More than $60k in revenue makes "Living Here" a success in Holland (MI)
The Challenge
The Sentinel in Holland, MI had various print publications, which acted as area resource guides. The publications featured community information pertinent to local-to-local home buyers as well as those considering relocating to the Western Michigan area. It was decided during a planning session facilitated by The Blinder Group, that the scope of these particular publications should be combined and augmented into one publication that would appeal to a larger base of potential advertisers.
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Program Overview
The new publication was designed to have a wide appeal above and beyond helping the real estate industry, so it could be used as a marketing tool to help foster local economic development in general. Local industry use it to assist in their recruitment efforts, area organizations see value in distributing it to potential business developers and tourism venues offer it to transient visitors. One product--so many different uses.
Information about the various communities was included in the "Living Here" publication, along with various lists of schools, churches, recreational facilities, utilities, local government and other useful information. The staff of the Web department developed a corresponding Web site that featured the same content as the print publication in addition to a searchable MLS database from the local Association of Realtors. Now, when users searched for homes, they could also research the areas in which they were moving.
Sales Strategy
The Sentinel management team immediately built relationships with local organizations and civic and community leaders. The program was explained to this group as a newspaper initiative to help strengthen the community as a whole. With letters of accreditation in hand, the Sentinel sales team was able to generate a lot of interest from local advertisers.
The Blinder Group returned to the Holland market with a one-page sales sheets to assist the sales team in introducing this new product to advertisers. Advertisers were offered a bundled package that included a display ad in the print publication as well as a listing for one entire year as a "Partner Business" online. The online listing was categorized by business type and contained the businesses primary information (address, phone, etc.). In addition, each listing was linked to a pop up virtual version of the corresponding display ad placed within the print publication. Advertisers were listed in the order they made their commitment--not alphabetically. This was a great incentive for advertisers to make quick decisions. Premium positions were also sold that included additional banner and tile positions on the site.
Results
The "Living Here" multimedia product brought in more than $60k in revenue for the Holland Sentinel. Rates were raised, on average, 50% over last year and 50% of the revenue was new business.
See this program live at: http://www.allaboutholland.org
Contact Information
The Holland Sentinel is an 18,500 daily located in Holland, Michigan.
For more information about the sales strategy of this program, contact:
Barry Neal, Advertising Director
(616) 392-3020 x3056
bneal@sentinelnet.comFor technical information, contact:
Aaron Pinkus, New Media Dir
(616) 392-3020 x3015
apinkus@sentinelnet.comLead Consultant for The Blinder Group:
Mike Blinder
(727)847-2464
mike@blindergroup.com
The Blinder Group
Tampa Offices: 6139 Fjord Way
New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com
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