national wildlife federation a northern california campaign
TRANSCRIPT
Connecting People With NatureThe National Wildlife Federation Reaches 3.2 Million in California
Presented To: Bill Dion / NWF Communications Manager
Presented By: Christine Lam / Clear Channel Account Executive
Kathryn Banks / Clear Channel General Sales Manager
Imagine reaching 3.2 million Californians…
Imagine if 10% of your audienceurged their congressional leaders to support a cause they believed in…that’sa force of 320,000 people…
Imagine empowering your audience with the tools they need to advocate for climate solutions,
natural resource protection, wildlife conservation and outdoor education…
Imagine the results of such a campaign…
This campaign will accomplish the following goals:• Campaign advocacy and grassroots action
• Drive traffic and awareness to www.nwf.org
• Get our networks and listeners to become members of NWF
•Encourage the public to donate to your cause
•Parents and influencers will put education and conservation on their agenda
What audience will this campaign reach?•People between the ages of 35-54
•Affluent residents in the San Francisco Bay Area
•Parents, families, working professionals, and green supporters
Contents:
§ On-Air§ Green 960 (KKGN)
§ Green Supporters§ Star 101.3 (KIOI)
§ The American Doll§ 103.7 The Band (KKSF)
§ Donors§ Three Stations to Promote National Wildlife Federation
§ Digital§ Digital Media§ Daily Reminder (Post-It)
§ On-Site (Green Program)§ Commuter Appreciation 2010§ Marketing Elements
§ Print§ SF Chronicle and San Jose Mercury News
§ Marketing Elements
§ Questions and Comments
§ Thank You NWF!
§ Community Involvement
Reaching out to green people…
• Let’s use Green 960 to expand your membership database!
• Green 960 reaches over 100,000 visitors and listeners per week
• Promotes an eco-friendly lifestyle and progressive politics like no other
We are a product that is unique in the Bay Area…
• Green 960 offers solutions that are DIFFERENT. •We will work with you to produce content about your organization that appeals to and educates our listeners and visitors. We can create programs that go way beyond simple commercials; programs that align you with our community!
•Generate Buzz.•How can you stand out? We have the unique assets to help. Maybe it’s a 3-minute “Micro Show” advertorial interview (something NO OTHER media company offers), or online solutions to drive people to your website.
•Stand Out.•Underwrite initiatives you support. Highlight what you are doing differently. Break away from your competition and connect, by literally becoming part of the product
Reaching out to parents…
§ STAR 101.3 delivers to a total of 1,209,400 people per week!
§ #1 station delivering to persons 25-54
§ Genre: Mainstream Adult Contemporary
§ Audience: Affluent, employed, working-professionals & parents
§ Slogan: “Wake up with Don Bleu, go home with Ryan Seacrest!”
§ Age Distribution:§ 20.6% A25-34§ 46.2% A35-44§ 33.2% A45-54
Concept:
• The Bay Area’s beloved D.J., Don Bleu, drives traffic and awareness to the Be Out There campaign
• Be Out There’s message and website info is delivered to thousands of families and educators in the Bay Area
• Listeners are encouraged to call-in to win a brand new Lanie Doll for their daughters, and free tickets to take their kids to the SF Exploratorium or the California Academy of Science
• Clear Channel creates an online contest on Star 101.3’s website (50,000 unique visits per week)
Reaching out to the affluent populations…
§ 103.7 The Band is a classic rock station
§ This station reaches 931,000 listeners per week ages 35-54 (median age 47)
§ Delivers to affluent, established listeners who are at the peak of their earning potential
§ White collar, educated individuals with disposable income
Concept: We would use :30 spots to inform listeners about what you do and who you are. The spots will be creative, stimulating, and emotional. They will show the public why the NWF needs “your support and donations” to protect wildlife in the United States.
Getting Donors From KKSF
National Wildlife Federation - Stations:
KKGNGreen 960
KIOIStar 101.3
KKSFThe Band
These three powerhouse stations will be used to execute a dynamic multi-platform campaign which targets the following audiences:
1) Progressive, environmentalists tuning into Green 960
2) Parents tuning into Star 101.3
3) Potential donors tuning into 103.7 The Band
Digital MediaClear Channel San Francisco Reaches Californians Online…
Digital Media
Rich Media Overlay: (KMEL, KISQ, KYLD, KIOI, KKSF, KKGN & KNEW)
• 1x Per Month for 24 hours across all seven stations
• Mondays (it always starts on a Monday) : Feb 1st, Mar 1st, Apr 5th, May 3rd, June 7th, July 5th, August 3rd, Sept 6th, Oct 4th, Nov 1st & Dec 6th
• Includes 728 x 90, 234 x 60, 300 x 250 Homepage Take Over
Product Example:http://la.clearchannel.com/overlays/bk1.html?sdfsdfsdf
Personality Example:http://www.wild949.com/pages/bareescentuals/
Daily Reminders
Complete a task without a Post It Note…never! In today’s busy world we are forced to remind ourselves of the things that we need to do. Even if it’s a reminder to focus on our own health and well-being!
Floating Ads: (KMEL, KISQ, KYLD, KIOI, KKSF, KKGN & KNEW)
The National Wildlife Federation will receive a customized quarterly “Post It Note” style reminder on all CCSF Stations presenting an exclusive opportunity. This may be to urge families and children in California to engage in a daily ‘Green Hour’ to improve their health and well-being.
Seven total station takeovers- 1 per station
http://www.clearchannelsf.com/common/sales/sfspca/flash_demos_sfspca.html
NWF recommends that parents give their kids a "Green Hour" every day!!
Check out fun activities you can do with your kids at
www.nwf.org
Commuter Appreciation Day 2010
§ Commuter Appreciation is a green program supported by all seven Clear Channel stations
§ The campaign was created to thank commuters for doing the right thing, and to reward them for reducing their carbon footprints
§ Commuter Appreciation Days:
§ Earth Day could be the major focus of the National Wildlife Federation’s campaign – Clear Channel would heavily promote NWF before this day
Thursday, February 25th Thursday, April 22nd – EARTH DAY Thursday, July 29th Thursday, October 28th
The Growing Transit Population
§ Over 500,000 Bay Area consumers travel public transit every weekday
§ Once a quarter, seven of Clear Channel’s powerhouse stations are taking one day to recognize those who take public transit or walk/bike to work by giving them a goodie bag filled with cheer, joy and savings!
§ Let us be your street team…
WHO’S USING MASS TRANSIT IN THE BAY AREA?
HOUSEHOLD INCOME
Median HH Income = $84,000
EDUCATION
Nearly 3 out of 4 attended college!
OCCUPATION
Upscale, employed Bay Area residents!
AGE ETHNIC COMPOSITION
Source: San Francisco Scarborough Aug08-Jul09, Adults 18+. Criteria: Transportation used to any place (wk) = BART, bus, Cable Car, ferry, Santa Clara Light Rail/VTA Rail, other light rail/subway, or other train.
A diverse market!
MASS TRANSIT RIDERSHIP
Northern California Turns Green on Commuter Appreciation Day!
NWF Thanks Bay Area Commuters:
§ 1) Distribution: Extend the NWF brand name into the hands of 26,000 Bay Area commuters at a time when they are open to receiving new information and appreciative of warm message.
§ 2) Stimulating Action: Encourage commuters to join the NWF and donate to the cause!
§ 3) Promotional Message: NWF is portrayed as the leading organization in environmental sustainability and wilderness protection in Northern California. All of your campaign initiatives are displayed at the forefront of this green program.
NWF Appreciates Commuters
Distribution Stimulating Action
Promotional Message
A NWF Partnership with Commuter Appreciation Day will convey the following powerful messages….
NWF’s logo inclusion in ads running in two prominent Bay Area Newspapers
§ 1) NWF in the San Francisco Chronicle
§ One of the largest newspapers in the United States
§ Northern California’s largest newspaper
§ 2) NWF in the San Jose Mercury News
§ The major daily newspaper in San Jose and Silicon Valley
§ Distribution is heavily concentrated in Silicon Valley
National Wildlife Federation Is Featured Within The San Francisco Chronicle & San Jose Mercury News
Marketing Elements for NWF – Part I
§ National Wildlife Federation’s Radio Promotion§ 85 :30 commercials across KKGN§ 85 :30 commercials across KIOI§ 85 :30 commercials across KKSF§ 85 promotional announcements on participating radio stations
§ National Wildlife Federation’s Online Promotion§ 200 :30 streaming audio announcements across 9 radio station
websites§ Leaderboard display ads across 7 radio station websites§ Rich media promotional ads across 7 radio station websites§ Commuter Appreciation Day event listing on 7 radio station websites§ Homepage, above-the-fold exposure on 7 radio station websites
Marketing Elements For NWF – Part II
§ National Wildlife Federation’s On-Site Promotion§ NWF’s pamphlets and information are distributed directly into the
hands of 26,000 commuters on Commuter Appreciation Days§ 6,000 commuters will receive gift bags with your information in it
§ National Wildlife Federation’s Print Promotion§ Logo inclusion in The San Francisco Chronicle and The San Jose
Mercury News
Total Impressions: 3.5 Million
Four Marketing Elements Did You Like?
A) Broadcast ElementsB) Digital PartnershipC) Commuter Appreciation DayD) Print
1) Questions?2) You think about these opportunities and ideas3) I will follow up to see what caught your attention4) Together, we will identify a specific opportunity to launch and we’ll make magic
happen for the National Wildlife Federation!
Questions and Comments
Thank You National Wildlife Federation!
We look forward to working with you. Let’s get California on board with the National Wildlife
Federation!
Christine LamAccount Executive
(415) 728-8061
Community Involvement
Clear Channel San Francisco has been heavily involved with Bay Area communities for the last twenty years and has received various awards for its contribution and dedication. Clear Channel San Francisco’s participation can include PSAs, on-air interviews, and prize donations. Here are just some of the
non-profit organizations Clear Channel has been involved with: