THE OLDEST COMPANY IN TEXAS KNOWS TEXANS.

BELO + Company Bring Your Customer Into Focus + Deliver Measurable ROI

HOW WE GOT HERE

HOW WE GOT HERE:Built, bought, and partnered

Sept. 2012

Social media agency

Feb. 2013

Media analytics and performance marketing

company

Jan. 2014

Food and wine festival

Apr. 2014

May 2014

Jun. 2014

Jan. 2015

Search agency, marketing automation software,

print broker

Events and experiential marketing division

Beer and musicevents across Texas (Sold 2017)

Programmatic audience extension division Spatial

analytics (investment)

2017

CUSTOMER FUNNELHOW WE GOT HERE:Filling out the funnel, circa 2016

FUNNEL MEETS SILO

Delivering the biggest and most targeted audiences in North Texas.

Strategic, ROI-driven marketing services for clients regardless of location. Sold directly and via resellers, including (and especially) BMG.

● ROI / money-manager model

● Agency services○ Consumer targeting○ Content & creative○ Reputation○ Social Media○ Video development and

distribution

● Digital solutions○ Conversion rate

optimization○ Analytics○ Enterprise services○ Search optimization○ Web design and

development

● Paid media○ Display○ PPC○ Remarketing○ Social

TWO BRANDSB+C as direct seller & service;

BMG as channel reseller for DFW

Component brands of B+C showed vertical

expertise, but meant silos; redundancies;

confusion; lack of full synergy

Reorganized around “one hand to high five; one

throat to choke”

Leverage BMG / Dallas Morning News

relationships / scale of salesforce for

specific packages

Frees B+C to fish upstream and to work with

additional media company channel resellers

B+C Growth, 2015-2017(Aggregated entities)

OVERALL B+C➢ 94% revenue growth 2015-2017

➢ 61% operating income growth (always positive)

➢ 37.9% of AHC advertising / marketing revenue; 14% of total

➢ AVO $9,400

➢ Making up >85% of traditional advertising and circulation revenue

decline

SINCE 2017 CONSOLIDATION ➢ Revenue up 15%; services revenue up 50%

➢ Average order +40%

➢ Average recurring order +58%

➢ BMG channel drives 26% of revenue; ~60% of growth

○ Is 8% of BMG’s revenue target

➢ Getting active in M&A

○ Filling service gaps; growing customer portfolios;

cutting out middlemen

WHAT WE DO

Results. Delivered.

TEAM OF AGENCIES

We play well in the sandbox.

We can provide counsel for specific

tactics and integrate a holistic strategy

with other agencies.

AGENCY OF RECORD

One hand to high-five, one throat to choke.

From social media, website creation and

nationwide advertising - we can do it all.

We know Texans. Let us introduce you.

By leveraging BMG’s local brands and

products we engage audiences.

We can be on a We can be your We can engage with

LOCAL AUDIENCES

[SOME OF OUR SERVICES] [WE DO IT ALL] [WE CAN SHUT UP AND JUST SELL MEDIA]

email marketing

enterprise marketing automation

location-based marketing

online advertising

print & direct mail fulfillment

consulting & training

consumer targeting

content & creative development

conversion rate optimization

digital analytics & tag management

innovativesolutions

innovative marketing solutions

online reputation management

search engine marketing

social media marketing

video content development

website design & development

great clients

innovative marketing solutions

who we are

pa

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HOW WE SELL

16

● Structure

○ Direct B+C sales team focuses efforts

nationally and on non-BMG accounts; plus key

verticals

○ BMG channel has 32 sellers

■ 3 dedicated channel sales resources at

B+C

■ Training, packaging and support handled

by shared service group (BBI)

■ B+C handles fulfillment & optimization

■ Shared CRM

● Selling

○ Carefully constructed packages based on

frequent client goals and different budget levels.

■ Typically include targeted display, email,

PPC, social

■ Also: Native, print, direct mail, door-

hangers and even promotional items

○ For deeper service engagements, channel

collaborates with B+C

CHANNEL SALESDeepening local relationships

17

Retail Facebook Dynamic AdsSample package

18

Retail Exclusive Quarterly Native Sponsorships.Sample package

belointel.com

sales resources

20

SALES PLAYBOOK & RESOURCES

ROOF-LEVEL TARGETING OF RETAIL CUSTOMERS

First-call intel & audience knowledge

22

Traffic Generating Hotspots

1. Parts of Frisco & McKinney

2. Parts of Farmers Branch, Carrollton,

Addison, Richardson, South Plano,

North Dallas, and Garland

3. Parts of North and West Dallas

Your Customer Footprint Today

1

2

3

23

Growth Areas Dense With Look-A-Likes

1. Parts of Richardson and Garland

2. Parts of East Dallas

3. Parts of Central Dallas east of 75,

north of 30

Your Potential Trade Area

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Zipcode Matching Households

75206 3,513

75204 2,500

75205 2,230

75231 1,650

75214 998

75223 650

WHAT WE’VE LEARNED