Bringing traditional publishing up to date with targeted online engagement

The Story So Far

CN Group is an independent local publisher based in Carlisle. They publish daily and weekly newspapers in Cumbria, Northumberland, and South West Scotland, as well as a range of award-winning magazines.

CN Media image grid

What's The Problem?

CN Media, like many publishers these days, were struggling to retain and attract subscribers to their magazines and newspapers. This meant they needed to offer something extra that added value to their product to build customer loyalty, and to increase new subscriptions.

They also had the issue of many customers paying their monthly subscription fee by cash (collected from their doors) rather than by Direct Debit – cash works out a lot more costly. Those who pay by Direct Debit are also easier to retain, so switching customers’ payment methods was a key objective.

Their brief for us was to:

  • Increase new subscription numbers
  • Increase subscriber retention levels and decrease churn
  • Use rewards as an incentive to encourage customers to switch from paying cash to Direct Debit
  • To differentiate them from their competitors

What We Did

We worked with our client’s marketing team to produce a compelling communication plan, looking at various touch points they currently have with their customers. These included regular emails, welcome letters and booklets, posters and leaflet inserts in their newspapers. We set up the reward platform in line with client’s branding, added their selected rewards and discounts and provided unique logins for their customers.

Targeted communication was sent to their subscribers with relevant, regional offers and discount, with instant customer insights available through a reporting tool allowed the client to measure ROI.

Working With Sodexo

We were able to achieve some great results for CN Media:

  • 31% increase in new subscriptions
  • 15% increase in retention
  • Noticeably less churn
  • One in three customers who visit the reward site make a purchase
  • An average open rate of 39% on email communication

Since the launch of our reader loyalty scheme, we have had an amazing take up from new and existing readers. The feedback is very positive and the quality of reader offers and promotions has given our subscribers a wide variety of choice.

- Marketing Director, CN Media

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