English attack media_case_study
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English attack media_case_study

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English attack media_case_study English attack media_case_study Document Transcript

  • English Attack! – B2B Case StudyBayard / Today In English France Promotion Period: November 2011 – May 2012 Today in English is a monthly magazine of Bayard Publishing in France. This promotion will also run in Phosphore (another Bayard Publishing title, aimed at teens)
  • The Print Ad Today in English MagSimilar Ad will be placed in Phosphore Mag We only advertise the 1month Free Trial offer. No mention in the ad of the discounted subscription rate. English Attack! Promo Code Same code used across the 4 monthly issues
  • Translation of the French AD
  • Story Board – Step 1User activates the Promo Code 1 month Free Trial Starts
  • User types in the Promo code TODAY132 A user can only activate this Promo Code once Logged-In User Anonymous User Log-in / Create an Account Page User has an EA! Account User doesnt have an EA! Account - He logs in - He creates an account- Promo code is Activated - Promo Code is automatically - Promo Code is already entered activated in the sign-up form - Promo Code is activated when user has created his account
  • 1-month Free Trial StartsBooster Pass Count-Down is displayed
  • For users having entered the Promo Code, Price Plans page is replaced by Today in English Special Offer Expiration Date of the Special Offer-Specific Offer Partner’s Catch Line (end of trial period + 2 weeks) Branding Special Offer With Discounted Price replaces EA! Regular Price Plans
  • Story Board – Step 2 1-month Free Trial Expires
  • Free Trial has expired. Booster Pass Count-Down replaced by Special Offer Block Block also displayed on Content Pages (Video Boosters, Photo vocabs and Games) Expires afterSponsored Special Offer Block 2 weeks with a Count-Down Exclusive offer for Today Offer Valid in English Readers until Dec, 1st One Year Subscription 2011 for only €10! Buy Now Leads to Special Price Plans Page
  • E-mailing• Ideally, an e-mail promoting the Special Offer should be sent to the registered user at the time when his or her Trial Period expires.• A second e-mail to be sent one day before the expiration of the Special Offer.• This automated feature is currently at R&D stage for English Attack!.
  • Story Board – Step 3 Special Offer Expires
  • Special Offer Page Replaced by Regular Price Plans EA! Regular Price Plans Special Offer is no longer displayed
  • Campaign Results
  • Bayard Campaign First 3 months Among all English Attack! user groups, Bayard affiliated users show longer and most complete on site sessions