Just what the doctor ordered: 80% new business for Topeka's new Wellness Guide
The Challenge
During a market visit conducted by The Blinder Group, the staff at the Topeka Capital-Journal uncovered some new advertising opportunities. The healthcare industry had not been fully explored by the newspaper team and after talking with numerous advertisers, it was clear that a healthcare product would work well in their market. So, the group created the Topeka Health and Wellness Guidebook--both in print and online.
Program Overview
The annual publication was printed as a half-tab book and offered a list of medical professionals, facilities and related businesses in the Topeka area--all categorized by specialty. The product also featured information about choosing and locating health-related products and services within the area. All content gathered by the newspaper for this product also appeared online--along with additional content and features that were being used as part of a new health-related Web site designed by the staff of CjOnline.com.
The Web site became the one guide for all area health and wellness issues. Any and all health related articles generated by the local editorial department were included on a regular basis. Additional copies of the publication were distributed throughout the community which allowed the advertiser to have more exposure in print and online.
Sales Strategy
All advertisements placed in the print version of the program also appeared on the Web site, linked from a new online "Wellness Directory" area that appeared on each page of the Web site. This directory featured up to 15 rotating health related display advertisers at a time, with the "partner" level and full-page advertisers receiving a premium position on the directory with a logo. Directory listings included:
Business name, address, phone number, e-mail address and "value phrase"--gleaned from the text of the display ad which linked to a pop up online version of their ad.
Pictorial sales sheets, developed by The Blinder Group, clearly showed the value propositions as well as graphically displayed the Web component of the program. The Blinder Group assisted the sales team with introducing this product to advertisers.
Results
80% new business was sold into this multimedia "Wellness Guide". Total revenue generated was more than $72k. On average, the newspaper raised the rates 40% over the previous year.
See this program live at: http://www.kswellness.com
Contact Information
The Capital-Journal is a 59,000 daily newspaper located in Topeka, Kansas.
For more information about the sales strategy of this program, contact:
John Fish, Publisher
(785) 295-1299
jfish@cjonline.comLead Consultant for The Blinder Group:
Mike Blinder
(917) 865-4827
mike@blindergroup.com
The Blinder Group
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New Port Richey, FL 34652 USA
(727) 847-2464 ~ (727) 847-5959 (fax)
profit@blindergroup.com
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