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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Online Promotions are an EXPLOSIVE Opportunity – and Newspapers are Ready
Matt CoenPresident & Co-FounderSecond Street@mcoen
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Today
• 5 Proven Promotions Opportunities• Expanding Reader’s Choice
• Your Unique Position as a Print Publication
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Second Street
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secondstreetlab.com@secondstreetlab
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3,000 Media Partners
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Local Niche Partners
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
The Major Shift
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Sourc
e:
Borr
ell
Ass
oci
ate
s, Inc.
20
13
$ in Billions
In 2012, businessesspent 6% less on advertising than theyhad a decade earlier.
Ad Spending is Declining
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The same year, theyspent 88% more on promotions than theyhad a decade earlier.
Promotions are Increasing
$ in Billions
Sourc
e:
Borr
ell
Ass
oci
ate
s, Inc.
20
13
@secondstreetlab
Sourc
e:
Borr
ell
Ass
oci
ate
s, Inc.
20
13
Growth in Promotions Spending
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Why Online Promotions?In
Bill
ion
s
Source: Borrell Associates, Inc. 2013
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A Lean-Forward Medium
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A Lean-Back Medium
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A Lean-Back Medium
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A Lean-Back Medium
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A Lean-Forward Medium
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
start with email
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$3MM from Email
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Christmas in July
We grew revenue by $5,000 in the second version of this SMB Facebook promotion.” - Katie Wilson, Digital Sales Manager
$19,250 in Revenue
11 Sponsors 157 – 341 New
Likes per Advertiser
“
Shared Advertiser Facebook Contest
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Grizzly Jack’s Grand Bear Resort
$38,038 Gross Regional Travel 2-night stay for 6 or
9 guests
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Reader’s Choice Ballot
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Gridiron Challenge
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Intersection of Promotions
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91% of people check their
email at least once a day
91% of people check their
email at least once a day
Source: eMarketer
Daily Activities of US Internet Users
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70% of Submission
s
70% of Submission
s
The Impact of Email
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Email = 66% of Deal
Revenue
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Email List Size & Revenue
513 Sold
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Deals: A Tale of Two Cities
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Deals: A Tale of Two Cities
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Contests
Contests
DealsDeals
Email: Center of a Revenue Plan
Direct Marketin
g
Direct Marketin
g
Email Ads
Email Ads
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Email + Promotions
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Email Growth: Next Steps
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
plan
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Set a Goal 11
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Put a Team Together 22
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Create a Calendar 33
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Stores & Cards
Free Deals & Credits
Contests Sweepstakes Ballots
January Free Deal Kids
February Golf
MarchCard:
Golf CardBasketball
AprilMother’s Day
Contest
MayPromo Code:Inactive Buyers
June Summer Fun Metro
JulyStore:
Summer FunPets
August Free Deal
September Football (Sept-Feb) Spa
OctoberCard:
Spa CardHalloween Holiday
NovemberPromo Code:Inactive Buyers
Holiday Shopping
December
Store: Cyber
Monday/Holiday Store
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Organize Your Team 44
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Excite Your Sales Force 55
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
opportunities for online promotions
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Sponsored
Contests1
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674,417 Submissions1,588,792 PageviewsSocial Boost EnabledSponsored by ????
Workshop Makeover GiveawayPopular Woodworking
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$7,000 in Revenue1,238 Registered Users41,925 Pageviews
The Onion Beer BracketMadison.com
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Dream WeddingWSB-FM
$30,000 in Revenue483 Submissions10 Weddings Booked with
Sponsor
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Music Festival & Showcase ContestOrange County Register
$15,000 in Revenue90 Submissions
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$13,000 in Revenue 3,608 Registered UsersWinning Bar Chose Charity to Receive $1,000 Wrap Party at Winning Bar
Bar WarsGambit
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The FOX 50 Lip Dub ProjectWRAZ-TV
Over $200,000 in Revenue3rd Annual Contest44 School EntriesOver 2.2 MILLION votes
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$30,000 in Revenue
2,592 U-T Opt-ins 299 Advertiser
Opt-ins 734 Entries
Cutest Pet Photo ContestU-T San Diego
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$12,000 in Revenue
614 Opt-ins
Win Your Own Man CaveThe Day
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Sponsorship Models
Exclusive
Exclusive
Category-ExclusiveCategory-Exclusive
MultipleMultiple
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Identify the Right Sponsors
Who would be a good match for
the target demographic & contest theme?
Who would be a good match for
the target demographic & contest theme?
Who needs a fresh idea to maintain or
increase spend?
Who needs a fresh idea to maintain or
increase spend?
Who do I want to grow business
with?
Who do I want to grow business
with?
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Advertiser Contests2
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Incentivize the Like
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What is a Facebook Contest?
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Like-Gate
Must ‘Like’ your
Page to enter
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Visible after they
‘Like’ the Page
Entry Form
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Facebook SweepstakesPick Your Ticket for December to RememberKNRK-FM
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Expand Reach with Social Boost
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Sponsored vs. Agency-Model
On an Advertiser Page, No
Mention of Media Company
On an Advertiser Page, No
Mention of Media Company
On a Media Company Page,
Sponsor in Branding
On a Media Company Page,
Sponsor in Branding
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Sponsored Facebook Contests
Women’s Center Cutest Kid ContestKKLR-FM
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UGC Photo
Women’s Center Cutest Kid ContestKKLR | Poplar Bluff, MO
14
This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up on the Huffington Post recently!” - Carrie Smothers, Digital Director“This contest TOTALLY went viral in this area. The Cutest Kid Winner photo ended up on the Huffington Post recently!” - Carrie Smothers, Digital Director“
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18 Million SMB Facebook
PagesSource: Wall Street Journal, Facebook July 2013
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Source: Manta
Facebook Contest
Opportunity
Facebook Contest
Opportunity
SMB Social Media Goals
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Max Media Hampton Roads, VA
Pembroke Mall
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$500 Local Bank GiveawayEntercom New Orleans
$18,000 in RevenueLikes Doubled in 2
Weeks
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1,252 new fans
+12,800% increase in PTAPage 2 of 5
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562 new emails
Page 3 of 5
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1000 @
$130a card500
@ $37.50a card
Page 4 of 5
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$100,000 in revenuePage 5 of 5
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Spring into PrizesQuad-City Times
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Exclusive Advertiser Package
2 Week Facebook Sweepstakes
Facebook marketing consultation Included
1 Sunday Full Page Promotional Ad $1,000
3-3 Column x 10” Print Ads $750
Contest setup on your Facebook Page $500
Like-Gate $750
Opt-in for Email Database $750
Social media mentions $500
Email blast to 20k members $1,000
Web Display Ads, 100k ROS impressions $750
Total Value: $7,000
Cost To You: $5,000
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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included
1 Sunday Full Page Promotional Ad $3,150
3-3 Column x 10” Promotional Print Ads $2,340
Shared email to 80K + $6,000
100k ROS impressions (728x90 promotional ad)
$2,000
Total dominance contest promotion $2,000
Set up and placement on contest page $500
Total Value: $15,990
Cost To You: $1,000
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Shared Advertiser Package2 Week Facebook SweepstakesFacebook marketing consultation Included
1 Sunday Full Page Promotional Ad $3,150
3-3 Column x 10” Promotional Print Ads $2,340
Shared email to 80K + $6,000
100k ROS impressions (728x90 promotional ad)
$2,000
Total dominance contest promotion $2,000
Set up and placement on contest page $500
Total Value: $15,990
Cost To You: $1,000Per Campaign Revenue = $26,250
Yearly Revenue (4 per year) = $105,000
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agency services
$4,000 Revenue
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Identify Hot Leads
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facebook.com/search
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Deals3
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Quad-City Times
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UpNorthLive
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$62,202 in Revenue
$7 for $14.95
Daily DealsNews Tribune, The Bellingham Herald, The Olympian
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Weekly DealsShaw Suburban Media
$178,000 in Revenue
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Deal StoresQuad-City Times
$154,835 in Revenue
77 Deals8,086 Sold
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Cards
$250,000 in Revenue
19 Rounds of Golf
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Expand Reader’s Choice4
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“Our new tool gave me the ability tabulate votes faster, offer enhanced listings to increase revenue, plus collect email opt-ins for my deals program.
It only took 30 minutes to set up this year! Last year it took a week and a half to tabulate this year we drastically reduced that.”
Tammy BurdickSenior Market Analyst, The Roanoke Times
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“Last year, we had 20,000 votes and it took us 2 weeks to count.
This year, we had over 40,000 votes and took us a few days. We couldn’t be more pleased.”
Len EgdishNaples Daily News
#voterschoice
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Revenue Opportunities
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Upgraded Listings
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Category Sponsorships
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Online Ads
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Special Print Issues
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“Vote” & “Thank You” Ads
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Live Events
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Deals Stores
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best of santa clarita valleyThe Signal | Santa Clarita, California
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$110,000 in RevenueLive Event
southwest florida’s choice awardsNaples Daily News | Naples, Florida
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Run Niche Ballots5
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We believe that the Prep Football Fans’ Choice Awards will become an annual event, and we plan to expand it (maybe even host a live event) in future years.”
- Vince Johnson, Chief Multimedia Officer
$4,000 in DIGITAL Revenue
1,000+ Opt-Ins20,000+ Votes
“
football fans’ choice awardsThe Signal | Santa Clarita, California
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The Best of Holiday Shopping ballot turned out to be the perfect way to simultaneously fill out our promotions calendar and engage small and mid-sized retailers leading up to the holiday shopping season.” - Tammy Burdick, Senior Market Analyst
$70,000 in Revenue Integrated Ballot, Print Special
Section, and Deals Store
“
best of holiday shoppingRoanoke Times | Roanoke, Virginia
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We were able to dramatically increase our level of partnership with the Illinois State Fair by using the information we gathered from the ballot as part of the content for the State Fair Guide…This improved partnership in turn led to us being able to secure more fair concert tickets to give away through sweepstakes contests on Facebook.”
- Marty Carry, Advertising Director
$1,000+ Registrations
“
state fair top tenState Journal-Register | Springfield, Illinois
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Digital Revenue from Expanded Listings & Category Sponsorships
Print Revenue from Thank You Ads in Print Issue
family favoritesMetroFamily Magazine | Oklahoma City, Oklahoma
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$7,000 Revenue from Subaru
300 Registered Users140 Email Opt-Ins826 Total Write-Ins
top 92 countdownKGON-FM | Portland, Oregon
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wedding
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sports
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food
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holidays
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business
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
BALLOTS HIT ON TRENDS
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LISTS
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MOBILE
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LOCAL
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SOCIAL
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CROWD SOURCING CONTENT
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SMB ADVERTISERS
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USER-GENERATED REVIEWS
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LIVE EVENT
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DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE
Promotions + Print
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Pro Football ContestThe State Journal-RegisterSpringfield, OH50,000 circulation
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VIP picker photo printed weekly
Pro Football Contest
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Four page pullout for 23 weeks
Pro Football Contest
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• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs
Pro Football Contest
Result:$100K in revenue
Result:$100K in revenue
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The Daily AdvocateGreenville, Ohio7,000 circulation
Fair Photo Cover Contest
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Contest photos printed alongside ads
Contest photos printed alongside ads
Fair Photo Cover Contest
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• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs
Pro Football Contest
Result:$100K in revenue
Result:$100K in revenue
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Metro BallotThe Naples Daily NewsNaples, FL61,000 circulation
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Metro Ballot
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Metro Ballot
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• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs
Pro Football Contest
Result:$110K in revenue
Result:$110K in revenue
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Niche Ballot
The Roanoke TimesRoanoke, VA90,000 circulation
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Niche Ballot
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Niche Ballot
Integrated promotional plan
Integrated promotional plan
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• Heavy promotion in print• Multiple sponsors• Advertisers participate as VIPs
Pro Football Contest
Result:$50K in revenue
Result:$50K in revenue
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Q&A
Matt [email protected]@mcoenSecondstreetlab.com@secondstreetlab
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