Digital Sales Solutions “Shrink Wrap” Selling

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Digital Sales Solutions“Shrink Wrap” Selling

Michelle Johnson & Catharine Van Mater, Internet Broadcasting

October 2011

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Introduction

This session will teach you all about what products you have available and strategies in which you can sell short-run, revenue-generating sections as featured in our Editorial Calendar.

Our goal is to position you as an expert in the digital space and believe that this information will help you act as a digital consultant for your advertiser.

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• Review IB’s Editorial Calendar and related “shrink-wrap” packages and content.

• Review strategies and convergence opportunities that will increase revenue and secure renewals.

Today’s Agenda

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Definitions• Editorial Calendar

• A list of short-run sections throughout the year which focus on seasonal events such as Holidays and Breast Cancer Awareness. Specific beginning and end dates apply to each section specifying the timeframe in which the content will be updated.

• Shrink Wrap• Fully developed promotional section including placement

for updated content as well as specific ad sponsorship placements

• Interactive• Flash-based feature that encourages user interaction to

progress through topic-specific information

• Convergence• Advertising that spans multiple forms of media (ex:

internet sponsorship in conjunction with on-air spots)

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Today’s Presentation

• Presenting to Christus Schumpert Health System.

• They are a current display advertiser on the site.

• They are interested in expanding their presence on the site with an exclusive sponsorship opportunity.

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• Internet Broadcasting is dedicated to bringing local publishers high-quality, high value content that can easily be monetized on local sites.

• The best example of this is our yearly Editorial Calendar. The Editorial Calendar currently includes 18 “Shrink Wrap” opportunities for local sponsorships throughout the year.

• Some of the more popular topics include New Year New You, Summer Travel, Back To School, Breast Cancer Awareness and Holidays.

• The sections include feature stories, slideshows, videos and engaging flash interactive content that are assembled in an easy-to-understand, turn-key manner.

Translation: more revenue, less hassle.

Value Statement

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Audience• Original content produced by professional journalists who know how to engage

readers with interesting content • Each section on the calendar has one NEW story featured every day, keeping

the content fresh • Content is much more relevant to advertiser than news, weather and sports

(e.g. hospital advertises in Healthy Heart section)

Sponsorship Opportunities• Content is organized around popular and valuable topics for advertisers• Multiple ad positions on section allow advertisers to have major presence

around the content• TV Web drivers allow for TV/online, multi-platform sponsorship programs

Competitive Advantage• IB has been creating sponsor-friendly web content for nearly 15 years and

2011 is our best year yet; we lead the industry • The flexibility of IB’s platform allows you to integrate your local market

content into the section• IB brings the best of the content world and the sales world together into one

package

Why Editorial Calendar?

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Second QuarterSecond Quarter

2011/2012 IB Editorial Shrink Wrap Calendar

1. Easter/Passover2. Taxes3. Mother’s Day4. At The Movies:

Summer Blockbusters

5. Father’s Day6. Summer/Summer

Travel

First QuarterFirst Quarter

1. New Year, New You2. Super Bowl (Party

Headquarters)3. At The Movies:

Awards Season4. Valentine’s Day5. Healthy Heart6. College Tournament

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Fourth QuarterFourth Quarter

2011/2012 IB Editorial Shrink Wrap Calendar

1. Halloween2. Breast Cancer

Awareness3. Holidays4. 2012 Virtual Auto Show

(continues into Q1 & Q2)

Third QuarterThird Quarter

1. Summer/Summer Travel (continued from Q2 )

2. At The Movies Summer (continued from Q2)

3. Summer Olympics4. Back To School

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Product Cataloghttp://products.ibsys.com

Section Name Run Dates

New Year, New You 01/01-03/01

Super Bowl 01/02-02/08

Valentine's Day 01/16-02/15

At The Movies - Awards 01/15-03/01

Healthy Heart 02/01-03/01

College Tournament 03/12-04/03

Easter/Passover 03/12-04/14

Taxes 03/12-04/17

Mother's Day 04/16-05/14

Summer Movies 05/01-08/01

Father's Day 05/14-06/18

Summer/Summer Travel 05/25-09/03

Summer Olympics 07/16-08/13

Back To School 08/01-09/30

Breast Cancer Awareness 10/01-11/01

Halloween 10/01-10/31

Holidays 11/01-01/02

2012 Virtual Auto Show 11/01-04/01

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What is a Shrink Wrap?

• IB provides short-run, revenue generating sections throughout the year which focus on seasonal events and provide topical sponsorship opportunities for your advertisers.

• Imagine your entire station management team layering your expertise to make a defined difference in your local community.

• Imagine selling a client a fully designed promotion.

• Imagine providing your sponsor a greater platform like no other available.

• Imagine providing your viewer the best experience!

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What is a Shrink Wrap?

1. IB Tools

2. Target Partner Sponsor

3. Generate New Revenue

6. Sponsor Renewal

4. Competitively Position in the Marketplace

5. Provide Viewer Content

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Client Opportunity

• Multiple Editorial Calendar options for our client, Christus Schumpert Health System.

• The next opportunity and best fit looks to be Breast Cancer Awareness.

• What sponsorship opportunities and promotion suggestions can we offer?

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2011/2012 Editorial Shrink Wrap Layout

• 1 Leaderboard Ads (728x90) (1.75 points)

• 2 Display Ads (300x250) (1.75 points each)

• Sponsor Logo (100x34) in Section Header (1.00 points)

• Sponsorship Wrapper Ads (510x60 and 510x90)* (2.50 points)

• Flash Video/Webvision (user play- not shown)* (.75 points)

• Hover ad (not shown) (4.00 points)

• Sponsor logo on front page Teaser Widget (not shown) (.75 points)

* Availability may vary by publisher group

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Consistent Ad Positions

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Promoting your section will drive page views and increase brand awareness for your sponsors.

On-Air Promotion Suggestions:

Web Driver: Internet Broadcasting will produce one 15-second TV Web Driver for this section that can be scheduled on your air. Your Web site and sponsor logo can be added at the end of the TV Web driver by IB. The TV Web Driver will be delivered to your station via FTP.

Newscast Copy: You may also drive page views to your section by mentioning it in your newscast. IB provides 15 seconds of suggested newscast tease copy each day that your producers could easily insert into their shows. Producers are free to use, edit or ignore this copy as they see fit. It's provided to help shape in-newscast teases. This copy is included in the daily promotion schedule.

Editorial Shrink Wrap: Driving Page Views

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Promoting your section will drive page views and increase brand awareness for your sponsors.

Online Promotion Suggestions:

Tease Modules: The most effective way to drive page views into this section through your Web site is by having your site editor place the Tease Module on your site's front page. IAB House Ads: Internet Broadcasting also creates IAB house ads that you can schedule on your site. These ads are created in a way that you can place your sponsor's logos inside these house ads to drive to the section and give your sponsor exposure.

Pre-Roll Promotional Web Video: Internet Broadcasting creates one web video pre-roll for each section to put in front of videos that run on your site.

Editorial Shrink Wrap: Driving Page Views

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Co-branded Ad Opportunities

IB will create IAB house ads that can run

in promotional inventory throughout the

site.

Sponsorship Opportunity• Add your sponsor’s logo on the

IAB promotional house ads to add additional exposure for your advertiser.

• Include sponsor logo and house ad scheduling information in WebScan.

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Co-branded Video Ad Opportunities

One 15-second TV Web Driver (to run on-air)• IB will create one standard 15-second TV Web Driver for this

section to run as desired throughout TV Broadcast schedule.

One 15-second pre-roll (to run online)• IB will create one standard 15-second promotion video pre-roll for

this section to run in House ad video inventory throughout the site.

Sponsorship Opportunity• IB can add a :05 sponsor message tag to a :10 version of the Web

Driver. The Video Tag includes the client logo, the site logo, a voice-over message and background music. Sponsorship placements and trafficking instructions will be followed as indicated per individual WebScan order.

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Premium Opportunities

In addition to the standard ad package offerings, more premium ad units can be included to give advertisers a larger presence and extend the reach of their exclusive sponsorship.

Some premium options include:

Countdown Ads

Expanding Video IAB Ad

Peelback Ad

Pushdown Ad

IB Hover Ad

*click on ad name for live

example

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Product Catalog – Where To Find

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Ad Examples• Christus Schumpert Health System

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Best Practice Video

http://images.ibsys.com/ib-structure/videoprod/q4shrinkwrap/index.html

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| Breast Cancer Awareness

Click Here for Q4 Sales Interactive

Q4 Shrink Wrap Featuring: Breast Cancer Awareness

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Health Systems Breast Cancer Clinics Local Breast Cancer Chapters/Walks Cancer Care Centers Breast Cancer Pharmaceuticals Breast Prosthesis Wig & Hair Replacement Women’s Personal Care/Mastectomy Apparel Fitness Centers/Medi-Spas Smoking Cessation Programs Retail/Auto

Breast Cancer Awareness Month

Potential Sponsors to Target:

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Special Television and Online Exclusive Sponsorship

October 1 to October 30

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• Exclusive Breast Cancer Section Sponsorship• Platform to Highlight Your Targeted Messages • Daily “Survivor Story" Content Engages Viewers• Connect: Emotional Topics Women Care About• Opportunity to Profile Your Survivor/Program• Advantage positioning with the leading TV/Web

Advantage PointsAdvantage Points

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Our partner mission is to tell the stories of those who have survived breast cancer.

Together, we can help create breast cancer awareness among women who are at risk.

Your Breast Cancer Awareness sponsorship features your program’s advantages while showcasing one survivor's story each day throughout the month of October.

Together, we will offer additional resources, information, current related health news and about the disease.


Partner MissionPartner Mission

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Over half of the visitors to ktbs.com are women, with 1/3 of all visitors women 35 years of age.

One out of eight women will get breast cancer in their lives

41,000 women die from breast cancer every year in the U.S.

Woman's risk of getting breast cancer increases significantly each year she ages

More than 109,000 people who have or have had breast cancer logged onto IB Network sites, in February alone.

Connecting with Our AudienceConnecting with Our Audience

Source: Comscore, Media Matrix & cancer.gov

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Christus Schumpert Hospital

As a station, we recognize what you’ve accomplished and your involvement in our local fight against Breast Cancer.

Christus Schumpert Web Site

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The #1 local television news Web Site in the Arklatex

A monthly average of 244 thousand unique viewers

An average of 5:43 minutes spent by a unique viewer

A monthly average of over 2.6 million page views

Promoted every day on KTBS & KPXJ - TV via a high impact campaign valued at more than $2,000,000 annually

Content updated every 15 minutes by our own editorial staff.

Ktbs.com

Source: WebTrends, ComScore, Internet Broadcasting

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• Leaderboard And Rectangle• Pushdown Ad (1x Per Week, Index Only)• Pre-roll Video Ads• Sponsor Logo in Section Header• Sponsor Logo on Teaser Widget• Flash Video (Upper Right Corner Breast Cancer

Page)


Exclusive Ad PositionsExclusive Ad PositionsBreast Cancer SectionBreast Cancer Section

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Driving Page ViewsDriving Page Views• Ktbs.com will update daily tease

widget with a new “Survivor Story" every day of the month

• IB is scheduled to place a widget on Home Page on October 1st and new content will be rotated through daily by IB

• Fresh new content every day on the

Home Page where viewers have 31 different reasons to view your message!

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Index Page Detail Page

Breast Cancer Special SectionBreast Cancer Special Section

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Your Partner Logo on :15-second “Survivor Story“ TV Web Driver to Showcase “This Survivor Moment Brought to You by ….”

TV Web DriverTV Web Driver

Video Here

http://images.ibsys.com/ib-structure/videoprod/q4shrinkwrap/index.html

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On-Air ElementsOn-Air ElementsSample TV Schedule

:15 - Second Survivor Stories Campaign/Promo - to run in OctoberDays Programs Times # of PromosM-F KTBS3 1st News Morning 530-7a 8M-F Good Morning America 7-9a 8M-F Live with Regis and Kelly 9-10a 8M-F The View 10-11a 8M-F KTBS3 Midday News 1130a-12p 8M-F Soaps 12-3p 8M-F Inside Edition 4-430p 8M-F KTBS3 News @ Six 6-7p 7Sat KTBS3 1st News Sat 530-7a 4Sun KTBS3 1st News Sun 8-930a 3

SunKTBS3 News @ Five

Sunday 5-6p 3

M-SunKTBS 24 Hour News

Channel 5a-12a 80

Monthly Total 153 Tagged

Promos

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Sponsor Logo In Breast Cancer Section Header Sponsor Logo on Teaser Widget TV Campaign - Web Drivers on KTBS, KPXJ and 24/News Video Ad on Breast Cancer Page Exclusive Banner Ad inventory on Breast Cancer Section 300,000 ROS Leaderboard & Display Ads on ktbs.com Pushdown Ad – Ix week on Home Page Production includes online elements, video pre roll, TV

web driver tags and CAMPAIGN EXCLUSIVITY.


The PartnershipThe PartnershipDominate placements firmly connect Breast Cancer Awareness & your message with viewers throughout October.

Total: $11,500

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BCA – Christus Schumpert

See it live!

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Revenue, Renewals, Retention

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Click2Houston Testimonial The Rose• Call volume – August vs. Sept. increased by 20%. • Women said they heard on Channel 2 that they could help another woman and scheduled

mammograms – this was our HOPE! • Scheduling booked-out 6.5 weeks rather than 3.5 weeks almost immediately. • Purchasing 2 new ultrasound machines to keep up – people who book, book WAY in advance,

we anticipate this increase to remain steady and these new patients will tell relatives & friends.

• We strive to have our patients in within 2 weeks – as early diagnosis is important to survival.

• Raised $200K towards one $300K machine and written grants for the other $300K machine. • Our mobile department is booked through June, 2010, with no openings until March for

corporations, and only a few openings for individuals in Jan. and Feb.

• Previous to October, mobile was booked out about 2 months in advance, now, it is three months – we are adding another mobile unit as soon as we raise $100K for the van.

• At the end of October, mobile had a backlog of 600 calls and had to hire additional people to help them.

• Mobile and their answering service saw a tripling of calls in October. • October appointments increased 22.25% over September

• Number of clients increased 23.69% over September

• We love what Channel 2 helped us accomplish. This experience has been life changing for our business

– and YOU HAVE SAVED LIVES!

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Strategies for Sales Management:

1. On-Air: Viewer Content

2. Online: Viewer Content

3. Station Marketing

6. Performance Measurement

4. Sales/Sponsor Value to Viewers

5. Local Community Activities

Evergreen Product Development

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Review

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Review• IB’s Editorial Calendar features short-run, revenue-generating

sections focusing on topical or seasonal events

• These sections feature high quality and engaging content wrapped by sponsorship opportunities that allow advertisers to have major presence in direct affiliation with the featured content

• IB’s current Editorial Calendar has 18 shrink wrapped sections available for 2011-2012

• Shrink Wraps are intended to provide you with a fully designed promotion to sell to potential sponsors

• In addition to the standard ad placements, IB offers premium ad units for further reach as well as co-branded opportunities that include video

• IB recommends both online and on-air promotion and provides a daily schedule of newscast copy and online features

• Today we focused on Breast Cancer Awareness; this is just one of 18 available shrink wraps

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Questions?

THANK YOU!

NEXT DSS SESSIONS

AD SOLUTIONS – “I’ve sold it – how do I get something produced?”We want the hardest part of selling online to be closing the business. This session will provide an in-depth review of IB’s workflow solution known as WebScan. You will learn how to utilize the tool to set up commonly-sold packages, trafficking instructions, creative requests, look up booked and predicted impressions, access our reporting suite, and more.Monday, October 17 1pm CTFriday, October 21 8:15am CT

AD STRATEGY – Agency PreparednessIn the ever-changing digital world it’s important to stay ahead of the curve. This session will arm you with knowledge that will allow you to be confident in front of digital agencies, including a review of industry trends, new media options and helping you understand agency Requests For Proposals. •Monday, November 14 1pm CT •Friday, November 18 8:15am CT

Documents

Digital Sales Solutions “Shrink Wrap” Selling