How the #1 online greeting card company
became the #1 online subscription service
Objective: To convert the business from free, advertising-supported sites to a subscription businessTerra Nova’s Role: Led all marketing efforts including product development, pricing, creative development, database and email marketing, and all other marketing strategies and tactics.
Innovations: Created a world-class online marketing infrastructure to dynamically segment customers visiting the site, offer real-time targeted creative/pricing combinations, and track results.
Results: Acquired over 1 million subscribers in less than 4 months, making AG.com one of the largest, and fastest growing online consumer subscription businesses.
How the largest North American mountain resort
company keeps its customers coming back
Objective: To create a direct marketing organization, infrastructure and processes to enable Intrawest to market more effectively to its existing customer base and to acquire new high-value customers at lower costs.Terra Nova’s Role: Led all direct marketing efforts including staffing, technology development, and training. Work with individual resorts to create and execute direct marketing programs, including direct mail, outbound telemarketing and email marketing. Created database marketing architecture and implementation plan.
Innovations: Installed email marketing solution to enable resorts to provide dynamic content to their customers based on segmentation schemes. Built robust data warehouse containing profiling and transactional information, and communications history on over 6 million customers.
Results: Terra Nova’s direct marketing creatives have outperformed the resorts’ direct communication strategies by a 2 to 1 margin. On track to achieve direct marketing sales equal to 10% of the resorts total sales next season.
Chosen by Peppers and Rogers, the leading experts on CRM, as the most innovative company in CRM activity in 2003.
How the largest privately held b-to-b chemical and textile
manufacturer incorporates successful direct to consumer
businesses into its revenue model
Objective: To repurposes existing commercially viable products and develop new consumer products with Milliken’s proprietary technologies and create a new revenue stream for the company by marketing directly to consumers through various distribution channels.
Terra Nova’s Role: Led product development and merchandising strategies, created online research capabilities to help prioritize opportunities, opened up distribution with major catalogs. Currently evaluating retail, direct sales and other direct channel opportunities, executing marketing creative and providing business plan support.
Innovations: Developed internal operational support for a direct-to-consumer business including accounting, customer service, marketing analysis, and sales tracking. Supported the commercialization of products into the home decorating, crafts, uniform, and floor covering markets through various direct distribution channels.
Results: Launching several new products in 2004 and have created new revenue streams within one year of launching repurposed “commercial” products.
Barnes & Noble.com: Terra Nova’s three partners provided the marketing leadership, product development leadership and new business development leadership to move this joint ecommerce venture of Barnes & Noble and Bertelsmann, A.G. to the largest and most successful “bricks & mortar” online marketplace, and to the position of the 4th largest ecommerce company in the world.
Direct Equity Partners: As principals for this private equity fund, we conducted rigorous due diligence on a wide range of companies whose success was predicated on direct marketing skills. Investments included RedEnvelope.com, Atelier America, and Mascot Network. We were also responsible for negotiating financial terms, and, as a member of the Board of Directors, for overseeing all portfolio companies.
Database Management: Terra Nova developed the marketing customer databases which drove all CRM activity for Time Inc., Times Mirror Magazines, Intrawest, AmericanGreetings.com, Barnes & Noble.com and Advanta and we evaluated and implemented the decision-making tools required to make these databases valuable as knowledge-based systems.
E-Marketing: We have also implemented new e-marketing systems for many on-line clients to successfully generate additional revenue from their existing customers and acquire new customers at reasonable costs.
The Smithsonian Institution: While at Times Mirror Magazine Company, we lead a multi-channel team that completely changed the Institutions way of funding major exhibitions. By developing the concept of engaging sponsors with marketing opportunities instead of asking for charitable donations, We lead the effort to raise the required funds, introduced the Smithsonian to new supporters such as Ford Motor Company, Motorola and the Discover Channel, demonstrated to the Smithsonian how many marketing opportunities each of their major traveling exhibitions contained and produced advertising revenues in excess of $5MM for their magazine company.
Time Magazine: While at the Time, Inc. Magazine Company we were the direct marketing leaders that helped Time Magazine reduce the television channel and the direct mail channel increase their efficiencies by up to a factor of 3 on average, with television CPOs falling from $35-$45 to less than $10.
Popular Science: We successfully extended the brand into television, digital formats, a children’s magazine, and licensing for foreign publication. The magazine was the first publication to develop a major on-line presence.
Field & Stream/Outdoor Life: We were key in the development of a new marketing organization – The Outdoor Company -- that combined these two successful magazines into a powerful new company that extended opportunities significantly. We were on the team that developed the biggest extension of these properties, the currently successful cable channel, the Outdoor Life Channel.
Saltwater Sportsman: We created an affinity membership club-- The Saltwater Sportsman Advantage Club, with benefits targeted to the avid fisherman as a means to generate additional revenue from existing customers and solidify brand loyalty from best customers.
Doubleday Book & Music Clubs, Inc.: As Director of Advertising, Jack put his marketing communication leadership to test, increasing responses in the direct mail and space advertising channels by 100%, re-designing the catalogs for more effective communication and delivering process and systems that reduced headcount in his departments from over 90 employees to 48 employees.
Terra Nova Marketing Solutions is a team of strategic and tactical marketing experts, with a combined experience of over fifty years of achievement and success. This experience includes working with and on behalf of more than 50 top brands and organizations.
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