To scale and grow your digital marketing agency, you need to offer more to your clients. Easy right? Not so fast. Do you spend more money and time hiring and training staff to support new services, or do you risk quality of work by bringing in independent contractors? Check out these webinar slides to learn clever, time-saving ways to expand your agency offerings and increase profits. You’ll also learn how to: • Fill gaps that are hurting your revenue. • Gain and retain quality clients. • Use a secret swiss army knife of targeting tools not seen anywhere else.

1. Accelerating
Your Agency:
How to Do More with Less and
Scale at Speed

2. Erin Green
• 14 years in marketing with focus on strategy and digital media
• Worked with leading organizations like M.D. Anderson, Susan
G. Komen, Weill Cornell Medicine, Nike, and FedEx
• Worn every hat you can in the agency space: Sales,
Service, Development, Design, Analytics, Enablement
• Into scuba diving and performance driving
• On a mission to visit 100 beaches

3. How are we different?
It’s all in the name.
LOCAL.
The heart and dedication of a LOCAL
partner, powered by a national network. Our
award-winning journalism and community
connections through 260 daily brands in 46
states across the country makes us the
largest media company in the U.S. Together,
we reach over 155 million consumers - that's
1 in 2 adult
Americans* actively seeking information on
what's happening around them - who choose
to come to us as their trusted source for local
news and entertainment.
iQ.
We match our LOCAL, trusted
brands with innovative technology
and intelligence. Our IQ.
Which, of course, is our industry-leading
technology, digital marketing services, and
tools we've built through partnership and
the strategic acquisitions of ThriveHive,
ReachLocal, and Wordstream, to
help businesses across the country grow and
thrive.
Sources: Gannett Investor Relations (Note, ex-Guam there are 260 local dailies across
47 states); Comscore September 2019 de-duplicated audience report.

4. 1
2
3
We have three
goals for
today’s
discussion…
Dive into the shifts and
challenges we’ve since in the
agency space.
Explore what you can do to gain
a competitive edge in the
marketplace.
Discuss strategies that allow you to
scale and grow without taking on
overhead.

5. Some Agencies Hadn’t
Evolved inYears

6. Evolution of Agencies
• Constant race to stay ahead of the curve as
the industry changes
• More than new buzz words or adding the
latest hot platform to your list of services
• Companies hadn’t future-proofed their
business model or rethought their revenue
engines

7. Biggest Challenges
Agencies Face
Sources: Industry Snapshot; Advertising Agencies in the U.S. Sep. 2020. ibisworld.com. Web.
28 Oct. 2020; RSWUS New Year Outlook. 2020. Rswus.com. Web. 28 Oct. 2020; Ad Age
Agency Report. 30 Apr. 2020. Adage.com. Web. 28 Oct. 2020.]
51%
Expanding
Client Roster
Biggest Chann
22%
Determining
the Right
Media Mix
13%
Client
Retention

8. Buying Cycles
Got Longer

9. Buying Cycles
• Economic downturn meant that budgets
were tightened across the board.
• For many businesses, staff was reduced or
reallocated forcing teams to do even more
with less.
• This meant that every dollar spent carries
even more risk, so decision scrutiny
increased.

10. Client Expectations Have Shifted
B2B sales are starting to
feel much more like B2C
in terms of
expectations.
By 2025 Millennials
will account for 75%
of the workforce.
73% currently influence
purchase decisions.
80% of B2B buyers
expect a B2C
Experience.
This means much more research
and need to justify ROI
73% of consumers
want to feel like a
top priority.
Emotional marketing
and truly feeling
understood were
critical.
Merit’s B2B Millennial Report, Foleons 2021 B2B Buyer’s Insights Report, LIQ Healthcare Study.

11. Partnership Driven
BusinessesThrived

12. Partnerships Created Stability
• Reliance on single elephant account models
were detrimental to agencies.
• Agencies with single product portfolios often
couldn’t sustain the competition crunch.
• In person relationships and client
entertainment no longer was viable as a
retention/sales strategy

13. What Agencies Said Helped them Win
Selling with
Data
Leading with
Creative
Superior
Technology
Meaningful
Reporting

14. WinningWith
Data

15. Unparalleled research
resources – both local and
national
What sets us apart is that we are using all the insights from our
124MM+ users, data and learnings from millions of leads we have
driven, and nationally proven marketing best practices to give you the
smartest ways to invest your money.
It’s a competitive space out there, and research & insights can
give you an edge to understanding your audience better than
the competition

16. Customer/Audience
Segmentation
Market Potential
Analyses
Client Database
Analysis
Consumer Journey
Mapping

17. Methodology:
Sorted lowest to highest then
scored (1-3,142) by count and
index for each variable.
Scores are then averaged,
with highest-scoring counties
having the best potential
Consumer Concentration
strategy
&
insights
FAMILY HHS (HAVE KIDS, MARRIED COUPLE); HHLDR AGE 35-54WITH $200K+ INCOMES
(c)2021Claritas, L.L.C.
• 25.8MM or 31% of US Family
HHs are a married couple
with children
• 5.6MM or 4% of US HHs have
incomes of $200K+ and a
HHLDR age 35-54

18. How to read:
Index of 100 is average.
Potential is between 20%
and 65% above average in
the darkest areas.
Potential is between 20%
and 68% above average in
the diagonal areas.
strategy
&
insights
©2021 Claritas, L.L.C.
Market Potential
VISIT CARIBBEAN OVERNIGHT+, PAST 12 MONTHS; PLAN RESORT VACATION, NEXT 12 MONTHS
• 13.6MM or 11% of US
HHs visited the
Caribbean overnight or
longer in the past year
• 24.2MM or 19% of US
HHs plan an all-inclusive
resort vacation in the next
12 months

19. PRIZM PREMIER SEGEMENTATION
Who are my best
customers?
Where can I find my
best customers?
How can I reach my
best customers?
What are my best
customers like?
PRIZM Premier defines every U.S. household as one of 68
demographic and behavior types, or segments, to help marketers
discern those consumers’ likes, dislikes, lifestyles and purchase
behaviors.
Used by thousands of marketers with Fortune 500 companies, PRIZM
Premier provides the “common language” for marketing in an
increasingly diverse and complex American marketplace.
LIFESTAGE
$
HIGH
LOW
MIDLIFE SUCCESS
Young Digerati
Upward Bound
The Cosmopolitans
Up-and-Comers
Connected Bohemians
Young and Influential
Urban Achievers
Y1
04
13
21
25
31
34
35
YOUNG ACHIEVERS
Aspiring and Listeners
Striving Selfies
Generation Web
Metro Grads
Struggling Singles
Y2
40
47
48
50
54
STRIVING SINGLES
Red, White and Blue
New Melting Pot
Small-Town Collegiates
Low-Rise Living
Family Thrifts
Young and Rustic
New Beginnings
Y3
55
59
60
63
64
65
66
ACCUMULATED WEALTH
Networked Neighbors
Country Squires
Winner’s Circle
Executive Suites
Fast-Track Families
Kids and Cul-de-sacs
New Homesteaders
Beltway Boomers
F1
02
05
06
10
11
14
15
16
YOUNG ACCUMULATORS
Township Travelers
Home Sweet Home
Big Sky Families
White Picket Fences
Pools and Patios
F2
23
26
27
29
30
MAINSTREAM FAMILIES
Second City Startups
Bright Lights, Li’l City
Kid Country, USA
Country Strong
Campers and Camo
F3
33
37
39
44
51
SUSTAINING FAMILIES
Multi-Culti Mosaic
Urban Modern Mix
Multi-Culti Families
Second City Generations
Bedrock America
F4
42
45
56
61
68
AFFLUENT EMPTY NESTS
Upper Crust
Movers and Shakers
Money and Brains
Gray Power
Big Fish, Small Pond
Cruisin’ to Retirement
M1
01
03
07
08
09
12
CONSERVATIVE
CLASSICS
Urban Elders
Mayberry-Ville
American Dreams
Empty Nests
Middleburg Managers
Pickup Patriarchs
Country Casuals
M2
17
18
19
20
22
24
28
CAUTIOUS COUPLES
Traditional Times
Toolbelt Traditionalists
Hometown Retired
Domestic Duos
City Roots
Heartlanders
American Classics
Simple Pleasures
Lo-Tech Singles
M3
32
36
38
41
43
46
49
52
53
SUSTAINING SENIORS
Back Country Folks
Golden Ponds
Crossroad Villagers
Park Bench Seniors
M4
57
58
62
67
Younger
Years
Family
Life
Mature
Years

20. Target Group Methodology
Generate a PRIZM-based profile on syndicated variables:
• Vacations plan to take next 12 months: All-inclusive resort
• Vacations plan to take next 12 months: Beach or lake vacation
• Households with children < 18: Married Couple Family
• Households with incomes $200,000+
…and create a Target Group of the segments which index highest for a
combination of the above.Then, run reports to learn about theTarget Group’s
media and technology usage and attitudes as well as where they’re most
likely to live.
Findings:
• AmongTarget Group households, Family Life represents 55%, Mature
Years represents 30% and YoungerYears represents 15%
• TheTarget Group accounts for 20,498,828 or 16% of households across
the country
strategy
&
insights

21. The 68 segments are grouped into Lifestages
based on age and the presence of children…
Younger Years
<45, MOSTLY NO CHILDREN
Family Life
MIDDLE-AGE, MOSTLY WITH CHILDREN
Mature Years
55+, MOSTLY NO CHILDREN, EMPTY-NESTERS
Data Highlights
©2021 Claritas, L.L.C.
strategy
&
insights
COMPARISON: LIFESTAGE GROUPS

22. Data Highlights
©2021 Claritas, L.L.C.
The 68 segments are grouped into Lifestages
based on age and the presence of children…
YoungerYears
<45, MOSTLY NO CHILDREN
Family Life
MIDDLE-AGE, MOSTLY WITH CHILDREN
MatureYears
55+, MOSTLY NO CHILDREN, EMPTY-NESTERS
…& sorted by income: high ($$$$) to low ($)
strategy
&
insights
COMPARISON: LIFESTAGE GROUP DETAIL

23. U.S.
HHs
11%
F1 –
Accumulated
Wealth
• Use social networks for exclusive offers and coupons and
to review products/services
• Love to travel and eat out at various restaurants
• Prefer shopping at Pottery Barn to furnish their homes,
and Dick’s Sporting Goods and Express for casual attire
• Segments in this life stage own a wide range of vehicles
from Acura, to Subaru, to BMW or Audi
• Enjoy playing a variety of sports, such as skiing,
snowboarding and tennis
• Stay at short-term rentals, such as Airbnb’s, and
Courtyard by Marriott hotels
HOUSEHOLD AGE KIDS <18
No-Tech High-Tech
89%
Home
Owners
77%
Married
ONLINE/SOCIAL
• LinkedIn
• Money.com
• Wired
• Consumer
Reports
• Twitter
TELEVISION
• NHL
• Top Chef
• MLB Network
• College
Gameday
• Southern Charm
• Highly educated, with high salary professional careers
• Lifestyle is centered around their children
• Owns the latest, greatest technological gadgets
• Watches sporting events on Big Ten Sports Network
• Uses the Internet to purchase vacation packages, sports
apparel, and home improvement items
TECH USAGE
Low-Tech Mid-Tech
Median Household Income: $ 104,142
MAGAZINES
• Golf Digest
• Dwell
• Duck’s Unlimited
• Field & Stream
3%
19%
31%
31%
12%
3%
1%
18-24
25-34
35-44
45-54
55-64
64-74
75+
57%
with
Kids
DEMOGRAPHICS
SKIING SOCCER TENNIS
PGA ICE SHOWS
COLLEGE SPORTS
wealthiest families, mostly college-educated, white-
collar; upscale professionals with disposable cash,
sophisticated tastes to indulge children with electronic
toys, computer games, and top-of-the-line sporting
equipment; prime audience for print media, expensive
cars and frequent vacations (theme park, Europe)
ACTIVITIES
LIFESTYLE
ABOUT ME
MEDIA CONSUMPTION
Copyright
©2021
Claritas,
LLC.
Confidential
and
proprietary.
strategy
&
insights
Sources: Claritas Household Demographics 2020, Claritas Consumer Profiles 2020, Claritas GfK MRI Behavior Profiles 2020, Nielsen Online Behavior Profiles 2019, Nielsen Television Behavior Profiles 2019.
PRIZM® Premier Lifestage Storyboard
55%
OF TARGET HOUSEHOLDS

24. 269 169 110 79 124 54
Income Magazine Radio
QUINTILE 1: HEAVIEST
by index
OUTDOOR/OUTOF HOME
• See digital/video ads at gas stations
• See ads on billboards, sent to phone, sports/
entertainment venues
Target Media & Technology Usage
ONLINE/MOBILE
• Average 20+ hours/week
• Use video chatting 1-10 hours/wk
• MOST TRUSTED MEDIA
RADIO
• Use satellite radio, Pandora, Spotify, NPR
• Has paid streaming music subscription
• Preferred formats are pop contemporary, country,
hot AC, classic rock
NEWSPAPER
• Read USA TODAY website
• Read electronic edition
• Use mobile device to read
MAGAZINE
• Read business/finance, general editorial and
parenting titles
• “Good escape”
TELEVISION
• Use Prime Video, Hulu, Netflix, YouTube
• Watch via DVR, OTT and on-demand
• TV is preferred streaming device
SOCIAL
• Average 1-2 hours daily
• Use Instagram 1-10 hours/week
• Use to find out about products, services
SOCIAL MEDIA USAGE BY INDEX
129 193 147 165 134 235
MORE…
• Recommend ‘great vacations’ to others
• Buy hotel/vacation packages online
• Important to be current on news/ events
• Rather book travel online than use agent
• Prefer apps over websites on mobile devices
• Phone is source of entertainment
• Like getting location-based coupons on phone
• Use social to receive exclusive offers
strategy
&
insights
POTENTIAL RESORT GUESTS (MARRIED, FAMILY, $200K+ INCOMES)
(c)2021Claritas, L.L.C.

25. strategy
&
insights
Target households
POTENTIAL RESORT GUESTS (MARRIED, FAMILY, $200K+ INCOMES)
20.5MM
or 16% of households
(c)2021Claritas, L.L.C.
How to read:
Target of 100 is average.
Target is between 20% and
5.4 times above average in
the darkest areas.

26. strategy
&
insights
Target households
F1: ACCUMULATED WEALTH HOUSEHOLDS
14.9MM
or 12% of households
(c)2021Claritas, L.L.C.
How to read:
Target of 100 is average.
Target is between 20% and
7.7 times above average in
the darkest areas.

27. WinningWith
Creative

28. Our creative team can bring your brand to life

29. • Utilize our in-house agency designers as an
extension of your creative team
• Our designers can assist with ideation and
concepts, develop templates and campaigns, or
provide creative expertise in a specific area to
ensure your expectations are met
• LOCALiQ can provide consistency in design and
execution for campaigns across all platforms,
creating efficiencies for your business
• National and local award-winning campaigns
based upon results
• Have a unified look and creative across all your
marketing media
Best in Class Creative
Services
Leverage our team of
Senior Designers with
combined agency and
creative experience of
225+ years across all
platforms

30. Our Mission
VISIT SUMNER
*LOCALiQ has permission from the client to use their name in a success story used in non-competing markets
By leveraging the proximity and “it” city factor of Nashville, we will
drive outdoor enthusiasts, history buffs, & families to the numerous
activities Sumner County has to offer surrounding Old Hickory Lake.

35. Paramount

36. Social

37. Digital Display
300x250 – frame 1
300x250 – frame 2
300x600

38. Our Mission
VISIT CLARTKSVILLE
*LOCALiQ has permission from the client to use their name in a success story used in non-competing markets
To promote Clarksville Tennessee as a tourism destination for new
visitors and drive renewed excitement to repeat travelers by
propping up the 5 pillars that make Clarksville authentically hip.

42. Paramount

43. Paramount

44. Digital Display

45. Social

46. WinningWith
Technology

47. Capture active searchers and turn them into customers
SEARCH STRATEGY
Capture those researching your brand and hyper targeted
niches with our award-winning, smart optimization
technology, wherever they're searching. Our marketing
expertise and proprietary technology efficiently leverages your
budget, driving more leads to your business.
WHY US?
We are ONE OFTHE LONGEST STANDING GOOGLE
PARTNERS worldwide, trusted for more than 10 years to
bring better efficiency and results from your investment.
Data-Backed Keywords
Start with only those keywords proven by
our data from 1M+ search campaigns, so
your text ads show up for relevant local
searches
Daily Conversion
Optimization
You get a lower cost per lead and higher
ROI for your budget based on
conversions, not clicks
Mobile Ads
Your text ads are optimized for
mobile to drive leads from on-the-
go searchers
98% of Places
People Search
Our extensive network gets you covered
on all the major search engines and
directories

48. Search Campaign Optimizations
Optimization Algorithm
Our technical component
manages bid and budget
adjustments on a micro level
but at a macro scale.
CSM Optimization
Unique insights and strategy
intervention with a human
touch.We are here to make
sure your goals are being met
every step along the way.

49. FACEBOOK
MARKETING
PARTNER
LOCALiQ is a badged Facebook Marketing Partner with further recognition as a
Facebook AdTechnology Specialist.
Designation highlights our ability to provide advanced technology solutions that help
scale and optimize campaigns, ultimately driving improved performance for our clients.

50. Extend Reach and Drive New Customers on
Social Media
2k
Leads driven within the
last 12 months
Source: Admall Audience Scan 2020. Facebook.
Smart Optimization Technology
• Technology learns and adjusts budget automatically to
meet goals, avoiding human guesswork
• Allows budget optimization across multiple ad objectives
• Tracks reach, engagement and contacts
• Generates higher performance
Strategy Component: Trickle tactics campaign

51. Infinity AudienceTechnology
Take the guesswork out of targeting consumers on
social media. Our proprietary provides your exact
target audience.
• Cross-solution targeting uses your Search Marketing
leads to create a data-informed lookalike audience
across Facebook & Instagram
• Lookalike audience is used to identify key customer
profile for targeting
• Simplifies campaign set-up and amplifies your
search budget

52. Eliminate the Guesswork from Display Advertising
Awareness
Customize a mix of display targeting tactics, across device types,
that helps you get (and stay) in front of your target audience during
every step of their journey.
• Search retargeting
• Site retargeting
• Lookalikes
• Geofencing
• Keyword contextual
• Category contextual
• Search retargeting
• Site retargeting
• Dynamic Inventory Retargeting
• OTT/CTV
• Run of Network
• CRMTargeting
What’s the benefit
for National Pools?

53. Addressable Geofencing with
How it works
- We build out a list of local households that meet location, demographic and/or interest-based
criteria of your target audience.
- Reach an entire household of consumers through any device on which anyone is viewing content. Think of it
like direct mail, only it’s digital, trackable, and makes better use of your advertising dollars.
- Your business locations can even be set as ‘conversion zones’ to track foot traffic to your business of people
who viewed your ad.
Why it works
- Our curated list allows for layering of demographic and psychographic targeting on top of local addresses,
allowing you to only target households with your ideal customer.
- You can connect with local consumers in their homes – on their phones and across all devices
they use, including connected TV.
- You can target multiple consumers within a household across their devices and for up to 30 days after they
have left the address, keeping your brand top of mind for everyone.
When we use it
- We curate addresses to target from scratch or from an existing list. Adding the demographic and elements
allows a client like a veterinary clinic, for example, to only target dog-lovers within the address list (making
laser-focus use of ad dollars).
CURATED AUDIENCES

54. OnlineVideo
3 in 5 travelers who watch online video use it to narrow down their brand, destination or activity choices.
2nd second largest search engine and the place people are actively exploring
their subcultures
YouTube
Targeting
Leverages the data from the entire Google ecosystem to build signal-based
audiences
Cost
Platform has the lowest value to cost ratio of any marketing channel today
Source: Google/Ipsos MediaCT, “The 2015 Traveler's Road to Decision,” base: U.S. leisure and business travelers, leisure n=1,230, business n=87, Aug. 2015; Social Media Today: 40+ Video Marketing Statistics for
2019
Marketers who use
video grow revenue
49% faster than non-
video users
49%

55. WinningWith
Reporting

56. LOCALiQClient Center provides you with visibility into your marketing performance.
UpgradeYour Reporting

57. Enhance the tourist
acquisition
experience
Track and manage performance
• 24/7 access to all of your campaigns in
one place.
• Access to all of your businesses across
all the different states.
• Lead attribution by marketing channel:
PPC, organic, social media and more
• Complete transparency that you’ve
never had.
Know what's driving results for
your business beyond just ad
clicks.

58. Marketing Automation
Stay in front of leads.
Use the full-featured Message Center to:
● Engage prospects with branded emails that keep you top of mind
● Customize emails with offers, events, product information and more
● Schedule emails to send to new leads or specific customer groups

59. Custom Reporting
● Custom reporting built based upon agreed upon
campaign objectives and KPI’s
● Open API integrates with your BI systems
● Can leverage additional reporting platforms like
Tableau, Tap Clicks, Ninja Cat and more

63. Monthly Campaign Review & Custom Reporting
● Custom reporting built based upon agreed upon
campaign objectives and KPI’s
● Location level reporting and roll-up data available
● Optimization recommendations would also be
reviewed monthly or quarterly

64. Rewind and
Review

65. 1
2
3
We had three
goals for today
Shifts in the space:
partnerships and boosting your
agency’s offerings is critical.
Competitive edge: navigate the
longer buying cycle by selling
with data and wowing with
creative.
Growth through scale: gain more
time to focus on sales by
leveraging new tech and efficient
reporting.

66. A different kind of marketing partner.
LOCALiQ uniquely provides a smarter, more simplified approach to local marketing with the breadth of
our marketing solutions, powered by our proprietary smart technology and the USA TODAY NETWORK.
Proprietary
Solutions
– Website
Development
– Listings
Management
– SEO
– Social Media
Marketing
– Live Chat
Advanced Targeting
– Search Marketing
– Social Ads
– Targeted Display
Ads
– Targeted Email
Marketing
– YouTube Ads
– Direct Mail
– Auto Marketplace
– Job Network
– Google Shopping
Client Reputation
Management
– Branded Content
– High Impact Digital
Ad Placements
– Custom Print Ad
Placements
– Event
Sponsorships
Reporting &
Analytics
– Client Center with
Lead Engagement
– Lead Tracking
– Dedicated Team

67. Thank You
We look forward to building
successful campaigns together.