The Union Digital Toolkit

ContaCt your advertising aCCount Managertheunion.CoM • 464 sutton Way, grass valley • 530.477.4268 www.THEUNION.com

Great People Connecting Communities06/13/11

What marketing solutions are best for your company?

Newspapers Daily and weekly newspapers offer dedicated

client sections, wraps, inserts, niche publications, display and classified advertising.

DistributiON/

priNtiNg Inserting, shipping and

printing of programs and publications. Glossy and

newsprint available.

Digital MarketiNg

Online display, social media, video, email, mobile, deal of

the day and search.

DesigN Our Creative Services department can create

graphic designs, logos, business cards, letterhead, ads for newsprint, magazine, internet, programs,

flyers, posters and newsletters. Go to http://cmnmonline.com/gallery.html

for examples.

busiNess CONsultatiON We will bring fresh marketing ideas with consumer research to support the right

media mix for your business to get results.

We can help you

determine What

marketing mix is best

for you.

Advertising growth expectations for 2011 are highest for online. Looking across all anticipated media buys, small to medium-size businesses are most prevalent in newspapers, directories, local magazines, flyers, direct mail and online. But when advertisers were asked what their plans were for advertising spending

throughout 2011, more than half said their online advertising investment would increase.Of businesses surveyed in a recent study by Belden, most businesses plan to use 3 to 5 different

advertising mediums to promote their product or service. Which marketing mix is best for you?



Put your Message in front of your best CustoMers. 84% of businesses exPeCt to use digital advertising to groW

Our capabilities can help your business. We’ll provide a free in-depth needs analysis:

A 30-45 minute meeting to help us understand your specific challenges Topics we will discuss:· Your target consumer· Your marketing area· Current challenges· Your competitive environment· Consumer perception of your business We want to partner with you: It’s our promise that our account manager and support team will partner with you to create a custom marketing strategy designed to achieve your desired results.

as your business changes, We are changing With you…

Website disPlay Creates awareness of your business or service · Banner ads · Text ads · Video

Mobile a call to action tool that put your message in the hands of consumers · Banner · Coupon

soCial Media Marketing share your message with your most loyal customers and create loyalty and retention · Facebook · Twitter · Email

deal of the day Capture new customers immediately

searCh Marketing target “hot” buyers

Digital marketing tools for brand awareness, lead generation, call to

action and retention/loyalty

www.THEUNION.comGreat People Connecting Communities

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Advertisers around the world are discovering it is more important than ever to put their message in front of their best customers. the union and theunion.

com digital offers a highly desirable, unique user base with content-targeted placement opportunities, dynamic ad formats and proven success. the union

and theunion.com digital online and print advertising opportunities rival that of any other format. Maybe it’s time to try something new?

Why online?

Website Advertising OppOrtunities

Most trusted sourCe for advertising.• 40% of adults agreed that their opinion of online advertising is influenced by the type of website on which the ad appears.

• Of those, local newspaper sites ranked first in trustworthiness of advertising.

• 36% of adults selected local newspaper websites for trustworthy advertising compared to 23% for local television websites and less than 12% for online portals.

• And local newspaper sites were the clear winner across all demographic categories, leading the second-ranked television websites.

Souce: NAA comScore

Survey, Nov 2009

• 728 x 90 pixels• Top of page position• Benefit from high impact ad positioning and build positive brand awareness

• 300 x 250 pixels• In-content position• The most familiar ad size for consumers, this space boasts premium positioning near headlines and top stories

• 300 x 600 pixels• In-content position• Our newest ad size, the half page offers larger dimensions to deliver stronger message visibility and lasting impact

• 120 x 60 pixels• Top of page position• Build brand awareness and receive a 100% impression guarantee.

search sponsor

Leaderboard

haLf page

MeDiuMreCtaNgle

Half page

Med. rectangLe

leaDerbOarD


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searCH



Position oPtions❑ Leaderboard/Top $310/mo Home page

❑ Leaderboard/Top $275/mo Run of site

❑ Medium Rectangle/Middle $275/mo/Home page

❑ Medium Rectangle/Middle $225/mo/Run of site

❑ Half Page/Bottom $275/mo Home page

❑ Half Page/Bottom $225/mo Run of site

Based on 20,000 impressions per month - minimum

additional targeting oPtionstime targets $50/mo❑ 6A - 12P

❑ 12P - 6P

❑ 6A - 6P

geO - targets $50/mo❑ Local Market

❑ Regional Market

❑ Out of State

❑ International

Day - targets $50/mo

❑ Mon - Fri

❑ Sat & Sun

❑ Sun - Wed

❑ Specific Day/Days

additional impressions

❑ 10,000 $100/mo

❑ 20,000 $200/mo

❑ 30,000 $300/mo

❑ _______________________

Monthly Investment Calculator:

Impressions: ______________Position: __________________Target Option: _____________Target Option: _____________

Monthly Investment: _______


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the union mobile local smartphone app keeps people in touch with their community, no matter where they go. Be sure they stay in touch with you too.

Search the union in your phone’s app store. Available on iPhone and Blackberry.

mobile: stay in touch

$300 per month gets you:

• 10,000 views on the mobile news application

• 100,000 views in our print edition as we promote the app

• Website promotion ads of the app that draws people to download and views.

• Website promotional ads as we promote the application (monthly)

• In paper promotional ads as we promote the application (1x per week- min)

• Limited availability. Call today.

advertising on mobile devices will become a significant part of a business’s advertising budget faster than any media in history. —BorrellAssociates

Over 80% of Americans have a cell phone. Of those more than 31% have a smartphone (and growing)

Mobile Device ad spending $8.8 million in 2009 $26.9 million in 2010—BorrellAssociates


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facebookwHy?• Your customers are on Facebook and you need to be where your customers are

• Facebook has over 600 million users

• It is the #1 visited website on the Internet!

• Social networking accounts for over 23% of our time online

• That’s more than double any other activity!

prOMOte• Push out specials to your most loyal customers

• Use Facebook’s ad platform to increase your customer base

• Promote special events

• Offer coupons and other deals

iNteraCt• Hold sweepstakes for your fanbase!

• Will quickly grow your reach

• Gives your fans incentive to join the page

• Post informative content

• Industry specific non-promotional content

• Make your page a place people want to include in their daily routine

sHare• Use videos and pictures to show off your store!

• Create an “in store” experience for your Facebook fans!

ContactustodayforyourFREE1hourconsultation!

faCebOOk reaCHes MajOrity Of u.s. web usersAs Facebook continues to solidify its role as the world’s top social networking site, eMarketer estimates that more than half of internet users in the U.S. were logging on to the site at least monthly as of the end of 2010.

This year, eMarketer forecasts 132.5 million U.S. web users will use the site. That increase of 13.4% in the number of users means Facebook will reach almost nine in 10 social network users and 57.1% of internet users. By 2013, 62% of web users and almost half (47.6%) of the overall U.S. population will be on Facebook.

Source: Feburary 2011, www.Emarketer.com



social meDia marketing options

Help us MaNage it (Package B)

6 MOnTH COnTRACT{ $500 Per Month }

Includes the Build It package plus: We have a monthly meeting to

develop a customized strategy for status message posting (including frequency and types of posts) and strategy for building the fan base.

We also monitor your page once per day (Monday-Friday). We provide a monthly report card with Facebook

analytics and activity conducted during the month.

builD it (Package a)


We design and develop a personalized Facebook business fan page, welcome tab using the

customers brand, copy and design elements. This includes building a custom welcome tab and profile image. We secure a personalized

Facebook URL that can be used for other marketing and promotions. We also provide a document with best practice recommendations to build a fan base and develop a

strategy for posting.

DO it fOr us (Package c)


Includes the Build It package plus: We will update the design up to three times per year (seasonal

designs). We have a twice-monthly strategy call including reviewing the report card and next-step planning for posting and fan-base building. We post based on the strategy

developed (Max 15 times per week) and monitor the page to reply to

customer questions and interactions (Max 20 times per week). This

package also includes one premium Add-On described below.

the union digital offers three package options as well as add-on services.

Additional custom tabs, facebook ad campaign, facebook contests, twitter account setup, youtube channel setup, video editing (1-2 minute) and SMS campaigns.

aDD-ONs{ $200/iteM }



Web Mobile SocialdeAl Marketing

steal the Deal

wHat Makes a gOOD Deal? A good deal is one that the consumer could not find anywhere else. It should be at a minimum 50% off with few restrictions and disclaimers. The cost to the consumer should be $10 and up depending on the product or service.

The subscribers to the Steal of the Day (Media Company deals newsletter) will receive a Deadline Deals e-mail each day.

The website has a link with the Steal of the Day on every page. On average, the homepage of our website gets 11,000 page views per day. There will also be an ROP ad in the union each day. the union reaches more than 32,000 readers on an average weekday.

BUSInESSES THAT ARE InTERESTED In GAInInG nEW CUSTOMERS ARE A GREAT MATCH FOR STEAL THE DEAL. TARGETS SUCH AS RESTAURAnTS, HEALTH & BEAUTY, EnTERTAInMEnT & SPECIAL EVEnTS, SERVICES AnD TRAVEL & LEISURE HAVE BEEn MOST SUCCESSFUL.

wHat’s iN it fOr yOu?no upfront cost: This is a revenue share opportunity at

50% payback of what we sell for you.

We can reach a larger local audience than Groupon and Living Social through our online and print/online platforms. Also, unlike some other deal companies, we do not require a multi-date commitment.

Generate buzz for your business when purchasers use social media and email to rally friends and family to buy into the deal.

Feel confident offering deals through our fraud prevention software that validates names/IDs and coupon codes.

Drive foot traffic to your business.

HOw MuCH DOes it COst tO partiCipate iN DeaDliNe Deals? There is no upfront cost to participate in Steal of the Day. This is a revenue share program— the advertiser splits the sales with us. All he/she has to do is suggest a generous deal.

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swift’s searCH MarketiNg sOlutiON fOr sMall busiNess

SwiftSearch is an all-in-one solution that helps small businesses generate sales from customers searching the internet in their local communities.

· Gets your business found on all major search engines on the first page of search results

· Includes a custom microsite that positions your business more favorably over your competitors, generating more sales

· Tracks all customer response generated from the campaign via a unique trackable phone number

local search marketing

priCiNgOne-time start-up Cost: $300

· Includes design, content and publishing of a sales-generator single-page “microsite” website for your search campaign.

· Includes setup of search marketing campaigns on Google, Bing and Yahoo.

· Includes a unique local phone number on the microsite that tracks all calls generated from the campaign.

Monthly site Maintenance: $30

· Covers microsite hosting and maintenance.

· Includes up to 2 hours of client-requested site changes per month.

· Includes unlimited phone calls to your business on the site’s trackable phone number.

Client-Determined Monthly budget for search Marketing exposure: $200 (recommended initial monthly spending cap)

· Spending is determined on a “per new visitor” basis of searchers that click-through to the campaign microsite.· Each new visitor that visits the microsite is valued at $5. You are not charged for returning visitors.

· Once your spending cap is reached, your campaign is paused for the remaining part of the month.· If your spending cap is not reached in a single month, then you are billed only for the number of new visitors generated by the campaign.

get yOur busiNess fOuND ON tHe first page Of gOOgle, biNg aND yaHOO by lOCal peOple searCHiNg fOr wHat yOu sell.

Example of a search marketing campaign microsite

Documents

The Union Digital Toolkit