Touching The Soul of African American Consumers

Table of Contents
Overview Objectives Promotional Strategy Event Opportunity 2001 Promotional Summary 2001 Radio Promotions Doug Banks Morning Show 2001 Media and Public Relations 2001 Sneak Previews 2001 Verizon Employee Initiatives 2001 Media Results 2001 Event Recap 2001 SBMF Concert Video 2001 Audience Demographics 2001 V-Team Recap 2001 Verizon Branding 2001 Audience Comments 2001 SBMF Research Findings Upcoming 2002 Opportunities Highlights Key Dates National and Local Promotions 2002 SBMF Sponsorship Benefits 2002 Sponsorship Recommendations & Program Enhancements 2002 Timeline and Key Dates Page 3 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 32 Page 35 Page 39 2

Overview
The Soul Beach Music Festival presented by Verizon, a musical spectacular, was hosted by Actor/Comedian Bill Bellamy, and featured contemporary and old school soul music artists such as Erykah Badu, Angie Stone, Jill Scott, Maze featuring Frankie Beverly, Ron Isley & the Isley Brothers, Musiq, Eric Benet and others. This event was created with the help of the Greater Miami Convention & Visitors Bureau and event sponsors Pepsi, American Airlines, Kmart and Crown Royal, to celebrate the worlds best music and to bring the sounds of neoclassic soul to the masses. This gathering of great soul artists in concert took place May 31 through June 2, 2001 at the Miami Arena in Miami, Florida. The event was supported by a Sneak Preview tour of Chicago, Los Angeles, Washington, D.C. and New York, featuring Angie Stone with guest appearances by local radio personalities. Additional support was in the form of radio promotions, Internet (e-mail) advertising and press conferences. Festival attendees were encouraged to visit the website, soulbeachmusicfest.com, to book travel packages to Miami.
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Overview continued
The first annual Soul Beach Music Festival, presented by Verizon, was an overwhelming success. An estimated 7,000 people traveled to Miami to launch the newest and most talked about music festival of the year. The soulful performances by the festivals artists, coupled with highly successful ancillary events (i.e. after parties, beach activities and the Crown Royal Comedy Show), secured Soul Beachs position as one of the top music festivals in the country. The success of Soul Beachs inaugural year provides a strong foundation for building a World Class annual event that benefits sponsors, guests, and the local community. As presenting sponsor of the inaugural Soul Beach Music Festival, Verizon experienced heightened recognition and exposure in conjunction with a successful event thats poised to grow in size and importance in the arena of cultural music festivals. The 2001SBMF met the initial corporate objective to sponsor an event that Verizon could own. Since there was no title sponsor in 2001, from a consumer perspective it was Verizon signature event.

Objectives Build awareness of Verizons presence and involvement in the African American Consumer Market (AACM) Strengthen relationship and build brand equity among Verizon West and East consumers through continued involvement with SBMF Develop national promotion and local brand building activities in key Verizon markets synergistic with scheduled direct response advertising Utilize event marketing opportunities to help drive awareness, build targeted consumer databases and maintain a year-round Verizon presence

Promotional Strategy
Establish brand relevancy by addressing the interests of the target market Utilize media and promotional vehicles to promote Verizons support of the Soul Beach Music Festival Target: Geography: African Americans 18-49 (Verizon target 25-45) National, with emphasis in 14 key radio markets, along with coverage in 30 national markets via ABC Radio Networks Doug Banks Morning Show Drive AA consumer entries into Soul Beach Music Festival Sweepstakes to add to database January May, 2001

Communication Objective: Timing:

Event Opportunity
Involvement with event/entertainment vehicles generates appeal, excitement and results. According to the latest Yankelovich AA monitor, 42% of African-Americans in general keep up with the latest trends in movies, music and TV. Additionally, corporate music sponsorships are widely thought of as excellent vehicles for targeting ethnic groups. The Soul Beach Music Festival provides an opportunity for Verizon to be the first telecommunications company involved with this premier property. As a result of being an inaugural sponsor and the branding equity already built, Verizons corporate identity will only be enhanced with its continued participation. Following are some of the benefits:
Increased community awareness Consumer/brand visibility among target audiences Strengthen consumer intent to use Verizon services through event involvement
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2001 Promotional Summary

2001 Radio Promotions

SBMF selected markets Gross Impressions

Markets Atlanta, GA Philadelphia, PA Detroit, MI Chicago, IL Baltimore/Washington, DC New York, NY San Francisco, CA Los Angeles, CA Raleigh/Durham, NC Dallas, TX Charlotte, NC Planned Launch Date 1/22/01 1/22/01 1/22/01 1/22/01 1/22/01 1/22/01 2/5/01 2/5/01 2/5/01 2/5/01 3/1/01 Planned End Date 2/12/01 2/12/01 2/12/01 2/12/01 2/12/01 2/12/01 2/26/01 2/26/01 2/26/01 2/26/01 3/22/01 Cam paign Schedule (days) 21 21 21 21 21 21 21 21 21 21 21 Gross Spot buy Radio Partners GRP's 65.3% 50.0% 120.0% 76.0% 55.8% 23.6% 36.0% 10.9% 256.0% 76.0% 75.0% Gross Im pressions 859,210 1,576,700 1,500,000 1,200,000 1,206,000 1,100,000 1,500,000 1,012,100 1,750,000 1,250,000 1,100,250

76 WALR 104.1 42 WDAS 105.3 315 54 38 61 39 62 80 WMXD 92.3 WHUR 96.3 WBLS 107.5 KISQ 98.1 KJLH 102.3 WQOK 97.5 KRNB 105.7 75 WVAZ 102.7

65 WBAV 101.9

Additional Markets Selected by Verizon: Tampa, FL Boston, MA Richmond, VA

Doug Banks Morning Show

Smile for the camera! Are you sure youre not a Verizon girl?

They pack it in for the DBMS broadcast.

Its a Doug Banks thing. Thank you early risers for coming to the show. We hope you enjoyed your breakfast!

Doug announces the Cha Cha Challenge winner (a Verizon employee!) and the V girls!
It's a V-Thing with Verizon Sponsors (l-r) Ken Rye (Burrell Communications Group), Jim Smith, June Harland Fohsta, Doug Banks, Gregg Smith and Dana.

Give me a V for the V-Girls!

Bill Bellamy brings surprise guest Larenz Tate to the broadcast.

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2001 Media and PR

Cable TV (local in Miami) Radio 11 Soul Beach Markets 5 Verizon Markets 30 ABC Radio Markets (Doug Banks Morning Show) Newspaper/Magazines (local in Miami) Press Releases/Media Advisories Press Conferences April 4, 2001 International Press Center, Miami Airport June 1, 2001 Miami Arena Pre-Event and Post-Event Coverage
The Miami Herald Sun-Sentinel (Broward Metro) The News and Observer (Raleigh, NC) The Orlando Sentinel AP Wire Service Launch.com NBC-6 Miami Impact Weekly (NY Sneak Preview) BRE Magazine/Black Radio Exclusive Palm Beach Daily Business Review Ebony Magazine Jet Magazine The Deseret News (SLC, UT) PR Newswire The Detroit News St. Petersburg Times (FL) South Bend Tribune (IN) Lee Baileys EURWEB Los Angeles Sentinel iMusic Week 11

2001 Sneak Previews

Date
April 26, 2001 May 2, 2001 May 4, 2001

City
Los Angeles, CA Washington, D.C. New York, NY

Venue
Key Club Club 2K9 Club SOBs

Attendance
325 900 400

Sweepstakes Entries
62 58 81

Three Sneak Preview winners were chosen on-site in each market, with the names randomly drawn from entries completed prior to the beginning of each concert. Each winner received a Verizon duffle bag, a Verizon t-shirt and cap, compact disc case and Verizon pen lights (LA & NY) in addition to a pair of concert tickets for each night of concerts (total of 6 tickets) at the Soul Beach Music Festival in Miami.

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2001 Verjzon Employee Initiatives

Over 311 Verizon employees attended the nightly SBMF concerts 79 purchased 2001 SBMF packages which included hotel, airfare and nightly concert tickets Verizon provided 2001 SBMF updates to employees via corporate newsletter

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2001 Media Results

Impressions (Verizon)
Radio: Internet: Ebony ad (GMCVB) Flyer distribution: Email: Miami Arena: Light post banners: SBMF Sneak previews: Beach Parties: TOTAL 32,552,500 500,000 250,000 100,000 100,000 45,000 10,000 3,000 1,000 33,560,500

Note: Word of mouth and street buzz not measurable 14

2001 Event Recap

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2001 SBMF Concert Video

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2001 Audience Demographics

Total 3 night concert attendance: Average Concert attendance: Average nightclub attendance: Geographic Snapshot of Audiences:
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18,000 6,000 1,000

18% from NYC/NJ 10% from FL 7% from LA 6% from Philadelphia

14% from DC/MD/VA 9% from Atlanta 7% from Detroit 5% from Chicago

Data Source: SBMF Research Study, Branch Out, 2001

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2001 V-Team Recap

V-team provided the link between Verizon and the on-site consumers participation in Verizon-sponsored beach activities and radio remotes The V-team managed the premium distribution at the beach activities and the Miami Arena concerts to provide maximum brand visibility and sponsorship awareness for Verizon The V-Girls created a bonus brand identity for Verizon by creatively customizing the Verizon T-shirts and generating an overwhelming interest in how the consumers could acquire the T-shirts

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2001 Verizon Branding

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2001 Verizon Branding

Press Conference Kickoff April 4

Opening Ceremony Bayfront Park

Press Luncheon On-site June 1

Bill Bellamy, Staci & Larenz Tate

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2001 Verizon Branding

Sweepstakes winners and Brunch activities

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2001 Verizon Branding

Verizon activities at the Miami Arena

Premium Distribution Team

Verizon suite decorations

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2001 Verizon Branding

Verizon beach ball intermission at the Miami Arena

June Fohsta, Musiq, Gregg Smith & Faith Morris

Verizon beach scenes (Karmalita relaxing!)

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2001 Verizon Branding

Ken Rye & Evelyn OGilvie

Beach Activities & Pool Parties

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2001 Audience Comments

This is hot and says a lot about Verizon. This whole week, Ive been showered with Verizon gifts. Thanks, Verizon. I work for Sprint and only wish they would do something like this in the African American market. I would like to be able to get T-shirts like the V-girls are wearing. Glad to see there are activities and not just the same old party atmosphere. I would love to see some of the artists in the lineup in one of the Verizon commercials. I would like to get more chances to play the games. I thought the overall involvement was smart and you guys had great coverage. It seems like you guys are everywhere! The three-day Soul Beach Music Festival at the Miami Arena was a triumph - Miami Herald Black people done got together and had a good time Jill Scott, Soul Beach artist Im going to have a ball. Its going to be fun, fun, fun Priscilla Rawls, Soul Beach guest from Maryland

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2001 SBMF Research Findings As presenting sponsor of the inaugural Soul Beach Music Festival (SBMF), Verizon received heightened brand exposure and recognition throughout the promotional period leading up to and during the event The Verizon awareness study, conducted by the Dallas-based research company, Branch Out, throughout the 2001 SBMF showed that: 92 percent of survey respondents that identified a festival sponsor selected Verizon 84 percent of those same respondents who identified Verizon selected the company first among the festival sponsors
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Upcoming 2002 Opportunities

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Upcoming 2002 Opportunities Highlights

Timing: June 5-June 8, 2002 (tentative) Description: Event will begin with opening ceremony June 5, to welcome all attendees with live music, food and dancing Community outreach program to promote Verizon Reads literacy program featuring James Earl Jones Daily beach events will be held including sports competitions, contests and parties Concerts featuring todays top talent will take place Thursday-Saturday at the Miami Arena Concert after-parties hosted by the hottest South Beach clubs will be held throughout the weekend Approximately 30,000 attendees ages 25-54 daily

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Upcoming 2002 Opportunities - National and Local Promotions

Radio promotions with trip giveaways will be launched nationally and locally on syndicated programming and local stations in footprint markets Full page print ads in targeted national publications Targeted Internet web sites and official festival website www.soulbeachmusicfest.com will feature information regarding the event and the sponsors

- Visitors to the site will have a chance to win trips to the festival
Beginning January 2002 an 800 number will provide event information in addition to identification of festival sponsors National and local radio personalities will broadcast live from Miami during the week of the festival Local radio advertising and radio promotion giveaways

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2002 National and Local Promotions continued

Opportunity for on-air interviews with Verizon executives on the Doug Banks radio show, as well as with radio station representatives of Verizon East and West Collaborate with a print partner (e.g., Heart & Soul, Carib News) to cover the event from a Verizon angle for added exposure and awareness while simultaneously building relationships with target media

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2002 SBMF Sponsorship Benefits

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2002 SBMF Sponsorship Benefits

Verizon Sponsorship benefits (2002 2004)
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Presenting sponsor 10 tickets per sneak preview Brand ID on email distribution Brand ID on radio advertising Brand ID on print advertising Brand ID on soulbeachmusicfest.com Brand ID on 800 number Brand ID on all flyers and posters Brand ID on Miami Arena stage Brand ID on festival press materials Signage in Miami Arena One Miami Arena Sky box Booth(s) in Miami Arena 2 commercial spots on JumboTrons 4 All Access passes 10 passes to each after party 50 tickets to each concert Exclusive ground transportation
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2002 SBMF Sponsorship Benefits

Benefits 1. Sponsor of sneak previews 2. Tickets to sneak previews (per market) 3. Sponsor of radio trip promotion 4. Brand ID on radio advertising 5. Brand ID on print advertising 6. Brand ID on e-mail distribution 7. Brand ID on festival tickets 8. Brand ID on soulbeachmusicfest.com 9. Brand ID on 800 number 10. Brand ID on all flyers and posters 11. Brand ID on Miami Arena stage 12. Brand ID on press materials 13. Brand ID on festival merchandise 14. Brand ID on festival letterhead 15. Miami Arena sky box 16. Dominant venue signage 17. Secondary venue signage 18. Sponsor village booth 19. Commercial spots on Jumbo trons 20. Live mentions from stage 21. Full page ad in festival program 22. All access passes 23. Sponsor of parties 24. Sponsor of beach parties 25. Sponsor of opening ceremony 26. Sponsor of comedy show 27. Sponsor of closing ceremony 28. Exclusive ground transportation 29. Tickets to festival (per night) 30. Passes to parties $1,000,000 Title Sponsor x 30 x x x x x x x x x x x x x x x x x x 12 x x x x x x 100 20 $600,000 $400,000 Presenting Sponsor Platinum Sponsor 10 x x x x x x x x x x

x x x x x x x

x x x x x 4 x x x x x 50 10

x x x x x 2 x x x x 25 6

*Benefits contingent on contractual agreement

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2002 Sponsorship Recommendations & Program Enhancements

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2002 Sponsorship Recommendations

Recommendation:
Based on the proposed schedule of events, the strong promotion plan outlined by the event organizers and the range of potential benefits that can accrue to premier sponsors, it is recommended that Verizon sponsor the 2002 Soul Beach Music Festival.

Rationale:
SBMF offers numerous opportunities for Verizon to establish a long-term partnership with the property and an on-going relationship with the consumer that extends beyond the immediate event Provides national exposure with strong local market extensions in East and West Potential applications across all business units Opportunity to market and test bundle offers Potential research opportunities and lead generation for future marketing efforts Strong appeal to a younger urban audience as well as busy households Positions Verizon as a contemporary brand among the AACM

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2002 Sponsorship Recommendations

Recommended Activation: Internet
Use phone cards that require on-line activation to drive traffic to the Verizon and partner websites. Sweepstakes opportunities on targeted websites will provide lead generation and drive traffic for Verizon. Execute a street marketing campaign to distribute branded phone cards and premiums (e.g., T-shirts) directly to the target.

Street Signage
Coordinate placement of Verizon logo on prominent street signage related to SBMF.

Direct Mail
Promote sweepstakes with bill inserts and direct mail campaign to new and existing customers.

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2002 Sponsorship Program Enhancements

Recommended Activation: Public Relations
Position the V-Girls as ambassadors at various SBMF hotels and event venues to serve as V-concierges

Employee Relations Program

Set up 2002 SBMF V-Hotline to provide latest event info Employee discounts for 2002 SBMF tickets Dedicated SBMF staff member to administer program

Touching the Soul community outreach initiative

Enlist SBMF artist to perform free concert for inner-city youth to raise awareness of Verizon Reads literacy program Have Verizon spokesperson James Earl Jones read stories during performance breaks in a Griot style to the youth in attendance

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2002 Timeline and Key Dates

July 31, 2001 August 3, 2001 August 17, 2001 September 3, 2001 - Sponsorship renewals complete - Sponsorship commitment letters executed - Sponsorship contracts executed - Soul Beach 2002 launch. Dates and location posted on festivals website soulbeachmusicfest.com

Next Steps: 1) Secure SBMF sponsorship 2) Secure 3 year sponsorship partnership 3) Integrate Soul Beach sponsorship in Verizon radio, TV, and print advertising 4) Leverage Verizon Wireless retail outlets to drive in-store traffic and sponsorship fee liquidation Verizon Soul Beach Music Festival 2002 sponsorship investment 2003 sponsorship investment 2004 sponsorship investment Presenting $600,000 $725,000 $875,000 Title $1,000,000 $1,200,000 $1,400,000

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Upcoming 2002 Opportunities - Key Dates

June 22, 2001 - Secure venue for Sneak Preview at the National Black MBA conference in Orlando 9/29/01 (Confirmed House of Blues on 6/22) - Sponsorship renewals complete - Sponsorship commitment letters executed - Sponsorship contracts executed - Soul Beach 2002 launch. Dates and location posted on festivals website soulbeachmusicfest.com - Soul Beach Music Festival Sneak Preview House of Blues, Orlando FL (artists to be determined) - First draft of SBMF 2002 radio spot - Contact and secure headline talent - Save the Date radio campaign begins - National radio campaign begins - Radio promotions begin - Sneak Preview at the National Black Ski Summit - Festival press conference in Miami - New York and Washington, DC Sneak Previews - Sponsor ads for JumboTrons complete and shipped - Sponsor banners shipped
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July 31, 2001 August 3, 2001 August 17, 2001 September 3, 2001 September 29, 2001 October 15, 2001 Oct - Nov 2001 December 10, 2001 January 7, 2002 March 4, 2002 March 2002 April 3, 2002 April 2002 May 15, 2002 May 30, 2002

Touching The Soul of African American Consumers

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