CGSM takes Offer Based and Associative Marketing Approach for Metro Corp. Gift Renewal Efforts

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CGSM, a strategic marketing firm, helps publisher of Boston Magazine and Philadelphia Magazine boost subscriber and gift subscriber renewal rates.

Canterbury Graphics Strategic Marketing (CGSM) this month has unveiled a creative campaign for Metro Corp., publisher of Boston Magazine and Philadelphia Magazine, that’s aimed squarely at increasing subscriber rates, focusing on achieving results through rock-solid copywriting.

Metro Corp. came to CGSM (http://www.cgsm.com) with a challenge: How could it boost response rates to standard acquisition offers in the face of industry wide increases in magazine churn rates? In addition, Metro Corp. also wanted to take advantage of a significant revenue opportunity by putting a strong integrated gift series in place. CGSM got to work on an integrated campaign to address both those issues.

“CGSM showed us some terrific creative and copy that was perfect to help us drive our subscriber growth,” said Marianne Kerr, Circulation Director, Metro Corp.

CGSM called upon the skills of its talented professional team, including its own creative strategist and copywriter Lee Stein, a recent winner of the Direct Marketing Club of New York’s Silver Apple Award. Early on, CSGM recognized the benefit of using a strong copy approach to boost not only renewals and encourage new subscriptions, but to also increase, in particular, gift subscriptions. CGSM sought an approach that drew reader attention to the subscription offer and focused on the unique content of the magazines. The offer copy highlighted how it kept magazine readers more “in-the-know” about specific neighborhoods and their unique qualities.

“CGSM decided to take an associative marketing approach to help build credibility and loyalty for subscribers and gift subscribers alike,” explains Mark Kolier, CGSM president.

Along with the print materials, which included insert cards and a cover wrap, electronic media was also utilized, but with the same copy-centric focus. E-mails will be sent to subscribers who were potential gift givers and current gift-givers (both subscribers and non-subscribers). In all, the creative included insert cards, a gift series for gift renewals; 4 mail efforts and 4 e-mail efforts for each magazine, as well as a buck slip and cover wrap for renewal efforts. The campaign is running through the end of the year.

About CGSM

CGSM is a privately-held direct-marketing agency specializing in the marketing strategy, design and production of direct mail-packages and inserts. Its print production skills combined with a focus on data analysis and modeling make it possible for CGSM to offer a unique approach to customer acquisition and retention that takes into account all the complex details of a direct-mail marketing campaign without ever losing sight of the overall business objectives. For more information, please visit http://www.cgsm.com or call 203-563-9233.

For a press kit or to schedule an interview, please contact Jen Bosavage of Communication Strategy Group by phone at 631-223-2645.

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Jennifer Bosavage