Fan Opinions
Users Aquired
Month Over Month Growth
INTERACTIVE POLLS
EDITORIAL PROMOTIONS
SMS PROMOTIONS
Giants Wore Weekly SMS yielded a CTR Rate of 16% and a Subscriber Rate of 97%
CHALLENGE
To acquire new subscribers for USA Today and retain current readers through interactive content across 31 of the publication’s NFL, NBA, MMA and college sports wires.
OPPORTUNTIES
1. Acquire first-party data via opinion polls embedded in USA Today content that give readers a megaphone to voice what’s important to them.
2. Aim engagement where readers want most and offer prizes that matter for contributing fans.
3. Create personalized conversion moments for subscriptions, continued readership, qualified sports betting, and other CTAs.
4. Utilize reader behavior data to advise USA Today how it can best grow and retain subscriptions and readership.
5. Re-engage users with relevant content via strategic SMS campaigns.
OUR PROCESS
First, we implanted our interactive polls across content published on 31 of USA Today’s wires.
Next, our actionable messaging and relevant rewards incentivized fan engagement and acquired valuable first-party data.
Finally, through email promotions and meaningful prizes as backed by the data, we drove fan loyalty beyond reason to generate personalized conversion moments for subscriptions, reader retention, and qualified sports betting.
Readers can regularly provide their opinions on topics that motivate them, instructing Gannett through qualitative and quantitative data how to construct its roadmap forward.