Goal: Clarify client expectations on advertorials, whether it be a business spotlight or a cover story spotlight.

During the sales process of spotlights, set clear expectations on the content expectations and timing of events. Here are some talking points to go over with your client:

1. Once your contract is approved by you online, it sets the wheels in motion on our end. A writer and photographer will reach out to you within 24 hours of the assignment to schedule your phone/zoom interview and on-site photoshoot.
2. While you are talking to the client, find out the best windows of time for both the interview and photoshoot and who needs to be included in the story and photoshoot. Relay this information when submitting your content request via formstack. Ask them about the story angle, and consult with them on what can help it be “local, relevant, and time-sensitive.” The more information you can provide the writer and photographer up front, the better the piece when they are done.
3. Remind the client that they will see the story twice, and the final layout at least once to approve.
4. Towne Post is responsible for writing the story and the final design, the client has final approval rights. Do not allow the client to write or submit their own story - the beauty of a Towne Post story is that “we” write it - the story is not a marketing brochure.

Spotlight Process

1. Client Setup & Communication:
   • The publisher discusses spotlight guidelines with the client, including the interview process and photoshoot details. Towne Post will not accept submitted stories - we will assign one of our writers. Photography may be submitted or augmented by the client.
   • A freelance writer and photographer (if needed) will coordinate with the client for interviews and photos. The writer will likely do a phone/video call for the interview itself. We do not require the writer to go on-site. Photography usually takes place at the client’s place of business and will be scheduled by the photographer.
2. Content Assignment & Payment:
   • Select a pre-approved writer:
     • Melissa Gibson
     • Natalie Platt
     • Ashley Watters
     • Renee Larr
     • Christy Heitger-Ewing
   • As of November 1, standardized pay rates will be used for writers and photographers, including if rush fees are required for spotlights sold after the Advertorial Deadline (generally the Wednesday before the ad closing)..
3. Content Creation & Review:
   • The writer completes the story, sharing it with the client, salesperson, and Devon for initial edits as a Word or Google doc. (Either format is fine). Clients will be advised they have 2 business days to complete revisions or the story will move forward for editing as-is.
   • Devon and the writer will coordinate the edits, with Devon marking it as “ready for editing” in Media OS.
   • If requested, the publishers can share photos for client selection and upload them or update the “Flickr.com link” in the content ticket. Advise them they have 1-2 business days to make their selections and annotate those in the content ticket.
4. Final Approval & Delivery:
   • Once the design is complete, the publisher will share the final version with the client via the ad ticket, gathering feedback and tagging the designated designer in Media OS for design revisions.
   • All revisions from this point forward occur in the Ad Ticket (not the Content Ticket nor in PageProof)