Case study of native campaign for a healthcare client in Des Moines.

1. Content Marketing: Internal Case Study
• Sales Approach
• Platforms and Revenue
• Example
• Results
• Pros and Cons

2. Content Promotion: Sales Approach
• Created a special monthly Healthcare section to be created by info center
and sponsored by an advertiser or two to take advantage of all of the
consumer questions around the category and Affordable Care Act
• Presented the idea to several advertisers with no one interested in being
adjacent to “potentially controversial” subject matter, .
• We converted the section to be a single sponsor section with content topics
provided by the client.
• Section sold as a monthly insert printed on newsprint stock. Client has
control of subjects for articles and two or three ad positions within the four
page section
• Free lance writer was hired to create the stories
• Client solutions team designed section
• GIADC fulfills the layout

3. Revenue and Allocation
• Four-page insert
• 3 pages were paid ($9,000 total)
• 1 page was free
• Freelance Writer
• $1,000 per month (but they’re finding it’s not enough to cover costs)
• Central Iowa distribution
• 147,456 copies
• Sunday Select Distribution
• $3,000
• 25,280 copies
• 12x contract
• First Sunday of each month
• Total Project Revenue: $156,000

4. Content Promotion Example

5. Section Readership Comparison
Source: Research & Analysis of Media (RAM) Tested Sunday January 7, 2013
Des Moines Register panel of over 600 active panelists
• Your Local Health had a section
recall of 49% just below Sports
and Opinion.

6. Content is Growing in
Readers & Engagement
54% 54%
69%
75%
80% 82%
76% 78%
54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
RAM-Page Quality Results
2-Feb 6-Apr
Feb 2
Apr 6

7. Successes and Challenges
Challenges:
• Coordination of the various elements of execution on a monthly basis.
• Fulfillment challenges include follow up with client/writer/GIADC several
times throughout the month
Successes:
• Campaign well received by client – provided testimonial video for Register
Media http://registermedia.com/testimonial-iowa-clinic/
• Results were positive and met client expectations
• Generated $XXX,XXX for 2014