NEWS ADVANCE POST CAMPAIGN REPORT

Transcription

1 NEWS ADVANCE POST CAMPAIGN REPORT 22 December 2017 Report prepared by: Deanne Mauch Date: 9 th January 2018

2 PROGRAM OVERVIEW Our business objective in 2017 was to become our client s primary media partner, connecting clients with more of their customers than ever before. We supercharged our existing acquisition program, creating a robust Customer Life Cycle for News ADvance 2017 with three key objectives; acquisition, recognition and reward, retention and growth. Existing business technology was leveraged in a new and innovative way, supporting our sales team with marketing automation and simple tools to take new print and digital bundles to market. 113 members signed up, generating $2.7million in new revenue with a retention rate of 82%, program revenue was up $1.82million on the previous year.

3 CUSTOMER LIFE CYCLE Retention and growth Acquisition Engagement and recognition Digital marketing

4 RESULTS New prospects Presentations New members 1000 s of touch points Print revenue Digital revenue Total revenue Retention rate $1.4million $1.3million $2.7million 82% Local community is like a living organism The more we nurture it, the more it thrives* *Source: Be a local voice study, Julie Dang & Associates, 2015

5 NEWS ADVANCE ACQUISITION STRATEGY

6 ACQUISITION STRATEGY Internal launch and database build 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 2017 and communicated with the sales teams. Teams were given between five & seven weeks to build their database from lapsed business and new business prior to each intake period. All data was recorded in our Salesforce CRM system ready for automation to begin.

7 ACQUISITION STRATEGY Technology We used our existing marketing automation platform Marketo, traditionally used by our call centre to automate EMDs through our CRM system Salesforce. All communication sent to clients was automatically personalised to their main contact from their account manager using Salesforce/Marketo integration. We created a loop to ensure each time a touch point was sent out to a member or potential member account managers/sale partners received a notification with a live link to the information sent. Every touch point made was automatically recorded against their account in Salesforce for future reference. Communication sent during program period: 1400 invitations 113 welcome EDM s 10 completely automated event invitations 6 newsletters/updates 2 surveys

8 ACQUISITION STRATEGY Approach to market During the two week period prior to selling an automated personalised invitation to participate in the ADvance program was sent to this new customer database using Marketo. Potential clients filled in the form fields on the EDM invitation which automatically notified their account manager of their interest to book an appointment. All automated points of contact in the program were automatically recorded against individual client accounts in our CRM system Salesforce invitations were sent over the three key periods 600 potential clients were presented the opportunity to join the ADvance program

9 ACQUISITION STRATEGY Take to market livery The ADvance program memberships consisted of either a six or twelve month commitment. That commitment consisted of a bundle of our products, including print and digital. Simple one page livery was utilised to demonstrate the purchase funnel and the products/bundle that most suited the clients business needs and how their bundle related back to the purchase funnel.

10 ACQUISITION STRATEGY Take to market sales tools Livery may have been simple but bundling multiple options together can be a nightmare to present especially with fifteen local mastheads. A simple auto populating calculator was provided to the sales team making their discussions around cost, savings and package details in market far easier to navigate. A self populating flighting tool was also utilised to provide a visual reference for the clients to understand exactly when their advertising would appear. All bundle packages came with a pre generated IO/contract with the specific details of the clients chosen package.

11 ACQUISITION STRATEGY Sales performance levers The sales teams were provided with targets and incentives to perform during the two week intake window in May, August & November. Competition was fierce between teams and individuals, seeing the achievement of substantial results: 113 new members signed $1.3 million in digital revenue $1.4 million in print revenue Total of $2.7 million in revenue Achieved 124% of target Sales teams received a daily EDM and SMS with a live leader board and performance gauges helping keep momentum in all offices during the intake period. The top three performers and the winning team were rewarded and recognised at the end of each intake period.

12 ACQUISITION STRATEGY Internal rewards program Another key driver for performance was our internal ADvance rewards program. Each ADvance bundle sold gave account managers points in accordance with the new members commitment level. A minimum amount of points was required to gain access to rewards ensuring high performance was a key focus. Retention was also a focus with account managers losing points if a membership was cancelled affecting their next points statement.

13 NEWS ADVANCE ENGAGEMENT & RECOGNITION

14 Engagement and recognition Welcome pack Once a new member signed up they went through our on boarding process, a physical welcome kit was the first part of this process. Each new member received a kit containing: A welcome post card A member benefits document outlining their benefits and bonuses for joining A meet the team document with photos, contact details and a brief description of what their contact teams do for them A condensed product deadline and specs document Digital product document and next steps Map of all community masthead areas Branded QUEST notepad and pen Plus a thank you gift of four movie tickets

15 Engagement and recognition Electronic welcome The second step to the welcome process was a welcome EDM. The EDM was personalised to the client from their account manager and automated through Marketo. Each client received their own personal code to active their free couriermail + subscription on their EDM The new member was added to the database to receive relevant, up to date data and insights sent as a monthly EDM They we also placed on our priority list to receive notification of ticketing, events and invitations to relevant business, movie, theatre, sporting events, races etc.

16 Engagement and recognition Monthly industry updates to members Once a month all members receive an automated personalised EDM from their account manger. There were five key sections in the EDM targeted at SME s, this was designed to keep them informed, up to date with trends and ahead of their competitors. Inspiration News Corp content to inspire Stats and more relevant date and or insights from various industry bodies Celebrate or win tactical promotion, tickets etc Digital content and advice for SME s, upsell opportunity Local business Local business article on site Account managers were automatically notified when their client received an EDM and also receive a link to the EDM. November December

17 Engagement and recognition Survey The ADvance program has been designed to be agile, nimble and responsive. Our members experience is key. We incentivised our members to conduct a survey once a quarter using relevant questions to assist us with creating an optimal program environment. How satisfied are you with the Advance program?* Response 50% satisfied 50% very satisfied * How satisfied are you with the Advance program result Advance survey powered by Marketo & Survey Monkey Nov 24 th 2017

18 NEWS ADVANCE RETENTION & GROWTH

19 Retention and growth Ticketing and events On of the most popular benefits for members of the ADvance program is access to our members ticketing priority system. Tickets are often exhausted within half an hour of EDM being sent Our ticketing system not only solves a business need to disperse tickets in a timely manner but also ensures we are rewarding the right businesses in the process How does it work? 1. Personalised event EDM was sent to the members database 2. Member followed a link to the landing page, filled in the form fill to secured tickets. 3. On completion members automatically received an EDM confirmation and next steps. 4. All contact points were automated and personalised. Account managers were notified when EDM was sent, when their client secured tickets all of which was also recorded against the clients account in Salesforce.

20 Retention and growth Tactical Members signed up for a six or twelve month commitment period. To ensure that we retained and grew their commitment we added a number of tactical offers and touch points during the program. A few examples; quarterly reward of a double sized ad for achievement of commitment. Engaging content on digital advertising with a call to action to discuss in our monthly EDM. The option to upsize or add to their bundle at any time. Christmas gift of a double sized advertisement. Account managers were able to utilise all automated touch points to generate new conversations with members to assist with retention and growth. 82% retention rate achieved for the program 13% growth in revenue on existing members equating to $351K Year on year program growth of $1.82million

21 NEWS ADVANCE POST CAMPAIGN REPORT For more information contact: Deanne Mauch Trade marketing and acquisition manager