GateHouse Media New
England/Wicked Local & Propel
Marketing
Agenda
• Welcome and overview
• Product comparison: Today vs. Tomorrow
– Search
– Google+ Local and Yahoo Local claimed profiles
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Mobile
Marketing dashboard
Fulfillment process
Q&A
Overview
• Discuss initial services that may be
appropriate for new customers
• Compare existing services to Propel offerings
• Timing – answer any new questions this week
with new customer processing starting 6/18.
• Additional products and services to be
introduced during upcoming training session
• Adding to existing portfolio – not a complete
replacement
PropelLOCAL
• Create and claim Google+ Local and Yahoo Local profiles
• Add business info, keywords, categories, photos, videos,
links, etc.
• Monthly optimization with status updates, offers,
photo/video updates, facilitate public review responses
• PropelLOCAL: Use existing website if available for SEO
benefits
• PropelLOCAL+ If customer does not have a website, the
product includes a one-page microsite with call tracking,
analytics and SEO-friendly URL. (See later slides for example pages.)
• Reporting: Impressions, clicks, actions
• Near instant access to call recording data with marketing
dashboard
PropelLOCAL & PropelLIST
• Included with the PropelLOCAL packages is business
listing distribution through PropelLIST
• We will submit detailed business information to the
top three database aggregators Acxiom, Dun &
Bradstreet and InfoGroup. (Information clearinghouses from
whom numerous directories across the web pull their business
information.)
• Additionally, we will create 15 quick listings on sites like
Foursquare, Yelp, Insider Pages, CitySearch, Angie’s List
and Merchant’s Circle.
• Listing accuracy and wide distribution increases a
business’ visibility and therefore improves their local
SEO rankings.
PropelLOCAL
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Once all materials are received for building the profiles and listing
submissions, they will be built within 3 business days, pending verification.
Propel Client Services Managers are available to call customers to collect data
and gather information.
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Google requires verification by PIN number via phone or mail.
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Call welcoming the business to the product
Requesting PIN verification
Collect detailed business info needed for building the profiles
Facilitate gathering of photos, videos, links, etc.
If a company is new to Google, they will be mailed a postcard to their business address with a PIN number to
verify they own the business.
An existing listing will be called at their business phone and given a PIN number via an automated message.
The PIN number will then need to be provided to Propel for completion of verification.
Yahoo Local goes through its own review process for profiles which takes
between 15-20 business days.
• PRICING: $120 setup fee; $120/month; additional
$199/setup and $199 one-time fee for microsite
PropelLOCAL
PropelLOCAL
WickedLocal Blast
• Create and claim Google+ Local profiles
• Add business info, keywords, categories,
photos, videos, links, etc.
• Multi-page microsite creation with call
tracking and analytics, SEO-tailored URL
• Conversion tracking
• Reporting: Impressions, clicks, actions
• Welcome call for information gathering
PropelSEARCH
• Search Marketing (PPC) campaigns on Google and Yahoo/Bing as
necessary
• Pre-sale budget provided with Prominent, Competitive and Representative
tiers
• Unique local or toll-free tracking number included, unless otherwise noted
• Site proxy rewrite included with similar URL unless otherwise noted
• Near instant access to call recording data with marketing dashboard
• Contact form details (name, email address, comments, etc.) captured
upon submission
• Daily campaign optimization
• Unlimited amount of keywords and ad groups
• Customer dashboard for reporting and leads
• Local campaign managers, all individually Google AdWords certified
PropelSEARCH
• Budget turnaround time: 3 business days
• Campaign build: 3 business days
• All requests and fulfillment orders captured and
archived in one portal
• Propel Client Services and Search Marketing
teams handle incoming budget requests,
campaign creation, optimization and
communication
• PRICING: Current pricing
WL Search Marketing (PPC)
• Search Marketing (PPC) campaigns on Google
• Pre-sale budget provided with Good, Better and
Best tiers
• Local or toll-free call tracking number add-on
• Proxy site (tru.m … URL) add-on
• Monthly campaign optimization
• Limited amount of keywords and ad groups
• Customer admin for reporting and calls
• Out-of-state campaign managers
PropelWEB: Five-page mobile site
• 57% of users say they won’t recommend a
business with a poorly-designed mobile site
• 40% have turned to a competitor’s site after a
bad mobile experience
• 95% of smartphone users have searched for
local info
– 90% of these users took action within 24 hours
– 61% called a local business after searching
– 59% visited in person
Google’s Mobile Playbook, 2012
PropelWEB: Five-page mobile site
• Design and development of a mobile-optimized site using
customer’s existing desktop site
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Up to 5 pages of content
Choose from multiple designs
Photos for use within pages
Logo
Click-to-call and email functionality
Photo gallery (up to 20 photos)
Maps for multiple locations
Contact information
YouTube video
Social media integration
Google Analytics with dashboard access
PropelWEB: Five-page mobile site
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Customer will need to provide access to existing website’s
domain provider, i.e. GoDaddy, NameCheap, etc. This would
include a username and password.
Customer can expect a proof of their mobile site within 5
business days after receipt of required materials. (Domain info, intake
forms, etc.)
• After one round of feedback/changes, pending final
approval, the mobile site will be live within 2 business
days.
• PRICING: $100 setup; $180/year
MOBILE PROOF DEMO
PropelDASHBOARD
• We will create a WickedLocal-branded customer dashboard
giving you and your client access to detailed data related to
search marketing, call tracking and site analytics. Reps will
have access to all of their customer’s data via an admin
view.
– Search: Impressions, clicks, top keywords over time
– Calls: Listen to all phone calls from start of campaign, add
detailed customer information (“CRM lite”) grade phone calls,
export and import leads.
– Analytics: We can pull in your customer’s existing site analytics if
they have a Google Analytics account they want to provide. This
section would also include mobile traffic from the
PropelMOBILE product.
How to order products
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We are providing a GHMNE/WickedLocal-branded partner portal to
facilitate all product-related orders. The portal is a version of SalesForce
so it follows the Account > Opportunity model. Activities include:
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Search budgets
Ordering search campaigns with call tracking
Mobile site orders
Google+ Local and Yahoo Local profile creation orders
Dashboard
Tasks can be created for general inquiries or requested changes postlaunch.
Communication between Propel’s Client Services and Search team can
be captured and archived within the Notes sections. Attachments such
as forms, content, photos, etc. can be uploaded to the Opportunity.
Detailed step-by-step documentation outlining how to fulfill each
product has been provided.
PARTNER PORTAL DEMO
SUMMARY
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PropelSEARCH
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PropelLOCAL
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3 business days after materials received
5 business days for design proof of a one-page website if necessary
Customer can provide feedback within 5 business days until go-live
PropelMOBILE
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3 business days for initial budget
3 business days for campaign build and go-live
5 business days for a working proof
2 business days after feedback round/final approval for go-live
PropelDASHBOARD
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Login created for rep and customer at launch of products and
credentials provided via Partner Portal