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secondstreet Case Study: Shaw MediaWAN-IFRA Media Port

+Who Is Shaw Media?

� Third oldest, continuously owned and operated family newspaper in the USA.

� Our legacy of success dates back more than 162 years to 1851.

� Over 550 employees who put their very best into Shaw Media’s publications

+Who Is Shaw Media?

Shaw Media operates over 100 print and digital publicationsincluding over 33 daily and weeklyprint publications.

+Our Brand’s Promise

Relevant Information

Effective Marketing Solutions

Community Advocates

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Reach Local Customers Online.

How Do We Use Secondstreet at Shaw?

What’s On Planit?•Local Events Calendar•Shopping•Dining •Entertainment•Movie Showtimes•Concert Tickets•Theater•Great Local Deals•Coupons•Contests•Parties•Business Directories•Family Fun Ideas

Showcase Pages can Include:

•Photos•Videos•Menus•Reviews•Catalogues•Contact Info•Contests•Coupons•Google Map & Directions•Share on Facebook or Twitter•Links•Feeds•Print or email a friend

"We were very pleased with the results we received from the Big Deal. Our goal was to get people in the door and sample our group exercise classes. We had lots of people redeeming the vouchers including new clients as well as clients we hadn't seen in awhile. Redeeming the vouchers was simple and the entire process went smoothly. I loved it!"-Jennifer Parrilli, Membership Sales Manager, Delnor Health & Wellness

"I have used Planit Kane for restaurants and groceries - and what a deal! I've been impressed with the savings and the customer service is excellent."-Ryan Klassy, Elgin

"Wow...best customer service ever!!! Thank you so very much for your help...you went above and beyond and I so appreciate it!"-Heather B.

"I'm a big fan of Planit Northwest! I've shared the site with many of my friends in the area. As a parent of a toddler, I've found lots of things for our family to do together!"- Nancy Zurawksi

Planit: Reach Local Customers Online

+ What Planit are You on?Planit Northwest:Serving McHenry CountyNorthwest HeraldMcHenry County Magazine

Planit DeKalb County:Serving DeKalb CountyDaily ChronicleThe MidweekValley Free Press

Planit Kane:Serving Kane CountyKane County ChronicleKane County Magazine

Planit Lake:Serving Lake CountyLake County JournalGreat Lakes Bulletin

Planit Life:Serving DuPage CountySuburban Life Media

Planit Sauk Valley:Serving Whiteside CountySauk Valley Media

•SAVE TIME•Planit aggregates the information that people are seeking into one easy-to-use site, helping them to organize and de-stress their lives.

•SAVE MONEY•Great local deals on the best places in town, without having to drive miles from home.

•STAY CONNECTED•The Planit Events Calendar is filled with festivals, community events, and activities for the kids so locals keep coming back, helping to reinforce community identity.

What’s In It For The Customer?

•IT’S LOCAL•Targeting customers in your area is the most effective use of your marketing dollars.

•IT’S INTERACTIVE•Quickly and easily adjust your offers and coupons to meet your marketing goals.

•IT’S AUTHORITATIVE•Shaw Media’s local brand equity confers a “stamp of approval” onto your business and your products.

•IT’S EASY•Planit gives you online, print, email, video, Facebook, Twitter, and more, improving your local presence online.

What’s In It For You?

Planit has the full support of Shaw Suburban Media.

•Print & Online promotional ads in:•Northwest Herald•Daily Chronicle•Kane County Chronicle

•Inclusion in McHenry County Magazine•Inclusion in Kane County Magazine•Weekly Deals & events Email blasts•Big Deal Email blasts•Planit Parties•Facebook, Twitter, & YouTube•Contests

+Big Deal One Sheet

+Key Lime Cove

� $78,000 from one week sale in 2011

� 780+ units

� $179,500 from one week sale May 2012

� 1651 units

� Regional targets

+ Planit By-the-Numbers

� Over $ 1 million USD since 2009 launch• 70% E-Commerce

� 271,467 Page Views

� 61,962 Unique Monthly Visitors

� 35,472 Email subscribers

� 10,068 Registered users

� 316 Live Showcase Pages

� 49 Community Partners

+ Planit Accolades

� 2009 Inland Press Association Best Online Innovation

� 2010 SNA Best Website Innovator of The Year Runner Up

� “Planit equates to the Lance Armstrong lesson, ‘It's not the bike.’ In this case, its not about the technology. While Shaw entered into the development world, the success of this initiative boils down to the committed involvement of key executives:1. Deploying deals even in small markets by opting for a weekly alternative

2. Building robust services that include video and social media

3. Remaining flexible in accepting trade in vouchers

4. Involvement of publishers in promoting deals

5. Motivated sales managers. ”-Alisa Cromer, Local Media Insider Article 03/14/12

+Secondstreet’s Partnership

� Secondstreet has long been a great technology partner to Shaw Media

� They continually bring us new products and ideas to engage our audiences and drive incremental revenues

� They have also been a very active industry community member by partnering with the Local Media Association as an R&D partner

� Track Matt Coen down here at the show

+Thanks!

Ben Shaw

Chief Digital Officer

Shaw Media

bdshaw@shawmedia.com