1. Channel Sales Success Stories

2. | 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.

3. 3 Vertical Local Retail Vertical:: Local Retail | Affiliate Success Stories

4. Digital Solutions Sold Category Targeting- News/ Business Advanced Targeting Contextual Targeting Retargeting Geography Targeted 5 DMAs (New York & Florida) Current Marketing Mix SEM- Scripps Newspaper Print Television [Insert Vertical] Case Study [Newspaper.com logo] Advertiser Name: [insert name] Retail Revenue: $[xxxxx] Campaign Length: [xx] months [Insert Vertical] Case Study [Newspaper.com logo] Advertiser Name: [insert name] Retail Revenue: $[xxxxx] Campaign Length: [xx] months Retail Case Study City Mattress Retail Revenue: $60K

5. [Insert Vertical] Case Study [Newspaper.com logo] Advertiser Name: [insert name] Retail Revenue: $[xxxxx] Campaign Length: [xx] months [Insert Vertical] Case Study [Newspaper.com logo] Advertiser Name: [insert name] Retail Revenue: $[xxxxx] Campaign Length: [xx] months Retail Case Study City Mattress Retail Revenue: $60K Why did they buy? They had mentioned in a prior meeting that they were making advertising inquiries into the New York Times directly. The owner wanted to know why his competitor ads were being displayed on this site and similar news sites. I saw this an opportunity to present them with a solution by using the Affiliate Partnership to have presence on these same types using Category Targeting to business/news.

6. Kansas City Star Stephanie Simmons, Account Executive 6 Local Retail Success Story Local Retail | Success Story American Pawn and Gallery | Affiliate Success Stories

7. 7 Local Retail Success Story Local Retail | Success Story American Pawn and Gallery Retail Revenue: $8,050 Campaign Length: 6 weeks Advertiser Solutions Sold:: Past Solutions:: Kansascity.com Print Yahoo! Advanced Audience Targeting Jewelry Enthusiasts Loan Info Seekers Contextual Targeting Premium News Network Kansas City.com | Affiliate Success Stories

8. 8 Local Retail Success Story Local Retail | Success Story The background:: How this came about:: This was a one-time event for NAR's National Open House weekend, but it has created buzz with each of the MLS offices. As a result we are using this format to create similar repeat campaigns on a regular basis. It also works for larger broker offices that have 50-100 listings. This program also forced our Real Estate reps to talk about each of the products in the package, and it served as a great segue way into deeper conversations about using a wide array of tactics to reach out, especially on mobile devices. The advertiser had done some digital using another solution, but was not very thrilled with the results or the prospect of doing it again. Because the advertiser was looking for three different groups of people advanced targeting the three groups with three different creatives was a good fit. Combining the advanced targeting with Premium News provided a well rounded solution. They are in talks to renew and continue the plan month after month. American Pawn and Gallery Retail Revenue: $8,050 Campaign Length: 6 weeks | Affiliate Success Stories

9. Postmedia – Edmonton Journal JB’s Power Centre

10. The Opportunity Sales Process JB’s Power Centre has been an active print client with the Edmonton Journal for over 5 years. The bulk of their ad budget goes toward flyer distribution using in The Edmonton Journal, Edmonton Sun and Gazette (newspapers) 40,000 copies total. They also run a ton of radio, paid search but very little digital other than Facebook. JB’s hasn’t run a digital campaign with the Edmonton Journal since 2010. During our initial meeting to discuss new digital opportunities we uncovered the following important points: -Targeting was very attractive to this client -Spends significant time/energy evaluating their monthly analytics (google) -Have a mobile optimized site -They have video content Audience Identified Primary target market: consumer of goods is 70% male based on the product set (auto performance, car speakers, exhaust, LED lights), age 18-44 Secondary: wives, parents, and really anyone looking for a gift JB’s competes with large brands such as Visions Electronics, Future Shop but also many local stores with similar offerings such as Certified Radio. | September All-Hands Call 10

11. The Solution Campaign Details Advertiser Solutions Sold Contextual Targeting – the opportunity to deliver display advertising contextually based on the top 20-30 key-phrases that work well in search was a very attractive offering. Mobile Targeting – client was thrilled to place his digital message in front of a mobile audience, a fantastic fit for his target market Pre-roll Video (YouTube Trueview) – provided the opportunity to showcase newly available video content, the perfect medium to showcase car audio product Run Dates: August 11 th – 31 st Targeting Edmonton, St. Albert, Spruce Grove, Fort Saskatchewan (bedroom communities surrounding Edmonton) Investment: $4,500 Investment to date for JB’s: $11,500 Working on the 4 th renewal for September! | September All-Hands Call 11

12. The Creative 2) Contextual 300x250 728x90 160x600 1) Pre-Roll Video 3) Mobile | September All-Hands Call 12

13. Dene Braaten – Digital Sales Specialist "Through an effective use of multiple targeted tactics (contextual, YouTube and mobile) the client truly feels like we have listened very closely to their advertising goals and are running a program that is tailor-made for their needs. The CENTRO partnership has given us the opportunity to have a new conversation with this client around targeting their audience in ways that make the most sense for them. I think they will be a digital client of the Edmonton Journal for quite some time. As of a meeting with the client this week, we are working on a renewal for the fourth month in a row and have managed to add another $2,000 onto this months buy!" | September All-Hands Call 13

14. Naples, FL Doug Dittamore, Campaign Performance Specialist Dave Cuddihy, Advertising Director 14 Food Services Success Story Food Services | Success Story Various Local Restaurants | Affiliate Success Stories

15. 15 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

16. 16 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

17. 17 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

18. Naples Daily News Doug Dittamore, Campaign Specialist Dave Cuddihy & Shawna Devlin, Ad Directors Kurt Larson, Creative Designer 18 Restaurant Success Story Restaurant | Success Story Various Local Restaurants | Affiliate Success Stories

19. 19 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

20. 20 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

21. 21 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

22. The Charlotte Observer Pamela Wynn, Digital Specialist Joe Pelosi, Digital Specialist 22 Dining/Entertainment Success Story Dining/Entertainment | Success Story EPICENTRE | Affiliate Success Stories

23. 23 Dining/Entertainment Success Story Dining/Entertainment | Success Story Background:: Why did they buy:: The EPICENTRE is a mixed use development of shops, restaurants and nightlife. Unfortunately the development was viewed solely for the nightlife and struggled to create a name for themselves in the other categories. We initially met with the client to help them drive awareness and traffic around the Democratic National Convention (DNC). Their Marketing Manager had already planned their DNC budget but was intrigued by the mobile offerings. Thanks to a strong client relationship and additional research to learn more about EPICENTRE's target audience we were able to stay in conversation with the Marketing Manager. The new owners are dedicated to re-branding the development to drive consumers to the restaurants and shops at EPICENTER. We proposed a plan to support the ACC Championship and Belk Bowl "Fan Central" events that EPICENTRE was hosting. The plan included mobile to reach fans who were traveling to Charlotte for each of the events. Even though the client did not move forward with the ACC portion of the plan they were so excited about the mobile audience that they moved forward with the Belk Bowl without even having a mobile website ready! EPICENTRE Retail Revenue: $2,500 Campaign Length: 4 days | Affiliate Success Stories

24. 24 Dining/Entertainment Success Story Dining/Entertainment | Success Story Additional Commentary:: In Conclusion:: As previously noted the client did not have a mobile-ready page. We pointed out that incoming tourists were more likely to be on their mobile devices as opposed to laptops when looking for something to do. This was a key selling point and created a great option for the event that included entertainment options for the whole family. As a temporary fix for this campaign the click-through URL took users to a page which listed that week's events. EPICENTRE Retail Revenue: $2,500 Campaign Length: 4 days The campaign ended with a.26% CTR, and even without a mobile enabled page the client was happy with the results. We are confident that the client will continue to partner with Observer Digital Solutions for future campaigns and marketing efforts! | Affiliate Success Stories

25. Sarco, Inc.

26. Local Retail CLIENT BACKGROUND [Allentown Morning Call] SUCCESS STORY CAMPAIGN DETAILS We have been working with this client for over a year. He let me know that he wanted to put a focus on his e-commerce site and run a campaign where he could see ROI. Since he has high traffic on his site, I felt as though re-targeting would best meet his needs and obtain his goals. Objections we overcame – The client was resistant to adding anything to his current budget. We moved some things around to make it work. Total Spend $500 [Retail] Centro Spend $250 Campaign Length 2 Weeks Geography Targeted National BUDGET ALLOCATION 100% Retargeting

27. [Allentown Morning Call] SUCCESS STORY Previous Media Mix Radio and Print ADDITIONAL COMMENTARY The customer was very impressed with the campaign. He gained 16 sales totaling $3,000 in revenue from the campaign. He plans on continuing and increasing his budget over time! Sarco, Inc. Local Retail

28. Tom Erspamer, Director of Retail Advertising, LA Times Media Group Laura Grochowski, Account Executive, LA Times Media Group Leslie Restaino, Digital Sales Manager, LA Times Media Group

29. BUDGET ALLOCATION CAMPAIGN DETAILS CLIENT OBJECTIVES: Drive sales through new e-commerce website. Drive awareness and in-store visits to a 10-mile radius of each of their 11 Southern California locations. Phone Calls. TOTAL SPEND $885,000 CAMPAIGN LENGTH 6 months GEO TARGETS LA DMA LOCAL SEARCH 24% SUCCESS STORY : Search RETAIL Howard’s TV & Appliance PRINT, FLYERS, INSERTS LATIMES.COM

30. WHY THEY BOUGHT: Howard’s had developed a new e-commerce website that went from 400 skews to 4,000 skews, so they wanted to drive website traffic. They also wanted to continue to drive in-store traffic to each of their locations. They were seeking a search expert & a high level of service, along with a one-stop shop with other LATMG strategies. RETAIL Howard’s TV & Appliance CLIENT BACKGROUND: Howard’s TV & Appliance was founded in 1946 and has 11 store locations in Southern California. They were seeking a SEM provider who provided more transparent analytics and call tracking. LABOR DAY PERFORMANCE Howard’s changed their ad copy to put an emphasis on a Labor Day sale. Overall, they saw improved CTR, CPC, and positioning for the Howard’s Labor Day copy – compared to the Thursday through Sunday period the week before. CTR improved 12% (0.95% to 1.06%) with a 10% drop in CPC ($4.52 to $4.11). We also saw average position move from 1.5 the week prior to 1.39 over Labor Day Weekend. SUCCESS STORY : Search