marketing - printing & publishing for a daily newspaper

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Shannon Ketvertes January 2006 – January 2008 The Chronicle-Telegram, 225 East Avenue, Elyria, Ohio 44035 MARKETING PROGRAMS MANAGER SUMMARY OF MY EXPERIENCE

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My Work Experience

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Page 1: Marketing - Printing & Publishing for a Daily Newspaper

Shannon Ketvertes January 2006 – January 2008 The Chronicle-Telegram, 225 East Avenue, Elyria, Ohio 44035

MARKETING PROGRAMS MANAGER SUMMARY OF MY EXPERIENCE

Page 2: Marketing - Printing & Publishing for a Daily Newspaper

About The Chronicle and Lorain Printing & Publishing

• Many newspapers were published in the city of Elyria dating back to 1829. The Chronicle Telegram was the result of a merger in 1919 and has remained a daily newspaper that is family owned and managed since 1922.

• Circulation includes Lorain County and reaches portions of Cuyahoga, Erie, Huron, Medina and Ashland counties. The paper also has an online edition.

• In 2005, the addition of a new press and distribution equipment made is possible for The Chronicle to print its sister paper, The Gazette of Medina. Both papers are part of the Lorain County Printing & Publishing Co., which also owns and operates the papers’ websites and four radio stations: WEOL 930-AM, WKFM 96.1-FM, WLKR 1510-AM and WLKR 95.3-FM.

Page 3: Marketing - Printing & Publishing for a Daily Newspaper

Responsibilities & Accomplishments

• Increased profit and newspaper readership by creating, and implementing campaigns and promotions to gain new distribution outlets, retain current readers and gain new subscribers.

• Strategizing and project management for all circulation marketing campaigns

• Collaborating with multiple departments across the company on campaigns

• Managing internship program with a goal using students to execute marketing campaigns while teaching them marketing fundamentals and providing them with on the job experience.

• Responsible for execution of promotional strategies and reporting on success of campaigns that increased sales and readership.

• Management for new business accounts gained through promotions including coordination of advertising, newspaper display holders, store signage, newspaper delivery and distribution to accounts, coordinating new account details with delivery teams and circulation management.

• Develop internal company communications to announce and explain marketing campaigns and promotions.

Page 4: Marketing - Printing & Publishing for a Daily Newspaper

Work Samples & Campaigns

• The next three slides are examples of newspaper promotions I created and/or managed. I worked closely with the executive staff, graphics/creative, circulation and delivery management teams.

• We had great success in both direct consumer promotions and business to business promotions.

The promotions Included: The $37 Special , New B to B Accounts and 99

Cent Sundays

Page 5: Marketing - Printing & Publishing for a Daily Newspaper

The $37 Special

Post Card Mailers

Fliers to non subscribers

SUMMARYOne time of year for the lowest subscription price. We were trying to maximize circulation.

GOAL: Get as many subscribers to renew and as many non subscribers to become subscribers.

ACTION:Used a variety of printed promotional material and database lists to target each of the two groups differently with mailings. Also advertised the promo in the paper and additional ads ran on the company radio stations. Since all outlets were owned by the company, it kept costs down.

COMMUNICATION:Messaging promoted very clear offer- Limited time offer, 10¢ day/$37 year/ a $100 annual savings on home delivery.

OUTCOME:This was the largest subscriber drive for that time.

Most

Successful

Promotion

Page 6: Marketing - Printing & Publishing for a Daily Newspaper

Create New B To B sales Channels The McDonalds Promotion

Co-promotional ads with the Chronicle & McDonald’s

SUMMARYWe landed the McDonald’s account at 16 locations in the delivery area. Mc Donald’s customers were provide the convenience of being able to get their newspaper at drive thru or inside the restaurant at a reduce rate (25¢ daily and 65¢ on Sundays) with a McDonald’s purchase.

CONCEPT:Take the paper to the people by trying to reach people in the morning at non traditional/new distribution locations.

PROMOTED FOR SUCCESS:Placed signs at McDonald’s counters, drive-thru windows, clings on door entrances, radio ads, Full color ad ran in The Chronicle 4X’s/mo the ad changed to reflect McDonald’s food specials and promotions.

OUTCOME: Created sales of 86,128 papers that were sold during the promotion. Partnership developed with major fast food chain.

New retail

accounts

Gained &

created new

sales

channel

Page 7: Marketing - Printing & Publishing for a Daily Newspaper

99¢ Sundays Promotion

Bold attention grabbing signs for newspaper racks placed in store isles helped create sales

SUMMARYMultiple retailers such as Walmart, Dollar Tree and Drug Mart participated in 99¢ Sunday paper promo (normally $1.25) to increase paper sales

CONCEPT:Increase Sunday paper visibility (at isle check outs) and decrease price in retail locations. Communicate and share success with other retailers to expand the program to other retailers with success stories. (B to B marketing)

PROMOTED FOR SUCCESS:Participating stores received new expanded paper racks and custom signage, door clings, register signs and employee shirt buttons.

OUTCOME: • Stores that participated in the promotion

saw paper sales nearly double. • Stores that typically were not high selling

stores for the newspaper out sold high volume retail locations.

• As a result, several new retail accounts were added to the newspaper distribution that wanted to participate in this promotion.

Communication sample letter explains promotion to the retailer.

Successful retail

promotion

Adds accounts

doubles sales

Page 8: Marketing - Printing & Publishing for a Daily Newspaper

Shannon [email protected] www.linkedin.com/in/ShannonKetvertes/