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LSM Marketing
Larken Egleston, Savannah Hahn, Maggie Vuncannon
Media Sales
221 Hawthorne Lane
Charlotte, NC 28110

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Childcare Network Great Charlotte Metro Locations
Charlotte, NC
April 28, 2015

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Dear Childcare Network,
Congratulations on your recent expansion to seventeen locations within the greater
Charlotte metro region. We have created the following proposal which we feel will best
fit your marketing needs and help you continue to grow your business. Through
allocating your budget to a variety of outlets including radio, television, newspaper, local
magazines, and out-of-home signage, we can reach an array of people within your target
market 25-50 year old middle and upper-middle class working parents. Additionally, to

strengthen the brand awareness of your company, we will plan an event that will
showcase your daycares ability to combine education with a fun atmosphere.
Radio
We believe the use of radio is a valuable resource because airings of your spots can be
scheduled around heavy traffic times. We want to run your radio spots during commuting
times to ensure that working parents will hear them as they drive into the office and/or
home after work. We have a partnership with the Beasley Broadcast group who
represents the biggest radio stations in Charlotte and the surrounding areas. The local
sales manager, Brian Grady provided the most up to date rates for us to supply you with.
The two stations that you would receive the most benefit from would be K104.7 and Kiss
95.1. Both stations boast extremely high ratings, and K104.7 especially will targets the
age group that would be most in need of your services.

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WKQC-FM
Run ads within the 6am-8am time slot - Monday through Friday
Repeat ad during the 5pm-7pm time slot - Monday through Friday
Ads running every 30 minutes within the allotted times ads would run 4 times during
morning commute and 4 times during afternoon commute.

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Total Cost= 4 x per day @ $178 a slot X 5 days a week ($3560)
4 x per night @ $171 a slot x 5 days a week ($3420)
= $6,980

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WNKS-FM
Run ads within the 6am-8am time slot - Monday through Friday
Repeat ad during the 5pm-7pm time slot - Monday through Friday
With ads running every 30 minutes within the allotted times ads would run 4 times
during morning commute and 4 times during afternoon commute.

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Total Cost= 4 x per day @ $89 a slot x 5 days a week ($1780)
4 x per night @ $99 a slot x 5 nights a week ($1980)
=$3,760
Total budget dedicated to radio ads = $10,740

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Television
Television allows the opportunity to hit a wide variety of potential clients, so we plan on
utilizing this form of media to showcase the detail-oriented approach that Childcare
Network of the Greater Charlotte Metro area takes in providing the highest quality of care
for the children in their facility. Focusing on the time frame of the airing of the local news
both in the AM and PM, our hope is to target local, working parents who would be
interested in placing their children in the care of Childcare Network during workday
hours. WCNC Nightly News and The Today Show are two separate television shows that
will help to reach a vast amount of people in a short amount of time to advertise the
Childcare Network.

WCNC Nightly News

30-second ad to be shown once on Monday and Wednesday during the WCNC

Nightly News at the time of 6:30pm 6:59pm each week throughout the course of
the month.

Two weeks prior to Childcare Networks special event, there will be a 30 second
ad airing the two Fridays before the event during the WCNC Nightly News at the
time of 6:30pm 6:59pm.
Total Cost=

2 x per week @ $1000 a slot x 4 weeks = $8,000

1 x per week @ $1000 a slot x 2 weeks = $2,000
= $10,000

The Today Show

30-second ads to be shown once on Monday, Wednesday, and Friday during The
Today Show between the times of 7am to 9am throughout the course of the
month.

Three weeks prior to the special event Childcare Network will be hosting, 30second ads will air on Tuesday, Thursday, and Saturday during The Today Show
between the times of 7am to 9am.
Total Cost=

3 x per week @ $300 a slot x 4 weeks = $1,200

3 x per week @$300 a slot x 3 weeks = $900
=$2,100

Total cost of Television Advertising = $12,100

Newspaper
Ads placed within the Charlotte Observer are necessary as they reach over 1.1 million
readers each month in print and online. Additionally, they are the leading print and digital
medium in the market. The newspaper ad will be placed within the Community News
section and primarily be used as publicity for the event which will occur on May 23rd.

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Charlotte Observer
Run 1/2 vertical page size (filling 6 columns) ad only to be featured within Sunday
morning paper. During the week of the event we will place ad in Saturday morning paper
instead of Sunday to remind readers on the day of event.
Sunday May 3rd: $1319
Sunday May 10th: $1319
Saturday May 23rd: $1319
Total Cost of Newspaper Advertising = $3957

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Local Magazine
By utilizing local magazines to advertise The Childcare Network, we are targeting
women and families within the Charlotte region. We plan to place the advertisement in
two different magazines to reach a wide variety of potential customers in the target area.
Lake Norman Magazine allows us to reach readers who are near your Cornelius location
as well as commuters who live at the lake, but work in the city. South Park Magazine,
which has a readership of 105,987 and a monthly circulation of 40,000, will target a wide

variety of potential clients located within the Charlotte area, specifically in a part of town
near your largest concentration of locations.
Lake Norman Magazine

1 full page advertisement will be run within the May 2015 issue of Lake Norman
Magazine which will be published on April 25, 2015
Total Cost= $1,459

South Park Magazine

1 full page advertisement will be run within the May 2015 issue of South Park
Magazine which will be published on April 14, 2015
Total Cost= $2,259

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Total Cost of Magazine Advertisements = $3,718

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Out of Home Signage
Out of home signage will allow us to target daily commuters in and around Charlotte,
specially working parents who could be potential clients for The Childcare Network. We
will be utilizing a billboard located at 4700 South Blvd near Woodlawn Road, which
reaches a weekly total of 114,866 people in the Meck-South area of Charlotte and a
backlight billboard located on 1525 E Fourth St. near Baldwin Ave which is visible to the
Meck-East area of Charlotte and reaches a weekly total of 68,965 people.
4700 South Blvd Billboard

1-month advertisement of the Childcare Network for a total of 4 weeks.

Total Cost= $ 2,500.00

1525 E Fourth St. Billboard

1-month advertisement of the Childcare Network for a total of 4 weeks.

Total Cost= $3,500.00

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Total Cost for Out of Home Signage = $6,000

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Special Event
Our marketing team will plan and facilitate one event for you during this one month
agreement. The ideal date to correlate with the aforementioned advertising plan would be
Saturday, May 23rd, 2015 (date can be changed upon your request.) The event will be
held at Morning Glory Farm in Monroe near several of your 17 locations. During the
event we would recommend a meet and greet with the staff and faculty of your
facilities. Additionally, we will set up a table to provide images and videos, as well as real
examples of in-class activities that promote education. In order for the children to be
entertained and develop positive association with your facilities, we will have different
games and activities for entertainment, as well as refreshments. The perk of using
Morning Glory Farm is that they will allow for a petting zoo to be set up with the use
of their goats, cows, and donkey. Outside food/activity vendors will donate their services
in exchange for mentions in radio/newspaper advertisements and a tented area at the
event where they can provide guests with information on their business. Outside vendors
will include catering from Queen City Catering, DJ provided by Split Second Sound, and

Bounce House and Carnival Games provided by Jumpin Jacks Party Rentals & Fun
Events.

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Cost: Vendors aside from venue are donating their services in exchange for
advertising.
Venue: Morning Glory Farm | A Gathering Place for 12 hours rental period$5400

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Total Cost of Event= $5,400

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Total cost of LSM Marketing proposal for May 2015 = $41,915

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We hope you find our proposal meets your needs and we look forward to hearing back
from you with any questions or concerns. LSM Marketing has emerged as the number
one marketing company in North Carolina and we have the ability to take any company
we represent to the next level. We have strong relationships with leaders in all advertising
mediums so we can guarantee you the best rates possible in the most viewed, listened and
watched times and areas. We appreciate your interest in working with us and cannot wait
to start our partnership so we can help The Childcare Network reach the next level of
success.