MEDIA
ArchitectureBoston, The Warren Group
Objectives
Drive new revenue sources with unique ad positions and new products.
Created high visibility advertising positions plus advertorial sections. Both assets were first ever deployed by the respective publishers.
COMMUNICATIONS PLAN
1. Premium Ad Positions
Designed to provide exclusivity on page, whether print or online and offered as single package.
•ArchitectureBoston/Suffolk Construction
Capture attention of ABX construction show attendees as they plan daily schedules using the essential
resource, the exhibitor floorplan. Banner ad placement on center spread floorplan pages and in calendar section of architects.org.
Produced an incremental $5,000 in revenue and continued to be sold in subsequent years.
•Banker & Tradesman NEMBC Guide (New England Mortgage Bankers Conference)/Harland Financial
Northeast’s premier lending event. Responding to management’s challenge to increase publication’s revenues, suggested ad placement in center spread and packaged with logo on cover, corporate profile and submission of custom content. Produced additional $8,000 in revenue. Floorplan became a key sponsorship position and revenue generator for NEMBC guide in following years.
2. Advertorial
•Banker & Tradesman: Mortgage Lending Review
Non-traditional lenders underserved in terms of editorial exposure in newspaper yet advertising presence was increasing. Seeking to add value for advertisers in this important new business category, proposed a quarterly section devoted to recent developments and analysis of the mortgage banking industry. Content (informational not promotional) to be provided by key marketers drawn from the Massachusetts Mortgage Bankers Association. Upon project approval secured Silver Hill Financial as charter sponsor with four half page ads exclusively on page one of section. “Mortgage Lending Review” drew at least six regular advertisers and new revenues of $10,000 per quarterly edition in years following.
New revenue sources from high visibility positions and media products
Top Left: ArchitectureBoston ABX Show Guide: banner ad sponsorship, Suffolk Construction
Bottom Left: NEMBC Guide, new centerspread floor plan sponsorship: Harland Financial
Right: Banker & Tradesman, new advertorial section: Mortgage Lending Review
