CONTENT SERVICES AND COMMUNICATIONS

The Challenge: Growing Subscriber Base
The San Francisco Bay Area is widely considered to be the country's biotechnological capital, and the BayBiotech Review began covering biotech news and developments of the region in 2006. Then, until the end of 2009, the Review had been only using word-of-mouth and minor email blasts to grow their subscriber base. Going into 2010, the Review wanted to increase their subscriber base via a prominent and more aggressive campaign.

Optimizing Connections
The Squat Pen recognized that social media outreach would enable them to optimally implement and manage a unique circulation drive to its users. Working with the social media company SNReach, The Squat Pen created a contest that enables current subscribers to “Share and Win” by sending ‘subscribe free to the Review’ invitations to friends and colleagues. The Review optimizes its readership’s connections by using the technologies of Facebook and SNReach within the email campaign.

Maximizing Participation
By creating a social media-enhanced contest increases a subscriber’s chances of winning the grand prize based on sharing the promotion, the Review maximizes participation and reach in its circulation drive. It plans to promote the campaign further through its social media properties.

BayBiotech Review website