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Star Tribune

Multi-channel campaign converts single-copy buyers to boost subscription growth

Copywriting, Creative, UX/UI, Design, Website, Printing
Star Tribune Tablet

Challenge

As a longtime client, the Star Tribune is confident in the ability of Infinity Direct to execute special sales events, which are critical for their circulation marketing efforts. One-day or limited-time sales are advertised through newspaper inserts, print and online ads, direct mail and email. To capture as many orders as possible in a limited amount of time, Star Tribune called on ID to design and develop single-page, themed sites for the sales events.

Solution

For a specific Throwback Thursday themed sale, ID designed an insert that would be included in single-copy newsstand issues on a specific Thursday. Because the intended audience would most likely be grabbing a single-copy paper and on the move, it was critical the page be mobile optimized, informative and intuitive. A vanity URL was created to help convert single-copy readers to home delivery subscribers with zero obstruction.

Star Tribune Phone

Results

When faced with challenges that require quick and nimble solutions, Star Tribune continues to rely on ID for creative, timely execution of multichannel campaigns to help support circulation growth strategies. After the success of the Throwback Thursday sale, additional event and holiday sales have utilized a similar multichannel approach with great success.

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