MARKETING PROPOSAL Presented by: Alyson Phillips Cell: Company Overview In October of 1981, Alliance Tractor Trailer Training Center was established. Alliance offers comprehensive training to help individuals become professional truck drivers. In just a few weeks, a driver can be earning an excellent income in one of the most stable industries in the country. During 34 years of operation, Alliance has successfully trained over 85,000 students. Alliances graduates have experienced tremendous success in the trucking industry and hold positions ranging from drivers, dispatchers, safety directors, managers and owner operators. Alliance Tractor Trailer Training Center Offers: A 4-week comprehensive driver program Local, short line & over the road training programs Job placement with top pay, insurance benefits, 401K and retirement options. Owner operated programs Top of the line equipment A reputation of 34 years of success Freedom & Security with Alliance Tractor-Trailer Driving Centers! Campaign Target & Objective Primary Target: Men, Primary Objective: To recruit students and increase enrolment for the CDL program (program is brand new in Union, South Carolina) Campaign Strategy WMFX (Fox 102.3): Columbias Exclusive Rock Station and dominant reaching Men, ages Build a 3D campaign on FOX 102 and ESPN utilizing: On-air, streaming, and website exposure designed to reach Men, ages Utilize student testimonials in on-air messages, streaming commercials & along with video testimonials on station websites. WOIC (ESPN Columbia): The #1 Brand in Sports reaching active lifestyle Men, ages 18-54 Campaign Elements ON-AIR STUDENT TESTIMONIALS: Recommend minimum 2 weeks per month for 3 months 50 (:30) commercials on FOX 102 monthly 50 (:30) commercials on ESPN monthly Reach: 16,200 Frequency: 5.3 STREAMING TESTIMONIALS: Recommend minimum 2 weeks per month for 3 months 50 (:30) commercials on FOX 102 monthly 50 (:30) commercials on ESPN monthly VIDEO Testimonials on Station Websites Rotating video testimonial featured on the fox1023.com homepage each day with hyperlink to your website Rotating video testimonial featured on the espnradiocolumia.com homepage each day with hyperlink to your website MONTHLY INVESTMENT: $3,000 |FOX 102 = $2500| ESPN = $500 Appendix Columbias Exclusive Home for Rock ! WMFX-FM Coverage Map Station Overview Columbias Exclusive Home for Rock The best Rock of all decades...70s,80s, 90s & today Home of John Boy & Billys The Big Show Live and Local On-Air Personalities Columbias #1 station for delivering non- ethnic men Featured Artists: U2, Bon Jovi, Pink Floyd, Pearl Jam, Motley Crue, Van Halen, The Who, Billy Idol, Foo Fighters Dial Position: FM Format: Rock Website:Facebook: Fox102.3 Audience Profile The BigDMs Music Mix WWDM features the DYNAMIC hits and mainstream music that appeals to Columbia! Journey Featured Artists Foreigner Def Leppard Station Line-up Melany Myers Afternoons: M-F3P-7P Gonzo Middays: M-F 10A-3P Weird Beard Evenings: M-F 7P-12M John Boy & Billys The Big Show Mornings: M-F 6A-10A Riley Knight Mornings: M-F 6A-10A Personality Authority Trust Unmatched by any other brand Station Overview ESPN = #1 Brand in Sports Serving Sports Fans. Anywhere. Anytime. National Play-by-Play Reaching affluent, active lifestyle consumers, ages % Brand Awareness 24/7 Sports Talk Home to Championship Sports Dial Position: 1230 AM Format: Sports Talk Website:Facebook:ESPNColumbia ESPN Audience Profile Median HHI: $85,000 Graduated College+: 167 Index Own Home: 119 Index Professional/management, business and financial operations: 153 Index RADIO. ITS ON. On Air A mass medium capable of easily delivering your message to many people Targetable assuring the right people are exposed to your message A trusted medium and always available especially during times of crisis Online Digital capabilities offering interactive opportunities Complements and enhances on air campaign by reaching consumers using multiple touch points Delivers content wherever and whenever listeners want it On Target An environment that delivers consumers who are engaged and passionate about the content Offering companionship and information Exposure to the message, when and where consumers are ready to buy or shop Source: RAB ON-AIR 335,500 Listeners each week across SC PROMOTIONS Exciting contests to Engage your customers SOCIAL connections fb: 62,100 tw: 88,554 ig: 59,119 WEBSITES Driving visitors via unique audio and video C ontent DIGITAL SERVICES Optimize your Rank on all major Search Engines MOBILE Lead Generation tools via interactive Station APPS EVENT SPONSORSHIPS Interaction with New Customers EXPERIENTIAL MARKETING Hands-On consumer interaction SAMPLING Showcase your products and put them in the hands of consumers PODCASTS On-demand Archived audio of featured broadcasts SPORTS #1Brand in Sports. National, Local & Play-by-Play STREAMING 57,803 Listeners every month ENDORSEMENTS Live & Local Personalities that can endorse your business ALPHAMEDIAs Media Channels 13 Were Far More Than Just Radio Cross-platform solutions across 13 Media Channels Ongoing expansion of Digital Capabilities Experiential opportunities via onsite event marketing Enormous Reach! One of two media reaching over 200 million consumers a week- 258 million! Traditional radio alone reaches over 92% of the Columbia Metro every week We possess an incredible USP- Our Live & Local Personalities We are maintaining Time Spent Listening Were Not being impacted by digital audio alternatives (CDs and MP3s are) In fact, Pandora listeners are loyal Radio listeners tuning in over 90 minutes/day Satellite is a Niche Medium, reaching less than 10% of the population weekly AM/ FM Radio accounts for 2/3 of All Audio Consumption Radio excels at reaching consumers closest to the Point of Purchase- Generates powerful ROI/ Return on Investment (Nielsen 6:1, 17:1, 14:1) Delivers bonus impressions to all customers via its broad cast not just the target demo (Tapscan Bonus Spending Profile Report) Is a Digital Multiplier- directing listeners to take action online (3x Impact of TV, OAAA study) What we hear impacts what we Think, Feel & Purchase-The medium flat out works! Alpha Media Columbia :30 Elevator Pitch RADIO DELIVERS ROI According to Nielsens 2014 study, radio delivers a 6:1 Return on Investment to advertisers! Nielsens break-through research study confirms what weve known all along Radio Gets Results! The study proves radio listening affects retail sales profoundly, delivering a 6:1 ROI plus increases retention of loyalty customers by 11%! THE EVIDENCE IS MOUNTING FOR RADIOs POWER TO DELIVER ROI (2015 REPORT) The results are clear and compelling; radio has the ear of consumers. Those exposed to the radio campaign responded in every key performance metric (25% more likely to get a rate quote; 44% more likely to recommend the provider)! Nielsen & KRG released the results of their study to measure radios performance among insurance advertisers 93% OF ADULTS LISTEN TO RADIO EACH WEEK RADIO HAS NOW SURPASSED TV IN REACHING CONSUMERS Source: The Nielsen Total Audience Report Q / Adults = P18+ WEEKLY REACH (% OF POPULATION)