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