The document summarizes results from several newspaper companies that are coalition partners with LEAP. It provides examples of how each partner developed strategies with LEAP around audience development, data-driven marketing, and customer retention. The results for each partner include increased subscription revenues and retention rates, growth in digital users and email databases, and reduced marketing costs. Partners credited LEAP's expertise and resources with helping them achieve marketing sophistication to effectively execute their strategic plans and drive business performance.

1. CLIENT CASE STUDIES
Recent successes for LEAP client coalition partners

2. The Day Publishing Company
• LEAP coalition partner since January 2013
o Developed roadmap to redefine its brand around a consumer-centered business model that
 Unified the content management and digital publishing infrastructure
 Derives a fair value from proprietary content and services
 Creates a customized user experience, with single sign-on authentication
 Builds a synergistic business model that regards customers as strategic assets
• Results
o Total audience revenue growth of +25% since 2012
o +34% improvement in subscriber retention since 2010
o +67% activation of digital member access among print subscribers since 2011
o +440% growth of email database as a result of its progressive registration process (meter) since 2011
o +177% increase in automatic renewal participation since 2012
“LEAP delivers a level of sophistication in customer intelligence and marketing automation better and cheaper
than we could build ourselves. These capabilities are crucial to effectively execute our strategic plan.”
- Gary Farrugia, Publisher, The Day Publishing Company

3. Erie Times-News
• LEAP coalition partner since January 2013
o Developed and administer a data-driven, end-to-end audience management strategy to:
 Support targeted, multichannel campaigns for audience and advertising revenue development
 Reduce costs through shared cost approach for technology, email, direct mail and data licenses
 Benefit from LEAP’s resources and expertise to operate and deliver on proven best practices
• Results
o +$800,000 in new advertising revenues from target marketing programs since 2013
o +42% improvement in subscriber retention since 2011
o +90% increase in automatic renewal participation since 2012
o +1,653 net/net increase (starts vs. stops) year-to-date in 2015
“LEAP’s shared cost approach enables our company to achieve a level of end-to-end marketing sophistication
that is technologically unachievable for independent media enterprises such as ours.”
- Rich Forsgren, Director/Audience Strategy & Technology, Erie Times-News

4. The Frederick News-Post
• LEAP coalition partner since March 2013
o Invest in intelligent marketing to transform business strategy and drive audience growth
 Adopt a demographic, data-driven approach to customer acquisition and retention
 Diversify sales machinery with emphasis on measurable, targeted marketing channels
 Design an integrated registration process to grow email database
 Use analytics to measure, track and make better decisions for marketing investments
• Results
o Overall subscriber retention has improved +30% since 2012
o 39% reduction in cost per unit of circulation since 2012
o 31% increase in number of registered site users since 2012
o 16% increase in home delivery revenue since 2013
o 48% reduction in subscriber churn since 2013
“LEAP has made our marketing efforts more intelligent. We know a lot more about who our customers are and
how to communicate with them. The richness of the demographic helps streamline our direct mail and
telemarketing efforts. We are spending our money in a much smarter way thanks to LEAP.”
- Kerry Turner, Circulation Director, The Frederick News-Post

5. Digital First Media - Michigan
• LEAP coalition partner since February 2014
o Outsource acquisition and retention management to reduce costs and drive audience growth
 Shift from a churn-replacement sales model to a retention-based lifecycle management model
 Redeploy sales budget from low-ROI pressure channels to high-ROI targeted channels
 Implement marketing automation to proactively retain loyal customers and reduce attrition
 Restore circulation volume levels to repair damage from over-aggressive price increases
• Results
o Reversed year-to-year net/net performance +11,794 since 2014
o 32% reduction in subscriber attrition since 2014
o 144% increase in targeted acquisition (direct mail, telemarketing and email) since 2014
o 75% improvement in subscriber retention since 2011
o 1,511 new start and renewal transactions processed through LEAP web forms since 2014
“We are really pleased with the overall results and improvements to our business performance since engaging
with LEAP. Our home delivery volume losses were a problem, and LEAP has addressed that through a
retention-based acquisition strategy and emphasizing customer lifecycle management to promote loyalty.”
- Jim Geottes, Regional Circulation Sales & Retention Manager, Digital First Media

6. The Hartford Courant
• LEAP coalition partner since May, 2014
o Develop an ongoing audience development plan to support its registration & metering strategy
 Identify and integrate underutilized data assets
 Assist with re-engineering manual processes to benefit from marketing automation
 Design and execute a comprehensive, multi-channel engagement plan for acquisition, retention,
engagement and monetization
• Results
o Increased registration database from 80,000 to 128,000 through discovery
o Successfully appended name, address and demographics data to 44,659 previously anonymous emails
o Converted 21% of print subscribers to fully-activated print + digital customers
o +440% growth of email database as a result of its progressive registration process (meter) since 2011
o +177% increase in automatic renewal participation since 2012
“LEAP has been a great partner throughout this process. They come with valuable experience and expertise,
which has translated into positive results. We are pleased with our results, which are on track to exceed our
2015 goals.”
- Sue Kerr, Circulation Director, Hartford Courant