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Star Tribune

Mailing Campaign

Copywriting, Strategy, Data, Design, Printing, Direct Mail
Star Tribune Direct Mail

Challenge

As the digital and print news marketplace was rapidly evolving, the circulation department of Minnesota's largest news organization, Star Tribune, partnered with Infinity Direct to target, acquire and retain higher value, longer-term subscribers through a strategic, ongoing direct mail strategy.

Solution

Faced with declining response rates, client and agency teams collaborated to develop a series of test mailings, varying the list selects, product offers, creative design and format. As the data was received, the campaign strategy evolved into a self-mailer that delivered new subscribers at a rate exceeding industry and client expectations.

Star Tribune Direct Mail

Results

24 straight months of circulation growth helped bring the newspaper back from bankruptcy and set an example for other markets of how to grow subscribers in a competitive news marketpalce.

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