Ken t State 4C – B es t Sal es I ncr eas e of a Sp ec ial S ec tio n After shattering our sales goal in the spring and a great start to a usually slow summer, we set out to increase the revenue of our Orientation Issue by 20%. Challenges: • We maintained the rates for the 2010 year from 2009 • The same advertisers year after year were those in the section • Our discounts were not enough reason to be in the section • Many smaller clients are afraid they will be lost in the shuffle or larger clients • Due to its size, printing costs are troublesome Our Strategy: • Offer a better incentives for clients to be included • Create “Plaza Pages” to include those smaller clients who cannot compete with the normal box stores • Offer front‐page banners on all four sections (something that has never been done) • Utilize the section flier as a mass mailing to all clients o Flier for 2010 would be in full color as opposed to B&W like done in the past • Utilize the section flier as a filler display ad o Run in full color • Utilize the section flier as an email blast to all clients o Flier was designed in full color and not B&W • Switch Orientation paper to a 24” web press instead of 25” to decrease printing cost The Results: Orientation 2010 vs. 2009 Section Inches Revenue Orientation 2010 3,550.50 $34,626.81 Orientation 2009 2,494.00 $25,650.18 In 2010, we saw an increase of 1,0560.50” and a total of $8,976.63 more in revenue. This is equivalent to a 35% increase over 2009. Implementation of Strategies: The economy took a toll on our 2009 Orientation issue. Many of our advertisers had to cut their budgets and run smaller, or not run at all. To combat this we created several specials instead of just offering a rate discount like the previous year. First, we created Plaza Partnerships in which all vendors located in a plaza could run for a discounted amount if several vendors signed up to run. In addition to the discount to run, our design department would create a special header for their plaza location. For plazas that had everyone participate, we would include photos and advertorial information. This venture added 12 clients to our Orientation list, 8 of which have never run with us before.
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