Talking points for media companies considering a digital agency model, delivered with anecdotes, customer driven results tips and more by Shannon Kinney

1. What’s hot: Digital Agency Model
September, 2012
Atlanta, GA
Shannon Kinney
Founder, GM, Client Success Officer
shannon@dreamlocal.com

2. Why Agency?
• Serving local businesses is core to your mission
and role in your community
• Maintaining the relationship as the trusted
advisor and partner is critical to your long term
success
• Filling the advertiser need and guiding them
through the process will solidify your position
• Solution-based selling builds trust
• Can ultimately sell more print

3. What does it take to be successful?

4. Understanding
Marketing vs. Advertising

5. Needs-based selling for REAL

6. Decision:
To package or not to package?

7. The decision:

8. In-house
• Need dedicated resources with experience in
digital, video, mobile, and social media
• Tight operational efficiencies need to be
developed to protect margins
• Average investment of companies we surveyed
$200,000 many newspaper companies have
invested several times more than that
• Need to stay on top of rapidly-changing trends
• Ability to quickly and nimbly scale

9. Outsource option: Dream Local

10. Solution Components
Core Offering Optional
• Video optimization,
• Online marketing strategy distribution, marketing
development
• Mobile marketing solutions
• Social Media channel design (sites, promotions)
and ongoing management • PR
• Reputation Management • SEO / SEM
and SEO
• Agency level service (media
• Email marketing planning, etc)
• Web site development • Event promotion (flyers,
• Blog posting management etc)

11. What would partnership look like?
• You own advertiser relationship
• Dream Local offers support in:
• Marketing and sales
• Seminar strategy and facilitation
• Expertise and training
• Continually evolving / cutting edge product
line
• Fulfills all of your sales

12. For LMA attendees:
A free evaluation of your options
shannon@dreamlocal.com
www.dreamlocal.com
www.facebook.com/dreamlocal
207-593-7665