- 4/17/2025
Branded Content
Category
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FunTranscript
00:00Great. Welcome, everyone, to the last session of the year. Can you believe it? We made it.
00:09Thank you all for hopping on today. Our session is an hour. We have quite a bit of content to cover.
00:18We also have quite a bit, quite a number of people on the call contributing,
00:23along with some special guests. So I'm going to go through the agenda and then we'll get right
00:27into it. Today we have with us back Rachel Pond, Director of Agency Services. We have Crystal
00:35Wallum, Digital Marketing Strategist. Angela Hendricks, Senior Digital Account Executive.
00:41And we have two very special guests with us. Julia Campbell, General Manager of the Braided
00:46Content Project created by the LMC and the LMA. And we have Jared Mervis, Founder of Wonderview.
00:53Also, we have some special appearances by Dan Deanna, Jennifer Williams, Tina Murley, Rick Farrell,
01:03Joey Benhale, Chris Rudsky, and Krista Stout. So you'll see their faces later on today.
01:11And then I just want to give a shout out to Larry Julius. You may not see him contribute to this
01:16particular session, but he was instrumental in making all of these come to life. We have a treat
01:23for you at the end. And he was, he helped bring all of this together. So I just want to say thank
01:29you. Thank you, Larry. I know you're out there. Okay, so we're going to go through branded content
01:34first. It's an official rollout. We have a new solution to sell. And then we're going to go through
01:40business spectaculars, which are success stories, just keeping the holiday theme. Then I'm going to recap
01:46everything we've gone through this year so far and what to look forward to next year. And we're going
01:51to end with a treat for everybody. So I'm going to start with branded content. Branded content. Now
01:58I'm going to go through what branded content is, what our offering is, and the process and procedure.
02:05We do have an academy course live. I sent it out in last Friday's email. And it's going to go
02:13into what I'm going through today and then, and then, and then some. So please go there and find
02:19more information than what's on this call. I will send out the link again in tomorrow's recap email
02:25along with Friday. So it's there for you guys to view. And if you have questions on it, just holler.
02:31So branded content. Before I get into a detailed definition of what branded content is, let's look at
02:37some parting words from Craig Davis, former chief creative officer at J. Walter Thompson, one of the
02:46most innovative and well-known marketing communication companies out there. We need to stop interrupting
02:51what people are interested in and be what people are interested in. This is exactly what we're doing
02:58with our branded content efforts. We are creating content that audiences are engaged in. And when we do
03:06so, we shed light and build awareness to the brands associated with the content. Okay, so keep that in
03:14mind as we go through this. Next slide. What is branded content? A content creation, a content marketing
03:23tactic that encourages audiences to engage with the brand based on its entertainment, information, and or
03:30educational value. It doesn't interrupt the user experience because it engages the reader with the
03:36content of the article. When produced as native advertising, it fits the form and function of the
03:42site it lives on, making the content less pushy and less like a typical advertisement. And it is a marketing
03:49technique that does not involve traditional advertising. Its purpose is to drive engagement through
03:54content. Okay, that's the key through content. Next slide. Now, this is important to not only know,
04:02but to keep top of mind when thinking about the advertisers you're going to go after. Branded content
04:09is at the top of the funnel strategy within the buying journey. Okay, it increases exposure and brand
04:15awareness. It sheds a positive light on the advertiser by being an authority in the industry because
04:20it associates itself with good quality content. And it has the ability to drive new traffic to the
04:27website. Okay. So if you think about let's say a service based business comes to you, and they really
04:34need leads, they need they need leads so bad they needed it yesterday. Recommending branded content by
04:41itself may not be the best solution. Why? Because it's such a top of the funnel strategy, you need to have
04:47more in the mix to make sure that we're getting the lower bottom of the funnel solutions together as
04:53well. So just keep that in mind when you're thinking about what advertisers to talk to. Okay, next slide.
05:01The importance. Having engaging content is really important. Why? Well, the more consumers enjoy a piece
05:07of content, the more open they are to a brand's messaging. Engaging content has a much higher probability
05:14of being shared socially, which expands the content's reach and potentially the audience. It's also
05:20important to have a trusted partner. Partnering with an influential publisher lowers the barriers to
05:26capturing consumers attention because the content is delivered to them from a trusted source and isn't
05:32packaged to look like an advertisement. Okay, next slide.
05:37The power of content. So according to eMarketer, MDG Advertising, IPG Media Lab, and Adweek,
05:50content marketing is soaring and it helps all the overall effectiveness of the marketing strategy.
05:57There is an 82% brand lift attributed to branded content. There is a 53% increase of consumer intent to
06:04purchase with native advertising and 70% of consumers prefer to learn about a product and service through
06:13content. Next slide. More of the power of content. According to Nativo, branded content paired with
06:25display advertising has a 60% lift in overall ad recall. That's huge. And furthermore,
06:34the power of content on the next slide. Spending on branded content is soaring
06:42as marketers and digital media publishers realize the benefits. According to Press Board Media,
06:48branded content is 22 times more engaging than display ads. And according to Burrell Associates, native
06:55advertising is predicted to exceed 63 billion by 2025. So what all of this is saying is there is a huge
07:04opportunity in front of us and now we have a solution to go to our advertisers and start talking about
07:09branded content. Next slide.
07:16So branded content. What are we offering? Let's start with the value proposition. Next slide, Kim.
07:22The value proposition. We create premium branded content solutions designed to build deep connections
07:30between brands and their target audience. We tell the brand story by harnessing the power of our extensive,
07:37brand safe, fraud free, engaged audiences. Okay, so that's our value proposition to go to market.
07:42Now let's look at what these articles look like. So you'll see two screenshots here
07:49on the left and the right. The topic and the headline of this article is top tips for staying fit in mind,
07:56body and lifestyle. On the left screenshot on the top right corner, you'll see presented by
08:03senior lifestyle. That is the brand associated with the content. And then underneath you'll see two display
08:09ads also brand associated with the content. So this is an example of what the article looks like.
08:15Now we're going to look at where does it live? Who does it get in front of? Next slide, Kim.
08:24Okay, so who does the content get in front of? First, our loyal audiences. It lives on our station
08:31sites and we'll go through where exactly it lives. And then we're syndicating further and deploying
08:37targeted display ads to reach a relevant demographic based on the category. We'll go through the categories,
08:43but basically the category is comprised of what the content is about. Okay, next slide, Kim.
08:52So first, where it lives. Our loyal audience on our station sites. Prominent placement on each
08:59relevant station sites. So the article will live on the relevant site that makes sense with the demographic
09:07and the content that we're delivering. So the first place you can find it is on the navigation bar on the
09:14left on the In Your Neighborhood tab. Okay, and the second place you can find it is in the Don't Miss
09:22ribbon. It'll be on the third spot down and it'll rotate with each advertiser we have within the category,
09:30within each category. And we'll go through categories in a moment. Okay, next slide. Now extending further
09:38than our ONO audience, we are syndicating relevant audience extension and social ads. Okay, the creative
09:46will be based off the content of the article and have advertisers logo included. So below you'll see an
09:53example of the display creative. Now who is it getting fun of? Who is a target audience? Well, each
10:00category that we offer will have its own primary audience demographic. In the academy course that
10:07you'll see there are sales decks and the sales decks are divided up by category and if you're in a large
10:12market or a small market. In the sales deck you'll see what target demographic and primary audience
10:19coincides with that exclusive sponsorships. So please go to the sales deck to see that information.
10:28Okay, so let's talk categories. We have four exclusive sponsorships as of right now per market. We have
10:36active living, the entertainer, home sweet home, and women's wellness.
10:42Each exclusive sponsorship will have 52 articles produced for the category. There will be one
10:52advertiser per category per market. So keep that in mind, it is really an exclusive sponsorship.
11:01And again, the article and the series will live within the station sites within the market that makes
11:08most sense relative to the content. Okay, Kim, next slide. So let's just do an inside look of the four
11:20individual exclusive sponsorship series. First one, next slide. Women's wellness. It is featuring
11:29seasonal health, day-to-day wellness, lifestyle topics with ideas for women interested in improving the mind,
11:36body and soul. Some of the topics and headlines fit fabulous and fierce, balanced living,
11:42skincare 365, and mindful meditation. Next slide.
11:52The entertainer providing seasonal activity ideas, topical tips and recommendation for entertaining,
11:58party planning, seasonal decor, easy crowd pleasers, and some trends.
12:05The next one, next slide. Home sweet home. Home maintenance recommendations, DIY tips,
12:14seasonal advice for homeowners. When to call headlines, DIY tips, hacks, did you know, and seasonal decor.
12:23And then the last one here, next slide, is active living. Providing whole body and mind wellness tips
12:31and creative living ideas for the active lifestyle. Headlines being sharp and focused, staying fit,
12:37nutrition, and active living. So this is just a summary of the categories and what the content is
12:45related to. In the sales deck, you can dive in a little more deep and see and understand the audience
12:50demographic and what the series looks like. Next slide.
12:56Okay. So the real question is, why partner with us? Well, we're empowering brands to tell their stories.
13:07So we're telling telling stories and creating content that matters is what we do. We use strategic insights to connect with consumers,
13:14and we make sense of everything and connect the dots with analytics.
13:19We have a triple threat here, guys. We have engaging content, we have a powerful brand with a very loyal audience,
13:26and then we're extending further and syndicating to a desired demographic.
13:32Those three things combined equals an unparalleled reach and engagement that really no one else can touch.
13:39So that's why someone should choose us to partner when they're thinking about branded content solutions.
13:47Okay, next slide.
13:51Now I am going to hand it off to our partners. I am going to have them introduce themselves, but they are here
13:57because they have extensive experience, not only working with branded content, but working with branded content
14:04and positioning branded content to advertisers. So I feel like we can learn a lot from them to be on the call today.
14:11So I'm going to hand it off to you, Julia.
14:14Thank you. Honestly, thank you so much for allowing me and Jared to be here and crash your training today.
14:20We are honestly very excited to see how this is going to roll out for you.
14:24A little background on me, and I'll let Jared introduce himself too. So I grew up on the broadcast
14:28side of the business, the TV side, news and marketing actually, and then fell into branded
14:32content about a decade ago for great television launching a parenting series across their footprint.
14:39Two years ago, lucky enough to be able to connect to the branded content project. We've been working
14:43with 35 different organizations. Beasley is one of them, really learning best practices. So we are
14:49learning what works and what doesn't, and really trying to position you guys in the best possible light
14:54to make it successful for your stations as well as your advertisers. And before I even let Jared
14:59jump in here, I have to tell you guys, just so you know, this training is incredible. And this is
15:04not something that Jared and I have been part of a lot of training calls lately and part of a lot of
15:08group meetings. I can tell you, this is not something everybody's doing. You guys have an incredible
15:12resource here with the team at Beasley and what they're really positioning you guys. I'm so excited to see
15:18what you can do next. I'll let Jared jump in now and introduce himself too.
15:21Hey guys, thanks for having us today and just echo and ditto everything Julia just said. A quick
15:27introduction on myself. I started on the brand side with big national brands like Nissan North America.
15:33I was at cars.com in the marketing department for a number of years. And then I flipped to the local
15:38media side for about the last 12 years. I've been building digital products, digital sales teams and
15:43advertising and audience solutions across broadcasters like Tegna, B-Low Corp. And then
15:49most recently I was chief digital officer at the Dallas Morning News. That was really where I got into
15:53the branded content side of things. We built out the Dallas Morning News branded content studio.
15:58In the last couple of years, I founded Wonderview and I'm also the chief revenue officer at a
16:03Palo Alto based technology company that has a content distribution engine. We are the fulfillment
16:08and technology partner of the Branded Content Project and super excited to join you guys today and
16:13share any best practices or learnings that we have.
16:16I think that's where Jared and I are going to jump in. You have such incredible training here
16:19and you hit almost all the points. It was like we could have gone through and I'm not even sure
16:23what's left to cover that you guys haven't uncovered already. But a couple of things I think we can
16:28probably share what we're learning as people are rolling out these series and Jared can fill in some
16:32ideas too. The best practice that we're seeing for sure is to show them some examples of content.
16:38We've heard that from a few teams that are closing business and they've been closing a lot of
16:41annual commitments is they want to see examples of what this looks like. So show them screenshots
16:46of how this is going to work. Maybe show an example of an article since those are all
16:51accessible for you guys. They want to see what it is that they're going to be positioned next
16:55to you. So that's one best practice to make sure they're able to see it. Another one is to really
16:59explain to them too. When you take this out, you guys are rolling out a series of four series.
17:04So even though you know you're going to position them and sell specifically to the hospital,
17:09the women's wellness series, make sure they understand that you guys are not just launching
17:12one thing, you're launching multiple. It kind of gives you guys a little bit of a strength of
17:17product and shows that this is not something they're going to be the only sponsor. They're
17:20going to be the exclusive sponsor for that series, but there'll be other people embarking on this
17:24mission with them. So we've seen a lot of success with that too. Jared, what else am I missing?
17:28Yeah. I mean, I'll just add a couple of comments building off of that and some of the earlier
17:34opening slides. One of the reasons that I'm such a big believer in branded content,
17:38in particular when we roll it out from local media outlets, content marketing is one of the
17:44top priorities of brands, of CMOs, of marketing decision makers. It has been for the last couple
17:48of years. It's absolutely going to be in 2021, but it's really clunky for brands to do a lot of their own
17:53content marketing. Maybe they're okay at doing good content, but they have no distribution. Maybe they have
17:57big distribution, but crummy content. When you guys partner with them from the local media outlet,
18:01you kind of fill all the gaps because you're able to actually give them really, really great
18:05sponsored and branded content while also giving them a distribution platform. They typically
18:10understand why you're talking to them about content marketing. I find it to be an easy conversation
18:14between a local media rep and that marketing decision maker. The other thing I really like is that
18:19it's a unique and defensible solution in the marketplace. Sure, everyone can sell or do something
18:24with sponsored content, but we're not selling content. We're selling audience. So when you go
18:28out with a sponsored content program, what you're actually, the currency or the, what you're selling
18:32to the end client is actually engagement with your audience in a really unique way. And I think that
18:39that is really powerful to put the value back on O and O audiences versus, you know, just plain
18:44marketing services that kind of everyone can do. Three quick tips for me to close. I tell you,
18:49focus on prospects already running brand awareness campaigns. You know, and I think I heard this in
18:54some of the opening remarks. If someone only wants to measure you by cost per lead or, you know, lead
18:59gen, you probably have a whole bunch of tools to meet that goal. You definitely want to, as we looked
19:03at the funnel, focus on brands that are already running traditional media, you know, ideally with
19:08your competitors in town. But they already have dollars against an awareness and engagement type campaign.
19:14That's how you know that this is going to be a good fit. The other thing is that there's a real
19:17great opportunity to be the hero for your agency partners. We know agencies just like us in the
19:21local media side are under incredible pressure. They're constantly being told to come up with new
19:26and unique ways to get their clients to stand out. When you bring your agency partners, these four
19:30solutions that I would absolutely recommend bringing all four to your agency partners, because you might
19:34just be working with them on one of the agency clients, but maybe they have other clients that this
19:37would be a good fit for. Oftentimes they're going to be able to take this program from you and go back to
19:42their client and say, Hey, we were working with such and such station. We have this really unique sponsorship
19:47opportunity for you in 2021. So definitely, definitely prospect and bring these to your
19:51agency partners. And then just another kind of small hack in particular for the first half of 2021.
19:57We know and you guys know that a lot of community events have been scaled way back, but a lot of the
20:03traditional advertisers that align with these programs, think grocery, or, you know, box retailers,
20:08or even like home service client partners that would typically sponsor, you know, the Christmas parade or the
20:14Thanksgiving parade or, you know, something, you know, in Q1, those community dollars have been scaled way back,
20:21but they still have them to spend. And this might be a good way to kind of gain share of wallet by bringing them
20:26unique sponsorship that in place of a community activation, they can actually run the sponsor program with you.
20:31So I'd definitely be asking your clients, Hey, you know, what's going on with your community sponsorships and,
20:36you know, in 2021. And I think what you'll find is that there's dollars there and this might be a good
20:40way to shift those. I haven't taken a breath. I'm going to pause, but thanks for the time.
20:46Just to close things out too, for me, you know, there's something I just want to make sure that you
20:49guys realize is available to you as you have an incredible team here at Beasley, you know, a full set of resources.
20:55So think of us as a second layer of support. So Jared and I are here to back you guys up in any
20:59way possible. You know, we're, we're collecting best practices. We're watching what's learning,
21:03writing up case studies and white papers, and we're going to make all of that available to you
21:07guys. But, but please let us know what you need. So we're here to help you guys in whatever capacity
21:12makes the most sense for you. We want to be, make sure that you guys are successful, your advertisers
21:16are successful, and we're going to be building and launching new things each month. So we want to make sure
21:21that you guys have access to that. So please just think of us as a second layer, your backup team
21:26to the full team of Beasley here, and we're here anytime you guys need anything at all.
21:32Thank you so much. I have a request from Erica. She would like, if you guys could just talk about
21:39some successes you've seen within branded content, if you guys can think of any that you could share.
21:43I'm happy to jump in there. You know, and anyone who's heard me present, I've used this example a
21:52few times, but the the big metro newspaper in Denver, which is close to where I live,
21:57we helped them, we partnered with them about two years ago now to stand up their branded content
22:02studio. And really, I'll tell you, like, we didn't do anything different than, you know, the training and
22:08the best practices and the approach that you guys are rolling out today. So there's like no,
22:12like, nothing unique other than leveraging the engaged audience of the newspaper here,
22:18which is the Denver Post, and then connecting that engaged audiences with brands around these,
22:22you know, custom sponsored programs. So we have a home services partner here who just renewed for
22:282021, it'll be their second annual, and they invest about $15,000 a month to sponsor one of these
22:33sponsored content series. We in the renewal call, we also were doing the 2021 content planning.
22:39And, you know, we were really, really trying to get feedback from them on, you know, what they liked
22:45and, you know, where they saw the benefits. And frankly, they'd been the last couple years kind
22:49of having some of their share taken away as some of their other advertising partners had invested
22:53more in broadcast and in some other vehicles in the market. And by owning this series across the
22:58local newspaper, just like they would own it across your digital audience on your local sites,
23:02they've really established a relationship with the readers of the Denver Post or your listeners or your
23:06online visitors. And they really liked the fact that they can plant a fog and that they own
23:12this sponsorship series that the readers are seeing them week in, week out providing value.
23:16And that's, that was, I think, the one nugget I'd lead. Brands need to deliver value first now.
23:21And frankly, when you're in a congested space like home services, it's pretty tough to get your plumbing
23:27capabilities to stand out from the other guys. But when they're in the local media outlet, you know,
23:31imparting information and providing value to readers week in, week out, the readers start to
23:35develop that relationship and that expectation of the brand. And now we're going to them first.
23:39So I would tell you, big spend, big opportunity. That's market number 16 here in Denver.
23:44So I know you guys are in some big markets as well. But I think that's a really good case study.
23:48I'll toss in one more success story that we have with a print publisher, a much smaller audience than
23:53you guys. So New York Amsterdam News, a black-owned newspaper, has been in business, I think, 150 years.
23:59So a lot of history there, but much smaller audience than you. They just signed a 13-month
24:04commitment, the same price as you guys. So $7,500, I think, is kind of the range of what they were
24:09able to secure that with the local chapter from AARP. So this is something that we're seeing a lot of
24:16interesting types of clients that are buying in, but also some success for people that maybe don't
24:21even have as big an opportunity as you guys do with the radio side. And another thing to think
24:27through is he actually positioned this to two different clients at the same time. The first one
24:31signed first, and he had a call a couple hours later from the second one who also wanted in. So think
24:35through how you're going to deal with that, is if you're going to make an exclusive opportunity,
24:40you know, what's the second opportunity you give them when the first one comes in first,
24:44and the second guy didn't make it in time. So think that through too.
24:46Awesome. This was so helpful to hear from you guys. I appreciate it so much. And Jared and Julia
24:55have been on a lot of webinars, and they've been recorded. So I took some of their sound bites,
25:00and if you go to the Academy course, you'll hear from them again, some tips and what they've learned
25:05along the way. So, and they're going to help us through this. They're creating training and
25:10sending some mini videos to us, so they'll be right by our side through it all. So thank you,
25:14thank you for jumping on. We really appreciate it, guys. Absolutely. We're happy to be here. Thank
25:19you so much. And please stick around and hang out. I hope so. Yeah, we'll hear if you guys have
25:23questions. We'll definitely keep an eye on what you guys are doing, so we're excited. Okay, thank you.
25:30Okay, next up, we have Rachel Pond going through our process and procedure. Thanks, Ashley. Hey,
25:38everyone. I'm Rachel Pond, the Director of Agency Services. It's my honor to be able to go
25:44over with you some of the process details in this product offering. One of the reasons why I accepted
25:49this position with Beasley was because of our ability to create unique opportunities for the
25:53advertiser. In one of my previous roles, I was a media planner and buyer, and I was constantly
25:59challenged to find unique experiences that span multiple mediums and touch points. I'm so excited
26:04for this offering because it does just that. Now that you understand why branded content and why it's so
26:11important, let's talk a little bit more about the process. So on the next slide, in the training
26:17course on Beasley Academy, I go into much more depth in regards to each step of this process. If
26:23you have an advertiser that's interested in advertising, please, please, please, please,
26:28please make sure you go through that course. It's really important to me that both you and your
26:33advertiser have a great experience, and we have laid out this process and kind of put these guidelines
26:39into play to make sure that that happens. So I know that this process looks a little bit intimidating
26:45with me just kind of putting it up on the slide, but if I had to take this process down to the two
26:50single most important things, that is the items in the black box here. So the first item is running
26:57through the pre-sale team prior to pitching. So what this does is it'll allow our pre-sale team to help you
27:04identify if the opportunity is still available in your market. Because we're making this an exclusive
27:10opportunity, we want to make sure that you are going to the advertiser with something that is still
27:14available, right? So we'll make sure that that information is communicated, and then we'll also
27:20allocate the impression levels between display, social, and O&O ads at that time. The next significant
27:29milestone to implementation needs to take place 10 business days prior to the campaign going live.
27:36As I mentioned, this opportunity brings together multiple different groups, and a kickoff call will
27:41allow us to get on the same page and set critical deadlines for the launch of this article. So again,
27:48I recommend that you take that Beasley Academy, of course, because we'll go into each process
27:54more in depth. But one of the things I did want to share with you on the next slide is I've created
27:59a checklist that we'll use during these kickoff calls to make sure that we have what we need.
28:04There are really six major items that we need to get this campaign kind of off and running. So first and
28:11foremost is that sales order. Then we will also need the creative and the advertiser's logo and the URL to
28:22use within the article. The advertiser has the ability to submit up to two ads to us that will
28:28live on the same page as the article on our site. So I've listed the specific ad sizes here, but if
28:35your advertiser needs us to create the ads, we can definitely help them with that. We will need you to
28:41work with the advertiser on the sponsor brief. This is a little portion on the bottom of the article that
28:46gives the advertiser the opportunity to showcase their business and up to a 200 character limit.
28:52Finally, we will need those Fuse requests created for these weekly articles. So all of this,
28:58I know it seems like a lot, but we'll be utilizing that kickoff call to kind of divide and conquer
29:04this campaign and make sure everything gets up in time. At this point in the process, you would have
29:12submitted everything, submitted all of the Fuse tickets, and then we will go to work, right? We
29:17will work to create the article takeover ads. We will work to get the ad up on the station site and
29:24all of that good information to go live. On the next slide, I just wanted to cover a few important things
29:32to note in regards to the creative that we're running. So on the left-hand side, we're looking at
29:39basically social third-party display and ono run an ad site. So the creative will be predetermined by
29:46the article in the pictures, but the advertiser's logo will be included in these ads. All ads will
29:52click back to the article on the station page. The impressions that are listed within the package
29:57that you see may fluctuate month to month depending on the delivery, but will always deliver the total
30:03impressions by the end of the campaign. We will be changing the impression allocation throughout the
30:09duration of the campaign as we learn what is driving more clicks to the article. So our main KPI
30:15is really driving for the ads is driving back to the article page. So keep that in mind. Of course,
30:22we will always keep you updated on any strategy shifts in the Fuse tickets. And then on the right-hand
30:29side, another creative element to this is the ono article takeover ads. So those are the ads that will
30:36sit with the article. So those specific creative items will link back to the advertiser's page.
30:43The ads should be focused on branding and will not be changed throughout the course of the campaign.
30:48And if the advertiser does not have an ad to use, again, we will help create one for them.
30:54So as with any process, this can and will change as we continue to optimize and create efficiencies.
31:01I wish you all the best in selling this awesome offering. I'm available via Teams or a virtual
31:06door if you're not in Charlotte is always open and my phone if you have any questions. That's it for me.
31:13Awesome. Thank you, Rachel. Just like we said, go to Academy, look at the entire training module,
31:19and it'll also have process and procedure in detail that Rachel just covered along with all the sales
31:25decks and the package detail for both large market and small market. And then coming soon with the
31:32hand with the help of the Braided Content project team, we have many training videos becoming available.
31:38I'll make sure to send that out. They'll be on Academy and ready for you guys to view soon. Okay, next slide, Kim.
31:47Next up, we have our business spectaculars, which is our success stories starting with Crystal Wallum.
31:58Hey, good morning, guys. So I'm excited to share a success story from one of my clients who's been
32:06with me almost as long as I've been with Disney Media. I discovered her leaving my very first appointment
32:13and saw a newly developed area. So I kind of ventured over. Obviously, we know when there's new development,
32:19there's new businesses coming. So I wanted to get in first on whatever was coming.
32:25But nothing was there, no signs, no nothing. But as I continued to venture back to that first appointment,
32:32I checked back in to see what was going on and lucked up on the contractor. So I saw him in and I'm like,
32:39you know what, let me just pop in to see if I can get anything out of him. And he gave me everything.
32:45He was so excited. It was almost like he hadn't talked to anyone all day. And he gave me the owner's
32:50contact information. So that was perfect. I reached out to her several times. And, you know, she's a busy
32:58orthodontist and didn't really have the time of day for me. And this was really early on in the process
33:04of building out her space. But as time got closer, we were able to connect and really establish
33:13her needs, seeing what she wanted, what her vision was for her practice. And at that point,
33:19because I've been in so much contact with her, I really was now a marketing consultant and felt like
33:25a part of the business because she kind of kept me updated with openings. And we were able to
33:30get a lot of intel just on her current book of business at her previous practice and what she
33:36was looking to attract. Her goal was to get awareness to adults 18 and older and parents with children
33:43eight plus. So she is currently signed on for Audix extension. She's done co-branded social with us.
33:53She's participated in some of our community outreach and things that we've had going on
33:58with the station. And she's also working on, we're working on an annual close with her. So I'll meet
34:05with her later this week and hopefully continue the business for another year. Next slide, please.
34:13So overall throughout her campaign, we've had tremendous success. As I mentioned,
34:18audio extension tactics and co-branded social static and video. I'll show you a little bit of our
34:23creative samples in the next three sides, but we've had an above average click-through rate throughout
34:30the entire campaign. With this being a new practice, a new location, we did have some difficulties
34:37and just the geo-sensing component of that because her business wasn't even showing up on Google yet.
34:42However, Luke, Joey, Sam, they've been fantastic in helping us pivot and work through those things.
34:50But this has overall been a very successful campaign for her. Next slide, please.
34:56So here's a sample of our video creative. And if you can go ahead and press play.
35:06Fun, friendly, and passionate about their patients, A-List Smiles Orthodontics makes
35:10enhancing your smile easy with same day braces and convenient office hours, including late
35:15evenings and weekends. Get your smile on the A-List. Visit them on the web, myalistsmiles.com,
35:21and schedule your consultation today.
35:28So this creative is a 15-second version. We also have a 30-second and a minute, and she absolutely
35:34loved this. Being able to get creative and show off the unique and beautifully aesthetic
35:41feel of the office was something that she was excited to share. Next slide.
35:46And while we're going to the next slide, I'll just share our co-branded social, we were able to have
36:00a 0.29% click-through rate on that. And our team provided great reporting, which is something that
36:08has also helped us to establish ourselves as her marketing consultants, because we've been able to
36:13really talk through the results. And so Krista has been pulling those for us, and we've been able to
36:21really, really talk through that, and she loves seeing the ROI on that. These are some of the creative
36:26samples. Nick has spoiled us on the corporate team, and she really has enjoyed kind of variating from
36:36what you might traditionally see from an orthodontic creative. So we've used a lot of lifestyle imaging,
36:41especially around the holidays. As her demographic has shown, her clientele has shown, a younger,
36:48more professional crowd is becoming her client. So I think our creative speaks to that very well,
36:54and she's really been pleased with everything that we've put together for her creative. And that's
37:00pretty much it. Awesome. Thank you so much, Crystal. And we're going to hand it off to Angela to go
37:06through her business spectacular. I thank you, Ashley, for giving me the opportunity to highlight
37:15this business. I'm really excited because this is actually a former radio client here in Tampa Bay
37:21that actually was inactive since 2017 until June of this year. So while that revenue amount is just
37:28right at 13K, I'm very excited because this client, again, has been inactive for a number of years,
37:34and now they're partnering with us again, and they're really excited to be working with us again.
37:39I think this story is definitely going to be really helpful for the integrated sellers and for the
37:45digital solutions sellers as well. So I want to walk through this story. There's a lot of details here,
37:51but I think there's definitely a lot of key takeaways that will make this really practical and easy for
37:56us to continue replicating. So when I joined the digital team, we were given a list of former radio
38:03clients that were considered inactive. And obviously our goal was to revive those relationships by
38:08offering digital as a more effective solution. So I reached out to the prospect and immediately I was
38:14able to land a meeting when I told them that I represented the digital team with Beasley. I really
38:20want to emphasize something here. It took one call and it took one mention of Beasley for me to be able to
38:25get that meeting. I know that prospecting can definitely be the rigorous part of our job,
38:30and so this was just really the smoothest and easiest way to land a meeting. So I definitely
38:35encourage, you know, looking at former clients as a list of ways to prospect. So although radio was not
38:44productive and really didn't produce the ROI that they expected or needed, they still continue to view
38:51us as experts in the advertising industry and they understand that we have many other offerings
38:56beyond radio. I think this is really huge and really speaks volumes to our business in general.
39:04Every former radio client that I've reached out to, they still regard us as experts even if radio wasn't
39:11potentially the best solution for them. So I've had some really productive and positive
39:15conversations with this particular group of prospects. So in my mind, I think it's really
39:21never a good idea to write them off. I think we should always continue to provide new solutions and
39:26see if digital or any other solution is productive for them. So I had two live meetings with this client and
39:34then I gained an initial $6,000 commitment for audience extension and co-branded social. We've actually
39:41already renewed their social campaign for an additional six months and then we're going to
39:45be launching a new email and omnichannel display campaign in January of 2021. So the foundation
39:52of my relationship with this client has really been to take that consultative approach. Our live meetings
39:59usually last for a couple of hours and I've really had to go the extra mile. They're a small business,
40:05so I've had to show them how to do some, guide them through some minor updates on their website
40:09and really give them thorough and detailed breakdowns of their campaigns. But it's definitely worked in
40:14our favor and it's helped me to solidify more business with them. If you could go back one more
40:19time. Yeah. Really, I think the point of this is I'm just encouraging all of you to take inventory of
40:25your former clients who maybe haven't spent any money with you in a while. I think, like I said,
40:31offering a new solution such as digital or even a new solution within our digital portfolio could
40:36definitely be the key to unlocking more revenue. And then the goal of their campaign. So it's been
40:42really broad. It's been to increase brand awareness. They want to drive new and quality
40:47traffic to their website. Obviously, they want to increase calls and consultations. So that's been a
40:52key piece. I can't disclose the name of the client, Larry, but it is within the financial category.
40:57And Kim, if you want to go to the next slide, please.
41:04So these are two snapshots of the audience extension and the social performance for their
41:10campaigns. The first one is audience extension. The second one obviously is social. So the results
41:15have been exceptionally strong considering they've never done any digital in the past. They've always
41:20done print media. So this is very new to their business. The display campaign performed well above
41:26the industry standard in terms of click-through rate. I believe we leveraged keyword search and
41:31addressable geofencing. And we've also done several versions of the creative to drive more engagement
41:37with that. We only run their ads on Facebook instead of Facebook and Instagram just because their target
41:44market has a higher presence on Facebook. And we're seeing extremely high engagement. You see here,
41:50it's a 1.44% click-through rate. And we're really delivering this at a very efficient cost per result.
41:57I'm excited about the 2021 campaign. So like I said, we're doing an email campaign and we're really
42:03shifting the design of their creative. They want to be a little bit more, create a little bit more sense
42:08of urgency and try to minimize that amount of time before their potential clients are reaching out to
42:17them for consultations. So I think we're going to be really successful with what we're doing in the
42:21new year. They're a really fun client because they're always open to testing new things and
42:27optimizing if that's going to positively influence their performance. So they're really great to work
42:32with and they've been really excited and satisfied with what they're doing. So I think they're definitely
42:37going to be one of those long-term clients and continue working with us as they start to decrease
42:43their spend on print media. And I can't share any of the creative just because I can't share the client,
42:48but if you guys have any questions or any advice for reaching out to clients that maybe haven't done
42:55any business in the past few years, I'd be happy to give you any pointers. Like I said, it's been a
43:00really productive thing to reach out to people who formerly worked with us. It just shows that we've
43:06been building really solid relationships. And that's all. Awesome. Thank you so much, Angela.
43:12And from what Crystal and Angela just shared, I think it's beneficial seeing not only how they
43:18got the client, what the client partnered with us, what the campaign looks like, and then also
43:26the results from the campaign. I think seeing that all the way through, a lot of our success stories are
43:31the first part of how we got sale or the second part of what the campaign results look like,
43:36but seeing it all the way through, I think is really beneficial. So I appreciate you guys sharing.
43:42Okay. Next up, Kim, next slide.
43:47All right. We're going to end with a recap of 2020, looking forward, and then we have a little treat for
43:52you. So a recap of 2020. Next slide. One positive that has come from 2020 is that we've held 20 group
44:04sessions. 20 group sessions. And I have to thank all of you for tuning in and all the people who are
44:13part of this to make this happen. We have a lot more content on Academy. The average number of
44:18participants in each session is 139. So my hope for next year is that we continue to have more and more
44:26engagement, more and more people contributing to these sessions so we can learn from each other
44:31and then more people participating. So, so on to 2021. Next slide. I need to get up, give a special
44:39thanks to the people that make this happen. Bridget, the person who's helping us put the decks together,
44:45Colin, who's helping the Academy courses come to life, Nick, who puts these beautiful videos
44:50together, and then Mo, all the content that you see on these newsletters and digital downloads. She
44:56helps bring some color to the content. So thank you all who work behind the scenes to deliver this every
45:05other Tuesday. And then 2021, next slide, what to look forward to. We have, we're working on a new
45:14higher digital academy courses, product driven. We are also working on an updated version of our digital
45:25101 that we currently have. I think from last year, we're working on an updated one. Certifications around
45:31process and procedures. So everyone's on the same page. We're going to continue with consistent
45:35communication with a digital download in the Finish Strong Fridays. We're going to continue to add to
45:40the content on Academy to make Academy the best it can be. And then we have new products coming,
45:45we have new tools coming. So a lot more training rollouts to come. Next up, Kim,
45:54before we get into our treat, I just want to share our holiday schedule. This has been sent out,
46:00I believe Kim sent it out this morning. I sent it out on the Finish Strong Friday. It's been sent out
46:04a few times. Please, please keep this front of mind. We want to make sure all the campaigns launch
46:09and the time you want them to launch. So just make sure that you follow the schedule so we can get them
46:14launched successfully. All right, so our treat for you guys is a little message from all of our friends
46:23around the company to wish you guys a happy holiday and to see them in action. So here we go.
46:39On the first day of new business, my client gave to me a signature on the dotted line.
46:52On the second day of new business, my client gave to me two few submissions. A signature on the dotted line.
47:01On the third day of new business, my client gave to me three credit checks. Two few submissions.
47:11A signature on the dotted line. On the fourth day of new business, my client gave to me four new proposals.
47:19Three credit checks. Two few submissions. And what's my line?
47:27On the fifth day of new business, my client gave to me five buzz board pinks.
47:33Four new proposals. Three credit checks. Two few submissions. A signature on the dotted line.
47:41On the sixth day of new business, my client gave to me six compass worksheets. Five buzz. Four new proposals.
47:53The bonus round, huh? Two few submissions. I can see the tree. I can see everything in mine.
47:59On the seventh day of new business, my client gave to me seven Zoom meetings.
48:09Six compass worksheets. Six compass worksheets. Five buzz board pinks.
48:19Two few submissions. I see my whole head. I don't know what you're talking about.
48:23On the eighth day of new business, my client gave to me eight training sessions.
48:28Seven Zoom meetings.
48:32Pings. The world's most adorable dog.
48:37Two few submissions.
48:38My daughter and my wife started cracking up in the middle of it.
48:42On the ninth day of new business, my client gave to me nine needs assessments.
48:47Eight training sessions.
48:48Seven Zoom meetings.
48:51Six compass worksheets.
48:53Oh my gosh. Okay.
48:55This isn't festive enough.
48:56Three credit checks.
48:58Can I try it one more time?
48:59It was funny. I didn't expect you to start singing.
49:02On the tenth day of new business, my client gave to me ten client poppins.
49:07Ten client poppins.
49:08I live up in Hoboken, New Jersey.
49:09Eight coming seconds.
49:10Eight coming seconds.
49:13See shrubs and moxies.
49:15Five buzz board pings.
49:17And my in-laws have a place down the shore.
49:19That's eight. It's not E, it's three.
49:23It's the 12 days of Christmas, of course I'm going to say.
49:26On the eleventh day of new business, my client gave to me eleven cold calls daily.
49:32Ten client poppins.
49:33Ten client poppins.
49:34Uh, I don't think in 45 years I've ever sang publicly before.
49:37She's good, isn't she?
49:38Seven Zoom meetings.
49:40I mean, I need some wine for this.
49:42All right, I don't know if it's going to get any better, so we should probably just get it over with.
49:46It's like the next vat away.
49:48All right.
49:49You've got to really stop laughing and eroding it, you ass.
49:53On the twelve days of new business, my client gave to me twelve LinkedIn searches.
49:59Eleven cold calls daily.
50:01Ten client poppins.
50:03Nine needs assessments.
50:04Eight training sessions.
50:06Seven Zoom meetings.
50:08Six compass worksheets.
50:10Five buzz board pings.
50:13Four new proposals.
50:16Three credit checks.
50:18Two few submissions.
50:20A signature on the dotted line.
50:31Five buzz board pings.
50:36I hope you guys all enjoyed that as much as we did creating it.
50:40And thank you everyone for being a trooper and participating in that.
50:44And from all of us here on the call, to all of you guys out there, happy holidays and we'll see you guys next year in 2021.
50:53Thank you so much for everything.
50:54Take care.
50:55Bye.
50:56Bye.
50:57Bye.
50:58That was great.
51:00I have one.
51:01Bye.
51:02Bye.
51:03Bye.
51:04That was great.
51:05Bye.
51:09Bye.
51:10Bye.
51:14Bye.
51:15ends
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