WNE RFP TEST

IMAGINE MOREByron Jones | 413-634-4585 | [email protected] www.masslivemedia.com

It is our pleasure and privilege to present you with TABLE OF CONTENTSMassLive Media and Advance 360's capabilities to provideWestern New England University with strategy and 1. Meet the MassLive Mediasolutions to increase lead flow and student enrollment. Team - Advance 360 Team 7. CapabilitiesMassLive Media is one of twelve divisions of Advance 10. Process ManagementLocal, supported by the expertise and resources of our 12. Strategynational partner Advance 360. We offer a wealth of 19. Strategic Schedule and Pricingexperience in developing digital marketing strategies for 23. Case Studieseducational institutions across the state and the country 27. Referencesand have technological capabilities that have been nationallyrecognized. We are a Google Premier Partner, a status onlyheld by 33 companies in the US. We have also been namedPartner of the Year by Microsoft for our competence in digitalmarketing.This type of national recognition is a result of one of our greatestdifferentiators. We are not only a digital strategy group, but alsoa publisher of digital content. Our publisher status allows us totarget based on 1st party data. Few can make such a claim.Our ability to target audiences that we built makes us stand outin a very crowded field and gives us unique insight into a user'sintention to pursue higher education.We are excited at the prospect of working with you to develop,execute and optimize a digital strategy for Western NewEngland University that measurably reaches the correcttargets with the correct message. We are eager to get startedand if we may provide any additional information or discussany points herein please do not hesitate to contact us. Thankyou again for considering MassLive Media - Advance 360 forthis project.Sincerely,Gareth Charter, Vice President of MassLive Media - SalesByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com

YOUR MASSLIVE MEDIA TEAMByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 1.

Tim Kennedy Gareth CharterPresident Vice President of SalesTim Kennedy was appointed President of Gareth Charter joined MassLive Media inMassLive Media in February 2017. This year January 2016. He has spent his entire 25+brought accelerated growth for the company year media career in Massachusetts includingwith significant growth in our news brand eight years in Central Massachusetts as the– MassLive - reaching record audience Publisher of Worcester Magazine and severallevels. Kennedy also serves as President of other area publications. Gareth also servesAdvance Media New York based in Syracuse, as the Marketing Committee chairman forNY., part of Advance Local, one of the the Local Media Association, where he wasnation’s leading digital media and marketing previously chairman. He lives in the MetroWestcompanies, reaching more than 50 million area with his wife and three kids.people throughout the U.S., across multipleplatforms. Mike Jarmuzewski Analytics & Optimization ManagerRob MadridDirector of Digital Solutions Mike joined Masslive Media as Digital Solutions Specialist in August 2015. Prior toRob brings a wealth of digital marketing that, he spent over seven years in corporateexpertise to MassLive Media. Previously, marketing and has an extensive background inhe served as the Director of Marketing and digital strategy and analytics. He has receivedBusiness Development for Aerial Electric. certifications from Google in both AnalyticsHis previous experience also includes sales and Adwords. A graduate of Springfieldand marketing leadership positions with College in 2007, Mike resides in South Hadleythe American Hockey League and Naismith with his wife Stacey and their daughter.Memorial Basketball Hall of Fame in theSpringfield. Rob lives with his wife, Sara, in Blake PhillipsWillington, CT. Senior Multimedia DesignerChristine Romanko Blake joined Masslive Media over 14 years agoSales Manager and has acted as head of creative services for digital advertising and marketing. PriorChristine joined Masslive Media in 2013. to joining MassLive Media he served as ArtShe is a 2002 graduate of the University Director, Production Manager, and Prepressof Massachusetts, Isenberg School of Manager for newspapers and printingManagement, has been in marketing and companies in Western MA. Blake is a graduateadvertising for more than a decade and has of the University of Massachusetts where hea wide array of knowledge in both traditional studied art and design. He lives in Montagueand digital media. She has been planning and with his wife and has two daughters and threeexecuting marketing campaigns for small to grandchildren.medium businesses as well as large Fortune500 companies. Christine is a lifelong resident Byron Jonesof East Longmeadow. Digital Media StrategistSally Azar Byron joined MassLive two years ago as a Dig-Marketing Manager ital Marketing Strategist helping companies and organizations grow their business andSally has worked in the marketing field tell their stories using various forms of digitalfor over 10 years with a focus on CRM media. Byron is a graduate of Western Newmanagement, analysis and marketing England University, gained valuable manage-strategy. She has worked with local clients ment experience at Enterprise Rent A Car,to leading national advertisers across a and achieved a record of sales and consultingvariety of industries where she held key roles success at KAR Auction Services in Rhode Is-in developing and optimizing multichannel land, Massachusetts and Connecticut. Byronstrategies. She earned her MBA from Bay is married to Jennifer Jones and has two beau-Path University in 2007 and completed her tiful daughter’s Lydia Jones, and Tahliya Jones.undergraduate program at Marist College. They are expecting another child later this year.Sally resides in Longmeadow with herhusband Fred and their two children.Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 2.

MassLive Media and Advance 360Though you may be familiar with MassLive, you maynot be aware that we are a part of a larger organizationthat is the 8th largest news and information mediacompany in the United States. Advance 360 is theorganization that supports the needs of both ourinternal publishing teams and our clients across thecountry.Advance 360 houses one of the world’s leading digitalmedia teams, which is responsible for digital strategy,innovation, and development of multi-platformproducts that enhance the consumer experienceacross both our own portfolio of brands, as well as ourclient’s brands.We are committed to meeting the changing needs ofWestern New England University by delivering strategicand effective digital marketing solutions across currentand emerging platforms.Our experience targeting consumers uniquely positionsus to understand the conversations that studentsacross the U.S. care about most—from currentheadlines and trends, to information they need tomake smart decisions about their future. We connectand engage with stories that surprise and delightaudiences—and deliver on the actions we want them totake.But we don’t just bring great design and contentstrategy. Our in-house team of 250+ digital strategistsand technologists are your one-stop digital agencypartner, managing ideation, campaigns, reporting,audience targeting, quality control, and distributionservices. We have a wealth of resources in place andare positioned to scale with Western New EnglandUniversity as you refine the current program and grow.Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 3.

AGENCY INFORMATION PARTNERS:Corporate Overview: OWNED AND OPERATEDMassLive Media and Advance 360 are PREFERRED PARTNERSdivisions of Advance Local. Advance TECH STACKLocal is part of Advance Publications, adiversified privately-held company thatoperates and invests in a broad range ofmedia, communications and technologybusinesses globally. The company wasfounded in 1922. The operating businessesof Advance include Condé Nast, AmericanCity Business Journals, 1010 data andPOP. Advance is also a shareholder inCharter Communications, DiscoveryCommunications and Reddit.Number of Employees:Our team consists of approximately 60employees locally in Massachusettsand 3,000+ employees nationally underAdvance Local.Markets Served: AGENCY PROCESS:We primarily focus on markets in the DOCUMENT SHARINGNortheast, Midwest, Southeast andPacific Northwest, but have a national • Easy access provided to all files throughfootprint. Advance 360 is our in-house DropBox or other preferred service.agency with a team of experts passionateabout marketing, data, storytelling and ADVANCED ANALYTICS DASHBOARDall things digital with a focus on theeducation, travel and auto industries. • MassLive Media uses the most data points andWe immerse ourselves in these specific native marketing integrations providing a singleindustries to fully appreciate where place for all your marketing data to live. Simplychallenges and opportunities lie, give our log into a single reporting tool for an overview orclients hands-on attention and offer the an update.benefit of premium technology to deliverROI. ACTIVECOLLAB • MassLive Media employs powerful yet simple to use project management tools ensuring seemless task management, collaberation and tracking.Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 4.

SOME HIGHER EDUCATION CLIENTS• University of Michigan • Wagner College • Oregon State University• Michigan State University • DeSales University • Pacific University• Concordia University • Kutztown University • Southern Oregon University• Cleveland State University • Pennsylvania College • Louisiana State University• Ohio University • Loyola University• Kent State University of Technology • University of Alabama• Rutgers University • Utica College • Jacksonville State University• Seton Hall University • Elmira College• Princeton University • University of Portland • Portland State UniversityByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 5.

CAPABILITIESByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 6.

DIGITAL MARKETING TECHNOLOGY PARTNERS - LEAD GENERATIONMassLive Media – Advance 360 provide clients withleading edge digital marketing solutions. As a publisher Outside of services within our own walls, we also utilizethat collects information about our own audiences, we best-in-class technology partners to achieve clientare uniquely positioned to offer insights into this 1st party goals. Below are just a few that we've identified as beingdata. We also utilize multiple 3rd party data providers potentially useful to Western New England University.such as Acxiom and Experian when there is a need to lookbeyond our markets. Advance Analytics Dashboard Services:Content is the workhorse of digital marketing. It drives Data integrations from all platforms into one centralizeddeeper levels of engagement at every stage of the student dashboard provides more insights into omni-channeljourney and delivers the brand tone and voice at every performance, optimization strategies and ROI.touchpoint. Content strategy and calendaring are linked tothe overall strategy and can be executed by the Massasoit Matchcraft:Community College team, our team or a combination ofthe two as needed. With this machine learning PPC platform our clients can see a consistent uptick in performance over other bidOther digital marketing capabilities that we provide management tools.include: Wevo:• Mobile/Tablet• Video Increase website conversion. Optimize landing pages• Social before they go live. WEVO provides landing page scoring• Display Advertising using proprietary AI technology combined with audience insight and competitive analysis to get you there, fast.Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 7.

STRATEGYByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 8.

STRATEGIC OVERVIEW comprehensive custom plan for Western New England University that moves prospective students through theIn our experience, for clients that have been facing entire student journey—from “unaware” to enrollment.declining results, we have found our strategic planning If needed, we can help you create/update your studentprocess has provided the missing link that turned the journey map. This process ensures you are addressingtide. It is clear that Western New England University the needs of your target audiences as they move downhas the tactical elements in place for success, but the decision-making path to enrollment.what is missing is the detailed strategic plan to bringeverything into line in a meaningful way. This means Western New England University's strategic plan canevery piece of content is created with a purpose and include: Channel recommendations, digital/mobile,ladders up to the strategic goals of the organization. social, SEO, SEM (PPC), traditional (ads, mailing list,Inefficiencies are rooted out and replaced with tactics direct mail), measurement, optimization and reportingthat perform. plans as well as creative for all identified channels.If we are chosen as your partner, we will work throughan onboarding and immersion process where welearn in more detail about your preferences, needs,and goals. From there, our team will provide afor position only Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 9.

SEARCH ENGINE MARKETINGMassLive Media will drive traffic to yoursite with organic search results based onkeywords related to your niversity, increasingawareness,engagement and conversion at every stageof the prospective students journey from'unaware' to enrollment.We will drive more high quality traffic usingbest practices set by Google, Yahoo, andBing and we have a proven trackrecordof increasing the metrics for authority,relevancy, and trust for our clients content.• Keyword optimization to improve search rankings• Increased local, mobile, and overall traffic from search engines• Reporting tools to track improvements and ROI over the long termByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 10.

DISPLAY ADVERTISING 11.MassLive Media will deliver your message todefined target audiences and maximize itsimpact. Display advertising will allow WesternNew England University to align with contentprospective students are consuming andleverage every channel they use to access thatcontent. Our cross-platform capabilities meanyou can reach prospective students on the goand on any screen. Add dynamic ads, resposiverich media, and extended networks and you’llmake an impression wherever and howeverthey’re spending time online.• Desktop and Tablet• Mobile Web and App1ST PARTY DATATARGETED AUDIENCECollege Graduate or CollegeStudents without Master’s Degrees• Audience Size: 540,000• Pageviews: 9.1 Million• Impressions: 7.8 Million• Gender: 50% Male/Female.• Children: 56% Have Children• Other Interests/Affinities: Computers, Technology, Entertainment, Sports, Foodies.• Where they live: 59% in Springfield DMA. 36% Boston DMA.• Devices: 67% Desktop, 26% Mobile, 6% TabletSITE REMESSAGINGMassLive Media will also use sophisticated siteremessaging to enable Western New EnglandUniversity to reach the 98% of prospectivestudents who showed intent and engagedrelated content but did not convert. Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com

PAID SOCIAL 12.MassLive Media will use paid social mediaadvertising on Facebook to reach prospectivestudents who fall into geographical andbehavioral buckets that they have self-selectedbased on groups they follow and their interests.TARGETED DELIVERY:• Pinpoint delivery of ads to your audience using their likes, geography, demographics and other behaviorsFRIENDLY INTERACTION:• Pinpoint delivery of ads to your audience using their likes, geography, demographics and other behaviorsCAMPAIGN VARIABLES:• Objectives include post engagement, page likes, site clicks and conversions, video views, event responses, app engagement and installsCAMPAIGN SPECIFICENGINEERING AUDIENCE:• Age: 23-57• Gender: Male• Geo: 20 Mile radius of Northampton covering Hampden, Hampshire County & Northern CT• Interests: Civil, Electrical, or Mechanical Engineering• Demographic Data: Current College GraduatesCAMPAIGN SPECIFICBUSINESS AUDIENCE:• Age: 21-23• Gender: Male and Female• Geo: 20 Mile radius of Northampton covering Hampden, Hampshire County & Northern CT• Interests: Business, Marketing, Accounting, Leadership• Demographic Data: Current College Graduates Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com

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STRATEGIC SCHEDULE AND PRICINGByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 14.

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SCHOOL OF BUSINESSSTRATEGY DETAILLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec id orci eu tellus pulvinar eleifend ac etex. Nam augue ante. hendrerit ullamcorper sapien, ut faucibus sem venenatis et. Pellentesque rutrum,mi sed congue dignissim, nisi sem vehicula purus, et hendrerit leo ipsum vel tortor. Fusce ut velit augue.by 2018 - 67%. STRATEGY: SEARCH ENGINE DIGITAL DISPLAY SOCIAL MEDIA ADS SITE REMESSAGING MARKETINGSEPTEMBER $700 - $25 OCTOBER $1,000 $900 - $25 $3,000 $800 $800 $25 NOVEMBER $3,600 $800 - $25DECEMEBER $2,000 $800 - $25 $2,500 $800 - $25 JANUARY $2,800 $1,200 $800 $25 FEBRUARY $4,000 $1,200 $800 $25 $4,000 $800 - $25 MARCH $3,500 $1,000 - $25 APRIL $2,000 MAY JUNE Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 16.

COLLEGE OF ENGINEERINGSTRATEGY DETAILLorem ipsum dolor sit amet, consectetur adipiscing elit. Donec id orci eu tellus pulvinar eleifend ac etex. Nam augue ante. hendrerit ullamcorper sapien, ut faucibus sem venenatis et. Pellentesque rutrum,mi sed congue dignissim, nisi sem vehicula purus, et hendrerit leo ipsum vel tortor. Fusce ut velit augue.by 2018 - 67%. STRATEGY: SEARCH ENGINE DIGITAL DISPLAY SOCIAL MEDIA ADS SITE REMESSAGING MARKETINGSEPTEMBER $700 - $25 OCTOBER $1,000 $750 - $25 $2,000 $750 $800 $25 NOVEMBER $2,600 $750 - $25DECEMEBER $2,000 $750 - $25 $2,500 $750 - $25 JANUARY $2,800 $1,000 $800 $25 FEBRUARY $3,000 $1,000 $800 $25 $3,000 $800 - $25 MARCH $3,500 $750 - $25 APRIL $2,000 MAY JUNE Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 17.

CASE STUDIESByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 18.

CASE STUDY - segmentation strategy, message themes, and deliverySYRACUSE UNIVERSITY platform decisions. Deliver messages to custom audience segments built specifically for Syracuse Athletics.The Challenge: The Results:Develop and execute a data-driven, digital marketingplan for Syracuse University’s athletics department. In- KPIs for search, social, email, display, and sponsor contentstitution looking for a partner in their transition from a routinely exceed industry averages. Critical to the successtraditional media mix to a digitally-focused marketing of this relationship has been the strategic oversight andprogram. unique tools the Advance team brings to this client.The Goal:The goal was to reach clearly defined objectives forspecific ticket-buying segments (e.g. new season ticketbuyers).The Strategy:Develop insights and action plans based on CRM anal-ysis, Nielsen reports and other data sources to informByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 19.

CASE STUDY -BAY STATE COLLEGEThe Challenge:After observing a steady decrease in leadvolume over the past 12 months, this Bostoncollege sought a new digital agency to reversethe downward trend and increase lead volumeand enrollment.The Strategy:Build a complete digital plan to increase traffic,engagement and lead volume across variousschool programs for day, evening and onlineschools. Track the lead volume through the fullcustomer journey to provide deeper intelligenceand ROI.Early Results:After just the first 5 weeks of the new strategy,leads were up +5% overall and up to 100% inspecific program focuses, including nursing andcriminal justice.Website traffic saw an increase of +29% duringthe first 5 weeks and onsite engagement wasincreased by +10%.Byron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 20.

REFERENCESChris Hunt Sean Glennon Brandon FarrellDigital Marketing Director Major Program Marketing Digital and Social Media CoordinatorWestern Michigan University University of Massachusetts Dean College269.387.8417 413-577-0847 [email protected] [email protected] [email protected] Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 21.

Thank you. Byron Jones Account Executive413-634-4585 | [email protected] www.masslivemedia.comByron Jones | 413-634-4585 | [email protected] | www.masslivemedia.com 22.

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