2012 D.R.I.V.EDriving Revenue throughInnovative and Valuable      Engagements
The Colorado Springs Gazette partners with    National Association of Realtors for    Nationwide Open House Weekend
For the past 2 years Colorado Springs has taken advantage of    Nationwide Open House Weekend (as designated by NAR).The G...
Create acompellingone- sheet tosend to all ofthe Realtors in   Be THE resource.your database.    Educate                  ...
Proper promotion     is key!
Build excitement for yourRealtors…The Gazette provided:•    Participating REALTORS® or builders will win a free mobile sit...
The Pikes Peak Association (local association of Realtors) provided:•   Pick up blue REALTOR® balloons from the PPAR offic...
The Denver Post partners with Classified Concepts to deliver a            multimedia offering for New Homes
The idea began at a round table discussion with builders and agents. Inthese two independent discussions both groups asked...
FREEPaid advertorial
Online Features:-   Share listing details &    driving directions-   Multi-stop DD‟s-   View detailed    description-   Vi...
San Diego partnered with AfterCollege to create a revenue       and traffic driver for their recruitment vertical.
What is AfterCollege? connects students and alumni with topemployers across America through faculty and career networks at...
San Diego launched in March 2011 and immediately had success right out ofthe gates - they generated nearly $7,000 their fi...
Employment Mobile Application
When researching the current mobile applications available in themarket, the Press-Enterprise felt the need to design an i...
The Press-Enterprise promotes their new app heavily in print and online,along with email blasts to their opt-in readers an...
Open House partnership with   Classified Concepts
The Billings Gazette contacted Classified Concepts with a specificneed to supply their readers and real estate agents with...
Billings sells a sponsorship inclusive of print, online and mobile app exposure. TheGazette strongly feels the map is thei...
“Texting is a feature that I truly believeneeds to be a part of our product mix.Classified Concepts allowed us to addit ea...
Call Center Management and Ad Renewals
Call Center ManagementDallas Morning News has experienced great success with their partnership withRanger Data Technologie...
Details and Best Practices: Outbound Ranger used by 12 reps, one of which  calls only stale leads. One overall manager, ...
 In 2010 increased revenue from renewals by over $100,000 against prior year In 2011 increased renewal revenue by nearly...
Sports: High School Prep
Like many markets, high school sports have a huge following inthe Colorado Springs market. In addition, the promotion give...
Sponsorship Logos
The online component allowsfor banner ads and lots ofinteractive tools to keepreaders engaged:- Voting tools- Facebook int...
Next June The Gazette will host a banquet for the topathletes in each sport at the baseball stadium. Thesponsor of each sp...
Guaranteed Classified Ads
In March the Glacier Newspaper Group launched a Guaranteed Classifiedprogram. In the past, the community newspapers sold a...
Glacier Media Group feels that their program has gone a long way toincrease trust in their classified products and their r...
Education Fair
Every year the Gazette hosts an Education Fair. This fun and engaging event isfor K through 12 schools. The Gazette gains ...
Not only is the Gazette reaching one of the largestaudience groups in their market – parents, they are alsoseeing great pa...
Niche sections
Glacier Media Group recently created 3 niche sections withinclassifieds, allowing for more valuable content and a greatadv...
The revenue generated by each page is $1290. $7740 is  booked at once. That’s over $23,000 in just 6 months!              ...
Don’t forget! Lines are open, so vote NOW!DRIVE1: The Colorado Springs Gazette – Nationwide OH WeekendDRIVE2: Denver Post ...
2012 DRIVE Session - Driving Revenue through Innovative and Valuable Engagements
2012 DRIVE Session - Driving Revenue through Innovative and Valuable Engagements
2012 DRIVE Session - Driving Revenue through Innovative and Valuable Engagements
2012 DRIVE Session - Driving Revenue through Innovative and Valuable Engagements
2012 DRIVE Session - Driving Revenue through Innovative and Valuable Engagements
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2012 DRIVE Session - Driving Revenue through Innovative and Valuable Engagements

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In need of a few good revenue generating ideas for you newspaper? Classified Concepts was in full-throttle last month at the 2012 Western Classified Advertising Association Conference in Las Vegas. It was an exciting event for all of us, especially with the DRIVE (Driving Revenue through Innovation & Valuable Engagements) Contest running! Congratulations to The Gazette in Colorado Springs (CO), who took home the prize, and thank you to all who participated. There were just too many good ideas being shared, we couldn’t keep them to ourselves. So, if you missed WCAA this year and want to learn some of the best and brightest revenue generating ideas tried and tested by your fellow colleagues, please check out the WCAA/DRIVE presentation.

Since Classified Concepts was the sponsor of the DRIVE event we’re ready to answer any questions you may have. In fact, we’d be pleased to share with you more ideas on how your paper can increase revenue and readership using feature-packed, multimedia (mobile, online and print) programs for your Real Estate, Garage Sale, Auto, and Shopping & Entertainment categories. Contact us today to get started at 866.955.6277 (toll free) or info@classifiedconcepts.com.

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2012 DRIVE Session - Driving Revenue through Innovative and Valuable Engagements

  1. 1. 2012 D.R.I.V.EDriving Revenue throughInnovative and Valuable Engagements
  2. 2. The Colorado Springs Gazette partners with National Association of Realtors for Nationwide Open House Weekend
  3. 3. For the past 2 years Colorado Springs has taken advantage of Nationwide Open House Weekend (as designated by NAR).The Gazette offers special advertising packages for Realtors andbuilders. Every advertiser gets a "register to win" box at their openhouse. The paper supplies great prizes to those who enter, and theRealtor gets to keep the leads from the register to win.Not only is Nationwide Open House Weekend fun and interactive forhome seekers and Realtors alike, the Gazette sees over $15,000 innew revenue in just one weekend.
  4. 4. Create acompellingone- sheet tosend to all ofthe Realtors in Be THE resource.your database. Educate advertisers as to why holding an open house is so important. Gather industry news for your market.Createsimple adpackages
  5. 5. Proper promotion is key!
  6. 6. Build excitement for yourRealtors…The Gazette provided:• Participating REALTORS® or builders will win a free mobile site for 1 year on Springshouses.com.• The Gazette will also be promoting the Open House Weekend via Gazette print and online products, radio promotion via metro traffic, even rack cards.• Saturday real estate section the weekend prior to the event will be dedicated to the Nationwide Open House. It will be the cover story and the feature story on the inside.• A brief article that the Realtor can customize and use in their own newsletter and/or on their Web site.• Gazette supplied “Register to win” boxes to participating Realtors to display at their open houses. The agent was able to capture the contact information (great leads!) before turning the box in to the Gazette for winner raffle.
  7. 7. The Pikes Peak Association (local association of Realtors) provided:• Pick up blue REALTOR® balloons from the PPAR office to display at your open houses to increase their visibility.• Download Promotional Nationwide Open House Video to display on Realtor website.• Download the Nationwide Open House logos and web banners to easily incorporate in marketing materials.• Flyer to encourage sellers and buyers to participate in the Nationwide Open House Weekend. Now that’s VALUE! DRIVE1
  8. 8. The Denver Post partners with Classified Concepts to deliver a multimedia offering for New Homes
  9. 9. The idea began at a round table discussion with builders and agents. Inthese two independent discussions both groups asked for a new buildermap. The thought was that there was no centralized place to go forreaders/home seekers in the entire Denver DMA. The group thoughtthat the best way to deliver this information to readers was via a mapthat was both tangible and interactive.Denver wanted this feature to be inclusive of all new home listings, notjust paid advertisers, so they built a program based on that:- $550 for paid ads. 2x2.5” full color display with corresponding mapfeatures.- Free ads are also allowed on the mapping page as very basic liners.- Both are included on corresponding online mapAds are live online Friday-Thursday. The print map publishes everySaturday. This program yields approximately $350,000/year of incremental revenue!
  10. 10. FREEPaid advertorial
  11. 11. Online Features:- Share listing details & driving directions- Multi-stop DD‟s- View detailed description- View Photos- Click to view other listings on builder‟s site- Setup alerts to be notified of new listings- MORE! DRIVE2
  12. 12. San Diego partnered with AfterCollege to create a revenue and traffic driver for their recruitment vertical.
  13. 13. What is AfterCollege? connects students and alumni with topemployers across America through faculty and career networks atcolleges and universities .Here’s how the partnership started and continues to succeed:  Delivers the college audience for advertisers seeking entry- level, part time jobs and internships  Creates more opportunity with current advertisers and helps capture new advertisers  Builds branding for newspaper: every job posting sent to AfterCollege has paper logo and live link directing back to jobs site  Generates substantial incremental six figure revenue with no additional sales cost  NO up-front cost, NO set-up fees and NO minimums  50/50 Revenue Share
  14. 14. San Diego launched in March 2011 and immediately had success right out ofthe gates - they generated nearly $7,000 their first month with only 4 repsselling! Their partnership allows them to go after a much sought-after market: a20-something job-seeking demo (often times hard for newspapers to target.Implementation process was super easy since AfterCollege worked with theirexisting Monster feed. After setting up a call between the two IT departmentsand trading feed specs, then determining rates, AfterCollege created atraining program for the reps in no time and... BOOM! They were generatingincremental online $$ in a matter of no time. PLUS, the reps get super excitedbecause they get spiffs paid out by AfterCollege on a Visa debit card eachmonth. This is rewarding to the reps and helps them to stay engaged andfocused. Between 4 reps, they generate an average of $8k-$10 per month. • 2011 Revenue (launched March „11): $60,000+ • 2012 Revenue (YTD): $53,000+ • Averaging $8k-$10k incremental $$ per month DRIVE3 • 2012 Revenue (Year End Projection): $105,000+
  15. 15. Employment Mobile Application
  16. 16. When researching the current mobile applications available in themarket, the Press-Enterprise felt the need to design an innovativemobile platform that went beyond those currently available. Theyfound a perfect partnership with Phaz2 to develop and implement aninnovative mobile texting program.Starting with employment, this new revenue driver offers attributes newto advertising and to mobile applications.
  17. 17. The Press-Enterprise promotes their new app heavily in print and online,along with email blasts to their opt-in readers and customers. They feelthat their tried and true newspaper readers love the fact that they canstill find their ads in print and online, in addition to the new ability toreceive those ad listings on their mobile device at any time.Once a user/job seeker opts in to their recruitment mobile text program,they receive a weekly push alert with new jobs for the user to review.Within two months of launching this program, they have more than 500job seekers using their mobile texting program to search for employment. DRIVE4
  18. 18. Open House partnership with Classified Concepts
  19. 19. The Billings Gazette contacted Classified Concepts with a specificneed to supply their readers and real estate agents with a multimediasolution for open houses. Billings felt that they needed to become abetter real estate resource for their readers in print, online, andmobile, and of course, to grow advertising revenue.
  20. 20. Billings sells a sponsorship inclusive of print, online and mobile app exposure. TheGazette strongly feels the map is their Real Estate franchise and when they firstlaunched, they needed to make the price point a no-brainer. They instituted alisting charge of $5 per open house and $35 for featured listings, and alsopackaged their banner and skyscraper ads online. They have a goal each yearof 80% participation from their Realtors®, which they tracked closely, comparingtheir open house statistics with that of their local MLS. After just two months, theywere up to 62% participation, and on track to generate over $81,000 in newannual revenue!The Gazette considers the Open House map & locator program from ClassifiedConcepts to be an integral part of their long-term growth strategy, helping thembuild and maintain relationships with their valued real estate advertising clients,satisfy their readers and accomplish their revenue goals.
  21. 21. “Texting is a feature that I truly believeneeds to be a part of our product mix.Classified Concepts allowed us to addit easily and affordably. And by offeringthe Open House App we continue tobe the market leader for open housesand homes for sale generating asignificant amount of revenue in thiskey category.”Ryan BrosseauClassified Advertising Manager DRIVE5
  22. 22. Call Center Management and Ad Renewals
  23. 23. Call Center ManagementDallas Morning News has experienced great success with their partnership withRanger Data Technologies.What is Ranger Data?This software focuses on the number one priority of the inside sales team – callvolume. Outbound Ranger allows managers to prioritize and track outboundcalling efforts by ad rep in real time. Real time reporting is available byindividual, group, or department. At the beginning of each shift, ad reps aresupplied with leads for the day. Leads may be sorted by name, revenue,expiration date, renewal category or other essential data. Leads areautomatically fed to the reps based on the predetermined criteria. Dallasloves the fact that all results are tracked as the calls are made. In addition,they report that the “ease of use philosophy” that Ranger has is evident in thetraining time requirement of only one hour for reps and two hours formanagers. Like with all newspapers, it was important to Dallas thatimplementation and training be done quickly. Ranger was able to install theprogram remotely and complete training in less than two weeks.
  24. 24. Details and Best Practices: Outbound Ranger used by 12 reps, one of which calls only stale leads. One overall manager, 2 supervisors and 1 trainer. Daily e-mail delivery of a report that shows how many uncalled leads each rep has in their directory. Daily departmental walk-through by a supervisor reminding the reps to clear out their uncalled leads by end of day (called the “Ranger Walker”) Weekly monitoring of all reports in 1-on-1 meetings with reps.
  25. 25.  In 2010 increased revenue from renewals by over $100,000 against prior year In 2011 increased renewal revenue by nearly $200,000 over 2010“Before Outbound Ranger, we had no accurate and/or efficient way of managing andtracking renewal sales. Ranger has made that process easy and has given ustremendous insight into how effective our classified ads are for our clients as well asthe revenue potential associated with renewals. In 2010, we increased revenue fromrenewals by over $100,000 against prior year. In 2011, we are already tracking toincrease renewal revenue by more than $200,000 versus 2010. We get monthlysupport from their Marketing and Customer Service Director which is a tremendousstrategic and analytical added value. Outbound Ranger has helped us improvecustomer satisfaction and take fuller advantage of some low-hanging revenuestreams!”Keith Pullias, Sr. Sales & Marketing Manager DRIVE6
  26. 26. Sports: High School Prep
  27. 27. Like many markets, high school sports have a huge following inthe Colorado Springs market. In addition, the promotion givesadvertisers the opportunity to directly reach parents of highschool students.The Colorado Springs Gazette partnered with their editorialdepartment to capitalize on Prep (high school) sports. Theyoffered 8 exclusive packages for advertisers to sponsor one sporteach season. The package includes online banners on theirpreps website and preps mobile application. The advertiser alsogets their logo in every story written about that particular sportduring the season.
  28. 28. Sponsorship Logos
  29. 29. The online component allowsfor banner ads and lots ofinteractive tools to keepreaders engaged:- Voting tools- Facebook interface- Featured stories- “Select a School” to get schedules, scores and more.- Coaches Corner- Recruiting Corner
  30. 30. Next June The Gazette will host a banquet for the topathletes in each sport at the baseball stadium. Thesponsor of each sport will present the trophy to theathlete. The paper will also have a special section atthe end of the school year featuring the top athletesin each sport.The Gazette understands that this type of promotionwill help them increase awareness to youngeraudiences, and increase revenue all at the sametime!Prep Sports is proving to be a huge success,generating over $50,000 in new revenue. DRIVE7
  31. 31. Guaranteed Classified Ads
  32. 32. In March the Glacier Newspaper Group launched a Guaranteed Classifiedprogram. In the past, the community newspapers sold ads – size, font, andhow long the ad was to run. They did not guarantee that the ad would getresults. With this campaign the newspapers stopped selling “ads” and beganfulfilling customer‟s expectations by getting their ads the results theydesire. With the new program, private party customers can run their ad untiltheir house, car or item sells. List it. Sell it. Guaranteed!The Guaranteed Classified campaign increased the classified sections froman average of 6 to 10 pages in each market in 6 weeks.They have found that people are fully prepared to pay $49 to sell their carand $100 to sell their house with a print and digital listing package.The automotive section went from less than 10 private party ads to 225. Thedealer ads soon followed.This program has gone a long way to increase trust in our classified productsand our relationships in the community. Online we are showing our strengthsand differentiators to Craigslist and Kijji; we screen content, offer customerservice, have established local brands, expertise and are solution providers inprint and online.
  33. 33. Glacier Media Group feels that their program has gone a long way toincrease trust in their classified products and their relationships in thecommunity.Online they are showing their strengths and differentiators to Craigslist andKijji; they screen content, offer customer service, have established localbrands, expertise and are solution providers in print and online.For 2013 the goal is to maintain a strong marketplace and improve pageyields from private party and through strong commercial advertiserparticipation. GMG feels that they need to continue to build the sectionsand have the sales teams capitalize on the increased readership andvalue that a vibrant classified section brings to their markets.In September GMG launched a strong advertising campaign promotingthe Guaranteed Classified program in print and online. “List it, Sell it,Guaranteed!” DRIVE8
  34. 34. Education Fair
  35. 35. Every year the Gazette hosts an Education Fair. This fun and engaging event isfor K through 12 schools. The Gazette gains participation from public schools,private schools and charter schools. They also include booths from businessestrying to reach parents including soccer clubs, martial arts, after school activitiesand instruction, college prep schools. The Gazette has found that aside fromselling a booth at the fair, this event is most valuable when partnered with theirParent magazine and Parent website.This is a specific event aimed at parents, which is one of the largest readershipgroups in the Colorado Springs market. They promote the event in paper, onlineand on the radio.The Gazette is able to actively reach their local audience via their mobilewebsites and apps. They are adding local content to their printed product-content that readers have asked for on local events and happenings in thecommunities, including a lot more photos.
  36. 36. Not only is the Gazette reaching one of the largestaudience groups in their market – parents, they are alsoseeing great participation and revenue…about $25,000 ofincremental revenue per event. DRIVE9
  37. 37. Niche sections
  38. 38. Glacier Media Group recently created 3 niche sections withinclassifieds, allowing for more valuable content and a greatadvertising opportunity for 6 lucky companies.The sections run once a month and incorporate 6 featuredadvertisers. Each advertiser must commit to participating in 6issues and is allowed to run an advertorial in one of the 6issues. Each issue costs the advertiser $210. Take a look…
  39. 39. The revenue generated by each page is $1290. $7740 is booked at once. That’s over $23,000 in just 6 months! DRIVE10
  40. 40. Don’t forget! Lines are open, so vote NOW!DRIVE1: The Colorado Springs Gazette – Nationwide OH WeekendDRIVE2: Denver Post – New Homes programDRIVE3: San Diego – Recruitment with AfterCollegeDRIVE4: The Press-Enterprise – Recruitment mobile appDRIVE5:The Billings Gazette – Open House ProgramDRIVE6: Dallas Morning News – Outbound calling programDRIVE7: Colorado Springs Gazette – High School SportsDRIVE8: Glacier Media – Guaranteed ClassifiedsDRIVE9: Colorado Springs Gazette – Education FairDRIVE10: Glacier Media – Niche sections ONE lucky winner will receive the D.R.I.V.E. award! Driving Revenue through Innovative and Valuable Engagements

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