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Making Print Your Competitive Advantage for Online Promotions

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Print publications are finding phenomenal success with online promotions. Why?

To find out, flip through the slide deck from the Making Print Your Competitive Advantage for Online Promotions webinar. For the presentation, Julie Foley, Second Street's Director of Affiliate Success, was joined by Vince Johnson, the Publisher at the Forsyth County News and former Chief Multimedia Officer at The Signal, Joe Mullen, the Director of Digital New Business Development at the Milwaukee Journal Sentinel, and Christine Randall, the Advertising Manager at The Daily Advocate.

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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 Joe Mullen Director of Digital New Business Development JS Digital Solutions/Journal Communications jdmullen@jrn.com Vince Johnson Publisher The Forsyth County News vince@signalscv.com @vincejohnson Christie Randall Business Development Leader The Daily Advocate crandall@civitasmedia.com Presenters
  3. 3. @secondstreetlab Follow @secondstreetlab on Twitter! Want to win an exclusive prize? Be the one who tweets the most with our hashtag #promotionslab Note: We are recording this webinar and you will receive an email with links to the recording and slide deck. Questions + Twitter
  4. 4. @secondstreetlab What We Offer
  5. 5. @secondstreetlab
  6. 6. @secondstreetlab Agenda • The Opportunity • Case Studies • Next Steps • Questions
  7. 7. @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
  8. 8. @secondstreetlab A Lean-Forward Medium
  9. 9. @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
  10. 10. @secondstreetlab
  11. 11. @secondstreetlab Results ü 13 Weeks ü 400 Players ü Social Activity ü $12,000 Revenue
  12. 12. @secondstreetlab
  13. 13. @secondstreetlab Results ü 7 Sponsors ü 890 New Registered Users ü 10,990 Votes ü 25,000 Pageviews ü Social Activity ü $3,500 in Revenue
  14. 14. @secondstreetlab
  15. 15. @secondstreetlab Results 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
  16. 16. @secondstreetlab
  17. 17. @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
  18. 18. @secondstreetlab LESSONS LEARNED:
  19. 19. @secondstreetlab ONLINE IS EFFICIENT
  20. 20. @secondstreetlab REVENUE IS DIGITAL
  21. 21. @secondstreetlab PRINT IS POWERFUL
  22. 22. @secondstreetlab
  23. 23. @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
  24. 24. @secondstreetlab
  25. 25. @secondstreetlab $100,000 in Revenue
  26. 26. @secondstreetlab
  27. 27. @secondstreetlab
  28. 28. @secondstreetlab $102,000 in Revenue
  29. 29. @secondstreetlab
  30. 30. @secondstreetlab
  31. 31. @secondstreetlab $70,000 in Revenue
  32. 32. @secondstreetlab Joe Mullen Director of Digital New Business Development JS Digital Solutions/Journal Communications jdmullen@jrn.com
  33. 33. @secondstreetlab Golf Card
  34. 34. @secondstreetlab Print Ads
  35. 35. @secondstreetlab Online Ads
  36. 36. @secondstreetlab $68,000 in Revenue
  37. 37. @secondstreetlab Christie Randall Business Development Leader The Daily Advocate crandall@civitasmedia.com
  38. 38. @secondstreetlab From this…
  39. 39. @secondstreetlab To this! Fair Photo Cover Contest
  40. 40. @secondstreetlab Contest Winner
  41. 41. @secondstreetlab Record Growth! 682% growth in users since 2010!
  42. 42. @secondstreetlab Facebook Contest
  43. 43. @secondstreetlab Additional Print
  44. 44. @secondstreetlab $100,000 in Revenue
  45. 45. @secondstreetlab Vince Johnson Publisher The Forsyth County News vince@signalscv.com @vincejohnson
  46. 46. @secondstreetlab Metro Ballot
  47. 47. @secondstreetlab The Impact of Print
  48. 48. @secondstreetlab
  49. 49. @secondstreetlab
  50. 50. @secondstreetlab
  51. 51. @secondstreetlab Integrated Promotion
  52. 52. @secondstreetlab $75,000 in Revenue
  53. 53. @secondstreetlab Prep  Sports  –  just  an  image  of  the  ballot  
  54. 54. @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?
  55. 55. @secondstreetlab Align 1
  56. 56. @secondstreetlab
  57. 57. @secondstreetlab Discover 2
  58. 58. @secondstreetlab IMAGES OF SIGNAL PREP BALLOT
  59. 59. @secondstreetlab Package 3
  60. 60. @secondstreetlab Print Ads Email Social ElementsAdvertiser Opt-In What to Include Online, Mobile & Tablet Ads Thank You Coupons & Offers Deals Store or Card
  61. 61. @secondstreetlab secondstreetlab.com/ printplaybook
  62. 62. @secondstreetlab Engage 4
  63. 63. @secondstreetlab Grab Your Share 5
  64. 64. @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
  65. 65. @secondstreetlab
  66. 66. @secondstreetlab $30,000 in Revenue
  67. 67. @secondstreetlab 10 Weddings Booked
  68. 68. @secondstreetlab YOU CAN DO IT
  69. 69. @secondstreetlab ONLINE IS EFFICIENT
  70. 70. @secondstreetlab REVENUE IS DIGITAL
  71. 71. @secondstreetlab PRINT IS POWERFUL
  72. 72. @secondstreetlab YOU CAN DO IT
  73. 73. @secondstreetlab secondstreetlab.com/printplaybook @secondstreetlab
  74. 74. @secondstreetlab Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley Joe Mullen Director of Digital New Business Development JS Digital Solutions/Journal Communications jdmullen@jrn.com Vince Johnson Publisher The Forsyth County News vince@signalscv.com @vincejohnson Christie Randall Business Development Leader The Daily Advocate crandall@civitasmedia.com Questions?

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