,,,,,,,,,,,,,,,,,,,,,,,, ,, ,,WDASAM/FM

,, ,, THE PHILADELPHIA ZOO ,, KIMBERLY CLARK ,, ,, ,, ...a great partnership in 1998 ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,, ,,PRESENTED BY.

,, ,,KIM DZIABIS

,,GENERAL SALES MANAGER

,,WDASAM/fM

,, ,, lISA BOWER BOSTON ,, ACCOUNT EXECUTIVE ,, WDASAM/fM ,, JUNE 1998 ,,,,,,,,,,,,,,,,,,,,,,,,Submitted by Carol Green Williams

KlmbeTly ClaTk1s DTlmaTY sales oblectlvesl

~ Increase sales ofHuggies products within Philadelphia County~ Increase Huggies' market share within Philadelphia County

As the saying goes "you've come to the right place". Ofthe approximately 248,000African American women 18+ who reside in Philadelphia County, WDAS AMlFMreaches almost 70%. (Arbitron Fall, 1997)

The stations are the ideal commercial and promotional vehicles on which to carry theHuggies message into the African American community. Participation by thePhiladelphia Zoo is a partnership that will provide:

A promotional venue that appeals to mothers with young children(primary Huggies consumer)

~ Continued support of Philadelphia's urban communities~ Increased promotional exposure for Huggies products

Conceptual Tlmlnq

African American Cultural Fest, August 1998

OverVlew

The Philadelphia Zoo's highly successful and very popular event, the African AmericanCultural Fest, is scheduled for August 1 and August 2. This two day event is expected todraw approximately 15,000-20,000 people.

The unique celebration ofAfrican American culture includes participatory Africandancing, live music, face painting, storytelling, mask making, craft making along withother family-oriented activities.

Beginning in mid-July, WDAS AM/FM listeners will be encouraged to purchase Huggiesproducts. Consumers will be rewarded for their purchase by receiving discountedadmission to the African American Culture Fest. Each proof-of-purchase will earn theconsumer a $2 discount on up to four tickets.

Tlcket CJlveaways

20 family four packs oftickets will be given away to WDAS AM/FM listeners prior tothe African American Culture Fest. Huggies will sponsor these on air-giveaways.Additionally, 30 tickets will be available for usage by Kimberly Clark personnel and/ortrade partners.

Stahon SUppOTt

WDAS-FM will be on location at the zoo on Saturday, August 1 from lOam-3pm. PattyJackson will broadcast live from the zoo, and Huggies will be the premier sponsor of thisremote. Three times per hour Patty will highlight Huggies' sponsorship. Additionally,WDAS-FM will air 30-30 second promos that will promote the August 1 remote as wellas the Huggies redemption program.

Promotional Exposure

There are numerous opportunities for Huggies to receive promotional exposure duringAfrican American Culture Fest. They are as follows:

~ Three weeks prior to the event, zoo signage will include information about theAfrican American Culture Fest redemption program.A Huggies logo will be included (along with a WDAS logo) in the zoo'snewspaper advertising used to promote African American Culture Fest.Huggies banners will be displayed at the WDAS-FM remote site on Saturday. OnSunday, the banner will remain on display at the zoo.Huggies will be given space near the Children's Petting Zoo on Saturday andSunday. Banners will be displayed and Kimberly Clark representatives willdistribute Huggies coupons and or product samples. This is a great location todistribute Huggies calenders since the Petting Zoo appeals to families with youngchildren.

RadIO Support

~ Two week flight on WDAS AMlFM, July 6-1918 :60 combo commercials per week (to include redemption program)

20 :20 combo promotional mentions featuring on-air ticket giveaways

30 :30 FM promotional mentions running July 20-31 that will feature theredemption program and the August 1 remote

15 :20 live promotional mentions during the WDAS-FM five hour remote onAugust 1

Elements

• Sponsorship of the August 1 live remote• Sampling location at the Children's Petting Zoo• Redemption program• 20 four packs ofzoo tickets for on-air giveaway• 30 zoo tickets for Kimberly Clark• 30 :60 combo commercials• 20 :20 combo promos• 30 :30 FM promos• 15 :20 FM promos during remote• Writing and production ofcommercial and promotional copy• Coordination ofpromotional partners• Redemption fulfilment (zoo will coordinate)• Complete program wrap up report

Total Value. $30.880Total Investmenb $11.500

* Pending approval of all promotional partners

SUMMARY

A promotional partnership between WDAS and the Philadelphia Zoo providesKimberly Clark with an opportunity to increase Huggies sales and to showcaseKimberly Clark's commitment to the African American community.

These promotional concepts were developed with Kimberly Clark's primary objectivein mind, to sell more Huggies products to African American consumers. Participationby the Philadelphia Zoo is crucial to the success of these programs. The zoo'scommitment to participate in the Project Safe Baby Month program is predicated onKimberly Clark's involvement with WDAS and the African American Cultural Fest.

We consider the relationship between WDAS and Kimberly Clark to be veryimportant one. The station is committed to providing results for Kimberly Clark.

Thank you for your time and consideration.