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Case Study: Ford Motor Company

  • Title: My Ford

  • Client: Ford Motor Company
  • Publisher: Time Inc. Content Solutions
  • Frequency: Quarterly
  • Target: All Ford customers who lease or purchase their vehicle
  • Client Objectives 

    •  Communicate private offers via My Ford to increase purchase rates compared with those who do not receive offers

    •  Establish My Ford as an effective tool to increase loyalty to Ford

    •  Obtain actionable intelligence, through analytics and insights, to improve the My Ford process, refine planning and increase profitability

  • Execution
    • A 36-page magazine was mailed quarterly
    • Segmented by vehicle type
    • Versioned by lease status and language
    • Coverwraps: customized by product and service offerings
  • Results
    • Proven channel to deliver private offers
    • Proven channel to generate incremental sales
    • Proven channel to drive Web traffic
    • Proven channel to identify hand-raisers

Case Study:Harrah's Entertainment

  • Title: Total Rewards

  • Client: Harrah's Entertainment
  • Publisher: Time Inc. Content Solutions
  • Frequency: Quarterly
  • Target: Total Rewards members
  • Client Objectives

    To encourage greater loyalty among key, high-value customers and to promote cross-property play in key markets via an integrated, consolidated communications strategy

  • Execution

    A 38-page, versioned gaming magazine sent to customers who frequent Harrah's, Caesars, Horseshoe and other Harrah's properties across the country

  • Results
    • ROI demonstrated at greater than 50%
    • Triple-digit increase in response rates from personalized coupons inserted into the magazine
    • Customer engagement with the magazine is high, exceeding 20 minutes of reading time

Case Study: Key Bank

  • Title: Today's Focus and Business Vision

  • Client: Key Bank
  • Publisher: Time Inc. Content Solutions
  • Frequency: Quarterly
  • Target
    • Today's Focus – All Consumer Retail-Banking Customers
    • Business Vision – Small Business Customers
  • Client Objectives
      • Retain the current base of small business and retail clients
      • Increase share of wallet for individuals
      • Support Relationship Manager prospecting goal

  • Execution

    Today's Focus and Business Vision establish Key Bank as an essential and innovative partner to their clients. The magazines strategically build exposure for their products and services, providing a sales and retention tool for their Relationship Managers

     

  • Results

  • Customers:
      • Find the publications extremely or very useful for insights and advice
      • Feel more informed about Key products and services after reading

     

  • Relationship Managers:
      • Use Today's Focus and Business Vision to present product information to prospects and retain customers