1.DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE HOW TO BE SUCCESSFUL WITH ONLINE PROMOTIONS

2. Our Partners 3,000 media companies 3. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Major Shift 4. Source: Borrell Associates, Inc. 2013 $ in Billions In 2012, businessesIn 2012, businesses spent 6%spent 6% lessless onon advertising than theyadvertising than they had a decade earlier.had a decade earlier. Ad Spending is Declining 5. Source: Borrell Associates, Inc. 2013 $ in Billions In 2012, theyIn 2012, they spent 88%spent 88% moremore onon promotions than theypromotions than they had a decade earlier.had a decade earlier. Promotions are Increasing 6. Source: Borrell Associates, Inc. 2013 7. Why Online Promotions? Source: Borrell Associates InBillions 8. What We Offer 9. Play Anywhere 10. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE More than just a software platform 11. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE AFFILIATE SUCCESS 12. Webinars 13. Playbooks 14. secondstreetlab.comsecondstreetlab.com 15. Weekly Stadium Trainings PLAN-IT 365 Deals Sales Training Admin Trainings 16. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Promotions start with email 17. Intersection of Promotions 18. Deals Revenue from Email 66% 19. Email List Size & Revenue Impact 513 Sold 20. Deals: A Tale of Two Cities 21. Deals: A Tale of Two Cities 22. Impact of Email On Contests 23. ContestsContests DealsDeals Email: Center of Revenue Plan Direct Marketing Direct Marketing Email Ads Email Ads 24. Email + Promotions 25. Every touch point with a consumer is an opportunity to capture an email. - Tim DAvis, Digital Director, Quad-City Times and Director of Digital Media, Lee Enterprises 26. Email Growth: Next Steps 27. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE PIZZA PROMOTION TAKES D.C. BY STORM 28. The Washington Post 29. The Washington Post 1 in 4 entries came via Social Boost 750,000 emails Papa Johns trended on Twitter 30. The Washington Post Pizza Promotion Results 132K pizzas were claimed 65% of participants became NEW Daily Deal subscribers 25% of claimed pizzas came through Social Boost 31. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The sandusky Plan 32. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 1. Get Organized. 33. Set a Revenue Goal 34. Put a Team Together 35. Create a Calendar 36. Stores & Cards Free Deals & Credits Contests Sweepstakes January Free Deal Kids Whole New You Sweeps February Store: Valentines Day March Basketball Spring Break Sweeps April Card: Golf Card Mothers Day Contest May Promo Code: Inactive Buyers Golf Sweeps June Fathers Day Contest July Store: Summer Fun Pets August Free Deal Summer Fun Sweeps September Card: Spa Card Football (Sept-Feb) October Best of Contest Best Of Sweeps (give away one of everything in store) November Promo Code: Inactive Buyers Holiday Shopping Sweeps December Store: Cyber Monday/Holiday Store 37. Sponsored Contests: GateHouse Media 38. Your Advertisers Marketing Plan 39. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 2. Run Contests to Build Your Database. 40. The Impact of Email 41. Case Study: U-T San Diego 42. Grow Database with Contests 43. This contest had amazing results in terms of online entries over 57,000 submissions in 8 weeks! It shows how much our readers love to engage with the newspaper and how many are willing to pick it up to enter a contest. - Christina Chan, Sales Promotion Supervisor 57,359 Entries 32,691 Opt-ins 27,591 Advertiser Opt-ins Case Study: Toronto Sun 44. Social Boost Reward players Referrals can drive 25% more entries! 45. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 3. Run Sponsored Contests. 46. Second Street Managed Contests Sport s Pro Football Season Pro Football Big Game Golf Auto Racing Pro Basketball College Basketball Pro Hockey Movie Awards Music Awards Television Awards College Football BowlCollege Football Season Awards Shows 47. Contest Types Available Photo Video MP3 Essay Sweepstakes Multiple Choice Embedded Media Two Photos 48. Template Contests Cutest Kids Mothers Day Halloween Cutest Couple Holiday Sweepstakes Cutest Pets Fathers Day 49. Kids & Babies Cutest Baby Contest Canton Repository | Canton, Ohio The sponsors loved the amount of exposure they received through our abundant promotional efforts and the ad space they received as part of the promotion. - Maureen Ater, Marketing Executive $16,500 Facebook Optimized 50. Custom Sports High School Player of the Week WQSB-FM | Albertville, Alabama $1,330 in Revenue DMA 80 51. Couples 2013 Cutest Couple Contest The Signal | Santa Clarita, California This contest helped us start a relationship with a key player in our community that wasnt interested in traditional local advertising. Since the contest, our partnership with the mall has continued to grow. - Vince Johnson, Chief Multimedia Officer 52. Talent The FOX 50 Lip Dub Project WRAZ-TV | Durham, North Carolina We really want to tap into the local creative community, create teamwork between students and teachers, and make money in the process. Its a lot of work, but a lot of fun at the same time! - Kevin Kolbe, Creative Services Director 53. Pets Cutest Pet Photo Contest U-T San Diego | San Diego, California The Cutest Pet Photo Contest successfully brought together our audiences love for cute pet photos, a key sponsors love for dogs, and a brand-new print special section focused on pets. - Jennifer Balanky, Content & Community Manager $30,000 in Revenue 2,592 U-T Opt-ins 299 Advertiser Opt-ins 734 Entries 54. Mothers Day & Fathers Day Fathers Day Grooming Makeover Radio One | Nationally Syndicated Exclusive Sponsor $10,000 in Revenue 55. Halloween Cutest Costume Contest Daily Advocate | Greenville, Ohio Contests like this really push friends and families to step up and register to vote. Each year the contest participation has grown and sponsors are eager to get on board, so we must be doing something right! - Clinton Randall, Webmaster 1,536 Registered Users $500 Prize Package Facebook & Mobile Optimized 56. Holiday Holiday Lights Contest The Signal | Santa Clarita, California After promoting this contest, we got a call from the Travel Channel asking if they could feature our contest on one of their Christmas specials. They followed us on our Holiday Lights tour, when we travel to participating houses and neighborhoods and spend time with community members. - Vince Johnson, Chief Multimedia Officer 57. Makeover Win Your Own Man Cave The Day | New London, Connecticut This contest led to great exposure for the sponsors, and also showed off a type of room that was a new market for all of them. $12,000 in Revenue 614 Opt-ins 58. Fishing & Hunting Show Us Your Whitetail WQSB-FM | Albertville, Alabama This contest had good results. We plan to repeat the promotion next year. - Ted McCreless, Advertising Sales Manager 8 Sponsors $10,560 in Revenue 193 Submissions 59. Memorable Moments Scotts Backyard Barbecue WROC-TV | Rochester, New York Weve been doing this contest for about 5 years now, and it sells out every year. - Don Killion, eMedia Manager $10,000 in Revenue 52 Registered Users 60. 1. Who do I want to grow business with? 2. Who needs a fresh idea to maintain or increase spend? 3. Who would be a good match for target demo and contest theme? Identify the Right Sponsors 61. Align Promotions with Special Sections 62. Top 10 Contest Ideas Time of Year Kids/Babies Year Round Custom Sports Year Round Sweepstakes Year Round Couples Holiday Specific Talent Year Round Pets Year Round Mothers Day and Fathers Day Holiday Specific Goodwill Year Round Halloween October Advertiser Year Round 63. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 4. Run Advertiser Contests. 64. Advertiser Contests What is the difference between running a contest on Facebook and an agency model Facebook contest? 65. Benefits of Running a Facebook Contest With An App New fans Referral features; increased shares New email addresses Thank You offer redemption Qualified leads Increased engagement (PTA) 66. What is a facebook contest? Contest App 67. What is a facebook contest? Like-gate; Must Like your Page to enter 68. What is a facebook contest? Entry form visible after they Like the Page 69. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Likes 70. Advertiser contest 71. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Database 72. Grow database 73. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE Grow Engagement 74. Grow engagement 75. Grow engagement 76. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE How to monetize facebook 77. Katie Wilson Digital Advertising Director Featured case study 78. exclusive contests $4,000 Revenue 79. Exclusive contest Package 2 Week Campaign Contest setup on your Facebook Page Like-Gate Opt-in for Email Database 1 Full Page Ad 1 Full Color Front Page Strip Ad Email to 80k members (x2) Web Display Ads (100k impressions ROS) Homepage takeover Table Tents Total cost: $4,000 80. KTUU-TV Anchorage, Alaska $7,500 in Revenue 300% Increase in Advertisers Facebook Likes 1,064 Advertiser Opt- ins Guess Anchorages First Snowfall 81. Advertiser Contest Model: Entercom 82. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 5. Run a Metro Ballot. 83. #voterschoice 84. Last year, we had 20,000 votes and it took us over 2 weeks to count. This year, we had over 40,000 votes and took us a few days. We couldnt be more pleased. - Len Egdish, Naples Daily News #voterschoice 85. Voters Choice Revenue Opportunities 86. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 6. Run Niche Ballots. 87. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 7. Run Deals 88. Featured Deals Wally Park News Tribune, The Bellingham Herald, & The Olympian | Tacoma, Washington $62,202 in Revenue $7 for $14.95 deal 89. Killeen Daily Herald Holiday Deals Stores $16K+ Revenue from holiday deals $16K+ Revenue from holiday deals 47% Jump in average per deal revenue during holidays 47% Jump in average per deal revenue during holidays 90. Deal Cards Multi-Merchant or Single-Merchant High Price Point + Great Value Choose your fulfillment 91. Golf Punch Cards UpNorthLive.com Traverse City, MI NBC/ABC Station DMA 119 Multi-course cards 1 Round per Course Big promotional package $99 per card Over $175K & Growing This Year 92. Takeaways for Elements of a Great Deal Make Deal Quality a Priority Review the Top Performing Sub-Categories Know Which Categories are Evergreen Use the Deal Quality Checklist 93. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE 8. Promotions + Print 94. Pro Football Contest The State Journal-Register Springfield, OH 50,000 circulation 95. Pro Football Contest VIP picker photo printed weekly 96. Pro Football Contest Four page pullout for 23 weeks 97. Heavy promotion in print Multiple sponsors Advertisers participate as VIPs Pro Football Contest Result: $100K in revenue Result: $100K in revenue 98. The Daily Advocate Greenville, Ohio 7,000 circulation Fair Photo Cover Contest 99. Fair Photo Cover Contest Contest photos printed alongside ads 100. Fair Photo Cover Contest Contest and magazine seen as integral part of the fair Result: $100K in revenue Result: $100K in revenue 101. Metro Ballot The Naples Daily News Naples, FL 61,000 circulation 102. Metro Ballot 103. Metro Ballot Coupon driving foot traffic Call to Action + QR Code 104. Metro Ballot Print sales were up 35% in 2013! Result: $110K in revenue Result: $110K in revenue 105. Niche Ballot The Roanoke Times Roanoke, VA 90,000 circulation 106. Niche Ballot 107. Niche Ballot Integrated promotional plan 108. Niche Ballot Result: $50K in revenue Result: $50K in revenue 109. Shaw Suburban Media Dixon, IL Group-wide deal Deal 110. Deal Aggressive PRINT promotion Aggressive PRINT promotion 111. Niche Ballot Result: $178K in revenue Result: $178K in revenue 112. DRIVING REVENUE | BUILDING DATABASE | GROWING AUDIENCE The Major Shift 113. Why Online Promotions? Source: Borrell Associates InBillions