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Digital Marketing Fast Facts• Email Marketing:

173MM emails in FY2009, 119MM so far in FY2010 Who: Sanije Gjokaj, Mary Schneck, Dina Shirin, Wes Paisley, Kathleen Chambard What: Manage all Scholastic Email Campaigns

• Online Ads: 403MM ad impressions in FY2009, 215MM so far in FY2010 New! Facebook Advertising Who: Gabriela Acatrinei, Kathleen Chambard What: Manage all Scholastic.com and newsletter ads

• Search Marketing / SEO Who: Orange Soda (vendor), Kathleen Chambard/TBD What: Coordinate paid search across divisions and provide SEO recommendations

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Teacher Checklist

Subject Line: Free Monthly Planning Calendar

Sent 54,851

Delivered 54,428

Delivered %99%

Opened 36978

Opened % 68%

Clicked 36,040

Clicked % 66%

Unique 14,449

Unique % 27%

RANK Top 10 in opens and clickof all Scholastic

campaigns sent in 2009

Revenue $955

Conv: 0.16%

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SMP_WIntertail_V1_MIM_1594

Subject Line: Special Invite for Springfield’s Classrooms

Sent 14054

Delivered 13723

Delivered %98%

Opened 3488

Opened % 25.42%

Clicked 2717

Clicked % 19.80%

Unique 1066

Unique % 7.77%

4

Sent 482179

Delivered 454421

Delivered %94%

Opened 38,124

Opened % 13.4%

Clicked 1300

Clicked % 8.39%

Unique 24644

Unique % 5.42%

Revenue: $93,994

Conv: 5.56%

TSO_- Teaching ResourcesSubject Line: 2 Days Only 50% OFF! Promo Code STR302

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Gold Star: Scholastic Store – Highest FY10 Revenue

Black Friday - 11/27

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Room for Improvement: Scholastic Store

Halloween Sale – 10/20

*Email summary based on the average of the 3 campaigns

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Gold Star: Back to Basics – Highest FY10 Revenue

Cyber Monday - 11/30

*Email summary based on the average of the 3 campaigns

•A follow-up final hours email deployed at 6:30 pm to non-openers from the original mailing. The email had a lower response: 8.7% open rate and 2.8 % CTR.

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BEFORE

Average Open Rates: 20%

CTR: 12.75%

New Teacher Newsletter

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AFTER

Open Rates: 22.15%

CTR: 15.75%

New Teacher Newsletter

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BEFORE

Average Open Rates: 9.97%

Average CTR: 1.7%

Administrator Newsletter

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AFTER Administrator Newsletter Average Open Rates YTD: 14.10%

Average CTR: 3.21%

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AFTER Administrator Newsletter Average Open Rates YTD: 14.10%

Average CTR: 3.21%

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The Intelligencer

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Want a Gold Star Email?

• Plan ahead• Set campaign metric goals• Drive website visits • Drive revenue• Identifying customer need and responding• Include call-to-action above fold• Include engaging content such as links to video,

interactive tools or other exciting site features• Integrate email with site experience• Monitor lifetime value of customers• Effective landing page

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Missing the Gold Star• PDF brochure passed off as Email Creative• Little or no list segmentation• No creative or offer testing• Single subject lines on multi-segment

campaigns• Only Clearance Sale / Bargain Bin Offers• Repeated remails to non-openers• Single creative blasts to lists of 1 MM+• Not learning from campaign results• Design inconsistent with website• Poorly designed or NO landing page

(Landing pages: where you make a sale!)

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Email/Social Media Strategy

Goal: Engage your audience across channelsHow: Leverage email to gain FB fans & vice versa

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Email newsletter boosts Facebook awareness

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Add buttons to newsletter to encourage subscribers to follow you on Facebook and share via ShareThis

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Increase Facebook members with each newsletter

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Facebook promotion to drive newsletter subscribers: Promote your email newsletter to Facebook fans.

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Create a Facebook wall post that encourages fans to opt-in, and increase newsletter subscriptions

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Online Advertising

Top Ad Design Best Practices

1. Keep the messaging very simple and relevant to the channel

2. Include a call to action

3. Include a product shot and human form in the ad

4. Coupons/free trial offers/end dates work

5. Show brand prominently

6. Test creative

7. Tag ads for Omniture

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Teacher Channel

Internal campaigns:Teacher Store Online transitional: 18.17% CTRBook Fairs December: 0.56% CTRTeacher Store Online December: 0.46% CTR

External campaigns:Learning Resources: 0.28% CTRGeneral Mills: 0.24% CTR

What makes them shine?• Promotion of FREE products/giveaways or

introduction of new products• Clean design• Relevancy (factor in seasonality)

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Parents Channel

Internal campaigns:Stacks: 34.95% CTRScholastic Store Online: 34.61% CTRScholastic Media – iPhone: 0.69% CTRScholastic Media – I Spy: 0.51% CTR

External campaigns:Pampers: 1.23% CTRZyrtec: 1.17% CTR

What makes them shine?• 100% SOV works• Product launches with a buzz• Strong and clear call to action• Relevancy to Scholastic content (Pampers ad)

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Stacks Channel

Internal campaigns:Media - Goosebumps: 0.54% CTR

External campaigns:Sony Free Realms: 0.83% CTRSmartyCard: 0.78% CTR

What makes them shine?• Cool, interesting design and message

relevant to teens (“check it out”, “escape”, “panic”, “play”, “you rule!”)

• Association with events (Summer Reading Challenge, Halloween)

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Conclusion

Thank You!