category 1 subscriptions sales - neace
TRANSCRIPT
Category 1
Subscriptions Sales:
Sun Journal
Republican American
Hartford Courant
SUN JOURNAL
Category 1 Subscription Sales
ENTRY FORM
2014/2015
CLASS I CLASS II CLASS III
Under 30,000 30,001-60,000 60,001+
Category: 1 Subscription Sales
Newspaper: Lewiston Sun Journal
Contact Person: Mike Theriault
City: Lewiston Maine
Audited Circulation Size: Daily: 39,105 Sat/Sun 41,053
Objective: To create a multifaceted sales program that would gain new subscribers, and capitalize on the consumer mind set of shopping during the
Thanksgiving and Black Friday time period. We needed to accomplish this with minimal resources and limited expenses.
Strategy: (40%)
For this multifaceted sales program to be effective, we implemented one part as a short term direct to consumer promotion. The second part
would be utilizing District Sales Mangers to motivate their newspaper carriers to gain new subscribers.
The direct to consumer promotion utilized a combination of discounts, term extensions and premium gifts to capitalize on the Black Friday
shopping day. This promotion was run as a full page advertisement on Friday and part of a wrap on Thanksgiving Day. New subscribers
received a discounted rate and premium gifts while current subscribers that renewed gained subscription extensions, as well as premium gifts.
The carrier promotion ran prior to Thanksgiving with gift cards and frozen Turkeys as the primary incentive to the carrier. All subscriptions sold
by carriers were at full rates. The incentive to the District Sales Managers was a cash bonus and the opportunity to receive a turkey as well for
Thanksgiving.
Results: (20%)
100% of all District Sales Managers had 1 or more carriers gain new subscriber on their routes. The final results: 26 new subscribers. We also
received an additional $7,000 in new renewals from current subscribers. This promotion proved to be one the top carrier sales contest in 2014.
New Subscribers Promotional
Rate
And Premium Gifts
Renewal Subscribers
Subscription Extension
And Premium Gifts
CONSUMER AD
TRACKING AND
COMPETING
RESULTS
CONTEST
FLYER FOR
DSM’S
CONTEST
FLYER FOR
CARRIERS
DIRECT CONSUMER
RESULTS
7 NEW SUBSCRIBERS
$7000 IN RENEWALS
IN A ONE DAY PROMOTION!
BLACK FRIDAY PROMO 2014
CURRENT SUBSCRIBERS
7 DAY 57 WEEKS
ACCT. # NAME 8 WKS
1 11646 EDWARD FITZGERALD
2 14380 GERALD LEBEL
3 27615 LORRAINE LEVESQUE
4 100965 OWEN BERNARD
5 16258 ROGER ST.PIERRE
6 26327 RONALD BISSIONETTE
7 99298 LEO CARDIN
8 28834 LIONEL BUSSIERE
9 25608 GEORGETTE BELANGER
10 128244 ROBERT CAVANAGH
11 18819 LINDA PELLETIER
12 66283 ALFRED SMITH
13 167257 BRIAN DUBOIS
14 47909 SUSAN GLINES
15 25414 IDA GIROUARD
16 177324 HELEN MCCOWEN WEB ONLY, NO PRINT
17 129669 TERRY TURCOTTE
18 28514 OREAN CHAMPAGNE
19 39324 JANE ANDREWS
20 45151 ALAN WATERHOUSE
21 40712 RICHARD AMERO
7 DAY 28 WEEKS
ACCT. # NAME 4 WKS
1 128629 STUART GROSS
2 121463 SARA DYER
3 21042 MORIN'S MACHINE SHOP
4 26384 JOSEPH LABBE
5 10604 RICH SAMPSON
6 143312 LEO GAGNON
7 146804 ELAINE BARRY
8 24486 ROBERT LEVESQUE
9 24187 RONALD COUTURIER
10 47589 CLAYTON MORSE
11 63619 AVIS PATRICK
12 34885 EDDIE TWITCHELL
13 39291 ISABELLE FOSS
14 25931 MICHAEL GOUDREAU
15 25107 RICHARD MOORE
WEEKENDS
ONLY
ACCT
. # NAME 8 WKS
## LUCIEN CHASSE
SUNDAY ONLY
ACCT. # NAME 8 WKS
1 80599 JANET BARRRETT
New 7 DAY
ACCT. # NAME CKBK/CH
22470 GERRY LAROCHE
132912 DIANE O/BRIEN
36467 WILLIAM DECASTRO
91863 PAULA STOTTS
34713 MICHAEL SIMPSON
80819 MARILYN HUTCHINS
28437 ED LEVESQUE
RESULTS
What better way to
celebrate
Thanksgiving
Than delivering
a quarter ton of turkeys!
Yes,
thirty two,
twenty pound Turkeys!
Now that’s a real
Thanksgiving!
Category 1
Subscriptions Sales:
Republican American
Category 1
MAKE DAD’S DAY SPECIAL
Category 1
Subscriptions Sales:
HARTFORD COURANT
N.E.A.C.E.
2014/2015 Spring Conference
Competition
Hartford Courant
Subscription Sales
Direct Mail
Direct Mail
Direct Mail
Direct Mail
Category 2
Single Copy Sales:
New England Newspapers, Inc
BLACK OUT BINGO
Category 2- Single Copy Promotions
Game cards were inserted in the Berkshire
Eagle, Bennington Banner, and Brattleboro
Reformer on Oct 24 2014.
Beginning on October 27th, One
BLACKOUT BINGO number was published
each Monday, Wednesday, Thursday and
Saturday in the Eagle, Banner, and
Reformer.
First regular Bingo (5 in a row) won a $75
gift card, First letter “T” won a $100 gift
card, first Round Robin won a $200 gift
card! And there was a $25,000 prize for
having all numbers. In order to qualify for
the $25,000 prize you had to have all
numbers blacked out prior to 45 numbers
being drawn. This prize was insured.
2014/2015 Category: Single Copy Newspaper: New England Newspapers, Inc Contact Person: Warren Dews Jr City: Audited Circulation Size: Daily: 28k Sat 27 Sun 20k Objective: Our objective was to stop Single Copy declines and also create excitement in all of our markets for both Home Delivery and Single Copy buyers. Strategy: (40%) Game cards were inserted in the Berkshire Eagle, Bennington Banner, and Brattleboro Reformer on Oct 24 2014. Beginning on October 27th, One BLACKOUT BINGO number was published each Monday, Wednesday, Thursday and Saturday in the Eagle, Banner, and Reformer. First regular Bingo (5 in a row) won a $75 gift card, First letter “T” won a $100 gift card, first Round Robin won a $200 gift card! And there was a $25,000 prize for having all numbers. In order to qualify for the $25,000 prize you had to have all numbers blacked out prior to 45 numbers being drawn. This prize was insured. Results: (20%) We had major excitement at all 3 newspapers and grew single copy by 2% . This was done during the worst winter on record.
Category 3
ONLINE:
Hartford Courant
Republican American
N. E. A. C. E. 2014/2015
Promotional Competition
In Paper Promotion / ROP
Ad Note
Spadea
Email Campaigns
• Email communication is part of a multi-channel audience development
strategy at the Hartford Courant
• It’s an important channel to effectively segment and communicate with
audiences, to drive deeper brand loyalty through ongoing engagement
• Three main groups:
– Recurring versioned emails sent on a regular weekly schedule
– Automatic emails triggered by a lifecycle event
– Unique occasions or event opportunities
Recurring Emails:
Top Stories
• Sent on the first week of the month
• Showcase PLUS content which drives conversions
• Access requires activation, upgrade or sale
• Open rate: 15.54%
• Click to open: 17.88%
• Unsubs: 0.79%
Recurring Emails:
Acquisition Sent on the
second and
fourth weeks to
former never
segments
Recurring Emails:
Promotional EZ Pay & Newsletter
promotions
Lifecycle Emails
• Respond to key subscriber activities with branded triggered communication: – New start welcome
– Renewal cycle (days from expiration)
– Digital activation
– Digital upgrade
– Permanent Stop
– Non Pay Stop
– Snowbird/Seasonal/Moved out-of-area
Lifecycle Email
Examples
Event-based Emails • When opportunities strike to inform, educate and entertain, the Courant
seeks to deepen its relationship with readers
– Connecticut’s stories – the Courant’s 250th Anniversary book
– The Blizzard of 2015
– UCONN Women
– Hometown Heroes
Blizzard of 2015
• Great opportunity to touch readers at a challenging time
• Over 45,000 non-subscribers received email
– Open rate – 25.7%
– Click-to-open – 18.76%
– Unsub rate – 0.60%
UCONN Women Win
• Email was sent on 3/10, following UConn win
• List of over 90,000 was segmented into active,
formers and nevers/registered users
– Open rate – 16.73%
– Click-to-open – 5.14%
– Unsub rate – 0.34%
Hometown Heroes
• Great opportunity to promote our
content.
• Three CTA’s – Nominate Your Hero
– Hometown Heroes profiles
– Subscribe
Category 3
ONLINE:
Republican American
Mother/ Daughter
Look-Alike Contest
Category 3
Category 4 Community Relations/Special
Events:
Hartford Courant
New England Newspapers, Inc Sun Journal
Category 4 Community
Relations/Special Events:
New England Newspapers, Inc
Feed Your Mind
Feed a Family
Category 4 – Community Relations
Feed Your Mind- Hannaford
Digital Advertising
Feed Your Mind- Stop & Shop
THANK YOU!
THANK YOU !
Feed Your Mind Feed a Family
Results 2015
Category: Community Relations
Newspaper: New England Newspapers, Inc
Contact Person: Warren Dews Jr
City:
Audited Circulation Size: Daily: 28k Sat 27 Sun 20k
Objective:
As always with this program, our goal is to increase revenue but at the same time
uplift and touch the community most needed. We brought in over $45k over the past 3 years
with this program. We you “Feed Your Mind” by buying the newspaper. You also “Feed a
Family”. Every new start and or switch to EZ-Pay gets a meal for a family. Each meal feeds a
family of 4-6.
Strategy: (40%)
We normally send a letter to the
Supermarket to convince them to give us a deal on the food and also gift cards. We no longer
send a letter. It is now an email with what we need and we get over $3,000 in gift cards and total
buy in from the local management and corporate. We run in paper Ads, online ads and
have signage in the Supermarket. We also do radio spots and partner with established
organization in the community to distribute the food. We partner with local not-for-profits to
distribute the food.
Results: (20%)
This year we increased our EZ-Pays by 83 customers
representing an increase in revenue by over $8,500. Our CPO was $16 per sale against a
normal average of $40 per sale with Kiosk and Telemarketing.
Feed Your Mind Feed a Family
Results 2010 and 2011 EAGLE
HYBRID 15 $ 672.75
1YR 42 $ 7,440.56
E EDITION 3 $ 134.55
EZPAY 85 $15,177.80
RENEWAL 11 $ 1,943.48
TOTALS 156 $25,369.14
REFORMER HYBRID 5 $ 224.25
1YR 14 $ 1,787.24
E EDITION 0 $ -
EZPAY 24 $ 3,079.24
TOTALS 43 $ 5,090.73
BANNER HYBRID 2 $ 89.70
1YR 5 $ 579.65
E EDITION 1 $ 44.85
EZPAY 17 $ 1,906.85
TOTALS 25 $ 2,621.05
TRANSCRIPT 1YR 7 $ 954.38
RENEWAL 1 $ 136.34
EZPAY 12 $ 1,636.08
TOTALS 20 $ 2,726.80
Grand Totals 244 $35,807.72
Thank You Warren C. Dews, Jr.
VP of Audience Development, Sales & Marketing
(413) 496-6347
(413) 212-0130 (cell)
Category 4 Community
Relations/Special Events:
Sun Journal
SUN JOURNAL
Category 4
Community Relations / Special Events
2014/2015
CLASS II 30,001-60,000
Category: 4 Community Relations / Special Events
Newspaper: Lewiston Sun Journal
Contact Person: Mike Theriault
City: Lewiston, Maine
Audited Circulation Size: Daily: 39,105 Sat/Sun 41,053
Objective:
To promote, distribute, and develop a program that supports the largest event in our market. Since the Fryeburg Fair is the largest state fair in Maine
and is within our market, we wanted to develop a program that would support this event. The challenge was to develop a program that would be beneficial to
both the fair, and the community. With this small rural community of 3,400 people, how do you provide newspapers to the over 300,000 visitors to the
Fryeburg Fair. Vending sales prior to this promotion were selling less than 100 papers per day. Our objective was to distribute sponsored newspapers to as
many of the visitors and campers at the fair as possible in an effective and sustainable method.
Strategy: (40%)
The first priority regarding this event was to work with the fair management team to meet their needs and concerns. The fair was receptive to the idea of
Providing complimentary sponsored newspapers but had concerns. They wanted distribution spots, and did not approve of delivery directly to the campers. They
also wanted to drive business to both the vendors at the fair and within the local community. They also expressed concerns regarding trash and wanted us to
create recycling program. With the expected goals in mind, we developed a program that provided an amenity to the fair goers and campers, along with tapping a
limited market that previously had little exposure to our products. We decided to offer the daily newspaper at no cost, and provided enough vending machines to
distribute 1000 papers per day throughout the fair grounds. To recognize our valued sponsors, we developed a special section and inserted into every Sun
Journal for the entire eight days of the Fair. To meet our recycling goals, we developed a program where we would recycle the newspapers and provide a
donation to the Fryeburg Fire Department for every newspaper recycled.
Results: (20%)
The results from this special event have exceeded our expectations. The Sun Journal now distributes 1000 newspapers every day. This includes 2 Sundays
and 6 weekdays. The campers and fairgoers love it as they get to keep up with the current events while enjoying the fair. The Fair Ground loves the program as
they can now provide an amenity that does not cost them anything. The vendors love it as they get additional exposure and traffic from their target audience. The
town loves it as the fire department gets an additional funding from the recycling efforts. And the Sun Journal benefits from not only the additional circulation, but
also the opportunity to reach a market that previously was untapped. This program now adds 2000 Sundays and 6000 daily papers to our circulation each
October.
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