S2 – Best Sales Increase of a Special Section: The University Daily Kansan The Kansan increased its Insiders Guide sales from $18,249 in 2012 to $28,989 in 2013 through a combination of focused prospecting that led to a huge increase in the number of new business calls made, an incentive plan for reps for each sale made into the issue and an improved and focused distribution plan for the issue. In addition we looked at who had run in the last 5 years of the issue but hadn’t recently and approached them individually with an offer of a 25% discount if they ran in the issue again.
2012 Insiders Guide Revenue/Run Sheet
Ad #
Customer Name
Size
Color
Cost
46833 46815 46830 46831 46785 46850 46789 46824 46844 46834 46784 46825 46790 46864
Beat the Bookstore Body Boutique Campus Apts/ Aberdeen Campus Apts/ Aberdeen Commerce Bank Downtown Barber Shop Dr. Lenahan First Management Fortuity GTM Sportswear Hall Equities Group Headquarters KU Card Center Kansas Union
Spot Full Full Full Full
46848 46782 46787 46846 46847 46783 46788 46860 46861 46845 46859 46865
Kieu's Legends Place Office Lied Center Midwest Property Mr. Goodcents Naismith Hall Nye & Associates Papa Keno's Papa Keno's Quail Creek Apts Quail Creek Apts Student Health Services Student Housing Department The Grove/ Campus Crest The Reserve on West 31st Tower Properties Truity Credit Union Twin Oaks Golf UDK House UDK House UDK House Wayne & Larry's Sports Bar White Chocolate Yello Sub
pg 1/2 1/4 pg Full pg -‐ pg 5 1/2 pg 1/4 pg 2x2 Full pg Full pg Full pg -‐ pg 3 1/4 pg 1/4 pg 1/8 pg Vertical 1/2 pg Full pg Full pg -‐ Inside Front Cover Full pg 1/2 pg 1/4 pg Full pg Full pg -‐ Back Cover 1/2 pg H 2x2 Full pg 1/2 pg Full pg 1/4 pg Full pg 1/2 pg Full pg 1/2 pg Full pg 2x2 Full pg Full pg Full pg 1/8 pg Vertical 2x2 2x2
Full Full Full Full Full
46852 46863 46841 46786 46843 46697 46853 46854 46855 46842 46856 46791
Full Full Full Full Full Full Full Full Full Full Full Full Full Full Full Full
Full Full Full
$595 $525 $870 $0 $465 $110 $0 $750 $895 $525 $525 $225 $640 $750 $970 $950 $640 $330 $555 $1,160 $640 $110 $750 $740 $740 $0 $0 $640 $678.84 $640 $750 $110 $0 $0 $0 $225 $110 $110
46832 Z Hair Academy
Total
2013 Insiders Guide Run Sheet Ad # Customer Name
48689 48734 48739 48721 48723 48712 48729 48677 48718 48682 48659 48738 48667 48663 48660 48749 48661 48735 48728 48727 48690 48748 48719 48720 48743 48751 48662 48681 48672 48737 48656 48666 48664
1/4 pg
Full
23rd Street Brewery Beat the Bookstore Campus Court at Naismith Commerce Bank Community Mercantile, Inc. Continuing Education Don's Automotive Center Downtown Barber Shop El Potro Mexican Café Etc. Shop Famous Daves BBQ First Medical Fortuity Hall Equities Group/Office Hawk's Pointe Immanuel Lutheran Church Jock's Nitch Juice Stop KU Card Center KU Student Alumni Association Kansas Union Kansas Union King Buffet King Buffet Legal Services Legends Place Office Lied Center LongHorn Steakhouse Meadowbrook Apartments Minskys Pizza Music Administration Naismith Hall Northwestern Mutual
$525
$18,249
Size
Color
Cost
pg 1/2 1/2 pg Full pg 1/4 pg 1/2 pg 1/8 pg 1/8 pg H 1/8 pg 1/8 pg 1/2 pg 1/4 pg 1/4 pg Full pg -‐ pg 3 Full pg Full pg 1/8 pg 1/4 pg 1/8 pg 1/2 pg 1/4 pg Full pg Full pg 1/8 pg 1/4 pg 1/4 pg 1/8 pg H 1/2 pg 1/2 pg H 1/2 pg 1/4 pg Full pg Full pg -‐ Back cover Full pg
Full Spot Full Full Full Full
Full Full Full Full Full Full Full Full Spot Full Full Full Full Full Full Full Full Full Full Full Full Full
$640 $595 $750 $465 $640 $420 $225 $110 $110 $640 $525 $525 $895 $750 $750 $375 $330 $99 $640 $525 $750 $0 $110 $442.50 $525 $225 $640 $445 $640 $330 $750 $965 $750
48668 48675 48676 48673 48722 48745 48726 48658 48679 48657 48750 48669 48671 48683 48746 48724 48692 48693 48752 48665
Office of Study Abroad Om Tree Shala Om Tree Shala On the Border Pepper Tree Apts Plato's Closet Pregnancy Care Center Robert Dole Institute of Politics School of Journalism Student Senate TCBY The Grove/ Campus Crest Title Boxing Club Tower Properties Tower Properties Truity Credit Union UDK House UDK House Union Station Kansas City United Way
48670 48744 48740 48691
WOW! Weaver's Department Store White Chocolate Williams Education Fund Total
Full pg 1/8 pg V 1/8 pg 1/4 pg 1/8 pg 1/2 pg 1/4 pg Full pg 1/4 pg Full pg 1/2 pg Full pg -‐ pg 5 1/4 pg 1/2 pg 1/2 pg Full pg 1/2 pg 1/2 pg Full pg 1/4 pg Full pg -‐ Inside Front Cover 1/4 pg 1/8 pg 1/2 pg
Full
$750 $168.75 $110 $525 $375 $640 $330 $888.75 $525 $750 $640 $870 $480 $640 $640 $750 $0 $0 $750 $525
Full Full Spot Full Full Full Full Full Full Spot Full Full Full Full Full Full Full Full
$970 $330 $110 $640
Full Full
$28,989
INSIDER’S GUIDE
UNIVERSITY DAILY KANSAN
Insiders Guide is an annual product for The Kansan that prints prior to Freshman and New Student Orientation sessions. More than 7,000 copies are printed and distributed to attending students and parents, as well as kept on campus for the entirety of the next semester. Copies will also be available during select Hawk Week events when The University Daily Kansan is present. We will also be targeting local hotels to distribute Insider’s Guide. This year, we are introducing 3D photos to Insider’s Guide to get students excited, and showcase the university in a new way! Insiders Guide is a key opportunity to brand your business to a new group of clients. Many incoming students do not know what types of business Lawrence has to offer. Insiders Guide allows you to catch their attention from day one setting your business apart from the competition and becoming a top of mind name. Don’t miss out on an opportunity to gain loyal customers for the next four years.
Benefits to advertising in Insiders Guide: r High readership from a new group of 7,000 untouched customers, including the unique view of parents at orientation. Students and parents will be eager to see the 3D content this year! r Long shelf life. Insider’s Guide will be distributed twice a week, every week at orientation sessions throughout the entire summer. The extra distribution allows your ad to have more frequency than an ad during the school year, providing your business with more reach for fewer dollars. r Insiders Guide is your chance to get ahead of your competition. Students use the issue as a guide of where to go throughout their entire first year at KU. By advertising in Insiders Guide, you can become the top of mind name in your category with new customers for at least the next four years.
Run Dates and Deadlines Run Dates: Summer Orientation Deadline: May 2nd, 4:00 p.m.
RATES: FULL PAGE: $555 QUARTER PAGE: $330 COUPONS: $110
HALF PAGE: $445 EIGHTH PAGE: $225
PREMIUM PLACEMENT: INSIDE FRONT COVER: $970 PAGE THREE: $895 PAGE FIVE: $870
COLOR OPTIONS: FULL COLOR:$195 SPOT COLOR: $150
INSIDE BACK COVER: $950 BACK COVER: $1,160
UNIVERSITY DAILY KANSAN // SPRING 2013
INSIDERS GUIDE THE BREAKDOWN Insiders Guide is an annual product for The Kansan that prints prior to Freshman and New Student Orientation sessions. More than 7,000 copies are printed and distributed to attending students and parents. Copies will also be available during select Hawk Week events at which the University Daily Kansan is present. We will also be targeting local hotels to distribute this issue. This year, we are introducing 3D photos to Insider’s Guide to get students excited and showcase the university in a new way! Insiders Guide is a key opportunity to brand your business to a new group of clients. Many incoming students are niave to most Lawrence businesses. Insiders Guide allows you to immediately catch their attention from etting your business apart from the competition and becoming a top of mind name.
THE BENEFIT TO YOUR BUSINESS High readership from a new group of 7,000 untouched customers, including the unique view of parents at orientation. Students and parents will be eager to see the 3D content this year! Long shelf life. Insider’s Guide will be distributed twice a week, every week at orientation sessions throughout the entire summer. The extra distribution allows your ad to have more frequency than an ad during the school year, providing your business with more reach for fewer dollars. Insiders Guide is your chance to get ahead of your competition. Students use the issue as a guide of where to go throughout their entire first year at KU. By advertising in Insiders Guide, you can become the top of mind name in your category with new customers for the next four years.
RATES
COLOR
DEADLINES // DATES
FULL PAGE
$555
FULL COLOR
$195
DEADLINE 5/09
1/4 PAGE
$330
SPOT COLOR
$150
RUN DATE 5/17
COUPONS
$110
1/2 PAGE
$445
1/8 PAGE
$225
PREMIUM PLACEMENT IS AVAILABLE *
Insiders Guide
Improved distribution:
Insiders Guide Sales Incentive:
To help push our account executives to sell Insiders Guide we created an incentive with a simple point system. Any sale into Insiders Guide was worth one point w hile any new business/churned business sale w as worth two points. The board above was updated daily and e-‐mails were sent out throughout each day also. W ith a first place prize of $500, a second place prize of $300 and a third place prize of $200 our sales staff got ultra competitive w ith one another and canvased both Campus and Lawrence for sales into the section.
While our presence at New Student Orientation continued to be the crux of our d istribution plan for the product w e made the product a part of our front door delivery for Back to School. In addition we also made copies available at local hotels and in all the distribution racks of the KU student union not only for the summer but for all year long.