and reviews, ecommerce, and full search functions

• Daily & weekly updates and exclusive features & promotions

Quick HitsQuick Hits

Link

http://www.quick-hits.net/

http://quick-hits.net/

ToneMaker DJToneMaker DJ

Link

• Web application to mix ringtones and purchase custom content

• “Skinned” with Scion branding

• Average user spends 30+ minutes mixing; 5-10% conversion rate (2x avg.)


• Content from major / indie artists and Entercom stations; Scion can supply custom content and audio mnemonics

• Web application to mix ringtones and purchase custom content

• “Skinned” with Scion branding

• Average user spends 30+ minutes mixing; 5-10% conversion rate (2x avg.)


• Content from major / indie artists and Entercom stations; Scion can supply custom content and audio mnemonics

http://waaf.tonemakerdj.com/

• Timing: September/October, 2007 (6 weeks)

• On-air Media Schedule– DJ Endorsements: $270,600 (:30s Live reads @ 5x / week / station = 630 units)– Promotional Mentions: $108,720 (:15s pre-recorded spots @ 12x / week / station = 1512

units)• Online Media Campaign

– Pre-roll Video: $1,582 (31,647 impressions @ $50 CPM)– Streaming Audio: $19,980 (1,997,987 impressions @ $10 CPM)– Display Ads: $6,625 (662,506 impressions @ $10 CPM)– Email blasts: $21,000 ($1000 / per station flat fee)

• Production and Sponsorship of Digital Elements– Micro-site, ToneMaker DJ, and Custom Stream Development: $75,000 (flat fee)– Micro-site Hosting and Moderation: $7,500 ($5,000 / month)– Quick Hits Sponsorship: $30,000 ($20,000 / month)

• ETM On-air Cost: $379,320• ETM Online Cost: $161,687• ETM Campaign Cost : $541,007

Media Summary – ETM StationsMedia Summary – ETM Stations

92.3 K-Rock / Alternative / WXRK / New York

Indie 103.1 / Alternative / KDLD / Los Angeles

Q101 / Alternative / WKQX / Chicago

95.7 The Wolf / Country / KBWF / San Francisco

107.3 WAAF / Active Rock / WAAF / Boston

99.9 KISW / Rock / KISW / Seattle

The End 107.7 / New Rock / KNDD / Seattle

100.7 The Wolf / Country / KKWF / Seattle

Alice 105.9 / Modern AC / KALC / Denver

94/7 FM / New Rock / KNRK / Portland

99.5 The Wolf / Contemporary Country / KWJJ / Portland

The End 107.9 / Top 40 / KDND / Sacramento

Sacramento / KRXQ / Active Rock / 98 Rock

Sacramento / KWOD / Adult Alternative / 106.5 KWOD

Kansas City / KQRC / AOR / The Rock

Kansas City / KRBZ / New Rock / 96.5 The Buzz

Kansas City / WDAF / Country / 106.5 The Wolf

Milwaukee / WXSS / CHR / 103.7 Kiss FM

Indianapolis / WZPL / Hot AC / Z99.5

Norfolk / WNVZ / Rhythmic CHR / Z104

Austin / KAMX / Modern AC / Max 94.7

Greensboro / WJMH / Rhythmic CHR / 102 JAMZ

Memphis / WMFS / Modern Rock / 93X

New Orleans / WEZB / CHR / B97

Markets / Stations / FormatsMarkets / Stations / Formats

• AnBerlin• Bloc Party• Buckcherry• Clap Your Hands Say Yeah• Coheed and Cambria• Cold War Kids• Funeral For A Friend• Hot Rod Circuit• Incubus• Interpol• Kings Of Leon

• AnBerlin• Bloc Party• Buckcherry• Clap Your Hands Say Yeah• Coheed and Cambria• Cold War Kids• Funeral For A Friend• Hot Rod Circuit• Incubus• Interpol• Kings Of Leon

• Muse• New Found Glory• Spoon• Rise Against• Silverstein• The Bravery• The Nightwatchmen• The Red Jumpsuit Apparatus• The Starting Line• The Used• Yellowcard

• Muse• New Found Glory• Spoon• Rise Against• Silverstein• The Bravery• The Nightwatchmen• The Red Jumpsuit Apparatus• The Starting Line• The Used• Yellowcard

Target ArtistsTarget Artists

A Multi-Platform Marketing Concept Presented by Entercom Kathryn Kercher Sandy Smallens June 5, 2007 A Multi-Platform Marketing Concept Presented by Entercom.

Documents

scion bootleg

scion artists

display adspromoted

scion content

video preroll

fanrecorded podcasts

mpromoted onair

live performancesrecorded