“My Healthy Home Is A Tim O’Brien Home.”Integrated Marketing Campaign: Fall 2009

Presented To: Tim O’Brien and Angela XX

Tim O’Brien Homes

Presented By: Kathryn Donahue, Allison Warren & Kira Lafond

Entercom Milwaukee

August 2009

OverviewTim O’Brien Advantages: High quality affordable energy efficient, environmentally friendly homes Five key benefits:

Green Building Energy Efficiency, Resource Conservation, Indoor Air Quality, Renewable Energy

Every Tim O’Brien Home meets Wisconsin Energy Star & Green Built Home guidelines. Innovative and flexible floor plans customized for today’s lifestyles. Five elements of a quality design: A place to gather and entertain, Storage,

Organization, Flexibility and De-Stressing areas. Consultative : Focused on selling value vs. square footage; New Home Consultants are

trained to discover a potential home buyers true new home buying motivations.

Campaign Objective Generate awareness with target audience for

Tim O’Brien custom and ready-made “Healthy Homes.” Educate target consumers on the 5 key benefits of a

Tim O’Brien “Healthy Home” Drive target audience to Tim O’Brien website:

(to schedule a showing at a specific model home/community) Drive target audience to a Tim O’Brien model home/community

Kenosha Waukesha Milwaukee, Brown Deer Port Washington will transition to Oak Creek, Franklin or Muskego Jackson Ixonia (2009 Parade of Homes site)

StrategyPosition Tim O’Brien Homes as the leader in building high quality, value-driven, energy efficient and environmentally friendly homes that are accessible to all types of people.

Concept

“My Tim O’Brien Healthy Home is…”

From innovative and flexible floor plans customized for today’s lifestyle to energy efficient and environmentally friendly homes… a Tim O’Brien Healthy Home means something different to each of its homeowners.

The “My Tim O’Brien Healthy Home is..” concept brings to life homeowner stories and the reasons why they’re proud of their Tim O’Brien Home. Real stories about real people that consumers can relate to.

1Thing Integration1Thing is a multi-media environmental campaign to educate consumers, showcase companies that have environmental products and services, and engage consumers to share their own ideas and tips.

Do your 1Thing with Tim O’Brien Homes. Conserve Water. Tim O’Brien will donate XX every time you tour a Tim O’Brien model home. Tim O’Brien is focused deeply on the values and beliefs of it’s customers, designing and building high quality homes around innovative and flexible floor plans that are energy efficient and environmentally friendly. It’s that simple. “Conserve Water. Tour a model home.”

How it works • Campaign Tactics Using actual Tim O’Brien homeowners and Tim O’Brien in on-air/online commercials

and video interviews, Entercom Milwaukee will showcase the advantages of Tim O’Brien Healthy Homes and help our listeners understand the value and benefits that buying or building high quality, energy efficient and environmentally friendly homes can have in their lives.

The multiplatform campaign will focus on storytelling with real people and Tim O’Brien advocates, each representing different lifestyle segments, and who have all discovered how a Tim O’Brien Home has uniquely enhanced their life.

The campaign will encourage consumer engagement and trial by reaching listeners at multiple touch points with stories, videos, experiences and more.

Sample 60-second Radio Commercial

• Sample 300x250 and Leaderboard– My Healthy Home is…– Do 1Thing: Tim O’Brien

Display ads appear on the station websites and link directly to Tim O’Brien Homes website.

Used together, Radio and Internet increases Ad recall 4 times! One third of internet usage includes simultaneous daytime radio listening

Everything points to Tim O’Brien Homes

Online commercials and synced Display Ad link directly to Tim O’Brien Homes website.

• Insert screen shot of 1THing Milwaukee with sample Display Ads (brand) inside

Click For Demo

“My Tim O’Brien Healthy Home is…” Video Shorts featuring Tim O’Brien storytellers showing Tim O’Brien

advocate (and listeners) what makes their home a Healthy Home… Station listeners are presented with a weekly trivia question about

information already found on Tim O’Brien Homes website. They visit your site to find answers and earn points.

Campaign Tactics: OverviewOn Air:• 60-second & 15-second commercials on 99.1 WMYX, 103.7 KISS-FM, SportsRadio1250• 60-second 1Thing vignettes (30-sec. 1Thing information/ 30-sec. Tim O’Brien messaging) on

WMYX, KISS-FM, WSSP

Digital:• Streaming Ad Schedule to mirror on air schedule• Banner Ads to run throughout the WMYX, KISS and SportsRadio sites featuring the

“My Tim O’Brien Healthy Home is…” storytellers• “My Tim O’ Brien Healthy Home is…” Landing Page on all three station sites• Video-shorts featuring Tim O’Brien Healthy Home storytellers and Tim O’Brien• Walk Out Video – featuring Tim O’Brien storytellers and/or Tim Brien • E-marketing: E-newsletters to station databases (130k total)

1Thing Sponsorship integration: A partnership that will integrate the key benefits of a Tim O’Brien Healthy Home while providing a venue to execute a consistent marketing message supporting Tim O’Brien’s overall mission.

Concept SelectionScore Title

1. “My Tim O’Brien Healthy Home is…” 2. On Air Commercial Schedule – 103.7 KISS-FM 3. ON Air Commercial Schedule – 99.1 WMYX4. On-Air Short Form commercial schedules5. Display advertising with click-through to Tim O’Brien

website6. Internet Radio Media Console; (:15) Video Pre-Role

featuring Tim O’Brien storytellers 7. Walk Out Video with click-through to Tim O’Brien

website8. Internet Radio ads, with (sync’d) click-through Display

Ads9. Online Trivia driving traffic to Tim O’Brien website10. E-mail Newsletters

Please rate these treatments on a scale of 1 to 10 and give feedback.10 = Perfect idea for Tim O’Brien 1 = Not interested at this time

AppendixEntercom Milwaukee

Information & Overview

Measurement & Desired Results How will the campaign be measured?

Increase in e-leads (online) and/or Increase of model home showings

Consumer Response to the Campaign:Awareness about the competitive advantage/positioning – Tim O’Brien Healthy Homes

Entercom named “America’s Most Trustworthy” media company.Forbes Magazine (March 2007)

David Field named “One of the Best CEO’s In America” in 2006, 2007, 2008.Institutional Investor Magazine

On Entercom digital: “It's the perfect model in the scheme of engagement.” Mediaweek (February, 2008)

Entercom’s campaign for Wells Fargo: “It's interactive, it's timely and it makes good use of a multi-media approach. Radio Advertising: A+”

NetBanker (March 2008)

The Company You Keep…

103.7 KISS-FM, WXSSFormat: Contemporary Hit Radio (CHR)Demographic: Adults 18-44www.1037kissfm.comThe most-listened-to FM station in the state of Wisconsin, featuring local talent all day long. 103.7 KISS FM is a fun, hip attitude focused on the ‘cutting edge’ of what’s happening. Specializing in playing new music, if it’s a hit, KISS-FM plays it. With major events and promotional opportunities, KISS-FM has creative and unique marketing opportunities.

99.1 The MIX, WMYXFormat: Hot Adult Contemporary Demographic: Women 25-54www.991wmyx.comWMYX, the powerhouse hot adult contemporary station in Milwaukee features popular new songs mixed in with mainstream hits from contemporary artists. It is THE one-stop music and cultural touch-point for adult women and the things they’re passionate about. WMYX delivers a combination of quantity and quality, reaching educated, affluent, and influential “25-54 ” female listeners each week.

SportsRadio 1250, WSSP-AMFormat: Sports TalkDemographic: Men 25-54www.sportsradio1250.comThe SportsRadio1250 “scores” as the #1 choice for sports fans by discussing current sports topics and featuring the best pre/post game coverage. Syndicated shows by Jim Rome & Dan Patrick offer a national viewpoint. The Big Show, with Josh Vernier, Steve “Sparky” Fifer and former Packer Gary Ellerson, anchors SportsRadio drive time show from 2-6pm, offering the most in-depth coverage of Wisconsin’s favorite teams: the Packers, Brewers, Badgers and Admirals.

Entercom Milwaukee reaches over 500,000 listeners every week.

Milwaukee Station Overviews

Milwaukee Digital Stats

WEBSITES*Page Views 1,687,874 monthly

Unique Visitors (IP’s) 134,296 monthly

Listener Database 92,722 members

Display Ad Impressions 618,510 monthly

*Display ad impressions tracked by 24/7 real media

Internet Radio Stations*Average time spent listening (hrs) 2.30 hrs

Video Pre-Roll Impressions 147,109 monthly

Audio Impressions 1,560 million monthly

*Audio impressions tracked by Ando Media* Based on Q209 Average

Our Marketing Framework Consulting business partners with multi-market sales opportunities. Providing connection for our customers to a full spectrum of

media/marketing services. Dedication to growing businesses and addressing marketing challenges. Producing turnkey, multi-platform marketing campaigns. Connecting customer brands to specific consumer targets.

Confidentiality NoticeThe preceding pages contain proprietary information of Entercom Communications Corp. and is to be used by the recipient solely for the purpose of evaluating a transaction or business relationship with Entercom Communications Corp. This Proprietary Information should be kept confidential and is not to be distributed, disclosed or disseminated to third parties.

Timing & PartnersTiming: Eight Week Campaigns flighted to run September – October, 2009 and

Twelve Week Campaign flighted to run March – May, 2010.• Spot schedules will run over XX weeks • Digital and experiential marketing support will run over XX weeks

Partners: Entercom Milwaukee Radio Stations (Over XX million listeners per week):

• 99.1 WMYX - Adult Contemporary (AC)• 103.7 KISS-FM – Contemporary Hit Radio (CHR)• SportsRadio1250, WSSP – Sports Talk

On Air Marketing Tactics60-second commercialsFeature the storytelling vignettes featuring Tim O’Brien advocate and Tim O’Brien Storytellers to make the Tim O’Brien Healthy Home experience come alive for our listeners. WMYX 15x per week M-SU 6A-8P 3 weeks 45x total WXSS 15x per week M-SU 6A-8P 3 weeks 45x total WSSP 15x per week M-SU 6A-8P 3 weeks 45x total Total 45x per week M-SU 6A-8P 3 weeks 135x 60-sec

15-second commercialsPromote marketing initiatives, drive traffic to events and locations & promote the landing pages WSSP 10x per week M-SU 6A-10P 3 weeks 30x total WXSS 10x per week M-SU 6A-10P 3 weeks 30x total WSSP 10x per week M-SU 6A-10P 3 weeks 30x total Total 30x per week M-SU 6A-10P 3 weeks 90x 15-sec

Digital Tactics Six weeks of media / marketing support Landing Page on 991wmyx.com, 1037kissfm.com and sportsradio1250.com

featuring the Tim O’Brien Healthy Home storytellers and information including:• Videos from Tim O’Brien advocate and storytellers (interviews, virtual

remotes, etc)• Showcase of different Tim O’Brien storytellers and how “My Healthy Home

is…a Tim O’Brien Home”• Information about locations and the “Differences with Tim O’Brien Homes”

Statement; • Special Offers

Streaming commercials on all three stations to mirror on air schedule + accompanying 300x250 ads

Banner Ads running on all three station websites for six weeks featuring the Tim O’Brien storytellers (300x250, 300x100 and 728x90)

Inclusion in 2 e-newsletters per station to promote the individual marketing initiatives and a special offer (2x per station; 6x total)

Summary & Investment Broadcast Media

• 60-second commercials 135x over 3 weeks• 15-second commercials 90x over 3 weeks

Digital Media (Six Weeks)• Landing Page on WMYX, KISS and WSSP websites• Streaming commercials on all three stations to mirror on air schedule• Banner Ads running on all three station websites for six weeks • Video Shorts…• Walk Out Video• Inclusion in 2 e-newsletters per station (2x per station; 6x total)

1Thing IntegrationInvestment: $ NET

WMYX Integration – Option

KISS-FM Integration – Option

WSSP Integration – Option