Group Circulation Manager
Manage the marketing of four of the company’s 14 special interest magazines that generate over $4 million in annual revenue through domestic and international sales. Develop circulation strategies, and plans, utilizing direct mail, digital media, and partnership marketing. Manage execution of customized marketing programs, and budgets, with a goal of achieving circulation and profitability goals for assigned magazines, three of which are category leaders.
• Researched and analyzed direct mail history for two magazines including offers, response rates, mailing lists and creative used in prior campaigns to acquire new business. Utilizing fresh creative on the mail pieces and more efficient use of lists, increased response and by 40%.
• Crafted and implemented a program partnering with local astronomy clubs and a national outdoor specialty retailer on a multi-day event at locations across the country in major markets. This relationship-marketing program was successful from a branding standpoint with the goal of introducing campers to astronomy. Five out of the seven test markets reported a tremendous response and enthusiastic feedback from attendees. Two of the events were sell-outs.
• Analyzed web metrics and successfully re-launched two magazine’s Web sites. In three months, one realized a 45% increase in subscription sales while the second increased by 50% surpassing goals.
• Initiated a partnership with the nation’s largest earth science teacher association and a major advertiser in one magazine. This led to crafting a contest, utilizing USG (user-generated content), targeted toward students in grades 6-12 who were given a task to create a video project explaining a pre-determined astronomy-based topic. This co-branded contest was promoted via e-newsletters, Web sites, and list servers. The finalists’ videos were streamed on the magazine’s Web site where visitors voted for the winners. This marketing effort resulted in exposing astronomy and the magazine to the association’s 950 members who have now become brand ambassadors, the 300,000 students they teach, increased traffic to the magazine’s Web site and gained a larger commitment from the advertiser who had previously reduced their ad buy. This was the first USG contest at Kalmbach.
• Tested dynamic overlay technology on one magazine’s Web site. The primary goal was to generate additional revenue yet appear unobtrusive to visitors. The overlay appeared in the lower left hand corner of the site’s home page and exclusively to non-subscribers. In one month it generated $12,000 in revenue exceeding expectations and was rolled out to other magazine’s Web sites.