www.natgeotv.com.au

Acquisition, Retention, Referral & Sponsor Acquisition Campaign

Product:

An online loyalty club for Australian and New Zealand National Geographic Channel viewers Background: Club re-launched by Vida in conjunction with Profero in March 2003. Designed to continue the 'National Geographic experience' off-air (online).

Objectives:

• To build viewer loyalty
• To convert members to advocates for the Channel
• Demonstrate Channel strength to potential advertisers and sponsors via measurable evidence
• Provide an 'in-house' research facility
• Provide corporate partners with another channel to market
• Increase membership by 1,000% (i.e. tenfold) within 12 months

• Clean database and remove all duplicates
• Analyse database and profile members to discover likes/dislikes and provide market intelligence re. likely future target audiences
• Update member benefits, adding more exclusive offers
• Implement integrated acquisition strategy including Member Get Member campaign, on-air promo., press and print ads.
• Implement retention strategy starting with e-mail to all existing members advising them that membership, now meaningful
• Send regular segmented communications based on profiles, including permission-based program alerts based on stated preferences
• Conduct regular member surveys to expand profile information
• Provide ongoing data analysis
• Increase budget via sponsor acquisition

• Achieved target of increasing membership by 1,000% in 12 months
• Doubled the membership again over the next 4 months
• Demonstrated increased interactive relationship between Channel and viewers via record participation in exclusive club events
• Achieved excellent referral rate - over 16% of database referred by existing members
• Profile analyses have provided quality market intelligence that is now determining future acquisition strategy, web site content and even influencing programming
• Four years from the 2003 re-launch, the online club has now grown from around 1,000 to over 60,000 members.

Examples of other Work >>