Client: 20th Century Fox: 27 Dresses
AE: Lisa Yozenas
From January 2008 - "27 Dresses" was a great fit for fresh 102.7 as we target the same female audience. I got them on board digitally by stressing the strength of the station and our website, in particular the growth of our database over the last year and the success of our on-line 2008 Lexus Hybrid giveaway (we had over 6,000 entrants in less than 30 days). I explained to them that our listeners are interactive and can become captivated when the offer is right or enticing to their lives. With this movie, the synergies were countless.
I modeled my pitch after our Lexus car giveaway promotion. We put together a fun girls’ weekend getaway promotion that our listeners would love a chance to win -- a trip for the 'girls' to South Beach, FL and a shopping spree! To off-set costs, we traded for mention the trip and shopping spree. Our goal was to drive traffic to our site using on-air paid promos and feature the contest on our homepage to ensure maximum click-thru's and exposure to their brand.
The digital components of the program were as follows:
- Feature 'above-the-fold' positioning on fresh 102.7 homepage
- Exclusive contest giveaway page
- Email blast
- Podcast w/cast member
- Streaming spots
This campaign proved to be a success as the client gave positive feedback.
Client: Lowe’s Home Improvement
AE: David Bailin
To support Lowe’s Home Improvement’s Spring Campaign, I wanted to promote some of the ways that Lowe’s could help with Improvement projects and tips to give the home a new look. I came up with an idea to highlight Lowe’s website where our listeners could log on and search their library of Home Improvement projects.
Lowe’s Home Improvement was highlighted on the stations website via a feature page that we created exclusively for them as the “FRESH NEW LOOK”. Lowe’s received a page which highlighted specific Home Improvement projects for the spring as well as a link to their website’s “How to Library” which listed step by step instructions on all projects. Additionally, the “Fresh New Look” was promoted on-air to send listeners to our site to check out their feature page.
The digital components of the program were as follows:
- Exclusive Feature page with channel listing
- Tile ad on homepage and throughout the site
- Email blast
The client loved the feature page and was incorporated into the annual negotiations for the rest of the years campaigns.
Client: Serino Coyne
AE: Marjorie Abagnalo
Serino Coyne has enjoyed great success with our Broadway Bound listeners. Serino knows we sell tickets and put "Fannies in the Seats" of their productions, which include Broadway and Off-Broadway shows, the Metropolitan Opera, the Big Apple Circus, and a selection of shows at Lincoln Center. They realize the value of fresh1027.com for the enhancement of their total marketing efforts.
To highlight their needs, fresh1027.com created the “Fresh Faces on Broadway” skyscraper ad. To start off, Spring Awakening was placed in the skyscraper position for approximately one year. We have recently replaced that with Grease and two versions of The Little Mermaid. The Little Mermaid is a particularly exciting success story. Serino went all out for the previews, opening night and future ticket sales. They sent our morning drive personality, Dave Packer, to the show with his entire family. Then he recorded an endorsement spot which was regarded by Serino as the best in the market. To this total campaign fresh1027.com was added.
The digital components of the program were as follows:
- Fresh Faces on Broadway Skyscraper ad
They are currently running two different versions of The Little Mermaid in the skyscraper position and love it!!
Client: Island Records
AE: Jackie Levy
Island Records was releasing the latest Bon Jovi album “Lost Highway”. Targeting females 25-54, Fresh 102.7 was a perfect fit as we target the same female audience. They were very excited by the campaign, as we suggested that it includ both on- and digital components. I had sat down with product manger and together we decided that it would be quite beneficial to the campaign if we created a Bon Jovi web page that was exclusive to the band.
The digital components of the programs were as follows:
- 2 weeks leading up to the highly anticipated Bon Jovi album release Bon Jovi took over an entire page of Fresh1027.com
- Banner on Fresh home page with direct link to Island Records website
- 12x streaming :60 commercials on Fresh 1027.com per week Mon-Fri 6a-8p
- Feature Web page featured:
- Bio information regarding Bon Jovi’s past and present
- Pictures of the band
- Click and listen link to preview the new songs
- Plus.. a direct link to purchase the new album
It was a successful campaign. We had great response from our listeners and as a result the client cam back and asked us to do the same campaign for Melissa Etheridge.
