Partnership with non-profit organization Climate Savers Computer Initiatiive. Designed to reduce phantom power and as a result green house gases.

1. Prepared by:
CBS Radio
Kate Gigli
Integrated Client Services
CBS Radio/San Francisco
December 09, 2008

2. The following pages contain proprietary concepts and
information developed by CBS Radio/San Francisco,
and CBS Broadcasting. Presenting these concepts and
information to the recipient is solely for the purpose of
evaluating a potential business relationship with CBS
Radio and CBS Radio Sales.
These proprietary concepts and information should be
kept confidential, and should not to be distributed,
disclosed, or disseminated to additional third parties,
unless express/written permission is furnished by CBS.

3. • Background
• Purpose
• Overview of the Proposed Program
• Objectives
• Campaign Elements
• Creative Strategy
• Why CBS
• Next Steps

4. Started by Google and Intel in 2007, the Climate Savers Computing
Initiative is a non-profit organization funded by businesses and other
non-profits. Currently, Board-level member organizations include:
Google Intel
Hewlett-Packard Dell
Lenovo World Wildlife Fund
CSC Microsoft Corporation
The initiative was started in the spirit of the WWF’s Climate Savers
program. Since 1999, Climate Savers has worked with the private
sector, across numerous industries, to demonstrate that reducing CO2
emissions is good for business!
CSCI’s ongoing Mission is:
By 2010 - to reduce C02 emissions from the operation of computers by
54 million tons per year - equivalent to the annual output of 11 million
cars. By accomplishing this objective - committed participants could
save $5.5 billion in collective energy costs!

5. In this same spirit, the purpose of this program is to build a multi-
platform media & public relations program that can be used as the
template in California markets – and later – as a national campaign.
CSCI’s objectives are tantamount and are woven throughout this
program.
Titled ―Kick-It for the Climate‖ (Trademark pending), a combination of
media, marketing, digital and public relations mechanisms will be
activated to educate and motivate both B2B and B2C targets to change
behaviors.

6. ―Kick-It for the Climate‖ will drive enhanced awareness and change
business and consumer behavior to help reduce CO2 levels in our
environment. This will be accomplished through a collaboration
between CBS, CSCI, Retail Partner* and Corporate Underwriters.
The concept for Kick-It for the Climate includes a custom micro-site,
digital promotion, Radio+Interactive+TV public service messages, and
CBS’ support developing, managing and implementing a customized
program that maximizes impact for the environment, CSCI, Retail
Partner and Corporate Underwriters.
According to the participant’s needs, the program can access all of
CBS’s California assets - Radio, Internet, and Television –and dynamic,
topical and Blue Chip media and public relations platform.
.

7. Consumer Education
• To make ―Kick-It‖ familiar and positive…part of our common
vernacular!!! Something we all JUST DO, like brushing our teeth,
turning off the car, we Kick-It…..
• To make consumers aware of the participation CSCI, the Corporate
Underwriter’s (i.e.: Google, Chevron, Intel etc.) Best Buy and the
progressive steps they are taking on behalf of the environment.
• To provide Consumers with the opportunity to win exciting and
valuable sweepstakes prizes as an incentive to log on and learn
how to change their PC settings to initiate sleep or hibernate mode
after 20/30 minutes of inactivity.
• To make Consumers aware that simply kicking off the power strip
under their desks can make a significant impact on the climate.
• To make Consumers aware they can also purchase Energy Star
computers and peripherals (not just appliances!) and by doing so
reduces their energy costs and CO2 emissions.
• To know where to go to purchase and recycle* –easily find the
brand/product they want. And be rewarded with a FREE Power
Strip when they purchase a participating Kick-It For the Climate
product.
* CBS has several relationships locally and nationally already in place to call upon for recycling
options….this option may involve more detail and investment..but e-waste is a significant issue.

8. Corporate Education
• To make ―Kick-It‖ familiar and positive…part of our common
vernacular!!! Something we all JUST DO, like brushing our teeth,
turning off the car, we Kick Off the Power Strip under our desk at
work, home office and under our home electronics!
• To make Businesses, government, schools, institutions & health
care providers aware of the innovative approach CSCI, the
Corporate Underwriter’s (i.e.: Google, Chevron, Intel etc.) Best Buy
are taking to energy conservation, climate change & ROI.
• To give Businesses, government, schools, institutions & health care
providers the information and resources they need to locate
systems and providers through CSCI to help them find energy
saving computing solutions…large or small.
• To provide visibility for Corporate Underwriters who are true
innovators in sustainability by providing a platform for sharing their
success, how it effected the bottom line and empowering &
motivating others…through Radio, Television & Digital profiles
• To make Businesses aware that in challenging economic times,
reducing energy consumption, saves money, saves the climate and
garners favor with consumers and corporate customer alike.
• To know where to go to purchase and recycle*

9. Positioning & Sales
• Through the use of CBS, CSCI, Corporate Underwriter’s and Best Buy’s
combined resources — to cut through the clutter and dominate the
California marketplace.
• To clearly differentiate Best Buy as a Green Retailer that cares about the
environment, and consistently communicate its environmental dedication
to the target audience.
• Increase in-store & on-line sales: The following tools are being
incorporated to increase the incremental sale, as well as messaging strong
corporate responsibility about reducing C02 levels ….by curbing some of
the biggest sinners….computers & electronics!!!!
* GWP: FREE Power Strip with Energy Star Purchase
* Geek Squad ―Walk Out Working: Power Reduction Pros!
* Software/Peripherals/Misc: Free Power Strip W/Purchase
* Opportunity To Bundle Offers with Power Strip*
* Added Coupons, offers, etc could be shrink wrapped with Power Strip

10. • Use an upbeat ―thematic‖ creative approach with music beds,
backgrounds and digital elements. Driving the ―Kick-It Theme‖ and
micro site.
• Leverage the credibility of CSCI, and select Board Level members
(i.e. WWF) to establish trust with consumers who have been
overloaded with ―green washed‖ messages.
• Incorporate simple, factual and visual content where possible from
CSCI and WWF to ―edutain‖ consumers about the
climate/environment.
• Drive consumers to Best Buy stores and online to potentially
purchase products of CSCI Board Member Brands such as
Microsoft, Hewlett-Packard, Dell, & Lenovo - which help reduce CO2
emissions by using less power.
• Produced television segments featuring Corporate Underwriters
message, profile of an Innovator, ―Climate Saver‖ or CSCI joint
message.
• Promote additional consumer and business incentives – for example
- offering a Free power strip with purchase or recycling of an old
computer at Best Buy stores…corporate event, joint event.
• Micro site will be educational in tone, and populated with information
and links to CSCI, BBY, Corporate Underwriter’s sites.

11. Climate Savers Computer Initiative
• CSCI’s participation with CBS in developing and implementing this
program provides valuable content, integrity, credibility, and
vision. Their goals were our muse.
CBS California Markets
• CBS Radio, Television, and Digital properties deliver consumers in
the largest California markets —Los Angeles, San Francisco, San
Diego, and Sacramento. If needed, CBS can expand the program
to additional California markets including Fresno,
Salinas/Monterey, Riverside/San Bernardino. CBS’s national
footprint is well known and covers all major markets.
Micro site – Kickitfortheclimate.com
• How to be automatically entered to win exciting Eco-Travel Trips by
walking through the steps to change your Control Panel settings.
• ―Educational‖ details about what Kicking off your power strip does
to reduce energy use, what reducing your carbon footprint means,
• Links to the CSCI, Corporate Underwriter’s, BBY & BBY vendor
sites designed and produced by CBS.

12. Radio
• :60 Public Service Messages on CBS stations in key California
markets.
• Messaging that educates, and drives Consumers to the micro-site
and to purchase in-store and on-line.
• Messaging that brands and positions Corporate Underwriters as
innovative leaders, socially responsible, cause marketing partners.
TV
• :30 and :15 second TV Public Service Messages on CBS stations in
key California markets.
• TV provides compelling visuals that demonstrate the ―Kick-It‖
action we want Consumers and Businesses to adopt, and the
benefits to the Environment.
• Vignettes of Corporate Underwriter’s message, innovation,
successes, or CSCI message.

13. In addition to the scope of CBS’ properties in California, the CBS team
charged with developing and implementing this program for CSCI and
Best Buy is experienced and knowledgeable in marketing program
development, research, coordination of the different sponsor and media
partners, and day-to-day management of all of the details required for
the program’s success.
This team includes literally dozens of professionals in San Francisco, Los
Angeles, and other California markets, and is supervised by two highly
skilled marketing professionals – Kate Gigli and Rocky Cosgrove
• Kate Gigli – over 20 years of media, marketing, management and
high-tech experience. Some of the top corporations Kate has
worked with and marketed for are Best Buy, Jawbone, Microsoft,
Fry’s, Target, Pepsi, Symantec, Nordstrom, Apple, Clairol, and Super
Clubs.

14. CBS California Media Assets
Radio+Interactive+Outdoor+TV
Radio Interactive TV
SF KCBS AM Station Web Sites KPIX (CBS)
KITS FM for all Radio + TV KBCW (CW)
KLLC FM
KMVQ FM KLLC FM
LA KNX AM Station Web Sites KCBS (CBS)
KFWB AM for all Radio + TV KCAL (IND)
KCBS FM News/Dodgers/
KROQ FM Lakers
KLSX FM
KRTH FM KTWV FM
Additional California Markets Are Available

15. CBS California Media Assets
Radio+Interactive+Outdoor+TV
Radio Interactive TV
SD KSON FM Station Web Sites KFMB (CBS)
KYXY FM for all Radio + TV
KIFM FM KSCF FM
KBZT FM KFMB A/F
Sacto KYMX FM Station Web Sites KOVR (CBS)
KNIC FM for all Radio + TV KMAX (CW)
KQJK FM
KSFM FM
KZZO FM
KHTK AM
Additional California Markets Are Available

16. CBS California Audience Reach
Radio+Interactive+Outdoor+TV
The CBS California assets in San Francisco, Los Angeles, San Diego, and
Sacramento provide the Kick-It program with comprehensive coverage of
the Consumers and Businesses Kick-It will impact.
Radio Interactive TV
12.0MM 4.0MM 18.3 MM

17. Once we agree on top line objectives and the major elements of the
program – timing, duration, etc. – we will provide specific media
schedules and details for the Los Angeles, San Francisco, Sacramento,
and San Diego markets.
Additional California markets (e.g. – Fresno, Salinas/Monterey,
Riverside/San Bernardino) are available, as well as local customization
to fit all of the partners’ requirements.
National Campaign:
The Kick-It program - once tested in California – can be implemented
nationwide with CBS Assets including radio, internet, and television.
Nationally, the campaign would continue to build awareness and
communicate CSCI’s mission, and make Kick-It a part of the American
lexicon.

18.  Hone Concept and Objectives
 Marketing and PR Strategy & Tactics
 Discuss Timing, Duration, Geography, etc.
 Identify Underwriter/Communication Strategy
 Kick-It Team Roster
 Next Steps
Contact
Kate Gigli
415.951.2356
kate.gigli@cbsradio.com