BHI Board MeetingBHI Board Meeting

June 18, 2008June 18, 2008

Eden Prairie, MNEden Prairie, MN

Advocates for America’s Ears

AgendaAgenda

• Activities promoting hearing solutionsActivities promoting hearing solutions

• Outcomes and success measurementOutcomes and success measurement

• Activities for rest of yearActivities for rest of year

Child Advocacy ActivitiesChild Advocacy Activities

• Press release on findings and issues Press release on findings and issues from MarkeTrakfrom MarkeTrak– Are 1 million dependents with hearing Are 1 million dependents with hearing

loss in America being left behind?loss in America being left behind?

• Contact - pediatric & parenting editors Contact - pediatric & parenting editors as well as professional associations.as well as professional associations.– 2 invitations received2 invitations received

• OpEd call to action newsUSA releasedOpEd call to action newsUSA released– Hearing loss treatment critical at an Hearing loss treatment critical at an

early ageearly age

Series of Child Advocacy Articles Series of Child Advocacy Articles Placed & PlannedPlaced & Planned

Child Advocacy ActivitiesChild Advocacy Activities

• Direct mail recruitment of famous Direct mail recruitment of famous celebrities to support improved hearing celebrities to support improved hearing healthcare of America’s children:healthcare of America’s children:– 12 point BHI child advocacy platform12 point BHI child advocacy platform– Under signature Deidre Downs – Miss Under signature Deidre Downs – Miss

America 2005.America 2005.• Database developed:Database developed:

– Famous media Famous media (e.g. Martha Stewart, Oprah, (e.g. Martha Stewart, Oprah, Katie Couric)Katie Couric)

– Famous celebrities who support children Famous celebrities who support children causescauses

– Famous celebrities with known hearing loss Famous celebrities with known hearing loss who have not come forward who have not come forward (e.g. Nicholson, (e.g. Nicholson, Foster, Barry, Sting, Streisand).Foster, Barry, Sting, Streisand).

– Outreach to corporations -family or children’s Outreach to corporations -family or children’s orientation orientation (e.g. Kimberly Clark, Toys R US, (e.g. Kimberly Clark, Toys R US, P & G, WalMart).P & G, WalMart).

BHSM 2008BHSM 2008

• Across America Hearing Check Challenge Across America Hearing Check Challenge www.hearingcheck.orgwww.hearingcheck.org

• National press release BHSMNational press release BHSM• Local BHSM press kit for dispensersLocal BHSM press kit for dispensers• Unveil Unveil www.hearingaidtaxcredit.orgwww.hearingaidtaxcredit.org• Deidre Downs article (ARAcontent)Deidre Downs article (ARAcontent)

– ““Hear your best & look great at the same time”Hear your best & look great at the same time”

• American Geriatrics SocietyAmerican Geriatrics Society

American Geriatrics SocietyAmerican Geriatrics Society

• Important groupImportant group– Key opinion leadersKey opinion leaders– 65% physicians65% physicians

• Activities with physicians/nursesActivities with physicians/nurses– Screen them for hearing lossScreen them for hearing loss– Using our teaching audiogramUsing our teaching audiogram– Physician education kitPhysician education kit– Ear plugs (to demonstrate “mild” Ear plugs (to demonstrate “mild”

HL)HL)– Demonstrate hand-held Demonstrate hand-held

screenerscreener

• 125 threshold screenings125 threshold screenings• 200 physician kits/300 earplugs200 physician kits/300 earplugs• AAFP - SeptemberAAFP - September

Tax Credit InitiativeTax Credit Initiative• Single focus internet Single focus internet

site to channel letters site to channel letters to the Hill. Launched to the Hill. Launched 4/24/08.4/24/08.

• Automatic letters sent Automatic letters sent to respective to respective Congressperson and Congressperson and Senator in support of Senator in support of the bill: Print or eMailthe bill: Print or eMail

• Tracking by Tracking by CongressmanCongressman

• Will not help people at Will not help people at poverty levelpoverty level

www.hearingaidtaxcredit.org

Activism on the Tax Credit BillActivism on the Tax Credit Bill• Inform all hearing aid users & users of ALD Inform all hearing aid users & users of ALD

with insert card.with insert card.• Tell it on your website Tell it on your website • Promote the site on your business cardPromote the site on your business card • Send your own eBlastSend your own eBlast• Do a post card campaign to past customersDo a post card campaign to past customers• Place an OpEd piece in your local Place an OpEd piece in your local

newspaper newspaper • Promote the website in your community Promote the website in your community • Start a chain eMail Start a chain eMail • Get corporate awarenessGet corporate awareness• Write your own professional letterWrite your own professional letter• Issue a local press releaseIssue a local press release

Tax Credit InitiativesTax Credit Initiatives

• Syndicated NAPS release (May)Syndicated NAPS release (May)

• PRnewswire and contact with key PRnewswire and contact with key presspress

• Contact all key associations Contact all key associations

• Letters by StateLetters by State– call to action to call to action to – key opinion leader in hearing health key opinion leader in hearing health

industryindustry

• Letters YTD (6/16/08) – 9,000Letters YTD (6/16/08) – 9,000

Speeches YTDSpeeches YTD

• 4 hour CEU course4 hour CEU course– MarkeTrak VII: New MarkeTrak VII: New

opportunities for opportunities for promoting hearing promoting hearing solutionssolutions

– Integrating local and Integrating local and national promotion of national promotion of hearing solutionshearing solutions

• UnitronUnitron– (3) 250 people(3) 250 people

• Remaining Remaining conferencesconferences– Mid-America (250)Mid-America (250)– Southern (125)Southern (125)– IHS (125)IHS (125)– Maryland Academy Maryland Academy

of Audiology (100)of Audiology (100)

ResultsResults

YTD Placements (May 2008)YTD Placements (May 2008)

• 740 print and web 740 print and web placements outside placements outside HH industryHH industry

• Impressions- 150 Impressions- 150 millionmillion

• $ad value - $933k$ad value - $933k35

42

67

73

76

124

246

0 100 200 300

Boomer/Tech

Financial asst

Annies mailbox

Deidre Downs

Tax credits

Child advocacy

BHSM

Placements

Visitors (000) to Visitors (000) to BHI Website May YTDBHI Website May YTD

80

147

268299

0

50

100

150

200

250

300

350

2005 2006 2007 2008

Vis

itor

s (0

00)

10:00 14:47 10:10 15:06Mean Time

What are they reading? (YTD May 2008)What are they reading? (YTD May 2008)

• Hearing loss (26,455)Hearing loss (26,455)• HL prevention (25,496)HL prevention (25,496)• Quick hearing check (23,739)Quick hearing check (23,739)• Tinnitus (20,344)Tinnitus (20,344)• Types of hearing loss (19,493)Types of hearing loss (19,493)• Signs of hearing loss (19,410)Signs of hearing loss (19,410)• Causes of hearing loss (19,081)Causes of hearing loss (19,081)• HL and quality of life (18,002)HL and quality of life (18,002)• Prevalence of HL (17,839)Prevalence of HL (17,839)• HL myths (17,339)HL myths (17,339)• HL prevention – noise thermometer (13,472)HL prevention – noise thermometer (13,472)• Celebrities and hearing loss (14,095)Celebrities and hearing loss (14,095)• Resources for people w/ hearing loss (10,435)Resources for people w/ hearing loss (10,435)• Hearing aids (9,025)Hearing aids (9,025)

Top File downloads (YTD May 2008)Top File downloads (YTD May 2008)• MarkeTrak VII – no child left behind (1,834)MarkeTrak VII – no child left behind (1,834)• BHI teaching audiogram (1,656)BHI teaching audiogram (1,656)• eGuide – Your Guide to Better Hearing (1,625)eGuide – Your Guide to Better Hearing (1,625)• Quick hearing check (1,559)Quick hearing check (1,559)• eGuide – hearing aids (1,410)eGuide – hearing aids (1,410)• MarkeTrak VII Trends (1,330)MarkeTrak VII Trends (1,330)• MarkeTrak VII Satisfaction (1,027)MarkeTrak VII Satisfaction (1,027)• MarkeTrak VII non-adopter study (898)MarkeTrak VII non-adopter study (898)• Binaural tutorial (871)Binaural tutorial (871)• NCOA study (802)NCOA study (802)• eGuide – Parent’s guide to child’s hearing (775)eGuide – Parent’s guide to child’s hearing (775)• Customer satisfaction directional hearing aids (763)Customer satisfaction directional hearing aids (763)

DonationsDonations• Google Ad Program Google Ad Program

YTD through May:YTD through May:– 24,691 referrals to BHI24,691 referrals to BHI– ad value $19,407ad value $19,407

• Developing Donation Developing Donation page for BHI website.page for BHI website.

• Developing donation Developing donation envelope for inclusion envelope for inclusion in literature.in literature.

• Market test to past Market test to past recipients of Guides to recipients of Guides to Better Hearing this Better Hearing this summer.summer.

CME course revisitedCME course revisited

• Close to 30,000 CME courses given out since PRDP Close to 30,000 CME courses given out since PRDP program 2000.program 2000.

• Only 60 doctors/nurses applied for credit in 8 years.Only 60 doctors/nurses applied for credit in 8 years.• BHI board decision to issue as video w/o CME creditBHI board decision to issue as video w/o CME credit• After review current course out dated– can’t readily After review current course out dated– can’t readily

reissue as video because of its programming in reissue as video because of its programming in Quick time.Quick time.

• Needs rewrite and redesign for 2009Needs rewrite and redesign for 2009• Key question:Key question:

– Does CME accreditation of the BHI video give it more Does CME accreditation of the BHI video give it more credibility to the medical community because it would be credibility to the medical community because it would be considered peer reviewed?considered peer reviewed?

HelpLine RedesignHelpLine Redesign

• 1973-1998 BHI manned own consumer helpline 1-1973-1998 BHI manned own consumer helpline 1-800-EARWELL. Typical phone calls – 19,000 per 800-EARWELL. Typical phone calls – 19,000 per year.year.

• Partial movement to Boystown due to 50,000 calls on Partial movement to Boystown due to 50,000 calls on the Rosalyn Carter PSA on Tinnitus.the Rosalyn Carter PSA on Tinnitus.

• Complete outsourcing to Boystown end 1999:Complete outsourcing to Boystown end 1999:– Handle consumer inquiries according to script Handle consumer inquiries according to script

(2,024 through April) - $2.50 per call(2,024 through April) - $2.50 per call– Redeem our literature by direct-mail requested from Redeem our literature by direct-mail requested from

hotline & our website (1,144) - $2.10 per mailing.hotline & our website (1,144) - $2.10 per mailing.• Boystown is terminating contract with BHI.Boystown is terminating contract with BHI.

HelpLine RedesignHelpLine Redesign• BHI cannot staff helpline at Boystown hourly BHI cannot staff helpline at Boystown hourly

rate of $9.50.rate of $9.50.• Majority of calls are FAQ rather than requests Majority of calls are FAQ rather than requests

for literature.for literature.• Automate the Helpline at Chicago officeAutomate the Helpline at Chicago office

– Transfer 1-800-EARWELL back to BHITransfer 1-800-EARWELL back to BHI– Mailbox #1 – for redemption of literatureMailbox #1 – for redemption of literature– Mailbox #2-9 – FAQ Mailbox #2-9 – FAQ (e.g. Does BHI give out free (e.g. Does BHI give out free

hearing aids or where can I get financial help for hearing aids or where can I get financial help for hearing aids?)hearing aids?)

• Cost of redemption $2.65 + postage.Cost of redemption $2.65 + postage.• Should be cost savings since we will no longer Should be cost savings since we will no longer

handle live calls.handle live calls.

MarkeTrak VIIIMarkeTrak VIII

• Planning begins end of JunePlanning begins end of June

• Screener 80,000 – Nov/DecScreener 80,000 – Nov/Dec

• Detailed surveys JanuaryDetailed surveys January

• Recruited from list of approximately 150 Recruited from list of approximately 150 people.people.

• 43 agreed to provide input into 43 agreed to provide input into MarkeTrak VIII surveysMarkeTrak VIII surveys

MarkeTrak VIII CommitteeMarkeTrak VIII Committee

• HIAHIA– Pam Burton (Siemens)Pam Burton (Siemens)– Debbie Wachtel Debbie Wachtel

(Beltone)(Beltone)– Mary Glaeser (Starkey)Mary Glaeser (Starkey)– Gordon Walker Gordon Walker

(Knowles)(Knowles)– Keith Lewis, Bjorn Christ, Keith Lewis, Bjorn Christ,

Laurel Christensen (GN Laurel Christensen (GN ReSound)ReSound)

– Sam Westover (Sonic Sam Westover (Sonic Innovations)Innovations)

• EuropeEurope– Lise Burdesen (IDA Lise Burdesen (IDA

Foundation)Foundation)– Reiki Martin (Phonak)Reiki Martin (Phonak)– Kim Ruberg (hear-it)Kim Ruberg (hear-it)

• PractitionersPractitioners– Dave FabryDave Fabry– Linda BurbaLinda Burba– Larry MedwedskyLarry Medwedsky– Debbie BerndtsonDebbie Berndtson– Gyl KasewurmGyl Kasewurm

MarkeTrak VIII CommitteeMarkeTrak VIII Committee

• Academia/authorsAcademia/authors– Michael ValenteMichael Valente– Jerry NorthernJerry Northern– Donna WagnerDonna Wagner– Richard TylerRichard Tyler– Paul PoppPaul Popp– Max ChartrandMax Chartrand– Richard CarmenRichard Carmen

• PR/MediaPR/Media– BHI PR firm (3)BHI PR firm (3)– Judi Biederman Judi Biederman

(Advance)(Advance)– Kevin Havens Kevin Havens

(Audiology online)(Audiology online)– Karl Strom (HR)Karl Strom (HR)– David Kirkwood (HJ)David Kirkwood (HJ)

MarkeTrak VIII CommitteeMarkeTrak VIII Committee

• ConsumerConsumer– Brenda Battat Brenda Battat

(SHHH)(SHHH)– Cathie Gandel Cathie Gandel

(AARP author)(AARP author)– Larry SivertsonLarry Sivertson

• Non-profitNon-profit– Sig Soli (HEI)Sig Soli (HEI)

• DistributionDistribution– Cindy Beyer Cindy Beyer

(HearUSA)(HearUSA)– Brian Taylor Brian Taylor

(Amplifon)(Amplifon)

• AssociationsAssociations– Pam Mason (ASHA)Pam Mason (ASHA)– Deborah OutlawDeborah Outlaw– Stephanie Shields Stephanie Shields

(AARP) (AARP)

MarkeTrak VIIIMarkeTrak VIII

• Continue trending & satisfaction studiesContinue trending & satisfaction studies– Confidential customer satisfaction report by hearing aid Confidential customer satisfaction report by hearing aid

brand versus industrybrand versus industry– Dependent on sample sizeDependent on sample size

• Explore new areas:Explore new areas:– Open-fit hearing aidsOpen-fit hearing aids– Tinnitus & tinnitus mitigationTinnitus & tinnitus mitigation– Traffic accidents & other safety issues associated with Traffic accidents & other safety issues associated with

hearing losshearing loss– Income study update and job performanceIncome study update and job performance– Problems with public placesProblems with public places– Benefit measurement at national levelBenefit measurement at national level– Customer satisfaction with comparable products (e.g. Customer satisfaction with comparable products (e.g.

glasses, contacts) and comparable healthcare professionals glasses, contacts) and comparable healthcare professionals (e.g. physicians, dentists, optometrists). (e.g. physicians, dentists, optometrists).

Revisit Celebrity Corner PolicyRevisit Celebrity Corner Policy

• With exception of Ronald Reagan BHI policy is With exception of Ronald Reagan BHI policy is to not show deceased celebrities who to not show deceased celebrities who supported BHI in past in our supported BHI in past in our Celebrity CornerCelebrity Corner..

• Pros (PSA & cause marketing consultants)Pros (PSA & cause marketing consultants)– Impressive legacyImpressive legacy– The famous people supporting BHI in the past add The famous people supporting BHI in the past add

to BHI credibilityto BHI credibility– Tier 1 celebrities live forever and appeal to boomers Tier 1 celebrities live forever and appeal to boomers

and seniors because they grew up with them (e.g. and seniors because they grew up with them (e.g. Hope, Fonda, Stewart, Carney, Peale, Albert)Hope, Fonda, Stewart, Carney, Peale, Albert)

• Con (Current PR firm)Con (Current PR firm)– Reinforces that hearing aids are for old peopleReinforces that hearing aids are for old people

Special ProjectsSpecial Projects

2008-20092008-2009

Affordable ProjectsAffordable Projects

• Within the $20-25k rangeWithin the $20-25k range

• Goodwin CommunicationsGoodwin Communications– Print PSAPrint PSA

• TV AccessTV Access– Internet Banner AdsInternet Banner Ads– Airport DioramasAirport Dioramas– Radio PSARadio PSA

Special Project - Print PSASpecial Project - Print PSA

• No celebrity PSA since 1998 No celebrity PSA since 1998 (Rosalyn Carter – Tinnitus)(Rosalyn Carter – Tinnitus)

• Only current celebrity in BHI Only current celebrity in BHI portfolio is Deidre Downs – Miss portfolio is Deidre Downs – Miss America 2005 & pediatrician in America 2005 & pediatrician in trainingtraining– Heather Whitestone (Miss America Heather Whitestone (Miss America

1995) garnered respectable print and 1995) garnered respectable print and TV impressions and ad value for BHI.TV impressions and ad value for BHI.

– ““You can realize your dreams”You can realize your dreams” PSAs PSAs targeted towards parents of children targeted towards parents of children with hearing loss.with hearing loss.

Average PSA Placement ValueAverage PSA Placement ValueGoodwill CommunicationsGoodwill Communications

• Print PSA:Print PSA:1,299 publications 1,299 publications generating an average value generating an average value of $325,000. of $325,000.

• RadioRadio: 50,000 plays on : 50,000 plays on nearly 600 stations, nearly 600 stations, generating $750,000 in generating $750,000 in valuevalue

• TV PSATV PSA: Exposure 166 : Exposure 166 markets on 213 stations and markets on 213 stations and 13,000 airplays for six 13,000 airplays for six months - $2.5 million in months - $2.5 million in value.value.

• CableCable: cable distribution : cable distribution service is included in the service is included in the distribution plan, cable distribution plan, cable usage will add 11,000 more usage will add 11,000 more airplays on average to the airplays on average to the total. - $750k in value total. - $750k in value

Print PSA CampaignPrint PSA CampaignGoodwill CommunicationsGoodwill Communications

• Mailed end of February and Mailed end of February and early March 2007early March 2007– 1,491 magazines1,491 magazines– 5,460 newspapers5,460 newspapers

• Monitoring for six monthsMonitoring for six months• Performance Performance

– 460 placements – all small 460 placements – all small newspapersnewspapers

– Audience – 4.8 millionAudience – 4.8 million– $ad value: $68k$ad value: $68k

Print PSAPrint PSA• Print PSA to 7,000 newspapers and Print PSA to 7,000 newspapers and

magazines magazines • Print PSA cost: $22k – could be Print PSA cost: $22k – could be

more if current professional photos more if current professional photos of Deidre Downs considered of Deidre Downs considered unacceptable.unacceptable.

• For discussion:For discussion:– 30 year BHI legacy – celebrity PSAs30 year BHI legacy – celebrity PSAs– Do we try one with Deidre Downs or Do we try one with Deidre Downs or

wait for a Tier 1 celebrity?wait for a Tier 1 celebrity?– If so who do we want to target?If so who do we want to target?– What action do we want the reader to What action do we want the reader to

take?take?

Public Service Announcements Public Service Announcements Additional Venues for PSA including Additional Venues for PSA including

Internet Banner Ads, Airport Dioramas Internet Banner Ads, Airport Dioramas and Radio PSAand Radio PSA

Prepared by-Prepared by-

Strategy for PSAStrategy for PSA• Goal Based DecisionGoal Based Decision

– If goal is referral to BHI website then choose If goal is referral to BHI website then choose Internet Banner PSAsInternet Banner PSAs

– If goal is access to key influencer impressions If goal is access to key influencer impressions then choose Airport Dioramas PSAsthen choose Airport Dioramas PSAs

– If goal is the highest ROI then radio PSA If goal is the highest ROI then radio PSA CampaignCampaign

• TV Access does not recommend print PSAs TV Access does not recommend print PSAs as a good investment.as a good investment.

Internet Banner PSA AdsInternet Banner PSA Ads

Internet Banner PSA AdsInternet Banner PSA Ads

• TV Access offers placement of banner ads on over 1,250 major TV Access offers placement of banner ads on over 1,250 major portals reaching over 115 million unique users each month at special portals reaching over 115 million unique users each month at special NFP ratesNFP rates

• TV Access offers a comprehensive suite of media, search and TV Access offers a comprehensive suite of media, search and technology products for Web site publishers and Internet advertisers technology products for Web site publishers and Internet advertisers to maximize revenues and profits. to maximize revenues and profits.

• Clients can target-Clients can target-– by Content by Content

• TV Access offers site specific sponsorships on some of the most well-TV Access offers site specific sponsorships on some of the most well-recognized brands on the Webrecognized brands on the Web

• TV Access offers extended reach via multiple sites categorized by content, TV Access offers extended reach via multiple sites categorized by content, demographic and psychographic characteristicsdemographic and psychographic characteristics

– by Behaviorby Behavior• TV Access can offer targeted users based on behavioral TV Access can offer targeted users based on behavioral

attributes exhibited across the Media Networkattributes exhibited across the Media Network

A Sampling of the Sites, TV Access can deliver-A Sampling of the Sites, TV Access can deliver-

A collection of premier Web publishers, offering powerful branded vehicles for interactive ad placement

Deliver your message to loyal audiences of established online brands

Comprehensive TargetingComprehensive Targeting

Frequency CappingPer user session, hour, day, week, month or lifetime of campaign.

Daypart TargetingHour of day, day of week

  User Soft/Hardware Targeting

Browser, browser version, operating system

  Content Targeting

Site, section, page, position on page

  Keyword Targeting

Industry standard capabilities and reporting

  Geo-Targeting

Country, state and zip

Post-Click and Post-View Tracking

Determine which ads best prompt a user to complete a form or transaction.

Surround Session Ensure highly targeted users receive your messages

exclusively throughout an entire site visit in different positions as they scroll from page to page.

Ad Sequencing Serve ads in a specific order to tell a “story” and keep users engaged.

Behavioral Targeting Targeting users based on

behavioral attributes exhibited

The most comprehensive online targeting available

Internet Banner PSA AdInternet Banner PSA Ad• Expected Outcome:Expected Outcome:

– 30-40 million impressions30-40 million impressions– 100,000-200,000 clicks to BHI Web Site100,000-200,000 clicks to BHI Web Site– $260,000 dollar equivalency$260,000 dollar equivalency

• BHI has been doing PSA ads with BHI has been doing PSA ads with Google since 11/2005:Google since 11/2005:– 120,127 referrals to BHI website120,127 referrals to BHI website– Ad value: $92,399Ad value: $92,399– #1 referring source to BHI#1 referring source to BHI

PSAs at Airport DioramaPSAs at Airport Diorama

PSAs at Airport DioramasPSAs at Airport Dioramas

• TV Access will solicit space at all 260 TV Access will solicit space at all 260 Airports that have signageAirports that have signage

• Service includes:Service includes:– Airport solicitationAirport solicitation– Printing and fulfillmentPrinting and fulfillment– Development of diorama concept, Development of diorama concept,

design and artwork in electronic design and artwork in electronic graphic formgraphic form

PSAs at Airport DioramasPSAs at Airport Dioramas

• Expected outcome Expected outcome

– 300-500 placements300-500 placements

– 10-50 Million Impressions10-50 Million Impressions

– $400,000- $800,000 Dollar $400,000- $800,000 Dollar EquivalencyEquivalency

Radio PSARadio PSA

TV Access Will Provide The Following TV Access Will Provide The Following ServicesServices

• Concept and scripts Concept and scripts • Award winning producer of PSAsAward winning producer of PSAs• Production of PSA - 2 Lengths Production of PSA - 2 Lengths • One day audio edit houseOne day audio edit house• Professional narrators Professional narrators • Library of original music score if neededLibrary of original music score if needed• Special post-effects as neededSpecial post-effects as needed• Broadcast quality editingBroadcast quality editing

Radio PSA DeliverablesRadio PSA Deliverables

• Selection of 2,750 Radio Stations based on Selection of 2,750 Radio Stations based on past performance plus covering every past performance plus covering every market in the USAmarket in the USA

• CDs printed in four-colors (100 extras for CDs printed in four-colors (100 extras for client)client)

• Custom four-color printed packagingCustom four-color printed packaging• Response card live announcer copyResponse card live announcer copy• Three months electronic tracking Three months electronic tracking • All handling service & mail feesAll handling service & mail fees• Two direct mail follow-upsTwo direct mail follow-ups• Complete outcome reporting (Arbitron)Complete outcome reporting (Arbitron)

Radio PSA OutcomeRadio PSA Outcome

• Expected outcome Expected outcome – 20,000-50,000 airings20,000-50,000 airings– 10-30 Million Impressions10-30 Million Impressions– $1,250,000- $3,000,000 Dollar $1,250,000- $3,000,000 Dollar

EquivalencyEquivalency

Discussion on Special ProjectDiscussion on Special Project

• All within special project budget fund All within special project budget fund and will take up remaining special and will take up remaining special project fund of $22-$25project fund of $22-$25

• Print PSAPrint PSA

• Internet Banner PSA AdsInternet Banner PSA Ads

• Airport PSA on DioramasAirport PSA on Dioramas

• Radio PSARadio PSA

Key Programs Remainder of YearKey Programs Remainder of Year

• Tinnitus mitigation Tinnitus mitigation – survey & presssurvey & press– eGuide Tinnitus – presseGuide Tinnitus – press

• Corporate awareness (250k HR professionals)Corporate awareness (250k HR professionals)– Society for Human Resource Management 1Society for Human Resource Management 1stst choice choice– If unsuccessful will need to “special project” direct If unsuccessful will need to “special project” direct

mail campaign to Fortune 500mail campaign to Fortune 500

• MarkeTrak VIII developmentMarkeTrak VIII development

• New eGuidesNew eGuides– financial assistancefinancial assistance– HL preventionHL prevention

Key Programs Remainder of YearKey Programs Remainder of Year

• Further aural rehab and counseling articlesFurther aural rehab and counseling articles

• American Academy Family Physicians American Academy Family Physicians (from special project (from special project fund)fund)

• Continued child advocacy activitiesContinued child advocacy activities

• Market test – donations from HelpLine recipients.Market test – donations from HelpLine recipients.

• 1 special PSA project (print, radio, banner, airport diorama) – 1 special PSA project (print, radio, banner, airport diorama) – remainder would consider for 2009remainder would consider for 2009

• AdministrativeAdministrative– Helpline transitionHelpline transition– Website transition to one firm from twoWebsite transition to one firm from two