Marketing Masters — October 2008 - (Page 12)

❚❙ multIple tItle program Multiple Magazine Title Program Reed Business Information – Mechatronics Zone Setting Up Since January 2007, the Mechatronics Zone has become a thriving integrated program that has crossed over to several engineering publications from Reed Business Information—Control Engineering, Design News, Electronics Design, EDN and Test & Measurement World. The prime goals are to build an elite online Mechatronics community; develop a worldwide channel for this area that reports trends and provides real-world applications; and foster alliances with academia actively involved in teaching mechatronics, such as U.C. Berkeley, MIT and Colorado State University-Pueblo. The program has been ongoing. Recent sponsors have been National Instruments, Allied Electronics, THK, Lin Engineering, Idec and Siemens. Electromechanics Ch-Ch-Changes How has the program evolved in a year? “The microsite was upgraded to a full Web site with additional functionality, navigation and interactivity,” explains Karen Norris-Roberts, strategic marketing manager for Design News. These features included two blogs, RSS feeds, social networking tools and tag cloud to aid navigation. Also, the in-person seminars expanded from one day in 2007 to three in 2008. A content director and client services/project manager dedicated to this program were added to the staff. Demographic Dissection The program’s target audience members are engineering managers, project managers and engineers who are engaged in projects that use mechatronics, defined as a discipline that integrates the design of mechanics, electronics and control systems. Designing a Success The microsite traffic has increased from an average of 10,000 impressions per month to an average of 25,000 impressions per month. Also, opt-ins for the monthly newsletter increased from 3,800 to 29,948 per month. The Webcast has boasted an average of over 800 registrants. ■ The Nitty-Gritty Highlights of the program include a Webcast series, a microsite, an e-newsletter, print supplements, a monthly column in Design News and events, such as an in-person expo that took place last October. Multiple Magazine Title Program Rodale Inc. – Saturn Detour Planetary Combustion Last year Saturn wanted to align its brand with health and fitness. It turned to Rodale, an authority on healthy lifestyles, to develop a 360-degree marketing program that would increase brand awareness of Saturn, maximize its exposure in the digital space and build on its commitment to community and people. where we just don’t have 25 magazines or Web sites to tap into, and that was the case with Saturn where we had this great program,” says Angus Macaulay, Rodale’s vice president of marketing solutions. “They believed in all of our brands supporting this program, but we just couldn’t give them the digital reach they were looking for.” Thinking “entrepreneurially,” Rodale reached out to AOL to help drive traffic toward the microsite and online community they wanted to build up for the program. The union was a fruitful one. “It gave it the reach that Saturn needed and it made the program work,” adds Macaulay. Evolutionary Happening Targeting educated, family-oriented adults ages 25 to 54 who have a median income of $60,000 and above, Rodale and Saturn launched a yearlong program entitled “Detour: New Roads to Fitness” that engaged consumers with information on exploring complementary activities that would enhance performance in their main sport. A customcreated, community-based Web site (FindYourDetour.com) and an in-magazine campaign that encompassed several Rodale titles, such as Prevention, Men’s Health, Women’s Health, Runner’s World and Bicycling, help keep both the Saturn brand and program top-of-mind. Direct marketing promotional extensions also heightened awareness. Winning the Race The program generated more than 395 million impressions. The FindYourDetour.com site attracted more than 750,000 unique visitors, generating 2.3 million page views during the program’s yearlong effort. In-magazine promotion drew more than 107 million impressions with 30 insertions. Overall, the campaign, which included online and in-market elements, positively affected brand awareness among its target group. ■ Encountering Snags “From time to time we run into scale problems 12 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.FindYourDetour.com/RW http://www.FindYourDetour.com http://www.FindYourDetour.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

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