My Work Experience

1. MARKETING PROGRAMS MANAGER
SUMMARY OF MY EXPERIENCE

4. success in both direct consumer
business to business

5. SUMMARY
One time of year for the lowest subscription price. We
were trying to maximize circulation.
GOAL:
Get as many subscribers to renew and as many non
subscribers to become subscribers.
ACTION:
Used a variety of printed promotional material and
database lists to target each of the two groups differently
with mailings. Also advertised the promo in the paper and
additional ads ran on the company radio stations. Since
all outlets were owned by the company, it kept costs
down.
Post Card
Mailers
Fliers to non
subscribers
COMMUNICATION:
Messaging promoted very clear offer- Limited time
offer, 10¢ day/$37 year/ a $100 annual savings on home
delivery.
OUTCOME:
This was the largest subscriber drive for that time.

6. SUMMARY
We landed the McDonald’s account at 16 locations in the
delivery area. Mc Donald’s customers were provide the
convenience of being able to get their newspaper at drive
thru or inside the restaurant at a reduce rate (25¢ daily
and 65¢ on Sundays) with a McDonald’s purchase.
CONCEPT:
Take the paper to the people by trying to reach people in
the morning at non traditional/new distribution locations.
Co-promotional
ads with the
Chronicle & McDonald’s
PROMOTED FOR SUCCESS:
Placed signs at McDonald’s counters, drive-thru
windows, clings on door entrances, radio ads, Full color
ad ran in The Chronicle 4X’s/mo the ad changed to reflect
McDonald’s food specials and promotions.
OUTCOME:
Created sales of 86,128 papers that were sold during the
promotion. Partnership developed with major fast food
chain.

7. SUMMARY
Multiple retailers such as Walmart, Dollar Tree and Drug
Mart participated in 99¢ Sunday paper promo (normally
$1.25) to increase paper sales
CONCEPT:
Increase Sunday paper visibility (at isle check outs) and
decrease price in retail locations. Communicate and share
success with other retailers to expand the program to
other retailers with success stories. (B to B marketing)
Bold attention grabbing signs for newspaper
racks placed in store isles helped create sales
Communication sample
letter explains promotion
to the retailer.
PROMOTED FOR SUCCESS:
Participating stores received new expanded paper racks
and custom signage, door clings, register signs and
employee shirt buttons.
OUTCOME:
• Stores that participated in the promotion saw paper
sales nearly double.
• Stores that typically were not high selling stores for
the newspaper out sold high volume retail locations.
• As a result, several new retail accounts were added to
the newspaper distribution that wanted to participate
in this promotion.

8. Shannon Ketvertes
ShannonKQ18@yahoo.com
www.linkedin.com/in/ShannonKetvertes/