Channel Sales Success Stories

| Affiliate Success Stories 2 Success Stories? What are they?When do I use one? A success story is a tool for a sales rep, rather than a testimonial which is a quote to be used with a prospective advertiser. These success stories are meant to provide inspiration and ideas to our partners on what types of campaigns have been successful across the program in specific verticals. Reps can edit down the success stories into testimonials as needed to present to a potential advertiser. A success story should be used to provide ideas to a sales rep, after a meeting with an advertiser, on how to capture the desired audience. In other words, they should be used when an advertiser is experiencing difficulties that a similar advertiser has overcome by using affiliate solutions.

Naples, FL Doug Dittamore, Campaign Performance Specialist Dave Cuddihy, Advertising Director 3 Food Services Success Story Food Services | Success Story Various Local Restaurants | Affiliate Success Stories

4 Food Services Success Story Food Services | Success Story Past Solutions:: Advertiser Solutions Sold:: Newspaper Print Various Directories Mobile Naplesnews.com Display Naplesnews.com Post-its Various Local Restaurants Retail Revenue: $13,650 Campaign Length: 3 one week flights | Affiliate Success Stories

5 Food Services Success Story Food Services | Success Story The Challenge:: The Opportunity:: What We Delivered:: Within the food services vertical, digital revenue goals have always been a challenge to hit. Many restaurant owners do print but do not have the marketing budget to expand into a full digital campaign. We set out to create a package that introduced a great user experience, serviced the needs of our advertisers, and was at a price point that advertisers could afford. The golf tournament provided a perfect platform as people traveling in for the events would certainly welcome recommendations on places to eat and restaurants would welcome the business - a win/win for everyone! The package was created around the customer journey. Individuals traveling to Naples for these tournaments will likely visit naplesnews.com before and during their visit and they will undoubtedly be on their mobile devices throughout the tournament. Keeping this in mind we decided to include banner ads and post-it notes on naplesnews.com as well as Centro's hyper-local mobile within a 5 mile radius of the tournament site. The package was then divided into sponsorships to make it more affordable for the advertisers. Various Local Restaurants Retail Revenue: $13,650 Campaign Length: 3 one week flights | Affiliate Success Stories

6 Food Services Success Story Food Services | Success Story Recipe for Success:: Newspaper Print Various Directories What are the needs of the consumer? What are the needs of the advertiser? Focus on selling audience and keep the conversation “un-techy” Identify and stay ahead of potential objections Ie – position the opportunity as a “mini directory” instead of letting advertisers dwell on the fact that they are advertising alongside their competition Various Local Restaurants Retail Revenue: $13,650 Campaign Length: 3 one week flights | Affiliate Success Stories

Naples Daily News Doug Dittamore, Campaign Specialist Dave Cuddihy & Shawna Devlin, Ad Directors Kurt Larson, Creative Designer 7 Restaurant Success Story Restaurant | Success Story Various Local Restaurants | Affiliate Success Stories

8 Restaurant Success Story Restaurant | Success Story Past Solutions:: Advertiser Solutions Sold:: Print Search Some advertising for the first time ever Mobile Naplesnews.com Mobile call to actions Various Local Restaurants Retail Revenue: $126,000 Campaign Length: 12 months | Affiliate Success Stories

9 Restaurant Success Story Restaurant | Success Story Why Did They Buy:: What We Delivered:: Within the food services vertical, digital revenue goals have always been a challenge to hit. Many restaurant owners do print but do not have the marketing budget to expand into a full digital campaign. We set out to create a package that introduced a great user experience, serviced the needs of our advertisers and was at a price point that advertisers could afford. The golf tournament provided a perfect platform as people traveling in for the events would certainly welcome recommendations on places to eat and restaurants would welcome the business - a win/win for everyone! Various Local Restaurants Retail Revenue: $126,000 Campaign Length: 12 months | Affiliate Success Stories

10 Restaurant Success Story Restaurant | Success Story Objection Overcome:: The Naples News explained to the restaurant "group" that by banding together they could not only afford the mix of advertising, but also be able to cover a larger, more focused area within the DMA. The sales team encouraged the use of a special offer (that none had previously offered) for the purpose of a Call to Action for prospective clients and to make it easier for the restaurant to track their increase in revenue. Furthermore, Naples was able to explain their monthly reporting and ability to optimize based on the results. Various Local Restaurants Retail Revenue: $126,000 Campaign Length: 12 months | Affiliate Success Stories

JUAN’S CHICKEN – SEARCH CAMPAIGN [PARTNER LOGO]

Juan’s Chicken Restaurant CLIENT BACKGROUND LOS ANGELES TIMES SUCCESS STORY CAMPAIGN DETAILS The advertiser currently runs print advertising in Hoy, Fin de Semana and wraps targeting the Hispanic community. Client’s first digital execution of any kind! Juan’s was seeking ways to generate awareness after splitting from a franchise, which led to an initial drop in business prior to launching the SEM campaign. To drive foot traffic as well as phone calls for their catering business. Total Spend $60,000 Centro Spend $9,000 Campaign Length 3 Months Geography Targeted LADMA DIGITAL BUDGET ALLOCATION SEM 100% OBJECTIVE

LOS ANGELES TIMES SUCCESS STORY ADDITIONAL COMMENTARY “Great response via phone calls and a noted increase in foot traffic with the target audience redeeming the coupons that were posted on the site.” – Art Bracamontes, Owner “With respect to calls placing orders, the client listened to the recorded calls and could truly see the ROI! This really sold the power of PPC for the client.” – Harvest Smith, Digital Sales Manager, LA Times TESTIMONIAL 420+ recorded calls on the Kenshoo dashboard. Call volume increased month over month, as well as the quality. In February, calls over 60 seconds increased 5% from 99 in January to 104 in February. Performance increase due to usage of tracking numbers through our proxy site. Each call to our tracking number is tied directly to the keyword that led to a call. In examining that call data set we are able to identify which keywords are driving the most/best calls and optimize our campaign around those keywords. Advertiser Name Restaurant

Rally’s [Fresno Bee]

Rally’s Restaurant CLIENT BACKGROUND [Fresno Bee] SUCCESS STORY CAMPAIGN DETAILS The Print rep had a great relationship with the client that really grew the business. While visiting the client for a Dealsaver meeting. The client mentioned reaching a younger demo. The client was apprehensive to spend on digital, and just signed a large TV buy for 6 months. The real digital solution came with a Mobile Click to camera roll campaign. Total Spend $10,000 [Retail] Total Centro Spend $8,750 [wholesale] Campaign Length 5 months Geography Targeted 1mile radius of each of clients 11stores BUDGET ALLOCATION Hyper-Local Mobile 100%

[Fresno Bee] SUCCESS STORY WHY DID THEY BUY? The client really liked the Click to Camera Roll for mobile. Rally’s Restaurant