#promotionslab
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
Strategies fo...
#promotionslab
Vince Johnson
Chief Multimedia Officer
The Signal
vince@signalscv.com
@vincejohnson
Julie Foley
Director of...
#promotionslab
Follow
@secondstreetlab on Twitter
Want to win an
exclusive prize? Be the
one who tweets the
most with our ...
#promotionslab
Questions and Recording
Note: We are
recording this
webinar and you will
receive an email with
links to the...
#promotionslab
Who We Are
#promotionslab
How This Will Work
• Visual slide while Chaney talks about how the
presentation will work
#promotionslab
#promotionslab
Where’s the Dough?
Source: Borrell Associates
InBillions
www.secondstreetlab.com
WHAT IS
VOTER’S
CHOICE?
#promotionslab
#promotionslab
#promotionslab
www.secondstreetlab.com
REVENUE
OPPORTUNITIES
#promotionslab
#promotionslab
Voter’s Choice Revenue Opportunities
$
Enhanced
Listings
Category
Sponsor
Online
Ads
Print
Issue
Live
Event...
#promotionslab
Enhanced Listings
#promotionslab
Category Sponsor
#promotionslab
Online Ads
#promotionslab
Special Print Issue
#promotionslab
“Vote for me” and “Thank You” Ads
Coupon driving
foot traffic
Call to Action
+ QR Code
#promotionslab
Naples Daily News
Naples, FL
61,000 circulation
Special Print Issue
$110,000
Revenue
#promotionslab
#promotionslab
Live Event
#promotionslab
Deal Store
• When to Run
• How Long to Run
• When to Sell
• Prospect List
• How Many Deals
#promotionslab
• Print
• Online
• Enhanced
Listings
• Email Opt-in
• Social Media
• Mobile
• Email Campaign
Integrated Cam...
www.secondstreetlab.com
THE RECORD-JOURNAL
#promotionslab
The Record-Journal
Meriden, CT
19,500 circulation
myrecordjournal.com
Kimberley Boath
Advertising Manager
T...
#promotionslab
PRINT ADS
$15,600 Revenue
#promotionslab
ENHANCED LISTINGS
$5,300 Revenue
#promotionslab
Upsell option of
enhanced listing on
winners page online!
Print Special Section
$5,000 Revenue
#promotionslab
Deals Store
$18,000 Revenue
#promotionslab
Takeaways
• Include live event next year
• Top revenue generator
• Community Engagement + Revenue = Best th...
www.secondstreetlab.com
THE SIGNAL
#promotionslab
The Signal
Santa Clarita, CA
8,500 circulation
1.3 MM pv/month
signalscv.com
Vince Johnson
Chief Multimedia...
#promotionslab
PRINT ADS
$6,360 Revenue
#promotionslab
ONLINE ADS
$3,000 Revenue
#promotionslab
Winners purchased
“Thank you” ads
Special Section
$60,000 Revenue
#promotionslab
WINNERS PAGE
$3,600 Revenue
#promotionslab
Integrated Promotion
#promotionslab
Integrated Promotion
#promotionslab
Takeaways
• Significant revenue increase from 2012
• Planning several “niche” ballots
– Holiday Shopping
– ...
www.secondstreetlab.com
TAKEAWAYS &
BEST PRACTICES
#promotionslab
SELL AN
INTEGRATED
CAMPAIGN
#promotionslab
Voter’s Choice Revenue Opportunities
$
Enhanced
Listings
Category
Sponsor
Online
Ads
Print
Issue
Live
Event...
#promotionslab
SELL THE
BENEFITS
#promotionslab
#promotionslab
PROMOTE
#promotionslab
Creating the Right Package
#promotionslab
KNOW THE
IMPACT OF EMAIL
#promotionslab
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
91% check
email once
per day
Source: eMarketer
#promotionslab
Promotions
Build Your List
An Engaged
Database Drives
Promotions
Revenue
The Impact of Email
#promotionslab
0
50
100
150
200
250
300
350
400
Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7
Submissions by Day
Represen...
#promotionslab
Email = 66% of
Deal Revenue
www.secondstreetlab.com
RESOURCES
#promotionslab
secondstreetlab.com/voters-choice
#promotionslab
#promotionslab
www.secondstreetlab.com
QUESTIONS?
#promotionslab
Vince Johnson
Chief Multimedia Officer
The Signal
vince@signalscv.com
@vincejohnson
Julie Foley
Director of...
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Strategies for Making Money with Ballot Promotions

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Discover how to generate significant revenue with online ballot promotions.

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  • Ballots are another promotional tool to increase your potential social community.  Email acquisition via ballots can expand your available list of contacts to invite to join social networks as well. Social is really about creating conversations and relationships with your potential customers, engaging and listening which is what ballots do. Really wanted to share a great strategy as we enter Q4
  • My name is Julie and I’m the director of affiliate success It’s my job to help our partners succeed with online promotionsHow many of you have an email database that your are actively trying to grow? How many of you are currently selling contests?How many of you have a “Best Of” or “Readers Choice” promotion in your market that you sell?A little bit about myself
  • Your source for EVERYTHING promotions, deals, email marketing, social media – for media companies. Please visit the Lab, our hub of resources for everything Promotions, designed specifically for media companies – case studies, promotions ideas, best practice tips and tons more.www.secondstreetlab.comTwitter: @secondstreetlabwww.facebook.com/secondstreetmediaWe can answer questions on Twitter if we don’t get to them on the webinar.
  • But if you do have questions you want answered while we are on the webinar ask them in the gotomeeting questions box.
  • Help you build ROI through our promotional platforms. The one we are going to focus on today is our newest platform – Voter’s Choice
  • Why does your audience and your advertisers love online promotions so much? Call to ActionIncentiveAdvertisers want to be a part of promotions because they ignite interactions with potential consumers in ways that traditional advertising alone can’t duplicate
  • Where the money is going. We all know traditional spend is declining. But did you know that Promotional spend is increasing? Advertisers are looking for campaigns that can excite local audiences. Right now promotions are a $37 BB industry but look ahead just four short years and they are going to rise to 80 BB!!
  • EmilyThey are the #1 way to grow your Likes
  • Really get how to make money in print but not necessarily digitally. Typically these promotions can create a lot of difficulty and pain, entering things already on the ballot, manually tabulating votes, how to handle write-ins, etc.People have also struggled to make money DURING the promotion and online. We here at Second Street have an answer to these challenges.
  • The potential for New revenue from ballots is growingtraditional media combined with online sponsorships, upgraded listings, and live eventshave turned ballot promotions into serious revenue drivers
  • This is our newest product, Voter’s Choice.Gives you the ability to run ballot-style promotions easily and more efficiently than ever before!Powerful new tool – social and mobile capabilities, enhanced business listings, coupons Transform your programs into a major promotional initiatives and eliminate a lot of headaches in administration.Of course you could use this for your standard Best Of “Metro” or City-wide contestsRevenue opportunity - seed your ballot with 5 options and let those advertisers know-Image, description, social media (Twitter and Google+ were recently integrated)-enhanced listing, click-through to coupon, website link-Can also sell branding and banner ad impressions, can still sell overall sponsor, can sell category and sub-category as well - Category images could contain an advertiser
  • EmilyThey are the #1 way to grow your Likes
  • FIRST ASK YOURSELF: What are your advertisers trying to do? What are THEIR goals? Sell the Benefits
  • WAYS TO MAKE MONEY WITH VOTER’S CHOICE• Upgraded Listings• Ballot Sponsorships• Print Issue or On-Air Special• Live Event• Deals StoreLook to the following pages for a breakdown of each.★ Remember - these models can also be combined to maximize yourrevenue. A single ballot could incorporate upgraded listings, categorysponsorships, preview and winners special sections,
  • People have struggled to make money DURING the promotion and online. Really get how to make money in print but not necessarily digitally.This is an answer to one of those challenges.The upgraded listing model works when you are featuring local advertisers on the ballot. This model allows them to pay to feature their listing more prominently in an effort to attract more votes.LISTING UPGRADES• Logo• Description• Website• Address• Interactive Map• Social Sharing Buttonso Facebooko Twittero Google +In a mid-size market, you could charge each sponsor a $149 flat feefor an upgraded listing including an image, phone number, address,website, and Facebook & Twitter buttons. If you have 30 merchantswho purchase upgraded listings for a 4-week ballot, you would end upgenerating $4,470 in revenue!
  • Augment revenue from upgraded listings by selling ballot sponsorships.BALLOT CATEGORY SPONSORSHIPWith the ballot category sponsorship model, sponsors pay to befeatured on a specific category of your ballot. an example might be the “Citizens Bank Coach ofthe Week.” In a mid-size market, you could charge a category sponsor$249/week for the duration of the promotion. If you have 10 categorySponsors for a 10-week ballot, that gives you $24,900 in revenue.Right now a mid market alternative weekly is charging $200/week for this type of sponsorship.
  • Augment revenue from upgraded listings by selling ballot sponsorships.BALLOT CATEGORY SPONSORSHIPWith the ballot category sponsorship model, sponsors pay to be featured on a specific category of your ballot. an example might be the “Citizens Bank Coach of the Week.” In a mid-size market, you could charge a category sponsor $249/week for the duration of the promotion. If you have 10 category sponsors for a 10-week ballot, that gives you $24,900 in revenue.
  • If you have a print publication, creating a special section or issue announcing the winners of your metro Voter’s Choice competition is an absolute must. Many members of your audience will save their special issue to refer back to throughout the yearMany winning merchants will frame their part and display it in their place of business
  • ★ A coupon or offer in a thank you ad is a great way to drive foot traffic back to the merchant’s location.★ A call to action to enter a contest is a great way to drive traffic to a Facebook Page, and the QR code makes it even easier to act on!
  • The paper generated $110,000from their preview and winnersspecial sections
  • Another way to continue to capitalize on your Voter’s Choicecompetition after the voting is over is to create a live event thatcelebrates the winners and brings the Voter’s Choice experienceto life for your audience.
  • This strategy can work for your city wide metro ballot OR a special niche ballot like Best of Prep Sports! A Voter’s Choice live event could be anything from a Tuesday lunch in your company offices to a full red carpet event with an actual awards ceremony.BONUS: Inviting your winning merchants to a Voter’s Choice eventand making them feel special relaxes them and introduces you ina fun environment before you go in to discuss their advertisingbudget for the upcoming year.Naples Daily News Naples, FloridaCirculation 61,000Southwest Florida’s Choice AwardsEach year, Naples Daily News caps off their Southwest Florida Choice Awards with an event to celebrate the winners. In 2013, more than 700 people attended.Tickets were sold for $35 in advance or $40 at the door.Each winning merchant received two free tickets.Each winning business also received a certificate, window cling, and license plate cover. The awards were hand-delivered by sales reps the next day, along with a flyer with an offer to feature an ad in the winners special section. As a result, sales increased by 10%!
  • A deals store is an excellent way to continue making money onceyour Voter’s Choice ballot has wrapped up. Your voters chosethese advertisers for awards, so the deals they have to offer areguaranteed to be appealing to your audience. As always, dealsprovide yet another way to engage your audience while drivingeven more revenue.Deal StoreWHEN TO RUN–As soon as possible after your Voter’s Choice ballot is over and your winners have been announced.HOW LONG TO RUN–10-14 DaysWHEN TO SELL–You should start selling as soon as you know the winners.PROSPECT LIST–Approach all of the winners and runner-ups from your Voter’s Choice ballot.HOW MANY DEALS TO INCLUDE–Aim for at least 10-15 deals (and remember that you can include multiple deals from the same merchant in your store).
  • Here is an example of a midsize newspaper sponsorship package for a large advertiser in your market like a Community Bank
  • The Record-Journal, a daily newspaper in Meriden, Connecticut, has been running our Reader’s Choice Awards for 10 years. The Reader’s Choice Awards is a region-wide ballot promotion that allows our readers to vote for the best local businesses from four different towns in our coverage region in a variety of categories.In 2012, this promotion brought in a total of $40,000 – for a paper with a circulation of only 19,500!The revenue from the Reader’s Choice Awards comes from a variety of sources – print and online ads around the ballot, a special section in the paper after voting has ended that features the winners, and a deals store featuring deals from the winning businesses (see a full case study on our deals store). In 2013, we plan to add a Readers’ Choice Awards red carpet dinner event to announce the winners to the mix, which will be a source of additional revenue. - See more at: http://secondstreetlab.com/2013/07/how-record-journal-made-22k-with-a-ballot-promotion/#sthash.FMBVa6QU.dpuf
  • Print AdsVote for me! Double truck kickoff ads – 2x a week for a month. 26 spots. $600 for 8 ads. In the core product. Sells out every year very quickly. To get frequency in print product. Many advertisers see value in advertising during the voting period to highlight their businesses.In order to make the most of this, merchantson the ballot are able to purchase a print ad for the print version of the ballot,
  • and there is an online upsell allowing them to feature their business on the online ballot as well. Those who choose the online option also receive a link from the ballot back to their own website.So many more ppl voted online vs. in print. Shows importance of the online portion. Didn’t effect single copy sales. Just enhanced the ballot overallThose combo packages were $150 additional. Those who ran digital only were charged $199. We sold 13 combo - $1,950We sold 17 online only - $3,383. 
  • Print Special SectionWe follow up the Reader’s Choice Awards with a print special section that details the results for our audience and brings in additional revenue.Winning advertisers can purchase additional ads for the print special section, with an upsell option to include an ad on the online page listing all of the winners.Sales reps have one month to sell these post- voting special section ads, since it is published 6 weeks after the end of voting. We print extra copies of the section to make sure there are enough to satisfy the increased demand, and we deliver copies to winning merchants upon request.In 2012, we generated $5,000 in additional revenue from this special section.Solicit buy in from 1-3rd places but usually only 1st place buys.
  • Deals StoreThe 2012 Reader’s Choice Awards Deal of the Day store ran for 5 days and contained 18 different deals. The deal mix included deals from a wide variety of advertisers, including a Mexican restaurant, an ice cream shop, a Japanese restaurant, a consignment shop, and a florist.The store brought in over $18,000 in gross revenue – a full 23% more than the all of the previous month’s deal revenue (see the full case study). This was in addition to the online and print revenue generated during the voting period on the ballot and the follow-up special section.Why It WorkedBecause their readers had chosen these merchants for the Reader’s Choice awards, the deals were guaranteed to be appealing.Multi-platform promotion: ran mobile, Facebook, print and online ads.Deals stores give you a new reason to promote and communicate with your users.A Reader’s Choice-themed store is flexible and can be run any time of the year.ears.
  • Live Event is something we want to do in the future to increase revenue by another $0-$15kBy far one of the top revenue generating projects we have for the yearFrom the standpoint of community engagement + revenue it’s the BEST. Its ideal thing to keep you engaged in the communitySell 3’ banners to the 1-3rd place winners for $225 per banner. Make $40 per banner. Sold about 10 of those. Its more about enhancing the brand and the reach of the Readers Choice Awards.
  • Always has been a PRINT only promotion. This year they needed more traffic to website, and find a way to make more revenue. 2013: 10K registered users2012 Votes 2,000 2013 votes: 115k during the 3 week voting periodanytime we run a promotion our traffic goes up 10-20%
  • Vote for me! Double truck kickoff ads$265 per print run (3 runs total) for a 3 col x 5” adPrint - Steady with years past. Didn’t effect single copy sales
  • 300x250 banner ad - $299 sold 6= $1800Enhanced listing - $99Enhanced listing with social buttons - $149Enhanced listings were last minute sales decision. Could have sold far more. Full promotion (3 print ads, online banner, enhanced listing + social) - $999Sold 10 enhanced listingsMade $3,000k just with expanded listing. Its going to be up all year. Its a great resource for ppl to have at their fingertips. Its CONTENT for our site that keeps ppl coming back. Been an easy sell for our reps b/c everyone wants to be associated with the “best of” brand.
  • 13th annual
  • Winners page – live on site and how you sold expanded listings to winners will be on site all year. Will promote via social media all year. Whats a couple hundred bucks if it lives on the site all year.
  • Gave this ballot the “car wash”. Integrated promotion - sliding billboard for a few days, Eblast or two to our promotional database. Social, print ads. Its a well known brand so it spread quickly. Made them feel special.. Next year we are going to create some “Best Of Nominee - vote for us” WE didn’t do that this year. Our plan is to print out the fliers to take to the stores topromote the vote. Our merchantswanted things that said they were Nominees. Before it was all write-ins so no one knew who were the top candidates.
  • Gave this ballot the “car wash”. Integrated promotion - sliding billboard for a few days, Eblast or two to our promotional database. Social, print ads. Its a well known brand so it spread quickly. Made them feel special.. Next year we are going to create some “Best Of Nominee - vote for us” WE didn’t do that this year. Our plan is to print out the fliers to take to the stores topromote the vote. Our merchantswanted things that said they were Nominees. Before it was all write-ins so no one knew who were the top candidates.
  • Is this more Revenue than 2012? significant increase - raised 20% increase. $70k in 2013Going to run a best of holiday shopping store for our holiday gift guide. Going to do this all year with different themes. Our readers like it - anytime you post things that are “best” ppl engage and so do advertisers. Going to use “Best of Prep Football” as a way to launch our new Prep sports site. Its a great lead generator for our sales reps
  • EmilyThey are the #1 way to grow your Likes
  • FIRST ASK YOURSELF: What are your advertisers trying to do? What are THEIR goals? Sell the Benefits
  • Creating and integratedPackagePrint, On-air AdsOnline AdsEmail Social elementsMobile/Tablet adsAlign with a deal “store”Remember, USE EVERYTHING
  • Email (91 percent) and text messaging (83 percent) are still the most popular daily “social” activities.This level of activity places Twitter top amongst all social networks alongside Facebook (both have 76 percent of users logging in once or more each day), and ahead of Instagram (70 percent), Snapchat (67 percent) and YouTube (66 percent).Google+, Pinterest (58 percent each) and, surprisingly, Myspace (46 percent) round out the top ten overallhttp://www.mediabistro.com/alltwitter/social-activity_b45692http://www.emarketer.com/Article/Social-Usage-Involves-More-Platforms-More-Often/1010019
  • The more promotions you run. The more emails Virtuous circle
  • Quad City Times Advertiser Facebook Sweepstakes “Win Dinner for 10 at Red Lantern”July 1-9 collected submissions517 total submissions355 came the day the email was sent70% of contest entries came from the email
  • We consistently find this stat to be true across the board.2nd street works with 100s of major media companies and seeing this consistently
  • EmilyThey are the #1 way to grow your Likes
  • Media Campaigning Kit:Ads CoasterSignsMedia company kit:AdsSales DeckPlaybook
  • EmilyThey are the #1 way to grow your Likes
  • My name is Julie and I’m the director of affiliate success It’s my job to help our partners succeed with online promotionsHow many of you have an email database that your are actively trying to grow? How many of you are currently selling contests?How many of you have a “Best Of” or “Readers Choice” promotion in your market that you sell?A little bit about myself
  • Transcript of "Strategies for Making Money with Ballot Promotions"

    1. 1. #promotionslab 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 Strategies for Making Money with Voter’s Choice September 2013
    2. 2. #promotionslab Vince Johnson Chief Multimedia Officer The Signal vince@signalscv.com @vincejohnson Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Kimberley Boath Advertising Manager The Record-Journal kboath@record-jounal.com Presenters
    3. 3. #promotionslab Follow @secondstreetlab on Twitter Want to win an exclusive prize? Be the one who tweets the most with our hashtag #PromotionsLab
    4. 4. #promotionslab Questions and Recording Note: We are recording this webinar and you will receive an email with links to the recording and slide deck.
    5. 5. #promotionslab Who We Are
    6. 6. #promotionslab How This Will Work • Visual slide while Chaney talks about how the presentation will work
    7. 7. #promotionslab
    8. 8. #promotionslab Where’s the Dough? Source: Borrell Associates InBillions
    9. 9. www.secondstreetlab.com WHAT IS VOTER’S CHOICE?
    10. 10. #promotionslab
    11. 11. #promotionslab
    12. 12. #promotionslab
    13. 13. www.secondstreetlab.com REVENUE OPPORTUNITIES
    14. 14. #promotionslab
    15. 15. #promotionslab Voter’s Choice Revenue Opportunities $ Enhanced Listings Category Sponsor Online Ads Print Issue Live Event Deal Store
    16. 16. #promotionslab Enhanced Listings
    17. 17. #promotionslab Category Sponsor
    18. 18. #promotionslab Online Ads
    19. 19. #promotionslab Special Print Issue
    20. 20. #promotionslab “Vote for me” and “Thank You” Ads Coupon driving foot traffic Call to Action + QR Code
    21. 21. #promotionslab Naples Daily News Naples, FL 61,000 circulation Special Print Issue $110,000 Revenue
    22. 22. #promotionslab
    23. 23. #promotionslab Live Event
    24. 24. #promotionslab Deal Store • When to Run • How Long to Run • When to Sell • Prospect List • How Many Deals
    25. 25. #promotionslab • Print • Online • Enhanced Listings • Email Opt-in • Social Media • Mobile • Email Campaign Integrated Campaign
    26. 26. www.secondstreetlab.com THE RECORD-JOURNAL
    27. 27. #promotionslab The Record-Journal Meriden, CT 19,500 circulation myrecordjournal.com Kimberley Boath Advertising Manager The Record-Journal kboath@record-jounal.com
    28. 28. #promotionslab PRINT ADS $15,600 Revenue
    29. 29. #promotionslab ENHANCED LISTINGS $5,300 Revenue
    30. 30. #promotionslab Upsell option of enhanced listing on winners page online! Print Special Section $5,000 Revenue
    31. 31. #promotionslab Deals Store $18,000 Revenue
    32. 32. #promotionslab Takeaways • Include live event next year • Top revenue generator • Community Engagement + Revenue = Best thing we do! $43,900 Revenue
    33. 33. www.secondstreetlab.com THE SIGNAL
    34. 34. #promotionslab The Signal Santa Clarita, CA 8,500 circulation 1.3 MM pv/month signalscv.com Vince Johnson Chief Multimedia Officer The Signal vince@signalscv.com @vincejohnson
    35. 35. #promotionslab PRINT ADS $6,360 Revenue
    36. 36. #promotionslab ONLINE ADS $3,000 Revenue
    37. 37. #promotionslab Winners purchased “Thank you” ads Special Section $60,000 Revenue
    38. 38. #promotionslab WINNERS PAGE $3,600 Revenue
    39. 39. #promotionslab Integrated Promotion
    40. 40. #promotionslab Integrated Promotion
    41. 41. #promotionslab Takeaways • Significant revenue increase from 2012 • Planning several “niche” ballots – Holiday Shopping – Best of Prep Football • Great lead generator for sales reps$70,000 Revenue
    42. 42. www.secondstreetlab.com TAKEAWAYS & BEST PRACTICES
    43. 43. #promotionslab SELL AN INTEGRATED CAMPAIGN
    44. 44. #promotionslab Voter’s Choice Revenue Opportunities $ Enhanced Listings Category Sponsor Online Ads Print Issue Live Event Deal Store
    45. 45. #promotionslab SELL THE BENEFITS
    46. 46. #promotionslab
    47. 47. #promotionslab PROMOTE
    48. 48. #promotionslab Creating the Right Package
    49. 49. #promotionslab KNOW THE IMPACT OF EMAIL
    50. 50. #promotionslab 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 91% check email once per day Source: eMarketer
    51. 51. #promotionslab Promotions Build Your List An Engaged Database Drives Promotions Revenue The Impact of Email
    52. 52. #promotionslab 0 50 100 150 200 250 300 350 400 Day 1 Day 2 Day 3 Email Sent Day 5 Day 6 Day 7 Submissions by Day Represents 70% of Submissions The Impact of Email
    53. 53. #promotionslab Email = 66% of Deal Revenue
    54. 54. www.secondstreetlab.com RESOURCES
    55. 55. #promotionslab secondstreetlab.com/voters-choice
    56. 56. #promotionslab
    57. 57. #promotionslab
    58. 58. www.secondstreetlab.com QUESTIONS?
    59. 59. #promotionslab Vince Johnson Chief Multimedia Officer The Signal vince@signalscv.com @vincejohnson Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Questions Kimberley Boath Advertising Manager The Record-Journal kboath@record-jounal.com

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