Last spring, KMTT listeners heard Marty Riemer talking about his RSI score. Mr. Riemer, a popular morning host on Seattle’s adult alternative FM radio station, was talking about the Retire Secure Index, a free online assessment from Wells Fargo Bank where consumers calculate how financially well-prepared they are for retirement. Mr. Riemer talked live on air, in two-minute segments, about going to theWells FargoWeb site and calculating his RSI score. “I’m embarrassed to admit this is the first time I’ve thought about my retirement,” he said. He talked about it on the KMTT Web site, where listeners could watch video of himdiscussing the survey. He also talked about his Wells Fargo RSI score in taped 60- and 90-second spots. At the end of the program, Wells Fargo’s Seattle financial adviser reported his business was up significantly. SIX-WEEK CAMPAIGN The KMTT program was part of a six-week integratedmedia campaign engineered forWells Fargo by EntercomCommunications Corp., one of the country’s largest radio companies. Entercom developed similar programming for Wells Fargo in multiplemarkets. “We started by asking how we could take something like financial planning and make it accessible as well as entertaining and relatable to a localmarket,”saysKathrynKercher, Entercom’s VP-marketing. Entercom’s solution was to let consumers listen in—and watch on video—as its radio personalities talked about takingWells Fargo’s RSI quiz, evaluated their results, talked with Wells Fargo’s financial advisers and devised a personal plan for the future. At each station running the campaign, Entercom found on-air personalities who mirrored the Wells Fargo target audience: adults who were going through major life changes, such as gettingmarried and having kids. In Seattle, of the consumers who went to the KMTT Web site and watched the video of Mr.Riemer talking about his retirement planning, up to 31 percent clicked through to the Wells Fargo RSIWeb site. Entercomleveraged two of radio’s unique qualities as a marketing medium: the intense but very local relationship between radio stations and their listeners and the ability to integrate on-air talent into marketing programs. “It’s really radio’s method of producing branded entertainment,” Ms. Kercher says. Similarly, in a yearlong program for Guitar Center, Entercomfound a way to leverage another unique asset of the radio industry: its close working relationship with star musicians and hotmusic groups. The idea was to build a new connection between Guitar Center and amateurmusicians—a core audience for themusic-supply retailer. 'GET SCHOOLED' In each of 11markets,Entercom’s stations offered aspiring musicians a chance to meet, jam with and learn from professional musicians on tour. Before a scheduled concert, a select group of consumers could “Get Schooled”with the pros during a 30- to 60-minute session set up by Entercom, with Guitar Center products featured inmany of the sessions. “Get Schooled” events were captured on video,with content available for all listeners to view on GetSchooled.fm, aWeb site developed by Entercom. The “Get Schooled With Guitar Center” sessions were promoted on Entercom radio stations in each market. The stations also e-mailed their listener databases explaining the contest. Listeners who were aspiring or amateur musicians were invited to apply. Depending on themarket, one to 20 musicians were chosen to be part of the pre-concert “Get Schooled” event and then attend the concert. Ten lucky listeners of Boston’s WAAF, for instance, took a private lesson with Godsmack lead singer (and expert drummer) Sully Erna, getting real-time instruction behind Guitar Center-provided drum kits. In all, more than 60major artists participated in the program, including Foo Fighters, Kings of Leon, Rush, Mötley Crüe and Linkin Park. The events generated 10,000 new visitors to the GetSchooled.fm site after every event, with visits ranging from an average of three minutes to as long as nineminutes per page. “These programs change the perspective on how you can use radio,” Ms. Kercher says. “They represent a whole newcreative use of radio. What is best is that it is all unduplicatable content. “It’s all about coaching our advertisers and making sure they know that our goal is not just to run a media buy, but to deliver results for them.”  ADVERTISEMENT AT A GLANCE Company: Entercom Communications Corp. Headquarters: Bala Cynwyd, Pa. Web: www.entercom.com Contact: Gerryann Agovino VP-sales 818-506-7904 glagovino@entercom.com
 
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