Driving Traditional Media Sales in Tandem with DMSSELLING DIGITAL MARKETING SERVICES – CHIC AGOJ .B . OZUNA, VP, DIGITAL MEDIA, SCHURZ COMMUNIC ATIONS

• 6 print cos.• 3 broadband cos.• 1 corporate digital team

Digital Strategy - Investments

Product Mix & StrategiesDIGITAL MARKETING SERVICES

DMS Products = anything non-O&O• Likes: • Marketing tactics / KPI driven campaigns• Direct access to decision makers• Healthcare * Education * Automotive

• Dislikes: • Websites• Blind site lists / Bots / Shady vendors• Packages / One-sheets / Test

Sales Strategies

• Too broad• Tough to manage• Not successful

• All Sell

• Successful• Expense heavy• Channel-conflict

• Dedicated • Successful

• Support Team• Happiest &

toughest clients

• Parallel

Local Sales (everybody sells everything)•Regular company-wide training calls•Key Products + Key Categories = Success•Expectation: Rule of 2•Corporate Digital on-boards all new hires & fulfills all campaigns

•Continue to struggle with pricing, positioning, asking for multi-month orders

Parallel Path•Team of 4, ability to hire at all times•Ability to ramp to < $300,000+ gross billing each•Account Managers: independent & confident•Product Partners + in-house support •Agency Expansion in Q4, new markets & new products beyond digital & impression based

How May I Service You?LMA Conference Chicago, IL October 4, 2017

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Quick Digital History

•Division started in January of 2010 •Started with O&O products, rich media ad units •Moved into SEM, promotions •Then to audience extension •Digital marketing services were the last segment to gain traction •We have digital sales personnel at each property driving the revenue mostly through joint selling

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Our Primary Service offerings

•Rep Management/SEO •Native Advertising •Social Media Management/Paid Advertising •Web/mobile app development

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Rep Management/SEO

•How’s it sold: Sellers package it in for businesses that are moving or opening new location. It should be sold to every client.

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•Client value: High.

•Good for Revenue: B-. Better for client retention.

•Good for Profit: B. Limited mark-up opportunity

Native Advertising

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•How’s it sold: Presented to advertisers looking to establish thought leadership.

•Client value: High, but misunderstood by sellers and buyers.

•Good for Revenue: A-.

•Good for Profit: B+

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Social Media

•How’s it sold: Respond to client inquiry. Paid is included in most packages

•Client value: Can be very high, so long as client understands the offering.

•Good for Revenue: A-

•Good for Profit: B

Website/App development

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•How’s it sold: Reactively. Path of least resistance. Station consider enterprise approach kryptonite.

•Client value: Huge.

•Good for Revenue: C

•Good for Profit: D