Home » Press Releases » 2011 » Marketing G2, The Colorado Springs Gazette, and The Denver Post Win at the INMA World Congress Awards

Marketing G2, The Colorado Springs Gazette, and The Denver Post Win at the INMA World Congress Awards

PHILADELPHIA, May 19, 2011--Subscriber engagement and marketing technology company Marketing G2 (MG2), along with its clients the Colorado Springs Gazette and The Denver Post, placed in two categories at the International News Media Association (INMA) Awards 2011 competition, which rewards excellence in news marketing. Marketing G2 was a first place winner in the Print Subscription Sales Under 75,000 category for its case study entitled "Reclaiming Former Subscribers to the Colorado Springs Gazette with a Regression Response Model" and a second place winner in the Digital Audience Usage and Engagement with circulation over 300,000 category for their "Denver Post Perks" campaign with The Denver Post.

Marketing G2 had partnered with the Colorado Springs Gazette for a campaign that introduced a new, innovative "Digital Lifestyle Package" to readers who had stopped their newspaper subscription. In 2010, the Gazette mailed 100,000 direct mail pieces to area constituents and received a low response rate. Marketing G2 was then contracted to develop a response model based on previous campaign performance, mailed only 32,000 pieces, and received more starts in that campaign than the Gazette's previous mailing.

"Using the Marketing G2 regression response model, we were able to send the direct mail to only the best prospects with the highest likelihood to subscribe and after the special offer was up to renew," explained Jim Saylor, a partner with Marketing G2 Direct.

The "Digital Lifestyle" campaign out performed all traditional circulation campaigns in the previous year by more than 100% at a cost of just $41.79 per order. This represented a 35% reduction in the average cost-per-sale budgeted and a 49% improvement in goal achievement over what was budgeted. The Gazette received 335 new starts, as opposed to the campaign goal of 225. Marketing G2 has published a case study on the campaign, which is available on its website.

"Marketing G2 thinks of ourselves as a partner with our clients, not just a vendor. We provided the Gazette with aggressive campaign pricing in return for a backend performance bonus if the campaign meet predetermined new start goals and cost per sale benchmarks," said Patrick Glennon, president of MG2.

At The Denver Post, MG2 developed an online loyalty program designed to have a significant impact on customer retention. Called the "Denver Post Perks," the program had a 1.2% impact on overall customer retention during the first full year of operation and a 14.2% improvement in retention with a Perks program user versus a non-Perks user.

Jack Borland, Denver Post Database and Subscriber Retention Manager said, "We've seen a solid impact on retention by the program since its inception. Our goal now is to increase the number of subscribers using the program through advanced communication and marketing outreach."

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With nearly four decades of experience, Marketing G2 helps media companies build, expand, and support subscriber relationships. We're proud to be a leading provider of customer intelligence applications and data integration services. Find out more at marketingg2.com

Contact: James Saylor, Marketing G2; (303) 225-2698; jim@marketingg2.com