Breaking the Chains of Tax Preparation

Burdens Across the Greater Dayton Area!

FAR HILLS
Accounting Ser vices, LLC
The Solution
Brian Fanelli
104.9 The River (WCVO-FM)
Dayton, OH 45419
Direct: (586) 907-9095
brianjfanelli@cedarville.edu
What We Learned
• When people buy from us, they buy our expertise and trust that all financial
statements and filings will be correct.
• Target Customer: anyone (individuals and businesses) needing to file tax
statements with the IRS
• We are competitively priced; our prices tend to be lower than most competitors
• Our customers value our strong communication. Not only do we provide
accounting expertise, but we value all customers as people and are interested in
their livelihood.
• Workload is heaviest during March and April
• Our main focus is trust.
• Customer base is old, losing many clients each year
• Currently, our main form of advertisement is word-of-mouth
• We will measure success by an increase in demand by younger clients for our
services.

FAR HILLS
Brian Fanelli
104.9 The River (WCVO-FM)
Direct: (586) 907-9095
brianjfanelli@cedarville.edu Accounting Ser vices, LLC
!
Why Radio?
It’s On All The Time
Radio reaches an unprecedented 93% of persons 12+ every week. And it reaches 77% of
adults every day. Radio is everywhere all the time.
How Many Hours a Week Do People Listen to Radio?
!
It’s Intrusive Women 35-64
You can close your eyes, but you can’t
close your ears…that’s why you know Women 25-54

the words to hundreds of songs that you Women 18-34

never intended to memorize! This occurs
through the power of sound. When you Men 35-64

combine the power of sound with the Men 25-54

power of words, you can persuade the
listener to act on your message. Men 18-34

- Wizard of Ads c.24, Secret Formulas of the

Wizard of Ads c.33 Persons 12+

0 2 4 6 8 10 12 14 16 18

FAR HILLS
Brian Fanelli
104.9 The River (WCVO-FM)
Direct: (586) 907-9095
brianjfanelli@cedarville.edu Accounting Ser vices, LLC
Why
!
Radio?
It Plants Your Message
Your message is planted and branded in the heart of the customer. Because your message is heard, it
reaches people who are not yet in the market, but will be one day. If only 2% of the market presently
needs your product, radio allows the other 98% to be fertile soil when the need arises. - Wizard of Ads c.35

It Creates Top Of Mind Awareness

With the repetition of radio advertisements, your product and your business name will be echoing
in people’s heads. Top of Mind Awareness guarantees that you will have won the mind before the need
arises. – Secret Formulas of the Wizard of Ads c.43, 58

It Is The Key To Successful Branding

Practically speaking, if advertising is getting your name out, branding is attaching something to
your name that reminds people of who you are and why they need you. Successful branding is the
ability to speak to the customer, in the language of the customer, about what is important to the
customer. With a clear radio message, this is accomplished with 3 steps:
1) Frequency – the proper amount of commercials each week to achieve proper frequency
2) Consistency – a successful ad campaign running 12 months a year.
3) Anchoring – this is the part often forgotten – anchoring your message to something inside the
customer (a shared memory) that can be recalled when they hear your message. It must be relevant to
the customer and their need. - Making Ads Work c.11, Secret Formulas of the Wizard of Ads c. 7

FAR HILLS
Brian Fanelli
104.9 The River (WCVO-FM)
Direct: (586) 907-9095
brianjfanelli@cedarville.edu Accounting Ser vices, LLC
Why The River?
EXCLUSIVE CONSUMER
The River has an exclusive format
There are more than 12 Adult Female targeted stations in town, and 6 of them are playing almost the same
format. With the River, there’s no format competitor to switch to!

The River plays fewer commercials per hour

Most top stations play 12-16 minutes of advertisements. This leaves more room for an advertiser to get lost in the
commercial overload. 104.9 the River plays 8 minutes an hour, with the exception of morning drive.

Crossover / Duplication
Where most top stations have 30%-50% of their audience that cross over to competitors, the River only loses
5%-12%. While many stations claim to have a loyal audience, the River, with its unique format, keeps its listeners.

We offer a LOYAL audience

According to Simmons Market Research, 72% of Christian radio listeners prefer to buy from a business that
advertises on their radio station. And 62% say that they would "shop more at a known business if it advertised on
Christian radio.“

The data is definitive and clear. If your advertising campaign does not include Christian Radio Advertising, then
you are not maximizing your ad budget's ability to reach buyers who are predisposed to buying what you are
selling. Marketing to this unique family-oriented audience is easier when you include it in your media mix.

FAR HILLS
Brian Fanelli
104.9 The River (WCVO-FM)
Direct: (586) 907-9095
brianjfanelli@cedarville.edu Accounting Ser vices, LLC
Audience Profile
Gender Age
Target Listener 30
Jen, a 39-year-old 25
mom 20
Male
Female 15
46.3%
53.7% 10
Education
5
31.9% have a
0
college degree or 18-24 25-34 35-44 45-54 55-64 65+
above
Household Income Home Ownership
30

25
Percent of Children in
Household Under 17 Other
20
Rent 3%
1 or more - 42.4% 20.5%
15
2 or more - 24.1%
Own
10 3 or more - 8.8% 77.0%
5 4 or more - 1.6%
0 5 or more - 1.2%
Under 25k 25k-35k 35k-50k 50k-75k 75k-100k 100k+

FAR HILLS
Brian Fanelli
104.9 The River (WCVO-FM)
Direct: (586) 907-9095
brianjfanelli@cedarville.edu Accounting Ser vices, LLC
Far Hills Accounting
Prepared Exclusively for Lucinda Hacker
Schedule: Weeks of February 17 and March 3, 2014
Daypart Ads/Wk Length MO TU WE TH FR SA SU Rate Cost
Far Hills Far Hills Far Hills

Far Hills Far Hills Far Hills

6a-7p 15 :30 Far Hills Far Hills Far Hills - - $60 $900

Far Hills Far Hills Far Hills

Far Hills Far Hills Far Hills

Weekly
$900
Totals:

Streaming Schedule: Weeks of February 17 and March 3, 2014

Daypart Ads/Wk Length MO TU WE TH FR SA SU Rate Cost

6a-7p 15 :30 Far Hills Far Hills Far Hills - - $1 $15

Weekly
$15
Totals:

Weekly Investment: $915.00

Total Investment: $1,830.00

FAR HILLS
Brian Fanelli
104.9 The River (WCVO-FM)
Direct: (586) 907-9095
brianjfanelli@cedarville.edu Accounting Ser vices, LLC
Far Hills Accounting
Return on Investment

!
Customers pay an average of $180 per tax return
According to About.com’s Tax Preparation Prices and Fees
!
About 10 new clients needed to see a return on
this investment

FAR HILLS
Brian Fanelli
104.9 The River (WCVO-FM)
Direct: (586) 907-9095
brianjfanelli@cedarville.edu Accounting Ser vices, LLC
Far Hills Accounting
Schedule 2013
FAR HILLS
Accounting Ser vices, LLC

Total Campaign Investment: $1,830.00

Lucinda Hacker
Client Confirmation Printed Name Date

Brian Fanelli
104.9 The River (WCVO-FM)
Dayton, OH 45419
Direct: (586) 907-9095
brianjfanelli@cedarville.edu