PAID SUBSCRIPTION PROGRAM by MEREDITH INTEGRATED MARKETING for FOOD & FAMILY

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PAID SUBSCRIPTION PROGRAM

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Industry Magazines
Media Direct marketing
Market United States
Agency MEREDITH INTEGRATED MARKETING
Released February 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: KRAFT FOODS
Product/Service: FOOD & FAMILY MAGAZINE
Agency: MEREDITH INTEGRATED MARKETING
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: MEREDITH INTEGRATED MARKETING, New York, USA
Entry URL: http://www.kraftrecipes.com/
Senior Director of Customer Relationship Management: Kelly Woodland (Kraft)
Director, Customer Relationship Management Channels: Sarah Rogovin (Kraft)
Associate Director, Magazine: Elisa Udaskin (Kraft)
Manager, Customer Relationship Management: Monica Dargan (Kraft)
Senior Vice President, Publisher of Kraft food&family: Georgine Anton (Meredith Integrated Marketing)
Editor in Chief, food&family: Peggy Katalinich (Meredith Integrated Marketing)
Consumer Marketing Director, food&family: Julie Martin (Meredith Integrated Marketing)
Media placement: Direct Mail Campaign - Existing Free Subscribers - 1 March 2009
Media placement: Direct Mail Campaign - Prospects - 1 October 2009
Media placement: Web Placements - www.kraftfoods.com - 1 March 2009
Media placement: Email Initiative - Kraft Database, Not Yet Subscribed - 1 February 2010
Media placement: TV Web Campaign - Home Shopping Network TV Channel - 11 November 2009

Describe the brief/objective of the direct campaign.
Creating a new revenue stream for Kraft Foods was the goal, and converting their complimentary food&family (f&f) magazine into a paid subscription title was the tactic. Existing subscribers were initially targeted for the subscription direct marketing campaign; early success with this group quickly led to prospecting new consumers as well. A 360-degree campaign that leveraged traditional and non-traditional acquisition channels was executed. Direct mail was used to convert existing consumers while an integrated multi-channel strategy that employed direct mail, email, online advertising, television, call center and social media was executed to reach and acquire new consumers.

Explain why the creative execution was relevant to the product or service.
A voucher-style package that leveraged direct marketing best practices was the foundation of the campaign. The creative also leveraged branding that readers have come to know in f&f, and offered reminders of the benefits consumers derive from their relationship with Kraft. The cookbook premium, which was highly coveted by consumers, was intrinsically connected to core brand messaging and added value to the base offer. The premium incentive lifted response by 17%. The strength of the creative was augmented by the use of non-traditional acquisition channels such as television, which helped reinforce Kraft as a leading provider of food solutions.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Kraft converted a valuable marketing communication asset into a revenue stream with a well-planned and seamlessly executed integrated marketing program. The integrated approach focused on a multi-channel campaign that employed strong database modelling and targeting, compelling creative that strongly reinforced the benefits of the magazine, and an effective price and incentive strategy. This resulted in response rates of 12.9%, more than double the projected 6%. New consumers were surrounded with consistent messaging across multiple touch points amplifying campaign success. In total, more than $10,000,000 in revenue was generated.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In a year when the magazine industry was struggling, f&f did the unthinkable – it became one of the fastest growing publications in the US. The success of f&f as a paid subscription magazine put Kraft in the company of Martha Stewart Everyday Food, Everyday with Rachael Ray, and Bon Appétit –the leading food magazines as measured by circulation. Kraft built a revenue-generating program and results far surpassed industry norms: - 100% ROI. - 1,000,000 paid circulation. - $10,000,000 in revenue. - Response rates more than double publishing industry averages. - Significantly higher uptake of multi-year subscriptions and cash with order.