This presentation is a good example of my storytelling skills. It shows a very simple concept with data to back it up: we can help you reach more people for less money. It was given to a client that currently does not advertise with us and that after a deep dive needs assessment we presented a couple of solutions to help the client reach more people and for us to gain some of their advertising dollars. One of our sales reps saw an opportunity with this client and came to me to help him tell this story. We met multiple times to fine tune the wording and make it visually appealing. The presentation look is brand standard so isn’t the most creative, but it definitely made our case and won over the client who agreed to sign up for the search portion of the recommendation.

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

12. Reputation
Management

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