News ADvance program
Overview of this campaign
To create an SME membership based acquisition program to generate new revenue for our business. The program needed to be engaging not only for members but for the sales team also.
The traditional model of newspaper acquisition programs has become tired and outdated; with so many advertising options in our quiver and an ever changing industry we needed something more engaging to meet the markets needs and our own business objectives.
We created a robust customer life cycle strategy for this year’s program with three key objectives and some serious integration of our marketing automation program and CRM system Salesforce:
- Engagement and recognition
- Retention and growth
The program was launched to the sales teams through a series of:
- EDM’s, short videos, Google hang out training sessions & SMS knowledge tests
Three key intake periods were established for May, Aug and November. Simple tools were created including a simple auto populating calculator to make bundling simpler.
Teams and individuals were driven and rewarded through an automated rewards system and live leader boards.
Communication sent to clients were automatically personalised for the client and account manager using Salesforce/Marketo integration. Every touch point made was automatically recorded against their account in Salesforce for reference and sent to account managers/sale partners via a live link.
Engagement and recognition:
New member went through our on boarding process receiving a physical welcome kit and a welcome EDM outlining their membership bonuses.
Monthly industry updates were sent to members designed to keep them informed, up to date with trends and ahead of their competitors. We also surveyed members to keep our program responsive and nimble.
Retention and growth:
Many tactics were weaved into the program to drive uplift but the most popular was the members ticketing priority system. The system was completely automated and solved a business need to disperse tickets in a timely manner but also ensured we rewarded our most committed clients.
Results for this campaign
Total revenue achievement $2.7million
During the three key intake periods (May,Aug & Nov) three community teams consisting of fifteen account managers built a database of 1400 prospects.
- The teams presented to 600 potential clients
- Signed up 113 new members
- Achieved $1.4million in new print revenue and $1.3million in new digital revenue
- Growth on member revenue during program period 13% or $351K
- Retention of program revenue 82%
- Growth on program revenue year on year $1.82million
The program also created thousands of automated touch points with members and potential members:
- 1400 invitations
- 113 welcome EDM’s
- 10 completely automated event invitations
- 6 newsletters/updates
- 2 surveys