Julie Foley's presentation from the 2014 Mega Conference.

1. @secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
Making Print Your
Competitive Advantage
for Online Promotions

2. @secondstreetlab
Julie Foley
Director of Affiliate Success
Second Street
julie@secondstreet.com
@julie_foley

3. @secondstreetlab
What We Offer

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3,000 Media Partners

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$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell Associates
in Billions
The Opportunity

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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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$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell Associates
in Billions
The Opportunity

12. @secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
MY EXPERIENCE
WITH ONLINE PROMOTIONS
AT A 7,500 CIRCULATION DAILY

13. @secondstreetlab

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Pigskin
Pick’em
ü 13 Weeks
ü 400 Players
ü Social Activity
ü $12,000 Revenue

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Cutest Couples
ü 7 Sponsors
ü 890 New Registered Users
ü 10,990 Votes
ü 25,000 Pageviews
ü Social Activity
ü $3,500 in Revenue

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Cutest Kids
ü 10 Sponsors
ü 491 Submissions
ü 2,424 Registered Users
ü 134,000 Pageviews
ü 2,000+ Email Opt-Ins
ü Community Involvement
ü $10,000 in Revenue

19. @secondstreetlab

20. @secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
Online Promotions a Huge Success

21. @secondstreetlab
LESSONS LEARNED:

22. @secondstreetlab
ONLINE IS
EFFICIENT

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REVENUE
IS DIGITAL

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PRINT IS
POWERFUL

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29. @secondstreetlab
ONLINE IS
EFFICIENT

30. @secondstreetlab
REVENUE
IS DIGITAL

31. @secondstreetlab
PRINT IS
POWERFUL

32. @secondstreetlab

33. @secondstreetlab
D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
CASE STUDIES

34. @secondstreetlab
The State Journal-Register
Springfield, Illinois
50,000 Circulation
sj-r.com

35. @secondstreetlab
Pro Football Pick’em
VIP Picker Photos
Printed Weekly

36. @secondstreetlab

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$100,000
in Revenue

38. @secondstreetlab
The Wisconsin State Journal
Madison, Wisconsin
112,000 Circulation
madison.com

39. @secondstreetlab
Fantasy Golf Contest

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$102,000
in Revenue

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The Daily Advocate
Greenville, Ohio
7,000 Circulation
dailyadvocate.com

45. @secondstreetlab
Contest Photos in
Fair Magazine

46. @secondstreetlab
$100,000
in Revenue

47. @secondstreetlab
Quad-City Times
Davenport, Iowa
50,000 Circulation
qctimes.com

48. @secondstreetlab
Group Agency-Model Contest

49. @secondstreetlab
Shared Agency-Model Package
2 Week Facebook Sweepstakes
Facebook 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:
$1,750

50. @secondstreetlab
$19,500
in Revenue

51. @secondstreetlab
The Signal
Santa Clarita, California
9,500 Circulation
signalscv.com

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Metro Ballot

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The Impact of Print

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Integrated Promotion

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$75,000
in Revenue

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Prep
Sports
–
just
an
image
of
the
ballot

60. @secondstreetlab
The Roanoke Times
Roanoke, Virginia
90,000 Circulation
roanoke.com

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Niche Ballot

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$70,000
in Revenue

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The Milwaukee Journal Sentinel
Milwaukee, Wisconsin
203,000 Circulation
jsonline.com

65. @secondstreetlab
Golf Card

66. @secondstreetlab
$60,000+
in Revenue

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Shaw Suburban
Media
Dixon, Illinois

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Regional Travel Deal

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$178,000
in Revenue

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D R I V I N G R E V E N U E | B U I L D I N G D A T A B A S E | G R O W I N G A U D I E N C E
WHAT NOW?

72. @secondstreetlab
Align
1

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Discover
2

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IMAGES OF SIGNAL PREP BALLOT

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Package
3

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Print Ads
Email
Social Elements
Advertiser Opt-In
What to Include
Online, Mobile & Tablet Ads
Thank You Coupons & Offers
Deals Store or Card

78. @secondstreetlab
secondstreetlab.com/
2014MegaConf

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Engage
4

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Grab Your Share
5

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$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Source: Borrell Associates
in Billions
Online Promotions Spending

82. @secondstreetlab

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$30,000
in Revenue

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10
Weddings Booked

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YOU CAN DO IT

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ONLINE IS
EFFICIENT

87. @secondstreetlab
REVENUE
IS DIGITAL

88. @secondstreetlab
PRINT IS
POWERFUL

89. @secondstreetlab
YOU CAN DO IT

90. @secondstreetlab

91. @secondstreetlab
secondstreetlab.com/2014MegaConf
@secondstreetlab