The document provides guidelines for creating marketing materials for GHM360. It outlines the goals of creating a consistent brand style and making it easier for businesses to work with GHM360. The guidelines include formatting instructions for slides, recommended fonts, colors and layouts. It also describes the content that should be included in product training presentations, such as descriptions of products and how they fit in the buying cycle. The document aims to provide resources to help clearly represent GHM360 and simplify doing business for locations.

1. G
m a k i n g
H
i t
M
e a s i e r
3
t o d o
6 0
b u s i n e s s
Style Deck
2010 style guidelines
Wendy Barnes

2. G
m a k i n g
Hi t
M
e a s i e r
3
t o d o
6 0
b u s i n e s s
Goal
Create style format and communication tools that
consistently represent the core objective of GHM360
style deck 2 GHM360 2010

3. G
m a k i n g
H i t
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6 0
b u s i n e s s
Objective
Provide resources to make it easier to do business
style deck 3 GHM360 2010

4. G
m a k i n g
H i t
M
e a s i e r t o
3 d o
6
b u s i n e s s
0
Style
Fonts
• Century Gothic (no bold)
• Times
Colors
5 plus grey in shades as needed for contrast - solid, 0% transparency
C – 84 C–0 C – 44 C – 43 C – 58
M – 32 M – 58 M – 76 M–0 M–0
Y–5 Y – 87 Y–8 Y – 92 Y – 12
K-4 K-0 K-3 K-1 K-0
style deck 4 GHM360 2010

5. G
m a k i n g
H i t
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b u s i n e s s
0
Slide format
Intro slide
GHM360 (making it easier to do business) logo across top
Deck Title – center page
Author – bottom left corner
GateHouse logo – bottom right corner
Content slide
Bottom row
left corner - title of deck, product code as needed
center – pg number (lower case pg)
right corner – GHM360 2010
Exit slide
Contact info
Resource links
style deck 5 GHM360 2010

6. G
m a k i n g
H i t
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e a s i e r t o
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0
Content
Product Training Decks
What – Product descriptions
Where it fits in the buying cycle
Terms & lingo (glossary)
Why – Benefits
For location (revenue potential, media mix etc.)
For advertisers
How – Features
Packaging
Fulfillment
Site sources
Proof for grammar, spelling & formatting
style deck 6 GHM360 2010

7. G
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Follow up
Track participants
maintain master spreadsheet with locations and individuals for each training
webinar
Resource links for implementation & fulfillment
send email to participants after training
include links & contact info
Feedback questionnaire
include questionnaire after each training webinar with feedback
evaluate feedback for improvement
style deck 7 GHM360 2010

8. G
m a k i n g
H
i t
M
e a s i e r
3
t o d o
6 0
b u s i n e s s
Logo  Templates  Examples  Graphics
style deck 8 GHM360 2010

9. G H M 3 6 0
m a k i n g i t e a s i e r t o d o b u s i n e s s
full bleed option (to the edge)
with tag (tag can be removed as needed)
…
GHM360
m a k i n g
i t
e a s i e r
t o
d o
b u s i n e s s
reverse color option
with tag (tag can be removed as needed)
…
m a k i n g i t e a s i e r t o d o b u s i n e s s
m a k i n g i t e a s i e r t o d o b u s i n e s s
m a k i n g i t e a s i e r t o d o b u s i n e s s
additional tag color options
style deck 9 GHM360 2010

10. G
m a k i n g
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i t
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e a s i e r t o
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6 0
b u s i n e s s
awareness
post
familiarity
purchase
The Buying Cycle
purchase comparison
style deck 10 GHM360 2010

11. G
m a k i n g
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e a s i e r t o
3 d o
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b u s i n e s s
0
mass reach
from engager to shopper
thin market
style deck 11 GHM360 2010

12. G H M 3 6 0
m a k i n g i t e a s i e r t o d o b u s i n e s s
style deck 12 GHM360 2010

13. G
m a k i n g
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e a s i e r
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6
b u s i n e s s
0
GRP Gross Rating Point
Potential audience reach based on one unit of advertising
Medium GRP
Newspaper ( one print ad) 48%
Newspaper
–
48%
Radio (one radio spot)* 1-3%
Radio
–
1-­‐3%
Cable (one cable spot)* 1-3%
Cable
–
1-­‐3%
Broadcast
TTV–(one network spot)*
Broadcast V
6-­‐15%
6-15%
Newspaper
oOnline**4%*
Newspaper nline
–
1 14%
Nielson/Arbitron
* Fluctuate by day part
**Average daily unique – unit purchase by month
style deck 13 GHM360 2010

14. G
m a k i n g
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e a s i e r t o
3 d o
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0
Top Reasons Visited Newspaper
Online
Newspaper Print
Local or regional news 80% 82%
Local Advertising 62% 53%
Features/movie listings 46% 57%
Niche content 41% 51%
NAA & Scarborough 2008 (activity past 5 weekdays)
style deck 14 GHM360 2010

15. p o s t
p u r c h a s e
o The
final
stage
where
the
consumer
decides
how
they’ll
react
to
the
product
or
service
in
the
future
o Ongoing
brand
messages
will
keep
you
in
the
forefront
and
encourage
conLnued
patronage
o Building
a
customer
database
will
allow
you
to
Track your success
track
personal
informaLon
and
individual
Ask customers
preferences,
unlocking
secrets
to
providing
beNer
service
and
value
• How did you hear about us?
o Consider
your
specific
business
and
the
type
• What brings you to the store?
of
informaLon
most
useful
in
your
long
term
markeLng
iniLaLves
• What media do you consume
for shopping
o We
all
know
it’s
far
cheaper
to
keep
a
Modify your marketing plan
customer
than
to
acquire
a
new
one!
accordingly
style deck 15 GHM360 2010

16. G H M 3 6 0
m a k i n g i t e a s i e r t o d o b u s i n e s s
cycle
style
style deck 16 GHM360 2010