1. English Attack! – B2B
Case Study
Bayard / Today In English
France
Promotion 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)
2. The Print Ad
Today in English Mag
Similar Ad will be placed in Phosphore Mag
We only advertise the
1month Free Trial offer.
No mention in the ad of the
discounted subscription rate.
English Attack! Promo Code
Same code used across the 4
monthly issues
4. Story Board – Step 1
User activates the Promo Code
1 month Free Trial Starts
5. User types in the Promo code
TODAY132
A user can only activate this
Promo Code once
Logged-In User Anonymous User
Log-in / Create an Account Page
User has an EA! Account User doesn't have an EA! Account
- He logs in - He creates an account
- Promo code is Activated - Promo Code is automatically - Promo Code is already entered
activated in the sign-up form
- Promo Code is activated when
user has created his account
7. For users having entered the Promo Code, Price Plans
page is replaced by Today in English Special Offer
Expiration Date of the Special
Offer-Specific
Offer Partner’s
Catch Line
(end of trial period + 2 weeks) Branding
Special Offer
With Discounted Price
replaces
EA! Regular Price
Plans
9. Free Trial has expired.
Booster Pass Count-Down replaced by
Special Offer Block
Block also displayed on Content
Pages (Video Boosters, Photo
vocabs and Games)
Expires after
Sponsored Special Offer Block 2 weeks
with a Count-Down
Exclusive offer for Today Offer Valid
in English Readers until
Dec, 1st
One Year Subscription 2011
for only €10!
Buy
Now
Leads to Special
Price Plans Page
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!.
