Julie Tinney WPA Presentation Final

Online Marketing Case Study for Presented By Julie Tinney, VP, Sales & Marketing May 1, 2008 The Western Publications Association

A Brief History ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1930 1960 1940 1950 1970 1980 1990 2000

The Company Today ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SE Sales, SE Edit Midwest Sales, Midwest Editor Corporate & all IT. Some sales Nat'l editor, CJ Assoc Pub, SC Editor, SC sales West editor VP Content, East Sales (Plus International editor in France and several other writers throughout US) Staff

Techie People VP of Technology Web Programmer Web Developer New Media Producer Video Editor

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www.insurancejournal.com

Traffic Sources: InsuranceJournal.com

More Clicks! News stories from e-newsletters Breaking News Editorial Video Surveys/Polls Survey Results Contests Newsfeeds Webcasts

E-Newsletters IJ Daily Headlines 49,868 IJ Weekly Reader Picks 30,228 IJ Career Times 12,727 CJ Daily Headlines 9,522 MyNewMarkets Daily 7,740 As of April 29, 2008 Newsletter Subscribers

IJ Daily Headlines Promote Webcasts Co-Brand Print Cross Promote other newsletters Promote Directories Stories Link to Site

Promote Forums Promote Video & IJ.tv

Killer Open Rates (from our own intranet/imported BlueHornet Stats)

Forums for Insurance Professionals (and a few crazy people)

“ Link bait” Any content or feature within a website that somehow baits viewers to place links to it from other websites.--Wikipedia

RSS Feeds ,[object Object],[object Object],[object Object],[object Object]

Eggs, Salaries, Power Tools... ...and other wacky things that get people to click.

Increasing Digital Subscriptions ,[object Object],[object Object],[object Object],[object Object],[object Object]

59,033 Recipients (subscribed to at least one IJ/CJ/MNM newsletter) 17,227 Unique Opens (29.2% unique open rate) 11,353 Unique Clicks (65.9% click thru rate) 273 Subscribers updated their profile (2.4% conversion rate) 1667 Prize claims (also collects their zip code and full name) (14.7% conversion rate) Prizes Offered 96 Amazon $10 gift cards 23669 Free Digital Issue 34780 $20 off Digital Issues 6903 6 Month Digital Subscriptions Prizes Claimed 12 Amazon $10 gift cards 864 Free Digital Issue 432 $20 off Digital Issues 357 6 Month Digital Subscriptions Interesting, while we loaded more eggs with $20 off (equiv of 2-3 free issue), more claimed the lesser value free issue download. Egg Promo Results

Co-branded banners on IJ.com to increase awareness of CJ & encourage interaction

“ In the beginning, it wasn't really about the audio. It was about that microphone flag with our logo on it.” Mitch Dunford, CEO Wells Publishing

Video ,[object Object],[object Object],[object Object],[object Object]

Webcast Components ,[object Object],[object Object],[object Object],[object Object]

Webcast Package Includes: ,[object Object],[object Object],[object Object],[object Object]

...text link mentions within our Daily Headlines Newsletters and our Weekly Reader Picks Newsletters, and also promoted within our print publication on our “Upcoming Webcasts” advertisement.... ,[object Object],[object Object],[object Object]

After the webcast clients receive: ,[object Object],[object Object],[object Object],[object Object]

Launching MyNewMarkets.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MNM Growth ,[object Object],[object Object],[object Object]

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Julie Tinney WPA Presentation Final

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