Saturday, July 29th
10:00 a.m. to 5:00 p.m.

Sunday, July 30th
10:00 a.m. to 5:00 p.m.

2005 Promotional Campaign

Over 38,000,000 Household Impressions!

Prior to the ABC 7 Family Health & Caregiver Expo in May of 2005, a 13-week television campaign aired on ABC 7/WJLA-TV and NewsChannel 8 to raise public awareness about the issue of caregiving as well as to promote the Expo.

ABC 7 produced a variety of 15 and 30-second promotional announcements featuring ABC 7's awardwinning news anchors and promoting the ABC 7 Family Health & Caregiver Expo and its sponsors. The promotional schedule targeted the distinct demographic of caregivers within the Washington, DC area. The schedule included:

• Announcements on ABC 7 during Good Morning Washington, Good Morning America, Live with Regis and Kelly, Oprah, Capital Sunday, Inside Washington, Wheel, Jeopardy, Nightline, ABC 7 News at Noon, 5PM, 6PM, and 11PM
• Announcements on Newschannel 8 during Primtetime Report, News Talk, rebroadcasts of World News Tonight and Nightline, The Truth about Money and SportsTalk
• The promotion campaign achieved a 93% overall reach of the Family Caregiver primary demographic of Adults 25-64, and over 38,000,000 household impressions

In addition to the stations' promotional announcements for the Expo, several participating sponsors/exhibitors increased their exposure in the Washington market by purchasing on air schedules. These companies were featured in custom 30-second commercials on both ABC 7 and Newschannel 8 that highlighted their products and services, as well as their presence at the Expo.

The stations' individual websites, www.wjla.com and www.news8.net were also utilized to further promote the Expo as was the National Association of Chain Drug Stores website, www.nacds.org. The campaign was prominently featured on all three websites, with event details such as the list of exhibitors and educational speakers supplied by the Expo's official website, www.familycaregiverexpo.com.

To further promote the web element and entice viewer participation in a special caregiver survey, ABC 7 provided a free ticket promotion in conjunction with Independence Air. Two grand prize recipients each received 2 free roundtrip tickets anywhere Independence Air flies in the country.

In a special partnership with the Washington Metropolitan Area Transit Authority (WMATA), The ABC 7 Family Health & Caregiver Expo was prominently featured in multiple four-color signs in MetroRail cars and Metrobuses throughout the greater Washington, DC area during the three week period leading up to the Expo.

Details of the Expo were also promoted through partnerships with:

• The Senior Beacon newspaper (150,000 circulation)
• The Express newspaper (division of The Washington Post)
• Washington Business Radio AM 700
• CVS, Rite Aid, Target, Costco, Giant, Safeway, and CARE Pharmacies, who provided consumer pamphlets and promotions in their Sunday circulars.

Throughout the Expo, ABC 7 and Newschannel 8 aired live and taped news segments from the floor of the Expo featuring event updates, information, and interviews with attendees and exhibitors. Lead anchors for both stations were present throughout the event, meeting attendees and signing autographs.

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