Advertising | Marketing | Public Relations | Internet | Radio

Multi-Media Campaign Case Study 1. Name of the project, campaign and/or client www.LiveHair.tv & “Live Hair on the Air” – (a half hour radio show) – a combination multi-media campaign employing traditional and non-traditional media utilizing Radio as the mass media driver directing consumers to a website to “follow their radio personality and also to register for various contests” (serving as a lead generator) for the client, Bauman Medical Group, (BMG). Based in Boca Raton, BMG is one of the nation’s leading hair loss experts and one of the country’s top hair transplant surgical facilities. 2. Brief description of the client or organization

Alan J. Bauman, M.D. is a full time hair transplant surgeon who has treated over 15,000

patients and performed over 6,000 surgical procedures since starting his hair loss practice,

Bauman Medical Group, P.A. in 1997 located in Boca Raton, FL.

Dr. Bauman is an author of textbook chapters on the science of hair care and hair

transplantation, including eyelash transplant surgery, and has been extensively featured in the

world’s leading media as a medical expert and successful early-adopter of some of the most

advanced technologies in the treatment of hair loss such as laser therapy and NeoGraft FUE

hair transplantation.

Dr. Bauman has been featured extensively in the world’s leading media in print, radio and

television as a medical expert and successful early-adopter of the most advanced

technologies in the treatment of hair loss. Appearances, interviews and profiles include the

Today Show, The Early Show, Good Morning America, Extra, Access Hollywood and

Dateline NBC among other TV appearances. Newspaper and Magazine articles and feature

stories include The New York Times, Newsweek, Cosmo, Vogue, Allure, and Men’s Health

among others.

3. Goals and objectives of the campaign or project Develop name recognition and brand awareness, (media and consumer) as well as new customer/patient prospect leads for Bauman Medical Group.

4. Description of how the project was implemented Acquisition of Media Talent Impetus for the campaign revolved around the acquisition of Kevin Rolston, on-air personality for WILD 95.5, “The Kevin, Virginia, Jason” Morning Show, to serve as “endorser/testimonial speaker” for BMG. With Rolston agreeing to a “hair transplant” we developed a host of marketing and media opportunities to exploit and leverage the “endorser” through extensive on-air testimonials and collateral related promotional opportunities. Blog on WILD 95.5 Radio Station Website Initially, we created a custom blog on the radio station website that was used as a place to “drive listeners” so they could “follow Kevin’s hair loss/hair transplant” journey/story. http://www.wild955.com/pages/bmg.html Another website was created for the campaign, see below. Branding/Awareness While the branding/awareness elements were clearly in place, (mass market radio advertising) we devised three contests specifically geared toward and catering to “radio listeners” who (the most logical prospective lead candidates) suffered from hair loss. To attract qualified candidates/leads/prospects we devised a three staged/three-tiered contest designed to acquire names/emails/phone numbers for these qualified leads/candidates. The contests were: a $1,500 Hair Care Basket, a $3,000 Laser Cap and the Grand Prize, in which the entrants to the prior two contests were automatically entered, a Free Hair Transplant. All three geared toward “only” people who suffered from some form of hair loss. Extra Special Event / Live On-Air Hair Transplant As part of the continued and further radio listener/Rolston-Fan engagement efforts, we planned and executed a live broadcast hair transplant procedure for Rolston. This was promoted extensively in advance of the procedure. Bauman’s surgical operatory was outfitted with a three camera crew and the operation was broadcast via Live Stream to the radio station’s website where fans could tune in to see Rolston’s transplant live.

This event generated the most traffic to the stations’ website of any prior radio station event.

Using a unique privately assembled syndicate of other web based media, the live broadcast of Rolston’s surgery was additionally streamed to other broadcast outlets who in turn promoted and broadcast it to its own audience.

Total viewership of Rolston’s hair transplant surgery: 75,000 people in 22 countries.

Website Created for the Campaign After the creation of the blog page on the WiLD 95.5 station website, we then created a free standing/stand alone website devoted exclusively to the radio campaign revolving around Kevin’s Hair Transplant. www.LiveHair.tv The website became the “home of all things Kevin” as well as contest info, as well as prospect name/data capture for contestant sign-ups. Stickiness to the site revolved/es around fans continued/ing interest in following their radio personalities’ “hair transplant journey/story.” Additionally, the posting of “videos” produced for the “winners” of the various contest packages draws return visitors. The radio commercials were regularly modified to reflect varying messages:

status reports and updates for Kevin’s hair transplant

Contest information – the existence of the contest, promoting the various contests, announcing the winners, producing videos of the winners, the announcements of the winners, driving listeners to the website to see videos of the winners

“Live Hair on the Air” – a Half Hour Radio Variety Show This half-hour radio program was created as an outgrowth/extension of utilizing the radio personality and celebrity of Kevin Rolston along with Dr. Bauman to host and co-host a radio show about Hair Loss. To date, 8 half hour shows have been produced. Known as “block programming” we initially aired these radio shows on three Clear Channel radio stations; WZZR, WJNO, WBZT

“Live Hair on the Air” – A Half Hour Radio Show by Dr. Alan J. Bauman & Kevin

Rolston

Dr. Bauman hosts has a half-hour radio show on hair loss that can be heard on three Clear-

Channel radio stations in South Florida, and is co-hosted by one of South Florida’s leading

morning radio personalities, Kevin Rolston of the Kevin, Virgina, Morning Show,” WILD

95.5, FM. The show, best described as a cross between an old-fashioned radio variety show

meets “hair loss education” is as informative as it is entertaining.

Not just packed with traditional talking-head jibber-jabber, "Live Hair on the Air" oozes the

great energy of the witty, sarcastic and self-effacing good humor of Kevin Rolston, the

newest member of Dr. Bauman's "Follicle Fan Club" as a recent hair transplant recipient,

combined with the even-keeled, good-natured and engaging personality of Dr. Bauman, one

of the nation's top hair transplant surgeons. Throw in comedy clip cut-aways from across the

internet, YouTube and television, sprinkle in original music song parodies and hair loss

suffers will find a unique mix of comic relief as well as medical and non-medical remedies to

meet the wide range of follicular challenges faced by nearly 100 million men and

women. Visit the website, listen to present and archived shows: www.LiveHair.TV

Custom Song Parodies Custom song parodies were created – written and produced and used as part of the radio show – mostly as outro to commercial’s and intro’s coming back from commercial breaks. Video Production Multiple videos were produced for the campaign, (and continue to do so as the campaign is still in progress) Videos to date include:

A humorous and abbreviated version of Kevin’s Hair Transplant Procedure.

Video of First Contest Winner

Video of Second Contest Winner

Video Slide Show of “Greek” – part of second campaign – see below

Video of Greek/Bauman radio interview at Ale House – see below A Second Radio Campaign Employing the Same Methodology Above Three Months after engaging in the above outlined campaign a similar arrangement was negotiated with “Greek”, on-air personality for Real Radio’s 94.3 The Penthouse, the Locker Room and Gridiron radio shows. Greek’s media activities, his hair transplant, press releases and video can also be seen on www.LiveHair.tv 5. Results: How they were measured, and how they met the specific objective of the project or campaign. Please attach relevant supporting collateral and/or back-up material – limit of 5 attachments per nomination

Rolston’s live on air hair transplant surgery was the “first ever live on air hair transplant performed on a radio disc jockey in the United States.” Rolston’s procedure, and three separate stories about same – pre-op and post op was covered by Jockline, the radio industry’s leading trade publication. http://content.clearchannel.com/cc-common/mlib/1862/08/1862_1346262356.pdf

Sun Sentinel – Rolston’s Surgery and the entire uniqueness of this campaign was featured in an extensive Sun Sentinel Cover story. https://docs.google.com/viewer?url=http%3A%2F%2Fwww.livehair.tv%2Fwp-content%2Fuploads%2F2012%2F08%2FBauman-

Sun_Sentinel_Article_Kevin_Rolston_Hair_Transplant_reduced.pdf&docid=c20d364bd4359d27ee784272729ff5d0&a=bi&pagenumber=1&w=483

This event generated the most traffic to the WILD 95.5s website of any prior radio station event.

Using a syndicate of other web based media, the live broadcast of Rolston’s surgery was additionally streamed to other broadcast outlets.

Total viewership of Rolston’s hair transplant surgery was 75,000 people in 22 countries.

Leads/Prospects: campaign captured nearly 400 new names/leads/prospects of individuals interested in varying types of hair loss products/services.