Gannett Suburban papers offer value-added service p.22

By: Laura Reina WHEN MASTERCARD INTERNATIONAL moved its corporate headquarters toPurchase, N.Y. last October, neighboring Gannett Suburban Newspapers "rolled out the red carpet to give them any assistance they might need," said Donna M. Keosky, marketing programs manager at Gannett.
The newspaper company created an advertising campaign, with value-added components and a comprehensive public relations element, to help build awareness for the community's new corporate neighbor.
Keosky explained that Gannett has a commitment to serve as business consultants to clients, and wants their business to grow. She works with the advertising deparment to forge ongoing relationship with clients.
"I tap Gannett's resources and go beyond the advertising sale," said Keosky.
The ad revenue for the in-paper advertising campaign was $82,000, and it appeared in all 10 gannett Suburban papers, with an overall circulation of 50,000. It was one-stop shopping for MasterCard.
"We want to position ourselves as a multi-faceted service bureau," said Keosky.
The components of the campaign included: a Newspaper in Educaton program, providing MasterCard access to area high schools; a Dine-Out Reader Contest; a sweepstakes; and a merchant/consumer promotion with a community spin: "Master Value-Use Your MasterCard."
The value-added feature of this program, which Gannett used to support its partnership with MasterCard, included: bonus color; bonus ads; custom welcome kits distributed to 800 MasterCard employes, along with a special home-delivery offer; and custom executive gift baskets sent with a letter of welcome.
Gannett worked directly with MasterCard on this program. Keosky believes it enhances advertising overall to work directly with the advertiser, and the value-added bonuses enhance the advertiser's efforts.
"We feel it increases advertising results if you offer the overall package she said."