The New York Times
Event Subscription Sales Program
Target
Educated Men/Women 25-54 who are news enthusiasts.
Mission/History
Create an event program that builds brand awareness, increases the customer base by driving home delivery and digital subscription sales, and generates revenue. The program launched in 2007 and through years of success has stood out as one of the most important subscription acquisition program for the newspaper.
Work Scope
On behalf of the program, OTA:
Developed and managed a multi-million dollar budget
Created monthly subscription sales forecasts and tracked results
Researched and booked targeted events
Negotiated sponsorships and partnerships with venues, media companies, and retail stores
Hired and trained subscription sales representatives and brand ambassadors
Designed and produced signage and booth components, including technology needs
Coordinated booth shipping and handling details, as well as travel arrangements
Designed and produced promotional products
Prospected opportunities in new target markets
Acted as liaison between NYT Corporate and third party marketing venues
Developed and executed consumer promotions
Results
Hired and trained 300+ sales representatives
Attended 10,000+ events
Sold 350,000+ new, prepaid subscriptions over 10 years
The International New York Times
Event Subscription Sales Program
Target
Educated, English-speaking digitally savvy news enthusiasts; international travelers.
Mission
In 2013, The New York Times Company rebranded it's international daily newspaper from The International Herald Tribune to the International New York Times. OTA was hired to create an event subscription sales program across Europe, Australia, and Canada to build brand awareness, educate readers on the newspaper's features and benefits, and drive subscription sales.
As part of this initiative, OTA:
Researched and booked targeted events
Hired and trained local subscription sales representatives and brand ambassadors
Produced booth materials
Coordinated all shipping, storage, and onsite logistics
Provided weekly feedback, reconciliations, and subscription sales reports
Results
Attended 750+ events between 2013-2016
Sold 15,000+ prepaid subscriptions