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Eria Consulting

April, 30 2010

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Conclusion

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Appendix A

Daily Task Calendar

Appendix B

Twitter Weekly Responsibilities

Appendix C

Twitter Weekly Schedule

Appendix D

Facebook Weekly Responsibilities

Appendix E

Facebook Weekly Schedule

Appendix F

GMG Newsletter Schedule

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Appendix G

GMG Newsletter Example

Appendix H

Distribution Google Maps

Appendix I

Weekly Log

Appendix J

Passwords

Appendix K

GMG Website Addition Screenshots

Appendix L

Facebook Screenshots

Appendix M

Twitter Screenshots

Appendix N

Website Screenshots

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EXECUTIVE SUMMARY

For the past 56 years Georgetown Media Group (GMG) has been a staple of the

Georgetown community. Their traditional print presence has gained them a loyal audience, close

staff members and loyal advertisers; however there is a need for them to place focus on the web,

which will help to solidify their brand and raise them above the competition.

After researching the current web presence, as well as media outlets considered GMGs

competition, we were able to see what was aspects were missing in order to create a fully

functioning and engaging online presence that could help to raise GMG above the competition.

Specifically the absence of a Facebook, Twitter, newsletter, and advertisements (about the

website) in the paper are necessary items that we have realized could help to drive readers to the

website. If implemented, a new social media strategy will help in the papers business model, as

it will increase the readership as well as the quality of companies willing to advertise.

In order to tackle each problem separately, we created a strategy, outlines and guides for

each newspaper that includes step-by-step examples and schedules for what information should

be posted on the respective websites and when.

When finding what strategies would work best on the web, we researched GMGs

audience. While each paper, The Georgetowner, and The Downtowner have their own respective

demographic in regards to their ages and pay grades as well as interests, we found based on the

audience research that that the most important thing to utilize their web presence was community

engagement. Each demographic is very well educated and wealthy, and by utilizing social media

it is another platform that GMG can use to showcase their content to the residents of their

respective communities.

At our initial stages we found that GMG had no significant web presence and in order to

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move forward we found that each of their competitors were utilizing the web not only to brand

themselves, but to gain profit. We have found a way to get GMG the audience, brand

recognition and profits their content deserves in both cheap or free, and maintainable fashions.

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BACKGROUND

The Georgetown Media Group consists of two bi-weekly papers, The Georgetowner and

The Downtowner. Each of these papers is specific to their geographic locations. The

Georgetowner focuses on the Georgetown area of Washington DC, although there is an audience

for the paper that extends further into the outlying areas, such as the Northern Virginia

countryside. The Downtowner is specific to Downtown DC, but intended primarily for the Penn

Quarter neighborhood.

HISTORY

The original owner of The Georgetowner was Amy Stewart. Stewart originally started in

the journalism field while selling advertisements to The Evening Star. Upon realizing that

Georgetown had a unique culture, history and people, she realized there was a niche market for a

certain type of publication that wasnt already being produced. Stewart founded The

Georgetowner on October 7, 1954. David Rothman came to the paper in 1969 and gained

ownership in the 1980s. Current publisher, Sonya Bernhardt met Rothman in the 90s after her

art gallery received press coverage in The Georgetowner after much of her own lobbying. In

February 1998, Bernhardt made an offer to buy the paper and became the third publisher of The

Georgetowner in their 57-year history. In 2003, The Downtowner was created for much of the

same reason that The Georgetowner was createdthere was a niche market for which a

publication had not already existed. The two papers were brought together forming what is

currently known as Georgetown Media Group.

STAFF

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At present, GMG has a staff of 10-15 writers, 5 freelancers, and 4-5 photographers. Each

of the writers and freelancers has their own specialties at the company. Their current paid staff

consists of Graphic Designer: Alyssa Loope, Advertising Coordinator: Charlie Louis,

Washington DC and Maryland Sales: Daniel Gray, Features Writer: Gary Tischler, Publishing

and Editorial Director: Siobhan Catanzaro, Assistant Publisher and Journalist: Garrett Faulkner

and are still looking for an advertising representative. Much of their staff are young individuals

who have become jack of all trades as they complete many jobs for the company that may not

initially be described under their official title. Each paper is essentially the embodiment of its

staff and publisher.

GMG describes itself as a lifestyle newspaper, which focuses on the performing arts, real

estate, some local news, events, fashion and wellness. The paper also features travel sections,

which reach outside its normal audience and into the country for some specific getaways and

weekend attractions. Bernhardt often says that the social pages are one of the most important

aspects of the paper as it focuses on various charity events in the DC area, which is known as the

fundraising capitol. The papers mainly focus on interesting and fun things to do in DC, but

pride themselves on their fashion-centric features.

EDITORIAL

GMG often attends, covers, or holds its own philanthropic events. Because GMG is

active in the community, the staff claims to have developed close business and personal

relationships with their audience.

Catering to such a niche demographic is what has helped to keep GMG alive for so many

years. Because of the staffs close proximity to Georgetown and their relationship with the

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neighborhood, they take great pride in their publications and strive to maintain these

relationships with the community through their papers. Bernhardt, known as the unofficial

queen of networking, says she knows just about everyone and is easily recognizable walking

down the streets of Georgetown. What helps set GMG apart from other papers in the area, and

what keeps their readers interested and loyal are their theme sections and issues. Being such a

popular publication in the Washington, DC area, it is fitting that the most recognized aspect of

The Georgetowner is its name and headline. Another aspect of the paper, which makes it

recognizable and has been maintained through its 57 years of publication, is Georgey boya

picture of George Washington most commonly located on the first page of the paper. Each paper

is essentially a paper of the people by showing the people reading the paper in the paper, it

focuses on content and stories that the people care about and feature them in the actual paper.

Because of the staff and their relationship with the area, they are in tune with the pulse of the

community and can prioritize accordingly.

The Georgetowner considers itself a record of history for the Georgetown area, and their

main goal is to generate a buzz about Georgetown. The Georgetowner does feature an In Country

section in their paper to reach out to the audience outside of the immediate Georgetown area in

Northern Virginia.

The Downtowner is modeled slightly different than its sister paper. According to

Bernhardt, the people who read The Downtowner want to see themselves in the paper and find

out networking opportunities. By sticking with this content, the paper properly caters to this

specific demographic of young, working professionals.

Pierre Cartier is quoted as saying, The newspaper, whose influence far exceeds its size,

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and although Cartier wasnt talking about GMGs paper, The Georgetowner, at the time,

Bernhardt credits this quote as the motto of the paper. As a separate entity The Downtowner has

a motto of its own: All the news you can use.

PUBLICATION

Aside from publishing two bi-weekly papers, GMG maintains and regularly updates an

online website for each. GMG is responsible for all of their public relations, advertising, and

writers. They do, however, utilize an outside printing press, with a startup fee of $3,000. The

company does not have any subscriptions for readers and both papers under GMG are free to the

public. Bernhardt believes that this is a great benefit to the paper because she can print as many

papers as needed. The paper prints approximately 40,000 papers every two weeks. Although the

newspaper is printed on non-recycled paper, the soy-based ink used in both publications allows

for the papers to be recycled. Each paper features much of the same content in each, yet the

cover story and certain feature stories are changed to make them specific to their region.

While the economy is at a downturn and media publications are increasingly closing their

doors, GMG has found a way to not only weather the storm but also make a profit. In the past 5

years, GMG has enjoyed an increase in their revenue, however, so have printing costs. As a way

to battle against these increases, The Georgetowner has scaled back from originally printing 40

pages to their current 32 pages. They are also looking to alternative printers. A majority of

GMGs revenue is made through advertisements. Because of this, Bernhardt explained that ads

should take up no less than 50 percent of the paper to stay afloat. In order to be profitable, ads

must take up 60-65 percent of the paper. In an effort to increase ad revenue, GMG would like to

increase its ad sales and attract more national recognized advertisers. In order to do this GMG

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needs to find way to attract luxury brands to show other advertisers that they already have an

established relationship with larger companies. Until that occurs, their largest source of

advertisements lies in real estate. Real estate advertisers usually like to take out half a page to

full-page ads, while retail usually only takes out quarter pages ads. Their current top two

advertisers are in the real estate business, Washington Fine Property at $3,000-$5,000 for a full

back page, and Long and Foster at $2,000 and issue. Other advertisers include, but are not

limited to: restaurants, health and body, financial, and fitness club/personal training companies.

GMG relies on the entire staff, not only Bernhardt when coming up with story and

general ideas for the future of the paper. They generate content for the issue in two ways: first,

the staff has a running list of general themes that they would like to cover in each issue and

second, build from that list on a weekly basis with brainstorming sessions.

COMPETITIVE ANALYSIS

The staff has differing opinions on what constitutes as GMGs competition, if any at all.

Locally, the paper has to complete with daily papers in regards to the news they publish. For

example: When it comes to national competition, the paper competes with DC papers such as,

Washingtonian, Washington Life, Capitol File and The Georgetown Dish. These publications

act as their competition both online and in print in regards to the fashion content they publish.

Each of them also has a significant web presence, with their website, and with their social media.

The Washingtonian, while a lifestyle magazine, is mostly noted for its detailed coverage

and rankings of local professionals, business and places. What makes Washingtonian an actual

competitor is the fact that they have a larger audience, and also have audience retention.

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monthly who spend an average of 96 minutes with each issue and save each issue for an average

of 5 months.

Washington Life, similar to Georgetowner, is more of a society magazine with sections

like social diary, dedicated to weddings and parties of the prominent people; features dedicated

to performing arts; as well as guides to DC living. What sets Washington Lifes magazine apart

(a feature which GMG has discussed pursuing in the future) is the ability to purchase any of the

photos in Washington Lifes photo gallery for use of prints, merchandise and download use. By

providing an outlet to purchase photos from society events, it draws eyes to the website by

people who are initially looking for their photos and photos of their friends and stay to view the

rest of the website.

Capitol File boasts extremely wealthy and what they claim to be, upper-crust readers,

citing 75% of their readers have liquid assets of over $2 million dollars. While they have

minimal web site presence, they still present themselves on a separate medium than their paper.

Capitol Files content deals strictly with fashion and fashion photography.

Competition comes into play when dealing with advertising. The Georgetowner plans to

make fashion a more prevalent part of the newspaper. They believe the higher end retailers the

Georgetowner would be interested in placing ads may prefer a publication that is more centered

on fashion. However, there are no advertisements on any page of the Capitol File website.

Another lesson that can be learned from Capitol File is their circulation. Not only are they

available through subscription and newsstands, but they are also placed around high-profiled,

luxury retailers and hotels throughout the city.

The Georgetown Dish offers competition differently than the ones mentioned

previously. Not only is it trendy and digital in nature with social media presence, but also it is

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the only other forum that content is similar to that of the Georgetowner. Both deal with social

and political aspects within the Georgetown neighborhood. While content is similar,

Georgetown Dish incorporates more everyday stories along with their society feature. This is

something Georgetowner can incorporate into their website so it doesnt take away from any

content readers have grown to love that appears in the newspaper. This is a plus for GMG as

Georgetown Dish can only push content through one medium whereas The Georgetowner has

both print and digital.

FUTURE PLANS

WEBSITE

- Looking forward, Bernhardt is excited for new features on the website. She sees the web site as

a medium to showcase web exclusives and web-centric content that might not be featured in the

paper. Since GMG has so accurately identified their demographic, we would like to utilize the

website as a tool to reach out further and act as an additional resource for news, fashion and

events for the residents of Georgetown. With such a small staff GMG has successfully

established themselves as the ultimate lifestyle publication within Washington, DC.

- Our goal would be to create a public relations strategy, which is both easy to implement and

maintain, ultimately establishing Georgetown Media Group as a cohesive brand.

- We feel the new website will play a crucial role in continuing to grow the social media

presence of GMG. It needs to be live as soon as possible so that it can act as an interactive tool

for the community. The website needs to be advertised throughout the paper, as well as creating

web exclusive content to draw attention to the website. All mentioned Google applications need

to be evaluated and either weeded out or utilized (such as Google maps, calendar, etc.)

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3 Months: Double the amount of twitter followers, have about us page up and running, have all

other features on the site up such as social media share buttons, google calendars

6 Months: Evaluate twitter statistics to track the effectiveness of the specific articles posted on

twitter through bit.ly, have consistent ads in the paper advertising for readers to check out the

website, Advertise the writers e-mails in the articles, have a picture slideshow for all events

covered

9 Months: Have advertisers who advertise on just the website, or on both the site and in print,

have enough twitter followers for give-aways (find companies willing to participate), close out

the alternate Facebook group and have all members transferred over, or at least notified

CLIENT AUDIT

After reviewing GMGs history and competition, we concluded that the areas that needed

the most work were: first, the website, second, dearth of a social media presence and third,

solidifying the GMG brand name. Specific areas we felt that were not being addressed within the

website include the absence of online dynamic and specific content, the lack of a way for the

community to communicate with the staff and the articles being posted, no interaction with the

readers, no advertisements besides within the paper, no way to use, view, or sell the massive

amounts of pictures and archival content which is important to The Georgetowner. In terms of

social media, while The Georgetowner had a Facebook group, it was neither professional nor

utilized in a manner that would help promotes and create readership for the paper. Also, there

was no fan page and no Twitter account whatsoever.

In order to rectify their lack of online presence both on the website and social media, we

either suggested or implemented new strategies. For the website, we created a Google map which

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Working with the Georgetown Media Group these past few months has given us an inside

perspective on the challenges that go along with creating and maintaining a social media

presence. Through our research we have come to realize the importance of having an online

presence for a media outlet. Web presence allows for a company such as GMG to solidify their

brand, increase their name recognition and connect with the community they are a part of.

Now that the platforms have been established, the most important thing will be to

maintain and promote these platforms in order for GMG to reach their main objective of

remaining a profitable business and prominent member of the community.

We believe that if the GMG follows through and continues to use these social media tools, they

have the potential to reach a new and different type of readership that stretches beyond the

Georgetown and Downtown areas.

APPENDIX A

Daily Task Calendar

Monday Tuesday Wednesday Thursday Friday

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Twitter This day inGMG History

Event of theweek

Bernhardtsfavorite

Bar/restaurantspecials

FollowFriday/Thanknew followers

Facebook Push events Push story Push photos

Newsletter Send outnewsletter

APPENDIX B

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WEEKLY RESPONSIBILITIES

The Georgetowner & The Downtowner

Change the twitter background with every new issue Monitor as search terms: #Georgetown, #DC metro, #Penn Quarter

ReTweet two tweets a day, add personal commentary- Ex: We love their cupcakes too! RT: @siwjournalism: Just ate some delicious

cupcakes at @GTownCupcake!

Tweet throughout the day; focus on 11 a.m.- 2 p.m.

Preface tweets when appropriate, with topic- Ex: FOOD: Theres a list of all great happy hours this week on our website link

Use hash tags when appropriate- Ex: We love their cupcakes too! RT: @siwjournalism: Just ate some delicious

cupcakes @GTownCupcake! #GoodFood

Stay away from text language when tweeting

Tweet about new issues- Ex: Extra, Extra! Check out our new issue this week with @taliasimoneran on

the cover! Pick it up at these locations link

@Reply when appropriate to start a conversation, add something, or ask questions- Ex: @BernhardtBernhardt Hey Bernhardt! Are you stopping by Georgetown

Cupcake any day this week?

Try to start a discussion with a general questions once a week- Ex: Has anyone checked out the new shoe store on 21st yet?

Push out articles 2-3 times a week (using bit.ly), dont just quote the headline, make it

interesting- Ex: FASHION: Our fashion photo shoot this week featured styles from CalvinKlein and BCBG. Look at all our fun pictures at link

Try to start a discussion around an article that you post- Ex: Check out @Siobhans article on some great happy hours this weeklink

Wheres your favorite place?- Use bit.ly to link to articles

DM to thank people for following (use these four formats)- Ex: Hi there! Thanks for the follow! How long have you lived in/near DC?

Check out our facebook page at link- Ex: Hey! Our newest issue just came out. Have you picked up a hard copy?

Check out this link to a map of all our pick-up locationslink

- Ex: Hey there! Thanks for the follow! Have you signed up for your newsletteryet? Add yourself at link

- Ex: Hello! Thanks for the follow! Have you checked out all the pictures on ourwebsite?Link

Check out followers lists, add any that are interesting or have to do with DC

Try to find out where the staff is going for meetings/lunches- Check out their schedules on Monday for the week

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- Ex: @Siobhan and @Bernhardt will be at M29 Lifestyle this afternoon for ameeting. Say hi if you see them!

Take pictures of the staff, in the office, and tweet them 1-2 times a week- Ex: Check our Garrett distributing our papers at the corner of 9th and Klink

Maintain lists

- Maintain the GMG Staff list- Make lists of follower categories- Observe other competitions lists- Charities- Bernhardts list: A list of all of Bernhardts favorites-

Follow- Competitors- Things associated with the university- Influential business- Influential people

- National publications, magazines, similar publications- Other publishers, publishing houses- Local politicians- Restaurants/wineries- GMG staff (list)- Charities (list)- Photographers- Advertisers- Bernhardts list: A list of all of Bernhardts favorites (charities, people, places)

* DO NOT Tweet the same things from The Georgetowner twitter and The Downtowner twitter

*Lists can be the same between the two accounts for some things (Staff, charities) but try tomake some different (Penn Quarter Wineries vs. Georgetown Bars)

APPENDIX C

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you just started followingo Ex: FOLLOW FRIDAY: Thanks for the follow to @ameliajknight

@chrisjklug @jennifer_swift @andreagenevieve @taliasimoneran who wejust started following! #FF

* DO NOT Tweet the same things from The Georgetowner twitter and The Downtowner twitter*Lists can be the same between the two accounts for some things (Staff, charities) but try tomake some different (Penn Quarter Wineries vs. Georgetown Bars)

APPENDIX D

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WEEKLY FACEBOOK RESPONSIBILITIES

Change the profile picture to the front cover with every new issue

Post status between 11 a.m.-2 p.m.

Post neighborhood facts that may not qualify as events- Store openings and closings- Ex: So excited to see construction- Restaurant/retail specials- BID meetings- Weather- Fashion/window displays

- Waterfront/parks- Ask/answer questions

Tabs:- Info

Mission

History

Company overview

Location- Links

Twitter

You Tube/Vimeo

Map of distribution

The Downtowner

Calendar (when available)- Events

Sponsored

Highlights in paper

Event of month/week/suggested

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- Photos

Events albums (new one for every event)

Office album

Archived albums (past covers)- RSS Feed

Links to website- Sidebars

- Videos- Advertise with us- Notes

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APPENDIX E

Monday Tuesday Wednesday Thursday Friday

Push events Push story Push photos

WEEKLY SCHEDULE

Objectives:

Discuss and promote events

Solidify each brand Increase web site traffic

Reach out and engage audience, have a conversation with the audience

Monday: Push events

Add events to the events tab on the facebook and make a status about them- Ex: Be on the cover of our next issue of The Georgetowner! Join us April 14th for

our annual Mother's Day photo shoot at M29 LIFESTYLE in Georgetown. AllGeorgetown moms and children are welcome! Please RSVP to (202) 338-4833 [email protected]

Wednesday: Push story

Start a conversation about a story and link to it- Ex: Our own staff writer Ari Post has compiled a list of all the great spring art

shows at link. Are you planning to check out any shows? Whats your favorite?Friday: Push photos

Talk about the photo shoots weve done- Check out our photo shoot with model, Amos Gelb, wearing Chanel at his very

messy office in our latest issue. Click on our site, link, to see pictures only online!

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Tag all models and use captions- Ex: Issue- May 7-May 12, 2010; Model- Amos Gelb; Location- His messy office

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APPENDIX G

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APPENDIX H

Additional maintenance:

Google Maps- Log into [email protected] or [email protected] Go to Google Maps

- Click on My Maps- Scroll down and click on relevant map (Waterfront or Penn Quarter)

- Click Edit- Icons will appear on top left of map

- If address is unknown, Google the location- Click pin icon (middle of the three) on top left- Drag and drop to correct location on map- Edit correct name

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_________________________________________________________________

TheDowntownr

1. Total followers: __________________________

2. Number of followers gained: __________________________

3. Total following: __________________________

4. Number of new following: __________________________

5. @Replies sent by us: __________________________

6. @Replies to us: __________________________

7. Our tweets retweeted: __________________________

8. We retweeted: __________________________

9. Number of direct messages: __________________________

10. Any additional notes/comments: (ex: Job inquiries sent by DM)

_________________________________________________________________

Facebook

The Georgetowner

1. Total number of fans: ____________________

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2. Number of new fans: ____________________

3. Any Additional notes/comments:

_________________________________________________________________

The Downtowner

1. Total number of fans: ____________________

2. Number of new fans: ____________________

3. Any Additional notes/comments:

_________________________________________________________________

Bit.ly

List each GMG story pushed out during the week and mark it's bit.ly click count

__________________________________________________________________

__________________________________________________________________

__________________________________________________________________

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APPENDIX J

Gmail

Email: [email protected]

Password: georgetown1

Georgetowner Twitter

Name: TheGeorgetownr

Password: gmg2010

Georgetowner Facebook

Need admin status to update the facebook page

Downtown Twitter

Name: TheDowntownr

Password: gmg2010

Downtowner Facebook

Need admin status to update the facebook page

Bit.ly

Account Name: georgetownmediagroup

Password: gmg2010
mailto:[email protected]:[email protected]

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