By Dave Warner
NEWPORT, NY – In the heart of the Mohawk Valley, a new venture is redefining how local businesses connect with their communities. Eila Media, founded by tech entrepreneur Carl Ulinski, has launched in Newport, NY, offering a fresh approach to digital advertising through strategically placed screens in local establishments. With a focus on fostering community engagement and driving business growth, Eila Media is poised to make a significant impact in Herkimer County and beyond.
Ulinski, a lifelong resident of the region, brings a wealth of experience to his new enterprise. Growing up in the Mohawk Valley, he attended multiple schools, including those in Canajoharie, West Canada, Richfield Springs, and Mohawk, where he graduated. “I moved around a lot as a child,” Ulinski shared in a recent interview, reflecting on his deep roots in the area.
His early years were marked by diverse interests, from playing football, baseball, and soccer in high school to working overnights at McDonald’s during his senior year. However, it was his passion for technology that shaped his career path.
After high school, Ulinski pursued computer information systems courses at BOCES in Herkimer, laying the foundation for his career. “I worked in IT for many years,” he said, detailing his journey through roles in tech support for cell phone companies like AT&T and Cox Cable, as well as customer support for MetLife insurance.
He also ran his own computer repair business. “A lot of them had either broken screens or viruses,” he noted, recalling the common issues he addressed for small businesses and consumers.
However, inconsistent business volume led him to close that venture when he learned he was expecting a son. “Some weeks I would have a good number of clients, and some I would have nothing,” he explained. “When I found out I had a son on the way, I shut the business down and started working full time.”
Ulinski’s career evolved into contracting, where he took on varied roles, from upgrading point-of-sale systems to providing desktop support at Bassett Healthcare in Cooperstown.
His most recent role before launching Eila Media was with Aspen Dental, where he spent five years supporting the transition to digital denture production. “They used to make them by hand,” he said, describing the shift from analog to digital processes involving 3D scanning and printing. “You can print a set of dentures and prepare them in four or five hours. The scanning process is ten to fifteen minutes.” Ulinski played a key role in setting up technologies from companies like 3Shape and SprintRay, ensuring seamless integration for dental assistants and designers.
The turning point came earlier this year when Ulinski, on newborn leave following the birth of his son in January, learned his contract with Aspen Dental would not be extended. Rather than returning to another tech role, he seized the opportunity to pursue a long-held ambition. “I changed course and did something that I wanted to do for a long time,” he said, launching Eila Media to bring digital advertising to local businesses and events.
Eila Media’s business model is both innovative and community-focused. The company partners with establishments like bars, gyms, salons, and laundromats to install television screens, dubbed “ProBoards,” which display vibrant, targeted ads.
These screens are currently operational in two communities, with plans to expand across Herkimer County and further. “Right now, we only have screens up in Herkimer and Newport, but I’m working to get more all over the place as fast as possible,” Ulinski said.
The company designs ads in-house or uses client-provided materials, ensuring flexibility and customization. “We design them ourselves, or if the business or event has its own material, we will put that up as well,” he added.
The advertising model alternates between branding campaigns—to build recognition and share contact details—and limited-time offers to highlight specific products or events. Campaigns run for 3, 6, or 12 months, priced at $600 per month, with monthly creative refreshes included to keep content fresh.
“We recommend at least one refresh for the ad creative every month,” Ulinski explained. “Switching between branding and offers gives people a good opportunity to reach out for those services and helps prevent the audience from getting sick of seeing the same thing over and over again.”
Eila Media’s website, www.eilamedia.com, emphasizes the reach of its ProBoards, promising thousands of daily views from shoppers, commuters, and visitors. Additional services include free ad design (valued at $150), social media-ready assets ($200), newsletter features, and community updates.
For host locations, the deal is mutually beneficial: they receive free or discounted advertising in exchange for housing the screens. “We don’t charge them anything,” Ulinski said of the partner businesses. “In fact, we provide a bit of advertising for them.”
As the network grows, he plans to introduce discounted rates for hosts, recognizing the need for a larger foundation to sustain higher pricing. “As we’re starting out, we try to deliver as much value as we possibly can,” he emphasized.
Beyond advertising, Eila Media offers hiring services, charging $150 per week to promote job openings across multiple screens, helping businesses attract local talent. Savings opportunities include upfront payment discounts, $100 referral credits, and monthly draws for a free ad month (valued at $600). The company’s “Purpose, Proof, Promise” ethos underscores its commitment to trust and growth, even covering hiring costs if a client’s business expands significantly.
While traditional advertising platforms like Google, Facebook, radio, and newspapers dominate the market, Ulinski sees Eila Media’s localized approach as a differentiator. “The different approach that we’re using, I don’t see a whole lot around,” he said, noting limited competition from single-location setups like a local brewery or gas pump screens. “Partnering with local establishments and focusing on local businesses and events for local people—I don’t see that approach anywhere else.”
Ulinski’s personal touch sets Eila Media apart. “I like to make a connection with the people in the community that I’m serving,” he said, preferring in-person outreach over cold calls.
His vision is to build a network that not only drives business but also strengthens community ties. “We don’t want to get in a situation where our clients don’t find value in that,” he said, emphasizing a commitment to quality and engagement.
For businesses and event organizers interested in Eila Media’s services, Ulinski is accessible via email at business.services@eilamedia.com, by phone at 315-345-0654, or through the website www.eilamedia.com.
As Eila Media takes root in Newport, Ulinski’s blend of tech expertise and community focus promises to reshape local advertising, one screen at a time.