" I am selling digital so I can continue to educate and sell print. You talk about what's sexy but take it back to what ‘s real." -M PS a d direct or M a rk N ien hu e se r
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TABLE of contents 04
Executive summary research Situation Analysis S. W. O. T. Secondary Primary
12 20 24 32
appendix Research Plan Creative Brief Additional Research Meet the Team Citations
86 90 98 112 120
strategy Target Profile Insights Big Idea
44 46 52
TAcTICS Overview Tactics Budget Media Calendar
54 56 72 82
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* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * ************************ *********************** ************ executive summary
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* * * * * * * * * * **** * * * mps challenge
The Missouri Press Service approached MPress with the challenge of creating a rebranding campaign to help launch a “digital toolbox� for its clients. The toolbox would contain products and services that Missouri newspapers could sell as a new digital revenue stream for their publications. These products and services include the expansion of its digital advertising placement network, website and social media service development for local merchants and training tools to help Missouri newspaper advertising staffs with sales and service techniques. Through primary and secondary research, MPress has developed a strategic campaign that will rebrand MPS* to match the digital world it is marketing to its current and potential clients.
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situation
S*W*O*T*
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ANALYSIS
[mpa wall of awards]
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mission goal MPS is a business organization that sells and places advertising into member-based newspapers. One-Order, One-Bill, One-Check system MPS can quickly and efficiently place advertising in one, several or all of its member newspapers. MPS would like all Missouri newspapers to participate in hosting a website and Facebook page. MPS wants all Missouri newspapers to feel comfortable selling digital services to current print advertisers as a way to create a new revenue source.
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key statistics In 2012, newspapers brought in $38.6 billion in revenue nationally 69 percent of all adults in the U.S., read newspaper content in print, online or via mobile devices in a typical month.
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55 percent of the newspaper audience nationally continues to largely be for the print platform
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Only seven percent of college students prefer the Web edition of the newspaper.
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Newspapers remain viable through the synergy between the printed product and the 10 online version.
products services MPS is an advertising agency for Missouri newspaper advertising. MPS places advertising in Missouri newspapers through: Display ads Classified ads Inserts Online ads
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In any number or combination of newspapers and newspapers websites.
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Missouri press service Centralized pricing (one bill) Business-to-business agency Ad networking In and outbound marketing Facilitating advertising across multiple newspapers at a faster rate Localizing statewide newspaper advertisement
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categories Digital ad network (Emerging) Print ad networks Newspaper emerging digital Localized company (maturing) - been around for 150 years Classified ad network 2x2 ad network Networking (B2B)
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who is the current consumer? 260 in-state newspapers Newspapers and digital representatives promoting statewide products/services Region-based businesses/agencies Online newspapers Businesses/agencies already spending print money with newspapers that want to expand into the digital category.
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What competition does the MPS face daily? Google AdWords Facebook Digital advertising out-of-market and in-market sales companies National competitors going local Online Ad Networking B2B businesses Other state press services
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swot STRENGTHS Trust: Missouri Press Service is part of an association that has been serving newspapers statewide for 150 years-- MPS knows what it’s talking about Expertise: A leading professional in the field of print and digital advertising for newspapers Willingness to try something new: Jumping into this digital opportunity with dedication and drive Fellowship with RJI: A special connection with the Missouri School of Journalism Convenience: One-stop shop including print, classified, and digital advertising. One-on-one customer service: MPS will send a professional representative to your paper for one-on-one training and assistance
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Variety of services: Not just a source for print advertising, but a competitor for a wide array of digital services as well
weaknesses Lack of brand fluidity: MPS is missing major components of its brand identity such as a functional website, company specific social media and helpful tools to explain its services. Overall outdated design: The logo, brochures, website and overall company are in need of a sprucing up when it comes to design
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opportunities Making the old new again Broaden and strengthen relationships with current client base 150th anniversary promotional activities Digital revenue streams
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threats Google is becoming a huge contender when it comes to placing digital advertisements Local ad sales reach smaller businesses better than MPS can Newspaper’s unwillingness to move to digital is a real struggle. Smaller newspapers in rural communities don’t see the appeal or the benefit and may not have the resources or the manpower to move forward. Other leading ad networks in business-to-business advertising Business-to-business with high-volume newspaper connections and lower rates
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Prof!ts i earned from digital channels
$
(including advertising, circulation, marketing etc.)
SE
RO
of the industry revenue. 8
$
$
and account for 12%
accounts for
digital
advertising
19%
of all advertising
with a revenue of $ $ $ $ $ $ $$$
$
$ $$ $ $ $ $ $ $
$ $ $ $ $ $ $ $ $ $
billion.
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8
local digital ads grew
Among the
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22% in 2012
44 to $19.9 billion. spaper audience has grown
the digital new year-old age group
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27
as fast as 2*the internet audience.
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Multi-channel digital
marketing is
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increasing by as much as 137%, backed by an even more awesome 500% increase in brands using multiple digital marketing channels
SMALL Businesses that
BLOG get
more lead growth than those that don’t
5 1
Email is 40x more successful at acquiring
42%
of B2B organizations say email is one of their most effective lead generators for targeting
new clients
3
than either
Facebook or
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Twitter 3
Companies sending over 100,000 emails each month see a 94% return on investment
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Newsletters are still considered a great way to grow or maintain relationships, even during times when people aren’t actively making purchasing decisions
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One study says that email is the second most used marketing tool (after company website) for B2B companies
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Newsletter subscriptions encourage engagement, provides audience information to the business and ability to communicate at a very low cost
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purpose To better understand how Missouri newspapers view advertising. What is working and not working in their current advertising strategies? What their feelings are towards digital and all services offered by MPS?
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background information
Approximately
responded
to our survey
*
survey was reached out created with to these
respondent
MIZZOU
s
22% of the audience
&WE
through multiple
email blasts
qualtrics* 35
demographics
Variety of newspaper publishers and advertising managers ranging from large-circulation dailies to small-circulation weeklies answered the survey. 路 75% of the responding publications have been in existence for more than 51 years 路 97% of those responding were daily or weekly papers 路 Variety of circulation sizes responded 0-1,000 subscribers: 19% 1,001-3,000 subscribers: 31% 3,001-5,000 subscribers: 28% 5,001+ subscribers: 22% 89% of those surveyed already have a publication website and the majority already use some sort of social media Of those surveyed, eight percent do not have any sort of digital sites
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survey findings ·
*
55% Require some sort of subscription for their website
·
* · * · * · *
57% created their website less than five years ago
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90% host advertising on their website
20% are still uncomfortable with managing their online content 48% believe online content is extremely important 39% are only posting online a few times a week or once a month
90% sell their advertising through local sales associates
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The sample varied in how long they had been using MPS services have used the print/display adfor services butthan only eight percent have used the website production have been using MPS more 15 years
have used print/display ad than services but only eight percent have used the website production been the using MPS for more 15 years would like some sort of emailwith newsletter to inform them about MPS are extremely satisfied the services
updates.
would like some sort ofthe email newsletter to inform them about MPS updates. are extremely satisfied with services would find informational videos helpful in order to teach them about new products Brochures or other printed materials 23%
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in-person workshops 23% Customer service phone calls 9%
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SO do we
from
& r e s e a r c h?
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STRATEGY
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TARGET
p r o f i l e* * Current clientele of MPS, advertising directors of Missouri newspapers
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expanding t r a d i t i o n a l i s t s are local Missouri advertising
managers who embrace and are comfortable with their current print publications. Members of this group are experts in newspaper advertising and many have been in their position for a number of years. They firmly believe print is held in high regard, yet, they are also aware of the swift movement to digital. They understand the news world is evolving and requires a solid online presence alongside their existing print. They’ve accepted that the digital movement is advancing, but they need that last push to actually take action in joining the movement. The target is hesitant and needs more education and training in the digital field but is unsure where to obtain the educational tools and training they need.
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Newspaper publishers and advertising managers are reluctant to change.
digital is the next step for many papers. Our target understands that there’s a requirement for a presence online. However, many are reluctant to use online advertising because of financial reasons, staffing limitations or just a general lack of interest.They do not see the benefit of making the change when what they are currently doing seems sustainable enough. “Our advertisers are not interested in online exposure, they believe they reach the customers better via print. We have a website to at least have a presence� -interviewee one
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The move to digital will require aid, guidance and support.
The majority of publications have had their websites running for less than five years. This raises the issue of many publications experiencing difficulty in using online resources and inconsistently posting content. In order to help our papers move to a more digital world—and ultimately use MPS to do so—it’s important to...
educate them how to take advantage of their digital platforms to provide additional revenue streams for their publications. . . 49
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Print and digital work together.
Print is still prevailing in the news industry. Many papers have seen success in their print publications and research shows that people do still enjoy having a tangible paper in their hands. That being said, the amount of viewers on newspaper websites is growing at a rapid pace. In the last year, online newspaper traffic grew at more than twice the speed of overall internet traffic. Digital channels made up 12 percent of news industry revenues. These statistics show that even though print is still a vital part of the news experience, digital is very much alive and continues to grow. Creating an advertising program where print and digital mediums get equal amounts of attention is the best way to move forward in the newspaper industry as many papers are just getting started with their digital presence and are deeply rooted in print.
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PRESS: Press: Plugged In brings together the essence of print in the digital world. It shows that MPS knows how digital functions and how to utilize it within the print news industry. It’s not a swinging pendulum, but a way to shock a traditional publication into finding new revenue streams, new advertisers and new audiences. From the research and insights we discovered, Press: Plugged In embodies our vision for the future of the Missouri Press Service and its clients. This illustrates the idea of being up-to-date and engaged with the latest developments and trends in the industry. This is a perfect depiction for MPS as they strive to lead press services nationwide in the move toward digital.
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TACT
TICS OVERVIEW
In order to pursue the objectives of the goals we have for MPS, we have created a campaign strategy. This strategy goes along with not only our big idea “Press: Plugged In� but also our original purpose in finding a way to actively promote the digital services of MPS.
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Missouri PresS service IS plugged in .
Re-branding & Print Advertisement
Description: Total redesign of all logos, website and collateral pieces. The goal is to modernize the visual components in order to match the branding to MPS’s current mission and reach a more digitally-inclined audience. With its increased focus on digital services, we want the look and feel of MPS in all its materials to match the quality of its services. (To introduce this redesign to Missouri newspapers and its advertisers, we suggest creating a 1/4 page print advertisement to be placed in participating newspapers through the display ad network already in place via MPS.) Rationale: The new contemporary logo will launch the rebranding campaign. The logo will be one of many rebranding components. This is the first step to help place MPS among the front runners in the digital advertising agency network. We found from our research that this shift in business goals is the perfect reason for a rebranding. While functioning as a content piece explaining MPS’s digital services, the print advertisement will also serve as a tool to debut its rebranding. Each newspaper will receive the quarter-page “white-label” advertisement and can make it their own with a customized message at the bottom of the ad. Example: The Centralia Fireside Guard is “Plugged In” A Fireside Guard marketing consultant can help you by strengthening your current print advertising campaign. Ask today, how we can “plug in” your business.
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MPS can offer newspapers the flexibility of creating a way for customers to be introduced to the idea in three ways. These print advertisements (displayed left) have a unique design approach that serve more than one purpose. Not only can advertising clients see the idea from the poster on display at their local newspaper office--newspaper advertising salespeople can also carry a copy of the quarter-page example in their sales binder when making visits to their current and potential digital clients. The newspaper could place this customized advertisement in their publication for at least 13-weeks to keep the idea top-of-mind to the readers and advertisers. For newspapers that already have websites, they can place this ad live on their site as a constant reminder that they can “plug in� their current advertisers. This poster will also serve as a constant reminder to the staff of MPS newspapers, that they can count on MPS and receive the best marketing advice about helping clients go digital.
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promotional materials
Description: Providing re-branded promotional materials including mugs, flash drives, pens, etc. to partnered newspapers will allow MPS to showcase not only the rebranding itself but how it is an expert in both print and digital services as well. Rationale: According to our research, promotional pieces are a low-cost way of increasing brand recognition and act as an interesting alternative to a business card. Due to the more digital-focused rebranding we are proposing, these materials will be necessary to fully execute these ideas and solidify MPS as both a print and digital agency to its client base.
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how-to videos
Description: Contextual training videos shared on MPS’ blog and social media will be used to replace traditional (time-consuming) training. This will help the newspaper employees better understand how to execute tasks such as maintaining/creating their website or navigating social media. The how-to videos will also explain how Missouri newspapers can benefit most by increasing digital advertising revenue. These videos will share how newspapers can better use their digital platforms. Rationale: MPS offers a plethora of important digital services, but if your clients don’t think that they will be able to take full advantage of these services, they won’t want to pay for them. This tactic encourages newspapers to take their digital destiny into their own hands with simple step-by-step instructions.
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social media
Description: Social media including Facebook, Twitter, LinkedIn, blog posts and video-driven sites (YouTube and Vimeo); can keep MPS connected with other clients and allegiances around the nation when promoting its services. Each social media source will need maintenance weekly/monthly depending on the platform. Each social media needs a certain attendance rate — Facebook and Twitter need to be updated on a daily or weekly basis while LinkedIn and the blog will need updating bi-weekly or monthly. As for the informational videos on YouTube and Vimeo, these productions will need to be done on a bi-monthly basis to remain top-of-mind and you need to budget enough time to make quality videos. Rationale: By engaging in social media, MPS can see an increase in client relations and expertise as it expands to the digital platform. Also, MPS can lead by example and stand behind its statement of being both a digital and print savvy company. Blog — Consistently blog on personal website (can use same articles for LinkedIn published posts) on a monthly basis. From these posts, you can retweet, repost and republish these articles to keep clients updating on current promotions, excess knowledge and expertise on how to better a client’s website, and/or how to build one.
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[front cover]
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[back cover]
MEDIA KIT
Description: The media kit will include all necessary information about MPS digital services in a bi-fold brochure. The front will look like an outlet and the back will have an illustration of a plug. This design communicates the duality of its services. The Mpress recommendation is to include a flash drive with each kit to add a digital component allowing the newspapers to store this information on their computers. Rationale: In our primary research, we discovered “lack of communication� to be a company weakness. The media kit will ensure that each Missouri newspaper will be provided the tools and collateral to help educate employees of all services that MPS provides. It will be made clear in the material that the Missouri Press Service is on-call to answer any questions that may come up during the digital expansion.
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Who Missouri Press Service (MPS) are we? • Missouri Press Service, Inc. (MPS) was created in 1954 • The Missouri Press Service is an affiliate of Missouri Press Association in Columbia, Mo. • MPS is a business organization that sells and places advertising into member-based newspapers.
Mark Nienhueser - Advertising director In 2013 Mark became the advertising director for MPS. He has worked in sales and advertising for 25 years. Mark holds a marketing degree from University of Central Missouri. Contact: E: mdnienhueser@socket.net P: 573-449-4167
Price Overview Website development: 3 page – $549.00 5 page – $699.00 10 page – $1,299.00 Basic hosting and email: $135.00 Enhanced hosting: $59.00
Social media development: Basic - $199.00/mo Enhanced - $399.00/mo Premium - $599.00/mo
*Full descriptions of packages in enclosed media kit
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Missouri Press Service is plugged in
COLUMBIA, Mo - Missouri Press Service (MPS) is no longer just here to serve ads. As the digital world expands, so do our capabilities. In addition to the Ad Network, both on and offline, MPS offers website and social media development. Website development includes 3, 5, and ten page website options. Missouri Press Service has the ability to create your website from the ground up with minimal time and effort on your end. After setup, MPS helps maintain the website through a combination of personal assistance and an online toolbox. These websites are built with newspaper publishers in mind, so concepts such as content sections, articles, editors, reporters and photo galleries are built-in. They work on multiple platforms and are built with an auto-responsive template so each platform does not need to be edited individually. They have comprehensive reporting setup and delivered on a consistent schedule, including an analysis of site traffic, sources, performance and further exploration of navigation structure. In the social era, having and maintaining an effective presence on social media has become imperative. MPS’s social media development includes setup and a dedicated social media manager to help maintain your new profile. We offer three packages with varying levels of involvement are available: basic, enhanced, and premium. With the ever-changing media landscape, it can be difficult to keep up online. Missouri Press Service wants to help your newspaper stay connected. MPS’s online capabilities enhance your brand identity and help reach new audiences online.
***
[ inside pages ]
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INTERN Description: A part-time/internship can cut costs and help MPS with forward-thinking digital advancements such as social media, print advertisements and potentially how-to videos depending on the description of what is needed at that time (could be a convergence or strategic communication student). Rationale: Using the journalism school students as interns in a marketing sense or for a video production, will cut costs considerably. The intern will provide more opportunities to the nitty-gritty work that social media, writing blogs and creating advertisements requires for upcoming promotions. Convergence students would provide video production expertise and if the need were in marketing, a strategic communication’s student would be a better fit.
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Promotional materials xxxx Introduce these promotional items at fall state convention and use as giveaways or present all award-winners with on mug or one pen and notepad. Use these items throughout the year to promote morale between newspapers and MPS.
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Cost Breakdown: Flash Drives* - $467 (100 ct) - or use quote from Media Kit Green Thumb drives Pens* - $210 (500 ct) Reporter’s Notebooks* - $590 (250 ct) Office Notepad*** - $144.75 (100ct) Mugs* - $244.44 (72 ct) or $407.88 (144 ct) T-shirts** - $965 (100 ct) http://www.whitedogpromos.com/ http://www.customink.com/ http://www.uprinting.com
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print advertisements
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We want to encourage all Missouri newspapers to publish one Âź page ad weekly for two months promoting digital. The ads will be refreshed but contain the same artwork with a new message every other month.
Cost Breakdown: Daniel’s magic - $0
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how-to videos
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These will be informational videos on digital products offered by MPS. These will include sales-oriented video, how-to-sell digital products to your current newspaper advertising clients as a compliment to their current newspaper campaign.
Cost Breakdown: options: Pass this along to the convergence intern we recommended, OR : TimeKitJS — the programing type (for terminal script) to make videos more intriguing and interactive for the viewer. Expenses are free. The Evoke Group — video production agency $100/hour; but varies per request of video $1,500 starting price for simplest video
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Cost Breakdown:
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social media & blog
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Facebook: Daily post recommended with photos or videos to attract more attention Twitter: Daily tweets Blogs: Biweekly LinkedIn Posts: Biweekly Vimeo and YouTube: Take videos you have generated and place them on these social media video outlets
Facebook Facebook advertising : varies per package and budget per company Send Your Website Increase conversations on your website Boosts your posts Promote your page Reach people near your business Get video views Collect leads for your business Twitter — $0 LinkedIn Premium (the below pictures are ideas to put into each LinkedIn package) $47.99/month for the “grow and nurture your network” plan $29.99/month for the “land your dream job” plan $64.99/month for the “unlock sales opportunities” plan $99.95/month for the “recruiter” plan YouTube and Vimeo — $0 (for more expense report, review above description)
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intern
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To generate qualified candidates, the intern posting will take two months. MPS can work with potential marketing, strategic communication and or convergence majors. MPS can use the intern as an author for their social media, designer for print advertisements and how-to videos if the budget is a little tight. Cost Breakdown: 15 hours a week/$8hr 3 months: $1,440 6 months: $2,880 12 months: $5,760
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Package Deals: Good: Full rebranding/print ad tactic (No exemptions) Promotional items - $354.75 (500 Pens and 100 custom notepads) Social Media - $0 How-to videos - $0 (produced by the convergence intern) Media kit - $71.99 (does not include flash drives) Summer intern (3 months) - $1,440 Overall: $1,866.74
Best: Full rebranding/print ad tactic (No exemptions) Better: Full rebranding/print ad tactic Promotional items - $1,564.19 (No exemptions) (500 Pens, 100 custom notepads, 72 Promotional items - $354.75 (500 Pens, Mugs, 100 Tshirts) 100 custom notepads) Social Media - $29.99 - $3,000 (the larger Social Media - $29.99 - $99.95 amount refers to the Facebook advertising How-to videos - $0 (produced by the flexible rate) convergence intern) How-to videos - $1,500 (produced by Media kit - $806.99 (No exemptions) professional) Summer intern (3 months) - $1,440 Media kit - $806.99 (No exemptions) Overall: $2,701.69 6 month intern - $2,880 Overall: $9,751.18
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media kit
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Bi-fold brochure produced for all newspapers and potential clients (recommend starting with 5,000 count). This flash drive will contain files created by MPS with how-to informational videos, PowerPoint presentations and sales information to obtain business-to-business digital revenue without losing newspaper advertising dollars, but also gaining digital dollars.
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Cost Breakdown: 250 bifold brochures from Vistaprint - $71.99/250 Flash drives with MPS logo imprinted on the side from: $735/250
overview MPS should strongly encourage all Missouri newspapers to participate in the print campaign. MPress anticipates MPS will receive calls from newspapers wanting to be “plugged in”. The agency expects the newspapers that are already “plugged in” to receive questions about how their current advertisers can become digital clients, too. Promotional materials will strengthen your brand identity and therefore can be measured by company morale. How-to videos - When your newspapers are equipped with more information, you can sell better and generate more revenue. We hope to see these increases in social media engagement across various platforms as a result of this campaign LinkedIn - Increase of 200 connections Facebook - Increase of 259 followers Twitter - Increase of 50 followers To measure the success of the Media Kit, we suggest MPS sends a survey out six months after the Media Kit is sent to measure how the newspapers feel about communication channels. With the addition of an intern to the MPS team, there is an opportunity for this individual to flood the office with new ideas and help energize the communications efforts. If MPS finds that the intern is completing their projects and contributing to the team in a significant way, there is always the option to extend the duration of the internship through the next semester and beyond.
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MONTH/ TACTIC How-to Videos Social Media Promos / Add. Media Kit Print Ad Intern
Blog
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JAN
FEB
MAR
APR
MAY
JUNE
JULY
Aug Sept Oct Nov
Dec
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appendix
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PLAN Objective or problem statement: MPress wants to educate the Missouri Press Services on how newspapers are reacting to the progression of advertising, specifically the movement towards digital advertising. MPress wants to understand if newspapers are resistant or compliant towards web advertising and how to make the transition easier for MPS clients.
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Questions you want to answer through primary research: What are current advertising plans (print campaigns, digital campaigns, classified ads) that are already in place in small, medium and large papers? How are newspapers utilizing Missouri Press Service’s ad network? How many papers within MPS client base are taking advantage of the digital advertising opportunities they are offered? Why or why not? What is holding them back from moving with the times? How many papers in MPS client base have created websites and are using them regularly? How successful these sites are? How do the advertising trends differ within small, medium and large papers? Which sizes are using digital advertising or even websites at all? Which sizes are on social media?
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methodology Quantitative Surveys: Send a short 20-25 question survey to each advertising/marketing director that is part of the MPS newspaper group in order to understand their stance on digital advertising more clearly Qualitative Interviews: Travel to speak more in-depth on the subject with advertising /marketing director from one small, medium and large newspaper We are determining small, medium and large papers based on circulation. 0-5,000 subscribers -> Small 5,001-10,000 subscribers->Medium 10,000+ -> Large
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research instruments Survey questions Interview questions Emails to kickstart the surveys/interviews to make the directors want to be involved
Recruitment/Sampling Strategy Working with the newspaper client list in order to get their opinions because this directly affects them (260 members, print and digital interest with MPS) Interviewing a selected few (two-four interviewees) who have positive and negative opinions on digital and print advertising networking.
Budget/Incentives Will not be necessary as the target market for the survey is current client base
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)) MPS
( (
*
CREATIVE BRIEF
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WHY
WE ARE ADVERTISING?
To help educate newspaper publishers and advertising directors that MPS can assist them by creating a new revenue source through MPS’ advertising agency and expand traditional advertising onto digital platforms. 91
Today 5:01 AM
Who are we talking to? Read 5:03 AM
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EXPA NDING
t r a d i t i o n a l i s t s Expanding Traditionalists are local Missouri advertising managers who embrace and are comfortable with their current print publications. Members of this group are experts in newspaper advertising and many have been in their position for a number of years. They firmly believe print is held in high regard, yet, they are also aware of the swift movement to digital. They understand the news world is evolving and requires a solid online presence alongside their existing print. They’ve accepted that the digital movement is advancing, but they need that last push to actually take action in joining the movement. The target is hesitant and needs more education and training in the digital field but is unsure where to obtain the educational tools and training they need.
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“As technology is expanding, my interest in developing with it is a back and forth debate based on its ‘so-called’ benefits. I don’t have enough time to spend hours tweeting, Facebooking or blogging on a daily basis, but I want to have an online presence because I can understand it’s significance. I’ve started to conceptually build this presence, but I don’t know how to get started or what direction I’m suppose to go in order to broaden my advertising market. I’m lacking a big chunk of understanding for what modules I should be using, but I want to get on the digital bandwagon.”
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WHAT do we know ABOUT them?
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Missouri Press Services offers guidance and support to all 260 members Missouri newspapers. The MPS toolkit, including collateral and video, will assist Missouri newspapers in creating a smooth transition by complimenting their print advertising with digital advertising.
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WHAT do we want them to take away?
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support
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MPS is the representative for Missouri newspaper advertising
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Digital Marketing and Content Marketing are dominating digital expertise. According to HubSpot, in 2015, content marketing has generated three times as many leads as traditional marketing techniques and costs 62 percent less.
Helps place display ads, classified ads, inserts and online ads Classified Network: 800,000 circulation throughout 260 Missouri Newspapers Display Ad Network: One million households in Missouri with 160 participating newspapers According to Business to Community, 79 percent of companies with a blog reported a positive return on investment for inbound marketing in 2013 compared to the years previous.
tone Approachable Attitude
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Digitally Insightful Missouri-Based Knowledge Reliable “NextDoor-Neighbor� Persona
MANDATORIES
logo brand slogan social media tags taglines
creative sparks
“If I could make the transition to digital in the snap of my fingers, I would do it” “I know we need to be on the web, we’ll get there eventually.” “we have our hands full with print, how do we make time for digital.”
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additional research
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How long has your paper been in existence?
survey
0-10 years 4% 11-30 years 15% 31-50 years 2% 51+ years 79% What is the frequency of your publication? Twice daily 0% Daily 10% Weekly 67% Biweekly 7% Monthly 0% Other 4% Twice weekly Weekly, daily online What is your circulation? 0-1000 subscribers 15% 1001-3000 subscribers 35% 3001-5000 subscribers 27% 5001+ subscribers 23%
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What is your website’s hosting address? If you post news content online, how do you do so? Check all that apply. Publication website 92% Facebook 75% Twitter 42% Instagram 10% None 6% How long ago did your website launch? 0-5 years 57% 6-10 years 20% 10-15 years 17% 16+ years 7% Do you require online subscriptions for your website? Yes 48% No 52% How comfortable are you with managing your online content? Extremely comfortable 36% Moderately comfortable 43% Slightly comfortable 4% Slightly uncomfortable 4% Moderately uncomfortable 7% Extremely uncomfortable 7%
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Wix 0% Squarespace 4% WordPress 20% Other 76% TownNews (6 responses) Dirxion Web Advertising Inc Hostmonster Fatcow.com (2 responses) How important is it to your organization to have online capabilities? Extremely important 43% Moderately important 33% Slightly important 23% Not at all important 0% How often do you post content on your website? Hourly 4% Multiple times a day 46% Once a day 11% A few times a week 32% Once a month 7% What kind of content do you post on your website? Written stories 93% Photos 96% Videos 48% Links to social media 30% Advertising 93%
Do you sell advertising on your website? Yes 80% No 20% How is advertising sold on your website? Local sales 86% Ad networks 4% I don’t host advertising 7% Other 4% Local packaging, google Have you considered creating a website for your publication in the past? Yes 92% No 8% Would you be interested in creating a website? Yes 38% Maybe 8% No 54% How long have you been a customer of Missouri Press Services? 0-5 years 8% 6-10 years 8% 11-15 years 3% 15+ years 82%
How have you used MPS advertising network? Select all that apply. Print/display ads 88% Digital 26% Website production 7% Classified 65% Other 9% MPA Member only Political only How satisfied have you been with the services? Extremely satisfied 55% Somewhat satisfied 40% Unsatisifed 5% If unsatisifed, how can MPS improve their services? I don’t really use the service How would you like to be communicated with if there are any MPS updates? Newsletter 58% Phone call 12% Social media 9% One-on-one meetings 0% Other 21% Email (9 responses)
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What medium would help you learn to use new products? Informational videos 37% Brochures or other printed materials 23% In-person workshops 23% Customer service phone calls 9% Other 7% All of the above and move, communication is our business Don’t call us, we’ll call you Friends How long have you been working with MPS? 0-10 years 33% 11-20 years 19% 20-34 years 28% 35+ years 21%
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After obtaining our survey information, MPress conducted in-depth phone interviews with additional publishers and advertising managers. We learned that some are already on the digital bandwagon, some newspapers are excited to jump on and some voiced an apprehension towards it. The biggest concern noted was possible loss of revenue in print. It was also made known that the newspaper publishers and ad directors would like training on how to sell and manage digital products offered through MPS.
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Gallatin North Missourian Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Sure always interested in creating revenue streams Do you currently have advertisers in your publication that are being approached by digital sales representatives? Yes.. people are approached but I don’t know at what frequency If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? Yes, open to listening to what MPS might have to offer What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? We haven’t done statewide for a few years. We stopped with display and statewide classified programs and i am NOT a fan of ad agencies. They are hard to work with. They want to dictate to us how to place and how much to pay. They don’t seem interested in getting results for the customer. We don’t have many people on staff. WE would need training tools on how to effectively train our sales staff to sell these products Do you see any downside to working with MPS to help generate revenue streams for your paper?
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If we could benefit as much or more from digital, why wouldn’t we be agreeable to this. If the pockets they are filling are all on the same pair of pants, taking from one pocket and putting it into another is okay with us.
Grandview Jackson County Advocate Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Always open to reviewing ways to make more money Do you currently have advertisers in your publication that are being approached by digital sales representatives? Yes, I’m sure our advertisers are approached regularly by digital sales people If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? I am very open-- it would be stupid not to be. What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? I think it would be beneficial to have a “how-to-sell” guide that includes benefits to advertising in both newspaper and on websites Do you see any downside to working with MPS to help generate revenue streams for your paper?
Huge concern. We don’t want to lose revenue that is currently established.
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Grant City Times-Tribune Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Don’t know -- he has taken paper and grown it a lot. Might entertain some ideas Do you currently have advertisers in your publication that are being approached by digital sales representatives? No If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? Probably not What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? Been approached by many people over the years. Most advertisers aren’t high tech. They are satisfied with print only.When asked why they didn’t have a website, he responded, “we don’t want to give away the milk when you can buy the cow for free” Do you see any downside to working with MPS to help generate revenue streams for your paper?
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We constantly worry about losing subscribers and advertisers. I wouldn’t rule out looking into digital but I haven’t seen it prove itself in small, rural communities.
HermanN Advertiser-Courier Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Of course Do you currently have advertisers in your publication that are being approached by digital sales representatives? She has approached her clients about digital products and does every day If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? Yes.. she currently solicits digital products for the press service now. What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? She needs no tools Do you see any downside to working with MPS to help generate revenue streams for your paper? No conerns about losing money. She believes they go hand in hand. Can’t go one without the other. We gotta hit everybody.
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Lee’s Summit Tribune Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Of course, everyone should be interested in increasing revenue streams Do you currently have advertisers in your publication that are being approached by digital sales representatives? Yes If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? Sure, I participate in statewide classifieds, 2x2s, display and online advertising What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? Training on sales Do you see any downside to working with MPS to help generate revenue streams for your paper?
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Not worried at all. With me, they are doing print, online and Facebook now. I have almost 7,100 Facebook likes, 60,000 online readers and 2,195 weekly circulation. I used to work for cars. Com and Maxine so I know how to sell, I just need more bodies. I compete with the Lee’s Summit Journal and the KC Star.
Vandalia Leader Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Sure, google calls- big competitors is yellowpages.com Do you currently have advertisers in your publication that are being approached by digital sales representatives? Yes If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? Yes, we are selling websites through a third-party vendor now. Being able to ad the other digital platforms would be nice What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? I want a prepared presentation- anything that is easily viewed containing here it is, how much it costs. Video would be okay but keep in mind, no businesses have computers in rural Missouri Do you see any downside to working with MPS to help generate revenue streams for your paper?
I think as long as I receive a benefit from MPS, I would not worry about advertisers jumping ship from the newspaper. If we can tie in local newspapers with digital through a relationship with MPS, I’d be all for that.
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Columbia Daily Tribune Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Yes Do you currently have advertisers in your publication that are being approached by digital sales representatives? Yes If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? N/A What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? Sales flyers, webinars, personal selling to help with four-legged sales calls, power point presentation, videos. Leave behind printed sales flyers as leave-behinds for the clients. Do you see any downside to working with MPS to help generate revenue streams for your paper?
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He sees no downside to working through MPS. The Tribune has an in-house agency that creates many digital products for the print clients and it works extremely well.
Lakeway Publishers of Missouri Are you interested in a new idea that will generate revenue and help your publication’s bottom line? Yes Do you currently have advertisers in your publication that are being approached by digital sales representatives? Yes, primarily by us If your advertiser had affordable access to digital products through their community newspaper that included websites, a twitter account, SEO, etc, and it proved to be cost effective would you be receptive and open to listening to how that might benefit your publication’s bottom line? Yes What tools would you like placed in your hands to help facilitate training on “how to sell” your advertiser on the digital advertising platform? Bullet-pointed approach to sales, outlining the benefits without all the confusing jargon that tends to go with digital presentations. Many of our advertisers are still in the dark ages about digital and just simply want to know why it will work for them. As the old guy in the group, I often note that I wish had entered the newspaper world five or six years sooner, so that I could continue to concentrate on our print product. That said, digital is here to stay, so our task is to combine print and digital for the benefit of the advertiser, be able to present that in an informative and yet non-overwhelming way, and continue to be the “go-to” source for all advertising needs. Do you see any downside to working with MPS to help generate revenue streams for your paper?
Probably not, however, as a corporation with over 30 newspapers, we already overwhelm our managers and ad reps with selling digital, so we would want to avoid overlap. We have a Digital Media Committee that meets every other week, and a Digital Tech Committee which meets every week. Adding more to our plate may simply be too much.
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press
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taylor oconnor account executive
Daniel stewart graphic designer 114
chelsey ulrich copywriter
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Meghan duane research & strategy
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ly dunne the digital age has arrived. Many papers have seene m muchi success in their print publications and research shows that people do still enjoy have a tangible paper in their hands. That being said, the amount of viewers on newspaper websites is growing at a vapid pace. In the last year, online newspaper traffic grew at more than twice the speed of overall internet traffic. This concludes that even though print is not dead, digital is very much alive and ever-growing and changing. Creating an advertising program where print and digital mediums get equal amounts of attention is the best way to move forward in the newspaper industry.
research & strategy
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rachel green social media coordinator
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carly turbidy Public relations Specialist 119
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