Tess Lowe Justin Proto Caroline Saba Alexa Kiffel Lauren Masterson
Jun 18, 2015
Tess LoweJustin Proto
Caroline SabaAlexa Kiffel
Lauren Masterson
Client Overview
Business Model
Two Separate Target Markets1. Readers2. Advertisers
Providence Media’s source of income
vs
The Magazines
The Magazines
Distribution
Market Analysis
Magazine Industry• Print advertising dying• Magazine industry remains• Niche magazines thriving – local
advertising• Providence Media publications– Hyper-local– Unique voice– Free
Main CompetitorsCurrent
Potentialrising magazines and newspapers (both subscription and free)
Competitors Frequency Paid/Free
Rhode Island Monthly Monthly Subscription
East Greenwich Monthly Monthly Free
Providence Business News Weekly Subscription
South County Living Magazine Biannual Free
Current Marketing
Web PresenceSocial Media
- Facebook – strongest presence- Twitter- Instagram
WebsiteStrengths Weaknesses• Easy navigation• Direct social media
presence• Search engine tool• Simple Layout
• Needs additional attention to aesthetics
• Needs more content• Calendar can be improved
with content• Lack of social sharing
buttons on blog
ALEXAThe Web Information Company
Company Objectives
• Use Providence Media publications for up to date events
• AdWords Strategy– drive more traffic to their
websites– staying connected to RI
events
“What should I do in Providence this weekend?”
Proposed Adwords Strategy
Search Network
More readers
More advertisers
More money
Providence Monthly
Campaign Ad Group Keywords (LMS) Text Ad
Providence Monthly
Providence City Life
Shows and concerts (320,000)Weekend events (135,000)What to do in Rhode Island (27,100)
A Night to Remember in Providencehttp://providenceonline.comFor an unforgettable night in Providence, check out our upcoming events calendar!
Providence Food and
Drink
Restaurants (24,900,000)Where to eat (11,100,000)Bars (11,100,000)Food in Providence (12,100)
Find the Best Food in Providence!http://providenceonline.comCheck out our extensive suggestions of fun places to eat and drink around the city!
Negative Keywords
Liquor Store, Grocery Store, Rhode Island Monthly, Providence Business News, Edible Rhody, East Providence Reporter Today, The Daily Brown Herald
Providence Monthly
The BayCampaign Ad
GroupKeywords (LMS) Text Ad
The Bay Magazine
Rhode Island Bay
Weekend events (135,000)Community events (60,500)Family activities (135,000)Fun outdoor activities (4,400)Rainy day activities (12,100)
Things to Do on the Bayhttp://thebaymagazine.comBored on the Bay? Check out what’s happening this week.
Rhode Island Food & Drink
Restaurants (24,900,000)Nightclub (1,830,000)Where to eat (11,100,000)Bars (11,100,000)
Where Should We Eat Tonight?http://thebaymagazine.comFind a great place to grab a bite and throw a few back on the Bay.
Negative Keywords
San Diego, Colorado, California, Seattle, Pittsburg, New Orleans, Portland, Maine, Houston, Los Angeles, Santa Cruz grocery store, liquor store Mercury, Newport Best Read Guide, Newport Life Magazine, The Newport Daily News, The Rehoboth and Seekonk
The Bay
SO Rhode IslandCampaign
Ad Group Keywords (LMS) Text Ad
SO Rhode Island
South County Events
Fun Things to Do (823,000)Weekend Events (135,000)Upcoming Events (74,000)Community Events (60,500)
Upcoming Events in South County RIhttp://sorhodeisland.comCheck out our event calendar and fill up your calendar with exciting events!
South County Food & Drink
Restaurants (24,900,000)Pub (6,120,000)Nightlife (823,000)
Let Us Help You Plan Your Night!http://sorhodeisland.comFind the best places to eat and drink near you!
Negative Keyword
s
Edible Rhody, The Independent, Kent County Daily Times, South Coast Insider, South County Living Magazine, recipes
SO Rhode Island
Geo TargetingProvidence Monthly• North Smithfield• Woonsocket• Cumberland• Lincoln• Smithfield• Johnston• North Providence• Pawtucket• Providence• East Providence• Cranston• Warwick
The Bay Magazine• Seekonk• Barrington• Rehoboth• Warren• Swansea• Bristol• Portsmouth• Middletown• Little
Compton• Westport• Tiverton
SO Rhode Island• Exeter• Coventry• West Greenwich• East Greenwich• North
Kingstown• Jamestown• Richmond• South
Kingstown• Narragansett• Charlestown• Westerly• Hopkinton
Budget
Budgetby Campaign
Proposed Budget by week and campaign The Bay SoRI Providence
MonthlyWeek 1($83.3, 33.3%)
$3/ day $3/ day $6/day
Week 2($83.3, 33.3%)
$3/ day $3/ day $6/day
Week 3 ($83.3, 33.3%)
$3/ day $3/ day $6/day
Campaign Budgetby day
Providence Monthly Providence City Life
Shows and concerts 1.98/dayWeekend events .84/dayWhat to Do in Rhode Island .18/day
Providence Food & DrinkRestaurants 1.56/dayWhere to eat .72/dayBars .72/day
Campaign Budgetby day
The Bay Rhode Island Bay
Weekend events .58/day Community events .27/dayFamily activities .58/dayRainy day activities .7/day
Rhode Island Food & DrinkRestaurants .15/dayNightclub .15/dayWhere to eat .60/dayBars .60/day
Campaign Budgetby day
SO Rhode IslandSouth County Rhode Island
Fun Things to Do 1.2/dayWeekend Events .2/dayUpcoming Events .1/dayCommunity Events .1/day
Rhode Island Food & DrinkBest Restaurants .3/dayPub 1.05/dayNightlife .15/day
Goals• Drive users to website! • Click through rate 1.2% • Cost per click $1.00 • Plan to utilize Automatic CPC bidding, Bid
simulator, and Google Analytics to adjust our weekly budgets
Proposed Success Metrics
How we will measure success usage budget variance in CPC measure analytics over 3 week periodAdjust accordingly
Thank you!