2014 Proposal Company Name

June 2015Legal Services Category Research & Proposal Template1Growing The Radio Pie 1 Category At A Time3rd Quarter: Legal Category

The legal category has seen huge success in dollars spent on radio, and is untapped for Alpha.

Legal deck and Research Materials preparedDOS to assign to select AEsTrack progress and provide feedback

2The number of attorneys in the United States continues to grow, year after year.Demand for lawyers exists regardless of the economic climate, and the industry weathered the recession well. Total ad spending in all media by the legal services industry amounted to $939.5 million in 2013 (Source: Kantar Media, 2014 )The legal field is more competitive than ever and small firms can compete with larger firms by maximizing their marketing dollars.

Legal Category Overview & TrendsAccording to the American Bar Association, there were a total of 1,268,011 licensed attorneys in the U.S. in 2013, up from 1,162,124 in 2008 and 1,058,662 in 2003. (Source: American Bar Association, 2014 )According to American Bar Association statistics, states with the greatest number of resident and active attorneys in 2013: 1. New York, 166,317; 2. California, 163,163; 3. Texas, 82,607; 4. Florida, 68,464; 5. Illinois, 62,496; 6. District of Columbia, 51,928; 7. Pennsylvania, 49,697; 8. Massachusetts, 43,008; 9. New Jersey, 40,993; 10. Ohio, 38,541; 11. Michigan, 33,995; 12. Georgia, 28,974; 13. Virginia, 24,468; 14. Missouri, 24,423; 15. Minnesota, 24,091. (Source: American Bar Association, 2014 )Demand for personal injury lawyers exists regardless of the economic climate, and the industry weathered the recession well. As the median age of the U.S. population rises, medical malpractice suits will likely become more common, raising demand for the industry. (Source: IBISWorld, 2014 )Total ad spending in all media by the legal services industry amounted to $939.5 million in 2013 (Source: Kantar Media, 2014 )The legal field is more competitive than ever and small firms can compete with larger firms by maximizing their marketing dollars.

3Legal Categories Include:Personal InjuryCriminal DefenseBankruptcyCorporateTaxDUI DWIDivorce & Family LawEmployee Rights/Workers CompImmigration LawReal Estate, Wills and EstatesBusiness Consulting

You could offer exclusivity to the specific legal field (Divorce expert, immigration expert); key legal areas will differ by market. Divorce attorneys will sometimes target sports stations, millennials for DUIs, Hispanic stations for Immigration, etc. Figure out what makes sense in your market.4Thought StartersApp sponsorship/texting programsBlock programmingPodcastingEventsCreative using a female voiceLocal Market LeadsMedia MonitorsGoogle: Lawyer (+ Specialty + Region)YelpSalesGenie.comBook of ListsYp.com

Case Studies & VBRCase Study (Professional Services) http://www.alphasalesadvantage.com/case-study/

VBRWe recently worked with lawyer wanting to become one of the top Spanish Speaking immigration attorney offices in region, and build awareness and reputation. As a result of the campaign, the client had to increase their staff, hire additional attorney's, and buy a new call center building to handle to call volume and new business. I would like to set a time to walk you through the case study and discuss ways we might be able to increase your call volume.

Why RadioEvery week, radio reaches 94% of households that used the services of a personal injury attorney in the past year, 95% of households that used a bankruptcy attorney, and 91% who utilized any other type of attorney/legal service in the previous year. (Source: Scarborough USA, 2013)

American Bar Association: www.americanbar.orgNational Association for Law Placement: www.nalp.orgAltman Weil: www.altmanweil.comAmerican Lawyer: www.americanlawyer.comFindLaw.com: www.findlaw.comAttorneyFee.com: www.attorneyfee.comAmerican Academy of Matrimonial Lawyers: www.aaml.orgAboutBail.com: www.aboutbail.comCategory ResourcesJuly 2015Alpha Law Experts Have You CoveredPresented To:9Campaign Target & ObjectiveTarget: People needing legal services People who may need legal services in the future

Objective:Drive phone callsDrive traffic to websitePromote services/Build awareness & trust/Stay top-of-mindCampaign Strategy: Alpha Law Experts Have You CoveredCategory exclusivity (Personal Injury, Criminal Defense, Bankruptcy, Corporate, Tax, DUI DWI, Divorce & Family Law, Employee Rights/Workers Comp, Immigration Law, Real Estate, Wills and EstatesBusiness Consulting)

Consistent, high frequency campaigns

Optimize weekends and early week for cost efficient rates

High impact audio messaging to drive branding and call to actionCampaign Elements:30, :15, :05 audio

Law Expert Microsite

Banner ads (using simpli.fi retargeting)

Demo of Microsite and Banner AdsCustomize digital elements in the market. May want to do clip mock-ups, etc.13Campaign Ad Schedule

Sample14Campaign Summary:Time Frame: July December 2015Category Exclusivity and First Right of Renewal (renewal to be exercised by November 30th 2015)Xx :30 commercialsXx :15 commercialsXx :05 commercialsXx banner ad impressionsInclusion on Alpha Law Expert microsite

_____________________________Exclusive Category____________________________Client Signature

Thank you!Presented byAlpha Media

Radio vs. TV AdvertisingTV Advertising DisadvantagesIs expensive to produce and to buyPrime placement may not be available due to limited avails within the most popular programsIs typically cluttered, so spots may be placed deep within a string of commercials. Viewers may head to the fridge during long commercial breaks, or switch channels. Messaging may get lost in the shuffle, long-term recall may be lost.May be fast-forwarded if program is recorded for later viewingIncreased use of social media in conjunction with TV-viewing may diminish or eliminate any attention to advertising messages aired

TV Plus RadioReach: Radios reach is similar to TV/Video, delivering approximately 243.8 million listeners or 92% of U.S. persons 12+ each week (Nielsen Audio, RADAR 122, September 2014) -- including many who dont regularly tune in to television or cable programming.

Local: Most AM/FM radio programming is local. This establishes a personal connection with the consumer that cannot be matched by network TV or cable programming.

Emotional Connections: Radio establishes an emotional connection with listeners, lending credibility to ad messages aired. This is especially true when on-air personalities deliver the message or endorse products or services.

Commercial Acceptance: Radio listeners are receptive to commercial messages they hear on their favorite stations.

Environment: Radio is relatively uncluttered compared to television, especially versus local TV stations and cable.

Cost: Good radio advertising is inexpensive to produce in relation to TV/cable production costs. Creative for the same product can be tailored to appeal to a distinct consumer audience within a unique format such as Country, Talk, Urban, etc.

Speed: The time to create a radio spot, produce it and get it on the air is shorter than the time to get a good TV/cable spot ready for airing. Radio can be the advance team for messaging that needs to get out quickly, or for timed sales or events.

Imagery Transfer: Radio can boost a TV/cable advertisers message through imagery transfer or theater of the mind.

Mobility: TV has become more mobile in recent years due to the capability to access on computers, tablets, and mobile phones but the fact remains that the majority of TV viewing in 2014 still takes place at home. TV advertisers can employ radios high in-car and at-work tune-in to extend their messaging to listeners who are out of home and closer to the point of purchase.

Recall: A Radio Ad Lab study on radio/TV synergy confirmed that adding radio to a TV ad schedule can boost brand recall. Swapping out one of two television ads for two radio ads increased unaided brand recall by 34%. Radio vs. Yellow PagesYellow Pages DisadvantagesClutter: Whether using print or digital advertising, even a costly display ad can get lost among all the others for the same product or service. And the cluttered environment provides potential customers with many opportunities for comparison shopping.

Dated: Printed Yellow Pages are set for the year once they are printed.

Limited Exposure: Consumers only see most print and online search ads when they are actively looking for a business referral, so theres no build-up of frequency of your name and information.

Lack of Mobility: Print Yellow Pages are typically viewed in the home or at the workplace, not out of home; payphones are nearly non-existent today.

Yellow Pages Plus RadioAwareness: Many consumers already have a business name in mind when they turn to the PYP. Maintaining a radio ad schedule will make sure people have been exposed to messaging about your business and insure top of mind awareness among future prospects in the market. When consumers are ready to buy, but if theyve been exposed continually to radio ads, your business will be on their mind when they turn to local search.

Exposure: Ads in the PYP are not seen until a consumer is consciously looking for information. Ads on radio are intrusive and reach consumers every day, conveying your businesss unique selling proposition and providing a known name when search begins.

Flexibility: Once the paper Yellow Pages are printed, a businesss message is set for the year. Ads on radio can be changed periodically to focus consumers on different aspects of the business, including sales and location, that theyll recall when referencing the PYP when a need arises.

Mobility: Radio listeners frequently hear advertising in cars and they also make decisions on where to shop, eat, etc. while driving. The ability to now to search for a business online lends immediacy for follow-up to message heard on the radio.Targeted DisplayPut your ad in front of a customized audience using the following retargeted strategies:

Ad formats available include standard display, Facebook, mobile and video.WILK-30RAD-3-11-3 Guarantee 1The Paul Wilkinson Law FirmBanowetz, track 12011Other30014.912Other62222.426Other62013.457WILK-30RAD-3-11-1 Specialst 1The Paul Wilkinson Law FirmBanowetz, track 12011Other30014.912WILK-30RAD-3-11-2 Insurance Companies 1The Paul Wilkinson Law FirmBanowetz, track 12011Other29779.805