RE: Toronto Radio CHFI Introduction Justin Helmer

Hi Tim and Timon!

Hope you both had a relaxing holiday break!

With the turn of the calendar I wanted to circle back on the discussions for Toronto placements for TheKey/Lifeguard back in December and see if this is still something on your radar?  Love to grab a quick update either way when you have a moment!

Thanks very much!

Justin Helmer
m 403.473.2560
From: Justin Helmer
Sent: December 19, 2025 11:44 AM
To: 'Timothy Thomas' <tt@thekey.com>
Cc: 'Timon Page' <timon.page@thekey.com>
Subject: RE: Toronto Radio CHFI Introduction Justin Helmer

Hi guys!

Hope all is well!

Just circling back on the proposed partnership program from earlier this month and if this is still something on the radar and/or still awaiting word back from Lifeguard?

I'll keep watch for an update when you have a moment!

Thanks guys!

Justin Helmer
m 403.473.2560
From: Justin Helmer
Sent: December 12, 2025 9:15 AM
To: 'Timothy Thomas' <tt@thekey.com<mailto:tt@thekey.com>>
Cc: 'Timon Page' <timon.page@thekey.com<mailto:timon.page@thekey.com>>
Subject: RE: Toronto Radio CHFI Introduction Justin Helmer

Hi Tim,

Hope all is well.

Wanted to circle back quick on the proposed options for 2026 to see if you've received any word back from Lifeguard and/or any updates on next steps?  I know you were eyeing January for a start date if everything lines up to proceed.  Just a courtesy heads-up that typical holidays and vacations in the 2nd half of December result in commercial logs being finalized a bit further out than usual, a bit longer timelines for any creative requests, over the last 10 days of the month.  Still lots of time but just a courtesy heads-up on this in the event we don't hear back until closer to the end of the month.

Thanks very much!  Chat soon!

Justin Helmer
m 403.473.2560
From: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Sent: November 28, 2025 10:20 AM
To: Justin Helmer <Justin.Helmer@JackFM.Rogers.com<mailto:Justin.Helmer@JackFM.Rogers.com>>
Cc: Timon Page <timon.page@thekey.com<mailto:timon.page@thekey.com>>
Subject: Re: Toronto Radio CHFI Introduction Justin Helmer

Thanks Justin. I’m waiting for Lifeguard to confirm their investment level. I’ll confirm next week.

On Fri, Nov 28, 2025 at 11:35 AM Justin Helmer <Justin.Helmer@jackfm.rogers.com<mailto:Justin.Helmer@jackfm.rogers.com>> wrote:
Hi Tim and Timon!

Hope you're doing well.

Wanted to send a courtesy follow-up on the information presented earlier this week and if there were any questions/feedback on the options presented?

Look forward to an update when you have a moment!

Thanks very much!

Justin Helmer
m 403.473.2560
From: Justin Helmer
Sent: November 24, 2025 10:37 AM
To: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Cc: Timon Page <timon.page@thekey.com<mailto:timon.page@thekey.com>>
Subject: RE: Toronto Radio CHFI Introduction Justin Helmer

Hi Tim!

Hope you had a great weekend.

For sure.  Please see attached a revised schedule option (page 4 of the attached) which reflects the same schedule outline but with the adjustment of the rotation to only run Mon-Fri and within the Breakfast and Drive dayparts.  The frequency shifts from 20 & 21 commercials per week (for the 2 options outlined) to 11 & 10-12 commercial per week but with all commercials running within the desired timeframes at the relative same investment levels.  I've kept the initial proposed options from last week on page 3 in the summary for quick and easy comparison.

I wanted to include a couple points about the strengths of each proposed day/time rotational approach:

Mon-Fri & Breakfast/Drive Only:

  *   Your message will be delivered at the days and times that garner the largest level of listenership 'all at once' or all at the same time which can translate to a greater chance to influence action on a per-commercial basis.
  *   Your message starts to align with regular commuter habits which can help to increase impact to potential listeners on a short-term basis.

Mon-Sun & 25% per daypart

  *   Achieve much stronger frequency of message to potential clients which can be important as it's typically human nature to require multiple exposures to a message before deciding to act on it.  This can become even more of a factor if your brand is less know or is more likely to be 'new' to the audience.
  *   Avoid exclusion of or missing out on potential new clients on non-typical '9am-5pm' schedules (i.e. health care, construction workers, etc.).
  *   Reach audiences at different points in their daily routines (i.e. Monday morning drive into work, drive home from the theatre after a movie, etc.) which can strengthen message impact with audiences focused on different things (i.e. morning drive = work stress;  post-movie drive = open-mind enjoyment)

Let me know if you have any questions or would like to chat live to discuss further!

Thanks very much!

Justin Helmer
m 403.473.2560
From: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Sent: November 24, 2025 7:06 AM
To: Justin Helmer <Justin.Helmer@JackFM.Rogers.com<mailto:Justin.Helmer@JackFM.Rogers.com>>
Cc: Timon Page <timon.page@thekey.com<mailto:timon.page@thekey.com>>
Subject: Re: Toronto Radio CHFI Introduction Justin Helmer

Thanks Justin,

Can we adjust to 5 day rotation with an emphasis on drive times, AM / PM?

On Fri, Nov 21, 2025 at 3:37 PM Justin Helmer <Justin.Helmer@jackfm.rogers.com<mailto:Justin.Helmer@jackfm.rogers.com>> wrote:
Hi Tim!

Sorry for the delay!  Please see attached proposed advertising partnership details with TheKey Home Care for your review.

  *   I've included 2 options for consideration including both a :60-sec commercials option & a combined :60-sec/:10-sec Traffic option
  *   Ad rotations for both options would be a even distribution of the 7 days of the week and 4 dayparts that make up the daily schedule to ensure:

     *   1) maximum overall reach of audience
     *   2) assurance of airtimes within all different points of the day (i.e. morning/afternoon rush, Sat. evening drive home from the Leafs/Raptors game, Sun. early-morning drive to hockey practice, etc.)
     *   3) lowest rates possible

  *   Both options include the opportunity to be included in 'Bonus Fill' when available (schedule is programmed to the second meaning all commercials must be filled regardless of sale status)
  *   I've reached out to the Program Director for 680 News to confirm on-air talent voice options for recording of TheKey Home Care commercials.  Will advise on that as soon as I hear back.
  *   You may or may not be surprised by the investment levels for the options presented compared to that of the Vancouver market or other Toronto stations but note that pricing is all relative to both market size and the reach and position of the station within its respective market.  For 680 News, it's legacy as a long-time stalwart in the Toronto region drawing a massive and loyal audience with a reach of over 1.1M per week are just a couple elements that impact it's value proposition.
  *   As mentioned, no problem to have the final schedule split between TheKey Home Care & Lifeguard in the desired proportion to each (50/50, 60/40, etc.).

Please let me know if you have any questions once you've had a chance to review.  I know you're well into Friday afternoon out there so no problem to reconnect first thing next week to chat further if so desired.

Thanks very much!  Look forward to hearing from you!

Regards,

Justin Helmer
m 403.473.2560
From: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Sent: November 21, 2025 11:19 AM
To: Justin Helmer <Justin.Helmer@JackFM.Rogers.com<mailto:Justin.Helmer@JackFM.Rogers.com>>
Cc: Timon Page <timon.page@thekey.com<mailto:timon.page@thekey.com>>
Subject: Re: Toronto Radio CHFI Introduction Justin Helmer

Looks good, waiting on the rates. Thanks Justin!

On Fri, Nov 21, 2025 at 1:02 PM Justin Helmer <Justin.Helmer@jackfm.rogers.com<mailto:Justin.Helmer@jackfm.rogers.com>> wrote:
Hi Tim and Timon!

Thanks for your time this morning.  As promised, I've attached a station audience overview for the Rogers Radio Stations in the Toronto market.  I've also included our Vancouver market station profiles (the 680 News & 660 News counterpoint in Vancouver is 1130 News – same format across all markets) as well as a Canada-wide overview by market for reference.  Also attached is a copy of the :60-sec commercial running in the Calgary market on 660 NewsRadio.

I'll get to work on schedule options for 680 News in Toronto based on the guidelines provided and will get that to you ASAP.  Please don't hesitate to reach out if you have any questions in the interim!

Thanks very much!  Chat soon!

Justin Helmer
m 403.473.2560
From: Justin Helmer <Justin.Helmer@JackFM.Rogers.com<mailto:Justin.Helmer@JackFM.Rogers.com>>
Sent: November 21, 2025 8:38 AM
To: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Cc: Chuck Terlesky <cterlesky@thekey.com<mailto:cterlesky@thekey.com>>; Timon Page <timon.page@thekey.com<mailto:timon.page@thekey.com>>
Subject: Re: Toronto Radio CHFI Introduction Justin Helmer

Hi Tim!  Sorry for the late reply. 12:30 EST works great. I'll send a calendar hold with a Trams link shortly.

Thanks!
Justin

Get Outlook for iOS<https://aka.ms/o0ukef>
________________________________
From: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>
Sent: Thursday, November 20, 2025 11:54 AM
To: Justin Helmer <Justin.Helmer@JackFM.Rogers.com<mailto:Justin.Helmer@JackFM.Rogers.com>>
Cc: Chuck Terlesky <cterlesky@thekey.com<mailto:cterlesky@thekey.com>>; Timon Page <timon.page@thekey.com<mailto:timon.page@thekey.com>>
Subject: Re: Toronto Radio CHFI Introduction Justin Helmer

Thanks Justin,

Can we grab some time tomorrow? Perhaps at 12:30pm ET?

On Thu, Nov 20, 2025 at 1:12 PM Justin Helmer <Justin.Helmer@jackfm.rogers.com<mailto:Justin.Helmer@jackfm.rogers.com>> wrote:
Thanks for the introduction Chuck!

Hi Tim and Timmon (or is it spelled Timon?)!  Pleasure to e-meet you both.  Thanks for reaching out regarding potential partnership options for TheKey & CHFI in Toronto.  I'd welcome the opportunity to chat live to learn a bit more about objectives and areas of focus for the Toronto market and provide some insight on partnership options with CHFI if there might be a day/time in the near future that would work to hop on a quick virtual call?

Thanks very much!  Chat soon!

Justin Helmer
m 403.473.2560
From: Chuck Terlesky <cterlesky@thekey.com<mailto:cterlesky@thekey.com>>
Sent: November 20, 2025 10:14 AM
To: Timothy Thomas <tt@thekey.com<mailto:tt@thekey.com>>; Timon Page <timon.page@thekey.com<mailto:timon.page@thekey.com>>; Justin Helmer <Justin.Helmer@JackFM.Rogers.com<mailto:Justin.Helmer@JackFM.Rogers.com>>
Subject: Toronto Radio CHFI Introduction Justin Helmer

Hi Justin, Tim, and Timmon,

I hope you're all doing well. I want to introduce you to one another:

  *   Justin, this is Tim, the Director for Canada at TheKey, and Timmon, the General Manager for Toronto. They focus on leading marketing initiatives that drive the success of TheKey and Lifeguards across Ontario.
  *   Tim and Timmon, I’d like you to meet Justin, who is managing our radio campaigns in Calgary with CHFI Rodgers Radio. He’s been doing great work expanding our brand’s reach and engagement in the Calgary market. He also works in the Toronto market for Rogers and CHFI.

I believe there’s exciting potential for collaboration. I'll let you all connect from here.

Regards,

Chuck
Chuck Terlesky B.A., CCPE
General Manager
Calgary, Alberta

Calgary: 403-301-3777

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

[Image removed by sender. TheKey]

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Ce message est confidentiel. Notre transmission et réception de courriels se fait strictement suivant les modalités énoncées dans l’avis publié à www.rogers.com/aviscourriel <https://www.rogers.com/aviscourriel>
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Canada's Largest and Most Reliable 5G Network

This communication is confidential. We only send and receive email on the basis of the terms set out at https://www.rogers.com/emailnotice<https://www.rogers.com/web/Rogers.portal?_nfpb=true&_pageLabel=NEW_GCT&_nfls=true&setLanguage=en&template=emailnotice>

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Ce message est confidentiel. Notre transmission et réception de courriels se fait strictement suivant les modalités énoncées dans l’avis publié à www.rogers.com/aviscourriel <https://www.rogers.com/aviscourriel>
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Canada's Largest and Most Reliable 5G Network

This communication is confidential. We only send and receive email on the basis of the terms set out at https://www.rogers.com/emailnotice<https://www.rogers.com/web/Rogers.portal?_nfpb=true&_pageLabel=NEW_GCT&_nfls=true&setLanguage=en&template=emailnotice>

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Ce message est confidentiel. Notre transmission et réception de courriels se fait strictement suivant les modalités énoncées dans l’avis publié à www.rogers.com/aviscourriel <https://www.rogers.com/aviscourriel>
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