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Case StudyBayard / Today In English
FrancePromotion Period: November 2011 – May 2012
Today in English is a monthly magazine of Bayard Publishing in France.
This promotion will also run in Phosphore (another Bayard Publishing title, aimed at teens)
English Attack! – B2B
The Print AdToday in English Mag
Similar Ad will be placed in Phosphore Mag
English Attack! Promo Code
Same code used across the 4 monthly issues
We only advertise the1month Free Trial offer.
No mention in the ad of the discounted subscription rate.
Translation of the French AD
Story Board – Step 1User activates the Promo Code
1 month Free Trial Starts
User types in the Promo code
TODAY132A user can only activate this
Promo Code once
- Promo code is Activated
User has an EA! Account- He logs in- Promo Code is automatically activated
User doesn't have an EA! Account- He creates an account- Promo Code is already entered in the sign-up form- Promo Code is activated when user has created his account
Logged-In User Anonymous User
Log-in / Create an Account Page
1-month Free Trial Starts
Booster Pass Count-Down is displayed
For users having entered the Promo Code, Price Plans page is replaced by Today in English Special Offer
Expiration Date of the Special Offer
(end of trial period + 2 weeks)
Special OfferWith Discounted Price
replacesEA! Regular Price
Plans
Partner’s Branding
Offer-Specific Catch Line
Story Board – Step 21-month Free Trial Expires
Free Trial has expired.Booster Pass Count-Down replaced by
Special Offer Block
Sponsored Special Offer Block with a Count-Down
Offer Valid until
Dec, 1st
2011
Buy Now
Exclusive offer for Today in English Readers
Block also displayed on Content Pages (Video Boosters, Photo
vocabs and Games)
Leads to Special Price Plans Page
Expires after 2 weeks
One Year Subscriptionfor only €10!
E-mailing
• Ideally, an e-mail promoting the Special Offer should be sent to the registered user at the time when his or her Trial Period expires.
• A second e-mail to be sent one day before the expiration of the Special Offer.
• This automated feature is currently at R&D stage for English Attack!.
Story Board – Step 3Special Offer Expires
Special Offer Page Replaced byRegular Price Plans
EA! Regular Price Plans
Special Offer is no longer displayed
Campaign Results
Bayard CampaignFirst 3 months
Among all English Attack! user groups,
Bayard affiliated users show longer
and most complete on site sessions