Needed a secure way for customers to subscribe/renew their
newspaper subscription online (Currently 93% of subscription
base pays by mail and only 7 ½% automatically renew
which is an industry low)
Needed an automated way to collect/route subscription data
from targeted banner advertisements on their website
Increase the effectiveness of retention efforts in light
of recent telemarketing restrictions
Kids Day Program:
The N&O Kids Day program, a Community Partnership with
Wake Medical Center Hospital, involves managing contributions
of over 800 businesses and the coordination of N&O &
Wake Med Employees
Needed an automated way to collect and manage data including
donor info from partners, secure credit card transactions,
volunteer registrations, and future invoicing/correspondence
data
Solution:
To address these challenges, The News and Observer
is currently using FormRouter technology in the following manner:
To manage the Kids Day Program, the N&O is using FormRouter
enabled
- Volunteer forms
- Newspaper pre-order forms
- Credit card transaction donation forms
- Sponsorship forms
To assist in online subscription efforts, the N&O is
using FormRouter enabled
- New subscriber forms
- Retention-based forms
- Easy Pay forms
- Banner advertising forms
- Cross-department marketing forms
Benefits:
By using FormRouter for their data routing
technology, the N&O has realized the following benefits:
Increased online subscriptions by 163% during the 4th quarter
of 2003 and secured pre-payment from 80% of these orders
Successfully managed the coordination of over 800 businesses
and 600 volunteers
Streamlined database acquisition at events giving them the
opportunity to better profile event attendees and, therefore,
cross-sell/up-sell their subscriber base via sales channel
diversification
Secured 22% Easy Pay online orders
Secured 199 starts online in 1 month
Increased customer retention efforts
Summary:
The News & Observer has realized both cost
and time savings by using FormRouter technology internally and
externally in their business. Due to the overall ROI and convenience
of implementing the technology, they continue to expand their
use of FormRouter throughout the company.
N&O Testimonial (PDF Format)