custom content marketing: ascend integrated media

Corporate Capabilities Overview

Expanding the Possibil i t ies of Custom Media


What is Ascend Integrated Media? We are a 28-year-old custom media company uniquely positioned to work with you to develop and produce brand-enhancing communication products. We will deliver your content to your customers HOW they want it, WHEN they want it and WHERE they want it.

Who is Ascend Integrated Media?We are a team of over 65 highly skilled media professionals who engage on behalf of over 50

clients on over 500 projects per year in order to create and manage print and digital content associated with marketing, branding and social media initiatives.

Our team includes experts in……

• Content Creation

• Content Management

• Graphic Design

• Digital Publications

• Production

• Distribution

• Internet Media

• Mobile Media

• Email Marketing

• Web Metrics and Analytics

• Advertising and Sponsorship Sales

• Billing and Collections

Who is Ascend Integrated Media?


Some people call it groundbreaking… we

just call it good business

What makes us different?

Our suite of fully integrated products and services include print and digital magazines, newspapers, newsletters, membership directories, product buyers' guides, program/exhibit guides and maps, hotel door drop services, study guides, patient care information, event-related websites, smartphone application development, as well as social media account management and targeted text communication services.

• We provide fully integrated print, digital and mobile products all driven by and synced with a single content source or database of information.

• Revenue-sharing: In many cases, we can turn what would normally be an expense into a profit center for you through a combination of cost reduction and the sale of print and digital advertisements and sponsorships by our own inside sales team.

• A 28-year-track record of delivering results for over 50 clients in a dozen different industries on more than 500 projects per year.

What services can we provide?



The Goal of Custom Content

"Custom media marries the marketing ambitions of a company with the information needs of its target

audience. This occurs through the delivery of editorial content

– via print, Internet, and other media – so intrinsically valuable that it moves the recipient’s behavior in a

desired direction."

- Custom Content Council


How an audience gets information about a brand

Besides community-building and membership efforts, a brand works to build awareness through

advocacy, branded content, and other

influencers. Content, whether print, digital, audio, video, events

strengthens that relationship.


Addressing the content challenge

Producing Engaging Content

Ranks #1


How does an organization overcome that hurdle?

“In my opinion, 100% of companies should be outsourcing at least part of their content marketing....if we really want to position ourselves as the leading experts in our industry, we must outsource portions of our content marketing. Why? Someone out there has better ideas than you do (at least some of the time). Find a content partner to help you develop the best content marketing in the world for your niche. You don’t have time to do everything.Content marketing is a complex beast. Don't be arrogant to think that you can control it. Focus on driving revenue and get some partners in to drive your content marketing goals. Ful l-t ime concentration. What I really love about outsourcing to content marketing firms is that they spend 100% of their time telling stories for marketing success. Your full-time job is selling some product or service in your industry, probably not content marketing. Find a content marketing firm with expertise in your industry and content marketing and you've got a winner.”

Joe Pulizzi - Junta 42 Blog – posted – August 31, 2010


We Provide From concept to completion, our capabilities and services are what make us a full-service, turnkey custom media company

Magazines - Journals - Newspapers - Directories -Prospectuses - Newsletters – Buyers’ Guides - Study Guides – Brochures -

City Guides – Pocket Guides - Maps - Door Drop Bags - Meeting Notebooks

PRINT DIGITALMagazines - Journals - Newspapers - Directories

-Prospectuses - Newsletters – Email Campaigns – Buyers’ Guides - Study Guides – Brochures - City Guides - Maps - Door Drop Bags - Calendars - Product Locators – Photo

Galleries – Interactive Timelines, Polls & Mapping - Flipbooks

MULTI-MEDIA

SOCIAL MEDIA

MOBILESmartphone Applications – SMS Text Messaging – Smartphone Couponing – Smartphone Gifting –

Smartphone Web Access – Smartphone Payments

Social Media Account Strategy, Integration and Content Management

Podcasts – Webcasts – Video – DVDs – CDs – Flash Website Presentations – Augmented Reality

STRATEGY & MANAGEMENT

Marketing Plans – Advertising & Sponsorship Sales – Revenue Sharing – Ad Trafficking – Market Research - Web Analytics –

Reporting – Billing & Collections




The Event Media ModelLeverage all media platforms – print, online, social and mobile – during all phases of the event cycle and throughout the year.


Results from CMO Council's “Mapping & Tracking: The Optimized Marketing Supply Chain” survey finds that print marketing materials are the most popular promotional materials produced -- this despite the rise of multimedia options.The majority of marketing executives surveyed state that print collateral is tops with 84% producing and relying it, followed by presentations (72%), folders and handouts (66%), direct mail (57%), produce product documentation (55%), and signage (54%).

Is Print Still Relevant?



Innovative Print Products


Since 2006, the time US physicians spend online for professional purposes has nearly doubled.

Why digital?

Internet/online resources outpace other sources of content with those in the health and medical fields



eMedia Offerings


Why mobile?

Mobile users are increasingly turning to their mobile devices for information and communications

• 65.2% sent text message to another phone

• 31.9% used browsers

• 30.0% used downloaded apps

• 22.5% played games

• 20.8% accessed a social networking site or blog

• 14.3% listened to music on mobile phone-US content usage stats based on mobile subscribers March-May 2010 (comScore July 8)


Smartphone buying trends

% of US consumers planning to buy a smartphone in the next 90 days has nearly doubled in the last two years.


Why is it important to have a cross-platform app?


Apple has the largest piece of the global app market with nearly 74% of the apps in existence residing in the Apple Store

However Apple is 3rd globally in total number of phones sold behind Symbian and BlackBerry.

Why you shouldn’t ignore the other platforms


Examples of custom print media

Show Daily Newspapers

Promotional Brochures

Event Previews and Newsletters

Study Guides

Directories and Buyers’ Guides


Examples of custom digital media

Landing Pages

eBlasts & eNewsletters

Online Buyers’ Guides/Produc

t Locators

Digital Flipbooks


• Offers better exhibit floor planning and appointment–setting opportunities and capabilities for users

•Ties to a deeper dive from the online exhibit guide

Interactive Maps

http://stroke-365.ascendeventmedia.com/ExhGuide.aspx?p=15&showmap=yes


• Objectives• Leverage content collected for the

exhibit guide• Create a powerful resource tool for

community• Extend use of content before, during

and after your event• Features

• Data collection allows for delivery of information in real-time and can be updated throughout the year

• Platform has variety of user functionality options: audio, video, PDF documents, photos and links.

• Provides upsell opportunities• Powerful search capabilities (and

search optimization)• Features appointment-setting mapping

technology

Online Buyers’/ Exhibit Guides

https://sevenwest-365.ascendeventmedia.com/exhguide.aspx?p=11

http://mmpichi-365.ascendeventmedia.com/exhguide.aspx?p=35


• Content-rich platform• Customized and targeted editorial• Web 2.0 content• Delivers more meeting content to both

attendees and non-attendees• Provides continuous educational content

stream that extends the value of your event

• Video• Actionable Links

• Direct link to Registration• Exhibitor and attendee matchmaking

tools• Hotel reservations and information• Opt-in information and mobile app

updates• Guides and news

Interactive eBlasts and eNewsletters


Digital Magazines & Flipbooks

Just a few benefits of a digital magazine or flipbook:

• Improved experience – Users have a richer experience thanks to added features such as audio, video, animation or augmented reality. • Trackable – Learn what content your readers are reading and sharing. • Searchable – Provide the opportunity to search your content • Sharing – Allow readers to share your content via email, blogs, news feeds, social media. • Increase website traff ic – Instead of just telling your readers to visit your (or a sponsor’s) website, you can provide hyperlinks to take them directly there. • Digital ly archive – Let readers save previous issues or articles for future reference. • Cost and The ‘Green Factor’ – Save on both the monetary costs of printing and be kind to the environment.


Social Media Programs

• Extend the value of your content by using social media channels – LinkedIn, Twitter, YouTube,

Facebook, etc.

Hybrid Mult i-Media Options

• CDs, DVDs, podcasts, webcasts, augmented reality and video can further personalize and

target valuable information

Other ways to deliver content digitally


• Banner ads on landing pages

• Tower and rectangular ads in eBlast and eNewsletters

• Leaderboard ads on landing pages

• Upsells in online buyers guides

• Maximize online real estate opportunities with rotation

Digital Revenue Opportunities


Digital Ad Revenue Projections

eMarketer estimates that the US online advertising spend will reach $25.1 billion in 2010, representing 10.8% growth over last year. Relatively healthy economic gains along with the ongoing shift of marketing dollars from traditional to digital media have contributed to the double-digit increase.



Mobile App Benefits

• Downloadable Apps allow attendees instant, constantly updated, and relevant access to:

• Searchable Exhibitor Guide – by alpha and product category• Floorplans• Image Gallery• Twitter Feed – instant interface to social platforms• Top News• Local Weather

• Engages buyers and extends brand before, during and even after your event.• Quality of the application is a reflection of the event and your brand. • Compelling opportunity for you and your exhibitors to reach targeted audiences through unique revenue

opportunities.• Social Media functionality allows users to easily share and tag articles with friends through various methods:

• Posting content to Facebook, Twitter, LinkedIn or Delicious• Emailing content directly to contacts from device• Ability to share application with friend via email or text

Ascend’s custom apps are seamlessly integrated into all smartphone platforms – including Android, BlackBerry, iPhone, etc.


Twitter FeedNews & Local

Weather

Splash Page TOC “Tabs” Exhibitor Listing & Product Locator Floorplan

Features of an Event Mobile App

Event Articles

Sharing Capabilities


• Clickable banner ads throughout mobile app• Rotate up to 8 different banner advertisers• Each ad is optimize for the specific device• Consider total app sponsorship by one advertiser• Tie metrics to ad performance

Mobile App Revenue


Mobile App Revenue

Mobile Ad

Mobile Ad

Mobile Ad


How effective are mobile ads?


How are mobile ads perceived by users?

Mobile ads are an accepted part of the

mobile content experience for over

63% of those polled.


Mobile Texting Program Benefits

• Informational• Sponsored• Couponing

• You can engage your members in an entirely new way through a companion texting program.

• Deliver real-time meeting updates to attendees, in one or multiple targeted groups.

• Generate unique revenue opportunities.• Drive targeted traffic to exhibitor booths – further

supporting their ROI.• Manage social media messaging from a single

platform.• Offer attendees valuable content that they have

requested entirely opt-in.



Building “Opt-Ins”

• During pre-registration and on signage or cards at registration onsite and throughout the Event

• Link to App/invitation to opt-in to text messaging sent in event promotional blasts and other email communications

• Opt-in information presented in printed directories and direct mail

• If some mobile numbers are already captured, opt-in invitation sent to list

We will create a strategic plan to gather opt-in phone numbers. Ways to invite Buyers to receive the Mobile Application links as well as text messaging include:


Text Messaging Revenue

• Opt-in messaging examples include:• BTYB (Brought to you by)

“Don’t forget to attend the Opening Ceremony at 9am. BTYB Lockheed Martin”

• Show Special messaging: “Come to the USA Pavilion, Booth #777 for a free gift. From “Curtiss Wright”

• Coupons: “Present this coupon PROMO10 at General Atomics Booth #222 for a free gift.”


• 2D barcodes are also known as quick response (QR) codes • Smartphone users download a free 2D barcode reader app• Open app and capture code• Some work with only the use of a phone’s camera and texting capabilities without need for smartphone technology• Code takes user to website, business card, pdf, video

2D Barcode TechnologyA quick overview


• Tags can be placed on any flat surface. Add a Tag to your ads, posters, product packages, flyers, display it on your website, billboards, clothing

• Microsoft, ScanLife and others provide a downloadable reader

• This allows users to point and shoot a tag and go to the designated url/information.

Adds dimension to print

• A 2D barcode ties your print efforts to online information through your phone.• Works on Android, BlackBerry, iPhone, Symbian, Windows Mobile and other smart and non-smartphones.



Audience Marketing Strategies

• Develop a comprehensive integrated audience strategy• Develop promotional materials to drive traffic and usage

of online products• Cross-promote social networking and mobile applications• Collect and analyze all metrics and web analytics

• Deliver metrics presentations to advertisers and their agencies• Use to evaluate and maximize all audience promotions


Metric Report Example



• Of our more than 50 clients, 85% have been clients for more than 5 years, with 55% for more than 10 years.

• In 2009, our Top Five clients included:• American Heart Association• Las Vegas World Market Center (Furniture, Fixtures, Home Décor)• American Academy of Family Physicians• George Little Management - Events in Giftware, Home Furnishings,

Stationary, Textiles, Housewares, Furniture, Hospitality, Resort Industries & others.

• Merchandise Mart Properties, Inc., located in: Chicago, New York City & Los Angeles (Giftware, Furniture & Apparel)

• In 2009, we returned $4 million to clients in Revenue-Sharing.

Clients


We ServeSome of the companies, organizations and

associations we provide solutions for.



We ServeOur clients goals are our goals. Their

challenges are ours to solve.


• American Speech Language Hearing Association • American Society of Plastic Surgeons • American Society for Reproductive Medicine • American Transplant Congress • American Thoracic Society• ANUGA, Koelnmesse, Inc. USA • Baseball Hall Of Fame• City of Kansas City, Missouri• Combined Otolaryngological Spring Meetings • Digestive Disease Week• Digital Signage Expo • George Little Management • Hinman Dental Meeting •IABC (International Assoc of Business Communicators)• IDS, Koelnmesse, Inc. USA• Jacob K. Javits Convention Center• Johnson County Community College• Kansas City Shakespeare Festival • Las Vegas Market • McDonald`s Corp • Medica, Messe Dusseldorf North America• Merchandise Mart Properties, Inc

• American Academy of Dermatology • American Academy of Family Physicians • American Association of Diabetes Educators• American Association of Managing General Agents • American Academy of Nurse Practitioners • American Academy of Ophthalmology • American Academy of Otolaryngology/Head & Neck Surgery • American Academy of Pediatrics • American College of Allergy Asthma & Immunology • American College of Cardiology • Ace Hardware • American College of Emergency Physicians • American College of Obstetricians & Gynecologists • American College of Surgeons • American Heart Association • American Society of Blood & Marrow Transplantation • Association of School Business Officials • American Sportfishing Association

• Merck • Miami Education Foundation• Miss Universe Organization • NACS Association for Convenience and Petroleum Retailing • National Association of State Departments of Agriculture• National Community Pharmacists Association • National Indian Gaming Association • National Medical Association • National Private Truck Council • Newhouse• North American Spine Society• Press Ganey Associates Inc. • Power Transmission Distributors Association • San Antonio Breast Cancer Symposium • SAVE, Inc.• Society of Interventional Radiology • Society of Surgical Oncology • Wayside Waifs Animal Shelter• World Travel Market, Reed Travel Exhibitions


We BelongA list of organizations and associations of

which we are members.



Our AccoladesA few of our awards of excellence.


• 2010 Gold MarCom Award – Microsite – AAP Convergence Landing Page• 2010 Platinum MarCom Award – Electronic/Interactive Media – HCEA 2010 Event Mobile App• 2010 Platinum MarCom Award – CD/DVD Based Multi-Media – Heartsounds 2009• 2010 Bronze Quill Award from the KCIABC for Publications – ACC Exhibition Prospectus 2009 • 2010 Bronze Quill Award from the KCIABC for Interactive Media Design – Heartsounds 2009• 2010 Award of Merit from the KCIABC for Electronic and Digital Communication – Heartsounds 2009• 2010 Award of Merit from the KCIABC for Publication Design – Las Vegas Market 2009 Directory• 2010 Platinum Award from Hermes Creative Awards for CD Based Multi-Media – Heartsounds• 2010 American In-House Design Award from Graphic Design USA Magazine for AAD Annual Meeting

Advertising Opportunity Brochure• 2010 American In-House Design Award from Graphic Design USA Magazine for American Heart

Association Scientific Sessions Exhibit Prospectus• 2010 American In-House Design Award from Graphic Design USA Magazine for Las Vegas Market

Market Insider• 2010 American In-House Design Award from Graphic Design USA Magazine for Las Vegas Market

Ready, Set, Go to Market• 2010 American In-House Design Award from Graphic Design USA Magazine for New York International

Gift Fair Directory Sales Brochure


Our AccoladesA few of our awards of excellence.


• 2010 Bronze Award from American Society of Healthcare Publication Editors for Best Digital Publication – American Academy of Pediatrics Convergence landing page and eblast campaign

• 2010 Apex Award of Excellence for Multi-Media and Interactive Publications – Heartsounds 2009• 2010 Apex Award of Excellence for Catalogs, Directories and Guides – Las Vegas Market Directory Winter 2009• 2010 American Society of Business Pubication Editors Azbee National Silver Award of Excellence for On-Site Trade

Show Coverage – AAP Convergence• 2010 American Society of Business Pubication Editors Azbee National Silver Award of Excellence for Custom

Publication General Excellence – Las Vegas Market, Ready Set Go to Market Winter 2010 • Finalist in the 2010 Ranly Awards for the Missouri Association of Publishers for Best Design – Las Vegas Market

Insider Summer 2009• Finalist in the 2010 Ranly Awards for the Missouri Association of Publishers for Best Issue Newsletter External –

Las Vegas Market “Ready, Set Go To Market”


We ImpressSee what our clients are saying about the

results we provide.

“We are fortunate to have such a productive working partnership with Ascend.”

Patt i Stracher - Status Show Manager – George Lit t le Management – Regarding their gif t show directories

“I have two words: A - MAZING!!!! Seriously, it is gorgeous from cover to cover. Great looking, designed beautifully, rich with content and useful information, well sorted and easy to read exhibitor directory. This team deserves a huge (& hefty!) congratulations! You’ve delivered

everything we discussed. I am sure I speak for my colleagues and all of the exhibitors in Las Vegas in saying: I am really proud of this media product and believe it’ll provide tremendous value to our attendees and advertisers. Thanks for raising the bar and all of your hard work!”

Dana Andrew - Vice President of Marketing & PR – World Market Center Las Vegas – Regarding their show directory

“OMG!!! Y'all rock!!!!! I have really enjoyed working with each of you as well and can't wait to do it again next year!”

Stephanie Batson - Exhibits Manager - American College of Emergency Physicians – Regarding list products

“We’re so pleased with how well the Annual Meeting news project is going, and look forward to it continuing to gain more traction with members and advertisers going forward. Not sure if you have heard, but our pre-registration numbers are looking like we may beat San Francisco (our previous record city) and I firmly believe at least some of that has to do with the increased marketing efforts focused on this meeting, including

the e-newsletter. We really appreciate what a great partner Ascend has been.”

Eileen M. Murray - Deputy Execut ive Director - American Academy of Dermatology


“Ascend has once again demonstrated that it is on the cutting-edge of the industry. The Sessions365 site is better than some AHA sites which have been around for years! eMedia has become such a strong initiative within Ascend and we are very appreciative of the effort. We are

extremely excited about the new mobile projects, the snap tag offerings and the data collection under consideration. It seems like every day, the Ascend staff is communicating new and unique products to assist us in reaching our audiences.”

Leigh Ann Stockard, CMP - Vice President, Meetings - American Heart Associat ion


We ImpressSee what our clients are saying about

the results we provide.




Cam BishopCEO913-344-1401 | [email protected]

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