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Agenda

Membership Conversion: The Post and Courier Story: Year 1 Steve Wagenlander President and Publisher Summerville Communications Corporate Director of Audience Development Evening Post Publishing Company Charleston, SC swagenlander@postandcourier.com (843)937-5746. Agenda . Meet Someone New

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Agenda

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  1. Membership Conversion: The Post and Courier Story: Year 1Steve WagenlanderPresident and Publisher Summerville CommunicationsCorporate Director of Audience DevelopmentEvening Post Publishing CompanyCharleston, SCswagenlander@postandcourier.com(843)937-5746

  2. Agenda Meet Someone New Evening Post Industries and The Post and Courier Setting The Tone Why Membership Conversion / Implementation Marketing Review Member Events 12 Month Update Questions

  3. Meet Someone New

  4. Evening Post Industries15 Television Stations - Cordilerra White Oak Forestry 13 Newspapers – EPPNG Informed Interactive – digital Clear Night Group- marketing

  5. The Post and Courier Located in beautiful Charleston, SC 90,000 circulation daily newspaper 65,000 home delivery, 25,000 single copy www.postandcourier.com Charleston’s largest website Approximately 350 employees Privately owned…….YEAH!

  6. This Should Set the Tone!

  7. Why Membership Conversion? “We are doing this to make money” – Bill Hawkins, Publisher

  8. Post and Courier Circulation Revenue Revenue per Paid Copy $.5308 $ .4917 $ .4385 $ .3899 $ .3249 $ .2701 $ .2465 $ .2368 $ .2459 $ .2436 $ .2658 $ .2729 $ .2712 Year • 2013 * • 2012 • 2011 • 2010 • 2009 • 2008 • 2007 • 2006 • 2005 • 2004 • 2003 • 2002 • 2001 • 2000 * Budget

  9. Circulation Revenue % of Total(we take discounts as a contra-revenue) % 35.9% 30.5% 28.8% 24.6% 21.7% 15.6% 12.3% 11.4% 11.8% 13.0% 15.0% 16.0% 16.2% 15.7% Year 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 * Budget

  10. Key Launch Initiatives Selected a cross departmental committee Developed strategies for benefits, meter settings, and pricing Researched and selected a provider Implemented advanced promotional campaigns Fully trained employees “Over- prepared” for launch Set goals for conversions, digital only revenue, and digital only members. Tracked all critical data points on a daily basis.

  11. Incremental Pricing versus Bundling The Post and Courier chose to Bundle in order to maximize incremental revenue.

  12. Guide contained FAQ’s, bundle grid and hotline details Every employee was required to attend a training session Flew Press + in to conduct training Demonstrated high level of commitment

  13. Member Hotline Extension 5731

  14. The Post and Courier Meter Chose Press + as our provider Set meter @ 5 free stories per month for non-members. Everything is metered except home page, section fronts and classified verticals Designed Welcome and Stop “Light Boxes”

  15. Welcome Message

  16. Stop Message

  17. Marketing Review • Two Phases – Launch and Ongoing • Mulit-Channel – Print, Online, Email, Social, TV, Radio, Out of Home • Volume, Volume, Volume….especially in Launch phase • Messaging • Launch – emphasized the value of the bundle aimed at educating consumer about the change to membership • Ongoing – shifted consumer focus from education to generating new member and conversions. Introduced testimonials from both consumers and advertisers.

  18. Launch Phase

  19. Membership Rewards Member only discounts at over 200 local and online retail locations Mobile, online and hard copy coupons can be accessed by members Over 80,000 page views since launch Over 5,000 active member accounts since launch

  20. Ongoing Marketing Phase

  21. Email sent to members that have not activated Press + benefits • 19% open rate • 32% click thru rate

  22. Rack Card

  23. Determine Someone’s Age Multiply your shoe size X 2 (whole number) Add 5 to your answer Multiply your new answer X 50 Add 1764 to your new answer Subtract the year of your birth (1969) The last two digits of your new answer should be your age at your birthday in 2014 and the first digit(s) should be your shoe size

  24. Television Commercial

  25. Member Events

  26. Food Truck Rode0November 10, 2012 • 20 Food Trucks / 7 Bands • 5,000 Estimated Attendance • Free Admission • Held in Post and Courier Parking Lot • Members had special tent where they could get a free copy of a Post and Courier book of their choice • Generated new revenue stream for company

  27. First Membership Event Video

  28. Recent Member Event Video

  29. Storm Video

  30. 1 Year Update

  31. Monthly Page Views

  32. Monthly Unique Visitors

  33. Conversions

  34. New Digital Only Memberships

  35. Interesting Fact Of the 1,800 digital only subscriptions we sold in the first year, just over 1,200 (67%) live within our home delivery footprint.

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