Gatehouse Media Case Study: Driving Revenue with Contests
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This document summarizes a webinar presented by Second Street on planning and executing a contest strategy. It provides an overview of the PLAN-IT 365 program which includes preparing for consultation, prioritizing objectives, choosing contests, monetization, and advanced planning. A case study of Gatehouse Media's successful contest program generating $2.7 million in revenue is reviewed. The webinar covers top contest ideas, templates, and resources available from Second Street.
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Gatehouse Media Case Study: Driving Revenue with Contests
- 1. October 2012 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 #secondstreet October 2012
- 2. How to Interact with Us Twitter Hashtag: #secondstreet Note: We are recording this webinar and you will receive an email with links to the recording and the slide deck. GoToWebinar™ Questions Panel #secondstreet October 2012
- 3. Who We Are • Increase ROI, Build & Engage Audience • • • • #secondstreet October 2012
- 4. Who We Are A truly white label contest provider To date, UPICKEM has executed • More than 50,000 contests • On more than 1,700 media sites • With more than 10 million players #secondstreet October 2012
- 5. Speakers Rebecca Capperelli Director of Sales Training and Development Gatehouse Media @Rebeccacappa Julie Foley Director of Affiliate Success Second Street @julie_foley #secondstreet October 2012
- 6. Agenda • Why contests? • Why plan? • Case Study: Gatehouse Media • PLAN-IT 365 program overview • Resources • Q&A #secondstreet October 2012
- 7. Why Contests? In Billions Source: Borrell Associates #secondstreet October 2012
- 8. Why Contests? #secondstreet October 2012
- 9. Why Plan? • Opportunity to approach key advertisers before they set their marketing budget • Ability to set goals and have time and energy devoted to reaching them • Option to promote your contests using all marketing channels • Keeps you ahead of the competition #secondstreet October 2012
- 10. Why Plan? #secondstreet October 2012
- 11. Case Study: U-T San Diego & The Statesboro Herald 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 #secondstreet October 2012
- 12. Case Study: U-T San Diego • Contest Team • Plan yearly calendar • Run combination of UGC and sweepstakes • Use contests to grow audience, revenue and database #secondstreet October 2012
- 13. Case Study: U-T San Diego Promotion • Dedicated Facebook page • Contest index page • Website navigation • Contest email database #secondstreet October 2012
- 14. Case Study: The Statesboro Herald • Pigskin Pickem • Cutest Pets • Cutest Kids • Best Of • Halloween • Cutest Couples • Sweepstakes #secondstreet October 2012
- 15. Case Study: Gatehouse Media 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 #secondstreet October 2012
- 16. Case Study: Gatehouse Media Company Overview • 79 dailies, total paid circulation: 657,000 • 257 weeklies, total paid circulation: 493,000 • 95 "shoppers“, total circulation: 1.5 million • Over 405 locally focused websites • Six yellow page directories, total distribution: 490,000 • Propel Marketing • Overall strategy to increase online revenue, email database and audience in 2012 #secondstreet October 2012
- 17. Case Study: Gatehouse Media Contest Strategy • Create chain-wide contests • Run with ease and simple implementation • Everything from contest templates to sales kits provided by corporate • In addition, each property can run local contests that fit their audience and advertisers #secondstreet October 2012
- 18. Case Study: Gatehouse Media • Why planning? – Needed to leverage the sales team • Category approaches: – Sales blitzes for restaurants and targeting the woman consumer. – Wanted to go to advertisers with ideas for the ENTIRE year not just a special section • How did you choose the contests? • Asked stakeholders at each property what contest ideas appealed to them • Picked popular contest themes with proven results in other mediums and markets #secondstreet October 2012
- 19. Case Study: Gatehouse Media • 2012 Niche Schedule #secondstreet October 2012
- 20. Case Study: Gatehouse Media 2012 Contest Calendar Marketing Revenue Initiative Market Initiative Date Revenue Cutest Babies January $315,000 Big Game Challenge January-February $115,505 Red Carpet Challenge February $58,674 College Basketball March $267,100 Salute to Nurses April-May $214,000 Mother’s Day April-May $65,000 The Pet Show June $71,547 Football August-October $964,000 Reader’s Choice September-November $635,000 Total Revenue $2,705, 826 #secondstreet October 2012
- 21. Case Study: Gatehouse Media • Sales Rollout – Kick off call – Toolkit – promo materials, FAQs, template for contest – Personalize the contest in larger markets where there is more competition – Sales goals by market size – Leveraged the sales team by focusing contests that tied in with special sections they were already selling! • Contest rollout – Created an Admin checklist for UPICKEM tool – Conducted Admin training when each contest rolled out – Created a “Pickenator” (way to set up/configure contest for groups/publications that were sharing a contest) – Schedule and create all online promotion for the sites #secondstreet October 2012
- 22. Case Study: Gatehouse Media • Kick off call agenda: – The popularity of each contest initiative – Objectives – Your Program and FAQS – Market Revenue Successes – Recommended Account Targets – Advertiser Sponsorship Packages – Timelines and Print Schedule – Sales Collateral & Promo Ads – Market to-dos – Administration for UPICKEM – Ad Submission #secondstreet October 2012
- 23. Case Study: Gatehouse Media Cutest Babies • Results – 2012: $300k – 2,400 submissions – 3.2 MM votes – 25k deal opt-ins – 83K registered users – 5.7 MM page views – 20% increase in monthly traffic! #secondstreet October 2012
- 24. Case Study: Gatehouse Media Pro Football • Results – 2011: $350K • Pro Football Pickem – 2012: $950K • Pro, College, High School and Super Bowl Games • 170% revenue increase! • Larger properties generate $50k- $100k each • Smaller properties generate $12- 15k each • Packaged with “Pro Football Weekly” publication #secondstreet October 2012
- 25. Case Study: Gatehouse Media Database Drivers • Results • 6,500 opt-ins from Holiday Sweeps • 4,000 opt-ins from Pot of Gold Sweeps #secondstreet October 2012
- 26. Case Study: Gatehouse Media • Best practices – Survey with market leaders and editorial on what they want more of, less of and what drives audience for them. Listen to market leaders and editorial team. – Sell MULTIMEDIA and MULTIMONTH opportunities that include print, online, mobile and social elements. – Sell multiple contests together – not separately • Pro Football + Super Bowl • Babies + Salute to Nurses + Paint it all Pink – Create a contest that can be run at anytime - Pets #secondstreet October 2012
- 27. Case Study: Gatehouse Media • Keys to success – Make each contest relevant to your audience. • Football and babies were clear winners – adding High School to the football mix in 2012 made a bigger splash in local markets – Make it super easy for your sales reps to sell each contest - make it fit into EVERYTHING ELSE they sell. – Promote promote promote! • Cutest Babies is a testament that promotion is key #secondstreet October 2012
- 28. Case Study: Gatehouse Media • Chain/Group Best Practices – Be mindful of different sized markets that may not have on site resources. – Include a full sales kit that includes everything they need so that is the only thing they need to do is sell, not setup, the contest. • Story • Sales Collateral • Revenue Benchmarks – Pick contests that are universally relevant for each market (HS Football, Babies) #secondstreet October 2012
- 29. Case Study: Gatehouse Media • Email Database – Besides revenue, building email database was a priority in 2012 • Deals, breaking news, weather/school alerts, promotions – Sweepstakes contests helped build list • Holiday sweepstakes added 6,500 new opt-ins • Pot of Gold sweepstakes added 4, 000 new opt-ins #secondstreet October 2012
- 30. Case Study: Gatehouse Media • Plan for 2013 – Contests tie in with marketing initiatives/audience categories – Include more optional contests that work in different regions (Auto Racing, Fishing/Hunting) – Will continue to build entire package to roll out to the team complete with sales collateral – Packaging multiple contests and niche products • Salute to Nurses, Breast Cancer awareness (Paint it all Pink) and Cutest Babies will be sold together – Create monthly email list builder sweepstakes based on top performers from 2012 #secondstreet October 2012
- 31. Case Study: Gatehouse Media Results • $2.7 MM revenue growth • Database grew by 46% since January 2012 • Audience growth – 20% just for cutest babies! #secondstreet October 2012
- 32. PLAN-IT 365 Program Overview 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 #secondstreet October 2012
- 33. Program Overview 2012 Forecast #secondstreet October 2012
- 34. Program Steps Prepare for Prioritize Choosing Contests How to Monetize Advanced Planning Consultation Objectives •Contests Selection •How to Price •Resource Requirements •Webinar •Warm Up •Contests Prioritization •How to Build a •Creating Detailed Calendar Exercise •Alignment with Goals Sponsorship Package •Finalized Revenue Goals •Creating a Calendar •Sales Sheet Templates •Build PowerPoint •Revenue Goals presentation PLAN-IT 365 STEPS TO SUCCESS! #secondstreet October 2012
- 35. Types of Contests • Sweepstakes • Submissions: - Photo - Video - Essay - MP3 - Code Word • Brackets • Trivia • “Best Of” • Custom Sports #secondstreet October 2012
- 36. Top 10 Contest Ideas Contest Idea Time of Year Kids/Babies* Year Round Sweepstakes Year Round Local Sports Year Round Pets* Year Round Couples* Holiday Specific Talent Year Round Halloween* October Advertiser Year Round Beauty Year Round Holidays* November/December *Contest template available #secondstreet October 2012
- 37. Contest Calendar Month Suggested Contests Contest Type January Pets Photo Contest February Cutest Couples Photo Contest March College Basketball Bracket April Kids/Babies Photo Contest May Mother’s Day Photo Contest June Father’s Day Photo Contest July Beauty/Talent Photo Contest August Local Sports Multiple Choice September Pro Football Multiple Choice October Halloween Photo Contest November Recipe Essay December Holiday Photo Contest #secondstreet October 2012
- 38. Contest Template #secondstreet October 2012
- 39. Contest Template #secondstreet October 2012
- 40. How to Monetize 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 #secondstreet October 2012
- 41. Play Anywhere #secondstreet October 2012
- 42. Play Anywhere Facebook Features: • Unlimited Contests • Any UPICKEM contest • Ability to run contest on multiple Facebook pages • Multiple contests one a single Facebook Page • Shared data with website version of contest • Like Gate • Social Boost • Platform Boost • Full HTML Branding Control #secondstreet October 2012
- 43. Play Anywhere Your Advertiser on Facebook • Easily add the contest to your advertiser's Page • Require the user to Like your advertiser before playing • Incorporate your advertiser into the Like Gate of your page #secondstreet October 2012
- 44. How to Price Guide • Consider your prospect list • What types of sponsorships are you offering? - Exclusive? Semi-exclusive? - Is this a multimedia campaign? - What is the total value of the promotion? • How much do you intend to promote the contest? • Will this have a Facebook component? • Will you add an email opt-in for the advertiser? • Who is offering prizes: you or the advertiser? • Are there naming rights involved for the contest? #secondstreet October 2012
- 45. Advanced Planning 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 #secondstreet October 2012
- 46. Advanced Planning Worksheet • A robust planning configuration tool • Utilize tool to take high-level estimated revenues from the Contest Bank and determine detailed sponsorship packages, types, tiers, and campaign collateral. • Calculate revenue by: month, quarter and year #secondstreet October 2012
- 47. Revenue Plan Presentation Have a kickoff meeting with your sales team and present your plan for the year! #secondstreet October 2012
- 48. Next Steps • Organize your internal contest team – Individual property or chain level • Set up planning time with your contest team • Plan your contest calendar #secondstreet October 2012
- 49. Contest Benefits #secondstreet October 2012
- 50. Resources 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 #secondstreet October 2012
- 51. Additional Resources • Live Stadium Training every week • Webinar and Document Downloads • 30 Contests in 30 Minutes • Second Street Lab • LMA Promotions Summit • November 7, 2012 Chicago, IL #secondstreet October 2012
- 52. Questions Julie Foley Director of Affiliate Success Second Street julie@secondstreet.com @julie_foley #secondstreet October 2012
Hinweis der Redaktion
- julieComment & questions on TwitterQuestions RecordingSurvey at the end – your feedback is welcomed
- Chaney
- Chaney
- Julie
- Julie
- Huge growth in online promotionsAdvertisers looking for promotions that ignite interaction with customers.Promotions are more effective at driving consumer interaction with brands than advertising because give consumers incentive to take action.Internet is a lean-forward medium that’s perfect for promotions.Social media has been like putting gas on the promotions fire.YOUR MEDIA COMPANIES NEED TO BUILD OUT A SPECIFIC COMPETENCY AND FOCUS AROUND PROMOTIONS
- Build Audience, Page Views and Brand AwarenessGenerate Sponsorship & Ad RevenuesBuild User Database for Email MarketingGrow your Facebook LikesAllows for you to enter Agency Model and build contests for advertisers
- Why planning is good for marketing, events, promotions, deals, etc. With planning, you can set goals, have weekly checkins to make sure that all the t’s are crossed and i’s dotted.Potential to have a contest to support every holiday, community event and/or special section that you sponsor or produceOpportunity to approach key advertisers BEFORE they set their marketing budgetAbility to set goals and have time/energy devoted to reaching themOption to promote your contests using all marketing channelsKeeps you sane (and ahead of the game)
- Our most successful affiliates do these three things!!
- Create chain-wide contests that can be run at every property with ease and simple implementation. Gatehouse Media, with the help of Second Street, provided six contests to local websites, as well as collateral, sales sheets and technical support. In addition to the contests that were planned for the year, the local team had the flexibility to use the UPICKEM contest tool to create local contests that fit their audience and advertisers.
- Put static banners on their sites to promote.
- At a minimum, it’s imperative that the sales team goes through the program.
- Julie
- We’ve seen these widely adopted, far more often than not seen huge success. These are some of your best bets to take a look at for next year.
- 19 turnkey and templated sports,entertainment and UGC contests in 2013. May with national prizes! All with sales toolkits and “how to sell” webinars, articles and best practices!
- Please open up your Planning Worksheet Start taking the contests that you have ranked as 1's in your Contest Bank and scheduling them in the Planning Worksheet by month. Only worry about giving the contest a temporary name and adding it to a month at this point. You might refer back to the Contest Bank for recommendations on what months to schedule the start of the contests.
- Julie
- Julie