Centralization Success Stories

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Centralization Success Stories

• Learn how Gannett Co., Inc. has used digital
  marketing to execute complex centralized sales
  and marketing campaigns.

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cen tral ize

• 1 to bring to a center consolidate
  ltcentralize all the data in one filegt
• 2 to concentrate by placing power and authority
  in a center or central organization

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The Good, Bad Ugly

• Control
• Standardization
• Automation
• Speed
• Cost
• Single decision maker
• Analytics

• Politics
• Trust
• Exceptions
• LCD
• Predictable
• Slow implementation

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B2C EXAMPLE
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Assets Are Centrally Created
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Sample Print Ad
Local info shown in aqua colored text
URL directs to locally hosted page
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Local Landing Page
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Sweepstakes Entry Form
Centrally Hosted Landing Page
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Advertiser E-Survey
Email Template
Localized Email
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B2B Newsletter Registration
B2B EXAMPLE
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Sample B2B Newsletter
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List Growth
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Iterative Campaigns
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CENTRALIZED DM EXAMPLE
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Centralization Basics

• Consider
• Repetitive programs
• Commerce portals
• Best practices
• Legal compliance
• Production
• Data acquisition
• Vendor management