Re: CJOB Schedule bumped to 5.4

Yes, all is good with me.

Dennis Fancy, BSP
General Manager
(204) 489-6000

TheKey.ca <https://thekey.ca/>

[image: TheKey]

On Thu, Jul 18, 2024 at 8:19 AM Timothy Thomas <tt@thekey.com> wrote:

> I'm agreeable to this plan. Dennis?
>
> Are you good with being the local expert and signing off to the content
> rights?
>
> On Wed, Jul 17, 2024 at 1:27 PM Ray Smale <ray.smale@thekey.com> wrote:
>
>> Gotta makes sure whoever does it on our side signs off on eternal rights
>> to it.
>> So when they leave the key it can stay on our website.
>>
>> On Wed, Jul 17, 2024 at 1:24 PM Ray Smale <ray.smale@thekey.com> wrote:
>>
>>> My recommendation is the combo of ads and the talk to the experts.
>>> 6p on a saturday seems fine for old people.
>>> Then we can put the thing on our website too - in chunks.
>>>
>>> Talk about the options for old people (in home vs. assisted)
>>> Keys to longevity (e.g. balanced care approach)
>>> Why we're superior to other providers.
>>> Even if you have to shorten the campaign to fund it, I'd squeeze in the
>>> talk to the experts bit.
>>> I'm sure our team will come across as authentic, credible and welcoming.
>>>
>>>
>>> ---------- Forwarded message ---------
>>> From: Jason Patterson <jpatterson@cjob.com>
>>> Date: Wed, Jul 17, 2024 at 1:17 PM
>>> Subject: RE: CJOB Schedule bumped to 5.4
>>> To: Ray Smale <ray.smale@thekey.com>
>>> Cc: Timothy Thomas <tt@thekey.com>, Dennis Fancy <dfancy@thekey.com>
>>>
>>>
>>> I would highly recommend the Talk to the Experts with the suggested
>>> commercial campaign. The 2 in combination work very well as the commercials
>>> drive up awareness of the brand and the Talk to the Experts feature
>>> educates the audience, especially the ones that want to know more. I
>>> wouldn’t suggest just the Talk to the Expert campaign on its own.
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>> *Jason Patterson*|Integrated Account Manager | T. 204.789.0594 |*jason.patterson@corusent.com
>>> <jason.patterson@corusent.com>*
>>>
>>> Corus Entertainment Inc. | corusent.com | 3000-201 Portage Ave,
>>> Winnipeg, MB  R3B 3K6
>>> <https://www.google.com/maps/search/201+Portage+Ave,%0D%0A+Winnipeg,+MB%C2%A0+R3B+3K6?entry=gmail&source=g>
>>>
>>>
>>>
>>> Corus® and the Corus logo™ are trade-marks of Corus Entertainment Inc.
>>>
>>>
>>>
>>>
>>>
>>> *From:* Ray Smale <ray.smale@thekey.com>
>>> *Sent:* Wednesday, July 17, 2024 12:11 PM
>>> *To:* Jason Patterson <jpatterson@cjob.com>
>>> *Cc:* Timothy Thomas <tt@thekey.com>; Dennis Fancy <dfancy@thekey.com>
>>> *Subject:* Re: CJOB Schedule bumped to 5.4
>>>
>>>
>>>
>>> I like it - could we try it for $2,000?
>>>
>>> And/or if you have a drop out or a gap in the schedule could we get that
>>> slot for $2,000?
>>>
>>> Our in-house/local team would love to talk about what we do and would
>>> come across well.
>>>
>>> And there are lots of questions for listeners on their options and why
>>> staying at home extends your life vs. going to a home/assisted care.
>>>
>>> So good topical stuff - I tuned in today online :-)
>>>
>>> I think once we try it (and see results) we'll be looking to repeat it -
>>> so should be a good partnership.
>>>
>>>
>>>
>>> On Wed, Jul 17, 2024 at 12:58 PM Jason Patterson <jpatterson@cjob.com>
>>> wrote:
>>>
>>> Hi Ray,
>>>
>>>
>>>
>>> The Talk to the Experts feature is a 1 hour program (about 42 minutes
>>> with stop sets of news, traffic, weather). It would be basically an
>>> infomercial and all about The Key. We could arrange for Kathy to pre tape
>>> the segment with you and drop it in when it would work best for you based
>>> on availability. I really like this feature as it comes across more about
>>> content than a commercial. It gives you the ability to control the
>>> conversation and educate the public on your features, benefits and
>>> advantages. It also comes with Pre promote commercials leading up to the
>>> date (tune in this Saturday with me Kathy Kennedy when we discuss The Key,
>>> Winnipeg’s premium home care provider…etc) and 3 x :30 second ads in the
>>> show hour for the Key. I also like it as I have done them in the past with
>>> other clients and there have been bonus shows dropped in when the feature
>>> is unsold. It positions you as the resident expert. We would just need to
>>> come up with enough content to build the show.
>>>
>>>
>>>
>>> CJOB is Manitoba’s News, Talk, Information station. No music. It is a
>>> long standing heritage station for the province.
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>> *Jason Patterson*|Integrated Account Manager | T. 204.789.0594 |*jason.patterson@corusent.com
>>> <jason.patterson@corusent.com>*
>>>
>>> Corus Entertainment Inc. | corusent.com | 3000-201 Portage Ave,
>>> Winnipeg, MB  R3B 3K6
>>> <https://www.google.com/maps/search/201+Portage+Ave,+Winnipeg,+MB%C2%A0+R3B+3K6?entry=gmail&source=g>
>>>
>>>
>>>
>>> Corus® and the Corus logo™ are trade-marks of Corus Entertainment Inc.
>>>
>>>
>>>
>>>
>>>
>>> *From:* Ray Smale <ray.smale@thekey.com>
>>> *Sent:* Wednesday, July 17, 2024 11:33 AM
>>> *To:* Jason Patterson <jpatterson@cjob.com>
>>> *Cc:* Timothy Thomas <tt@thekey.com>; Dennis Fancy <dfancy@thekey.com>
>>> *Subject:* Re: CJOB Schedule bumped to 5.4
>>>
>>>
>>>
>>> That all looks good.
>>>
>>> I do like the talk to the experts concept as well.
>>>
>>> Help me understand the format - it's basically an hour of talking about
>>> us?
>>>
>>> And you're talk radio, no music correct?
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>> On Wed, Jul 17, 2024 at 12:07 PM Jason Patterson <jpatterson@cjob.com>
>>> wrote:
>>>
>>> Hi Ray,
>>>
>>>
>>>
>>> Yes, you are correct with the News Tags being :05 second Brought to you
>>> by. Generally, there is enough time to state the sponsor name with tagline.
>>> I suggested them as CJOB is a point of tune station for News Updates at the
>>> top and mid hour. The frequency of the brand does go up with a 1.9 with
>>> this addition.
>>>
>>>
>>>
>>> I worked on demo a bit more and here is an addition of some weekend
>>> morning from 600a-Noon :30 spots. A 65+ demo does habitually tune to CJOB
>>> on weekends. With Radio being a marathon runner- I would still suggest at
>>> least a 26 week campaign to build the brand name to the audience and be in
>>> front of them at point of want or need. This keeps weekly investment in
>>> check and does not shorten the advertising campaign.
>>>
>>>
>>>
>>> This would bring up frequency to a 65+ demo to 5.4 weekly.
>>>
>>>
>>>
>>> I was also thinking something like a Talk to the Experts segment might
>>> be a great addition to the campaign if budget allows. This feature is a
>>> great way to have a one on one with Kathy Kennedy (host) to inform the
>>> public more specifically about your services, educate them on what The Key
>>> has to offer them. Just another idea.
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>>
>>> *Jason Patterson*|Integrated Account Manager | T. 204.789.0594 |*jason.patterson@corusent.com
>>> <jason.patterson@corusent.com>*
>>>
>>> Corus Entertainment Inc. | corusent.com | 3000-201 Portage Ave,
>>> Winnipeg, MB  R3B 3K6
>>> <https://www.google.com/maps/search/201+Portage+Ave,+Winnipeg,+MB%C2%A0+R3B+3K6?entry=gmail&source=g>
>>>
>>>
>>>
>>> Corus® and the Corus logo™ are trade-marks of Corus Entertainment Inc.
>>>
>>>
>>>
>>>
>>>
>>> *From:* Ray Smale <ray.smale@thekey.com>
>>> *Sent:* Wednesday, July 17, 2024 10:13 AM
>>> *To:* Jason Patterson <jpatterson@cjob.com>
>>> *Cc:* Timothy Thomas <tt@thekey.com>; Dennis Fancy <dfancy@thekey.com>
>>> *Subject:* Re: CJOB Schedule
>>>
>>>
>>>
>>> It does look like the radio skews older than the newsite.
>>>
>>> Frequency is a bit better, but much of it is the newstag - could he pls
>>> explain?
>>>
>>> Is that: This news update brought to you by The Key Winnipeg's premium
>>> in-home care provider?
>>>
>>> Not sure how much those will move the dial so I'd recommend a bit more
>>> frequency (obviously that will shorten the campaign).
>>>
>>>
>>>
>>>
>>>
>>> On Thu, Jul 11, 2024 at 11:28 AM Jason Patterson <jpatterson@cjob.com>
>>> wrote:
>>>
>>> Hi Tim,
>>>
>>>
>>>
>>> Sure thing. I have attached the Station Profile for CJOB, the suggested
>>> Schedule on CJOB against a 65+ target and the Global News website data.
>>>
>>>
>>>
>>> Please let me know if you have any questions.
>>>
>>>
>>>
>>>
>>>
>>> *Jason Patterson*|Integrated Account Manager | T. 204.789.0594 |*jason.patterson@corusent.com
>>> <jason.patterson@corusent.com>*
>>>
>>> Corus Entertainment Inc. | corusent.com | 3000-201 Portage Ave,
>>> Winnipeg, MB  R3B 3K6
>>> <https://www.google.com/maps/search/201+Portage+Ave,+Winnipeg,+MB%C2%A0+R3B+3K6?entry=gmail&source=g>
>>>
>>>
>>>
>>> Corus® and the Corus logo™ are trade-marks of Corus Entertainment Inc.
>>>
>>>
>>>
>>>
>>>
>>> *From:* Timothy Thomas <tt@thekey.com>
>>> *Sent:* Thursday, July 11, 2024 10:22 AM
>>> *To:* Dennis Fancy <dfancy@thekey.com>
>>> *Cc:* Jason Patterson <jpatterson@cjob.com>; Ray Smale <
>>> ray.smale@thekey.com>
>>> *Subject:* Re: CJOB Schedule
>>>
>>>
>>>
>>> Thanks Jason. Could you resend the attachment? I'm not seeing it.
>>>
>>>
>>>
>>> On Thu, Jul 11, 2024 at 10:17 AM Dennis Fancy <dfancy@thekey.com> wrote:
>>>
>>> Hi Jason,
>>>
>>>
>>>
>>> Thank you very much for the thorough reply. Looping in Ray Smale, our
>>> CMO and Tim Thomas our Head of Canada to see if they have any additional
>>> questions.
>>>
>>>
>>>
>>> Looking forward to working with you again.
>>>
>>>
>>>
>>> Sincerely,
>>>
>>> *Dennis Fancy, BSP*
>>>
>>> General Manager
>>> (204) 489-6000
>>>
>>> *TheKey.ca* <https://thekey.ca/>
>>>
>>>
>>>
>>> [image: TheKey]
>>>
>>>
>>>
>>>
>>>
>>> On Wed, Jul 10, 2024 at