Parentkind
Securing quality advertising sales & increasing the value of existing relationships by 300%
- Client: Parentkind
- Membership: 12,500
-
Media Sold: - Print advertising: display; advertorials
- Digital advertising: Website; solus email campaigns; E-newsletter
- +300% revenue from existing ad formats
- +50% new revenue from new ad placements
- Brand-aligned advertiser relationships created & consolidated
- Client: Parentkind
- Membership: 12,500
-
Media Sold: - Print advertising: display; advertorials
- Digital advertising: Website; solus email campaigns; E-newsletter
- +300% revenue from existing ad formats
- +50% new revenue from new ad placements
- Brand-aligned advertiser relationships created & consolidated
The Challenge
Building relationships that add value
Parentkind came to us with an ambitious project: they were preparing to launch a brand-new print and digital magazine to create advice, support and stories for their 12,500-strong membership base and a further 57,800 PTA registered points of contact & schools.
With a track record of generating advertising revenues from their online communications (supplier directory; e-newsletters and solus emails), they recognised that strategic supplier advertising could play a vital role in offsetting the print costs of their new member offer.
Future-focused, they were ready to build lasting relationships with quality, brand-aligned advertisers who would add real value to their magazine – whilst also helping to assure its longevity.
Our solution
Made-to-measure
Working closely with the Parentkind team, we created a made-to-measure, long-term advertising strategy for PTA Extra magazine. By selling quality space to prestigious advertisers in the launch issue, we curated a high-value advertising environment to support Parentkind’s future revenue goals – whilst creating an instant revenue boost by transforming the value of their existing online ad positions.
Investing time to attend weekly meetings with Parentkind, we developed detailed revenue forecasts to support their publishing decisions every step of the way. Advising on optimal advertising packages; liaising with the editorial team and hand-picking only the most appropriate advertising brands, we built a strategy to optimise revenues from the launch issue onward.
Meanwhile, thanks to our full audit of Parentkind’s existing advertiser relationships, we were able to increase the value of online advertising placements by up to 300%. By restructuring the online advertising packages on offer, we generated real value for both Parentkind and their loyal advertisers, to create a welcome additional revenue boost.
The Result
Generating serious revenues
The launch issue of PTA Extra Magazine went out to 12,500 members in print and 57,800 email inboxes in summer 2023 with a strong base of brand-aligned advertisers already on board, generating serious revenues to offset print and publication costs. Meanwhile, the value of Parentkind’s digital advertiser relationships went up by up to 300% thanks to our strategic restructure of their online advertising packages.
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