ISSUE:

How to maximize site traffic and conversions from both online and offline media during key Holiday campaign for Chicago Sports Cave.

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STRATEGIES:

• Maximized Tribune digital and print remnant asset performance through extensive versioning and testing

• Negotiated and partnered with Editorial team to create contextual reference links and branded content

• Built a branded Chicago Sports Cave social community quickly to drive site traffic and sell exclusive merchandise

• Created gift hub for Chicago sports fans through gift guides, product recommendations

• Employed external digital media to enhance Chicago Sports fan acquisition universe

• Turned popular high-quality rich content into exclusive merchandise

• Tested viability of physical retail locations during key holiday timeframe

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RESULTS:

• Gift Guides (both print and email) generated most conversions (30%) since featured items helped with gift ideas

• Successful negotiation of permanent advertising position on sports news home page, and featured product link in top sports summary drove most traffic to site during campaign in both Direct (#1) and Referral (#2) traffic

• Sports Cave social media campaign including paid advertising, contests, high-quality content and exclusive merchandise built communities over 10,000 fans in three months

• Google Shopping facilitated the listing of licensed sports team names in title, and was the most effective paid media source at 1.5% CTR, 2% CR and $1 CPC

• Print media featuring vanity URL's made Direct traffic #1 source for new vistors

• Exclusive Tribune merchandise (posters, press plates) accounted for over 50% of items sold

• Scrappy pursuit of remnant media identified many new sources including:  dedicated digital ad position, mobile advertising, corporate emails, brand publishing site, event handouts, enewsletter advertising, etc.

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