Start With Trust 2012 MARKETING PROGRAM FOR BBB ACCREDITED BUSINESSES

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1 Start With Trust 2012 MARKETING PROGRAM FOR BBB ACCREDITED BUSINESSES

2 Welcome to a New Chapter in BBB Value Dear BBB Accredited Business, Never in history have there been so many ways to connect your business to your customers. To choose from today s media options and communication technologies requires strategic planning and the development of the right media relationships to reach the right customers in the right way. The Better Business Bureau s Start With Trust Marketing Program for Accredited Businesses provides a simple, strategic plan that will deliver your advertising and media messages with other like-minded Accredited Businesses and your BBB. This approach leverages the strength of your message, creating a broader, higher impact campaign - one centered on trust, honesty, ethics, integrity and superior customer service. To increase the value of your BBB accreditation, we have assembled a talented media team to guide your advertising choices. Our costeffective marketing programs include: BBB s Start With Trust TV and radio campaigns Detroit newspapers advertising Social media navigation BBB s Online Video Sponsorship program Our long-standing relationship with local media providers makes it possible for us to offer these programs exclusively to our Accredited Businesses, at reduced rates, with added benefits. The Start With Trust TV package, for instance, includes production fees that are normally charged over and above airtime. No matter what level of participation you choose, your BBB branded marketing and advertising will have more clout, increased visibility and carry with it a message of excellence in business. Sincerely, Melanie Duquesnel President & CEO 2

3 BBB Marketing Program for Accredited Businesses Overview This Marketing Program, created for BBB Accredited Businesses, is designed to support you as you market your business in a new and dynamic economy. Effective marketing is critical to your growth and expansion; cost-effective marketing is critical to your bottom line. That s why the BBB, in conjunction with our media partners, is introducing these reduced-rate marketing packages, designed to increase your sales and profitability. There is a minimum participation requirement for television, radio and newspaper programs. See individual program descriptions for details. How Does It Work? Your BBB has negotiated special rates and added value for you in these media opportunities. As a participant, you buy the advertising and services you want directly from our media partners. Each opportunity has been formatted to carry the BBB brand message, reinforcing the fact that Accredited Businesses are committed to ethics in the marketplace. The BBB framework helps educated consumers decide who gets their business. Who Can Participate? Any BBB Accredited Business in good standing can participate in this program. What Are The 2012 Media Opportunities? The Start with Trust Television Campaign The Start with Trust Radio Campaign The Detroit News & Detroit Free Press Friday Torch Report Campaign Social Media Presence and Management Services Search Engine Optimization Media Publicity & Press Release Services BBB Online Video Sponsorship How Do We Sign Up? On the following pages, you will find a summary for each media opportunity as well as a sample of the opportunities to help you decide what is best for your business. 3 Start With Trust BBB Marketing Program for Accredited Businesses

4 Key Marketing Program Dates 9/27/ Marketing Program Webinar - 2:00 to 3:00 PM 10/17/ Marketing Program Webinar - 2:00 to 3:00 PM 11/01/ Program Commitment Date 11/12/ TV Commercial Production 11/29/ TV Commercial Production 11/29/ TV Commercial Production 2/01/ TV and Radio Campaign Rollout 2/03/ February Newspaper Ad Copy Deadline 3/02/ March Newspaper Ad Copy Deadline 4/06/ April Newspaper Ad Copy Deadline For further information, please contact: 4

5 The Start with Trust TV Campaign Consumers spend nearly 70% of their media time with TV & Internet. We ve customized a three month, BBB targeted, TV advertisement program in both the Detroit and Flint television markets. Our bulk pricing makes it affordable for you, as a BBB Accredied Business, to have a minimum of 39 TV commercials air on prestigious and highly-watched networks such as HGTV, Fox News, Discovery, History, and CNN. Your Target: HGTV includes a wide variety of programming featuring expert information, practical advice and human drama. So, whether it s decorating, designing, landscaping or buying a house, HGTV tells the stories that start at home. Viewer ages FOX News Channel is a 24-hour general news service covering political, entertainment and business news, devoted to delivering fair and balanced coverage of the day s events. Viewer ages Discovery Channel provides viewers with high quality content that informs and entertains them about their world. For Discovery, it s not enough to explain how, they want their viewers to understand why. Viewer ages 18 and above The History Channel is a leading destination for revealing, award-winning, original non-fiction series and specials connecting history with viewers in an informative, immersive and entertaining way. Viewer ages 18 and above CNN is credible, comprehensive and unbiased coverage of events and news from around the world, around the clock. With global resources and a reputation for exceptional reporting, CNN is known for in-depth news coverage. Viewer ages You will receive a 15 second announcement within a 30 second BBB branded television commercial that will air over a three month campaign. The pricing is inclusive of production costs and air time. Shawne Duperon of ShawneTV is an excellent television producer. She s a total professional and produces wonderful spots that convey the exact message to attract the right customers, clients or volunteers. The spot she produced for the American Cancer Society even won an EMMY award. I highly recommend ShawneTV. You will love the finished product. Kate Dietrich, American Cancer Society 5 Start With Trust BBB Marketing Program for Accredited Businesses

6 The Start with Trust TV Campaign TELEVISION PLACEMENT: DETROIT This package targets DETROIT market, includes southeast Michigan. You will receive a 15 second announcement within a 30 second BBB branded television commercial. This 30 second spot will air 13 times per month, 39 times within three months. Three month commitment: $4,997. There is a minimum requirement of ten BBB Accredited participants, to secure this pricing. February, March & April Targeting Adults Ages 25 and above, DETROIT Network Day Time Duration Week #1 Week #2 Week #3 Week #4 Spots HGTV M-F 5am-9am 30 sec FOX News M-F 5am-9am 30 sec History Channel M-F 5am-12am 30 sec CNN M-F 5am-12am 30 sec One Month Total TELEVISION PLACEMENT: FLINT This package targets FLINT market. You will receive a 15 second announcement within a 30 second BBB branded television commercial. This 30 second spot will air 30 times per month, 90 times within three months. Three month commitment: $4,997 February, March & April Targeting Adults Ages 25 and above, FLINT Network Day Time Duration Week #1 Week #2 Week #3 Week #4 Spots HGTV M-F 4pm-12am 30 sec HGTV S/Sun 11am-7pm 30 sec FOX News M-F 5am-9am 30 sec History Channel M-F 7pm-12am 30 sec History Channel S/Sun 11am-7pm 30 sec Discovery Channel S/Sun 11am-7pm 30 sec CNN M-F 5am-12am 30 sec One Month Total Cost: Specs: 15 second commercial message within a 30 second branded message from the BBB. Three month commitment: $4,997 per market. Copywriting/production fees included. Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% of three month commitment due at contract signing. 6

7 The Start with Trust Radio Campaign Detroit The BBB has created a cost-effective radio advertisement package that extends your outreach to over 500,000 Detroit metro adults, ages 18 and above. This comprehensive radio package includes a three month campaign which airs 30 second BBB branded spots profiling your company on stations such as All News Radio, WWJ-AM 950; Detroit s Greatest Hits, WOMC-FM 104.3; and Detroit s Exclusive Station for Country, WYCD-FM There is a minimum requirement of ten BBB Accredited participants, to secure this pricing. Audience Info: Detroit s EXCLUSIVE All News Radio Station. Live, local and committed. Core Demo: Adults, ages Sex: Male 58% Female 42% Bobby Mitchell with Chuck Gaidica in the Morning has great popularity in the Morning and Detroit s Greatest Hits all day long. Core Demo: Adults, ages Sex: Male 53% Female 47% Detroit s EXCLUSIVE station for Country. Core Demo: Adults, ages Sex: Male 48% Female 52% Run date(s): February, March & April Two weeks per month DETROIT Day Week #1 Week #2 Week #3 Week #4 Spots WWJ Newsradio M-F 5am-8pm M-Sun 5am-5am WOMC Classic Hits M-F 5am-8pm M-Sun 5am-5am WYCD-Country M-F 5am-8pm M-Sun 5am-5am Totals Cost: Specs: DETROIT 30 second commercials: 43 per month total commercials Three month commitment: $3,997 Copywriting/production fees included. Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% of three month commitment due at contract signing. 7 Start With Trust BBB Marketing Program for Accredited Businesses

8 The Start with Trust Radio Campaign Flint The BBB has created a cost-conscious radio advertisement package that extends your outreach to over 400,000 adults in the Flint market, ages 18 and above. This all inclusive radio package includes a three month campaign that airs 30 second BBB branded spots profiling your company on stations such as Flint s Exclusive Country Station B95, WFBE-FM; Super Talk Radio 1570, WWCK-AM; and the Classic Rock Authority, Fox 103.9, WRSR-FM. There is a minimum requirement of ten BBB Accredited participants, to secure this pricing. Audience Info: The FOX (WRSR) is personality driven throughout the day. Non-offensive format, it s Flint s Classic Rock Authority and is community focused. WRSR is #1 men 18-49, #3 women 25-54, and draws affluent listeners 25-54, college educated or greater, household income of $75k+, and plan to buy cars and have investments. The Super Talk 1570 is Flint s exclusive news/talk radio station, line up consisting of both local and national personalities. It is personality driven throughout the day. Programming includes MSU Sports, local programming and expert shows. B95 Flint s Country, is Genesee County s Exclusive Country Station, playing Flint s Hit Country. B95 s core audience is Adults years old (60% Female). It delivers well in both Adults and Adults Run date(s): FLINT Cost: Specs: February, March & April Four weeks per month Day Week #1 Week #2 Week #3 Week #4 Spots WRSR-FM-Classic M-F 6am-7pm MpF 7pm-12am WWCK-Am-News/Sports MpF 6am-7pm M-F 7pm-12am WFBE-Country M-F 6am-10am M-F 10am-7pm Totals FLINT 30 second commercials: 46 per month total commercials Three month commitment: $3,997 Copywriting/production fees included. Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% of three month commitment due at contract signing. 8

9 The Detroit News & Detroit Free Press Friday Torch Report Campaign Over one million consumers read the Detroit News and Detroit Free Press every Friday. The BBB has partnered with the Detroit News & Detroit Free Press and negotiated discounted advertising opportunities. This inclusive package is a full-run advertising feature in the business sections of both The Detroit News & Detroit Free Press, running one Friday per month for three consecutive months. These black and white feature ads will showcase your support of BBB standards and ethics. There is a minimum requirement of eight ads, among BBB Accredited participants, to secure this pricing. Audience Info: Readership: One million every Friday. Readers average 53 years of age, $65K household incomes, 26% are college educated and 86% are homeowners. Run Dates: February, March & April 2012 Second Friday each month for three consecutive months. This program is only available to BBB Accredited Businesses in good standing. You can submit either your current ad or submit graphics, logo and your sales offer to our team and we ll create an ad for you. Deadline for submission is seven days prior to print. Ad Unit Size BBB Rates 1/16th Page 3 column x 2.25 $992 per month, $2,975 for three months Cost: Monthly frequency: Second Fridays of February, March & April 2012 Three month commitment: $2,975 Specs: Copywriting/production fees included. Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% of three month commitment due at contract signing 9 Start With Trust BBB Marketing Program for Accredited Businesses

10 Social Media Presence Setup With more than one-billion people engaged on Social Media sites like Facebook, Twitter and LinkedIn; setting up customer-driven profiles and business pages on these site is critical to your business. Whether you are starting out in social media or already up and running, the BBB has partnered with industry experts who will help you define and refine your social media presence. This service powerfully promotes your business and attracts your target customers. Social Media Presence Creating Facebook Fan page, Twitter profile and LinkedIn company profile. Setup includes: Facebook Page Setup: Twitter Presence Setup: LinkedIn Presence Setup: Facebook Page setup includes: Design and develop customized reveal (Welcome) Tab Reveal tab will have a video and web form Design and develop Services tab to showcase various services Connect Twitter with Facebook Page Custom profile graphic with call to action copy Twitter profile setup includes: Create a customized Twitter Profile. Create engaging bio to entice people to visit client s website Add custom background image to match existing branding LinkedIn presence setup includes: Create company page on LinkedIn with company details and logo Add products/services provided by company Add promotion about products/services Add YouTube videos about product/services Cost: $1197 one-time fee, includes one hour training Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% due with contract signing PR Easy offers great social media service where they create your social media presence and manage it for you! I didn t have to know anything about social media and they took care of everything. For a busy professional it is money well spent. They are very friendly and you can tell they love what they do for a living. I d highly recommend their social media services. Call PR Easy NOW! - John Pullum, Motivational Speaker & Host - More Than Human show on Discovery Channel 10

11 Social Media Management Services When it comes to social media marketing management, the BBB is putting you in the driver s seat of a marketing vehicle that will be seen and heard over all the marketing noise. Our team of social media marketing experts focuses on building your audience, keeping them engaged and bringing them to your website for increased sales conversion, both online and off. Social Media Monthly Service: Social Media Monthly service is a performance based service. We will manage your social media marketing for you. We will perform the following on a monthly basis: 20 interest piquing Facebook fan page posts/month 20 Tweets (Twitter updates)/month Send posts on new services, initiatives etc. Custom create promotional tweets about client s services Encourage Fans to share their experience with client s products/services 100 new Facebook fans/month 100 new Twitter followers/month Promote LinkedIn company profile to get more followers Set up client appreciation events/promotion on Facebook Monitor and comment back to Fans when they post on fan page. Monitor and respond replies and direct messages on Twitter Cost: Three month minimum contract: $1,797 Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% of three month commitment due at contract signing. I was almost going to lose my home to foreclosure and my business was down with no clients. I came across your company and tested your service. I would ve spent thousands of dollars for classified ads, signs and who knows what else and now I m getting more leads for my clock repair than I can handle! Fred Bartholomew, Clock Repair, Royal Oak, Michigan 11 Start With Trust BBB Marketing Program for Accredited Businesses

12 Search Engine Optimization Getting found online by your potential customers is essential for growing your business. The BBB brings you a team of Search Engine Optimization experts to help you get your business found online and dominate your market. This service provides robust, web marketing of your company, to unlimited potential customers for increased sales and profitability. Search Engine Optimization (SEO) Analysis And Keyword Research SEO is achieved in three steps: Initial SEO Analysis of Website and Keyword Research Check website for SEO readiness and identify target keywords that prospects are searching for products and services by client. On- Page Optimization Dress-up client website to attract search engines Off- Page Optimization & Local Search Engine Optimization Dominate top search engine rankings by creating content building links to client s website We analyze your website for optimal keyword research to improve search engine rankings and gauge your marketplace competitiveness. Upon completion, you will receive a page, detailed SEO report with website analysis and keyword research for immediate implementation. SEO Analysis and Keyword Research Cost: SEO Analysis and Keyword Research (a one-time fee): $297 Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% due at contract signing. 12

13 Media Publicity & Press Release Services Scoring free publicity, when done right, can catapult your business both online and off. Partnering with the BBB, ShawneTV has created a media package and training program designed to get the word out about your business, services or non-profit, plus teach you to keep your business in the media spotlight. One story reported by the news can yield publicity that might cost thousands in real advertising dollars. When businesses know how to work with reporters and pitch stories for free coverage, a new level of word of mouth sales and profitability emerges for your business. You will receive a customized written press release that includes BBB logo and verbiage to instill trust and integrity in your brand. Upon your approval, the release will be distributed throughout the state with our PR Newswire service. You ll also receive a ½ hour consultation for media followup suggestions, along with two audio programs on press release creation and distribution. This publicity package also includes participation in a media training of your choice: our live Media Mastery Bootcamp or ShawneTV s online Media & Marketing Training course. Standard pricing for this package exceeds $3500. Cost: $1497 Specs: Press release approved by you, ShawneTV and BBB. Copywriting/production fees ` included. Billing Info: Payments by major credit card or check are accepted. Make checks payable to: ShawneTV 100% due at contract signing 13 Start With Trust BBB Marketing Program for Accredited Businesses

14 BBB Online Video Sponsorship Increase your BBB Accredited Business s online exposure, to the highly qualified consumers visiting at a special low cost. The BBB Online Video Sponsorship program provides premium placement of your business logo, banner and video commercial on our website with a minimum of 10,000 impressions annually. Your ad will be featured on our Home Page and News Center Page. In addition, you will receive targeted ad placement on the Business Search Page where your ads will be delivered based on the type of business criteria used in consumer searches. Includes: Cost: Exclusive placement on Your Banner Ad featured alongside video content proves to be 10 times more effective than static banner ads. Graphical Logo premium placement on Business Search Pages, Home Page, & News center of your BBB s local website. Video Commercial (optional) Your own commercial is played before BBB educational video content. Also includes targeted banner placement and monthly reports. Every month you will receive a report on our sponsorship, specific to your banner, logo, and video views. CREATIVE SERVICES (all sponsorship material subject to BBB approval) Creation or editing of a 15 second (or less) video commercial - $200 Creation of a custom banner ad - $50 Can submit own banner and/or video ad - FREE (video must be 15 seconds or less) PAYMENT INFORMATION & OPTIONS 12 Month Online Video Sponsorship: $900 annual Month-to-Month Online Video Sponsorship: $100 per month (automatic charge card billing - cancelled upon written request) Christina Moeller (248) , cmoeller@easternmichiganbbb.org Billing Info: Payments by major credit card or check are accepted. Make checks payable to: Better Business Bureau Terms: Option I: 12 months in advance, due at contract signing: $900 Option II: Monthly, first payment due at contract signing: $100 per month. Diamond Vault of Troy has found the upgrade to the 15 second video and having our business logo throughout the BBB site has been beneficial for initial traffic to our website and increased our phone volume. It also has allowed us to reach a new customer base in our local market. I recommend this marketing program to all Accredited Businesses. Timothy Mayer, President of Diamond Vault of Troy 14

15 ShawneTV Media & Marketing Team Our team has more than 25 years of marketing and media experience, working with clients across the globe. Meet the team: Shawne Duperon Six-time EMMY Award winner Shawne Duperon has been in the television business for nearly 20 years. She has taught thousands across the globe how to powerfully communicate in business. She works with corporations, universities, government agencies and business owners - and will teach you how to strategically create epidemics in traditional and social media that can exponentially grow your business or career. Shawne has interviewed presidents and politicians, sports stars and celebrities. She s currently a PhD candidate, creating leading-edge research on the relationship between mass media and gossip - the best word of mouth marketing. One of her personal passions is the work she does with multicultural groups to help delete media stereotypes. Janak Mehta Known as the Web Traffic Guy, Janak is a passionate internet marketer who thrives on serving, consulting and training business owners and organizations on how to get more traffic to their website. Using various Internet Marketing strategies such as driving customers to articles, PR, video marketing, SEO, SEM and social media marketing, Janak s services will increase your online presence, which brings qualified prospects to your website and expands your social media presence. Dawnaree Demrose Dawnaree Demrose is a high energy sales and marketing professional who generates exciting advertising campaigns that have a proven return on investment (ROI) for small to medium sized businesses. Her entrepreneurial focus has provided key opportunities to network and consistently develop strong business relationships within diverse business sectors such as nonprofit, retail, and B2B industries. She consistently develops long-term business relationships by listening to her clients and creating successful niche-marketing campaigns. She, along with her award-winning team, deliver fresh ideas to their clients by offering innovative marketing techniques to deliver outstanding results. 15 Start With Trust BBB Marketing Program for Accredited Businesses

16 Social Networking Your BBB is social networking... are you? NEED TO UPDATE YOUR BUSINESS INFORMATION, DOWNLOAD BBB SEALS AND LOGOS, FIND OUT ABOUT THE LATEST BBB EVENTS, OR TAKE ADVANTAGE OF EXCLUSIVE SAVINGS OFFERS? Access your Accredited Business Only portal at:

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