The Blade

Summary

The Blade wanted a cost effective and unique way to reach an existing database of potential new subscribers who were also interested in the news, while gauging market price sensitivity when it came to paying for a digital subscription.

Challenge

With the evolution of digital delivery in the world of news, The Blade continues to not only change the perception of delivering the news via print but also electronically and grow digital subscriptions through various platforms.

Strategy

As an incentive for survey engagement and entries, The Blade gave away a I-Pad Pro to one lucky winner.  This aligned perfectly with the awareness of our digital news platforms and engaging with readers who are active in the digital space.

Tactics

To get the most reach a multi-channel campaign was implemented using internal channels:

  • Banner & Rich Media Advertising
  • Social Media – Organic & Paid
  • Email Blasts
  • Print Advertising

Goals

  • Build brand awareness and engagement with the target audience
  • Generate qualified leads
  • Collect data on your potential customers

Results

Thousands of participants entered, Social media followers increased, Opt-In list of email subscribers gained, Increased revenue from new subscriptions

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