The document outlines strategies from a marketing workshop, including internal marketing techniques like treating employees well so they promote the business, and external strategies such as networking, becoming a local expert, and charitable donations. It also discusses advertising approaches like email marketing, reduced cost advertising through partnerships, and branding on clothing or vehicles. The goal is to provide low-cost, high impact marketing tactics business owners can implement.

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SMART MARKETING
WORKSHOP
Low-Cost, High-Impact Marketing
May 5, 2009

3. Introduction
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4. Introduction
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TAKE AWAYS

5. Introduction
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TAKE AWAYS

6. Introduction
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TAKE AWAYS
 Marketing strategies you can use today

7. Introduction
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TAKE AWAYS
 Marketing strategies you can use today
 Outmaneuver the competition

8. Introduction
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TAKE AWAYS
 Marketing strategies you can use today
 Outmaneuver the competition
 Affordable print advertising

9. Introduction
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TAKE AWAYS
 Marketing strategies you can use today
 Outmaneuver the competition
 Affordable print advertising
 Generate publicity for your business

10. Introduction
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 Dana Murray Account Director, Caliber Group
520-795-4500
dmurray@calibergroup.com

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“Successful companies do not abandon their
marketing strategies in a recession; they adapt
them.”
Professor John Quelch, Harvard Business School

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“Successful companies do not abandon their
marketing strategies in a recession; they adapt
them.”
Professor John Quelch, Harvard Business School

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“Successful companies do not abandon their
marketing strategies in a recession; they adapt
them.”
Professor John Quelch, Harvard Business School
 Internal Marketing

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“Successful companies do not abandon their
marketing strategies in a recession; they adapt
them.”
Professor John Quelch, Harvard Business School
 Internal Marketing
 External Marketing

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“Successful companies do not abandon their
marketing strategies in a recession; they adapt
them.”
Professor John Quelch, Harvard Business School
 Internal Marketing
 External Marketing
 Advertising

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“Successful companies do not abandon their
marketing strategies in a recession; they adapt
them.”
Professor John Quelch, Harvard Business School
 Internal Marketing
 External Marketing
 Advertising
 Publicity (PR)

18. Internal Marketing
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19. Internal Marketing
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“Take care of your employees and they will take
care of your customers.”
Mike Jannini, Executive Vice President
of Marriott International

20. Internal Marketing
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“Take care of your employees and they will take
care of your customers.”
Mike Jannini, Executive Vice President
of Marriott International
Are your employees working for
you?

21. Internal Marketing
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“Take care of your employees and they will take
care of your customers.”
Mike Jannini, Executive Vice President
of Marriott International
Are your employees working for
you?
 Treat them right

22. Internal Marketing
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“Take care of your employees and they will take
care of your customers.”
Mike Jannini, Executive Vice President
of Marriott International
Are your employees working for
you?
 Treat them right
 Make them your evangelists

23. External Marketing
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24. External Marketing
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"Jumping at several small opportunities may get us
there more quickly than waiting for one big one to
come along."
Hugh Allen

25. External Marketing
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"Jumping at several small opportunities may get us
there more quickly than waiting for one big one to
come along."
Hugh Allen
 Customer Perceptions

26. External Marketing
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"Jumping at several small opportunities may get us
there more quickly than waiting for one big one to
come along."
Hugh Allen
 Customer Perceptions
 Word of Mouth

27. External Marketing
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"Jumping at several small opportunities may get us
there more quickly than waiting for one big one to
come along."
Hugh Allen
 Customer Perceptions
 Word of Mouth
 Networking

28. External Marketing
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"Jumping at several small opportunities may get us
there more quickly than waiting for one big one to
come along."
Hugh Allen
 Customer Perceptions
 Word of Mouth
 Networking
 Become the Local Expert

29. External Marketing
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"Jumping at several small opportunities may get us
there more quickly than waiting for one big one to
come along."
Hugh Allen
 Customer Perceptions
 Word of Mouth
 Networking
 Become the Local Expert
 Charity / Donations

30. External Marketing
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31. External Marketing
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"About 70% of customers' buying
decisions are based on positive human
interactions with sales staff. The bottom line is
that people buy from people, not companies."
Lee J. Colan
Best Selling Business Author

32. External Marketing
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CUSTOMER PERCEPTIONS
"About 70% of customers' buying
decisions are based on positive human
interactions with sales staff. The bottom line is
that people buy from people, not companies."
Lee J. Colan
Best Selling Business Author

33. External Marketing
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CUSTOMER PERCEPTIONS
 First Impressions (or second, or third)
"About 70% of customers' buying
decisions are based on positive human
interactions with sales staff. The bottom line is
that people buy from people, not companies."
Lee J. Colan
Best Selling Business Author

34. External Marketing
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CUSTOMER PERCEPTIONS
 First Impressions (or second, or third)
 Contacting Your Business
"About 70% of customers' buying
decisions are based on positive human
interactions with sales staff. The bottom line is
that people buy from people, not companies."
Lee J. Colan
Best Selling Business Author

35. External Marketing
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CUSTOMER PERCEPTIONS
 First Impressions

36. External Marketing
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CUSTOMER PERCEPTIONS
 First Impressions

37. External Marketing
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CUSTOMER PERCEPTIONS
 First Impressions

38. External Marketing
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39. External Marketing
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CUSTOMER PERCEPTIONS

40. External Marketing
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CUSTOMER PERCEPTIONS
 Contacting Your Business

41. External Marketing
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CUSTOMER PERCEPTIONS
 Contacting Your Business
o Call on the phone

42. External Marketing
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CUSTOMER PERCEPTIONS
 Contacting Your Business
o Call on the phone
o Visit your website

43. External Marketing
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CUSTOMER PERCEPTIONS
 Contacting Your Business
o Call on the phone
o Visit your website

44. External Marketing
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CUSTOMER PERCEPTIONS
 Contacting Your Business
o Call on the phone
o Visit your website

45. External Marketing
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46. External Marketing
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WORD OF MOUTH
Reach out to your customers
 Bring in a friend, get a discount
 Wear company logoed shirt, get a gift
Reward loyal customers
 Don’t assume what worked last year will
work today
 Say thank you

47. External Marketing
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48. External Marketing
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NETWORKING
 Industry Events
 Community Events & Fundraisers

49. External Marketing
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NETWORKING
 Industry Events
 Community Events & Fundraisers
 Neighborhood BBQs

50. External Marketing
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NETWORKING
 Industry Events
 Community Events & Fundraisers
 Neighborhood BBQs
 Free Local Workshops!

51. External Marketing
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52. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking

53. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings

54. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings
 Local clubs (Rotary, etc.)

55. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings
 Local clubs (Rotary, etc.)

56. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings
 Local clubs (Rotary, etc.)
• Offer your expertise to the media

57. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings
 Local clubs (Rotary, etc.)
• Offer your expertise to the media

58. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings
 Local clubs (Rotary, etc.)
• Offer your expertise to the media
• Write articles

59. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings
 Local clubs (Rotary, etc.)
• Offer your expertise to the media
• Write articles

60. External Marketing
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BECOME THE LOCAL EXPERT
• Public speaking
 Association meetings
 Local clubs (Rotary, etc.)
• Offer your expertise to the media
• Write articles

61. External Marketing
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62. External Marketing
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CHARITY / DONATIONS

63. External Marketing
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CHARITY / DONATIONS

64. External Marketing
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CHARITY / DONATIONS
 Donate a gift or auction item to a
community organization’s fundraiser

65. External Marketing
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CHARITY / DONATIONS
 Donate a gift or auction item to a
community organization’s fundraiser

66. External Marketing
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CHARITY / DONATIONS
 Donate a gift or auction item to a
community organization’s fundraiser
 Pick a charity to support

67. External Marketing
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CHARITY / DONATIONS
 Donate a gift or auction item to a
community organization’s fundraiser
 Pick a charity to support

68. External Marketing
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CHARITY / DONATIONS
 Donate a gift or auction item to a
community organization’s fundraiser
 Pick a charity to support
 Donate your time/expertise

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70. Advertising edit Master title style
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 E-mail Marketing

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 E-mail Marketing
 Reduced-Cost Advertising

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 E-mail Marketing
 Reduced-Cost Advertising
 Brand Your Body

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 E-mail Marketing
 Reduced-Cost Advertising
 Brand Your Body
 Internet

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 E-mail Marketing
 Reduced-Cost Advertising
 Brand Your Body
 Internet
 Targeted Advertising

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E-MAIL MARKETING

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E-MAIL MARKETING

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E-MAIL MARKETING

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E-MAIL MARKETING

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80. Advertising edit Master title style
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REDUCED-COST ADVERTISING

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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs

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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots

83. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads

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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail

85. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club

86. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store

87. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store
House cleaning service & yard service

88. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store
House cleaning service & yard service

89. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store
House cleaning service & yard service

90. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store
House cleaning service & yard service
Drywaller & painter

91. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store
House cleaning service & yard service
Drywaller & painter

92. Advertising edit Master title style
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REDUCED-COST ADVERTISING
 Joint Promotions / Sharing Costs
− Radio spots
− Print ads
− Direct Mail
PARTNERS: Restaurant & Night Club
Shoe store & clothing store
House cleaning service & yard service
Drywaller & painter
 Barter / Trade Services

93. Advertising edit Master title style
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94. Advertising edit Master title style
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BRAND YOUR BODY and other things

95. Advertising edit Master title style
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BRAND YOUR BODY and other things

96. Advertising edit Master title style
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BRAND YOUR BODY and other things

97. Advertising edit Master title style
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BRAND YOUR BODY and other things
 T-shirt / Baseball Hats

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BRAND YOUR BODY and other things
 T-shirt / Baseball Hats
 Cars

99. Advertising edit Master title style
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BRAND YOUR BODY and other things
 T-shirt / Baseball Hats
 Cars

100. Advertising edit Master title style
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101. Advertising edit Master title style
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INTERNET

102. Advertising edit Master title style
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INTERNET
 Social Media

103. Advertising edit Master title style
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INTERNET
 Social Media
− Facebook

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INTERNET
 Social Media
− Facebook
− MySpace

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INTERNET
 Social Media
− Facebook
− MySpace
− LinkedIn

106. Advertising edit Master title style
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INTERNET
 Social Media
− Facebook
− MySpace
− LinkedIn
− Twitter

107. Advertising edit Master title style
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INTERNET
 Social Media
− Facebook
− MySpace
− LinkedIn
− Twitter
− YouTube

108. Advertising edit Master title style
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INTERNET
 Social Media
− Facebook
− MySpace
− LinkedIn
− Twitter
− YouTube

109. Advertising
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110. Advertising
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INTERNET

111. Advertising
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INTERNET
 Website Links

112. Advertising
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INTERNET
 Website Links

113. Advertising
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INTERNET
 Website Links

114. Advertising
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INTERNET
 Website Links

115. Advertising
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116. Advertising
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INTERNET

117. Advertising
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INTERNET
 Webinars

118. Advertising
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119. Advertising
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INTERNET

120. Advertising
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INTERNET
 Blogs (weblog)

121. Advertising
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INTERNET
 Blogs (weblog)
− Custom Designs
− Free software
 Wordpress

122. Advertising
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INTERNET
 Blogs (weblog)
− Custom Designs
− Free software
 Wordpress
 Blogger

123. Advertising
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INTERNET
 Blogs (weblog)
− Custom Designs
− Free software
 Wordpress
 Blogger

124. Advertising
Click to edit Master title style www.CaliberPulse.com
INTERNET
 Blogs (weblog)
− Custom Designs
− Free software
 Wordpress
 Blogger

125. Summary edit Master title style
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126. Summary edit Master title style
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127. Summary edit Master title style
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128. Summary edit Master title style
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• Do something today with what you
have learned!

129. Summary edit Master title style
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• Do something today with what you
have learned!

130. Summary edit Master title style
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• Do something today with what you
have learned!
• Share your successes by going to
our blog at www.caliberpulse.com

131. Advertising
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132. Advertising
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TARGET ADVERTISING

133. Advertising
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TARGET ADVERTISING
 Newspapers

134. Introduction
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 Colleen Brady Retail Territory Sales Manager, TNI

135. Reaching Your Marketplace
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• The goal is to offer methods that will allow you to target by
demographic, geographic or behavioral audience.
• Methods that are low, out-of-pocket costs and that have a
high ROI.

136. CommunityMaster title style
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137. Targetto edit Master title style
Click by Geographic Areas
Targeted Section – Features
• Each community section targets a specific geographic area every Thursday.
These tab sections are distributed in the paper as well as at select free rack
locations in their specific coverage areas.
• They include neighborhood news and information about local government,
school news and local business developments.
• Ideal when you want to target consumers who live close by.
Targeted Section – Benefits
• Targeting specific geographic area of readers with an household income of
$50,000+, it allows you to reach an audience with a low investment and drive
sales to your business.
• The results are a high ROI.

138. Front Page Master title style Geographic or Demographic
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Post-its & Stick-on Ads - Features
• These are highly visible, unique delivery vehicles that
are placed on the front page of the newspaper.
• It’s the only way to get an ad on the front page above
the fold.
• Target readers geographically by zip code.
• Only one note can be sold per zip code per day, so
you always have exclusive placement. Because of
their high visibility, they’re excellent for driving traffic
to special events.
Post-its & Stick-on Ads - Benefits
• Geographic targeting by zip code gets to your
customers in your neighborhood or radius of
business.
• High visibility catches readers interest and drives
store traffic.

139. Targetto edit Master title style or Geographic
Click by Demographic
P&D Inserts – Features
 Turnkey process of printing and distribution.
 Inserts are one of the top sections read by
subscribers.
 Inserts can be full market coverage, targeted by
geographic area or by demographic based on zip
codes.
 Highly effective way to promote products and
services.
P&D Inserts – Benefits
 Readers seek out inserts for sales and coupons
which means your message will be seen and drive
traffic to your business.
 Cost effective way to advertise by targeting your
geographic or demographic core customers!
 Variety of paper sizes, stock, colors, and weight
 5,000 minimum distribution daily
 Preprints can be distributed full run or by select zip
codes

140. Target edit Master titleprice-conscious consumers
Click to Tucson’s style
• 51% of Tucson Adults use coupons for non-grocery products
and services.
• 33% of coupon using adults use such coupons at least once
a month.
• 66% of Tucson's coupon-using households obtain them
through the Sunday paper.
Cactus Clipper – Features
• Cactus Clipper is a 8.5” x 11” full-color glossy coupon book
delivered once a month on Sunday!
• Editions available in the Northwest and the East side of Tucson.
• Each zone has over 42,000 copies distributed to area households in
the Sunday paper.
• This means your message will be if front of an audience ready and
willing to buy from you!

141. The Hispanic Population Is Expected To Comprise
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35% Of The Total Tucson Population By 2013.
r of
p owe ic
ing an
buy ’s Hisp to go
he na
T ted
A rizo expec n $24
is e tha e
ket r mor
mar m mo 005 to 2010.
fro in 2 in
n lion
billio $29 bil
than
32.9%
32.4%
Source: Claritas 2008

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La Estrella – Features
La Estrella is the largest local Spanish language publication in
Southern Arizona, with 37,000 copies distributed weekly in the home
delivered Arizona Daily Star and in more than 400 free-standing
racks located inside and outside Hispanic communities and
businesses throughout Southern Arizona.
Reader Demographics:
66% Male
64% Married
38% between the ages 25-34
62% Families
La Estrella – Benefits
Tucson Newspapers can help you target the growing Hispanic
market with print, online and Spanish-language publications that
reach nearly three out of five Hispanic adults each week in Southern
Arizona.
Source: Scarborough 2008 (T),
Source: Scarborough 2007 (T)

143. Click to edit Master title style
• Best Reach of Any Local Online Site -
Features
• Tucson Newspapers provides the most-visited collection of
local online sites in Southern Arizona.
• Our trio of sites receives more than 13 million page views.
• Almost 2 million unique visitors each month, includes:
tucson.com, azstarnet.com and tucsoncitizen.com.
• Over 200,000 registered users!
• Benefits
• Low duplication with newspaper readers so you are
reaching a new audience to increase your sales!
• Offers Video and Flash which draws attention to your ad.
• Drive traffic to your website!
• Combined with the newspaper you will reach 64% of the
marketplace.
• Target specific channels to reach specific audience.
Source: Site Catalyst 2009

144. Click to edit Master title style
54% of our online
registrants are age 45 or
older.
83% of our online
registrants are not print
subscribers
Source: 2009 TNI Online Registration Reports

145. Online edit Master title style
Click to Display Advertising

146. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:

147. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.

148. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.

149. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.

150. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.

151. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.
 Leaderboards command a strong presence with plenty
of space to convey a complex message or concept.

152. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.
 Leaderboards command a strong presence with plenty
of space to convey a complex message or concept.

153. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.
 Leaderboards command a strong presence with plenty
of space to convey a complex message or concept.
 Skyscrapers attract more attention as they are visible to
readers as they scroll down the page.

154. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.
 Leaderboards command a strong presence with plenty
of space to convey a complex message or concept.
 Skyscrapers attract more attention as they are visible to
readers as they scroll down the page.

155. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.
 Leaderboards command a strong presence with plenty
of space to convey a complex message or concept.
 Skyscrapers attract more attention as they are visible to
readers as they scroll down the page.
 The Big Box is the most effective ad unit because it is
surrounded by content with high impact and story level
visibility.

156. Online edit Master title style
Click to Display Advertising
Online display advertising is sold in 3
basic formats:
Leaderboard, Skyscraper, and Big Box.
 Leaderboards command a strong presence with plenty
of space to convey a complex message or concept.
 Skyscrapers attract more attention as they are visible to
readers as they scroll down the page.
 The Big Box is the most effective ad unit because it is
surrounded by content with high impact and story level
visibility.

157. Click to edit Master title style
Target specific interests from Wildcat Sports to Food and Wine
or target a specific region with our ZAG Info (zip code, age, gender).
Newsletter # of Registrants
Top Deals 53,213
Wildcat Sports 11,651
Citizen Breaking News 7,340
Obituaries 7,312
Star News 6,463
Food & Wine 4,126
A.M. Headlines 3,255
Business Edge 3,191
Golf Report 2,928
AzStar Biz 2,557
AzNight Buzz 2,456
Offertas de Tucson 1,999
Source: 2009 TNI Online Registration Reports

158. Key WorkMaster title style
Click to edit Searches
• Key word searches are constantly being made for Tucson
and Southern Arizona businesses on the web each month.
• Be on the cutting edge of online advertising and increase
sales by promoting your products and services with
Guaranteed Clicks.

159. Guaranteed Clicks
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• Guaranteed Clicks is an easy, automated way for
your business to utilize search marketing to
advertise itself and be seen in the search results
of more than 30 top search engines…with
guaranteed results.

160. Guaranteed Clicks
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• Guaranteed Clicks is an easy, automated way for
your business to utilize search marketing to
advertise itself and be seen in the search results
of more than 30 top search engines…with
guaranteed results.

161. Guaranteed Clicks
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• Guaranteed Clicks is an easy, automated way for
your business to utilize search marketing to
advertise itself and be seen in the search results
of more than 30 top search engines…with
guaranteed results.
Paid
Listings

162. Guaranteed Clicks
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• Guaranteed Clicks is an easy, automated way for
your business to utilize search marketing to
advertise itself and be seen in the search results
of more than 30 top search engines…with
guaranteed results.
Paid
Listings
Organic
Listings

163. Media Synergy: Print and Online
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Newspaper advertising drives response via the Internet, which
makes it the perfect complement to a search campaign.
42% of newspaper
readers who use the
Internet reported they
had purchased at least
one product they saw in
the newspaper in the
last month.
Source: Clark, Martire & Bartolomeo, Inc. Survey October 2007

164. Unbeatable Reach
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Tucson Newspapers’ print and online products
reach significantly more of the Tucson market
Daily Star/Citizen = 1Daily, Sunday = 1 Sunday
TNI Websites = past 30 days
Radio = M-F AM Drive AQH 1 Spot/hr
Source: Scarborough 2008 (T) TV = Primetime Avg ½ hr M-S 7-10pm, Sun 6-10pm 1 Spot/hr
Other Print = 1 Issue

165. Advertising in title style
Click to edit Master Full-Run Tucson Newspapers
Tucson Newspapers – Features
 One insertion in the Sunday Arizona Daily Star
reaches more Adults then any other media in
Tucson. The Sunday newspaper reaches 51% of
the marketplace and the nearest TV station only
reaches 15%.
 The Arizona Daily Star and Tucson Citizen
combined reach 40% of the marketplace, far more
than the nearest competitive media.
 When you combined both papers and our trio of
sites we reach more than 62% of the
marketplace. `
 The newspaper and our websites are invited into
the home!
 Our readers, your customers, have an household
income over $50,000+ and 80% own their own
home.
Source: Scarborough 2008 (T)

166. Advertising in title style
Click to edit Master Full-Run Tucson Newspapers
Tucson Newspapers – Features
 One insertion in the Sunday Arizona Daily Star
reaches more Adults then any other media in
Tucson. The Sunday newspaper reaches 51% of
the marketplace and the nearest TV station only
reaches 15%.
 The Arizona Daily Star and Tucson Citizen
combined reach 40% of the marketplace, far more
than the nearest competitive media.
 When you combined both papers and our trio of
sites we reach more than 62% of the
marketplace. `
 The newspaper and our websites are invited into
the home!
 Our readers, your customers, have an household
income over $50,000+ and 80% own their own
home.
Special Ad Rates in the Star on
Monday and Tuesday.
Only $27.00 pci until 7/31/09
Source: Scarborough 2008 (T)

167. Advertising in title style
Click to edit Master Full-Run Tucson Newspapers
Tucson Newspapers – Features
 One insertion in the Sunday Arizona Daily Star
reaches more Adults then any other media in
Tucson. The Sunday newspaper reaches 51% of
the marketplace and the nearest TV station only
reaches 15%.
 The Arizona Daily Star and Tucson Citizen
combined reach 40% of the marketplace, far more
than the nearest competitive media.
 When you combined both papers and our trio of
sites we reach more than 62% of the
marketplace. `
 The newspaper and our websites are invited into
the home!
 Our readers, your customers, have an household
income over $50,000+ and 80% own their own
home.
Special Ad Rates in the Star on
Monday and Tuesday.
Only $27.00 pci until 7/31/09
Source: Scarborough 2008 (T)

168. Advertising in title style
Click to edit Master Full-Run Tucson Newspapers
Tucson Newspapers – Features
 One insertion in the Sunday Arizona Daily Star
reaches more Adults then any other media in
Tucson. The Sunday newspaper reaches 51% of
the marketplace and the nearest TV station only
reaches 15%.
 The Arizona Daily Star and Tucson Citizen
combined reach 40% of the marketplace, far more
than the nearest competitive media.
 When you combined both papers and our trio of
sites we reach more than 62% of the
marketplace. `
 The newspaper and our websites are invited into
the home!
 Our readers, your customers, have an household
income over $50,000+ and 80% own their own
home.
Special Ad Rates in the Star on
Monday and Tuesday.
Only $27.00 pci until 7/31/09
Reaches nearly 225,000 Tucson adults with just one issue.
Source: Scarborough 2008 (T)

169. Click to edit Master title style
Source: Scarborough 2008 (T)

170. Click to edit Master title style
Source: Scarborough 2008 (T)

171. Click to edit Master title style
Source: Scarborough 2008 (T)

172. Click to edit Master title style
Source: Scarborough 2008 (T)

173. Click to edit Master title style
Source: Scarborough 2008 (T)

174. Click to edit Master title style
Source: Scarborough 2008 (T)

175. Introduction
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176. Introduction
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177. Introduction
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 Tiffany Kjos Regional Editor, The Arizona Daily Star

178. Introduction
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 Tiffany Kjos Regional Editor, The Arizona Daily Star
 Jose Merino La Estrella Editor, The Arizona Daily Star

179. Public Relations
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180. Public Relations
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181. Public Relations
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182. Public Relations
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The Star’s
ZONED SECTIONS
cover three geographic areas
They go to Star subscribers in each specific area and they’re available free in racks in those areas.

183. Public Relations
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The Star’s
ZONED SECTIONS
cover three geographic areas
They go to Star subscribers in each specific area and they’re available free in racks in those areas.

184. Public Relations
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The Star’s
ZONED SECTIONS
cover three geographic areas
They go to Star subscribers in each specific area and they’re available free in racks in those areas.

185. Public Relations
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The Star’s
ZONED SECTIONS
cover three geographic areas
They go to Star subscribers in each specific area and they’re available free in racks in those areas.

186. Public Relations
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187. Public Relations
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Our goal:
To dig up news you can’t read anywhere else.

188. Public Relations
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189. Public Relations
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Northwest Section
North of River Road all the way into Marana and Oro Valley

190. Public Relations
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191. Public Relations
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Foothills Section
South of First Avenue and north of River
all the way across the Tanque Verde Valley

192. Public Relations
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193. Public Relations
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East Side Section
South of Alvernon and east of Tanque Verde Road,
including Vail and Corona de Tucson

194. Public Relations
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Thanks!

195. Public to edit Master title style
Click Relations

196. Public to edit Master title style
Click Relations

197. Public Relations
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198. Public Relations
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La Estrella

199. Public Relations
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La Estrella
 Star’s Spanish Language Publication

200. Public Relations
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La Estrella
 Star’s Spanish Language Publication
 More than 30,000 weekly copies

201. Public Relations
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La Estrella
 Star’s Spanish Language Publication
 More than 30,000 weekly copies
 Distributed in Tucson Metro and So Az

202. Public Relations
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La Estrella
 Star’s Spanish Language Publication
 More than 30,000 weekly copies
 Distributed in Tucson Metro and So Az
 Staff is fully bilingual

203. Public Relations
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204. Public Relations
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Applause!

205. Public Relations
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206. Public Relations
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207. Public Relations
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208. Public Relations
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209. Public Relations
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210. Public Relations
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211. Public Relations
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212. Public Relations
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213. Public Relations
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214. Public Relations
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215. Public Relations
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216. Public Relations
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217. Public Relations
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218. Public Relations
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219. Public Relations
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What do I take from this presentation?

220. Public Relations
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What do I take from this presentation?
 We are all in the same boat

221. Public Relations
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What do I take from this presentation?
 We are all in the same boat
 Do what I just did

222. Public Relations
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What do I take from this presentation?
 We are all in the same boat
 Do what I just did
 Persuade the ‘news people’

223. Public Relations
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What do I take from this presentation?
 We are all in the same boat
 Do what I just did
 Persuade the ‘news people’
 Be a team player, collaborate

224. Public Relations
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225. Public Relations
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Applause!

226. Public Relations
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227. Public Relations
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Gracias!

228. Summary edit Master title style
Click to
For a copy of this PowerPoint go to
www.CaliberGroup.com

229. Click to edit Master title style
Brought to you by
The Caliber Group & The Arizona Daily Star.
This Power Point presentation is available at
www.calibergroup.com.

230. Click to edit Master title style
Thank you for attending.
Brought to you by
The Caliber Group & The Arizona Daily Star.
This Power Point presentation is available at
www.calibergroup.com.