Challenge: In 2001, SI for Women was looking for an avenue to generate subscriptions for its print publication, and determined that women’s soccer would be an appropriate medium for reaching their young, active, female demographic. SI for Women needed to drive significant numbers of trial subscriptions and create additional brand awareness with their target demographic.
Approach: Working with Time Inc.’s subscription department, RMG3’s marketing and communications experts crafted a plan to reach the brand’s target audience. RMG3 utilized its Content Production Team to create advertorials for publication on the internet, and secured placement on such targeted sites as the former womenssoccer.com (at the time the most popular independent women’s soccer news site). Placement also included opt-out trial subscription registrations within the online registration processes of such sites. In addition RMG3 developed promotional button placements and created a direct email marketing campaign around the promotion. All elements were designed to reach SI for Women’s specific demographic of active pre-teen and teen-aged girls.
Result: RMG3’s efforts were part of an overall subscription drive, and through RMG3’s efforts SI for Women increased its consumer test rate significantly.
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