Marketing initiatives by religious groups sounds funny (even God needs the 4Ps) and therefore continues to interest me. Following the Eastpoint church’s path (see the earlier story in this blog ‘And God said: In Digital I trust’), www.preachingtoday.com from Christianity Today International discovers that digital initiatives pay when it comes to achieving marketing objectives.
The new case study from MarketingSherpa tells the story of Preaching Today’s digital initiatives to increase subscription numbers even while increasing the subscription rates steeply.
Preaching Today is a practical resource for sermon topics and story ideas know as ‘illustrations’. Started in 1999, PreachingToday.com has a paid subscription model.
In 2007, the website was revamped with fresh contents, increased it subscription rate and launched a campaign to attract new subscribers, while increasing the renewal rate. And this is what the marketing and communications team did:
– Adding premium features
– Improving Internal Search functionalities
– Repackage content and cross promotions
– Incorporating Web 2.0 features – user generated content, blogs, tagging
– Add-ons for annual subscriptions
Despite a 60% increase in subscription rate, the subscriptions increased by 19%.
Detailed story here.