there is strength in numbers - bbb

THERE IS STRENGTHIN NUMBERS

2009 MARKETING PROGRAM FOR BBB ACCREDITED BUSINESSES

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October 2008

Dear BBB Accredited Businesses:

When we talk about the Marketing Program for BBB Accredited Businesses, we talk

about strength in numbers. During tough economic times, it is particularly true.

As business owners and as consumers, you know people are watching how they spend

their hard earned money. Research shows San Diego consumers consistently tell us

that they want to do business with companies they can trust. Fact is, nearly two

million times a year consumers are contacting the Better Business Bureau to inquire

about a company before they spend their money.

So doesn’t it make sense to join forces with other BBB Accredited Businesses by

participating in this special program we’ve designed just for you? You can choose to

participate in this program on television, radio, newspaper, magazines or in our own Yellow Pages of BBB Accredited

Businesses, based on your own business goals and budget. No matter what level of participation you choose, your

advertising will have more clout and visibility because the special BBB branded advertising reminds consumers that

you are committed to treating them right.

To support you, your BBB commits our own marketing budget to remind consumers to Start With Trust by choosing

BBB Accredited Businesses. San Diego County is home to approximately 100,000 businesses. Your participation in this

program will make it clear to consumers that your company is one of the 6,000 BBB Accredited Businesses in our county.

Like the crew on the front of this booklet, let’s pull together to make 2009 a great year!

Sincerely,

Sheryl Bilbrey, CEO/President

OverviewThe Marketing Program for BBB Accredited Businessesincorporates successful programs like our Famous FacesTV campaign, Famous Voices Radio campaign and theYellow Pages of Better Business Bureau Accredited Businesses. Then we’ve added a special advertising section in San Diego Magazine that showcases TorchAward Hall of Fame companies, a partnership with NBC 7/39 Pros on Demand and a new e-Quote program …plus special sections in Living In Style Magazine, San Diego Business Journal, San Diego Home/GardenLifestyles and the San Diego Union Tribune.

How does it work?Your BBB has pre-negotiated special rates and addedvalue for you in these special sections. As a participant,you buy the advertising you want directly from our mediapartners. Each section has been formatted to carry theBBB brand message reinforcing the fact that AccreditedBusinesses are committed to ethics in the marketplace.The BBB framework helps consumers decide who getstheir business.

Who can participate?Any BBB Accredited Business in good standing can participate in this program.

Who are the 2009 media partners?The 2009 media partners include:— The Famous Faces TV Campaign runs on eight networkand independent TV stations plus San Diego Interconnectcable stations throughout San Diego County.— The Famous Voices Radio Campaign runs on 22 English language and 7 Spanish language radio stations— Living In Style Magazine— NBC 7/39 Pros On Demand & e-Quote Program— San Diego Business Journal— San Diego Home/Garden Lifestyles— San Diego Magazine— San Diego Union Tribune— Yellow Pages of BBB Accredited Businesses

How do we sign up?

On the following pages, you will find a one-sheet for eachmedia opportunity as well as a sample of the advertisingopportunities to help you decide what is best for yourcompany. Please note the contact information for eachmedia representative. They will work with you directly tomake sure your advertising is placed in the programs youselect. Also please note billing information at the bottomof each page.

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The Famous Faces TV campaign for 2009 offers two levels of participation.

You can choose to participate in one or both.

— The $5000 package focuses on the Daytime Schedule and starts with the early

morning news shows, morning shows, noon news and daytime shows.

— The $10,000 package focuses on the evening news, prime access and late news shows.

In addition to the paid spots, each of our partner television stations also guarantees bonus spots that

run as public service announcements thus providing each participant with additional exposure at

no additional cost.

Audience Info: Daytime Schedule : Gross Impressions Adults 18+: approx. 2 million

Evening Schedule: Gross Impressions Adults 18+: approx. 5.6 million

Timing: Commitment date: February 6, 2009

Production Dates: April/May, 2009

Run date(s): June, July and August, 2009

Cost: $ 5,000 – Daytime Schedule: Morning News/Shows, Noon News & Daytime

$ 10,000 – Evening Schedule: Evening News, Prime Access and Late News

$ 2,500 – commercial production

Contact: Sheila Fox, Fox Marketing Network

P.O. Box 34040, San Diego, CA 92163

619.298.0495, [email protected]

Specs: Copy pre-approved with predominant BBB message.

Copywriting / production fees included.

Billing Info: Cash in advance. Checks to: San Diego Better Business Bureau

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4 F A M O U S F A C E S T V C A M P A I G N

SAMPLE TV STORYBOARD—FAMOUS VOICES CAMPAIGN

Better Business Bureau - “Famous Faces-Jeromes” :30 Spot

I’m Jerry Navarra from Jerome’s Furniture … one of the San Diego BBB’s Accredited Businesses.

I know how hard we work to maintain ouraccredited status with great furniture values, same day delivery and caring customer service.

Jerry Navarra, President, JEROME’S FURNITURE

So when I go shopping, I start with theBBB Yellow Pages because I know the onlyway to become an Accredited Business isto commit to high standards and greatbusiness practices.

Start with trust …

Start with a BBB Accredited Business.

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S5F A M O U S V O I C E S C A M P A I G N F R O M T H E S A N D I E G O

R A D I O B R O A D C A S T E R S A S S O C I A T I O N ( S D R B A )

09

BBB Accredited Business

Anncr: John Hawkins, President,

Cloud 9 SuperShuttle

Hawkins: At Cloud 9 Shuttle we know you’ve got

a lot riding on us so we go the extra mile to do

things right … whether it’s maintenance of our

vans … or training our professional drivers …

or being active in the Better Business Bureau.

As a BBB Accredited Business, we’re committed

to being a company you can trust. So whether

you’re deciding who is going to shuttle your

family to the airport … or making another

purchase or business decision … Start with trust …

Start with a BBB Accredited Business at bbb.org.

BBB Torch Awards

Anncr: Chad Gardner, Vice President

K-Co Construction

Gardner: As a family owned business, K-Co

Construction is dedicated to ensuring that your

family has the best possible home remodeling

experience. Our distinction as both a local and

international winner of the BBB Torch Award

for Marketplace Ethics, lets you know we’re

committed to being a company you can trust.

So whether you’re deciding who’s going to handle

your remodeling project … or making another

purchase or business decision … Start with trust …

Start with a BBB Accredited Business at bbb.org.

SAMPLE RADIO COPY—FAMOUS VOICES CAMPAIGN

Available to the BBB Accredited Businesses from the San Diego Radio Broadcasters

Association. The SpotBank Package provides 200-240 radio announcements per

participant to run on SDRBA member stations as follows:

— 10x thirty-second announcements to run paired with another BBB participant

(non-competitive) in a sixty-second piggyback spot to air on 20+ San Diego

radio stations

— 10x thirty-second announcements (stand alone) to run on 7 Clear Channel stations

SpotBank announcements will be distributed evenly during all day-parts, Monday-Sunday, 6am-Midnight.

Audience Info: The SDRBA SpotBank package will reach 45.7% of the San Diego adult

population aged 18+. (Arbitron four rating book average)

Stations: 20 English language / 7 Spanish language

Reach: 1,029,600 Adults 18+

Frequency: 2.0x

Timing: Commitment date: November 7, 2008

Materials by: Copy needed by November 15, 2008

Production Dates: December 1-12, 2008

Run date(s): Weeks of Jauary 5, 2009 and January 12, 2009

Cost: $4,300.00

Contact: Sharon Massey, Executive Director

13137 Winstanley Way, San Diego, CA 92130


Specs: Copy pre-approved with predominant BBB message.

Copywriting/production fees included.

Billing Info: Cash in advance. Checks to San Diego Radio Broadcasters Association

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Category exclusive Local Experts Marketing Opportunity, incorporating Online

and On-Air elements. NBC Pros on Demand is designed to help San Diegans

easily locate reputable experts in specific service or product categories.

BBB participants receive:

— Category Exclusivity for length of agreement and first right of refusal

to retain category

— 600,000 Annual impressions on NBCSanDiego.com

— Visual sponsor tagging of :30 Pros on Demand “Explainer Spot” (120 Spots Annually)

— Online & On-Air Production included

Audience Info: NBCSanDiego.com is the most visited TV Station website in San Diego

(Scarborough Research, R1 '08), delivering 420,000 unique visits and

over 6.8 million page views each month (Omniture).

Timing: Commitment date - November 3, 2008

Materials by: Copy needed by November 21 to begin On-Air/Online production


Cost: Starting at $1,500 per month

Note: Available Categories - Mortgage, Pest Control, Window & Door,

Legal, Home Improvement, Medical

Contact: Sean Monzet, Director of Integrated Media,

NBC Local Media, San Diego

225 West Broadway, Suite 300


Specs: High-quality .jpg or .eps logos/graphics

needed for on-air production.

Copywriting available/production fees included.

Billing Info: Monthly billing with established credit.

Cash in advance available as well.

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B B B E Q U O T E S P O N S O R S H I P , I N P A R T N E R S H I P W I T H N B C 7/ 3 9 & N B C S A N D I E G O . C O M

Multi-Platform Sponsorship opportunity for San Diego BBB Accredited

Businesses to promote themselves as participating members of the

BBB eQuote Program. Sponsors of the BBB eQuote Program receive:

— Visually tagging on TV “webdriver” commercials promoting the

BBB eQuote Program (120 Annually)

— Targeted Online Ad Units rotating on BBB eQuote Landing page on NBCSandiego.com

— 728x90 leaderboard— 160x60 skyscraper— 300x250 display ad

— Roadblocking of NBCSanDiego.com Email Newsletters

— Minimum of 1,200,000 Annual Online Ad impressions

Audience Info: NBCSanDiego.com is the most visited TV Station website in San Diego

(Scarborough Research, R1 '08), delivering 420,000 unique visits and over

6.8 million page views each month (Omniture).

Timing: Commitment date - November 3, 2008

Materials by: Copy needed by November 21 to begin On-Air/Online production


Cost: Starting at $1,800 per month

Minimum 3 month commitment

Contact: Sean Monzet,

Director of Integrated Media,

NBC Local Media, San Diego

225 West Broadway, Suite 300

619.578.0408,

[email protected]

Specs: High-quality .jpg or .eps

logos/graphics needed for

on-air production.

Copywriting available/

production fees included.

Billing Info: Monthly billing with

established credit.

Cash in advance

available as well.

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Living in Style Magazine is a 6-year-old local home and lifestyle publication

featuring original editorial in the categories of Home, Features, Image &

Wellness and Out on the Town. Each issue also includes an extensive calendar

of local events, and hot products for your home and lifestyle. Lowest cost per

thousand of San Diego’s top magazines.

Distribution: 150,000 copies per issue distributed 75,000 a month for two months to two different

groups of homes.

Audience Info: Readership is 100% homeowners whose homes are worth at least $650,000 and over

2200 square feet. These are the consumers who spend the most in the marketplace and

have the highest average sale.

Run date: 4 months/2 issues-March/April issue 31 and May/June 2008 issue 32.

Commit by: Commitment date: March/April- January 10th, May/June- March 11th

Cost: 1/3 page 4 color- $ 950.00 per month

2/3 page 4 color- $1700.00 per month

Full page 4 color- $2000.00 per month

production charges included

Contact: Dave Long, Associate Publisher

Living in Style magazine

6136 Mission Gorge Road, Suite 214

San Diego, CA 92120

619.285.9520 Ext. 30

[email protected]

Specs: 1/3 page 4 color- 4-3/4” x 1- 3/4”

2/3 page 4 color- 4-3/4” x 3- 3/4”

Full page 4 color- 5-1/4” x 7- 1/2”

Billing Info: First month is pre-paid.

Second month can be billed net

30 days with approved credit.

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Number 1 Weekly Business Publication in San Diego

16,000 circulation, 48,000 weekly readers

Audience Info: Upper management, C- level Executives, average age is 49, average

household income $251,000, average net worth 2.5 million, 90% own a home

Timing: Annual program to run first Monday of each month starting in January 2009

Commit by: 25th of second month preceding

Materials by: 20th of month preceding

Run date(s): Jan 5, Feb 2, Mar 2, Apr 6, May 4, Jun 1, Jul 6, Aug 3, Sept 7, Oct 5, Nov 2, Dec 7

Cost: 1 col x 1.5” ad = $50/ad = $600/year

1 col x 2.5” ad = $70/ad = $840/year

1 col x 3.5” ad = $80/ad = $960/year

Minimum 6 time schedule

Contact: Arielle Dumaw, Account Executive

4909 Murphy Canyon Road,

Suite 200

San Diego, CA 92123

858.277.6359 x3144,

[email protected]

Specs: 1 col x 1.5” ad

Headline,

3 lines of content,

Contact info

1 col x 2.5” ad

Headline,

7 lines of content,

Contact info

3” x 2” ad

Headline,

14 lines of content,

Contact info

Billing Info: Check or Credit Card

at the time of order

Early bird special $10.00 off

any size ad with signed contract

at the October 15, 2008

BBB breakfast.

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10 S A N D I E G O H O M E / G A R D E N L I F E S T Y L E S M A G A Z I N E

San Diego Home/Garden Lifestyles, a locally owned magazine, is celebrating

30 years as San Diego’s only subscription-based home and garden publication —

a national record for regional-shelter magazine longevity. Each issue features

the best in local architecture, interior design, gardens, restaurants and recipes.

If you have a product or service that belongs in the home, your ad featuring that product or service belongs

in San Diego Home/Garden Lifestyles. Let us help you grow your business.

Audience Info: Reach over 400,000 readers each month. 94% of San Diego Home/Garden Lifestyle

readers own a home and are seeking remodel, design and landscape resources and ideas.

Average income $213,000. Average home value $818,000.

Note: This year’s Better Business Bureau section leads off with a full page featuring

Sheryl Bilbrey, CEO/President of the BBB. In the article Bilbrey discusses the benefits of

BBB accreditation and the reasons our readers should look for the BBB logo when

considering home products and/or service. BBB ads directly follow the article,

beginning with full-page, then half-page, and then quarter-page ads.

Run date(s): April, August and December 2009

Commit by: April issue – February 16, 2009

August issue – June 15, 2009

December issue – October 19, 2009

Materials Due: April issue – February 23, 2009

August issue – June 22, 2009

December issue – October 26 2009.

*Commit and Material dates are subject to change.

Cost: Full Page 4 color - $3,300

Half Page 4 color - $2,100

Quarter Page 4 color - $1,100

Includes Production charges

* Receive a 10% discount if you commit to all three

issues by February 16, 2009.

Contact: Mark McKinnon, Publisher

4577 Viewridge Ave., San Diego, CA 92123


Specs: Full Page Non Bleed – 7.25” x 9.5”

Half Page 4 color – 7.75” x 4.75”

Quarter Page 4 color – 3.5” x 4.75”

Billing Info: First ad is prepaid; second ad can be billed net

30 days with approved credit or

prepayment by credit card.

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S11S A N D I E G O M A G A Z I N E — A C U R T C O M E D I A P U B L I C A T I O N

09

San Diego Magazine’s February 2009 issue will profile the Hall of Fame winners of the

Better Business Bureau’s Torch Awards for Marketplace Ethics in a vibrant four-color

promotional section. Participation in this promotional section will provide winners

with added exposure and educate San Diegans on why they need to do business with

winners of this prestigious award. This exclusive piece is only open to previous and current winners.

Audience Info: San Diego Magazine’s 370,000 readers are the ideal audience for your message.

Over the past 60 years, we have built a loyal audience of influential San Diegans.

Consider these facts: 20.1% sit on a board; 39.6% are business owners; 89.2% own a

home; 65.7% are married and they enjoy an average household income of $220,000.

Note: This issue is limited to previous and current Torch Award winners & finalists.

Run Date: February 2009

Commit by: Tuesday, December 30, 2008

Materials due: Tuesday, January 6, 2009

Cost: Full Page profile rate is $3,935 net (compared to standard one time full-page rate of

$6,297). Each full-page, four color profile includes professional color photography,

interview, 250-word write-up, production and 500 profile reprints to be used for your

own marketing purposes. Your company logo can be added to the profile for your reprints.

There is also a 1/2 page option for $2,350 net (175-word write-up) but it does not include

the 500 reprints.

Contact: Debra Zinn, Account Executive

619.744.0532

[email protected]

Kate Brigden, Sales Assistant

619.564.3204

[email protected]

Billing Info: Clients to be billed upon

publication with payment due

net 30 days or pre-payment

by credit card.

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12 T H E S A N D I E G O U N I O N - T R I B U N E

The one source you need to reach the most San Diegans is The San Diego Union-Tribune.

We are the leader in news and information in San Diego County with the largest metro

newspaper, the Pulitzer Prize-winning San Diego Union-Tribune, the most-viewed

website, SignOnSanDiego.com and the largest Hispanic weekly publication, Enlace.

Our mission is to be the leader in providing news, information and marketing services

indispensable to customers in our diverse region.

Audience Info: Each Wednesday will reach 702,894 San Diegans

52.4% of the men in San Diego

47.6% of the women in San Diego

* Source: 2007 San Diego Scarborough Report, Release 1

Profile: 75% are homeowners 15% are age 35-44

36% are college graduates 21% are age 45-54

or have further education 19% are age 55-64

35% have 1-3 years of college 25% are 65 or older

* Source: 2007 San Diego Scarborough Report, Release 1

Timing: Space Deadline is 2 weeks prior to publication

Materials due: Varies per publication – call for details

Run date(s): March 11, May 13, July 15, September 16

Cost: Size 1 Time 2-3 Times 4 Times

2x2 B&W $559.23 $498.41 $434.53

Color* $735.63 $674.81 $610.93

2x4 B&W $1006.57 $888.55 $778.34

Color* $1359.37 $1241.35 $1131.14

2x6 B&W $1342.15 $1184.78 $1038.39

Color* $1871.35 $1713.98 $1567.59

Optional: Now you can add FULL COLOR to your

advertisement! Market research says receive

30% more reader retention with a color ad!

See rate chart for black & white and color priced ads.

Contact: Kathy Vaca, Account Manager

P.O. Box 120191

San Diego, CA 92112-0191

619.293.1594, Fax: 619.293.2327

[email protected]

Specs: 2x2 measures 3.72” wide x 2” long

2x4 measures 3.72” wide x 4” long

2x6 measures 3.72” wide x 6” long

or 5.67” wide x 4” long

Billing Info: We accept Visa, MasterCard,

Discover & American Express.

Prior to publication, checks can be mailed to:

Union-Tribune, Attn: Sally Holmes

P.O. Box 120191, San Diego, CA 92112-0191

If you would like to be billed, please call

for a credit application.

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S13Y E L L O W P A G E S O F B B B A C C R E D I T E D B U S I N E S S E S

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The BBB Yellow pages is the only San Diego Yellow Page Directory published by a

non-profit organization. This directory is designed to target the consuming public

in an effort to enhance your BBB accreditation.

Audience Info: 300,000 copies of the BBB Yellow Pages are published every

6 months and is distributed directly into consumer’s homes via

the San Diego Union Tribune. Additional distribution includes

freestanding racks in over 500 local retailers including most

grocery stores and Blockbuster Video locations.

Timing: Deadline—Summer 09 is Apr. 3, 2009 with a distribution date of mid-May.

Deadline—Winter 09 is Oct. 2, 2009 with a distribution date of mid-November.

Cost: All BBB Accredited Businesses receive one basic listing as an accreditation benefit.

Additional listings and display advertising are available ranging in cost from $100.00

to $8,000.00 per issue with an average ad sale running around $800 per issue.

Contact: Bob Day

9880 Magnolia Ave. #201, Santee, CA 92071


Ad Specs: Ad design is free with all purchased advertisements. Ad specs will be provided to any

advertiser wishing to handle their own artwork.

Billing Info: A 50% deposit is required upon completion of an advertising agreement. The balance is

due upon publication. Some payment plans may be arranged on larger ad sizes.

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BBB Accredited Business Status Indicated:

Your public reliability report lets consumers know you agree to meet and maintain BBB

Standards of Trust and you are committed to ethical conduct. We deliver over 2500 company

reports a day and our information is available 24-hours a day, 7-days a week via our Consumer

HelpLine and informative website.

Accredited Business Identification:

With a signed agreement, include our special Accredited Business seal on your printed materials.

Promote your accreditation in yellow page directories, bid sheets, business cards, flyers, TV or radio ads,

and any other marketing efforts within San Diego and/or Imperial Counties.

Internet Membership:

Add the special encrypted BBBOnLine logo to your website to show your commitment to ethics. When a

consumer “clicks to check” they will link directly to a report the BBB has prepared about your company.

This allows customers to gain confidence knowing your company is committed to customer satisfaction

and high ethical standards.

eQuote:

This lead generation is exclusive for BBB Accredited Businesses and can mean new business

for you. Consumers request information for a specific job quote via email.

Accredited Business Referral Lists:Over 3,000 lists distributed annually to buyers looking for businesses with whom to do business.

Internet Home Page:

Potential customers can view our list of Accredited Businesses and reports on our informative website.

We will link to your website at no charge – driving more consumers to you.

Plaque and Decals:

Enhance your marketing efforts and build consumer confidence in your business. Remember, customers like

to do business with BBB Accredited Businesses! Ask the BBB for a certificate to add to your portfolio.

Dispute Resolution:

This optional free service helps you resolve complaints quickly and maintain customer

loyalty through binding arbitration. Save costly legal fees and your valuable time.

Discounts:

Promote your products or services via our website. Your discount is listed free and can also drive more

activity to your website as consumers research your discount offer.

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G E T I N V O LV E D W I T H T H E S E B B B P R O G R A M S :

Gerry Wilson Golf Classic:

Support ethical business by taking part in the Gerry Wilson

Golf Classic, an annual fundraiser for the BBB Foundation,

a 501(c)3 organization. The Classic brings together business

leaders from around the county

in support of ethical business

practices. Proceeds help the BBB

Foundation in its mission to educate consumers and expand

the services it offers to over 3 million consumers living in our

community. Your participation in this event is an integral part of keeping this mission alive.

Torch Awards for Marketplace Ethics:

The Torch Awards recognizes local businesses and

charities that have demonstrated exemplary ethical

business practices in their relationships with

employees, customers and community.

This program identifies and celebrates companies

that are making a conscious choice to

conduct their business in an ethical manner.

Every winner and finalist of a BBB Torch Award

has an unprecedented opportunity for public

recognition and well-deserved visibility.

Student Ambassador Program:

The Student Ambassador program is a voluntary program to bring

information on scams and frauds to the entry-level consumer.

With high disposable incomes, young consumers are easy targets

for scam artists. The Student Ambassador program is designed to

train students to deliver this importantinformation to peer groups.

Speakers Bureau:

BBB speakers are available to speak for free on the latest scams and frauds at your next meeting.

BBB speakers will help consumers recognize the telltale signs of scams. We believe there is no

stronger remedy for fraud than an educated consumer who refuses to be conned.

7 in 10 consumers say they will be more likely

to buy from a company designatedas a “BBB Accredited Business.”

2007 Princeton Research Findings

5050 Murphy Canyon Rd. #110San Diego, CA 92123-4389

Tel 858.637.6199Fax 858.496.2141

bbb.org

there is strength in numbers - bbb

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