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Problem
Generate more newspaper subscriptions through online marketing
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Solution
Drive maximum efficiency and volume through implementation of a search engine marketing strategy and copy testing roadmap
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Tactics
Development of multiple domains and accounts enabled LA Times ads to appear more frequently on the search engine results page.
Mobile device targeted search campaigns drove traffic to a mobile compatible landing page.
Implementation of a landing page optimization strategy drove a higher conversion rate.
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Results
Developed a comprehensive search program, targeting a qualified audience at a competitive price point
Comparing 2010 and 2011 year-to-date (Jan through Oct), we saw:
26% increase in the number of subscriptions
20% decrease in the cost per subscription
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Problem
Acquire home delivery subscribers, thereby maintaining circulation and advertising revenue for the Los Angeles Times
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Solution
Built multi-dimensional, geo-targeted, laser-focused direct response acquisition campaign
Introduced pay for performance compensation model to reward both the client and agency for long-term success
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Tactics
Media: PPC, SEO, CPA, Social, Display
Creative: Affiliate website, Banners, Offer and message testing
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Results
Within 6 months, exceeded goals of 50 subscriptions per week and never looked back
Represents 30% of total subscriptions booked by LAT acquisition marketing team, excluding site referrals
