1. Using Radio to Reach
DC Decision Makers
Presented to
Jon Buglino
Miles Pell
240.747.2926
MilesPell@clearchannel.com

2. Marketing Objectives
• Brand GRM as the premier Document
Management Solutions provider in the DC
area.
• To shorten sales cycle by reaching business
owners and decision makers responsible for
document management.
• Generate new business accounts throughout
MD, DC and VA
All content is intellectual property of Clear Channel Communications

3. Radio is…
All content is intellectual property of Clear Channel Communications

4. Radio
ON AIR. ONLINE. ON TARGET.
ON AIR ON LINE ON TARGET
 A mass medium capable  Digital capabilities  An environment that
of easily delivering your offering interactive delivers consumers
message to many people opportunities to who are engaged and
complement and enhance passionate about
 Targetable (by demo,
your campaign and reach the content
lifestyle and geography) to consumers using multiple
assure the right people touch points
 Exposure to your
are exposed to your message when and where
message with little waste consumers are ready
to buy or shop
All content is intellectual property of Clear Channel Communications 4

5. Tactical Strengths
ACCORDING TO ADVERTISING EXPERTS…
HERE IS WHAT RADIO DOES BEST!
96% 89% 82% 79%
 Control Day
by  Reach people  Geo-Targeting  Create/Rotate
Messages
Time of Out of Home (Target by
and/or DMA / Metro) Quickly
Day of Week
Source: Compose 2010; Based on Expert Panel (40 senior content is intellectual leading media agencies)
All planners/researchers from property of Clear Channel Communications 5

6. Close to Purchase
RADIO REACHES LISTENERS OUTSIDE THE
HOME WHEN THEY ARE READY TO BUY
% of overall usage done outside of home, by location
Source: : 2012 MBI USA TouchPoints
Note: TV includes time-shifted viewing; Internet includes PC, mobileis intellectual property of Clear Channel Communications
All content & tablet; Newspaper and Magazine includes digital readership 6

7. Listening at Work
AUDIO STREAMING MIRRORS THE
AVERAGE WORK DAY
8-9 4-5
AM
LISTENING PEAKS between 8AM – 5PM PM
Drive-time peaks are
expected when streaming
in cars becomes standard.
Local Streaming Station Audience, Arbitron PPM, October content is intellectual property24 metros) Channel Communications
All 2012, Persons 18+ (33 stations from of Clear 7

8. Behavior Motivator
RADIO INFLUENCES ACTIONS AND
IMPROVES MARKETING OBJECTIVES
BUILDS INCREASES
DRIVES BRAND ENGAGES BRAND DRIVES
SALES TRUST CONSUMERS AWARENESS WEB TRAFFIC
 Target’s  ING Direct used  Local station Firehouse Subs  Aloft Hotels
Personality this tactic and ran a text saw a 10% sales (Starwood) saw
driven Holiday experienced a promotion for a increase in 20%-67%
2009 campaign record number beer distributor markets when increase in
drove a 2.5% of accounts that yielded radio was used and visits to their
increase in opened in 1 day 11,426 maintained those websites after an
store traffic  Incremental incoming texts gains – comparable on-air and
and contributed in 10 minutes sales went from streamed radio
accounts per day
to a 2% overall -6% promotion
up 353%.
sales lift to +11%
Source: Radio Advertising Bureau Case Studies All content is intellectual property of Clear Channel Communications 8

9. Which station in the greater DC area
will work Best for GRM?
All content is intellectual property of Clear Channel Communications

10. What station ranks highest among
decision makers 35+ in DC?
All content is intellectual property of Clear Channel Communications

11. Recommended Weekly
Schedule
Day Part Monday-Friday Station
Morning Commute 7x (:30 second) BIG 100.3
(6a-9a)
At Work Radio 10x (:15 second) Wash fm
(10a-4p)
Evening Rush Hour 5x (:30 second) BIG 100.3
(4p-8p)
5x (:15 second) Wash fm
iHeartRadio Stream 10x (:30 second) Wash fm
(5a-8p)
This commercial schedule capitalizes on daily DC Metro area
commute for key decision makers and at work listening
throughout the day to reach those with influence surrounding
them.
All content is intellectual property of Clear Channel Communications

12. WASH Rewards Custom Survey
Benefits
Quickly identify specific consumers who want more information about your business
Enables you to shorten the sales cycle by finding consumers who are ready to buy in the near future
Increase brand exposure
How does it work?
Consumers earn points to take a custom survey that identifies their need
for your product or service
A list of consumers who are qualified and opt-in are delivered to you each week
All content is intellectual property of Clear Channel Communications

13. GRM’s Impact
• Using two of the top 3 stations reaching decision
makers, this campaign results in 37 weekly
commercials on air and streaming on iHeartRadio.
• On average every week GRM’s commercials will
reach 290,000 adults age 35+ throughout the DC area
approximately 1.6 times creating almost 475,000 gross
impressions weekly
• Monthly Presence in front of WASH Rewards’
growing member base with customized survey for
direct lead generation.
» Total 6 Month Investment: $118,875
All content is intellectual property of Clear Channel Communications

14. Thank you for your time and consideration.
I look forward to working with
GRM Document Management!
Miles Pell
Marketing Consultant
Direct | 240.747.2926
Cell | 240.888.5957
MilesPell@ClearChannel.com
All content is intellectual property of Clear Channel Communications

15. Who is WASH-fm?
Format = Adult Contemporary
Age Breakout: Gender: Ethnicity:
Median Age 97.1 WASH-FM
97.1 WASH-FM = 42 Washington, DC
20% 19% 20% 21%
17% 18% 62%
14% 14% Men Women
11% 12%
9% 9% 9% 48% 52%
8% 23%
15%
P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
Adults 18-34 Adults 18-49 Adults 25-54 Adults 35-54 Adults 35-64
Black Hispanic Other
WASH = 29% WASH = 60% WASH = 60% WASH = 40% WASH = 54%
97.1 WASH-FM's Audience is…
63% 56% 61%
Household Income 62%
$75,000+ Occupation: Married
5+ Hours
White Collar On-Line a Week
69% 65% 45%
College 47%
Own Home 1+ Child At Home $500+ Spent
Educated
On-Line Annually
97.1 WASH-FM = WASH-FM
Washington, DC MSA - Arbitron PPM Su12 (July12/Aug12/Sept12) - P12+ Cume Audience Composition - M-Su 6a-12mid
Washington, DC MSA - Scarborough Sept11-Aug12 - A18+ Cume Audience Composition - M-Su 6a-12mid
Totals may not total 100% due to rounding
All content is intellectual property of Clear Channel Communications

16. Who is BIG 100.3
Format = Classic Rock Hits
Age Breakout: Gender: Ethnicity:
Median Age BIG 100.3
BIG 100.3 = 41 Washington, DC
23%
18% 19% 19% 18%
79%
17%
14% Men
13% 14% Women
11% 12% 59%
9% 41%
7% 6%
10%
11%
P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+
Adults 18-34 Adults 18-49 Adults 25-54 Adults 35-54 Adults 35-64
Black Hispanic Other
BIG 100.3 = 32% BIG 100.3 = 63% BIG 100.3 = 61% BIG 100.3 = 42% BIG 100.3 = 55%
BIG 100.3’s Audience is…
74% 61% 60%
Household Income 70%
$75,000+ Occupation: Married
5+ Hours
White Collar On-Line a Week
75% 70% 43%
College 59%
Own Home 1+ Child At Home $500+ Spent
Educated
On-Line Annually
BIG 100.3 = WBIG-FM
Washington, DC MSA - Arbitron PPM Su12 (July12/Aug12/Sept12) - P12+ Cume Audience Composition - M-Su 6a-12mid
Washington, DC MSA - Scarborough Sept11-Aug12 - A18+ Cume Audience Composition - M-Su 6a-12mid
Totals may not total 100% due to rounding
All content is intellectual property of Clear Channel Communications