This document discusses Swift Communications' value proposition of serving local communities through their products. It describes how they can leverage local markets, relationships, and knowledge in a new digital way. It also discusses how directories can work by targeting higher value, pre-qualified visitors, or how they don't work if they rely too much on pre-loading content or face competition from other local organizations. Finally, it provides revenue and profit figures for Swift's reciprocity distribution approach in their first market as well as forecasted figures for a second market.

1. Swift Communications
Brooke Knight Warner
GM/SNMG & Swift New Ventures
Revenue Innovation

2. Who We Are

3. Our Value Proposition: Serving Communities
• All products and value have to match this
• The ‘how’ has changed
• Leveraging local markets, relationships and
knowledge in a new way

4. Digital and Resorts: A Partnership Made in
Heaven
• Visitors have high drive for knowledge
• Can be reached before they get to the market
and are in research and planning stage
• Easier to influence buying once they arrive
• For return visitors nostalgia drives

5. Directories Work
• Put box around market
• Higher value, pre-qual visitor
• Mass audience not necessary
• Makes SEO more affordable for smaller guy
(say vs. Google)
• Uses SEO as driver for destination research

6. Directories Don’t Work
• Pre-loading
• Competition with other local orgs
• Building audience (destination helps drive this)

7. Local Media and Directories: A Lovestory
• Local knowledge and relationships(more
legacy)
• Reciprocity distribution approach
– New school model applied to traditional
relationships
• Competitors are collaborators
• Amplifiers for local businesses
• Unified resource and distribution

8. Reciprocity Distribution Approach

9. First Market Actual
2016 2017 2018
Revenue $515k $936k $1.65M
EBITDA* ($185k) $285k $570k
# Contracted advertisers
200 312 440
These are digital only initiatives are in existing Swift Markets where the newspaper operations
have grown their digital advertising business 16-20% during the same time frame.
*EBITDA includes start up cost
of roughly $165k-200k per market

10. Second Market Forecast
YR 1 YR 2 YR 3
Revenue $000k $925k $1.8M
EBITDA* ($000) $95k $540k
# Contracted advertisers
000 285 480
*EBITDA includes start up cost of roughly $165k-200k per market