1. Tess Lowe
Justin Proto
Caroline Saba
Alexa Kiffel
Lauren Masterson

2. Client Overview

3. Business Model
Two Separate Target Markets
1. Readers
2. Advertisers
Providence Media’s source of income
v
s

4. The Magazines

5. The Magazines

6. Distribution

7. Market Analysis

8. Magazine Industry
• Print advertising dying
• Magazine industry remains
• Niche magazines thriving – local advertising
• Providence Media publications
– Hyper-local
– Unique voice
– Free

9. Main Competitors
Current
Potential
rising magazines and newspapers (both subscription and
free)
Competitors Frequency Paid/Free
Rhode Island Monthly Monthly Subscription
East Greenwich Monthly Monthly Free
Providence Business News Weekly Subscription
South County Living Magazine Biannual Free

10. Current Marketing

11. Web Presence
Social Media
- Facebook – strongest presence
- Twitter
- Instagram

12. Website
Strengths Weaknesses
• Easy navigation
• Direct social media presence
• Search engine tool
• Simple Layout
• Needs additional attention to
aesthetics
• Needs more content
• Calendar can be improved with
content
• Lack of social sharing buttons
on blog

13. ALEXA
The Web Information Company

14. Company Objectives
• Use Providence Media
publications for up to
date events
• AdWords Strategy
– drive more traffic to their
websites
– staying connected to RI
events
“What should I do in Providence this
weekend?”

15. Proposed Adwords
Strategy
Search Network

16. More
readers
More
advertisers
More
money

17. Providence Monthly
Campaign Ad Group Keywords (LMS) Text Ad
Providence
Monthly
Providence
City Life
Shows and concerts (320,000)
Weekend events (135,000)
What to do in Rhode Island
(27,100)
A Night to Remember in Providence
http://providenceonline.com
For an unforgettable night in
Providence, check out our upcoming
events calendar!
Providence
Food and
Drink
Restaurants (24,900,000)
Where to eat (11,100,000)
Bars (11,100,000)
Food in Providence (12,100)
Find the Best Food in Providence!
http://providenceonline.com
Check out our extensive suggestions of
fun places to eat and drink around the
city!

18. Negative
Keywords
Liquor Store, Grocery Store,
Rhode Island Monthly, Providence
Business News, Edible Rhody,
East Providence Reporter Today,
The Daily Brown Herald
Providence Monthly

19. The Bay
Campaign Ad Group Keywords (LMS) Text Ad
The Bay
Magazine
Rhode
Island Bay
Weekend events (135,000)
Community events (60,500)
Family activities (135,000)
Fun outdoor activities (4,400)
Rainy day activities (12,100)
Things to Do on the Bay
http://thebaymagazine.com
Bored on the Bay? Check out
what’s happening this week.
Rhode
Island
Food &
Drink
Restaurants (24,900,000)
Nightclub (1,830,000)
Where to eat (11,100,000)
Bars (11,100,000)
Where Should We Eat
Tonight?
http://thebaymagazine.com
Find a great place to grab a bite
and throw a few back on the
Bay.

20. Negative
Keywords
San Diego, Colorado, California,
Seattle, Pittsburg, New Orleans,
Portland, Maine, Houston, Los
Angeles, Santa Cruz
grocery store, liquor store
Mercury, Newport Best Read
Guide, Newport Life Magazine,
The Newport Daily News, The
Rehoboth and Seekonk
The Bay

21. SO Rhode Island
Campaign Ad Group Keywords (LMS) Text Ad
SO Rhode
Island
South County
Events
Fun Things to Do (823,000)
Weekend Events (135,000)
Upcoming Events (74,000)
Community Events (60,500)
Upcoming Events in South
County RI
http://sorhodeisland.com
Check out our event calendar
and fill up your calendar with
exciting events!
South County
Food & Drink
Restaurants (24,900,000)
Pub (6,120,000)
Nightlife (823,000)
Let Us Help You Plan Your
Night!
http://sorhodeisland.com
Find the best places to eat
and drink near you!

22. Negative
Keywords
Edible Rhody, The Independent,
Kent County Daily Times, South
Coast Insider, South County Living
Magazine, recipes
SO Rhode Island

23. Geo Targeting
Providence
Monthly
• North Smithfield
• Woonsocket
• Cumberland
• Lincoln
• Smithfield
• Johnston
• North Providence
• Pawtucket
• Providence
• East Providence
• Cranston
• Warwick
The Bay
Magazine
• Seekonk
• Barrington
• Rehoboth
• Warren
• Swansea
• Bristol
• Portsmouth
• Middletown
• Little Compton
• Westport
• Tiverton
SO Rhode
Island
• Exeter
• Coventry
• West Greenwich
• East Greenwich
• North Kingstown
• Jamestown
• Richmond
• South Kingstown
• Narragansett
• Charlestown
• Westerly
• Hopkinton

24. Budget

25. Budget
by Campaign
Proposed Budget by week and campaign
The Bay SoRI Providence
Monthly
Week 1
($83.3, 33.3%)
$3/ day $3/ day $6/day
Week 2
($83.3, 33.3%)
$3/ day $3/ day $6/day
Week 3
($83.3, 33.3%)
$3/ day $3/ day $6/day

26. Campaign Budget
by day
Providence Monthly
Providence City Life
Shows and concerts 1.98/day
Weekend events .84/day
What to Do in Rhode Island .18/day
Providence Food & Drink
Restaurants 1.56/day
Where to eat .72/day
Bars .72/day

27. Campaign Budget
by day
The Bay
Rhode Island Bay
Weekend events .58/day
Community events .27/day
Family activities .58/day
Rainy day activities .7/day
Rhode Island Food & Drink
Restaurants .15/day
Nightclub .15/day
Where to eat .60/day
Bars .60/day

28. Campaign Budget
by day
SO Rhode Island
South County Rhode Island
Fun Things to Do 1.2/day
Weekend Events .2/day
Upcoming Events .1/day
Community Events .1/day
Rhode Island Food & Drink
Best Restaurants .3/day
Pub 1.05/day
Nightlife .15/day

29. Goals
• Drive users to website!
• Click through rate 1.2%
• Cost per click $1.00
• Plan to utilize Automatic CPC bidding, Bid
simulator, and Google Analytics to adjust our
weekly budgets

30. Proposed Success Metrics
How we will measure success
 usage budget
 variance in CPC
 measure analytics over 3
week
period
Adjust accordingly

31. Thank you!