New Road Rules

Prepared by:
CBS Radio

Kate Gigli
Integrated Client Services
CBS Radio/San Francisco

Rocky Cosgrove
CBS Radio Sales/Interep
April 25, 2008

The purpose of this presentation is to
recommend a media program for Best
Buy that can be used as the template
for key California markets. The
program will promote the Best Buy as
the solution for hands-free use of a
cell phone while driving. This hands-
free capability is required by
California law effective July 1, 2008.

• Background
• Overview of the Proposed Program
• Objectives
• Campaign Elements
• Creative Strategy
• Why CBS
• Local Market Details
• Next Steps

July 1, 2008

Adult hands-free Law
On that date, California drivers will need to
put down their cell phones while driving,
and use a ―hands-free‖ product. Hands-free
products include Bluetooth headsets, wired
headsets, and car kits.

Teen cell phone Law
Another law – Senate Bill 33 – also goes
into effect the same day. It prohibits under-
18 drivers from using ANY wireless device,
including ―hands-free‖.

Key Details
Both new laws impose a $20 fine for a first-
time offense and a $50 fine for each
additional offense.

Becoming ―hands-free‖ means you are
talking on your cell phone while driving, yet
both of your hands are still on the steering
wheel (or one hand is on the steering wheel,
but the other is not on a cell phone).

CBS has designed a program that responds
to the consumer issues caused by these
laws. The program will include radio ads,
digital ads/promotion, and CBS’ support
developing a customized program that helps
maximize the impact on Best Buy’s sales.

Consumer Education

• To drive awareness about the new
California laws, and the July 1st
deadline when all California drivers
must be in compliance.

• To make Consumers knowledgeable
about key details regarding the laws—
both Adult and Teen.

• To provide Consumers with resources
to help answer their questions about
the laws.

• To know the best brands and products
that will solve the Consumer problem—
while driving, the need for a hands-free
device that will provide quality wireless
calls.

• To know where to go to purchase.

• Once Consumers arrive at a Best Buy to
be able to easily find the brand/product
they want.

Best Buy Positioning & Sales

• To clearly differentiate the Best Buy’s
products vs. products being promoted by
the competition.

• Through the use of radio and affiliated
radio station websites and audio
streaming—to cut through the clutter and
dominate a specific medium.

• To help further motivate and educate the
Best Buy’s sales force.

• To help the sales force sell through
product to the consumer in ADVANCE of
the law taking effect.

• To make the Best Buy’s staff more
knowledgeable about the laws, and Best
Buy’s products so that they have answers
to shopper’s questions.

CHP Partnership
• California Highway Patrol will be
supporting this program with logo’s,
information and links on the custom
micro-site. The CHP brand will maximize
consumer impact.

CBS California Markets
• CBS Radio and Digital properties in the
largest California markets—Los Angeles,
San Francisco, and San Diego. If
needed, CBS can expand the program to
additional California markets including
Sacramento, Fresno and more (and
Washington state markets, as well).

Microsite – NewRoadRules.com
• Information about the laws, exceptions,
solutions, links to Best Buy’s site, and a
link to the California Highway Patrol site.

Radio
• :60 second radio ads on CBS stations in
Best Buy’s key California markets.

• Radio copy educates, and drives
Consumers to the microsite and to
purchase in-store as well as immediately
on-line.

Interactive (on selected stations)
• Streaming audio ads and pre-roll ads
(may include video, where available).

• Banner display ads, e-mail blasts.

• Hyperlinks and text links on the home
page

Sales Force Support
• CBS execs available to participate in
retail staff training to help explain the
media portion of the program and/or
the major changes to the law.

• Audio messaging, voiced by a CBS
personality, available to help deliver
information to the Best Buy’s sales
associates.

• If desired, CBS staff to attend sales
meetings or staff event s to help
promote and present the program.

POS
• CBS will work with you to help create
engaging POS materials: Frequent
Questions and Answers, a fact sheet,
signage that might incorporate station
logos ―as heard on‖, etc.

Flexibility
• Flexibility - to adjust to individual
markets. For example: different
creative or timing may be utilized in
different markets, according to the
specific needs of Best Buy and its
sales force in each market.

• Educate and soothe the public about the
upcoming changes to the traffic laws. Positive
and helpful—not preachy, panicky, or
condescending.

• Three unique :60 second commercials to rotate
through the campaign. Within each :60, :45
seconds would be devoted to information about
the laws and the issues, from the consumer
point-of-view, with the last :15 seconds devoted
to Best Buy to direct consumers to take specific
purchasing action. Each :45 second segment will
also promote the microsite URL, the CHP link,
and the timing count down (in three weeks, two
weeks…)

1. The first commercial will educate
consumers about the new adult hands-free
law.
2. The second commercial will educate
parents and teens about the teen cell
phone law.
3. The third commercial will educate
consumers about products that provide a
hands-free solution. For example: Bluetooth
technology, wired earpieces, or car kits.

• To extend reach and enhance cost-effectiveness
– additional CBS INET :10 Best Buy
announcements, in San Francisco and Los
Angeles, driving consumers to the microsite.

• Microsite will be educational in tone, as well, and
thoroughly populated with information and links
useful to consumers.

In addition to the scope of CBS’ properties in
California, the CBS team charged with developing
and implementing this program for 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
Apple, Microsoft, Symantec, Target, Pepsi,
Nordstrom, Clairol and SuperClubs.

• Rocky Cosgrove – over 25 years of media and
marketing, experience, including 18 years
with CBS and Interep. Interep is a sales
division of CBS Radio.

The following pages provide
additional details for the Los
Angeles, San Francisco, and San
Diego markets.

Additional California markets (e.g. –
Sacramento, Fresno) are available,
as well as local customization to fit
Best Buy’s requirements.

Campaign Dates June 2st–July 13th
San Francisco: Week 1–Week 6

Best Buy will receive:

KCBS-AM
• (90) M–F pre-recorded 5am–8pm prime BTA :60 Best Buy spots voiced by local talent
• (90) M–Su pre-recorded 6am–12mid prime (ROS) BTA :60 Best Buy spots voiced by local talent
• (60) M–F INET traffic adjacencies 5am–8pm
• Leaderboard (728x90), Skyscraper (160x600) and Cube (300 x250)
• Pre-Roll Video-:15 second video with audio that runs when the user opens the streaming audio player. This
spot can not be skipped.
• e-mail: 300 x 250 creative with 250 words of clickable text adjacent. Total of (1) e-mail drops (one per
station) to our database
• Best Buy logo with hyperlink prominently featured on the homepage
• Best Buy text link on the homepage
• 2 features in Email Blast

KLLC-FM

KITS-FM

San Francisco: Week 1–Week 6


KMVQ-FM
• E-mail: 300 x 250 creative with 250 words of clickable text adjacent. Total of (1) e-mail drops (one per

KFRC-FM
• Oakland A’s Baseball (18) Pre-In post rotators

Los Angeles: Week 1–Week 6


KCBS-FM
• (60) M–Su pre-recorded 6am–12mid (ROS) BTA :60 Best Buy spots voiced by local talent
• (150) M-Su pre-recorded 24-hour BTA :60 Best buy streaming spots

KNX-AM
• (60) M–F 5a-8p INET prime time :10s
• (150) M-Su pre-recorded 24-hour BTA :60 Best Buy streaming spots

KFWB-AM
• (60) M–F 5a–8p INET prime time :10s

KROQ-FM (plus online KROQ2 for streaming)
• 20% Pre-Roll :15 Audio/Video streaming sponsorships (plays before or after 20% of the station’s total
streaming sessions)

KRTH-FM

KTWV-FM

KLSX-FM

San Diego: Week 1–Week 6


KSON-FM

KBZT-FM

KIFM-FM

KYXY-FM
streaming sessions)

KSCF-FM
streaming sessions)

Total Net Investment: $986,220
Weekly Net Investment: $164,370

Finalize the Timeline and Strategy
Audio Creative/Production
Microsite Design/Production/Links
POS Materials
Sales Force Support

Contact
Kate Gigli – 415-951-2356
Kate.gigli@cbsradio.com

Rocky Cosgrove – 415-268-9201
rocky_cosgrove@interep.com

New Road Rules

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie New Road Rules

Ähnlich wie New Road Rules (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

New Road Rules