As a nonprofit that accepts no advertising, and is funded solely by subscription fees and donations, the growth of CHECKBOOK’s subscriber base is critical to the organization’s success. One of the vehicles CHECKBOOK uses to acquire new subscribers is their Holiday Gift Subscription Program.
In September 2012, CHECKBOOK realized the need to revamp their Gift Subscription program, and turned to RMI for help. Their goal was to increase the number of gift subscriptions given during the upcoming holiday season.
RMI was tasked with developing an email blast to CHECKBOOK’s current subscribers with a corresponding landing page, an acknowledgement email to the gift recipient, and a printed version for those who preferred to hand-sign and deliver their gift.
As CHECKBOOK’s list manager and broker of record, RMI already had a strong working knowledge of the brand and its subscriber base. Once we understood the business objectives and past performance, we researched similar offers from CHECKBOOK’s competitors, and dozens of other publishers in all categories, to identify the tactics having the greatest success in the field. We also brainstormed on new approaches before putting pen to paper. We contributed fresh ideas, compelling copy, clean design, and low-cost print production solutions.
The end result was an integrated campaign that gave a polished look to the CHECKBOOK brand, communicated the value of the gift subscription, and greatly improved the user experience of both the gift giver and the recipient.
The campaign delivered 18% more gift subscriptions and 80% more revenue than the prior year. CHECKBOOK was so pleased with the quality and performance of the program; they rolled out a generic version of the campaign to use during off-season efforts.
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