Capitol Broadcasting Company - Chris Weatherly, Director of Digital Sales and Operations @cwweatherly - Local Media Association
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Capitol Broadcasting Company Chris Weatherly, Director of Digital Sales and Operations @cwweatherly
THE LONG PAINFUL ROAD TO NOW
OUR EVOLUTION
2013
WRAL TV + Other
WRAL TV Sellers only 4 SMB reps only
broadcast sales reps
OUR EVOLUTION
2015
WRAL TV Sellers only EVERYONE
OUR EVOLUTION
2016
EVERYONE
OUR EVOLUTION
2017
WHAT MAKES US DIFFERENT?
57 Million
Average Monthly
Page Views
5 Million 3.0 Million
Average Monthly Average Monthly
Unique Visitors Video Views
#1 Local
News Team of Local
Source Experts
20 Million 40.34%
Average Monthly Market
App Views Penetration
Social Media Advertising Web Development
Digital
Creative Services Marketing Video Production
Search Engine Optimization
Services Analytics & Optimization
Source: Adobe Site Catalyst (2017)
Scarborough Survey 2017 Release 2 - Numbers are related to our DMA.
SALES & FULFILLMENT ORGANIZATION
Team of Digital Specialist (Graphic Designers, SEO, Web Developer, etc.)
Dedicated Dedicated
PM PM
Fulfillment
Dedicated Dedicated
Advertising Advertising
Specialist Specialist
Dedicated Dedicated
Digital Digital
Strategist Strategist
Broadcast
DO Team
Sales Teams
(4 reps)
(5)
AND EVERYTHING CONTINUES TO CHANGE…
ADVERTISING IS NOT DRIVING THE GROWTH
CHANGING COMPETITIVE LANDSCAPE
WRAL DIGITAL SOLUTIONS
Digital Agency/DMS
CBC Audience Network
Local O&O
Agency products
represented 42%
of our top line
revenue in 2017
and growth of
77% YOY 16
2010 2011 2012 2013 2014 2015 2016 20172017 SPEND BY ACCOUNT SIZE
All Accounts
Accounts >$50k AccountsQ1 PRODUCT MIX- 16-18
Q116
Q117
132% Q118
On Off DigeOther PPC Mgt.DIGITAL MARKETING SERVICES
2017 Quarterly Avg Q1 2018
Other
Other 6%
18%
Web Dev and
Web Dev and Hosting
Hosting 23%
29%
Social Media
13%
SEO Social Media SEO
33% 12% 56%
Video
Production Video
8% Production
2%Putting it all Together CASE STUDY – THE CITY OF WILSON
WILSON, NORTH CAROLINA
Perceived as a “sleepy tobacco town” in eastern
North Carolina, about an from Raleigh
Population of close to 50,000 with a unique story to
tell…
A history of reinventing itself from an
agricultural hub to a technology one
Only municipal owned fiber broadband network
in the state
50+ year water supply
Accessible and affordable housing
Home to the NC Whirligig Park
World-class youth athletic facilities
But no clue how to tell it….OUR CHARGE Help people locally and regionally discover Wilson and it’s unique value proposition Recruitment and retention of Wilson-based employees Recruitment of businesses to Wilson to leverage their fiber broadband network Must be AUTHENTIC
PRE-2015 LIMITATIONS Limited Options - we would sell what we could, not necessarily what our clients needed. We lacked core DMS competencies, and were over-reliant on third parties. We lacked the credibility to position ourselves as true a one-stop-shop.
AS WRAL DIGITAL SOLUTIONS We built them a fully responsive website - Discoverwilson.com. We are producing a series of videos, highlighting the community and telling its story. We created a sponsored content section on WRAL.com and our OTT apps, to highlight the city of Wilson and the content we are producing for them. YEAR TWO - we are going to roll our a full scale digital marketing campaign to drive traffic to Discoverwilson.com
How we are doing it
What’s Next? Rethinking our sales structure and exploring an account management model for 2019. Focus on improving our creative capabilities (beefing up video production capabilities and hiring a Creative Director). Improve digital account penetration with broadcast reps.
THANK YOU!
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