PERKS Half-Off CampaignOctober 24-31, 2011

There are over 1,200 haunted attractions charging admission fees to their events.  There are over 300 amusement facilities producing some sort of Halloween or Haunted House event such as an amusement park or family fun center.  Lastly there are over 3,000 charity attractions that open for one day on Halloween or one or two weekends in October produced by a local charity

group. (courtesy hauntedhouseassociation.org)

Overview of Campaign• 1 week campaign to highlight specialty category.

– Local Markets source Halloween Deals.• Each deal is featured once per day and moved to mall deal for remainder of the promotion.

– Promotional/Creative Support• PERKS background splash images to go along with theme.• Banner inclusion in all PERKS featured emails• Specialty “last chance” email send on Friday, 10/24 to re-highlight all deals• Station site ads, flippers, PERKS site ads all produced by corporate and available to local

markets• :30 commercial copy and :15 live copy provided by corporate and available to all markets

– Optional Contest Idea:• Pick a station’s morning show to take listeners on a “tour” of all the Haunted PERKS sites

available that week. Securing a limo or bus and dinner for winners is also a plus.– Participating Market Criteria

• Deadline to Sign Into promotion: October 10, 2011. Email perkssupport@entercom.com to participate

Digital Prep• Banner/Display

– PERKS Homepage ad above “View All Deals” section– Various ads for station sites– Flipper ad for station sites– Digital elements sent to participating markets for custom-creating of additional

art– Local market coordinates ad insertion and traffic through corporate digital

traffic system• Email

– HTML template will be provided to local markets with easy insertion instructions for loading market-specific deals.

• Market will return completed HTML by 10/18/11 for manual schedule and send by corporate.

Examples of Digital Assets

Site Takeover with custom-designed, themed background for your PERKS

page during the week

Specific ads designed for the top of each featured

email of the week. A dedicated email template will be

provided for you to edit and insert your local

deal information

Themed ads will be created for you to traffic on your PERKS site and

your station sites.

Promoting the Campaign• On-Air

– Recorded Announcements• 8 per station per day on the featured day• Inclusion in 2 per day per station during the theme week• Suggested copy will be provided to use at market discretion

– Live Announcements• 2 per day per station on featured day

• Internet Radio– 5 per station per day

• Social Media– Daily Facebook and Twitter posts promoting the deal and associated contest.

• Managed by local administrator– Text sends to PERKS database at start of campaign with reminders scheduled Wednesday & Friday.

• Contesting• Contest to be administered locally with local prizing. May use text-to-win, call-to-win or similar.• Promos supporting contest at local market discretion.

• Numbers are suggestions per theme / market. May be modified to fit your local requirements.

Case StudiesComplete case studies available in calendar or in PERKS Library

Download All Case Studies from SharePoint Case Studies

Market Next Steps• Local Market Responsibilities

– Book Halloween Specific Deals for 10/24-10/31– Email market opt in by 10/10/11 to perkssupport@entercom.com– Modify HTML for specialty email send and return to corporate by

10/24/2011• HTML Instructions and template can be found in PERKS

Library section and in calendar event.– Schedule digital traffic by 10/18/11– Schedule additional on-air traffic by 10/18/11– Set up texting campaigns & local contest