Presentation Tool...

A power point presentation encompassing many of the programs posted to this blog is now available. It's another tool available for the exchange of information, training, and to prompt idea sharing. If you would like a copy of the presentation, drop me a line at jlazzeri@journalregister.com

John Lazzeri
Circulation Director
The Oakland Press

Send Us A Text Message...

In our continuing effort to improve communication channels with our customers, we created the means for customers to send text messages to Customer Service. The message can be specific regarding missed delivery, vacation stops, etc. or general in nature. The text message is handled through our host, MessageMedia, and sent in real time directly to our Customer Service e-mail address. Text OAKPRESS to 57682 with a message and we’re on it!

TV Book Gatefold Offer…

We created and ran a TV Book Subscription offer using a gatefold on our Sunday edition (the TV Book is an add-on subscription). We received 30 starts as a result. Just goes to show that gatefolds can be an effective tool despite being generally disliked by our readers. We’re planning more gatefold promotions down the road.

Assistance In Recruiting...

We sent an e-mail blast to subscribers letting them know that our Editorial department was looking for interns. The idea was that subscribers would be a good group to tap due to many of them being interested in engagement with the product. Sixteen people to-date have expressed an interest with several of them looking like good candidates.

Alternative Delivery Plan...

If tonight’s blizzard prevents some home delivery of the print edition, the subscribers impacted will be given temporary access to the e-paper. An in-paper article was published (the day before the storm) on the front page informing subscribers of the e-paper option if they do not get a paper delivered. Subs get their paper and as a bonus we collect e-mail addresses in the process. One way or another…, We Deliver!!

Testing a Free Survey Tool...

As part of an Idea Lab project, we surveyed a group of our print subscribers testing a free tool from ZOOMERANG. Five-hundred and fifty seven subscribers were invited to complete the survey. We prompted people to respond by offering to add one free week to their subscription term. Within 48 hours, 61 or 11% of those invited had participated.

Some valuable insight was gathered regarding which products they use, their use of social media, how they use the print and web products, their favorites, and more. Additional customer comments can be viewed under question #12. The process is simple, both outbound and inbound, and can be a valuable tool with a multitude of applications.

Click on the link below to review the configuration, questions asked, and the complete results.

http://www.zoomerang.com/Shared/SharedResultsPasswordPage.aspx?ID=L24MGS255AE6

Feel free to contact me if you would like more information regarding how the process works.

John Lazzeri

Follow Us On Twitter...

As part of our continuing effort to increase engagement with our readers we delivered a message (via e-mail) to our subscribers inviting them to follow the OP on Twitter. A simple link in the display took them directly to the site. Since sending the invite we’ve secured nearly 100 new followers with the number growing every day.

Our Marketing department helped with the invite while our IT department set up the e-mail blast to all of our subscribers with an e-mail address on file. We expect the increase in engagement will add value to our product and help retain customers.