Turn-On 98FM Marketing Campaign

What & Why

• 98FM will be carrying out a “guerrilla” style marketing campaign to boost listenership figures

• This will be a 4 week campaign, Monday to Friday.

• Beginning on Monday 17th August, and continuing until Friday 11th September

• We will be targeting key areas of Dublin where the JNLR Radio Listenership Figures have shown we are not performing as well as we would like to be:i.e. less people listen to 98FM in these areas

• We will be “attacking” these areas with large numbers of 98FM staff.

• A similar campaign was carried out a few years ago with great success and lead to an almost immediate boost in 98FM listenership figures, so we are aiming to achieve this same level of success and more this time around.

Who?• We will have between 20–25 people out for each day of the campaign

• Most of these will consist of part-time Thunders.....you!!

• Seán is managing this campaign and will be present each day to oversee all activities.

• Permanent Members of the Thunders Team will be present every day, working alongside you and also acting as team leaders to ensure the work is done to a high standard.

• As this is a station-wide promotional campaign, and we in 98FM are all about teamwork and getting everyone involved in everything we do, internal staff members will also be taking part. - Staff will work with us from 12pm-4pm

• We will also have “special guests” come out with us from time to time in the form of 98FM’s on-air DJ’s: Ray Foley, Adrian Kennedy & Jeremy Dixon,

Barry Dunne, Dara Quilty, Brian Maher, etc.- DJ’s will work with us from 1pm-5pm

Format of Days• The bus will depart every day at 10am sharp!! (aim to arrive at 9:45)• The Team will meet at the 98FM Lockup on East Wall Road

• The team will discuss the plan/route/area for the day on the bus. - You will be shown maps of the day’s locations so as to acquaint yourself

with the area of the day.

• 10am - 4pm (during Dublin Talks, and Best Music Mix) - We will be targeting residential areas: i.e. Homes, estates, corner-shops, etc.- We will be engaging people in conversation and asking them questions about

98FM.- We will be taking note of such things as

- what they know/don’t know, - like/dislike/would change about the station

• 4pm - 6:30pm (during The Big Ride Home) - We will be targeting busy junctions & Main Streets with typically heavy rush-

hour traffic.- We will be going up to people stuck in traffic in their cars and asking them if they are listening to 98FM...if not, we’ll ask them to tune in.

Locations

• Every day we will be targeting a different area in Dublin where we need to boost 98FM’s listenership figures.

• We have a list of approximately 30 areas of Dublin, which we will be targeting over the 4 weeks of the campaign.

• We have arranged for a bus to collect all staff from the lockup each morning at10am to bring them to the day’s areas; then collect us at 6pm each evening.

- If you are late and miss the bus in the morning without providing us with fair notice you will not be paid for the day and may not be asked to work again.

Incentives

• Spot-prizes will be given away to people who are already listening to 98FM

• At rush-hour traffic locations, we will have 2 €98 spot-prizes to give away on the spot to certain people already tuned in to Dara Quilty’s show in their cars.

• We will also be handing out generic 98FM Merchandise to people- i.e. Air fresheners, car stickers, pens, etc.

• The DJ’s will be giving away €1000 every Friday during the campaign to one lucky person each week

• The giveaways will be done during live-links with the DJ’s on-air. • Our activities will be promoted on air throughout each day.

• Again, during the afternoon time slots at residential locations wewill be giving out 98FM Merchandise.

What You Will Need• 98FM Thunder’s T-Shirts & Hoodies will be provided for you. These must be worn every day. They must be cleaned regularly and look presentable every day.

(Permanent Thunders will wear normal Thunders uniform each day as usual).

• 98FM Umbrella’s will be provided and used rain or shine as they stand out.

• Door-to-Door guidelines should be learned as they provide important tips and information regarding how to go about interacting with people at their homes.

• Familiarise yourself with 98FM!!!- Listen to the station in your own time (download the app)- DJ’s, layouts of the shows, structure of each day, etc.- Website and social media pages of the station.

• Those of you with cars of your own may be asked to arrange car-pool lifts to/from the morning meeting point. They can be safely left in the Lockup during the day. • Have a good attitude...and HAVE FUN!!!

ANY QUESTIONS?