San Francisco

BAPPG & AMORMarketing Partnership Recap

Produced By: Roberto B. Hernandez

HBC/San Francisco

November 2002

San Francisco

PUBLIC EDUCACION COMMITTEE’S SUMARY

Promotion Re-Cap

BACKGROUND In 1996-97 the Bay Area Pollution Prevention Group (BAPPG) piloted a radio campaign to educate Bay Area Spanish speaking community about how things get into our sewer systems and how things may ultimately end up in our Bay Area waters and have a negative impact on our environment, our lives, our families, and our children. The BAPPG hired a consultant to develop and produce a radio spot to help secure paid air time and public service announcements radio broadcast and also designed an on air contest. This project is valued at over $20,000 and the cost to BAPPG was $10,000.

Participating agencies felt that the pilot project was a huge success. They want to continue educating the Spanish speaking community and therefore approved $15,000 to implement a second year of Spanish Outreach for 1997-98.

In gathering ideas and developing the project for the Spanish Outreach Year 2, the Public Education Committee considered hiring a consultant again. But after exploring their options, the committee decided to contract directly with KSOL Radio. The attached summary presents the results of the 2002 radio campaign, which included four 60-second radio spots, The campaign partnership aired on radio AMOR 98.9fm-fm99.1 and included on air contests and promotions.

San Francisco

CONCLUSIONS

Radio AMOR

The committee decided to implement a radio campaign because it is the most efficient and effective media to reach the Spanish speaking Bay Area community. According to the strategy Resource Corporation, Spanish is the most effective way to deliver a message to the Hispanic market.

•1.- 78% (average quarter hour composition) prefer to

communicate in Spanish.

•2.- 57% nationally (including assimilated) prefer their ads in

Spanish

•3.- 51% nationally find commercials in Spanish simply more

persuasive and more effective.

KEMR (AMOR) 98.9fm-fm99.1

• It is the highest ranking Spanish Contemporary radio station in the Bay

Area Market.

• Its radio signal reaches all 9 Bay Area Counties

(Alameda,Contra Costa, Marin, Napa, San Francisco, San Mateo,

Santa Clara, Solano, and Sonoma Counties),

• It averages 194.000 listeners between the ages of 18-49 during the day,

• It agreed to produce 4 different spots, and to develop and conduct a series

of on-air contests as part of the advertising partnership and investment.

San Francisco

PROMOTIONAL ELEMENTS

Sep 09 – Oct 06 four week Campaign

• 4 weeks high frequency broadcast campaign at

AMOR 98.9-99.1fm!

• (1) One 30 minute live interview during prime-time

with Charo Martinez Ecos de la Bahia aired 7am-

7:30am Sunday

• Multi On-air Prize package give-away.

(1 amor t-shirt, Control de las Ormigas en tu Casa guide, Key

Chain, Note-pad, Pencil from BAPPG)

1- Live mentions on the air from different AMOR van visit locations in Bay Area locations

2- Ninth caller winner live from studio.

3- Internet Contest (Net-Mio) Llevate el Super Paquete

de BAPPG.

• 34 (60 second) commercials per week

• 10 (15 Second) public service announcements per

week

San Francisco

• 3 (10 second) promotional announcements for

Netmio traffic News.

• Two Month on Netmio.com promoting the

BAPPG web-site.

San Francisco

HBC & AMOR 98.9fm-fm99.1

Delivered for

BAPPG BAPPG Investment: $10,000

Multi-faced Promotional Program Value $25,000

That’s over a 2:1 r.o.i.

San Francisco

Hispanic Broadcasting Corporation San Francisco

thank you for your

partnership

with

Roberto B. HernandezHispanic Broadcasting Corp./ San FranciscoPh: 415/733-5715Fa: 415/733-5766Robertohernandez@hispanicbroadcasting.com