This document discusses a customer acquisition strategy for an organization called RNIB to improve lifetime customer value and reduce customer acquisition costs. The strategy involves piloting a "Bright Box" device to acquire 5,000 new customers through one channel and gain feedback to further optimize the approach. The goals are to increase new customer acquisition to 5,000 per quarter, lower the average customer acquisition cost to under £50, and raise the estimated lifetime customer value to over £6,000 through partnerships and repurposing the Bright Box for other teams.

1. Customer Acquisition
The Bright Box - delivering joy to our customer’s day

2. Customer acquisition strategy & innovation
Delivering delight: RNIB’s Bright Box
● Aim: Improve LTV and CPA
● My role: Acquisition Strategist
● Target: 5,000 new customers
● Situation:
○ New device to grow customer’s
LTV and retention
○ Can be repurposed for Helpline, Commercial,
Membership, Fundraising teams etc
○ Opens up corporate partnerships scope

3. Customer acquisition strategy & innovation
Reducing CPA and upping LTV
● Objectives:
○ Current customer acquisition averages
350-700 new customers a quarter/campaign
○ Average CPA £50-150
○ LTV estimated £1,500-6,000
● Pilot:
○ Test 5,000 boxes in one channel
○ Deliver feedback for further
● Partnerships:
○ Commercial
○ Corporate partnerships