THE FUTUREOF ADVERTISING(in 20 minutes or preferably much less)

Observer Publishing CompanyOur Market:Pittsburgh DMA

20 miles south of the city

2nd oldest population in the country (Dade County, FL) Same people Just “winter” in Miami

#1 newspaper reading city in the country See “old people” bullets above

Two metro newspapers in PGH Post-Gazette Trib Total Media

Observer Publishing Company

Company Overview:

Independent, family-owned company

Daily newspaper started in 1808

Same family has owned since 1908

Recently “hired” 5th generation family member

Newspapers

Paid daily newspaper – 30k circ.

Free weekly newspaper – 30k circ.

Websites

Full compliment of niche publications

Observer Publishing CompanyRevenue Diversification:

Reimagine Main Street Digital agency

Launched January 2013

On track for $1.4m in 2016

Event Marketing Division Launched November 2014

On track for $300k in 2016

Our original mission statement:

Solving

problems with

data none of us

has any idea

what to do

with…

Getting Started

Identify People◦ No new hires

◦ Just added to current staffers

◦ Top level managers spearheading

◦ “Techie” to put together proposals

◦ Launched with rep leadership team

Getting Started

Training◦ A bit of a learning curve

◦ Lots of self-training to get up and running

◦ Leap uses Tableau

Data

Identify Data Sources◦ Acxiom (through Leap)

◦ Subscribers

◦ Website registrations

◦ Events

◦ Contests

◦ Purchased lists (ex. people that filed bankruptcy)

◦ Google Analytics

◦ Etc.

Warehouse data◦ All our data was in silos

◦ Imported it all into Leap’s MAXX database

Audience Engagement BlueprintGoals

Goal 1: Define market

Goal 2: Identify and model customers

Goal 3: Use modeling to target prospects that “look like” your customers

Goal 4: Plan, measure, analyze & repeat

Audience Composition

Your Customers:

Age Range: 70% are 45+

Home Owner: 85% Own

Residence Length: 52% lived in their homes 11+ years

Working Women: 38%

Our Subscribers:

Age Range: 80% are 45+ Our subscribers are 114% more likely to fall in this age range

Home Owner: 95% Own

Residence Length: 65% lived in their

homes 11+ years Our subscribers are 124% more likely to own their home 11+ years

Working Women: 47%

A comparison of your customers versus our subscribers

Multi-Media Strategy Recommendation

1. More than 60 percent of your donors are our subscriberso “Shotgun” marketing

o The first layer of your campaign should be print media

2. Your customers are 150.7% more likely to respond to direct mail

o “Rifle” marketing

o Scrub your customer list against our subscriber list

o Create a “look-a-like” list of prospects in our market

o Utilize direct mail to target households you are not reaching through your print media campaign

3. Layer in a tiered digital advertising campaign o “Shotgun & Rifle” marketing

o Focus on your target market and you customer profile

W

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Lessons Learnedo Steep learning curve

o Difficult to identify and bring in quality prospects

o Educate at beginning and sell at end of presentation

o Dumb it way down

o With a solid direct mail strategy there’s business to be won

o Customers want to work with us

THE

END