Market Focused Selling at The Arizona Republic

ESRI Business GeoInfo SummitApril 18–19, 2005Chicago, Illinois

Jay Visnansky – The Arizona Republicjay.visnansky@pni.com

The ProblemHow Do We . . .

– Target Specific Markets for Individual Advertisers

– Have Different Versions of Inserts for Various Stores

– Select Demographics• Pool Owners• Non Pool Owners• Etc.

– Target Subscribers and Non-subscribers

– Overlapping Target Areas

– And Do It Quickly (of course)

1.275 million households weekly in Maricopa and Pinal counties. 800,000 by mail, 475,000 in the Arizona Republic

Mailing capabilities include full market saturation, zip code targeting, carrier route delivery (250-300 HH average) and targeted address specific delivery

Source: Phx Scarborough Jan02

Buyer’s Edge is the Arizona Republic’s total market coverage product that allows us to reach both subscribers and non-subscribers throughout the Phoenix market

The Product

Current Buyer’s Edge Advertisers

Capabilities of Market Focused II

Full Market Saturation– Hit every HH in Maricopa County by U.S. Mail and through delivery in

the Arizona Republic

Zip Code Targeting– Pick only the zip codes around your locations

Newspaper Carrier Route– Average of 250-300 HH’s per route

Address Specific Delivery– Target customers using specific demographic criteria

What Does All This Mean?Targeting at the Zip Code level will

– Allow full saturation around store locations– Provide versioning capabilities at the store level

Targeting at the Carrier Route level will– Give us the ability to target prime market areas– Give us the ability to target demographically– Provide versioning capabilities at the store level

Address Specific Delivery will– Give us the ability to target demographically at the household level– Allow you to reach key customers outside your prime market area

With zip code delivery, you can saturate a zip code around your location, hitting every household in that zip

Example:

Client: ABC Furniture

Ideal Customer:

* Age 35+

* HH Income $50K+

* HH Value $150K+

Store Location: 85111

HH’s in Zip: 10,000

With carrier route targeting, you can deliver only to specific carrier routes within a zip code that matches up with your ideal customer… reaching more of the

households that fit your “ideal customer” profile

Example:

Client: ABC Furniture

Ideal Customer:

* Age 35+

* HH Income $50K+

* HH Value $150K+

Store Location: 85111

HH’s in Zip: 10,000

Carrier Routes in Zip: 30

Carrier Routes in Zip Fitting Ideal Customer Target: 13

Total HH’s Reached: 4800

X

XX

XXXX X

X XXX

XX

X X

X

With address specific targeting, you can deliver only to HH’s that are flagged in our database as matching up with your ideal customer. Getting your message

to exactly who you want to see it

Example:

Client: ABC Furniture

Ideal Customer:

* Age 35+

* HH Income $50K+

* HH Value $150K+

Store Location: 85111

HH’s in Zip: 10,000

HH’s Fitting Description of Ideal Customer: 1300

Total HH’s Reached: 1300

XX

XXXXXXXX

XXXXXXX

X X X X X X

Map Layers

Map Tools

Tab Pages

Create a New Query

Enter Store Address

Select Trade Area

Click

Address StandardizedX & Y Coordinates

1 Mile

Store Location

Canal

Click

Demographics

Demographic

Specific Values for Each Demographic

Click to Build Query String

It’s Added

Select Another Demographic

It’s Added

Click

Before Demographics Applied

After Demographics Applied

Selected

Business Rules

Upload the Query

Publication DateExpire Date

Adding a Second AddressArea is Rectangle

New Area

Overlap Area

Selected Carrier Routes Highlighted

The Development ToolsSpatial Data Spatial Data –– TeleAtlasTeleAtlas/GDT/GDT– Streets, ZIPs, ect.– Updated bi-monthly

X & Y Coordinates X & Y Coordinates -- TeleAtlasTeleAtlas/GDT/GDT– MatchMaker SDK– Updated bi-monthly

ArcSDE ArcSDE –– ESRIESRI– Manages all spatial data– Version 8.3– MS SQL Server 2000

ArcIMS ArcIMS –– ESRIESRI– Manage web piece– Version 4.1

MapObjects MapObjects –– ESRIESRI– Configures our newspaper carrier routes– MS Visual Studio.NET – C#

The Development Tools – con’t.ArcAuthorArcAuthor –– ESRIESRI– Manages the map service

ArcEditorArcEditor –– ESRIESRI– Creates custom layers

• Subscribers• Non-subscribers• Carrier Routes

MS SQL Server2000MS SQL Server2000– Business data

The Development SoftwareMS Visual Studio.NET 2002MS Visual Studio.NET 2002– C# language– Visual Basic.NET– Business logic

Java ScriptJava Script– Map tools

MS Internet Explorer 6.0MS Internet Explorer 6.0

ArcIMSArcIMS –– ESRIESRI– Manage web piece– Version 4.1

MapObjects MapObjects –– ESRIESRI– Configures our newspaper carrier routes– MS Visual Studio.NET – C#

The HardwareDatabase ServerDatabase Server– Dell PowerEdge 2650– Dual Processors– 6 Gbyte memory– Windows 2000 Server– 2x36 Gbyte Raid 1Storage

Application ServerApplication Server– Dell PowerEdge 2650– Single Processor– 4 Gbyte memory– Windows 2000 Server– 5x73 Gbyte Raid 5 Storage (shared)

Internet Information Services 5.0 (IIS)Internet Information Services 5.0 (IIS)Intranet ApplicationIntranet ApplicationAdditionally, we have a Additionally, we have a ““TestTest”” and and ““DevDev”” EnvironmentEnvironment

MiscellaneousUser BaseUser Base– 200 – 250 Users Registered – 40 – 60 Active Users– Across the Phoenix Valley

Largest QueryLargest Query– 72 Store Query– 2 Mile Radius– 15 minutes to process

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And That’sMarket Focused Selling at

The Arizona Republic

Thank You

Jay Visnansky – Systems Analyst,The Arizona Republic

jay.visnansky@pni.com