2012 Nov. 9, 2012 NORTHEAST BUSINESS CENTER RAM 1500 LD RADIO MARKETING CAMPAIGN 2012 Nov. 9, 2012 Background The new RAM 1500 LD is significantly upgraded for the 2013 model year, with many of the key upgrades under the hood, including a lighter frame, a more efficient V6 engine, and more horsepower and torque. However, the average consumer does not truly understand how those features will translate into benefits. UM has asked CRN to design a campaign to get the vehicle out into the respective markets and educate consumers about the new RAM Competitive set: Chevy Silverado, Ford F-150 Primary Target: Truck GuysMen 2554 who need a tough truck to handle both professional and recreational pursuits. Their truck embodies their lifestyle and attitude. They thrive in the outdoors, are passionate about sports, and are hands-on both at work and at play. Quality, reliability, and durability are the most important influences on their purchase consideration. 2 2012 Nov. 9, 2012 Objectives Educate Truck Guys about the new RAM 1500 LDs features and how they benefit the consumer. Increase purchase consideration for RAM. 3 CRN has designed a campaign that will break through competitive clutter, grab listener attention, and deliver brand features and benefits in ways that go beyond advertising. The campaign will: Give consumers incentives to learn about the vehicle. Use radio personalities and station digital assets to educate the consumer. Bring the RAM 1500 out of the showroom and into the context of the Truck Guys everyday life. Strategy 2012 Nov. 9, 2012 Campaign Overview CRN has created an integrated campaign that uses contests to incent consumers to learn about the new RAM 1500 LD and on-air station personality endorsements, on-air messaging, and in-market vehicle appearances as engaging education tools. On-Air Personality Endorsements Contests with Lifestyle Prizes Supported by Announcements with Brand Language On-Air Messaging Directly Linking Features to Benefits Station Appearances with the RAM On-site Informative Online Videos 4 2012 Nov. 9, RAM Truck Fishing Adventure In each market, listeners will have the opportunity to win a guided fishing adventure for two with a local expertjust for learning about the new 2013 RAM 1500 LD. Oct. 31, 2012 2012 Nov. 9, 2012 Example Trips For Each Market Albany Whether you are fishing for lake trout, largemouth bass, perch or northern pike, Jeffs Charter on Lake George provides a true outdoor experience for anglers of all skill levels. Syracuse and Rochester Let pro angler and former NFL player Kirk McMullen give you the fishing adventure of a lifetime as you tour the best lakes New York has to offer. Buffalo Spend the day with local angling legend and TV host Captain Jim Hanley fishing for trophy smallmouth bass on Lake Erie. This is one trip you won't forget. New York Are you looking for the best fishing in New York City? Come fish with Island Current Fleet at City Island in the Bronx, and throw your tackle in the Big Apple. 6 2012 Nov. 9, 2012 And RAM will offer two ways to win this outdoor experience 7 2012 Nov. 9, 2012 RAM 101: Watch and Win Contest CRN will use station websites to drive viewership of pre-produced, informative RAM videos for an on-air/online contest. The videos will feature RAM experts giving a tour of new upgrades to the 2013 model, including a walk-through of the interior, The Road to 25 MPG and/or highlights of available Uconnect technology. Listeners will visit the station website to watch the videos and then answer a question about the content for the chance to win daily lifestyle prizes and the grand-prize fishing adventure in their market. 8 2012 Nov. 9, 2012 RAM 102: Personality Endorsements/Appearances/Listen and Win In addition, CRN will source personalities that best match the Truck Guy profile, give each of them a RAM 1500 LD to drive, and thoroughly train them on the trucks features and benefits. These personalities will: Endorse the RAM on air throughout the campaign, talking up the features and benefits in a natural way the Truck Guy can relate to. Voice 10 to 15-second RAM Tough Truck Facts that focus on individual key features and translate them into benefits for the consumer. Invite Truck Guys to join them at key retail locations to take a peek under the hood of a new RAM 1500 and win prizes by answering questions about the truck. Participants who correctly answer the questions will be entered for the chance to win a $50 to $100 retail gift card and the chance to win a fishing adventure for two. CRN will partner with retailers where the Truck Guy usually goes with his truck; for example: At a home improvement store in the early morning, where he loads up on supplies for the day At a sporting goods store on the weekend, where he picks up his fishing lures CRNs trade marketing group has extensive experience effectively partnering with retailers on cross-promotions. 9 2012 Nov. 9, RAM LD 1500 Numbers Buying DemoMen 2554 MarketsAlbany- Schenectady, Syracuse, Rochester, Buffalo, New York TimingFebruary-March 2013 Duration4 weeks Est. GRPs by Market300360 Est. Units by Market310 Est. GRPs New York80100 Est. Units New York195 Budget Net to CRN$71,000 Above are estimates only and subject to review and revision after 11/30/12. 2012 Nov. 9, 2012 Summary 11 The campaign outlined will: Create in-market excitement about the RAM 1500 LD Use radio personalities and station digital assets to educate the RAM 1500 consumer in engaging, non-traditional ways Incentivize consumers to learn about the RAM 1500 Raise the brand out of the clutter of competitors 2012 Nov. 9, 2012 Next Steps A response from UM is requested by 11/30/12 in order to move forward with station negotiations to secure the RAM promotion. Upon NEBC budget approval, CRN will provide profiles on station- recommended talent in each market, negotiate the buy, execute contesting details and provide airchecks. NEBC will provide one vehicle with all necessary insurance information per station in each market for the 30-day promotion duration, beginning approximately three days in advance of campaign start date. Ideally, vehicles should be Uconnect equipped and activated. In markets where vehicles are not available to stations for the 30-day duration, CRN/UM/NEBC will need to agree on length of time station talent will have access to vehicles in order to optimize endorsements accordingly. A CRN representative will be present to facilitate pick-up/delivery of the vehicles to station representatives and for station appearances. CRN representatives will be fully versed on RAMs key features and benefits and will convey this information to station talent during training. 12 2012 Nov. 9, 2012 Scope of Services 13 Campaign Administration Turnkey execution Project management Status reporting Media Services Strategic media planning Station recommendations based on format, market rank and demographics Qualitative research Station negotiations and schedule placement Trafficking and receipt verification Creative and Production Services Creative concept development Talent management and payment in accordance with SAG/AFTRA Copy development and customization Translation services Contest/Sweepstakes Administration Contest rules and regulations development and legal review Liability insurance and waivers Copywriting and copy customization Prize research, sourcing, and procurement Promotional production Entry management Winner selection, eligibility review, notification, prize fulfillment and legal/tax documentation Event Management In-market event scheduling, dealer coordination and management Compliance and Business Services Review of on-air/online content In-flight compliance monitoring Station performance tracking Procurement of notarized affidavits and airchecks Digital compliance monitoring Station makegoods and disbursements Post-promotion station delivery report of all campaign elements Post-Campaign Analysis Post-promotion reports Key learnings analysis 2012 Nov. 9, 2012 Nov. 9, 2012 Appendix: Sample Scripts (Previous RAM HD Promotion For Example Only) Appearance Promo :15 Test drive the truck thatll blow you away the all-new RAM Heavy Duty. (STATION) will be at (PLACE/DATE/TIME) celebrating the arrival of the 2010 Motor Trend Truck of the Year the RAM Heavy Duty. This truck is awesome. Appearance Promo :30 We know youre a busy guy but trust us here at (STATION), you gotta make some time on (DATE/TIME) to check out the 2010 Motor Trend Truck of the Year the all-new RAM Heavy Duty. This is THE truck. It comes with a Turbo Diesel OR gas engine. The new crew cab fits up to six so your buddies wont be all packed in. The interior is amazing. You can get heated seats. Its the all-new RAM Heavy Duty. You. (STATION). (PLACE/DATE/TIME). See you there. Contest Promo :30 The 2010 Motor Trend Truck of the Year is here. Its the all-new RAM Heavy Duty. Maybe youve heard legendary sportscaster Dick Stockton bring you the RAM Heavy Duty Moment right here on (STATION). The show captivates us with moments from the sports world that are truly amazing. Now its your turn. Tell US what YOUR favorite RAM Heavy Duty Moment is, and you can win a $___ gift card. 15