Partnerships:

Leveraging Advertiser Revenue and Reader Loyalty

Overview

Understanding The Globe and Mail

How we’ve set up our data in AnalytiX

Program Definition

Advertiser Upside

Subscriber Benefits

Results

Next Steps

Questions for the Users Group

The Globe and Mail

Canada’s National Newspaper

1,000,000 readers per day

Circulation 350,000 daily

Home delivery 220,000

80% EZ-Pay

94% Full Price Home Delivery Subs

Subscription Price $312 per year

The Globe and Mail

Highly educated, affluent audience

Managers, Owners, Professionals etc.

White collar males make up a large component of the subscriber base

Delivered in every major market in Canada

Majority ownership is Bell Canada Enterprises

Circulation Sales

Very traditional: One TM Vendor

One offer

No Discounts / No Premiums

All orders prepaid

Retention Concerns especially EZ-Pay

High Cost per Order/Unit

Limited in Marketing Technology

Our Team

We have been created as a special project team to address acquisition and retention issues

We are new users of AnalytiX and R-Logic

We have recently acquired a new robust source of demographic and clustering data.

Our Data

The circulation system is an older legacy system. (SAP may be on the horizon)

We export a monthly dump of information to Astech from several sources.

We receive a monthly build of householded information that is accessed through our ASP license.

Current Tables in AnalytiX

UNIV

DONOT

DISP_BELL and DISP_COM (telemarketers)

SUBSCRIBER

RETENTION

TRANSACTION

CAMPAIGN

EMAIL

UNIV

Source: Cornerstone (White page listings)

Contents:

ID and Name

Address

Telephone

Cluster/Mosaic codes

DONOT

Source: Telemarketers + CMA do not call list

Contents:

ID and Name

Telephone, Address

Do Not Call

Do Not Fax

Do Not Mail

DISP_BELL and DISP_COM

Source: Telemarketers

Contents:

ID and Subscriber Name

Address

Project

Date

Disposition Code

Source: Circulation system

Contents:

ID, Name, Address, Telephone

Status (active, stop, temporary stop)

Service (MF, MS, FS, SA)

Start/Stop Date

Rate Cycle, Rate Codes, etc.

SUBSCRIBER

RETENTION

Source: Circulation system

Contents:

ID and Name

Start/Stop Dates

Source Location (who started the subscription)

Delivery Days, Vacation Gaps

TRANSACTION

Source: Circulation system

Contents:

ID and Subscriber Name

Subscriber Class (regular, student, employee, etc)

Product (local, national)

Transaction Code (start, stop, restart)

Rate Cycle, Rate Code, Bill Cycle

CAMPAIGN

Source: Customer Service

Contents:

Subscriber ID

Campaign Type (cold call, new subs, ex-subs)

Campaign Method (direct mail, telemarketing)

Campaign Date

EMAIL

Source: Globe and Mail contest results, Web

registrants

Contents:

ID and Name

Email Address

Address

Telephone

Data Appends To AnalytiX

Append

Cornerstone

Telemarketing Dispositions

Circulation System

Contests, Direct Mail, Email

Cluster Information

AnalytiX

Loyalty Issues

Our subscribers pay a $312/year

We almost never communicate with them

We think we know their interests and hot buttons at a macro level and we’re getting better.

We want to test the impact of providing relevant value adds to their subscription

Advertiser Opportunities

We do not do any direct mail like Columbus or Phoenix, but maybe we should.

Our subscriber list is not rented, but our advertisers want to access it.

Our subscriber base is difficult to reach by traditional marketing channels.

The Landscape

Our biggest theatre advertiser needed to boost Lion King ticket sales

The contract with this advertiser was being negotiated during this timeframe

Globe subscribers have an affinity to the theatre.

We operate in a very competitive market, nationally and more specifically locally in Toronto.

We just had a 4% HD price increase

The Program Details

A mailing sent from the Globe with a Lion King ticket offer reaching Toronto area subscribers providing access to a very desirable but previously inaccessible list.

This value-added service should help secure the advertising contract.

The advertiser was part of positive offer to the subscriber base, helping with their brand image.

What We Did

Extracted All Subscriber records through AnalytiX

Removed businesses

Targeted the Geographic trade area for the client

Established a campaign for the project

Track results

Subscriber Benefits

25% percent off Lion King tickets

Special “Globe and Mail Night” ($50,000)

Front of the Line privileges for an upcoming production.

All costs were paid by the advertiser

Perceived as a value add to their subscription

Results Orders: 1,440

Seats: 4,153

Close to $300,000 in seats were sold!

Representing an ROI of six times their investment.

Excellent response from the subscriber base.

All respondent data is feed back to The Globe and into AnalytiX for tracking.

Advertiser signed a 2 year contract.

Analyze the retention of the 1,440 responders and 250 Globe Night special guests

Create another relevant offer with high perceived value.

Test similar offers but for acquisition

Continue collecting data to understand them better

Next Steps

There have been several other advertisers interested in duplicating the program.

Our client is interested in sponsoring and supporting a “Globe Theatre Club.”

Considering 4 - 6 similar mailings per year. (golf, travel, theatre, dining)

Further development and segmentation of our database is essential as well as continued campaign management.

Next Steps

Questions for the Group

We have several data sets in Access that we

would like to integrate into AnalytiX. What is

the best, most efficient process to build in:

CONTESTS

e-MAIL campaigns

e-NEWSLETTER Subscriber bases

DEMOGRAPHIC INFORMATION

GOLF Source: Contests, Direct Mail, Email projects

Contents:

ID and Name

Project Name (i.e. Masters)

Project Type (i.e. Contest)

Date

Participation Level (i.e. qualified, participated)

Number times play a year

Play at Private or public course

Type of equipment used

THEATRE

Source: Contests, Direct Mail, Email

Contents:

ID and Name

Project Name (i.e. Lion King)

Project Type (i.e. Direct Mail)

Date

Participation Level (i.e. qualified, participated)

Preferred Performance (i.e. Musical)