RAB's Nontraditional Revenue Proposal Collection: Volume #7 Proposal #21: Easter Bake-Off Contributor: KWJJ
EASTER BAKE-OFF 2002 Presented by: Briawna Piltz, Fisher Business Solutions 503.972.3057 2000 SW First Ave, Suite 300 Portland, OR 97201 GENERAL MILLS EASTER BAKEOFF 2002 1 of 4
THEME Easter Bake-off with General Mills and your local Safeway Food and Drug. CONCEPT The Easter Bake-off entry forms may be picked up at the General Mills display at Portland Area Safeway Food and Drug locations. Entries will be mailed along with recipe to Fisher Radio Portland. One hundred entries will be randomly drawn to win a Betty Crocker cookbook. Additionally, five recipes will be chosen by Chef Palmer as finalists to compete in a bake-off competition to be held on KWJJ. The five finalists will bring their prepared recipe to KWJJ to have their recipes judged on-air by Chef Palmer (for technical aspects) and KWJJ on-air personality (novice taste bud input ). All five finalists will receive a free weekend cooking class at the Western Culinary Institute and a Betty Crocker cookbook. The grand prize winner of the bake-off will win a $5,000 kitchen makeover and their recipe will be featured in a cooking segment with Chef Palmer on AM NW, during which they will be introduced as the General Mills Easter Bake-off Winner as a guest in the audience. Fisher Radio will serve as clearinghouse for this program and will handle entry submission and prize disbursement. All entries will be mailed to General Mills Easter Bake-off, 2000 SW First Ave, Suite 300, Portland, OR 97201. PRIZES Grand Prize: $5,000 cash Finalists: Five finalists will receive a free weekend cooking class at the Western Culinary Institute and a Betty Crocker cookbook Winners: One hundred entries will be randomly drawn to receive a free Betty Crocker cookbook. TIMING March 13 th -April 3 rd, 2002 MEDIA The entire campaign will be three weeks long. Radio will air the first and second week and television will run all three weeks. Radio Schedule: A two-week radio flight will run on KWJJ-FM the first and second weeks of the three-week campaign. Radio commercials will be voiced by Chef Palmer and will communicate the promotion including the partnership with KATU s AM Northwest. On-air Bake-off: The five finalists will bring their prepared recipe for a live on-air bakeoff to be judged by Chef Palmer Television Schedule: A three-week television flight will run on KATU Channel 2. Television commercials will feature Chef Palmer and KWJJ on-air personality. Cooking Segment: Chef Palmer will appear live on AM NW to prepare the winning recipe. The winner will be introduced as a guest in the audience. The segment will be approximately five minutes in length. GENERAL MILLS EASTER BAKEOFF 2002 2 of 4
Value Page Media Value: $19,250 Radio: KWJJ-FM Day Time Program Title # of Spots M-F 5am-9am Mike & Amy in the Morning 10x M-F 9am-2pm Su-Anna Behr 14x M-F 2pm-6pm Ron Leonard 16x M-Su 5am-12mid Various Programming 7x Television: KATU-Channel 2 Total Number of :60-second Commercials: 47 Reach: 12.7% Frequency: 5.0 (Source: Arbitron SU 01, W25-54) Day Time Program Title # of Spots M-F 5:30A-6:01A CH 2 NEWS 7x M-F 6A-7A CH 2 NEWS 3x M-F 7A-9A GOOD MORNING AMERICA 3x M-F 9A-10A AM NORTHWEST 3x M-F 11A-11:30A CH 2 MIDDAY NEWS 3x M-F 11:30A-12: 30P THE OTHER HALF 6x M-F 3P-4P ALL MY CHILDREN 3x M-F 4P-5P ROSIE O DONNELL 6x M-F 7P-7:30P JEAPORDY 2x SA 7A-9A CH 2 SATURDAY AM NEWS 3x SA 7P-8P JEAPORDY/WHEEL 1x SU 7A-9A CH 2 SUNDAY AM NEWS 3x SU 5P-6P CH 2 SUNDAY NEWS 3x SU 6:30P-7P CH 2 SUNDAY NEWS 2x Total Number of :30-second Commercials: 48 Reach: 41.8% Frequency: 2.7 (Source: Nielsen Feb 01, F25-54) GENERAL MILLS EASTER BAKEOFF 2002 3 of 4
Value Page cont. Prizes: Value: $5,240 Grand Prize: (1) Energy efficient appliance suite (winner given cash equivalent of $5000)* Finalist Prizes: (5) Weekend cooking classes at the Western Culinary Institute and (5) Betty Crocker cookbooks. * Random Winners: (100) Betty Crocker cookbooks. * *Cookbooks and $5000 cash prize to be provided by General Mills. Point-of-sale (two print runs) Value: $976.49 (2) 11 x17 full-color poster per store (224 total) (2) One hundred count entry tear-pads per store (224 total) Contesting Fisher Communications will serve as the clearinghouse entry submission and prize disbursement in association with this promotion. Total Promotional Value Priceless Investment: $20,467 (4/1/02 Print Revision I) Accepted by KWJJ Accepted by KATU Accepted by General Mills GENERAL MILLS EASTER BAKEOFF 2002 4 of 4