“Going Green” is a universal term for creating environmentally friendly products and processes. It is definitely a message that affects everyone and every business, locally and nationally. The term is found in every form of media; consumer magazines, business to business publications, local and network news. July 7th’s “Live Earth,” the largest concert in the world, was dedicated to spreading the message about climate change. Research tells us people want to be environmentally conscious, but aren’t educated enough to feel that they can make a difference.

What is Rochester as a local community doing? The general public is not aware of what is being done locally to improve our environment. News 10NBC and Entercom Radio have created a program to educate and inform the greater Rochester community of what individuals and businesses are doing. The program is designed to entice individuals and business owners to do their part.

“Go Green Rochester” is a year-long program that will feature ten individuals or businesses throughout the year who show their commitment to the environment. Nominations will be accepted via internet by the community at large. These “Champions” will be featured in a television and radio vignette for one month.

Objectives

To increase awareness about environmental issues in our community

Recognize individuals and businesses who are working to improve our environment on a local basis

Educate our local community on what individuals and businesses can do to improve the local environment

Ultimately…to encourage change and make a difference in Rochester

Strategy

Utilize a multi-platform media plan taking advantage of the power of television, radio and the internet working together to educate the greater Rochester community about environmental issues that affect our local community

The concern for our environment has never been more prominent with consumers as it is today. “Green is a cultural touchstone that cuts through virtually all demographics and psychographics– not only consumers that are more affluent or active.

According to MRI (Media Research Index):

63% of U.S. adults say “preserving the environment is a very important principle in their lives.” That number drops to 61% for “somewhat” or “very” conservative folks The number jumps to 75% for those that say they’re “somewhat” or ”very” liberal.

A recent study by Synovate found that 92% of American adults believe “it is every citizen’s responsibility to work toward a cleaner environment, and four out of five also believe that polluting companies should be fined.”

Frequency of Buying Green Products

Sometimes

68%

Never

20%

Regularly

12%

Base: 3,000 adults aged 18+ with internet access

Source: Greenfield online/mintei

Research from Synovate also indicates that children are increasingly prompting parents to look for green foods and other environmentally friendly items, including cars, cell phones and even vacation destinations.

Research

According to Cone Research, an organization dedicated to tracking the consumer opinion and corporate benefit of cause marketing, investments made into the community have both intangible and tangible results for the altruistic company:

86% of Americans are likely to switch brands and/or merchants to reward the company that supports a community cause.

85% say that a company’s commitment to a community cause is vital to their doing business in the community

81% of workers say a company’s commitment to a community cause is important when deciding where to work.

80% of Americans can name a company that stands out in their mind as a strong corporate citizen.

74% of consumers say that community support is an important factor when recommending products and services to others.

70% of investors say that good corporate citizenship is an important influence when making investment decisions on stocks and mutual funds.

“It’s Good Business to Do Good”

The Plan

News 10NBC and Entercom Radio will combine forces to feature a monthly “Go Green Champion” on television and radio. Two non-competing sponsors will be on-camera and on-air to introduce the champion vignette as well as promotional announcements explaining the program and encouraging nominations. The vignettes will feature the champion and what they are doing to improve our environment. All messages will direct consumers to a microsite for more information on how to “go green.”

Both news10nbc.com and Entercom Radio’s websites (wbee.com, rochesterbuzz.com and wroc-am.firstmediaworks.com) will provide a link from a “Go Green Rochester” ad to a landing page. This page will feature:

Link to a nomination page (criteria TBD)

Information about the two anchor sponsors along with hotlinks to their websites

Archived Champion vignettes on video players

“Go Green” tips video and text

Link to The Center for Environmental Information’s website

Television Partnership Details

Monthly Schedule

Day

Time

Program

# :30 Anncts

M-F 5a-6a News 10NBC Early Today 6x

M-F 6a-9a News 10NBC Today/Today Show 6x

M-F 4p-6p Ellen Degeneres Show/News 10NBC at Five 6x

M-Su 6p-11:35p News 10NBC at Six/Everybody Loves Raymond/NBC Prime/News 10NBC at Eleven

4x

Sat 7a-9a Saturday Today 2x

Sun 8a-9a Sunday Today 2x

Sa-Su 12n-6p Weekend Rotation: NHL Hockey/Various 4x

M-Su 5a-5a News 10NBC Weather Plus 32x

PLUS

One 146 x 100 Web Ad to air monthly on News10nbc.com

Total :30 Announcements: 62x

This monthly schedule reaches 50% of Adults 18+ in the Rochester area an average of 2.2 times.

12-Month schedule reaches 89.7% of Adults 18+ in the Rochester area an average of 15.8 times.

Radio Partnership Details

Monthly Schedule

Daypart Monthly Anncts Per Station

M-F 6a-10a 8x

M-F 3p-7p 8x

M-Su 7p-12m 16x

M-Su 6a-12m 8x

Total Announcements Per Station: 40x

This monthly schedule reaches 27% of Adults 18+ in the Rochester area an average of 3.3 times.

Stations: WBEE, WBZA, WROC

One Banner Ad on websites

PLUS

12-Month schedule reaches 32.2% of Adults 18+ in the Rochester area an average of 32.3 times.

The Summary

Monthly Annual

Investment $5,000 $60,000

Number of TV Announcements

News 10NBC

62x 744x

Number of Radio Announcements

WBEE, WBZA, WROC

120x 1,440

TV Website

News10nbc.com

1x per month 12x

Radio Websites

wbee.com

rochesterbuzz.com

wroc-am.firstmediaworks.com

1x per month

1x per month

1x per month

12x

12x

12x

Agreement

When completed and signed, this document will authorize News 10NBC and Entercom Radio to include your business as an anchor sponsor for “Go Green Rochester.” The details of this program have been outlined in the preceding pages. Your company has agreed to invest $5,000/month or $60,000 annually. Invoices will be issued and payment is to be made to News 10NBC and Entercom Radio.

Company Name: ________________________________________________________________

Client Signature: ________________________________________________________________

Client Contact Information:

Email: ____________________ Telephone:__________________ Fax: ______________

Questions?

Contact:

Marilynn Garbarino Tami CusackLocal Sales Manager Local Sales ManagerNews 10NBC Entercom Radio191 East Avenue 70 Commercial Street Rochester, NY 14604 Rochester, NY 14614Tel: 585-546-0718 Tel: 585-423-2972Fax: 585-546-0725 Fax: