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City Wide
Heating & Air




April 30,
  2012
What You Told Us
•Improve website ranking and
traffic
 • Take advantage of consumers
   actively seeking your
   products/services
 • Language/coding/back-linking within
   site to optimize

•Position your website and
services more strategically
 • Pay-Per-Click
 • Maps Optimization
 • Reputation Management

•Increase overall market
share and advertising reach
Increase Your
Online Visibilitys
            T h e B e n e f it
    W h a t is S E O ?

•   Earned Trust
    From Search          ong Term
    Engines              Value

•   Based On 200+
    Factors              ighest ROI of
                         all Online
•   Efficient, yet       Marketing
    effective            Efforts
    marketing
    tool
                         enerates
•   ‘Instant’            More Traffic
    results with         Than Paid
    long-term            Search
    benefits
Actionable
    Insights
    B lit z           A tta c k                M a in t e n a n
                      (2        3 0 D a ys )
                                                     c e
                           nd
     ( 1s t 3 0
      D a ys )
                                                     ( 6 0 + D a ys )
•   Keyword       •    Track link              •   Client has
    analysis           building                    reached top
•   Claiming      •    Create                      10 ranking in
    all online         backlinks                   search
    properties    •    Optimizing                  engines
•   Create             local                   •   Continue to
    link               directory                   create link
    building           profiles                    building
    content       •    Keyword                     content
•   Create             and                     •   Fine tuning
    proper             traffic                     of content
    reporting          analysis                •   Reporting
    of working                                     and analysis
    results                                        of campaign
Search Engine
 Optimization
We recommend a 10-
Keyword Metro SEO          70%
Package for your
                       of clicks in search
site so that we may
optimize a broad        engines go to the
range of your target     top three organic
areas (in terms of        search results.
keywords) to the
Google public. 

This is campaign
would truly allow
you to see immediate
retargeting results
to draw unique
Pay Per Click
Advertising
                         THE
    W H A T IS         BENEFI
                       TS
?   PPC
    •   Bid Based
                                    !
        Model          mmediate
    •   Pay Only       Traffic
        For Visitors
    •   Usually        lexibility
        Text-Based
        Ads            eo-
    •   Requires       Targeting
        Consistent
        Monitoring     ighly
        For Best       Measurable
Pay Per Click
Visibility.
Measurability.
Confidence.
Our in-house team of
digital experts provides
a worry-free,
fully-managed,
customized solution
that is optimized
for stellar results.

Detailed, transparent
analytics allow for
continual campaign
improvement.
Pay Per Click

P A Y-P E R -C L IC K A D V E R T IS IN G
• Customized Keyword Portfolio
• Custom Demographics to Fit
Branding & Goals
• Campaign Management by Dedicated
Specialists
• Industry Optimized Best Practices
& Branding in Mind
• Call Tracking & Conversion Page
• Client-Focused Goals & Metrics
• Monthly Metrics
   • Clicks, Impressions, and Click-
     through Rates
•Keyword-level Reporting Ad Copy
Updates
Maps/Reputation
Management


     RepBuilder
    A Reputation
     Monitoring &
     Management
      Solution
Evolution of
Marketing




 T H IS …   …h a s b e c o m e T H I S !
Are You Listed?

           Listing
           your
           business
           with
           search
           directorie
           s will
           help you
           get found


           Claim your
           pages and
Reputation
Management
Your Current
Advertising
Schedule
Current Full Broadcast
Schedule compared to 1 ad in
the Sunday F Register paper
             u ll B r o a d c a s t
                                    1 S p o t in
                                                    S unda y
                            C a m p a ig n
                                                   R e g is t e r
 Reac h                               333,534             383,228

 Reac h %                                    48%                    55%

 A VG F re q ue nc y                         3.8                    1.0




Source: Scarborough Release 2,
Des Moines Register
  Des Moines Register is the
  premiere media outlet in Iowa,
  delivering the daily and
                        Central Iowa
  breaking news.        Edition
                                                Daily: 243,822
                                                adults*
                                                Sunday: 383,228
                                                Statewide
                                                adults*
                                                Edition
                                                Daily: 291,508
                                                adults**
                                                Sunday:
                                                479,077
                                                adults**




      Full State Circulation                  Sunday:
      214,196       Daily: 107,966
Scarborough Release 2, 2011; ABC Audit 2011
Your Current
 Advertising
 ScheduleMonthly
 Current Average
  TV Schedule Analysis
                                   K C C I C a m p a ig n   W H O C a m p a ig n
 Reac h                                        145,723                  235,331

 Reac h %                                            21%                    34%

 A VG F re q u e nc y                                2.4                     3.9

 G r o s s R a t in g P o in t                        50                    132

 C PM Reac h                                     $21.68                  $15.81


             Avg. Monthly Spend:   $3,522.00                $3,091.00


WHO provides 34% of the market, much
higher reach than KCCI and is costing
you much less per individual with a
higher frequency.

** Y o u c o ul d l it e r a l l y c ut KCCI o ut a l t o g e t he r
a nd s t il l r e a c h a t hir d o f t he ma r k e t .
Source: Scarborough Release 2,
Community
     Publications

  The
  Community
  Publications
  reach
 •17 0 , 2 Community
   Each 5 6
  readers
   Register is published
   and distributed to
  every Moines
   subscribers in the
   daily Des
  month. on Tuesdays
   Register
     and Fridays.
 •   I n a d d it io n, no n-s ub s c r ib e r s r e c e iv e
     t he Co mmu nit y Re g is t e r o n
     T ue sda y s.
: Scarborough Release 1, 2011
Your Current
Advertising
Schedule
By strategically shifting your current
advertising budget around we can double
your overall market reach in the 4
county metro and give you the ability to
add in the much r o a d c a s t E v e r y digital ostrategy
             F u ll B
                      needed T u e s i n             C m b in e d W H O
to compete ina m p a i g n
             C    today’s o n e s
                                A l l media i t y + C o m m u n i t y
                                Z
                                      6 C o m m u n landscape.
                                                     Zo ne s

 Reac h                     146,914        192,908        223,352

 Reac h %                      46%             60%            70%

 A VG F re q u e nc y           3.7            3.4             4.7



                         Current 4                  Revised 4
                        county reach              county reach
                         w/both TV                    w/our
                          stations                  community
          Do e s n’t   it ma k e s e ns e         t o papers
                      s hif t t he
Source: Scarborough t
         b ud g e Release 2, d o ub l e t he
                        a nd
Customized
Solution
Customized 10-Keyword Search Engine
Optimization (SEO) Metro package*
Customized Pay-Per-Click (PPC) Campaign*
    •   Ca l l T r a c k in g & Co nv e r s io n Pa g e
    •   Cl ie nt -Fo c u s e d Go a l s & Me t r ic s
    •   Mo nt hl y Me t r ic s
    •   Cl ic k s , I mp r e s s io ns , a nd Cl ic k -t hr o ug h Ra t e s
    •   Ke y wo r d -l e v e l Re p o r t ing Ad Co p y Up d a t e s
    •   Cus t o miz e d La n d ing Pa g e
Maps/Reputation Management Package*
    •   Buil t in Da s hb o a r d t o mo nit o r d ig it a l r e p ut a t io n
        a c r o s s t he int e r ne t
    •   Mo nt hl y r e v ie w o f a na l y t ic s a nd p e r f o r ma nc e
    •   Cl a iming a nd o p t imiz a t io n o f Go o g l e Pl a c e s
        l is t ing / Fo ur s q ua r e l is t in g
    •   Ke y wo r d r e s e a r c h a nd a n a l y s is f o r c o mp l e t e
        o p t imiz a t io n o f t he l o c a l l is t ing s
    •   Sy nd ic a t io n a c r o s s hund r e d s o f p a r t ne r s it e s
(8) 2x4” full color ads in 6-zone metro
community papers each month

T o t a l C a m p a i g n c o s t : $ 5 , 5 7 3 . 8 0 /m o n t h + 1x
s e t u p f e e o f $ 1, 2 4 9 . 0 0
Customized
Solution
Creating a schedule similar to what’s currently
planned out, it would look like this:

M a y – S e p te mb e r
Customized 10-Keyword Search Engine Optimization
(SEO) Metro package
Customized Pay-Per-Click (PPC) Campaign
Maps/Reputation Management Package
8) 2x4” full color ads in 6-zone metro community
papers each month

T o t a l c o s t : $ 2 7 ,8 6 9 .0 0

O c t o b e r – A p r il
Customized 10-Keyword Search Engine Optimization
(SEO) Metro package
Customized Pay-Per-Click (PPC) Campaign
Maps/Reputation Management Package

T o t a l c o s t : $ 2 5 ,7 1 1 .0 0

Ann ua l c o n t r a c t o f $53,580.00 w/ De s Mo ine s Re g is t e r Me d ia
Ann ua l c o n t r a c t o f $1 8,550.00 w/ WHO T V
T o t a l ing : $72,1 30.00

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City wide 4 30 12

  • 1. City Wide Heating & Air April 30, 2012
  • 2. What You Told Us •Improve website ranking and traffic • Take advantage of consumers actively seeking your products/services • Language/coding/back-linking within site to optimize •Position your website and services more strategically • Pay-Per-Click • Maps Optimization • Reputation Management •Increase overall market share and advertising reach
  • 3. Increase Your Online Visibilitys T h e B e n e f it W h a t is S E O ? • Earned Trust From Search ong Term Engines Value • Based On 200+ Factors ighest ROI of all Online • Efficient, yet Marketing effective Efforts marketing tool enerates • ‘Instant’ More Traffic results with Than Paid long-term Search benefits
  • 4. Actionable Insights B lit z A tta c k M a in t e n a n (2 3 0 D a ys ) c e nd ( 1s t 3 0 D a ys ) ( 6 0 + D a ys ) • Keyword • Track link • Client has analysis building reached top • Claiming • Create 10 ranking in all online backlinks search properties • Optimizing engines • Create local • Continue to link directory create link building profiles building content • Keyword content • Create and • Fine tuning proper traffic of content reporting analysis • Reporting of working and analysis results of campaign
  • 5. Search Engine Optimization We recommend a 10- Keyword Metro SEO 70% Package for your of clicks in search site so that we may optimize a broad engines go to the range of your target top three organic areas (in terms of search results. keywords) to the Google public.  This is campaign would truly allow you to see immediate retargeting results to draw unique
  • 6. Pay Per Click Advertising THE W H A T IS BENEFI TS ? PPC • Bid Based ! Model mmediate • Pay Only Traffic For Visitors • Usually lexibility Text-Based Ads eo- • Requires Targeting Consistent Monitoring ighly For Best Measurable
  • 7. Pay Per Click Visibility. Measurability. Confidence. Our in-house team of digital experts provides a worry-free, fully-managed, customized solution that is optimized for stellar results. Detailed, transparent analytics allow for continual campaign improvement.
  • 8. Pay Per Click P A Y-P E R -C L IC K A D V E R T IS IN G • Customized Keyword Portfolio • Custom Demographics to Fit Branding & Goals • Campaign Management by Dedicated Specialists • Industry Optimized Best Practices & Branding in Mind • Call Tracking & Conversion Page • Client-Focused Goals & Metrics • Monthly Metrics • Clicks, Impressions, and Click- through Rates •Keyword-level Reporting Ad Copy Updates
  • 9. Maps/Reputation Management RepBuilder A Reputation Monitoring & Management Solution
  • 10. Evolution of Marketing T H IS … …h a s b e c o m e T H I S !
  • 11. Are You Listed? Listing your business with search directorie s will help you get found Claim your pages and
  • 13. Your Current Advertising Schedule Current Full Broadcast Schedule compared to 1 ad in the Sunday F Register paper u ll B r o a d c a s t 1 S p o t in S unda y C a m p a ig n R e g is t e r Reac h 333,534 383,228 Reac h % 48% 55% A VG F re q ue nc y 3.8 1.0 Source: Scarborough Release 2,
  • 14. Des Moines Register Des Moines Register is the premiere media outlet in Iowa, delivering the daily and Central Iowa breaking news. Edition Daily: 243,822 adults* Sunday: 383,228 Statewide adults* Edition Daily: 291,508 adults** Sunday: 479,077 adults** Full State Circulation Sunday: 214,196 Daily: 107,966 Scarborough Release 2, 2011; ABC Audit 2011
  • 15. Your Current Advertising ScheduleMonthly Current Average TV Schedule Analysis K C C I C a m p a ig n W H O C a m p a ig n Reac h 145,723 235,331 Reac h % 21% 34% A VG F re q u e nc y 2.4 3.9 G r o s s R a t in g P o in t 50 132 C PM Reac h $21.68 $15.81 Avg. Monthly Spend: $3,522.00 $3,091.00 WHO provides 34% of the market, much higher reach than KCCI and is costing you much less per individual with a higher frequency. ** Y o u c o ul d l it e r a l l y c ut KCCI o ut a l t o g e t he r a nd s t il l r e a c h a t hir d o f t he ma r k e t . Source: Scarborough Release 2,
  • 16. Community Publications The Community Publications reach •17 0 , 2 Community Each 5 6 readers Register is published and distributed to every Moines subscribers in the daily Des month. on Tuesdays Register and Fridays. • I n a d d it io n, no n-s ub s c r ib e r s r e c e iv e t he Co mmu nit y Re g is t e r o n T ue sda y s. : Scarborough Release 1, 2011
  • 17. Your Current Advertising Schedule By strategically shifting your current advertising budget around we can double your overall market reach in the 4 county metro and give you the ability to add in the much r o a d c a s t E v e r y digital ostrategy F u ll B needed T u e s i n C m b in e d W H O to compete ina m p a i g n C today’s o n e s A l l media i t y + C o m m u n i t y Z 6 C o m m u n landscape. Zo ne s Reac h 146,914 192,908 223,352 Reac h % 46% 60% 70% A VG F re q u e nc y 3.7 3.4 4.7 Current 4 Revised 4 county reach county reach w/both TV w/our stations community Do e s n’t it ma k e s e ns e t o papers s hif t t he Source: Scarborough t b ud g e Release 2, d o ub l e t he a nd
  • 18. Customized Solution Customized 10-Keyword Search Engine Optimization (SEO) Metro package* Customized Pay-Per-Click (PPC) Campaign* • Ca l l T r a c k in g & Co nv e r s io n Pa g e • Cl ie nt -Fo c u s e d Go a l s & Me t r ic s • Mo nt hl y Me t r ic s • Cl ic k s , I mp r e s s io ns , a nd Cl ic k -t hr o ug h Ra t e s • Ke y wo r d -l e v e l Re p o r t ing Ad Co p y Up d a t e s • Cus t o miz e d La n d ing Pa g e Maps/Reputation Management Package* • Buil t in Da s hb o a r d t o mo nit o r d ig it a l r e p ut a t io n a c r o s s t he int e r ne t • Mo nt hl y r e v ie w o f a na l y t ic s a nd p e r f o r ma nc e • Cl a iming a nd o p t imiz a t io n o f Go o g l e Pl a c e s l is t ing / Fo ur s q ua r e l is t in g • Ke y wo r d r e s e a r c h a nd a n a l y s is f o r c o mp l e t e o p t imiz a t io n o f t he l o c a l l is t ing s • Sy nd ic a t io n a c r o s s hund r e d s o f p a r t ne r s it e s (8) 2x4” full color ads in 6-zone metro community papers each month T o t a l C a m p a i g n c o s t : $ 5 , 5 7 3 . 8 0 /m o n t h + 1x s e t u p f e e o f $ 1, 2 4 9 . 0 0
  • 19. Customized Solution Creating a schedule similar to what’s currently planned out, it would look like this: M a y – S e p te mb e r Customized 10-Keyword Search Engine Optimization (SEO) Metro package Customized Pay-Per-Click (PPC) Campaign Maps/Reputation Management Package 8) 2x4” full color ads in 6-zone metro community papers each month T o t a l c o s t : $ 2 7 ,8 6 9 .0 0 O c t o b e r – A p r il Customized 10-Keyword Search Engine Optimization (SEO) Metro package Customized Pay-Per-Click (PPC) Campaign Maps/Reputation Management Package T o t a l c o s t : $ 2 5 ,7 1 1 .0 0 Ann ua l c o n t r a c t o f $53,580.00 w/ De s Mo ine s Re g is t e r Me d ia Ann ua l c o n t r a c t o f $1 8,550.00 w/ WHO T V T o t a l ing : $72,1 30.00

Editor's Notes

  1. “ Mo money more problems” This slide is a great illustration of where those ad dollars could be going. If we look at the evolution of media over the past 20 years, we can see how it’s fragmented. As a media consultant it’s important for us to understand everything that’s out there for our advertisers and more importantly how to sell with and against all the solutions that may have been presented to your customer. We need to understand the purpose of each product and the potential value it may bring in accomplishing an advertisers results.
  2. “ Mo money more problems” This slide is a great illustration of where those ad dollars could be going. If we look at the evolution of media over the past 20 years, we can see how it’s fragmented. As a media consultant it’s important for us to understand everything that’s out there for our advertisers and more importantly how to sell with and against all the solutions that may have been presented to your customer. We need to understand the purpose of each product and the potential value it may bring in accomplishing an advertisers results.
  3. “ Mo money more problems” This slide is a great illustration of where those ad dollars could be going. If we look at the evolution of media over the past 20 years, we can see how it’s fragmented. As a media consultant it’s important for us to understand everything that’s out there for our advertisers and more importantly how to sell with and against all the solutions that may have been presented to your customer. We need to understand the purpose of each product and the potential value it may bring in accomplishing an advertisers results.