surewest_propel - Propel Marketing

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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GATEHOUSE MEDIA
VENTURES UPDATE



June 2012

Gatehouse Media Ventures: Why We Formed It

o
Accelerate the new business development activities

o
Focus on “disruptive” innovation

o
Create a VC
-
like funding and management structure

o
Provide the best incubation environment

o
Generate material growth both “organically” in the new businesses and
in collaboration with the GateHouse newspapers

Criteria for the Businesses We Build

o
In the center of long
-
term, sustained growth industries

o
No more than one
-
step away from the transaction

o
Direct connection to our existing GateHouse value proposition /
assets

o
Reasonably near
-
term cash flow generation and capital
requirements

Propel Marketing: Background

Customer facing solutions:
email, reputation and presence management, websites, social
marketing, calendaring/appointment
-
setting

Performance
-
based commerce:
pay
-
per
-
click, deals, couponing

Online/ digital media:
mobile, social, online directories, online display, digital outdoor

Advertising & Marketing Spend By U.S. SMBs

Source: 2011 BIA Kelsey

$ Billions

$22.4

$40.2

Propel Marketing: Local Market Demand

o
Frequently mentioned in customer surveys by the publishers as a top
priority (i.e., digital marketing solutions)

o
But most SMBs either don’t know where to start, or have had a poor
experience before

o
Low current penetration, particular in areas like mobile web sites and
social marketing

o
Almost uncapped upside: huge latent demand and available share
from other media

Propel Marketing: What the Customers Need

What the SMB wants

How Propel Delivers It

1.

“Show me why I need
it”


Simplifies complex marketing options


Consultative sales, educational seminars; ongoing in
-
person contact

2.

“Pick and execute the
right components for
me”


Expertise in digital marketing for SMBs


Product bundles that align with SMBs’ objectives and capabilities


3.

“Save me time doing it”


Automated interfaces with vendors; integrated workflow


Customer
-
facing campaign managers


4.

“Save me money doing
it”


Large volume discounts from the integrated vendors


Automated workflows and elimination of redundant data entry

5.

“Show me the results”
and “demonstrate the
ROI”


Ongoing education for the SMB about what success means


Integrated reporting dashboard with real
-
time data


Live interaction with Propel client managers

6.

“Make me feel
comfortable throughout
the process”


Tied to the trusted newspaper brands


Transparent performance through integrated reporting


Dedicated campaign and client managers

The Market Size


In the GateHouse markets we do business
with approximately 300,000 businesses


In those markets there are approximately 2
million businesses

Propel Marketing


more than an idea…

o
Building full team of digital marketing experts

o
Integration of multiple internal and external services

o
High volume of low
-
value
transactions


o
Highly
-
efficient, centralized technology
-
driven product support and
distribution


o
Easy
to do business with



Customer Segmentation

Small

Large Small

Small Medium

Medium

Characteristics

No or

poor website

No mobile presence

No Google places

Website,


No mobile presence

limited or no social

Dedicated mktg

Lead
-
focused,

ROI

Use

outside agency

Branding

Business

Types

Small

home
contractors

Hair, skin care

Small restaurant

Car repair

Large home
contractors

Insurance Agents

MD,

chiro, dentist

Real estate agent

Small retail

Large restaurant

Smaller

car dealer

Small banks

Outpatient clinics

Attorneys

Large retail

Real estate broker

Multi
-
location

car
dealers

Regional banks

Hospitals

Regional retail

# of employees

<5

5
-
20

20
-
500

500+

Spend/month

$100
-
200

$200
-
500

$350
-
1,000

$1,000+

Products

Website

creation

Mobile site

SER

Social setup

Mobile site

Website upgrade

Social setup, mgt lite

SER

Identity Mgt

Rep Monitoring

Mobile

site, call track

Social mgt lite

SEM

Online media,
Audience ext, re
-
target

Rep monitor, identity

Social mgt

SEM

SEO

Audience

ext
, re
-
target

Goals of the Propel Marketing Organization

o
Create a full service digital marketing
team

o
Offer high impact & timely products

o
Provide high
-
quality customer service and
products

o
Evolve products


customer driven

o
Implement turn key service offering for
partners

o
Time & Expense Savings


o
Leverage technology to create efficient
delivery, communication and reporting

Current Product Offering
-

Overview

o
Initial focus on providing full range of solutions to SMBs

o
Ability to best aggregate results into one place for reps
and customers

o
Only white labeled solutions with single sign on
capabilities

o
Set foundation of products/services and build upon initial
offerings

o
Goal: Propel Marketing portfolio will have solutions to
match customers needs regardless of their digital
marketing stage


one size doesn’t fit all!

o
Create product packages to help with early sales
activities

o
Expand offerings and improve process

PropelRep


Reputation Monitoring

PropelList


Business Listing Cleansing

o
Provide businesses with the ability to verify and manage the
accuracy of their business information on the web focusing on
submission and updates to major search and directory sites.


o
Why:
Accurate and complete business listings are an important
first step in online marketing. More than 40% of online listings are
inaccurate, incomplete, or missing.



o
What we do:

o
Submit listing information to all major search engines and
directories.

o
Listing data updated any time and provided to top data
providers for future releases to directories (Acxiom, InfoUSA
etc.)

o
Save our clients the time and effort of validating listings on
hundreds of different sites.

o
Verify listings to provide better placement to stand out from
competition.

PropelWeb


Desktop Website Creation


Only 13% of websites contain a phone number on the homepage


Only 25% have an email address or contact forms


36% of SMB sites are single pages

PropelWeb


Mobile Website Creation

PropelWeb


Mobile Website Creation

95%
of smartphone users have


searched for local info!

+

90%
of these users took action within 24 hours

+

61%
called a local business after searching

+

59%
visited in person


PropelWeb


Mobile Website Creation


57%
of users say they won

t
recommend a business with a poorly
-
designed mobile site


40%
have turned to a competitor

s site
after a bad mobile experience

PropelSocial


Creation & Conversations

Facebook

Twitter

PropelSearch


Search Engine Marketing

PropelOptimize


Search Engine Optimization

PropelTrack


Call Tracking

o
Robust call tracking solutions to provide complete activity reporting from any
advertising medium for complete measurement of effectiveness.


o
Why:
SMBs have varying level of expectations but are looking for ways to
quantify the results of their investments. Phone call tracking provides SMBs
the ability to generate unique local or toll
-
free numbers to be used on their
sites or in any of their advertising campaigns (social, search, print, radio,
direct mail etc.) 65% of businesses still rate phone call leads as one of the
highest quality leads they can get.


o
What we do:

o
Create unique local or toll
-
free call tracking numbers that are provided
to businesses that ring to their local number(s).

o
Track and record all public call information.

o
Provide call detail and recordings within the Propel business
dashboard.

PropelTrack


Reverse Proxy & JavaScript Rewrite

PropelLocal

PropelDisplay

o
Same display networks as core GHS units

o
PropelRetargeting


remarket to users across the web after they’ve visited a
customers website
-

DataXU and Google Ad Network

o
Direct buying services available


guaranteed placement/inventory

o
Utilize PropelTrack solutions with all display campaigns


PropelDashboard

Future Propel Offerings

o
Social Media Management Tool


DIFM & DIY

o
Email Marketing Management

o
Email Marketing


3
rd

party distribution lists/targeting

o
Desktop and Mobile Site Content Management System for SMBs

o
Single sign
-
on for each customer to manage all services within the Propel
Dashboard


Organizational Structure

o
Sales Channels:

o
Direct sales channel

o
GHS regional sales channel

o
3
rd

party partner sales channel

o
Operations:

o
Marketing Implementation Specialists

o
Ops/Development/Specialty

o
Client Services

o
Process:

o
SFDC


Partner Portal


centralized system for all processed requests

o
Various sales channels don’t dramatically change fulfillment process

Organizational Fulfillment Process

Propel
Direct
Sales

GHS
Regional
Sales

3
rd

Party
Partner
Sales

Propel
Marketing
Fulfillment

Social
Media
Creatio
n

Social
Media
Convers
ations

Copy
Writing

Websit
e
Design
&
Develo
pment

Reputat
ion
Monito
ring

SEM

SEO

Display

Call
Trackin
g

Dashbo
ard/An
alytics

Listing
Cleansi
ng

Email
Marketi
ng

Social
Media
Manag
ement
DIY

Early Findings

o
Good success with service oriented businesses


top YP categories

o
Important to create packages that have a natural progression for upsell
opportunities

o
Managing customer expectations early:

o
Results

o
Timing

o
Search budget


customized for client/geography/category

o
Must be SMEs


can’t make this up

o
Mobile presence opportunity


requires education

o
Ongoing training & education


customer and SMEs

o
Good results for early campaigns


clicks, calls, emails and
engagement

How to go to market

Small

Large Small

Small Medium

Medium

Characteristics

No or poor website

No mobile presence

No Google places

Website,

No mobile presence

limited or no social

Dedicated mktg

Lead
-
focused, ROI

Use outside agency

Branding

Business Types

Small home
contractors

Hair, skin care

Small restaurant

Car repair

Large home
contractors

Insurance Agents

MD, chiro, dentist

Real estate agent

Small retail

Large restaurant

Smaller car dealer

Small banks

Outpatient clinics

Attorneys

Large retail

Real estate broker

Multi
-
location car
dealers

Regional banks

Hospitals

Regional retail

# of employees

<5

5
-
20

20
-
500

500+

Spend/month

$100
-
200

$200
-
500

$350
-
1,000

$1,000+

Products

Website creation

Mobile site

SER

Social setup

Mobile site

Website upgrade

Social setup, mgt lite

SER

Identity Mgt

Rep Monitoring

Mobile site, call track

Social mgt lite

SEM

Online media,
Audience ext, re
-
target

Rep monitor, identity

Social mgt

SEM

SEO

Audience ext, re
-
target

Wedge

Website, SER, Social
setup

Site upgrade, mobile,
social DIY/DIFM Lite

Rep monitor, Social
DIFM Lite

Audience extension,
targeting, Social Mgt

Sales Coverage

SureWest

PM
-

Telesales

SureWest

PM
-

Telesales

SureWest

PM


Field Reps

SureWest

PM


Field Reps

What Propel Means for People in this Room

o
Access to the entire product and delivery portfolio through a single sales
interface; training; customer support and delivery

o
Robust sales operations infrastructure including lead generation

o
Upgrade from current product set


Better and broader set of products


One point of contact


Better reporting


Better margins

Next Steps:

o
Rapid deployment across GateHouse Media

o
Wave 1


week of July 16
th



details to be finalized

APPENDIX

PropelRep


Reputation Monitoring

o
Ability for businesses to monitor and manage information and mentions about their
business across the web including social sites (Facebook, Twitter, Foursquare etc.),
review sites like Yelp, Yahoo and Google, content sites including news and blogs, and
any other smaller sites that publish content mentioning the particular business.


o
Why:
Monitoring your business reputation will ensure you’re aware of what others are
saying about your business across the web and allow you to communicate with them.
It gives business owners control over their reputation. Reputation management is
equally important as the mobile web continues to grow at explosive rates, giving
business owners the tools to protect their brand(s) and be alerted if others attempt to
impersonate them on the web.


o
What we do:

o
Perform comprehensive, initial search for mentions of the business across the
web and provide a comprehensive report of identity status and mentions to date.

o
Offer real
-
time ongoing monitoring with customizable alerts (i.e. negative review
posted on Yelp, blog mentions, etc.)

o
Include competitive benchmarking for web presence and mentions across the
web

o
Surface a daily verification report within a Propel dashboard displaying their
business listing’s presence

PropelWeb


Desktop Website Creation

o
Ability for businesses who either don’t have a website, or who are not satisfied with
their existing website to create a cost and effort
-
effective solution that will be visible to
potential customers searching for their products and services online.


o
Why:
With more 20% of searches on Google being local, all SMB’s need to have a
presence on both desktop and the mobile web. A large amount of SMB’s that have
sites today aren’t properly using them or have only a splash page. A recent sample
showed that out of 500k SMB websites, only 13% have a phone number on their
homepage, 24% have an email address and/or contact form and 36% of the sites are
single page sites.*


o
What we do:

o
Provide various size templated website solutions (1, 3, 5, 10 page and custom
development options)

o
Copywriting/content creation and design process plan for customers

o
Design and social media integration

o
Proper SEO structure

o
Call Tracking

o
Hosting, domain and consultation services

PropelWeb


Mobile Website Creation

o
Ability to create a mobile website for customers that have an existing
desktop only site.

o
Mirror the look, color scheme and content of the existing website.

o
Create a better user experience when visiting the businesses website on a
mobile device.

o
Integrate current analytics

o
Ability to make content updates/changes


DIFM (Do it for me)

o
Competitive product offering and pricing

o
Scalable Solution


PropelSearch


Search Engine Marketing

o
Placement of geographical and keyword
-
targeted ads across the major search
engines targeting users who are searching for the SMBs product or service that is
located in the area.


o
Why:
Online search continues to grow and saw overall growth of 9% YOY for
September which exceeded 19.3 billion searches in 2011. SEM provides customers
with the ability to target the user based on their location and what they’re searching
for at that exact moment. It provides customers with a targeted platform with an
auction based pricing model. It’s predicted that 26% of the digital advertising budgets
will be spent on search.


o
What we do:

o
Interview SMBs about their target audience and message

o
Create multiple creative copy formats and keyword sets to generate the lowest
CPM

o
Daily to weekly optimization of the campaigns based on performance goals
(clicks, CPC, CPA)

o
Provide full reporting including leads (calls or email submissions) generated from
the reverse proxy site

PropelOptimize


Search Engine Optimization

o
Process of content, site architecture and linking practice to improve the
SMB’s ranking in the large search engines. The goal is to put the business
where their customers are searching.


o
Why:


With 3% of traffic from search engines coming from paid search and
97% from organic search it’s important for businesses to be found towards
the top of the first page of the search results. SEO is a longer
-
term strategy
and investment that pays dividends on long
-
term traffic and leads for an
SMB. If they’re not listed when a users is searching for their product or
service it’s a missed opportunity.


o
What we do:

o
Interview SMB to gain insight into their current business strategy

o
Create SEO plan including content updates/generation, site code
adjustments, link building, blogs, article submissions etc.

PropelTrack


Proxy & JavaScript Rewrites

Technology that provides Propel the ability to track complete responses from
any online marketing campaign including calls, traffic and contact form
submissions without requiring the SMB to make any changes to their existing
sites and campaigns.


Why:
With many types of advertising online, it’s beyond the click to the
customer website. Traditionally after the click to the customer site, we’re unable
to measure activity which hurts perceived results by SMBs. By using this
technology we’re able to create a mirror of the customer’s site and replace
existing contact information with our local tracking numbers and email forms.
This site is then linked to from all campaigns to provide comprehensive
reporting/results.


What we do:

o
Create a proxy rewrite for customers running almost any marketing
solution with Propel.

o
Apply proper tracking information and numbers to site

o
Provide full reporting

PropelLocal

o
Claim business profiles on the major search engines and other platforms:
Google Places, Yahoo/Bing, Yelp, etc. Providing the SMB with free
exposure targeting users searching for them directly.


o
Why:

97% of consumers search for local businesses online, according to
Google. In order to best represent themselves when appearing in search,
SMBs should provide as much information about their business
products/services etc. in order to stand out in search result pages locally.


o
What we do:

o
Claim business listings on Google, Yahoo and Yelp and create an
enhanced profile for the SMB.

o
Add links, photos, videos, special offers and detailed company
information including hours of operation, categories, keywords etc.

o
Post live updates

o
Allow the business owner to respond to reviews

PropelDashboard

o
Provide a one
-
stop
-
shop for viewing and
downloading comprehensive analytics and reporting
tools across all Propel products.


o
Why:

SMBs don’t have time to be sifting through
pages and pages of reports and logging into different
systems in order to see how their marketing dollars
are working for them. A centralized dashboard
containing reporting for SEM, web analytics, call
tracking, reputation management and all other Propel
products creates an easy
-
to
-
use administration area
for SMBs to access data.


o
What we do:

o
Connect all third
-
party vendors into one Propel
-
branded dashboard

o
Allow for both internal and client
-
level access

o
Surface reporting and analytics for all products
purchased through Propel