COVID-19 Strategy

With all the uncertainties in the world, now is the time to be positive and to communicate your company’s values and beliefs. These are unprecedented times and we are all concerned about the health and wellness of our nation and the financial impact of this situation. Now, more than ever, is the time for us to be proactive about creating our own destinies. Past history, of difficult times, has proven that this too shall pass, and businesses must move forward. Let’s all work together in this time of need to ensure our futures.

COVID 19 STRATEGY

• “When times are good you should advertise” • “When times are bad you MUST advertise”

FACTS: * * * *

100 Year Study shows that maintaining or increasing advertising budgets during uncertain economic times will increase sales and market share.

When advertisers cut back on their advertising it allows other brands the ability to “Cut through the clutter” and gain market share.

Cutting advertising budgets causes loss of “Top of Mind” awareness.

It is very costly to rebuild “Top of Mind” awareness after a period of time without marketing.

CASE STUDIES: * * * *

*Fortune Magazine 2019

During the Great Depression Post Cereal, in the #1 position, cut back their advertising allowing Kellogg’s to roll out Rice Crispies. Kellogg’s grew their market share +30% and became #1.

In the Recession of 1973-1975 Volkswagen was the #1 importer of foreign cars but due to their advertising cut backs Toyota became #1 by staying the course.

In the economic downturn of 1990-1991 McDonald’s cut their advertising budget and lost 28% of the market while Pizza Hut and Taco Bell increased their advertising and grew +61% & +40%.

During the 2008-2009 Recession Amazon rolled out the Kindel and for the first time in history the eBook industry surpassed conventional book purchases. *Fortune Magazine 2019

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Change your ad message; offer short term pricing incentives Double Down and increase your ad budget to cut through the clutter Keep talking to the public about the value and worth of your product or service Remind viewer’s why you matter to our local community Offer to deliver products Offer free shipping Offer paperwork via the telephone & internet Remind viewers you are still open for business and how you will be doing that Tell the viewer you have the supplies and products they need Air a “Staycation” commercial with all the products you offer to make a fun stay at home vacation atmosphere

Good Neighbor Opportunities 1.

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Tell the public what you are doing to keep your place of business clean and virus free Sponsor a “Health Tips” campaign Sponsor “Updates” on the latest information on the Coronavirus Sponsor “Informational Vignettes” on what to do if you feel sick Sponsor “Informational Vignettes” on where to go for your Coronavirus test Have local Doctors on air reassuring the public Sponsor a “Thank You” campaign to all our Health Care Professionals, First Responders (Emergency Medical Technicians (EMTs), paramedics, police officers, and fire fighters), and the National Guard for their bravery and diligence On air showing your store and workers handing out disinfectant wipes Sponsor school & business closings and reopening's Notices of online worship services for local churches Recommendations for a 2-week supply of products and what is needed

What WCOV is Offering…

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Full Production of any of these ideas or one of your own with a price reduction On location production or in studio production with price reduction Full graphic and voice over commercial not on location or in the studio with price reduction Script fully written will be included in the reduced pricing for production Production turn around time 2 to 3 business days Reduced pricing for an on-air schedule from any of these ideas or your own idea Reduced pricing for “Doubling Down” and increasing your ad spend with WCOV Match the number of commercials on WANT that you are airing on WCOV at $1.00 on WANT Excellent customer service Maintenance of ad schedules through completion * Production turn around time can vary due to client needs and scheduling

Article : Media 3-16-20 STAYING PUT: CONSUMERS FORCED INDOORS DURING CRISIS SPEND MORE TIME ON MEDIA Regardless of whether you call it social distancing, quarantining or retreating to a safe place, heading home amid concerns about the novel coronavirus (COCID-19) is bound to affect media consumption habits. In fact, staying put in our homes can lead to almost a 60% increase in the amount of content we watch. 60% is significant.

Media consumption in the U.S. is already at historical highs. As reported in the most recent Nielsen Total Audience report, Americans are already spending just shy of 12 hours each day with media platforms.

* Nielsen Article 3-16-20

MEDIA CONNECTED CONSUMERS Average Time Spent Per Adult 18+ Per Day Hours

03 2018 03 2019

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4 Television

* Nielsen Total Audience Report

6 Radio

8 Internet/Apps

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Article : Media 3-16-20 CONNECTING DURING CRISIS During crisis events, however, be it snowstorms, hurricanes or a global pandemic, media users ramp up their media consumption to stay informed, kill time, find solace and stay in touch with others. They also stock their pantries with the necessary food and supplies to help get them through these trying times.

In August 2017, Hurricane Harvey hit Houston, Texas. During the impacted period, a Nielsen analysis of that market found an almost 50% increase of TUT use compared with the preceding period and 40% higher than the period following the storm.

* Nielsen Article 3-16-20

HURRICANE HARVEY: TOTAL USAGE OF TELEVISION, Houston 2+ 40 35 30 25 20 15 10 5 0

8/24-8/26

* Nielsen Total Usage of Television

8/27-8/29 Tu,We,Thr

Fri,Sat,Sun

8/30-9/2 Mo,Tu,We

9/2-9/5 Th,Fr, Sat