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THE PHILADELPHIA ZOO
...a great partnership in 1998
GENERAL SALES MANAGER
lISA BOWER BOSTON
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, JUNE 1998
Submitted by Carol Green Williams
KlmbeTly ClaTk1s DTlmaTY sales oblectlvesl
~ Increase sales of Huggies products within Philadelphia County
~ Increase Huggies' market share within Philadelphia County
As the saying goes quot;you've come to the right placequot;. Ofthe approximately 248,000
African American women 18+ who reside in Philadelphia County, WDAS AMlFM
reaches almost 70%. (Arbitron Fall, 1997)
The stations are the ideal commercial and promotional vehicles on which to carry the
Huggies message into the African American community. Participation by the
Philadelphia Zoo is a partnership that will provide:
A promotional venue that appeals to mothers with young children
(primary Huggies consumer)
~ Continued support of Philadelphia's urban communities
~ Increased promotional exposure for Huggies products
African American Cultural Fest, August 1998
The Philadelphia Zoo's highly successful and very popular event, the African American
Cultural Fest, is scheduled for August 1 and August 2. This two day event is expected to
draw approximately 15,000-20,000 people.
The unique celebration of African American culture includes participatory African
dancing, live music, face painting, storytelling, mask making, craft making along with
other family-oriented activities.
Beginning in mid-July, WDAS AM/FM listeners will be encouraged to purchase Huggies
products. Consumers will be rewarded for their purchase by receiving discounted
admission to the African American Culture Fest. Each proof-of-purchase will earn the
consumer a $2 discount on up to four tickets.
20 family four packs oftickets will be given away to WDAS AM/FM listeners prior to
the African American Culture Fest. Huggies will sponsor these on air-giveaways.
Additionally, 30 tickets will be available for usage by Kimberly Clark personnel and/or
WDAS-FM will be on location at the zoo on Saturday, August 1 from lOam-3pm. Patty
Jackson will broadcast live from the zoo, and Huggies will be the premier sponsor of this
remote. Three times per hour Patty will highlight Huggies' sponsorship. Additionally,
WDAS-FM will air 30-30 second promos that will promote the August 1 remote as well
as the Huggies redemption program.
There are numerous opportunities for Huggies to receive promotional exposure during
African American Culture Fest. They are as follows:
~ Three weeks prior to the event, zoo signage will include information about the
African American Culture Fest redemption program.
A Huggies logo will be included (along with a WDAS logo) in the zoo's
newspaper advertising used to promote African American Culture Fest.
Huggies banners will be displayed at the WDAS-FM remote site on Saturday. On
Sunday, the banner will remain on display at the zoo.
Huggies will be given space near the Children's Petting Zoo on Saturday and
Sunday. Banners will be displayed and Kimberly Clark representatives will
distribute Huggies coupons and or product samples. This is a great location to
distribute Huggies calenders since the Petting Zoo appeals to families with young
~ Two week flight on WDAS AMlFM, July 6-19
18 :60 combo commercials per week (to include redemption program)
20 :20 combo promotional mentions featuring on-air ticket giveaways
30 :30 FM promotional mentions running July 20-31 that will feature the
redemption program and the August 1 remote
15 :20 live promotional mentions during the WDAS-FM five hour remote on
• Sponsorship of the August 1 live remote
• Sampling location at the Children's Petting Zoo
• Redemption program
• 20 four packs of zoo tickets for on-air giveaway
• 30 zoo tickets for Kimberly Clark
• 30 :60 combo commercials
• 20 :20 combo promos
• 30 :30 FM promos
• 15 :20 FM promos during remote
• Writing and production of commercial and promotional copy
• Coordination of promotional partners
• Redemption fulfilment (zoo will coordinate)
• Complete program wrap up report
Total Value. $30.880
Total Investmenb $11.500
* Pending approval of all promotional partners
A promotional partnership between WDAS and the Philadelphia Zoo provides
Kimberly Clark with an opportunity to increase Huggies sales and to showcase
Kimberly Clark's commitment to the African American community.
These promotional concepts were developed with Kimberly Clark's primary objective
in mind, to sell more Huggies products to African American consumers. Participation
by the Philadelphia Zoo is crucial to the success of these programs. The zoo's
commitment to participate in the Project Safe Baby Month program is predicated on
Kimberly Clark's involvement with WDAS and the African American Cultural Fest.
We consider the relationship between WDAS and Kimberly Clark to be very
important one. The station is committed to providing results for Kimberly Clark.
Thank you for your time and consideration.