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RALEIGH SPONSORSHIP OF t%ODEO R~tior~lc In 1979, Raleigh has taken a number of steps to increase its appeal and importance to a group of ~ople we h~.ve described as the Raleigh ~Pond. " We feel tha± ihe tg~pe*of~ people aliending rodeos ~.re %he types of people who wnuld fit ~n this group oF people designated a~ a Raleigh "Pond. " The~e people are cuasidered to have ~raditto:~al ~al- ue~, 1o be middle cias~ or 16wet, to be high school educated or tess, to be hard-working, blue-color types of people. They tend to be ac- tive people who en~oy such aclivities as rodeo and outdoor sports. Family relalionships are important, and they genzrally spend their entire lives in the same uetghborhoods; %hey are active in their com- munilies. For these reasous, we reel that rodeo provides a good opportunity %0 reach these people whom we con~ider %o he our poten tial "Pond. " T'~ ]979, Ralelgg h~s slso followed the strategy 1o provide slrong, local sapperl againsl the "Pond" franchi~e-lype smoker~ in key op- porlr~nity sub-~r~ding ~reas, as well as ±0 provide n~ti0na[ ~overage. Rodeos pern~it us the flexibility to go in those local markets and 7~/2- r~al]y d~sign a "grass roots" program. 0~4 r ~ J!I~uall-ty'2itY r~age. Rodeos can orovide, such a quality ima.~Mg" ~hwhich io • -- [_lg"eesent the Raleigh product offering. Another adv~ge of r~ " odeo is ~: that it provides a quality sampli~gp_oXiunltCg._foyJRalet~h, By pre- ~: screening our larger audience, we achieve 2. greater efficiency vdth our sampting programs. Therefore, in summary, rodeos provide to ": • " IIaletgh the foDowing benelit~: 1. ]t permits Raleigh to pro screen its target audience; ~/~vmz~j~ 2. ]t allows us to develop a real "grass roets"/local prorno±ional publicity program. ~. l~ permits us In l:~vget nuv mar]~etlng/prornotlonnl progentrs Io Raleigh's opportunity' markets, ~" 4. It provide~ quality san]piing oppoz'kunities for Raleigh Lights. 7 ,. 5. It permits Raleigh to present its product in a quality image {~ ~iii:~ j mtvirenrflent ihal is eonsistenl wi;h the overall image. -4 6. It provides a greater !rnpact for our message, lhereby enhane ~ng the tot~] Rnleigh offeNng.

/ RODEO SPONSORStI--P PROPOSAL The object of R~.leigh spousorship of rodeo is to develop a total bate- grated promotional/publicity prog~'~l LO create greater awareness and trial of 1~aleigh. We viat~alize the program in the following r~an- i]er: the ~id 9oIlsist of re~Dotionsl activity, ~iZi~{~ion, ~nd ~ post~am in orde~ to provide c oniinuiCy. The ~re-rede,o promotional activity would consist of a special rodeo c~z/o~ tom.lion. We would utilize i " ~ to rorao~c both R~letgh and the rodeb. We would taoe .Qg each car~pn a }~.glei~h r~. It would be possible %~ use this belt buckle, ti~en, as a dollar amount off on gain admission when worn• Pr~ar is the rodeo, we wo~ld ufil~ze a "~alei~alei hh r~ro e~e '? w~th radio publicity. This progra~ would J~vol-¢e fJndiag the Raleigh rodeo Beetleho~rd on the street, stopping the ~eetleboard, ~nd gel- . ling free tickets to the rodeo. The whereabouts and clues tothe where- abouts of the l~delgh Beetleboard would be given over the r~dio. The ~nrpose of this program would be to generate awareness of llainigh'S \ eponsor~hip of the rodeo and fie h~to the carton promotion. We ~'ould also utilize IIaleigh rodeo street banners and store window posters. ~ In cittcs where i~ would he appropriate, wc would also do joint e.dvcr pktising with local sponsorship. In cities where appropriate, Raleigh would utilize street corner sampling en a single day prier to the rodeo. k~k~'~'--JSa,rnpling would fake place in hi,h-traffic malls and appropriate down- R~leigh s rodeo p~rtlclpalina ~uuld consi~ of ~lelgh rodeo fo:c the arena and admission gate~, l~al~igh where approprinie, and a Rgle~h ~for ~lae rodeo partici- pants of approximately ~I. 000. Again. we ~oul.d sample on select days. We would also utilize ;he Raleigh rodeo Beetleboard during the rodeo, pcr2%~ps with a clown act. l%aleigk Wou~d ~Iso sponsor ~ rodeo sweep- stakes in which 3b, 000 coupons wo~Id be awarded for gifts from the l~,Icigh C~talog. Ralcigh would follow up, as a post-rodeo program, w~th a ~ ,~ c~ouoor, dro lei n Li his. ~" A~'ain, the Raleigh sponsorship of rodeo is to increase the ~wareness and sales of Ealeigh+ rathcr ~han subsidize the IRA.

"/~ t' L PRE -RODEO PROMOTION Raleigh Cal"ton Prona~tCon Shelf ialk:er s Posters (window & carton displays) ~lyer for¸ posfer Belt buckle S~reet b~u]ner s Beetleboar d Tickets - Street Bampling I~ODEO PARTICIPATION T~st ~ Natio~ill (5 Rodeos) (50 Rodeos) 10,000 @ 15¢ 1,500,00 25,000 @ lo¢ 3,750.00 4,000 @ 20¢ 800,00 40,000 @ 20¢ B, O00. O0 4,000 @ 5~ ~0.00 40,0fl0:@ 5¢ 2,000.00 5, o0o @ $1. 3,0o0,00 30,000 @ $i. 2o, ooo. oo 5 @ $3~.50 187.50 10 @ $37.50 375.00 ~V 5, 000, 00 8, O00.00 H~ndpalnting 1,000.00 1,000.00 500@ $6. 3,000,00 2,500 @ $6. 15,000.00 Travel & Expense 1.500.00 7,500.00 3 @ $6,500. 19,500,00 I0 @ $6,500. 65,000.00 $33,527.50 $155,625.80 ~rer!~ balln~$ i SamplinE (1/5 of gate} (20, 900) (12,000) Bo~us ~ward Sweepsfakes Trade (party & tickets) POST-RODEO PROMOTION $I. coupon (81.08 cosl), 2% z'eflerr~p. 8 @ $40. 320,00 24 @ $~0. 960.00 • 5 @ 75~ • 5,000.00 50 @ 75~ 150,000.00 5 @ $1.000. 5.000.00 25 @ $I,000 25,000.00 5 @ 35,000 coupons 1,300.00 To be defie~mined 12, 500.00 5 @ $500. 2,500.00 25 @ 8500, 12,500.00 ,~4:120,00 ~200,960.00 i00~000 cir. 10,800.00 150,000 elf. 162,00C.00 $58..447.50 $498~ 585. O0 MEASUREMENT CRIT~IA ]9~e-post telephone ~$]rvey - awa~oness level; Sample t esting; Pre-post s~les figures Coupon r~ demption 660006782