Proposal #9: Celebrating Salmon with Big Y

RAB's Nontraditional Revenue
Proposal Collection: Volume #6
Proposal #9:
Celebrating Salmon with Big Y
Contributor: Infinity Promotions Group
NTR TIP:
Dig deep into your existing accounts; are you getting their co-op money? Their recruitment
money? Their vendor money, or event money? You may have to talk to different people but
there is more money in your own list than you are even aware of!
Source: LaDonne Craig, South Central Communications, ladonnec@aol.com, (812)424-8284
With
Presented By
Aimee Ashton
Infinity Promotions Group Director
Phone 860-284-9272
Fax 860-284-6038
aashton@cbs.com
Dates:
May 21 – May 25, 2001
Concept
To increase awareness and drive sales, Lite 100.5 WRCH will
promote and celebrate the opening of the Alaska Salmon Season
with Big Y World Class Markets.
How it will Work
Monday through Friday, morning hosts Alan, Kathy and Mike
will educate consumers about the benefits of Salmon being high
in protein as well as a rich source of vitamin A, the B-group
vitamins and Omega-3 oils. These will be in the form of one, live
:60 second commercial announcement airing exclusively in
morning drive daily.
In addition, WRCH will further promote the opening of the
Alaska Salmon Season through a custom promotion called
“Celebrating Salmon with Big Y World Class Markets.” From
May 21 through May 25, the WRCH morning team will invite a
chef from the CT Culinary Institute to bring in a Salmon dish.
We will discuss the preparation method and encourage consumers
to log onto the WRCH web site to print the recipe of the day.
During this time, we will encourage consumers to call and answer
trivia related to Salmon (preparation, health benefits, etc.) The
daily winner will receive a $100 gift certificate to Big Y and be
entered to win the grand trip for 2 to Orlando, Florida where they
will be guests of the King and eat like the royal at the Medieval
Times Dinner & Tournament.
Benefits to Alaska Seafood and Big Y
v This program truly celebrates the opening of
Salmon Season allowing amble airtime to
promote and educate consumers on health
benefits, fisheries, Big Y, Alaska Salmon, and
recipe preparation.
v “Celebrating Salmon” incorporates the leading
station in the market for reaching grocery
shoppers. And incorporates WRCH’s web site,
a busy, active medium allowing consumers to
print recipes for the salmon they will buy at
Big Y.
v “Celebrating Salmon” incorporates strong
consumer incentive to peak interest and drive
sales through the gift certificate and trip
giveaway as well as the recipes for preparing
salmon.
Station Remote
WRCH will customize a 2-hour station and radio host
appearance at a designated Big Y location on a
Saturday or Sunday in May (depending on
availability).
v See attached for details
Infinity/WRCH will provide:
3Complete program planning, execution and
redemption.
3(5) :60 second live read commercials in morning
drive
3(5) Days of “Celebrating Salmon” promotion with
trivia and recipe review, in studio, with a chef from
CT Culinary Institute.
3Web site promotion, posting recipes
3Trip for 2 to Orlando Florida, accommodations
and tickets for two to the Medieval Times Dinner
and Tournament
3Customized radio station and host appearance
3Recap
Alaska Seafood will provide
3Trivia and commercial copy points for the creation
of the :60 second live announcements and the
trivia/recipe promotion
3Timely approval of content
3Logo and permission to link to Alaska Seafood
web site
3Compensation for the program
Big Y will provide
3Commercial copy points
3Timely approval of content
3Logo and permission to link Big Y web site
3(5) $100 gift certificates to Big Y
Proposal sold for over $10,000.
Presented To: Alaskan Seafood for Big Y World Class Markets
Let Lite 100.5 FM WRCH bring excitement to a Big Y location with a fun two-hour
appearance. Combine this with your effective “Celebrate Salmon” promotional
campaign on Lite 100.5 schedule, and you’ll have a complete marketing plan that will
excite consumers and promote the opening of the Alaskan Salmon Season.
WRCH will bring the excitement to a TBD Big Y 11am and 1pm on a Saturday or
Sunday. Appearances are limited and based on a first-come first-served basis.
Big Y’s Alaskan Seafood Marketing and on-site appearance includes:
•
2-hour Personality Appearance at a TBD Big Y location.
•
One (1) on-air mention per hour during the appearance. (two (2) total).
•
(20) pre-promotional mentions starting the Wednesday prior to your on-air
appearance.
•
Lite 100.5 WRCH Van, Station display, decorations, and prizes
•
Customized station contest and prizes (to go along with the Celebrate Salmon
theme.).
Read & Agreed: ___________________________________ Date: __________________