bgsd creative workshop2016
DESCRIPTION
ÂTRANSCRIPT
Local World
Strategy 2016Exceed business goals.
Increase digital audience by minimum 30%.
Stabilise the sale of our print products to single digit decline.
Fill the gap between print advertising decline and digital advertising revenue
growth .
Grow data on users so ultimately they become consumers.
Maximise opportunities with existing portfolio.
Highly motivated and multi-skilled staff.
Grow subscriptions.
Be the best multi-media division in Local World.
.
Bristol Portfolio Review
• Why review the
portfolio?
• Profit growth year on
year
• Fast growing digital
audience
• Fast growing digital
revenues
Bristol Portfolio Review• South West newspaper of the
year
• Print and circulation revenues
of more than £7m
• Print revenues -12% year on
year
• Circulation decline of -10%
• Circulation revenue shored up
by a price rise
• Retail sale of 15,000 in an area
of 510,000
• Reaching a circulation and
response tipping point
Bristol Portfolio Review
• Second-biggest free weekly in
the UK
• Print revenues of £1.3m
• Print revenues are -28%
• Print and distribution cost of
£1m
• Advertisers are not wedded to
the product
• It will be loss-making within 18
months
Bristol Portfolio Review• Reduce Observer distribution,
run it for cash?
• More price rises on the Post?
• Neither option is a solution for
growth
• We have a much better idea
• Takes Manchester model
further
• Creates a strong solution under
one brand
• Creates a platform for digital
growth
• Post penetration goes from
29%-49%• Better contribution to the
bottom line
Bristol Portfolio Review• Bristol Post proposed to become hybrid model
• Paid-for, free pick-up and door to door on Thursday & Friday
• 150,000 copies across both days
• City package for advertisers on Thursday/Friday to include digital and print
• Option to buy City package Thursday or Friday
• Conversion of £1m advertising revenue from Observer
• Bristol Post digital first loved & supported by print
• Close North Somerset Mercury
Bristol Portfolio Changes
Model1 : Closing Observer
Model2: Bristol Post PaidFor plus Bristol Post Free
2016 2017 2016 2017
No Changes Model 1 Model 2 No Changes Model 1 Model 2 Var Var % Var Var %
Profit 2,791,036 2,082,272 3,131,338 2,084,245 1,626,718 2,408,975 340,302 12.2% 324,731 15.6%
Budgeted 20,000 copy reduction delivering print/distribution savings: 210743
Net potential profit increase 129,559
Gloucestershire
• Monthly GL glossy magazine to be
incorporated into GL/Weekend
weekly
• £1 cover price on Saturday
• Aligning the portfolio to focus on
digital marketing and print
• 3 websites – 3 print brands
Somerset
• Weekly magazines in
each print title
• £1 cover price
• Newspaper sales
specials i.e.
Glastonbury, Agusta
Westland 100 years
• Closure of IT Magazine
• Focus on Weekend and
digital marketing
National/Regional
• What’s On
• Property Portal
• South West Business
• Google PPC
• Websites
• Digital Display
• Directory
• What’s On
• Property Portal
• South West Business
• Google PPC
• Websites
• Digital Display
• Directory
Leads Marketing
Advertising Review
• Market salary review – average
salary Field Sales £19k Somerset
- £25k Bristol/Bath - £21k
Gloucestershire
• Alignment of accounts
• Retention and prospect teams
• Appointment setting temp
team
• Digital health check
Objective:
To own the digital space in each of our towns and cities by educating
all businesses in our marketplace
Seminars x 6 per year in each areaHeavy marketing campaign to promote digital marketing
Digital Seminars & Digital Marketing
Events (New)
• £1m revenue
• Overall 50% contribution
• Bristol Green Capital
• Health Awards
• EDGE Awards (Digital)
Pillar Promotions
• Win a Minibus
• Win a Wedding
• Win £15k for your
community
• Baby of the Year
• Smaller promotions
secured for the year
Newspaper Sales
Retention
• Plus loyalty
• Targeted canvassing
plan
• Business partnerships
• Retailer telephone
sales calls
People
• Editor of the future programme
• Future sales directors training
• Junior management programme
• FTE & Salary Review
• Media hub implementation
• Development & objectives for all
departments