Marketing Brief WISH

7/28/2019 Marketing Brief WISH

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SPC 7/8/2013

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

Promote CCA event opportunities through on-air program

Perform branding opportunities in the community

Timeframe March – October 2013

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

http://www.wshh.com/






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


- 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 99.7FM 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+)


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

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

Documents

Marketing Brief WISH