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

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Promote CCA event opportunities through on-air program Perform branding opportunities in the community Timeframe March – October 2013

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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

SPC

7/8/2013

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 99.7 FM 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

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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

SPC

7/8/2013

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

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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

SPC

7/8/2013

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