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D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

Online Promotions are an EXPLOSIVE Opportunity How City & Regional Magazines Can Capture This Revenue

Matt Coen | President & Co-Founder | Second Street | @mcoen

@secondstreetlab

Our Partners 3,000 media companies & growing

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secondstreetlab.com @secondstreetlab

How-Tos Case Studies

Playbooks

@secondstreetlab summit.secondstreet.com

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Certification

On-Demand Proven Content

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matt@secondstreet.com | 314.880.4902 | @mcoen

Matt Coen

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

THE MAJOR SHIFT

@secondstreetlab

$0

$10

$20

$30

$40

$50

$60

$70

$80

$90

2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Source: Borrell Associates

in Billions

Why Online Promotions?

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

START WITH EMAIL

@secondstreetlab

Intersection of Promotions

Deals

Contests Reader’s Choice

@secondstreetlab

$3MM from Email

$500,000

$2,000,000

$500,000

Contests

Deals

Newsletters & Ads

@secondstreetlab

@secondstreetlab

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pinterest YouTube Instagram Twitter Facebook Text Email

91% of people check their email

at least once a day

Source: eMarketer

Daily Activities of US Internet Users

@secondstreetlab

0

50

100

150

200

250

300

350

400

Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7

Contest Submissions by Day

70% of Submissions

The Impact of Email

@secondstreetlab

Email + Promotions

Promotions Build Your Email

Database

An Engaged Database Drives

Promotions Revenue

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

OPPORTUNITIES FOR ONLINE PROMOTIONS

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

RUN SPONSORED CONTESTS 1

@secondstreetlab

U-T San Diego

@secondstreetlab

U-T San Diego

$30,000 in Revenue

@secondstreetlab

Omaha World-Herald

@secondstreetlab

Omaha World-Herald

$75,000 in Revenue

@secondstreetlab

WSB-FM

@secondstreetlab

$30,000 in Revenue

WSB-FM

@secondstreetlab

10 Weddings Booked

WSB-FM

@secondstreetlab

Wisconsin State Journal

@secondstreetlab

$102,000 in Revenue

Wisconsin State Journal

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

PROMOTIONS

+ PRINT

@secondstreetlab

The Daily Advocate

Greenville, Ohio 7,000 Circulation

@secondstreetlab

Contest Photos in Fair Magazine

@secondstreetlab

$100,000 in Revenue

@secondstreetlab

Sponsorship Models

Exclusive

Category-Exclusive

Multiple

@secondstreetlab

Identify the Right Sponsors

Who would be a good match for the target demographic & contest theme?

Who needs a fresh idea to maintain or

increase spend?

Who do I want to grow business with?

@secondstreetlab

Submission Contest Presenting Sponsorship (Limit 1)!Logo inclusion on all promotional elements for the contest!

Print Campaign including logo:!•  Full-page promotional ad !•  Full-page winner announcement ad!•  [# of months contest is running] monthly premium full-color ads!

Digital Campaign including:!•  Logo inclusion in contest header graphic!•  Contest page 728×90 & 300×250 served together (100% share of voice)!•  Pencil Pushdown (twice during the contest, during submission and voting periods)!•  100,000 300×250 ROS impressions!

Email Campaign including coupon or offer:!•  Daily news & breaking news emails to combined database of 115,000!•  Invitation email to promotional database of 80,000!•  Thank you emails after registration and submission!

Email opt-in checkbox on the registration page!

Facebook Like box on the registration page!

Social Campaign including:!•  Mentions on Facebook & Twitter at least once a week!•  Logo inclusion on promotional Facebook cover photo, contest app index page

graphic, Like-gate image!

Investment: ($1,000/week)! $15,000!

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

RUN ADVERTISER CONTESTS 2

@secondstreetlab

What is a Facebook Contest?

@secondstreetlab

Like-Gate Must ‘Like’

Page to Enter

@secondstreetlab

Visible after Page is ‘Liked’

Entry Form

@secondstreetlab

Expand Reach with Social Boost

@secondstreetlab

Sponsored vs. Advertiser

On Advertiser’s Page, No Mention of Media Company

On Media Company’s Page,

Sponsor in Branding

@secondstreetlab

Incentivize the Like

@secondstreetlab

18 Million SMB Facebook Pages

Source: Wall Street Journal, Facebook July 2013

@secondstreetlab

Other:

28% Find new

customers& leads:

72%

Source:  Manta  

Facebook Contesting

Opportunity

SMB Social Media Goals

@secondstreetlab

Quad-City Times

@secondstreetlab

@secondstreetlab

Identify Hot Leads

0

5

10

15

20

25

30

35

Next month Next 3 months Next 6 months

When are you considering a new vehicle purchase?

@secondstreetlab

$14,000 in Revenue

Quad-City Times

@secondstreetlab

Quad-City Times

@secondstreetlab

Quad-City Times

$19,500 in Revenue

@secondstreetlab

@secondstreetlab

Quad-City Times Shared Agency-Model Package

Facebook marketing consultation Included

1 Sunday Full Page Promotional Ad $3,150

3-3 Column x 10” Promotional Print Ads $2,340

Shared email to 80K + $6,000

100k ROS impressions (728x90 promotional ad) $2,000

Total dominance contest promotion $2,000

Set up and placement on contest page $500

Total Value: $15,990

Cost to Advertiser: $1,000

@secondstreetlab

@secondstreetlab

Exclusive Facebook Advertiser Sweepstakes!Facebook Marketing Consultation!

Print Campaign including logo:!•  ½ page promotional ad!•  ½ page winner announcement ad!•  Option to add print ads at a discounted rate during the promotion!

Digital Campaign including:!•  100,000 728×90 ROS impressions!•  Total dominance on website homepage!

Email Campaign including logo:!•  Invitation email to promotional database of 80,000!•  Thank you email to all entrants with coupon or offer!

Email opt-in checkbox on the registration page!

Facebook Like box on the registration page!

Social Campaign including:!•  Contest setup and placement on Facebook Page, including customized Like-

gate image, Facebook cover photo, and contest app image!•  Customized thank you page with coupon or offer!•  Logo inclusion on promotional Facebook cover photo, contest app index page

graphic, Like-gate image!

Investment:! $10,000 !(4 weeks)!

@secondstreetlab

Shared Agency-Model Sales Package

Facebook Marketing Consultation $500

1 Full Page Promotional Ad $3,150

3 ½ Page Horizontal Print Ads 10” x 5” $2,350

Shared Email to Database of 20K $2,000

100K ROS impressions (728 x 90 Promotional Ads) $2,000

Total Dominance Contest Promotion $2,000

Contest Setup on Facebook Page $500

Total Value: $13,500

Cost: $2,000

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

EXPAND READER’S CHOICE 3

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

BUT, THERE ARE PAIN POINTS.

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

“We cut our set-up and administrative time in half with Voter’s Choice.

Plus, we increased our votes by 250% over last year!”

- Caroline Coursen, Moffly Media

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

REVENUE OPPORTUNITIES

@secondstreetlab

$

Upgraded Listings

Ballot Sponsors

Print Issue Live Event

Online Ads

@secondstreetlab

Special Print Issues

@secondstreetlab

Live Events

@secondstreetlab

Upgraded Listings

@secondstreetlab

Category Sponsorships

@secondstreetlab

Online Ads

@secondstreetlab

Vote for Me & Thank You Ads

@secondstreetlab

Best of Kent 2014

Increased Ballot

Revenue by 43%!

@secondstreetlab

Overall Online Sponsorship

@secondstreetlab

“Vote for Me” & “Thank You” Ads

@secondstreetlab

Sold Variety of Online Ads

@secondstreetlab

Gold Coast Connecticut

250% Increase in Voters from

2013

@secondstreetlab

Ballot Presenting Sponsorship (Limit 1)!Logo inclusion on all promotional elements for the ballot!

Print Campaign including:!•  Full-page “Vote for Me” ad!•  Full-page “Thank You” ad (if applicable)!

Digital Campaign including:!•  Logo inclusion in ballot header graphic!•  Leaderboard ads over relevant category & sub-category!•  300×250 ad on the ballot page (100% share of voice)!•  Pencil Pushdown (twice during the ballot, during nomination and voting periods)!•  100,000 300×250 ROS impressions!•  Upgraded listing including logo, interactive map, link to website, & social buttons!

Email Campaign including logo and coupon or offer:!•  2 invitation emails to promotional database of 80,000!•  Thank you emails after registration and voting!•  Winner announcement email after voting ends!

Email opt-in checkbox on the registration page!

Social Campaign including:!•  Mentions on Facebook & Twitter at least once a week!•  Logo inclusion on promotional Facebook cover photo!

Mobile Campaign including:!•  Text message to database of 13,000 including a mention and shortlink!•  Mobile ads linking to ballot with logo!

Investment:! $20,000!

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

NICHE BALLOTS 4

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

HOLIDAY

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

SPORTS

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

COMMUNITY EVENTS

@secondstreetlab

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

PARENTING

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@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

WEDDING

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

WORKPLACES

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

RESTAURANTS

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

Ballots hit on Trends

@secondstreetlab

MOBILE

@secondstreetlab

@secondstreetlab

LOCAL

@secondstreetlab

@secondstreetlab

SOCIAL

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

CROWD SOURCING CONTENT

@secondstreetlab

@secondstreetlab

LISTS

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

@secondstreetlab

SMB ADVERTISERS

@secondstreetlab

@secondstreetlab

User-Generated Reviews

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@secondstreetlab

Live events

@secondstreetlab

@secondstreetlab

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

ECOMMERCE PROMOTIONS 5

@secondstreetlab

225 Best Eats

@secondstreetlab

Special Reserve

@secondstreetlab

UpNorthLive.com: 3 Regional Cards = $200K+

@secondstreetlab

WISE-TV & WPTA-TV

$112,000 in Revenue

@secondstreetlab

State College

$12,000 in Revenue

@secondstreetlab

D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E

PLANNING IS CRUCIAL

@secondstreetlab

@secondstreetlab

secondstreetlab.com/crma

@secondstreetlab

secondstreetlab.com/crma

@secondstreetlab

matt@secondstreet.com | 314.880.4902 | @mcoen

Matt Coen