@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
Making Prin...
@secondstreetlab
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley
@secondstreetlab
What We Offer
@secondstreetlab
3,000 Media Partners
@secondstreetlab
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell ...
@secondstreetlab
A Lean-Forward Medium
@secondstreetlab
A Lean-Back Medium
@secondstreetlab
A Lean-Back Medium
@secondstreetlab
A Lean-Back Medium
@secondstreetlab
A Lean-Forward Medium
@secondstreetlab
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell ...
@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
MY EXPERIEN...
@secondstreetlab
@secondstreetlab
Pigskin
Pick’em
ü 13 Weeks
ü 400 Players
ü Social Activity
ü $12,000 Revenue
@secondstreetlab
@secondstreetlab
Cutest Couples
ü 7 Sponsors
ü 890 New Registered Users
ü 10,990 Votes
ü 25,000 Pageviews
ü Social Ac...
@secondstreetlab
@secondstreetlab
Cutest Kids
ü 10 Sponsors
ü 491 Submissions
ü 2,424 Registered Users
ü 134,000 Pageviews
ü 2,000+ Em...
@secondstreetlab
@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
Online Prom...
@secondstreetlab
LESSONS LEARNED:
@secondstreetlab
ONLINE IS
EFFICIENT
@secondstreetlab
REVENUE
IS DIGITAL
@secondstreetlab
PRINT IS
POWERFUL
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
ONLINE IS
EFFICIENT
@secondstreetlab
REVENUE
IS DIGITAL
@secondstreetlab
PRINT IS
POWERFUL
@secondstreetlab
@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
CASE STUDIES
@secondstreetlab
The State Journal-Register
Springfield, Illinois
50,000 Circulation
sj-r.com
@secondstreetlab
Pro Football Pick’em
VIP Picker Photos
Printed Weekly
@secondstreetlab
@secondstreetlab
$100,000
in Revenue
@secondstreetlab
The Wisconsin State Journal
Madison, Wisconsin
112,000 Circulation
madison.com
@secondstreetlab
Fantasy Golf Contest
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
$102,000
in Revenue
@secondstreetlab
The Daily Advocate
Greenville, Ohio
7,000 Circulation
dailyadvocate.com
@secondstreetlab
Contest Photos in
Fair Magazine
@secondstreetlab
$100,000
in Revenue
@secondstreetlab
Quad-City Times
Davenport, Iowa
50,000 Circulation
qctimes.com
@secondstreetlab
Group Agency-Model Contest
@secondstreetlab
Shared Agency-Model Package
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunday...
@secondstreetlab
$19,500
in Revenue
@secondstreetlab
The Signal
Santa Clarita, California
9,500 Circulation
signalscv.com
@secondstreetlab
Metro Ballot
@secondstreetlab
The Impact of Print
@secondstreetlab
@secondstreetlab
@secondstreetlab
@secondstreetlab
Integrated Promotion
@secondstreetlab
$75,000
in Revenue
@secondstreetlab
Prep	
  Sports	
  –	
  just	
  an	
  image	
  of	
  the	
  ballot	
  
@secondstreetlab
The Roanoke Times
Roanoke, Virginia
90,000 Circulation
roanoke.com
@secondstreetlab
Niche Ballot
@secondstreetlab
@secondstreetlab
$70,000
in Revenue
@secondstreetlab
The Milwaukee Journal Sentinel
Milwaukee, Wisconsin
203,000 Circulation
jsonline.com
@secondstreetlab
Golf Card
@secondstreetlab
$60,000+
in Revenue
@secondstreetlab
Shaw Suburban 
Media
Dixon, Illinois
@secondstreetlab
Regional Travel Deal
@secondstreetlab
@secondstreetlab
$178,000
in Revenue
@secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
WHAT NOW?
@secondstreetlab
Align
 1
@secondstreetlab
@secondstreetlab
Discover
 2
@secondstreetlab
IMAGES OF SIGNAL PREP BALLOT
@secondstreetlab
Package
 3
@secondstreetlab
Print Ads
Email
Social Elements
Advertiser Opt-In
What to Include
Online, Mobile & Tablet Ads
Thank You C...
@secondstreetlab
secondstreetlab.com/
2014MegaConf
@secondstreetlab
Engage
 4
@secondstreetlab
Grab Your Share
 5
@secondstreetlab
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell ...
@secondstreetlab
@secondstreetlab
$30,000
in Revenue
@secondstreetlab
10
Weddings Booked
@secondstreetlab
YOU CAN DO IT
@secondstreetlab
ONLINE IS
EFFICIENT
@secondstreetlab
REVENUE
IS DIGITAL
@secondstreetlab
PRINT IS
POWERFUL
@secondstreetlab
YOU CAN DO IT
@secondstreetlab
@secondstreetlab
secondstreetlab.com/2014MegaConf
@secondstreetlab
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Making Print Your Competitive Advantage for Online Promotions

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Julie Foley's presentation from the 2014 Mega Conference.

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Making Print Your Competitive Advantage for Online Promotions

  1. 1. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E Making Print Your Competitive Advantage for Online Promotions
  2. 2. @secondstreetlab Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley
  3. 3. @secondstreetlab What We Offer
  4. 4. @secondstreetlab 3,000 Media Partners
  5. 5. @secondstreetlab $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates in Billions The Opportunity
  6. 6. @secondstreetlab A Lean-Forward Medium
  7. 7. @secondstreetlab A Lean-Back Medium
  8. 8. @secondstreetlab A Lean-Back Medium
  9. 9. @secondstreetlab A Lean-Back Medium
  10. 10. @secondstreetlab A Lean-Forward Medium
  11. 11. @secondstreetlab $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates in Billions The Opportunity
  12. 12. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E MY EXPERIENCE WITH ONLINE PROMOTIONS AT A 7,500 CIRCULATION DAILY
  13. 13. @secondstreetlab
  14. 14. @secondstreetlab Pigskin Pick’em ü 13 Weeks ü 400 Players ü Social Activity ü $12,000 Revenue
  15. 15. @secondstreetlab
  16. 16. @secondstreetlab Cutest Couples ü 7 Sponsors ü 890 New Registered Users ü 10,990 Votes ü 25,000 Pageviews ü Social Activity ü $3,500 in Revenue
  17. 17. @secondstreetlab
  18. 18. @secondstreetlab Cutest Kids ü 10 Sponsors ü 491 Submissions ü 2,424 Registered Users ü 134,000 Pageviews ü 2,000+ Email Opt-Ins ü Community Involvement ü $10,000 in Revenue
  19. 19. @secondstreetlab
  20. 20. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E Online Promotions a Huge Success
  21. 21. @secondstreetlab LESSONS LEARNED:
  22. 22. @secondstreetlab ONLINE IS EFFICIENT
  23. 23. @secondstreetlab REVENUE IS DIGITAL
  24. 24. @secondstreetlab PRINT IS POWERFUL
  25. 25. @secondstreetlab
  26. 26. @secondstreetlab
  27. 27. @secondstreetlab
  28. 28. @secondstreetlab
  29. 29. @secondstreetlab ONLINE IS EFFICIENT
  30. 30. @secondstreetlab REVENUE IS DIGITAL
  31. 31. @secondstreetlab PRINT IS POWERFUL
  32. 32. @secondstreetlab
  33. 33. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E CASE STUDIES
  34. 34. @secondstreetlab The State Journal-Register Springfield, Illinois 50,000 Circulation sj-r.com
  35. 35. @secondstreetlab Pro Football Pick’em VIP Picker Photos Printed Weekly
  36. 36. @secondstreetlab
  37. 37. @secondstreetlab $100,000 in Revenue
  38. 38. @secondstreetlab The Wisconsin State Journal Madison, Wisconsin 112,000 Circulation madison.com
  39. 39. @secondstreetlab Fantasy Golf Contest
  40. 40. @secondstreetlab
  41. 41. @secondstreetlab
  42. 42. @secondstreetlab
  43. 43. @secondstreetlab $102,000 in Revenue
  44. 44. @secondstreetlab The Daily Advocate Greenville, Ohio 7,000 Circulation dailyadvocate.com
  45. 45. @secondstreetlab Contest Photos in Fair Magazine
  46. 46. @secondstreetlab $100,000 in Revenue
  47. 47. @secondstreetlab Quad-City Times Davenport, Iowa 50,000 Circulation qctimes.com
  48. 48. @secondstreetlab Group Agency-Model Contest
  49. 49. @secondstreetlab Shared Agency-Model Package 2 Week Facebook Sweepstakes Facebook marketing consultation Included 1 Sunday Full Page Promotional Ad $3,150 3-3 Column x 10” Promotional Print Ads $2,340 Shared email to 80K + $6,000 100k ROS impressions (728x90 promotional ad) $2,000 Total dominance contest promotion $2,000 Set up and placement on contest page $500 Total Value: $15,990 Cost To You: $1,750
  50. 50. @secondstreetlab $19,500 in Revenue
  51. 51. @secondstreetlab The Signal Santa Clarita, California 9,500 Circulation signalscv.com
  52. 52. @secondstreetlab Metro Ballot
  53. 53. @secondstreetlab The Impact of Print
  54. 54. @secondstreetlab
  55. 55. @secondstreetlab
  56. 56. @secondstreetlab
  57. 57. @secondstreetlab Integrated Promotion
  58. 58. @secondstreetlab $75,000 in Revenue
  59. 59. @secondstreetlab Prep  Sports  –  just  an  image  of  the  ballot  
  60. 60. @secondstreetlab The Roanoke Times Roanoke, Virginia 90,000 Circulation roanoke.com
  61. 61. @secondstreetlab Niche Ballot
  62. 62. @secondstreetlab
  63. 63. @secondstreetlab $70,000 in Revenue
  64. 64. @secondstreetlab The Milwaukee Journal Sentinel Milwaukee, Wisconsin 203,000 Circulation jsonline.com
  65. 65. @secondstreetlab Golf Card
  66. 66. @secondstreetlab $60,000+ in Revenue
  67. 67. @secondstreetlab Shaw Suburban Media Dixon, Illinois
  68. 68. @secondstreetlab Regional Travel Deal
  69. 69. @secondstreetlab
  70. 70. @secondstreetlab $178,000 in Revenue
  71. 71. @secondstreetlab D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E WHAT NOW?
  72. 72. @secondstreetlab Align 1
  73. 73. @secondstreetlab
  74. 74. @secondstreetlab Discover 2
  75. 75. @secondstreetlab IMAGES OF SIGNAL PREP BALLOT
  76. 76. @secondstreetlab Package 3
  77. 77. @secondstreetlab Print Ads Email Social Elements Advertiser Opt-In What to Include Online, Mobile & Tablet Ads Thank You Coupons & Offers Deals Store or Card
  78. 78. @secondstreetlab secondstreetlab.com/ 2014MegaConf
  79. 79. @secondstreetlab Engage 4
  80. 80. @secondstreetlab Grab Your Share 5
  81. 81. @secondstreetlab $0 $10 $20 $30 $40 $50 $60 $70 $80 $90 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: Borrell Associates in Billions Online Promotions Spending
  82. 82. @secondstreetlab
  83. 83. @secondstreetlab $30,000 in Revenue
  84. 84. @secondstreetlab 10 Weddings Booked
  85. 85. @secondstreetlab YOU CAN DO IT
  86. 86. @secondstreetlab ONLINE IS EFFICIENT
  87. 87. @secondstreetlab REVENUE IS DIGITAL
  88. 88. @secondstreetlab PRINT IS POWERFUL
  89. 89. @secondstreetlab YOU CAN DO IT
  90. 90. @secondstreetlab
  91. 91. @secondstreetlab secondstreetlab.com/2014MegaConf @secondstreetlab

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