Private Label Radio Launches Brand-Specific Radio Network for SUBWAY(R) Restaurants

Private Label Radio Launches Brand-Specific Radio Network for SUBWAY(R) Restaurants

SUBWAY(R) RADIO reinforces the SUBWAY(R) Brand and Messaging; Delivers Consistency of Music at SUBWAY(R) Restaurant Locations Nationwide

PASADENA, Calif., JULY 17 /PRNewswire/ -- Private Label Radio (PLR), a division of DMI Music & Media Solutions, launched SUBWAY(R) RADIO, an exclusive in-store radio network featuring customized music and messaging for SUBWAY(R) restaurants, it was jointly announced by Tena Clark, founder and CEO/Chief Creative Officer of DMI, and Dennis Clabby, Vice President of Purchasing at IPC, the independent purchasing Co-Op for SUBWAY(R) restaurants. The program is currently installed in 30 states nationwide.

SUBWAY(R) RADIO comprises a unique blend of targeted branding, music and messaging customized exclusively for SUBWAY(R) restaurants. Through its proprietary Integrated Content System (ICS), and its extensive stable of music industry experts and music branding strategists, PLR worked with SUBWAY(R) restaurants to create programming that features an extensive playlist of hand-selected music, screened to ensure appropriate content and consistency with the SUBWAY(R) lifestyle. The music is punctuated by commercials from SUBWAY(R) restaurant's national ad campaigns and messaging that highlights current in-store promotions, regional events, upsell items and store services such as catering.

"DMI has always advocated the use of music as a powerful tool to connect customers with brands," said Clark. "When it is coupled with key messaging as the SUBWAY(R) restaurants have done with the launch of their radio network, there is no stronger way to activate loyalty and reach both customers and employees alike."

SUBWAY(R) RADIO is distributed via the Internet and downloaded automatically in each store location. The system requires no operation or adjustments by restaurant owners or employees.

"The SUBWAY(R) organization is 100% franchise-focused, so we really had to listen to the client to create a product that fit their culture. SUBWAY(R) RADIO brings consistency to the in-store environment by matching on-air promotions to product roll-outs, both on the national level and within individual regional markets. We created a product that we can update nightly of which we are very proud," said Rob Walker, General Manager of PLR.

"Sound plays a critical role in the emotion and atmosphere that our customers feel when they dine at SUBWAY(R) restaurants," said Clabby. "SUBWAY(R) RADIO will enhance the customer experience with programming that can be heard only at SUBWAY(R) restaurants, and is consistent throughout the restaurant chain."

SUBWAY(R) RADIO began its initial rollout in Los Angeles in February 2006, and quickly grew to more than 350 locations in Southern California.

About SUBWAY(R)

The SUBWAY(R) restaurant chain is the world's largest submarine sandwich franchise, with more than 26,000 locations in 84 countries. It has surpassed McDonald's in number of locations in the United States, Canada and most recently, Australia and New Zealand. Headquartered in Milford, Connecticut, and with regional offices in Amsterdam, Brisbane, Beirut, Miami and Singapore, the SUBWAY(R) chain was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. That partnership, which continues to this day, marked the beginning of a remarkable journey -- one that made it possible for thousands of individuals to build and succeed in their own business. The SUBWAY(R) brand was ranked the number one franchise opportunity in "Entrepreneur" magazine's 2006 Franchise 500 listing. This marks the 14th time in 18 years that the chain has achieved this honor. For more information about the SUBWAY(R) chain, visit www.SUBWAY.com.

SUBWAY(R) is a registered trademark of Doctor's Associates Inc.

About Independent Purchasing Cooperative (IPC)

IPC is an independent SUBWAY(R) franchisee-owned and -operated purchasing cooperative. IPC's goal is to implement purchasing and distribution programs that help build a competitive environment for SUBWAY(R) franchisees. Working under the direction of the franchisee Board of Directors, IPC's management team carefully selects strong trading partners and manages the risks inherent to the costing and distribution of products in the food service industry. IPC's mission is to negotiate the lowest cost for purchased goods and services, improve quality, enhance competitiveness and ensure the best value to SUBWAY(R) franchisee members and their customers. For more information, visit www.ipcoop.com.

About Private Label Radio

Private Label Radio (PLR), a division of DMI Music & Media Solutions in Pasadena, CA, delivers fully-customized music and message programming created specifically to reinforce a brand's identity. Through its proprietary Integrated Content System (ICS), and drawing on its extensive stable of music industry experts and music branding strategists, PLR develops brand-centric music programming using major label and independent label artists. Additionally, PLR crafts engaging, entertaining, and award-winning content in its own world-class recording studios. The exclusive music, messaging, and crew training can be programmed in virtually every language and genre and is designed to create new revenue streams for its clients through co-op ads, sponsorships, and label partnerships. Executed across multiple channels including in-store, in-venue, in-theatre, and in-flight, Private Label Radio's ICS delivers exact scheduling and messaging by day part which can be targeted nationally, by region or store level, and provides one of the most seamlessly updateable, and upgradeable audio platforms in the industry. www.privatelabelradio.com

About DMI Music & Media Solutions

Founded in 1997 by award-winning producer/songwriter Tena Clark, DMI Music & Media Solutions (formerly Disc Marketing) develops and executes comprehensive music branding strategies and programs using the emotional power of music, interactive media, and non-traditional distribution channels to connect brands to consumers. DMI works with brands to create their SoundDNA(TM) -- the audio footprint that consumers recognize as the brand's identity across all product lines, age segmentations, and cultures. DMI's unique music branding strategies and creative executions -- audio CDs, Enhanced CDs, CRM, interactive web and mobile initiatives, experiential marketing campaigns, and promotions -- use effective and measurable media and distribution alternatives to create campaigns that break through to today's media-savvy consumers for clients such as Target, Mattel, Procter & Gamble, United Airlines, Toyota, Build-A-Bear Workshop, McDonald's, 7UP, Nestlé Purina, General Mills, SUBWAY, and Victoria's Secret. DMI comprises five fully integrated divisions providing additional services including: production music for television, film and advertising (5-Alarm Music), full-service recording and audio post services (Firehouse Recording Studios), retail music CDs (DMI Records), promotional music CDs (Disc Marketing), and customized audio programming for in-store, in-venue, in-theater, and in-flight environments (Private Label Radio). DMI's campus is located in the original firehouse and livery buildings in Pasadena, CA, with satellite offices in Detroit and New York. www.dmiworldwide.com

Source: Private Label Radio

CONTACT: Dawn Small, +1-213-716-6507, dawn@dmiworldwide.com, or Hayley
Sumner, 310-488-9777, hayley@dmiworldwide.com, both of PLR and DMI Worldwide;
or Dennis Clabby, Vice President of Purchasing, Independent Purchasing
Cooperative, Inc., +1-888-445-9239; or Emily Kilpatrick, SUBWAY(R) RADIO
Project Coordinator of Private Label Radio, 1-866-4-PLR-SUB,
SUBWAY@privatelabelradio.com

Web site: http://www.dmiworldwide.com/
/Web site: http://www.privatelabelradio.com/
http://www.subway.com/
http://www.ipcoop.com/

-------
Profile: intent